AGENDA
TUESDAY, AUGUST 16
11:00AM-12:00PM ET:
AN INDUSTRY DEEP DIVE – FREE-AD-SUPPORTED TV – HOW FAR CAN IT GO?
11:00AM-11:15AM: Fireside Chat
11:15AM-12:00PM: Panel Discussion
For many, Netflix’s recent announcement of disappointing Q1 profits and the loss of subscribers may have come as a surprise, but for others, it was expected. The pandemic saw the proliferation of the SVOD industry, with many new players such as Disney+ and HBO Max vastly increasing the competitor landscape. Couple this with high subscription costs, many viewers are feeling fatigued at the vast choice between arguably comparable platforms. The result this tends to see many selecting the cheapest option. So, what does this mean for streaming platforms who want to grow their business? Free Ad-supported TV (FAST) is now seeming like an attractive revenue source for platforms that once vowed to always be adfree. FAST is expected to grow throughout 2022 and beyond, so what opportunities does this present for advertisers? What should streaming platforms be doing to survive the current paradigm shift and how is this likely to play out in the years to come?
AGENDA
TUESDAY, AUGUST 16
1:00PM-2:00PM ET:
MAKING ADDRESSABLE ACCESSIBLE – FOOL-PROOFING YOUR ADDRESSABLE MARKETING CAMPAIGN
1:00PM-1:15PM: Fireside Chat with Chris Flatley from FuboTV
1:15PM-2:00PM: Panel Discussion
Addressable TV advertising promises to deliver accurate and relevant advertisements directly to the screen of the target market. The opportunities for the addressable TV advertising industry are poised to grow, especially considering the rise of the FAST ecosystem. A recent study by Deloitte Global predicts that the value of this industry will reach $7.5 billion in 2022. However, this is only a small proportion of the value of the tv advertising industry. Despite such promise, many advertisers are held back in investing due to concerns that the infrastructure to deliver addressable has not kept pace with the idea itself. Targeting is all well and good, but it’s true value lies within its reach. With the definition of TV growing to include many Connected and OTT platforms, how can advertisers utilize data to ensure their inventory is going to the right person, on the right device and at the right time? Can programmatic advertising help to ensure addressable advertising protects the viewer experience and does not run the risk of damaging the brand and platform reputation?
AGENDA
TUESDAY, AUGUST 16
3:00PM-4:00PM ET:
MEASUREMENT IN A FRAGMENTED WORLD
3:00PM-3:15PM: Partner Keynote with Walt Horstman from TiVo
3:15PM-4:00PM: Panel Discussion
Buyers are facing an ever-increasing challenge when it comes to proving the value of their advertising campaigns. Data from an individual seller/distributor can allow buyers to ascertain the success of a marketing campaign to some extent, but buyers are frequently having to contract with a dozen different streaming services, platforms, and networks in order to reach their entire target market. How can campaigns be measured and attributed across so many devices and services. What is it going to take for the industry to achieve unified TV measurement? What is next in the measurement world and what do buyers need to do to ensure they are collecting reliable data regarding their campaigns?
AGENDA
WEDNESDAY, AUGUST 17
11:00AM-12:00PM ET:
THE FUTURE OF LOCAL TV ADVERTISING – OPPORTUNITIES & CHALLENGES
11:00AM-11:15AM: Keynote with Jason Dille from Chemistry
11:15AM-12:00PM: Panel Discussion
With continued investment in Connected and OTT devices, it may come as no surprise that legacy broadcasting is on the decline. National advertisers with deeper pockets have shown a willingness to experiment with CTV advertising, and are quickly moving over more and more of their budgets to follow viewer eyeballs. However, the same can’t be said for a number of local advertisers, where challenges remain. From inventory, to data, pricing challenges and beyond, local advertisers have a lot to weigh before they shift more of their budgets away from social media placements that have historically consumed a large portion of their ad spend. So how can local TV advertisers address challenges relating to measurement, targeting and costs when launching a local campaign via CTV? How can sellers and distributors provide more inventory and better attribution?
AGENDA
WEDNESDAY, AUGUST 17
12:30PM-1:20PM ET:
SHOPPABLE TV: THE RISING TIDE
12:30PM-1:05PM: Fireside Chat
1:05PM-1:20PM: Keynote: Shortening the Path to Purchase with Television Commerce with Peter Hamilton from Roku
AGENDA
WEDNESDAY, AUGUST 17
2:00PM-3:00PM ET:
ENGINEERING ADS – INSERTION, FREQUENCY & VIEWER EXPERIENCE
2:00PM-2:15PM: Partner Keynote: Getting the Best Value Out of Your Ad Impressions with Broadpeak's Olivier Karra
2:15PM-3:00PM: Panel Discussion
Advertising across multiple CTV and OTT devices presents many opportunities to expand the reach and increase the number of impressions. However, advertisers need to consider the best strategies to not only insert their ads into the stream but also to ensure that they are done so in a way to protect brand image and maximize monetization of their inventory. Client-side and Server-side present two possibilities to optimize ad monetization at the same time as protecting customer experience – but what considerations do services need to take when deciding between the two? On a related note, how much of a problem is ad failure today, really…and how much does it affect viewer behaviors?