WEDNESDAY, NOVEMBER 8, 2023

5:00 PM Registration and Welcome Reception

THURSDAY, NOVEMBER 9, 2023

8:00 AM Breakfast

8:50 AM Welcome Remarks 

9:00 AM Opening Keynote
We kick things off with a provocative presentation by and conversation with renowned executive leadership guru (and former long-time Publicis Groupe digital media advertising executive) Rishad Tobaccowala, whose current book Restoring the Soul of Business: Staying Human in the Age of Data provides a powerful roadmap for organizations seeking to transform themselves into future-ready relevance - and ongoing success.

9:50 AM Modernizing the Media Ad Sales Force  
The demands on media sellers have never been greater, as increasingly sophisticated ad buyers and their digital & data-expectant clients look for far more than traditional bread-and-butter linear TV "ad avails" to meet their marketing goals. How are media firms rethinking their talent structures and retooling their go-to-market propositions accordingly?

10:20 AM Networking Break

10:30 AM Ad Automation: Today & Tomorrow
The TV industry’s march towards automating ad processes and improving transactional efficiencies is well underway, and enhanced technologies like artificial intelligence and machine learning promise an even quicker path to buy/sell logistics nirvana. Where are we today - and what does "tomorrow" look like?

11:05 AM TV/Video Measurement & Currencies (Attribution & Data) 
The complexity of how modern-day TV/video advertising should be measured and valued continues to increase, with practitioners on both sides of the aisle clamoring for evolved approaches and improved solutions. A look into where things stand now and what's to come.

11:50 AM Political Advertising: Local's Biennial Fix
It's been 13 years since the Supreme Court's controversial decision in Citizens United opened a proverbial floodgate of new PAC-funded political ad spending into the US local TV marketplace - one that continues to grow unabated. A boon for local TV stations/groups for sure, but for how long and at what cost?

Session Sponsored By:

12:20 PM Lunch

1:15 PM Lunchtime Presentation: CTV Consumer Behaviors
HUB Entertainment Research founder and CEO Jon Giegengack provides a comprehensive proprietary look at the current state of US consumer streaming TV/video behavior, and the implications ahead for the industry.

1:45 PM Ad-Supported CTV: SVOD, AVOD & FAST
Connected TV viewing has quickly come to dominate US household media activity, with plenty of growth and maturation yet to come. We delve into the commonalities and uniquenesses of the various ad-supported methods of streaming in the market and debate the challenges that lie ahead.

2:20 PM Local TV Streaming: Opportunities & Limitations
We shine a spotlight on the role of local TV in the new streaming CTV ecosystem and whether legacy linear mindsets will help or hinder its evolution.

3:10 PM Networking Break

3:20 PM Local TV Sports- the New Paradigm 
As some Regional Sports Networks succumb to rapid MVPD cord-cutting, leagues and teams are scrambling for other options to reach local viewers, with owned-platforms and broadcasters more than willing to fill the void. Will it work - and if so, how?

3:55 PM Tomorrow Tangible Today: Dispatches From the "Future"
It's a conversational potpourri of possibilities, as we discuss the most promising tech innovations on the horizon for TV/video and media, including generative AI, "big data," natural language processing, the "metaverse," and, of course, ATSC 3.0.

4:25 PM Wrap-Up Conversation: Sales Leadership Strategic Outlook
In this exclusive fireside chat, we glean executive sales insights into the road ahead for multi-channel advertising (and beyond) and delve further into how organizations are preparing for continued success amid a myriad of technological change.

4:55 PM Closing Remarks

5:00 PM Cocktail Reception

FRIDAY, NOVEMBER 10, 2023

8:00 AM Breakfast

8:45 AM MASC Roundtable
The Media Ad Sales Council (MASC) convenes for a town hall-style discussion to highlight the key trends shape-shifting the media industry and identify where/how advances in automation and digital transformation can position media buying and selling for future success.

9:30 AM Friday Keynote Conversation: A View from the Top
We glean the latest insights into the current state of TV broadcasting and the US media industry - as well as what opportunities & challenges lie ahead in the upcoming new year - from the C-suite.

10:00 AM Closing Conversation: Local Media Outlook '24
In this special closing conversation, we sit down with some of today's top media agency executives for their insights into the current advertising marketplace and their predictions for what might lie ahead in 2024.

Session Sponsored By:

10:30 AM Goodbye & Thanks