Alternatives to Traditional and OTT Ad Models You’ll Want to Know About

If you rely on advertising, it’s very likely that you’re missing out on revenue.

Either you’re not reaching as many people as you could be – because your technology requires an internet connection, limiting the audience significantly – or you’re delivering the same ads to everyone, which means you can’t target ads, collect data, or gather much in the way of engagement metrics. 

How Broadcasters Can Add More Value to Sell Advertisers

That’s because until recently, there have only been two options for advertising models.

There’s the traditional model, where broadcasters and cable operators fill ad avails using insertion orders, sometimes still on paper and often 30 days or more in advance. Every audience member sees the same ad, the quality is less valuable to advertisers, there is very little data you can show them to prove effectiveness. The result is missing out on both ad sales volume and more revenue from each avail.

On the other hand, there’s the OTT model, using open bidding on established online ad marketplaces to insert programmatic ads. While targeted ads can fully utilize audience segmentation, and data collection is comprehensive, there is no getting around an internet connection. And that means you miss out on huge audiences that rely on terrestrial, satellite, or cable to access programming.   

But now, there’s an emerging middle way. Convergent advertising technologies are a set of options where traditional content delivery methods like broadcasting are converging with modern, programmatic ad insertion. 

Convergent advertising combines the best of both worlds. You can reach a massive global audience with targeted, measurable programmatic ads. That means you can deliver a greater volume and value to your advertisers, which equates to increased revenue for you. 

Check out this 1-minute video: What is Convergent TV?

It’s also a much quicker, more efficient process for broadcasters and cable operators because the sales process is automated and handled through ad marketplaces that previously may have been inaccessible, and the insertion process is automatically prescheduled and spliced.

If you’ve already been using ad marketplaces because your devices have an internet connection, you can now reach people who are still watching traditional forms of TV, expanding your market immensely. 

Are you interested in finding out specifics about how convergent advertising technologies could increase your revenue? Get in touch with us. 

And continue reading for more Tolka news, where next time, you’ll find out about the specific options emerging within convergent advertising technologies.