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Top Television Broadcast Groups, Advertising Agency Executives and Digital Leaders Converge at Forward 2017 in New York City to Advance Local Media
[September 18, 2017]

Top Television Broadcast Groups, Advertising Agency Executives and Digital Leaders Converge at Forward 2017 in New York City to Advance Local Media


Top executives and key stakeholders across the media and advertising industry spectrum will soon gather for Forward 2017 - Local Broadcast Television's Annual Outlook Conference presented by TVB (www.tvb.org). Over 550 television CEOs, C-suite leaders, advertising agency executives and digital technology experts will participate in immersive discussions on the latest innovations and trends that are shaping the future of local TV at this year's event, which takes place at Pier Sixty, Chelsea Piers in New York City on September 28, 2017.

TVB Forward has become the premiere forum for media industry thought leaders to explore new monetization opportunities through the advancement of video platforms, technology, measurement and analytics that leverage the unmatched reach, influence and trust of local television to generate measurable results for advertisers.

Forward 2017 attendees will share in powerful discussions delivered by today's leading media research analysts and revenue forecasters, political insiders and influencers, digital and automated TV innovators and prominent CMOs and ad agency executives. This year's event will focus on providing actionable insights and advanced knowledge for business success through the alignment of broadcast television's dominant position as a proven marketing platform, with new innovations and technologies that are powering the evolution and effectiveness of the medium for the future.

"As the most trusted medium among viewers with the greatest influence on consumer purchasing and voting decisions, local broadcast television continues to be the leading marketing platform for brand managers, advertisers and political campaigns to reach target audiences," stated Steve Lanzano, President and CEO of TVB. "Media executives and thought leaders from across the U.S. gather every year at TVB's Forward Conference to discuss the opportunities and challenges shaping the future of local advertising and television, emerging industry trends and the medium's influence on economic, social, technological and political behavior and outcomes.

"With more options for advertisers to deliver their messages than ever before, television's unmatched reach and credibility still offers advertisers the best ROI-driven marketing solutions. In fact, 46% of American consumers cited traditional TV as having the strongest influence on their decision to purchase a product or service versus 3% for social media, according to a recent GfK study. These results are further supported by Nielsen's Q1 Total Audience Report, which confirmed that television remains the predominant choice for Americans, with adults 18+ consuming nearly five hours a day with traditional TV, more than any other medium. Other recent research similarly demonstrates that pure play digital platforms do not even come to close to television in terms of purchase influence, audience reach, and consumer trust and time spent.

"We know business owners, brands and marketers need to make their different advertising channels work together to effectively reach consumers in order to increase sales of their products and services. Local broadcast television is rapidly evolving to meet changing preferences with multi-screen viewing capabilities and new innovative technologies focused on creating a more efficient marketplace for advertisers to access spot inventory and transactbusiness. Forward 2017 will facilitate engaging discourse and sharing of comprehensive insights related to the intersection of television and digital media while also evaluating new tools and opportunities that will help our members and stakeholders grow their respective businesses."



TVB Forward 2017 Agenda Highlights (for full agenda and speaker bios click here):

  • Wall Street Keynote: Featuring Marci Ryvicker, Managing Director, Wells Fargo (News - Alert) Securities
    Marci Ryvicker, who covers the media sector with specific focus on diversified entertainment, broadcast, outdoor and cable/satellite, will present an overview of the economy, media industry landscape, business trends and forecasts.
  • Local Television - Advanced and Automated
    Moderator: Rick Ducey, Managing Director, BIA/Kelsey
    Panelists:
    Lorne Brown, CEO, SintecMedia
    Brendan Condon, President, AdMore / REVShare;
    Eric Mathewson, Founder and CEO, WideOrbit
    Shereta Williams, President, Videa
    Bill Wise, CEO; Mediaocean
    How will the adoption of automated TV impact the evolving sell/buy model for local television? What percentage of total local TV ad sales is currently transacted via automated platforms and how is that expected to grow? Rick Ducey will moderate a panel of leading automated television company executives to discuss the latest technology developments for buying and selling local linear and digital television advertising as well as the industry opportunities and implications.
  • Political Spending: Featuring Steve Passwaiter, VP and General Manager, Kantar Media/CMAG
    Steve Passwaiter will present CMAG's expectations for the 2018 mid-term election cycle, breaking down where political advertising money will be spent and in what races.
  • Political Roundtable
    Moderator: Steve Passwaiter, Vice President and General Manager, Kantar Media/CMAG
    Panelists:
    Mark Mellman, CEO, The Mellman Group; President, American Association of Political Consultants
    Corey Platt, Political Director, Democratic Governors Association
    Adam Stoll, President, Target Enterprises; CEO, Bask Digital Media
    Marty Obst, Founder, MO Strategies
    How much influence does a new Presidential administration have on the mid-term election cycle? What lessons from 2016 are congressional, gubernatorial and local candidates applying to their campaigns to influence voters in 2018? This year's political roundtable will examine the major drivers of political advertising spend at the state and local level as Republicans focus on protecting their established majority and Democrats seek to regain lost ground. The discussion will also cover a broad range of topics including, the allocation of resources to best reach voters, the rise of super PACs, and the evolution of the 2018 "Battleground States" where there are one or more highly competitive toss-up races. Speakers will explore the role local broadcast television has played in prior election cycles and the implications of current spending trends on future elections.
  • Automotive Keynote: Featuring Jason Stein, Vice President and Publisher, Automotive News
    Jason Stein reviews the state of the automotive industry and provides the latest sales forecast. He will discuss dealers, their marketing strategies and trends in the local marketplace as well as the big issues the industry is facing in the upcoming year.
  • Digital Monetizers - Mobile, Social and Smart TV
    Moderator: Catherine Badalamente, Vice President Digital Media, Graham Media Group
    Panelists:
    Kelly Abcarian, Senior Vice President for Product Leadership, Nielsen (representing Gracenote (News - Alert))
    Elina Greenstein, Director of Channel Partnerships, GroundTruth
    Shannon Kinney, Founder and Client Success Officer, Dream Local Digital
    Chris Kraft, CEO, Share Rocket
    In this session, Catherine Badalamente leads a panel of digital innovators in mobile, social and smart television who will discuss new and emerging technologies that enable local media companies to quantify the value of their digital assets. In addition, executives will highlight new platforms and services in the marketplace that are aimed at driving local revenue growth while achieving operating efficiencies.
  • Measurement Super Session
    Moderator: Hadassa Gerber, SVP, Chief Research Officer, TVB
    Panelists:
    Part 1 - Local Audience Measurement - Nielsen
    Jeff Wender, Managing Director, Local Media, Nielsen
    Part 2 - New Measurement Analytics for Stations
    Lucy Hughes (News - Alert), Vice President, Audience Research, Verance
    Alex Petrilli, Director of Research Solutions, Sorenson Media
    Ryan Reed, Director of TV & Video Innovation, Lotame
    Part 3 - Local Audience Measurement - ComScore
    Bill Livek (News - Alert), Executive Vice Chairman & President, comScore
    In today's increasingly fragmented media environment, measuring accurate consumer viewing is a growing challenge. Hadassa Gerber will moderate a panel of measurement executives and experts, posing hard-hitting questions on what measurement improvements are needed in local broadcast television and what new technologies and tracking methods we can expect in 2018.
  • ANA Presents: Interview featuring Byron Sharp (News - Alert), Director, Ehrenberg-Bass Institute for Marketing Science, University of South Australia conducted by Bob Liodice, President & CEO, ANA
    Bob Liodice will sit down with Professor Byron Sharp of the Ehrenberg-Bass Institute to discuss the latest industry trends and themes from his book, How Brands Grow: What Marketers Don't Know, voted marketing book of the year by AdAge readers. Based at the University of South Australia, Professor Sharp's research is supported by many of the world's leading corporations including Coca-Cola, Kellogg's, P&G, Turner Broadcasting, Mars Inc. and others.
  • TVB NEXT, Recognizing Tomorrow's Media Leaders
    Moderator: Jeannine Poggi, Media Reporter, AdAge
    Panelists: NEXT Award Winners [to be announced at conference]
    TVB's new awards program, TVB NEXT, sponsored by WideOrbit, honors the media industry's next generation of leaders in advertising sales, buying, planning and operations ("ad ops"). Fifty rising stars are attending Forward 2017. Eric R. Mathewson, Founder & CEO of WideOrbit, will present a TVB NEXT Award to a winner in each of the four categories. The four winners will participate in a thought leadership panel moderated by AdAge's Jeannine Poggi.

Annual industry awards will be announced at the event. TVB will present three EMMA: Excellence in Local Media Marketing Solutions awards to a local broadcast television station, a media ad agency and a political agency. A TVB NEXT award will be presented to one winner in each of the four categories (advertising sales, buying, planning and operations). The Ad Council will present the Crystal Bell Award for leadership and exceptional support in promoting Ad Council public service messages. B&C/Multichannel News will present the B&C Broadcaster of the Year Award to Jordan Wertlieb, President, Hearst Television.


About TVB

TVB is the not-for-profit trade association of America's local broadcast television industry. Its members include television broadcast groups, advertising sales reps, syndicators, international broadcasters, associate members and over 800 individual television stations. TVB actively promotes local media marketing solutions to the advertising community, and in so doing works to develop advertising dollars for the medium's multiple platforms, including on-air, online and mobile. TVB provides a diverse variety of tools and resources, including www.tvb.org, to support its members and to help advertisers make the best use of local ad dollars.


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