Conferences highlight the future of monetization on multiplatform TV
For Marcelo Souza, Deputy Director for Interactivity at SET and Director of Technology on Digital Media at TV Globo, the value chain in monetizing multiplatform TV is increasingly complex and fragmented. He argues that in recent years, the transactional subscription models have called the shots in digital distribution, but the evolution of multiplatform advertising tools and solutions in AdTech promise to add value and performance to the messages of TV advertisers.
Moreover, just as important as the distribution tools are those for measuring performance. He believes that unless a metric in which the market can trust is defined, we will continue with the perception that we are exchanging analog dollars for digital cents. On this panel, Free Wheel will share an overview of premium video monetization worldwide; Google will introduce us to the main multiplatform TV advertising tools, such as Dynamic Ad Insertion; Comcast will present the main case studies in the USA while Kantar-Ibope will give us their vision of the future of metrics and leading global case studies.
Marcelo Souza, SET and TV Globo
Vinicius Reina, Google
Gilles Chetelat, Free Wheel
Amanda Signorini, Kantar Ibope Media
Neil Berry, Comcast
Wednesday, August 23, from 2:00 until 3:30 pm