Agenda

08.30 Registration and morning refreshments

09:20 Chair’s opening remarks

09:25 So what is TV anyway?

Hear industry experts share their personal take on what TV is in just 5 mins

How do we define TV and how might this look in the future?
How much does this definition vary across the industry?
Do we need to be more flexible in our definition of TV?

Maximising TV

09:40 The battle for screen time, what is the optimum mix for TV advertisers?

Panel discussion

With the rise of OTT services, are streaming services a threat to the TV landscape?
How can we foster collaboration rather than competition with these platforms?
What will the future of TV consumption look like?

Gareth George, head of media and planning, Confused.com
Tiana Odavic, head of media, UK and Ireland, H&M
Ed Duncan, head of brand and consumer advertising, Smart Energy

10:20 TV perceptions: How does the industry view on TV align with the consumer’s view?

How has the way we define TV evolved and has the consumer's view evolved in the same way?
How can we align advertising to the changes in viewer consumption and TV delivery?
With consumer shifting viewer behaviours, do we need to expand our definition of TV?

Matt Hill, research and planning director, Thinkbox

Breakout Sessions
10:40 Case study: Cutting through the noise in an age of ad blocking and skipping As viewers shift towards ad free spaces how can we maintain their attention? What creative solutions are advertisers using to ensure they are being noticed What are the implications of these ad blocking technologies and how has it changed the attention economy Emma Godwin, lead media and campaign planning manager, Tesco Amy Butterworth, media manager, Tesco	10:40 Case study: TV Advertising for all Exploring how addressable TV can be used by businesses of all sizes Changing the way TV can be used by brands, whether premium or niche, national or local Hear 3 case studies on how AdSmart has been used in completely different ways to deliver on different business objectives Graeme Hutcheson, director of advanced advertising strategy, Sky Media UK

Breakout Sessions

10:40 Case study: Cutting through the noise in an age of ad blocking and skipping

As viewers shift towards ad free spaces how can we maintain their attention?
What creative solutions are advertisers using to ensure they are being noticed
What are the implications of these ad blocking technologies and how has it changed the attention economy

Emma Godwin, lead media and campaign planning manager, Tesco
Amy Butterworth, media manager, Tesco

10:40 Case study: TV Advertising for all

Exploring how addressable TV can be used by businesses of all sizes
Changing the way TV can be used by brands, whether premium or niche, national or local
Hear 3 case studies on how AdSmart has been used in completely different ways to deliver on different business objectives

Graeme Hutcheson, director of advanced advertising strategy, Sky Media UK

11:00 Morning refreshments and networking

Breakout Sessions
11:30: Case study: Aligning new innovations with linear TV advertising How can brands and advertisers best integrate new developments in TV into their media plans? How new innovations in TV like addressable and VOD advertising can complement the reach attained in linear TV advertising Hal Pearson, global media director, Deliveroo	11:30 Case study: The power of TV advertising: How it can be used to boost start-ups How effective is TV advertising in building a brand and scaling a business? Why is UKTV investing in start-ups? What is airtime-for-equity? And how can your brand benefit? With a £1m ad campaign on UKTV’s seven channels, has TV advertising boosted sales and awareness for tech start-up PitPat? Sheena Amin, director, UKTV Ventures

Breakout Sessions

11:30: Case study: Aligning new innovations with linear TV advertising

How can brands and advertisers best integrate new developments in TV into their media plans?
How new innovations in TV like addressable and VOD advertising can complement the reach attained in linear TV advertising

Hal Pearson, global media director, Deliveroo

11:30 Case study: The power of TV advertising: How it can be used to boost start-ups

How effective is TV advertising in building a brand and scaling a business?
Why is UKTV investing in start-ups? What is airtime-for-equity? And how can your brand benefit?
With a £1m ad campaign on UKTV’s seven channels, has TV advertising boosted sales and awareness for tech start-up PitPat?

Sheena Amin, director, UKTV Ventures

12:00: 'Live TV is dead, the future is addressable'

Oxford style debate

In this heated debate you will hear from two opposing perspectives on where the future of TV lies. The two sides will argue “for” and “against” addressable TV replacing linear

How will the introduction of more targeted TV advertising influence spend?
Is more programmatic buying the future and can it replace the mass reach of linear?

Harry Harcus, UK managing director, Finecast

12:30 Creative partnerships: How is branded content changing our work?

What do audiences expect from brands?
How can media owners, brands and content producers work together to create value for audiences and ourselves?
How can branded content create a more seamless integrated ad experience?

Donna Tipping, deputy director, marketing and brand, The Stroke Association

13:15 Addressable TV: Coming together is a beginning; Keeping together is progress; Working together is success

Operators and broadcasters: what is the framework to success?
Partners: what are the toolsets to success?
Knowledge sharing: the industry needs experts to navigate addressable

Jamie Caras, senior regional director & head of commercial strategy: UK & Ireland, Freewheel

13:30 Lunch and networking

Mastering Measurement

14:30 Mastering Measurement: What are advertisers asking for?

Panel discussion

With multiple ways of buying TV and reaching consumers, how can we effectively measure across TV?
What are the challenges and how does TV measurement need to evolve?
What effect will more platform agnostic measurement systems have on advertisers' media plans?

Sam Taylor, head of commercial marketing, Direct Line Group
Chris Ladd, senior advertising, media and campaign manager, Nationwide
Lisa Walker, head of media and sponsorship, Vodafone
Joe Cox, senior media strategy manager, O2
Nick Ashley, head of media and campaign planning, Tesco

15:10 Cross platform measurement: The Project Dovetail Journey

Exploring the progress in Project Dovetail and where it is headed
How updates in this area will affect the way we measure and prove the value of TV
What the future holds in terms of more platform agnostic measurement tools

Justin Sampson, chief executive, BARB

15:30 Afternoon refreshments and networking

The Future of TV

16:00: The future of addressable TV

Exploring the rapidly changing fragmented TV landscape and how viewer behaviour is changing
The opportunities to tailor messages to certain segments within an audience
In what circumstances would you use addressable TV and what does success look like?

Jakob Nielson, chief executive officer, Finecast

16:20 Shifting from a TV plan to a holistic AV plan

Case study

The future of TV is connected, multi-channel and multi-platform, but how can the industry make this shift?
How can digital be used to complement and enhance TV rather than oppose?
What strategy will be needed for success in this new landscape?

Marian Holties, marketing director, international, Peloton

16:40 Media buying: Future proofing the buying process

What are broadcasters doing to evolve their technologies and enable more streamlined planning and buying?
How will TV adapt to provide a more agile buying process to compete with other mediums?
How will the broadcaster/advertiser relationship evolve to enable this process?

Claire Heys, director, brand partnerships and content, ITV

17:00 Chair's closing remarks

17:10 Close of conference and networking drinks

*Agenda subject to change

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