Digiday Future of TV Summit LIVE

Welcome to the Future of TV Summit LIVE, we will start by going over some key trends in the industry. 

As traditional TV blends with digital video within connected TV, agencies are faced with deciding if/how to reorganize themselves to manage the convergence. In this session we’ll discuss how advertisers are redirecting money given the uncertainty around programming, and the move toward audience-based buying.

In a year like never before, entertainment pillars that were once guaranteed, such as Live Sports, News and Scripted programming, are now facing a different reality, and will continue to through 2021. However, brand marketers still need to reach and engage with audiences where and how they are consuming content. CTV engagement is surging, so too is the consumption of premium music video. Here are strategies all brand marketers need when it comes to leveraging the unique power of music videos on CTV.

Linear broadcast advertising has always served as a main avenue for entertainment property promotion. But as audiences have fragmented, linear’s reach too has weakened. Traditional show promotion, as we knew it, is out. In its place, brands and advertisers are embracing risk-taking ad units that deliver better and more engaging fan experiences. Fans win, brands win.

In this session, Digiday’s Tim Peterson talks with AMC Networks’ Trina Pepe along with GLOW’s Mike Molnar, to discuss key learnings from their joint approach leaning into AR and how it brought new life to a linear-based strategy. Learn what the pandemic’s unique role in adopting QR codes on a mass scale has to do with it. And how brands can offer both a sense of togetherness, and escape, to viewers from their living rooms.

CTV adoption has skyrocketed leaving the industry to scramble for measurement and verification solutions to satisfy the growing demand. But verification and measurement on CTV isn’t as easy as seems - join IAS for a session on where we’re at, where we’re going and what you can do to help get us there.

The TV and streaming advertising industry has been in a period of transformation for years. Long enough that TV advertising’s future feels just out of reach from becoming the present. In this session, an agency executive will break down what needs to happen in order for the future of TV to avoid becoming the new “Year of Mobile.”

Video advertising platform, Unruly in conjunction with Tremor Video, both part of Tremor International, conducted several surveys this past year to understand US consumer attitudes and consumption habits around connected TV (CTV) since the pandemic outbreak. Join Tremor International's VP of Insights, Terence Scroope, in this session to learn more about how advertisers can tap into current CTV opportunities in the US. 

The TV screen is no longer the sole domain of big-budget brands. Digital-native advertisers, including DTC companies, are increasingly spending their ad dollars on streaming and even traditional TV. In this session, hear an agency executive explain how this emerging base of advertising is approaching TV.

Addressable TV – in particular CTV – represents one of the biggest opportunities in advertising today. The appeal of CTV to advertisers is clear when one considers the fast growth of CTV audiences, the measurability of digital video, and the appeal of sight, sound and motion on the living room’s biggest screen.

That said, the lines between TV and Digital Video have become increasingly blurred.There is much hype about budgets shifting from linear TV to addressable TV, inclusive of CTV and OTT.  With this comes an expectation of granular measurement and decisioning across all video channels. But what does this brave new world really look like and what will it take to get there? In this session, Steve Woolway, DoubleVerify’s EVP of business development will dive into what the future of CTV quality and performance measurement will look like.

In this session hear from Catherine Warburton of 360i as she discusses how the upfront has changed, and how the advance purchase of inventory changes with CTV.

With the year to come likely to be a big one for programmatic OTT, what can content creators and advertisers do to maximize engagement and revenue? What can technology solutions like header bidding do to bring engagement, ROI, and better experiences to OTT advertising? In this session, hear from Craig Berlingo, product lead for OTT and CTV at PubMatic, as he highlights research and best practices to bring the buy- and sell-sides together to create value for the industry and for consumers.

A brand’s sound has the power to elicit both positive and negative emotional responses from consumers. Global sonic studio, Man Made Music, with research partners, Sentient Decision Science, conducted a study of brand sounds to test whether a major cultural and societal shift, such as the pandemic, could affect perception of a brand and help or hinder its emotional appeal. Hear Man Made Music President, Lauren McGuire share key takeaways for advertisers from the research, including how brands can — and should — adapt as public sentiment changes.

Recent years have brought an evolution of TV marketplace needs and in today’s crowded market, buyers and sellers need a single user interface to submit and respond to RFPs, an automated workflow for transactions, and unified reach and reporting. During this session, Xandr’s Holly Rae will discuss how these needs have led to the increased adoption of Data-Driven Linear across the entire ecosystem and what lays ahead for Advanced TV in the future.

Covid has changed everyday life in many ways – including how audiences are consuming linear TV and CTV. In this session, Karina Rhem, Offline Media Manager at Ro, will discuss how Covid has impacted viewing habits, and how key areas advertisers must now focus on in order to connect with their audiences and keep them engaged with their brands.

What can marketers do with an identity graph? Cadent Chief Data Officer Jamie Power will talk through the importance of efficiency, effectiveness and reach in a cross-channel television campaign, and why an identity graph at the core is critical. 

In the last 8 months, ad buyers have been flipped on their heads. From the uncertainty around programming, to brands needing more transparency in buys, to data taking the main focus. In this session, hear what this agency exec has learned throughout the pandemic in order to keep strategies afloat as we head into 2021.