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Is Programmatic Worth It? The Pros and Cons.

by | Jul 12, 2023

Why waste time on cold calls when you can make 25 warm, value-driven touches in the time it used to take to make five cold calls?

Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is. Every call, every email, every outreach should be strategic, and that starts with having the right data.

That’s where Data Enrichment, powered by the ShareBuilders Assistant, comes in.

The Hidden Cost of Cold Calls

Cold outreach is the least efficient part of the sales process. Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.

It may not be that your pitch is wrong. It’s that your data isn’t working hard enough for you.

Data Enrichment solves this by doing what no spreadsheet ever could: it intelligently fills in the blanks, updates stale records, and gives you the confidence that your message is reaching the right person at the right time — with the right message.

Smarter Outreach Starts with Enriched Data

Imagine opening your CRM and instantly seeing:

  • The correct contact with title, email, and phone number

  • A full DISC assessment of the contact you are reaching out to

  • Pain points and insights for every account

  • Brand logos, colors, and taglines

  • Past activity and pending revenue, all in one view

That’s not a dream — it’s data enrichment done right.

Powering Personalization with Purpose

Today’s buyers don’t respond to generic outreach. They respond to personalized, value-driven conversations that prove you’ve done your homework. That’s why Data Enrichment doesn’t just clean up your CRM — it powers strategic VBRs (Value-Based Reasons) that connect to real challenges and opportunities.

Whether you’re prospecting new business, upselling, or renewing, your team can confidently engage with messaging that resonates.

With the Data Enrichment Assistant, your team can:

  • Identify Relevant Contacts: Stop guessing and start connecting with decision-makers and influencers.

  • Keep CRM Records Up to Date: Automatically capture changes in leadership, ownership, or structure across brands and stations.

  • Craft Stronger VBRs: Leverage insights to tailor outreach based on real business context and market dynamics.

  • Accelerate Sales Cycles: Spend less time researching and more time selling.

  • Drive Higher Response Rates: Personalized, relevant outreach cuts through the noise and earns replies.

More Than a Tool — It’s a Revenue Strategy

Data Enrichment, powered by the ShareBuilders Assistant, is more than just a feature. It’s a sales enabler designed specifically for media sales teams who want to get serious about performance.

For national reps juggling dozens of accounts or local sellers trying to stand out in a competitive market, data enrichment means every touch is smarter, faster, and more likely to convert.

Built for Media Sales. Backed by ShareBuilders.

At ShareBuilders, we’ve spent decades helping media companies grow smarter and sell better. We know how fragmented ownership groups can be. We know the importance of timing, trust, and targeting. That’s why our Data Enrichment is purpose-built for the unique needs of your industry.

So whether you’re working in television, radio, out-of-home, or digital, we’ve got your back.

Ready to Activate Warm Leads at Scale?

Reps shouldn’t have to choose between volume and value. With ShareBuilders, they don’t have to. The Data Enrichment Assistant transforms your sales outreach by turning disconnected data into connected opportunities. Click the button below to learn more or book a demo!

Let's Talk Data Enrichment!

July Blog - Joe

Programmatic ad sales have become a buzzword in the advertising industry over the past few years. It refers to the use of automated software to purchase and sell ad inventory. The technology has been primarily associated with digital advertising, but its impact is now felt in broadcast TV.

Traditionally, TV advertising has been sold through a direct sales approach, where media buyers and sellers negotiate ad rates, placements, and other details. However, programmatic advertising is changing the game by automating the buying and selling process. Programmatic ad sales allow advertisers to purchase TV ad inventory in real-time auctions, targeting specific audiences based on factors such as demographics, location, and interests.

According to eMarketer, programmatic ad spending for TV in the US reached $4.73 billion in 2020, representing a 66.5% increase from the previous year. This trend continued, with programmatic TV ad spending reaching $6.69 billion in 2021 and close to $7 billion in 2022, accounting for about 10% of total ad sales. eMarketer estimates programmatic ad sales for linear TV will grow to $8.42 billion by the end of 2024, accounting for 12% of total ad sales.

_June Blog - Joe 2Effects of programmatic ad sales on broadcast TV

First and foremost, programmatic ad sales are making TV advertising more efficient. By automating the buying and selling process, programmatic advertising is streamlining ad sales, reducing the time it takes to execute a campaign, and lowering costs for both buyers and sellers. This efficiency is critical, especially for smaller TV stations that may not have the resources to support a large sales team.

Secondly, programmatic ad sales are making TV advertising more targeted. With programmatic technology, advertisers can identify specific audience segments and serve ads to those viewers in real time. This level of targeting is a significant improvement over traditional TV advertising, which relies on broad demographic data to reach an audience.

Moreover, programmatic ad sales offer greater transparency to both advertisers and TV stations. Programmatic technology provides real-time data on ad performance, such as impressions, clicks, and conversions, allowing advertisers to adjust their campaigns quickly. Additionally, programmatic technology enables TV stations to optimize their ad inventory by providing insights into what types of ads are selling and which are not.

Challenges with programmatic

Some challenges come with programmatic ad sales. One of the biggest concerns is ad fraud, which refers to any fraudulent activity that falsely represents an ad’s performance. Ad fraud can occur when bots or other automated processes mimic human behavior, resulting in inflated metrics such as clicks or impressions. Ad fraud is a serious issue in programmatic advertising, which both advertisers and TV stations need to be aware of.

Another issue with programmatic ad sales is the technology challenges. Programmatic ad sales rely on complex technology systems, sometimes prone to technical errors or glitches. These can result in ads being served incorrectly or not at all, negatively impacting ad performance. Advertisers and media companies need a solid technical infrastructure to minimize the risk of technical issues.

Finally, programmatic ad sales may also impact the role of TV sales teams. As programmatic technology becomes more prevalent in the TV industry, some may wonder if there will be a need for traditional sales teams in the future. However, while programmatic ad sales are becoming more popular, they are not likely to replace direct sales anytime soon. Instead, programmatic technology is expected to complement traditional sales teams by making their jobs more efficient.

In conclusion, programmatic ad sales significantly impact the TV advertising industry, and their influence will only grow in the coming years. While programmatic technology offers many benefits, it also comes with challenges that advertisers and TV stations must be aware of. Ultimately, the successful adoption of programmatic ad sales in the TV industry will depend on how well the industry can navigate these challenges and maximize the benefits of this innovative technology.

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