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State of the Screens

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

By February 6, 2018No Comments

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

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.

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.