The Federal Communications Commission (FCC) approved a new broadcast standard (ATSC 3.0) that will allow for internet-like targeting of advertising with local broadcast TV.
What are the benefits?
1) Addressable advertising
2) Improved video quality (4k)
3) Improved audio quality
This is currently being tested in the Phoenix market with the following broadcast groups:
1) E.W. Scripps Company
2) Fox Television Stations
3) Meredith Local Media Group
4) Nexstar Media Group
5) Tegna
6) Telemundo Station Group
7) Univision
Flashback:
1) ATSC 3.0: What you need to know about the future of broadcast television
2) World first, as RTL and partners perform IP-into-broadcast real-time ad replacement
Four broadcast groups are also working on a new set of standards for local TV advertising.
The four include:
1) Nexstar Media Group
2) Sinclair Broadcast Group
3) Tegna
4) Tribune Media
Our thought. Addressable advertising combined with improved workflow would both be cheered by advertisers.
Addressable = $$$. Networks charge up to 8x more for addressable advertising on TV compared to non-addressable.
