While digital advertising, particularly mobile, continues its rapid growth, "television" advertising of all forms (linear, on demand, OTT) continues to hold its own in the advertising mix. Some of the category's top strategists will debate why TV remains the top media choice for global marketers in a digital world and how the TV advertising environment can reimagine itself and continue delivering a uniquely powerful combination of reach, engagement, effectiveness and persuasive appeal. Hear from a range of traditional actors (networks, MVPDs) and technology intermediaries (infrastructure, software and data providers) about where the market is heading, potential winners and losers, and how television advertising will survive, if not thrive, in an increasingly cross-platform and digital world.
The reality and the hype behind the buzzwords and trends now permeating television (e.g., "programmatic", audience-based buying, moving away from Nielsen guarantees)
How traditional "television" is integrating and blurring with broader digital advertising and marketing (e.g., following audiences across screens, linking television to social, search and other platforms)
Where the market is heading and how the TV ecosystem can work together to continue to give marketers what they want
Braxton Jarratt, GM, IBM Cloud Video Unit and Co-Founder, Clearleap
David Kline, EVP & President, Media Sales, Charter Communications
Arlene Manos, President, National Advertising Sales, AMC Networks
Shane Peros, Managing Director, Global Strategy & Business Development, Google
Ben K. Tatta, President, Media Sales, Cablevision Systems Corporation
Marc Brodherson, Partner, McKinsey & Company
Marc is a Partner in McKinsey’s New York Office, and a leader in the Technology, Media, Telecom (TMT) practice, focused on Consumer Internet and Media. For the last 10 years he has served leading video programmers and distributors, digital and print publishers and terrestrial and digital audio providers on strategy, operations and technology and advertising monetization and sales effectiveness. He also leads McKinsey’s work in advertising technology, measurement and analytics, serving inventory owners, ad tech intermediaries, and marketing technology and data providers across the advertising ecosystem.
Braxton Jarratt is the General Manager of the IBM Cloud Video Services Unit and co-founder of Clearleap. In his role at the helm of Clearleap, a leader in multiscreen logistics, Braxton drives vision and strategy behind the company’s premium, uniquely adaptable multiscreen video solutions, which power the multiscreen capabilities for top companies such as A+E and Scripps. Clearleap is now integrated into the IBM Cloud platform to provide enterprises with a fast and easy way to manage, monetize and grow user video experience globally on every screen.
David Kline joined Charter in October 2015 as Executive Vice President, President of Media Sales. Before joining Charter, Mr. Kline served as President and Chief Operating Officer of Visible World. Prior to that position he was Chief Operating Officer of Ensequence. Mr. Kline also served as President and Chief Operating Officer of Cablevision Media Sales for more than 15 years, overseeing the company’s advertising businesses. Mr. Kline holds a bachelor's degree from The Ohio State University.
As president of national advertising sales, Arlene Manos is responsible for overseeing the advertising sales efforts — including national, digital and branded entertainment — for AMC Networks’ popular and award-winning national cable television networks AMC, IFC, SundanceTV, WE tv, and BBC AMERICA (operated through a joint venture with BBC Worldwide). She has held her current position since 2002.
Shane Peros is Managing Director of Global Strategy and Business Development for Google.
Ben K. Tatta is president of Cablevision Media Sales (CMS), the division responsible for local television and online advertising sales across millions of households in the New York DMA. Mr. Tatta oversees media sales strategy, vision, innovation, product and technology, budget and data-driven results. The division comprises three sales groups: local ad sales, News 12 Networks, and the New York Interconnect and a comprehensive portfolio of advanced data analytics services designed to maximize the ROI of TV advertising investments.