ABC's live streaming application faces a dilemma unique to broadcasters: How to target prime time when users are typically at home and bandwidth has to be shared with on-demand video and advertisers aligned with the effort. "[T]here are several issues with the rumored app. Since national and local content will be streamed, getting advertisers on board at a local level could be a challenge, pointing to the problems that local advertisers have had with digital," Lauren Johnson writes. Still, analysts say the app could provide good cross-platform marketing opportunities as well.
Published in Brief: