OTT 2024

Today’s Dynamic Media Landscape: What’s Next?

October 23, 2024

NBCUniversal | Universal Studios Lot | 3900 Lankershim Blvd. (Gate 2) | Universal City, CA 91608

9:00-6:00 pm PT (In-person) 10:00-4:30pm PT (Live stream)

ADDITIONAL EVENT AT OTT (WITH SEPARATE REGISTRATION)
WOMEN IN ANALYTICS BREAKFAST AT OTT 2024 8:00AM-9:30AM
FOR MORE INFORMATION AND TO REGISTER CLICK HERE.

Overview

The media landscape continues to evolve, often in unexpected ways. Since 2018, the ARF has organized “OTT” events to present research-based insights on how viewers’ use of different forms of TV/video on various platforms is changing and how to better understand the motivations and preferences that drive change. This event is focused on providing new insights as well as improving the measurement of exposure to content, promotions and advertising.

Join us on October 23 in-person or virtually to hear the latest data and discussions of the data’s implications from leading media and measurement experts. They will share insights on:

• Viewing and media landscape changes
• Drivers of different viewer segments’ platform, program service and content choices
• Updates on cross-platform measurement, attention metrics and insights on the importance of measuring exposure to programs on all platforms globally
• Advertising innovation and optimization on AVOD and FAST
• Improving the effectiveness of promotions

A panel of leading experts will share their predictions for 2025 and beyond, based on new data.

OTT 2024 attendees will have the opportunity to network over breakfast, lunch, breaks and the cocktail reception.

Mark your calendar for October 23 – Register Today!

Speakers

AGENDA

9:00-10:00am	Registration and Breakfast
10:00-10:05am	Opening Remarks Scott McDonald, Ph.D. – President & CEO ARF
10:05-10:30am	Welcome Charting the Course for Content Measurement NBCU continues to work with numerous measurement providers to evolve content measurement capabilities. We have developed a sophisticated approach to our evaluation of new data and measurement sources and are making progress in addressing individual use cases with vendors that meet specific business needs. However, there are still significant gaps in what is needed to support the content ecosystem, inclusive of planning and positioning. We are working with others in the industry who are aligned on the needs in this space to support data-driven content decision-making around content strategy, development and creation, content sales and acquisition, scheduling/windowing, marketing and more and will preview some of those measurement capabilities. Lisa Heimann – EVP, Analytics Insights and Measurement, NBCUniversal Brian West – SVP, Data & Measurement Strategy, NBCUniversal
10:30-10:50am	The Reality and Dynamics of Today’s Media Landscape Nielsen analyzes the current state of the media landscape, including viewing trends across streaming, broadcast and cable. This session will focus on the many dramatic and surprising changes seen over the past several months and by the programs driving those changes. Brian Fuhrer – SVP, Product Strategy & Thought Leadership, Nielsen
10:50-11:05am	The Main-Streaming of TV: Latest Findings from DASH Drawing on data from the ARF’s DASH TV Universe Study, this session will highlight recent penetration gains in ad-supported subscription TV (AVOD), vMVPDs and FASTs; continued growth in device-only viewing, and other signals of the “coming of age” of streaming in television. Paul Donato – Chief Research Officer, ARF Jim Meyer – General Manager, DASH Justin Fromm – Head of Insights, Samsung Ads
11:05-11:25am	Comscore Annual State of Streaming Report 2024 Comscore will present the highly anticipated 2024 State of Streaming Report, with new insights on the streaming landscape, inclusive of consumption by generation, device, ad vs non-ad supported services, and context within the new modern media cross-screen normal. Ryan Williams – Vice President, Client Insights, Comscore Matthew Wiesemann – Senior Manager, Marketing, Comscore
11:25-11:45am	Panel Discussion: New Insights on Media Use and Their Implications Brian Fuhrer – SVP, Product Strategy & Thought Leadership, Nielsen Ryan Williams – Vice President, Client Insights, Comscore Dave Tice – Senior Consultant, Hub Entertainment Research Grady Miller – CMO, NRG Justin Fromm – Head of Insights, Samsung Ads Moderator: Paul Donato – Chief Research Officer, ARF
11:45am-12:05pm	Topic and Speaker To be Announced
12:05 – 12:55pm	LUNCH

CONCURRENT SESSIONS

1220 Lounge
Moderator: TBC

Recorded Only

Training Room
Moderator: Horst Stipp, Ph.D. – EVP, Research & Innovation, ARF

Recorded Only

1:00-1:25pm

Topic to be Announced

Ipsos

1:00-1:25pm
Strategies for Today’s Media Marketplace
This session will explore the role that longform content plays in engaging Millennials, Gen Z, and Gen Alpha. The conversation will delve into the unique challenges and opportunities of producing compelling series and movies in a media landscape increasingly shaped by short-form content on platforms like TikTok and YouTube. Best practices will be discussed for optimizing both content volume and time spent viewing while effectively connecting with these digitally native audiences. Please join us for this insightful discussion.
Holly Leff-Pressman – Chief Client Engagement Officer, Screen Engine/ASI
Christina Parish – EVP, TV & CPG Group, Screen Engine/ASI
Natasha Hritzuk – VP, Head of Corporate Research, Warner Bros. Discovery

1:30-1:55pm

From Data to Decisions: How NBCU uses Measurement to guide its Tune-in Marketing
In this session, attendees will discover how NBC Universal is using data to optimize marketing strategies across Linear & Streaming. We will explore the various measurement solutions that enable NBCU to track viewership, understand campaign performance, identify key audience segments, and more. Through practical examples, hear how data informs every facet of marketing decision-making. Attendees will gain insight into the measurement approaches that deliver actionable intelligence that help drive NBCU’s marketing success.
Tracy Scher – Senior Director, NBCU Data & Measurement Strategy, NBCUniversal
Dave Kaplan – SVP Entertainment Research & Decision Sciences, NBCUniversal

1:30-1:55pm

How Much Do Political Beliefs Impact What We Watch?
As the 2024 U.S. presidential election approaches, we are constantly reminded of our country’s political polarization. But do those divisions extend to how Americans make TV content choices, or are we finding common ground? In this study, we will uncover the degree to which political attitudes and partisanship do (or don’t) influence what we watch for entertainment.
Mark Loughney – Senior Consultant, Hub Entertainment Research

Discussants:

Pedro Almeida, Ph.D. – CEO & Co-Founder, Mediaprobe
Brian Fuhrer – SVP, Product Strategy & Thought Leadership, Nielsen
Horst Stipp, Ph.D. – EVP, Research & Innovation, ARF

1:55-2:15pm	Afternoon Break
2:15-2:20pm	Afternoon Sessions: Welcome Back Paul Donato – Chief Research Officer, ARF
2:20-2:50pm	Audience Measurement Needs and Solutions in Today’s Media World Measurement is critical to understanding audience behaviors and for devising successful business and advertising strategies. This session will provide updates on the latest developments and initiatives to improve measurement and an expert discussion about the key issues. Brian West – SVP, Data & Measurement Strategy, NBCUniversal Melva Goffney Benoit – VP, Content and Sports Sales, VideoAmp Daniel Tjondronegoro – Co-Founder, Beatgrid Moderator: Tameka Kee – Deputy Managing Director, Coalition for Innovative Media Measurement (CIMM)
2:50-3:10pm	How Streaming Ads Can Have Full-Funnel Impact In today’s fragmented media landscape, it is becoming increasingly difficult for brands to meaningfully connect with audiences. Streaming TV helps reach and engage with the right audiences, but most advertisers think of STV as only an upper funnel solution. However, STV has revolutionized content consumption, offering convenience and content diversity to viewers. As STV continues its growth, advanced measurement capabilities will unlock its full potential – from a brand awareness tool into a full-funnel advertising channel. This session will debunk misconceptions about STV measurement by sharing insights and solutions. Lily Tong – Director of Measurement, Amazon Advertising
3:10-3:30pm	Using Biometrics to Innovate with Strategic Audiences Mediaprobe will share how scalable biometrics reveal distinct emotional engagement patterns that should be considered when targeting audiences. Case studies will be shared that show how taking audiences’ values and attitudes into account can have significant implications in terms of building and harnessing strategic audiences for advertising. Pedro Almeida, Ph.D. – CEO & Co-Founder, Mediaprobe
3:30 – 4:00pm	The Future of Sports: Where Will They be Watching and How Will This Impact Advertising? Sports is big business and can be a driver of viewer loyalty. An expert panel will share their insights on key issues: How is sports programming on the various platforms evolving, what drives consumers’ choices and preferences, and how can advertisers lean into the changing landscape? How can media companies entice sports fans to watch content on their network/streaming platform, enhance fan engagement, and drive advertising effectiveness? What are the research challenges and opportunities including measurement? Matt Gottlieb – SVP, Insights & Measurement, NBCUniversal Advertising & Partnerships (TBC) Jennifer Pelino – Chief Commercial Office & President, Data Cloud, Sports Innovation Lab Michael Bernstein – SVP, Data and Analytics, Excel Sports Management Moderator: Michael Mulvihill – President, Insights and Analytics, Fox Corporation Additional speakers to be announced
4:00 – 4:25pm	Future Panel: Predictions for 2025 and Beyond Hear predictions from panel experts about trends that will emerge within the next year and beyond based on research insights presented today. Natasha Hritzuk – VP, Head of Corporate Research, Warner Bros. Discovery Moderator: Andrew Wallenstein – President & Chief Media Analyst, Variety Intelligence Platform (VIP+) Additional speakers to be announced
4:25 – 4:30pm	Closing Remarks Paul Donato – Chief Research Officer, ARF
4:30-6:00pm	Cocktail Reception