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When Is the Right Time to Try Automated Buying? How About Now.

May 21st, 2018   ||    by Alan Wolk   ||    No Comments


“We’re just not ready yet.”

That’s probably the most common response I hear when I talk to local TV ad salespeople about why they’re not upgrading to automated buying and selling. My response is always the same, “I understand that it feels like a big step, but pretty soon you might not have a choice.”

Every week more and more stations decide that they’re ready to give automated buying a try. And, if all your competitors are using automated systems, then your clients are going to expect you to be too.

But it’s more than that: there’s an entire generation of CMOs and ad executives coming up who have only known automated buying — especially from their digital clients. They’re going to expect that your local TV station will offer the same type of automated and programmatic options so that they can buy and plan local television with the same easy access to data. If you can’t offer that to them, then you’re probably not going to sell as much.

There’s also the shift to OTT to consider.

More and more, local broadcasters are realizing that much of their audience is moving online. They’re finding that launching an app that lives on connected devices like Roku or Apple Fire TV, either solo or as part of a virtual MVPD, is a great way to reach that audience. After all, that audience is still watching TV shows on an actual TV just via a different delivery system, one that’s particularly well designed for automated buying. The vMVPD market, in particular, is growing by leaps and bounds, and again, it’s likely the other stations in your market are switching to automated buying or are at least trying it as means to reach that given consumer.

Finally, there’s ATSC 3.0, which allows for addressable advertising on local over the air broadcasts. Addressable ads are traditionally sold by a programmatic platform and as ATSC 3.0 becomes a larger portion of your inventory, you’re going to hear advertisers asking why you’re not able to deliver their ads in that manner. With ATSC 3.0, all ads will be delivered digitally, even if the audio and video are still delivered over the air, and an automated system can help you keep track of all the different options you’ll have on offer.

So, while change is in the air, the good news is that automated ad buying is going to make you more productive, freeing you up to go after bigger and better opportunities.

This industry development is a game-changer and why Videa was built – to automate the tedious parts of the process and not the overall deal. Pulling in those big deals is still your responsibility and by not having to chase paperwork around the office, you’ll be free to go after all those “when I have time” clients.

Some good news too: a recent BIA/Kelsey report predicted that advanced TV (which includes automated and programmatic TV) will help push the local video advertising market from $32.6 billion this year to $37.1 billion by 2022.

That means more opportunity, and if you want to be in the best position possible to close that new business, then maybe the time to start experimenting with automated platforms is right now.


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