Next Tuesday in London, Future of TV Advertising Global will kick off with speakers from Netflix, Disney, Sky, ITV, Mars, DAZN DISH Media, RTL, CBS, Roku and more joining. Key themes that will be discussed include the future of viewing, with a focus on ad-supported content (as well as the impact of Netflix and Disney+ advertising), reach and optimising the delivery of cross-platform, cross-media audiences, and alternative measurement and measurement fragmentation.
Sessions will also explore programmatic TV and a new era of broadcast-like ad break management, as well as CTV as a linear experience and the impact of digital-first content discovery on planning decisions.
Notable speakers include Rita Ferro, President, Advertising Disney Media & Entertainment Distribution, Disney, who will discuss the latest trends impacting brands and consumers, how Disney has reimagined its own organisational structure to meet the needs of modern advertisers, its latest efforts in data and measurement innovation, and its stance on streaming on the eve of the ad-supported launch of Disney+.
Jeremi Gorman, President, Worldwide Advertising, Netflix will talk with Dave Morgan, Chief Executive Officer, Simulmedia, about the potential reach for ads shown on Netflix, likely ad loads, format preferences and format innovation, how Netflix inventory will be made available to buyers and how it can be planned into campaigns that span other media owners (on streaming and broadcast linear).
Other fireside chats throughout the course of the conference will include Mike Shaw, Director of International Ad Sales, Roku, Kevin Arrix, Senior Vice President DISH Media, and Patrick Béhar –Chief Business Officer, UK & Ireland, Sky.
The ‘Total Video session’ on Day One of the event will feature Stephan Breneau, Global Head of Product Solutions at Wavemaker, who will explore how AI and ML makes it possible to optimise reach across overlapping audience segments – improving reach for each segment without diminishing reach for the others.
The session will also include a panel with Stéphane Coruble, CEO of RTL Ad Alliance, Vicky Fox, Chief Planning Officer of OMD UK, Paul Evans, Consultant CMO and Growth Advisor (and ex Global Head of Media at Vodafone), Martyn Bentley, Commercial Director, UK Audience Project, Pieter Vervoot, VP of Entertainment Products, Liberty Global, and Graeme Lynch, VP Demand, EMEA Magnite.
The panelists will explore reach and planning as major SVODs introduce ad-funded tiers, the impact of digital-first content discovery, what each ‘channel’ adds to a cross-platform campaign, how to maximise incremental reach and guarantee rapid reach-build as viewing fragments, and overcoming barriers to holistic planning. Kantar and Samsung Ads will also deliver presentations during this session.
In the ‘Growth through targeting session’ on Day Two, Lara Izlan, Director of Data Strategy, ITV and Hannah Barlow, Deputy Controller, Advanced Advertising, ITV, will explain how to build a more joined-up approach to data – connecting viewer touchpoints across content, marketing, product and advertising.
The session will also feature a panel including Laura Chaibi, Director, International Ad Marketing and Insights, Roku, Jayesh Rajdev, Controller of Advanced Advertising, ITV, Adam Lowy, Chief Convergence Officer, Synamedia, Steve Pareira, UK President, Captify. The panelists will investigate winning tactics when using addressable TV to drive incremental reach, how to increase the accuracy of television-based targeting, how brands without D2C relationships maintain targeting rigour in the privacy-first era, and the value of contextual targeting as a substitute for audience-based targeting where privacy permissions are not present.
The event will take place over December 6-7th. You can register here to attend.