For brands like Coppola Winery and 1000Bulbs, the number of available video media venues has exploded in just the last year. From Facebook, Twitter, SnapChat social feeds to live streams everywhere, from in-line autoplays to in-boxes. OTT to VOD - video has become rapidly more personal, more targetable, more compact. What is the plan? We start the Summit challenging our opening panel to consider the cases of Coppola Winery and 1000Bulbs in particular in exploring what video strategy looks like when campaign and brand goals need to be mapped against so many different screens, formats, audiences, mindsets. How should brands like these tell their stories now that the video landscape is so vast yet fragmented?

Freshly, a fast-growing, ready-to-eat meal delivery subscription service has leveraged consumer studies and a Law School formula to produce top-notch, direct response digital video ads. The team crafted a formula that showcased a problem and solved it with its product in under 30 seconds.  The team showed that simple videos worked best, both to compel a purchase and to reduce the overall marketing costs of acquiring new customers. 

What are the key considerations for buying into Programmatic and Addressable TV? We consider activation based on key case study learning and client experiences. Performics’ Josh Martin will explore: programmatic models, inventory supply dynamics, pricing/data (with comparison to traditional linear) and acquisition performance.

OTT is the fastest growing segment of TV ad spend. But what exactly are marketers buying - in audience, impact, reach, ROI? We ask how early adopters of OTT advertising are using these campaigns to extend both their digital video and TV buys. Is OTT finding lost TV audience? Achieving the lean-back impact missing in digital? Where exactly does this in-between channel fit into the larger plan?

Instead of fearing and blaming fragmentation for lackluster advertising campaigns, learn how to use it to your advantage. Fragmentation is an opportunity to cut through to the masses.  Instead of being overwhelmed with options and segmented audiences,  marketers need to look at these groups as curated focused viewers. With the amount of data that is available marketers have the ability to understand where their audience is watching and how they are reacting to marketing.  Learn the advantage and disadvantages of OTT, VOD, Linear and addressable and how fragmentation can reduce waste and become more efficient if done wisely.

The multi-screen media buy is hard enough to deploy across digital, social, TV and more. Knitting together the data that accurately assembles these audiences among these screens makes the challenge even more daunting. Onboarding first-party data to walled garden platforms both on-line and on-air must be combined with third parties to achieve scale. How are we making sense of this hot mess? With standardized segmentation and data sets still a pleasant dream, how are these screen-agnostic programs being built?

Video storytelling has long been considered the best way to tell brand stories. But as data and targeting drive both the buying and assessment of video online and off, is it destined to follow the path of digital display and become driven by performance? How will these new ways of looking at video impact the inventory mix, availability, pricing even creative? Will data driven systems bend video inevitably towards direct response?