Topic TBD - she's passionate about influencer and celebrity partnerships, but it's not her remit at Carat. She needs to check internally before committing to that topic. As backup, she's very interested in what's happening with linear TV on the transparency side. She cited that only 30% of linear TV ratings are live, so where is the other 70%? Sounded like this is a big controversy brewing that she hopes to have answers on by March.

Every year brands spend millions on the Super Bowl. Some see it as a worthwhile investment. Others don't run a dedicated spot but try to associate themselves through contextual and timed campaigns around the big game. Is there a particular spot in the game that is better than later in the game? Is the half-time show worth advertising next to? What are some engaging tactics brands are using to stand out amongst the flurry of advertisers? Are there ways to be contextually relevant without shelling out the $7M for a spot during the game? We’ll debate the merits of one of the oldest TV ad placements and learn how to modernize our buys to make the most of consumers changing viewing habits.

Staying culturally relevant in big tent pole moments — and keeping that pace throughout the year — is every marketer's dream. This year during the Super Bowl, Doritos brought back its “Crash the Super Bowl” contest, where fans could have their ad aired during the Big Game and win $1 million. Marketing Director Marlowe Williams shares how this campaign helped celebrate their fans beyond just game day and create stores that will fuel the brand all year long.

Change is the one thing we can count on in the TV and video landscape. How do we future proof our video strategies? From shoppable video to gaming and digital OOH to live-streaming, using both traditional and digital channels is key if you expect to connect with today’s fragmented audience. How do we weave these new trends into our buy while not sacrificing our tried-and-true tactics? How can we better collaborate with our creative teams to improve the buy, the targeting and the message? Our panel of savvy marketers share how they’re adapting to this dynamic landscape.

US retail media CTV ad spend is on pace to hit $8.6B by 2027. Retail media networks are partnering with CTV platforms to give viewers more personalized advertisements but how can media buyers negotiate for a fair price to what seems to be another walled garden? Will there ever be a way to ensure transparency in regard to what data they’re leveraging? Would the media buyer have reached the same segment the RMN is reaching and how do you work against that to ensure your media dollars aren’t wasted? We will also discuss how media buyers are measuring their campaigns across CTV platforms.

There is no denying the power of a good video asset. It’s one of the only mediums that really establishes that emotional connection with your customers. So how do we extend the life of these assets, making them bigger across all your channels? Alexis Gossard, Senior Manager of Media Strategy, shares how Bayer is rethinking their creative approach to make video assets work for linear, digital, social media and even audio.

Old metrics like impressions may be getting replaced by attention metrics someday but does measuring attention provide conversions and ultimately ROI? Attention is such a subjective term that everyone has a different definition of what it really means. ACR can enable marketers to better personalize their ads, but do they ultimately help convert those viewers? What other things should we be looking at to measure our ROI? Media buyers will sit down to discuss whether these new alternative currencies are viable options to replace the older ones someday.

As brands struggle with linear’s diminishing point of return, many are switching to streaming to find addictive audiences. But with CPMs through the roof, it’s not the most cost effective way to optimize your MMM. This year, Saatva is tackling this problem head-on, placing a big bet on YouTube. CMO Joe McCambley shares how he’s leveraging this historically upper-funnel channel to target new audiences, boost branded search impressions, and maximize his investment in digital video.

TikTok, Insta Reels, YouTube…what are the video strategies for engaging and grabbing attention in scrollable TV? Is some content better suited on specific social media channels than others? Is using real people with less professionally shot, laid back content more authentic for viewers to stop in their tracks to watch your ad? We also will discuss if using paid influencers is more effective and how to leverage learnings from the influencer field that brands can replicate for themselves.