Digital Strategies Are Up For Discussion During DFX

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NAB Show’s Digital Futures Exchange is a new, all-day networking event focused on bringing together key personnel for an unscripted, interactive discussion on what is driving digital revenue.

The conference, Sunday, April 17, 11 a.m.–7 p.m., will include expert analysts from top organizations such as Pew Research, the Interactive Advertising Bureau, BIA/Kelsey and Local Media Association.

“We’re taking a look at digital trends, strategies and examples from local markets. It’s designed for anyone responsible for driving digital revenue in their companies,” explained John Clark, executive director of PILOT, the initiative responsible for the exchange. “One of the main objectives is to get a discussion started around local strategies. What’s working? What do the trends in consumption, behaviors and advertising mean for local markets? We want attendees to listen, but we really want them to respond with their experiences, examples and insights.”

PILOT is the recently rebranded initiative formerly known as NAB Labs. Among its goals is to drive creation and implementation of new technologies and solutions for the media industry through working groups and committees.

“The DFX event is an example of the kinds of discussions and engagements with various stakeholders we can have around technology, digital revenue and local strategies,” said Clark, who was appointed to his position in January. “It’s exciting to build on the efforts of NAB Labs and get more people involved to help broadcasters navigate the future.” Sunday’s Digital Futures Exchange will kick off with a welcome from Clark and includes a presentation from PEW Research Center’s Katerina-Eva Matas. She will share trends in digital news and provide insights in bigger-picture developments such as millennial consumption of digital information and content.

The afternoon program will feature a presentation from Joe Laszlo of the Interactive Advertising Bureau. At 2:30, Rick Ducey and Mark Fratrik from BIA/Kelsey will present “Digital Revenue Strategies: Selling into Growth.” They will highlight their latest forecast for digital media challenges and how advertisers are using paid media platforms to target local audiences. They will use case studies to expose market shifts in attitudes and behaviors of brands and agencies as they embrace data-driven marketing outcomes, and present strategies for media planners and revenue leaders to take advantage of data science and ad platforms.

After a networking break, the Local Media Association will present “Case Studies in Monetizing Digital.” Nancy Lane and Jason Holmes will spotlight research from local media companies who are “killing it” when it comes to monetizing digital. They will share examples of native advertising, separate sales structures, digital agencies and video advertising, pulling in case studies from various local media companies from different platforms, including publishing, broadcasting and digital.

The DFX will close with an interactive discussion aimed at garnering reactions to the day’s program from both panelists and attendees, and a networking reception from 6–7 p.m. “We want the attendees to take away actionable strategies,” said Clark.

“We want them to have insights, but also something that can be put to use immediately in their markets. We want attendees to hear various examples — hopefully some they haven’t heard much about — and morph them for their use in their specific companies. I want to encourage and foster a spirit of experimentation with digital revenue strategies.”