What a difference a year can make: Fueled by the pandemic, more consumers turned to digital viewing options available to them at home and on mobile devices. This accelerated the trend towards streaming and led to a dramatic increase in the number of streaming services and in ad dollars going to OTT and CTV. As a result, the market is becoming saturated and the push – and battle – for subscriptions and advertisers, is heating up in the US and internationally.

There is no doubt that we are in the midst of a major media and advertising evolution. What do these changes mean for legacy media companies, streaming services, brands and content creators?

Attend OTTxSCIENCE on October 26-27 to hear the latest research-based insights about viewers’ use of streaming services, providers’ strategies to reach and captivate those viewers, and the role of advertising on CTV/OTT platforms. Learn about the evolving AVOD vs. SVOD landscape, advances in measurement as well as fraud detection. Finally, explore data on the latest trends, the drivers of viewing behavior and the future of OTT.

12:00-12:05pm
Welcome
Scott McDonald – Ph.D. — President & CEO, ARF

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12:05-12:20pm
The Streaming Ceiling: Does One Exist, and If So, How High Is It?
As major US media companies declare themselves “streaming first”, the overarching challenge is to combine the right content, with the right interface and the right value proposition. Differentiating the services and establishing the right advertising model (or not), and consumers’ appetite for services are the critical drivers for success.  Hear the latest data on how core audiences compare (both from a composition and volume standpoint), how they utilize the platforms, and how this usage overlaps.
Brian Fuhrer — SVP, Product Strategy and Thought Leadership, Nielsen

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12:20-12:35pm
Context Matters: Music Television Learnings on Engaging Audiences
With the constant evolution of platforms and services, the battle to reach and engage audiences is on. This discussion is about the return to context and some of the targeting methods that resonate with audiences and benefit advertisers.
Laura Vanison — Director Consumer & Artist Insights, Vevo
Bryon Schafer — SVP, Research, Vevo
Dr. Duane Varan — CEO, MediaScience

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12:35-12:55pm
AVOD and/or SVOD? THAT is the Question
The success of Netflix convinced many that consumers would avoid advertising at almost any cost – but the success of new ad-supported providers suggests that this isn’t the case. Hear about new data on how ad-supported TV fits into today’s streaming ecosystem, the benefits it provides to consumers, and what matters most in the viewers’ ad experience.
Jon Giegengack — Principal, Hub Entertainment Research
James Petretti — SVP, North America Distribution Research, Sony Pictures Entertainment

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12:55-1:10pm
Customer-Centric Viewing Preferences: Give Them What They Want – Will They Watch and Pay?
What does the new data tell us about viewers’ preferences, their willingness to pay for more services and what are the implications for providers’ strategies?
Radha Subramanyam, Ph.D. — Chief Research and Analytics Officer, CBS Corporation; President, CBS Vision
Moderator: Jeanine Poggi — Assistant Managing Editor, Ad Age

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1:10-1:25pm
Content Discovery and Engagement: Strategies for Promotion
Content discovery has taken on more urgency: viewers have more choices and finding out about content is more complex. Providers are looking for better ways to keep their viewers engaged. How can content providers update and fine-tune their promotion strategies? What is the role of social media through both paid advertising and “organic” content generated by fans and influencers?
Nick Cicero — Vice President, Conviva

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1:25-1:40pm
Shopping at the Speed of Culture
As more people shop online, retailers are challenged to meet shoppers where they’re at – and now more than ever we see shoppers turning to YouTube for shopping inspiration. Hear the latest strategies and insights to supercharge digital transformation with the power of video: The evolved shopper journey and the role that video plays, how leading retailers use YouTube to win new customers, and a glimpse into the evolution of commerce on YouTube.
Elliott Nix — U.S. Head of Video Sales: Retail & Tech, Google

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1:40-1:55pm
StreamScam Exposed: The Evolution of SSAI Spoofing
Advertising spend in the connected TV (CTV) space is growing dramatically as consumer behavior shifts from traditional linear broadcasts to multi-device and on-demand viewing. In late 2020, Moat discovered “StreamScam,” the largest CTV ad-fraud operation spoofing 28.8 million US household IP addresses, and approximately 3,600 apps and 3,400 unique CTV device models. What led to StreamScam’s discovery? What are new ways to catch invalid traffic (IVT) within CTV Server-Side Ad Insertion (SSAI)? How can you protect against threats like StreamScam?
Sam Mansour — Principal Product Manager, Moat Analytics, Oracle Advertising

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1:55-2:00pm
Closing Remarks
Scott McDonald – Ph.D. — President & CEO, ARF

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12:00-12:05pm
Welcome
Paul Donato — Chief Research Officer, ARF

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12:05-12:35pm
Progress? Measurement and Data & Analytic Needs for the New Streaming Landscape
Media companies, streaming services and traditional TV face a slew of measurement challenges. The goal of the discussion is to identify recent measurement innovations as well as those needed to obtain a more complete picture of viewers’ journeys across platforms and services.
Lisa Heimann  — EVP, Analytics, Insights & Measurement, NBCUniversal
Colleen Fahey Rush  — EVP, Chief Research Officer, ViacomCBS
Liz Huszarik  — EVP, Chief Research Officer, WarnerMedia
Maggie Zhang, Ph.D. — Head of Measurement Success, Amazon Ads
Julie DeTraglia — Head of Research, Insights and Analytics, Disney Media & Entertainment Distribution
Moderator: Jane Clarke  — CEO, Managing Director, CIMM

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12:35-12:50pm
A New Twist on Privacy: Winning with Addressable TV in a Post-Cookie World
As major ad platforms begin to block third-party cookies and compliance rules continue to tighten, it will become harder to track the activity of web users and connect marketing investments with consumer behaviors. In this session, IRI will share key learnings from a recent study on the new media landscape and its positive effect on addressable TV advertising spend. Take away actionable insights for collecting and activating high-quality first- and third-party data to produce higher ROAS through more relevant targeting, stronger one-to-one matching and improved optimization and measurement.
Jennifer Pelino — EVP Omni Channel Media, IRI

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12:50-1:10pm
Maximizing Advertising Investment with OTT and CTV
The TV industry is undergoing a massive transformation into a complex multi-platform video market. Composed of linear and digital, along with streaming and on-demand content across a range of platforms and devices, billions of ad dollars are being allocated to addressable media plans that encompass both traditional linear and Connected TV. Discerning advertisers know that maximizing CTV investments goes beyond strategies and measurements of linear TV. In this session, PepsiCo and LiveRamp discuss how identity, activation, and measurement are the keys to maximizing your investments in the changing TV landscape.
Christine Grammier — Head of TV Measurement, LiveRamp
Kate Brady — Senior Director, Global Media & Consumer Data and Head of Media Innovation & Partnership Development, PepsiCo
Risa Andersen — Senior Director, North America Consumer Data & Retailer Media, PepsiCo
Atin Kulkarni — Senior Director, Global Marketing Science/Tech & Store Analytics, PepsiCo

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1:10-1:25pm
The Power of Live TV & Sports – TV’s Advantage or Unrealized Potential for OTT?
The pandemic has contributed to a surge in streaming and the growth of AVOD is now outpacing non-ad supported services. However, traditional TV is still responsible for the majority of daily viewership and maintains a strong lead in live sports. This represents an opportunity for traditional TV to maintain this advantage, but also for streaming services: should they strengthen their live sports coverage in order to maintain their growth momentum?
Marc Sommer — VP, Strategy & Consumer Insights, FOX Sports
Amy Rask, Ph.D. — Chief Operating Officer, MediaScience

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1:25-1:40pm
How 2021 Will Shape OTT and Streaming in 2022 and Beyond
The recent acceleration of OTT consumption has signaled a change for media – from the way it’s consumed to the way it’s measured. Based on streaming trends over recent years, what is the future of OTT?
Julia Carroll — VP, Business Development, OTT & Streaming, Comscore

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1:40-1:55pm
Panel Discussion:  Industry Perspectives on the Future of OTT and Streaming
Julia Carroll — VP, Business Development, OTT & Streaming, Comscore
Jon Giegengack — Principal, Hub Entertainment Research
Brian Fuhrer — SVP, Product Strategy and Thought Leadership, Nielsen
Radha Subramanyam, Ph.D. — Chief Research and Analytics Officer, CBS Corporation; President, CBS Vision
Liz Huszarik — EVP, Chief Research Officer, WarnerMedia
Moderator:  Paul Donato – Chief Research Officer, ARF

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1:55-2:00pm
Closing Remarks
Paul Donato – Chief Research Officer, ARF