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