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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 difculty 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 — ofers 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, efciency
and agility in ad operations.
“AI’s ability to efciently 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 ofer 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.
Continued from previous page
‘Upskilling,’ new roles created
by use of artificial intelligence
WORKFORCE
While AI has proven its ability to auto-
mate mundane tasks, it will likely also re-
shape how broadcast teams work — and
the skill sets they need to thrive.
“The goal of AI-powered technology
should be to empower creativity, not re-
place creatives,” said Bob Caniglia, direc-
tor of sales operations, Americas, Black-
magic Design.
“By using AI and machine learning to
streamline workflows and eliminate re-
petitive tasks, production teams will have
more bandwidth to learn new skills and
focus on the creative aspects of the job,
including storytelling. Time is a scarce
resource in broadcasting, and these tools
help make it more plentiful,” said Caniglia.
Many vendors in our recent Industry
Insights roundtable see AI as a tool that
can relieve skilled professionals of routine
tasks such as repetitive editing, transcrib-
ing or tagging footage. However, the larger
shift calls for new proficiencies.
To capitalize on AI’s potential, organi-
zations need staf who understand both
traditional production practices and the
intricacies of AI-driven processes — rang-
ing from machine learning models to data
ethics and algorithmic bias.
“The rise of AI and machine learning
places new skills demands on production
professionals,” said Costa Nikols, strategy
advisor for media and entertainment at Te-
los Alliance.
“While traditionally manual-intensive
processes like quality control can be as-
sisted by machine learning tools, users
are beginning to take on more data-driv-
en tasks that require them to engage with,
and understand, new data outputs and
manage automated workflows. This evolu-
tion demands a blend of digital-ready intu-
ition and deep technical expertise,” added
Nikols.
Yet the fear of displacement persists. As
more tasks become automated, there is an
expectation that some roles could be ren-
dered obsolete.
Jordan Thomas, marketing manager at
QuickLink, ofered a balanced perspec-
tive, noting that while AI will likely make
certain positions redundant, “new oppor-
tunities will emerge in areas like AI man-
agement, content optimization, data ana-
lytics and virtual production.”
In this sense, AI is less about job elimi-
nation and more about job evolution.
Instead of diminishing the size of the
workforce, it can push employees to adopt
specialized roles.
Upskilling for the AI era
Because new technology often amplifies
the gap between the technologically ad-
ept and those tied to older methods, many
organizations are investing in training
programs that address both the technical
and creative dimensions of AI and other
emerging technology.
Peyton Thomas, product manager at
Panasonic Connect, said broadcasters
should begin preparing their workforce
now “by adopting software-defined plat-
forms and new transport protocols,” en-
suring that future AI innovations will more
easily slot into existing environments.
For some employees, upskilling could
mean learning to operate automated cam-
era systems that use AI for tracking and
framing. For others, it might mean under-
standing how to manage advanced meta-
data tagging or AI-driven analytics that
guide decisions about content production
and distribution.
Simon Parkinson, managing director of
Dot Group, emphasized that “technology
must shrink the skill gap rather than widen
it” if businesses are to gain real value from
their AI investments.
“Many technologies, especially within
AI, are focused on the user,” he said, “thus
designed to work alongside the colleague,
rather than instead of them.”
Building a culture of continuous learn-
ing
Beyond technical know-how, developing
a broader culture of adaptability is critical.
Constant advances in AI — particularly in
areas such as language models, real-time
analytics and generative content — make it
essential for workers to keep refining their
skills.
“Promoting continuous education en-
sures teams can keep pace with techno-
logical advances and the latest updates,
building confidence and expertise in
adopting these solutions,” said Caniglia.
Companies find that hands-on demon-
strations and trial runs can quickly quell
apprehension and show proof of concept
for these new tools.
Continued on next page