TVB Forward 2018 Conference to Highlight Revenue Generating Marketing Innovations and Consumer Trends Powering the Future of Technology, Advertising and Broadcast Television



09/18/2018


Top Media Executives to Gather at Industry’s Annual Forward Conference on Sept 27 in
New York City for Expert Insights on Driving Sustainable Business Success

Forward 2018 to Demonstrate how Agencies, Brands and Political Campaigns Leverage Linear TV’s Unrivaled Consumer Reach, Viewership, Influence and Trust to Generate Results

NEW YORK, September 18, 2018 – Top executives and key stakeholders across the media and advertising industry spectrum will meet at Forward 2018– Local Broadcast Television’s Annual Forward Conference presented by TVB (www.tvb.org) at Pier Sixty, Chelsea Piers in New York City on September 27, 2018. This year’s event will build around the theme of “TAB” (technology, advertising and broadcasting) to reflect how the alignment of agencies and broadcasters toward a common goal of sustainable revenue generation is powering the future growth and innovation of local television.

At the conference, over 500 television CEOs and C-suite media leaders, will participate in a full day of panels and “TAB” talks on the economic, political, technological and consumer trends that influence local TV’s revenue opportunities. The Forward 2018 speaker line-up features leading broadcast and agency executives, analysts and revenue forecasters, political insiders and influencers, digital and automated TV innovators, and prominent CMOs and media agency executives.

Steve Lanzano, President and CEO of TVB commented, “The annual TVB Forward conference is the premier forum for media industry thought leaders to exchange ideas, examine the latest consumer trends and explore new marketing technologies focused on generating sustainable long-term growth for television broadcasters, national advertisers and small- to mid-sized businesses. As the broadcast television industry continues to evolve across all screens and devices, TVB Forward provides our membership with new actionable insights and revenue generation opportunities to advance business’ success and improve overall competitiveness. As such, industry executives, technology providers, media influencers and other industry participants have come to rely on the TVB Forward conference as the leading annual event for collaborative debate and discussion regarding the economic, social, political and technological trends that are shaping the continued evolution of local television and digital media.     

“Traditional television has proven to be resilient in an era of media industry disruption, maintaining its central position as the dominant and most trusted video viewership platform in U.S. households, even as new viewing options have continued to proliferate. According to Nielsen, American adults watch four hours and forty-six minutes of video on television each day, compared to twenty-five minutes of video on mobile devices. In addition, a recent Poynter Media Trust Survey found 76% of Americans have ‘a great deal’ or ‘a fair amount’ of trust in local TV news, compared to 55% in national news and 47% in online-only news outlets.

“Many new data-driven analyses and research studies over the past year have confirmed that linear local broadcast television remains the most effective marketing platform for advertisers, brands and political candidates seeking to reach and influence the purchase and voting decisions of their respective target audiences. According to a recent GfK study, 45% of retail shoppers cited traditional TV as having the strongest influence in making consumers aware of a product or service, approximately 5x greater than social media. In addition, 84% of consumers initiated some kind of action after seeing an ad on television, including visiting a store or searching promotions online. These findings are consistent with other studies that show increased television ad spend boosts digital KPIs, further reflecting the unparalleled value and significant advantages of broadcast television’s premium local advertising opportunities.

“While local broadcast television remains the dominant media platform, it continues to adapt to viewers’ changing content engagement preferences while meeting advertisers’ demands for measurable returns on their media investments. The annual TVB Forward conference is the landmark event for in-depth discourse on the combined power of traditional local television and digital media, as well as the ongoing collaboration between broadcasters, media agencies and platform providers to develop and implement new technologies that will create a more efficient marketplace for advertising transactions. Forward 2018 will further our thought leadership position for the next generation of media distribution, while facilitating the future growth and innovation of our members and partners across the local broadcast television industry.”

TVB Forward 2018 Agenda Highlights (for full agenda and speaker bios click here):

  • Wall Street Panel:

    Moderator:
    Robin Flynn, Senior Director, Research, S&P Global Market Intelligence
    Panelists:
    Tom Carter, EVP & CFO, Nexstar Media Group
    Victoria Harker, EVP & CFO, TEGNA
    Michael Nathanson, Partner and Senior Research Analyst, Moffett Nathanson 
    Alexia Quadrani, Managing Director, Equity Research, J.P. Morgan
    Marci RyvickerMedia Analyst

    Top CFOs of publicly-traded broadcast television companies and leading sell-side media analysts will participate in an active and engaging debate moderated by S&P Global Market Intelligence’s Robin Flynn regarding the near- and long-term opportunities and challenges facing the industry. With multiple insights and potentially conflicting viewpoints among the two distinct groups, the Wall Street panel will offer an active and engaging discussion between television broadcasters and expert industry observers on what will actually drive the future growth, competitiveness and value of broadcast television.

  • TAB Talk: “NextGen TV: Targeted & Automated?”

    Speaker: presentation by Michael Bologna, President, one2one Addressable, Cadent
    Mr. Bologna will discuss local broadcast Addressable Advertising opportunities now and in the future, and how connected TVs and ATSC 3.0 adoption enable Addressable Advertising. How does automating the selling/buying process promote new business models and what are broadcasters doing to advance standard API adoption through the TIP initiative?

  • Measurement:

    Moderator:
    Steve Lanzano, President & CEO, TVB
    Panelists:
    Kelly Abcarian, SVP Product Leadership, Nielsen
    Kathy Doyle, EVP, Local Investment, IPG/MAGNA
    Ed Gaffney, Managing Partner, Director of Implementation Research & Marketplace Analytics, GroupM North America
    Bryan Wiener, CEO, comScore
    In today’s media environment, capturing consumers’ viewing is a challenge. Is our measurement keeping pace in local markets? This panel will address the hard-hitting questions about what improvements are needed in local broadcast TV measurement and what will actually happen in 2019.

  • ANA Presents: Bob Liodice, CEO of the Association of National Advertisers, will interview Lou Paskalis, SVP, Enterprise Customer Engagement & Investment, Bank of America

    Mr. Paskalis will address brand building, TV and digital advertising, measurement and attribution, the move from ROI to relationship metrics and the future of programmatic automation for TV buying.

  • Economic Keynote Address: presented by Bernard Baumohl, Chief Global Economist, The Economic Outlook Group

    Mr. Baumohl will share his vision for the next few years, covering the change in composition of household spending due to generational attitudes, consumer spending trends and emerging ad categories. He will also explore how Boomers entering retirement and Millennials preference for entertainment and services over “things” is impacting marketers and TV. Finally, Mr. Baumohl will cover geo-political issues that CEOs may need to navigate, and the impact of AI on business.

  • Political Super-Session:

    Forecast provided by: Steve Passwaiter, Vice President and General Manager, Kantar Media/CMAG
    Moderator:
    Dennis Welch, Political Editor and Reporter, KTVK-TV (Meredith)
    Panelists:
    Bradley Perseke, Partner, GMMB
    Fredreka Schouten, Reporter, USA TODAY
    Mike Slanker, Partner and Founder, November Inc.
    This in-depth discussion will cover the key topics impacting political ad spending including changes in campaign strategy from 2014 to 2016 to 2018; the rise of super PAC funding and its impact on campaign media plans; planning TV and digital to influence voters and get out the vote; and the opportunity that Automated local TV buying presents.

  • TAB Talk: “The Attribution Funnel”: presentation by John Hoctor, CEO, Data+Math

    Mr. Hoctor will help attendees better understand how important attribution is for the local marketplace now and in the future; who the players are and what metrics are being used; and what local broadcasters need to consider to incorporate attribution into their selling strategy.

  • Automotive Super Session:

    Forecast provided by: Patrick Manzi, Senior Economist, National Automobile Dealers Association
    Mr. Manzi will review the state of the automotive industry and provide the latest update on automotive industry trends, unit sales forecasts and the factors impacting ad spend. 
    Moderator:
    Brad Seitter, EVP, Business Development, TVB
    Panelists:
    Ken Bracht, Director of Brand Marketing, Audi of America Audi
    Joe Cerone, EVP, Local Investment
    The automotive panel discussion will include a look at the marketing impact due to sales shifts from sedans to trucks/SUVs; the use of TV and digital for advertising and branding campaigns; and the importance of live sports in reaching car purchasers.

  • Agency Wrap-up: 

    Moderator:
    Steve Lanzano, President & CEO, TVB
    Panelists:
    Kathy Doyle, EVP, Local Investment, IPG/MAGNA
    Jennifer Hungerbuhler, EVP, Managing Director, Local Video & Audio Investment, Amplifi US
    Media agency executives will provide their take-aways on the day’s key topics and share their advice for broadcasters as TVB members look “forward” to 2019.

In addition, annual industry awards will be announced at the event. TVB will present three TVB Excellence Awards which recognize Excellence in Local Media Marketing Solutions, awarded to local broadcast television stations, local advertisers, and a media agency in the categories of health care, home improvement and political.  TVB NEXT awards will be presented to honor Tomorrow’s Media Leaders. 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 Jack Abernethy, CEO, Fox Television Stations.

About TVB
TVB is the not-for-profit trade association representing America’s $21 billion local broadcast television industry. Its members include over 800 individual television stations, television broadcast groups, advertising sales reps, syndicators, international broadcasters and associate members. TVB actively promotes local media marketing solutions to the advertising community and 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 its website, to support its members and to help advertisers make the best use of local ad dollars.

Contact: 
Abby Auerbach
Chief Communications Officer
TVB
212.891.2279
abby@tvb.org  


Joseph Jaffoni
Jennifer Neuman  
JCIR
212.835.8500
tvb@jcir.com

                                                                               
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