Optimizing Total TV: Strategies for the New Media Landscape
OCTOBER 25 @ 10:00 AM – 4:00 PM PDT
— In-Person Event Followed by a Cocktail Reception at Warner Bros. Discovery Studio Lot 4000 Warner Blvd. Burbank, CA
The media landscape is evolving so quickly that even the meaning of OTT is changing: it is morphing from “Over-the-Top” to “Optimizing Total TV” on all platforms – Broadcast, Cable, SVOD, AVOD, and FAST.
The battle for attention is real and publishers and advertisers need updated strategies to reach consumers. They need a clear understanding of viewers’ cross-platform habits and video journeys.
Join us on October 25th – over breakfast, lunch, breaks and cocktails – to find out what viewers really want when it comes to FAST, AVOD and SVOD, and whether there are viable solutions for cross-platform measurement.
Registration/Breakfast – 9:30am – 10:00am PT
SJR Theater – Main Stage
Morning Sessions – 10:00am – 12:10pm PT
10:00 – 10:05am
Opening Remarks
Paul Donato — Chief Research Officer, ARF
10:05 – 10:10am
Welcome
Tania Missad — Global Head of Corporate Research, Data & Insights, Warner Bros. Discovery
10:10 – 10:30am
Keynote Address
Video Now: The Evolution of the Viewing Landscape
Video Now is an annual study that dissects evolving consumption behaviors across the dynamic entertainment landscape. This year’s study highlights the stabilization of streaming after pandemic highs, the continued rise of AVOD & FAST services, and the growing need for improved content aggregation and discovery. Hear how Video Now explores opportunity to surface more global content, as diverse audiences crave authentic representative content to better connect to their culture and heritage.
Tania Missad — Global Head of Corporate Research, Data & Insights, Warner Bros. Discovery
Tracey Chen — Executive Director, Corporate Research, Data & Insights, Warner Bros. Discovery
10:30 – 10:45am
Latest Trends in Viewing Behaviors
The past year has likely been the most dynamic in the history of the television medium. Latest insights will be shared on the top level consumer video trends and some of the key strategies that resulted in these past few months to be known as “The Summer of Streaming” and what to expect as we enter the fall season.
Brian Fuhrer — SVP, Product Strategy, Nielsen
10:45 – 11:00am
Streaming and Traditional TV Working Together to be Successful
(Fireside Chat)
What is the current state of viewing? The journey of TV shows and why they work on both linear and streaming platforms will be discussed.
Radha Subramanyam, Ph.D. — President and Chief Research and Analytics Officer, CBS
Meg James — Media Reporter, Los Angeles Times
11:00 – 11:20am
SVOD, AVOD, FAST: How “Old” TV Behaviors are Getting New Life in the World of Streaming TV
Everything old is new again – 15 years after Netflix launched the streaming wars, some aspects of TV is starting to look strangely familiar. For instance: TV with Ads – soon all the biggest streaming platforms will offer an ad-supported tier with FASTS growing faster than any other category; Bundling – viewers are looking for bundles that make streaming platforms easier to use; Weekly release – streaming created binge viewing releasing all episodes of new shows at once, but now the pendulum is swinging back toward the familiar weekly cadence. Hear how aspects of the industry are shifting back to TVs roots, and where consumer preferences suggest things will go in the future.
Jon Giegengack — Principal, Hub Entertainment Research
Wayne Goldstein — Head of Global Research, Sony Pictures Television
11:20 – 11:45am
Breaking through the Clutter with Innovative Advertising Strategies and Promotions
The “battle for viewer attention” is front and center: more streaming services are entering the market, AVOD and FAST are growing, inundating audiences with more content choices than ever. TV advertising continues to prove the dominant medium for storytelling and awareness at scale, albeit with new technologies for a new generation of ad experiences. Hear from leaders including TV’s supply, demand, and technology side on how advancements in viewer experience and data can be utilized for greater attention and effectiveness in the streaming era.
Rob Aksman — President and Co-Founder, Brightline
Karen Costello — Creative Chair, Deutsch LA
William Roberts-Foster — VP, Ad Innovation Strategy, Advertising and Partnerships, NBCUniversal
11:45 – 12:05pm
Viewing Options for Sports Fans: Where Are They Watching and Why? (Panel)
Sports is big business and can be a driver of viewer loyalty. How do consumers prefer to watch their favorite sports teams and why? How can media companies entice sports fans to watch content on their network/streaming platform and enhance fan engagement?
Matthew Gottlieb — Vice President, Insights & Research, Sports & Olympics, NBCUniversal
Barry M. Blyn — Vice President of Sports Research, Insights & Analytics, The Walt Disney Company
Moderator: Heidi Chung — Media Analyst & Correspondent, Variety Intelligence Platform
Lunch – 12:10-1:15pm PT
Concurrent Sessions – 1:20 – 2:15pm PT
SJR Theater / The Archive
(Exact times/Rooms for each session – TBC)
| | Moderator: Paul Donato — CRO, ARF | Moderator: Horst Stipp, Ph.D. — EVP, Research & Innovation, ARF |
| 1:20 – 1:45pm PT | Metaverse: The Next Media Landscape As the technological, cultural, and consumer signals towards the metaverse grows stronger and stronger, what role can media play in it? Opportunities will be showcased across content creation, distribution, and promotion, in what could be the next horizon for media & entertainment. Vera Chien — Executive Director, Corporate Research, Data, and Insights, Warner Bros. Discovery |
Attention and Engagement Data Provide Insight into Subscriber Behavior Trends The race is on to capture more subscribers as CTV becomes ubiquitous in American households, and app penetration reaches a saturation point. What type of content drives viewer engagement and creates loyal viewers? New insights will be revealed including fresh data that examines the relationship between CTV viewer attention and engagement, and subscriber usage rates and behaviors. Yan Liu — CEO & Co-Founder, TVision |
| 1:50 – 2:15pm PT | What drives entertainment viewership? For the past 3 years Enact Insight has tested trailers for movies and series ahead of release. Hear what the latest research reveals about top drivers of viewership and how these methods lead to accurate viewership predictions. What were some of the best trailers of the year? We will show you and share what led to their success. Greg Durkin — Founder and CEO, Enact Insight (formerly Guts+Data) |
CTV: The Big Shift There have been two recent ‘big shifts’ in television viewing habits. The first big shift was rapid adoption of streaming content on connected televisions, fueled in-part by stay-at-home guidance at the onset of the pandemic. This first shift was underpinned by subscription-based video content. The second big shift is underway right now. Consumers are drifting away from some of their CTV subscriptions and increasingly preferring free content that is supported by ads — this presents an opportunity to provide better CTV experiences for viewers and opportunities for marketers to connect with their audiences on the biggest screen in the home. Tony Marlow — CMO, LG Ads Solutions |
Afternoon Break – 2:15 – 2:35pm PT
SJR Theater – Main Stage
Afternoon Sessions – 2:35– 4:00pm PT
2:35 – 3:05pm
Are We There Yet or Close to Getting There? New Developments in Cross-Platform TV Measurement (Panel)
How is the industry navigating solutions for measurement across platforms? Will new metrics give content creators, distributors and advertisers more accurate and effective data? What are the most recent measurement innovations, and are they viable solutions?
Radha Subramanyam, Ph.D. — President and Chief Research and Analytics Officer, CBS
Lisa Heimann — EVP, NBCU Analytics, Insights & Measurement, NBCUniversal
Ed Isabella — SVP Research, Insights, and Analytics, Disney Media and Entertainment Distribution
Moderator: Jon Watts — Managing Director, CIMM
3:05 – 3:20pm
Unlocking Monetization via Data Standardization
As media companies transform into direct-to-consumer businesses, data has become an essential asset for monetization. However, a lack of standardization across platforms, applications and devices has resulted in fragmented data sets, making it a challenge to measure audiences. What does a solution look like that will allow media companies to surface the right insights to drive their business? Hear about the challenges of fragmentation, how data standardization can drive revenue across advertising, marketing, and research, and what the evolution of TV analytics needs to look like for media companies to continue to grow their platforms.
Sean Wilkinson — Head of Corporate Development, Conviva
3:20 – 3:50pm
The Future Shape of the Media Landscape: Predictions for Today and Beyond (Panel)
What’s next for the ever-changing media landscape? During this interactive session, industry experts will make predictions for 2023 and beyond – the audience will be invited to weigh in and give their perspectives.
Jon Giegengack — Principal, Hub Entertainment Research
Brian Fuhrer — SVP, Product Strategy, Nielsen
Robin Thomas — EVP, Consumer Insights, Strategy and Analytics, Hallmark Media
Dallas Lawrence — SVP, Brand Insights, Samba TV
Moderator: Edwin Wong — SVP, Insights & Innovation, Vox Media
3:50 – 4:00pm
Closing Remarks
Paul Donato — Chief Research Officer, ARF