Airports are becoming an increasingly important battleground for advertisers looking to reach consumers outside traditional screens, and ReachTV is strengthening its commercial and content operations to capitalize on that shift. The airport media network has appointed Jodi Porter as Chief Revenue Officer and Larry Berger as Head of Production and Airport Experiences, adding senior advertising and sports-media expertise as it expands its programming and advertiser proposition.
The appointments give ReachTV two executives with backgrounds spanning digital advertising, social media, broadcast, sports production and enterprise sales. More importantly, they signal where the company sees its next phase of growth: turning airport environments into a larger, more sophisticated media channel rather than treating them simply as places where travelers consume content while waiting for flights.
Porter will oversee ReachTV’s revenue strategy and enterprise sales organization. She joins from TikTok, where she led Vertical Solutions for its Global Business Solutions team across industries including automotive, dining, finance, pharmaceutical and telecommunications.
Her earlier roles at Sincro and CDK Global focused on digital advertising strategy for automotive manufacturers and dealers, giving her experience selling advertising solutions to large enterprise marketers.
That background could be particularly relevant as ReachTV attempts to make airport media more attractive to brands accustomed to buying measurable digital advertising. The challenge for airport media networks is not simply securing more screens or locations; it is packaging physical-world audiences into an advertising proposition that agencies and brands can understand, buy and measure alongside other channels.
Porter’s arrival puts that commercial problem directly within ReachTV’s executive leadership.
“ReachTV has built something genuinely unique: a live, physical, brand-safe stage in front of a national audience that’s growing,” Porter said in the company’s announcement.
From airport screens to an advertising platform
ReachTV describes itself as the leading travel media company at U.S. airports, with programming built around live sports, entertainment and original content.
Its model sits at the intersection of out-of-home advertising, connected video, digital signage and media networks. Unlike conventional digital advertising inventory, airport screens provide a physical environment where audiences are captive for portions of their journey. That can give advertisers an opportunity to combine broad awareness with context tied to travel, sports and premium entertainment.
For advertisers, the appeal is also connected to brand safety. Airport environments can offer more controlled content and physical placement than the open web, where advertisers continue to contend with brand-safety, fraud and adjacency concerns.
The opportunity is emerging as advertisers increasingly seek media environments that combine the reach of traditional television with the contextual targeting and measurement expectations of digital advertising.
ReachTV’s challenge will be proving that its airport audience can deliver measurable outcomes at scale and fit naturally into media plans that already span CTV, programmatic video, social platforms and traditional out-of-home media.
Sports becomes a bigger part of the proposition
Berger’s appointment addresses the other side of that equation: content.
As Head of Production and Airport Experiences, he will oversee production and help expand ReachTV’s live sports portfolio and airport-focused experiences.
Berger brings more than three decades of sports-media production experience. He spent a decade at USA TODAY Sports, where he most recently served as Head of Sports Video Operations. Earlier in his career, he spent 16 years with the NBA and later helped launch MSG Varsity Network.
That combination of sports rights, production and network-building experience gives ReachTV an executive specifically focused on creating programming that can make travelers stop and watch rather than simply glance at an airport screen.
Live sports is particularly valuable in that context. Major sporting events can create appointment viewing and shared experiences in public spaces, potentially turning airport lounges, terminals and concourses into temporary communal viewing environments.
For advertisers, that can create premium inventory around moments that already command attention elsewhere across television and streaming.
Airport media enters a broader convergence
ReachTV’s strategy reflects a larger convergence across the advertising ecosystem.
Digital out-of-home (DOOH) networks are increasingly becoming more sophisticated media platforms, incorporating audience data, automated buying, dynamic creative and measurement into traditionally physical advertising environments. At the same time, CTV has expanded the definition of television beyond the living room.
Airport media occupies an interesting position between those categories.
It has the physical presence of DOOH but can deliver video programming more closely associated with television. That creates an opportunity to sell inventory to advertisers looking for incremental reach while consumers are away from their homes.
The arrival of Porter and Berger suggests ReachTV wants to build both sides of that equation simultaneously: more sophisticated commercial relationships with advertisers and more compelling content for travelers.
That matters because premium programming can make media inventory more valuable, while stronger advertiser demand can provide the economics needed to invest in programming, production and airport experiences.
What it means for advertisers
For brands and agencies, ReachTV’s executive expansion is less about two new hires than about the maturation of airport media as an advertising category.
Porter’s enterprise advertising background could help ReachTV develop larger partnerships with national advertisers, while Berger’s sports-production experience could strengthen the network’s ability to create premium live programming and event-based experiences.
The broader question is whether airport media can become a regular component of omnichannel campaigns rather than a specialist out-of-home buy.
That will depend on ReachTV’s ability to demonstrate audience scale, consistent inventory, strong content, transparent measurement and meaningful campaign outcomes.
As advertisers diversify beyond traditional television and social platforms, physical environments with premium video content could become increasingly valuable. ReachTV is positioning its airport network to compete for that spending.
Market Landscape
ReachTV operates within the expanding digital out-of-home and travel media ecosystem, where airport networks compete for advertiser budgets alongside companies such as Clear Channel Outdoor, JCDecaux, Lamar Advertising and other DOOH operators.
The category is increasingly influenced by programmatic buying, audience measurement and data-driven campaign optimization. Airport media has an additional advantage: travelers often spend meaningful periods inside terminals, creating opportunities for repeated exposure to video and branded experiences.
ReachTV’s emphasis on live sports gives it another potential differentiator. Rather than selling screens alone, the company is attempting to build a media environment around premium content and experiences.
The strategic test will be whether that combination can generate the measurement and scale required to compete with established CTV, DOOH and digital advertising channels.
Top Insights
- ReachTV appointed Jodi Porter as CRO to expand enterprise advertising sales as airport media becomes a larger opportunity for national brands and agencies.
- Larry Berger will oversee production and airport experiences, bringing decades of sports-media expertise to ReachTV’s live programming strategy.
- The appointments strengthen ReachTV’s position at the intersection of digital out-of-home, video advertising, sports media and travel experiences.
- Advertisers could gain another premium video environment as airport media increasingly competes with CTV and traditional digital advertising for campaign budgets.
- ReachTV’s next challenge will be demonstrating audience scale, measurement and campaign outcomes that can justify greater investment from enterprise advertisers.
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