TV Powered by Data, Addressability and Consumer Choice
Leadership Video Series from
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The role of local TV within the media plan is evolving quickly from a strategic perspective. It is becoming particularly efficient for local advertisers and an increasingly essential part of national media buys. This trend is being powered by shifts in media consumption, increasing viewership, the use of data for audience targeting, enhanced addressability on all platforms, and new attribution tools that prove market-specific targeting delivers results.
This trend emerged during the COVID-19 pandemic when advertisers were forced to adapt — and they shifted budgets as performance became paramount. Within the New York market — very much the hub of national media — the strategic balance of national and regional considerations to achieve efficient reach is at the heart of our conversations. These topics will be explored in a series of video interviews with industry leaders who navigate these considerations of balance, efficiency and targeting in different ways, quarter after quarter.
Here are topics to be explored:
- The opportunities for national advertisers on local cable systems and on local TV stations: how are they following, finding and planning for the right audiences?
- Live Sports are back – what does this mean for regional sports as they return? How has the future of eSports changed in recent months, from what you might have anticipated prior to March?
- How did local news networks pivot strategies for both programming and advertising once Covid hit New York. And how did that change once Covid fatigue impacted viewers?
- How has the massive consumer adoption of OTT changed the media mix on a local level? Any particular viewer trends to highlight?
- How is data – and advertisers’ more proactive, exploratory use of it — transforming the planning, buying and understanding the performance of local media?
- What are the demands and expectations of local advertisers, particularly during the COVID period?
Production Notes
The series goes into production in October. The series will debut later in the month. All reporting will be done remotely via Zoom, Webex and other remote platforms.
Videos will be published jointly on Beet.TV, its syndication and via its social media channels and on all VAB owned and social properties. To suggest candidate for the series, please contact Katy Charles, Senior Producer at Beet.TV – katy@beet.tv.