The local broadcasting industry is at a crossroads, driven to innovate by rapid changes in viewing behavior, shifts in underlying technologies and distribution environment for local TV and video, and by the proliferation of new measurement, data, and identity solutions. As the industry moves forward, it’s crucial to understand what propels advancements within this sector, the emerging innovations, and the roles that various industry stakeholders – agencies and advertisers, local media companies, platforms and aggregators, measurement and data vendors, technology providers, and others – are playing in this transformation.
CIMM and the TVB are delighted to present this Local Innovation Showcase Playbook, written by industry experts Patti Cohen and Matt Ross, which explores how these challenges are being met with creativity, resilience, and a forward-thinking approach, showcasing the industry’s commitment to adapt and thrive. This study is a comprehensive analysis of case studies of from more than 15 local players in the marketplace who are exhibiting new, innovative ways of thinking, across approaches to measurement, attribution, cross-platform campaign optimization, data integration, content delivery, and operational efficiency. These case studies include: 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.
