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TV of Tomorrow Conference


Lung Huang


June 07 - June 08


San Francisco

This annual event is the global gathering for executives, technologists and creatives working in the interactive and multi-platform television industry/community. The two-day conference is also the venue for the presentation of "Awards for Leadership in Interactive and Multiplatform Television," presented by [itvt] since 2004. Lung Huang, head of strategic partnerships at 84.51°, will be moderating the following presentation at the conference:

Engaging the Distracted Consumer (I): Planning, Managing and Measuring Cross-Platform Ad Campaigns

This session--which brings together experts at conducting cross-platform advertising campaigns and experts at measuring the success of those campaigns--will explore questions of how to plan, manage and assess the effectiveness of advertising that reaches and engages viewers who are increasingly distracted by and dispersed across multiple screens.

Among other things, panelists will discuss the potential pitfalls of cross-platform campaigns, including issues around talent and rights; the emergence of cross-platform addressability; the ways in which creative needs to be repurposed or tailored for each of the different screens that a campaign is targeting; the latest innovations in measuring cross-platform viewer engagement and the purchasing behavior in which it results, and the areas in which our ability to measure cross-platform campaigns still falls short; the new forms of data that are emerging as the measurement industry responds to the need for a cross-platform approach to advertising, and how well marketers are using these emerging data; the new ways in which marketers are using cross-platform campaigns to tell stories about brands, and how well the industry is succeeding in developing creative that is natively cross-platform; and whether there is now a need for, as one industry observer termed it, "Multiplatform Upfronts."

Ted Dhanik, CEO, Engage:BDR

John Roland, CEO, Extreme Reach

Sean Muller, CEO, iSpot.tv

Srishti Gupta, President, IRI Media Center of Excellence

Lung Huang, 84.51 (Moderator)

Andy Monfried, CEO, Lotame

Scott Brown, SVP of Engineering and Strategic Relations, Nielsen