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Smart broadcast content for digital TVs

Smart Broadcast Leverages Connected TVs and Local Programming

October 15th, 2016   ||    by Susan Kuchinskas

Despite the move to mobile and digital content consumption, local news plays a strong role in people’s daily lives, according to Pew Research. In a survey of three metro areas, nine out of 10 residents followed local news closely, while at least half discussed economic news in person with others.

There’s opportunity here for local station groups to leverage the strength of local news and programming—by taking advantage of data from smart TVs to create synergy with their digital offerings.

“Smart broadcast” is a concept that merges smart television sets with local broadcast. Fifty-two percent of all U.S. homes with Internet had at least one Internet-connected smart TV, according to NPD Group Connected Intelligence’s “Connected Home Report.”

Smart TVs can take part in cross-platform audience measurement, letting stations and advertisers know what programs consumers are watching and on what devices. This functionality also makes it easier to target consumers across devices and extend television campaigns into digital space.

Scale Plus Addressable

Smart broadcast offers advertisers a powerful combination, according to Broadcasting & Cable: the scale and impact of television plus the addressable capabilities of digital.

Local station groups can use smart broadcast technology to provide better measurement of content consumption for advertisers—thereby achieving better monetization for their programming, whether digital or linear.

Smart TVs can bring the benefits of digital to linear television:

  • Measurement: Smart TV sets that are connected to the Internet let broadcasters measure television consumption as accurately as digital consumption. TV stations can show advertisers which households watched a program and exactly when viewing started and stopped.
  • Content: Station managers and directors of news and programming can use smart TV data to understand what appeals to the local market audience on a minute-by-minute basis.
  • Targeting: As stations provide advertisers with the ability to reach a target audience across both digital and linear television, they reduce waste and increase the effectiveness of their clients’ advertising dollars. In return, they can charge a premium for ads.

Adding Smart Broadcast

Smart broadcast technology includes overlays to TV content that provide the same kind of interactivity that consumers are used to and now demand from digital devices:

  • News alerts: Viewers subscribe to hyper-local information including news, sports, weather, or school closures. Alerts can be sponsored to increase station revenue.
  • Push to mobile: TV viewers send information to themselves via email or text. They can capture recipes, event details, or web addresses.
  • Start over: Viewers can restart a program from the beginning if they’ve tuned in late, as well as pause or rewind.
  • Viewer polls: Consumers are able to express opinions about what they’re watching, enter contests, or take surveys.

Putting it All Together

Local station groups can use these building blocks to create a strategy that fits with the current trend and future of programming, which is anytime/anywhere viewing.

Sales reps are already selling digital ads along with commercial spots on linear programming. Digital can provide a welcome boost to station revenues. Stations can streamline their sales departments by merging the digital and linear sales teams, as Discovery recently did.

Discovery chief commercial officer Paul Guyardo told Ad Age that the goal was “to try to get more value to the client, more value to the brands, which in turn enables us to justify higher pricing.” This strategy not only makes sales more efficient, it also optimizes clients’ investments across Discovery’s brands.

That’s a win for every station.

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