You’ll hear about the evolving needs of advertisers in the Australian market, exploring whether buyers are satisfied by Total TV (linear + BVOD) or need a wider ‘total video’ mix. The roles of various platforms, including BVOD, SVOD ad tiers, FAST, and even YouTube are considered. You’ll find out about the Video Futures Collective and what it brings to the market. There will be a deep dive into the opportunities and challenges surrounding measurement, which will cover whether a diverse premium video landscape naturally demands measurement plurality or if an alternative Australian currency reflects a short-term schism that should and can be resolved. Finally, we'll discuss what can hinder advertiser investment in connected TV and explore strategies to overcome these barriers.

Seizing the digital initiative 

You’ll hear about the opportunity to seize the digital initiative from global tech platforms. Speakers will look at the role of initiatives like VOZ in establishing a robust measurement framework and the exciting future for sport and other live content on connected TV. There will be a discussion about the potential of programmatic advertising in driving growth, including how much value it adds for advertisers. You’ll hear what else is needed to make TV more ‘digital-fit’, plus there will be debate on the opportunities to simplify TV buying for media buyers so that no budget is lost to other platforms or channels because TV was too hard to buy or execute. 

Powering growth partnerships

Speakers will share their view on how to cement the role of TV as a lever for business growth and profit at the center of full-funnel, cross-media, increasingly digital marketing. You will hear about the role of TV as a next-gen performance medium that drives viewers down the funnel and into activation. This session includes the advanced consumer signals now available for better audience segmentation and targeting, and the extent to which media planners can blend brand and performance objectives into the same campaign. You’ll also hear about the challenges and opportunities for media owners and agencies when enabling full-funnel campaigns.