SAN JUAN, Puerto Rico\u2014When disruptors like Google and Uber want to reach consumers one on one, \u201cthey buy an ad on broadcast television,\u201d says local-TV sales veteran and VP of Sales at Videa Archie Gianunzio. Now what local broadcasters need to do is make it as easy for their advertiser customers to deal with them as the disruptors have.<\/p>\n

\u201cWe\u2019re still the best way to get in front of an audience, but it\u2019s changing how advertisers and agencies want to get in front of that audience,\u201d Gianunzio says of broadcast TV in this interview at the recent Beet Retreat 2018<\/a> in which he envisions a future where other local media can be sold alongside broadcast.<\/p>\n

Videa<\/a> partners with TV stations to deliver a live, supply-side marketplace for full-schedule, forward-reserve broadcast inventory that can be ordered weeks or quarters in advance. It\u2019s a way of automating the buying process, with pricing approved by the individual stations and second-by-second campaign reporting.<\/p>\n

It\u2019s a process designed to \u201csand off the rough edges of how we buy and sell,\u201d says Gianunzio<\/a>. The fact that someone in a local broadcast buying department handles thousands of spots is \u201cinsane.\u201d<\/p>\n

He recalls his time as a sales rep for Cox as the digital age dawned and local broadcast revenues were declining. \u201cAnd the revenue leaves not because there\u2019s not a good return on investment by running your spots in broadcast. And it\u2019s not because it\u2019s not where advertisers want to be,\u201d says Gianunzio, citing Google and Uber as examples. \u201cThe reason advertisers and agencies pull their money out of it is because it is so cumbersome.\u201d<\/p>\n

Videa has been building a \u201cfoundation\u201d to unify station sales. \u201cWithin each station broadcast group we\u2019ve got different ways of doing things. I\u2019m just talking about getting everyone to think the same way\u201d and hopefully agree on activities that should be automated. \u201cAutomation scares people because if I\u2019ve been doing it manually, that\u2019s what I\u2019m getting paid for.\u201d<\/p>\n

He talks about the complexities brands face when entering a new market and wanting to surround prospective customers with ads across all the various media available and do it quickly. \u201cYou\u2019d be discouraged from doing it,\u201d says of the current environment of going seller to seller.<\/p>\n

\u201cAnd that\u2019s when you can see real power in advertising, when you\u2019re surrounding a consumer with each of the forms of media that you\u2019re using so that it\u2019s not a different message coming from each one.\u201d<\/p>\n

Videa\u2019s future vision is to be able to unite more media sellers. \u201cThe idea is not for a platform like this just to exist for broadcast. It\u2019s to exist for broadcast and everything that comes with it, OTT, VOD, then network and radio,\u201d says Gianunzio.<\/p>\n

\u201cIf we could build sort of a superhighway where media can exchange with data and exchange with revenue, we\u2019re in a position where you can make a smart decision about opening up in a specific market, you can surround a market and have it all in one place.\u201d<\/p>\n

This video was produced in San Juan, Puerto Rico at the Beet.TV executive retreat. Please find more videos from the series on this page<\/a>. The Beet Retreat was presented by NCC along with Amobee, Dish Media, Oath and Google.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

SAN JUAN, Puerto Rico\u2014When disruptors like Google and Uber want to reach consumers one on one, \u201cthey buy an ad on broadcast television,\u201d says local-TV sales veteran and VP of Sales at Videa Archie Gianunzio. Now what local broadcasters need to do is make it as easy for their advertiser customers to deal with them […]<\/p>\n","protected":false},"author":17,"featured_media":57708,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7653],"tags":[3803,5035,5036,6637,7448,7692,7693,7719],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/57706"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=57706"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/57706\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/57708"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=57706"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=57706"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=57706"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}