Local Television and Video Innovation Exhibition Unveiled by CIMM and TVB
The Local TV and Video Innovation Showcase, a comprehensive analysis co-authored by industry experts Patti Cohen and Matt Ross, has been unveiled by the Coalition for Innovative Media Measurement (CIMM) and TVB. This groundbreaking study, driven by CIMM's Local TV Measurement Working Group, highlights six key innovation areas that are revolutionising the local TV and video marketplace.
The first innovation, Smarter TV Measurement and Data-Driven Creativity, is reshaping media by combining advanced data analytics with creative advertising. This approach enables brands to better understand and target audiences, improving return on investment (ROI) and viewer engagement.
Connected TV (CTV) and Out-of-Home Video Innovations, such as Uber’s JourneyTV, are another game-changer. These platforms integrate video ads in unique environments, like rideshare vehicles, leveraging geo-targeting and first-party data to reach tech-savvy, younger audiences with relevant, interactive content.
Data-Informed Local TV Marketing Programs, like CBS's F.I.R.S.T., demonstrate a strategic, data-driven approach to local TV advertising. This method focuses on dominating market segments by integrating data insights with creative execution to drive retail success and elevate linear TV’s relevance amid digital competition.
Artificial Intelligence and Machine Learning in Ad Tech are being employed to optimise ad frequency capping, campaign execution, and audience targeting. AI algorithms can recognise brand logos to avoid repetitive ads, recommend the best customer targets, and automate the creative optimisation process based on real-time performance data across multiple platforms.
Convergent Linear and Streaming (CTV/OTT) Strategies are another significant innovation. Media companies are combining traditional linear TV with streaming platforms to expand audience reach and improve overall campaign performance. This convergence enables advertisers to leverage both formats’ strengths, maximising impact in a fragmented content landscape.
A data-driven approach to TV across linear, addressable, and streaming empowers advertisers to deliver precise, hyperlocal campaigns that drive incremental audience engagement and sales. Cross-platform campaign measurement tools, including Automatic Content Recognition (ACR), provide local advertisers with a comprehensive view of media consumption across all platforms.
Streamlining data reporting for swift analysis and providing local ad sales teams with instant, high-quality marketing content improves workflow efficiency, strategic decision-making, and overall business productivity. The innovations outlined in the Local TV and Video Innovation Showcase enable local TV and video marketers to deliver more personalised, timely, and effective advertising experiences while building stronger emotional and practical connections with viewers.
Jon Watts, Managing Director of CIMM, stated that the industry is at an inflection point due to changes in viewing behaviour, technologies, and content distribution strategies. By shifting focus from traditional demographics to the integration of diverse data sources, local advertisers can target consumers with actionable audience insights and enhanced precision.
TVB Executive Vice President and Chief Research Officer Hadassa Gerber stated that innovation is imperative in maintaining local TV and video's relevance in a constantly evolving market. The full study, titled "Local TV and Video Innovation Showcase," can be found online.
- The first innovation spotlighted in the Local TV and Video Innovation Showcase is Smarter TV Measurement and Data-Driven Creativity, a strategy that blends advanced data analytics with creative advertising to improve audience understanding and engagement.
- Connected TV (CTV) and Out-of-Home Video Innovations, like Uber’s JourneyTV, are transforming the local TV and video marketplace by integrating video ads in unique environments, such as rideshare vehicles, and leveraging geo-targeting and first-party data.
- Data-Informed Local TV Marketing Programs, such as CBS's F.I.R.S.T., are demonstrating a strategic approach to local TV advertising by integrating data insights with creative execution to dominate market segments and elevate linear TV’s relevance amid digital competition.
- Artificial Intelligence and Machine Learning in Ad Tech are being used to optimize ad frequency capping, campaign execution, and audience targeting, enabling AI algorithms to recognize brand logos, recommend target customers, and automate the creative optimisation process based on real-time performance data.
- Convergent Linear and Streaming (CTV/OTT) Strategies are another significant innovation, as media companies combine traditional linear TV with streaming platforms to expand audience reach and improve overall campaign performance.
- A data-driven approach to TV across linear, addressable, and streaming allows advertisers to deliver precise, hyperlocal campaigns that drive incremental audience engagement and sales, with cross-platform campaign measurement tools like Automatic Content Recognition (ACR) providing advertisers with a comprehensive view of media consumption across all platforms.
