Agenda

Wednesday, October 18, 2017

 

8:00 AM Registration Opens & Continental Breakfast
9:00 AM Welcoming Comments

Louis Hillelson, VP/Group Publisher, Multichannel News, Broadcasting & Cable, Next TV

9:10 AM Keynote Presentation/Conversation

 

Presenter

Marcien Jenckes, President, Advertising – Comcast

 

Interviewer

Tim Hanlon, Founder & CEO – The Vertere Group

9:45 AM Panel Discussion: Addressable TV Advertising

 

Household-level addressably targeted advertising remains forever poised to digitally reinvent the value proposition of the legacy television industry in the eyes of marketers and agencies.  This panel will discuss the bottlenecks still holding back addressable TV’s growth, the business and technology scenarios needed for it to scale, and the tantalizing ad revenue and marketing targeting opportunities ahead.

 

10:30 AM Networking Break/Exhibit Showcase Area
10:50 AM Panel Discussion: Video Everywhere

 

Recent Pivotal Research analysis of Nielsen consumer viewing data showed that conventional TV viewing and time-shifting now accounts for only 83% of total video consumption in the US – a dramatic shift in viewer behavior, and a significant challenge to traditional “TV” business assumptions.  This panel will explore the advertising implications of these quickly-mainstreaming forms of TV/video viewing, as well as how marketers and programmers can benefit now and into the future.

 

Moderator

Chris Pizzurro, Head of Sales & Marketing – Canoe Ventures

 

Panelists

Jim Wilson, President – Premion

11:35 AM Presentation: Comscore

 

Presenter:

TBD – Comscore

11:50 AM Panel Discussion: Programmatic TV

 

While the term “programmatic” still confounds many in the TV/video industry, there is little debate that automating ad buying and selling processes and improving efficiencies are crucial to tackling an increasingly complicated and sophisticated set of digitally-infused workflows.  Just exactly when, where and how remain to be seen, as this panel will discuss.

 

Moderator

Scott Bender, Global Head of Publisher Strategy & Business Development, Prohaska Consulting

 

Panelists

Brendan Condon, President – AdMore

Scott Ferber, Chairman & CEO – Videology

12:30 PM Networking Topic Table Lunch

 

Advanced Advertising dives deeply into the hottest discussion topics around the future of TV advertising and will explore the impact of data, technology, 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, for 30 minutes. Every registered attendee will have a chance to request in advance which topic tables they will be assigned to.

 

Ad Decisioning & Programmatic Ad Tech

 

Attribution Modeling

 

Audience Architecture

 

Audience Measurement

 

Cross-Platform Measurement

 

Programmatic

1:45 PM Keynote Presentation
2:20 PM Panel Discussion: Audience Measurement & Analytics

 

The ability to both accurately track consumer viewing behaviors and judiciously assess advertising effectiveness has become decidedly more complex amidst an expanding yet splintering TV/video landscape.  Our panelists will tackle the inherent challenges of keeping up with fast-moving consumer preferences and discuss how advertisers can ultimately benefit.

3:05 PM Networking Break/Exhibit Showcase Area
3:30 PM Panel Discussion: Content Marketing

 

The mainstream scaling of social media technology and other direct-to-consumer media platforms has led to a proliferation of increasingly-sophisticated methods of ad messaging under the guise of “content.”  Marketers, agencies and media companies alike have increasingly blurred the lines between traditional advertising and editorial boundaries to create entirely new forms of marketing messaging, including branded/native content, influencer marketing, and product integration.  This panel will discuss the current opportunities and pitfalls of content marketing, and what it means for classic ad practitioners.

4:15 PM Advanced Advertising Leadership Awards
4:30 PM Panel Discussion: Data, Data Everywhere

 

An abundance of first- and third-party data is allowing both advertisers and TV/video content providers to tap into advanced TV advertising’s potential by creating more precise marketing target segments – far beyond traditional ratings or demographic reach.  This panel will explore how both sides of the advertising equation are retooling their operations for more data-driven value propositions and results

 

Panelists

Eric Schmitt, EVP, Communications, TV & Media – Axciom

Lung Huang, Global SVP of Data Acquisition — Merkle

5:15 PM Keynote Presentation/Conversation

 

Presenter

Lyle Schwartz, President of Investment – GroupM North America

 

Interviewer

Jon Lafayette, Business Editor – Broadcasting & Cable

5:45 PM Closing Comments & Networking Cocktails

 

Louis Hillelson, Vice President/Group Publisher, Broadcasting & Cable/Multichannel News

 

* Agenda Subject to Change