March 2017 Agenda

 
8:00 AM - 8:55 AM
NETWORKING BREAKFAST
8:55 AM - 9:05 AM
WELCOME
9:05 AM - 9:30 AM
OPENING KEYNOTE
 
Viacom's Head of Marketign & Partner Solutions, Sean Moran with Broadcasting & Cable's Jon Lafayette
 
9:30 AM - 10:00 AM
ADVANCED TV ADS: The Race to Scale
 
OTT, Audience Indexed, or HH Addressable? The advanced TV ad industry is growing fast, according to credible studies. However, each report tells a different story about how TV’s future will unfold. It’s clear that un-skippable VOD ads are on a tear. Some industry voices see OTT as the ideal growth engine. Others see Addressable HH as mature and ready for prime-time. And meantime, TV Network data platforms have just left the starting gate, with powerful potential.
 
10:10 AM - 10:50 AM
AFFINITIES: Deep Dive into Targeting Data
 
Is big data just a big buzzword? This panel seeks to provide a deep practical understanding of how various datasets map to diverse audiences, and how the resulting targeting capabilities expand the value of TV ads for certain categories and campaigns. We’ll discuss the implications of varying levels of data depth & quality and discuss whether the rise of so-called social TV data will add a useful new dimension of possibilities.
 
10:50 AM - 11:15 AM
NETWORKING BREAK: Exhibit Showcase Area
11:15 AM - 12:00 PM
CROSS-PLATFORM (1) Data, Metrics & Measurement across TV, Mobile & Desktop
 
Measurement data accounts for the physical exposure of ads by publishers, TV networks and social media. Then there’s the bigger challenge: How can the industry best track critical metrics like sales lift and use that data to create the right trade-able currencies?
 
This panel will also touch on the need for audience de-duplication across multiple publishers and linear TV. It will also discuss the current state of ‘Attribution’ using POS data to bring a new level of accountability to advertising.
 
12:00 PM - 12:45 PM
CROSS-PLATFORM (2) Anchored by TV, Extended Across Screens
 
Video & TV viewing is happening across desktops, phones, tablets, and TV screens. Advertising needs to follow suit. Targeting ads across platforms has challenges. How can the industry overcome them and capture the upside?
 
This panel seeks to dive into the most important cross-platform innovations in measurement, creative, optimization and execution.
 
12:45 PM - 1:05 PM
GRAB A LUNCH IN THE FOYER, AND RETURN TO THE MAIN ROOM TO JOIN A STRATEGY LEADER AT A TABLE.
1:05 PM - 1:45 PM
STRATEGY LUNCH: B&C’s #AdvancedTVAds Tweet Contest
 
Join a Strategy Leader in a fun competition to influence the #AdvancedTVAds community! Together, you’ll compose a set of Tweets that NewBay will publish from the event’s official @Advanced_Adv Twitter account. They will be judged on 5 criteria for a total of 25 points. (E.g. One criteria: Were insights from the morning sessions integrated into the Tweet-set?) Prizes will be awarded at 4:15pm.
 
1:45 PM - 2:15 PM
MIDDAY KEYNOTE – Case Study on Programmatic TV
 
2:15 PM - 2:45 PM
PANEL 5: BRANDED CONTENT: Playing to the Strengths of New Ad Formats & Platforms
 
This panel will highlight the ways in which networks and advertisers are cashing in on advanced TV with new mixtures of ads and stories.
 
2:45 PM - 3:10 PM
NETWORKING BREAK: Exhibits Area
3:10 PM - 3:50 PM
OTT & TVE: How Apps & Full Episode Players are Shaping Advanced TV
 
We’re past the tipping point on a growing footprint of TV-connected OTT platforms including Roku, FireTV, Apple TV and Smart TVs. This panel will outline the ways in which skinny bundles of OTT content, TVE Apps and Full Episode Players are successfully setting the stage for advertisers to achieve HH- and person-level targeting. However, some key challenges lay ahead that will need to be overcome.
 
3:50 PM - 4:15 PM
CLOSING KEYNOTE:
 
Broadcasting & Cable’s Jon Lafayette talks with David Cohen, President, North America, MAGNA
 
4:15 PM - 4:35 PM
#AdvancedTVAds TWEET CONTEST – Award Ceremony
4:35 PM - 6:00 PM
COCKTAIL RECEPTION