How COVID-19 is driving the TV industry to create the next generation of advertising experiences

 

September 14-17

The Advanced Advertising Summit will catch you up with developments in an industry where the shift to additional automation, more data, better targeting and increased accountability have all accelerated amid the COVID-19 pandemic.

Video advertising is powerful and becoming increasingly digital based, enabling new ways to reach specific groups of consumers. This creates fresh opportunities for marketers and innovative products and services that media companies can use to generate incremental revenue at a time when traditional advertising spending is eroding.

Expect to hear from senior marketing, advertising sales, technology development and data management executives talking about the state of the industry, how they’re making use of new capabilities and platforms, and developments just over the horizon as the nation recovers and reopens for business.

If you are a marketer, in media, working with technology or investing in ad tech, you can’t miss this event.

Among the topics to be addressed at the Summit are:

  • Data management and security
  • Measuring cross screen reach
  • Programmatic buying and selling
  • Addressable Advertising
  • Marketing Advanced Advertising
  • Attribution and gauging effectiveness
  • Guarantees based on Business Outcomes
  • Advertising on CTV and streaming platforms
  • Local OTT and CTV advertising

AGENDA 

Monday, September 14, 2020
2:00 PM - 2:30 PM (EDT)

Opening Keynote: Brand Safety as TV Advertising Goes Over-the-Top

Connected TV is hot, attracting the attention of advertisers and media buyers. Eager to combine the measurability of digital video with the appeal of sight, sound and motion on the biggest living room screen, brands are paying top dollar to reach consumers via this medium. It’s also attracting fraud - causing concerns about inventory quality, invalid traffic and measurement. Top executives from the world's largest media investment company GroupM, which recently issued a brand-safety playbooks, and digital media verification company DoubleVerify, which has made comprehensive CTV measurement a priority, and advertiser Dell discuss the latest techniques for ensuring CTV media quality and performance, while the industry develops standards for the channel.  

2:30 PM - 3:15 PM (EDT)

Panel: The Economics of Ad Tech

Who is investing in advertising technology and how will merger & acquisition activity affect winners and losers in the industry?

Moderator: Jon Lafayette - Broadcasting+Cable

Panelists: 

Tuesday, September 15, 2020
2:00 PM - 2:20 PM (EDT)

Opening Keynote-On Addressability Progress Report

The On Addressability initiative, launched a year ago by Comcast Advertising, Cox Media and Spectrum Reach, has been taking big steps forward in helping “turn on” addressability for a host of other distributors and programmers. Marcien Jenckes, who oversees Comcast Cable’s advertising business, including Effectv and FreeWheel, talks about the importance of why television, in all its forms, must embrace data for targeting, measurement and attribution to ensure its continued growth and relevancy to marketers. He is also joined by fellow On Addressability participants David Kline, Spectrum Reach and Louis Gump, Cox Media to discuss what’s ahead for the industry.

2:20 PM - 2:40 PM (EDT)

Turning On Addressability: An Advertisers Perspective

How is addressability working in the marketplace? An agency executive who has specialized in addressable advertiser and a brand marketer discuss their experiences and what the future looks like.

Moderator: Claire Atkinson - NBC News

Panelists: 

2:40 PM - 3:20 PM (EDT)

Panel: Addressable Advertising

How traditional TV is trying to catch up with CTV in reaching targeted audiences:

Moderator: Jon Lafayette - Broadcasting+Cable

Panelists: 

Wednesday, September 16, 2020
2:00 PM - 2:30 PM (EDT)

Opening Keynote: Checking Out Campaign Performance at Retail: Nancy Winé, of Kroger Precision Marketing on Attribution

At a time when advertisers insist on accountability and knowing the return on their investments, The Kroger Co., the nation's largest grocery retailer, is showing marketers if their media strategies are making cash registers ring. Earlier this year, Kroger Precision Marketing announced advanced TV capabilities through Roku and Xandr. Now the company is ready to discuss early results and how brands are using the new technology.

2:30 PM - 3:15 PM (EDT)

Maximizing the CTV Moment: Harnessing the Hottest Growing Medium in Advertising

Connected TV is officially having a moment. Consumption of CTV has dramatically accelerated and savvy advertisers are sitting on upwards of $10 billion of white hot CTV inventory, and have plans to spend even more over-the-top the coming months and years. In this panel, executives from all side of the media ecosystem will discuss what smart advertisers need to know about CTV audiences,  lay out strategies for successful planning and allocation across upfront, digital direct and programmatic CTV inventory and how innovative marketers and media sales leaders are navigating this challenge. Presented by Amobee.

Moderator: Jon Lafayette - Broadcasting+Cable

Panelists: 

Thursday, September 17, 2020
2:00 PM - 2:30 PM (EDT)

Opening Keynote: How ViacomCBS's Big Bet on Advanced Advertising is Paying Off

ViacomCBS was one of the first media companies to embrace data-driven advertising and selling ads based on audiences rather than traditional demos. John Halley, COO for advertising revenue and executive VP, advanced marketing solutions, will lay out the unique capabilities ViacomCBS offers advertisers and its vision for the future.

2:30 PM - 3:15 PM (EDT)

Striking the Right Media Mix for your Tuned-in Audience

With data, today's marketers can identify the prime targets for their advertising messages, but face a fragmented media environment. Where to find them, how to reach them, what to measure? Join StackAdapt, Discovery, Comscore, Oracle and Wunderman Thompson as they discuss how to unlock the potential of linear and connected TV, and how advertisers are overcoming today’s measurement challenges with modern and effective solutions. Presented by StackAdapt.  

Moderator: Jon Lafayette - Broadcasting+Cable

Panelists: