Automating and Optimizing Local TV Planning: Can We Bring the Best of Digital Planning to TV? - Webcast

We hope you had a chance to attend our Take Five for Your Future webcast, “Automating and Optimizing Local TV Planning” on November 4. If you couldn’t join us, or want to review some of the information again, you can watch the complete webcast now. A panel of media and advertising experts discussed how advertisers could more effectively use data automation to plan and execute their local cable schedules, similar to how they buy digital. Joy Baer, President at STRATA, kicked off the informative discussion by talking about how data-driven, audience-based buying improved the digital buying and planning process. She also talked about the importance of new automation tools integrating with the industry's legacy inventory management systems. Next, Ken Nippes, SVP, Media Director at Cramer-Krasselt, discussed how data-driven buying can work for the local TV buying and planning process and how automation tools can better reach specific audience segments. Andrew Capone, SVP, Marketing and Business Development at NCC Media, discussed how “bundled” impressions across networks can work for local spot TV media buys, effectively reaching fragmented audiences. Karen Agresti, EVP Director of Local Investments at Trilia/Hill Holliday discussed how automation delivers efficiency to benefit both buyers and sellers and shared her “wish-list” for an audience-based buying platform for local TV. Rounding out our panel was Mark Altschuler, VP, National Advertising Sales at Comcast Spotlight, who explained that local and regional spot TV advertisers can benefit from audience-based automation in the buying and planning process and how such tools can improve their return on their investment. Andrew and Mark also discussed how NCC Media, in partnership with Comcast Spotlight, are bringing automated targeting to the local spot cable marketplace with a solution called “Audience Plus.” They discussed the features and benefits of the new platform, before we spent the final minutes of the webcast taking questions from our live audience. To download the slides from this or other educational videos and webcasts, please visit: http://www.comcastspotlight.com/takefive