NEW YORK ? Television and mobile need to be used together to create successful marketing programs, according to a panel at the TVB Forward Conference.

During a session presented by the Association of National Advertisers, an executive said that now is the time for mobile to be used by local broadcasters. Additionally, television has the opportunity to be a brand builder for marketers by tying online, mobile and TV.

?What marketers are looking for are cross-platform solutions,? said Bob Liodice, president/CEO of the Association of National Advertisers, New York.

?The future of marketing is an integrated mix that uses TV at the headstone,? he said. ?Interactive campaigns turn passive users into active watchers.?

The Association of National Advertisers is an advertising trade association that specializes in best practices and advertising industry news.

Multimedia is key
According to Mr. Liodice, the future of advertising is an industry where all platforms come together and cites initiatives that involve both TV and digital as the most effective.

However, local broadcasters still need to put their traditional video formats front and center of their marketing efforts.

?TV plays an important part in brand building and taking it viral,? Mr. Liodice said.

?To ensure that we have the utmost creativity with marketing, television has to play a critical role,? he said.

Additionally, companies need to focus away from solely Web-based efforts and think of ways to reach broader audiences.

?People are not just sitting in front of computer screens anymore,? Mr. Liodice said. ?They are watching moving screens.

Setting by example
To demonstrate the power that mobile has gained in the industry, the executive used specific brands as examples of companies who have tapped into the channel.

For example, Mr. Liodice said that Best Buy has set a template for Superbowl advertisements by embracing mobile at full speed.

?TV isn?t just one box ? it needs to be an anchor to an overall marketing plan,? Mr. Liodice said.

Additionally, Coca-Cola has leveraged film via TV, Internet and mobile through its various marketing initiatives.

?Bringing video to mobile gives marketers so much more,? Mr. Liodice said.

?When we continue to pursue multimedia, advertisers will be interested in growing,? he said.

Mobile is an ideal channel for local broadcasters because it taps into one-on-one relationships that local stations already aim to create with consumers.

?The remote is not just for using the television,? Mr. Liodice said. ?It also has the ability to connect with brands.?

Final Take
Steve Lanzano, President/CEO of TVB, New York