Making Cross-Platform Planning a Reality with Data and Technology

Like most industries, the national broadcasting sector has had to adapt to tremendous change in recent years. Since the start of the COVID-19 pandemic, we have seen the rise of streaming giants, seismic shifts in how media is being consumed, including an upheaval around measurement, privacy, and identity. This is not to mention additional factors such as platform fatigue, audience saturation, and inventory scarcity. In order to keep up with this rapidly evolving media ecosystem, broadcasters need to figure out how to make significant changes to stay relevant.

Not only do broadcasters need to stay on top of these changes, but so do their advertiser clients. Modern-day marketers must respond to evolving consumer behavior as instant access to massive amounts of content allows consumers to view whatever they want, wherever and whenever they want. Advertisers need to find their audiences and get in front of them wherever they are watching. To stay relevant, broadcasters need to develop a deep understanding of these new complexities and find solutions.

Upfront transactions still fuel the premium video advertising ecosystem today, and they are not going away for the foreseeable future. As traditional linear TV companies morph into portfolio companies of linear and digital assets, it becomes increasingly important to represent those assets holistically across an entire portfolio during the upfront. If digital video is not a foundational part of the upfront, the industry runs the risk of bifurcating the buying and selling operation, further entrenching silos for both agencies and sellers.

This article was originally published by ANA. Click here to keep reading about the future of cross-platform investment planning.?