2023 Cynopsis Big TV Conference
SEPTEMBER 27 - 28, 2023 | Edison ballroom, nyc
SPECIAL PRESENTATION
Why Demanding Transparency from the Walled Gardens Can’t Wait
Sean Cunningham, President and CEO of the VAB, never disappoints. During a short and sweet presentation, he explained how the walled gardens are the new apex shot callers in the advertising arena. As we all know, this hasn't been an easy adjustment.
He emphasized three main themes:
- What was the scale and scope of this breach?
- If ads did not run as the TrueView placements advertisers paid premiums for, then where did they run?
- What was the role of 3rd party verification? How could a breach of this scale be possible?
MODERATOR
Sean Cunningham
President and CEO
Read Bio
Sean Cunningham leads VAB, marketers' foremost industry source for insights-driven video research, intelligence and thought leadership in the U.S. With deep ad agency experience as a senior-level strategic advisor to marketers on all media formats, Sean is passionate about championing marketers in their quest to maximize outcomes, solve business challenges, build high-value brands and drive overall sales and profitability growth. The continual evolution of VAB reflects his belief in the perpetual drive to reinvent a successful company as a pillar advantage for all marketers.
PANEL
Finding a Cross-Platform Measurement Fit
In the words of Andrea Zapata, EVP and head of ad sales research, measurement and insights at Warner Bros. Discovery, the way God intended for us to watch TV was on our big TV screens, but now we consume it on various devices. Moderator Sean Cunningham, President and CEO of the VAB, led an engaging discussion where both executives outlined their measurement solutions.
"From the start at Warner Bros. Discovery, we were very clear that there are two different ways that you can activate against linear television," Zapata explained. "One is using more data-driven tactics, and the other is how you measure it or, ultimately, how you transact against it."
The research has shown this trend where content is being captured everywhere. "My sons are on the iPad more than the big TV,” noted Jason Swartz, VP, advanced advertising, New Business, and National Sales at New York Interconnect. "We need better transparency for streaming," Swartz continued, "so we are pushing way ahead of others to get reporting at the network level to understand how to place programmatic streaming programs in a specific space to find the audience."
MODERATOR
Sean Cunningham
President and CEO
Read Bio
Sean Cunningham leads VAB, marketers' foremost industry source for insights-driven video research, intelligence and thought leadership in the U.S. With deep ad agency experience as a senior-level strategic advisor to marketers on all media formats, Sean is passionate about championing marketers in their quest to maximize outcomes, solve business challenges, build high-value brands and drive overall sales and profitability growth. The continual evolution of VAB reflects his belief in the perpetual drive to reinvent a successful company as a pillar advantage for all marketers.
PANELIST
Travis Scoles
SVP, Advanced Advertising
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Travis Scoles is Senior Vice President of Advanced Advertising at Paramount. In this role, Scoles oversees all aspects of Vantage, Paramount’s advanced advertising solution, as well as other internal data optimization and analysis products. In addition, he also manages key efforts in currency and measurement innovation. Scoles also is actively involved in driving thought and product leadership throughout the advanced advertising space.
PANELIST
Andrea Zapata
EVP, Head of Ad Sales Research, Measurement, & Insights
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Andrea Zapata serves as EVP, Head of Ad Sales Research, Measurement and Insights at Warner Bros. Discovery. In this role, Zapata oversees research for Warner Bros. Discovery’s portfolio of linear and digital brands, marketplace intelligence, category and client insights as well as outcome focused research for advertisers.
PANELIST
Jason Swartz
VP, Advanced Advertising, New Business, & National Sales
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As the Vice President of Advanced Advertising, New Business and National Sales for NYI, Jason leads the execution of highly successful media strategies, using census-level data and deep-dive analytics to target audiences across the robust Audience One platform he helped build.
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