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 700 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.
The Rubicon Project recently talked with TVB President and COO Steve Lanzano about the impact of ad automation and programmatic and other issues of concern to advertisers and media owners. Their Q&A follows.
The TVB hosted their annual Broadcast and Leadership Conference during Advertising Week, focusing on the value of broadcast TV and the local markets. What does the future hold for broadcast TV compared to digital? Steve Lanzano, President and CEO TVB, led off the event with an assessment of the role of digital and TV. Citing the recent Facebook measurement data controversy, he said, “Fraud, viewability, lack of third party digital verification -- we take these things seriously. Marketers are now reassessing their level of participation in digital. I believe the shine is off the shiny new object. TV is still No. 1 in influencing voters across the spectrum.”
Political campaigns are about winning. As we head into the 2016 election cycle, campaign managers and their media strategists would be well served by keeping in perspective the myriad new digital advertising platforms available to them and their utility in helping them win, because while digital tools are a great supplement to the tried and true method of reaching voters through local broadcast television, a political campaign focused primarily on digital tools risks losing if decision-makers don’t keep the facts in mind.