The TV advertising market is in a period of upheaval. Streaming has already been ascendant, but the convergence of traditional TV and streaming has been catalyzed by linear TV’s limited ad availability and a long-awaited and very much in-process measurement overhaul. Meanwhile, streaming-only ad sellers have stepped up their pitches, even staking bigger positions in the annual upfront marketplace, as have TV network owners that have rolled out a raft of streaming-only properties over the past two years.
This flattening phase of what’s considered TV presents advertisers with some good problems to have. With audiences fragmenting between TV and streaming and even within streaming, how can advertisers ensure they are reaching enough of the right audience? With streaming lowering the barrier to entry to the TV screen for digital advertisers and enabling narrower targeting and more refined measurement, how must advertisers as a whole adjust their approaches? If people are watching everything from NFL games to YouTube videos on connected TV screens, what should an advertiser consider to be TV and, more importantly, what is a TV ad impression worth?
At Digiday’s Future of TV Advertising forum, hear top executives at brands, agencies, TV networks and streaming services discuss how they are adapting to the TV ad market’s transformation.
As an attendee of Digiday’s Future of TV Advertising Forum, you’ll also have access to our Future of TV Week virtual town hall, taking place November 8.
Part of Digiday Media Presents: Future of TV Week. For more information on the week and other connected events, visit the page here.
We’ll discuss key trends and data to set the scene and kick off the virtual forum.
SENIOR MEDIA EDITOR
With identity and first-party data at the forefront of TV and streaming advertising conversations, join this session to hear Albert Thompson, managing director of digital at Walton Isaacson speak to his view’s on what the state of identity and first-party data is.
MANAGING DIRECTOR, DIGITAL
Join this session to hear from Bharad Ramesh, executive director, research and investment analytics on how GroupM has navigated ‘making sense’ of TV measurement as change is constant.
EXECUTIVE DIRECTOR, RESEARCH & INVESTMENT ANALYTICS
Join MNTN’s Director of Product Marketing, Matt Collins, as he details how Connected TV is changing the advertising landscape, shows how the platform can protect your ad budget during economic uncertainty, and shares insider strategies to maximize the potential of CTV.
DIRECTOR OF PRODUCT MARKETING
Join this session to get answers on exactly WTF is “premium” inventory in today’s converged TV, streaming and digital video market from Jessie Schwartzfarb, svp, group director of video investment at Dentsu.
SVP, GROUP DIRECTOR, VIDEO INVESTMENT
By every measure, all signs point to an acceleration in ad-based models being the future of streaming — and advertisers are embracing new data-driven targeting and measurement capabilities in CTV to optimize ad spending to meet changing consumer habits and local market dynamics. In this discussion, John will share insights from our 2022 CTV/OTT Advertiser study and what’s top of mind for advertisers as they continue to invest more in streaming ads — on topics such as targeting, measurement, brand safety, ad fraud and inventory.
VP OF BUSINESS INTELLIGENCE
HEAD OF SALES
Join this session to hear the state of the industry in regards to programmatic role in advanced TV and streaming advertising from Juliana Wurzburger, head of media at Anheuser-Busch.
HEAD OF MEDIA
Join us as we close the forum with key takeaways from the day.
SENIOR MEDIA EDITOR
Learn more about lead generation, thought leadership and branding opportunities for this event.