Takeaways from NAB Show 2017

Pat Ivers addresses the TV Luncheon audience at NAB Show in Las Vegas.

TV is on its way out they say. Well, “they” probably weren’t with the group from Sorenson Media that attended the National Association of Broadcasters (NAB) Show this week.

Over 103,000 broadcast and film professionals, investors, advertisers, and vendors, gathered to learn, educate, and network at the Las Vegas Convention Center. As one of the largest, and growing, tradeshows in the world, the 2017 NAB Show stands as evidence that TV is most certainly not on its way out. In fact, Sorenson Media executives used the event to show how the Spark product suites are helping to make TV more relevant than ever.

Sorenson Media Sponsors TV Luncheon

Sorenson Media CRO Pat Ivers addressed an audience of over 1,000 attendees at the TV Luncheon on Monday, Apr. 24, introducing Sorenson Media as the luncheon title sponsor. Each attendee received a Sorenson Media chair drop introducing the Spark Analytics Suite and Ad Suite. Following Ivers’ introduction, actress and producer America Ferrera received the NAB Television Chairman’s Award, and Univision anchor María Elena Salinas was inducted into the NAB Hall of Fame.

CEO Marcus Liassides Speaks in Panel Session: “Addressable TV – How Data & Analytics Enable Advertisers to Improve ROI”

Marcus Liassides (3rd from right) speaks to an audience during a panel session.

Sorenson Media CEO Marcus Liassides spoke in a panel session on Tuesday, Apr. 25, with fellow panelists Bruce Anderson, CTO at Invidi Technologies, Michael Bologna, President at one2one Media, and Rob Weisbord, COO at Sinclair Digital Group. Christopher Ensley of Noble Capital Markets moderated the panel.

The session explored the topic of addressable TV, revealing how new technologies are enabling TV planning and buying by offering data and insights previously unavailable to marketers.

“The addressable TV market opportunity we see now is just the tip of the iceberg,” Liassides explained. “The ability to serve ads to the TV itself at the glass is game changing.”

The panel agreed that Smart TVs have unlocked a world of data gathering and interactivity that will drive TV addressability forward.

Bologna pointed out that, “In order to progress addressable TV further, there needs to be systems and automation, and those things are being built by those on this panel.”

Technology companies can’t make addressable TV happen alone, however. Weisbord emphasized the need for cooperation between broadcasters and technology providers. Speaking for his industry Weisbord added, “Broadcasters jumping into the mix for addressable TV and making inventory available is really important, and we are committed to it.”

When asked to address the common belief that TV is slipping into irrelevance as digital alternatives grow, the panelists quickly offered evidence that TV isn’t going anywhere. TV continues to lead in viewability and also has a lack of fraud compared to digital advertising, the panelists argued.

Liassides closed the session acknowledging that advances in data collection and TV addressability will raise concerns around privacy issues.

“We need to be aware of the sensitivity around addressability on the TV set. It is happening on all other digital devices, but it’s new to the TV,” Liassides said. “We all are committed to being responsible with how this is handled.”

Other Tech Trends at NAB

Over 1,700 exhibitors spanned more than 1,000,000 square feet of exhibit floor at the NAB show. Here are just a few of the impressive new technologies that were on display:

Massive LED Screens

Absen, an LED display screen manufacturer, showed off two 15-foot video screens on the exhibit floor. The screens have unprecedented color accuracy and resolution.

HDR Video

Canon set up a staged scene with a live actress to show off HDR video cameras.

Drones and More Drones

Drones continue to be the trendiest attraction at the show, coming in all shapes and sizes.

Sam Petersen
Sam Petersen
Content Marketing Manager
Sam is a conflicted marketer. He loves being creative, but also thrives on numbers and analytics. Sam has worked in several messaging-focused roles during his career, including journalism, PR, product marketing, and now, content marketing. When he's not stewing over his conflictual identity, he heads to the mountains to hike, ski, run, etc.