Technology is growing faster than local media marketers can keep up with it. That’s why Warner Bros.’ Scott Rowe gathered some of the leaders in this rapidly growing technology world to help explain where local viewers are, how to keep them and where to put your money to make that happen.

“Television is still the grand daddy of them all,” said Rowe, “but look at what’s happening online and mobile.”

Taking this into account, Nielsen’s Dounia Turrill pointed out: “A lot of what we need to look at is the interaction of the social platform and TV screen.” It’s not picking the most effective social platform, it’s about realizing how they all work together and how to reach audiences through them all.

Mixpo’s Peter Goldstein added: “I’d say if there’s one takeaway for local stations, that is ‘does that chart reflect how you’re spending your money today?’”

As Rowe summed up, money is shifting to digital… but it’s sometimes shifting slower than consumers. According to Goldstein, “Probably the most underutilized asset stations have is their own websites.” Using online to drive on-air is one of the best promotional tools local stations have.

Tribune Broadcasting’s Jason Jedlinski also added: “Creative and the message is more important than ever – you have to cut through the noise.”

And as Rowe stated, “Local stations are pushed to the limit in terms of resources.” One key is to make the creative last and spend the station’s budget to reach the most eyeballs.

Beyond that, “There’s no doubt that we’re in the business of video,” according to Microsoft’s Ben Fielder. Using your own video and pushing it to Facebook pages, Twitter accounts and the web is “relatively easy and can be very effective.”

Tags:


  Save as PDF