SMNYC预览:CTV vs. 移动 - Where Is the Value Debate With YumCrunch, Sling, Vevo, 电视, and 图腾
流媒体回归纽约市, 数字媒体世界的中心, 5月20-22日 纽约流媒体，由 媒体行业制图师埃文·夏皮罗 并与流媒体编辑团队共同策划. 坐落在曼哈顿的中城东区，光彩夺目 纽约巴克莱洲际酒店, 纽约流媒体 features three days of engaging programming on cutting-edge topics and packed with dynamic panelists and keynote speakers from the upper ranks of the media firmament. 在这个预览系列中, we’ll zoom in for a close-up look at key sessions in the program and the expert speakers who will bring them to life.
周一，5月20日，在纽约流媒体，迈克·达菲 YumCrunch 将主持一场关于央视当前价值的辩论. 移动. 确认小组成员肯特·里斯来自 吊索免费的stream——海德维格·阿内特 Vevo——达拉斯·劳伦斯 电视和史蒂夫·克龙比 图腾. They will discuss 如何 to recognize generational and cultural differences in who, 如何, and where viewers consume their content and in 如何 user experiences 和货币化 strategies are crafted for each platform, along with finding the value proposition for each in the current landscape and where the key content categories of premium, 利基市场, 还有社会因素.
作为一名前单口相声演员, Mike Duffy learned early on that the audience is always right and that the closer he can get to the consumer, 更好的. 这种心态让他与人共同创立了YumCrunch & 世界厨师-一个品牌的内容 & experiences studio that facilitates deep connections between foodies and their favorite food personalities through IRL popups, 产品, 以及Stanley Tucci等合作伙伴制作的超级套餐 & Pellegrino, Marriott, Capital One等等. "In the user-centric media era where viewers want content on their terms, 手机观看和有线电视之间的界限很模糊,达菲说. 那么，程序员和广告商应该把注意力集中在哪里呢? This debate will attempt to answer the make-or-break questions facing our media industry as we try to keep up with shifting consumer behavior."
Hedvig Arnet是Vevo的业务发展副总裁, 领导Vevo的跨分销合作伙伴关系, 技术, 和货币化. 在过去的五年里, Hedvig and her team have executed deals to develop Vevo's global CTV network. 她拥有哥伦比亚商学院工商管理硕士学位. 在加入Vevo之前，她曾在迪士尼媒体网络公司从事电视战略工作. "Does mobile advertising require entirely different engagement strategies from CTV?阿内特问道。. “移动广告需要不同于CTV的用户粘性策略, and it’s important to understand the viewing experience and consumption patterns for each screen. TV, 例如, 目的地是否有较长的观赏时间, 通常房间里不止一个人, 观众更容易接受插播广告. 移动, 另一方面, 小屏幕是否具有1:1的目标定位, 可以考虑其他格式，如可跳过. 此外，手机和CTV广告可以互补. We are seeing that with the emergence of dynamic QR codes or shoppable experiences that leverage a second screen strategy."
达拉斯·劳伦斯(Dallas Lawrence)是电视的首席战略官, the company revolutionizing the future of TV with the world's first free dual-screen television supported entirely by advertising. 他是互联电视和广告领域的资深人士, 他之前是Roku平台的通信主管, 在那里他领导了Roku广告业务的战略定位, Roku频道, Roku原件, Roku分布, 以及Roku的公共政策努力. "Brands care less about the platforms they reach their consumers on and more about the ways in which those platforms allow them to engage with their audience and measure the effectiveness of their ad dollars,劳伦斯说. "Broadcast TV advertising has been in a systemic decline because it has failed to unlock the performance of search and social. All of that is now changing with new CTV ad formats and TV platforms moving television to the forefront as one of the most powerful performance mediums in the advertiser’s tool kit."
作为图腾的CEO/创始人, Steve Crombie has pioneered new content models to create global leaders on social media for media, 品牌, 2012年以来的创作者. 和他的团队一起, he led strategy projects for many of the world's biggest media companies, 风投公司, 和创造者, 横跨四大洲，超过15个国家, earning 图腾 the moniker “the McKinsey of Online Video” from YouTube. "在YouTube上, the percentage of people watching on CTV on our channels is growing faster than on any other device,克龙比说. "This is great for a content publisher like us, as we also see longer watchtime and higher RPMs. 新的YouTube广告格式为CTV创造了更多的平衡.此外，他还说，社交商务的增长速度比电子商务快3倍. There is a clear synergy between what you watch and what you buy, particularly for Gen Z. If you can’t offer 品牌 the ability to convert, they’ll invest elsewhere."
Kent Rees是吊索免费的stream and International的总经理, 负责freeream平台的日常管理, building off his career as an industry-leading brand builder and marketing strategist. 他最近的职位是FAST Studios的GM和CMO, 两个基于体育的FAST频道的所有者和运营商. 在那之前, 肯特是流行电视的首席营销官, 他在那里负责营销和数字的各个方面, including the successful launch of the Pop App and record-breaking ratings for Schitt的小溪 在第四季和第五季.
中央电视台的电视. 移动领域:价值争论在哪里 将于5月20日纽约流媒体大会的第一天举行. 请查看 完整程序在这里 了解更多关于会议的精彩内容.
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