OTT ad spending is on the rise, but there are a few things holding back the floodgates from really opening: measurement and educating TV buyers on the benefits of audience-based buying. TV advertisers, particularly in local markets, tend to have preconceived notions that need to be exploded about where to reach consumers. “Local car dealerships, […]
On paper, the OpenAP consortium makes perfect sense: TV networks banded together to stave off growing competition from the walled gardens. In reality, it’s a bit more complicated. Although OpenAP still counts three powerhouse publishers among its ranks – Viacom, NBCU and Fox – a founding member, WarnerMedia, left the group in April to compete […]
Many broadcasters spent the past decade on a quest for scale, with a major spike in local station M&A last year. Now it’s time to start thinking about monetization, and broadcasters know it. “Once you own a lot of stations, the next logical thing to do is ask, ‘How are we going to monetize these […]
Last month, local TV broadcast operator Belo Corp. launched its attempt at a pure play digital marketing unit, ScreenShot Digital. The move is similar to ones taken by Time Inc., Gannett, Meredith Corp. and others the last three years. Unlike some of those integrated digital marketing units, ScreenShot isn’t being positioned as a way to leverage […]
