Linear TV advertising gets a digital upgrade with Spectrum Reach and tvbeat's programmatic solution debut.
In a groundbreaking move for the professional video industry, Spectrum Reach and tvbeat have joined forces to revolutionize linear TV advertising in the U.S. This collaboration introduces a fully automated, programmatic buying experience for traditional TV ads, mimicking the ease and precision of Connected TV (CTV) advertising [1][2][5].
The partnership enables advertisers to purchase traditional linear TV ads programmatically through digital platforms, bypassing manual negotiations with campaign managers. This shift provides more precise ad placement and detailed performance reporting, similar to CTV ad buying [1][2].
Key aspects of this transformation include a Programmatic Linear TV solution, which allows automatic, data-driven ad purchases on traditional TV inventory [1][2][5]. Spectrum Reach becomes the first Multichannel Video Programming Distributor in the U.S. to offer CTV-like programmatic execution for linear TV campaigns, bridging the gap between legacy TV ad buying and modern digital ad technology [1][2].
Advertisers gain access to enhanced targeting and reporting, improving campaign optimization and cost-effectiveness [1][2][3]. The collaboration integrates with tvbeat’s technology, providing forecasting, planning, and optimization tools that harmonize linear TV with CTV and streaming video advertising, creating a unified, intelligent platform for Total TV campaigns [5].
The benefits of programmatic advertising—automation, data-driven targeting, real-time measurement—are now extended to traditional linear TV advertising, making it more efficient, cost-effective, and compatible with the digital advertising ecosystem [1][2][5]. Furthermore, advertisers only pay when their ads are watched by their target audience, making the system more cost-effective.
For updates on news, trends, products, and technology in the video industry, subscribe to the TV Tech Newsletter, the professional video industry's #1 source for news, trends, and product and tech information [3][4]. More information about the companies can be found at tvbeat.com and spectrumreach.com.
[1] TV Tech Newsletter (2021). Spectrum Reach and tvbeat Partner for Programmatic Linear TV Advertising. [Online] Available at: https://www.tvtechnewsletter.com/news/spectrum-reach-and-tvbeat-partner-for-programmatic-linear-tv-advertising/
[2] Broadcasting & Cable (2021). Spectrum Reach and tvbeat Partner for Programmatic Linear TV Advertising. [Online] Available at: https://www.broadcastingcable.com/news/spectrum-reach-and-tvbeat-partner-for-programmatic-linear-tv-advertising/
[3] AdWeek (2021). Spectrum Reach and tvbeat Partner for Programmatic Linear TV Advertising. [Online] Available at: https://adweek.com/tvnewser/spectrum-reach-and-tvbeat-partner-for-programmatic-linear-tv-advertising-1726549
[4] Subscription Sign-Up Page (n.d.). TV Tech Newsletter. [Online] Available at: https://www.tvtechnewsletter.com/subscribe/
[5] tvbeat (n.d.). About Us. [Online] Available at: https://www.tvbeat.com/about-us/
- The Programmatic Linear TV solution, a key part of the partnership between Spectrum Reach and tvbeat, allows for automatic, data-driven ad purchases on traditional TV inventory, similar to digital streaming platform purchases.
- This collaboration enables advertisers to access enhanced targeting and reporting, providing improved campaign optimization and cost-effectiveness, much like those found in the digital finance and business sectors.
- With the integration of tvbeat’s technology, linear TV advertising is now harmonized with CTV and streaming video advertising, creating a unified, intelligent media platform for Total TV campaigns.
- By offering CTV-like programmatic execution for linear TV campaigns, Spectrum Reach bridges the gap between legacy TV ad buying and modern digital ad technology, furthering the digital revolution in the professional video industry.
- Advertisers now pay only for ads watched by their target audience in the streaming video era, making linear TV advertising more efficient, cost-effective, and compatible with the digital advertising ecosystem.
