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TVOT Session Alert: How to Catalyze Audience-Based Selling in the US

ITVT is pleased to announce the TVOT LIVE! Spring 2021 session, “How to Catalyze Audience-Based Selling in the US.” The session, which will take place on Wednesday, April 28th, is brought to you by Imagine Communications.
 
Here’s the session’s listing from the show agenda:
 

Thursday April 29th 

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)
  • Andrew Troy, General Manager of Sales, DISH Media
  • Eric Cavanaugh, SVP of Cross-Platform Marketplace Intelligence, Publicis Media
  • Graham Heap, Senior Director of Product Management, Imagine Communications
  • Kelly Perone, SVP of Product Strategy, Effectv


 
REGISTER FOR TVOT LIVE! SPRING 2021 HERE!
 
 
You can either register for:
 
  • Our Free to Watch Tickets, which will allow you  to view all TVOT LIVE!’s panels and keynotes free of charge; or for
  • Our TVOT Power Tickets, priced at $199, which will allow you to 
  • Network with TVOT speakers and other attendees
  • Request and schedule 1-on-1 meetings with speakers and other attendees
  • Take part in Q&A and Live Chat during the show’s sessions
  • Participate in informative community discussions and birds-of-a-feather sessions in our virtual breakout rooms
  • Bump into old friends—and make new friends—in our Community Lounge
  • Access our virtual concierge/helpdesk service, which will assist you in navigating the show, setting up meetings, and more
  • Take part in virtual parties, prized contests, and other fun social activities
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