TVN Webinar: Data, Attribution And Optimizing Spot TV

Local media buyers and sellers are moving beyond age/sex demographics to use data that helps target advertising to customers or likely customers. Executives from NBCUniversal Television and Streaming, Disney Advertising, UM Worldwide and ICON International will discuss progress toward that aim in a TVNewsCheck Working Lunch Webinar — Data, Attribution and Optimizing Spot TV — on July 28 at 1 p.m. ET.

More data keeps track of how well consumers are reacting to different creative approaches. Broadcast and agency leader panelists will examine how leading media buyers and sellers are preparing for this new approach to targeting and assessing the success of campaigns. They’ll assess whether best practices are emerging and what they might look like, and will gauge the impact data-based targeting is having on revenue so far.

“Data is revolutionizing broadcast’s targeting ability, and our panel will look at just how much progress has been made on that front in terms of sophistication and impact on revenue,” said TVNewsCheck Editor Michael Depp. “This discussion will have tangible value to anyone on the buying and selling sides who understands how essential data will be in transactions, and that really should be everyone at this point.

Register here.

Panelists:

Shawn Makhijani

Shawn Makhijani, SVP of Business Development and Strategy, NBCUniversal Television and Streaming & SVP, NBC Spot On — He is responsible for business development and strategy across NBCUniversal with a focus on the broadcast businesses including NBCUniversal Local, NBC Affiliate Relations. He works with TV, digital and sales leaders to create strategies and identify opportunities for growth through strategic alliances, partnerships, mergers and acquisitions and organic business creation.

Makhijani also runs NBCUniversal Local’s NBC Spot On business and manages sales strategy for NBCUniversal Local’s local and regional sales businesses. NBCUniversal Local includes 42 NBC/Telemundo owned stations and their associated digital platforms, 7 regional sports networks, regional news network NECN, a robust digital out-of-home group, national multicast networks NBCLX, Cozi TV and TeleXitos, and the division’s in-house production, marketing and promotions companies.

Makhijani joined NBCUniversal in 2007, initially charged with growing the digital businesses of the NBC Owned Television Stations group.  With the formation of the NBCUniversal Owned Television Stations division, which combined the NBC Owned Television Stations group with the Telemundo Station Group and NECN, his role expanded and was charged with overseeing business development and strategy across all local businesses. The NBCUniversal Owned Television Stations division was rebranded to NBCUniversal Local in 2021.

Before joining NBCUniversal, Makhijani held business development positions at AOL, TellMe Networks, Excite@Home, Twentieth Century Fox and Indo American Enterprises. In addition, he worked in M&A and Equity Capital Markets for JP Morgan. He started his first broadcast television venture at the age of 15, when he co-founded the popular U.S. based television network, Namaste America, where he produced and hosted several shows.

Makhijani earned a bachelor’s degree in Government from Dartmouth College, and an MBA from the Kellogg School of Management at Northwestern University.

Jane Meyerson

Jane Meyerson, SVP, Director of Local Media, ICON International — She leads the local broadcast team at ICON International. Prior to ICON, she spent 25 years at Zenith followed by Luxe Collective Group with almost 30 years of agency experience working on corporate accounts with budgets over $500 million.

Meyerson is known as a strong negotiator and prides herself on the relationships she builds with her clients, vendors and agency partners. She is focused on ensuring efficiency and being up on the latest trends in the local marketplace to provide the best services and deals for our clients.

Meyerson is also a huge Pittsburgh and Orangeman sports fan, having grown up in Pittsburgh and attended Syracuse University.

Daria Nachman

Daria Nachman, Director, Local Positioning, Disney Advertising — Leading research for Disney Advertising’s Local Research and Insights Team, Nachman is responsible for understanding audience behavior trends and leveraging that data to demonstrate the advertising value of Disney’s portfolio across all 210 designated market areas.

Having been at Disney for an impressive 34 years, she has played a critical role in the transformation of Disney Advertising’s local business. Following Disney’s control of Hulu, Disney Advertising Sales Local went from representing eight industry-leading stations, to now also representing all of Disney’s geo-targeted addressable inventory across all brands and platforms. Nachman’s strategic and insights-driven vision allowed for national advertisers to tap into local as a viable and powerful resource.

Nachman is an active member of multiple Business Employee Resource Groups (BERG) within Disney, including Pride and Trans Pride. Dedicated to giving back, she serves as a mentor within the company in addition to holding positions on the MRC Digital Committee and the IAB Cross-Channel Measurement Committee.

Nachman received her Bachelor of Arts and Master of Fine Arts from Brooklyn College.

Brad Thompson

Brad Thompson, SVP, Partner, Integrated Investment, UM Worldwide — A media executive with 23 years of experience in the industry, he spearheads operations and change management for the local investment team at UM Worldwide. Previously, he led local investment on the Fiat Chrysler Automobiles account for nine years, focusing on innovative solutions and strong relationships to deliver best-in-class efficiency and sales results against client KPIs.

He started his career as a local media buyer, working at J. Walter Thompson, PHD and LCI (formerly a media buying unit of UM Worldwide). In that role he negotiated on behalf of a diverse roster of clients across the automotive, retail, financial, pharmaceuticals and entertainment categories.

Paige Albiniak, Contributing Editor, TVNewsCheck, is the webinar moderator.