Advertisers’ Go-To-Market Strategies at the 2026 TAB Show

posted on 6.22.2026

- Register, Book Rooms Now for Aug. 5-6 in Austin/Round Rock

Managers and marketing teams focused on revenue have yet another reason to register and book rooms for the 2026 TAB Show with the addition of a panel discussion led by ad agency executives and regional advertisers on how local Radio and TV fit into their go-to-market strategies.

Already, Gordon Borrell is slated to present a four-part workshop on Winning Local Revenue in a Digital-First World with a total of 5.5 hours of content for marketing teams, including three 90-minute interactive exercises.

Additional sessions centered on growing revenue include:

• Seth Resler’s From Audience to Community: A Smarter Revenue Model for Broadcasters
• Jeff Schmidt’s AI, AI – OH!
• Juan Galdamez’ Dayparts & Dashboard: Navigating Radio’s Big Data Moment
• Both “Radio Gold Idea Exchange” sessions with Beth Mann of Edge Media and Tom McAuliffe of MyFMMedia.com
• The panel presentation on “Building a Podcast Studio: Scalable Solutions, Digital Revenue Driver”

The remaining content for engineers, managers, and Radio program directors all stands in service of boosting stations’ financial success, from capital investments and facilities management to talent development and programming.

Going to Market

The ad agency session explores frameworks for advertisers to expand reach and value, integrate cross-platform strategies, leverage data and audience insights, and achieve collaboration among media partners, brands, and agencies.

Panelists include:

• Monte Clair, GM of Superior Subaru
• Lisa Gagnon, CMO-Houston Livestock Show & Rodeo; 
• Bill Urciuoli - Chief Technology Officer - McGarrah Jessee; 
• Ally Hugg - Executive Director for Media - McGarrah Jessee; 
• Steve Laukhuf, CEO-One Voice Communications / Cowboy Broadcasting Network; 
• Cindy Shekoski - Media Director - McGarrah Jessee

A “Mini-NAB”

Often referred to by delegates as a “Mini-NAB” – without the eyewatering costs of being in Las Vegas –  the TAB Show draws about 1,200 delegates each year with an agenda that contains more than 25 programs over two days and an exhibit hall showcasing more than 100 of the industry’s leading vendors where delegates can talk with vendors to troubleshoot concerns, test new gear, or plan new capital projects.  

Exhibit booths and sponsorships are still available through TAB’s Sydney Herrmann.

Questions? Contact Oscar Rodriguez or call (512) 322-9944.
 

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