The 3-day, virtual Big TV Conference, offers senior agency, programming, tech and brand executives fresh thinking and new tools to meet the challenges of our radically evolving media ecosystem. It’s an opportunity to frankly discuss challenges and opportunities with peers and thought leaders about the media business, whose evolution has been permanently accelerated by global events.
To view the key executive insights, panel by panel, from the conference, sign up to receive access to our on-demand videos and slides. And mark your calendar’s for the in-person, live conference September 21-23, 2022 in New York City.
The only conference to connect the dots between networks, brands, agencies and tech to grow your business in the new TV landscape.
With the number of streaming services on the rise, consumers have a multitude of choices – just since late 2019, Apple+, Disney+, AT&T’s HBO Max, Comcast’s Peacock and Discovery+ jumped into the pool. How can streamers, large and small, avoid churn and grow their numbers in the midst of such fierce competition? A study from The NPD Group in October 2020 found that 21% of SVOD subscribers had either decreased their engagement or cancelled their SVOD provider because of better content from another video service – up from 14% in April. From pricing, to content, to promotion and customer experience, we’ll explore what it takes to keep consumers engaged – and onboard – in 2021 and beyond.
When it comes to local OTT video advertising, there are many companies that offer different pieces of the puzzle, but only Gamut delivers everything the evolving streaming video landscape demands: audience, data, reach, transparency — and total expertise. This panel will provide an insider’s look at how Gamut can help advertisers reach a highly-engaged OTT audience with buying power, using data-driven local solutions that scale in every DMA.
The shift from hardware-defined infrastructure to software-defined infrastructure; the impact of 5G; the need for interoperability of streaming infrastructures amid mergers of different companies; and what machine learning can – and can’t – do to streamline broadcast workflows are just some of the issues facing streaming services. We’ll have experts talk through what matters, and how to make it work.
In an information-packed Q&A, Future Today execs will talk about the importance of expanding advertising campaigns to bring incremental reach in order to connect with viewers who have a digital-first mindset, as well as the benefits of working directly with the publisher.
With the average US household having access to nearly 100,000 hours of content, delivered via 3.8 different providers (Ampere Analysis), offering great programming is no longer enough – a laser focus on optimizing platforms for content discovery is essential. We’ll look at the latest updates and tools that will maximize user engagement, from user interface, to leveraging AI and machine learning to personalize curated content, to re-imagining content for a new generation.
The pandemic heightened the importance of local news, as viewers tuned in to get information about the impact of the health crisis on their communities. It’s no surprise viewers went local – according to the Dynata Coronavirus Media Usage Study, 83% of US adults trust their local news over national broadcast or cable news channels. But local news is evolving in this era of cord-cutting – newsletter platform Substack has launched Substack Local, and Allen Media introduced a new streaming service, Local Now, to name just two recent examples. So how can local TV stations remain vital in a streaming world? How should they capitalize on opportunities provided by digital platforms to deliver targeted content to their audience? We’ll look at the smartest ways stations can invest in the future.
What lures advertisers today? Discovery U.S. Hispanic and Lowe’s have partnered to create food- and home improvement-focused content in an alliance that includes audience insights, programming, commerce and talent functions. We’ll explore the elements that make deals like this succeed – from exclusivity to research, merchandising and more – from the perspective of both network and brand.
In a climate where clear representation is critical, hear how top brands are working with the Association of National Advertisers (ANA) SeeHer. SeeHer is a movement that’s focused on accurate portrayals of women and girls in advertising, marketing, media and entertainment. Leaders from Lowe’s and American Express will share their work and goals in setting the gender equality agenda for the industry, while simultaneously driving revenue and growth.
A diverse workplace isn’t a “want” anymore, it’s a “need.” And not just because of an overdue cultural awakening – racially and ethnically diverse companies outperform industry norms by 35%, according to McKinsey; Glassdoor reports 67% of job seekers said a diverse workplace is important when considering job offers. So how can media companies make their recruiting process more inclusive and appealing? How should job listings and career sites be tweaked for maximum impact? And what policies should be in place to manage diversity in the company once the right people are in place? You’ll leave this panel with invaluable insights on how to fine-tune your organization’s best practices and policies.
Marketers rank TV and video advertising as a top priority for accomplishing their goals, but most do not feel comfortable with reach and frequency measurement across linear TV, Connected TV, and digital video. As more advertisers run ads concurrently across platforms, it is critical to have a 360 degree view of campaign performance and the ability to turn these insights into action.
How are leading advertisers approaching de-duplicated measurement and using it to drive results? Join Michael Beach, CEO of Cross Screen Media, for a practical discussion on how marketers are turning cross-platform measurement into incremental reach for high-intent audiences.
From the realism and humor of coming-of-age series like “Never Have I Ever” and to dark takes on teendom like “Euphoria,” to makeup tutorials, reality shows and music videos on YouTube, programming for the next generation is quirky, angsty and culturally relevant. Our panel will examine what teens are looking for – really – and how to serve it up.
Developing new technologies advertisers can use to replace third-party cookies has been tricky, to say the least. Google’s decision to delay its phase-out in the Chrome browser by a year gives marketers more time to adjust their data strategies and find new solutions, but how close are we to being able to address privacy concerns, while collecting data that helps target ads to the right audiences? What alternatives for ad targeting are available or in the works? Our panel will offer insights on the innovations networks and advertisers should be considering now.
Audience measurement capabilities continue to advance as consumers increasingly migrate across multiple platforms. Between March and August 2020, US adults spent cumulatively 12.2 trillion minutes with digital, 11.1 million minutes with linear TV and 2.8 million minutes with streaming, according to Nielsen, which means marketers can no longer to take a siloed approach to their video plans. But in a fast-evolving landscape, which solutions are most effective right now… and what’s next?
T-Mobile shut down streaming bundle TVision just five months after a high-profile launch, turning to an entirely different strategy. What are the streaming trends to be aware of, the unexpected costs that can trip the best-laid plans, and the strategic partnerships and innovations that will lead to profitability? A panel of experts offer hard-won insights about a fast-moving landscape.
Brands have more tools than ever to amplify the impact of their stories, as adtech companies reinvent ways to send the right message to the right audience. Innovative ad platforms, AI and machine learning that enable instant understanding of audience behaviors, and fresh products allowing brands to steer the consumer journey, are just some of the solutions that help drive new revenue and deepen partnerships.
Streaming TV has become an essential advertising channel but with increasing fragmentation, marketers end up making disparate buys with many walled gardens and publishers to achieve the necessary reach and scale. More importantly, to ensure campaigns run in brand-safe and fraud-free environments, working with trusted providers with established premium content relationships is now table stakes. In this session, Premion’s John Vilade will share lessons learned from the past year and the rules ahead for effective outcomes-based CTV & OTT advertising success.
Brands and agencies are pledging to increase their investment in Black-owned media – but how is that money best deployed? A variety of strategies are emerging to combat inequity and support diverse businesses, creators and producers, from P&G’s “Widen the Screen” to GroupM’s “Media Inclusion Initiative” and the formation of coalition Group Black. As companies deepen their DE&I commitments with programs aimed at creating new opportunities, we’ll explore how to most responsibly and effectively accelerate the transformation of the advertising ecosystem.
Canela.TV, the AVOD streaming services for U.S. Hispanics, teamed with Lexus for a collaboration that championed Latino talent. We’ll talk to the network, agency and brand decision-makers who drove a successful campaign that demonstrated the companies’ commitment to Hispanic audiences.
From “Bridgerton,” to Hallmark Channel Christmas movies, to HGTV’s real estate series to TLC’s “90 Day Fiance” and its ever-growing list of spin-offs, some shows capture viewers’ imagination in a special way – and keep them coming back for more. What’s the secret? Partly capturing lightning in a bottle, to be sure, but also knowing what corners to peek around when it comes to casting and storytelling. Producers share tips and success stories.
Companies are pledging solidarity with Black and Brown people against injustice, but actions speak louder than words – and action can take many forms. CBS Media Ventures is providing BNC, the news network for Black and Brown communities, with increased representation for Direct Response ad agencies. A production company has been created to produce and develop entertainment content focused on authentic Indigenous characters and stories. HBO Max launched an audience initiative amplifying Latino voices. We’ll look at the most innovative ways the industry is working toward meaningful, lasting change, and what still needs to be done.
After a year of social upheaval, brands need to connect with consumers on a more meaningful level, with messaging that is innovative, impactful and culturally relevant. We’ll look at the data, fresh thinking and storytelling that contributes to winning stories for brands and distributors.
Regardless of whether a platform is video, audio, or a combination of the two, it’s critical to connect with the right consumers, understanding where they are, what they want – and what they’ll want next? The latest insights, tech and tools can optimize results for advertisers, enhancing predictability and personalization, and create experiences that engage consumers across platforms. Our panel will highlight the tech that smooths the path to purchase.
In a world where IP is the new primetime, streaming and CTV platforms need to progressively advance and enhance their ability to personalize the experience of the viewer in order to succeed in this inundated landscape. Join thought leaders from Vevo, Beachfront, Triplelift, and Zype as they share their insights on programming strategies, and customization tools designed to deliver a bespoke viewer journey that increases monetization options and keeps consumers engaged.
There’s been a rush to meet the needs of Latinx viewers – Latinos make up nearly one-fifth of the US population, and in 2020 those under 17 became a multicultural majority. But the Latino community is diverse, and reaching them in a meaningful way means not only casting Latino characters in series and advertisements, but being culturally attuned to the audience’s needs and preferences. We’ll explore what programmers and brands need to know to connect with this powerful – and growing – group.
Join us for this no-holds-barred session in which investment heads from major ad agencies discuss lessons learned in 2021, this most unusual of years. They will also share their thoughts on whether they anticipate that this year’s 22% projected increase in U.S. ad spend will continue into 2022, as well as which revenue streams their clients are most interested in.
Getting on the same wavelength as Gen Zers is a challenge faced by networks and marketers alike. But get it right, with groundbreaking content that’s meaningful and topical as well as entertaining, and the audience expands to every viewer looking for relatable, relevant programming. VICE TV is the rare cable network that’s growing, with purposeful, issues-oriented shows; Yahoo News has tapped into a growing, engaged young audience with a daily TikTok show; and series like Freeform’s “Everything’s Gonne Be Okay” tackle serious topics with a fresh, funny spin. We’ll explore the content that’s driving viewership, and defying demos.