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‘Next-Generation Advertising’ session to look at marketing strategies for integrated media

Broadcasters wondering how they are going to pay the bills for their expensive transition from analog to digital television may want to make time to attend “Next-Generation Advertising,” one of the many Super Sessions to be offered at this year’s National Association of Broadcasters convention.

The session which runs from 10:30 to noon, Tuesday, April 20, will explore the opportunities and challenges presented by unfolding digital technology developments as they impact traditional and non-traditional television advertising opportunities.

Both programming and marketing will benefit from the coming “Golden Age” of television that digital technology will introduce. New distribution options and innovative approaches to hybrid programming have already sprouted as a result of digital technology. The “Next-Generation Advertising” session will explore the possibilities presented in a cross-platform world.

These include mixing and matching “advertainment,” direct marketing, sponsorships and product placement with wireless devices, PVRs, the Web, DVDs, video on demand, and targeted and traditional commercial spots.

The session will begin with case studies and examples of marketing campaigns that worked. Panelists will discuss their experience with advertainment models and the latest developments in sponsorships.

Panelists include Paul Bienert, senior manager, CRM & e-Business, Volvo Cars of North America; Oliver Gers, senior vice president, FremantleMedia Licensing North America, New York; and Ross Levinsohn, Senior Vice President/General Manager,, Los Angeles.

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