BIA is moderating two local media-oriented sessions at the virtual TV of Tomorrow (TVOT) show on Wednesday, April 28th.
Panel 1: Cross-Platform Sales in Local Media examines how buyers and sellers are addressing the fragmentation of audiences across platforms and the challenges in targeting and aggregating audience segments effectively. Frequency capping, unified IDs, attribution, and campaign optimization are key topics of discussion. Join Beth Plummer, SVP Spectrum Reach; Brenda Hetrick, CRO Matrix Media Solutions; Summer Craig, Founder and President, The Craig Group; and Gini Resnick, BIA’s digital marketing strategies expert as they weigh the issues and share their insights dealing with cross-platform targeting of local audiences.
Panel 2: Local OTT/CTV Ad Trends OTT, and particularly the Connected TV (CTV) segment of this market, both compete for and complement linear TV in the local media market. CTV viewing, subscriptions, services launches, and advertiser targetable impressions in ad-supported CTV service spiked during the Year of the Coronavirus. BIA forecasts OTT spending targeting local audiences will reach $1.2 billion in 2021, up 20 percent from 2020. Kristin Wnuk, Head of Local Advertising, Roku; Maggie Drake, Senior OTT Director, E. W. Scripps, and Angela Rodriguez, VP Ad Platforms and Activation, Comscore take on these topics in a complex and fast-evolving ecosystem.