TVNewsCheck honors six individuals for their contributions to television technology with presentations of its annual Women in Technology Awards. (Photo by John Staley)
The recipients of TVNewsCheck’s inaugural Women in Technology Futurist Awards — the TVB’s Abby Auerbach and LG and ATSC’s Madeleine Noland — epitomize the quality of taking a long-range view of where the television industry should be moving and figuring out how to get it there.
Abby Auerbach, the trade group’s EVP and chief communications officer, has played a fundamental and pioneering role in the decades-long effort to streamline the process of buying and selling local television advertising.
Since its inception 10 years ago, over half of all Americans recognize the anti-drunk driving PSAs of Project Roadblock. More importantly, awareness among the intended men 21-35 target demo is at 60%. Project Roadblock’s success is possible because of the concern and cooperation of our nation’s broadcast television stations — more than 1,300 primary and D2 stations participated in Project Roadblock 2012.
TVB EVP-Chief Marketing Officer Abby Auerbach: “Station websites are just the beginning of the online resources that are available through local TV stations. More and more, broadcast groups are adding hyperlocal to their online mix, giving marketers the ability to reach deep into a marketplace with precise targeting. You get who you’re targeting where, with hyperlocal resources that can be tapped into right now — not in some unwritten future.”
The 2012 Consumer Electronics Show was overflowing with TV technology. For the creative, forward-thinking marketer there was an abundance of innovative ways to reach television-loving consumers, and TV broadcasters were squarely in that game with mobile DTV. With mobile DTV, marketers will have the opportunity to establish the deepest connection with consumers through the reach of television, their relationship with local news and entertainment, the interactivity of the Web and the intimacy of personal devices.
A TVGuide.com study found that more viewers chatted and tweeted while watching live TV during the past season and the top 10 most popular “social shows” are all aired on broadcast networks. Such social viewing is giving rise to a new metric, social impressions, that bolsters the gross ratings points. Stations are also discovering the value of tying local programming in with the Facebook and Twitter.
Broadcasters should seize the opportunity, bring mobile DTV to market as quickly as possible and monetize this valuable asset from Day One. As mobile DTV rolls out, marketers will have the opportunity to establish the deepest connection with consumers through the reach of television, their relationship with local news and entertainment, the interactivity of the Web and the intimacy of personal mobile devices. Mobile DTV will offer true value, not added value.