Future TV Advertising Forum Canada investigates how the television industry can win the race to combine the best context and reach with household-level targeting, ensuring it masters both content and data before digital rivals like Google and Facebook can do the same. This thought-leadership event also explores how the TV ecosystem can provide marketers with a holistic understanding of the advertising consumers have seen across all platforms, and the online and offline actions that followed exposure. We are looking for the data collaborations needed to put TV companies at the centre of a multi-channel, multi-platform marketing universe that comes with unified campaign management and accurate attribution as standard.
Future TV Advertising Forum Canada explores the fundamentals of media planning, including how we measure media exposures accurately across all platforms, how we gauge marketing success, and how we correctly value media. Is the marketing industry in Canada using the right metrics to judge business outcomes and long-term brand wellbeing? We will be exploring new ways to understand ROI for digital and TV advertising and establish the perfect budget mix. This event will also consider the correct balance between targeting and mass awareness, and how marketers can justify more targeted advertising without diverting budget from ‘top of funnel’ TV campaigns.
Our 2018 Toronto event looks at how the TV industry can help marketers achieve more with less budget and effort, looking for near-term workflow and planning efficiencies that can have a major impact. It will explore how media owners can maximise the value of all their inventory, including online. We pursue our ongoing interest in how Canada will create an addressable TV advertising ecosystem with the scale that marketers need, and where the money will come from to pay for it. There will be discussions on what the perfect advanced TV advertising ecosystem looks like, including whether it involves pooling addressable inventory from different BDU footprints.