In a first for a service that seeks to become a successful “OTA over IP” service using traditional retransmission consent agreements to gain access to “Big Four” affiliates, programmatically-decisioned dynamic advertising insertion (DAI) and replacement (DAR) capabilities are now being made available across every market it is presently operating in.
Didja Inc.’s live local broadcast TV platform LocalBTV is now offering the ad sales tools in each of its 21 DMAs, representing more than 30% of the U.S.
With a purpose-built adtech stack predicated on real-time, location-aware cloud-based decisioning, LocalBTV’s proprietary Edge Video Platform allows participating broadcasters to augment the value of their traditional linear broadcast ad inventory and possibly generate new revenue from a variety of digital ad demand sources.
“Station sales teams can enhance their clients’ linear over-the-air ads in LocalBTV with in-market, geo-fenced creative versioning,” Didja says. Or, a “re-sell” of those avails outright as new inventory for digital-only advertisers is an option.
Broadcasters can also choose to tap into LocalBTV’s exclusive ad sales rep firm partnerships and/or Magnite’s SpotX programmatic sourcing platform for “hands-free” ad revenue generation.
“I’m very proud of how our world-class tech team is solving the very hard problem of integrating impressions- based digital ad insertion into traditional local broadcast TV ad breaks,” said Jim Long, CEO of LocalBTV. “I believe we are the only company in the world doing this, and it shows the power of our patented Edge Video Platform as a compelling way to create more revenue for broadcasters.”
Josh Castro, GM of the My Central Valley TV station group in Fresno, commented, “The utility of LocalBTV has enabled our broadcast stations to reach viewers in environments we intrinsically couldn’t reach with pay TV alone. In addition to entertaining new audiences, the inclusion of DAI/DAR is a brand-new revenue stream for our stations. As broadcasters, we have never been able to monetize live, linear digital video avails – until now. I can’t
think of a more natural progression for the broadcast industry than this.”
The LocalBTV app is available from the iTunes and Google Play mobile app stores; AppleTV, Amazon FireTV, Roku, Android TV, LG, and soon Samsung and Vizio connected TV platforms; as well as via standard Internet web browsers.
