October 21, 2024
With Connected TV (CTV) advertising projected to be the fastest-growing segment of the media landscape over the coming year, this session will explore how CTV is giving rise to new monetization opportunities through interactive ad formats, shoppable TV/tcommerce, data generation, granular targeting, and more. Panelists drawn from companies at the forefront of the fast-evolving CTV economy will address such questions as: What innovations in advertising and other forms of CTV monetization are proving effective, and why? What kinds of programming are generating the most viewer engagement with CTV advertising and commerce? And, as CTV and FAST inventory grow, how will CTV advertising and commerce opportunities evolve and mature? Panelists include:
• Chris Pfaff, CEO, Chris Pfaff Tech Media (Moderator)
• Dallas Lawrence, CSO, Telly
• David Apostolico, Chief Distribution Officer, QVC/HSN+
• Fred Godfrey, CEO, Origin
• Jennifer Monson, VP of Sales, Fubo
• Mark Lee, Head of North American Content Business Development, LG Electronics
With consumer data becoming an ever-more essential element of the TV advertising ecosystem, this session will explore the latest developments in data collaboration, and identify the challenges and opportunities that are likely to emerge in this space in the coming months and years. Topics to be discussed include the impact of recent—and pending—privacy legislation; how to improve the quality of data gathered, while simultaneously protecting consumers’ rights; lessons learned from data collaboration to date and how these learnings should impact methodologies going forward; the increasingly centrality of data clean rooms and the corresponding need for interoperability standards between systems; best practices for blending disparate data sets and for interpreting and generating actionable insights from the raw numbers that those data sets provide; the potential impact of AI and other new technologies on the data space; and whether there is a risk that creativity and originality in television advertising could be neglected due to an over-reliance on data. Panelists include:
This session will bring together leaders in the burgeoning branded-entertainment space to share their insights into how to take advantage of this rapidly evolving marketing medium. Panelists include:
• Chris Pizzurro, Chairman, Leap Media Group
• Kate DiRanna, Media and Sponsorship Strategy Lead, Spectrum (Charter)
• Michele Fino, Chief Storyteller, Michele Fino LLC (Moderator)
• Paul Furia, Head of Content and Creative Packaging, Media By Mother
AI, by way of Computer Vision, Natural Language Processing, and Machine Learning, will close many of the gaps in today’s measurement business. This session will explore how recent advancements in AI will remap the measurement landscape. Panelists include:
BIA estimates that ad spending targeting CTV in local markets will approach $3 billion in 2025, nearly tripling CTV spending in 2020. Local TV groups, FASTs, premium AVOD services, more powerful adtech, identity graphs, and stronger local sales initiatives are driving this revenue growth. After a bang-up year in 2024 with over $1 billion in Political ad spending in local CTV, what is the outlook for 2025 and how will revenue growth be achieved? Publishers, DSPs and SSPs weigh in what they are seeing and how they’re expecting to drive success. Panelists include:
• Brian Hunt, Corporate VP/Head of National Digital, Programmatic and OTT/CTV Ad Sales, Sinclair
• Cary Tilds, GM Local, MNTN
• Chris Signore, VP/Head of Revenue—Ad Server, Magnite
• Jeremiah Tachna, Vice President, Disney Advertising
• Peter Jones, Head of Sales, Premion
• Rick Ducey, Managing Director, BIA Advisory Services (Moderator)
In the ongoing and multiple discussions around improving US video audience measurement, there have been plans announced for, or at least references made to, Virtual IDs—i.e. the creation of synthetic identifiers to assign impressions to a lookalike audience in a way designed to preserve consumer privacy. This panel will explain how VIDs work, the broader value of—as well as challenges with—virtual data, and why they do (or do not) represent the future for cross-media measurement. Panelists include:
• Andrew Bradford, Global Product Lead, Cross Media Campaign Measurement, Kantar Media
• Helen Katz, EVP/Head of Research, Publicis (Moderator)
• Howard Shimmel, Head of Strategy, datafuelX
• Leslie Wood, Former Chief Research Officer, iSpot.TV
• Michael Vinson, Chief Research Officer, Comscore
• Sable Mi, Analytic Strategist
As far as the viewer is concerned, TV is just TV, regardless of what screen it is viewed on and regardless of whether it is delivered over the air, via cable or satellite or via the Internet. But behind the scenes, the advertising that makes that TV possible is served and bought in very different ways, linear and streaming inventories are siloed, and this fragmentation inevitably gives rise to inefficiency and complexity. This session will explore ongoing efforts to break down these legacy silos, converge linear and streaming media channels, reintegrate inventories, and enable new efficiencies by allowing buyers and sellers to focus fully on audiences rather than on platforms. Panelists include:
Smaller streaming services that focus on specific areas of content have a number of advantages over general entertainment services, large or small. At the core of their opportunity is the fact that they serve fan passion of specific communities who—in general terms—often feel under-served within the media landscape. The successful “niche” services are those that become a part of the cultural landscape, and a resource for fans of their content specialism—whether it’s horror, anime, British content, specific sports and more. Those that do it well become more important to users than some of the biggest names in the sector, experience lower than normal levels of churn, and create opportunities to engage consumers beyond the screen.
This panel draws on new Magid research and the perspective of executives who are building some of the strongest consumer propositions in streaming. Panelists include:
The market trend is toward placing more and more importance on outcomes, especially one-year sales lift. The traditional brand-lift measures (ad recall, brand awareness, brand consideration, purchase intent, recommendation, etc.) are to some extent being gradually replaced or augmented by sales lift. This may reflect growing suspicion of questionnaire-based methods, although they have been proven predictive of long-term sales. Many of the new people in the field do not remember all of the institutional knowledge that has been learned over the years.
There is a drift due to privacy concerns toward obfuscation of household/person-specific measures, including the idea of using Virtual IDs (VIDs) first raised by the walled gardens. This does some damage to audience measurements but is a showstopper for outcomes—a brick wall toward which the industry is accelerating as if it can’t see that wall.
In media selection and especially in media optimization, is there a way to optimize for outcomes? Yes, it can be done by using historical outcome proofs and norms by media subtypes and even by individual media vehicles (programs, websites, apps). Recently the industry has focused on attention as the potential silver bullet to use in quality weighting some impressions up and some down. However, the evidence suggests that attention is better at optimizing top-of-funnel but not all that useful for bottom funnel. There are other quality weights like attention which can also be used, including resonance, search, website visit, store visit, and historical ROAS averages; TRA even used the skew to swing purchasers as a proven way of increasing sales list/ROAS.
In this panel discussion, some of the most knowledgeable media researchers in the world will be considering what are the priority needs of the industry at this time, in terms of measurement and optimization. Is there a “good enough” that can save the industry money, or does that fall apart when outcomes demand high degrees of accuracy? If privacy-led obfuscation relaxes the need for accuracy in the minds of practitioners for audience measurement, will they demand the removal of all obfuscation on outcomes measurements? How can such a disconnect work? Panelists include:
• Bill Harvey, Chairman, RMT (Moderator)
• David Algranati, Chief Innovation Officer, Comscore
• Howard Shimmel, Head of Strategy, datafuelX
• Josh Chasin, Principal, Knot Simpler
• Pete Doe, Chief Research Officer, Nielsen
• Radha Subramanyam, Chief Research and Analytics Officer, CBS
According to recent research from Kantar, ad-supported streaming is experiencing substantial growth and achieving greater consumer acceptance, with AVOD up 10% and FAST up 6% quarter-on-quarter in Q2, 2024, and with 49% of households now open to watching advertising in exchange for a cheaper—or free—streaming experience. This session will examine the current state of the ad-supported streaming economy and debate how it should evolve going forward.
Questions to be addressed include: What kinds of partnerships between content providers, services and platforms are emerging in the space? What kinds of content are proving popular on free streaming services (and what kinds aren’t?) and how is this impacting programming development, packaging and distribution strategies? How are FAST and AVOD channel operators branding and promoting their offerings and making them easily discoverable by consumers? What new monetization opportunities are emerging from FAST’s and AVOD’s ability to reach niche and traditionally underserved audiences? Without uniform measurement standards, shelving or other criteria to track viewership, how should we measure the success and profitability of FAST and AVOD? What are the greatest challenges facing monetization of streaming content via advertising? And, with less than a quarter of consumers (according to Kantar’s research) finding the ads that monetize their streaming services relevant and only 20% reporting linking a streaming ad to a purchase, what still needs to be done in order to improve the viewer experience of ad-supported streaming and marketers’ return on their investment in the medium.? Panelists include:
In this, the first of two sessions presented by TVOT CONNECT—the online discussion, networking and business-development community that TVOT launched earlier this year in partnership with nScreenMedia—participants will be randomly matched with one another and with TVOT speakers for a series of 4-minute meetings. During these meetings, each executive pair will get to ask each other up to 3 questions from a pre-set list of questions that are designed to catalyze informative conversations about their respective roles in the industry, their latest projects, the opportunities and challenges they see emerging in their industry sectors, and more. This 1:1 Speed Meet session and the Roundtable session later in the day will be open to all attendees, regardless of whether or not they’re already CONNECT members. Session facilitators include:
Reach is nothing more than potential. Pushing your network logo is mere vanity. The real war has always been for Attention. Participating in it, curating it, or stealing it require inventiveness. From multiplatform television, to new means of product placement, to the programmatic ecosystem, to the commoditization of the buy, the sea change is omnipresent. Panelists include:
• Albert Thompson, Managing Director of Digital, Walton Isaacson (Moderator)
• Anthony Iaffaldano, VP of Sales, Marketing and Insights, Fandom
• Harry Levenson, Director of US Sales, Lumen
• Hassan Babajane, CRO, Tvision
• Tinashe Chaponda, CEO, Sosani Studios
This session will explore financial strategies for planning your company exit. What are current market conditions? When do you raise versus sell? How do acquirers value profitability versus growth? The session will include the perspectives of entrepreneurs, financial investors, and strategic companies. Panelists include:
• André Swanston, Chairman, Swanston Organization
• Narendra Nag, CSO, A Parent Media Co. (APMC)/Victory+
• Richard Glosser, Managing Director, Oaklins DeSilva+Phillips (Moderator)
• Sheila Dharmarajan, Head of Investor Relations and Business Development, ZMC
This session will see top marketers and media practitioners debating whether CTV advertising can deliver the Holy Grail of the advertising world: powerful, measurable brand-building, coupled with strong, even more measurable sales effects and ROI, all in the same campaign. Panelists include:
Between TV, movies, gaming and music, people are using more entertainment subscriptions than ever. So many in fact that complexity has become their biggest challenge. In this session, Hub Entertainment Research Founder and Principal, Jon Giegengack, will present an exclusive first look at the latest wave of Hub’s Battle Royale study, which tracks the biggest needs of consumers in the subscription economy. Then, Giegengack will lead a panel of experts to discuss the biggest opportunities to use bundles to attract and keep subscribers. Panelists include:
If you’ve been hearing a lot about the TV OS lately, there’s a good reason: the operating system is the key to everything from content to discovery, from advertising, to measurement. In this panel, we’ll hear from some of the key players in the space, explore the differences between TV OS’s tied to manufacturers, tech companies and the independent white-label players, while exploring what’s new in interfaces and why the real battle is outside the US. Panelists include:
• Alan Wolk, Principal, TVREV (Moderator)
• Dallas Lawrence, CSO, Telly
• Jim Turner, VP of Product Management, Streaming Platforms, Synamedia
• Justin Fromm, Head of Insights and Thought Leadership, Samsung Ads
• Matthew Durgin, VP of North American Content and Services, LG Electronics
Continuing a trend that started over 15 years ago, the advertising industry continues to bring to market amazing new capabilities that refine advertising execution. Yet in spite of these new capabilities, a tremendous amount of dollars are spent on linear TV using basic age/sex demographics.
This panel will present both the buy-side and sell-side perspective on advanced advertising on the TV glass: Where are we and what’s been successful? What are the challenges to greater deployment of these capabilities? And what changes need to happen to enable that greater deployment? Panelists include:
With the rush to produce boatloads of “popular” programming, and extreme financial pressure on studios and distributors, we have all but abandoned the quest for Great Television. Is there a business model that will support “the good stuff” in today’s ecosystem? This panel will explore the options that may, in fact, be expanding as the streaming industry evolves. Panelists include:
• David Bianculli, TV Critic and Guest Host, “Fresh Air with Terry Gross”
• Diana Pessin, CMO, BritBox
• Jonathan Barzilay, COO, PBS
• Rick Howe, The iTV Doctor (Moderator)
Is content crafted all or partly through artificial intelligence the next giant TV programming leap? Will viewers embrace live-action or animated series, specials and made-for-TV movies produced this way? Hear from and interact with executives at new ventures pioneering this AI direction. Panelists include:
Contextual targeting is having a moment. Proponents say it solves a world of hurt on CTV, fixing everything from privacy issues to transparency, measurement, frequency and scale issues. We’ll hear from some of the top companies in the space in this follow-up to TVREV’s new Special Report on Contextual Targeting on CTV. Learn who is doing what, why it matters and how it can help you too. Panelists include:
This session is based on a paper commissioned by CIMM.
The problems in US TV measurement are well known. Solutions? That’s a matter of perspective. What we’re doing now isn’t working very well… perhaps it’s time for a new plan? Industry luminaries Jonathan Steuer and Julian Zilberbrand will plot a different path for US TV measurement—a path that entails both a level of actual collaboration never before seen in the US TV ecosystem and coordination by a collaborative industry body—in order to make measurement functional (again?).
Steuer and Zilberbrand will introduce their concept and share the thought process leading up to their recommendations. Then a panel of measurement experts will debate the merits of the plan, the feasibility of pulling it off, and whether there is any hope for the US TV industry to survive its current spiral into big-tech oblivion. Join us for what promises to be a spirited conversation and debate! Panelists include:
This session will bring together representatives of broadcast station groups, RSNs and sports-focused streaming technology companies to discuss and assess the rapid changes that are now occurring in the local sports segment. Issues to be addressed include: ongoing challenges facing RSNs; how local broadcasters are stepping up with new sports offerings to (at least partially) fill the gaps that have opened up as a result of those challenges; the rise of team- and league-owned direct-to-consumer streaming; the implications of the sports leagues’ ongoing movement towards centralized national contracts; and more. Panelists include:
TV is often considered the greatest branding and awareness mechanism in marketing history. Despite the belief in TV’s power to impact the top of the funnel, middle and lower funnel actions have frequently been attributed elsewhere. In this session we will explore the innovations in measurement that are enabling marketers to verify what they’ve always known: video is a full-funnel solution. Join us as we discuss the technology, capabilities and partnerships that are making full-funnel measurement a reality. Panelists include:
• Ben Vandegrift, VP of Measurement Solutions and Innovations, VAB (Moderator)
• Celeste Castle, EVP/Head of Research and Measurement, Dentsu
• Katy Loria, CRO, FreeWheel
• Travis Clinger, Chief Connectivity and Ecosystem Officer, LiveRamp
This session will explore advanced AI applications that are making money or saving money in video streaming services right now. Panelists include:
• Anjali Midha, CEO, Diesel Labs
• Colin Dixon, Chief Analyst, nScreenMedia (Moderator)
• Deepna Devkar, SVP of Machine Learning and AI—Global Streaming, Warner Bros Discovery
• Philippe Petitpont, CEO, Moments Lab
• Zack Rosenberg, CEO, Qortex
This session will explore the role that Addressable Advertising is playing as a) TV becomes an increasingly fragmented medium, with viewership distributed over a wide variety of linear and streaming platforms, and b) advertisers seek to overcome ongoing cookie deprecation. With Addressable frequently touted as a solution to such fragmentation and data deterioration (according to recent research from Advertiser Perceptions, 65% of advertisers say that cookie deprecation is making them more likely to consider Addressable), panelists will attempt to assess the validity of this claim, to identify the kinds of advertisers and campaigns that can particularly benefit from Addressable in a rapidly transitioning media market, and to lay out the challenges and opportunities that will arise in Addressable TV as viewing habits continue to change and the data space continues to evolve. Panelists include:
At the end of a day in which multiple new advanced-advertising technologies, strategies and best practices have been showcased, discussed and debated, this session will feature reactions and feedback from the marketing chief of one of the brands whose campaigns will be powered by these emerging tools. Participants include:
• Michele Fino, Former Head of Branded Entertainment, Crackle Plus (Moderator)
• Michelle Fernandez, Head of Technology, Content and Marketing, Nokia
In this, the second of two sessions presented by TVOT CONNECT—the online discussion, networking and business-development community that TVOT launched earlier this year in partnership with nScreenMedia—TVOT attendees and speakers will be able to gather in small groups (roundtables) to discuss key takeaways from the show, identify important themes that have emerged in the course of the day, offer new insights that the show’s debates and discussions have inspired, and share their thoughts on topics they would like to see explored at future TVOT shows and TVOT CONNECT sessions.. Chatham House rules will apply. This Roundtable session and the 1:1 Speed Meet session earlier in the day will be open to all attendees, regardless of whether or not they’re already CONNECT members. Discussion leaders include:
Discussion Leaders:
CONNECT MEMBERS Also Leading
