That Big TV Conference 2022 - Cynopsis Media (2023)

1. 8:00 am - 8:50 am

   Registration & Networking Breakfast on the Rooftop

   Breakfast and Wifi provided by Katz Digital Video

2. 9:00 am - 9:30 am

   Investing in Minority-Owned Media: Where Are We Now?

   Progress is being made when it comes to investment in minority-owned media. In 2021, 20 of the top advertisers pledged 2%-5% of their ad spend to Black-owned media, according to Nielsen. Publicis Media launched a major two-year initiative, “Once & For All Coalition,” and Target teamed with REVOLT for “Bet on Black,” a series aimed at supporting social justice, to name just a few examples. But challenges remain in defining minority-owned media, tracking spend and making maximum impact. We’ll look at where we are, where we need to go – and how to get there.

3. 9:30 am - 10:00 am

   Cross-Platform TV Measurement Has Arrived. Here’s What You Need to Know

   Eighty-seven percent of advertisers consider standard cross-platform TV measurement and attribution an important factor when investing in converged TV, according to TVSquared. As companies explore their options, which currencies hold the most promise? What are the latest tools and tech that offer advertisers real-time data for linear, streaming and time-shifted viewing? We’ll talk to the players who are making it happen.

4. 10:00 am - 10:30 am

   What's Old is New Again - Nostalgia is in Full Force on CTV

   From 80s music videos, TV show reboots and reunions decades in the making, nostalgic content is making a comeback in the living room. CTV platforms, streaming services, and advertisers alike are all tapping into this trend in order to reach new audiences and create more powerful connections with viewers. In today's crowded content landscape, consumers across all generations, including Gen Z, actively seek out and stream nostalgic content.

   Learn more about the impact nostalgia is having on CTV, particularly within the FAST, where consumers are increasingly tuning into tailored and curated linear programming, uniquely dedicated to content that has shaped generations and created indelible memories.

5. 10:30 am - 11:00 am

   Networking Break

6. 11:00 am - 11:20 am

   The Role of Identity in Addressable TV

   As the use of first-party data grows across the TV ecosystem, the importance of identity has grown alongside it. This session will include multiple perspectives on the increasingly critical role identity plays in today’s dynamic TV advertising landscape. It will examine how identity can be used effectively in a privacy-first way to enable addressable TV across the connected home.

7. 11:20 am - 11:45 am

   It’s Time to Unlock the Potential of TikTok

   As the fastest-growing social media platform ever, with one billion active users worldwide, TikTok can be an invaluable tool for networks and marketers eager to engage young audiences. From “Hell’s Kitchen” star Gordon Ramsay, who (with an assist from his daughter) has attracted over 30 million fans on TikTok, to the BBC, which uses the platform to reach school-aged children with its BBC Bitesize account, users are succeeding by creating original and exciting content viewers can relate to. How can you unlock the massive potential of the platform? Our panel will offer tips for creating challenges that go viral, encouraging user-generated content, even reaching Gen Z job applicants - and more.

8. 11:45 am - 12:05 pm

   It’s not about the Technology, It’s about the Outcome

   Digital media has transformed marketing, but it has also created massive fragmentation. Is building a TV campaign as simple as setting parameters at the DSP and firing off the campaign - or a more nuanced approach necessary? In this Fireside Chat, we present the idea that unlike most of the digital marketplace, TV still has arbitrage opportunities for creating data-driven, efficient campaigns.

9. 12:05 pm - 1:05 pm

   Welcome Lunch, Sponsored by Spectrum Reach

10. 1:05 pm - 1:30 pm

    Media and the Metaverse

    Fortnite announced $1 billion in funding to build the metaverse. Disney is planning a VR theme park. Apple is amping up hiring for AR and VR ventures. We may not yet be able to predict how the metaverse will evolve, but some brands are getting a head start. We’ll explore the technologies you need to understand to unlock the value of virtual worlds for your business.

11. 1:30 pm - 2:00 pm

    What’s New with Advertiser Spending and Priorities in CTV

    While our macro-environment is in a state of constant change, we’ve uncovered the one constant — advertisers are continuing to increase spending on streaming TV advertising.

    In our recent CTV/OTT study, we took the pulse of advertisers to dig deeper into their spending and priorities and found that investment and optimism for CTV advertising are already high and continuing to rise, driven by its ability to precision target and achieve full-funnel brand goals.

    Additionally, local continues to be a top priority for advertisers to meet the evolving needs of customers based on local circumstances. In this discussion, John will share learnings from the past year, including highlights from our recent study findings and what’s top of mind for advertisers as they continue to invest more in the channel — on topics such as targeting, measurement, brand safety, ad fraud and inventory.

12. 2:00 pm - 2:20 pm

    Making an Impression: Targeted TV

    Auto and pharma and finance, oh my! More and more brand categories are seeing the value in advanced TV advertising, adjusting their strategies to target audiences instead of programs. Deloitte Global projects addressable TV advertising will generate $7.5 billion globally this year, thanks to advancements in technology. Still, understanding the current capabilities of addressable for linear and OTT, where it best fits into an advertising plan, and how to serve it up, can be a challenge. In this panel, you’ll learn how to use addressable to get to the bottom of the sales funnel.

13. 2:20 pm - 2:45 pm

    The AVOD Equation

    The number of US ad-supported video-on-demand viewers is set to surpass digital viewers this year, according to eMarketer, but with people growing less tethered to their screens as the pandemic ebbs, they’re questioning how many subscriptions they need. We’ll look at the subscription models, pricing tiers and partnerships that set up services for future success.

14. 2:45 pm - 3:15 pm

    Networking Break, Sponsored by MRI Simmons

15. 3:15 pm - 3:40 pm

    Getting Personal: The New Consumer Connection

    Optimizing the customer journey through the marketing funnel means hyper-personalization. Whether it’s through creative strategies like vernacular content, or technology like AI-driven applications to improve customer experience, connecting with the consumer is key to success in a world where there are a dizzying array of choices. Explore the strategies available now to help advertisers build a deeper customer relationship.

16. 3:40 pm - 4:05 pm

    The “Story Experience”

    Transmedia storytelling, offering a story experience across multiple platforms, is one way to meet younger, digital native audiences where they live. Bringing TV characters to life on social media can generate buzz, deepen viewer connection - and offer valuable opportunities for advertisers. From apps to Easter eggs to cultivating partnerships, our panel will focus on how IP owners can leverage fandom to engage young consumers in exciting – and lucrative – new ways.

17. 4:05 pm - 4:40 pm

    AUDIENCE TARGETING & MEASUREMENT: Smarter, more efficient campaigns

    Now more than ever, advertising spend is expected to be as efficient as possible. It is critical for advertisers that their messages reach real people and the right target audience. TV advertising’s currency, once linked to programs and then addressable, has been gradually moving to impressions, more accurately capturing how many viewers ads actually reach.

    How can advertisers use the latest forms of targeting and measurement to drive more targeted and impactful campaigns?

    In this session, expert panelists will discuss the right steps to take to ensure your campaigns are smarter and achieve the ROI you are expected to deliver.

18. 4:40 pm - 5:00 pm

    The BIG NYI GAME SHOW

    Three contestants will be chosen from the audience to answer questions. The winner will receive a BIG TV!

19. 5:00 pm - 7:00 pm

    Evening Reception, Sponsored by Gamut

1. 9:00 am - 9:30 am

   Registration & Breakfast Networking on the Rooftop

   Breakfast and Wifi provided by Katz Digital Video

2. 9:30 am - 10:00 am

   Keynote Session with Jon Steinlauf

3. 10:00 am - 10:25 am

   Gaming Is Serious Business

   Gaming is the favorite media and entertainment activity for Gen Z - 87% in the demo play video games at least weekly, if not daily (“Animal Crossing”, anyone?). It’s a different kind of experience than traditional entertainment, interactive and increasingly social. Some are already in the game - NBCUniversal has partnered with in-game advertising platform Anzu.io, while the NFL has teamed with gamer Ninja and Netflix is purchasing Finnish games developer Next Games. We’ll look at how to take advantage of the reach of gaming, including the kinds of relationships that can be forged with gaming companies, how the platforms’ extensive data can be leveraged, and how to achieve the right balance of content and ad tolerance.

4. 10:25 am - 10:45 am

   Modernizing TV Currency for the Cross-Screen Era

   Join iSpot in a discussion about currency and measurement and how both play an important role in the future of TV.

5. 10:45 am - 11:15 am

   Networking Break, Sponsored by MRI Simmons

6. 11:15 am - 11:40 am

   AI-Powered Audience Solutions

   AI is transforming advertising, from ad creation and innovative integration to ad buying. According to Forrester Research, this year brands will “flock to AI-powered audience solutions” as they strive to find a replacement for third party cookies, experimenting with new models and new methods. There are AI services that can predict winning ad creative, offer competitive intelligence, and use machine learning to target, run and optimize ad campaigns, to name just a few applications. We’ll take a look at the latest tools and disruptors.

7. 11:40 am - 12:00 pm

   Measurement Innovation: Delivering Value in Today’s Converged Marketplace

   Measurement, from currency and unduplicated reach, to proving TV effectiveness and ROI, plays a vital role in the continued success of Television. As media companies and advertisers continue to adapt to shifts in viewership and the emergence of multi-screen, innovative measurement approaches are firmly taking hold and establishing new standards, expectations and metrics for the future of a converged TV marketplace.

   Learn how Fox and Tubi are expanding their measurement solutions and proving the value of the converged TV with independent partners like Innovid. We’ll explore insights from recent campaigns, the multi-currency conundrum, and discuss how measurement innovation is supporting the collaboration and growth of both linear and streaming platforms.

8. 12:00 pm - 12:25 pm

   The Next Wave in Streaming: Helping Users Find Something to Watch

   Billions are being invested in streaming content, leaving viewers with countless, incredible choices – and struggling to sort through it all. A variety of strategies have emerged to help end ceaseless scrolling. Companies like Reelgood offer search and filtering features to help viewers find titles on multiple services; XUMO has launched a channel dedicated to content discovery. Learn about the new opportunities to boost viewership and drive revenue.

9. 12:25 pm - 1:00 pm

   Delivering Better CTV Ad Experiences for Viewers & Media Buyers Alike

   CTV advertising is set to reach nearly $35 billion in spending in the U.S. by 2025, with an increasing share of dollars flowing through programmatic. While some teams push to deliver the best viewer experience, others may prioritize workflow on the buy- and sell-side. In this panel, you’ll learn about the latest challenges, trade-offs, and trends in the CTV space. Leading executives will share their thoughts on the state of the viewer ad experience in CTV, and lend insight on key priorities from both a sell- and buy-side perspective. You’ll walk away with information that will help your teams plan their best approach to CTV advertising every step of the way, with every available tool.

10. 1:00 pm - 1:50 pm

    Networking Lunch, Sponsored by Gamut

11. 1:50 pm - 2:15 pm

    Cultural Equity in Media Planning

    With “multiracial” the fastest-growing segment of the US population, according to the US Census, media agencies have acknowledged the importance of cultural relevancy – and the tools and data needed to achieve it. Horizon Media, which is addressing this imperative with eMbrace, a customized data solution, is just one company helping brands identify growth opportunities and connect with consumers. Find out who else is at the forefront of breaking the mold to better engage with diverse audiences, and drive business.

12. 2:15 pm - 2:35 pm

    CTV advertising delivers. How does it get the credit?

    In the second half of 2022, nobody in marketing doubts that connected TV is the most exciting advertising channel in town: its growth outpaces any other channel, and its power to mesmerize consumers is vast. However, it is a major challenge to capture CTV’s power in data. Customer journeys nowadays run over a sheer endless range of channels and devices. Although CTV is likely to be the place where you grab your audience’s attention, it will not likely be the place where it converts. This leads to a situation where CTV is at the risk of being undercredited. In this session, you will learn how big that risk is, how you can mitigate it and how technology can help you establish a realistic view on the value CTV advertising actually delivers.

13. 2:35 pm - 3:00 pm

    In the Streaming World, Kids’ Content Is Key

    Thanks to the streaming wars, kids’ content is red hot – Paramount Global CEO Bob Bakish has said shows like “PAW Patrol” are a “key attraction” for Paramount+, and children’s programming consistently ranks among the top 15 shows across platforms. Which means kids’ content is no longer just a way to keep users from canceling subscriptions - it’s actually driving growth. We’ll explore how digital content companies and streaming services can capitalize on a trend that shows no sign of slowing down.

14. 3:00 pm - 3:20 pm

    Networking Break

15. 3:20 pm - 3:40 pm

    Storytelling at Scale with FAST

    Barry Loudis, Vice President of Business Development at Wurl, shares insights on the exploding FAST landscape and how Wurl is partnering with brands to monetize and advance the business of Streaming TV.

16. 3:40 pm - 4:05 pm

    What’s In Store for Shoppable TV

    The frequency of shoppable media has been "growing at speed" over the past year, and is poised to accelerate even more in 2023, according to a study from the World Federation of Advertisers and Dentsu International. Technical innovations now enable engaging, interactive, and streamlined shopping experiences for consumers. From QR codes to AR stores, we’ll look at the latest tools that help drive viewers from TV to commerce, scoring wins for both networks and brands.

17. 4:05 pm - 4:30 pm

    Privacy, Personalization & Permission

    Consumers are more privacy-conscious than ever, complicating customer acquisition and marketing efforts. While most consumers will trade personal data for personalized content, according to Cheetah Digital, they prefer that brands only use data that they’ve explicitly shared directly to the brand. How can companies balance the privacy consumers demand, with the personalization they now expect? Find out how to deliver results by developing relationships with your target audience.

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Albert Nassour, Executive Director of Sales,
anassour@accessintel.com