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Session one: THE ROAD TO LINEAR/DIGITAL UNIFICATION
09:05 – 09:10
Director, Mediatel Events
The Future of TV Advertising Introduction
09:10 – 09:30
Moderator John Moulding
Executive Vice President, Business Operations and Strategy, NBCUniversal
Fireside chat: Removing planning siloes to reveal the unique power of TV
NBCU’s One Platform removes the legacy siloes that separated broadcast linear and digital, enabling unified planning, execution, campaign management and reporting. It means multiple campaign strategies – like broad-reach, demo-based and attribute-based audience buying, including with narrow targeting – can be combined in any mix, seamlessly, as an inherently data-driven and multiscreen experience. In this interview, we discuss the implications for marketers and the TV industry as holistic, converged TV advertising platforms become a reality. We take a look at the technology building blocks and processes behind the pioneering NBCU One Platform implementation, which is one of the most notable projects in global advertising today.
09:35 – 09:55
Digital/linear unification in practice: a technology case study
A look at the technology and workflow challenges when unifying digital and linear TV planning and execution, with practical learnings from real-world implementations.
10:00 – 10:40
Head of AV Planning, Wavemaker
Managing Director of International Data, LiveRamp
Panel: the road to holistic television planning and reporting
This panel explores what truly holistic television planning, execution and reporting looks like, how it helps advertisers optimise their time and spend, whether it can bring new money to TV, and how the television industry as a whole – and not just a few pioneers – can deliver on the vision. We consider the impact when agencies can buy a screen-agnostic audience target, and how media owners make that realistic. We look for the opportunities presented by unified campaign management, like when known exposures on linear can be used as the basis for digital targeting or avoidance. Practical challenges and solutions will be addressed, like identity management, reach de-duplication, cross-screen frequency management, comparable multiscreen metrics and multi-channel attribution.
Session two: Getting serious about connected TV
10:45 – 11:15
Moderator John Moulding
Director, Advertising Data & Analytics, ITV
EVP, EMEA & APAC, Comscore
Panel: does connected TV mean quicker connection and faster monetisation?
• Has the ‘new normal’ (coronavirus-era) viewing behaviour become predictable now; What forecasting and media planning lessons can we carry forwards?
• Marketing budgets have become more fluid than ever: are they going to end up in a noticeably different place to before the coronavirus crisis began?
• Connected TV provides a quicker feedback and monetisation path than broadcast television – are these advantages drawing new budget to this channel?
• How, exactly, is connected TV agility helping media buyers to optimise the reach/performance of their overall (omnichannel) TV/video campaigns?
• Is the connected TV element of a television/premium video campaign now helping to inform inflight optimisations for the wider broadcast TV campaign?
15:30 – 15:50
Moderator John Moulding
European Sales Director, Samsung Ads
Brand Advertising/Marketing, SEAT Germany
Director Digital, PHD Germany
How to ensure your creative is reflective of the LBGT+ community
TV is the home hub for all connected living with consumers choosing between scheduled broadcast TV, Video-On-Demand delivered through Apps or plugging in their games console. Connected TV is enabling a much more active TV experience and through digital activation on CTV the consumer is leaning into the TV experience and driving deeper one-to-one engagements between consumers and brands. You will hear how SEAT are using App insight from Samsung Ads to help devise their media strategies. Marketers are often challenged between long-term brand building and short-term activation; could Advanced TV be the solution to both?
11:55 – 12:40
Moderator Jon Watts
Managing Partner and Co-Founder, MTM
Head of Video Market Development, Xandr
Vice President Video Global, PubMatic
General Manager, Adtech and Business Development, Publitalia ‘80
Panel: The true potential of connected TV, and how to harness it
Connected TV is a way for broadcasters to grow their share of big screen viewing time using their streaming apps and the on-demand catalogues within them. At the same time, connected TV platforms are home to a growing selection of non-broadcaster services catering for both mainstream and special interest tastes, growing the overall TV universe. This panel explores the unique opportunities that connected TV gives marketers to reach viewers who have temporarily navigated out of broadcast, or who are consistently light broadcast viewers, or who feel that their needs are only served in the streaming environment. Can connected TV help maintain reach as linear viewing decreases? How do we segment, target and measure audiences more effectively in this environment, and integrate connected TV into the wider planning process? And can connected TV viewing insights be used to improve media and marketing strategies across the wider broadcast world?
12:45 – 13:05
Session three: Removing barriers to AD monetisation
13:10 – 13:40
Director of Systems and Development, Sky
Tech-stack hurdles to linear and non-linear ad monetisation - and how to overcome them
Industry leaders share advertising tech-stack issues and solutions in their global regions on topics essential to linear and non-linear ad inventory monetisation.
• Invalid Ad Traffic in an IP World
• Ad Inventory Forecasting in a Linear/Non-Linear World
• Incremental Ad Reach in a Linear/Non-Linear World
• Ad Measurement harmonization across Linear/Non-Linear
• Entertainment ID consistency in a Linear/Non-Linear world
14:10 – 14:25
Case study: using connected TV, mobile and digital to turbo-charge targeting against purchase intenders
This case study demonstrates the use of mobile location data to infer purchase intention, as the basis for audience segmentation, followed by geo-targeting to connected TV sets, with exposed audiences then retargeted in the digital sphere, all with the aim of driving retail footfall. You can hear about the impressive uplift in retail footfall, including how incremental lift was determined and compared to campaign exposure. This is a notable example of how diverse data inputs formed the basis for cross-channel collaboration for targeted advertising, with connected TV at its heart.
14:30 – 15:00
Moderator John Moulding
CIO, GroupM ANZ
Chief Sales Officer, Nine
What the world can learn from Australia's new all-screen reporting and planning database, VOZ and the broadcasters' game-changing shared trading platform
VOZ is Australia’s new all-screen planning and reporting database. With the support of all the major stakeholders in the market, VOZ will be integral to the broadcasters’ forthcoming shared trading system that will enable audience-based buying across multi-broadcaster and multiscreen inventory. This panel explains: how VOZ reveals incremental reach beyond broadcast TV and television set viewing; how its rich and detailed insights can assist buyers in planning and optimising campaigns; and its role in the next generation buying ecosystem. We are looking for the lessons other markets can take from these game-changing initiatives: the practical challenges for a shared trading system, buyer and broadcaster objections that had to be overcome, and things you dare not get wrong. Practical fixes are explained: how to agree on audience segment definitions, how to demonstrate connected TV co-viewing, and how to provide consistent performance metrics across screens, for example.
Session four: Next steps in data-driven targeting
15:05 – 15:45
Moderator Cadi Jones
Commercial Director EMEA, Beeswax
Innovation Manager - TV, Adverts & Digital Media, Proximus
VP Advanced Advertising and Data Products, Synamedia
Panel: Addressable TV for every pay TV operator
Beyond the handful of pioneers who have deployed addressable TV advertising for STB inventory on broadcast infrastructure, there are dozens in Europe and hundreds worldwide who will need to offer a solution for their household footprint. This panel explores how we make addressable realistic for them. Do you partner with an established addressable ecosystem, as Virgin Media has done with Sky and AdSmart? Can Google break into this market by offering its ad-tech and services to operators harnessing Android TV Operator Tier? Can operators ‘build their own’ addressable stacks with the help of new and emerging targeted TV sales/tech enablers? This panel considers the key tech and business requirements that must be met, as well as the deployment models.
15:50 – 16:30
Moderator Greg Grimmer
CEO, Mediatel Group
Managing Partner, Client Services, UM
Advertising strategies for a post-covid recession
Leading media buyers give their opinions on how brands should respond if we have to endure our second major recession in 12 years. The Great Recession of 2008-09 was followed by a greater focus on short-term media efficiencies and more digital, often at the expense of long-term brand-building. Since then, Binet & Field and others have demonstrated the need to balance short and long-term marketing for maximum effectiveness, with growing support for their views. Is anyone contemplating a repeat of post-Great Recession tactics, even when under severe budget pressure? Can brands afford to significantly reduce brand advertising, even for a year?