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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.

Register here.

Event Partners

    Platinum Sponsor
  • Finecast
  • Silver Sponsors
  • Ampersand
  • MiQ
  • Standard Media Index
  • Canoe
  • Commscope
  • A4 Advertising
  • Media Partners
  • SRDS
  • Beet.TV

Agenda

10:00 - 10:05 ET

Introduction

SESSION ONE: SUPER-CHARGING AVOD

10:05 - 10:15 ET

The content characteristics associated with successful AVOD services

The rapid growth of SVOD means there are now 340m OTT subscribers in the U.S. (Q1/21), with one-quarter of Internet users taking 5+ SVOD services and 57% of Internet users saying SVOD is their main way to watch TV and film[1]. But as SVOD grows, AVOD is also taking off, and here we explore the trajectory for ad-supported streaming (including hybrids). A leading analyst firm draws upon its extensive knowledge of content libraries and consumer ratings to characterize the catalogs that drive SVOD and AVOD consumption, and reveals the features seen in the most successful and the fastest growing AVOD services. What does AVOD success require: do you need giant libraries, do you need recent or current seasons, and do you need originals? You will hear how AVOD content strategies are evolving as services look to maximize attention for their ad-funded content.

Guy Bisson, Research Director, Ampere Analysis

Speakers

Guy Bisson

10:15 - 10:25 ET

The Business of AVOD

This session looks at the business side behind the explosion of AVOD services. SMI will report the actual investment trends for ad-supporter services, including the CPMs they are commanding. They will look at the shift of ad dollars from linear to digital while comparing common currency CPMs across screens to demonstrate the differences in pricing strategies. The session will give the audience the understanding of where the US market is in terms of supply and demand for CTV/OTT/AVOD inventory and what will play out in the next few years.

Ben Tatta, President, New York, US, Standard Media Index

Speakers

Ben Tatta

10:25 - 10:35 ET

Driving unmatched brand outcomes with the streaming generation

Streaming is now a consumer must-have, with fans holding their favoured services in high regard – which is why brands need powerhouse ad-supported streaming services to guarantee audiences for their messages alongside a mid- and long tail of thematic and passion services. The rapid growth of AVOD, including ad-funded direct-to-consumer, means these audiences are available (against brand-safe inventory) and the challenge is to plan, target, measure and optimise campaigns that span the whole streaming/connected TV universe, and which are fully integrated with linear TV and addressable TV advertising in non-digital environments. You will hear how this is achieved in practice, and how addressable advertising within premium streaming TV can help deliver unmatched outcomes for brands.

Jakob Nielsen, CEO, Finecast

Speakers

Jakob Nielsen

10:35 - 10:45 ET

The role of connected TV on the media plan

Connected TV (premium video streamed to a television set, directly or via an intermediary device) is credited with fusing the best of TV and the best of digital. We find out what advertisers think about connected TV as a ‘channel’ today, how it is being used on the media plan, and what must happen before more agency spend is directed towards it. We are especially interested in how connected TV fits into the total television toolbox that includes linear (broadcast) and addressable, and how we unify audiences and planning for this hybrid decade, when we will have significant audiences in digital and significant audiences in broadcast.

Moe Chughtai, Head of Advanced TV, MiQ

Speakers

Moe Chughtai

10:45 - 11:05 ET

The Streaming Era Has Arrived: What’s an Advertiser to Do?

Connected TV proved to be a juggernaut in 2020: Netflix was named one of the top five stocks of the year; Disney+ earned nearly 100 million subscribers; and other familiar friends like Amazon Prime and Hulu continued to add award-winning programming and woo more subscribers. These companies put to rest theories that they were “quick entertainment channels,” solidifying their spots as the primary source of premium TV and movies. Meanwhile, with the addition of Peacock, Discovery+ and Paramount+ providing opportunities for ad-supported content, brand advertisers’ dancing cards are full of suitors. In this panel, we’ll ask the question: What is TV advertising in today’s crowded, connected world? How can today’s marketer expect to pull together a cohesive approach when the streaming landscape is so fragmented? And how can data and automation act as the glue to pull it all together?

Chair
Dave Clark, General Manager, FreeWheel, A Comcast Company
Laura Molen, President, Advertising and Partnerships, NBCUniversal
Shenan Reed, SVP, Head of Media, L’Oreal USA

Chair

Dave Clark

Speakers

Laura Molen Shenan Reed

11:05 - 11:20 ET

How agencies juggle the theories of old with the data of new

With the explosion of CTV/AVOD and addressable, more and more data is available to marketers and agencies to plan and book beyond simple demographics. Can all these new tools distract buyers into over targeting on a media that traditionally offered efficient reach? How keen are buyers on deterministic data and does this type of data attract more buyers? How can buyers exploit all these data sources while sticking to the fundamentals of marketing science? We will hear from the CEO of Camelot, one of the largest buyers of CTV inventory in the US, on why they are investing in CTV inventory at such scale and what data really matters to buyers.

Chair
Dave Morgan, CEO, Simulmedia
Sam Bloom, CEO, Camelot

Chair

Dave Morgan

Speakers

Sam Bloom

11:20 - 12:00 ET

Panel: Harnessing the growing reach and power of premium streaming TV

Chair

Jon Watts

Speakers

Henry Embleton Maggie Zhang Jen Soch Lauren Benedict Reed Barker

SESSION TWO: THE INNOVATION CENTER

12:00 - 12:10 ET

Making television and its audiences a single, unified product for advertisers

We need to make television and its audiences a single, unified product for advertisers, giving them a continuum across narrow and broad targeting, across broadcast and digital, across linear and VOD, and across local, national and global. We hear how one leading media company is delivering on this vision. How does it change the way marketers work with TV, and how TV works for marketers, on a day-to-day basis?

Chair
Justin Lebbon, Director, Mediatel Events
Ryan McConville, EVP of Ad Platforms & Operations, NBCU

Chair

Justin Lebbon

Speakers

Ryan McConville

12:10 - 12:20 ET

Executing Addressable Advertising: Solving the Key Technical and Business Challenges

Powering the business models enabled by AVOD and national addressable advertising is the platform that needs to flawlessly execute, report on and scale video ad insertion. CommScope Video Advertising Solutions will highlight some of the key technical challenges Service Providers and Connected TV providers face when scaling their ad insertion business and identify practical solutions. Connected TV solution provider View TV Group will then describe how it implements these solutions as part of an innovative platform that redefines the economics behind delivering ad-supported video.

Jim Owens, Sr. Director, Advertising Product Management, CommScope
Dr. Jamie Branson, Group Chairman, View TV Group

12:30 - 12:40 ET

The Future of TV is not Digital

There you are we said it. Of course, we did, but not for the reasons you think. There are 3 trends that aren’t new: Data Enabled TV; TV Measurement: TV as Performance Channel. When you realize this then CTV is an extension of Linear and together they form the foundation of TV, as a media mix. The question now is what is the right mix and how do you do it right.

Kevin O'Reilly, SVP of Product, Data & Monetization, A4 Advertising
Caitlin Monaghan, VP National Sales, A4 Advertising

Speakers

Kevin O'Reilly Caitlin Monaghan

SESSION THREE: NATIONAL ADDRESSABLE TV

12:50 - 13:00 ET

Where are we with addressability in the US

Opening up the addressability session, we will look where we are today with addressability. How much spend is dedicated to it, where will it go and where would the industry like to see it go? This discussion will look at how addressability works across platforms and how national addressable advertising is going to continue to grow as networks, operators and agencies support this trend.

Chair
Justin Lebbon, Director, Mediatel Events
David Porter, SVP & General Manager, Addressable Advertising, Canoe

Chair

Justin Lebbon

Speakers

David Porter

13:00 - 13:15 ET

How brands can use national addressable advertising to 'water the tree'

With the emergence of programmer-owned addressable TV spots and the potential this creates for larger scale addressable TV, we ask where this new inventory fits into the television playbook and the full funnel continuum that also includes standard linear advertising and data-optimized linear. How can brands use addressable TV within national breaks to boost upper funnel objectives including total and unduplicated reach – so expanding the potential customer base? We want to know how national addressable becomes a tool for ‘watering the tree’ as well as narrowing-in on known customers, lookalike consumers or other warm prospects.

Marion Hargett, SVP, Agency Partnerships, Ampersand

Chair
Marion Hargett, SVP, Agency Partnerships, Ampersand
Maureen Bossetti, Chief Partnerships Officer, Initiative

Chair

Marion Hargett

Speakers

Maureen Bossetti

13:15 - 13:25 ET

How one of the largest national addressable footprint was built and will continue to grow

Seema serves as the business lead with MVPD partners, technology partners, and internal stakeholders to onboard new addressable inventory sources, broadening the company’s vast portfolio of data driven assets. ViacomCBS has built the largest Addressable TV footprint in the country spanning across broadcast and cable in the areas of live linear, VOD, & OTT platforms. This interview will look into the current state of Viacom/CBS’s addressable offering and share results, best practices and future gaze about how to continue to grow this category for the entire industry and Viacom/CBS.

Chair
Chris Pizzurro, SVP, Global Sales & Marketing, Canoe
Seema Patel, Vice President, Partnership Development, ViacomCBS

Chair

Chris Pizzurro

Speakers

Seema Patel

13:25 - 13:35 ET

Ensuring national addressable advertising fits into the big planning picture

We find out about the use-cases for national addressable inventory including cost-efficient reach extension and frequency optimization for campaigns that are still led by linear TV. You will hear the implementation challenges associated with single advertiser multi-creative addressable spots (SASO, as a starting point), and then multi advertiser spot optimization (avail sharing). Finally, we find out how an MVPD can ensure its national addressable TV households and audience segments are easily integrated within a media plan that includes national addressable homes and segments found via other MVPDs and via Smart TVs (or other connected TV devices).

Chair
Nicola Lewis, Global Chief Growth Officer, Finecast
Kevin Arrix, SVP, Dish Media

Chair

Nicola Lewis

Speakers

Kevin Arrix

13:35 - 14:15 ET

Panel: Making national addressable TV work for everyone

  • How are advertisers going to use national inventory that is addressable-enabled – are cost-effective incremental reach and frequency optimization the priorities?
  • When enabling addressable advertising on programmer inventory, what are the relative strengths and weaknesses of Smart TV focused initiatives and the MVPD-centric model, for either sellers or buyers?
  • What do networks expect from an addressable enablement platform partner – what are the pillars for a successful and sustainable business and technology partnership?
  • How do we maximize the value of remnant audiences, both to networks and marketers, if multiple advertiser spot optimization is widely adopted on national (programmer) inventory?
  • How do we make it easy to plan and manage addressable campaigns using national programmer inventory across multiple MVPD and Smart TV footprints, and coordinate this with linear TV?
  • What are the minimum measurement expectations from buyers in order to invest seriously in national addressable inventory, whether ad-hoc, proprietary or as part of an accepted standard and currency?
  • What are the biggest lessons so far from the collaborative work to enable addressable advertising on national, programmer inventory – any big wins to carry forward, or ‘defeats’ to learn from?
  • Huda Kazi, Product Management and Client Services, Discovery

    Chair
    Jon Watts, Executive Director & Co-Founder, The Project X Institute
    Melanie Hamilton, Head of Enterprise Sales, Effectv, Comcast
    Marissa Jimenez, Managing Director, Finecast
    Nicole Whitesel, EVP, Advanced TV - Client Success, Publicis Media

Chair

Jon Watts

Speakers

Melanie Hamilton Marissa Jimenez Nicole Whitesel

14:15 - 15:15 ET

Live Networking

Speakers

  • Speaker
    Ben Tatta

    President, New York, US, Standard Media Index

  • 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
    Chris Pizzurro

    SVP, Global Sales & Marketing, Canoe

  • Speaker
    David Porter

    SVP & General Manager, Addressable Advertising, Canoe

  • Speaker
    Sam Bloom

    CEO, Camelot Strategic Marketing & Media

  • Speaker
    Ryan McConville

    EVP of Ad Platforms & Operations, NBCUniversal

  • Speaker
    Malia Moran

    GVP of Strategic Product Management, Spectrum Reach

  • Speaker
    Melanie Hamilton

    Head of Enterprise Sales, Effectv

  • Speaker
    Dave Clark

    General Manager, FreeWheel, A Comcast Company

  • Speaker
    Laura Molen

    President, Advertising and Partnerships, NBCUniversal

  • Speaker
    Seema Patel

    Vice President, Partnership Development, ViacomCBS

  • Speaker
    Marion Hargett

    SVP Agency Partnerships and Advanced Advertising, Ampersand

  • Speaker
    Kevin O'Reilly

    SVP of Product, Data & Monetization, A4 Advertising

  • Speaker
    Nicola Lewis

    Chief Growth Officer, Finecast

  • Speaker
    Marissa Jimenez

    Managing Director, Finecast US

  • Speaker
    Jakob Nielsen

    Chief Executive Officer, Finecast

  • Speaker
    Jon Watts

    Executive Director, The Project X Institute

  • Speaker
    Justin Lebbon

    Director, Mediatel Events

  • Speaker
    Moe Chughtai

    Head of Advanced TV, MiQ

  • Speaker
    Shenan Reed

    SVP, Head of Media, L’Oreal USA

  • Speaker
    Maggie Zhang

    Ph.D., Head of Measurement Success, Amazon Advertising

  • Speaker
    Jen Soch

    Executive Director, Specialty Channels, Group M

  • Speaker
    Lauren Benedict

    SVP, Addressable Sales, Disney Advertising Sales

  • Speaker
    Reed Barker

    Head of Advertising, Philo

  • Speaker
    Caitlin Monaghan

    VP National Sales, A4 Advertising

  • Speaker
    Maureen Bossetti

    Chief Partnerships Officer, Initiative

  • Speaker
    Nicole Whitesel

    EVP, Advanced TV - Client Success, Publicis Media

See all speakers
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Speaker

Ben Tatta

President, New York, US, Standard Media Index

Ben leverages more than 25 years of traditional and digital media experience to his role at SMI. Prior to joining SMI Ben was co-founder and president of advanced TV analytics company 605, where he played an instrumental role in the formation and growth of the company into one of the top TV attribution companies in the industry. Prior to 605, Ben was President of the media sales division of Cablevision Systems Corporation where he drove unprecedented growth through several key initiatives including the industry’s first system-wide deployment of addressable TV advertising and census-level audience measurement and analytics capabilities. He received a B.A. in Economics from Villanova University.


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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.


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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.


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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.


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Speaker

Chris Pizzurro

SVP, Global Sales & Marketing, Canoe

Chris is responsible for all the company’s sales and marketing efforts. Chris has over 33 years of experience in national media strategy, marketing, and implementation, with a focus on traditional TV and digital media advertising. Prior to Canoe, he was a Principal at Leap Media Group, an advertising consultancy specializing in advanced TV advertising. Before Leap, Pizzurro spent 13 years at Turner Broadcasting advertising sales. He has received an Emmy® Award nomination, a Webby® Award nomination, as well as being a CableFAX Innovation Award recipient, an iTVt Leadership Award beneficiary, and a TVOT All-Star Award winner. Chris is named on four patents granted to Canoe and he also is a Board Advisor to both the eSports Ad Bureau and VuPulse. Follow on Twitter @chrispizzurro


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Speaker

David Porter

SVP & General Manager, Addressable Advertising, Canoe

In this role, David oversees the company’s Addressable Advertising line of business which includes supporting the On Addressability initiative. David has over 20 years of experience in multi-platform advanced advertising executions. Prior to joining Canoe, David was VP of Ad Innovation and Programmatic Solutions within WarnerMedia’s advanced advertising division, responsible for driving innovation in the advertising space across linear, On Demand, and OTT. Before that he was the Global Sales Strategy Lead for Microsoft’s video advertising products and spent 10 years working at Cox Communications where he served as VP of New Media, developing new ad capabilities within the cable footprint.


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Speaker

Sam Bloom

CEO, Camelot Strategic Marketing & Media

Sam Bloom is the CEO of Camelot Strategic Marketing & Media. In Sam’s 17+ years at Camelot he has helped transition the agency from a traditional media shop into one of the leaders in integrated marketing and advanced analytics. Prior to Camelot Sam was an executive at Blockbuster Video as well as several start-ups, including Broadcast.com. Sam was also a goalie for the University of Virginia’s National Championship soccer team and keeps his passion for soccer burning with regular visits to the UK to attend English Premier League matches.


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Speaker

Ryan McConville

EVP of Ad Platforms & Operations, NBCUniversal


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Speaker

Malia Moran

GVP of Strategic Product Management, Spectrum Reach

Malia Moran has over 25 years of experience bringing new consumer technologies to market including High-Speed Data, Advanced Advertising, Program Guides, Video On Demand, Digital Video Recording, and Interactive TV services. Currently, Ms. Moran is GVP of Strategic Product Management at Spectrum Reach, the advertising business unit of Charter Communications, where she leads the efforts to extend their data, platform, and supply assets to help Spectrum and cable programmers better monetize their ad inventory. She also leads the product evaluation of partnership, investment or acquisition candidates related to TV and digital advertising products. Prior to working at Spectrum Reach, she was co-founder of Next Media Partners consultancy where she advised clients on product and investment strategies in the areas of advanced advertising, cross-platform consumer experience, and next-gen broadband access technology. She also held leadership positions in product management and strategy at TV Guide, Cisco Systems, Canoe Ventures and Rovi (now Tivo) Corporation. Ms. Moran has a BS in Communications from Syracuse University and a MSE in Technology Management from the University of Pennsylvania’s Engineering and Wharton Business Schools. Malia splits her time between New York and Southwest Florida where she resides with her husband and spoiled beagle.


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Speaker

Melanie Hamilton

Head of Enterprise Sales, Effectv

Melanie Hamilton is head of enterprise sales for Effectv, the advertising sales division of Comcast Cable. In this role, Melanie is responsible for the strategy, operational activities and direct sales for its national, automotive and media & entertainment sales verticals. She also manages Effectv’s direct response business and partners with Ampersand, a media advertising sales and technology company, working with national clients and agency holding companies to drive partnership, share growth and audience-based cross-platform solutions. In 2019, Melanie joined Effectv as vice president, sales where she oversaw national sales before being appointed to her expanded role in 2020. Prior to Effectv, Melanie worked at Google in various sales capacities for more than 10 years. Most recently, as head of industry for telecom, she drove client growth and led a bi-coastal, cross-functional team that ignited opportunities across the company’s marketing, ad technology and cloud teams. Throughout her time at Google, Melanie successfully led initiatives and forged strong c-level relationships by creating joint business plans to accelerate partnerships and effectively change the trajectory of their customers’ core business. In addition to head of industry for telecom, she served as head of industry for retail, head of industry for financial services, senior sales lead for Google+ and local ad products, and senior account executive for Google TV Ads. Melanie began her career in the advertising sales departments for NBCUniversal at its owned and operated stations in New York and San Francisco. An industry expert, Melanie is often quoted in publications such as Auto Remarketing, Beet TV, Broadcasting & Cable, Cynopsis Media, Multichannel News and more. Melanie holds an Executive Master of Business Administration from New York University’s Stern School of Business and a Bachelor of Arts in Spanish from Johns Hopkins University. She lives with her family in New York City.


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Speaker

Dave Clark

General Manager, FreeWheel, A Comcast Company

Dave Clark is general manager of FreeWheel, A Comcast Company and technology platform powering the TV marketplace of the future. In this role, he leads strategy and direction for the global organization, which provides technology solutions connecting buyers and sellers and new industry initiatives and offerings that are at the forefront of shaping the future of TV advertising. Under his leadership, FreeWheel is spearheading the quest to make the TV industry more data-fueled, automated and beneficial to both the buy and sell sides. Recent major headlines include the company’s launch of a new, cross-platform addressable technology to unify linear TV and digital video advertising, teaming up with The Trade Desk and Fox to deliver programmatic addressable capabilities to set-top box VOD across the Comcast footprint, and its January acquisition of demand side platform Beeswax. Dave joined Comcast in 2017 as executive vice president of advanced advertising to oversee Comcast Cable’s advertising technology business. In this role, he helped bring together the people, assets and capabilities of Strata, FreeWheel and Visible World under one brand as FreeWheel, A Comcast Company. Prior to that, he was president of The Weather Channel (TWC). During his tenure, he led the company to earn prestigious awards, including The Governor’s Award for Excellence from The National Academy of Television Arts and Sciences. TWC also rose to become the “Most Trusted Brand on TV” in the annual Harris Poll EquiTrend Study and the “Fifth Most Trusted Brand in America,” according to Morning Consult. Before TWC, Dave served as executive vice president of The Madison Square Garden Company (MSG), where he implemented sales and partnership strategies across the company’s brands. He was also general manager of Fuse, MSG’s music channel. With Dave at the helm, Fuse won the 2013 Gold PromaxBDA award for Network Rebrand of the Year. Dave previously served as a co-founder of Joost, an early premium video streaming product. He began his career in media at Viacom/MTV Networks where he led the company’s global marketing partnerships group. He has spoken at major industry events and conferences and has been quoted/featured in media outlets spanning Business Insider, Advertising Age, Adweek, AdExchanger, Variety and more. In 2019, Business Insider named him one of the “Power Players of Comcast” and the following year, BI selected FreeWheel as one of its “Hottest Ad Tech Companies.” Outside of media, Dave has been actively involved with Big Brothers Big Sisters of America for more than 20 years, first as a “Big,” then as board chairman of the Atlanta chapter and today as a board member of Big Brothers Big Sisters of America. He holds a Bachelor of Arts in international relations and political science from Tulane University. Dave also completed the CTAM Executive Management Program at Harvard Business School. He resides in Connecticut with his family.


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Speaker

Laura Molen

President, Advertising and Partnerships, NBCUniversal

Laura Molen is President, Advertising Sales and Partnerships, NBCUniversal. In this role, Molen leads strategic agency relationships and oversees many key advertising sales initiatives for NBCUniversal across Entertainment, Hispanic, News, Peacock, Direct-to-Scale, and Syndication. In addition, she actively helps lead and support the division's efforts around Diversity, Equity and Inclusion. Molen reports to Linda Yaccarino, Chairman, Global Advertising and Partnerships, NBCUniversal. Most recently, Molen was Executive Vice President, Lifestyle and Hispanic Advertising Sales, overseeing sales for broadcast network Telemundo, including its World Cup coverage, and leading cable networks Bravo, E! and Oxygen, among others. She joined the company in February 2013 as Executive Vice President, Cable Advertising Sales, NBCUniversal, overseeing sales of NBCUniversal’s impressive cable entertainment networks – including the No. 1 cable network USA, Syfy, E!, Esquire Network, Chiller, Cloo and WWE. From 2011-2013, Molen served as Executive Vice President of Network Sales for Univision Communications Inc. In this role, Molen led all advertising sales and marketing operations for Univision Network, TeleFuture Network and Univision Cable Networks, to an unprecedented approximately $2 billion in revenue. Prior to joining Univision, Molen served as Senior Vice President, Strategic Partnerships for VH1 Ad Sales and Marketing at MTV Networks, a unit of Viacom. In that role, she led the network’s sales organization into cross-platform solutions and spearheaded strategies to bring advertisers into original programming. In 2010, Molen led VH1’s rebranding to advertisers and audiences, which resulted in one of the most successful upfronts in the network’s history. Molen was a 16-year veteran of Viacom and held several positions at VH1, Spike TV, UPN and Paramount Domestic Television. Before Viacom, she held account executive positions at E! and Turner Broadcasting’s CNN/Headline News. She has also worked on the advertising agency side in buying roles at McCann Erickson and Grey Advertising. Molen is a passionate advocate for the accurate portrayal of women and girls in all media, and has done significant work around the ANA’s #SeeHer initiative since its inception. She also supports The Female Quotient, which supports advancing workplace equality and has served as an Advertising Women of New York mentor to many women in the industry throughout her career. Additionally, she mentors inner city youth in the Development School For Youth NYC where she has been honored for her work to break the cycle of poverty, and serves on the International Radio and Television Society (IRTS) Foundation board. Molen was named to Ad Age's 2020 Women to Watch list which spotlights executives in media, marketing and advertising who are reshaping the marketing landscape and lighting the way for other women to succeed. Laura is a graduate of the S. I. Newhouse School of Public Communications at Syracuse University.


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Speaker

Seema Patel

Vice President, Partnership Development, ViacomCBS

Seema Patel is Vice President of Partnership Development at ViacomCBS. With 2 decades of experience in advertising and technology, Seema Patel is a seasoned media executive with extensive expertise in launching new businesses and supporting multi-platform solutions. She has been the driving force of many new, innovative product rollouts throughout her career and is one of the leading experts in addressable and advanced advertising. Seema has a proven track record in leading high-profile initiatives by bridging strategy with efficient execution to drive scale and revenue growth In her current role at ViacomCBS, Seema serves as the business lead with MVPD partners, technology partners, and internal stakeholders to onboard new addressable inventory sources, broadening the company’s vast portfolio of data driven assets. She facilitates strategic initiatives, business development, and platform implementation. During her tenure, ViacomCBS has built the largest Addressable TV footprint in the country spanning across broadcast and cable in the areas of live linear, VOD, & OTT platforms. Prior to ViacomCBS, Seema was a key stakeholder in the launch of DIRECTV’s Addressable Advertising platform, playing a critical role in the design, pricing, and roll out of the first-to-market STB Addressable Advertising product. She created system solutions and business processes that were unique to the marketplace and ultimately, ended up becoming the benchmark for others in the industry to emulate. Her technology platform design transformed targetable television and drove double digit, topline revenue growth for the business. She also spearheaded the launch of D2 Media Sales, which was the industry’s first live linear addressable platform for the political marketplace. Additionally, Seema took a lead role in defining systems strategy & operations for a combined ad sales organization during the AT&T/DIRECTV integration. She led the effort to create system solutions & streamline processes to support a $2B+ business. Seema is a co-founder of TechBae, a networking organization dedicated to advancing equality by creating meaningful connections and developing opportunities for under-represented women across all levels within the ad tech & media landscape. She is passionate about creating a community to create kinship and foster mentoring for junior rising stars in the industry. Most recently, Seema has joined the board of Marketing Edge and the NATAS Technology & Engineering committee as a Committee Member. Marketing Edge is a non-profit organization dedicated providing education, coaching, and job placement to a diverse set of future leaders allowing critical exposure for those that have less access. The NATAS Technology & Engineering committee awards Emmys to outstanding achievement in television technology & engineering.


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Marion Hargett

SVP Agency Partnerships and Advanced Advertising, Ampersand

Marion Hargett is the Senior Vice President of Agency Partnerships and Advanced Advertising at Ampersand. She joined Ampersand in 2018 to build and lead audience strategy, data enablement and the advanced television practice while creating partnerships with leading clients and agencies around the world. Her teams focus on a diverse portfolio of customers helping them reach audiences with deterministic precision at scale in a multiscreen TV environment. She represents the largest addressable TV portfolio in our industry and is a thought leader on the future of television. A passionate problem solver and innovative thinker on the cutting edge of TV, Marion always strives to be a leader in generating best-of-class solutions for her clients. Prior to joining Ampersand, Marion spent 15 years at NBC Universal in various executive capacities. She is recognized as one of the top sales minds in our industry with a proven track record of driving topline performance. During her tenure at NBC, Marion combined sales strategy, marketing, product development, and operational expertise to provide clients with effective advertising solutions across digital and linear platforms. She was a trusted partner to Fortune 500 brands across the sports and entertainment portfolio working on the largest global tentpole events including the Super Bowl, Olympics and World Cup. Before her NBCUniversal tenure, Marion was Director of Business Development for Clear Channel where she created and executed multi-platform marketing programs with the breadth of Clear Channel assets including 1,400 radio stations, Clear Channel Concerts, and Clear Channel Outdoor. Marion has been recognized on numerous occasions for her industry leadership and success. She received her bachelor’s degree in Communications and Education from Florida State University where she has served on the university’s Alumni Association Board as well as the Foundation Board of Trustees. She received FSU’s Grad Made Good Award in 2016; the 2020 FSU Alumni Association Inspire Award; as well as being a recipient of the Cynopsis Top Women in Media award.


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Kevin O'Reilly

SVP of Product, Data & Monetization, A4 Advertising


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Nicola Lewis

Chief Growth Officer, Finecast

Nicola is responsible for ensuring launch markets are set up successfully and in line with the strategic direction of Finecast, working with local market vendors and representing Finecast in global client pitches to ensure Finecast is positioned on the global stage as a leader in the future of television. A highly respected media executive, with extensive experience across all channels and digital integration, she held the position of Chief Investment Officer for GroupM Australia and Mindshare Australia prior to that. Before moving agency side, Nicola spent her career in publishers in both Australia and the UK. Nicola earned a degree in Psychology at Sussex University before joining the Conde Nast sales team based in central London.


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Marissa Jimenez

Managing Director, Finecast US

Marissa Jimenez is the US Managing Director for Finecast US, where she is focused on building out a strong team of talented, client-focused Addressable TV specialists. She’s very familiar with the Advanced TV space: Marissa first joined GroupM in 2017 and led the Modi Media team in providing clients with innovative, data-enhanced solutions across Addressable TV, CTV & Data-Driven Linear. Prior moving to GroupM, Marissa spent over a decade in ad sales: serving as Vice President of Advanced Advertising & Business Development at Altice USA, and before that working in several Comcast business divisions, including Comcast Spotlight and Comcast Interactive Media. When she’s not at work, you can find Marissa cuddled up with her pup or exploring national parks with her son Aiden.


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Jakob Nielsen

Chief Executive Officer, Finecast

Jakob is Global Chief Executive Officer at Finecast. Jakob is a founder of the company, which is part of GroupM, the leading global media investment management company for WPP’s media agencies, leading the development of GroupM’s Addressable TV strategy together with Irwin Gotlieb. Formerly UK Managing Director of GroupM Digital, Jakob was instrumental in changing the trading strategy of the UK; changes that are being rolled out worldwide. Jakob has held key roles within various companies including Microsoft, as well as founding two digital marketing start-ups following his Masters of Science degree from Copenhagen Business School. He is a husband and father with a passion for F1, football, travel, good food and wine.


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Jon Watts

Executive Director, The Project X Institute

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.


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Justin Lebbon

Director, Mediatel Events

Justin founded Hubble Media, the company behind the world-renowned TV advertising strategy conference series, Future TV Advertising Forum. As MD at Hubble Media, he also oversaw the launch and growth of the Connected TV World Summit event series and Videonet, which publishes TV industry news and strategy reports. Having grown into highly respected international conference, networking and publishing organisation, Hubble Media merged with Mediatel in 2016 to create Mediatel Events Ltd. Today Justin is a Director of Mediatel Events, working around the world to provide high-level networking and information sharing across the broadcast, media, digital and advertising industries. He can be found spearheading sell-out conferences in Sydney, London and Toronto and hosting private, invite-only gatherings under the Pathfinders brand. All these events are characterised by a razor-sharp focus on the opportunities and challenges that stem from industry disruption. Justin is an accomplished Chair and host who also enjoys traveling to other industry events to oversee sessions, panels and custom private forums. Raised in Suffolk, England, Justin is naturally a Manchester United fan, a rubbish musician and has an unhealthy interest in hip-hop and 90s rock. For mildly amusing but often boring industry chatter, you’re welcome to connect: @JustinLebbon


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Moe Chughtai

Head of Advanced TV, MiQ

Moe is a television data and advertising product expert who has led the launch of Advanced TV solutions in several global markets for MiQ. Having worked in the intersection of digital and television for most of his career, Moe is now responsible for product development, partnership efforts, and go-to-market strategy across MiQ’s Advanced TV line - the fastest-growing part of the business. Occupying a hybrid commercial and product role for MiQ, Moe brings a mix of technical and business acumen that is necessary to help marketers evolve to meet the challenges of the changing TV landscape.Prior to his work at MiQ, Moe worked at online video advertising and advanced television pioneer, TubeMogul (later acquired by Adobe), where he led client analysis and reporting for the programmatic television product.


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Shenan Reed

SVP, Head of Media, L’Oreal USA

Advertising Executive, digital media entrepreneur, Shenan is SVP, Head of Media for L’Oréal, Shenan is responsible for elevating the quality of consumer connections for the L’Oréal USA brands. An entrepreneurial business leader with over 20 years of experience, Shenan previously led the GSK and Verizon Power of One solutions for Publicis and lead the L’Oréal business and Digital Practice at Wavemaker. Prior to her tenure at Wavemaker, Shenan founded the digital marketing agency Morpheus Media, which became renowned for its work with premier luxury, fashion and retail clients. Over the course of her career, Shenan has worked with an impressive roster of blue-chip brands across various categories including The New York Times, Neiman Marcus, LVMH, Net-A-Porter, Lord & Taylor, Tiffany & Co., Chanel, A&E Networks, Vimeo, IFC, Sundance and The Economist. Shenan resides in Bronxville, New York with her husband, two children and their beagle Pebbles, named for the Flintstones character who grows up to be a female ad exec.


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Maggie Zhang

Ph.D., Head of Measurement Success, Amazon Advertising

Maggie leads the Measurement Success team at Amazon Advertising. She is responsible for developing and promoting advertising performance insights, campaign best practices, and innovative measurement solutions across OTT, audio and display products. She also works with advertisers, measurement providers and Amazon stakeholders to create marketing and education opportunities for Amazon measurement solutions. Prior to joining Amazon Advertising, Maggie served as EVP, Video Research and Insights at Dentsu, where she oversaw linear and OTT video research efforts. She also led the Dentsu Video Innovation Council, a group dedicated to facilitating cross-network and cross-functional collaboration and innovation for video advertising. Maggie joined Dentsu from Interactive Advertising Bureau (IAB), where she led research and measurement initiatives focused on digital video advertising. Maggie serves on IAB’s Digital Video Center Board. She holds a master’s degree in International Relations from the University of Delaware and Ph.D. in Mass Communications from Syracuse University.


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Jen Soch

Executive Director, Specialty Channels, Group M

Jen Soch is the Executive Director, Specialty Channels (Audio & Local Video, DR, Publishing and AdvancedTV) at GroupM. She was most recently the Integrated Global Investment Lead at Mindshare overseeing the Facebook Business. In this role, she led all investment channels including Video, Audio, Programmatic, Image, Search, Social, and Digital. Jen was accountable for the Investment strategy, oversight, delivery, operations, and total buying. In this position, she was essential to the delivery of cohesive campaigns and ensured fluidity across all channels and tactics. Jen spent over 10 years in the Advanced TV Space where she helped to define the Addressable and Digital Marketplaces (including OTT, VOD and Mobile). Jen attended Lehigh University has an MDA from Fordham and is a ski jumping, saxophone playing, proud mom.


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Lauren Benedict

SVP, Addressable Sales, Disney Advertising Sales


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Reed Barker

Head of Advertising, Philo

Reed Barker is Philo’s Head of Advertising, leading the team's efforts to build and grow a cutting-edge, dynamic ad platform for the entertainment-focused streaming TV services’ ad business. Reed is known throughout the industry as an innovative advertising product professional, with a strong track record of success in developing and implementing revenue-generating technology solutions. Prior to joining Philo four years ago, Reed was vice president, cable ad products for The Weather Channel and before that led product development for the first national Video on Demand (VOD) platform. Reed began his career in local television as an Emmy Award-winning producer for WSAV-TV in Savannah, GA.


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Caitlin Monaghan

VP National Sales, A4 Advertising


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Maureen Bossetti

Chief Partnerships Officer, Initiative


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Nicole Whitesel

EVP, Advanced TV - Client Success, Publicis Media


Articles from Nicole Whitesel