Television’s march toward a new type of advertising is accelerating. While it’s more advanced than ever, challenges with measurement, inventory limitations and a complicated sales environment still plague ad buyers.

At the Digiday Future of TV Summit, we'll bring together top brand and agency executives to discuss the evolution of television advertising and how leaders in the industry are making their TV investments work. Join us for valuable insights into everything from where they're investing to the technology they're using to make it more efficient.

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Agenda

Wednesday, November 18

  • 2:00 p.m.
    Registration Opens
  • 2:30 p.m.
    Town Hall

    Agencies and brands only.

    Participants will meet to discuss the biggest challenges their organizations are facing, and work together to come up with potential solutions.

  • 3:00 p.m.
    Sandbox Presentations

    These rapid-fire presentations introduce agency and brand participants to tech providers.

  • 3:30 p.m.
    Networking Break
  • 3:45 p.m.
    Opening Remarks and State of the Industry
  • 3:55 p.m.
    New Era of 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

  • 4:15 p.m.
    Workshop with Cadent
  • 4:30 p.m.
    Making Advertising Smarter

    Advertising is no longer buying a 30-second spot based on GRPs -- or at least, not entirely. As digital platforms have gotten advertisers used to more data and targeting to inform their ad-buying decisions, the industry has been forced to get more intelligent. In this session, we will discuss why advertising needed to get smarter and where it goes from here.

  • 4:50 p.m.
    Dialog with Xandr
  • 5:00 p.m.
    Direct-to-Consumer Companies are Making Waves

    While most DTC companies are known for their simplistic subway advertising and overly targeted paid social posts, TV is the next big thing. Hear from one of these retailers as they outline their strategy across linear and connected TV, and what successes they’ve seen.

  • 5:20 p.m.
    The Rise of Ad-Supported OTT

    In this session, one advertising executive will discuss the challenges and opportunities around ad-supported OTT. This includes why ad-supported TV is still popular in light of the growth of ad-free services, the massive confusion around how to advertise on OTT, how OTT advertising is actually bought, sold and measured, and what the future of ad-supported OTT looks like and how it will change over the next 5 years.

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

    The 8-Minute Meetings are designed to help connect agency and brand participants with innovative technology platforms and media companies and build valuable business relationships.

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

    Don't have dinner plans? Join fellow attendees for a casual meal. Sign up at the Summit registration desk. Costs are at your own expense.

  • 9:30 p.m.
    After Hours Hangout

    Join fellow attendees for one more drink. Costs are at your own expense.

Thursday, November 19

  • 7:00 a.m.
    Morning Yoga

    Join us for a zen start to your day. All are welcome. Sign up at the registration desk. Equipment is provided.

  • 8:00 a.m.
    Registration Reopens and Breakfast Served
  • 8:30 a.m.
    Town Hall

    Agencies and brands only.

    Participants will meet to discuss the biggest challenges their organizations are facing, and work together to come up with potential solutions.

  • 9:00 a.m.
    Sandbox Presentations

    These rapid-fire presentations introduce agency and brand participants to tech providers.

  • 9:30 a.m.
    Welcome Back
  • 9:35 a.m.
    The Automation of TV Advertising is Underway

    The biggest screen in people’s homes is no longer the dumbest device. In this session, a programmatic advertising expert lays out what the current landscape looks like for automating the ads running on TV and where the programmatic TV and streaming ad market is headed.

  • 9:55 a.m.
    Dialog with Zeta Global
  • 10:05 a.m.
    The Right Plan for Connected TVs

    How do you build a connected TV plan that helps clients achieve their ultimate goal? Whether it’s a “TV+” strategy aimed at reaching light viewers and lowering CPMs or developing a targeted audience strategy to better engage with on-demand video viewers, this session will break down how to build a framework that works for you and your clients. 

  • 10:25 a.m.
    Connected TV Doesn’t have a Cookie Problem. Is That a Problem?

    While the broader digital advertising industry deals with the death of the cookie, connected TV advertisers have always contended with a cookie-less market. Hear how advertisers are dealing with the cookie’s absence in connected TV and how they can take a data-driven approach to their TV and streaming ad buys.

  • 10:45 a.m.
    Networking Break
  • 11:00 a.m.
    Accruing Audience Data to Advance Ad Targeting

    Facebook and Google have shown that the power of having large audiences and loads of first-party audience data. TV networks have had the audiences, but historically they haven’t had the data. Hear how one agency is working to accrue first-party data within the networks they work with and apply it for improved ad targeting.

  • 11:20 a.m.
    State of the Industry with IAS
  • 11:35 a.m.
    Keeping TV Holistic

    When it comes to an overall advertising strategy, TV is usually the last to be mentioned. Hear how one brand made sure to keep TV front and center as they grow their advertising strategies for 2020, for both linear and connected.

  • 11:55 a.m.
    The Path to Programmatic TV

    For a long time, programmatic advertising in TV was considered a lofty dream, but with little real-world examples to show. Then streaming pay-TV providers came along and opened up a true opportunity for advertisers to employ digital methods in how they bought “traditional” TV. Hear from one exec as they outline their programmatic ad strategies.

  • 12:15 p.m.
    Limitations in OTT Advertising

    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.

  • 12:35 p.m.
    Lunch
  • 1:15 p.m.
    Afternoon Free Time
  • 5:00 p.m.
    Meet-Ups

    Attendees will split off into groups focusing on one of two key challenges that the industry faces. With guidance from group leaders, each group will meet to work together to solve the challenge at hand. These solutions will be presented at the end of the summit.

  • 6:00 p.m.
    8-Minute Meetings

    The 8-Minute Meetings are designed to help connect agency and brand participants with innovative technology platforms and media companies and build valuable business relationships.

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

    Don't have dinner plans? Join fellow attendees for a casual meal. We've made a group reservation for you to enjoy a unique dining experience. Sign up at the summit registration desk. Costs are at your own expense.

  • 9:30 p.m.
    After Hours Hangout

    Spend your final night of the summit with a cocktail. Costs are at your own expense.

Friday, November 20

  • 8:30 a.m.
    Breakfast Served
  • 9:00 a.m.
    Welcome Back
  • 9:05 a.m.
    Taking Control of Streaming's Programmatic Supply

    There are many paths for advertisers to access streaming inventory, but sometimes going direct can be the best route. Hear how a performance-minded ad buyer has set up private marketplace deals to give advertisers more control over and transparency into the streaming inventory they buy.

  • 9:25 a.m.
    Meet-Up Reports

    In this session, hear an overall report of what solutions were created based on the industry challenges discussed at the day two meet-ups.

  • 9:35 a.m.
    How to Manage Ad Frequency and Avoid Annoying Audiences

    The many ways in which advertisers can buy streaming inventory can lead to individual viewers seeing the same ad many times over. That’s a big problem as more ad-free streaming options hit the market. In this session, an advanced TV and video ad specialist explains how advertisers can keep their ad exposures in check.

  • 9:55 a.m.
    Sponsor Dialog

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— Senior Principal Product Manager, AT&T

This is truly one of the best conferences I've ever attended.

— Digital Marketing Manager, Bojangles'

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— GM, Digital Video, This Old House Ventures

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