TV advertising for the future

The dumb box has given way to the smart, internet-connected TV -- and TV advertising is following suit. From TV network programmers to new tech platform giants, there is a race to capture and own a share of the advertising dollars that are increasingly flowing into ad-supported streaming video environments. But change doesn’t come easy. TV ad buyers and sellers are grappling with issues ranging from unified measurement to addressable TV -- not to mention selling media in a way that TV sales organizations never had to.

At Digiday Hot Topic: Advanced TV, we'll go deep to examine all of the opportunities and challenges in TV advertising as TV ad sellers aim to marry the best of TV with the best of digital.

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Speakers

  • Tyler DeNicola
    SENIOR MANAGER, PROGRAMMATIC
    A+E NETWORKS
  • John Halley
    COO, AD SALES
    VIACOM
  • Jay Holzer
    HEAD OF NETWORK & EXECUTIVE PRODUCER
    TASTEMADE
  • Marc Mallett
    VP, PERFORMANCE ADVERTISING
    DISNEY ADVERTISING SALES
  • Jim Nail
    PRINCIPAL ANALYST
    FORRESTER RESEARCH
  • Nicolle Pangis
    CEO
    NCC MEDIA
  • Borja Perez
    SVP, REVENUE STRATEGY AND INNOVATION
    NBC UNIVERSAL, TELEMUNDO
  • Steve Silvestri
    VP, ADVANCED ADVERTISING
    DISCOVERY COMMUNICATIONS
  • Allison Stern
    CO-FOUNDER & CHIEF STRATEGY OFFICER
    TUBULAR LABS
  • Radha Subramanyam
    CHIEF RESEARCH AND ANALYTICS OFFICER
    CBS
  • Alan Wolk
    CO-FOUNDER & LEAD ANALYST
    TV[R]EV

Agenda

Thursday, August 22

  • 8:45 a.m.
    Registration & Breakfast
  • 9:15 a.m.
    Opening Remarks and Introduction: The State of Advanced TV
  • 9:25 a.m.
    The Digiday Challenge Board

    Attendees will be asked to submit the biggest challenge, grievance or issue they're facing on a day-to-day basis. Don't hold back! These will be used to drive a constructive discussion around overcoming workplace hurdles later in the day.

  • 9:35 a.m.
    Scaling Addressable TV

    Advertisers are clamoring to invest more in addressable TV advertising, but they have been frustrated by a lack of inventory and the complications of needing to cobble together national scale. This session, hear how NCC Media is working to shore up these issues.

    • Nicolle Pangis

      CEO

      NCC MEDIA

    Moderator
    Tim Peterson
  • 9:55 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.

    • Tyler DeNicola

      SENIOR MANAGER, PROGRAMMATIC

      A+E NETWORKS

    Moderator
    Tim Peterson
  • 10:20 a.m.
    Social is the New Reach: A Look at the Future of Digital Video Audience Measurement

    “We need better cross-platform audience measurement!” is commonly heard, but as the media environment continues to evolve to social, it’s important to ask, “what kind?”

    A new approach should look at digital content as a form of borderless TV, and consider that behind every “view” is a viewer willing to spend time with that content. In this presentation, we’ll break down the future of audience measurement with a preview of new reach and engagement metrics coming soon from Tubular Labs.

    • Allison Stern

      CO-FOUNDER & CHIEF STRATEGY OFFICER

      TUBULAR LABS

  • 10:35 a.m.
    Networking Break
  • 10:50 a.m.
    Branded TV

    Marketers need to think of ways going beyond the 30-second spot. And with an increasing number of ad-free options for consumers, brands need to get more creative in how they reach the masses. In this conversation, we'll breakdown the opportunities for broadcasters and marketers to make true, branded TV.

    • Jay Holzer

      HEAD OF NETWORK & EXECUTIVE PRODUCER

      TASTEMADE

    Moderator
    Tim Peterson
  • 11:10 a.m.
    The Rise of Ad-Supported OTT

    In this session Alan Wolk, co-founder and lead analyst at TVREV 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.

    • Alan Wolk

      CO-FOUNDER & LEAD ANALYST

      TV[R]EV

  • 11:30 a.m.
    Cross Screen Considerations: Optimizing Linear and Digital in the World of Shifting Consumption

    As viewing habits continue to transform, prime time viewing is important now more than ever to equip advertisers with the capabilities to deliver their audiences.  Both masses reach GRP driven campaigns and audience-targeted data-driven campaigns are areas of focus for marketers looking to implement cross-screen campaigns.  In this session, vp of performance advertising at Disney Advertising Sales, Marc Mallett will share his experiences and Disney’s approach to this vital and flourishing area of its advertising portfolio.

    • Marc Mallett

      VP, PERFORMANCE ADVERTISING

      DISNEY ADVERTISING SALES

    Moderator
    Tim Peterson
  • 12:00 p.m.
    Lunch
  • 12:45 p.m.
    Bridging Linear and Digital Inventory

    In this session hear from Viacom’s coo of ad sales, John Halley about how Viacom handled Pluto TV during this year’s upfront, specifically when packaging it with its linear inventory. Learn through this discussion how TV networks are bridging their linear and digital inventory together.

    • John Halley

      COO, AD SALES

      VIACOM

    Moderator
    Tim Peterson
  • 1:15 p.m.
    Townhall

    Get prepared to air it all out. We'll take the challenge board/fishbowl submissions from earlier in the day and use them as discussion prompts to figure out how to address some of the key challenges facing the ongoing merger of digital and TV.

  • 1:55 p.m.
    Using Audience Data in an Advanced TV Universe

    Facebook and Google have shown 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 TV network uses data for everything from show pick-ups to marketing to advertising sales.

    • Radha Subramanyam

      CHIEF RESEARCH AND ANALYTICS OFFICER

      CBS

  • 2:25 p.m.
    How to Develop and Target Audiences With Accuracy

    Discovery has begun to use its own first-party audience data to target ads across its linear TV networks and its Go-branded TV Everywhere apps, which people can use to stream its shows on their connected TV, phones, and computers after signing with their pay-TV accounts. In this session, Steve Silvestri will walk us through their strategies for audience development to better target ads.

    • Steve Silvestri

      VP, ADVANCED ADVERTISING

      DISCOVERY COMMUNICATIONS

    Moderator
    Tim Peterson
  • 2:45 p.m.
    Networking Break
  • 3:00 p.m.
    Workshop with Nexstar
    • Tony Katsur

      SVP, DIGITAL STRATEGY, CORP DEV & OPS

      NEXSTAR

  • 3:15 p.m.
    Targeting the Young, Hispanic Consumer

    From live-streaming the World Cup to creating short-form video programming for social platforms, Telemundo is looking to target Hispanic consumers with a variety of advertising strategies and formats. Hear from Borja Perez as he outlines the latest trends in young Hispanic viewing habits and how they impact and interact with advertising strategies.

    • Borja Perez

      SVP, REVENUE STRATEGY AND INNOVATION

      NBC UNIVERSAL, TELEMUNDO

    Moderator
    Tim Peterson
  • 3:45 p.m.
    What Advertisers Really Want

    Hear from Forrester Research lead analyst, Jim Nail, as he compares and contrasts what was heard throughout the day versus what advertisers he hears from are saying about the state of the advanced television industry.

    • Jim Nail

      PRINCIPAL ANALYST

      FORRESTER RESEARCH

    Moderator
    Tim Peterson
  • 4:05 p.m.
    5 Things We Learned

    Highlights from the day of presentations, discussions, and brainstorms. A brief recap of the challenges identified, solutions proposed and the next steps outlined.

  • 4:15 p.m.
    Cocktail Reception with Acxiom

Attendees

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Great insights from some of the industry's smartest minds who are doing the hard work of trying to innovate and navigate this rapidly changing business.

— Director, Business Intelligence, CBS Interactive

One of the best industry events for anyone in the digital media ecosystem.

— Chief Business Officer, The Young Turks

Candid discussions about the state of the industry with those who shape it were both insightful and much needed.

— Director, Video Distribution, VICE Media

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