To offset generally flat OTA revenue, television is expanding its multiplatform advertising offers to deliver content effectively in today’s multi-touch point content ecosystem. In particular, television is increasing its share of location-mobile advertising. The firm estimates that location-targeted mobile ad spend will be $22.1B in 2018, which includes $3.1B of additional mobile advertising sold by traditional media players, including television broadcasters and other traditional media.
“Mobile advertising is a smart play for television because it offers a unique opportunity to leverage existing assets such as news and weather through sponsored mobile websites and applications,” commented Fratrik. “These types of efforts are important as over-the-top – or OTT – services continue to attract viewers.”
Speaking to the forecast, Fratrik added, “This year will be particularly interesting to watch in terms of political and digital. Local television is at a juncture where strategic decisions will be key to their success. To ensure we are delivering reliable data and insights, our forecast this year includes the largest number of revenue reporting stations we’ve ever had. Plus, we’ve added a new data scientist to our team to process the forecast against enhanced criteria and methodology.”