TV advertising leaders, including Sky, ViacomCBS, Mediaset, OMD, Discovery, Roku, YouTube, ITV and Mars Pet Nutrition, are coming together this week at The Future of TV Advertising Global, to discuss the most significant developments in the TV advertising landscape. They will be joined by analyst/research firms such as Ampere Analysis, major brands like L’Oreal, and the UK’s public regulatory body Ofcom. The event promises to provide attendees with cutting edge insight into the current state of the industry, strategic and implementation best practice, and a clear understanding of the TV advertising trajectory over the coming years.
A significant theme on the agenda is the imperative of establishing adequate cross-platform measurement for TV advertising, and the major initiatives currently taking off. Tom Sherwood (Product Lead at YouTube), Rhian Feather (Head of Media Planning, OMD), Kristin Dolan (CEO of 605) and Martin Greenbank (Head of Advertising Research and Development, Channel 4) will reflect on the core challenges associated with cross-platform measurement, and assess how fast the industry should adopt impressions, deterministic data, attention metrics or pure business outcomes as a standard for measurement. CFlight – the Total TV campaign evaluation tool developed by Sky and NBCUniversal, which is set cover 98% of broadcaster advertising exposures in the UK – will be discussed on a panel, which includes Lucy Bristowe (Director of Insight & Research, Sky), Greenback and Glenn Gowen (Head of Audiences – Commercial, ITV).
Chrissie Hanson (Global Chief Strategy Officer, OMD Worldwide) and Nicholas Grand (SVP Transformation, Global Investment, Omnicom Media Group) will take a deep dive into attention metrics as a way to increase brand awareness and business outcomes, as viewers become exposed to fewer ads in their migration to connected TV platforms.
Thomas Bremond (GM International, FreeWheel) is joined by Verica Djurdjevic (Chief Revenue Officer, Channel 4), Paola Colombo (General Manager at Publitalia ’80 Mediaset), and Katie Coteman (Vice President, Advertising and Partnerships at Discovery), to explore the impact of CTV on TV’s evolution and discuss the key role and strategies of media brands in sustaining TV’s value. They will provide broadcaster perspectives on the current landscape and discuss why it is time to ‘reset’ TV, ensuring interoperability and growth opportunities across the entire ecosystem.
The event also tracks the latest developments for improving media planning, campaign outcomes and targeted advertising. A panel discussion between Lara Izlan (Director of Data Strategy, ITV) and Jean Paul Edwards (Chief Product Development Officer, OMD EMEA) will take a look at advertiser/media owner data matching, including what is possible, and practical considerations when using these first-party data sets.
Samira Ebrahim (European ICP Strategy Director, Mars Pet Nutrition) and Richard Fuller (Senior Director of Engagement at Finecast) will explore how brands can target high value audiences in a new era of TV and data driven solutions. The extent to which connected TV is able to achieve incremental reach in Total TV campaigns will be evaluated in a panel discussion including Andy Jones (Samsung Ads), Paul Gubbins (CTV Strategy, Publica), Julie Selman from Magnite and Mara Negri (Publieurope EBX Board Director).
Several sessions will look at broad shifts in strategy across the industry. Research Director at Ampere Analysis, Guy Bisson, will shed light on the distribution and content strategies leading media companies are using to maintain and grow audiences, reviewing the different approaches employed by broadcasters, studio/subscription channel groups, AVODs and SVODs. Additionally, Emmanuelle Godard, Digital Marketing and Innovation Director, Canal Plus, will explain how CONNECT+ allows advertisers to measure and optimise broadcast campaigns on their own KPIs.
Eleni Marouli, Head of Market Developments at Ofcom, will run attendees through the latest developments in UK television with regards to viewing, revenue and spend, and the impact of the pandemic on linear and online viewing patterns. Christian Kurz (SVP, Global Streaming and Corporate Insights, ViacomCBS) will outline the profound cultural importance of TV, revealing the results of a study where ViacomCBS challenged consumers aged 16-49 in Italy, the UK, USA, Mexico, South Africa, Indonesia and Australia to go about their lives without engaging in any conversations about TV in any of its forms (including streaming). He also reflects on the dynamics informing the health of the television industry.