Setting Sail on Le Voyage Addressable

Michael Bologna President of Addressable at Cadent the largest independent platform for advanced TV advertising and monetization is quite comfortable aboard a boatamp160 While captaining a yacht like one of those in Cannes may be a tad bit aspirational Bolognaamp160pictured below can be found almost every summer on the mighty seas of Greenwich Sound recently retiring his longtime boat the Gemini for a brand new vesselamp160 Best Laid Plansamp160 He insists the name is not a subliminal commentary on the advertising industryOn Tuesday June 18 at 3 pm CET aboard the Liquid Sky definitely aptly named for such an event those attending the Cannes Lions Festival 2019 can heed the siren call for insights into the latest best practices and successes around the future of addressable televisionamp160 Bologna will be moderating a panel with an esteemed group of experts across the addressable advertising ecosystemPanelists include Adam Gerber President Global Media at Essence a division of GroupM Bryson Gordon Executive Vice President Advanced Advertising at Viacom and Laura Kuhn Nelson Senior Vice President Advertising Solutions andamp160Performance Advertising at Disneyamp160Advertising SalesThe panel titled quotThe Path Forward to Addressable Televisionquot will focus on data and technology in the TV business and specifically delve into the topics of how addressable TV can move past the limitations of local avail inventory across MVPDs in linear AVOD and OTT into more traditional national linear inventoryamp160 quotI want to use this opportunity to talk about what we need to do beyond the obvious to scale this and to bring this to a point where national networks and national inventory are part of the addressable supply chain and it39s not just an individual product by individual MVPDs using their boxesquot Bologna saysLaura Nelsonamp160from Disney Advertising Sales is excited about unlocking the promise of National Linear Addressabilityamp160 amp8220Itamp8217s important for the industry to have an ongoing dialogue with representatives across the buy sellamp160and measurement sides to determine the best path for successamp8221 she saysRSVP for the panel todayOver the past three years marketers have moved from testandlearn mode to normalized implementation of addressable TVamp160 According to forecasts from Jack Myers Tomorrow Today quotAdvertising Shopper Marketingamp160andamp160Trade Communications 2000 amp8211 2020quot Advanced TV spending is on track to hit over 3 billion by 2020amp160 Yet this still represents a small fraction of all television purchased the panel will spend time discussing successful usecases and ways that marketers haven39t thought to take advantage of the benefits of this along with technology solutions that are just now starting to offer new and exciting ways to expand the relevant reach of Addressable TVGordon is especially excited about the opportunity to speak about the growth of addressable TVamp160 quotViacom has moved to a more expansive definition of television through a more expansive definition of addressabilityquot he saysWith the continued emphasis on data and eliminating waste over 80 of respondents said that relevant reach remains the single most important factor in the media decisionmaking process as reported in the most recent release from The Myers Report quotSurvey on Media Company B2B Relationships Servicesamp160and Valuequot a survey of 745 media allocation decision makers amp160Addressable TV continues to move towards fulfilling that requirement at scale so this panel comes at a very important time in the evolution of the mediumIf you are in Cannes on June 18 you won39t want to miss this unique opportunity to hear from these key players who are at the frontline of television disruptionA note from Jackamp8230Immediately following Cadent39s Addressable TV panel I will engage in a conversation on The New Economics of Creativity in Hollywood with WarnerMedia39samp160Kevin Reillyamp160and fashion iconamp160Jenna Lyons producer and star of TNT39s new lifestyle series The Jenna Lyons Project In advance of the conversation I spoke with Kevin and Jenna about their plans and vision as the underlying economics that drive creativity in Hollywood collapse amp160To request an invitation to our conversation in Cannes RSVP through the accompanying invitation or contact MaryannMediaVillagecomClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Setting Sail on Le Voyage Addressable

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Jeff Minsky

We Are the Outliers - By Jack Myers

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Setting Sail on Le Voyage Addressable

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Jeff Minsky

We Are the Outliers - By Jack Myers

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