- How can you overcome the “apples-to-oranges” gap between TV and digital metrics to track overall advertising effectiveness across multiple channels?
- How can you find the right technology platforms in the linear and digital convergence space to increase audience reach, sell through and eCPMs?
- How can you secure budgets for workflow systems and integration to streamline the order to cash process?
- How do you define a clear value proposition for multi-screen campaigns to advertisers, brands and agencies?
- How can you leverage your linear and digital audience data effectively across all media channels?
- How can you cross-train your television and digital advertising sales teams to sell more effectively across channels?
These are the top-of-mind challenges for broadcast executives seeking to create true multi-screen advertising capabilities. Defining a converged multi-screen offering can be a complex and difficult undertaking, but ultimately offers significant value to advertisers, as rising market demand confirms.
Mastering the multi-screen opportunity requires a significant shift within existing business operations on both the linear and digital landscapes. Linear sales teams and operations will encounter new processes and technologies – and an unprecedented pace of change that is the norm in the digital world.
But the sales and revenue are too compelling to ignore, and the promise of being able to capture market share with innovative cross-platform campaigns is enticing.
Linear and Digital Convergence Solutions from Infinitive
Based on a successful track record with leading publishing, television and entertainment companies, Infinitive delivers superior multi-screen advertising solutions. Our team understands how to link and integrate existing linear TV platforms to digital advertising processes and systems.
Infinitive understands the critical drivers of organizational change and the technical challenges of delivering on a converged video strategy. Our team has worked with senior business executives at the world’s leading television networks to build the business case and synchronize change across functions – including sales, operations, finance and technology teams – to ensure new platforms and processes are embedded within an organization.
We understand the linear TV and digital advertising technology platforms that are required, and can partner with the right vendors to select solutions tailored to your business needs.
The end result is the ability to sell across new channels with better products, as well as more effective integration between linear and digital advertising sales operations.
Our specific services include:
- Business case review to secure investment for converged video
- Proposal-to-cash business processes
- Stakeholder analysis
- Data solutions to enable cross-channel audience segmentation (including DMP vendor assessments and implementation)
- Programmatic buying/selling strategy and implementation
- Product management and lifecycle integration
- Rate card development and yield management
- Training plans/delivery for Sales, Operations and Finance teams
- Communications and adoption plan
- Platforms and solutions design/architecture
- Dashboards and reporting
- Launch and post-launch support