VAB Convergent TV Week
VAB Leading Conversations

Conversations, Insights and Inspiration on Convergent TV

Over the last few years, the definition of “television” has blurred, with viewers seamlessly viewing linear TV and streaming programming across a growing number of platforms. For marketers trying to amass scale and capture viewer engagement in a fragmented landscape, this new converged reality holds great opportunity. 

To help understand the trends shaping the growth of convergent TV, as well as the opportunities with it, we have created VAB Convergent TV Week. Through the course of this week, we’ll bring you complimentary insights content, webinars and other resources to help you plan, buy, and measure successfully in a converged TV world.

Please join us for the series of webinars and check your inbox for new VAB analysis and insights.

Save Your Spot for Each of the Sessions Below!

monday, may 23 | 2:00-2:30pm ET

DEFINING CONVERGENT TV AND THE OPPORTUNITIES FOR MARKETERS

WEBINAR: Opportunities for Marketers in Convergent TV 

In this session, the authors of VAB’s new 4-part series on Convergent TV (releasing this morning) will share highlights from their analysis. In this session they will answer the questions marketers most often ask on how to effectively plan and buy in a convergent TV landscape: 

  • What is Convergent TV and why is it happening? 
  • How might customized, targeted ads help me create stronger campaign engagement? 
  • How can streaming deliver incremental audiences in convergent TV? 
  • How can a convergent TV advertising strategy drive business results for brands?

BENJAMIN VANDEGRIFT

VP, MEASUREMENT SOLUTIONS, VAB

LEAH MONTNER-DIXON

ASSOCIATE INSIGHTS DIRECTOR, VAB

REED KIELY

ASSOCIATE INSIGHTS DIRECTOR, VAB

KAROLINA GUILLEN

INSIGHTS MANGER, VAB 

TUESDAY, may 24 | 2:00-2:30pm ET

CHALLENGES AND BEST PRACTICES WHEN IMPLEMENTING CONVERGENT TV

WEBINAR: The Balancing Act: Reach and Frequency in a Convergent TV World

Traditional TV and Digital TV are converging, giving marketers more opportunities to engage with consumers. Join DIRECTV Advertising and PMX Lift as they discuss the current state of Convergent TV along with the most common challenges, guidance and best practices for marketers when implementing a Convergent TV campaign. This session will answer the following: 

  • What are the current challenges of reaching audiences in a fragmented landscape? 
  • How may reach and frequency be imbalanced, and how can marketers mitigate over-investing in reaching the same group of viewers?
  • How are addressable ads a viable cross-screen solution for marketers?

DREW GRONER

GROUP VP AND HEAD OF CLIENT PARTNERSHIP & NATIONAL OFFICES, DIRECTV ADVERTISING

ELSA CASTRO BLUMBERG

VP, CLIENT ANALYTICS, DIRECTV ADVERTISING

MARK GRIFFIN

PRESIDENT, PMX LIFT

MARIANNE VITA

SVP, DIRECTOR OF INTEGRATED STRATEGY & MARKETING, VAB

wednesDAY, may 25 | 2:00-2:30pm ET

how to best measure converged tv campaigns

WEBINAR: Mastering the Mix: Advertising in the Age of Converged TV

Viewer fragmentation – across time, platforms and devices – can be overwhelming for advertisers trying to reach their total TV audience. But in this age of converged TV, cross-platform measurement and data have opened the door to better ways of finding, reaching and impactfully engaging with audiences “where they are.” Today, advertisers, across categories, are solving for fragmentation by leveraging data and technology to get a unified view of both advertising and audiences. Join Innovid and Drizly's Peter Tardif as they share a marketer’s perspectives on measuring successful Convergent TV campaigns! We’ll answer the questions marketers and measurement companies most want to know:

  • How are ad delivery, creative personalization and measurement connected, and why is it important?
  • How can marketers achieve consistent metrics across all TV-enabled platforms regardless of how ads are delivered?
  • How is the cross-platform TV ecosystem need for more consistent metrics and greater transparency resulting in a shift towards multiple currencies? 
  • How are marketers thinking of budgeting synchronized linear and streaming plans in a Converged TV world? 

JO KINSELLA

PRESIDENT, TV SQUARED BY INNOVID

DANIELLE DELAURO

EVP, VAB

thursDAY, may 26 

Check your inbox, as we’ll share a custom list of additional resources to help you navigate planning and buying in a convergent TV world. These resources will be housed in our VAB Insights library which simply requires a VAB site login. No login? No problem! VAB members, agencies, and brand marketers can immediately unlock instant access to our Insights library of content. Create your account here.

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