tvbeat, a global leader in total TV campaign forecasting, planning, and optimization, has partnered with Spectrum Reach to introduce a programmatic linear TV solution in the U.S. market, marking a significant innovation in traditional television advertising. This partnership seeks to deliver a fully automated, data-driven buying experience for linear TV, allowing digital advertisers to purchase traditional TV ad inventory with the precision and simplicity typically found in Connected TV (CTV) advertising.
Spectrum Reach becomes the first U.S. Multichannel Video Programming Distributor (MVPD) to offer advertisers the ability to execute video ad campaigns in a CTV-like manner using traditional linear TV inventory. Unlike the conventional approach to linear TV ad buys which often involves time-consuming manual negotiations and campaign manager facilitation this new system allows ad spots to be purchased programmatically via digital platforms. This transformation enables advertisers to buy TV ads more intelligently and efficiently, aligning traditional TV more closely with the digital buying experience of streaming services.
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Dan Callahan, Senior Vice President and Chief Revenue Officer at Spectrum Reach, emphasized the significance of this development, stating that tvbeat’s technology enables customers to buy traditional TV ads with the same ease and precision as CTV ads.This capability simplifies and enhances the entire ad-buying workflow, better meeting evolving advertiser expectations and shifting consumer viewing habits.
The programmatic solution also improves cost efficiency by making advertisers pay only when their ads are viewed by targeted audiences. After campaigns conclude, advertisers gain access to detailed impression-level reporting to accurately assess performance. The system supports Video Ad Serving Template (VAST) tag execution, a critical standard for delivering and managing video ads, ensuring compatibility with CTV and digital video platforms.
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Robert Farazin, CEO of tvbeat, emphasized how their partnership with Spectrum Reach offers digital advertisers a streamlined process to improve returns efficiently and extend reach to broader TV audiences while leveraging CTV-grade planning precision. He framed this development as an industry advancement designed to ease the complexities faced by advertisers amid growing market competition.
Together, tvbeat and Spectrum Reach are pioneering a new era in which traditional linear TV advertising can leverage programmatic automation and data-driven targeting to offer digital-like buying experiences and measurement capabilities, closing the gap between linear TV and CTV advertising landscapes. This partnership not only modernizes the buying process but also elevates the value of linear TV inventory for advertisers seeking audience precision and streamlined execution.
This solution reflects a broader industry shift toward integrating linear and digital ecosystems to meet advertiser demand for efficiency, transparency, and improved ROI in an increasingly fragmented media environment.
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