October 4, 2022
ITVT is pleased to announce the following Hot Topic Sessions, which App Science and Vidillion will be presenting at TVOT SF 2022 (October 12th and 13th in San Francisco; register here; view the full agenda here).
The Path Forward: Multicultural Audiences and Measurement
App Science Hot Topic Session
42% of the US population is identified as “multicultural” (AAPI, Black, Hispanic), and that percentage will continue to grow. This session will examine how effectively and accurately the television industry is measuring multicultural viewership, especially when, among other differences in viewing habits, multicultural audiences are significantly more likely to stream their TV programming than are non-Hispanic white audiences (as a recent report from App Science discovered). In addition to assessing progress made to date in multicultural audience measurement, panelists will attempt to identify areas for improvement and share their thoughts on how the industry can address these challenges. Panelists include:
Advertising in the New World of Application Content
Vidillion Hot Topic Session
As CTV viewing grows, consumers are increasingly accessing their programming via apps. This session will unpack the implications of this phenomenon both for the advertising industry and for providers of app-based programming services. Issues to be addressed include the extent to which we need to abandon our legacy notions of TV advertising and embrace new business models and formats, such as viewer interactivity, QR codes and advertising gamification; how—when CTV advertisers tend to cherry-pick the most popular content to run their campaigns beside—small and start-up app-based content providers can nevertheless monetize their services through advertising; and what publishers need to do in in the EU, LATAM and other regions where the growth of app-based programming services has been rapid, but where privacy regulations and other challenges threaten that growth. Panelists include