NEW YORK, April 5, 2016 /PRNewswire/ -- Operative Media, Inc., the global leader in advertising business management solutions, today announced that CEO Lorne Brown has been appointed as Chair of NAB Show's newly formed Digital Committee. Traditional TV companies are exploring new ways to leverage successful digital strategies and drive new revenue as they face changing digital media dynamics, divergent standards and a complex vendor ecosystem. NAB Show's new Digital Committee will identify ways the event can create a forum for the collaboration of media and advertising professionals.
The digitally-focused initiative kicks off with an invitation-only Summit during NAB Show in April for select MVPD, MSO, Programmers, and broadcasters. The goal of the event is to identify market roadblocks, possible solutions, and best practices for converged media sales.
"Now is a perfect time for media companies to collaborate on the right metrics, processes, and technologies that should be used to maximize media sales across linear and digital channels," said David Morris, CRO of CBS Interactive. "Media companies should take a lead role in determining the best way to streamline video advertising across all platforms. The TV ecosystem is healthy and digital opportunities hold great promise only if we are smart enough to avoid unnecessary complexity and expense. The obvious goal is a common set of standards that will enable us to grow ad revenue for years to come."
"The convergence of television and digital media represents a huge opportunity for media companies to work with advertisers and technology partners to create the advertising economy of the future. NAB Show is the perfect venue to bring these communities together and create a platform for collaboration," said Chris Brown, EVP of Conventions and Business Operations at NAB Show. "Lorne has extensive experience working with media companies across channels, and is perfectly positioned to lead the charge."
"I'm thrilled that NAB Show is providing a platform for media companies to come together around important digital topics. The time is now for media companies to work together across new TV and video channels to shape the processes and technologies that are used for converged media sales," said Bernard Gershon, former SVP & General Manager at The Walt Disney Company and current President of GershonMedia. "NAB Show provides an ideal venue for media companies to determine the best way to move forward in the age of TV and digital convergence."
As the founding Chair of the NAB Show digital initiative, Brown will be responsible for launching the first NAB digital advertising forum during NAB Show, taking place April 16-21 in Las Vegas, NV. Focused on identifying market opportunities through discussions of best practices in convergent selling in the fast-merging TV and digital media industries, the NAB Digital Advertising Committee meeting will feature TV and digital industry leaders. Attendees of the event will identify key threats and opportunities facing media companies as they implement digital strategies into their business plans. Topics will include measurement and metrics issues, audience data management and technology management.
"Collaboration is critical among media companies in an increasingly fragmented market. They need to work together as a single unit to remain in control as their core business evolves. Aggregators are already starting to create programmatic solutions to cherry pick and commoditize inventory," said Lorne Brown. "The NAB Show and members of the new Digital Committee will explore ways to help media companies find common ground on common problems. There's an opportunity for the TV industry to maintain its competitive edge and innovate at the speed of the market. It's vital that TV does not allow itself to become subject to the same 'tech tax' that digital created in the display market. We believe this group, and this event, will be an important first step."
About NAB Show NAB Show, held April 16-21, 2016 in Las Vegas, is the world's largest electronic media show covering the creation, management and delivery of content across all platforms. With 103,000 attendees from 166 countries and 1,700+ exhibitors, NAB Show is the ultimate marketplace for digital media and entertainment. From creation to consumption, across multiple platforms and countless nationalities, NAB Show is home to the solutions that transcend traditional broadcasting and embrace content delivery to new screens in new ways. For complete details, visit www.nabshow.com.
About Operative Since 2001, Operative Media, Inc. has developed software and services that help publishers, agencies, and networks simplify the business of advertising. Media companies rely on Operative to sell, traffic, and bill premium ad inventory, increasing revenue and decreasing overhead. Operative's client base, which controls over 20 percent of the global ad market, features NBCUniversal, Wall Street Journal, Comcast, iHeartMedia, BuzzFeed, and Schibsted Media. www.operative.com