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ANNOUNCING THE SCHEDULE OF SESSIONS FOR TVOT SF 2019

 

ITVT is pleased to announce the schedule of sessions for the TV of Tomorrow Show, San Francisco 2019 (June 12th-13th at the Golden Gate Club in the Presidio of San Francisco).

Tickets to TVOT SF 2019 (priced at $1,275) are still available for purchase here.

We will be announcing more details about a number of TVOT SF 2019 panels, firesides and presentations in upcoming issues of the ITVT newsletter.

The official Twitter hashtag of the show is #TVOTSF, and the official Twitter account is @TVOTshow.

Thanks to TVOT SF 2019 Coffee Sponsor, Amobeebarista coffee and tea service will be available throughout the morning in the Ventana Room, during both days of the show (in addition, self-serve coffee and tea will be available in the Ventana room at other times).

 

Coffee available at the *Amobee Converge Café*

 

WEDNESDAY, JUNE 12TH

 

8:30-9:00AM
Ventana Room and Lobby

Registration, Breakfast, Schmoozing and Networking

 

9:00-9:10AM
Ventana Room

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

 

9:10-10:00AM
Hawthorn Room

Addressable TV Leaders Roundtable

According to the Video Advertising Bureau, spending on addressable TV advertising will rise to $3.3 billion next year, and 55% of advertisers who are currently using addressable plan to increase their spend. However, while the space is clearly experiencing significant growth, spending on addressable still accounts for a mere fraction of the $70 billion spent each year on television advertising.

This session will bring together representatives of the companies and consortia that are most responsible for addressable TV's growth to date, in order to discuss important new developments in the space, and debate how the industry can best address market fragmentation and other factors (expensive CPMs, "over-targeting," etc.) that could stand in the way of its continued growth. Topics of discussion will include: recent significant innovations in addressable advertising on live-linear TV and VOD and on MVPD and connected-TV platforms respectively; the impact of recent mergers and acquisitions; the prospects for industry-wide standardization; the significance of new initiatives such as Project OAR and OpenAP 2.0, and of developments such as Xandr's launch of its Community marketplace and Nielsen's creation of its Advanced Video Advertising Group; the potential impact of AI, blockchain and other emerging technologies on the space; how best to measure the effectiveness of addressable-TV advertising; and more. Panelists include:

 

9:10-10:00AM
Cypress Room

The Promise of Future TV, from Potential to Sustainable Scalability

TVOT has always been about where our industry is heading. This session will take a hard look at what we need to put in place to get there and to thrive. 

The emerging business and creative opportunities in the entertainment video sector that are enabled by the promise of 5G, spatial computing (VR/AR/MR), connected cars, IoT and even voice will impact distribution, discovery and monetization of what we currently think of as TV, advertising and content creation. But what needs to be put in place to realize that potential at scale and to ensure sustainable success? What is needed in terms of consistent technical and other standards? What about measurement, workflow issues and brand safety protections? And then there's the elephant in the room--how do we consistently and effectively manage all the data that will flow in a manner that balances business needs with the ever more sensitive issue of privacy and data security? Is the VR community thinking about GDPR 2.0? 

Hear from a panel of practitioners and thought leaders addressing these issues from different perspectives as they prepare their companies and partners to deal with the emerging realities of the worlds we focus on at TVOT. Panelists include:

 

10:00-10:05AM

Break

 

10:05-10:35AM
Hawthorn Room

How Attribution Will Change Not Only Advertising, but TV Itself

As the science of attribution--the ability to gain insight into the relationship between advertising spend and outcome--advances, it is of course transforming the way in which advertising is measured, bought and sold.

However, its impact will likely extend well beyond this: for, if the goal of advertising is no longer primarily to deliver an audience but rather an outcome, will linear TV's traditional commercial pod--which is largely predicated on delivery of reach to an audience--not have to be rethought in order to take this into account? And, if so, might this not also have major implications for advertising creative--and even for programming and for the medium of television in general?

In this session, Jeff Greenfield, Co-Founder and COO of C3 Metrics, will explore the near- and long-term effects that the science of attribution could have both on TV advertising and on television itself.

 

10:35-11:05AM
Hawthorn Room

Distribtion Fireside

This session will feature a deep-dive conversation about the content distribution landscape during a time of digital disruption. It will identify challenges and opportunities, explore how programmers and distributors can best work together and navigate the ecosystem, and examine how technology platforms are keeping up with the race to get content anywhere and everywhere. Participants include:

 

11:05-11:35AM
Hawthorn Room

Fireside: Google and the Future of Local TV News

Columbia Journalism Review published a paper coining the phrase "news deserts" for those areas where local newspapers have closed across the country and left no newspaper covering local issues. What this study doesn't address are all of the local TV and radio news outlets that are serving these local communities. In fact, local broadcast TV is the most trusted news source in every local market (by far)--it's also the news source with which users most engage. The Google News Initiative is a $300 million investment to help journalism thrive in the digital age. 

In this fireside chat Colin Dixon, Principal Analyst at nScreenMedia, and Rebekah Dopp, Principal, News and Local Media-Global Partnerships at Google, will discuss the Google News Initiative and why it's so important for our democracy to partner with local broadcasters to elevate quality information (which includes combating misinformation), evolve business models to support quality journalism (beyond ads to subscriptions), and empower news organizations to use new technology, like AI, to meet their needs. 

 

10:35-11:35AM
Cypress Room

Social Video: Today and Tomorrow

This session will bring together providers of original content on social-video platforms, in order to give them the opportunity to discuss the current state of the social-video space and outline their visions for the future of social-video programming, its distribution and its monetization. Panelists will address such questions as: How have their companies weathered the difficulties that many content providers in the social-video space have faced over the past year or so? Which new platforms are they eyeing, which are they avoiding, and why? What new monetization strategies are they seeing evolving? How can measurement of social-video viewing across platforms be improved in order, for example, to ensure de-duplication in viewer counts? What new genres of programming are emerging on social-video platforms? How is the relationship of viewers to that programming different from their relationship to traditional TV? And what pitfalls and opportunities are likely to emerge in the social-video space in the coming months and years? Panelists include:

 

11:35AM-12:25PM
Hawthorn Room

GENEROUSLY SPONSORED BY:

Measurement Mini-Track I: Identifying the Needs

As the industry moves away from a fairly transparent market (linear TV) to more opaque markets (addressable, CTV, etc.), we have to think about the research infrastructure that is needed in order to provide advertisers and their agencies with the necessary tools to succeed--allowing them, for example, to optimize reach across linear TV and addressable/digital, and to track an advertiser's share of addressable spend/GRP's relative to key competitors (something that cannot be done today). At the same time, publishers need to be able to drive optimal yield from their inventory.

This session will bring together representatives of the buy side and the sell side to develop a list of their measurement needs. Panelists include:

 

12:25-1:15PM
Hawthorn Room

GENEROUSLY SPONSORED BY:

Measurement Mini-Track II: Responding to the Needs

A panel drawn from companies and organizations that are major innovators in the measurement space will debate and discuss how well they--and the industry in general--are responding to the requirements identified by the first panel. The buyers and sellers from that panel will remain in the room to join the discussion if needed. Panelists include:

 

11:35AM-12:25PM
Cypress Room

Podcasting and TV

This session will feature a deep-dive conversation between industry experts about the business of podcasting and the increasingly important role it is now playing in the television business. With the podcast space continuing to grow rapidly, panelists will discuss podcast content creation, distribution, measurement, ad creative, revenue models and more. Panelists include:

 

12:25-1:15PM
Cypress Room

Interactive TV Is Back!

The past few months have seen a flurry of activity in the interactive TV/video space, including premieres or announcements of interactive shows from such companies as Netflix, YouTube, Amazon, the BBC, FBE and even Wal Mart. While the renewed interest in so-called "personalized" or "choose-your-own-adventure" programming has received the most media attention, other forms of interactive TV--including shoppable TV, interactive advertising, "single-screen" programming enhancements, "second-screen" apps and more--are also enjoying a resurgence, and new technological developments such as ATSC 3.0 and 5G appear to have the potential to enable a range of new interactive TV and video experiences.

This session will bring together representatives of the companies at the forefront of interactive TV's resurgence, in order to discuss their latest projects, share lessons from the field, and outline how they expect the interactive TV space to evolve in the coming months and years. Panelists include:

 

1:15-1:55PM

Lunch, Schmoozing and Networking, Sponsored by Inscape

 

1:55-2:45PM
Hawthorn Room

The Coming Storm of Advanced TV in Local Markets: What Will the Local TV Market Look Like in 2020, 2025 and 2030?

Advanced TV comprises a cluster of innovations that are unifying traditional and digital TV and that will create gale force winds in the local TV market. As sticky as the local TV ad market's culture and traditions have been, data, tech, and the drive for performance will upend business as usual. We're seeing remarkable advances and changes in M&A, technology platforms, marketing data clouds, workflow automation, audience measurement, cross-device graphs,  business models and, of course, audience and advertiser behaviors. This leads to a fundamental reshaping of the local TV market.

The future of local TV is data-driven audience targeting across distribution platforms and devices, multitouch attribution, programmatic trading, unified audience metrics and currency, and sophisticated AI-based campaign optimizations. Advertising in the local TV market from the marketer and agency strategists to proposal and activation to stewardship and optimization will look both familiar and different, leveraging current strengths while building new capabilities. Wise people have said we overestimate the short-term impact of change but underestimate the long-term impact. Leading industry thinkers on this panel will help us sort through the noise to provide an assessment of the current local TV market and give their visions of where it will be in 2025 and 2030. Panelists include:

 

1:55-2:45PM
Cypress Room

Adapting the TV UX for New Viewing Habits and Business Models

This session will bring together a panel of experts in user experience (UX) design, content-discovery, personalization technologies and other areas, in order to discuss how the TV user experience (UX) needs to evolve going forward. The goal is to ground the discussion in a) a scientific understanding of the new ways in which people are watching TV and video today and an awareness of the new technologies coming down the pike that will likely impact viewer behavior in the future, and b) the imperative that the TV UX tangibly improve business outcomes.

Questions to be addressed include: should the latest research into viewing habits cause us to rethink our notions of what makes for good UX design? Which recent and impending industry developments--e.g. the convergence of OTA and OTT, increased mobile consumption of programming, new digital monetization models and distribution strategies, voice-control technology, the emergence of AI/ML, etc.--are going to have the biggest impact on the future of the TV UX? And how can good design, effective personalization features, and efficient content-discovery options build customer loyalty, reduce churn and otherwise positively impact the bottom line? Panelists include:

 

2:45-3:15PM
Hawthorn Room

How Television Can Survive and Thrive

It's no secret that traditional commercial television is facing an existential threat from online media, from VOD services such as Netflix and Amazon Prime Video, and from other emerging alternatives for viewers' attention. So is it, as many would argue, a "melting ice cube" with an--at best--uncertain future? Or can its decline be arrested--and even reversed?
 
In this session, Michael Kubin, EVP of Media at INVIDI, will explore the challenges facing traditional commercial television today, and outline a strategy for ensuring its future survival and success.

 

 

3:15-4:05PM
Hawthorn Room

GENEROUSLY SPONSORED BY:

AVOD, OTT and Incremental Audiences

With linear views on decline, OTT, VOD and social-video advertising are offering advertisers better targeting, more prominent exposures and a less distracted audience. But the fragmented inventory, technical infrastructures, measurement issues and threats of fraud pose real problems for programmers, sales teams and advertisers. This panel will explore the promise and perils of AVOD, OTT advertising and the new dynamics defining video advertising outside of linear environments. Panelists include:

 

3:15-4:05PM
Cypress Room

Can We Deliver What the Consumer Wants?

A couple of months ago, The iTV Doctor got a text from a friend (who is not in the television business): "There needs to be a simple hub where you can still watch all your movies and shows from one library without having to switch apps and devices." That may be the perfect mission statement in support of aggregators. From a consumer perspective, it's hard to argue with that position. This panel will discuss whether that is a reasonable business proposition, and what we have to do to get there. Panelists include:

 

ATSC 3.0 Mini-Track

GENEROUSLY SPONSORED BY:

4:05-4:55PM
Hawthorn Room
ATSC 3.0 Mini-Track I: ATSC 3.0 and Broadband--It's Not an Either/Or, but an And

This opening session of the TVOT SF 2019 ATSC 3.0 Mini-Track--which will be prefaced by a brief presentation, in which Anne Schelle, CEO of Pearl TV, will update attendees on the latest developments in the new broadcast-TV standard, including timing of builds, new capabilities and early deployments--will explore the crucial role that wired and wireless (5G) broadband will play as a backchannel in the ATSC 3.0 ecosystem, and how the hybrid OTA-OTT nature of the new standard can be leveraged to power new kinds of TV/video experiences and new forms of monetization. Panelists will discuss how best to ensure that ATSC 3.0 and broadband work seamlessly together, and examine how their combination can power technological innovation in such areas as connected TV, in-car entertainment, advanced advertising, and beyond. Panelists include:

 

4:55-5:15PM
Hawthorn Room
ATSC 3.0 Mini-Track II: Learnings from Consumer Lab Testing in the Phoenix Model Market

A recent research study from the Phoenix Model Market deployment of ATSC 3.0 found that the new capabilities that the standard will enable could not only encourage viewers to increase their consumption of broadcast television, but win over viewers who don't currently watch it.

Among other learnings from the study: 91% of consumers were "interested" or "very interested" in ATSC 3.0; those consumers were particularly excited by the standard's potential to power enhanced video (4K with HDR) and 3D audio (with ATSC 3.0's potential to enable interactivity and personalization also generating significant enthusiasm); and 80% of consumers expressed significant interest in purchasing ATSC 3.0-enabled TV sets or add-on devices.

In this session, the study's principal author, Magid EVP, Bill Hague, will cast light on these and other findings.

 

5:15-6:05PM
Hawthorn Room
ATSC 3.0 Mini-Track III: New Services and Business Models

A panel, composed of people at the forefront of developing and implementing the new business models and services that will be enabled by ATSC 3.0 and its broadband backchannel, will discuss how their companies and organizations are preparing for the new standard, update attendees on the new services they are working on, and cast light on the emerging business models through which they plan to monetize those new services. Panelists include:

  • Mark Corl, SVP of Emergent Technology Development, Triveni Digital/Chair, ATSC 3.0 Specialist Group on Interactive Environment
  • John Hane, President, The Spectrum Consortium
  • Tim Hanlon, CEO, The Vertere Group (Moderator)
  • Louis Libin, Managing Director, HC2 Broadcasting
  • John Lawson, Executive Director, AWARN Alliance
  • Rob Weisbord, CRO, Sinclair Broadcast Group

4:05-4:55PM
Cypress Room

GENEROUSLY SPONSORED BY:

Streaming Video and the 2020 Election

This session will bring together representatives of national and local broadcast news organizations, newspapers, and standalone streaming news services for an in-depth exploration of the role that streaming video will play both in their own coverage of the 2020 election, and in that election in general.

Questions to be addressed by the panelists include: How important a part will streaming video be of their respective organizations' election coverage and why? What challenges are they facing in developing their streaming plans and how are they overcoming them? How do they plan to monetize their coverage--and how significant an opportunity is presented by addressable political advertising and other innovations? How does the streaming-news audience differ from traditional news consumers--does streaming, for example, allow news organizations to reach historically underserved audiences? How--as a result of the new audiences it attracts and other factors--do news reporting and analysis delivered via streaming differ from traditional political coverage? What opportunities does streaming offer to improve coverage and what potential pitfalls? How will streaming coverage of the election tie into social media with all the promise of interactivity, virality--and, of course, misinformation--that the latter offers? Are the various campaigns (currently 25 and counting…) developing their own streaming channels and, if so, what could be the implications of this in a society where people seem to be getting their news filtered through increasingly partisan lenses? And what kind of disruptive role could new video technologies--including deepfakes--play in the 2020 election? Panelists include:

 

4:55-6:05PM
Cypress Room

Understanding the FAST Ecosystem

Multichannel, free ad-supported television services (FASTs) have been experiencing rapid growth in recent months, whether as an alternative or as a supplement to pay-TV: for example, one company in this space (and represented on this panel) claims to have experienced a 300% year-over-year increase in revenue in the first quarter of this year. The potential of FASTs has, of course, not escaped the notice of some major TV-industry players, including Viacom--which earlier this year acquired Pluto TV--and Sinclair Broadcast Group--which recently launched STIRR, a FAST service of its own. Factors often cited as drivers of FASTs' rapid growth include their apparent popularity with younger viewers, their ease of access (a growing number of smart TV's now include built-in access to various FAST services), and their ability to support addressable advertising, personalized viewing experiences, and other innovations.

This session will bring together representatives of the FASTs, of the major TV players that are embracing the FAST model, and of the companies that are providing the innovative infrastructure that enables their monetization and distribution, for a thorough exploration of the FAST ecosystem and its future prospects. Panelists include:

 

6:05-7:30PM
Ventana Room and Beyond

Cocktail Reception

 

Presentation of the 16th Annual Awards for Leadership in Interactive Television

 

 

 

Coffee available at the *Amobee Converge Café*

 

 

THURSDAY, JUNE 13TH

 

8:30-9:00AM
Ventana Room

Registration, Breakfast, Schmoozing and Networking

 

9:00-9:05AM
Ventana Room

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

 

9:05-9:55AM
Hawthorn Room

Local TV Gone Wild: The Heresy and Beauty of OTT/CTV

Local TV groups exist to provide engaging programming that connects audiences to advertisers. The broadcast infrastructure has served the industry well from NTSC to ATSC 1.0, and is now headed into ATSC 3.0. But the fact is local TV audiences want their content across a range of distribution platforms and devices. Is it heresy or brilliant for local TV broadcasters to consider OTT/CTV as the "nextgen" MVPD platform? The beauty of OTT/CTV is that every platform and device audiences use to access local TV programming became just another bridge to join audiences and advertisers. The business ecosystem and monetization models in OTT/CTV differ from the OTA (over-the-air) local TV model, but local broadcasters need to light this candle at both ends to be relevant and successful in the market. Panelists include:

 

9:05-9:55AM
Cypress Room

How Pay-TV Operators are Revamping their Platforms, Services and Business Models to Respond to the New Migrant Video Subscriber

The Migrant Video Subscriber is rapidly changing our industry. We haven’t experienced anything like this before. The entire video eco-system is being redefined across every fabric of our business.  Relationships are fragile.  New technologies are needed to manage content, digital and linear channels, distribution platforms. Confusion and overload color every decision. And the costs of innovation require financing. How do you get it?  This panel will explore how to successfully navigate the turbulence ahead. Panelists include:
 

 

9:55-10:00AM

Break

 

10:00-10:50AM
Hawthorn Room

Bohemian Data Rhapsody: It's All about the Audience

2018 was an eventful year for the emerging data-driven television industry. Major regulation was enacted in the European Union around consumer privacy--and the US will likely soon follow suit. Yet new regulation did not slow the use of data, nor did it stop digital media from taking additional revenue dollars away from traditional media budgets: the new priorities for TV, it seems, are to advance audience creation, targeting, and measurement. This session will bring together a panel of experts to discuss how the data-driven TV space is shaping up in 2019 and to identify the real opportunities that are now available to use data in order to build the right audience. Panelists include:

  • Bridgette Blake, Managing Director, Partnerships/Head of Agency Vertical, TransUnion
  • Kaitie Coghlan, Head of Customer Success, Data Partnerships, LiveRamp
  • Lung Huang, Head of Growth Solutions, Kinship, Mars Petcare​ (Moderator)
  • Sharad Kumar, Business Development Manager, Google
  • Gabriella Mirabelli, EVP of Consumer Insights and Brand Strategy, Valence Media
  • Danielle Seth, VP of Business Development, NCC Media

 

10:00-10:50AM
Cypress Room

The Role of OTA in the Unbundling--and Rebundling--of TV

The cord-cutting phenomenon and consumers' embrace of OTT TV appear to be closely associated with a major resurgence in OTA viewing: according to recent research from Nielsen, the number of OTA households in the US has increased by almost half over the past eight years, the majority of those households combine OTA with SVOD and vMVPD services, and OTA viewing accounts for a third or more of the TV consumption in cord-cutting households that combine OTA and OTT TV.

This session will a) examine the role that OTA is playing as consumers not only cut the cord and "unbundle" the traditional multichannel TV line-up, but begin to "rebundle" disparate linear and on-demand TV services as an alternative to pay-TV; and b) attempt to visualize how we might expect to see the hybrid OTA-OTT TV experience evolve going forward. Panelists include:

 

10:50-11:35AM
Hawthorn Room

Simplifying Ad Delivery: New Developments in the IAB VSUITE Standards

The current VSUITE standards have been around for over a decade and have started facing challenges keeping up with technology changes (growth of mobile, OTT, SSAI, explosion of device types/bandwidth profiles, etc.). These challenges result in issues around delivering media assets, reducing errors, addressing privacy and data leakage concerns, managing a good cross-platform experience, and more. 

The new set of standards (VAST 4.x, SIMID and OMID) released over the last few months address these technology challenges and also apply some much-needed discipline and transparency. This session will bring together some of the key contributors to the IAB Tech Lab's Digital Video and OTT Working Groups, in order to discuss the drivers that resulted in the changes and explore how these new standards will help the industry over the next few years. Panelists include:

 

10:50-11:35AM
Cypress Room

Fireside: Veteran Journalist and Commentator, William M. Arkin

William M. Arkin made headlines earlier this year when his resignation letter to NBC News--where he had worked as a reporter, military analyst and consultant for three decades--became public. In the letter, Arkin criticized NBC News and the US news media in general for their obsession with the "Trump Circus" (it is, of course, important to note that he is himself no fan of the 45th president, describing him as an "ignorant and incompetent impostor"), and for their credulous and superficial coverage of the US national security establishment and its military interventions.

In conversation with Emmy and 3-Time Peabody Award winner, Albert Lewitinn, Arkin will elaborate on his criticisms of the news media and outline how he believes TV news operations can improve their reporting and become an effective check on abuses of power.

 

11:35AM-12:25PM
Hawthorn Room

Cross-Platform, Data-Driven and Accountable--Is an Advertising Revolution at Hand?

This session is designed to bring together a number of advanced-advertising areas--including measurement, attribution, big data, and addressable and programmatic--in order to attempt to visualize the "big picture" of where they stand today in relation to one another and how they will collectively play out going forward.

Panelists will also debate how the future of the advanced-advertising space will be impacted by such factors as new technologies (including ATSC 3.0, 5G, AI/ML, Blockchain and more), pending government regulation, major mergers and acquisitions, nascent industry initiatives, ongoing market fragmentation, changing viewing habits, emerging television/video business models, and more. Panelists include:

 

11:35AM-12:25PM
Cypress Room

Disrupting the News

This session will bring together individuals and companies that are disrupting and challenging the traditional ways in which news is gathered, reported and distributed, for a wide-ranging discussion about the future of TV and video news.

Panelists will first debate the ways in which the collection, presentation, analysis and dissemination of news needs to be re-thought for a rapidly changing world, and then examine how social media, user-generated content, video-streaming, crowd-funding and other digital phenomena and technologies can be used to improve the accuracy, availability, diversity and relevance of the news we watch. Panelists include:

 

12:25-12:55PM

Lunch, Schmoozing and Networking, Sponsored by Inscape

 

12:55-1:45PM
Hawthorn Room

GENEROUSLY SPONSORED BY

When DR Meets Brand: Beyond the Buzz of "Brand-Response"

Traditional marketing used to look at branding and performance as completely separate worlds. But with a new generation of direct brands we're seeing increasing focus on "branded response" and attribution to prove effectiveness in all forms of video advertising including TVCs. 

Whatever we call it, going forward it's going to be harder to sell advertising without addressing the question of "did it sell?" In this session, a group of key players in the cross-platform video space will discuss the difference between DR and DTC thinking and how to make storytelling and performance actually work together. Panelists include:

 

12:55-1:45PM
Cypress Room

GENEROUSLY SPONSORED BY:

AI and ML in the TV Industry: Mining Data in Every Corner

The value of artificial intelligence (AI) and machine learning (ML) in the TV industry has now progressed to where virtually every data segment is mined using some form of automated analysis. From content curation and viewer habits to mapping the customer journey, the TV industry now seeks more granular forms of intelligence to deliver rapid solutions for processes that become more specialized. As OTT content demands greater engagement levels, providers and producers seek more information and rich detail in every data silo. 

This session will feature some of the leading providers of AI and ML solutions for the increasingly specialized needs of the TV industry. Panelists include:

1:45-2:35PM
Hawthorn Room

Digital Bidded Marketplaces and Future of Advertising

For years now, people in the advertising industry have talked wistfully of the day when TV ads will be bought through automated online interfaces on auction-based bid marketplaces--just like search, social and digital display advertising have been bought since the middle 2000's.

So what are we to make of the fact that so many attempts to implement this have failed over the past decade--is it that digital advertising paradigms are simply not applicable to TV advertising, and that digital bidded marketplaces are therefore likely doomed to failure? Or is it rather the case that their concept is fundamentally sound, but that we haven't yet hit upon the right way of realizing it--and, if that is the case, how exactly should we implement digital bidded marketplaces for TV advertising, and what could be their implications for the TV and advertising businesses at large? Join a panel of prominent advertising experts for a passionate debate on the prospects for digital bidded marketplaces in the television space. Panelists include:

 

1:45-2:35PM
Cypress Room

The Next Big Platform Is Already a Trap

There's always hype around new platforms, and everybody wants a new platform of their own. Yet we don't stop to think about how these platforms might actually be inhibiting the conversations we crave.

This session will challenge the fundamental idea of a platform--what it is, what it does, and why its emergence may not exactly solve the problem it sets out to solve. Panelists will explain why it's healthy to be wary about new platform opportunities, and why we need to be critical about racing to populate a platform before seriously grappling with what it affords users and creators alike. Panelists include:

 

2:35-3:25PM
Hawthorn Room

Navigating the New Digital Distribution and Monetization Landscape

This session will bring together representatives of content providers and platform and technology companies, in order to explore new monetization and digital distribution strategies, and assess how effectively the industry is employing them.

Topics to be discussed include the opportunities and pitfalls presented by current monetization models for subscription-based, transactional and advertising-supported (SVOD, TVOD, AVOD) services--including such questions as how large a content library is needed in order to make subscription-based monetization viable, how to mitigate the customer churn that is the subscription model's inevitable downside, and whether the transactional model has untapped potential--as well as the potential of hybrid and other emerging monetization strategies.

Panelists will also discuss the advantages and disadvantages for content providers of offering exclusivity to MVPDs for current-season episodes vs. giving viewers the opportunity to discover the full show on a streaming platform; how to address consumer dissatisfaction and confusion when viewers can't find all episodes on a single platform; how UI/UX design, advertising formats and data/tracking are evolving in response to emerging distribution and monetization models; and more. Panelists include:

  • Sherry Brennan, Former SVP of Distribution, Fox Networks (Moderator)
  • Matt Clark, Director of Business Development, Amazon Fire TV
  • Mark Garner, EVP of Content Sales, Licensing and Business Development, A+E Networks
  • Matt Smith, Executive Director, Comcast Technology Solutions
  • Stephen Strong, Head of Strategic Partnerships, Newsy
  • David B. Williams, SVP and GM of Channels, Pocket.watch

 

2:35-3:25PM
Cypress Room

Beyond the 30-Second Spot: Making Advertising Unobtrusive and/or Engaging

The future of the 30-second spot has been in question at least since ReplayTV introduced ad-skipping functionality at the beginning of the Millennium--and arguably since the VCR became popular in the 1980's. Assuming, then, that the consumer--thanks to the DVR, SVOD and other factors--will only become less tolerant of traditional TV advertising going forward, how can marketers continue to use TV to reach them? The answers to this question fall into two broad categories: either by making advertising less obtrusive (via such approaches as branded content, 6-second spots, the development of new technologies for placing product images and messages into programming) or, conversely, by making it more engaging (interactive, shoppable, personalized, etc.).

This session will bring together representatives of companies at the forefront of each of these approaches to showcase their latest innovations, debate which solutions to the ad-skipping problem are proving most effective and why, and discuss how they expect those solutions to evolve over the coming months and years. Panelists include:

 

3:25-4:15PM
Hawthorn Room

Community and Content

This session will explore the ways in which viewers, fans and other communities with shared interests are being enlisted to help generate, improve, market and monetize TV and video programming and services. 

Questions to be answered include: In what ways, if any, is crowdsourced content fundamentally different from traditionally generated content--are new programming genres emerging in the space? What potential pitfalls--including legal issues and issues pertaining to reputation management--need to be navigated when working with and sourcing content from non-professional communities? When and why is UGC a more effective vehicle for marketing than professionally produced advertising? How can viewer feedback be incorporated into the creation process for programming and advertising in a more fundamental way than via the traditional focus group? What is end-result of incorporating this feedback throughout the content-creation process? And will working with viewers and other communities to generate and market content remain a relatively niche approach in the TV/video space, or is it likely to spread? Panelists include:

 

3:25-4:15PM
Cypress Room

Television Is Software

More than just special effects, software is becoming a part of the creative and storytelling process for television. 

How do software design and engineering skills fit into the creative process when the delivery software itself is essential to the story (think "Bandersnatch"). Should "coders" be a part of script development? Should you have solution architects on the set? How do device capabilities play into storytelling (for example, what would an "Alexa-enabled" TV show be like?)? How about a TV show that needs to be watched via a device with a camera? This session will bring together a panel of experts working at the intersection of TV creativity and software to examine these questions and more. Panelists include:

 

4:15-4:40PM
Hawthorn Room

Fireside with Jennifer Prenner, GM and Head of Marketing, Amazon Fire TV

Amazon has made an enormous impact on the connected TV world with its line of Fire TV products. In the last five years, Fire TV has grown to over 34 million active users and is the number-one streaming media family in the US, UK, Germany, Japan, and India. The company continues to innovate the product line with over-the-air DVRs, Alexa-powered hands-free TV controls, and Fire TV-powered smart televisions.

Jennifer Prenner, General Manager for Fire TV's global business, is the guiding force behind the success that is Fire TV. In this conversation with Colin Dixon, Principal Analyst at nScreenMedia, she will discuss how she thinks about the evolving TV ecosystem and how key products such as Fire TV Cube and Fire TV Recast fit in. She will also tell us what she sees as the future of the TV experience and what drives her to keep pushing the boundaries of the entertainment experience. 

 

4:40-5:30PM
Hawthorn Room

Data and Privacy: An Industry Adapts to a New Reality

At a time when the television and advertising industries (along with many others) are becoming increasingly data-driven, consumers appear to be more and more concerned about the ways in which data-gathering can violate their privacy, and governments are responding to those concerns by rolling out strict new data-privacy regulation, such as the EU's GDPR and State of California's CCPA. This session will bring together a panel of advanced-advertising and legal experts to assess how changing consumer attitudes to data privacy and the resulting public-policy changes will impact audience measurement, advanced advertising and other aspects of the TV/video business, and to discuss what companies in the TV/video space that gather and employ consumer data must do in order to adapt to this new reality. Panelists include:

 

5:30-6:20PM
Hawthorn Room

Will the Car Be TV's Next Day Part?

Will the car be TV's next daypart? According to industry experts, it is not impossible in a future driven by emerging technologies over the next five years. The way that consumers will access mobile and home entertainment content, and their implications for advertising, media and other commercial sectors will be largely determined by the trajectories of ATSC 3.0 and 5G. The desire to envision the future brought industry leaders from networks, Wall Street, research firms, adtech, telcos and others together in December for a unique day of scenario planning. This creative brainstorming session examined emerging video distribution technologies, envisioned their potential implications, and crafted recommendations for the industry to prepare for the future of video. Join session leaders and industry experts for a panel to collaboratively explore what these changes might ultimately mean for the future of the media industry.

The session builds on a scenario-planning session that took place last December and that brought together 30 leaders across multiple media sectors to envision the near-future of video distribution and advertising. The session examined emerging video distribution technologies, outlined their potential implications, and crafted recommendations for the industry to prepare for the future of video. During the session, participants collectively imagined the potential futures of 5G and ATSC 3.0 against two main modes of advertising, mass targeting and one-to-one targeting. The full findings of the scenario-planning session have been published in a white paper that ITVT readers can access free of charge at: https://courageous.magid.com/next-gen-video-white-paper.

Panelists include:

  • Mike Bloxham, SVP of Global Media and Entertainment, Magid
  • Debbie Reichig, SVP of Media Research and Insights, Disney
  • Rachelle Sahni, Ex-Director of Strategic Partnerships and New Business Development, Verizon
  • Howard Shimmel, President, Janus Strategy and Insights (Moderator)

 

 

Tickets to TVOT SF 2019 (priced at $1,275) are still available for purchase here.