April 22 - 27, 2017 | Exhibits April 24 - 27 Las Vegas Convention Center

Advertising

Advertising

Advertising

Advertising and The M.E.T. Effect℠

It’s customized, analyzed and monetized in new and innovative ways.

Advertising is changing in dramatic ways. The rules have flipped 180 degrees and the goal now is to buy audiences, not ad space. Impressions, views and shares are joining the measurement metrics of the ratings game as advertising evolves into new formats, new delivery systems and new genres. 

Join the Media Planners, Marketers, Publicists, Brand Managers, Network Executives, Online Publishers, Digital Strategists, Data Scientists and Creative Professionals turning the industry on its head and writing the new playbook for building brands in digital media and entertainment.  

From the Floor to the Session Rooms, explore this year's offerings below.

Attractions and Pavilions

Featured Program - Ad Innovation Lab Powered by GABBCON

For anyone who sells, buys or produces media – who relies upon storytelling or the “transaction” of stories for his or her living – you can little afford to tread water on past practices or fall even further behind the technological – and operational – innovation now driving these sweeping changes. Fortunately, the NAB Show’s first-ever Ad Innovation Lab and Executive Retreat powered by GABBCON offers a simple, quick, and practical solution April 24 and 25 in Las Vegas. Learn More

Ad Innovation Lab Powered by Gabbcon

 

Spotlight Sessions

The first part of the panel will focus on programmatic advertising and how the television industry is currently taking advantage of the current trend. Topics to be discussed included inventory and pricing. Second part of the panel discussion will focus on the use of AI technology, which has the advertising community a buzz with excitement. The discussion is expected to focus on how broadcasters can participate in the latest AI advertising craze. Is programmatic ad buying about to change the face of traditional Radio and Television broadcasting?

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Dynamic ad insertion into streamed video offers the ability to create value through hyper-targeting, which is set to exploit full programmatic delivery. Commercial rights, regulations and technical specifications are governing factors for ad copy management. In the online arena, managing these touchpoints can be highly manual and error-prone when trafficking first-party sold digital ad copy. Furthermore, there is currently little confidence in third-party sold / programmatic networks' ad copy workflows, however broadcasters and consumers alike expect ad insertion into online video to be delivered with a "TV-quality" experience. The route forward is a fully connected ecosystem that leverages proven practices, experience and technology within broadcast operations. The challenge that faces the market is that none of these touchpoints are ever connected in their entirety. There are a multitude of endpoints offering different opportunities for inventory and targeting. Yospace and Adstream wish to present the integration of the yospaceCDS Dynamic Ad Insertion platform and Adstream Connect which addresses these challenges but also delivers unique benefits to ad agencies and brands.

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We're reaching an inflection point that's truly shifting the TV ecosystem. For content owners, this offers serious potential for increased revenue, but also serious concerns for updating a business infrastructure that has remained unchanged for more than 60 years. This panel will provide attendees with actionable insights into the value of a data­enabled TV ecosystem and the steps to driving revenue through audience segmentation and workflow automation.

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We are now entering a world where new content formats including mobile, 360 video and VR, are creating an opportunity for advertisers to driver deeper experiences with their brand. Knowing how to use the senses to tell the brand story in a way that involves the audience can make the difference in the overall impact on brand awareness and favorability. Enter haptics, which is any form of interaction involving touch. Touch not only shapes our perceptions of the things around us, but also how we feel and communicate information that cannot be communicated visually or audibly. In this panel, will discuss the advances around haptic technologies and how it's impacting advertising creative – and how it translates to screens, regardless of format or size, to shape how the consumer feels, as well as the importance of continually pushing the creative boundaries to more effectively drive brand affinity.

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AI is a game-changer for every industry it enters. Daily tasks are completed faster. Complex analysis becomes simple. The human mind is freed for higher-order problem solving. Discover how the power of today's cognitive capabilities can be applied to the world of advertising. Introducing "Lucy," built with Watson. She absorbs, analyzes and delivers insights from the entirety of your enterprise knowledge. Whether you ask her to hunt down facts about a potential market, build audience insights from social media, or draw up media models, she performs time-consuming tasks in an instant. What can you look forward to with a cognitive companion on the team? Productivity will grow, exponentially. One person will be able to accomplish 10 times more at a level of depth not possible before. She will bring a material shift in how you do your day-to-day jobs.

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Two pioneers instrumental in the advent of programmatic media will take the stage to hash out the current state of the technology, as well as discuss the advancements across digital, broadcast, mobile, TV and more. As the world's largest demand pool with access to millions of advertisers, DoubleClick (Google's programmatic platform) has exclusive insights into the trends shaping the industry. Chip Hall, Managing Director at DoubleClick and a leader of its platform relationships partners with Pete Kim, the CEO and co-founder of MightyHive, DoubleClick's first and largest certified marketing partner, to analyze and explore the current and future state of programmatic and how it is affecting today's media & advertising landscape.

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There remains much attention and discussion about digital sales as part of radio's integrated marketing approach. Hear from a street-level expert on making money with digital and enhancing their clients' results. 

Produced in partnership with the Radio Advertising Bureau (RAB) 
 

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Consumers are driving changes to the TV landscape through streaming, binge viewing, time-shifting, social sharing, and creating their own content packages. In turn, technology advancements, investment in content production, and the conversational economy are colliding to dramatically impact consumer choice. This panel of strategic leaders will debate the challenges, share insights into how they engage the connected consumer, and define success in the midst of media transformation.

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What sources of viewer/buyer and other data will be available to sellers and buyers? How will new data be layered on top of traditional viewer data and accessed/used by advertisers/agencies to inform media planning and buying decisions? How might this impact a shift in national dollars to local, and local dollars to TV from digital.

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Today's consumers are quite different from just five years ago and, more importantly, their tolerance for advertising is at an all time low. We've seen the research and read the articles from the top marketing minds describing a new generation of consumers who absorb content differently from previous generations. We hear this and immediately think of the Millennials and the upcoming Generation Z. But, is it really a new generation of consumers or are we experiencing a true change in the culture of media and advertising that crosses all generations? The entertainment industry must learn to adapt to this new culture of advertising just as they have had to adjust to the new culture of on-demand and streaming content.

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Dynamic ad insertion into streamed video offers the ability to create value through hyper-targeting, which is set to exploit full programmatic delivery. Commercial rights, regulations and technical specifications are governing factors for ad copy management. In the online arena, managing these touchpoints can be highly manual and error-prone when trafficking first-party sold digital ad copy. Furthermore, there is currently little confidence in third-party sold / programmatic networks' ad copy workflows, however broadcasters and consumers alike expect ad insertion into online video to be delivered with a "TV-quality" experience. The route forward is a fully connected ecosystem that leverages proven practices, experience and technology within broadcast operations. The challenge that faces the market is that none of these touchpoints are ever connected in their entirety. There are a multitude of endpoints offering different opportunities for inventory and targeting. Yospace and Adstream wish to present the integration of the yospaceCDS Dynamic Ad Insertion platform and Adstream Connect which addresses these challenges but also delivers unique benefits to ad agencies and brands.

Learn More

We now live in an age where technology allows for greater audience understanding than ever before. By leveraging data, we can deliver advertising messages to segmented audiences that go far deeper than traditional age / gender targeting. For content owners, this offers serious potential for increased revenue, but also serious concerns for updating a business infrastructure that has remained unchanged for more than 60 years. This panel will provide listeners with actionable insights into the value of a data enabled TV ecosystem and the steps to driving revenue through audience segmentation and workflow automation.

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Across entertainment, news media, and marketing, the role of video has never been more important. As consumer appetite for video content continues to grow, a new production and distribution infrastructure is evolving, using data to find new ideas, incubating concepts via digital properties, and distributing content across a growing landscape of social media, OTT and SVOD services. This panel will convene content experts from young and established media entities to discuss the next frontier of video content production, distribution and consumption.

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