This session will provide a status update on the cable industry's efforts to deploy EBIF-based single-screen interactive TV advertising; and draw on the experience and data gained from real-world campaigns, in order to assess how effective and compelling single-screen ITV advertising is proving to date. Panelists will also attempt to define the role EBIF-based ITV advertising will play going forward, as the second screen and connected TV emerge as new consumer touchpoints for advertisers and as advertising campaigns increasingly adopt broad cross-platform strategies. In addition, they will assess the extent to which cable's $150 million investment in single-screen interactive TV advertising is having a catalytic effect on the advanced advertising space in general and, if so, what exactly its ultimate impact will be. Panelists include: Michael Bologna, Managing Partner Director Emerging Communications, GroupM Jonathan Bokor, General Manager of Interactive TV, Canoe Ventures Bob Ivins, VP of Research and Data Products, Comcast Spotlight Craig Leddy, Principal, Interactive TV Works (Moderator) Doug McGarry, CTO, Accelerated Media Craig Woerz, Managing Partner, Media Stormmoreless
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