Ad Innovations Run High

Take a trip around the advertising world and a must-see stop is surely the place where content reigns in every possible form, whether it’s over-the-air broadcast, digital, broadband, radio, mobile delivery or some other new and emerging medium.

NAB Show offers content and distribution professionals a wealth of information and technical know-how during the Ad Innovations conference.

Lori H. Schwartz, principal of StoryTech, said she hopes this year’s two-day conference makes such one-stop shopping a reality for years to come.

“NAB Show is dedicated to being relevant for the advertising community,” said Schwartz, who hosts “The Tech Cat Show,” a weekly podcast. “I think this is a great example of bringing together all the players curating content that’s relevant for them and getting the discussions going.”

Although advertising has always had a role at NAB Show, Schwartz said she hopes to make the point that this really is the crucial show advertisers should attend.

“NAB Show does a great job in bringing together all the technologists, the networks, the studios and the content creators,” she said. “Now we [want to grow into] a real destination for advertisers, because everybody’s there and they should be there, too.”

The conference, taking place today and Wednesday, offers one hour and 20-minute sessions throughout the day, each touching on some aspect of the advertising world. “We’re also talking to brands and media companies who are establishing themselves,” she said. “On the one hand, they are content creators, and on the other hand they are distribution networks, like the Amazons, Netflixs and Hulus.”

Other inhabitants in this NAB Show ecosystem, as Schwartz calls it, are the technology companies.

“They are providing infrastructure to support all this and they represent a variety of things,” Schwartz said. “They could be ad technology companies that are helping with programmatic or addressable advertising. But they could also be the companies that make sure the ad gets delivered correctly. Or it can also be the technologies or the solutions that are allowing the operations of the business to happen, like assets to move around.”

The “Seamless Ad Delivery Across TV and Online Video” panel on Wednesday will address this issue. Panelists and industry experts will debate the TIP (Television Interface Practices) Initiative during today’s session “How the Local TV Ecosystem Is Streamlining the Transaction Workflow,” and discuss ways it can better support local broadcasters and advertisers.

Brands are more important than ever in the world of advertising and the Ad Innovations conference has two sessions today dealing with this topic.

The first is “Transforming Your Brand Into a Media Company.” The afternoon session is “Engaging Digital Natives Through Branded Content.” The ability to understand how content and brands work together and then to reach people using branding is a vital piece of the advertising puzzle, Schwartz said.

“These two sessions are really focused on the fact we have so many different opportunities for screen and so many different platforms to consume content,” she said.

Consumers are seeking ways to avoid traditional ad models, so creating engaging content where the brand is contextually part of the storytelling is an important part of the future for advertisers, she said. Artificial intelligence, which played a role in last year’s NAB Show advertising sessions, is back on Wednesday with “Immersive Content Gets Real.” The focus this year will be on discussing ways and models to monetize virtual reality, artificial reality and mixed reality.

“If immersive content is the future of consumption, then we need to find ways to get paid for it,” Schwartz said. The meeting of traditional broadcast television and the ever-expanding digital world — and finding some common ground where these sometimes opposing forces intersect — will be discussed during the Wednesday session “Digital and Broadcast Collide — A Tale in Three Acts.”

Tim Hanlon, founder and CEO of The Vertere Group LLC and moderator for the session, said there are three areas where they cross over:

Data — how TV can become more targeted or addressable;

OTT Video — how economics plays a role in it

T-Commerce – how to make television a purchasable commodity through a simple click.

“A lot of TV people look at the arrival of digital as a threat or as a challenge to broadcasting content and advertising,” Hanlon said. “And digital people look at broadcasters as the last bastion of basic unintelligible media, with not a lot of targeting and data.”

Hanlon said the irony of the situation is that both sides need each other.

“Digital people fundamentally can’t figure out content and advertising, although they want to,” Hanlon said. “But they have a lot of data and targeting and technology on their side. And a lot of the TV people have great content and programming and advertising, but struggle mightily with how to modernize and make it more digitally relevant and targetable.”

Attendees to the Ad Innovations conference can also tune in to today’s panel “Navigating the Fragmented Media Marketplace — The Ecosystem of the Future.” Wednesday will feature “Who Really Is Leading in Intelligent Data Management & Targeted Advertising Worldwide.” The session lineup also includes Featured Spotlights from Deloitte, AdStream and Nielsen.