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:
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 email@example.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.