A new frontier for TV

The pandemic put TV production on pause. That meant a new, clean slate for a host of competitors — from the bundle of streaming services new and returning to the scene, to standard fall TV lineups — to take a step back and rethink how they would, creatively, reach their audiences.

Now that these shops have had a chance to reconsider who they want to reach, let’s hear from leading experts on how they want to reach them. Are they rethinking and restrategizing how they use their CTV channels? Who do they want to reach and where? How are they incorporating their linear TV learnings into their streaming strategies? How does one inform the other? Join us over two days of lively conversation as we take a look at the new era of TV development and the challenges and opportunities that face the great big world of being in the TV business.

Speakers

  • speaker
    Dave AntonelliDISH MEDIADIRECTOR, AD SALES
  • speaker
    David CohenIABCEO
  • speaker
    Tori EglerDOUBLEVERIFYGROUP DIRECTOR, MIDWEST
  • speaker
    Lisa HerdmanRPASVP, EXECUTIVE DIRECTOR STRATEGIC INVESTMENTS
  • speaker
    AJ KintnerPUBLICIS GROUPEEVP, ADVANCED VIDEO STRATEGY
  • speaker
    Jordan LinvillePUBMATICREGIONAL VP, ADVANCED TV
  • speaker
    Erin MadorskyMIQMANAGING DIRECTOR
  • speaker
    Nicole WhiteselPUBLICIS MEDIASVP, ENTERPRISE STRATEGY & ADVANCED TV LEADER
  • speaker
    Nadia PesinaPMGBRAND MEDIA TEAM SUPERVISOR
  • speaker
    Samantha RoseHORIZON MEDIASVP ADVANCED TV & VIDEO SOLUTIONS
  • speaker
    Dave SederbaumAMPLIFIEVP, US HEAD of VIDEO INVESTMENT
  • speaker
    Albert ThompsonWALTON ISAACSONMANAGING DIRECTOR, DIGITAL
  • speaker
    Dick WechslerLOCKARD & WECHSLER DIRECTCEO
  • speaker
    Katie WatsonSPARK FOUNDRYVP, TECHNOLOGY & ACTIVATION GROUP
See all Speakers

Agenda

(Times are local: America/New York)
11:00 a.m.
Working Session

Welcome to the Digiday Business of TV Forum. We’ll be kicking off this event with a group working session to discuss the challenges and opportunities associated with the business of TV. 

Sponsored by DISH Media

speaker

Albert Thompson

MANAGING DIRECTOR, DIGITAL

WALTON ISAACSON

speaker

Dave Antonelli

DIRECTOR, AD SALES

DISH MEDIA

12:00 p.m.
Welcome and Key Trends
speaker

Tim Peterson

SENIOR REPORTER

DIGIDAY

12:15 p.m.
Lessons from the IAB 2021 NewFronts

Video and streaming have become ubiquitous and continue to grow at an unprecedented pace. On the heels of the IAB’s 2021 NewFronts, bringing together more than ten thousand brands and agency buyers with leading content creators and streaming platforms, IAB’s CEO David Cohen will share lessons learned at this pivotal marketplace. David will discuss how buying and selling of video is changing, the need for standards related to video measurement and attribution, and how publishers are bringing new opportunities to advertisers. He will also put this into context with IAB’s latest Video Ad Spend Report, which illuminates the trends and growth opportunities in the dynamic video marketplace.

speaker

David Cohen

CEO

IAB

speaker
Moderator
Tim Peterson
12:35 p.m.
Session with Jukin Media
12:50 p.m.
How Much Has Advanced TV Advertising Actually Advanced?

The TV landscape has been undergoing a seismic shift away from traditional age-and-gender-based buying to the type of audience-based buying that is a default in digital. Although this shift has been going on for years, it still feels very much in process. In this session, hear from Samantha Rose, svp of advanced tv & video solutions at Horizon Media speak to what progress has been made, to what ends, what work still needs to be done and what roadblocks need to be overcome.

speaker

Samantha Rose

SVP ADVANCED TV & VIDEO SOLUTIONS

HORIZON MEDIA

speaker
Moderator
Tim Peterson
1:10 p.m.

With people spending more time at home and increasingly embracing the unparalleled access to traditional TV content via smart devices and streaming apps, the media landscape has drastically shifted to enable CTV to reach new heights. According to a Advertiser Perceptions’ survey, 50% of advertisers said they felt it was possible to replace linear TV with CTV and digital video ads, and, this year, eMarketer predicts US advertisers will spend over $13 billion on CTV. However, there are some complexities with transparency, fraud and measurement that need to be addressed in order for CTV to reach its full potential.

In this session, Tori Egler, DoubleVerify’s group director, midwest, will host a fireside chat with Spark Foundry’s Katie Watson, vp, technology & activation, to discuss innovations in measuring quality on CTV. Together, the two will highlight how Spark Foundry has been able to leverage solutions like Video Complete to help clients meet KPIs and drive performance on CTV.

speaker

Tori Egler

GROUP DIRECTOR, MIDWEST

DOUBLEVERIFY

speaker

Katie Watson

VP, TECHNOLOGY & ACTIVATION GROUP

SPARK FOUNDRY

1:25 p.m.
Evolution of Advanced Streaming Measurement

As the streaming landscape has widened to encompass more targeting options than linear TV, the way in which these efforts are evaluated and measured has changed. In this session, hear from Albert Thompson, managing director of digital at Walton Isaacson discuss to what extent the industry has moved away from the traditional age-and-gender-evaluations, the state of cross-platform measurement and attribution, how technologies like ACR factor in, and what work still needs to be done?

speaker

Albert Thompson

MANAGING DIRECTOR, DIGITAL

WALTON ISAACSON

speaker
Moderator
Tim Peterson
1:45 p.m.
Primed for Growth: The New Premium CTV Tier

With the OTT and CTV market and viewership skyrocketing, where can buyers find new opportunities to engage consumers at scale in high-value environments? What are the strategies to employ to get more from your media dollar? Where do brands have room to grow with brand-safe OTT inventory and move fast, ahead of their competition? The new “premium middle” presents a huge opportunity for advertisers to grow their streaming TV engagement, while avoiding the high costs of the highest tier or the unknowns of the longtail. Join Erin Madorsky, managing director of MiQ, and Jordan Linville, regional vp, advanced TV at PubMatic, as they discuss how advertisers and technology providers are partnering to grow the premium middle through targeted strategies that are audience-first and focused on efficiency, safety and relevance. Get ready for insights and advice about how to make your TV ad investments work harder and smarter. 

speaker

Jordan Linville

REGIONAL VP, ADVANCED TV

PUBMATIC

speaker

Erin Madorsky

MANAGING DIRECTOR

MIQ

2:00 p.m.
Is the Ad-Supported Streaming Market Overcrowded?

As TV networks have stood up standalone ad-supported streamers, connected TV platforms and smart TV makers step up their own ad sales efforts and other publishers and streaming platforms move into the connected TV market, advertisers have an array of options for reaching audiences on the TV screen. In this session, hear from Nicole Whitesel, evp of advanced tv and client success at Publicis, and AJ Kintner, evp of advanced video strategy, discuss how advertisers are navigating the crowded ad-supported streaming market.

speaker

Nicole Whitesel

SVP, ENTERPRISE STRATEGY & ADVANCED TV LEADER

PUBLICIS MEDIA

speaker

AJ Kintner

EVP, ADVANCED VIDEO STRATEGY

PUBLICIS GROUPE

speaker
Moderator
Tim Peterson
(Times are local: America/New York)
12:00 p.m.
Welcome Back
speaker

Tim Peterson

SENIOR REPORTER

DIGIDAY

12:05 p.m.
How TV Advertising Has Changed Because of 2020

A year ago, TV and streaming ad buyers and sellers were wondering how the pandemic and its impacts would reshape the market. A year later, David Sederbaum, evp and U.S. head of video investment at Dentsu’s Amplifi will examine the longstanding changes wrought by the past year and what they mean for the future of TV and streaming advertising.

speaker

Dave Sederbaum

EVP, US HEAD of VIDEO INVESTMENT

AMPLIFI

speaker
Moderator
Tim Peterson
12:25 p.m.
Session with Innovid
12:40 p.m.
What to Expect in This Year’s Upfront Cycle

In this session, hear from Lisa Herdman, svp, executive director of strategic investments at RPA discuss how advertisers are gearing up for this year’s upfront negotiations with TV networks, connected TV platforms and streaming services and how the market may or may not be different than past years, including last year.

speaker

Lisa Herdman

SVP, EXECUTIVE DIRECTOR STRATEGIC INVESTMENTS

RPA

speaker
Moderator
Tim Peterson
1:00 p.m.
Session with Simulmedia
1:15 p.m.
Identity in CTV

With cookies no longer a reliable way to target CTV audiences at scale, advertisers must look at other avenues to efficiently connect with their customers. PMG brand media supervisor Nadia Pesina will discuss the present importance of factors such as IP addresses, their future viability, and other ways data can be incorporated into a sophisticated targeting plan when buying CTV.

speaker

Nadia Pesina

BRAND MEDIA TEAM SUPERVISOR

PMG

speaker
Moderator
Tim Peterson
1:35 p.m.
Session with Iris.TV
1:50 p.m.
Smarter Ads on the Dumb Box

Digital advertising’s data-driven, audience-based approach is overtaking TV and streaming. In this session, hear from Dick Wechsler, CEO of Lockard & Wechsler Direct as he speaks to how advertisers are incorporating data in their media planning.

speaker

Dick Wechsler

CEO

LOCKARD & WECHSLER DIRECT

speaker
Moderator
Sara Guaglione
2:10 p.m.
Key Takeaways
speaker

Tim Peterson

SENIOR REPORTER

DIGIDAY

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