Tracy Swedlow

Season 2011 Episode 06.07.11

ReInventing TV Advertising as a RealTime Medium

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ReInventing TV Advertising as a RealTime Medium
AIRED:
This session will explore how new, converged technologies and platforms, that allow television advertising to take advantage of the Internet's suitability for a) rapid creation and updating of interactive content and services, b) detailed tracking and measurement and other forms of instant data generation, and c) social media, could enable the reinvention of TV advertising as a "real?time" medium??i.e. a medium that constantly adapts itself in response to viewer interactions (both with the TV and with other viewers) and other data, and that is thus highly personalized, localized, targeted and relevant. Panelists will identify recent developments that appear to lend themselves to the emergence of real?time interactive TV advertising, examine the challenges in its path, and attempt to envision the impact it could have on the TV and advertising industries if it comes to fruition. Panelists include: • Michael Hudes, Executive Vice President, YuMe • Harvey Kent, Chief Media Strategist, DDS • Lori Schwartz, Chief Technology Catalyst, McCann Worldgroup (moderator) • Jeffrey Sherwin, President, This Technology • Jeff Siegel, SVP of Global Media Sales, Rovi Corp.moreless
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