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.
SESSION ONE: SUPER-CHARGING AVOD
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. 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.
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.
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.
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.
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?
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.
- What types of audiences are ad-funded premium streaming services delivering – are there any desirable consumers or contexts that are not available elsewhere?
- Where does connected TV fit into the advertising toolbox – how is CTV being used on media plans today, and how will it be used in future?
- How do we make it easier to plan and buy audiences across premium streaming TV, given the diversity of ‘publishers’ and platforms?
- How can advertisers use connected TV to build on their linear reach – what are the biggest lessons from optimising ‘Total TV’ (broadcast-plus-digital) campaigns?
- ACR on Smart TVs is a new(ish) source of viewing data – what can the sell-side and buy-side derive from it that will improve the value of TV as an advertising medium?
- Are we happy with the premium digital video audiences served to U.S. advertisers, and are marketers making the best use of streaming audiences – any improvements needed?
- A subset of consumers spurn linear, FAST and AVOD and spend most time in SVOD – how can advertisers reach them today, and how do we win them back to ad-funded television tomorrow?
SESSION TWO: THE INNOVATION CENTER
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?
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
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.
SESSION THREE: NATIONAL ADDRESSABLE TV
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.
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
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.
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).
- 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