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The Future of TV Advertising U.S.

The thought-leadership event for advanced TV advertising

Wednesday 30 June 2021

Giving marketers everything they want from TV

The Future of TV Advertising U.S. is focused on how we give marketers everything they want from the world’s No.1 advertising medium, ensuring TV remains the best place to reach audiences, change their opinions and convert them into customers. What this means in practice, in an increasingly competitive media landscape, is brilliant execution of the advanced TV advertising transformation. We bring together the people responsible for that execution – from the sell-side, the buy-side and the ad-tech ecosystem - to share strategy insights and best practice.

The Future of TV Advertising U.S. will address fundamental challenges like:

  • Maintaining audiences and reach across all demos, regardless of where people want to watch
  • Making it easy for advertisers to discover, buy and measure those audiences, ideally as a single ‘pot’ rather than in multi-channel planning siloes
  • Providing granular audience segmentation and targeting for those buyers that need it, including against lifestyle and behaviour
  • Ensuring the total impact of television exposure on business outcomes is fully understood to enable accurate ROI

Themes for our debut event include:

Super-charging AVOD

We need to stop people watching too much ad-free television in digital. The TV industry has a duty to provide marketers with digital eyeballs, and that means creating powerhouse streaming destinations that keep viewers engaged for hours in content they love, surrounded by sponsorships, ad spots or integrations. As consumers reach their spend ceilings for monthly SVOD subscriptions, this is the moment to double-down on AVOD and ensure ad-funded streaming pays, whether for studio direct-to-consumer launches or growing thematic and passion services. We explore the next steps in ad-funded premium digital video, including the audiences that are available, how advertisers access them easily, how we measure and trade them, how inventory yield can be maximised, and how we unify digital and linear broadcasting so campaigns can be planned and optimised as a whole. Expect a strong focus on the role of connected TV.

National addressable TV

The value of addressable TV advertising, both to ad buyers and sellers, has been proven on local cable and we want to know how it can be applied successfully to network-owned national spots and how the necessary collaborative business and tech models can be scaled. We consider the partnership options available to networks for national-level targeting: what is the role for connected TV, what is the role for the MVPD including cable, and what do networks expect from a partner? We explore the implications for marketers if national ad pods – and therefore virtually all television inventory, in theory – can be made available for targeting. How can national-level addressable campaigns be coordinated across multiple CTV or MVPD partners, and what new technologies do the networks themselves need? We ask if there is anything the U.S. can learn from Europe, where addressable execution by Pay TV operators on third-party inventory is the standard (albeit modestly scaled) model.

The Future of TV Advertising U.S. is a digital-only event in 2021 due to coronavirus restrictions. It will be streamed live - with opportunities for audience interaction - on Wednesday 30 June 2021.

If you would like to get involved as a speaker, sponsor or event partner, please contact team@mediatelevents.com

The Future of TV Advertising U.S. is the new thought-leadership event for advanced TV advertising, for the home of advanced TV advertising. It is produced by Mediatel Events, whose Future of TV Advertising Global (held in London each December) is established as the No.1 strategy event for TV advertising transformation. Mediatel Events runs The Future of TV Advertising series in Canada, Australia and Benelux, addressing unique market requirements against a backdrop of shared industry opportunities and challenges.

Event Partners

    Event Partners
  • Beet.TV
  • Ampersand
  • Canoe

Speakers

  • Speaker
    Nicolle Pangis

    CEO, Ampersand

  • Speaker
    Guy Bisson

    Research Director, Ampere Analysis

  • Speaker
    Dave Morgan

    Chief Executive Officer, Simul Media

  • Speaker
    Henry Embleton

    Head of Ad Products and Revenue, Crunchyroll

  • Speaker
    Kevin Arrix

    Senior Vice President, DISH Media

  • Speaker
    Jon Watts

    Executive Director, The Project X Institute; Project Director, The European CTV Initiative and The U

See all speakers
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Speaker

Nicolle Pangis

CEO, Ampersand

As CEO, Nicolle and her team are working to build a smarter, more effective television ecosystem by partnering with and empowering brands to seamlessly connect with audiences wherever and whenever they watch content. Nicolle previously served as Global Chief Operating Officer at GroupM’s mPLATFORM where she was responsible for global product management, strategic partnerships, and technology development across the largest media investment management organization in the world. Prior to mPLATFORM, Nicolle was a central figure in the success of Xaxis, a pioneering programmatic digital media business, serving first as Global Chief Revenue Officer, followed by Global Chief Operating Officer. During her tenure as CRO, Xaxis grew revenue to over one billion dollars. As Global COO she oversaw product and technology development, business operations, human resources, and strategic partnerships. Key highlights include leading the audience data activation platform and launching the company’s machine learning technology. She also played an instrumental role in the sale of Open AdStream to AppNexus. Prior to Xaxis, Nicolle was the President of 24/7 Real Media where she led the company’s business in North America and Europe. Earlier at 24/7, she served in the roles of VP, SVP, and EVP, Global Media and Technology Product Management, with responsibility for the overall health and growth of the global business. In these roles, she drove the evolution of one of the industry’s most significant publisher technology platforms and the development of the first global data management platform suite for agencies. She also led the deployment and integration of the joint venture partnership between WPP and Dentsu across Asia. A recognized leader in the media industry, Nicolle is a member of the Ad Council Board of Directors and has been named to the Adweek 50 list, AdAge’s 40 Under 40, Business Insider’s 30 Most Powerful Women in Mobile, Crain’s 40 Under 40, Cynopsis’ Top Women in Media and Multichannel News’ Women to Watch. She has been honored as a Working Mother of the Year by both Working Mother Media and Advertising Women of New York. She is an active supporter of SOS Children’s Villages and Step Up Network, and an extremely proud Girl Scouts Brownie troop leader.


Articles from Nicolle Pangis
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Speaker

Guy Bisson

Research Director, Ampere Analysis


Articles from Guy Bisson
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Speaker

Dave Morgan

Chief Executive Officer, Simul Media

Dave Morgan is the CEO and founder of Simulmedia. He previously founded and ran both TACODA, Inc., an online advertising company that pioneered behavioral online marketing and was acquired by AOL in 2007 for $275 million, and Real Media, Inc., one of the world’s first ad serving and online ad network companies and a predecessor to 24/7 Real Media (TFSM), which was later sold to WPP for $649 million. After the sale of TACODA, Dave served as Executive Vice President, Global Advertising Strategy, at AOL, a Time Warner Company (TWX). A lawyer by training, Dave served as General Counsel and Director of New Media Ventures at the Pennsylvania Newspaper Association in the early 1990’s. Dave is a Political Science graduate of The Pennsylvania State University and holds a J.D. from the Dickinson School of Law. Dave, his wife Lorea Canales, and their two daughters live in Manhattan.


Articles from Dave Morgan
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Speaker

Henry Embleton

Head of Ad Products and Revenue, Crunchyroll

Henry Embleton is the head of ad products and revenue at Crunchyroll, WarnerMedia’s global anime brand with more than 100 million registered users and more than four million subscribers. In this role, Embleton drives strategy around the ad products, experience, and monetization for the AVOD side of the platforms Crunchyroll and VRV, the fandom-focused video platform featuring premium channels including Crunchyroll, Rooster Teeth, and more. Embleton drives all strategic growth with a focus on converting AVOD fans into SVOD fans. Embleton’s experience in media spans across content creation, distribution, and monetization. Prior to Crunchyroll, Embleton was the founder of Catch Talk TV, a video platform focused on aggregating and curating events, conferences, and keynote discussions, which brought him to Silicon Valley from the United Kingdom. Embleton got his start in media across the pond as a publisher in print media, creating business reports for newspapers in the United Kingdom, including The Times, The Sunday Times and The Week.


Articles from Henry Embleton
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Speaker

Kevin Arrix

Senior Vice President, DISH Media

Kevin Arrix, Senior Vice President of DISH Media Sales, is responsible for DISH TV’s and Sling TV’s advertising sales, analytics and operations. He leads the team spearheading the company’s advanced advertising initiatives which include cross-platform addressable, programmatic sales and dynamic ad insertion. Kevin is a seasoned revenue executive with 20+ years of experience leading Sales, Operations, Client Services and Strategy teams. He is a recognized thought-leader fluent in the various disciplines of digital and mobile advertising and marketing. Prior to joining DISH in 2018, Kevin served as Chief Revenue Officer of Verve, leading the mobile marketing platform’s Direct and Enterprise sales, customer success and advertising operations teams. Prior to Verve, Kevin served as Chief Revenue Officer at mobile rewards entertainment platform Viggle, where he arrived prior to product launch to build out the sales team, the operational infrastructure and revenue foundation. During his career, Kevin built, scaled and led successful sales organizations at Viacom, CBS SportsLine, and Turner Broadcasting. During his 9-year tenure at Viacom, Kevin held a variety of roles including Executive Vice President of Digital Advertising in charge of advertising sales, operations, marketing and strategy for all MTV Networks brands including Nickelodeon, MTV and Comedy Central. Kevin earned a Bachelor’s degree in History from Duke University where he also played varsity lacrosse. He currently resides in Connecticut with his wife and their three kids. In his spare time Kevin can be found coaching, gardening/landscaping and skiing any mountain with snow.


Articles from Kevin Arrix
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Jon Watts

Executive Director, The Project X Institute; Project Director, The European CTV Initiative and The U

Jon Watts is Managing Partner and co-founder of MTM, an international research and strategy consultancy specialising in media and technology. MTM helps clients around the world understand and respond to digitally-driven change, providing market and consumer research, strategic advice, support for service and business planning, and organisational change. Recent clients include Facebook, Amazon, Netflix, Google, Adobe, Comcast, Bauer, Time Inc, The Guardian, DMGT, Sky, Disney, Discovery, and many others. Jon has over 20 years of consulting experience, working with senior executives and leadership teams around the world.


Articles from Jon Watts