ALL PHOTOS FROM SESSION: https://tvot.smugmug.com/TVOT-NYC-2024/Overcoming-Fragmentation-in-TV-Advertising-Sponsored-by

AUDIO: The audio is a bit quiet at the beginning and elsewhere, but it is audible. This is usually due to the fact that some speakers don't hold their mic close enough to their mouth!

SUMMARY

The discussion at TVOT NYC 2024 focused on overcoming fragmentation in TV advertising. Key points included the financial challenges in the TV landscape, the need for advanced technology, and the integration of business practices. Jeff Blaszack from ShowSeeker emphasized aligning technology with business plans, while Rob Jason of USIM highlighted the importance of customer data for targeting. Michelle Stone from Paramount+ noted the competitive advantage of publishers in managing fragmented landscapes. Matt Van Houten of DirecTV Advertising discussed the success of converged solutions at DirecTV. Steve Reynolds of Imagine Communications stressed the need for open data platforms. The panel agreed on the importance of innovative strategies and effective measurement to navigate the complexities of modern TV advertising. SPONSORED BY ShowSeeker

DESCRIPTION OF SESSION

As far as the viewer is concerned, TV is just TV, regardless of what screen it is viewed on and regardless of whether it is delivered over the air, via cable or satellite or via the Internet. But behind the scenes, the advertising that makes that TV possible is served and bought in very different ways, linear and streaming inventories are siloed, and this fragmentation inevitably gives rise to inefficiency and complexity. This session will explore ongoing efforts to break down these legacy silos, converge linear and streaming media channels, reintegrate inventories, and enable new efficiencies by allowing buyers and sellers to focus fully on audiences rather than on platforms. Panelists include:

• Jeff Blaszak, SVP of Business Operations and Strategy, ShowSeeker
• Matthew Van Houten, SVP, Product, Ad Ops Systems & Services, and Business Development, DIRECTV Advertising
• Michele Stone, VP of Advanced Advertising Product and Planning, Paramount
• Paul Erickson, Principal, Erickson Strategy & Insights (Moderator)
• Rob Jayson, EVP of Insights and Analytics, USIM
• Steve Reynolds, CEO, Imagine Communications

TOPICS

Topics addressed during this session included fragmentation, convergence, measurement, currency, innovation, audience targeting, inventory management, business outcomes, business challenges, data availability, partnerships, consultative selling, reporting, insights, direct selling, curated inventory, campaign objectives, multiple measurement providers, smart inventory and dynamic inventory.