Prime Time Power: Harnessing the Marketing Potential of Television in a Digital World
Session 08

Date: Monday May 16, 2016    Time: 4:00pm-5:00pm
Location: Super Session Stage, General Session West

Session Video

Session Description

This session is followed by a reception in The Grove for attendees and invited guests. Reception hosted by IBM. Please RSVP at

While digital advertising, particularly mobile, continues its rapid growth, "television" advertising of all forms (linear, on demand, OTT) continues to hold its own in the advertising mix. Some of the category’s top strategists will debate why TV remains the top media choice for global marketers in a digital world and how the TV advertising environment can reimagine itself and continue delivering a uniquely powerful combination of reach, engagement, effectiveness and persuasive appeal. Hear from a range of traditional actors (networks, MVPDs) and technology intermediaries (infrastructure, software and data providers) about where the market is heading, potential winners and losers, and how television advertising will survive, if not thrive, in an increasingly cross-platform and digital world.

Learn about:

  • The reality and the hype behind the buzzwords and trends now permeating television (e.g., "programmatic", audience-based buying, moving away from Nielsen guarantees)
  • How traditional "television" is integrating and blurring with broader digital advertising and marketing (e.g., following audiences across screens, linking television to social, search and other platforms)
  • Where the market is heading and how the TV ecosystem can work together to continue to give marketers what they want