At ThinkLA’s second Advanced TV Breakfast on April 26, 500+ attendees heard from a variety of speakers and panelists across the ATV spectrum. Thank you to our attendees, speakers, volunteers, and especially our sponsors: Spectrum Reach, Alphonso, Samsung Ads, SpotX, and Roku.
Advanced TV is more than a buzzword, but some still have trouble explaining what it is and why it should be an integral part of marketing and media efforts. It goes beyond the traditional thinking of what “television” is, marrying the complexities of digital video, targeting, and buying with the scale and reach of linear television. With increasing fragmentation of video content distribution and consumption, marketers and advertisers need to evolve how they leverage Advanced TV to target, engage, and measure the impact of campaigns. #ThinkTV
Jeffrey Boehme, SVP, Television Research, comScore
Jason Croddy, VP, Group Account Director, Canvas Worldwide
Asaf Davidov, Director, AdSales Research, HULU
Robert Hayes, EVP, Digital Marketing, NBC Universal
Bill Herman, Director, Digital Sales, Spectrum Reach
Omara Hernandez, SVP, Media Director, Canvas WorldWide
Ryan King, VP, Research, Samba TV
Julie Piepenkotter, EVP, Research, FX Networks
Jessica Ruggeri Houge, SVP, Digital Client Solutions, Nielsen
Matt Schimdt, Regional VP, Agency Development, SpotX
Andre Swanston, CEO/Co-Founder, Tru Optik
"ATV is what cable was 30 years ago and Cable is a huge part of what Advanced TV is now. For the consumer, it is the ability to watch TV at your fingertips." - Bill Herman
“It’s been the year of mobile for a long time, but we needed more measurement of connected TV, when the advertising support was non-linear.
The real charge for Neilson was to find all the pieces and make sense of them for marketing.” - Jessica Ruggeri Hogue
There are 17 different devices with at least 1MM household penetration. Until that clears up, advanced TV is moving uphill, and ripe for a disruptive takeover.
On solving OTT Platforms because there is no current standardized measures for ATV: "There are 3 steps to solve: 1. Audience validation 2. Serving-based ad metrics 3. Attribution for the Advanced TV ecosystem." - Asaf Davidov
"What once felt like we were trying to find water with a stick, the new cross-platform tools are engaging advertisers and quantifying viewership like never before." - Julie Piepenkotter
Advertisers are demanding higher accountability. Need to produce unduplicated reach across screens on connected TV devices. Advertisers want to know where the lift is coming from.
“Snapchat gives us a unique opportunity to market in a new way, with 20 second clips in a non-linear way” - Robert Hayes
Nicholas Davis, Canvas: “Best of Spectrum Reach” (two MTV Movie Awards tickets, Spectrum SportsNet signed Lakers basketball, Sonos PLAY: Wireless Speaker), courtesy of Spectrum Reach
Daniel Le, Canvas: Swag Basket, courtesy of SpotX
JC Williams, Horizon Media: 49" TCL Roku TV, courtesy of Roku
Elizabeth Cho, Campbell Ewald: Apple HomePod, courtesy of Alphonso