According to The Myers Report, less than one percent of advertising professionals can explain ATSC 3.0/AdvancedTV. Yet, it's an important technological advance that will have a significant impact on media planning and buying. ATSC 3.0, also known as NextGen TV or Advanced Television Systems Committee 3.0, represents a significant leap forward in television broadcast standards. ATSC 3.0 merges over-the-air TV broadcasting with the internet, enhancing both the quality and functionality of TV services. This report explains the history, current status, key players, and business prospects of ATSC 3.0, with a special focus on its implications for advertisers and media buyers.
What is ATSC 3.0/Advanced TV and Why is it Important to Advertisers?
