This session will explore how local broadcasters are leveraging new standards, platforms, technologies and methodologies in order to make local TV advertising more engaging and efficient, and to extend the reach of their advertising capabilities into new areas. Topics to be addressed include: the significance of the new TV Interface Practices (TIP) Initiative (which defines itself as "an industry work group dedicated to developing standard-based interfaces to accelerate electronic advertising transactions for local TV broadcasters and their media agency partners"); how ATSC 3.0 could improve audience measurement and enable new formats for local TV advertising; how and why local broadcasters are embracing OTT/connected-TV; and how big a shift to digital we might expect to see in local advertising markets over the next few years. Panelists include:
- Rick Ducey, Managing Director, BIA Advisory Services (Moderator)
- Will Felcon, Head of Product and Technology for Premion, TEGNA Media
- Andre Swanston, CEO, Tru Optik
- Rob Weisbord, Chief Revenue Officer, Sinclair Broadcast Group
- Shereta Williams, President, Videa
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