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State of the Screens

How Sinclair Broadcast Group Is Luring Local Advertisers With OTT

By March 12, 2018No Comments

Sinclair is making audience targeted OTT/connected TV advertising available to local advertisers on their 193 local TV stations.

Quote from Rob Weisbord — CRO @ Sinclair.
“Selling just on gross impressions is okay when you’re getting people’s feet wet, but eventually you need to quantify and qualify who that audience is and how well it’s performing for them,”

Flashback:
1)
TV stations are about to track you and sell targeted ads, just like Google and Facebook

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.

2) TV Advertising Has A Marketing Problem

Local video ad spend in 2022 (% of total):
1) Television: $29.8B (80%)
2) Digital: $5.3B (14%)
3) Other: $2.0B (6%)

More:
1) Future Of Local TV Revenues Hinges on Data, A New Selling Focus

2) The Age of Local: The New Marketing

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.