Leading Local Insights

Hear from the front line about recent developments in ATSC 3.0 or NextGen TV datacasting. BIA’s forecast is that by 2030, the local TV industry’s ATSC 3.0 infrastructure will generate about $10 billion in non-core revenue that is additive to advertising and retransmission revenue. How will the industry get there.

Our guest is an expert on the topic of local television, ATSC, and NextGen, Mark O’Brien, who is the President and CTO of SpectraRep. SpectraRep is one of the few firms working with local TV stations to generate datacasting revenue. O’Brien shares his perspective of what’s next for local television when it comes to broadcasting and non-core revenue opportunities. 

The deployment of addressable video ad delivery has had many flavors like local ad-supported VOD on cable system platforms, digital video, OTT/ CTV and national linear addressable TV. 

In this podcast, Larry Allen, VP & GM, Data & Addressable Enablement at Comcast Advertising, speaks with BIA’s Rick Ducey to assess all the different forms of addressable deployments. He also discusses the impact of measurement on the adoption of addressable and explains the trends now occurring to get to a converged TV landscape.

Listen to get a sense of addressable terminology and its applicability in the media ecosystem.

Since negotiations for the 2022-23 Upfront began, there have been lots of media articles crowing about how well the broadcast and cable networks did in the Upfront. On average, so the trade publications tout, there have been CPM increases in the high single digits - year to year – and marketers and their agencies have incorporated more third party and first party data analysis as part of their evaluation process than ever before.

In this podcast, our guest Tom Ziangas, SVP of Revenue & Strategic Research at Crown Media, shares his insights on the Upfront negotiations. An expert in monetization strategies, the setting of industry standards, cross-platform measurement and attribution methods, Tom offers a unique take on the outcomes from a research perspective that also offers keys for future Upfronts. 

Every month, Vevo reaches 25% of the audience in their U.S. and worldwide markets through OTT/CTV, making them a 24/7 linear programming platform.

In this podcast, BIA’s Leyla Chatti speaks with Kevin McGurn, President of Sales and Distribution at Vevo, to discuss how music distribution has evolved in the digital landscape and how they’ve successfully used OTT/CTV distribution strategies to build a leading music video platform. McGurn also touches on the opportunities for local advertisers.

To examine local OTT directly, BIA recently released a new research report with Vevo, OTT – The Rising Star in Local Ad Spending: Regional and Business Vertical Trends.  The report shows that BIA forecasts just over $2 billion in OTT advertising in 2022, and why and how it’s fair to make the claim that the sheer number of impressions makes local OTT/CTV competitive with, but also complementary to, both linear TV and digital advertising. 

CTV has exploded over the past few years nearly doubling the local revenue it pulled in nationwide since 2019. In this podcast, our guest Brian Hunt, head of OTT and CTV Advertising for Sinclair discusses the planning and execution of CTV campaigns. He shares the strategy and inception of Sinclair’s major CTV platforms and gives us his insight into the planning and execution of CTV campaigns. The discussion also covers the advantages and disadvantages of managed service vs self-service campaigns.  

Hosting the discussion is Nicole Ovadia, BIA’s Vice President of Forecasting & Analysis, and Mitch Oscar, Director of Advanced Advertising Strategies at USIM. 

CTV leads the way in cross-screen video and TV innovation for marketers and agencies seeking to define and activate specific audience segments. 

In this podcast, BIA’s Managing Director, Rick Ducey, speaks with Samsung Ads’ Justin Evans, Global Head of Analytics and Insights help us understand the emerging TV ecosystem and achieve better performance across linear TV, OTT, digital and mobile. 

You will also hear Justin’s ideas about TV Everywhere apps and his thoughts on “currency”. 

Every day, AdImpact tracks more than 6,000 political advertising campaigns and, recently, announced ad detection on streaming devices. They are also a new partner with BIA providing TV political ad data in BIA ADVantage. 

In this podcast, BIA’s Nicole Ovadia speaks with Kyle Roberts, CEO of AdImpact and CEO of Smart Media Group. With these two roles, Kyle has an insider’s perspective on Political advertising.  He discusses how Political advertising has grown to the levels it has and how much longer this growth can go on. Also, with Political spending increasing on OTT and CTV, Kyle explains how political advertisers are addressing cross-platform measurement and analysis.

You will also hear Kyle’s ideas about how broadcasters can provide the biggest positive impact for Political advertisers. 

After a rigorous survey of media companies and an economic analysis in the first part of 2022, BIA has adjusted its overall expectations for U.S. local advertising revenue for 2022. The company now estimates $167.4 billion for the year, which is down $5.9 billion from the original estimate.  However, BIA sees positives for ad revenue, with the overall spending increasing by over $14 billion from 2021. Positive ad drivers this year include political, several leisure categories, and online gambling.

Listen to this podcast to hear BIA’s Nicole Ovadia and Mark Fratrik share their outlooks on the economic factors that drove the changes, an overview of the changes, and top media channels and verticals in 2022. 

The NAB Leadership Foundation’s goal is to attract, train and develop the future leaders in the Broadcast Industry.

In this podcast, BIA’s Nicole Ovadia speaks with Michelle Duke, President of the NAB’s Leadership Foundation and the NAB’s Chief Diversity Officer. They discuss the programs offered by the NAB such as the Technology Apprenticeship Program, Broadcast Leadership Training Program, and the Media Sales Academy, which focuses on college Junior and Seniors. 

Listen now to hear about new offerings from the leadership foundation and how they are working to develop new important solutions for the broadcast industry. You will also hear Michelle speak about how the NAB’s Diversity Program is working to increase diversity in media. 

Attribution is one of the leading topics today yet there’s much to unpack about its implementation, execution, efficacy, and reporting. 

In this podcast, BIA’s Nicole Ovadia speaks with Brian Page, Managing Director of Scripps Octane, to level set expectations around attribution by reflecting on key campaign attribution discoveries. They also discuss common misconceptions and objections that advertisers and their agencies often have around attribution, explaining the challenges facing buyers and sellers of TV for both national and local advertising. 

As you’ll hear Brian explain, “when it comes to advertising, it's not about the impression, it's about the results, ‘Attribution’.”