FORT LAUDERDALE – We hear a lot about the opportunities for cable and satellite operators to glean rich data from set-top boxes and deliver “addressable” ads to specific consumers. For local TV stations, that set-top information is not available.
But other forms of data is actionable — and a consortium of nine local broadcast groups under the Pearl TV banner, is seeking to bring big data efficiencies to the local market.
Karl Spangenberg, SVP with the MediaLink consultancy, explain in this interview with Beet.TV how the new data-enabled activations are beginning to tranform the local TV ad market.
We spoke with him last month at the Beet.TV executive retreat. You can find more videos from the event here.