As TV and digital silos give way to converged buying, what near-term changes can advertisers expect and what will convergence look like down the road? Xandr’s TV and digital product executives will discuss the current shifts in the advertising landscape that are impacting media buying today. From planning and execution, to measurement of campaigns after the fact, they will share their thoughts and best practices for how advertisers can effectively prepare for a cross-screen future.

 

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Tim Hanlon - Vertere Group 

 

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The TV industry’s march towards automating ad buying/selling processes and improving transactional efficiencies is well underway – fueled by an increasingly complicated and sophisticated set of digitally-infused workflows.  Just how quickly and advantageously depends on who you ask – as this panel will debate.

 

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Ad-supported OTT offerings from incumbent TV networks, digitally native content brands and ad-embracing services like Hulu, PlutoTV, and TubiTV – are attracting TV-sized audiences in their own right – and with the tantalizing added dimension of dynamic IP targeting to boot.  We discuss how current and future programmatic processes are helping bring “TV” advertising into the booming streaming video marketplace.

 

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A growing array of data from third-party and marketer-proprietary sources is pushing both advertisers and TV/video content providers to improve the ad value equation through more precise marketing target segments – far beyond traditional ratings or demographic reach metrics.  This panel will explore how both sides of the ad buy-sell equation are programmatically reinventing their operations for more data-driven value propositions and results.

 

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As the annual ritual of TV network upfront negotiations begin in earnest, we check in with some of the leading national programmers, broadcast TV station groups and OTT/vMVPDs to hear how each are separately and collectively recalibrating their ad sales operations and inventory value propositions to better serve the increasingly sophisticated needs of marketers and their agencies.

 

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Much of the technological innovation in TV/video advertising to date has centered around improvements in areas such as programmatic buying/selling efficiencies and data-enabled targeting - but is the “last mile” of creative execution ready to take full advantage of dynamically-served data-driven targeting environments?

 

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We check in with some of the leading broadcast TV station groups and MVPDs to hear how each are separately and collectively recalibrating their ad sales operations and inventory value propositions to better serve the increasingly sophisticated needs of marketers and their agencies

 

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Agency media buying chieftains are under enormous pressure to deliver more measurable results from the biggest line item in their media spend – and the efficiencies, measurability and targeting promised by programmatic TV/video’s infrastructure are tantalizing. Hear how some of the most influential buyers of TV/video advertising are structurally adjusting to take advantage, and what they are seeking most from ad sellers going forward.

 

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