Pavilion Addresses Delivery of Targeted Ads

There are many moving parts that in the Content Lifecycle — creation, management, and delivery — and monetization is a critical element for media companies.

The Advanced Advertising Pavilion returns to the South Upper Hall, offering attendees an effective forum to solve the monetization puzzle in a technology-driven, fast-paced industry. The pavilion is sponsored by Google, TV Squared and Crystal.

Topics will focus on automation, artificial intelligence, optimization, programmatic, podcast ad strategies and monetization tactics. Business leaders and technology pioneers will put their collective heads together to strategize and formulate the best approach for future success.

Roger Franklin is president and chief executive officer of Crystal, an Advanced Advertising Pavilion exhibitor.

Franklin said the television industry could do much more to increase the value of TV advertising, and his company offers viable solutions to help meet this goal.

“A majority of the viewers are watching broadcast networks — ABC, CBS, FOX and NBC — especially during live sports and news,” Franklin said. “But delivering targeted ads on those networks during live shows is really hard. The infrastructure wasn’t designed to support addressable advertising.”

Many sessions have been planned this week to help attendees advance their advertising strategies, including “Making Advertising Work on the Web: The Need for Standards,” today at 10:30 a.m.

The session will take a look at the advertising challenges associated with online streaming. In-depth discussions will cover the varying standards by country, methods for businesses to successfully profit from online advertising, and consumer privacy considerations.

The World Wide Web Consortium (W3C) is one organization paving the path for industry standards on the Web, said W3C Global Business Development Leader J. Alan Bird, who will lead this session. The consortium is composed of more than 450 members from around the world with this common goal as its mission.

“Up until now, it has been an either/or situation today on the web with advertising,” Bird said. “There should be a happy medium somewhere in between on how to make it work.”

Other sessions today include “The Artist & Engineer: Two Perspectives on the Creative Considerations of Addressable Advertising” and “ATSC 3.0 v 5G: The Council for Research Excellence Looks Into the Future of Advertising.”

Dan McDonald, vice president of research at NAB and chair of the Council for Research Excellence (CRE), will speak during the ATSC 3.0 session, which highlights the work of more than 30 industry leaders from the media, communications and advertising world who were brought together by Fox Networks Group, the CRE and Magid to workshop the possibilities of Next Gen TV and 5G video delivery in both mass marketing and 1:1 advertising environments.

“Our end goal is to visualize the future of television viewing accessibility and its impact on advertising and audience measurement,” said McDonald.

Tuesday sessions include “Inside the Podcast Ad Space,” “In Millions of Hours of Video Content, Where Is the Money?” and “What You Have to Know About Automated Advertising in 2019.”

The pavilion sessions will continue Wednesday with “The Challenges and Innovations of SSAI in a Fragmented Landscape” and “The Future of Advertising: New Reality for TV Publishers,” led by Rob Aitken, managing director at Deloitte.

The balance between consumer privacy and targeting consumers through advanced technology and data management techniques is no easy task, Aitken said. Many leaders wonder how consumer data is being utilized. He said the session will look at the risks and reward premiums paid when consumers “opt in” to “free” services.

“More restrictive U.S. legislation is only a matter of time, which may in the short-term drive up marketing costs, but will most likely be worthwhile long-term as bad and fringe actors are weeded out,” Aitken said.

He added that technology drives innovation, which is often introduced at the publisher level and almost exclusively focuses on producing content.

“In our evolving world, the next generation of publishers need to be tri-modal — in addition to great content, they need to develop best-in-class technology and marketing,” Aitken said.

“Now is the time for broadcasters, cable channels and MVPDs, both traditional and OTT, to provide addressable ad inventory on all channels and during all types of programming,”

Franklin said. “Attendees will realize addressable advertising on all TV channels, both with old and new distribution methods, is possible today.”