Fifty-four years after the launch of broadcast television, the reinvention of the medium starts right here, said Randall Rothenberg, President and Chief Executive Officer, IAB, as he welcomed the sold-out audience to IAB Cross-Screen Content & Consumers, on June 10, in Times Square, New York City. When will the word “TV” really be irrelevant? When will the potential we saw at the Digital Content NewFronts come to fruition? Quality content on whatever platform consumers want to view it on—that’s our goal. We’re already there, Randall said. But, we aren’t doing it seamlessly. We have to make it happen operationally, and that’s a path that isn’t a straight one as we strive to marry theory and practice.
Randall welcomed Rod Perth, President and Chief Executive Officer, National Association of Television Program Executives (NATPE), to join him onstage to discuss how his organization is bridging the gap between TV and streaming video content creation across every platform. Traditional TV is embracing digital possibilities and is committed to keeping advertisers and brands at the center of the conversation. No more linear vs. digital silos!
Amanda Richman, President, Investment and Activation, Starcom USA, shared how her agency worked to reframe content this upfront season to increase partner investment. Her agency is working to transition partners from the TV screen to any screen and to expand the marketplace. The industry is constantly learning about new data and technologies, making strides in the cross-screen medium. Brands are looking for more opportunities, more ways to think about the total experience rather than the single-screen experience, and more information on how to use data as a key indicator. People are also fretting about mobile measurement, she said, feeling like it’s still overly complex.Clients are cautious about big investments in this still unproven spaces.
In the first Fast Break session—designed to provide nuggets of information and ideas that will better arm attendees to do their jobs in the cross-screen world—Walter Harp, Vice President, Product Marketing, Mixpo, talked through key findings of the Mixpo “Master Mutiscreen Video Advertising” study. Three hundred industry professionals at agencies and media companies assessed their multiscreen challenges. When asked about agency confidence in the multiscreen world, 40.3% of agency company respondents felt reasonably competent in the area, with 41.7% said that they are continuing to grow their capability in the environment.
ABC is not just a television network anymore, confirmed Geri Wang, President, ABC Sales. It’s all about enabling the consumer to watch whatever they want , whenever they want—with one deal and one price for the advertiser. Her presentation echoed the need for the entire ecosystem to work together to drive solutions to common industry cross-screen challenges. She described the “collision” of the television culture and the digital culture, along with the collision of supply and demand. She called out a sometimes lack of actual action on the buyers side to move in a new direction. Measurement is also a challenge. We must not confuse how we transact with how we value. Impressions are how we transact, it’s how we have to sell, she explained. ABC delivers the audience, the rest—the creative, the product price point—is up to the advertiser.
After a full morning of insights from the main stage, attendees headed to fast-paced presentations by cross-screen solutions providers. The goal: meet and network with potential partners that can address and solve their unique challenges.
Back in the general session, Twitter’s Head of International Brand and Agency Strategy, Jean-Philippe Maheu, framed the social media platform as TV’s soundtrack, explaining three ways Twitter can connect brands with specific TV shows and their advertisers:
The next Fast Break was all about how content developers, media companies, and advertisers predict which shows will be successful and what brand alignments will have maximum impact. Co-Founders and Principals, New Media Metrics, Gary Reisman and Denise Larson, led the audience through a “pre-rating“ model that takes lessons learned from broadcast and applies them to digital video so stakeholders can make informed investments in and around “must-see digital video.”
Campbell Foster, Director, Product Marketing, Adobe Primetime, explored the evolution of video advertising and assessed what is needed to deliver on the promise of TV Everywhere—including bridging the gap between traditional broadcast workflows and digital video across screens, which remains a significant challenge for the ecosystem.
The silver screen took center stage as Tal Chalozin, Co-Founder and Chief Technology Officer, Innovid, and Elias Plishner, Senior Vice President, Worldwide Digital Marketing, Sony Pictures Entertainment, showcased a real-time campaign case study on the launch a multiplatform (seven device) advertising experience for the upcoming release of the summer movie, This Is the End. One critical step of this campaign is the ability to close the loop with consumers to drive ticket purchases on mobile devices.
Next, in the Deep-Dive Track Sessions, the sold-out crowd had an opportunity to focus on one of three areas of interest: DV and Linear TV, Cross-Screen Measurement, or Multiscreen Brand Experiences. These informative sessions provided an intimate environment for questions, answers, and in-depth dialogue among peers and competitors.
Amy Bartle, Director, Media and Digital Marketing, La Quinta Inns & Suites, and Kenneth Cassar, Senior Vice President, Digital Advertising Solutions, Nielsen, broke down their partnership with a real-world case study on how the brand used video to reach consumer in various stages of the purchase funnel—including awareness and purchase intent. Key findings from La Quinta: Expect to see and learn things you don’t expect, and partners who can help you understand data make a big difference in the outcome of any campaign.
These real-world case studies were followed by some real-world research. Beth Doyle, Vice President, Innovations, VivaKi, detailed how “The Pool” spent 14 months with 20 million tablet users—one third of all tablet users—in an unprecedented research study about the tablet advertising landscape. Key takeaways: 1) Tablet ads work! 2) They work better when users engage with them. 3) People enjoy interacting with ads. 4) Education is key to success on evolving platforms. Learn more about the VivaKi research at www.risingtidecoop.com/research.
The day ended with a much-anticipated session focused on major brand, Intel. Laurie Koehler, Consumer Campaigns Activation Manager, Americas Marketing Group, Intel Corporation, listened to pitches from three cross-screen solutions providers—Deep Focus, Google, and Extreme Reach. Each identified a unique campaign, detailing the strengths of their products and explained how they could reach the right audiences across screens. Check out the results in the next Intel cross-screen campaign!
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