Video lives on so many platforms beside TV, which is why The Drum has partnered with RTL AdConnect to host a free brunch panel on May 16th in LA, where industry experts will discuss why total video is important and how to keep up with the ever-changing video landscape.
Titled We are living in the Age of Total Video, the session will look at the current smart TV landscape in particular, considering the amount of control audiences have and whether precise targeting on this platform guarantees ROI. As the rise of mobile, OTT, addressable and new on-demand services continue to emerge, there are so many ways for viewers to remain connected. However, there’s almost too much for them to choose from. So, how can marketers influence what viewers watch?
Held in LA’s Andaz West Hollywood, the session will be moderated by The Drum’s associate editor Sonoo Singh, who, together with the panel speakers – made up of Fremantle, MediaCom, SpotX and RTL AdConnect representatives – will explore how marketers can make the most of the new content ecosystem.
"In an ever-increasing fragmented video landscape, we need to strike a balance between using data to deliver targeted and efficient reach, with leveraging the content ecosystem of cultural moments,” said panelist Seow Leng Porter, managing partner at MediaCom. “With so many distribution channels, devices, video types, ad formats and pricing models, we now have 3000+ ways to buy video. Data is critical to how we navigate this complicated marketplace."
By focusing on global TV trends, providing examples from Europe and America and beyond, the panel will also consider the challenges that are currently facing the total video and connected TV industry internationally, looking specifically at how audience behavior differs around the world. Other topics will include innovations in the sector, best practices for measuring audience reach and tips on providing audiences, buyers and publishers with a better viewing experience. The session will give marketers tools to adapt their strategies and make them more relevant for attracting local audiences on a global scale.
A keynote session from RTL AdConnect’s managing director Stéphane Coruble will act as a prelude to the panel, which will be followed by 15 mins for questions and answers.
Following the panel will be networking and the opportunity to meet the Drum team, including global head of branded content, Kevin Ayadassen; associate editor, Sonoo Singh; and senior reporter, Katie Deighton.