[itvt] is pleased to present an AUDIO RECORDING of "Interactive TV Advertising: Local Implementations, National Implications," a session at TVOT NYC Intensive (November 18th, 2010).
The panelists for the session were:
--Andy Addis, SVP of marketing and business development, Ensequence
--Andrew Capone, SVP of marketing and business development, NCC Media
--Dan Hassan, CEO, BackChannelMedia
--Stuart Lipson, principal, Leap Media Group (moderator)
--Patrick Peters, EVP and general manager of programming, FourthWall Media
The session was described in the TVOT NYC Intensive brochure as follows:
"The US television industry is distinguished from the television industries of most other countries in that local markets play a much larger role: this year, for example, over $17 billion is expected to be spent on local-market cable and broadcast TV advertising in the US. Local markets also provide a relatively simple environment in which to get cable interactive TV advertising off the ground, in that the interactive avails are owned by the local operator outright (and can be sold directly to merchants without worrying about complex negotiations with broadcast networks over sharing incremental revenue), and in that the technology/infrastructure hurdles tend to be lower: there is usually only one set-top box manufacturer to take into account, a single operating system, a single VOD technology provider, etc. in each system.
"This session will provide a detailed examination of interactive TV advertising in a local context. It will, among other things, showcase real examples of local interactive TV advertising deployments to date and discuss the processes through which those deployments were taken from concept to realization, outline key characteristics of local markets that advocates of ITV advertising need to understand (and may have overlooked to date), explore the specific ways in which ITV advertising (including ads enhanced with tcommerce and RFI capabilities) can benefit the various stakeholders in local markets (operators, small businesses, stations, etc.), explore how interactive TV can be used to localize national advertising campaigns and thus make them more relevant to viewers, and examine how lessons learned from ITV advertising in local markets can be scaled and applied on a national basis."
(Note: [itvt] is not publishing daily news today, as our editorial team is busy working on the fifth annual TV of Tomorrow Show, which we will be announcing shortly.)
