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BIA/Kelsey’s latest forecast for ad spending targeting local video audiences expects the programmatic market to grow by $5 billion from $32.6 billion in 2016 to $37.6 billion by 2021. Most of this growth is coming from digital video and local TV, a result of the higher engagement and ROI marketers and agencies attribute to video as a message type.
As programmatic, advanced television and data-driven audience campaigns continue to expand their influence in local broadcast and MVPD video platforms, some of the ad spend being forecasted to digital video could be captured by the linear video platforms.
How can you be prepared?
Join us on Thursday, April 13 from 2:00 pm – 3:00 pm ET as we explore the potential for programmatic advertising in local television.
BIA/Kelsey’s Rick Ducey and USIM’s Mitch Oscar will co-host an expert panel of speakers. We’ll deep dive into the players and their emerging cross-platform and cross-functional solutions. We’ll address core topics including Advanced TV (which BIA/Kelsey defines to include addressable TV, OTT, Connected TV), review the current status of local programmatic and examine where we see the trends for data infusion in audience campaigns.
We’ll also discuss factors we believe the local linear TV space must address to achieve significant growth:
- Data-Driven Audience Targeting
- Household Targeting
- Data Quality and Transparency
- Workflow Integration
- ATSC 3.0