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Advanced TV: Why Bother?

  • Pfister Hotel 424 East Wisconsin Avenue Milwaukee, WI, 53202 United States (map)


Below are links to stats and information covered during this event.  

Advanced TV: Why Bother?

As how consumers watch TV shifts from cable to streaming services, how you buy TV ads needs to evolve. Download our guide to learn everything you need to know about advanced TV — terms, stats and what’s in it for your clients.


Advanced TV Stat Pack Slides

You know advanced TV is the way of the future, but your clients might still be wrapping their heads around it. Our Advanced TV Stat Pack slides cover audience composition, reasons for usage and spending trends so you can make the case for advanced TV.

Most demo groups are watching at least one hour of advanced TV per day. During this time they are not seeing broadcast and cable ads – traditional TV advertisers are missing out.
— Nielsen; eMarketers calculations, Jan 2017

Advanced TV’s complex, convoluted ecosystem has caused considerable confusion in the industry. The advanced TV landscape has overlapping terminology, blurred boundaries and numerous methods of distribution. Join us to hear Melissa Hefner define the Advanced TV landscape and evaluate its value for your media plan.

After this luncheon you'll better understand:

  • Advanced TV terminology
    • Connected TV, Video on Demand, TV Everywhere, Addressable Linear, Over-the-top Devices, and more.
  • Its role in the ecosystem
  • Who benefits and how
  • The top four reasons to consider bothering with it


Wednesday, July 19th – Schedule

  • 11:30am - Noon
    • Check in, network, grab food
  • Noon - 12:50p
    • Keynote
  • 12:50p - 1p
    • Q&A

Purchase Tickets

Ticket includes food, drinks, and access to the keynote. Purchase before July 12th and receive a $5 discount.

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About the Speaker

   Melissa Hefner   Digital Strategy Director –  Goodway Group

Melissa Hefner
Digital Strategy Director – Goodway Group

In the industry for over nine years, Melissa Hefner has always had a passion for media. After graduating from the Illinois Institute of Art in Chicago with her B.A. in Advertising she kicked off her career in the windy city at a small communications firm. It wasn't long before she moved on to climb the ladder at Laughlin Constable in the media department, ending as a Digital Media Supervisor.

Last year Melissa moved to Denver as the Digital Strategy Director for the North Central Region at Goodway Group. Goodway Group is a managed services programmatic media company supporting over 100 local, regional and Fortune 500 ad agencies in the United States. 

With digital media and the options within it booming, Melissa is excited to return to Milwaukee and educate on advanced television terminology, how it works, roles, and why you may want to consider it for your brand(s).


What do you do when your marketing needs outgrow traditional media? You redefine. Your solutions; your category; your strategy. Bootstrapped and 100 percent privately owned since 1929, Goodway Group redefines what it means to be strategic. It’s about embracing new programmatic media trends early, then helping our clients understand and utilize tools to get performance that won’t break the bank or their backs. As the local leader in the industry, we know how to maximize scale to deliver big ideas and even bigger results in any size market. It’s time to redefine your expectations of what programmatic can offer.