Issue 42.10 - May 11, 2021

TVOT LIVE Panel: How to Catalyze Audience-Based Selling in the US

This Hot Topic Is Sponsored by Imagine Communications

ITVT is pleased to present “How to Catalyze Audience-Based Selling in the US,” a panel from our recent, week-long virtual conference, TVOT LIVE! Spring 2021. Here’s the description of the panel from the conference agenda:

“By 2030, TV advertising revenue and audiences will be significantly fragmented across platforms, screens and ecosystems. In response, traditional broadcasters will need to change the way they manage linear advertising, moving away from selling spots to selling an audience--whatever the platform. However, while leveling the playing field between linear and digital advertising rates, they will also need to maintain the premium that allows them to continue to invest in quality content.

As it happens, broadcasters outside the US have been using various forms of audience-based selling for over 20 years, viewing it as a superior trading model to the traditional model because it results in higher yields based on continuous optimization of inventory. However, in the US the situation is different: the country is divided into city-based markets; and each broadcast channel—even the affiliates of the national networks—will come from the local broadcaster, which will largely be responsible for selling advertising in that market. As a result of this and other factors, the US market is much more strongly tied to spot sales and will be harder to shift toward adaptive audience fulfilment. This session will bring together representatives from international markets where audience-based selling is well established, and from US players that are working to implement it here, in order to discuss what needs to happen in order for it to take off stateside.” Panelists included:

• Alan Wolk, Lead Analyst, TV[R]EV (Moderator)
• Andrew Troy, General Manager of Sales, DISH Media
• Eric Cavanaugh, SVP of Cross-Platform Marketplace Intelligence, Publicis Media
• Graham Heap, Senior Director of Product Management, Imagine Communications
• Jeff Eales, Director of Systems and Development, Sky Media
• Kelly Perone, SVP of Product Strategy, Effectv

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