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Ad Agencies Meet ATSC 3.0

by | Aug 16, 2019 | BIA, Blog, Broadcast, CTV/OTT

Inside the local TV broadcast industry there has been speculation, aspiration, excitement, and hard work bringing to market the new capabilities of Next Gen TV. Most broadcasters are at least optimistic if not fully bullish about new growth and competitive opportunities. Some see the timeline a bit more extended than others. On the marketer and agency side, it’s a similar story and that’s what an upcoming NAB webinar digs into.

It’s going to be a while before we see local TV station Next Gen TV (ATSC 3) ad inventory trading at scale in sell-side and buy-side platforms, but it’s coming. The seeds of a vibrant Next Gen TV local station ad marketplace are being planted. NAB’s webcast series features this new episode providing insights and updates on the advertising and Next Gen TV from Rick Ducey, BIA Advisory Services, Sarah Foss, FreeWheel Advertisers and George Leon, from LA-based ad agency, Hawthorne. The panel, led by NAB’s Skip Pizzi as moderator, takes on questions, expectations and plans for the role of Next Gen TV in local advertising. NAB’s Rethinking TV Advertising with ATSC 3 will be webcast on August 21, 2019 at 2pm EDT. It’s free for NAB members and $99 for non-members.

To get a sense for the thinking in the ad community, here’s what one ad agency, Harmelin Media, concluded about Next Gen TV:

“ATSC 3.0 is likely to be a huge win for consumers and to provide broadcasters new revenue streams from advertisers. However, it is unlikely to provide an immediate disruption to the TV ecosystem. The most immediate impact will be a continued acceleration of an already-existing trend – the ongoing fragmentation of consumer viewing habits and channels. As a result, the jobs of marketers and agencies will become increasingly difficult. Yes, we will have new tools to target prospects with better precision, but at the same time, scalable solutions to drive meaningful business results will become increasingly scarce.”

Ad agencies are updating and informing their POV (point of view) guidance for their clients on what and when they should be expecting new things from Next Gen TV. This panel discussion will dig right into the meat of it.

To see highlights of BIA’s coverage of ATSC 3.0 and Advanced TV, click here and here.