Television advertising’s slow march toward audience-based targeting is accelerating. The growth in connected TV viewership has made it easier for advertisers to aim their campaigns at sizable, specific audience segments on the biggest screens in people’s homes, and it is pushing the traditional TV industry to advance addressable TV advertising beyond the domain of local marketers. However, targeted TV advertising is still being fine-tuned. A convoluted sales environment, measurement issues and inventory limitations have frustrated advertisers’ abilities to pinpoint audiences on TV.
At Digiday Hot Topic: Addressable TV, we’ll zero in on the opportunities and challenges in targeting ads on TV screens as advertisers work to sharpen their campaigns. Join us for a day of valuable insights with an influential group of advertising execs.
Rahil BeraniVP / director, PROGRAMMATICDIGITAS
KC GeenHEAD OF MARKETINGGREAT WOLF LODGE
Samantha RoseSVP ADVANCED TV & VIDEO SOLUTIONSHORIZON MEDIA
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Monday, February 24
8:45 a.m.Registration Opens and Breakfast Served
9:15 a.m.Opening Remarks and State of the Industry
9:25 a.m.Digiday Challenge Board
9:35 a.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
10:05 a.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.
10:25 a.m.Sponsor Workshop
10:40 a.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.
11:05 a.m.Networking Break
11:20 a.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.
11:40 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.
12:00 p.m.Lunch Served
12:45 p.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.
1:10 p.m.Sponsor Workshop
1:25 p.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.
1:45 p.m.Town Hall
2:30 p.m.Networking Break
2:45 p.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.
3:05 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.
3:25 p.m.What Comes Next?
Hear from one exec as they walk us through what they’ve heard throughout the day of programming, and give us some insight into what comes next for the future of tv advertising.
3:45 p.m.5 Things We Learned
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