How Sinclair Broadcast Group Is Luring Local Advertisers With OTT

Sinclair is making audience targeted OTT/connected TV advertising available to local advertisers on their 193 local TV stations.

Quote from Rob Weisbord — CRO @ Sinclair.
“Selling just on gross impressions is okay when you’re getting people’s feet wet, but eventually you need to quantify and qualify who that audience is and how well it’s performing for them,”

Flashback:
1)
TV stations are about to track you and sell targeted ads, just like Google and Facebook

The Federal Communications Commission (FCC) approved a new broadcast standard (ATSC 3.0) that will allow for internet-like targeting of advertising with local broadcast TV.

2) TV Advertising Has A Marketing Problem

Local video ad spend in 2022 (% of total):
1) Television: $29.8B (80%)
2) Digital: $5.3B (14%)
3) Other: $2.0B (6%)

More:
1) Future Of Local TV Revenues Hinges on Data, A New Selling Focus

2) The Age of Local: The New Marketing

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