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Forecasting and pricing benefits
from new AI tools
Amid this flurry of AI-driven targeting,
there’s also a fundamental question of
how to price inventory. Linear TV once
had a relatively predictable schedule and a
smaller set of data inputs to consider. Now,
with dozens of streaming platforms and
overlapping audiences, understanding de-
mand levels becomes more complex and
critical.
“Broadcasters can leverage AI to learn
more about their viewers … helping them
create more accurate forecasts for both
viewer and advertiser demand, which can
help them create smarter pricing strate-
gies,” said Dave Dembowski, senior vice
president of global sales at Operative.
By crunching data from multiple touch-
points — CTV apps, linear ratings, social
media chatter — AI can give real-time in-
sights on how many eyeballs a specific
event or show might attract.
That insight is a big deal in a market
poised for massive growth. GroupM’s an-
nual forecast projects global advertising
revenue will surpass $1 trillion this year,
on track to reach $1.1 trillion by 2025.
Digital platforms, including CTV, are
fueling much of this growth, while linear
TV revenue is expected to soften. Even as
streaming ad loads remain relatively light
compared to traditional broadcasts, new
ad tiers, shoppable ad formats and ad-
vanced measurement tools quickly make
streaming a top priority for media buyers.
Advertiser Perceptions’ “CTV Land-
scape 2H 2024” study found that 75% of
surveyed ad buyers want a single partner
that can handle both linear and streaming
campaigns. AI-driven forecasting is pre-
cisely what can make that convergence
practical. By analyzing extensive volumes
of viewer behavior data, AI can tell mar-
keters how to distribute ad spend across
channels for maximum impact — whether
that’s election coverage, live sports or a
premium drama series.
More integration with more data
While AI presents a robust toolkit, chal-
lenges remain.
Privacy regulations continue to evolve,
and ID-free environments demand rigor-
ous, transparent data practices. Market-
ers also note the difficulty of measuring
performance marketing on CTV platforms,
where 80% see potential for brand-build-
ing, yet only 20% consider it ideal for driv-
ing direct sales. That mismatch may shrink
as AI-based attribution models get better
at linking ad exposures to downstream
conversions.
Additionally, some worry about data
fragmentation.
Even the best AI platform can’t magical-
ly unify data if the underlying infrastruc-
ture is siloed across multiple providers.
However, the push toward “cleanroom”
solutions — secure environments where
data can be shared without compromising
privacy — offers a potential workaround. AI
will have more fuel to optimize campaigns
while respecting consumer privacy as
these environments mature.
The message for broadcasters look-
ing to thrive in this changing landscape is
clear: AI isn’t just about easing workflows
in the control room or the editing suite. It’s
also about enabling precision, efficiency
and agility in ad operations.
“AI’s ability to efficiently and accurate-
ly search, tag and categorize content can
help surface hidden assets,” Lederer said,
pointing to a key value driver. Pair that
with advanced forecasting capabilities,
and a broadcaster can proactively reprice
ad inventory, develop niche sponsorships
or respond in real time when a piece of
content suddenly goes viral.
The marriage of AI and advertising is no
passing fad. Programmatic is blossoming,
CTV is surging and the lines between digi-
tal and linear are blurring faster than ever
before.
For those who embrace the change, AI
could offer a fast track to sustained rev-
enue growth. For everyone else, it’s a re-
minder that the old methods of selling
commercials at set times may no longer
cut it in a world fueled by data, personal-
ization and on-demand viewing.
Ultimately, the real impact of AI on mon-
etization and advertising is measured
in what it delivers: more relevant cam-
paigns for consumers, stronger returns
for marketers and new revenue streams
for broadcasters. And given the rapid ad-
vancements, it’s safe to say that this is just
the beginning of AI’s influence on the fu-
ture of advertising.
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