Digiday CTV Advertising Strategies

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The editorial team will set the stage for the day

Maybe more than ever, this year’s upfront cycle has ad buyers and sellers taking a hard look at how valuable streaming audiences are. In this session, an agency executive will break down the biggest developments in this year’s upfront negotiations that will affect the streaming ad market over the next year.

TV may be in the name, but connected TV has advanced well beyond its traditional namesake by adopting digital technologies and tactics. In this session, we’ll will break down how the agency is wrangling its roster of programmatic ad-buying tools today and how it’s seeing AI intersect with CTV’s programmatic market.

CTV’s ad sales ecosystem can make it so that an advertiser ends up bidding against itself if a brand isn’t careful with its buying strategy. In this session, a major retailer will explain how the marketer makes sure it’s reaching the right customers but not too many times — or too few.

Take a break, grab a coffee and connect with fellow attendees before the one-on-one 6-minute meetings begin.

The 6-Minute Meetings are designed to help connect participants with innovative technology platforms and build valuable business relationships.

Recharge with a delicious lunch and network with peers before the next session.

The editors will kick off the afternoon sessions.

CTV would seem to be the miracle media channel. It combines the upper-funnel faculties of TV with the performance capabilities of digital. So then why isn’t delivering on advertisers’ ROI expectations? In this session, we will discuss the challenges to limiting CTV’s effectiveness and cost-efficiency with an eye toward identifying what needs to change for advertisers to maximize their returns.

Math is hard, including when it comes to measuring ads on CTV. Which is kind of ridiculous considering CTV has all the benefits of digital technology. But it also has much of the baggage of traditional TV measurement, as well as the benefits. In this session, we will assess what makes measurement in CTV so challenging, how advertisers can overcome those challenges and how that can create opportunities beyond just CTV.

The CTV ad model largely replicates the traditional TV model with ad breaks interrupting what people are watching. But new ad formats are popping up. This session will assess today’s streaming ad portfolio and to what extent newer formats like pause ads and home-screen placements are proving performance for clients.

The promise of CTV is being able to strike a balance between TV’s brand advertising and digital’s performance marketing. In reality, though, pulling off that balance isn’t exactly easy — or cheap. This session will break down the brand’s scrappy approach to winning over customers and overcoming market challenges without breaking the bank.

Join us for a cocktail to wrap up the day. Open to all.