Building on the continued progress of the new TV technology standard -- ATSC 3.0 -- Sinclair Broadcast Group has made a deal with ad-tech company Imagine Communications to create a next-generation local TV advertising management platform.
The companies made the announcement at the CES event in Las Vegas.
The deal will allow Sinclair to play a role in the development of Imagine’s systems for traffic, ad sales and data analytics, allowing for unit-based and impression-based local media buys.
For a long time, media agency executives have complained about the lack of new media-buying and selling technology when it comes to making large-scale media campaigns on local TV. It's a business that continues to be paper-based relying on analog methods.
In addition, media executives have talked up better ROI availabilities for marketers when it comes to using digital media platforms.
Recently, the new ATSC 3.0 standardization efforts have completed what many have called an internet-based standard for broadcast TV.
Phoenix will be the first test market of the technology. Ten TV stations will participate in the new ATSC standard starting mid-spring -- TV outlets from E.W. Scripps, Fox Television Stations Meredith Local Media Group, Nexstar Media Group, Tegna, Telemundo and Univision.
Sinclair says it is committed to rolling out of beta testing for both ATSC 1.0 and 3.0 models. With its anticipated deal to be completed for Tribune Media, Sinclair will own, operate and/or provide services to 233 television stations in 108 markets.