Content, distribution, data and technology
Wednesday 22 February 2017
Exploring how digital video will overtake broadcast TV
Videoscape is about turning digital (online/OTT/multiscreen) video into a genuine broadcast replacement. We are focused on how Europe’s media owners, technology platforms and media buyers can engage and monetize digital viewers more effectively, and more profitably, in an environment characterized by intense competition, fragmented audiences and complex supply chains. We are exploring the strategies that will bring success to SVOD providers, TVOD stores, online broadcasters, virtual Pay TV operators, digital free-to-air bouquets and media agencies. Videoscape is about preparing for a world with much more digital video and digital video advertising..
With consumers watching a growing share of their entertainment OTT, it is essential that we ‘normalize’ the digital video supply chain. What kind of content distribution and monetisation models are sustainable in the long-term for content producers, curators, aggregators and consumers? How do we strip out the cost and complexity associated with distributing video to a plethora of apps, devices and viewing windows? How do we make it easier for advertisers to find and engage prospective customers, harvesting their audience from across the ecosystem?
Videoscape is for executives at born-digital platform and media owners who are reshaping the entertainment landscape. It is for the business, product and marketing strategists who have to ‘think digital’ in a company that still makes most of its money from broadcast. It is for marketers and media planners tasked with maximising branding and sales outcomes from the digital domain, and who must maximise synergies between digital video and other channels to market. It is for the technology suppliers who can make digital/OTT a superior user experience to broadcast and help make it more profitable.
Who should attend: Senior executives from media agencies, advertisers, media owners and production companies.
Lunch and ample networking opportunities included.
IPA members can ascribe a CPD value to each Mediatel Events session
9:00 - 9:30
Registration and refreshments
Introduction and welcome from Mediatel's CEO Derek Jones.
David Pidgeon, Editor, Mediatel Newsline showcases the best of 2016’s video - short form, long form, big budget, low budget, TV, online, big screen, mobile. It’s all here to be celebrated - along with the different platforms and devices we’re now consuming video on.
Tal Smoller, European Telecom & Media Analyst, Bloomberg Intelligence provides a market overview and 2017 forecasts and analysis. Bloomberg kick-starts the day with a complete market overview, inducing adspend forecasts and analysis.
What content will engage consumers over the next twelve months? AOL and ITV showcase upcoming examples of innovation in video from the world of both TV and online, including content creation.
Three presentations from: Mark Melling, Senior Director, AOL Video, Europe, Simon Daglish, Group Commercial Sales Director, ITV and Chris Goldson, Director of Creative Works and Commercial Marketing, ITV.
- How has branded content evolved?
- What do new video services like Facebook Live and Twitter live streaming mean for advertisers and for the video business generally?
- Can digital video attract new money from other media, whether other digital, print, radio or traditional TV - and how much?
- How can digital publishers (online broadcasters and born-digital video providers) monetise their inventory better, using advertising?
- Should broadcasters encourage viewers away from broadcast TV and towards their online destinations where their data and adtech destiny is in their own hands?
Chair: Peter Cowley, Founder and CEO, Spirit Digital Media Kat Hebden, Managing Director of Shotglass Media & Head of Digital, FremantleMedia UK Mark Melling, Senior Director, AOL Video, Europe Simon Daglish, Group Commercial Sales Director, ITV
11:20 - 11:50
Matthew Gaunt, CMO, Wickes share their views on video advertising - offering a best-practice case study and their take on the opportunities and challenges for the upcoming year.
Panel session with agency, client and media owner guests from Carat UK, Santander and the Guardian, exploring how agencies and clients are looking to buy and understand video.
Chair: Derek Jones, CEO, Mediatel Dan Hagen, Chief Strategy Officer, Carat UK Kat Hebden, Managing Director of Shotglass Media & Head of Digital, FremantleMedia UK Keith Moor, Chief Marketing Officer, Santander
13:00 - 14:00
Julia Lamaison, Media Research & Insight Director, GfK will provide highlights and insights from GfK's syndicated studies. Includes: Current take up of OTT services in the UK – how many users are there and who are they, and why do people sign up? Do OTT services present a threat to the traditional Pay TV providers? How much time do users spend viewing? Does this vary by day of week, and what do they watch? What devices do they use for viewing? Is viewing via these platforms a social or personal experience? What is the impact of original commissions by Netflix and Amazon? Specifically what impact have The Grand Tour and The Crown had on usage and sign up to Amazon Video and Netflix? What impact does having access to an OTT service make on traditional forms of viewing? What does all this mean for the future?
A series of short presentations from leading players and suppliers, focusing on ROI, monetisation and marketing strategies for digital video.
Presentation One: Innovating planning, Emma Moorhead, Head of AV Planning, MEC.
- How has the approach to AV planning changed in today's fragmented world?
- Acting against the instinct and approaching the reach perspective as a secondary source
- Why all impacts aren't equal? How to quantify what's better? (New planning tool to facilitate this)
- A couple of examples from clients and how MEC have created channel hierarchy
Presentation Two: Martha Robinson, former Head of Communications and Engagement, NHS and Matt Campion, Creative Director, Spirit Digital Media on user engagement during #IAMWHOLE campaign for World Mental Health Day.
Presentation Three: Has video escaped the TV set yet? Mike Shaw, VP Sales UK and Ireland, comScore.
During this session Mike Shaw, VP Sales UK and Ireland, comScore will look at the digital video landscape in the UK, focusing on the impact of mobile on today's cross-platform video consumers, looking at how brands, agencies and publishers can thrive in today’s fragmented media landscape.
- TV buying moves to video - as buying portfolios become increasingly fragmented and complex, how will video buying change in 2017?
- What marketers want from digital video and how that is changing: incremental reach, long-term brand building, short-term activation
- What are the benefits of programmatic trading to an online video provider; what are the remaining barriers to broadcaster adoption and how do we overcome them?
- TV and adtech - as Sky, Virgin and BT all line up ad-products utilising first-party data and set-top-box technology, what does this mean for advertising?
- Impact of online viewing hitting the big screen, and what does it mean for advertising and measurement as more digital viewing is to shared television sets?
- Going beyond the click - how will agencies provide reliable, quantifiable way to show their clients how effective video is in driving results?
- Winning back trust - how will digital players handle their metrics in 2017?
- What will be the impact of stricter viewability expectations on how we trade digital inventory and its value?
Chair: Jon Block, EMEA VP of Product and Platform, Videology Emma Moorhead, Head of AV Planning, MEC David Counsell, Digital Trading Director, the7stars Danny Hopwood, VP Solutions & Platform Operations EMEA, Publicis Media Mauricio Leon, UK Commercial Director, TubeMogul
Closing thoughts visions for the future of content, technology and advertising from Peter Cowley, Founder and CEO, Spirit Digital Media.
16:15 - 17:00
Editor, Mediatel Newsline
European Telecom & Media Analyst, Bloomberg Intelligence
Senior Director, AOL Video, Europe
Group Commercial Sales Director, ITV
Director of Creative Works and Commercial Marketing, ITV
Founder and CEO, Spirit Digital Media
Managing Director of Shotglass Media & Head of Digital, FremantleMedia UK
Chief Strategy Officer, Carat UK
VP, Platforms and Partnerships, Guardian
Chief Marketing Officer, Santander
Media Research & Insight Director, GfK
Head of AV Planning, MEC
Former Head of Communications and Engagement, NHS
Creative Director, Spirit Digital Media
VP Sales, UK, comScore
EMEA VP of Product and Platform, Videology
Digital Trading Director, the7stars
VP Solutions & Platform Operations EMEA, Publicis Media
UK Commercial Director, TubeMogul
Bloomberg European Headquarters, City Gate House, 39-45 Finsbury Square, London, EC2A 1PQ
Liverpool Street (Circle, Hammersmith and City, Metropolitan and Central lines)
Moorgate (Circle, Hammersmith and City, Metropolitan and Northern lines)
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