Engaging The Audience at NAB

Blog   |   Lorne Brown   |   April 23, 2015

The NAB Show is a huge conference. There are over 100,000 people that attend, and it’s growing each year. The last time I went was 3 years ago, and a lot has changed since then.

Overall, I thought the content was really great. There was a nice mix around local media, VOD and addressability, but in my opinion, there was too much conversation around programmatic. More than 50% of air time is being given to a topic that will make up only 1-3% of TV revenue over the next few years.

Linear TV is rapidly being replaced by digital TV. What people should be spending more time talking about is business transformation, setting up for an impressions-based world, digital video, and enabling the revenue engine – their sellers. Driving overall profitability should be at the forefront of every conversation around advertising.

As a result of this, the audience for this content (companies looking to solve real problems in digital media) was at the show, but not at the convention center. They were at the Wynn next door. I know because I could barely get a table or a seat at the bar. Many of the top TV executives, even though they were wearing NAB Show badges, were simply having conversations with each other at the Wynn, rather than attending the sessions.

I look at this as an opportunity for the NAB. They’ve got all the great content and all the right people, they just need to bring those things together without moving away from their core.  That’s why they’ve asked me to join the AdTech/MarTech Advisory Committee for the show. They want to enable the networking AND the engagement piece of their content. They want more digital media people there, and they want to make them part of the brand and part of the event – not attendees that go to Vegas just to network.  They want to bring great speakers and be a player in digital media. And they have to be, because regular TV is only going to be here for so long.

Did you attend NAB show this year? Tell us your thoughts. Do you agree with Lorne’s point of view?