The Digital Future For Broadcasters Is Now

摘要

Local Broadcast Chiefs have long spoken about turning digital nickels and dimes into real dollars, and their recent actions indicate they mean it this time. A recent flurry of digital acquisitions and launches, including Gray Television's rollout of its homegrown LocalX Marketing solution, shows that station groups are leveraging their brands to better compete for local digital and mobile advertising. LocalX provides mobile design, search engine optimization, social media management and other solutions to clients, some of which already advertise with Gray stations. Jason Effinger, Gray senior VP of media and technology, said it was hatched because local clients kept asking for a suite of services that could be somewhat foreign to station staffers. "We no longer have to say, hey, we don't do that," he said.