Lori Conkling – EVP, National Accounts, Field Sales & Canada, A&E Television Networks
Ryan Jamboretz – Chief Media & Development Officer, TidalTV
Jeremy Legg – Senior Vice President Business Development & Multi-platform Distribution, Turner Broadcasting System
Rebecca Paoletti – Head of Video, Americas, Yahoo!
Abstract
In a perfect world, advertising dollars follow consumers to new viewing platforms, maintaining the traditional television model. In reality, advertising remains the main driver of network revenues; while audiences are flocking to on-demand and DVR viewing, programmers and network operators have yet to find ways to capitalize on those trends. Of the billions of hours consumers spend viewing television content via VOD/DVR and other time-shifted platforms, advertising accounts for only a fraction of media budgets and ad revenue.
The reasons for the slow growth of advanced advertising range from long creative lead times that hinder the media buying process, to lack of dynamic ad insertion, inconsistent adoption of key cable infrastructure standards and a paucity of the reporting that advertisers and agencies require. What is needed are universally embraced approaches that bring to television the addressability, scale and accountability that have driven the growth of Internet advertising.
This presentation would discuss the challenges the industry faces, and the need for new approaches to supplement traditional, linear advertising. The presentation would also show how new advertising management and decision suites can help networks close the gap between time-shifted viewership and advertising revenue.
EVENTS: BlackArrow NAB ’10 Panel
Making Time Shifting Pay: Realizing the Revenue Potential of On-Demand Viewing
When: Tuesday, April 13, 2010 | 4:00 – 5:00pm
Where: Room N234
Panelists:
Abstract
In a perfect world, advertising dollars follow consumers to new viewing platforms, maintaining the traditional television model. In reality, advertising remains the main driver of network revenues; while audiences are flocking to on-demand and DVR viewing, programmers and network operators have yet to find ways to capitalize on those trends. Of the billions of hours consumers spend viewing television content via VOD/DVR and other time-shifted platforms, advertising accounts for only a fraction of media budgets and ad revenue.
The reasons for the slow growth of advanced advertising range from long creative lead times that hinder the media buying process, to lack of dynamic ad insertion, inconsistent adoption of key cable infrastructure standards and a paucity of the reporting that advertisers and agencies require. What is needed are universally embraced approaches that bring to television the addressability, scale and accountability that have driven the growth of Internet advertising.
This presentation would discuss the challenges the industry faces, and the need for new approaches to supplement traditional, linear advertising. The presentation would also show how new advertising management and decision suites can help networks close the gap between time-shifted viewership and advertising revenue.