REPORT: how Total TV is revolutionizing Ad SaleS
The future of TV advertising is here — and it’s unified.
With linear ad revenues shrinking and streaming platforms under pressure to prove profitability, broadcasters must adapt to a unified approach.
Discover how Total TV is revolutionizing ad sales by integrating linear and digital strategies. This model offers a solution to fragmented ad-buying systems, streamlines operations, maximizing revenue across all platforms.
Key benefits of Total TV
Efficiency gains
Automation streamlines ad inventory management, freeing up resources for high-value strategies and enabling scalability without increasing headcount.
“We’ve gone from processing campaigns in hours to minutes, allowing us to focus on delivering results.”
– Jeff Eales, Sky Media
Higher profitability
Total TV maximizes revenue by categorizing inventory into premium and non-premium segments, optimizing fill rates and reducing costs.
“Automation makes every second more valuable for broadcasters and advertisers.”
– Martin Leach, Sky Media
Advertiser satisfaction
By delivering audiences holistically, Total TV simplifies campaign management and improves ROI, making ad buys easier and more effective.
“A unified approach makes it easier for advertisers to buy, and they’ll spend more.”
– Jonathan Steuer, Anonymous Media Research
“The future is about seeing linear TV and streaming VOD as the same. Viewers already do.”
Martin Leach, Sky Media
3 steps to overcoming the challenges
1. Measurement gaps
Inconsistent metrics can hamper cross-platform measurement. Standardized, audience-based metrics will drive more reliable data.
2. Cultural resistance
Breaking down silos isn’t just about technology; it’s about changing long-standing behaviors. Training and alignment are crucial.
3. Agency pushback
Resistance from agencies can slow the transition. Pilot programs and transparent results will demonstrate Total TV’s effectiveness.
Conclusion: adapt or fall behind
The industry is changing fast. Broadcasters who have embraced Total TV have not only streamline ad sales but also position themselves as leaders in the next phase of TV advertising.
It’s time to adapt to the future of advertising — Total TV is the way forward.
Download the report, created in collaboration with TVREV, to learn more.
Download the report
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