Back to the Future: Traditional Media Fuels AI

Back to the Future: How Traditional Media Fuels Modern Performance, Digital Strategy & AI Discovery

As the media landscape becomes increasingly driven by automation, data, and AI-powered discovery, traditional media continues to play a critical—and often underappreciated—role in driving performance across the funnel.

This panel will explore how today’s media buyers are leveraging traditional channels (TV, radio, print, and out-of-home), how those channels influence digital performance and emerging areas like Generative Engine Optimization (GEO/AEO), and what sellers can do to better position their offerings in an increasingly complex marketplace.

Bringing together perspectives from agency buyers, media sellers, and potentially a brand-side marketer, this discussion will bridge the gap between legacy channels and modern media strategy—grounded in real-world buying behavior and measurable outcomes.

Key Themes

• Provide a current view of how traditional media is being bought and valued today


• Demonstrate how traditional media drives digital performance and full-funnel impact


• Introduce GEO/AEO as a forward-looking topic and connect it to media strategy


• Equip sellers with actionable insights on how to better position themselves to buyers

Panelists

• Vicki Potter, Head of Clients & Operations, ECI Media Management (Moderator)


• Christine Robertson, Associate Media Director, Brunner


• Tim McLaughlin, Founder COO, Blink


• Jim Maffessanti, Regional Account Executive, Comcast


• Max Pipman, Senior Director of Marketing & Communicaitons, The Children's Museum


• Billy Wright, Head of AI & Marketing Innovation, Direct Online Marketing

Thank you to our sponsor - Direct Online Marketing - for generously hosting this event in their office.

About Direct Online Marketing

Since 2006, DOM has been creating success for their clients with data-backed digital marketing. They have a disciplined, transparent approach, month-to-month contracts, a strict no-jerks policy, and a bushel full of onions. Nobody, and we mean nobody, communicates better than them. Their clients love them, you will too. Come to our event, meet the team, and get a taste of what it's like to work with (or for) a full service digital marketing agency that does things a little bit differently than you've experienced in the past - in all the good ways.

About The Media Association of Pittsburgh
The Media Association of Pittsburgh brings together media professionals — from creators and planners to sellers and strategists — to network, learn, and lead. Through events, education, and community initiatives, MAP empowers members to stay ahead in media, build relationships, and shape the future of Pittsburgh’s media landscape.