TV platforms have been gaining super-powers which allow them to help advertisers precision-target individual households and control their ad frequency.

Until now, it has been mostly the large national networks and OTT platforms benefitting from the new tools. But local players don’t have to be left out.

In this video interview with Beet.TV, Janet Balis, EY global advisory leader for media and entertainment, says local cable operators can excel at the opportunity.

“We expect that national media entities bring a strong degree of sophistication to the advertising products that they have, which range from targeting to optimization to increasingly true addressability,” Balis explains.

“But I think what’s really exciting is to see that same sophistication start to be applied at scale by the local cable operators and the local media players and broadcasters.”

Balis was speaking ahead of Beet Retreat in the City, “We’re Going Local!”, an event where she will be a moderator.

The opportunity is opening up because cable operators are making more inventory addressable to advertisers – not just the two minutes per hour historically given over, but all of the available time – and because more of that advertising can be delivered direct to devices, rather than through the cable operators.

Balis says local cable boasts two key features:

  • Local-geographical understanding of customers.
  • Consumer data, not just from set-top boxes but also broadband IP numbers.

The impact could be profound.

“For marketers, the implication is that we can now really look at the dovetail between national, regional, and local media strategies,” Balis adds.

“We can now start to understand the interaction between building a national brand and then really driving it home in the markets that matter.

She says collaboration between cable platforms is critical to fully realize the market opportunity. So Balis wants to see interoperability of data across cable operators.

This video is part of a series from the Beet Retreat in the City, “We’re Going Local!” hosted by GroupM Worldwide and sponsored by Amobee, Comcast Spotlight and TVSquared.   Please visit this page for additional segments. 

Here is a list of the speakers and moderators for the #BeetRetreat in the City

Kelly Abcarian, GM, Video Advanced Advertising, Nielsen, @kellyabcarian

Janet Balis, Global Advisory Leader for Media & Entertainment, E&Y, @digitalstrategy

Mike Bologna, President, one2one Media, Cadent, @CadentTV

Tim Castree, CEO, GroupM North America, @castree

Marc Cestaro, Director, Addressable Lead, MODI Media, @ModiMedia

Brendon Condon, CRO, Comcast Spotlight, @ComcstSpotlight

Jennifer Donohue, VP, Local Advertising Sales, Hulu, @hulu

Bob Ivins, Chief Data Officer, NCC Media, @bobivins

Ryan Jamboretz, Chief Development Officer, Amobee Broadcaster Solutions, @r_jamboretz

Jo Kinsella, CRO & EVP, TVSquared, @JoKinsellaTVS

Joe Marchese, Entrepreneur In Residence & Co-Founder, Human Ventures, @joemarchese

Brian Norris, SVP, Direct to Consumer, Ad Sales, NBCU, @thebriannorris1

Olga Ramos, President of the Boys & Girls Clubs of Puerto Rico, @BGCPR

Sean Robertson, General Manager, Partnerships, DISH Media, @DISHMedia

Howard Shimmel, President, Janus Strategy & Insights, @HowardShimmel

Philip Smolin, Chief Strategy Officer, Amobee, @philipsmolin

Ashley Swartz, CEO & Founder, Furious Corp., @RedFuryNYC

Brian Wallach, SVP, CRO, Advanced TV, Freewheel, @bw10

Andrea Zapata, VP, Research & Insights, Comcast Spotlight, @ComcstSpotlight