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For larger agencies, broadcast teams usually manage the planning while digital / programmatic teams manage the execution of the buys. Really depends on a lot of different factors though, including how big of an upfront spender the client is, how they’re measuring success of awareness media and optimizing / etc.
My personal pov is to not let broadcast teams buy digital, but there’s arguments to be made for either way. Lots of considerations before you even get to the “how” to buy it
I hear you, however, at the end of the day, it is "TV" so that is our internal discussion. The companies listed above offer CTV and Linear, so it makes sense for the broadcast team to execute if premium inventory/reputation awareness is key. I've heard arguments for both sides, hoping to get a larger consencus hence posting here. Thank you so much for sharing your insights!
From a hold co media agency perspective, broadcast teams traditionally doesn’t have the skill set nor knowledge of all the ways to buy CTV, OTT, streaming etc, especially programmatically. Therefore the programmatic teams does the buying.
Also the broadcast teams has the relationships with all the reps from the media owners from upfront deals and can negotiate added value and possibly lock in cpm with premium inventory. Of which the programmatic teams do not have the skill, knowledge or relationships to do so.
Yes it’s “TV” but the mechanism to purchase the inventory is vastly different and that is why there are two different teams.
You will be hard pressed to find broadcast people that have the necessary programmatic experience and vice versus.
Good point, thank you.
CTV/OTT can sit in a gray area. I’ve seen it handled both ways, but what works best is aligning it with the digital team so planning and measurement stay consistent across programmatic, social, and video. Broadcast teams tend to think GRPs first, while digital leans into audience targeting and attribution.
For smaller spend levels, outsourcing to DSP partners like Tatari or MNTN can make sense—they bring scale, data, and tech your team doesn’t have to build in-house. But if clients are heavy on streaming, having internal expertise is worth it for flexibility and learning.