April 21, 2022

Digiday Business of TV Forum

Join us at Digiday’s Business of TV Forum, where we’ll take a look at the new era of TV development and the challenges and opportunities that face the great big world of being in the TV business.

Agenda

12:00 p.m. EDT
Opening Remarks

Join us as we welcome everyone and open the summit by going over key trends and challenges in the industry.

speaker

Tim Peterson

SENIOR MEDIA EDITOR

DIGIDAY

12:10 p.m. EDT
How Much Has Advanced TV Advertising Actually Advanced?

The TV landscape has been undergoing a seismic shift away from traditional age-and-gender-based buying to the type of audience-based buying that is a default in digital. Although this shift has been going on for years, it still feels very much in process. In this session, hear Michelle Capasso, partner, director of media services at Connelly Partners speak to what progress has been made, to what ends, what work still needs to be done, and what roadblocks need to be overcome with particular importance placed on the gap in targeting capabilities vs. actual scale to find audiences in this budding space.

speaker

Michelle Capasso

PARTNER, DIRECTOR OF MEDIA SERVICES

CONNELLY PARTNERS

12:30 p.m. EDT
How to Champion the Channel: Connected TV Advertising

Looking to maximize your media spend with CTV? Join this session to discover how CTV is outpacing traditional channels, and bust some common CTV myths.

speaker

Oliver Ifurung

SALES DIRECTOR

STACKADAPT

12:45 p.m. EDT
Is the Ad-Supported Streaming Market Overcrowded?

As TV networks have stood up standalone ad-supported streamers, connected TV platforms and smart TV makers step up their own ad sales efforts and other publishers and streaming platforms move into the connected TV market, advertisers have an array of options for reaching audiences on the TV screen. In this session, hear from Bharad Ramesh, executive director, research & investment analytics at GroupM share how advertisers are navigating the crowded ad-supported streaming market.

speaker

Bharad Ramesh

EXECUTIVE DIRECTOR, RESEARCH & INVESTMENT ANALYTICS

GROUPM

1:05 p.m. EDT
The Future of CTV Transparency

The marketplace has spoken: for programmatic CTV to reach its fullest potential, there needs to be a stronger drive for clarity, insight and transparency. What can buyers and publishers do to make this happen, and what new technologies and innovations will enable this? In this presentation PubMatic’s Senior Director of Product Marketing, Julio Acosta, will showcase the exciting strategies that can help publishers drive greater demand and give buyers greater confidence about the CTV content they advertise alongside. You’ll hear how technologies such as content object targeting can bridge the gap between the current advantages of linear TV and the promise of CTV. The future of CTV will be programmatic; in this session, we’ll explore what can make it more effective and transparent for everyone.

speaker

Julio Acosta

SENIOR DIRECTOR, PRODUCT MARKETING

PUBMATIC

1:20 p.m. EDT
Programmers Are Better Partners Than Platforms

Connected TV platforms like Amazon and Samsung are aggregating OTT inventory to offer scale, but for advertisers, buying directly from publishers and TV networks can be cheaper with more transparency into where the ads appear. In this session hear Brad Stockton, svp, US national video innovation at dentsu international walk us through their partnerships with both platforms and publishers.

speaker

Brad Stockton

SVP, US NATIONAL VIDEO INNOVATION

DENTSU

1:40 p.m. EDT
Rethink Your TV Buying Strategy: Data-Driven Linear Is Better Than Demo

In a quickly evolving advertising landscape, traditional demo-based buying is no longer sufficient. Heading into upfront season, it’s time to pivot away from age and gender targeting and adopt a more targeted TV strategy – data-driven linear (DDL). Data-driven linear offers greater precision and improved performance for the largest line item on every marketer’s plan. In this session, we will cover what you need to know about data-driven linear from why it’s better than demo to how technology simplifies DDL buying and activating audiences with new data currencies.

speaker

Pete Doe

VICE PRESIDENT, RESEARCH

XANDR

1:55 p.m. EDT
Evolution of Advanced Streaming Measurement

As the streaming landscape has widened to encompass more targeting options than linear TV, the way in which these efforts are evaluated and measured has changed. In this session, hear from Nicole Whitesel, evp, advanced TV, client success at Publicis Media as she shares to what extent the industry has moved away from the traditional age-and-gender-evaluations, the state of cross-platform measurement and attribution, how technologies like ACR factor in, and what work still needs to be done.

speaker

Nicole Whitesel

EVP, ADVANCED TV & CLIENT SUCCESS

PUBLICIS MEDIA

2:15 p.m. EDT
Why Rethinking Creative Costs is Reshaping TV Advertising

As record numbers of viewers make the move to Connected TV, more advertisers join them. That’s led to an increase in video creative needs—not only for established TV advertisers, but challenger brands looking to take the next step. Marketers are now tasked with producing enough video creative to meet demand, while still delivering a strong ROI.

Join Mark Douglas, CEO and President of MNTN, as he explains why bringing creative and media together helps streamline production, increase volume, and generate better returns. He’ll share first-hand insights from seeing this new approach to TV advertising in action, and how it’s changing the way these brands think about television.

speaker

Mark Douglas

PRESIDENT & CEO

MNTN

2:30 p.m. EDT
Striking the Balance: Driving Timely Performance and Building Timeless Brand

Linear is over. Well, linear thinking, that is. As the video landscape continues to blur, so do watching behaviors. People are no longer just watching TV, they’re on social, they’re searching and they’re gaming. In this blended, multimedia environment, we need to think about the consumer mindset and start treating all video – from TV and streaming to social and in-feed – as equal inputs. A winning video strategy today marries timely performance media tactics with timeless brand building creative. Join this session to hear from, Tina Allan, global head of data science & connections at FCB Global and David Tucker, CSO of MAGNA Global as they explore everything from how marketers should be linking SEM and creative [think: Coinbase QR code Super Bowl ad], to measuring uplift after it runs, to frequency capping and sequential storytelling to cure the oversaturated consumer.

speaker

Tina Allan

GLOBAL HEAD OF DATA SCIENCE & CONNECTIONS

FCB GLOBAL

speaker

David Tucker

CSO

MAGNA GLOBAL

2:50 p.m. EDT
Closing Remarks

Tune in for the final round-up of the most important themes and trends of the event.

speaker

Tim Peterson

SENIOR MEDIA EDITOR

DIGIDAY

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