The Right Mix of National, Regional, and Local Advertising

  • 26 Sep 2012
  • 2:00 PM - 3:00 PM
  • Webinar

This one hour webinar is the fifth in a monthly series aimed at helping Digital Place-based Network Operators to accelerate their revenues, investment, and operating success. This session will answer the Digital Place-based Network Operators' question. "What is the right mix of national, regional, and local advertising and what does this mix offer to the network operator?"

Three perspectives on this element of operation will be provided by experienced industry veterans from a major agency, a large network operator, and a content management software provider. Issues impacting the network decisions and directions related to this issue will be addressed. This session will offer insights into the way in which campaigns can be localized to take best advantage of dayparting, location, and audience-specific targeting capabilities of the medium.

The question of ad mix impacts content strategy, ad sales approach, pricing structure and scalability, so this session will drill down on those related elements.

Registrants are invited to submit their questions in advance to the webinar moderator, Lyle Bunn, at lyle@lylebunn.com.

Participants will learn:
  • Understanding how to identify and sell ads to local businesses
  • Knowledge of pricing strategies for local advertisers
  • Approaches to improving ad sales success and revenue forecasting
About the Presenters:
Ray Rotolo, COO, Posterscope's daily responsibilities includes responsibility for Hyperspace (Digital OOH division) and Modern Art (production), corporate development and media investment. Prior to Posterscope, Rotolo was the Managing Director at Kinetic Worldwide where he founded and ran the Target Health Division, focusing on media solutions for blue chip healthcare companies such as Bristol-Myers, GSK, and Novartis. Prior to his work on the agency side, Rotolo spent 10 years at NBC where he managed MSO relationships for the cable division, helped launched MSNBC and the Olympics. He is a winner of the Cinema Advertising Council Integrated Campaign of the Year Award for American Express "DeNiro" and is a members of several boards, including Invivid Media and the DPAA Advisory Board.


Andy McRae, General Manager, Dot2Dot Communications brings over 20 years of digital media experience to the presentation, including experience earned as General Manager of Market Information Services of Canada. Dot2Dot Communications jointly announced in August with Scala, Inc. as the master distributor of Scala in Canada and is the sole proprietor for the Scala Ad Manager platform and its global services.


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