TV Unplugged 2021: An in-person look at an audience first approach
TV Unplugged 2021, our annual agency event, took place earlier this month in a hybrid in-person / virtual setting (#phygital). After 18 months of online events and ‘raising hands’ behind computer screens, it was incredible to see so many people in one place and once again feel the energy that is created when a group of people come together to connect, learn, and engage!
It’s good to be back
And, with the event still being broadcast live to over 100 people from the comfort of their own homes, the exciting hybrid format made it a truly inclusive and open event.
Of course, this year’s TV Unplugged was about more than getting us all together again. This year the focus was on our audience first approach, and it was an opportunity for Finecast to speak directly to agency planners about everything from evolving the addressable TV experience and advancing diversity in the industry, to shining a light on our wide variety of partners and the value they bring.
With guest speakers from ITV, Roku, Rakuten, ViacomCBS, Amazon, GroupM, Facebook and British Gas joining members of the Finecast team on stage throughout the day, we left the event more knowledgeable and energised.
Let’s look at some of the event highlights:
Evolving the TV experience
Jayesh Rajdev (ITV) joined Joel Wilkinson, Senior Director, Brand Solutions at Finecast, to talk about the evolving TV experience, how it will be a hybrid and shared experience, and how it is content – not Covid – that is driving the shift in viewing habits. Jayesh highlighted the importance of growing reach on linear and digital platforms whilst Joel noted the ability to target from the outset will supercharge creatives.
Building for the future
Melissa Blaha, Head of Production, Data and Analytics at Finecast, took us behind the curtain to see what drives Finecast’s decisions on who we partner with and the importance of the supply, targeting, and measurement framework. With 4 years and over 300 effectiveness studies on behind us, Melissa explained how Finecast uses this knowledge to drive things forward.
Supply partners lightning talks
Mike Shaw (Roku), Dory Tse (Rakuten) and Amil Shah (Viacom’s Pluto) took part in a fireside chat where they broke down the secrets to driving new viewers to platforms (embracing data and original content) and predicted the next big thing in the industry (Spoiler: the advertising capabilities of addressability and connecting the main screen in the house to digital metrics).
Working together to drive change
Miriam Habibi (GroupM) spoke about how GroupM ensures inclusion is at the heart of everything they do, breaking down the different pillars of the responsible investment framework and highlighting the responsibility advertising has to be reflective of the diverse population of the country.
Leading the charge for a more diverse & inclusive industry
Marianne Seye-Precetti (Facebook) and Megan Kirby (British Gas) spoke openly about their experiences in the industry and the motivations they each have for championing diversity and inclusion. They discussed the importance for brand and agencies to influence change in-house and make sure the 50% of people who don’t feel represented by marketing are accounted for.
Chris Rose (Engagement Director, Finecast) and Stephen Jones (Client Services Director, Finecast) closed out a packed schedule with a breakdown of how agency partners can position Finecast and play an integral role in the future of addressable TV. They reminded everyone linear TV remains the dominant platform whilst emphasising how things like eSports and Twitch is changing the way people view content.
We’re already looking forward to next year’s event. In the meantime, if you’d like to dig into any of the topics mentioned above, learn more about Finecast, or how addressable TV can help you take an audience first approach to advertising, get in touch here.