Key discussion topics were:
Why the Fragmented Media World is Changing TV Buying
- How the fragmentation of TV media affects the scale of inventory
- The measurement challenges of connected TV and how this impacts adoption rates
- How to bring connected TV media investment in line with consumption
- The relationships that exist within agencies between traditional TV and digital planners and buyers
- The marketer's understanding of TV media fragmentation and how their customers are consuming TV media.
- When marketers will consider connected TV/OTT to be mainstream media and move out of test-budget phase
- The barriers of cost
- What needs to happen on the supply side to make connected TV a more attractive prospect for buyers/traders
- The lingering focus from the big broadcast networks on linear TV
- The danger of alienating more traditional TV audiences regionally across the US
- Whether OTTs will start to experiment with mutations of AVOD, SVOD, and TVOD