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TV Advertising Jobs: How Executives, Buyers and Engineers Can Stay Marketable

August 9th, 2018   ||    by Susan Kuchinskas

With programmatic buying firmly established for most media types, programmatic television advertising is still a developing area. But smart companies are working to build their talent now—demanding new skills in data, IT, and sales.

Skills Update for Execs

TV sales executives must understand programmatic buying to compete in today’s market, especially as new TV advertising jobs in sales pop up requiring experience or at least knowledge of different aspects of digital media. A case in point is a job listing from Cox Media Group on Indeed. The digital sales manager position requires qualifications in everything from search engine marketing to website design, native advertising, and mobile, as well as programmatic buying and customer attribution.

Sales execs must also understand the new ad-buying ecosystem. In another example, Hulu is advertising on Indeed for a director of sales. A key requirement is the ability to collaborate across the organization with other teams, including ad operations, ad solutions, and research. This requirement shows how data is now central to every aspect of TV or video sales.

Brands are increasingly bringing responsibility for programmatic buying in-house, according to a survey by the IAB. They’re managing higher-level functions, including media strategy, the establishment of KPIs, and data management. Combine this trend with the likelihood that programmatic TV will be rolled up with other digital responsibilities, and marketing executives who are strong on both data and the business side will be in demand.

Engineers Should Focus on IT

For engineers, as technologies such as automatic content recognition (ACR) and ATSC 3.0 roll out, “broadcasting is cool again,” says Advanced Television Systems Committee (ATSC) president Mark Richer.

The Bureau of Labor Statistics projects growth in jobs for broadcast engineers to be 8 percent, on par with the overall labor market. Engineers who want to stand out may need to get certification in ATSC 3.0—the Society of Broadcast Engineers is developing a program in conjunction with the ATSC.

At the same time, universities are shifting the content of their broadcast engineering degrees to focus on information technology, notes IDG Connect. These students will learn networking and how to manage IP-based infrastructures.

Prepare Now to Fill Future TV Advertising Jobs

The seeds for programmatic TV buying have been planted, but growth is still slow.

Quoting a survey of ad buyers conducted by Cowen and Company, the IAB reports that traditional linear television represents 12 percent of all programmatic media spending.

In order for programmatic TV buying to really take off, the IAB advises, legacy transaction systems and processes will need to be brought up to speed. And there’s also that chicken-and-egg issue: So far, there’s a relatively limited supply of inventory being made available via programmatic platforms.

However, programmatic—or automated—has already become the method of choice for other digital advertising. As ATSC 3.0 becomes pervasive, it will transform television advertising into another digital medium—one ripe for programmatic buying fueled by data.

Sales executives, media buyers, and engineers who are prepared to take the lead in this shift could turn into industry superstars.

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