Digital Leadership Academy

Digital Leadership Academy

October 16 - 17, 2019

Like last year, the NYSBA Digital Leadership Academy (DLA) will be held in conjunction with the NAB Show New York which will take place on October 16th and 17th at the Jacob Javits Center in New York City.

This year’s Digital Leadership Academy (DLA) will feature an exciting new format.  Our objective is to provide you with the best in sales training to cover all your station’s needs.  The market has evolved rapidly, and sales training must encompass both the digital and traditional broadcast side of the business.  The DLA will help your sales staff become more effective.

Once again the DLA is free to verified employees of NYSBA members in good standing and must use the code “NYSBA19  when they register to receive the discount.

Please click HERE to register.

Digital Leadership Academy
October 16th -17th
Jacob Javits Center
429 11th Ave, New York, NY 10001

Wednesday October 16, 2019 (Exhibit Hall 1D)

10:00 AM – 11:00 AM

The Ad Club of New York  panel discussion - The Evolving Video & Audio Landscape

Diana Anderson, SVP National Audio & Local Video Activation at Carat.  A Dentsu Aegis Network presentation and interview that focus’ on how content, distribution, data and technology are changing the ecosystem and making marketers and agencies change the way we conduct our business.


Dave Sederbaum, EVP Group Director National Video at Amplify, Dentsu Aegis
Rachel Starr, SVP, Group Director of Integrated Planning, at Carat

11:00 AM - 12 noon - Market Realities in New York – Cross-Platform Competition

Rick Ducey, Managing Director, BIA Advisory Services will host a top-notch panel of experts. Local Radio and TV stations are competing in a market environment where most of the ad spending growth is going to digital platforms. In fact, all the increased ad spending in the Auto category will be digital. Marketers and their agencies are moving aggressively into performance-based, full-funnel ad campaigns that integrate cross-platform ad channels. BIA’s Mark Fratrick will highlight local ad forecasts ad spending shifts across local ad platforms and will call out results from New York State markets. In this session, we will also look at competitive strategies for local stations to tap into ad spending share of wallet. Townsquare Media's Jared Willig will share insights on how their local radio stations are so successful in cross-platform sales. Alan Wolk from TV [R]EV will dig into the OTT video market and where he sees that headed.

Rick Ducey, Managing Director, BIA Advisory Services

Mark Fratrik, SVP/Chief Economist, BIA Advisory Services
Jared Willig, SVP Digital Strategy & Operations, Townsquare Media
Alan Wolk, Co-Founder/Lead Analyst, TV [R]EV

12 Noon – Networking Lunch - Yes there is a free lunch.  A lunch will be served in exhibit Hall 1D. 

1:00 PM - 3:00 PM   Mastering Digital Ads - How to Grow Local Ad Sales with Digital Media

Ben Silverstein, CEO of Ad Coach.  Ben is an award winning digital media professional with over a decade of experience working in the digital space See

3:00 PM - 3:30PM -  Best Broadcast/Digital Advertisement Awards

Clients and advertisers demand the best.  So we will celebrate the best broadcast and digital advertisements on Wednesday afternoon at the DLA.  We will present $500 Amazon gift certificates for the best advertisement in the following categories:

  • Best traditional broadcast television advertisement
  • Best traditional broadcast radio advertisement
  • Best digital/social media advertisement by a television station
  • Best digital/social media advertisement by a radio station

Advertisements will be judged on creativity and effectiveness of message.  Advertisements must be locally produced by the station between October 16, 2018 and October 5, 2019. You must be present to win.

ALL ENTRIES MUST BE SUBMITTED TO NYSBA BY OCTOBER 9, 2019.  You must be present to win.  Please email an audio or video file to Carolyn Jung at

Decision of the judges is final.

October 17, 2019 Concurrent Breakout Sessions (Hall 1D Rooms 3-4 & 5-6)

Track 1 - “Real World” Client Centric Digital and Broadcast Training  (Room Hall 1D Room 5-6)

Adam Armbruster, ESA & Company - This four hour  session to help local sellers build effective and immediately usable digital and broadcast skill sets in the five money generating categories. Outcomes expected are upgraded salesperson confidence in presenting to business owners, higher new ad revenue, better client results, improved client retention, and a reduction of churn.

10:00 AM - 12 Noon - ESA Digital Training [Part One]

Current digital trends by clients. Their immediate needs, their expectations, their objections:

  • Update on ESA Economic Market Trends (National clients and local)
  • List of recent client questions, and resulting experiences with digital and client perceptions
  • Proven ESA Best Practices to sell digital and broadcast
  • ..not Advertising. The new principles in digital and broadcast
  • TriangulationTM – Why this works to build digital client growth results
  • Tier ZeroTM - Repositioning Broadcast as Digital
  • Phase SellingTM – How it helps you retain your clients, long term
  • Closed Loop campaign attribution tips and measurement myths explained
  • Where to use long-form video, podcasts, conquest, and search with examples

12 Noon - 2:00 PM - Broadcast Leadership and Hall of Fame Luncheon (Exhibit Hall 1D)

2:00 PM - 4:00 PM - ESA Category Deep Dive Training [Part TWO]

Client experiences and lessons in the five key revenue categories:

  • Auto dealers (Guest auto dealer option)
    • Selling auto digital, how they measure, what they look for from you
    • Selling effective broadcast
    • Profit drive on lower sales volume, cash flow management
    • Tier ZeroTM
    • ESA & AE Live Real-World Situational Role Playing
  • Home Service Businesses (Client guest option)
    • Franchises needs versus local clients
    • High Quality sales lead generation via digital/broadcast
    • Recommending the correct budget
    • ESA & AE Live Real-World Situational Role Playing
  • Legal Clients
    • Solving the #1 objection by attorneys to broadcast/digital
    • Knowing the correct budget for each firm
    • Messaging that attracts a high conversion client
    • ESA & AE Live Real-World Situational Role Playing
  • Healthcare Clients
    • Key new subcategories and what this client will demand
    • Tactics for getting to the decision maker in healthcare
    • Planning results and attribution digitally and through broadcast
  • Financial Clients
    • Regional banks versus local credit unions
    • What these clients require in the first meeting
    • Building effective digital plans that deliver new profitable clients

BONUS SESSION - ESA & AE Live Real-World Situational Role Playing between Adam and selected account executives. Live Q & A and wrap-up

TRACK II – INTERACTIVE ADVERTISING BUREAU (IAB) Digital Media Sales Certification (Hall 1 D Room 3-4)

Kara Dempsey, Training Consultant, IAB, prepares both experienced media sellers and those new to digital media for the only globally recognized credential for digital media sales professionals. This course will help you sell digital products with more credibility, while providing impactful solutions for clients. Learn why more than 9,500 digital leaders are participating in IAB Certification!  Build credibility and trust with buy-side partners, colleagues, and employers. Demonstrate fluency in digital media sales strategy and knowledge of the digital media industry. Demonstrate your commitment to professional development. Whether you decide to take the exam or not, the information obtained from this session will make you a better account executive.

Session I

10:00 AM - 10:30 AM - Introduction and Overview & Ecosystem
10:30 AM - 12:00 PM -
Platforms, Formats, Ad Serving

12 Noon - 2:00 PM - Broadcast Leadership and Hall of Fame Luncheon (Exhibit Hall 1D)

Session II

2:00 PM - 2:45 PM - Tools, Compliance, Media Math, Selling Digital Media
2:45 PM - 4:00 PM - Managing Campaigns, Analyzing Performance, Upselling


  • Traditional Marketing Models
  • Media Value Chain
  • Digital Advertising Formats and Capabilities
  • Digital Advertising Platforms
  • Key Tools and Technologies
  • Calculate Media Mathematics
  • Compliance (Standards/Policies)
  • Standard Digital Media Ad Types
  • Prospecting for New Clients
  • Conduct Needs Assessment
  • Align Digital Advertising Product with Client Objectives
  • Internal and Third Party Research
  • Generating Proposals
  • Negotiating Digital Media IO
  • Launching and Monitoring Digital Advertising Campaigns
  • Analyzing Digital Advertising Campaign Data
  • Presenting Digital Advertising Campaign Results and New Opportunities