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PILOT Program Explores Digital Engagement

Hopes to help broadcasters navigate a changing advertising landscape

The National Association of Broadcasters’ innovation arm is conducting a six-month “accelerator” program to help radio and TV broadcasters improve audience engagement in the fast-changing world of digital advertising.

NAB said the effort by PILOT is supported by the Google News Initiative and has a goal to improve “direct-to-consumer audience engagement to better serve local audiences.”NAB, Pilot, broadcast technology

It said the program is a response to new challenges in digital advertising, “seeking to guide broadcasters as they build out privacy-preserving business strategies, like those centered on the use of first-party data.” It noted that as third-party cookies are phased out, digital publishers need new digital advertising strategies.

PILOT plans to produce case studies to help guide broadcasters. Plans include a report from Borrell Associates looking at promising strategies, and research by Omdia on approaches being used in Europe. 

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In July, representatives of 10 NAB member companies met as part of the opening phase. “The broadcasters met to hear from industry experts, share their own experiences and develop unique strategies to improve audience engagement,” according to a press release.

The announcement was made by John Clark, senior vice president of emerging technology and executive director of PILOT. 

Adam Wiener is advising the project and leading the group of broadcasters in the first phase. He is a former executive vice president and general manager of CBS Local Digital Media and recipient of the 2021 NAB Digital Leadership Award.

Among others quoted in the announcement were Jeremy Sinon, vice president of digital strategy at Hubbard Radio and vice-chair of the NAB Digital Officer Committee, and Beth Grossman, head of revenue strategy, local broadcast news at Google.

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