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Presenting the Schedule of Sessions for TVOT LIVE! Spring 2021 (April 26th-30th)

 
 
ITVT is pleased to present the schedule of sessions for our next virtual conference, TVOT LIVE! Spring 2021, which will take place April 26th-30th
 
The weeklong online event will offer panels and keynotes featuring a sterling line-up of TV/video/advertising industry leaders; together with extensive networking and business-development opportunities; as well as some great entertainment and fun social activities (to be announced)!
   
Please note that:
 
  • You can access an interactive schedule here. It will allow you to subscribe to receive instant updates about the show; select sessions you wish to attend and save them to your personal calendar; and post session information to social media.
  • The official Twitter hashtag of the show is #TVOTlive, and the official Twitter account is @TVOTshow.
  • We will be announcing more details about a number of panels and keynotes in upcoming issues of the ITVT newsletter.

 

 
 
11:00-11:05AM Eastern (8:00-8:05AM Pacific)
Main Stage
Welcoming Remarks by Tracy Swedlow, Editor-in-Chief of ITVT
 
 
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11:05-11:35AM Eastern (8:05-8:35AM Pacific)
Main Stage
The TV of Tomorrow is Today: Innovations Changing the Consumer Experience Right Now
 
The time we’ve been waiting for is here. Consumers have more choice, advertisers can be more relevant and less annoying, and programmers can now tell stories across platforms. Zeev Neumeier, Chief Innovation Officer at VIZIO, will showcase the innovations available today that promise to reshape the TV experience of tomorrow. 
 
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11:35AM-12:25PM Eastern (8:35-9:25AM Pacific)
Main Stage
The Future of Streaming: Innovation and Disruption
 
As audiences shift from cable to streaming, innovation and disruption are at an all-time high in the ever-changing media landscape. The maturation of AVOD means further fragmentation of advertising channels, but also potentially new opportunities to engage viewers for advertisers. This session will explore how content in advertising is changing with fragmentation. Panelists include:
 

 

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12:25-12:30PM Eastern (9:25-9:30AM Pacific)
BREAK
 

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12:30-1:15PM Eastern (9:30-10:15AM Pacific)
Main Stage
The Emerging Smart TV Ecosystem for Content, Advertising and Data 
 
As CTV takes off, a distinct ecosystem has spring up around the leading smart TV OEMs who now all have their own FASTs, their own data and measurement plays and their own advertising platforms. In this panel we’ll discuss what the rise of this ecosystem means for the TV industry, who the key players are, how the smart TV ecosystem differs from the content-based ecosystem and what to look for in the years ahead. Panelists include:
 

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1:15-2:00PM Eastern (10:15-11:00AM Pacific)
Main Stage
Television News in the Time of Covid
 
This session will bring together leaders from the world’s largest local, national and international television news organizations to examine how the Covid-19 pandemic has disrupted the ways viewers are consuming and using news—not least, by leading to an increase in viewing on digital platforms. Panelists will debate whether these changes are likely to be permanent and, if so, whether they can enable the TV news business—which in recent years has seen a significant acceleration of the “graying” of its audience—to future-proof. They will also explain how their respective organizations are responding to evolving viewer behavior and attempting to increase their appeal to new audiences by re-imagining how news is gathered, presented and distributed. Panelists include:
 

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2:00-2:45PM Eastern (11:00-11:45AM Pacific)
LUNCH BREAK AND NETWORKING
 

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2:45-3:15PM Eastern (11:45AM-12:15PM Pacific)
Main Stage
Keynote Fireside Chat: How Brands and Media Will Build the Future of Partnership
 
As advertisers seek new and compelling ways to engage audiences and connect with consumers, the media industry has developed innovative new solutions to answer the needs of the market. Partnerships are now established between brands and networks that are cross-platform, interactive and even transaction-enabled from the start, adding hugely to the options and benefits available to advertisers and media owners alike. In this keynote fireside chat, Mike Bloxham, SVP of Global Media and Entertainment at Magid, and Josh Feldman, Chief Marketing Officer, Advertising Sales and Partnerships, at NBCUniversal, will explore the new opportunities available to marketers to move their business forward through engaging content experiences from commerce-enabled solutions, to new data, insights and technology and more.
 

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3:15-4:05PM Eastern (12:15-1:05PM Pacific)
Main Stage
How Do You Know It’s Real?
 
For years we’ve labored to fake things—from relics and paintings to photographs. Today the tools are available to put whomever you wish into a video. Is this a nightmare, a new creative outlet, the end of trust, or all of the above? Explore this topic with leaders of the field. Panelists include:
 

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4:05-4:10PM Eastern (1:05-1:10PM Pacific)
BREAK
 

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4:10-4:45PM Eastern (1:10-1:45PM Pacific)
Main Stage
Co-Watching: The Next Best Thing to Being There
 
More than a decade after the “second screen” brought mobile users and TV content together, the co-watching era brings people together in a sync solution with live content. The live sports and entertainment industries have benefitted, during lockdown, from audiences not able to gather in sports venues, sports bars, or even in living rooms. This panel features some of the global leaders in the field of co-watching, who will discuss the technical and marketing challenges of launching and sustaining co-watching experiences. Panelists include:
 

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4:45-5:15PM Eastern (1:45-2:15PM Pacific)
Main Stage
Could Gaming Become Video Advertising’s Most Important Channel?
 
As audiences fragment across linear TV and streaming services, video gaming is emerging as the most important media usage channel for many younger audiences as games like Fortnite, Roblox and Call of Duty grow massive user bases on their free-to-play games. Will advertising emerge as one of their core monetization channels? Top industry pioneers and experts in gaming and video advertising will explore that issue.
 
Questions to be addressed include: Are rewarded video ads the answer to game publishers monetizing massive audiences on free-to-play console games, just as they have in mobile? Will broadcast streams in video games surpass television in reaching younger audiences? And will ad-supported cloud gaming services do for video games what Hulu and Spotify have done for entertainment video and music? Panelists include:
 

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5:15-6:00PM Eastern (2:15-3:00PM Pacific)
Main Stage
Advertising On CTV: Challenges and Opportunities
 
As audiences shift from cable to streaming, ad dollars will need to go along with them. But advertising on CTV is nothing like advertising on traditional TV. Or is it? Panelists will discuss the benefits of running ads on CTV (all that data) along with the road blocks (all that confusion). We’ll look at how to use CTV for branding and reach and how to use it for more tactical engagements, what you can and can’t do with data and how to understand if it’s all working as planned. Panelists include:
 

 

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11:00-11:05AM Eastern (8:00-8:05AM Pacific)
Main Stage
Welcoming Remarks by Tracy Swedlow, Editor-in-Chief of ITVT
 

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11:05-11:35AM Eastern (8:05-8:35AM Pacific)
Main Stage
Your Data or Your Gut?
 
Media and entertainment executives have a long history of “knowing” what sells, but nowadays are gut feelings enough of a foundation for a winning business strategy? As more and more choices vie for consumers’ attention and loyalty, can the content industry really leave subscribers’ viewing choices to chance? Jerimiah Hamon, Chief Scientist at Firstlight Media, is a computational mathematician with a background in military intelligence, healthcare and medical research, and now consumer behavior and entertainment. He is expert at correlating and automating the links between stimuli and viewer responses to enable more precise targeting of video content. In this wide ranging conversation with Chris Pfaff, CEO of Chris Pfaff Tech Media, Jerimiah will lift the veil that surrounds data science, explaining: the top misconceptions executives have about data; the pillars of a successful data strategy; and the advanced psychographics that are making data more accurate than ever.
 

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11:35AM-12:25PM Eastern (8:35-9:25AM Pacific)
Main Stage
The Alchemy of New Data Science: Spinning Subscriber Straw into Gold
 
With hundreds of OTT services competing for audience share, there’s an increasing need for the personalization and recommendations bullseyes that enhance viewer engagement, loyalty, and long-term value. Forward-looking content providers are crossing into a new frontier of subscriber management. They elevate data collection and analysis science to identify viewer interests and behaviors to connect them with content they will love. Rather than rudimentary Age, Geo, or Genre targeting, today’s data strategies leverage AI-powered tools to go deeper. Psychographic insights, rich metadata, and fine points of viewing behavior allow the creation of uniquely personal viewer profiles. This panel will discuss the art and science of next-generation data management. Attendees will learn what is needed to get beyond the basics of data analysis; how content providers and their partners are creating profiles; how to separate valuable insights from the fool’s gold of inaccurate or misleading information; and, most importantly, attendees will understand what success looks like. Panelists include:
 

 

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12:25-12:30PM Eastern (9:25-9:30AM Pacific)
BREAK

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12:30-1:05PM Eastern (9:30-10:05AM Pacific)
Main Stage
The Way Forward for Cross-Platform Measurement
 
This session will provide insight into the latest developments in cross-platform measurement, identify the challenges this field still faces, and assess ongoing efforts to overcome those challenges. Questions to be addressed include: What do buyers and sellers respectively need from cross-platform measurement, and how well is the industry addressing those needs? What challenges is the Covid-19 pandemic presenting to the measurement industry? What impact are issues of data privacy and security having on the space? What is the status of the various cross-platform measurement initiatives from organizations such as CIMM, the MRC, the IAB and the WFA? How can the different media companies and organizations that have developed proprietary approaches to cross-platform measurement best collaborate? And what obstacles stand in the way of such collaboration? Panelists include:
 

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1:05-1:45PM Eastern (10:05-10:45AM Pacific)
Main Stage
Pandemic Experiments
 
On some level, the Covid-19 pandemic and the behavioral changes it has engendered are effectively serving as a series of massive “experiments” that are allowing researchers to deepen their understanding of the television and advertising industries by observing how those industries—and the consumers they serve—are responding to a sudden disruption of the status quo. This session, featuring a panel that includes some of the leading researchers in TV and advertising, will identify the new viewing and purchasing behaviors to which the pandemic is giving rise, and discuss how buyers, sellers, adtech providers and other advanced-TV advertising stakeholders are adapting to those new behaviors. Questions to be addressed include whether these changes are likely to be temporary or permanent; and whether the pandemic has simply hastened an ongoing, inevitable evolution of television advertising, or we are now seeing shifts occurring that were not previously anticipated. Panelists include:
 

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1:45-2:00PM Eastern (10:45-11:00AM Pacific)
Main Stage
News Announcement by HyphaMetrics
 
HyphaMetrics is proud to announce the launch of its first independent data stream, ContentMetrics. With ContentMetrics, the company is bringing its mission to provide the marketplace with high quality Zero Party Data to life. ContentMetrics will provide access to the most granular understanding of who is watching what, when, and how. In this keynote, Co-Founder and CEO, Joanna Drews, and President and CRO, Michael Bologna, will share insights from ContentMetrics’ data stream and explore the important role ZPD plays in the marketplace.
 

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2:00-2:30PM Eastern (11:00-11:30AM Pacific)
LUNCH BREAK AND NETWORKING
 

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2:30-3:00PM Eastern (11:30AM-12:00PM Pacific)
Main Stage
Fueling Fandom through Data Science and Research
 
Shifts in media distribution and consumption are reshaping everything in the world of entertainment, making competition for fans more heated and confusing. Tom Weiss, Chief Data Scientist for MarketCast, will examine the impact of TV and streaming services, combining data science with traditional research to understand changing consumer behaviors and opinions. Far from being competitors, these two disciplines complement each other, with data science helping identify what fans watch, buy and listen to, and traditional research pinpointing why they watch, buy and listen.
 

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3:00-3:30PM Eastern (12:00-12:30PM Pacific)
Main Stage
Fireside Chat: Embracing Connected TV to Win the New Advertising Ecosystem
 
The acceleration of viewers migrating from linear TV to CTV has rewritten the rules for how to reach and engage consumer attention across an increasingly diverse and fragmented landscape. Now more than ever, marketers need to utilize new strategies and technologies to personalize, deliver, and measure ads across every screen and device. In this fireside chat Executive Advisor and Investor, Jonathan Carson, sits down with Zvika Netter, CEO and Co-Founder of Innovid, to discuss how brands are maximizing advertising across the ecosystem by putting TV at the center of their omni-channel efforts.
 

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3:30-3:35PM Eastern (12:30-12:35PM Pacific)
BREAK

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3:35-4:10PM Eastern (12:35-1:10PM Pacific)
Main Stage
Advanced-TV Measurement
 
This panel will explore issues related to the state of measurement in the rapidly growing areas of Advanced Television and Advanced TV advertising. George Ivie of the MRC will lead a discussion with a group of the leading practitioners in the space, who will share their insights on current and future developments, such as TV targeting, measurement of dynamically inserted ads, intersections with privacy regulations and ensuring complete consideration of these areas in measurement currency. Panelists will discuss how the industry is adapting to the challenges they present for measurement. Panelists include:
 

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4:10-4:40PM Eastern (1:10-1:40PM Pacific)
Main Stage
Data and Diversity - Sponsored by Gracenote, A Nielsen Company
 
It goes without saying that market research, audience measurement, and data-driven insights analysis play a critical role in the business of television, powering strategies and decisions in advanced advertising, programming production, acquisition and distribution, content marketing, content discovery and more. But how confident can we be that our tools and methodologies accurately reflect the diversity of the audience, and are not skewed by unconscious assumptions and biases? And, if they do not accurately reflect that diversity, what impact does this have on the advanced-TV business as a whole? This session will explore how questions of diversity, equity and inclusion (and the lack thereof) need to be addressed in advanced TV and advertising—not only because doing so is a moral imperative, but because it is also a business imperative. Panelists include:
 
  • Adriana Waterston, SVP of Insights and Strategy, Horowitz Associates (Moderator)
  • Andre Swanston, CEO, Tru Optik
  • James LaVallee, VP of Integrated Marketing Solutions, Effectv/Executive Lead, Comcast RISE
  • Reny Diaz, VP of Audience Strategy and Content Development, NBCUniversal Telemundo Enterprises
  • Tina Wilson, EVP of Media Analytics, Nielsen
 
(Note: At this point in the schedule, we will also release on-demand a pre-recorded fireside chat about Comcast’s RISE initiative, featuring James LaVallee in conversation with Adriana Waterston. We will be announcing more details about this session in an upcoming issue of the ITVT newsletter.)

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4:40-4:45PM Eastern (1:40-1:45PM Pacific)
BREAK
 

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4:45-5:20PM Eastern (1:45-2:20PM Pacific)
Main Stage
From CPM to ROI: The Science of Attribution and Its Impact on TV Advertising
 
This session will see panelists not only exploring the latest developments in advertising attribution and debating their significance, but attempting to determine the impact of this emerging field on television advertising in general. Is TV advertising really evolving from a CPM marketplace to an ROI marketplace? And if so, how far along are we in this evolution, and what technological and business challenges still need to be overcome in order for it to continue? Panelists include:
 

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5:20-6:00PM Eastern (2:20-3:00PM Pacific)
Main Stage
Addressable-TV Advertising: Practical Wisdom from the Pioneers
 
This session will bring together a group of people at the forefront of implementing addressable-TV advertising campaigns in the US market, who will share practical wisdom and emerging best practices for this space. In addition, the panelists will draw on their extensive real-world experience to a) identify the biggest roadblocks in the way of addressable’s growth (debating the role of such potential obstacles as platform fragmentation, emerging privacy concerns, walled gardens, and the need for more granular measurement), b) outline the conditions that need to be in place in order to catalyze that growth (weighing the importance of such potential improvements as consistent measurement standards, better attribution, increased inventory, simplifying the buying and management of campaigns across suppliers, increasing addressable inventory, and more), and c) share their insights into how best to achieve those conditions and make them actionable. Panelists include:
 

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11:00-11:05AM Eastern (8:00-8:05AM Pacific)
Main Stage
Welcoming Remarks by Tracy Swedlow, Editor-in-Chief of ITVT
 

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11:05-11:35AM Eastern (8:05-8:35AM Pacific)
Main Stage
TV Media Buying: Investing in Local Markets Pays Big Dividends
 

Single-market media buying—particularly in a top DMA like New York—is a key strategy for a brand’s success. It offers targeting capabilities, quality inventory, and actionable reporting that are difficult to attain in national strategies. The local market offers important audiences and efficiencies that inform campaigns and help fuel a brand’s national strategy. 

Join Ed Renicker, CEO of New York Interconnect (NYI), in conversation with Nancy Larkin, EVP/Managing Partner of LocalOne at Horizon Media. In this dynamic discussion, the two industry leaders will talk about the importance of local markets for national brands in TV media buying strategies and the increasing strength of the industry overall as more brands continue to return to the forefront in 2021.

 

 
11:35AM-12:25PM Eastern (8:35-9:25AM Pacific)
Main Stage

How Local Market Media Buying Paves the Way for National Success

Targeting. Inventory. Reporting. When it comes to achieving successful TV media buying campaigns for brands, it’s time to think nationally—and buy locally. Agencies are increasingly turning to single-market media buying to inform and fuel their national campaigns. First- and third-party data is better captured on a local level and a critical element to an agency’s ability to plan, execute and evaluate a winning advertising campaign.

Join moderator, Jon Watts, Executive Director of The Project X Institute, in conversation with Beth Miller, VP of National Sales for New York Interconnect (NYI), Manoj Shamdasani, VP of Programming and Brand Partnerships for News 12 Networks, as well as Eveliza Jimenez, VP/Director of Local Investment at Canvas Worldwide, for this forward-thinking conversation about how local market strategies can lead the way to success for national brands.

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12:25-12:30PM Eastern (9:25-9:30AM Pacific)
BREAK

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12:30-1:15PM Eastern (9:30-10:15AM Pacific)
Main Stage
Cross-Platform Sales in Local Media
 
With audience fragmentation across media and platforms, the challenge to target and aggregate audience segments efficiently is critical to address. Frequency capping, unified IDs, attribution, and campaign optimization head the list of must-haves for driving successful cross-platform sales targeting local audiences. Panelists include:
 

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1:15-2:00PM Eastern (10:15-11:00AM Pacific)
Main Stage
Local OTT/CTV Ad Trends - Sponsored by Comscore
 
OTT and particularly the CTV segment of the streaming video market soared during the Covid-19 pandemic in terms of key metrics including viewing time, subscriptions, ad spending and launch of new OTT services and platforms. BIA forecasts OTT ad spending targeting local audiences will rise to $1.2 billion in 2021. This panel examines what’s driving this spending, where it’s coming from, the strategies behind OTT local investments, and where this part of the market is headed. Panelists include:
 
 

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2:00-2:35PM Eastern (11:00-11:35AM Pacific)
LUNCH BREAK AND NETWORKING
 

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2:35-3:35PM Eastern (11:35AM-12:35PM Pacific)
Main Stage
ATSC 3.0: Virtual Infrastructure for Monetization Systems
 
Systems are being developed that will create opportunities for broadcasters in targeted advertising, datacasting, autonomous vehicles, advanced alerting, distance learning, and 5G integration. While there are significant differences in these systems, they share common requirements. They will all require data management, automation, and the ability to change quickly. These characteristics are best delivered with data-centric software/cloud systems, not traditional television hardware systems. The end game of ATSC 3.0 is not just to get TV stations on the air, it is to reinvent broadcasting as a high-tech, growth industry. Toward that end, a group of visionary industry executives will review the underlying technologies common to all ATSC 3.0 monetization systems as a starting point to plan for them. Panelists include:
 

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3:35-3:40PM Eastern (12:35-12:40PM Pacific)
BREAK

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3:40-3:55PM Eastern (12:40-12:50PM Pacific)
Main Stage
Keynote Presentation by Anne Schelle, Managing Director of Pearl TV
 
NEXTGEN TV is gaining steam across the country with more than 27 cities currently on air, and 65M household coverage expected by the end of 2021. In this keynote, you'll learn about broadcasters' service plans, CE rollouts, how the ecosystem is working together to ensure a smooth service rollout for viewers, and what excites consumers about NEXTGEN TV.

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3:55-4:30PM Eastern (12:55-1:30PM Pacific)
Main Stage
NEXTGEN TV and the Consumer
 
This session will explore how consumers are responding to ATSC 3.0—the new broadcast-TV standard (also known by the consumer-facing brand, NEXTGEN TV) that combines OTA TV with broadband, thus potentially enabling a huge range of new broadcast services—in five major markets where it has launched: Portland, Detroit, Las Vegas, Tampa and Phoenix. Drawing on new research that is being conducted for Pearl TV by Magid, the panelists will attempt to answer the question, “Why would a consumer want to buy a NEXTGEN TV set?” 
 
  • Bill Hague, EVP, Magid (Moderator)
  • Bonnie Barclay, President, The Branding Iron
  • Kerry Oslund, VP of Strategy and Business Development, Scripps
  • Luke Fay, Sr. Manager Technical Standards, Sony
  • Tim Carroll, Senior Director of Technology, Sound Group, Office of the CTO, Dolby Laboratories

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4:30-4:35PM Eastern (1:30-1:35PM Pacific)
BREAK

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4:35-4:40PM Eastern (1:35-1:40PM Pacific)

Main Stage

Keynote Presentation: ATSC 3.0: A Platform for Today and Tomorrow

ATSC 3.0 is a platform designed to serve the broadcasting ecosystem for years to come. ATSC President, Madeleine Noland, will give an update on how ATSC members are developing and evolving the ATSC 3.0 Platform—aka NEXTGEN TV—for the US and beyond.

 

 

 
4:40-5:20PM Eastern (1:35-2:20PM Pacific)
Main Stage
How ATSC 3.0 Will Transform Broadcast TV
 
This session will focus on new capabilities that ATSC 3.0 will soon be enabling (and, in some cases, is already enabling) for broadcast television, including 4K and UltraHD HDR, enhanced audio, rich user interfaces, interactivity, personalization, improved measurement, addressable TV, shoppable TV, increased content security, distance learning, multichannel TV and even non-TV applications. Panelists will assess progress made to date in enabling and rolling out these new capabilities, and predict how important a role each of them could play in the future of broadcast TV. Panelists include: 
 

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5:20-6:00PM Eastern (2:20-3:00PM Pacific)
Main Stage
ATSC 3.0  Use Cases for ATSC 3.0
 
With successful on-the-go field testing done across the West, the potential for ATSC 3.0 in the automotive environment is exciting; and infotainment, software delivery, and fleet management are just the start of potential integrations. This session will explore progress made to date in Detroit’s Motown 3.0 Open Test Track and recap the results of the recent field testing work done by Sony with its demodulator chip, developed by Sony Semiconductor. Panelists include:
 
  • Kerry Oslund, VP of Strategy and Business Development, Scripps (Moderator)
  • Luke Fay, Senior Manager, Technical Standards, Sony Electronics
  • Mark Simpson, President and CEO, Triveni Digital

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11:00-11:05AM Eastern (8:00-8:05AM Pacific)
Main Stage
Welcoming Remarks by Tracy Swedlow, Editor-in-Chief of ITVT
 

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11:05-11:35AM Eastern (8:05-8:35AM Pacific)
Main Stage
Keynote Fireside Chat: Samsung’s Avner Ronen on the Evolution of Connected TV

Long-time technology and media entrepreneur, Avner Ronen, is now VP of Product Development for Samsung’s connected-TV platforms. In this conversation with Simon Applebaum, host of the long-running podcast, “Tomorrow Will Be Televised,” Ronen will share his thoughts on the current state and future evolution of the connected-TV space, highlighting the considerations that are driving Samsung’s strategic approach. Topics to be addressed include: the future of connected-TV programming; key trends in content discovery; ad-supported vs. subscription-based business models; the growing importance of niche content and other ongoing developments in VOD; the significance of content/channel partnerships in distribution to CTV; and more.

 

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11:35AM-12:05PM Eastern (8:35-9:05AM Pacific)
Main Stage
Keynote Fireside Chat: Donna Speciale on Reinventing Univision’s Go-to-Market Strategy

Earlier this year, TV ad sales veteran, Donna Speciale, was named President of Advertising Sales and Marketing at Univision. Hired as part of what the Hispanic broadcaster has termed an “ongoing transformation” of its advertising and streaming strategies, Speciale has stated publicly that she is “focused on aggressively evolving” Univision’s ad sales operations. In this keynote fireside chat with Scott Schiller, Global Chief Commercial Officer at ENGINE and Co-Founder of the IAB, Speciale will cast light on her plans to revamp Univision’s ad-sales strategy, update attendees on its new PrendeTV AVOD service, explain why Hispanic audiences need to be a key part of a brand’s marketing strategy, share her insights into the future evolution of TV/video advertising in general, and more.

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12:05-12:10PM Eastern (9:05-9:10AM Pacific)
BREAK

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12:10-1:00PM Eastern (9:10-10:00AM Pacific)
Main Stage
How to Catalyze Audience-Based Selling in the US


By 2030, TV advertising revenue and audiences will be significantly fragmented across platforms, screens and ecosystems. In response, traditional broadcasters will need to change the way they manage linear advertising, moving away from selling spots to selling an audience--whatever the platform. However, while leveling the playing field between linear and digital advertising rates, they will also need to maintain the premium that allows them to continue to invest in quality content.

As it happens, broadcasters outside the US have been using various forms of audience-based selling for over 20 years, viewing it as a superior trading model to the traditional model because it results in higher yields based on continuous optimization of inventory. However, in the US the situation is different: the country is divided into city-based markets; and each broadcast channel—even the affiliates of the national networks—will come from the local broadcaster, which will largely be responsible for selling advertising in that market. As a result of this and other factors, the US market is much more strongly tied to spot sales and will be harder to shift toward adaptive audience fulfilment. This session will bring together representatives from international markets where audience-based selling is well established, and from US players that are working to implement it here, in order to discuss what needs to happen in order for it to take off stateside. Panelists include:

  • Alan Wolk, Lead Analyst TV[R]EV (Moderator)
  • Graham Heap, Senior Director of Product Management, Imagine Communications
  • Additional panelists TBA

 


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1:00-1:05PM Eastern (10:00-10:05AM Pacific)
BREAK

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1:05-1:35PM Eastern (10:05-10:35AM Pacific)
Main Stage
The Future is Now and There’s No Turning Back: How the Pandemic has Shifted How and Who We Target

The Covid-19 pandemic accelerated many changes, and advertisers aren’t going back to program targeting—instead it’s all about audience targeting vs. content. With audience targeting, you can leverage massive amounts of privacy-friendly online and offline audience data that allow for precise targeting, regardless of the content your ad is being served on. In this session, Jae Scarborough, VP of Enterprise and Channel Sales at Simpli.fi, will discuss why audience targeting ensures you’re reaching the right person at the right time and even on the right device, while accurately measuring and driving meaningful results, regardless of what content the user is consuming.

 
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1:35-2:05PM Eastern (10:35-11:05AM Pacific)
Main Stage
Speaking Truth to Power:  Rishad Tobaccowala on Targeted Advertising 
 
Tap into Rishad Tobaccowala’s unique perspective on agency, brand and media relevance in today’s converging world of communication. Hear his views on why agencies should take control of audience segmentation as a prerequisite to successful marketing campaigns and not rely on external solutions. By starting the process of marketing that is focused on the audiences, he shares how this generation of advanced advertising professionals can ensure everyone’s efforts are impactful. In what promises to be a highly informative fireside chat, Tobaccowalla will be interviewed by Rick Howe, The iTV Doctor.
 
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2:05-2:35PM Eastern (11:05-11:35AM Pacific)
LUNCH BREAK AND NETWORKING
 

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2:35-3:05PM Eastern (11:35AM-12:05PM Pacific)
Main Stage
National Linear Addressable Has Arrived: Here’s a Proven Modular Tech Stack Ad Sales and Ops Teams Can Deploy Right Now

National linear addressable TV advertising has arrived. But how can broadcasters use automation to scale this exciting new revenue stream while protecting their core direct-sold linear business? This session will showcase a proven, modular tech stack that ad sales and operations can deploy right now; share some real-world business models and use cases; and provide tips for how to get the fundamentals right. Panelists include:

 

 

(Note: LTN Global’s CTO and Head of Strategy, Alan Young, will be hosting a birds-of-a-feather discussion on How to Scale Cross-Platform Addressable Advertising, 1:20-2:20PM Eastern (10:20-11:20AM Pacific), Friday, April 30th. To take part in the discussion, click on the “Breakout Rooms” icon in the navigation bar, then select the LTN Global room.)

 

 

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3:05-4:05PM Eastern (12:05-1:05PM Pacific)
Main Stage
Audience-Based Buying in Action
 
As the industy continues to evolve towards a data-driven, audience-first buying approach, we'll hear from those working to enable this change. Through three conversations, we'll hear the fresh perspectives and first-hand experiences of these industry leaders. We'll discuss how to best unlock the potential of audience-based buying, how success is being quantified, and new innovations in how audiences are defined, bought, measured and optimized for impact.
 
Part I: Why ABB Is Important
 
We'll talk about why the shift to an audience-based buying mindset is important for our industry. Session will provide a high-level discussion of where we are today, how brands are adopting ABB, and what successes they have had. Panelists include:
 
 
Part II: Focus on Measurement
 
This discussion will focus on measurement. We'll talk about how brands are measuring success and which key performance indicators (KPIs) they are optimizing against. Panelists include:
 
 
Part III: Where Are We Going?
 
In this discussion, we'll talk about where we're going. We'll hear valuable insight from those involved in what's next in audience-based buying. Panelists include:
 

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4:05-4:10PM Eastern (1:05-1:10PM Pacific)
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4:10-5:05PM Eastern (1:10-2:05PM Pacific)
Main Stage
Advanced-TV Initiatives
 
The evolution of television from a linear, one-to-many ecosystem focused on broad age/sex demographics to a digital, addressable ecosystem continues to move at a rapid pace. Advanced television now includes data-driven linear, addressable TV through both the cable set-top box and an enabled smart TV, AVOD through services like PrendeTV, and connected TV inventory through TV OEMs like Samsung. Each of these platforms is at a slightly different point in its evolution. They also differ in terms of the data that they use to execute and measure campaigns. Our panel will include experts on each addressable TV platform, who will discuss their roadmaps, strengths and weaknesses and challenges, and an expert from the agency world, who will discuss client side view, especially the challenge of having to utilize these platforms together to drive advertiser campaign success. Panelists include:
 

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5:05-5:10PM Eastern (2:05-2:10PM Pacific)
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5:10-6:00PM Eastern (2:10-3:00PM Pacific)
Main Stage
The Rise of AVOD
 
AVOD has seen rapid growth over the past year: according to a recent study from Omdia, AVOD revenues surpassed SVOD revenues in the US in 2020; and CPMs are now higher for AVOD than for linear TV. Moreover, while AVOD services were initially primarily dominated by longtail content, Roku and other major players have recently unveiled plans to produce significant amounts of original programming for the medium. This session will examine the factors driving AVOD’s growth, explore its impact to date on the advanced-advertising, programming and streaming spaces in general, and debate the role that AVOD will play in the streaming ecosystem going forward. Issues to be addressed include the challenges (e.g. the potential for ad fraud in streaming video, the need to improve the streamed advertising experience, and the need to ensure consistent measurement that can overcome the space’s fragmentation) that still stand in the way of AVOD’s growth; the role that AVOD will play in hybrid/”freemium” business models going forward; and more. Panelists include:
 

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11:00-11:05AM Eastern (8:00-8:05AM Pacific)
Main Stage
Welcoming Remarks by Tracy Swedlow, Editor-in-Chief of ITVT
 

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11:05-11:10AM Eastern (8:05-8:10AM Pacific)
Main Stage
The Best Bundle: How Consumers Are Navigating a Landscape with More TV Options than Ever
 
In 2021, the list of TV providers is longer than ever. Choice is good—but for many viewers, the expanding number of standalone options has made the task of picking and choosing the right combination more than a little confusing (and put renewed value on aggregators who can help them discover and watch content from multiple sources, all in one place).  
 
In this presentation, Jon Giegengack, Founder and Principal of Hub Research, will share findings from Hub’s annual viewer survey, “The Best Bundle,” including: Have consumers reached the threshold of how many TV platforms they want to manage? Has the growing cost of paid subscriptions made ad-supported TV more appealing? Will viewers keep new subscriptions and habits that they added during the pandemic? And, if they need to cut back, which providers will viewers drop first (and last)?
 

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11:05-11:55AM Eastern (8:05-8:55AM Pacific)
Main Stage
How Covid-19 Will Change the Streaming Wars
 
In 2020 the streaming wars entered a new phase. Covid-19 drove consumers on-screen in unprecedented numbers, just as compelling new providers entered the fray. Some types of content (like sports) became essentially unavailable, while others (like theatrical movies) became available in ways they’ve never been before. This session will examine how the pandemic has changed television, and which changes will persist after Covid-19 is in our rearview mirror. Questions to be addressed include: How has TV consumption changed during the pandemic? Which providers are consumers adopting during Covid-19 (and which are they dropping)? Does “stacking” of more paid streaming platforms mean greater opportunity for ad-supported TV? Have big bets on streaming by HBO Max or Disney+ influenced viewers’ content expectations in general? And what are the biggest opportunities for content creators and distributors in 2021? Panelists include:
 
 

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11:55AM-12:00PM Eastern (8:55-9:00AM Pacific)
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12:00-12:30PM Eastern (9:00-9:30AM Pacific)
Main Stage
Keynote Fireside Chat: ViacomCBS’s Streaming Strategy
 
We will be announcing more details about this session in an upcoming issue of the ITVT newsletter. Participants include:
 
  • Rob Gelick, EVP and GM of Streaming Services/Chief Product Officer, ViacomCBS
  • Scott Schiller, Global Chief Commercial Officer, ENGINE (Moderator)

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12:30-1:15PM Eastern (9:30-10:15AM Pacific)
Main Stage
On the Basis of Sex: Successful Women in Advanced TV
 
Getting a new company up and running isn’t easy for anybody. But our business culture has made it particularly difficult for women. We'll hear the stories of women who've succeeded, and learn how they did it (and what remains to be done). Panelists include:
 

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1:15-1:20PM Eastern (10:15-10:20AM Pacific)
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1:20-2:20PM Eastern (10:20-11:20AM Pacific)
LTN Global Breakout Room

 
This discussion will be moderated by Alan Young, CTO and Head of Strategy at LTN Global Communications. Industry insiders, including Bruce Anderson, Co-CEO and Global CTO of INVIDI Technologies; Evan Adlman, SVP of Advanced Advertising and Digital Partnerships at AMC; and Sid Gregory, CTO of Canoe; and Zeev Neumeier, Chief Innovation Officer at VIZIO, will discuss the challenges in creating cross-platform specifications that work for all parties, and steps the industry can take to accelerate their creation. They’ll also share insights into how to overcome the operational challenges of simultaneously managing addressable campaigns across multiple platforms and systems.
 
To take part in this discussion, click on the “Breakout Rooms” icon in the navigation bar, then select the LTN Global room or find this in the Main Stage listing.
 
 
 
 
 
 
1:20-2:00PM Eastern (10:20-11:00AM Pacific)
Main Stage
Is Broadcast The TV of Tomorrow?
 
Local broadcast television has seen a resurgence of audience and engagement during the Covid-19 Pandemic, and local advertising revenue is growing after years of decline. Our panel of station group owners and network groups will debate whether broadcast has a place in the “TV of Tomorrow” ecosystem. We will touch on (but not get lost in) the impact of ATSC 3.0, the TRUST that viewers have in their local broadcast news personalities, and the latency advance that broadcast holds over any re-distribution (whether cable, satellite or streaming) of live sports—a VERY important issue with the rapid deployment of in-game sports betting. Panelists include:
 

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2:00-2:45PM Eastern (11:00-11:45AM Pacific)
LUNCH BREAK AND NETWORKING
 

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2:45-3:15PM Eastern (11:45AM-12:15PM Pacific)
Main Stage
Addressing the Localized Challenges of Streaming in the Time of Covid
 
Consumption of streaming video has increased significantly during the Covid-19 pandemic, and the consensus seems to be that the changes in viewing behavior we are seeing will be permanent. However, the increased household data usage that is the inevitable result of these changes can mean reduced QoE for consumers—with more buffering, slower start-up times, and more crashes. The rapid growth of OTT video also impacts streamers and technology providers, whose costs increase as networks carry more traffic, flattening their ARPU. This session will show how a patented technology called Viewer Assisted Delivery can ease the burden on delivery networks by creating a network of end-user devices that allows content to be delivered device-to-device, thereby reducing dependency on the CDN and helping lower delivery costs. Participants include:
 

 

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3:15-3:50PM Eastern (12:15-12:50PM Pacific)
Main Stage
Local Broadcast TV: Streaming’s Last Horizon?
 
Traditional broadcast television sits precariously between heritage linear OTA and MVPD distribution models on the one hand, and a burgeoning streaming TV ecosystem on the other. This session will explore how networks, affiliated stations and groups, and consumer-driven tech intermediaries are helping modernize “broadcast” for the realities of modern-day streaming? Panelists include:
 
  • Adam Ware, VP and GM of National Networks and Platforms, Sinclair Broadcast Group
  • Jim Long, CEO, Didja
  • Kevin Dunaway, VP of Affiliate Relations and Content Development, Syncbak/VUit
  • Tim Hanlon, CEO, The Vertere Group (Moderator)

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3:50-3:55PM Eastern (12:50-12:55PM Pacific)
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3:55-4:40PM Eastern (12:55-1:40PM Pacific)
Main Stage
The Technologies that Will Drive the TV of Tomorrow—and Those that Won’t
 
This session will attempt to predict which emerging technologies and platforms will have the biggest impact on television and video over the coming months and years, how, and why. In addition to highlighting technologies whose disruptive potential they believe has been underestimated, panelists will be asked to identify those that they believe are currently being over-hyped. Panelists include:
 

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4:40-5:30PM Eastern (1:40-2:30PM Pacific)
Main Stage
Programming Innovators’ Roundtable
 
Our “Grand Finale” session will feature a panel composed of people and companies that are developing and enabling new and innovative types of programming—including content that is interactive, social, cross-platform, shoppable, IoT-integrated and more. Well worth the wait, the session will offer attendees the opportunity to learn from some of the most creative minds in television and video, and to gain insight into the kinds of programs we may all be watching in the months and years ahead. Panelists include: