Digiday Business of TV Forum LIVE

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

Welcome to Digiday’s Business of TV Forum.

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.

Consumers are watching FAST content like never before—and signs don’t point to viewer adoption slowing. In this session, you’ll hear from Samsung TV Plus’ Stefanie Zuroff on what FAST content is resonating with audiences, their behaviors when choosing what to watch, and predictions for a post-pandemic streaming world.

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.

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.

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?

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. 

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 Media, and AJ Kintner, evp of advanced video strategy at Publicis Media Exchange discuss how advertisers are navigating the crowded ad-supported streaming market.

Welcome back to the second day of Digiday’s Business of TV Forum.

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.

Marketers who have invested in connected TV report increased brand awareness, engagement, and even ROAS. However, many others are still struggling to effectively target and measure the success of their campaigns. Myles Dacio, senior marketing manager at Allergan, and Stephanie Geno, CMO at Innovid, join Digiday to explore the results of a recent brand marketer survey, uncover current missed opportunities, and share how marketers can best leverage CTV.

In this session, hear from Lisa Herdman, svp, executive director of strategic investment 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.

We hear it over and over…”TV is too expensive!”  “It can’t be measured!”  “Digital channels do everything we need them to do.” Yet more and more D2C brands are taking the leap and are realizing TV and Video still provide massive scale, expands the funnel, doesn’t have to break the bank, and can be accountable (and measurable) like digital channels if done the right way. Learn how in this session!

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.

In this fireside chat, Mike Fisher and Todd Goldberg discuss what agencies can do to accelerate the path to transparency and precise targeting in CTV.

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.

Tune in for the final round-up of the most important themes and trends of the event.