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Advertising Community Stands to Benefit from ATSC 3.0 by Harold Geller

Wednesday, July 20, 2016

The Advanced Television Systems Committee (ATSC) is an international organization developing standards for digital television. ATSC 3.0 is the next generation of local television,  Internet Protocol delivery of local broadcast, which is expected to start rolling out in 2018. There are significant positive implications for the advertising community, especially regarding addressable dynamic ad insertion, video-on-demand functionality, and more granular audience measurement.

Since June 13, 2009, full-power television stations nationwide have been required to broadcast exclusively in a digital format. Digital Television (DTV) is an advanced broadcasting technology that has transformed the television viewing experience. DTV enables broadcasters to offer television with better picture and sound quality, and multiple channels of programming. ATSC 3.0 is the evolution and upgrade of over-the-air DTV to Internet Protocol delivery of local broadcast. The in-home benefits of the standard include next-generation audio delivery, advanced emergency warning services, and targeted advertising.

ATSC 3.0 will give viewers more choices and flexibility when watching TV, and will enable a future where shows can be downloaded overnight and stored locally, giving viewers an enormous amount of content immediately available on their televisions.

The Ad-ID team is actively involved in the ATSC 3.0 targeted advertising conversations, and believes it will be more important than ever to have unique coding and metadata to underpin these innovative models. ATSC 3.0 will demonstrate the return on investment from Ad-ID registration.

One of the additional capabilities of ATSC 3.0 will be advanced emergency alerting. Broadcasters view advanced emergency alerting as one of the major enhancements enabled by the next generation of TV. ATSC 3.0 combines robust transmission, single-frequency networks, and rich media alerts, which will mean reaching millions of Americans simultaneously during emergencies, regardless of device.

There were a variety of ATSC 3.0 demonstrations at the National Association of Broadcasters show in Las Vegas in April. Advertisers and agencies should begin to become educated about ATSC 3.0, and the opportunities it opens up. In the not-so-distant future there will be ATSC 3.0 demonstrations and exhibitions, which will be promoted in this newsletter.

This video gives a brief layperson’s overview of ATSC 3.0:

Harold Geller
Chief Growth Officer