TVOT MONTREAL 2026: Local Cross-Platform Video Advertising: What’s Working, What Needs Help

Video in its various forms has always been a powerful part of the media mix to reach local audiences with marketing messages. Video has evolved from its top of the funnel branding role in marketing to leveraging its various forms of linear and digital platforms, first-party data, programmatic trading, innovative types of ad inventory, audience measurement, and campaign optimization tools to drive performance. Even national marketers are looking more to localized executions of campaign strategies and activations as they see great lift from campaigns with local elements. Local video publishers and platforms are prioritizing high value content including sports to drive audiences’ viewing. Each element of the local video mix from linear (TV stations, MVPD) to streaming (CTV and OTT) and social (YouTube, TikTok), along with standard spots, shoppable ads, and other innovative ad units, are changing the dynamics of the local video market. Panelists include:

• George Leith, President of International Partnerships, AdCellerant
• Leif Welch, CEO, JamLoop
• Lisa Herdman, Chief Enterprise Integration Officer, RPA
• Michael Page, SVP of Digital Sales and FLX, Fox Television Stations
• Murphy Rayburn, VP Data Operations, Madhive
• Rick Ducey, Managing Director, BIA Advisory Services (Moderator)