Is Your Agency Ready for the Future of TV?
In many ways, DRTV media agencies conduct their campaigns the same today as they did in the year 2000. However, things are about to change rapidly. The future of TV will arrive — in a big way — in 2019, when the new ATSC 3.0 broadcast standard will bring addressable TV to the market on a wide scale. This sea change will catch many agencies off guard.
The process began in 2017, with the approval of ATSC3.0. TV broadcasters launched an acquisition frenzy, buying local broadcast stations across the country to piece together regional and national addressable audience targeting platforms to compete with the national TV networks. ATSC 3.0 works as a hybrid television delivery system. The station broadcasts audio and video content over the air, while also sending targeted ads to the viewer’s internet connection for integration into the program. This ATSC 3.0 IP-based system gives TV advertisers the same ability to communicate with viewers as they do in the digital marketplace. Regardless of the device, viewers will be able to watch live-streaming TV programs of their choice — and have relevant ads served that match their interests.