Virtual forum: Shaping CTV creative management and measurement in 2022
Connected TV has solidified into a critical advertising channel in the omnichannel mix — one that allows marketing teams to effectively use targeting and creative tactics to drive measurable business results for brands. As its permanence takes effect, the next 12 months (and beyond) will present new opportunities and challenges.
Case in point: the growth of FAST (free, ad-supported streaming) channels and ad-supported subscription tiers is pushing brands to advance creative management tactics to meet the demand, while media buyers are reassessing their strategies with an audience-first approach. Concurrently, marketing teams are focused on extending the CTV ad experience to second screens to keep ads top of mind and building on cross-device measurement strategies to determine if ads are making a direct business impact.
Join Digiday and MNTN on June 7 at 2 p.m. ET for a virtual forum featuring CTV experts. Hosted by Tim Peterson, senior media editor at Digiday, the conversation will highlight how marketing teams are reframing their CTV creative management, media buying and measurement tactics in 2022. Speakers will include Marwan Soghaier, Chief Product Officer at MNTN. Register for this event to learn about:
• The rise of ad-supported streaming and its impact on fragmentation and media buying
• Why marketers are extending the CTV ad experience to multiple user devices
• What teams are keeping top of mind as they approach cross-device measurement
• How brands are using technology to streamline the creative production, targeting and testing process
Agenda
Tim Peterson
EXECUTIVE EDITOR, VIDEO & AUDIO
DIGIDAY MEDIA
Linear is over. Well, linear thinking, that is. As the video landscape continues to blur, so do watching behaviors. People are no longer just watching TV, they’re on social media, they’re searching and they’re gaming. In this blended, multimedia environment, we need to think about the consumer mindset and start treating all video – from TV and streaming to social and in-feed – as equal inputs. A winning video strategy today marries timely performance media tactics with timeless brand building creative, as users tune in across devices.
Nathan Hugenberger
CTO & EVP OF SCIENCE
KNOWN
Connected TV has been a game-changer for advertising. Marketers now work in a world of targeted creative, multi-touch attribution and omnichannel tactics … and what’s with the buzz about making CTV data contextually dynamic? The platform continues to evolve — and now it’s poised for another generational leap. Join Marwan Soghaier, Chief Product Officer at MNTN, as he shares the vital strategies marketers need to succeed at CTV. From boosting engagement across other channels to optimizing creative strategy by device type, Marwan will showcase the steps that uncover hidden opportunities and unlock CTV’s true potential.
Marwan Soghaier
CHIEF PRODUCT OFFICER
MNTN
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, learn 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.
Kathleen Metzger
VP/GROUP DIRECTOR, INSIGHTS & ANALYSIS
DIGITAS
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 how advertisers are navigating the crowded ad-supported streaming market.
Nicole Whitesel
EVP, ADVANCED TV & CLIENT SUCCESS
PUBLICIS MEDIA
A final word on CTV measurement after an afternoon of content.
Speakers
- Nathan HugenbergerKNOWNCTO & EVP OF SCIENCE
- Kathleen MetzgerDIGITASVP/GROUP DIRECTOR, INSIGHTS & ANALYSIS
- Marwan SoghaierMNTNCHIEF PRODUCT OFFICER
- Nicole WhiteselPUBLICIS MEDIAEVP, ADVANCED TV & CLIENT SUCCESS
Sponsor
Premier Partner
Learn more about lead generation, thought leadership and branding opportunities for other Digiday events.
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