Wednesday, March 16
Noon – 4:00 p.m.
Registration and On-Site Covid Testing
3:00 p.m. – 4:00 p.m.
Refreshments and Networking
4:00 p.m. – 4:05 p.m.
Welcome to the Retreat
4:05 p.m. – 4:10 p.m.
Plan for the Retreat
4:10 p.m. – 4:50 p.m.
The Opening Plenary – Thinking About the Future: The Opportunities Ahead
A scene-setter to open the Beet Retreat. A panel of highly-experienced senior executives will join us on stage, to answer three simple questions:
- What do you think will be the main driver of commercial growth for the TV industry through to 2025?
- What do you see as the biggest growth challenge facing the industry?
- What do you see as the most exciting new area of commercial opportunity during the next three years?
4:50 p.m. - 5:50 p.m.
The Big Debate: Managing the Transition to a Multi-Currency Market
TV seems to be shifting to a new world of measurement solutions and currencies, with a range of providers and solutions gaining traction with TV networks, agencies and buyers. The emerging marketplace may be more competitive, innovative and dynamic – but will it be more efficient and easier to manage? How will a multi-currency market work in practice? Does the industry need a single source of truth? Is the entire ecosystem ready for the reality of a multi-currency marketplace?
Lisa Ciancarelli, VideoAmp
Ben Hovaness, Omnicom Media Group
5:50 p.m. – 6:00 p.m.
Supporting Puerto Rico
A Chat with Olga Ramos, President of Boys & Girls Clubs of Puerto Rico with Gabriela Maestre of Tr.ly
6:00 p.m. – 10:00 p.m.
Opening Night Reception & Dinner at the Vanderbilt
Tacos & Tequila Beach & Pool Garden
Thursday, March 17
7:30 a.m. – 8:45 a.m.
9:00 a.m. – 10:20 a.m.
The TV Data Ecosystem – Improving Quality and Transparency
Data has the potential to be a critical driver of growth for the TV industry, supporting targeting and addressable advertising, new formats, better attribution and innovation. A powerful new ecosystem is developing, with identity as its foundation and spine. But the ecosystem is immature, with data quality and veracity emerging as critical issues. Will the emerging ecosystem of collaboration, clean rooms and data models help to stimulate growth and reduce inefficiency? Why is data quality often so poor – and what can be done to improve it? What practical steps can the industry take to support the new TV data ecosystem?
Mike Fisher, Essence
Julian Zilberbrand, Paramount
10:20 a.m. – 10:30 a.m.
10:30 a.m. – 11:40 a.m.
Outcomes, Attribution and Performance Guarantees – A New Paradigm for TV?
As advertisers increase their focus on outcomes and data-driven attribution becomes more scalable and standardized, TV companies are taking the first steps towards offering performance-based guarantees against inventory, betting on metrics that prove TV’s ability to drive behavior. Do outcome guarantees represent a powerful new opportunity for the TV industry, or a challenging approach that will struggle to scale in a TV ad market that’s short of high-quality inventory? Do agencies really want an outcome guarantee with every ad-buy – and what would a TV ad market driven by performance look like? What’s the opportunity for the TV industry to move to a guaranteed outcomes model and how scalable are these approaches?
Jon Stimmel, Sabio/AppScience
Molly Finnerty, MAGNA
11:40 a.m. – 11:45 a.m.
11:45 a.m. – 12:45 p.m.
Diversity and Representation in Media Measurement – Are We Getting It Right?
Getting diversity and representation right is a critical priority for the media industry in the 2020s – and potentially a key driver of ad market growth. However, diverse audiences raise unique challenges, as measurement and trading currencies transition. Clients are challenging agencies to invest in diverse media, but does the industry need to do more to ensure that media buyers are getting the full picture in a multi-currency market? Measurement is becoming far more data-driven, but does that data truthfully represent diversity audiences?
Gabriela Maestre, Unruly/Tr.ly
12:45 p.m. – 1:45 p.m.
1:45 p.m. – 2:50 p.m.
Unboxing the Retail Media Opportunity for TV – Are We Ready?
Retail media is one of the fastest growing segments of the media market, with the TV data ecosystem presenting opportunities to apply large-scale retail data-sets and geo-location support to TV ad buys, as well as supporting closed-loop attribution models and shoppable content offerings. Major retail media businesses are scaling rapidly and are increasingly focusing on TV, helping to bring brands measurably closer to their target audiences. Is the TV industry doing enough to capitalise on the retail media opportunity? Are retail media businesses friend or foe? Is the supply chain ready for retail data, at scale?
Mike Bregman, Havas
Keith Camoosa, Dentsu
2:50 p.m. – 3:00 p.m.
3:00 p.m. – 4:15 p.m.
Unleashing Local TV in the 2020s – What’s the Plan?
TV represents less than 20% of total local ad spend, lagging behind online, direct mail and mobile, but major local businesses are gearing up for growth. Major new investments in rights, streaming services, programmatic platforms and addressable offerings could deliver a new wave of growth – if everything goes to plan. What’s the growth opportunity for local TV – and is everything in place for a decade of growth ahead?
Sean Cunningham, VAB
Jen Soch, GroupM
4:15 p.m. – 4:20 p.m.
4:20 p.m. – 5:30 p.m.
Capitalizing on the CTV Opportunity – What Happens Next?
With Smart TVs now mass market, TV’s potential as a marketing channel is being transformed. TV’s have become a data-rich ecology, with a dynamic programmatic supply chain and a plethora of new services, opening up a new world of engagement for media owners and advertisers. Going forward, innovations to the CTV user experience will further enhance content discovery and advertising receptiveness, and advanced adtech integrations will unify decisioning across programmatic and traditional direct, unlocking increased efficiency and revenue. But what needs to happen to unlock the full potential of the CTV ecosystem?
Joseph Hirsch, SpringServe
Craig Berlingo, MadHive
Thanks & Plans for the Evening
7:00 p.m. – 10:00 p.m.
Closing Dinner & Gala Fundraiser, La Marqueta
1005 Ashford Avenue
10:00 p.m. – 1:00 a.m.
After Dinner Drinks in Old San Juan
La Vergüenza, 280 Calle Norzagaray
Friday, March 18
7:30 a.m. – 8:45 a.m.
9:00 a.m. – 10:15 a.m.
The Partnership Imperative for an Effective Digital Media Ecosystem
With Smart TV’s now well established in the mass market, TV’s potential as a marketing channel is being transformed. TV now offers a data-rich ecology, with a dynamic programmatic supply chain and a plethora of new services, opening up a new world of engagement for media owners and advertisers, with innovations in the user experience and advanced adtech integrations promising to increase efficiency and revenue. However, partnerships, interoperability and connectivity are critical to the success of the TV market, but is the industry pulling apart rather than together? As TV companies roll out their own measurement solutions, buying platforms and walled gardens, does the TV industry need a new wave of cooperation and collaboration to drive future growth? Does the industry have the right incentives and initiatives in place to reduce friction, increase alignment, improve transparency and safeguard consumer privacy?
Matt McLeggon, Magnite
Christa Carone, Infillion
10:15 a.m. – 10:30 a.m.
10:30 a.m. – 11:30 a.m.
Closing Plenary – Priorities for the Next Three Years
Our closing session. A panel of highly-experienced senior executives will join us on stage to summarise our discussions at the Retreat and to agree a set of priorities for the next 3 years.
Event Ends Followed by Box Lunch