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.

Digiday Hot Topic: Addressable TV is now sold out

Speakers

  • Rahil Berani
    VP / director, PROGRAMMATIC
    DIGITAS
  • Marc Cestaro
    director, ADDRESSABLE LEAD
    MODI MEDIA
  • Suraj Gandhi
    SVP, HEAD OF ADDRESSABLE CONTENT
    UM
  • Lisa Giacosa
    HEAD OF DATA, TECH, INSIGHTS AND ANALYTICS
    SPARKFOUNDRY
  • Jesse Math
    VP OF PLANNING & PLATFORMS, OTT LEAD
    TINUITI
  • Kevin McGurn
    PRESIDENT, SALES STRATEGY AND DISTRIBUTION
    VEVO
  • Luke McGuiness
    President
    TVIsion
  • Christine Peterson
    DIGITAL INVESTMENT LEAD
    MINDSHARE USA
  • Samantha Rose
    SVP ADVANCED TV & VIDEO SOLUTIONS
    HORIZON MEDIA
  • Peter Sedlarcik
    CHIEF DATA OFFICER
    HAVAS
  • Laura DeStefanis
    MANAGER, BRAND & RETAIL ADVERTISING
    JAGUAR LAND ROVER
  • Ryan Webb
    CLIENT PARTNERSHIPS
    XANDR
  • Maggie Zhang
    SVP, VIDEO RESEARCH & INSIGHTS
    DENTSU

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Agenda

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.
    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.

    • Rahil Berani

      VP / DIRECTOR, PROGRAMMATIC

      DIGITAS

  • 10:05 a.m.
    How to Manage Ad Frequency and Avoid Annoying Audiences

    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.

    • Samantha Rose

      SVP ADVANCED TV & VIDEO SOLUTIONS

      HORIZON MEDIA

  • 10:25 a.m.
    Vevo and TVision: Measuring Engagement with Music Video Content

    Vevo users watch more than 1.1 billion hours of premium music videos each month across YouTube, Roku, Apple TV, Samsung TV+ and more. Vevo and TVision co-present details around their unique research highlighting how long viewers spend engaging with music videos, viewer demographics and how viewers watch videos, specifically co-viewing and binge watching.  Key results demonstrate how brand clients can reach engaged and coveted audiences in the evolving OTT landscape.

  • 10:40 a.m.
    Addressing Addressable TV’s Scale Issue

    The addressable TV ad market has historically been hindered by a lack of available inventory and the struggle to stitch together a national audience. But that’s changing. An addressable TV ad buyer will explain how he is overcoming addressable TV’s legacy setbacks.

    • Marc Cestaro

      DIRECTOR, ADDRESSABLE LEAD

      MODI MEDIA

  • 11:05 a.m.
    Networking Break
  • 11:20 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.

    • Jesse Math

      VP OF PLANNING & PLATFORMS, OTT LEAD

      TINUITI

  • 11:40 a.m.
    Measuring Targeted Ads Across the Board

    Addressable TV and streaming advertising advance traditional TV’s targeting options, but measurement has yet to catch up. In this session, an advertising measurement expert details how advanced TV’s and streaming’s ad measurement capabilities are developing and what work remains to be done.

    • Maggie Zhang

      SVP, VIDEO RESEARCH & INSIGHTS

      DENTSU

  • 12:00 p.m.
    Lunch Served
  • 12:45 p.m.
    Advertising Outside the Box: Streaming’s Nontraditional Ad Formats

    Streaming is not only advancing TV’s targeting options but also evolving its ad formats. This session will cover how streaming’s ad options are expanding beyond 15- and 30-second spots to shoppable formats and ads that appear when people pause a show.

    • Suraj Gandhi

      SVP, HEAD OF ADDRESSABLE CONTENT

      UM

  • 1:05 p.m.
    How to Find Incremental Audiences in Streaming

    People are tuning out of traditional TV and tuning into streaming services, posing a challenge for advertisers trying to reach these fragmenting audiences. In this session, hear how advertisers are using streaming to recover viewers who can no longer be reached on linear TV.

    • Christine Peterson

      DIGITAL INVESTMENT LEAD

      MINDSHARE USA

  • 1:25 p.m.
    Town Hall
  • 2:00 p.m.
    Networking Break
  • 2:15 p.m.
    Driving Success: Xandr and Jaguar Land Rover’s Addressable Journey

    Learn how a leading automotive brand and their agency partnered with AT&T’s advanced advertising company, Xandr, to reach in-market auto intenders by combining relevant creative and audience-based buying.

    • Ryan Webb

      CLIENT PARTNERSHIPS

      XANDR

    • Laura DeStefanis

      MANAGER, BRAND & RETAIL ADVERTISING

      JAGUAR LAND ROVER

  • 2:30 p.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.

    • Peter Sedlarcik

      CHIEF DATA OFFICER

      HAVAS

  • 2:50 p.m.
    Measurements that Matter

    Let's walk through the process of putting together a targeted TV campaign from start to finish -- identifying the audience, delivering the content, and finally measuring the impact of an ad. Hear from one agency exec as they walk through their approach for advertising in an addressable world.

    • Lisa Giacosa

      HEAD OF DATA, TECH, INSIGHTS AND ANALYTICS

      SPARKFOUNDRY

  • 3:10 p.m.
    Key Takeaways

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