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Announcing the Schedule of Sessions for TVOT NYC 2018

ITVT is pleased to announce the schedule of sessions for TVOT NYC 2018, our ninth annual East Coast TV of Tomorrow Show event (Thursday, December 6th, at the SVA Theatre, 333 W 23rd St, New York, NY 10011).

TVOT NYC 2018 will pack all the excitement of our flagship TV of Tomorrow Show into an intensive, highly focused, dialog-driven, one-day event. It also represents your last best chance to network and do business with your industry peers before the holiday break!

Tickets to the event (priced at $1,075) are still available for purchase here. We advise purchasing your tickets as soon as possible (tickets will be priced at $1,275 at the door).

 

Please note that:

  • The official Twitter hashtag of the show is #TVOTNYC, and the official Twitter account is @TVOTshow.
  • We will be announcing more details about a number of TVOT NYC 2018 panels, presentations and firesides in upcoming issues of the ITVT newsletter.

 

 

8:00AM

Silas Theatre and the Lobby

Registration, Breakfast, Schmoozing and Networking


8:20-8:25AM

Silas Theatre

Welcoming Address by Tracy Swedlow, Editor-in-Chief of ITVT


8:25-9:15AM
Silas Theatre
Networks Embracing Digital Innovation

Topic Sponsored by  

This session will explore the ways in which networks are embracing distribution of their programming on digital platforms, as well as using those platforms to supplement, enhance and market that programming. Panelists will address such questions as: Which digital platforms and media are they currently extending their brands to and why, and which ones are they eyeing going forward? What have they learned about how viewers are consuming their content on these platforms--which new platforms have proved themselves most effective and which least? How important is original digital programming to the networks' multiplatform strategies? How are they addressing issues of brand safety on social media and other new platforms? What new programming formats, and what kinds of interactive enhancements to their existing programming, have they been developing for new digital platforms? And what are the best practices that are emerging to guide the creation of these new forms of content and new relationships with the viewer? Panelists include:

 

8:25-9:15AM
Beatrice Theatre

Accelerating Addressable Advertising

According to a forecast from eMarketer, out of the $70 billion that will be spent on TV advertising in the US this year, only $2.1 billion will be spent on addressable TV ads. This session will bring together some of the key players that are working to change this, in order to debate how best to foster addressable TV's growth going forward.

Topics to be discussed include the industry initiatives and collaborations that are emerging to facilitate addressable TV advertising; the impact on the addressable space of such developments as the rise of vMVPD's, major media mergers, and the 2018 election; the significance of new approaches for identifying audience segments and assessing business outcomes; how best to facilitate and conduct cross-screen addressable campaigns when television is an increasingly fragmented medium; and the extent to which traditional TV-advertising mindsets are still hampering addressable TV's growth--and what the industry can do to change this. Panelists include:

 

 

9:15-10:05AM

Silas Theatre

ATSC 3.0 Gains Momentum

This session will bring together representatives of the station groups, industry organizations, government bodies and technology providers that are driving the development and implementation of ATSC 3.0, in order to provide an update on the status of the transition to the new standard, predict the timeframe for its roll-out, share lessons learned to date, and identify any obstacles still standing in the way of its broad deployment.

In addition, the panelists will discuss ATSC 3.0's broader significance--including its potential to bring about a convergence of OTA and OTT, and to disrupt the television industry by enabling local broadcasters to offer such services as dynamic ad insertion (DAI), direct measurement, on-demand programming services, interactive TV, in-car entertainment, and more. Panelists include:

  • Mark Corl, SVP of Emergent Technology, Triveni Digital/Chair, ATSC 3.0 Ad-Hoc Group on Interactive Content
  • John Hane, President, The Spectrum Consortium
  • Tim Hanlon, CEO, The Vertere Group (Moderator)
  • Martha Heller, Chief, Policy Division, Media Bureau, FCC
  • John Lawson, Executive Director, AWARN Alliance
  • Arthur Orduna, Chief Innovation Officer, Avis Budget
  • Anne Schelle, Managing Director, Pearl TV

 

 

9:15-10:05AM

Beatrice Theatre

New Developments in Audience Measurement 

Topic Sponsored by 

This session will provide a snapshot of the state of the TV audience-measurement industry as it develops new technologies, techniques and currencies for measuring a medium where consumption is increasingly fragmented across platforms. Panelists will provide insights into their latest innovations and initiatives; explain their approach to advanced demographics that go beyond age and gender; debate how best to transform viewing data into actionable intelligence; outline the evolving relationships between the different measurement players; and predict how advances in audience measurement will impact the advertising industry in general. In conclusion, they will each share something new and surprising that they have learned about TV and video consumption in the course of their efforts. Panelists include: 

 

 

10:05-10:15AM

Schmoozing and Networking Break, Sponsored by Breakaway Communications

 

 

10:15-10:40AM

Silas Theatre

Keynote: Karen Leever, President, US Digital Products, Discovery, in Conversation with Tracy Swedlow, Editor-in-Chief, ITVT

In conversation with Tracy Swedlow, Editor-in-Chief of ITVT, Karen Leever, President of US Digital Products at Discovery, will offer insights into that company's ongoing digital initiatives and future digital plans. Topics to be discussed include the evolution of Discovery's TV Everywhere platform, which now boasts 45,000 titles and is available to 85 million households in the US; how the company is creating new kinds of content for streaming apps, Snapchat, Facebook and other digital platforms; the unique ways in which it is "hypertargeting" superfans via social video, TV Everywhere and Group Nine Media, the digital media holding company (Thrillist, NowThis, The Dodo, Seeker, JASH) in which it is a major stakeholder; and how it believes video-consumption habits have changed over the past few years and will evolve going forward.

 

 

10:15-10:40AM

Beatrice Theatre

Enforcement Efforts Against Video Piracy Online 

Piracy of creative works is nothing new. And as technology evolves, so do piracy networks. Join Angie Britt, SVP of Advanced Products at CTAM, and Greg Saphier, SVP of External Affairs at the MPAA, for a fireside chat on strategies to protect creativity and innovation in the entertainment sector from streaming based piracy devices and apps--which have become an increasingly widespread method to disseminate illegal copies of creative works. 


 

10:40-11:10AM

Silas Theatre

The Attribution Effect: How Advanced ROAS Analysis Will Change More than Just Media Buying​

Attribution, though still in many respects in an early stage of evolution, is transforming how advertising is bought and measured, as well as valued. 

But as the ability to more accurately understand the impact of spend versus outcome advances, and as television advertising is increasingly transacted on this basis, what will the full spectrum of effects be not only on advertising, but on television itself? 

The modern commercial pod is predicated, to a significant extent, on delivery of reach and frequency to an audience. If that is no longer the primary objective of media--to deliver an audience, but more so to deliver an outcome--how will creative need to change to accommodate this more effectively? Does a commercial pod in linear television in this future still make sense? How might programming and content itself need to evolve? 

Jeff Greenfield, COO and Co-Founder of C3 Metrics, will help you get ahead of this revolutionary curve by looking at both the short-term and long-term impacts that "The Attribution Effect" will bring. 

 

11:10AM-12:00PM

Silas Theatre

The Future of News Programming and Its Role in Society

This session, featuring a panel composed of representatives of established and upstart news providers, will explore how new technologies, the imperative to distribute to new digital platforms and to reach younger and more diverse audiences, as well as ongoing changes in our politics and culture, are fundamentally changing the nature of news programming. In addition, panelists will debate how the ongoing evolution of news will impact the body politic and society at large. Topics to be addressed include the transformation of news from a mass medium to one increasingly shaped by personalization; "deep fake" videos and other new technologies that seem poised to undermine the public's confidence in news reporting; the new genres of news programming that are evolving on social-media and streaming platforms and how they differ from traditional news programming; how news programming can establish trust in an era of deep partisan divisions and accusations--from all sides--of "fake news"; and whether any of the ongoing changes in news content, its distribution and its consumption will result in a more informed electorate. Panelists include:

 

 

11:10-11:35AM

Beatrice Theatre

Presentation: How Viewers Experience 6-Second Ads

The 6-second ad was originally developed to cater to the increasing number of consumers viewing content in digital environments. Marketers believed short-form ads were more immune to distractions--after all, it's only 6 seconds! But are these assumptions accurate? Finding the answer is even more critical now that these short-form video ads are being shown in a space previously dominated by the 15- and 30-second ad: the big screen of television! Turner Broadcasting and Nielsen Consumer Neuroscience recently set out to understand how viewers experience short-form ads relative to traditional 15- and 30-second ads, determine their effectiveness in the TV landscape, and identify how distraction can impact viewer attention. They will present the results of their research in this session. Presenters include:

 

 

11:35AM-12:00PM

Beatrice Theatre

How to Drive Sales Lift through Connected TV 

This session will dive deep into the specific ways in which connected-TV/OTT advertising allows marketers to drive business outcomes. Representatives of Modi Media and Innovid will discuss how those companies worked together to enable Volvo to see a double-digit sales lift for its cars after running an interactive, data-driven video ad with the viewer in mind. Among other things, they will reveal which creative they believe delivers the most effective outcomes, and explain how TV advertising is evolving into a better viewing experience for both consumers and brands. Presenters include:

 

 

12:00-12:50PM

Silas Theatre

Local Broadcasting in the Catbird Seat?

This session--which will bring together representatives of major station groups and the organizations and technology providers that serve them--will explore the ways in which local broadcasters are becoming a major force for innovation in the television space, not just (as they move to implement the new ATSC 3.0 standard) in OTA, but also in such areas as OTT, advanced advertising, programming offerings, in-car entertainment and more.

In addition to exploring the new technologies and initiatives--as well as the new alliances with vMVPD's and other participants in the advanced-TV ecosystem--that are making possible this flourishing of innovation in local broadcasting, panelists will debate just how important a role local broadcasters could play in the TV of tomorrow, as well as identify the challenges they still face going forward and explain how they plan to overcome those challenges. Panelists include:

 

 

12:00-12:50PM

Beatrice Theatre

A Data Star Is Born…

While the European General Data Protection Regulations (GDPR) have forced many of us to take a hard look into how we use data, in more cases than not, the fundamentals are the same in a post-GDPR world. People are using data in the right way that is not only providing the consumer with a better experience, but also providing advertisers with specific results. Join this session to hear how some of the very best in our industry are not only surviving but thriving in this new data world. Panelists include:

  • Lung Huang, Global SVP of Business Development, Merkle (Moderator)
  • Nadya Kohl, EVP of Business Development and Marketing, PlaceIQ
  • Aruna Paramasivam, Global VP of Data and Publisher Partnerships, Captify Technologies
  • Nicole L Stein, Global Agency Partnerships and Development, IBM Watson Advertising

 

 

12:50-1:20PM

The Lobby

Lunch, Sponsored by Inscape!

 

 

1:20-2:00PM

Silas Theatre

Advanced-TV Attribution: How to Make the Most of Your Advanced-TV Campaign

As TV increasingly "goes IP," bringing with it more precise targeting and data, as well as the means of tracking response, advertisers are leveraging the ability to tie measurable outcomes to consumers who were exposed to their ads. With Advanced TV (including OTT/CTV and Addressable TV), marketers can now understand how effective their campaigns are in driving ROI. This session--led by the IAB, which has just released a Buyer's Guide on Advanced TV Attribution--will discuss how this is accomplished and also identify the associated challenges. In addition, attendees will learn about effective ways buyers and marketers can align on what defines a campaign's success. Panelists include:

 

 

1:20-2:00PM

Beatrice Theatre

The Infrastructure of OTT TV: What You Need to Know

This session will explore the most important recent developments--including new technologies, standards, codecs, regulatory changes and more--impacting the infrastructure that makes OTT TV possible, and attempt to envision the ways in which they could affect the advanced-TV industry as a whole going forward.

Panelists will also be invited to identify developments in the OTT infrastructure which, while they have to date not been widely reported, could soon present either major challenges to or opportunities for the industry at large. Panelists include:

 

2:00-2:25PM

Silas Theatre

From Streaming to Shopping: The Purchasing Behavior of Netflix, Hulu, and Amazon Prime Video Viewers 

In this special presentation, John Sollecito, Head of Client Solutions at 7Park Data, a leading provider of streaming intelligence, will examine the journey from viewing to purchase--exploring the brand and category preferences of viewers of specific shows on Amazon Prime Video, Hulu, and Netflix. Learn about top-performing titles and cross-viewership activity, and how insights about purchasing behavior can inform strategies for content development, marketing, and licensing. 

 

2:00-2:25PM

Beatrice Theatre

Fireside: Adeline Cassin, CMO, CuriosityStream, in Conversation with Colin Dixon, Principal Analyst, nScreenMedia

Leading knowledge-based video service, CuriosityStream, brings not only innovative factual programming to its customers, but also an innovative approach to the business of online video. In conversation with Colin Dixon, Principal Analyst at nScreenMedia, Adeline Cassin, CuriosityStream's Head of Marketing, will explore the critical issues facing online video service providers. Topics to be discussed include: How CuriosityStream found a way to revolutionize its pricing model and integrate a unique partner sponsorship model; why a multifaceted distribution strategy is critical to success; how to build a marketing strategy to maximize customer acquisition and retention; the elements of a successful content strategy; and more.

 

2:25-2:50PM

Silas Theatre

Keynote: David George, CEO, ITV America, in Conversation with Cynthia Littleton, TV Reporter, Variety

David George is CEO of ITV America, the largest independent producer of unscripted programming in the US, and the company behind such hits as Netflix's "Queer Eye," FOX's "Hell's Kitchen," and the upcoming CBS series, "Love Island," among many others.

In this fireside chat with Cynthia Littleton, Business Editor at Variety, George will explain how ITV America--which distributes content across over 30 networks and digital platforms--has implemented a new, "vertical" business strategy which, through what it terms "targeted development," enables it to thrive in the rapidly evolving TV programming market.

 

2:50-3:15PM

Silas Theatre

Keynote: Donna Speciale, President, Turner Ad Sales, in Conversation with Jeanine Poggi, Senior Editor, Media and Technology, Ad Age

With everything from OpenAP to new brand studios, Turner has been upping the game in bettering the overall ad experience across its portfolio. With Turner now part of AT&T, Turner Ad Sales President, Donna Speciale--in conversation with Jeanine Poggi, Senior Editor for Media and Technology at Ad Age--will share more on what those big promises of stronger first-party data mean in powering audience optimization for marketers. 

 

 

2:25-3:15PM

Beatrice Theatre

Machine Learning and Artificial Intelligence for the OTT Universe 

Topic Sponsored by  

Machine learning (ML) and artificial intelligence (AI) have progressed in the past year to become a leading feature of virtually every major equipment vendor in the professional video industry, from capture to post-production to stream analysis. The value of systems that can perform sentiment analysis, curate and deliver personalized content, provide predictive analysis, and automate content compliance is growing, as OTT content--including short-form mobile content--surges across devices. Every corner of the OTT landscape--from telco operators and broadcasters, to pure-play streamers--has specialized ML and AI needs, and providers are seeking solutions from leading players, including Microsoft, Google, and Amazon, but increasingly from smaller, niche technology companies that have innovative plays for specific applications. 

This panel will feature some of the leading minds in the specialized world of ML and AI for the broader OTT industry. Panelists include:

 

 

3:15-4:05PM

Silas Theatre

Using Big Data to Make Television Better 

Topic Sponsored by  

This session will identify the most significant new developments in how "big data" is being harnessed not only to make television advertising and marketing more effective, but also to improve our experience of TV in general. In addition, it will attempt to outline the ways in which we can expect the gathering, analysis and application of data to evolve going forward, and debate how this evolution will impact the industry at large. Topics to be discussed include best practices for analyzing and benchmarking big data and successful strategies for optimizing internal initiatives; recent innovations in the use of data for advanced advertising, content discovery, churn reduction and more; how to address issues of consumer privacy, cost, incorrect analysis and other potential pitfalls; and new opportunities that big data analytics could enable in the coming years. Panelists include:

 

 

3:15-4:05PM

Beatrice Theatre

Advertising, Schmadvertising: How to Monetize Television without Ads

Topic Sponsored by  

As the television industry continues to expand and fragment, we find that increasing content costs and decreasing viewership of any given program puts extreme pressure on the revenue side of the equation.  At the same time, consumers are growing more intolerant of advertising in and around their shows, and the industry is looking for solutions. This session will tap the vast experience of noted experts who will show us successful real-world alternatives to advertising. Panelists include:

 

 

4:05-4:15PM

Schmoozing and Networking Break, Sponsored by Breakaway Communications!

 

 

4:15-5:00PM

Silas Theatre

Envisioning the Evolution of the TV UX 

Topic Sponsored by  

This session will identify the new developments--in technology, UI/UX design, our viewing habits and even the way we live--that will have the greatest impact on television's user experience, and will attempt to envision the exact nature of this impact. It will also debate which--if any--of these developments have been overhyped. Panelists will examine such recent and imminent innovations as voice control and personal assistants, use of artificial intelligence and machine learning to provide programming recommendations and even to drive entire programming line-ups, personalization of both programming and advertising content, and--thanks to such phenomena as self-driving cars and the rise of ride sharing--the possible emergence of the automobile as television's "new living room." Panelists include:

 

 

4:15-5:00PM

Beatrice Theatre

The Path to Greater Scale in Connected-TV Advertising

Connected TV has become a mainstream way for consumers to view TV content, and ad-supported content is proliferating. While CTV advertising is also growing rapidly, spending remains small compared to traditional linear. This session will discuss what needs to happen in order to grow spending to a level that will begin to challenge, and eventually surpass, linear TV advertising, and what potential roadblocks exist that could impede that growth. Areas to be covered include: privacy standards, targeting capabilities, household identifiers, programmatic capabilities, forecasting, supply, and more. Panelists include:

 

 

5:00-5:45PM

Silas Theatre

Simplifying Ad-Supported OTT

As more and more viewers--and more and more dollars--shift to ad-supported OTT, brands and agencies are discovering what a tangled mess the buying process can be. In advance of TVREV's upcoming Special Report on ad-supported OTT, co-founder and lead analyst Alan Wolk and a panel of experts will guide the audience through the ABC's of OTT--everything from segmentation and verification to measurement and attribution, identifying the key players in each area and the right questions to ask when putting a plan into place. Panelists will also offer their takes on where the future of OTT is headed and what to look out for in the next couple of years. Panelists include:


 

5:00-5:45PM

Beatrice Theatre

Scaling Advanced Television 

While Advanced Television--both addressable and audience-buying--is being leveraged far more now than ever before, it will need to scale considerably before it accounts for the majority of national TV advertising. This session will feature a frank discussion between multiple parts of the audience-buying ecosystem, in order to identify what needs to happen to enable audience-buying to scale more quickly. Panelists include:

 

 

5:45-6:30PM

Silas Theatre

The State of Subscription OTT

This session will examine the current state of subscription-based streaming programming services (including vMVPD's, and both general-entertainment and niche SVOD services), identify new opportunities--and new challenges--in the space, and outline emerging strategies that will enable SVOD and vMVPD services to respond to these developments.

Questions to be addressed include: Which demographic segments are the heaviest users of subscription OTT services and what do we know about their viewing habits? How are cord-cutters combining vMVPD and SVOD services and what implications does this have for the pricing of those services? When customer churn is a fact of life, what is the impact on subscription-based services' business models and marketing strategies? In an SVOD space dominated by Netflix, Amazon and Hulu, what are the prospects for niche SVOD services--especially those that aren't subsidized by large corporate parents? What best practices are emerging for building the programming libraries and channel line-ups of SVOD and vMVPD services? What role should transactional and ad-supported VOD play in the business models of subscription-based services? Is vMVPD growth really "flattening," as NBCU chief Steve Burke recently claimed and, if so, why? Will the ongoing proliferation of direct-to-consumer services result in a market shake-out? And how will developments in the broadband infrastructure--such as the implementation of 5G and the Trump FCC's hostility to the principle of Net Neutrality--impact the subscription OTT space? Panelists include:

 

 

5:45-6:30PM

Beatrice Theatre

The New Content Ecosystem: Social Video and its Implications for TV

This session will explore the new content ecosystem that is emerging as social video becomes an ever more integral part of the television business, and will examine the impact its creative genres, audience relationships and monetization models are likely to have on TV in general.

Questions to be addressed include: Why are companies with roots in social video increasingly producing long-form content for distribution on SVOD platforms and even pay-TV networks? How and why, in turn, are established TV players embracing social video and how successful are they proving at doing so? What "genre rules" are emerging natively on social video and what impact could they have on TV programming formats in the future? What do we know about viewing habits on each of the major social-video platforms, and (inasmuch as social-video audiences typically skew younger than TV audiences in general) what might those habits tell us about the TV audiences of tomorrow--including the kinds of content that they will expect and the ways in which they will tolerate that content's monetization? Panelists include:

 

 

6:30-7:30PM

Lobby

Cocktail Reception, Sponsored by Lotame!

 

TVOT NYC 2018 Agents Provocateurs

Agent Provocateur is a role unique to The TV of Tomorrow Show. Selected because of the significant work they and their companies have done to further the advanced-TV industry, TVOT Agents Provocateurs are panelists-without-portfolio, as it were, whose purpose is to catalyze discussion by asking informed questions from the floor and engaging in interesting conversations with attendees. Agents Provocateurs for TVOT NYC 2018 include: