Feature Commentary

“Review your emergency protocol plans and update and expand as necessary for any possible scenario”—Michael P. Hill, Founder & publisher, NewscastStudio
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“Designed to accommodate new viewing behaviors, ATSC 3.0 is the new unified standard for broadcasters and OTT providers to deliver a next-gen content experience. Being able to view content on any device, at any time, from any location is now something consumers are accustomed to.”—Marc Berman, Programming Insider
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“In 2020 local broadcasters will continue to make the shifts necessary to create a more level playing field, from moving towards impressions as the common currency for buying and selling advertising, to streamlining invoicing and payment processing, all while embracing automation in buying and selling processes.” —Eric Mathewson, CEO, WideOrbit
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“In a multiplatform universe, there is a growing need for a common denominator. Used by most platforms, that common denominator is impressions. This is the major impetus for the local TV industry's move: take the friction out of combining local TV with other platforms.” —Hadassa Gerber, EVP, Chief Research Officer, TVB
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“Local TV stations offer content to brands and marketers on primary, digital-sub, OTT and yes, even digital channels. It is time to consider all of that viewing in a consistent way, using impressions, so advertisers can mix, match and maximize their local marketing strategies.” —Steve Lanzano, President & CEO, TVB
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“Every other device in your world, including Alexa and Google Assistant after you say the wake words, takes whatever behaviors you exhibit and whatever data that can be gathered about you and uses it to make predictions about your behaviors.” —Shelly Palmer, The Palmer Group
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“Both political campaigns and brand managers know that for immediate reach, nothing beats TV. It would take billions of videos on social media— running for a month — to reach what broadcast TV can deliver in a few days.” —Steve Lanzano, President & CEO, TVB
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“Local TV stations compete among themselves. However, these days, all local media compete. BIA identifies 16 categories of media that compete for the local advertiser’s share of wallet.” —Rick Ducey Managing Director, BIA Advisory Services
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“If we believe in the notion that advertising viewed, heard and experienced by audiences can cause people to change or affirm future buying behaviors, then we also have to assume that the opportunity for audiences to actually experience that advertising–including how long the ads were or could have been viewed–really matters.” — Dave Morgan, CEO, founder, Simulmedia
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“Then-candidate Trump conducted 137 rallies in 62 DMAs. On average, Trump received seven minutes per day of local news coverage across the three-day rally period. Trump’s rallies garnered the equivalent outreach of what would cost $120 million in local broadcast news coverage, with a staggering 3.8 billion free impressions across the 62 DMAs he visited.” —Kyle Roberts, President & Founder, Advertising Analytics
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“The belief that every sale that can be tracked to digital media is wholly and fully due to the consumer seeing media is an inflated and often false perception.” — Fred Ashkam, Director of Analytics IMM
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“TV ad companies won’t get all of the D2C dollars that they want, unless they can isolate out the TV to Facebook and Google kicker effect and prove their own contribution.” — Dave Morgan, CEO, founder, Simulmedia
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“90% of the money candidate Szeliga spent on Facebook was wasted on voters who could not support her. With $1.8 billion spent this election cycle on digital advertising, according to Borrell Associates, it’s understood by analysts that 70% or 80% of that enormous sum is targeting the wrong people. That’s well over $1 billion down the drain.” — Bhargav Patel, IQM
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“People pay more attention to the same advertisement on TV vs. Facebook or YouTube. There’s a direct correlation between sales and video size - the larger the screen, the bigger the sales impact.” — Dr. Karen Nelson-File, Professor of Media Innovation, University of Adelaide
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“Data and technology are the center of the TV business and the industry is poised for great change.” — Michael Bologna, Cadent
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“While stations are cautioned not to share too much information to avoid charges of price fixing, the FCC requires them to post the rates they charge political advertisers, from which smart rival broadcasters can deduce their entire pricing strategy.” — Harry Jessell, TVNewsCheck
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“With enough cooperation among industry players, instead of constant comparisons to digital, TV will evolve to include the best of both worlds: incredible reach and engagement paired with ease of access and accountability.” —Shereta Williams, President, Videa
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“With next year’s budgets looming, now is the time to ensure you are incorporating the organizational and technical stepping-stones necessary for realizing more of your market’s digital dollars.” —Mary M. Collins, President & CEO, Media Financial Management Assoc
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“In the midst of the enormous Facebook scandal, your customers are angrier than ever, especially at Facebook ... So what’s the answer? It’s simple: Boycott Facebook! Not just personally, but as a CMO, as a media planner and buyer.” —Matt Smith, Founder-CEO SmithGifford
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“ATSC 3 means leapfrogging innovations, from robust transmission to immersive audio, from 4K UHD to interactive services and more.” —Mark Richer, ATSC President
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