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FTVA Global 2022 – Increasing total reach into relevant audiences

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FTVA Global 2022 – Increasing total reach into relevant audiences

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The Future of TV Advertising Global 2022 – Day 1, Hall 2

Ahmed Swidan, Mara Negri, Emma Morris, Lisette Preston-Barnes, Richard Brant, Matthew Bailey

SESSION 4: REACH, REACH, REACH (Tues, Dec 6)

· Is AVOD and FAST filling any reach gaps left by reduced broadcast linear consumption, and how do we make it super-easy to find and execute upon these audiences?
· The Belgian TV industry is imposing one-minute pre-rolls ahead of DVR recording and preventing ad-skipping in catch-up TV – can this model work in other markets to boost OTS?
· What contribution can addressable TV make to incremental reach for brands seeking a wide audience, and to total audience delivery for brands seeking narrow segments?
· What technology/process improvements can help us avoid over-saturating some households with ads (e.g. heavy broadcast viewers) while under-serving others (e.g. light linear homes)?
· How much waste (e.g. non-target viewers, duplication of target viewers, over/under-frequency of target viewers) can we eliminate in the next two years?
· How can cross-media sales houses (offering TV, radio, ‘print’, OOH, e.g.) harness their knowledge of consumers across all touchpoints to boost total media reach – and also TV effectiveness – for buyers?

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