On Wednesday, March 8th, we hosted our third annual Videology Full Frontal event at the Hard Rock Café in Times Square.
In attendance were over 200 advertisers, agencies, brands, media companies, and others from the bustling Ad Tech industry. We heard from Videology CEO Scott Ferber and Chief Scientist Kevin Haley, followed by a fireside chat with Audrey Steele from Fox Networks and a panel featuring Christine DiLandro from Citi and Bruce Dincin from Choice Hotels, hosted by Media Link’s Matt Spiegel. At the end of the morning, we welcomed Mad Men creator Matthew Weiner to the stage, to get his perspective on the changing TV industry.
The theme of this year’s event was “It’s Showtime!” and that was an apt descriptor. The topic of immediacy and readiness for data-based converged video advertisting solutions was a common thread at the event. The consensus is that consumers are ready and the industry is ready; it’s time to go Full Frontal!
The event kicked off with a welcome from Videology CEO Scott Ferber. Scott shared his perspective on how advertisers and media companies can succeed in today’s quickly converging video market. He also shared high-level findings from a new research study conducted by Advertiser Perceptions, showing that 75% of advertisers and agencies expect to use Advanced TV in the coming year. Much more to come on this study when the full findings are released (sign up to receive Videology insights here.)
Following Scott’s introduction, Videology’s Chief Scientist, Kevin Haley took to stage to share what’s new and what’s next for the Videology platform. Kevin discussed how data is the key driver of superior results, and how the Videology platform finds the “perfect answer” so that everyone on every side of the advertising equations can do their job better – with everyone playing off of a “single sheet of music.” You can read more about Videology’s software on our website.
We then pivoted to hearing from the stakeholders in the converging video advertising world—broadcasters and marketers.
First, we invited Audrey Steele, EVP, Sales Research Insights & Strategy, Fox Networks for a fireside chat with our COO, Tom McMahon. The two discussed how Fox’s business has evolved over the last 5 years given the shift to audience-based buying. She explained the importance of data given today’s fragmented consumer, and shared how her team is working with Videology to provide advertisers the ability to further segment audiences.
Next, Matt Spiegel, Managing Director of MedaLink, hosted a conversation to get the advertisers’ perspectives. Bruce Dincin, Choice Hotels, and Christine DiLandro, Citi, explained how advanced TV and cross-channel buying are affecting their Upfront buys and ways they are tying TV viewing to their overall video advertising strategy. Matthew's advice for the year ahead? Take risks. There's a lot of opportunity out there.
To close the day, our founder, Scott Ferber, hosted a lively conversation with Matthew Weiner, Emmy award-winning creator of Mad Men, noted producer and writer for The Sopranos, and creator of an upcoming streaming series for Amazon. The two discussed changes in the content creation process resulting from the rise of internet-connected viewing. Matthew explained changes in the global market and the varying strategies, such as product placement, that advertisers considered when looking to partner with Mad Men.
Overall, this was an incredible day of conversations and perspectives. We’re thrilled to have hosted such a successful event and can’t wait to continue the conversation as we watch convergence become a true reality.
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