April 9, 2024

First fully integrated and real-time OMS and traffic solution gives sales teams 20% more selling time

Any broadcaster looking for ways to work smarter and drive profitability should visit Imagine Communications at the 2024 NAB Show (April 14-17, Las Vegas Convention Center, booth W2467) for a hands-on demonstration of the first fully integrated and real-time order management system (OMS) plus traffic solution for the U.S. broadcast industry. The groundbreaking solution is the latest advancement in Imagine’s continuing efforts to streamline automated advertising transactions and reduce costs for broadcasters via flexible, open ad tech architectures.

Making its NAB debut, Imagine CrossFlight™ is a comprehensive, cloud-based ad sales platform that enables North American broadcasters to streamline today’s complex sales processes and make more money in a shifting landscape. Integrating via open APIs with existing traffic systems, including Imagine’s widely deployed OSI™ traffic and billing solution for U.S. broadcasters, CrossFlight provides a modern, consolidated monetization platform that eliminates the time sales teams spend in non-productive, swivel-chair activity. On average, CrossFlight gives salespeople 20 percent more time every week for actual selling.

“North American broadcast companies face many challenges when it comes to ad sales — they have standalone legacy systems, cumbersome multi-step processes and little to no real-time, comprehensive platform visibility,” said Rob Malcolm, general manager, ad tech, at Imagine Communications. “These tech stack limitations have a quantifiable impact on the business; statistics show that salespeople typically spend less than 35% of the day actually selling.

“With CrossFlight, broadcasters have access to a modernized OMS unlike any other media sales management system, because it does more than streamline the front-end sales process for broadcasters — it also drives revenue growth.”

CrossFlight integrates all processes for selling inventory into one centralized platform. The ad sales team has easy access to orders and campaigns that are fed into traffic systems without the need for separate logins. Built-in pipeline management capabilities allow salespeople to easily manage prospects and customer accounts. Avail requests and proposals can be swiftly converted into orders or submissions for approval in just one step, empowering sales teams to move seamlessly from proposal to order approval in minutes instead of days. Once authorized, orders are automatically placed in traffic, eliminating duplicate entry.

With CrossFlight, media companies can drive overall average unit rate via dynamic pricing capabilities, which enable inventory to be sold at the best possible price point. Sales teams have visibility into current rates, inventory and approvals all in one place and can use live data to inform “right price” on inventory. These powerful, automated decisioning tools create efficiencies that give more selling time back to sales teams — and more selling time equals more revenue. For executive leadership, CrossFlight makes it easy to monitor this optimized sales performance via an interactive dashboard that provides visibility into pipeline, committed orders, top sellers, and how stations are performing against targets.

CrossFlight integrates seamlessly with customers’ existing traffic systems via open APIs, including TIP. An early adopter of TIP interfaces, Imagine continues to implement TIP API support in line with market readiness and paced by the availability of compatible third-party systems.

Malcolm added, “Imagine has long advocated that the OMS must represent the entire audience as a single view of inventory, rather than having siloed audiences across delivery platforms. As the industry continues to evolve, CrossFlight will empower exactly that view — designed to transform daily sales operations today, while continuing to develop to help customers successfully navigate a converged linear/digital future.”

At the 2024 NAB Show, Imagine will showcase its full portfolio of innovative Monetize TV solutions, which enable customers to reaggregate their audiences, maximize CTV yields, and accelerate the transition to revenue-driving new business models from linear addressable, FAST, programmatic and direct-sold ― all the way to Total TV trading.


Visit us at NAB 2024

Contact Sales Icon

Contact Sales

Get in touch with our sales team to see how we can work together


Area of Interest

Inquiry Details

We’re committed to your privacy. Imagine Communications uses the information you provide to us to contact you with relevant content and updates regarding our products and services. To help personalize your experience, please update your preferences. You may also unsubscribe from these communications at any time. For more information, check out our privacy-policy.

Contact Support Icon

Help & Support

Our highly trained personnel, are ready to assist you.
If your query is urgent, please telephone us



Technical Support Contact Numbers

Americas & Canada:
Europe & Africa:
Middle East:

24x7 MyImagine Care+ Technical Support:

Customer Community Portal

Expert assistance, resources, and information available to support your organisation 24x7

Log in or sign up

portatif of Steve Reynolds


Steve Reynolds

Steve Reynolds is President of Imagine Communications, a global leader in multiscreen video and ad management solutions that broadcasters, networks, video service providers and enterprises around the world rely on to support their mission-critical operations.

Steve brings 25 years of technology leadership in the video industry to Imagine Communications. He has served as the CTO at Imagine Communications and Harris Broadcast, Senior Vice President of Premises Technology at Comcast, Senior Vice President of Technology at OpenTV, and CTO at Intellocity USA.

Steve earned a MS in Computer Engineering from Widener University and BS in Computer Science from West Chester University. As the Chairman of the AIMS Alliance and a member of SMPTE and SCTE, he has participated in numerous standards-making bodies in the cable and digital video industries. Steve also holds over 40 patents relating to digital video, content security, interactive television and digital devices.