Linear Sales Automation and Data Insight As a Step Towards Programmatic TV

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Publisher: SMPTE — White Plains, NY, USA
Doc Type: Conference Paper
Content Type: Original Research
Volume: 2015, No. 07, pp. 1–12
Abstract: As audiences and advertising revenues shift from linear to digital platforms, data-driven automation of linear sales processes provides a key stepping stone towards programmatic TV and cross-platform trading, which promise to provide operational efficiencies and increased revenue. This paper will examine how correlating linear and digital audience data and establishing converged data management and insight capabilities can increase understanding of audience engagement, consumption and behaviour. The paper will conclude by discussing how broadcasters can develop and implement the required shifts of technologies and operating models, and illustrating the ways in which these can enable improved business performance and business controls.
Publication Date: 2015-07-18
DOI: 10.5594/M001740
ISBN: Print: 978-1-61482-958-4
Link: https://doi.org/10.5594/M001740
Author(s): Klaus SchelpPrincipal & ANZ Media Lead, ibb Consulting Group
Dong ZhengConsultant, ibb Consulting Group
Keyword(s): Advertising, Cross-platform, Audience Insight, DMP, Audience Measurement, Programmatic Trading, Campaign Optimization, Inventory Optimisation
Copyright: © 2015 Society of Motion Picture and Television Engineers, Inc.

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Klaus Schelp and Dong Zheng; Linear Sales Automation and Data Insight As a Step Towards Programmatic TV, SMPTE Meetings and Conferences ( July 2015); SMPTE, 2015, ISBN: 978-1-61482-958-4. Available at https://doi.org/10.5594/M001740

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Klaus Schelp and Dong Zheng; Linear Sales Automation and Data Insight As a Step Towards Programmatic TV, SMPTE Meetings and Conferences ( July 2015); SMPTE, 2015, ISBN: 978-1-61482-958-4. Available at https://doi.org/10.5594/M001740

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<span class="citation">Klaus Schelp and Dong Zheng; <cite>Linear Sales Automation and Data Insight As a Step Towards Programmatic TV</cite>, SMPTE Meetings and Conferences ( July 2015); SMPTE, 2015, ISBN: 978-1-61482-958-4. Available at <a href="https://doi.org/10.5594/M001740" target="_blank" rel="noopener">https://doi.org/10.5594/M001740</a></span>

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Klaus Schelp and Dong Zheng; <cite id="bib-10-5594-m001740">Linear Sales Automation and Data Insight As a Step Towards Programmatic TV</cite>, SMPTE Meetings and Conferences ( July 2015); SMPTE, 2015, ISBN: 978-1-61482-958-4
<span class="doi">10.5594/M001740</span>
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