Advanced TV comprises a cluster of innovations that are unifying traditional and digital TV and that will create gale force winds in the local TV market. As sticky as the local TV ad market's culture and traditions have been, data, tech, and the drive for performance will upend business as usual. We're seeing remarkable advances and changes in M&A, technology platforms, marketing data clouds, workflow automation, audience measurement, cross-device graphs, business models and, of course, audience and advertiser behaviors. This leads to a fundamental reshaping of the local TV market.
The future of local TV is data-driven audience targeting across distribution platforms and devices, multitouch attribution, programmatic trading, unified audience metrics and currency, and sophisticated AI-based campaign optimizations. Advertising in the local TV market from the marketer and agency strategists to proposal and activation to stewardship and optimization will look both familiar and different, leveraging current strengths while building new capabilities. Wise people have said we overestimate the short-term impact of change but underestimate the long-term impact. Leading industry thinkers on this panel will help us sort through the noise to provide an assessment of the current local TV market and give their visions of where it will be in 2025 and 2030. Panelists include:
• Joy Baer, President, FreeWheel Advertisers
• Kathy Doyle, EVP of Local Investment, Magna Global
• Rick Ducey, Managing Director, BIA Advisory Services (Moderator)
• Archie Gianunzio, VP of Sales and Marketing, Videa