TVB Commentary & "Quotables"

“'All politics is local’ was a phrase made famous by the late Speaker of the House, Tip O’Neill, and today, all marketing is local.”—Lynne Tornabene, Director of Marketing, Mobile Advertising & CMO, Quattro Wireless

“As we all chased the Holy Grail of digital, self-included, we were relinquishing too much control—blinded by shiny objects, overwhelmed by big data, and ceding power to algorithms.”—Marc Pritchard, Chief Brand Officer, Proctor & Gamble
“TV broadcaster online video inventory has come out tops, providing very clear direction for the ad industry on the effectiveness of broadcaster content on mobile as a more effective alternative to Facebook and YouTube.”—Steve Weaver, Director of Research, ThinkTV
“We cannot continue to prop up a digital supply chain - one that delivers over a quarter of our advertising to our consumers - which at times is little better than a swamp in terms of its transparency.”—Keith Weed, CMO, Unilever
“Broadcasting is sometimes the only available communications medium in an emergency when wireless networks fail. Morning Consult recently found that the American People turn to broadcasters in times of emergency, by a factor of more than three to one.”—Sam Matheny, EVP, CTO, NAB
“Those declaring the death of broadcast must always contend with the 100+ million viewers that flock to their TV sets every Super Bowl.”—Marc Berman, Contributor, Campaign
“Facebook has been studying TV for a few years now, and they see there is a certain equation to the size and success of TV. It’s three elements: a high-quality user experience, prominent high-quality video and a curated, restricted supply of said video. What that equation results in is higher rates and stable, consistent ad dollars and growth — and Facebook is looking for ad growth.”—Ben Winkler, Chief Investment Officer, OMD
“Amazon could try and put up sticks around the US and couldn’t match the infrastructure that broadcasters have built over the last 60-70 yearsAmazon could try and put up sticks around the US and couldn’t match the infrastructure that broadcasters have built over the last 60-70 years.”—Andrew Finlayson, EVP Digital and Social Media Strategies, SmithGeiger
“One of the most compelling new features of ATSC 3.0 will be the rich media emergency alerting capabilities, allowing local broadcasters to target viewers in specific areas in their markets when disaster looms. Our viewers depend on their local stations for breaking news and information, and ATSC 3.0 gives local stations the ability to merge resources and information like never before.”—Gordon Smith, President & CEO, NAB
“I do not believe that the influx of “over-the-top” consumption in the marketplace will replace watching television the old-fashioned way. Not in 2018, not in 2019…or in any year after that. I consider OTT an add-on, not a replacement, and I think the shelf life of any series—on any platform—remains a reflection of the content.”—Marc Berman, Contributor, Campaign US
“In this new Golden Age of Television, escaping the politics, scandals and other atrocities that regularly plague our news feeds and timelines is as simple as tuning it all out with whatever amazing show strikes one’s fancy.”—Ainsley Andrade, Writer, Media Village
“ATSC 3.0 will enable regular digital television over-the-air — local television and every other broadcaster — to be able to explore the relationship between linear over-the-air and interactivity on-demand.”—Tracy Swedlow, Editor in Chief, Interactive TV Today
“As they are aging, millennials are watching more television. People between 35 and 39, the oldest of the millennial population, are watching 71% more network TV than when they were in their early 20s.”—David Poltrack, Chief Research Officer, CBS
“Why does spend over 2 million dollars weekly in TV ads? In this digital shopping world isn’t traditional media dead? No, it’s not. Amazon buys so much TV because traditional media, when done properly, triggers digital-shopping action.”—Adam Armbruster, Senior Partner, Eckstein, Summers, Armbruster & Company
“Two decades ago, the FCC blessed the transition from analog to digital television, which ushered in the broadcast-led era of HDTV that dazzled consumers and was the envy of the technology world. Today, the Commissioner endorses Next Gen TV, which marks the beginning of a reinvention of free and local broadcast television in America.”—Gordon Smith, President, NAB
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