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