
Long before I joined WideOrbit 15 year ago, people have been predicting the end of television. The VCR was going to be the end of an era, as was the laserdisc, digital satellite systems, Netflix and OTT. And while there's no question that the way we watch TV (or better stated as video ) has changed, the resilience of this medium has surprised all but the most bullish. The theory that spot TV & radio must end in order to make room for these new mediums is simply not coming to fruition.
More realistically, these new ways to view or consume content has actually augmented linear TV, making up roughly of the viewable hours without a dramatic drop in viewers. What seems to be happening is less of a David & Goliath final battle and more a convergence of different mediums which do different things very well. Broadcast, and more specifically Spot TV and Radio bring broad reach, brand safety, targetability and fraud-free opportunities, and those are traits that pair well with the addressability and verifiable impact where digital video excels.
So, where's the rub? As with nearly all stories, it's all about the money, or margin in this case. The traditional process of buying and selling TV & Radio is cumbersome and time consuming. It takes 29 steps and countless hours to determine the programming, rates, ratings necessary for a buyer to purchase these mediums, and then an inordinate amount of additional time to steward the buys between program changes, preemptions and makegoods. Finally, the results TV & Radio do deliver aren't always directly associated back to television because there's a lack of actionable feedback or attribution when it comes to correlating when a spot aired and when sales took place as a result of buyer and seller systems not working closely together. As a result, this powerful and effective medium which drives results and sells products for advertisers is getting passed over for more efficient, and profitable alternatives like Digital.
Historically, the systems used by buyers and sellers have operated independently, at an arms-length, and under the assumption that a lot of paper passing, emails and phone calls, and time would be involved. On the sell side, we have a unified suite of tools to enable sellers to propose ads, compare demand, receive orders, provide spot airtimes, and submit invoices. They will have all sales enablement tools and visibility to aggregate and compare demand - be it from linear, digital, local, national, DR, guaranteed or programmatic, ratings or impressions based - all in one place and all tied directly into their inventory system of record, WO Traffic. Supply meets Demand. On the buy side, we've built integrations with agency systems such as Mediaocean and HudsonMX to plug directly into the same unified platform fueling the demand that sellers will see in one place. This will dramatically reduce the time to transact and the discrepancies that result from the manual effort.
Looking back at all we've tried over the past 20 years - some failures and some real success stories - and peering at what lies ahead for the next 20, I'm proud of what we've been able to accomplish. We've aggregated a footprint of stations that buyers need in order to gain comprehensive access, implementing a traffic solution that stores information at the level of detail necessary to help sellers make informed decisions, and connecting those sellers to buyers and their systems for immediate access and relevant feedback. WideOrbit is helping to solve one of the biggest challenges facing media. Pretty cool stuff, huh?
Mike Zinsmeister is Chief Revenue Officer for WideOrbit. He joined WideOrbit in 2004, left for a short break, but returned to our family in 2016 to lead our global sales and corporate development strategies. Visit https://www.wideorbit.com/about/ to learn more about WideOrbit's leadership team.
Coming up next Part 3 of 5: One of our most tenured employees reflects on growing up within WideOrbit and what product she is most excited about for 2020 and beyond.
For press inquiries, contact media@wideorbit.com.
Most recent headlines
13/03/2025
TAG Video Systems and Harmonic Partner to Deliver Enhanced Real-Time Monitoring ...
13/03/2025
DigitalGlue Invites NAB Visitors to Experience New Features in Managed Storage P...
13/03/2025
FOR-A America Theme - Connecting the Present, Building the Future - Comes to Lif...
13/03/2025
CTIA, the wireless industry association, has named former FCC Chairman Aji Pai as its President and Chief Executive Officer, effective April 1. He replaces Mere...
13/03/2025
he National Association of Broadcasters is urging the FCC to end its investigation of that controversial CBS interview with Kamala Harris stating there is no ...
13/03/2025
MIAMI CBS News & Stations continues to expand its use of augmented and virtual reality technologies with the planned launch of an augmented reality/virtual real...
13/03/2025
Srividhya Srinivasan, co-founder and chief customer success & innovation Officer at Amagi, tells TVBEurope how staying ahead of the latest trends is essential f...
13/03/2025
WASHINGTON FCC Chairman Brendan Carr announced that the agency has launched a massive, new deregulatory initiative that could potentially subject virtually all ...
13/03/2025
SUNNYVALE, Calif. SDVI has announced that it has integrated its Rally media supply chain management platform with the Spectra Vail multi-cloud data management s...
13/03/2025
ATLANTA Gray Media has announced that the Federal Communications Commission (FCC) has granted a waiver of its local ownership rules to permit Gray Media to acqu...
13/03/2025
TV Tech: What do you anticipate will be the most significant technology trends at the 2025 NAB Show?...
13/03/2025
Watch Student Naomi Soleils Folk Pop Performance on The Voice The songwriting major sang Stars by Grace Potter and the Nocturnals during the blind auditions.
...
13/03/2025
Here is your host, Patrick Kielty!
Shake your Shamrocks, Patrick Kielty will be...
13/03/2025
This St. Patrick's weekend, RT invites you to celebrate all things Irish, showcasing the very best of Irish sport, entertainment and live coverage from the...
13/03/2025
What's next in AI is at GTC 2025. Not only the technology, but the people and ideas that are pushing AI forward - creating new opportunities, novel solution...
13/03/2025
Facebook
Twitter
LinkedIn
By combining T-Mobile's robust network, Thal...
13/03/2025
Bundle up - GeForce NOW is bringing a flurry of Blizzard titles to its ever-expanding library.
Prepare to weather epic gameplay in the cloud, tackling the genr...
13/03/2025
AI is leveling up the world's most beloved games, as the latest advancements...
13/03/2025
PC game modding is massive, with over 5 billion mods downloaded annually. Mods p...
12/03/2025
O Spotify acaba de lan ar o relat rio Loud & Clear deste ano, uma vis o transpar...
12/03/2025
Spotify acaba de presentar el informe Loud & Clear de este a o, una mirada trans...
12/03/2025
Ramadan, a period of profound spiritual significance for Muslims worldwide, is a time for fasting, prayer, reflection, and community. Enrich your experience thi...
12/03/2025
Spotify has just unveiled this year's Loud & Clear report, a transparent loo...
12/03/2025
More than 70% of FAST programming has been produced since 2010, according to new Gracenote report
NEW YORK March 12, 2025 Gracenote, the content data busin...
12/03/2025
GEONA, Nev. Independent digital and linear advertising rep firm Viamedia will adopt cloud-based ShowSeeker Pilot as its primary ad campaign and order management...
12/03/2025
BRUSSELS Mediagenix has announced that Wael Yasin has joined the company as sales director Central Europe....
12/03/2025
LONDON A new study highlights opportunities for shoppable TV and the massive impact online consumer spending is having on the economy, with Omdia predicting tha...
12/03/2025
CUPERTINO, Calif. Interra Systems has announced that Comcast Technology Solutions has integrated recent updates to BATON Version 9 into its operations....
12/03/2025
Nevion announces new 400G addition to its eMerge SDN media fabric offering
Brie Clayton March 12, 2025
0 Comments
High-capacity switch enhances existi...
12/03/2025
DaVinci Resolve Studio Delivers Cinematic Sound for Adam Bol
Brie Clayton March 12, 2025
0 Comments
Feature film relies on DaVinci Resolve Studio for ...
12/03/2025
SVT Leverages Ateliere Live to Pioneer 100% Software-Defined Production at Rally...
12/03/2025
Berklee Awards Fenway Neighborhood Improvement Grant to Four Organizations A total of $17,000 will be distributed among the Boston-based nonprofits.
By
Madd...
12/03/2025
TVBEuropes Jenny Priestley sits down with new SMPTE president Richard Welsh to discuss his aims for the organisation going forward, its efforts to attract a you...
12/03/2025
The new process has significantly enhanced operational efficiencies, with automation freeing up creators to concentrate on higher value tasks
By Matthew Corrig...
12/03/2025
Jellyfish Pictures, which has offices in London and Sheffield, said it has been battling hard in the face of strong headwinds over the last 12 months
By Jenny ...
12/03/2025
Visit Booth #W2213 to Experience the Latest in AI-Driven Content Discovery and Workflow Automation
Bitcentral, a leader in media workflow solutions, is set to ...
12/03/2025
CHICAGO Jeff Lilly has been named WGN-TV director of technology effective March 17, 2025, according to Ric Harris, WGN-TV vice president and general manager....
12/03/2025
MOUNTAIN VIEW, Calif. A new study from LG Ad Solutions indicates that consumers want more features that would allow them to shop for products on the connected T...
12/03/2025
BOTHELL, Wash. The Alliance for IP Media Solutions (AIMS), Advanced Media Workflow Association (AMWA) and the Video Services Forum (VSF) will once again present...
12/03/2025
PHILADELPHIA Comcast announced that it has upgraded Xfinity Internet speeds for more than 20 million customers for no additional cost....
12/03/2025
Create with Maxon: Cinema 4D Fundamentals Workshop - March 12-14
Brie Clayton March 11, 2025
0 Comments
Makin' Waffles with Elly Wade
During Marc...
12/03/2025
Ottawa, Canada - March 12, 2025 - Ross Video is pleased to announce the appointment of Aaron Tunnell as Business Development Director, Cloud Solutions, reinforc...
12/03/2025
12 Mar 2025
VEON to release 4Q 2024 trading update on 20 March 2025 Dubai, 12 March 2025 - VEON Ltd. (NASDAQ: VEON), a global digital operator, today confirms ...
12/03/2025
Getting set for the Winter Olympics: Inside SVT's ongoing software-based pro...
12/03/2025
THE PLAYERS Championship 2025: AI Commentary, Shared-Reality Viewing at COSM, La...
12/03/2025
Seamless SMPTE 2110: A Discussion on Making the Move to IP Less Painful Leaders from Netflix, Monumental Sports & Entertainment, LinkedI, and Megapixel address ...
12/03/2025
Opening Doors of Perception: Meta's Ajit Ninan on Rethinking AR/MR Perceptua...
12/03/2025
With the 2025 Formula 1 season set to begin in Melbourne on March 16, Sky Sports is gearing up to deliver its most comprehensive F1 coverage yet. Following a th...
12/03/2025
Unicanal and Trece TV revolutionize Digital TV in Paraguay with Rohde & Schwarz ...
12/03/2025
Honoring Service, Celebrating Sport: Rohde & Schwarz UK Sponsors NavyFit Rugby D...