TVB Forward 2016 Conference to Explore Emerging Advertising Trends, Innovations Powering Television’s Evolution and Local Broadcast TV’s Consumer Influence

Media Industry Leaders Share Insights at Forward 2016 – Broadcast
Television’s Annual Outlook Conference in New York City on September 29

NEW YORK–(BUSINESS WIRE)–Media industry executives and thought leaders from across the United
States will gather on September 29, 2016 in New York City for Forward
2016 – Local Broadcast Television’s Annual Outlook Conference
presented by the TVB (www.tvb.org).
Over 550 media, advertising, technology and broadcast experts will
attend the event, which is being held at Pier Sixty at Chelsea Piers,
the largest waterfront venue in Manhattan. The conference presents a
forum for industry leaders to discuss the economic, political,
technological and viewer/consumer opportunities and challenges that are
shaping the future of advertising and local broadcast television.

Forward 2016 attendees will share in powerful discussions
delivered by today’s leading media research analysts and revenue
forecasters, political insiders and influencers, digital and automated
TV innovators and prominent CMOs and ad agency executives. This year’s
event focuses on Americans’ evolving media consumption habits and how a
combination of technology, innovation, measurement and new research have
elevated local broadcast television’s dominant position as a proven
marketing platform that has the broadest reach and greatest influence on
consumers’ purchasing behavior.

“To engage with their target audiences and influence decisions brand
managers, advertisers and political campaigns continue to choose local
broadcast television to deliver their messages because it’s a trusted,
proven media platform that generates accountable, measurable results,”
stated Steve Lanzano, President and CEO of TVB. “Forward 2016
brings together media industry executives and thought leaders to discuss
emerging trends in television today and innovations and technologies
that are powering the medium’s evolution and effectiveness in the future.

“Technology advancements and the proliferation of video content offer
consumers more programming options than ever before with delivery across
multiple screens and devices. In this environment, television
impressively remains the predominant choice for Americans with adults
18+ spending nearly five hours a day with traditional TV, or 16% more
time than is spent with all other ad-supported media combined, according
to a recent GfK research study.”

Lanzano added, “To meet the changing needs and demands of consumers,
local television broadcasters are continuously innovating new strategies
for fully monetizing their valuable content offerings while enhancing
the effectiveness and benefits of their marketing solutions’ platforms
for local and national advertisers. In a recent white paper, Mixpo, a
leading digital advertising company, noted that many local broadcasters
are positioning themselves as their clients’ de-facto ad agencies as
they harness the power of their multi-screen capabilities and
cross-platform advertising technologies to further enhance message
delivery reach, targeting, engagement and ultimately effectiveness. Forward
2016 will facilitate engaging discourse and sharing of comprehensive
insights related to the intersection of television and digital media
while also examining the influence television has on economic,
political, technological and consumer behavior and outcomes.”

TVB Forward 2016 Agenda Highlights (for full agenda and speaker bios
click here):

• Wall Street Keynote: Featuring Marci Ryvicker,
  Managing Director & Senior Equity Analyst, Wells Fargo Securities
  Marci
  Ryvicker, who covers the media sector with specific focus on
  diversified entertainment, broadcast, outdoor and cable/satellite,
  will present an overview of the economy, media industry landscape,
  business trends and forecasts.

• Forecast Panel
  Session Moderator: Tom Buono,
  Founder, BIA Financial Network and CEO, BIA/Kelsey
  Panelists:
  Harry Jessell, Editor and Co-Publisher, NewsCheckMedia; Jack Myers,
  Chairman, Media Ecologist, MyersBizNet; Brian Wieser, Senior Analyst —
  Advertising/Media/Internet, Pivotal Research
  Led by Tom
  Buono, panelists will share their predictions for growth in local
  broadcast television, sharing their insights on key category
  indicators that will impact spending in 2017 and beyond.

• Political Roundtable
  Session Moderator: George
  Stephanopoulos, Chief Anchor, ABC News
  Panelists:
  Alixandria Lapp, Executive Director, House Majority PAC; Mike Shields,
  President, American Action Network and the Congressional Leadership
  Fund
  Coming just three days after the first Presidential
  debate, this year’s political roundtable will examine the major
  drivers of political advertising spend on the national and local level
  and explore the impact of the presidential race on the congressional
  elections. Moderated by George Stephanopoulos, the panel will cover a
  broad range of topics including, the allocation of resources for down
  ballot races, the rise of super PACs, how to best reach undecided
  voters, and the evolution of the 2016 “Battleground States” in the
  presidential and congressional races.

• Political Spending: Featuring Steve Passwaiter, VP
  and General Manager, Kantar Media/CMAG
  Steve Passwaiter will
  present an overview of category spending and CMAG’s expectations in
  this unique election year, breaking down where political advertising
  money is being spent and in what races. He will explore the role local
  broadcast television has played in the 2016 primary and general
  election cycles and the implications of current spending trends on
  future elections.

• Automotive Keynote: Steven Szakaly, Chief Economist,
  NADA
  Steven Szakaly will speak on the state of the automotive
  industry and provide his market forecast. He will discuss dealers,
  their marketing strategies and trends in the local marketplace as well
  as the big issues the industry is facing in the upcoming year.

• Digital Innovators
  Session Moderator: Tom
  O’Brien, EVP, Digital Media & Chief Revenue Officer, Nexstar
  Broadcasting Group
  Panelists: Hanan Avidan, Founder & CEO,
  Babator; Keith Bonnici, General Manager, Kixer, a division of Lakana;
  Adam Noble, Sr. Director of Product Marketing & Sales Strategy, Mixpo;
  Wayne M. Ruting, Founder, Chairman and CEO, Decentrix
  In this
  session, Tom O’Brien will lead a panel of digital innovators who will
  discuss how media companies can effectively build their digital
  platforms and create campaign strategies to drive revenue growth while
  achieving operating efficiencies.

• BIA/Kelsey’s Women Leading in Local – Luncheon Program
  Session
  Moderator: Paula Faris, Co-Host of The View, ABC News
  Panelists:
  Marianne Gambelli, Chief Investment Officer, Horizon Media; Susan
  Venen-Bock, National Media Manager, Ford Motor Company; Debra
  O’Connell, President, ABC National Television Sales, ABC Owned Stations
  Paula
  Farris will lead a panel of key industry executives in a discussion on
  the future of local television and how to build successful, local
  media strategies. Panelists will also provide insights on what it
  means to be a “Woman Leading in Local” and offer advice for young
  women entering the broadcast industry.

• Measurement
  Session Moderator: David
  Poltrack, Chief Research Officer, CBS Corporation
  Panelists:
  Lynda Clarizio, President, U.S. Media, Nielsen; Bill Livek, Executive
  Vice Chairman and President, comScore; Lyle Schwartz, Managing
  Partner, Director Implementation Research & Marketplace Analysis,
  GroupM
  In today’s increasingly fragmented media
  environment, measuring accurate consumer viewing is a growing
  challenge. David Poltrack will moderate a panel of research experts,
  posing hard-hitting questions on what measurement improvements are
  needed in local broadcast television and what new technologies and
  tracking methods we can expect in 2017. Mr. Poltrack will announce the
  release of “Media Comparisons 2016.” Conducted by GfK, a trusted
  leader in market research, in collaboration with TVB, the study
  compares ad-supported media platforms in terms of reach, influence,
  engagement, trust and time spent among important demographic groups.

• ANA Presents
  One-on-One Interview with Rob
  Lynch, Brand President & Chief Marketing Officer, Arby’s Restaurant
  Group, conducted by Bob Liodice, President & CEO, ANA
  Bob
  Liodice will sit down with Rob Lynch of Arby’s to discuss the state of
  the quick-serve-restaurant industry, Arby’s current marketing focus
  and the role of local broadcast television in the company’s
  advertising strategy.

• Automated TV
  Session Moderator: Anne Schelle,
  Managing Director, Pearl TV
  Presentations: Joy Baer,
  President, STRATA; Seth Haberman, CEO & Founder, Visible World;
  Stephanie Hanson, CRO, AdMore; Scott Hoffman, President, Yashi
  How
  will the adoption of automated TV impact the evolving sell/buy model
  for local television? Anne Schelle will moderate a panel of key
  players in the automated TV space to discuss the latest technology
  developments and industry implications. Executives from four leading
  automated television companies will present examples from their
  various business solutions operating in the broadcast television
  marketplace.

• Media Agency Leadership
  Session Moderator: Steve
  Lanzano, President & CEO, TVB
  Panelists: Vaughn
  Ericson, SVP, Director of Media Acquisition, Bernstein Rein
  Advertising; Frank Friedman, EVP Local Activation, Zenith Media;
  Jennifer Hungerbuhler, EVP, Managing Director, Local Investment,
  Amplifi USA/Dentsu Aegis Network
  Steve Lanzano will lead a
  panel discussion on various topics impacting the advertising industry;
  including automated buying, currency and transparency issues. Agency
  executives will share insights on what their clients are saying about
  ad growth and what media mixes will be utilized to achieve their
  business objectives.

Annual industry awards will be announced at the event. The TVB will
present the EMMA: Excellence in Local Media Marketing Solutions
award to one local broadcast television station and one ad agency; the
Ad Council will present the Crystal Bell Award for leadership and
exceptional support in promoting Ad Council public service messages; and
the B&C Broadcaster of the Year Award will be presented by B&C/Multichannel
News to Valarie Stabb, President, NBCUniversal Owned Television
Stations.

About TVB

TVB is the not-for-profit trade association of America’s local broadcast
television industry. Its members include television broadcast groups,
advertising sales reps, syndicators, international broadcasters,
associate members and over 800 individual television stations. TVB
actively promotes local media marketing solutions to the advertising
community, and in so doing works to develop advertising dollars for the
medium’s multiple platforms, including on-air, online and mobile. TVB
provides a diverse variety of tools and resources, including www.tvb.org,
to support its members and to help advertisers make the best use of
local ad dollars.

Contacts

TVB
Abby Auerbach
212-891-2279
Chief Communications
Officer
abby@tvb.org
or
JCIR
Joseph
Jaffoni, Jennifer Neuman
212-835-8500
tvb@jcir.com