Media Ad Sales Summit 2023 Agenda-at-a-Glance
Wednesday, November 8, 2023
5:00 pm Registration and Welcome Reception
Thursday, November 9, 2023
8:00 am Networking Breakfast
9:00 am Welcome Remarks
10:00 AM Modernizing the Media Ad Sales Force
The demands on media sellers have never been greater, as increasingly sophisticated ad buyers and their digital & data-expectant clients look for far more than traditional bread-and-butter linear TV “ad avails” to meet their marketing goals. How are media firms rethinking their talent structures and retooling their go-to-market propositions accordingly?
10:30 AM Networking Break
10:45 AM Ad Automation: Today & Tomorrow
The TV industry’s march towards automating ad processes and improving transactional efficiencies is well underway, and enhanced technologies like artificial intelligence and machine learning promise an even quicker path to buy/sell logistics nirvana. Where are we today – and what does “tomorrow” look like?
11:15 AM TV/Video Measurement & Currencies (Attribution & Data)
The chorus of dissatisfaction with legacy TV ratings’ historical lock on audience measurement and trading currency is louder than ever, and practitioners on both sides of the aisle are clamoring for new approaches and improved solutions. A look into where things stand now and what’s to come.
11:45 AM Political Advertising: Local’s Biennial Fix
It’s been 13 years since the Supreme Court’s controversial decision in Citizens United opened a proverbial floodgate of new PAC-funded political ad spending into the US local TV marketplace – one that continues to grow unabated. A boon for local TV stations/groups for sure, but for how long and at what cost?
12:15 PM Lunch
1:15 PM Lunchtime Presentation: CTV Consumer Behaviors
HUB Entertainment Research founder and CEO Jon Giegengack provides a comprehensive proprietary look at the current state of US consumer streaming TV/video behavior, and the implications ahead for the industry.
1:45 PM Ad-Supported CTV: SVOD, AVOD & FAST
Connected TV viewing has quickly come to dominate US household media activity, with plenty of growth and maturation yet to come. We delve into the commonalities and uniquenesses of the various ad-supported methods of streaming in the market and debate the challenges that lie ahead.
2:15 PM Local TV Streaming: Opportunities & Limitations
We shine a spotlight on the role of local TV in the new streaming CTV ecosystem and whether legacy linear mindsets will help or hinder its evolution.
2:45 PM Networking Break
3:00 PM TV Station Economics: Advertising, Affiliation & Retrans
It’s a candid conversation with some of the industry’s leading analysts about the legacy economic dependencies of local broadcasting and the potential existential threats should they change.
3:30 PM Broadcast TV Sports; the New Paradigm
As Regional Sports Networks succumb to rapid MVPD cord-cutting, leagues and teams are scrambling for other options to reach local viewers, with broadcasters more than willing to fill the void. Will it work – and if so, how?
4:00 PM Tomorrow Tangible Today: Dispatches From the “Future”
It’s a conversational potpourri of possibilities, as we discuss the most promising tech innovations on the horizon for TV/video and media, including generative AI, “big data,” natural language processing, the “metaverse,” and, of course, ATSC 3.0.
4:30 PM Wrap-Up Interview: Station Group CROs
Some of the broadcast stations’ top ad sales executives join us to share their insights into the road ahead for multi-channel advertising (and beyond) and how their respective organizations are preparing for continued success amid a myriad of technological change.
5:00 pm Closing Remarks
5:15 pm Cocktail Reception
Friday, November 10, 2023
8:00 am Networking Breakfast
8:45 AM MASC Roundtable
The Media Ad Sales Council (MASC) convenes for a town hall-style discussion to highlight the key trends shape-shifting the media industry and identify where/how advances in automation and digital transformation can position media buying and selling for future success.
Speakers:
- Mark Gorman, CEO, Matrix Solutions
- Brenda Hetrick, President, Matrix Solutions
- Al Lustgarten, SVP, Technology and Information Services, Hearst Television
- Peter Jones, Head of Local Sales/Sr. Director, Strategic Partners, Premion
- Melanie Webb, VP Sales Operations, TEGNA
- Jennifer Scilabro, SVP Digital Sales, Nexstar
- Michael Barbetta, Senior, Director of Revenue & Strategy, EW Scripps
- Becky Meyer, SVP National Sales, Gray Television
- Joe Lampert, Sr. Program Manager, CNOmniMedia
9:30 AM Friday Keynote Conversation: A View from the Top
We glean the latest insights into the current state of TV broadcasting and the US media industry – as well as what opportunities & challenges lie ahead in the upcoming new year – from the C-suite.
10:00 AM Closing Conversation: Local Media Outlook ’24
In this special closing conversation, we sit down with some of today’s top media agency executives for their insights into the current advertising marketplace and their predictions for what might lie ahead in 2024.
