By 2030, TV advertising revenue and audiences will be significantly fragmented across platforms, screens and ecosystems. While research shows that nearly 60% of video advertising dollars will still be spent on linear TV, that means 40% will be spent over everything else. And broadcasters can’t afford to leave money on the table.

Outsourcing digital monetization is fast becoming a budget-busting approach. The key to success is figuring out how to efficiently reaggregate and monetize an increasingly fragmented audience. Leading media companies such as Hearst and Graham Media Group are moving toward a converged selling approach that combines the quality and brand safety of linear with the speed and precision targeting of digital.

In this 2021 TVB Forward Conference session, panelists discuss lessons learned and opportunities of converged selling and platforms in the real world.

Moderator: Phil Kurz, Contributing Editor, TVTech

Panelists:

• Catherine Badalamente, VP & Chief Innovation Officer, Graham Media Group
• Al Lustgarten, SVP, Technology and Information Services, Hearst Television
• Brad Herman, SVP, Product Management, Ad Tech, Imagine Communications