How Well Are Performance Campaigns Performing?
Performance-based campaigns are gaining traction among national advertisers invested in the spot TV market, but their execution presents unique challenges. TVNewsCheck will look at how well such campaigns are delivering value for both advertising buyers and sellers during a Working Lunch Webinar — Performance Campaigns and Optimizing Spot TV — scheduled for March 31 at 1 p.m. ET.
Media buying agencies and station groups have been refining their approaches to performance-based campaigns, and the webinar will address how important campaign strategies and best practices are evolving in 2021. It will examine how media buyers and sellers are resolving emerging issues, including in audience measurement, that have complicated their execution. Panelists will also gauge how well technology has been keeping up with the trend and facilitating it.
“There is no more important strategy than performance campaigns for strengthening the value proposition of spot TV in 2021,” said Kathy Haley, co-founder and publisher of TVNewsCheck. “Along with audience attribution, performance campaigns are a frequent topic of discussion during TVNewsCheck’s ‘Optimizing Spot TV’ series of webinars. We look forward to seeing how the conversation has advanced during the newest installment in this series on March 31.”
Kathy Doyle, EVP local investment at MagnaGlobal, is a 20-plus year veteran of IPG/Magna who oversees all local activity for clients including Amazon, American Express, Academy Sports, BMW, Coca-Cola, Subaru and Arby’s, among many others.
Doyle believes that client success in the local market is achieved through leverage, knowledge and relationships that drive effective strategic execution. She manages a team that executes hundreds of local retail events for a multitude of clients on an annual basis. Doyle represents the agency with involvement in several industry associations, such as the 4As, Nielsen and the TVB.
In her 30-plus years in the media industry, she has worked for a wide-variety of clients, with a focus on local marketing. She has managed investment for clients such as General Motors, Subaru, McDonald’s, Kohl’s and Lowe’s. Doyle received the agency’s “Truth Well Told” award for her outstanding work on General Motors. In 2015, she was named by AWNY as a Working Mother of the Year and in 2016 was added to the IRTV Mentorship Hall of Fame.
Missy Evenson, VP sales for local media at The E.W. Scripps Co., has been in buying and media sales for more than 25 years. Her career has taken her from Texas and Colorado to, currently, Ohio. She has held positions at KMGH Denver that included national sales manager, local sales manager and director of sales. More recently she was director of revenue strategy for the West region for Scripps and now VP sales, local media. She has been with Scripps for seven years.
Evenson has also served as the chairperson for the ABC Sales Advisory committee, is a member of the Nielsen Local Media Alliance and the TVB Board of Governors.
Kerry Kearney, VP managing director local video investment, Horizon Media, started her career at Horizon Media and has been with the company for 18 years. Rising through the ranks within the Local Video Investment team, in her role as VP, Managing Director, she leads the team with executing innovative, first to market opportunities for our clients. Creating customized integrations that extend past linear, organically woven within programming, and align key messaging for brands. Additionally, Kerry spearheads the testing of software, new platforms and the maintenance of measurement changes within the space as well as automation and advanced TV platform solutions to ensure the team is best in class.
Ted Kramer, EVP sales at ProvantageX, has spent the past 20-plus years in local media sales and sales management. In 2016, he joined ProvantageX. In his four years there, Kramer has grown the PVX team into a formidable organization comprising experienced media professionals who train and manage both demand and supply sides of the platform under his direction.
Kramer’s day is composed of interacting with platform development and design, stations and agencies. He is passionate about the PVX offering, which he believes will revive and elevate local broadcast for all users.
Janet Stilson, a TVNewsCheck contributing editor, will moderate the discussion.
To register for TVN’s Working Lunch Webinar, Performance Campaigns and Optimizing Spot TV, click here.