Popular Themes Include

Brand integration in content programming

Tips for effective measurement patterns

Leveraging TV and streaming channels to reach targeted audiences

How to make programming hits for streaming and linear channels

The science of content marketing

Conversations around this year’s upfronts, including ad spend, programming and the media mix

The impact of M&A on content and creation

Scheduled Programming

9:30 AM - 9:35 AM
Adweek Opening Remarks

Welcoming remarks and a look at the event.

Danny Wright
Danny Wright - Adweek
9:35 AM - 9:55 AM
Programming Hulu Originals and ABC Entertainment for the Next Era: A Conversation with Craig Erwich

In December 2020, Disney announced yet another sweeping reorganization of its TV division — one intended to prepare the conglomerate for a future placing emphasis on streaming. One of the prominent changes resulting from the move, Hulu’s Originals Chief Craig Erwich added ABC Entertainment to his purview.

In this session, Adweek will sit down with Craig to discuss his journey in leading both a streaming platform and a broadcast network in the evolving CTV space, his strategies and insight for adapting to a new audience of consumption habits, and how he continues to work closely with creative partners to have the most entertaining and inclusive series for today’s audiences. He’ll also offer a glimpse into what lies ahead to the upfront plans for both media outlets

Craig Erwich Jason Lynch
Craig Erwich - ABC Entertainment and Hulu Originals
Jason Lynch - Adweek
10:00 AM - 10:20 AM
Inventing Upfronts - True Fluidity You Can't Fake

Yesterday’s strategies weren’t built for today’s media and Upfronts. With programming now consumed on-demand across multiple screens, planning, activating, and measuring the performance of TV ads is much more complex and not as simple as it used to be. This has created the opportunity to test alternative activation and measurement tools and embrace new ways to plan and deliver. Jay Prasad, Chief Strategy Officer, TV, LiveRamp, Laura Nelson, Senior Vice President, Ad Products and Enablement, Disney Advertising, and Ben Hovaness, SVP, Marketplace Intelligence at Omnicom Media Group will discuss the TV landscape and what will rule this year’s Upfronts.

Jay Prasad Ben Hovaness Laura Nelson Matt Steinmetz
Jay Prasad - LiveRamp TV
Ben Hovaness - Omnicom Media Group
Laura Nelson - Disney Advertising
Matt Steinmetz - Adweek
10:25 AM - 10:35 AM
Trivia
 
 
 
10:35 AM - 10:55 AM
Upfront Preview: Paramount's Jo Ann Ross

In this upfront preview, join Adweek as we hear from Jo Ann Ross, President and Chief Advertising Revenue Officer, U.S. Advertising Sales on how Paramount (formerly ViacomCBS) is preparing for this year’s digital advertising marketplace, the merge of combined companies, and plans for the rapidly-growing Paramount+ streaming service as they market their programming directly to consumers.

Jo Ann Ross Jason Lynch
Jo Ann Ross - Paramount
Jason Lynch - Adweek
11:00 AM - 11:20 AM
TV Media Buying in the Golden Age of CTV

CTV and the 2022 Marketplace: Growth or Growing Pains?

As CTV continues to explode and the Television media buying landscape continues to shift, are we as an industry realizing the potential of this growth or stuck in growing pains? Hear from IPG Magna’s US President Dani Benowitz and ENGINE Global Chief Executive Officer Kasha Cacy on the opportunities and challenges for advertisers—from targeting to measurement as the video aspirations of CTV move closer to reality in the year ahead. Don’t miss this honest discussion on what works, what doesn’t and what’s holding brands back from advertising more in CTV and why the best is still yet to come.

Kasha Cacy Dani Benowitz
Kasha Cacy - ENGINE
Dani Benowitz - MAGNA
11:25 AM - 11:45 AM
Programming Break
 
 
 
11:50 AM - 12:20 PM
Workshop: TV Measurement Has 99 Problems, Currency is Just One

Although defining the next currency for TV advertising has been top of mind for advertisers and media companies since the industry shake-up last summer, it just scratches the surface when it comes to the state of measurement today. The reality: marketers are in serious need of accurate and standardized measurement across the entire funnel to make sense of $65B+ spent on TV ads today.

Solving the currency dilemma may be the first step — but the debate exposed other areas in the measurement landscape deserving of marketers’ attention. In this session, Lucid’s VP of Media Measurement Products Lindsay Fordham will be joined on stage by other industry leaders to explore how TV advertisers are going beyond currency to measure TV’s impact. And how measurement needs to evolve to help marketers drive better outcomes.

Lindsay Fordham Liz DeAngelis
Lindsay Fordham - Lucid
Liz DeAngelis - The Ad Council
Workshop: Thriving in Measurement Chaos: Executing Cross-Screen Measurement in a Multi-Currency World

In our fragmented TV ecosystem, there’s no better time to make sure your cross-screen TV measurement partner is transparent about their methodology so you can be sure they meet your needs. Join LiveRamp’s Jay Prasad, Chief Strategy Officer, TV, and John-Michael de Valle, Head of TV Specialist Team, in this interactive workshop where they’ll explore what to consider when evaluating a measurement partner; discuss how to understand and work with ad exposure data for TV, OTT, and digital sources; and share what you’ll need to build a winning learning agenda from the ground up.

John-Michael De Valle Jay Prasad
John-Michael De Valle - LiveRamp
Jay Prasad - LiveRamp TV
12:20 PM - 1:20 PM
Programming Break
 
 
 
1:20 PM - 1:40 PM
Why Creative and Media’s Merger Will Start a TV Tech Arms Race

TV advertising is on the verge of another major growth moment. Overwhelming streaming television adoption has led to an increase in inventory—opening TV advertising to more brands, and a greater need for TV creative. So how can advertisers navigate this new landscape? And how can technology platforms rise to meet this emerging challenge?


Join Mark Douglas, CEO and President of MNTN, as he explains the strategic decision behind acquiring Ryan Reynolds’ award-winning creative agency Maximum Effort, and leading original video creation platform QuickFrame. He’ll explore why these moves set a precedent in the marketing technology space, and what it means for the industry at-large when creative development and the media buying process are united.

Mark Douglas David Griner
Mark Douglas - MNTN
David Griner - Adweek
1:45 PM - 2:05 PM
A Guide to Creating Linear and Streaming Hits

Taylor Sheridan, the co-creator of last fall’s breakout linear hit Yellowstone, has quickly become one of TV’s most prolific creators. Aside from launching The Mayor of Kingstown and 1883 last fall, Sheridan's deal with ViacomCBS calls for him to create two new series each year. Join Adweek as we hear from Sheridan and MTV Entertainment Group Chief Executive Officer Chris McCarthy who will share strategies for making streaming and linear hits as the build out of the Yellowstone franchise continues.

Taylor Sheridan Chris McCarthy Jason Lynch
Taylor Sheridan
Chris McCarthy - Paramount Media Networks
Jason Lynch - Adweek
2:10 PM - 2:30 PM
Building CTV Ad Breaks, What Does Good Look Like?

The CTV space is unarguably thriving. In the U.S. alone, digital video ad spend is estimated to reach over $58 billion by 2023, according to a report by eMarketer. With the opportunities in abundance and endless chances to connect with consumers, the pressing question becomes: what does it really take to build the CTV ad breaks that programmatic buyers will want to target?

Join Alysha Dino, Senior Director of Publisher Development, Publica and Christopher Martinez, OTT, Director of Sales, Hearst Television as they explore how to construct the perfect CTV ad break. An advertising experience on connected televisions that not only returns a strong ROI for the advertiser, but also delivers a seamless viewing experience for the TV viewer.

Alysha Dino Christopher Martinez
Alysha Dino - Publica
Christopher Martinez - Hearst Television
2:35 PM - 2:55 PM
Brand Integration in Depth  

Notice your favorite character driving the same car you own, or drinking the same beverage in your cabinet? Audiences are inundated with advertisements on every medium, typically from television commercials or pop-up ads on mobile devices. However, product involvement on television is becoming more relevant and effective. Hear from Shana Barry, Head of Music, Celebrity and Entertainment at Anheuser-Busch, and Marceline M. Perez, Associate Director of Cross Channel Strategy and Activation at Cadillac on how their brands integration on TV shows and movies authentically and creatively connect to consumers.

Shana Barry Marceline M. Pérez David Kaplan
Shana Barry - Anheuser-Busch
Marceline M. Pérez - Cadillac
David Kaplan - Adweek
3:00 PM - 3:15 PM
Programming Break
 
 
 
3:20 PM - 3:40 PM
The Future is Now: Identity is the engine that will power your audiences across streaming media

The past two years have seen a substantial increase in the consumption of streaming media. Coupled with the ongoing evolution of identity signals and continued rise of regulations, the necessity for reliable identity and data capabilities has accelerated in order to engage the new connected consumer across devices. Powering a more effective advertising ecosystem across streaming and beyond requires a diverse and interoperable way of reconciling identity. Reconciling identity across both logged in and open environments is critical to targeted advertising especially for connected TV where data is powering people-based planning, buying and measurement.

In this session join Frans Vermuelen, Vice President of Market Development for TransUnion’s Media & Entertainment vertical, to learn how TransUnion has innovated to be at the forefront of powering a more effective advertising ecosystem across streaming media providing end to end solutions in audience targeting, measurement and attribution.

Frans Vermeulen Chris Ariens
Frans Vermeulen - TransUnion
Chris Ariens - Adweek
3:45 PM - 4:05 PM
TV’s Next Emerging Categories

Cryptocurrency and sports betting have been two of the hottest emerging advertiser categories over the last several months, but who will come after that? Join Adweek as we're joined by executives from NBCUniversal and Disney who are tasked with category insights and determining which trends are on the horizon, and which might be reducing their spends.

Yusuf Chuku Danielle Brown Mollie Cahillane
Yusuf Chuku - NBCUniversal
Danielle Brown - Disney Advertising Sales
Mollie Cahillane - Adweek
4:10 PM - 4:15 PM
Adweek Closing Remarks

Thank you for joining! 

Danny Wright
Danny Wright - Adweek
9:30 AM - 9:35 AM
Adweek Opening Remarks

Welcoming remarks and a look at the event.

Danny Wright
Danny Wright - Adweek
9:35 AM - 9:55 AM
Inspiring Content that Drives Subscriptions

Showtime’s original programming ceaselessly delivers new scripted shows. Yellowjackets, a non-IP-based freshman hit that built audience and buzz each week and is single-handedly driving streaming subscriptions is no exception to the uncharted momentum. Join Gary Levine and Jana Winograde, Presidents of Entertainment at Showtime Networks, as they discuss how they’re leveraging the show’s success to drive subscriptions and how programming a premium cable network has changed.

Gary Levine Jana Winograde Jason Lynch
Gary Levine - Showtime Networks Inc.
Jana Winograde - Showtime Networks Inc.
Jason Lynch - Adweek
10:00 AM - 10:20 AM
Connecting the Cross-Screen TV Experience

As the 2022 upfront season goes into full swing, the TV industry has the opportunity to examine past experiences and build on these learnings. In the last 12 months, fragmentation, supply issues, and the looming death of the third-party cookie continue to present significant challenges for TV advertisers and publishers. Join Nick Troiano, CEO of Cadent, and explore the evolution of TV advertising and how we can solve some of the industry’s most pressing issues.

Nick Troiano Matt Steinmetz
Nick Troiano - Cadent
Matt Steinmetz - Adweek
10:25 AM - 10:35 AM
Trivia
 
 
 
10:35 AM - 10:55 AM
Upfront Preview: Warner Bros. Discovery’s Jon Steinlauf

In this upfront preview, join Adweek as we hear from Jon Steinlauf, Chief U.S. Advertising Sales Officer of the newly-formed Warner Bros Discovery on how he’s preparing for this year’s marketplace, and the combined company's in-person upfront presentation, which will be held just weeks after the WarnerMedia/Discovery merger. We’ll talk about what marketers can expect from the new company and this year’s upfront.

Jon Steinlauf Jason Lynch
Jon Steinlauf - Discovery
Jason Lynch - Adweek
11:00 AM - 11:20 AM
Data Innovation: How Big Global Brands are Building the Future of Convergent TV

Advertisers have more data than ever before, but how can they apply these insights to inform marketing strategies and drive impact? As audiences continue to migrate to streaming, they’re also expecting better ad experiences. Convergent TV enables marketers to more effectively reach their most relevant audiences, but CTV requires a new approach to media strategy.

Join Tal Chalozin, Co-founder and Chief Technology Officer at Innovid as he explores opportunities in CTV and outlines how agencies, brands, and networks can evolve their advertising to make the most of TV's new normal.

Tal Chalozin David Spencer
Tal Chalozin - Innovid
David Spencer - General Motors
11:25 AM - 11:45 AM
Programming Break
 
 
 
11:50 AM - 12:20 PM
Workshop: Addressable TV, IRL

Seventy-one percent of CPG marketers plan to increase ad dollars for addressable TV channels like CTV and OTT in 2022. Are you? It is more important than ever to make sure you're spending your budget in the places where you’ll make the most impact.

Join NCS and DIRECTV Advertising for an interactive workshop to help you get the edge on addressable TV. We will walk you through real-life case studies that show the value of having addressable TV in your TV media plans and share the secrets of these brands’ successes. Learn tips for audience targeting and why measurement will help you compete in today’s evolving marketplace.

Peter Topol Tim Rausch
Peter Topol - NCSolutions
Tim Rausch - DIRECTV Advertising
Workshop: Why It’s Not Demo v. Audience – It’s Demo + Audience

What is the best way to reach consumers across screens? In truth, there isn’t a one-size-fits-all solution. However, with today’s data and targeting technology, TV advertising can now deliver on its ‘smart’ promise. Hear from Jes Santoro, SVP, Advanced TV and Video at Cadent on how advertisers can improve their audience targeting strategies.

Jes Santoro
Jes Santoro - Cadent
12:20 PM - 1:20 PM
Programming Break
 
 
 
1:20 PM - 1:45 PM
From King of the Hill to Better Things: What’s Next for Pamela Adlon?

Critically acclaimed FX series Better Things is coming to a close after five full seasons. Pamela Adlon, co-creator, writer, director and star of the show joins Adweek to talk about how the TV space has changed during its time, her extensive voiceover career (including King of the Hill), and how she strategizes to determine what's next. 

Pamela Adlon Lisa Granatstein
Pamela Adlon
Lisa Granatstein - Adweek
1:45 PM - 2:05 PM
The State of Video Consumption: Forecasting the Future & Gen-Z

By 2026, Gen Zers will be the largest generation in the U.S. This impactful audience spends nearly half of their waking hours watching video content to fill a broad range of needs. Join us as we discuss video consumption amongst this diverse generation and how to plan for them in future.

Laura Vanison Helen Katz
Laura Vanison - Vevo
Helen Katz - Publicis Media
2:10 PM - 2:25 PM
Programming Break
 
 
 
2:30 PM - 2:50 PM
Preparing for Upfronts

Brand marketers join Adweek to weigh in on this year’s upfronts, including ad spend, programming and the overall media mix.

Lina Polimeni Katie Haniffy Chris Ariens
Lina Polimeni - Eli Lilly and Company
Katie Haniffy - PepsiCo North America
Chris Ariens - Adweek
2:55 PM - 3:15 PM
From Currency to Cross-Screen: Navigating Modern TV Ad Measurement

The TV measurement revolution is here. Are you ready? Join this session for an in-depth discussion on modern TV ad measurement with Diana Boyles, VP of Marketing at Angi, and Sean Muller, Founder and CEO at iSpot. From unlocking incremental reach to conversion-based optimizations, discover innovative approaches to future-proof your cross-screen TV ad measurement strategy. You’ll also hear about the biggest takeaways from alternative currency test-and-learns and how ad-first, cross-screen measurement is shaping the future of TV buying.

Sean Muller Diana Boyles Matt Steinmetz
Sean Muller - iSpot.tv
Diana Boyles - Angi
Matt Steinmetz - Adweek
3:20 PM - 3:40 PM
Convergence in Streaming News

As linear television viewership continues to decline, television news divisions have intensified their efforts to attract audiences via streaming video content. Networks are launching ad-supported and subscription-based streaming news services to hold the attention of the modern media consumer. Join Adweek as we're joined by executives from NBCUniversal News Group and ABC News to discuss the future of broadcast television news on streaming platforms, and how their respective companies are tackling the evolving space.

Anna Magliocco Justin Dial AJ Katz
Anna Magliocco - NBCUniversal News Group
Justin Dial - ABC News
AJ Katz - Adweek
3:45 PM - 3:50 PM
Adweek Closing Remarks

Thank you for joining!

 

Danny Wright
Danny Wright - Adweek
9:30 AM - 9:35 AM
Adweek Opening Remarks

Welcoming remarks and a look at the event.

Matt Steinmetz
Matt Steinmetz - Adweek
9:35 AM - 9:55 AM
The Magic of Marketing

Platforms are consistently rolling out new plans to uniquely grow their brands. Under Ojo’s leadership, Prime Videos and Amazon Studios spearheaded the platform’s first ever tag-line “see where it takes you” campaign which so far has seen outstanding results.  Join Adweek as we hear from Ukonwa Ojo, CMO of Prime Video and Amazon Studios as she discusses the science of content marketing, going in-depth on tips and tricks for crafting campaigns that resonate with consumers, and what to expect for returning hits later this year.

Ukonwa Ojo Mollie Cahillane
Ukonwa Ojo - Amazon Prime Video & Studios
Mollie Cahillane - Adweek
10:00 AM - 10:20 AM
When It Comes to TV, Live Sports Are In a League of Their Own

Live sports is the MVP of live TV programming, and consumers are increasingly tuning in via streaming to watch their favorite teams go head to head. How are media owners meeting the moment to ensure engaged fans can access the live sports content they crave, and how does this change the advertising landscape for brands? In this session, Magnite will share proprietary research around the behavior and attitudes of live sports viewers and turn the stage to top executives from fuboTV, Disney, and FOX to hear about the future of live sports programming and advertising.

 

Matt McLeggon Diana Horowitz Dan Callahan Matthew Barnes
Matt McLeggon - Magnite
Diana Horowitz - fuboTV
Dan Callahan - Fox Ad Sales
Matthew Barnes - Disney Advertising Sales
10:25 AM - 10:35 AM
Trivia
 
 
 
10:35 AM - 10:55 AM
Upfront Preview: NBCU’s Mark Marshall

In this upfront preview, join Adweek as we hear from Mark Marshall, President of Advertising and Client Partnerships on how NBCUniversal is preparing for this year’s marketplace, and its plans for the first in-person presentation since 2019. We’ll also explore NBCU’s alternative currency tests with iSpot.tv, the company’s Peacock plans and strategic insights for the future.

Mark Marshall Jason Lynch
Mark Marshall - NBCUniversal
Jason Lynch - Adweek
11:00 AM - 11:20 AM
Exploring Innovation in Sports Programming and Fan Engagement

Creating engaging and interactive programming across the fan experience is crucial for today’s mobile-first fan. Jim Norton, Chief Revenue Officer, Flowcode, sits down with Fred Gaudelli, Executive Producer of NBC's Sunday Night Football, to discuss the evolution of sports programming over the past 20 years and what the future of fan engagement will look like.

Jim Norton Fred Gaudelli
Jim Norton - Flowcode
Fred Gaudelli - NBC's Sunday Night Football
11:25 AM - 11:45 AM
Programming Break
 
 
 
11:50 AM - 12:20 PM
Workshop: Convergence, Currency, & Chaos: The Secret to Staying In and Above the Fray

Thanks to consumer online behaviors and particularly search, consumers have instantaneous brand and product information at their fingertips. The ability to tie incremental search to granular Convergent TV spend provides marketers a robust and predictive tool to see their and their competitors’ customers’ journeys in action.

Join EDO President & CEO Kevin Krim and Mediahub Worldwide's EVP, Advanced Media, Michael Piner to learn how to shorten and sharpen your learning cycle across the fragmented TV landscape. Strategize through a granular understanding of your brand’s and your competitors’ successes and failures. The session will explore Share of Search as a predictive signal and potential currency for advertisers, as well as how to grow revenue with search-based advertising measurement for predictive planning. In this workshop, we will share the insider’s view on how EDO and Mediahub are working together to build advertisers’ revenue and market share.

Kevin Krim Michael Piner
Kevin Krim - EDO, Inc.
Michael Piner - Mediahub Worldwide
Workshop: Data-Driven TV: Optimizing Frequency and Conversions to Boost ROAS

While many brands still approach TV with pay and pray tactics, DriveTime takes a very different data-driven approach. Learn how the DriveTime team has evolved their TV strategy over the last few years, using advanced data and measurement to make the channel perform as efficiently as possible. Explore new ways to optimize TV frequency and conversions by determining optimal spend levels before diminishing returns. Then, hear what’s next for the DriveTime team as they invest more in streaming and true cross-platform measurement.

Patrick Littler Antonio Domenzain Frank Lucier
Patrick Littler - DriveTime
Antonio Domenzain - DriveTime
Frank Lucier - iSpot.tv
12:20 PM - 1:20 PM
Programming Break
 
 
 
1:20 PM - 1:40 PM
Building a Successful Branded Content Playbook: A Conversation With Colman Domingo

With a career spanning over 30 years, a quick glance at Colman Domingo’s résumé reveals he’s pretty much done it all: plays, musicals, television, movies, talk shows, playwriting, and directing. In one of his more recent projects, Domingo partnered with AMC Networks to launch Bottomless Brunch at Colman’s. What started off as a branded content digital feature has quickly transformed into multiple digital and linear content platforms, including a podcast.

In this session, join Adweek and Domingo for an insightful conversation on how the series serves as a powerful case study shedding light on how stars can successfully work with brands on branded content. He’ll also give us the exclusive for what’s next for his hit shows like Fear the Walking Dead and Euphoria.

Colman Domingo Mollie Cahillane
Colman Domingo
Mollie Cahillane - Adweek
1:45 PM - 2:05 PM
How Media Buyers are Bouncing Back

After a challenging 2021-22 upfront, buyers have higher hopes for this year’s marketplace. But the 2022-23 upfront will be unlike any other, with at least one megamerger on the horizon, the continued erosion of linear ratings, and massive measurement upheaval as multiple media companies craft alternatives to Nielsen metrics. Join Dani Benowitz, President of Magna, and David Campanelli, Executive Vice President, Chief Investment Officer of Horizon Media, on how they are navigating these changes going into this year's upfront.

Dani Benowitz David Campanelli Bill Bradley
Dani Benowitz - MAGNA
David Campanelli - Horizon Media
Bill Bradley - Adweek
2:10 PM - 2:30 PM
TV’s Role in Measuring DTC Success

Brands are becoming more creative in how they showcase their product, especially with the influx of technology and media methods a brand can use. Hear from marketing leaders in the brand marketing space on how their companies are navigating the evolving TV and streaming landscape to reach target audiences, find efficiencies and attempt the impossible: measure attribution.

Alvaro De La Rocha Jonathan Bottomley Paul Hiebert
Alvaro De La Rocha - Bespoke Post
Jonathan Bottomley - Boll & Branch
Paul Hiebert - Adweek
2:35 PM - 2:40 PM
Adweek Closing Remarks

Thank you for joining!

Matt Steinmetz
Matt Steinmetz - Adweek