NEW YORK—In an vital instance of how broadcasters are shifting in the direction of impressions-based forex in order that digital and TV utilization are measured in the identical approach, Katz Tv Group has come out in favor of utilizing impressions.
The tv promoting gross sales group represents greater than 800 TV stations throughout a majority of the 210 DMAs.
TV has lengthy used scores as its forex for advert gross sales whereas digital makes use of impressions. Utilizing impression-based forex displays the significance of digital for broadcasters and would make it simpler to craft cross platform buys.
“Our native media purchasers distribute content material and supply promoting on many platforms, together with native linear TV, OTT, digital subchannels and web sites,” stated Leo MacCourtney, president of Katz Tv Group in a press release. “To successfully plan, purchase and consider native campaigns, nationwide consumers want a standard forex for native cross-platform execution. Within the present native media setting, many stations’ linear programming remains to be transacted on scores, whereas their digital platforms are concurrently transacted on impressions. Now could be the time to transition to a common language of impressions. Katz Tv Group helps the trade adoption of impressions for linear TV to allow cross-platform marketing campaign integration on the native stage.”