Watch Now: Deep Dive On Addressability Webinar for Marketers, Agencies and TV Executives

The webinar features Larry Allen, vice president & general manager, addressable enablement, Comcast Advertising; Elizabeth Crotty, executive director, product development & management, Cox Media; and Malia Moran, group vice president, strategic product management, Spectrum Reach.

"It's important to communicate and educate the hundreds of media buyers and thousands of advertising decision-influencers about this complex and evolved opportunity that has entered the media mainstream and is a core part of all television plans," said Myers, who has built the industry's most up-to-date library of thought leadership and educational insights on addressable TV, fully searchable at www.MeetingPrep.com. "Addressable TV bridges the gap between legacy and digital advertising and a holistic approach is essential to build a sustainable and scalable ad buying model," he points out.

The webinar discussion will focus on the On Addressability playbook and serve as a "how-to" on leading addressable advances for brand marketers, agency professionals and media executives. Educational insights will include:

• How to adopt and use the On Addressability playbook
• How to develop a go-to-market strategy
• How agencies can partner and assure smooth implementation of addressable strategies
• How network TV programmers are integrating their inventory into Addressable TV availabilities
• What the obstacles are for agencies and marketers and what are the tools available to address and overcome them
• What measurement tools and resources are now available and on the near-term horizon
• How can agencies best prepare and upskill their teams to assure Addressable TV is well represented in the TV media mix

Marcien Jenckes, president, advertising, Comcast Cable, commented: "Everyone in the advertising ecosystem has a role in bringing TV addressability to fruition—from the advertisers who adjust their TV strategies to include its emerging capabilities, to the programmers who provide their inventory, to the many technology enablers in between who make it happen. But we realize that it begins with us — the distributors—who bring the ads to viewers' households each day. It is incumbent upon us to lay the groundwork and set up the infrastructure to truly 'turn on' addressability for the industry in a way that is secure, scalable and effective."

For interviews about the webinar or with Jack Myers, contact Diane@mediavillage.com. To learn more about MediaVillage's education and diversity programs, visit AboutMediaVillage.com.