The Advanced TV: Executive Views on Industry Progress & New Directions study defines advanced TV as linear TV platforms including automated TV, programmatic TV, addressable TV, over-the-top (OTT), smart TV, connected TV and equipment compatible with the recently approved ATSC 3.0 standard. By deploying such technology, the analyst predicts that the US local advertising market will rise to be worth $32.6 billion by the end of this year and to reach $37.1 billion by 2022.

BIA/Kelsey found that growth in the market for local video impressions and related ad spending will likely be sourced from the mobile and desktop/tablet ad platform categories. It observed that marketers plan to increase their spending in these categories because of the ability to develop and measure data-infused video campaigns that can target video audiences on an individual basis using segmenting attributes.

“Local TV must become more competitive to maintain growth in a market where local ad spending is migrating to digital ad platforms, driven by the secular trend of increased people-based marketing,” said Rick Ducey, managing director BIA/Kelsey and report co-author. “Advanced TV could be a viable solution because it brings data-infused audience targeting beyond just gender and age and delivers analytics between TV ad exposure and subsequent consumer behaviours. Eventual success will come down to continued efforts in developing and transitioning to new automated workflows.”