Making TV advertising work in the streaming era

The disruption that was long promised in the TV business is finally here. Major media and telecommunication companies have combined forces to better compete with Netflix, Amazon and other tech giants. The pervasiveness of cord-cutting means pay-TV is no longer about growth, but reducing losses. Meanwhile, the tech platforms continue to come for those TV dollars, too.

What’s an advertiser to do in a shifting landscape that has no end in sight?

At the Digiday Future of TV Summit, we’ll explore how consumer trends and other market forces are dramatically changing the TV industry as well as where brands and agencies are spending ad dollars.

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Speakers

  • Josh Boaz
    FOUNDER & MANAING director
    DIRECT AGENTS
  • Kait Boulos
    VP OF STRATEGY & PARTNERSHIPS
    VARICK
  • Lisa Herdman
    SVP, director OF NATIONAL VIDEO INVESTMENT
    RPA
  • David Lang
    CCO
    MINDSHARE NA
  • Michael Piner
    SVP, VIDEO & DATA INVESTMENTS
    MULLENLOWE MEDIAHUB GLOBAL
  • Jay Prasad
    CHIEF STRATEGY OFFICER
    VIDEOAMP
  • David Randolph
    CHIEF STRATEGY OFFICER
    DRUM AGENCY
  • Jill Siegel
    MARKET RESEARCH & ANALYSIS
    XANDR
  • Blake Stuchin
    VP, Digital Media
    NFL
    LinkedIn Icon
  • Kevin Van Valkenburgh
    CHIEF CONNECTIONS OFFICER
    THE TOMBRAS GROUP
  • Louisa Wong
    COO
    CARAT USA

Agenda

Tuesday, April 23

  • 1:00 p.m.
    Registration Opens
  • 2:00 p.m.
    Town Hall

    Brands and agencies only.

    We've gathered research from participants on key issues around marketing for television. In this session, we'll have an honest discussion about these findings.

  • 2:30 p.m.
    Sandbox Presentations

    These rapid-fire sessions introduce VIP marketing executives to technology providers.

    2:30 p.m. - Vizrt

    2:40 p.m. - VideoAmp

    • Jay Prasad

      CHIEF STRATEGY OFFICER

      VIDEOAMP

  • 3:00 p.m.
    Opening Remarks and State of the Industry
  • 3:15 p.m.
    Keynote: A New Era in TV Advertising

    The TV landscape is undergoing a seismic shift -- and with that comes dramatic changes in how advertisers approach the biggest screen in the house. During this keynote, a leading advertiser will discuss the changing impact of linear TV, how it strategizes for and works with OTT platforms, the future of advanced TV advertising

    • Louisa Wong

      COO

      CARAT USA

  • 3:45 p.m.
    Sponsor Workshop
  • 4:00 p.m.
    Limitations in OTT Advertising -- and What Comes Next

    People are certainly spending more time watching digital videos, movies and TV shows on OTT platforms and devices -- but that doesn’t mean ad spend has caught up with demand. From ad frequency issues to limited measurement, what are the limitations in OTT advertising that still need to be fixed or at least improved upon? Find out here.

    • Kevin Van Valkenburgh

      CHIEF CONNECTIONS OFFICER

      THE TOMBRAS GROUP

  • 4:20 p.m.
    Dialog with Xandr
    • Jill Siegel

      MARKET RESEARCH & ANALYSIS

      XANDR

  • 4:30 p.m.
    Making TV Addressable

    TV advertising needs improvement -- it needs to pick up the advanced targeting capabilities available to marketers on digital platforms. But where does the addressable TV market sit right now? Who are the biggest players? Will this ever be a huge opportunity for advertisers, especially when some still view TV as a broadcast and branding medium?

    • Michael Piner

      SVP, VIDEO & DATA INVESTMENTS

      MULLENLOWE MEDIAHUB GLOBAL

  • 12:00 a.m.
    Working Groups

    Attendees will split off into groups focusing on one of three key challenges. With guidance from group leaders, each group will meet throughout the summit to work together on a presentation that outlines how to solve the challenge at hand. These will be presented at the end of the summit.

  • 5:45 p.m.
    VIP Welcome Reception
  • 6:00 p.m.
    8-Minute Meetings

    The 8-minute business meetings connect participants with innovative technology platforms. They are designed to help your team build valuable new relationships and ultimately, close business deals.

  • 7:00 p.m.
    Cocktail Reception
  • 8:00 p.m.
    Dinner with Friends

    Don't have dinner plans? Digiday has made a reservation at a local restaurant for you to enjoy. Sign up at the registration desk. Costs at your own expense.

  • 9:30 p.m.
    After-Hours Hangout

    Join summit attendees for one last drink before you head off to bed. Costs at your own expense.

Wednesday, April 24

  • 7:00 a.m.
    Morning yoga

    Have a zen start to your day with morning yoga. Open to all. Equipment provided. Sign up at the registration desk.

  • 8:30 a.m.
    Breakfast Served
  • 9:00 a.m.
    Town Hall
  • 9:30 a.m.
    Sandbox Presentations

    Let's reconnect after hearing all of the content from Day 1.

  • 10:00 a.m.
    Welcome Back
  • 10:10 a.m.
    Shifting Consumer Behavior on OTT Platforms

    Tell us if you’ve heard this one before: people just don’t watch TV the way they used to. But how exactly are people watching TV these days? And what other sort of behaviors are they exerting when they do fire up a connected TV set or console?

    • David Randolph

      CHIEF STRATEGY OFFICER

      DRUM AGENCY

  • 10:30 a.m.
    Dialog with Jukin Media
  • 10:40 a.m.
    Integrating into Ad-free Environments

    In this session, we’ll take a look at the ins and outs of product placement deals within original programming on ad-free platforms such as Netflix. A veteran marketer with experience in this area will talk about the opportunities available to marketers, and whether it’s worth the investment.

    • Josh Boaz

      FOUNDER & MANAING DIRECTOR

      DIRECT AGENTS

  • 11:00 a.m.
    Networking Break
  • 11:15 a.m.
    The Opportunity with Virtual MVPDs

    It’s no longer just TV networks and cable and satellite distributors, a new crop of streaming TV services want your ad dollars, too. But how far along are these services in their ad offering, and are there advantages to buying with YouTube or Hulu -- or even DirecTV Now and Sling TV -- that don’t exist in more traditional environments?

    • Kait Boulos

      VP OF STRATEGY & PARTNERSHIPS

      VARICK

  • 11:35 a.m.
    Where Should OTT Sit Within Ad Agencies?

    TV buyers are purchasing OTT inventory in connection to their linear TV packages. But digital buyers are doing the same as part of their online video campaigns. Even programmatic specialists are getting in on the action. In this session, an agency exec explains how they are handling who should manage clients’ OTT buys.

    • Lisa Herdman

      SVP, DIRECTOR OF NATIONAL VIDEO INVESTMENT

      RPA

  • 11:55 a.m.
    Sponsor Workshop
  • 12:10 a.m.
    In & Out: Live

    Digiday has used its collective experience in the industry to chart what's in and what's out in the industry. Now, we bring in and out live to our Future of TV Summit. Join us as we go through a rapid-fire round of some of the most wired and tired concepts, phrases and trends in media.

  • 12:40 p.m.
    Lunch
  • 1:30 p.m.
    Afternoon Activities
  • 5:00 p.m.
    Working Groups

    Attendees will split off into groups focusing on one of three key challenges. With guidance from group leaders, each group will meet throughout the summit to work together on a presentation that outlines how to solve the challenge at hand. These will be presented at the end of the summit.

  • 6:00 p.m.
    8-Minute Meetings

    The 8-minute business meetings connect participants with innovative technology platforms. They are designed to help your team build valuable new relationships and ultimately, close business deals.

  • 7:00 p.m.
    Cocktail Reception
  • 8:00 p.m.
    Dinner with Friends

    Don't have dinner plans? Join your new friends for dinner at a local restaurant. Sign up at the registration desk. Costs at your own expense.

  • 9:30 p.m.
    After-Hours Hangout

Thursday, April 25

  • 9:00 a.m.
    Breakfast
  • 9:30 a.m.
    Welcome Back
  • 9:30 a.m.
    DTC Brands are Coming to TV and OTT

    Direct-to-consumer brands are increasingly moving their dollars to over-the-top video platforms and linear TV. In this session, a leading DTC brand will share the opportunity and challenges with TV advertising.

  • 9:50 a.m.
    Sponsor Dialog
  • 10:00 a.m.
    Good Riddance to GRP

    Whether they are advertising on traditional TV or within OTT, advertisers are no longer resigned to evaluating their ads’ performance according to gross rating points. Find out how advertisers are measuring their campaigns in new ways, including attributing their big-screen ads to online visits and in-store purchases.

  • 10:20 a.m.
    Is the Commercial Break Broken?

    TV networks and streaming services are trying to replace the traditional commercial break. Networks are airing ads inside of shows, and Hulu is placing them when people pause. But what does the shift toward more non-interruptive ads mean for advertisers?

  • 10:40 a.m.
    Working Group Reports
  • 11:00 a.m.
    5 Things We've Learned

Activities

  • Tuesday
    8:00 p.m. Dinner with Strangers

    Don't have dinner plans? Digiday has made a reservation at a local restaurant for you to enjoy. Sign up at the registration desk. Costs at your own expense.

    9:30 p.m. After-Hours Hangout

    Join Summit attendees for one last drink before you head off to bed. Costs at your own expense.

  • Wednesday
    7:00 a.m. Morning Yoga

    Have a zen start to your day with morning yoga. Open to all. Equipment provided. Sign up at the registration desk.

    8:00 p.m. Dinner With Friends

    Don't have dinner plans? Join your new friends for dinner at a local restaurant. Sign up at the registration desk. Costs at your own expense.

    9:30 p.m. After-Hours Hangout

    Join summit attendees for one last drink before you head off to bed. Costs at your own expense.

Attendees

Partners

Want to get involved? Check out our sponsorship opportunities and pick the one that's right for you.

This event had the best vendors and marketers in the video space. If you're looking to get into OTT or CTV it is the place to be.

— Director of Content, Nectar Sleep

Fabulous event. It was a great opportunity to find new partners and network.

— Title Manager, Business Development & Acquisitions, Digital Media Rights

This Digiday summit was invaluable for finding quality, forward-thinking tech partners to add product and ad revenue to our business.

— GM, Digital Video, This Old House

Hyatt Regency Indian Wells Resort & Spa
44600 Indian Wells Lane
Indian Wells, California 92210
+1 760 776 1234

To book your stay at the Hyatt Regency Indian Wells Resort & Spa, please use this link. Mention Digiday Future of TV Summit to receive a special room rate of $229.00 per night, plus resort fee & tax.

Please note: The cut-off date for that room rate is April 2 by 12 a.m. EST or whenever our hotel block sells out.

Contact Us

More Information

For Speaking Opportunities:

Apply here

VIP Opportunities

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