Automated TV — TVB Forward Conference Perspectives

Anne Schelle, Managing Director, Pearl TV Anne Schelle, Managing Director, Pearl TV 
 “TV is still the most powerful brand medium, and certainly there’s nothing like local in terms of getting viewers into stores. But it’s also important to note that a lot is happening on the digital and mobile side of the business. The good news is broadcasters are investing and innovating there.”

Why is it important for broadcasters to explore automated TV?

  • According to a recent BIA/Kelsey study, local advertising is undervalued.
  • There are inequalities in time spent and ad dollars spent, specifically in mobile. Some predict that both digital and mobile will siphon dollars away from television.
  • There’s a growing demand for audience data and automation to aggregate target audiences together. ATSC 3.0 is a great opportunity for broadcasters – a tool to enable interactive, real data collection and dynamic ad insertion. But the marketplace needs to be conditioned with automation, high-yield optimization and data – if not, we won’t be able to use these great new tools.

Seth Haberman, CEO & Founder, Visible World
 “In the television business reach is the greatest driver of CPM. The larger your reach, the higher your CPM. So the more you fragment, the smaller your CPMs are – that’s the danger of saying, “We’re going to be like digital.”

Joy Baer, President, STRATA
“The biggest competition in local local is Google. I believe that’s true, and I think there’s a lot of opportunity with automation, with local clients that you have. That’s part of our vision and what we’ve done.”

Scott Hoffman, President, Yashi
“I very strongly believe that TV and digital, just like Reese’s, are two great tastes that go together… And in some cases people are consuming them at the same time.”

Stephanie Hanson, CRO, AdMore
“We offer advertisers increased reach and frequency across U.S. DMAs, and hopefully generate revenue to the local broadcaster from national advertisers that you weren’t seeing before.”
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