October Is Advertising Industry Conference Month: Insights from ANA Masters of Marketing, CIMM Summit, and AWNY

October is Halloween season. Kids worldwide get dressed up and set out in search of candy. 

For executives in the advertising world, October is conference season. They get dressed up and set out in search of something possibly even sweeter: insights into how to solve their biggest marketing challenges. 

To help advertisers address these challenges, Innovid executives delivered insights during panels at three of the biggest October industry events: ANA Masters of Marketing, CIMM NYC Summit, and Advertising Week New York.

Read on for our executives' actionable advice on CTV advertising, sustainability, retail media, measurement, and more. 

ANA Masters of Marketing, October 21-25

Session: ANA Sustainability Committee Meeting

Panelists: John Osborn, U.S. Director, Ad Net Zero; Erin Vitellaro, Sr. Director NA Media, Molson Coors; Dr. Stephanie Gutni, Global Chief Strategy Officer, Billups; and David Fahey, SVP-Strategic Agency Development, Innovid

Takeaways: Many ad industry veterans are surprised when they learn that digital advertising generates 7.2 million metric tons of carbon dioxide equivalent CO2e annually, which is the same as the electricity consumption in 1.4 million U.S. households. Innovid is one of a growing number of ad industry companies committed to increasing the sustainability of the digital advertising ecosystem. On a panel during this committee meeting, Fahey discussed Innovid’s new Harmony initiative which is designed to increase the sustainability of CTV advertising. This initiative includes Harmony Direct, a product that streamlines the workflow for guaranteed, non-biddable CTV media by removing all friction points, including additional technology “hops,” fees, and energy waste.

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CIMM NYC Summit, October 8-9

‍Session: Best Practices in Planning & Buying CTV

Panelists: Jon Watts, Managing Director, CIMM; Pooja Midha, EVP + GM, Effectv; Prasad Joglekar, CEO + Founder, Deben; Samantha Rose, EVP, Strategic Investment Lead, Horizon Media; Dan Mouradian, SVP-Global Client Solutions, Innovid

Key Takeaways: With CTV ad spending surging and expected to surpass $42 billion by 2028, according to eMarketer, this panel explored why investment in this kind of advertising is expanding. Innovid’s Mouradian pointed out that many factors drive this rise in spending. One key reason, of course, is that the viewers are embracing streaming, and CTV is often the most effective place for an advertiser to reach its audience. Other reasons attracting advertisers include:

• The ability to personalize ads to their audience with dynamic creative optimization.
• The capability to precisely measure reach and frequency in a way unavailable on linear TV. 
• The capacity for brands to optimize campaigns against outcomes, ranging from web visits to app downloads to purchases. 
  
  

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Session: Solving for TV 2.0: A Cross-Screen Attribution Case Study

Panelists: Tameka Kee, Deputy Managing Director, CIMM; Jason Manningham, CEO, Blockgraph; Michael Guth, CMO, Spectrum Reach; Krista Panoff, SVP-Global Enterprise Development, Innovid

Key Takeaways: Executing accurate data matches for measurement across screens — all in a privacy-safe way — is a challenge, and it can’t be solved by one company alone. TV and digital advertising is a team sport. A case study presented by the panel showed how Spectrum, Blockgraph, and Innovid worked together to provide Spectrum’s advertisers with proof points and insights into how their campaigns were performing. Each participant in the panel contributed something valuable to produce the insights. Spectrum, of course, provided its valuable ad inventory coupled with set-top box data. Blockgraph provided critical privacy to ensure Spectrum customer data is protected and anonymized. And Innovid provided the measurement capabilities to analyze the campaigns. Among the insights delivered by this group of Spectrum, Blockgraph, and Innovid across 820 campaigns: ads with a URL included generate an 83% higher response rate. 

Advertising Week New York, October 7-10

‍Session: Engage + Activate + Measure: Your Recipe for Success in Today’s TV Landscape

Panelists: Lexi Swift, VP, Addressable Sales, Disney; Brad Quinn, SVP, Publisher, Partnerships, KERV; Krista Panoff, SVP-Global Enterprise Development, Innovid

Key Takeaways: This panel explored how streaming has changed the game for advertisers, not only in reaching new audiences, but in being able to measure campaign performance with unprecedented accuracy in real time. The speed of measurement enables advertisers to optimize their advertising in mid-streamwithout waiting for their campaigns to complete. “Measurement without optimization in this day and age is kind of pointless,” Panoff said, adding that optimization is a positive for everyone in the ecosystem. In addition to delivering positive results for the advertiser, it delivers a better experience for the consumer, who sees more relevant ads. It also drives higher value to the publisher for their media.

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Session: Emotions, Contextual, and Beyond: Exploring Innovative Ad Strategies CTV

Panelists: Carly Ehrlich, Senior Business Development Lead-Agencies & Brands, Wurl; Mike Treon, Head of CTV & Video, PMG; Kelechi Nwankwoalad, Manager-NeuroLab, Mindshare; Dan Mouradian, SVP-Global Client Solutions, Innovid

Takeaways: This panel explored contextual and emotion-based targeting in CTV advertising. For instance, Wurl shared a case study for a quick service restaurant (QSR) campaign built around targeting consumers watching content related to cravings and hunger. The campaign drove a 40% increase in incremental restaurant visits and a 48% increase in incremental sales. On the stage, Innovid’s Mouradian challenged the premise that TV advertising has never been about the lower funnel. “I reject the notion that TV is just for brand building,” he said. “We just never had the feedback loops we have now. Now we can measure and optimize as we always have in digital since TV is now digital.”

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Session: CTV and Retail Media 2.0

Panelists: Kailyn Hartmann, VP, Advanced Analytics & Intelligence, VAB; Brian Danzis, President, North America, Seedtag; Pat Burke, Senior Director, Go-To-Market Strategy, Roundel; Damian Garbaccio, Chief Business & Marketing Officer, Affinity Solutions; Dan Mouradian, SVP-Global Client Solutions, Innovid

Takeaways: Retail Media Networks and CTV advertising are an increasingly potent combination, delivering more reach and relevancy. A vital part of this power is the rise of shoppable advertising, which enables brands to compress the funnel with their CTV and video ads. In a survey earlier this year, more than nine in 10 Target guests said they subscribe to streaming services, according to the CTV + Commerce 2024 guide. This guide contains Innovid benchmarks data that shows how engaging interactive advertising can be: advertisers gain an additional 92 seconds of time earned with interactive ads vs. standard pre-roll, according to Innovid data.  

Conferences aren’t the only places to interact with Innovid executives. To meet with our sales team and learn more about how Innovid can help boost your CTV and digital advertising programs, contact us.

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