The Coalition for Innovative Media Measurement (CIMM) and TVB have announced a study that highlights innovations within the local television and video marketplace, with strategic recommendations and opportunities to foster a culture of continuous creativity and progress.

“The local broadcasting industry is at an inflection point thanks to rapid changes in viewing behaviour, shifts in underlying technologies and content distribution strategies, and the proliferation of new measurement, data and identity solutions,” commented Jon Watts, Managing Director of CIMM. “As the local TV and video marketplace progresses, it’s imperative that we understand what propels advancements, the emerging innovations, and the roles that industry stakeholders play in this transformation. Our study highlights several creative and measurement innovators in the local video advertising space who are pushing the boundaries of traditional strategies to meet the growing demand for more precise targeting, addressability, measurement, and accountability, and deeper audience engagement.”

CIMM and TVB’s Local TV and Video Innovation Showcase is an analysis of case studies from 17 innovators in the marketplace, including: AdImpact, Ampersand, Comcast Effectv, Comscore, Consumer Orbit, Dentsu, Gray Media, HyphaMetrics, Madhive, Magid’s AD.VANTAGE AI, Nexstar Media Group, New York Interconnect, Run3TV, Spectrum Reach, Tunnl and Who’s Watching TV.

As a result of the analysis, the study uncovered six areas where innovation is paving the way for better technology, enhanced audience connection, and improved advertising effectiveness for local TV and video businesses:

• Measurement: The use of cross-platform campaign measurement tools and advanced capabilities like Automatic Content Recognition (ACR) help local advertisers garner a comprehensive view of media consumption across all platforms – providing actionable audience behaviour insights and precise, person-level data across markets to better understand and optimiae reach.
• Attribution: Multi-screen attribution capabilities allow advertisers to link their local TV campaigns to offline customer actions, providing a clear picture of the return on ad spend.
• Cross-Platform Digital Campaigns: With real time cross-platform campaign metrics, local advertisers can leverage a unified view of performance across both linear and digital platforms – enabling greater optimiaation and effectiveness across multiple channels.
• Data Integration and Audience Insights: By shifting focus from traditional demographics to the integration of diverse data sources – for example, the combination of TV viewing data with website retail activity – local advertisers can target consumers with actionable audience insights and enhanced precision.
• Content Delivery and Engagement: A data-driven approach to TV across linear, addressable, and streaming powers highly effective targeting across advertising campaigns – empowering advertisers to deliver precise, hyper-local campaigns that drive incremental audience engagement and sales.
• Operational Efficiency: Best practices like streamlining data reporting for swift analysis and providing local ad sales teams with instant, high-quality marketing content improve workflow efficiency, strategic decision making, and overall business productivity.

“Local TV and video remain a foundational element of the viewer experience, which is why innovation is imperative in maintaining its relevance in a constantly evolving market,” said Hadassa Gerber, EVP Chief Research Officer, TVB. “What we’ve found is that the industry continues to meet new challenges with resilience, redefining what’s possible in local broadcasting and cementing it as an invaluable component of the TV and video landscape at large. It’s an exciting time for the market, and TVB is proud to be a part of this collective effort to adapt and thrive.”

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Tags: CIMM, measurement, TVB