Thursday, May 30, 2024
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9:00am - 9:45am
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BREAKFAST
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9:45am - 9:55am
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9:55am - 10:30am
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THE UPFRONT IS DEAD, LONG LIVE THE UPFRONT
The traditional TV upfront model continues to face increasing scrutiny and calls for change. The lack of flexibility, combined with a converging TV viewership landscape and increasing advertiser demand for outcome-based metrics, have led many advertisers to rethink their approach, and to leverage the benefits of continuous and data-driven planning, buying and optimization throughout the year to maximize their return on ad spend. For the largest TV advertisers, particularly those who seek access to live sporting events, award shows and other hit programs (which continue to represent some of the highest rated programming on TV) the upfronts will continue to have a role to play. For many others, upfront participation is no longer needed to secure access to premium inventory, drive significant incremental reach, obtain impressions guarantees, or achieve key business outcomes. Which avenue is right for you? Join us for an in-depth analysis of current alternatives and solutions to improve the flexibility, transparency, efficiency and effectiveness of your TV ad planning, buying, measurement and optimization.
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Jon Werther
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CEO
Simulmedia
Kevin Cahn
Associate Vice President & Head of Media COEs
Kepler Group
Tamara Alesi
CEO
Mediaplus NAM
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10:30am - 11:05am
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PROGRAMMATIC TRANSPARENCY MATTERS: REBALANCING INFORMATION ASYMMETRY
Join Tom Triscari, collaborator on the ANA Programmatic Media Supply Chain Transparency Study, and Sabrina Traskos, VP of Commercial Procurement at Regeneron, as they break down how brands can regain control and visibility in the programmatic space.
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Tom Triscari
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CEO, Programmatic Economist
Lemonade Projects
Sabrina Traskos
VP of Commercial Procurement
Regeneron
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11:05am - 11:25am
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NETWORKING BREAK
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11:25am - 12:00pm
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100% DIGITAL TV FUTURE IS HERE: OPTIMIZING EXPERIENCES FOR VIEWERS (+ BRANDS)
They say that those who don’t learn from history are doomed to repeat it. By the end of this decade, TV will be nearly 100% digital. But this journey also poses a danger: The same issues that plagued our industry at the start of digital advertising can (and have) reared their ugly heads – things like fragmentation, waste, static measurement, limited data ownership, and a lack of transparency. Ultimately, these can (and have) resulted in bad experiences for viewers … which is also bad for advertisers.
The migration of audiences to CTV is largely due to that viewing experience; having access to relevant, engaging content whenever, however, and wherever they want it. For the advertisers that have followed viewers to streaming, the opportunities for reach, engagement, and ROI are unparalleled. But how are the most successful brands avoiding those common pitfalls of the past?
Hear how advertisers are navigating the 100% digital TV future by regaining control, weeding out inefficiencies, leveraging transparent insights to strengthen performance, and maximizing ROI in the process.
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Dani Cushion
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Chief Marketing Officer
Innovid
View Presentation
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12:00pm - 12:35pm
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MAKING PROGRAMMATIC WORK FOR TV
TV and premium content provide a great way for brands and advertisers to tell their stories to consumers in a highly engaged, highly viewable environment, but making it work at scale means navigating through the combined complexities of legacy TV buying and the digital ecosystem to simplify the process for buying, activating, and measuring media at scale. In this session we'll talk about changes happening in market to automate the upfront, make more inventory biddable, and ultimately make TV work across the entire marketing funnel.
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David Dworin
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Chief Product Officer
FreeWheel
View Presentation
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12:35pm - 1:35pm
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NETWORKING LUNCH
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1:35pm - 2:10pm
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REIMAGING THE CLIENT/AGENCY PARTNERSHIP TO OPTIMIZE PROGRAMMATIC
Over the past decade, media has moved to the center of the marketing ecosystem, propelled by the growth of programmatic, given its proximity to data, measurement, content, and commerce. Now more than ever, savvy brands recognize media's strategic role in modernizing the marketing model and unlocking greater business impact. Boehringer Ingelheim and OMD have re-imagined their partnership to fully optimize the power of programmatic media as a growth multiplier. Their global media AOR model has been reinvented and the team has implemented recommendations from the recent ANA Programmatic Media Supply Chain Study to drive business results.
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Katherine Freeley
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Head, Media Center of Excellence
Boehringer Ingelheim Pharmaceuticals
Jo Zmood
Managing Director
OMD
View Presentation
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2:10pm - 2:45pm
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GAME ON: EXPLORING THE FUTURE OF BRANDS AND VIDEO GAMES
In this engaging coffee chat, Adam Keaney, General Manager of PlayerWon.com, will host a discussion on the intersection between brands and video games. Dave will chat with Joost Van Dreunen, an industry expert and faculty member at NYU Stern School of Business. Together, they'll discuss the evolving landscape of video games and how brands adapt to harness this powerful medium for marketing and engagement. From in-game advertising to branded content and beyond, our panelists will not only share insights, trends, and predictions shaping the future of brand integration in video games but also provide actionable strategies for navigating this exciting frontier. Whether you're a marketer, advertiser, or simply intrigued by the synergy between brands and gaming, this panel promises to provide invaluable perspectives. Don't miss your chance to participate in this illuminating discussion. Join us as we uncover the opportunities, challenges, and innovations driving the future of brands in the world of video games. Game on!
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Adam Keaney
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General Manager
PlayerWON
Joost van Dreunen
Professor
NYU Stern
View Event Recap
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2:45pm - 2:50pm
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