LocalBTV, a Didja-owned service that streams local broadcast channels for free, now offers integrated dynamic ad insertion (DAI) and replacement (DAR) capabilities for its platform. Participating broadcasters can use precision local ad targeting to increase ad revenue from both linear and digital channels.
Local broadcasters, up to this point, couldn’t target advertising beyond their respective markets, a LocalBTV spokesperson told Fierce Video. LocalBTV users, who access broadcast channels via digital signal, can now be included in local ad-targeting.
DAI allows broadcast channels to provide geofenced functionality for their ads. Using GPS and Radio Frequency Identification (RFID) tracking, channels can expand their advertising space to a variety of digital devices – including smartphones, tablets and connected TVs.
Broadcast stations can also choose to resell ads for their digital-only audiences, meaning linear and digital viewers will see separate ads within the same over-the-air (OTA) programming.
“The utility of LocalBTV has enabled our broadcast stations to reach viewers in environments we intrinsically couldn’t reach with pay TV alone," said Josh Castro, owner of the My Central Valley TV station group, in a statement. “In addition to entertaining new audiences, the inclusion of DAI/DAR is a brand-new revenue stream for our stations. As broadcasters, we have never been able to monetize live, linear digital video avails – until now.”
Broadcasters can also choose to tap into LocalBTV’s ad sales partnerships or Magnite’s SpotX, a programmatic sourcing platform, to generate additional “hands-off” revenue. With SpotX and similar platforms, broadcast stations can serve geofenced ads without having to manually configure them.
Increased ad-scope and revenue can help broadcast stations increase their channel numbers as well as accelerate the rollout of NextGenTV programming, an enhanced version of broadcast viewing.
LocalBTV currently operates in 21 markets across the U.S., specializing in a “local broadcast bundle.” By securing permission from local broadcast owners, LocalBTV delivers their content to out-of-market consumers.
LocalBTV’s DAI/DAR capabilities are available on over 200 of the service’s 700+ local broadcast TV channels, in addition to nearly 100 "hyper-local" Community Video channels. The company intends to cover 50% of U.S. TV markets by the end of this year.