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
  • Nicolle Pangis
    CEO
    NCC MEDIA
  • Borja Perez
    SVP, REVENUE STRATEGY AND INNOVATION
    NBC UNIVERSAL, TELEMUNDO
  • Steve Silvestri
    VP, ADVANCED ADVERTISING
    DISCOVERY COMMUNICATIONS
  • Radha Subramanyam
    CHIEF RESEARCH AND ANALYTICS OFFICER
    CBS

Agenda

Thursday, August 22

  • 8:30 a.m.
    Breakfast and Networking
  • 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.
    A New Era in Advertising

    The industry 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 media executive will discuss the changing impact of linear TV, how it strategizes and works with OTT platforms, the future of TV advertising.

  • 9:55 a.m.
    Sponsor Workshop
  • 10:10 a.m.
    How to Measure Ads Across Platforms

    Advertisers are willing to value digital on a like-for-like basis with TV -- if they can measure it as such. With audiences' attention pinging across different platforms, TV networks need to be able to measure clients' campaigns equally wherever they may run to avoid leaving money on the table or losing it to those that can offer cross-platform measurement. Hear how one TV network is working to measure ads across platforms.

  • 10:30 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

  • 10:50 a.m.
    Networking Break
  • 11:10 a.m.
    Limitations in OTT Advertising -- and What Comes Next

    People are certainly spending more time watching digital videos, movies, and 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 and what are the limitations in OTT advertising that still need to be fixed or at least improved upon? Find out here.

  • 11:30 a.m.
    Unifying Linear and Digital Ad Inventory

    TV is TV is TV, whether fed through a cable box or streamed over the internet. However linear and digital inventory is not the same, at least not yet. But it's getting there. In this session, a TV network executive will discuss how their company is working to unify their linear and digital inventory to deliver campaigns on a like-for-like basis.

  • 11:55 a.m.
    Sponsor Workshop
  • 12:10 p.m.
    Building 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.

  • 12:30 p.m.
    Lunch
  • 1:15 p.m.
    Complexity, Convergence, Connection: Advertising Technology for the Future

    What is the role of technology in the future of advertising? With the TV and video advertising worlds in a state of complex convergence, hear how digital-first and TV expertise are coming together to address a fragmented market and efficiently connect buyers and sellers.

  • 1:35 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 TV network is working to accrue first-party data and apply it for improved ad targeting.

  • 1:55 p.m.
    Sponsor Workshop
  • 2:10 p.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.

  • 2:30 p.m.
    Networking Break
  • 2:45 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.

  • 3:15 p.m.
    Winning Over DTC Advertisers

    Rising ad costs on Facebook and an urgency to build their brands are spurring more direct-to-consumer companies to take a look at advertising on TV. However, these performance-oriented marketers can differ significantly from traditional TV advertisers. Hear how one TV network is courting this emerging client base.

  • 3:35 p.m.
    Sponsor Workshop
  • 3:50 p.m.
    Shifting Social and Viewing Behavior

    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 sorts of behaviors are they exerting when they do fire up a connected TV set or console? Join us as we walk through shifting these behaviors and how social is used as the content moves with it.

  • 4:10 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.

  • 4:30 p.m.
    Closing Keynote
  • 4:50 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.

  • 5:00 p.m.
    Cocktail Reception with Acxiom

Past 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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