TVOT SF 2024

According to research from Advertiser Perceptions, addressable TV advertising is considered a “must-buy” by 38% of marketers (up from 27% a year earlier), 73% of media buyers are now incorporating it into their mix (a 16% year-over-year increase), and 90% of advertisers who have run addressable campaigns on MVPD and vMVPD platforms plan to spend the same or more on addressable in 2024. Yet despite this, addressable inventory is still relatively small: +/- two minutes per hour, depending on the MVPD/vMVPD platform.

This session will bring together representatives of the companies and organizations that have been driving the growth of addressable TV in the US, in order to take stock of that growth and its implications, and to debate and discuss how to maintain addressable’s momentum going forward. Issues to be addressed include: How to improve attribution, in order to track the ROI of addressable TV; the importance to addressable of identity and the use of deterministic data; addressable’s potential for reaching light TV viewers; how to rethink creative for addressable spots; whether political advertising will prove to be a catalyst for addressable in 2024; the role industry organizations and initiatives need to play in order to grow addressable; and more. Panelists include:

• Darren Sherriff, SVP of Advanced Advertising Solutions, Fox
• Emily Kistner, Director of New Business and Identity Solutions, Adstra
• Evan Adlman, EVP of Commercial Sales and Revenue Operations, AMC
• Larry Allen, VP and GM Data & Addressable Enablement, Comcast/Chairman, Go Addressable
• Mari Tangredi, SVP of Global Partnerships, Cadent
• Matthew Van Houten, SVP of Product, Ad Ops Systems and Services, and Business Development, DIRECTV Advertising
• Nadine Krefetz, Contributing Editor, Streaming Media Magazine (Moderator)

Session Sponsored by Stingray

This session will explore how the rise of streaming and the new business models, distribution strategies and production methods it is giving rise to are impacting the experience of the viewer—not only by changing the mix of programming that’s available to them but by presenting them with new kinds of programming services and new kinds of programming. Should streaming programming simply be viewed as traditional television programming on a new platform, or is streaming bringing about fundamental changes in the kinds of programming that get made and watched—and, if so, what are the implications for the future of the TV business? Panelists include:

• Damian Pelliccione, CEO, Revry
• David Purdy, Chief Revenue Officer, Stingray
• Erick Opeka, President and Chief Strategy Officer, Cineverse
• Holly Leff-Pressman, Chief Client Engagement Officer, Screen Engine/ASI (Moderator)
• James Brown, EVP of Content Distribution and Marketing, REVOLT TV

There’s never been more financial investment and activity around media measurement. In spite of the investment and activity, the challenges that the industry faces with media measurement impact consumers, publishers and advertisers and their agencies. Howard Shimmel, President of Janus Strategy & Insights and Head of Strategy at datafuelX, will provide his perspective on where we are, how we’ve gotten there and some ideas on how to move forward.

Local TV broadcast groups are adapting to a market facing secular changes in fundamentals in core areas including content investments, distribution strategies, programmatic trading and cross-platform advertising. Their levers to pivot their companies include broadcast platforms (ATSC1 and ATSC3), and high-growth digital platforms including CTV, Mobile and PC/Desktop. Compelling content will draw and engage audiences across platforms. Data-driven targeting, automated workflow, and programming trading are must-haves in the emerging local media space. TV group executives share their insights and strategies for the business and revenue models that will comprise the Local TV of Tomorrow. Panelists include:

• Ann Hailer, President of Broadcast, Locality
• Pat LaPlatney, Co-CEO and President, Gray Television
• Princell Hair, President, Allen Media Broadcasting
• Rick Ducey, Managing Director, BIA Advisory Services (Moderator)
• Rob Weisbord, CRO/President of Broadcast, Sinclair
• Stacey Lynn Schulman, EVP of Platform Marketing and Intelligence, Nexstar

This session aims to provide the audience with a clear view of both the move from age/sex to DDL and the move from Nielsen to alternative currencies. Questions to be addressed include: Market operational readiness—obviously a significant amount of progress has been made over the past few years, but are there any major obstacles preventing both DDL and alternative currencies being implemented at scale? Market value—what do brands, agencies and publishers gain from transacting on DDL and alternative currencies? Cross-platform—how much demand is there to expand beyond linear? Future trajectory—what changes should we expect to see through the upfront and the ‘24/25 season? Panelists include:

• Darren Sherriff, SVP of Advanced Advertising Solutions, Fox
• Evan Adlman, EVP of Commercial Sales and Revenue Operations, AMC
• Howard Shimmel, President, Janus Strategy & Insights/Head of Strategy, datafuelX (Moderator)

The converged TV era is powered by disparate data sources—from Smart TVs and set-top boxes to ad server logs and audience segments built from retail loyalty programs. Some companies are drowning in the deluge, but others are thriving—leveraging all this data to build better models for planning, targeting and measuring post-campaign success. Panelists will share best practices (and caveats) when it comes to blending disparate data sets, discuss how clean rooms fit into the mix, and offer thoughts on the future of privacy-centric data collaboration. Panelists include:

• Charbel Makhoul, GM of Product Management, Data Science and Analytics, VIZIO
• Mainak Mazumdar, Chief Research and Analytics Officer, Fox
• Tameka Kee, Deputy Managing Director, CIMM (Moderator)
• Tara Franceschini, Head of Industry Strategy, Media and Entertainment, LiveRamp

 Hot Topic Session, Sponsored by Bango

Growth in the TV-subscription space is increasingly being driven by indirect channel distribution, particularly by the emergence of Super Bundling, where subscriptions from multiple different content providers are offered to consumers as a single-billed, often discounted “Super Bundle” by telcos and other players (according to data from Omdia, 20% of all SVOD subscriptions are already sold through telcos).

This session will explore the emergence of Super Bundling and its growing importance to the subscription-TV market—from the perspective of the consumer, for whom super bundling solves the complexity of managing multiple, separately billed subscriptions; from the perspective of the reseller (including telcos, ISPs, MVPDs and CTV content services), for whom it provides a means of increasing customer acquisition and retention, and of generating new revenue streams; and from the perspective of the content provider, whom it allows to enter new markets more easily and with significantly lower risk. Panelists include:

• Bob Gold, Principal, Bob Gold & Associates (Moderator)
• David Purdy, Chief Revenue Officer, Stingray
• Erick Opeka, President and Chief Strategy Officer, Cineverse
• Giles Tongue, VP of Marketing, Bango
• Mark Lee, Head of North American Content Business Development, LG Electronics

Hot Topic Session, Sponsored by Driver Studios and Qonsent

As the industry prepares to embrace a cookie-less future and shoppable TV applications become more common, the opportunity to safely secure audience consent transforms from a defensive tactic into a powerful advertising strategy tool. In fact, LG Ad Solutions found that 70% of CTV viewers like TV ads with QR codes, and 62% would scan if exposed. This is a massive opportunity to reach audiences where they are watching—across CTV, mobile and digital platforms—via brand-safe campaigns, ultimately empowering a new era of trusted and secure engagements.

In this session, pioneers of advanced advertising, interactive TV and privacy will take the stage to discuss the new world of brand safety, how technologies are redefining approaches to consent, and why these new approaches are a win-win-win for brands, media companies and viewers. This will lead to a lively discussion of today’s most pressing topics including privacy, precision targeting and the future of CTV and digital advertising. Speakers will also highlight a “hot off the presses” partnership between Driver Studios and Qonsent which empowers brands to safely implement interactive QR-code solutions and capture consented data, opening the door to new personalized engagement experiences from gamification to e-commerce. Panelists include:

• Diana Horowitz, CRO and Co-COO, Driver Studios
• Inderpreet Sandhu, Head of CTV Ads Platform & Ecosystems | Media, Entertainment, Telco & FAST, Google
• Jason Damata, CEO, Fabric Media (Moderator)
• Jesse Redniss, CEO, Qonsent
• Peter Scott, Chief Strategy Officer, Play Anywhere

Hot Topic Session, Sponsored by Imagine Communications

Total TV, encompassing the spectrum of television from traditional linear to rapidly evolving connected TV (CTV), faces a unique challenge as linear TV's profitability declines and CTV's growth does not yet yield sustainable profits. In “Navigating Profitability across the Total TV Landscape,” our panel of industry veterans will address how to grow advertising revenue amid changing consumer behaviors, increasing operational costs and the realities of fragmenting inventory. Join us as we share real world examples, outlining effective approaches and essential steps to being profitable in this transformative era of television.  Panelists include:

• Chris Pizzurro, Principal, Leap Media
• Jeff Blaszak, VP of Strategic Partnerships, ShowSeeker
• Preman Narayanan, VP of Advertising Operations, Hearst Television
• Steve Reynolds, President, Imagine Communications (Moderator)

The Awards recognize individual and corporate achievement in the following categories, each of which is judged by a who’s who of advanced-TV industry leaders:

ITV All-Star: An individual who has a long-term track record of leadership in the interactive multiplatform television industry, and who is an appropriate candidate for membership in an Interactive/Multiplatform TV Hall of Fame.

Individual Leadership: An individual who has demonstrated notable leadership in the interactive/multiplatform TV industry over the past year, and whose efforts helped move that industry forward.

Most Significant Impact: The company or organization that has had the most significant impact on the interactive and multiplatform TV industry as a whole over the past year (i.e. April 15th, 2023 through February 16th, 2024).

Most Significant Newcomer: The company or organization that was the most significant newcomer/breakthrough player of the past year.

Achievement in Advanced Advertising: The company or organization that demonstrated the greatest achievement in advanced advertising this past year. The achievement can be, for example, in the form of a new technology, a new campaign, a new industry collaboration or some other significant development in the space

Achievement in Shoppable TV: The company or organization that demonstrated the greatest achievement in shoppable TV/tcommerce this past year. The achievement can be, for example, in the form of a new technology, a new campaign, a new industry collaboration or some other significant development in the space

Achievement in Measurement and Data: The company or organization that demonstrated the greatest achievement in measurement/attribution or data this past year. The achievement can be, for example, in the form of a new technology, a new initiative, a new industry collaboration or some other significant development in the space

Most Significant Technology—Infrastructure: The company or organization that launched the most innovative and disruptive television/video-infrastructure technology of the past year. This would include, for example, technologies for enabling and enhancing broadcast/OTA, OTT or mobile TV.

Most Significant User Interface or User Experience: The company or organization that created the most innovative UI/UX of the past year.

Programming Innovation: The company or organization that created the most innovative and disruptive programming/content offering of the past year, including new formats, new types of interactivity, content for new platforms, and more.

Achievement in Streaming: The company or organization that demonstrated the greatest achievement in streaming, this past year.

Achievement in CTV: The company or organization that demonstrated the greatest achievement in Connected TV this past year.

Achievement in DEI: The company or organization that demonstrated the greatest achievement in furthering Diversity, Equity and Inclusion in the advanced-TV space this past year.

The content universe for younger Latino audiences has moved well beyond linear TV configurations. FAST channels are ushering in new narratives and storylines with a fixation on all the countries of origin. Hear from content makers in the Hispanic Media space casting light on the proliferation of FAST content. Panelists include:

• Albert Thompson, General Manager of Digital, Walton Isaacson (Moderator)
• Alfred Serpas, Director of Business Development and Strategic Partnerships, Los Angeles, Telemundo
• Rob Velez, VP of Inclusive Network and LATAM Sales, Vevo
• Roberto Gyemant, Senior Director of Partnerships, Canela Media
• Xavier Rodriguez, Head of Digital and Strategic Partnerships, LATV

Presented by TVOT SF 2024 Mini-Track Sponsor, LG Electronics

This special track, presented by TVOT SF 2024 CTV Mini-Track Sponsor, LG Electronics, will explore how smart/connected TV is not only changing television itself, but expanding the living-room experience beyond video, into such areas as gaming, commerce, sports betting, teleconferencing, fitness, the metaverse, and more. The track will include a presentation by Matt Durgin, VP of Content and Services at LG Electronics, and a panel session moderated by Gavin Bridge, VP of Media Research at CRG Global.

PART 1: From Smart TVs to Smart Life Solutions

LG is transitioning from a manufacturer of consumer electronics to a smart life solutions company that can connect and expand customers’ diverse experience. This session will highlight LG’s new direction and how it is enabling a new media and entertainment platform with webOS and beyond. This Includes going over how the company is helping its partners monetize with LG in advertising, FAST through LG Channels, expanded scale and reach, and expanding into new innovation categories like shopping and gaming. Presenter:

• Matt Durgin, VP of Content and Services, LG Electronics

PART 11: The Evolution of CTV: How FAST Is Influencing Everything

The smart TV’s transformation from hardware to profit center has begun. FAST has played a key role in this, being the first ad-supported revenue driving platform for TVs that consumers have embraced en masse. This panel, featuring experts from creator content, web3, advertising and gaming, will investigate first how FAST has paved the way for other ad-supported models and then detail what to expect as TVs continue to evolve the services available to consumers. Panelists include:

• Brian Miller, Director of Innovation Development, LG Electronics
• Dallas Lawrence, Chief Strategy and Communications Officer, Telly
• Gavin Bridge, VP of Media Research, CRG Global (Moderator)
• Jasmin Corley, Social Media Influencer
• Matt Durgin, VP of Content and Services, LG Electronics
• Ying Wang, GM, Xumo Advertising

Tik Tok kicked off the Creators vs. the Streaming Platforms war. Now, CTV/OTT content platforms are looking to be “creator”-driven instead of being program-driven. All this is being fueled by the in-market “social currency” that individuals are wielding for influence in our attention-driven economy. We’ll hear from a spectrum of streaming, influencer, creator, and AI experts on what the future holds. Panelists include:

• Albert Thompson, Managing Director of Digital Innovation, Walton Isaacson (Moderator)
• Brandon Pankey, Founder, Watch APEX
• Charlie Ibarra, Director of Content Strategy and Partnerships, SabioTV
• Kobi Wu, CEO, Cache.ai
• Tinashe Chaponda, CEO, Sosani Studios

At a time when brands are increasing their investments in CTV advertising and CTV ad inventory is rapidly growing, thanks to the ongoing proliferation of FAST channels and the rollout of ad-supported tiers from streaming giants such as Netflix and Disney+, this session will explore the new forms of advertising (contextual, dynamic, personalized, interactive, shoppable and more) and the new kinds of campaigns that CTV and its ability to generate real-time, granular data are making possible. Questions to be addressed include: What are the most important recent innovations in CTV advertising—for example, in such areas as audience measurement/data-generation and interactive and shoppable formats—and how are they faring in the marketplace? What are we learning about CTV viewing behavior and how should this information impact advertising strategies? Research from TVision shows there is great variance in CTV ad attention—how, then, to account for and address this issue? Moreover, while attention to CTV varies widely depending on the app, daypart, program and other factors, CTV advertising is not priced to account for these differences—how can we remedy this? How can custom ad formats—such as wrappers and games—improve attention for CTV ads? How can media buyers identify and target more engaged audiences? And how could political advertising catalyze, and benefit from, innovations in CTV advertising in the current election year? Panelists include:

• Brett Hurwitz, Business Lead, Addressable TV, Yahoo
• Fred Godfrey, CEO, Origin
• Matt Durgin, VP of Content and Services, LG Electronics
• Paul Erickson, Principal, Erickson Strategy & Insights (Moderator)
• Virginie De Bel Air, Director of Product Management, Roku
• Yan Liu, CEO, Tvision

Gone are the days of simply looking at a TV show’s rating to determine how popular it was with its fans. Early Comscore research on social media identified a strong knock-on effect of impact on friends-of-fans. And Taylor Swift’s attendance at NFL caused TV ratings to increase significantly. This panel will explore how we understand fans today, and what that means for advertisers, content developers, and media. Panelists include:

• Anthony Iaffaldano, VP of Sales Marketing and Insights, Fandom
• Ben Carlson, SVP and GM of Media, Sports and Entertainment, MarketCast
• Earnest Pettie, Trends Insights Lead, YouTube
• Helen Katz, EVP of Research, Publicis (Moderator)
• Jed Meyer, SVP/Media Solutions Leader, Kantar
• Vince Muscarella, VP of Sales, Whip Media

This session will explore the fast-growing and super dynamic world of CTV advertising, focusing on the current challenges in the market around transparency. How accurate is the data used today for identity, measurement and media placements? Can we do better? Is better transparency critical to scaling the world of CTV advertising? Will it get worse as the cross-channel world becomes a cross-Walled Garden world? Panelists include:

• Dave Morgan, CEO, Simulmedia (Moderator)
• Nada Bradbury, CEO, Ad-ID
• Scott McKinley, CEO, Truthset
• Tom Morgan, Principal, MediaD.tv

From multiple angles—buy-side, sell-side and creators—this session will examine the increasing role of artificial intelligence in TV, and how it’s evolving the essential dynamics of the TV ecosystem. Questions to be addressed include: How are producers, networks and streaming platforms using AI to understand audiences? How does AI impact the development process for new programs and formats? What key trends should everyone be watching? How are media strategies best using AI to improve reach and efficiency? How will AI further the integration of entertainment and commerce? And how will AI change the landscape of jobs in the TV industry over the coming years? Panelists include:

• Duan Peng, Former SVP of Global Data and AI, Warner Bros Discovery
• Ian Baer, Founder and Chief Soothsayer, Sooth (Moderator)
• Jonathan Bergman, New Media Consultant, REDspace
• Mallory Armstrong, Head of Global TV Data Strategy, Yahoo

Hot Topic Session, Sponsored by Luminate

While measurement solutions for streaming are becoming more sophisticated and accurate, gleaning meaningful insights remains a complicated process. There are many metrics coming to market, but marrying those datasets, and turning that data from raw numbers to meaningful narratives is difficult. In an environment where everyone has different sources, it’s hard to communicate effectively. Between studio “data-ectodes” and fragmented audiences, defining hits and trends has become harder than ever.

Join Luminate as it brings together two industry experts who are tackling these hurdles head-on, revealing the path towards actionable insights amidst data complexity. Panelists include:

• Cecilia Lara, VP of Audience and Content Research and Insights, Warner Bros. Television Group
• Jimmy Doyle, Director of Business Development, Luminate (Moderator)
• Kate Coke, Executive, Analytics and Insights, Creative Artists Agency (CAA)

In this session we will look into the evolving world of TV as it moves further into the programmatic future. The panelists will each have 10 minutes to focus on their own unique perspective from each side of the transaction: Buy, Sell and Tech. We will dive into the good, the complex, and the realities of the market. Following the three 10-minute sessions, we will bring all our panelists together for a spirited discussion that focuses on collaboration and exploring a digital future for a linear marketplace. Topics to be addressed include: Moving linear to programmatic and how this impacts workflow across the Buy, Sell and Tech sides of the business; changing investment strategy and how the ability to buy converged television via programmatic channels impacts reach and frequency; advancements in television operations and how they impact measurement and currency models; the future of linear inventory and the unit vs. the impression. Participants include:

• Evan Adlman, EVP of Commercial Sales and Revenue Operations, AMC
• Julian Zilberbrand, Former EVP of Advanced Television, Paramount (Moderator)
• Larry Allen, VP and GM, Data and Addressable Enablement, Comcast Advertising/Chairman, Go Addressable
• Rob Jayson, EVP of Insights and Analytics, USIM

FAST channels have swiftly grown over the past few years, both in overall scale and audience, but there remain many misgivings about the format: who watches, why they watch, the value of the audience, and more. In this panel, executives from AMC Networks, Vevo and Plex will discuss some of the common myths around FAST and lay out the actual facts behind the emergence of a new viewing trend. Panelists include:

• Bethany Atchison, VP of Distribution Partnerships, Vevo
• Gavin Bridge, VP of Media Research, CRG Global (Moderator)
• James Brown, EVP of Content Distribution and Marketing, REVOLT TV
• Melissa Bidgoli, Distribution and Marketing, OTTera
• Scott Hancock, VP of Marketing, Plex
• Ying Wang, GM, Xumo Advertising

As the video ecosystem continues to evolve, measurement solutions are advancing to accurately and holistically report on consumer behaviors. During this session we will discuss the key components of measurement, why each is important, how marketers are adapting to changes, and how their solutions are evolving to meet the needs of the marketplace today and in the future. Panelists include:

• Ben Vandegrift, VP of Measurement Solutions, VAB (Moderator)
• Dallas Lawrence, Chief Strategy and Communications Officer, Telly
• David Algranati, Chief Innovation Officer, Comscore
• Jesse Redniss, CEO, Qonsent
• Joshua Lee, CTO and Head of Product, EDO

Hot Topic Session Sponsored by Centriply

When looking for media advantages, successful campaign managers ask questions like: Who are the people without whom we cannot succeed? Where are the people who are most likely to respond to our message? What do these people need to feel, to support us? Centriply likes to answer with: Audience (Who) + Location (Where) + Message (What) = delivering media advantage for political campaigns that understand the value of local linear TV aligned with CTV and other channels.

2024 is going to be a blockbuster, with an anticipated $10-15 billion spend on TV ads. TV ad campaigns matching specific audience segments to the correct hyper-local location will be more intense than ever. And understanding how TV campaigns work effectively alongside digital channels in a media plan will become even more valuable.

This session will explore the evolution of the importance of audience matching—in the right location and with appropriate content placement—for political campaigns. Hear why knowing the “rules and regulations” of political buying on TV, plus using great adtech, delivers massive advantages when time is of the essence, and how data-driven, audience-first, local linear TV complements CTV/digital buys. It’s not one or the other, it’s both. This buy-side perspective will help media owners understand the changing—yet familiar—face of political ad planning/buying on TV. While “all politics are local” still resonates, it’s the scale of local linear/broadcast TV that can support campaigns, so people can take a campaign message to their voting booth. You’ll have questions—they’ll have answers. Panelists include:

• Albert Thompson, Managing Director of Digital, Walton Isaacson (Moderator)
• Clayton Banks, CEO, Silicon Harlem
• Keith Reidy, Senior Media Buyer, Centriply
• Scott Stansfield, CEO, Centriply
• Shalonda Hunter-Harris, Senior Director of Digital, Social and Creative, The Leadership Conference
• Zulema Baez, VP of Strategic Accounts and Political, Adsmovil

About Centriply: Centriply is an independent media agency on a 25-year mission to give communication organizations, federal/local coalitions, brands, and agencies the technology that taps into the scale of linear TV with the abilities that digital marketers expect. For more information, visit www.centriply.com

Streaming TV is increasingly being monetized by advertising, as is evidenced by the ongoing growth of FASTs and ad-supported tiers. Yet how can brands get an audience that has grown up with ad-skipping and ad-blockers (according to a survey by Ypulse 69% of 13- to 39-year-olds actually stream content to avoid ads) to watch that advertising? Branded entertainment—historically associated with the early days of television (see, for example, “soap operas”)—has re-emerged as a solution to this problem, with brands such as AB InBev, FootAsylum, Mailchimp, Nike, Saint Laurent, Home Depot and others launching branded-entertainment offerings and, in many cases, even setting up in-house studios. Catalyzing the growth of branded entertainment has been CTV’s support for data-generation, shoppable TV and other interactive enhancements. This session will explore the latest developments in branded entertainment; examine the new programming formats, new interactive experiences, and new business models it is giving rise to; and attempt to predict how this space will evolve over the coming months and years. Panelists include:

• Albert Thompson, General Manager of Digital, Walton Isaacson (Moderator)
• Chris Pizzurro, Principal, Leap Media
• Dan Kelly, VP of National Sales, BrightLine
• Diana Horowitz, CRO and Co-COO, Driver Studios
• Kevin Kurtz, CEO, Taste Buds Entertainment
• Michele Fino, Head of Branded Entertainment, Crackle

This session will explore how TV stations are launching streaming services devoted to news and other local content, in a bid to build and monetize new audiences and to counter the impact that pay-TV cord-cutting has had on their reach. Local TV’s embrace of streaming already appears to be meeting with some success: according to research from TVREV, not only do 68% of Gen-Zs and younger-Millennials regularly seek out local TV news on streaming platforms, but 36% of 65-and-olders have streamed their local news. Panelists will explore such questions as: How successfully are local streaming services catering to the advertising needs of small businesses, and can those services build a viable business on such hyperlocal advertising? What new advertising formats and what new technologies and services for buying, producing and targeting ads are emerging in this space? What kinds of granular data are being generated by local streaming services and how is that data being used? What kinds of news programming and other content are proving popular on these new services and how are local stations and their newsrooms adapting to meet the demand for that content? Panelists include:

• Adam Ostrow, Chief Digital Officer, TEGNA
• Jeff Haley, Principal, NeighborhoodTV
• Keith Kazerman, President of Streaming, Locality
• Kristin Wnuk Crawford, SVP of Sales, MadHive
• Tim Hanlon, CEO, The Vertere Group (Moderator)

This session will bring together some of the most prominent and experienced researchers in the advanced-TV and advertising industries to share what they have learned during their careers, and to answer such questions as: What emerging developments are you following closely and why? What is the biggest change you’ve witnessed or experienced over your career? What do you see as the biggest challenge our industry is facing (or should be facing)? Come hear more from people with a collective century of wisdom! Panelists include:

• Helen Katz, EVP of Research, Publicis (Moderator)
• Howard Shimmel, Head of Strategy, datafuelX/Ex-Chief Research Officer, Turner Broadcasting
• Josh Chasin, Member, Board of Trustees, ARF
• Leslie Wood, Chief Research Officer, iSpot.tv
• Pete Doe, Chief Research Officer, Nielsen

Register: https://tvotsf2024.rsvpify.com
Schedule: https://itvt.com/events
Grid Schedule: https://itvt.com/tvot-sf-2024-schedule-grid/

This session will explore the new business models that are emerging around streaming—exploring such topics as the roles that AVOD/FAST and SVOD respectively are likely to play going forward; the increasing importance of ad-supported tiers to subscription-based streaming services; strategies for countering—or living with—churn; strategies for differentiating services in an increasingly crowded market; the economics of niche streaming services; how contextual data in the bidstream can be used to drive monetization; the move from a la carte to rebundling and the roles played by aggregators and telco bundlers; best practices for marketing advertising- and subscription-supported steaming services respectively; and the emergence of shoppable TV, gaming and other new streaming-monetization methods beyond subscription and advertising. Panelists include:

• Alexis Gai, SVP of Sales and Revenue, Cleeng
• Evan Bregman, GM of Streaming, Tastemade
• Luisa H.B. Muneratti, SVP of Sales, Bango
• Marco Frazier, COO and CRO, Pando Analytics
• Michael Cerda, Chief Product Officer, Streaming, TelevisaUnivison
• Paul Erickson, Principal, Erickson Strategy & Insights (Moderator)
• Sean Riley, General Manager of Ultimate Trivia, Stingray

On its journey to become 50% automated and addressable as a business, Disney Advertising has doubled down on scaling access to data and self-service automation to advertisers of all sizes. With the acceleration of streaming, advertisers are looking to unify their view of audiences across linear, digital and connected TV—and Disney’s decade-long investment in its advertising technology stack is aiming to drive new access and innovation for buyers.

In this session, executives from Disney Advertising will provide an inside look into how the company is embracing technology-enablement across its advertising portfolio, building access to premium inventory at the intersection of entertainment and sports through self-service capabilities and solutions like the company’s Campaign Manager. Participants include:

• Michelle Marchewka, VP of Addressable Solutions and Enablement, Disney Advertising
• Sylvester J. Phifer, VP, Self-Service Platform/Disney Campaign Manager, Disney Advertising
• Tameka Kee, Deputy Managing Director, CIMM (Moderator)

As the TV industry becomes the CTV industry, it is not firing on all cylinders. Fill rates are not quite what they should be, and available inventory never quite matches right with opportunities. Some of these issues are strategic. But for many in the CTV business it’s a multitude of little things that chip away at performance: perhaps the pacing on a campaign is not quite right, or a supply source is missed, or campaigns are bidding against themselves as they try to make their numbers at the end of a month. And these events often go unnoticed, don't get fixed, and pile up. And each one costs just a little bit of revenue: death by a thousand papercuts.

The winners of this transformation won’t necessarily be the organizations with the most popular offerings and biggest audiences. Rather, it may be the ones that can, so to speak, run the trains on time. In conversation with Rick Howe, The iTV Doctor, Zeev Neumeier, founder of Gray Swan Systems, a start-up just now emerging from stealth mode (note: Neumeier previously founded Inscape, now part of VIZIO), will discuss why the CTV business looks more and more like running an airline, and what tools business should load up on if they want to survive and thrive through the transformation.

• Rick Howe, The iTV Doctor, The Friday Fireside (Moderator)
• Zeev Neumeier, CEO, Gray Swan Systems

In the first part of this session, Jon Giegengack, Founder and Principal of Hub Entertainment Research, will share findings from the first wave of Hub’s new study, “What’s the Score: The Evolution of Sports Fans and Sports Media.” Then, a panel composed of representatives of companies that are helping drive sports’ shift to streaming and creating the new viewing experiences that this shift makes possible will debate and discuss those findings. Questions to be addressed include: How important are sports to viewers, and which sports matter more to them than others? What new ways of watching, engaging with and interacting with sports programming is the shift to streaming enabling? And how will shifts in sports content from linear to streaming impact the rest of the TV ecosystem? Panelists include:

• Andy Reif, SVP, Tennis Channel International
• Jon Giegengack, Principal, Hub Entertainment Research (Moderator)
• Peter Scott, Chief Strategy Officer, Play Anywhere
• Sabine Bravo, VP of Business Development, Synamedia

We will be announcing more details about this session in an upcoming issue of the ITVT newsletter. Panelists include:

• John Mergen, Chief Media Officer, The Shipyard
• Kathy Newberger, Contributor, MediaVillage (Moderator)
• Michele Fino, Head of Branded Entertainment, Crackle
• Rian Durham, Account Group Director, Situation Interactive
• Sarah Squiers, EVP of Client Partnerships, TelevisaUnivision

As traditional streaming platforms express increasing interest in Over-the-Air (OTA) broadcasting, this session seeks to uncover the reasons behind the surge in inquiries and the potential of broadcast IP channels. Why are established streamers turning to OTA, and how does NEXTGEN TV (ATSC 3.0) facilitate this shift? What can the new interactive environment facilitate? Speakers will share insights on integrating streaming content over the air, highlighting the symbiotic benefits for broadcasters and streamers alike. Panelists include:

• Nick Colsey, VP of Business Development, Sony
• Peter Scott, Chief Strategy Officer, Play Anywhere
• Michael Gregor, CEO, Velope.tv
• Rick Howe, The iTV Doctor, The Friday Fireside (Moderator)
• Rob Lewis, CEO, ROXi

This session will be an in-person extension of TVOT CONNECT, the twice-monthly webinar series/online networking and business-development community that TVOT/ITVT and analyst company, nScreenMedia, launched last year.

The session will discuss and debate the most significant industry developments of the past year, including developments that were highlighted in the nominations and voting for the Most Significant Impact Award of the Awards for Leadership in Interactive and Multiplatform Television (the winner of that award will have been announced the previous day), and developments that have figured large in the panel discussions at TVOT SF 2024 over the past two days.

The discussion will be led by a panel of experts with expertise in advanced advertising, streaming, content distribution, technological infrastructure, consumer behavior and other key areas. However, audience members will be strongly encouraged to take part in the conversation—so expect a lively, highly interactive session where controversial opinions will be welcomed. Chatham House rules—where participants and attendees are free to use information from the discussions, but not allowed to reveal who voiced any particular opinion—will apply. Panelists include:

• Colin Dixon, Chief Analyst, nScreenMedia (Moderator)
• Jon Giegengack, Principal, Hub Entertainment Research (Moderator)
• Sherry Brennan, Principal, S. Brennan Media
• Tracy Swedlow, Editor-in-Chief, ITVT
• Additional panelists TBA

This session will explore the evolving landscape of over-the-air (OTA) local measurement within the context of NEXTGEN TV’s advancements. As we stand on the brink of a significant shift in how broadcasters understand and leverage audience metrics, this panel will delve into the methodologies, benefits, and transformative impact of the Run3TV/Application initiative on immediate issue resolution and value addition. Join our speakers as they discuss the practicalities, challenges, and prospects of implementing advanced measurement techniques in the OTA broadcasting environment. Panelists include:

• David Algranati, Chief Innovation Officer, Comscore
• Jason Patton, SVP of Sales and Marketing, Verance
• Jonathan Steuer, CEO, Anonymous Media Research (Moderator)
• Monica Faz, VP of Product Management (Local), Advanced Advertising, TelevisaUnivision

When discussing measurement in our industry, practitioners tend to think in terms of one or the other of two approaches: output-based media measurement, which focuses on audience, in-target reach, frequency, viewability—often referred to as “currencies”; and outcome-based measurement, tied to business objectives such as sales, site visitation, viewership and other forms of conversion.

There are plenty of experts on both sides—and a whole lot more debates, with the participants’ views naturally influenced by the part of the business they represent. As a consequence, we seldom evaluate both sides of the measurement coin with a more unified view. Each side seems to operate without connecting to the other, harming brands’ ability to optimize. And when the two sides have to join together, the implementation is often forced and mismatched, and the result is confusion and inaction. It’s time to recalibrate our thinking and approach the two sides of the measurement coin together. Join a group of measurement experts for an open discussion. Panelists include:

• Helen Katz, EVP of Research, Publicis
• Leslie Wood, Chief Research Officer, iSpot.tv
• Sable Mi, VP of Analytics, Epsilon (Moderator)
• Saqib Mausoof, Chief Data Officer, Affinity Solutions
• Zainab Jamal, Director of Data Sciences and Digital Analytics, Hewlett Packard Enterprise

Our TVOT SF 2024 “Grand Finale” plenary session brings together representatives of agencies, community/advocacy organizations and providers of new technologies and services for political advertising, in order to explore not only how advanced-TV advertising is being used in this general election year, but also to debate what its potential could be for advocacy advertising after the election. Can advanced TV be a force for positive change? Panelists include:

• Chris Vail, VP of Political Ad Sales, Effectv
• Clayton Banks, CEO, Silicon Harlem (Moderator)
• Fred Godfrey, CEO, Origin
• James Lance Taylor, Professor, University of San Francisco
• Scott Stansfield, CEO, Centriply
• Shalonda Hunter-Harris, Senior Director of Digital, Social and Creative, The Leadership Conference