TVOT SF 2026: Cracking The Code on “Premium” Content and Contextual Buying at Scale

Premium content has long been defined as having big production budgets, big name actors and a serious marketing push. But that’s from the Hollywood perspective.

For viewers (the people who REALLY matter), “premium” is more likely to be the content that moves them in different ways, that engages them, that they talk about with others, and that they want more of. And it’s not always the big budget shows that deliver on these kinds of measures.

For advertisers, these consumer-oriented measures deliver more than simply exposure at scale. Content that scores highly for emotional resonance, engagement, attention etc. delivers audiences in mindsets that enhance results and ROAS. The research proves it.

This session explores how buying at scale with reference to these kinds of contextual metrics is now finally possible, and what it might mean for buying, selling and measurement in the future. Participants include:

• Michelle Eule, Executive Director of Data and Measurement, FreeWheel
• Mike Bloxham, EVP of Global Media and Entertainment, Magid