Future TV Advertising Forum will focus on some of the marketing fundamentals in December, with leading TV buyers discussing whether advertisers are over-targeting and over-spending on digital, and if a lack of objectivity is damaging media planning. The opening session will also consider the potential for Google, Amazon, Facebook, Apple and Netflix to disrupt not just television, but TV-like advertising. See the opening session details here.
The London event (December 6-7) is long-established as a key global thought-leadership event for TV advertising strategy. This is the most ambitious Future TV Advertising Forum yet, featuring over 100 speakers from major global media owners, advertising agencies, brands and ad-tech firms, and you can see the agenda here.
A key theme for 2017 is how the TV industry can help justify existing TV investments. Speakers will consider how we understand the true value of media using attribution, metrics and measurements that reveal the whole picture. There is a focus on how the television industry can play to its strengths, from properly exploiting large live audiences online to multi-territory programmatic buying collaborations (more here) to one-stop shops for unified digital/TV campaigns (see details).
Sky will be discussing how it can connect TV and digital audiences within a unified campaign – helped by its world-leading Sky AdVance solution. The company is delivering what Google and Facebook cannot: large-scale digital and TV consumption data and behavioural knowledge in one place. A panel of speakers will discuss whether it is, indeed, Pay TV operators that are best placed to unify digital and TV marketing. Buyers will discuss the potential reach, impact and efficiency gains if they have a genuine unified view of audiences across all screens. More session details here.
There is a session dedicated to ‘Normalising advanced advertising’, focusing on how we minimise the cost and complexity of data-optimised and addressable advertising. Vincent Grivet and Thierry Fautier, the Co-Chairs at the DVB Advertising Study Mission Group, will explain how DVB standards can help grow the market for addressable and targeted ads, including in digital terrestrial. Jakob Nielsen, CEO of Finecast, will explain why media owners, including those who have a potential market advantage thanks to their early addressable work, should cooperate with the Finecast/GroupM initiative to unify addressable TV inventory sources and create a single-buy access point into that inventory.
Paul Haddad, Global Chief Data Officer at Altice and a world-leader in data-driven TV, will explain how a platform operator can give advertisers access to data-optimised audiences with minimal cost and complexity. Panellists will consider (among other things), the tech and data challenges if multiple platform operators want to pool broadcast STB addressable inventory, and where the TV industry can collaborate most effectively and quickly to become more data competitive relative to Facebook and Google. See the agenda for this session here.
In the ‘Riding the digital wave’ session, media buyers will explain what they like about born-digital media companies and their advertising propositions, as we explore the growing power of digital video marketing in all its forms.
At Future TV Advertising Forum 2017 you will hear about the latest work in behavioural science and specialist psychology-led disciplines to understand humans – and how we target them and visually communicate to them – better. The conference also seeks to understand AI bots better, with a brand new stream called ‘Marketing to machines’. Experts will consider the implications for marketers when an AI-bot like Alexa sits between humans and the products and services they consume. How do brands establish a presence in an infocomms-commerce ecosystem that uses conversational bots? How do you communicate ‘quality’ in bot-land and convey brand values to a machine? Find out at this event. (Session agenda here.)
This year’s conference investigates how the free-to-air market will be able to afford household-level addressable TV advertising, and you will hear discussions about the role of the HbbTV standards and IP-delivered ads that are inserted into broadcast signals in real-time. Some of the best new creative innovations will be presented, and a panel of TV/advertising experts will judge the ‘Ad-tech start-up of the year’ competition. There is a special session this year dedicated to brands, agencies and planners, and their unique challenges.
Much of this year’s agenda is now published, here, and every session will be available to view early next week.
Photo: Future TV Advertising Forum 2016