TVB Forward’s Focus: Revenue Generation
Top executives and key stakeholders across the media and advertising industry spectrum will meet at Forward 2018, the annual conference presented by TVB at Pier Sixty, Chelsea Piers in New York City on Sept. 27.
This year’s event will build around the theme of “TAB” (technology, advertising and broadcasting) to reflect how the alignment of agencies and broadcasters toward a common goal of sustainable revenue generation is powering the future growth and innovation of local television.
At the conference, over 500 television CEOs and C-suite media leaders, will participate in a full day of panels and “TAB” talks on the economic, political, technological and consumer trends that influence local TV’s revenue opportunities. The Forward 2018 speaker line-up features leading broadcast and agency executives, analysts and revenue forecasters, political insiders and influencers, digital and automated TV innovators, and prominent CMOs and media agency executives.
Steve Lanzano, president-CEO of TVB, commented: “The annual TVB Forward conference is the premier forum for media industry thought leaders to exchange ideas, examine the latest consumer trends and explore new marketing technologies focused on generating sustainable long-term growth for television broadcasters, national advertisers and small- to mid-sized businesses.
“As the broadcast television industry continues to evolve across all screens and devices, TVB Forward provides our membership with new actionable insights and revenue generation opportunities to advance business’ success and improve overall competitiveness. As such, industry executives, technology providers, media influencers and other industry participants have come to rely on the TVB Forward conference as the leading annual event for collaborative debate and discussion regarding the economic, social, political and technological trends that are shaping the continued evolution of local television and digital media.
“Traditional television has proven to be resilient in an era of media industry disruption, maintaining its central position as the dominant and most trusted video viewership platform in U.S. households, even as new viewing options have continued to proliferate. According to Nielsen, American adults watch four hours and forty-six minutes of video on television each day, compared to twenty-five minutes of video on mobile devices. In addition, a recent Poynter Media Trust Survey found 76% of Americans have ‘a great deal’ or ‘a fair amount’ of trust in local TV news, compared to 55% in national news and 47% in online-only news outlets.
“Many new data-driven analyses and research studies over the past year have confirmed that linear local broadcast television remains the most effective marketing platform for advertisers, brands and political candidates seeking to reach and influence the purchase and voting decisions of their respective target audiences. According to a recent GfK study, 45% of retail shoppers cited traditional TV as having the strongest influence in making consumers aware of a product or service, approximately 5x greater than social media.
“In addition, 84% of consumers initiated some kind of action after seeing an ad on television, including visiting a store or searching promotions online. These findings are consistent with other studies that show increased television ad spend boosts digital KPIs, further reflecting the unparalleled value and significant advantages of broadcast television’s premium local advertising opportunities.
“While local broadcast television remains the dominant media platform, it continues to adapt to viewers’ changing content engagement preferences while meeting advertisers’ demands for measurable returns on their media investments. The annual TVB Forward conference is the landmark event for in-depth discourse on the combined power of traditional local television and digital media, as well as the ongoing collaboration between broadcasters, media agencies and platform providers to develop and implement new technologies that will create a more efficient marketplace for advertising transactions.
“Forward 2018 will further our thought leadership position for the next generation of media distribution, while facilitating the future growth and innovation of our members and partners across the local broadcast television industry.”
For the full TVB Forward 2018 agenda and speaker bios, click here.