The rise of CTV has brought a new level of control, transparency and reporting to TV
Local ad sales teams will be pressured to meet ever higher expectations in 2024. There are a few major trends that put the squeeze on broadcasters and their local teams. Many local advertisers are used to self-service through social media platforms, and like the autonomy, reporting and ease that it affords.
The rise of CTV has brought a new level of control, transparency and reporting to TV that has increased expectations for what larger advertisers can get on linear media buys. Add to that the urgency from the upcoming election year and the Olympics and local sellers will feel the strain on all sides if they don’t change their current approach.
There are a number of ways that local ad sales teams can meet growing expectations profitably, namely embracing technology that enables automation, scale, higher performance, and self-service.