Agenda

Advanced Advertising

April 5, 2016 | Convene Conference Center

 

8:30 – 9:25   Networking Breakfast
 
9:25 – 9:30   Welcome
Louis Hillelson
VP/Group Publisher
Multichannel News, Broadcasting & Cable, Next TV
 
9:30 – 9:55  

Opening Keynote

Megan Clarken
President of Global Product Leadership
Nielsen

 
9:55 – 10:40  

Taking Addressable to the Next Level
Directing TV ads to particular households, based on demographics and buying habits rather than just the TV shows they tend to watch, is happening now and growing — but is that sales channel ready to claim primetime status? If so, it could be a major catalyst in the TV industry’s efforts to protect a $70-billion ad business that’s under siege from fast-growing Internet rivals. Political candidates are using addressable ads on an increased basis and some key media agencies are working with pay-TV providers on consumer campaigns — but is the category ready to explode or just continue making modest gains?

 

Moderator:
Kent Gibbons
Editor 
Multichannel News

 

Panelists: 
Michael Bologna
President
MODI Media

 

Jennifer Koester
SVP, Advanced Advertising Product & Data Analytics 
Cablevision Media Sales

 

Tracey Scheppach
EVP, Precision Video Director
Starcom MediaVest Group

 
10:40 – 11:25  

Programmatic Ad Sales and Buying: Beyond the Headlines
Nary a week goes by where a TV programmer or network operator or tech provider or media agency buyer doesn’t announce some type of deal, relationship or initiative around buying or selling TV advertising “programmatically.” But behind the headlines, just what is involved behind the scenes in getting ad sellers and buyers sufficiently prepared to conduct business in inherently more technologically efficient ways – and how is it really being done so far? What are buyers and sellers really achieving in their respective marches to the future, and what are the obstacles that still stand in the way?

 

Moderator:
Tim Hanlon
Managing Director
FTI Consulting

 

Panelists:

Brett Adamczyk
Vice President, Business Development and Strategy
Videa

 

Dan Aversano
SVP of Ad Innovation and Programmatic Solutions
Turner Broadcasting

 

Adam S. Gaynor
Vice President
DISH Media Sales

 

Chris Pizzurro
Head of Product, Sales and Marketing
Canoe

 

 
11:25 – 11:45   Break
 
11:45 – 12:10   Case Study
 
12:10 – 12:55  

Data-Driven: How Big Data is Boosting the Value of TV Advertising
This panel will dive into the emerging Big Data era for TV advertising, how it’s pumping more value across the TV ecosystem and across viewing platforms, while also discussing the operational and technology(change technology to technological) challenges out on the horizon.

 

Moderator:
Jeff Baumgartner
Editor
Next TV

 

Panelists:
Jonathan Bokor
SVP, Director of Advanced Media
Starcom MediaVest Group

 

Helen Katz
SVP, Research Director
Starcom MediaVest Group

 

Mark Lieberman
President & CEO – Viamedia
Chairman – placemedia

 

Lance Neuhauser
CEO
4C Insights

 

Aleck Schleider
VP, Data & Analytics
Videology

 
12:55 – 2:25  

Networking Lunch: Over the Top-ics
Advanced Advertising dives deeply into the hottest discussion topics around the future of advertising and  will explore the impact of data and automation in TV advertising with this structured, curated networking session inside the main session room. Every table will have a themed discussion led by an expert on the topic, and every registered attendee will have a chance to request in advance which topic table they will be assigned to. 

 

People Based Measurement
Leader: Dominic Williamson, Lead, Marketing Science – Facebook

 

Programmatic Ad Sales and Buying
Leader: Matt Prohaska, CEO & Principal – Prohaska Consulting

 

Programmatic Ad Sales and Buying
Leader: Karine McMaster, Associate Media Director – Amplifi US

 

Programmatic Ad Sales and Buying
Leader: Chris Raleigh, Chief Commercial Officer, placemedia

 

Programmatic Media & Marketing
Leader: William (Bill) A. Lederer, CEO – MRP Advisers

 

Programmatic from the Advertiser Perspective
Leader: Bill Duggan, Group EVP – Association of National Advertisers (ANA)

 

Cross Platform Measurement
Leader: Jane Clarke, CEO, Managing Director – CIMM

 

Cross Platform Measurement
Leader: Radha Subramanyam, President of Insights, Research and Data Analytics, iHeart Media

 

Addressability
Leader: Jennifer Koester, SVP, Advanced Advertising Product & Data Analytics – Cablevision Media Sales

 

Addressability
Leader: Adam Gaynor, Vice President – DISH Media Sales

 

Audience Measurement
Leader: George Musi, Managing Partner – Analytics, Insights, and Attribution – Mindshare

 

Topic: TBD
Leader: Tracey Scheppach, EVP, Precision Video Director – Starcom MediaVest Group

 

Topic: TBD
Leader: Howard Shimmel, Chief Research Officer, Turner Broadcasting

 

Topic: TBD
Leader: Scott Rosenberg, VP of Advertising, Content & Services – Roku

 

 
2:25 – 2:50  

Keynote

Krishan Bhatia
EVP, Business Operations and Strategy
NBC Universal

 
2:50 – 3:35  

Programmatic Part 2: Making Programmatic Happen
Linear TV is the last frontier for programmatic. How are major programmers adopting programmatic as a sales channel? And which platforms benefit as more TV inventory becomes available for programmatic buying?

 

Moderator:
Jane Clarke
CEO, Managing Director
CIMM

 

Panelists:

 
3:35 – 3:55   Break
 
3:55 – 4:40  

Missing A Moving Target: What the TV business is measuring and what it should be measuring
The TV business is flooded with data, but still needs to make sure that it is measuring what is important to ad sellers, media buyers and advertisers. Nielsen’s new Total Audience is coming, comScore and Rentrak are getting together and the networks themselves are crunching numbers to demonstrate the attractiveness of their viewers. What numbers will be crucial to advertisers and will the industry agree to a new currency that improves upon C3 and C7?

 

Moderator:
Jon Lafayette
Business Editor
Broadcasting & Cable

 

Panelists:
Howard Shimmel
Chief Research Officer
Turner Broadcasting

 

Sean Muller
CEO
iSpot.tv

 

George Musi
Managing Partner – Analytics, Insights and Attribution 
Mindshare

 

Chris Wilson
Executive Vice President, National Television
comScore

 

 
4:40 – 5:05   Closing Keynote
 
5:05 – 6:00   Networking Cocktails