Impressions Come Easily: Graham’s Barr On TV Ads’ Transition

The historic system TV uses to sell advertising is in flux in search of accuracy and precision – but it can’t come soon enough for Emily Barr. The industry is embarking on a shift, from the historic method of measuring and selling TV eyeballs using rough “gross rating points” (GRPs) to selling on real viewership, […]

 

New TV Ads Currency Gives Parity With Streaming: Rob Hubbard

In the last few years, digital publishers have forged ahead with advertisers because their ability to count and prove accurate numbers of viewers and readers has been music to ad buyers’ years. But TV will soon catch up, giving them better parity with digital providers, says a local broadcast owner relishing the switch. In this […]

 

What’s Driving In-Car Ads: Connected Travel’s Biniak

For many people, driving a journey in the car is the last refuge of solitude and focus, away from the hum of modern screens and information overload. But that may be about to change, as a host of companies aims to serve up more content and more ads to a next generation of motorist it […]

 

‘Bigger Than Google’: Meredith’s McCreery On Rebooting Media Sales

The TV industry is embarking on a shift, from the historic method of measuring and selling TV eyeballs using rough “gross rating points” (GRPs) to selling on real viewership, by digital-style impression. Whilst that may seem like a challenge, given local TV’s patchwork nature, Patrick McCreery isn’t daunted. “The reality is, a lot of the […]

 

Gray’s Howell Welcomes ‘Game-Changing’ ATSC 3.0 Standards

Ten years after it replaced North America’s NTSC, a set of standards for TV transmission, the ATSC just launched the third version of its specifications – and that has some in the industry excited. Coming from the Advanced Television Systems Committee, ATSC 3.0 includes support for the HEVC codec at up to 2160p 4K resolution, […]

 

The New Auto Advertising Is Precise: TEGNA’s Fagan

Over-the-top TV advertising technology holds the potential to drive more specific outcomes for car salespeople.. In fact, the ability to track which car ads were seen by which viewers and which viewers went along to a showroom as a result could be a game-changer, says one broadcast company owner offering that functionality. “Automotive is a […]

 

Local TV Can Easily Flip To Impressions: Hearst’s Wertlieb

Local TV is perfectly capable of overhauling the the historic system it uses to sell advertising – because that system has been hiding in plain sight. So says the president of Hearst’s television operation in this video interview with Beet.TV. The industry is embarking on a shift, from the historic method of measuring and selling […]

 

Local TV Will Go Impression-Based: WideOrbit’s Mathewson

Local US TV has come a long way – but now it needs to go through another revolution, to change the way it sells its advertising. “Stations historically have been more difficult to buy than they needed to be,” says Eric Mathewson, CEO of WideOrbit, a software company aiming to help them do that. “Agencies […]

 

How Impressions Will Boost Local TV: WideOrbit’s Offeman

Local TV broadcasters are eyeing replacing the method through which they have made money for decades – but they have so much to gain, says an executive urging them to do just that. Many broadcasters are contemplating a shift, from the historic method of measuring and selling TV eyeballs using rough “gross rating points” (GRPs) […]