MIT ENTERPRISE FORUM OF NEW YORK CITY, INC.
"Reinventing the TV Ad"
Will it be TiVo-ed to death or reinvented with new technologies
to be more powerful than ever?
Unless it is effectively reinvented, commercial-sponsored TV
programming could die within the decade. Personal Video Recorders and
similar devices are enabling massive skipping of ads, threatening the
current $60B source of revenue. Video-on-demand (VOD) will change how
commercials are placed. New technologies promise to change how ads are
offered and used by:
- limiting the ability to skip ads, or showing viewers key bits of the
ads as they skip
- turning programs into commercials, and commercials into programs
that viewers actually choose to watch
- making ads targeted, relevant, and personalized
- enabling viewers to interact and close the direct response loop
An expert panel of industry leaders will explore key issues, including:
- Can these methods make ads smart, personal, relevant, and effective
enough to survive the zap?
- How do the devices and advertising strategies relate to new and old
business models (including sponsorship and product placement)?
- How ready is the industry for change and for the increased targeting
and accountability it may bring?
Gary Arlen, President, Arlen Communications
Inc.(Leading commentator/analyst in interactive
Artie Bulgrin, SVP, Research and Sales Development,
ESPN (Including audience and market research)
Seth Haberman, President, Visible
World (Custom assembled, individually addressable ads)
Tim Hanlon, VP/Director, Emerging Contacts,
Starcom MediaVest Group (Publicis Groupe)
Brodie Keast, Senior VP & GM, TiVo
Service (Including advertising and sponsorship business)
Debby Mullin, VP, Marketing and New Media
Advertising, Cox Communications (FreeZone ad-focused VOD
Richard Reisman, President, Teleshuttle/CoTV
(TV-Web linkage for deep branding and response)
||Tuesday, March 18th, 2003|
||The Lighthouse International, 111 East 59th Street (between Park
Av. and Lexington