Wednesday, September 28, 10am, Lucille's at B.B. King
How does an industry predicated on monetizing 30 seconds of ad time transition to the construct of selling audience on an impression-by-impression basis? The roadmap from broadcast to unicast ad streams is fraught with challenge; from currencies and measurement to the natural balance of supply and demand, resolving the complexities of convergence begins with understanding the economics driving the total video marketplace.
As audiences transition to non-traditional media consumption platforms such as direct-to-consumer apps and SVOD, an overabundance of inventory within the traditional linear TV environment places inherent downward pressure on the pricing elasticity of addressable unicast ad engagements. Will the true value of audience targeting materialize for media owners?
Multiple drivers of change are disrupting the traditional video subscriber business, with programmers and MVPDs evolving to become gateways of content discovery, creating altogether new marketplaces of TV audience.
What will it take to establish a holistic marketplace of audience, and how will advertisers and media owners define, identify and measure the elements of value across an expanding array of content distribution platforms?
Hulu’s Peter Naylor, Roku’s Scott Rosenberg, Fox’s Dan Callahan, Mediavest’s Kristina Goldberg and SpotX’s Randy Cooke will discuss these complexities, as well as the roles and limitations of tech in supporting convergent marketplaces.
Watch the panel on Wednesday, September 28, 10am, at Lucille's, downstairs in B.B. King.
