The arrival of ATSC 3.0/NextGen TV—and its ability to combine broadcast with IP—has the potential to transform TV commercials from one-way mass-market blasts to two-way personalized interactive experiences.
“ATSC 3.0 provides OTA broadcasters the same level of interactivity that you’re seeing with digital content on the web today,” said Anne Schelle, managing director of the Pearl TV broadcaster consortium. “Everything that advertisers can do with digital online, they can now do over the air using ATSC 3.0.”
Dynamic Ad Insertion
The biggest advantage of ATSC 3.0-based TV advertising is its ability to provide sponsors with all of the features offered by online interactive advertising. This advance finally releases broadcast television from the bonds of 20th century one-way TV advertising, which is about as up-to-date as VCRs.
