NAB’s PILOT Examines the ATSC 3.0 Data Landscape and Broadcaster Opportunities
NAB’s PILOT commissioned BIA Advisory Services to explore how ATSC 3.0 can help broadcasters develop new revenue and public service opportunities in the data-driven marketing and audience targeting landscape. BIA Advisory Services presented several prominent data-centric opportunities and identified a landscape of data, adtech, and martech companies that could be helpful to broadcasters to build-out these data-centric business models.
PILOT just released this work, check it out here.
In our work, we highlighted examples of six new business models local TV broadcasters can pursue with their ATSC 3.0 platforms. The business models we explored in the report include:
- First-Party Audience Data
- Audience Analytics and Insights
- Addressability, and Personalized Content Targeting
- TV and Multi-Touch Cross-Platform Attribution
- Data Delivery and Content Distribution Networks
- Public Service, Alert, and Warning
The PILOT site includes links to the summary report and a database of companies that are or could be part of emerging ATSC 3.0 data-centric business cases. BIA will work with PILOT to update this.
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The U.S. media and marketing economy now embraces data throughout its ecosystem from pointof-sales
systems (POS), to customer relationship management (CRM systems to audience and
consumer research services. Technology platforms, workflow automation, data science and growth
in design-centered and agile marketing and product development are major drivers in the rising
The FCC authorized the voluntary use of the ATSC 3.0 standard on a market-by-market basis in
November 2017. This is a broadcast TV standard that makes native use of the Internet Protocol (IP)
in its transmissions and supports a dedicated return channel. With these capabilities, local TV
broadcasters gain an important seat at the data landscape table to develop and scale a variety of
data-related business and service opportunities.