Steve Lanzano of the TVB on the Impact of Ad Automation and Programmatic

RUBICON amp160What do you read to keep up with politics artamp160and culture LANZANOamp160 Of course our local station websites but also Politico Morning Consult The Hill Wall Street Journal and The New York TimesRUBICON amp160What do you read to keep up with friends LANZANOamp160 I keep up through texts and email but I have this crazy habit that I use a smartphone as an actual phone I like to hear the voices of my friends and family Better yet let39s Facetime It was initially invented at the 1964 World Fair and called the videophone Yes I was thereRUBICON amp160What do you read to keep up with the media and advertising technology industries LANZANOamp160 Everything I can possiblyamp160get my hands on TVNewscheck NetNewscheck AdAge Adweek Mediapost Medialife WSJ Broadcasting ampamp Cable The New York Times Spots N Dots TVTechnology RBRTVBR Smartbriefsamp160 God gave me the ability to be a voracious reader BTW all on my iPadRUBICON amp160What39s your favorite commercial of all time LANZANOamp160 There are so many But my favorite commercial at this time is the GEICOamp160Marco Polo spot It cracks me upRUBICON amp160Describe your membership LANZANOamp160 Broadcast groups owned station groups reps syndicators Over 800 stations are members of the TVB Total spend with local broadcast stations is over 20 billionamp160annually And you can target both local and national including TV mobile web SMS streaming video digital subchannels etcRUBICON amp160With regards major impacts to your membership what are the three biggest trends in 2016 and 2017 LANZANOAutomated Buying amp160The opportunity to make the buying process more efficient incorporate data resulting in terrific opportunities especially for national advertisersMeasurement amp160Cross platform total audience out of home Monetize audience not measured at this time Inclusion of other measurement tools return path PPM etcSpectrumConsolidationOwnership Cap amp160Will need to see how this ultimately plays outRUBICON amp160With specific regards to advertising spend what are the three biggest trends in 2016 and 2017 LANZANOIn 2016 even years political and Olympics clearly have a major impact on advertisingIn all years maintaining positive core advertising particularly in automotive building emerging categories such as healthcareContinuing to build out digital capabilities and spendingRUBICON amp160Describe your trade association and then tell us your top three initiatives overall LANZANO amp160Very simply our mission is to drive more dollars to local broadcast stations Period Everything we do must go through this funnel our work our talent our structure our operationsI always say we have three quotlegs to our stoolquotamp160Business Development amp160National and local amp160Road shows we do almost 50 a year station training oneonone consultations with local advertisers Automotive headed up by former Toyota CMO Steve Sturm and political led by our DC public relations firmamp160The Herald Group In the past sixamp160months I think we39ve seen every quotacronymquot in DCResearch and Measurement amp160Proprietary research to support our business development teams and members in order to demonstrate the power and influence of local broadcast TV ensuring stable and reliable measurement to monetize our audience across all devicesAdvocacy amp160Again to support our business development team particularly in key categories such as automotive andamp160political presence in key industry conferences and of course our own 500 attendee annual Forward Conference meetings with investors and analystsRUBICON amp160Advertising automation and datadriven advertising amp160continues to be a surging force It promises unprecedented control but not all supply chain participants consumers media owners agencies advertisers feel in control Is this simply the result of an emerging fast changing dynamic market or what is missingLANZANOamp160 Like any new fastpaced dynamic market some will initially feel a little out of control I believe as the market matures participants will be much more confident and comfortable with automationRUBICON amp160Will Nielsen remain the standard for media currency with videoTV amp160Will the innovations be primarily in audience definition and measurement with these innovations being quottranslated backquot to Nielsen as the currency LANZANOamp160 We now have two players in the field Nielsen andamp160comScore Who knows down the road if there will be othersamp160amp160Having competition is good for any market Very simply what we need is stability reliability and projectability in our currency amp160That will cure a lot of ills Additionally we need audience measurement across all devices and a currency that is consistent across all devices amp160The entire buying and selling industry needs to come together to make this happenRUBICON amp160Do we live in a quottale of two citiesquot where Google and Facebook win almost everything advertisers are dictated to and other media companies fight for the scraps amp160What do you expect the impact of Google and Facebook to be in quotvideo everywherequotTV LANZANO amp160Well I39m sure Google and Facebook will do just fine but remember we actually produce the news and entertainment content that audiences want to see including on YouTube and Facebook so I39m pretty bullish on our future vitalityRUBICON amp160Please answer the following statements yes or no LANZANORUBICON If you had your own TV talk show what would you name it LANZANOamp160 Steve Keep it simple like Harry Harry Connick JrRUBICON amp160What annual conference not run by your own association amp160do you enjoy attending the most and why LANZANOamp160amp160ANA Masters of Marketing Bob Liodice does a great job amp160Iamp160love the case history formatamp160and the great advertisers Bob brings inRUBICON amp160Finally what is your favorite restaurant in the worldLANZANOamp160 Well by my office Peter Luger39s and Grimaldi39s across the river in Brooklyn amp160But Fuor D39Aqua in Florence Italy may have been the best meal I ever hadClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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Steve Lanzano of the TVB on the Impact of Ad Automation and Programmatic

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