TVN webinar to explore how broadcasters can diversify digital revenue streams

Station groups can capitalize on shifts in the mobile advertising landscape by building in a subscription revenue stream, according to executives from The Weather Company, who will appear on a TVNewsCheck webinar on April 27 at 3 p.m. ET. The event will examine how the Max Mobile white label app that many broadcasters offer their followers can use artificial intelligence to invite, at just the right time based on user behavior, an upgrade to premium. Join us by registering here.

By TVN Staff | March 23, 2021 | 5:00 a.m. ET.

Changes in technology and consumer privacy laws are rewriting the rules of digital advertising and marketing, bringing new challenges — and opportunities — to media companies that have long struggled to generate significant revenue on the web.

TVNewsCheck will address how broadcasters can capitalize on these shifts in a webinar, “New Rules, New Opportunities: Diversify Your Digital Revenue Streams.”

Set for Tuesday, April 27, at 3 p.m. ET, the webinar will focus on how to develop a subscription revenue stream to replace anticipated shortfalls in programmatic ad revenue triggered as Apple, and potentially Google, restrict consumer targeting on the apps running on their smartphone operating systems.

“Sixty percent of consumers get weather information from smartphone apps,” said Kathy Haley, co-founder and publisher of TVNewsCheck. “What would happen if broadcasters could convert 5%-10% of their mobile app users to paid subscribers?

“We will be talking about this possibility during the April 27 webinar.”

Sponsored by The Weather Company, an IBM Business, “New Rules, New Opportunities: Diversify Your Digital Revenue Streams” will include a look at Max Mobile Premium, a new subscription version of the Max Mobile white label app many broadcasters use to connect with smartphone users.

BRAND CONNECTIONS

It will also preview how the IBM Watson Advertising Accelerator helps drive app upgrades by offering premium features — such as 15-day forecasts, 24-hour radar and, crucially, an absence of advertising — at just the right time during a user’s app browsing experience.

Joining Haley, who will moderate the webinar, will be two Weather Company executives.

Rodney Thompson, senior strategist, brings more than 30 years of product development experience to his role. He is responsible for developing broadcast and digital products that enable local television broadcasters to engage their audiences through new mediums.

Prior to joining The Weather Company, Thompson was in product development leadership roles at Avid Technology and Pinnacle Systems. During his now 13-year tenure at The Weather Company, he has spearheaded the development of highly successful, forward-thinking products for the broadcast market to improve audience loyalty and drive increased monetization across platforms.

Ethan Dreilinger, global client solutions engineer, is a leader in applying AI to media workflows to enable unique customer experiences. He began his career in radio and TV, learning the content creation side of the business. For more than 15 years, Dreilinger has worked with some of the largest media brands around the world to bring content to customers, no matter what platform they are using.