Local traffic systems are often legacy systems, having processed local TV market buys for the industry for years. Now, in an age of greater data diversity and granularity, many of these systems are straining to keep up—but the future of local TV market traffic must bring change.
You Need Data and Reach
With big data sets now available to measure television, a low sample
size should be a thing of the past—even at the local level. “Of the
local agency clients (of Rentrak) with whom I have spoken, they have
stressed the importance of stability in the ratings, availability across
all networks, ‘no zeroes,’ and the ability to characterize the audience
beyond age-gender,” says Caroline Horner, co-founder of advertising
agency SpicyTequila. Horner also notes that advertisers buying across
multiple markets want consistent metrics and tools.
This means local traffic systems should be able to import more
granular data to better track contract inventory. There’s also a need to
go beyond ratings and delivery as a measure of success in trafficking
is becoming even more of a must-have for advertisers—but few systems
have updated or attempted to address either reach or target reach. “The
growing importance of local reach and the need for updating the reach
methodology is a common conversation,” says Horner.
Read the full article at the Videa blog.