[September 18, 2017] |
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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
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):
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
View source version on businesswire.com: http://www.businesswire.com/news/home/20170918005222/en/
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