Video Age International November 2016

4 At NABNewYork, TV stations’ shoptalk will intermingle with production issues such as 4K and High Dynamic Range (HDR), 3D and now the new 120 fps challenges. As far as programmatic technology, it improves the TV standard set in the 1950s, in which marketers rely on Gross Rating Points (GRPs) to determine desirable audiences for their ads. Today, marketers use broadcasters’ set-top-box data to identify a more specific subset of consumers and purchase TV spots against these audiences programmatically. Today’s marketers don’t care if their ad shows up on one show or another, as long as the target audience is watching. Programmatic TV advertising is the data-driven automation of audience-based advertising transactions. It inverts the industry standard, in which marketers rely on show ratings to determine desirable audiences for their ads. Instead, with programmatic tech, marketers use audience data to pipe advertising to optimal places. The Washington, D.C.-based NAB acquired what was then called CCW late in 2014 and last year it reintroduced it as NAB Show New York. The event’s market portion has more than 300 exhibitors, including a new Drone Pavilion, where attendees can learn about and operate the latest drone technology. New for 2016 are educational sessions held on five “Inspirational Stages” located throughout the show floor. Each stage will feature 30-minute sessions on topics such as New York film and television productions, live events, news, innovation investments, advanced advertising, over-the- top content, virtual reality and satellite media. Additionally, the show floor will feature an area dedicated to networking and interacting with session speakers and panelists. Finally, the Post Production Conference will expand with three new workshops highlighting drones, 4K and HDR production. With the 2015 event, NAB attempted to introduce a “content” element by having as its keynote Steve Mosko, then the chairman of Sony Pictures Television. This year, there seem to be a change of strategy by marrying “localism” television with technology related to advertising and production. T his year, NAB Show New York is all about mustering and monetizing audience data for TV outlets. Of the scheduled 40 conferences, topics such as “How to Grow Audiences,” “Analytic Measurements,” and “Data Driven Sales,” will dominate the event. The show is taking place in its traditional venue, NewYorkCity’s Javits Convention Center, November 9-10. It is a sister event of the much larger NAB Show Las Vegas next April and on par with the new NAB GIX (Global Innovation Exchange) in Shanghai this coming December. Also expected to get lots of attention onNovember 9 is the keynote by BobGruters, who leads client services for entertainment at Facebook; and on November 10 the keynote on “The Marriage of Content and Brands” by Charlie Corwin, co-chairman and co-CEO of Endemol Shine North America. Localism is one of the National Association of Broadcasters’ stalwart missions, and thus seminars will also be focusing on “programmatic TV,” which is the automation of audience-based TV advertising through a software platform. TheNAB Show inNewYork Is “Programmatic.” All Kinds of Numbers: FromRatings, to4K, 120 fps World November 2016 V I D E O A G E (Continued on Page 6) At ATF VideoAge helps me understand the market, look for TV content to buy and nd co-producers. Tony Chow, Producer-director, Singapore www.VideoAge.org At ATF VideoAge helps me understand the market, look for TV content to buy and nd co-producers. Tony Chow, Pr ducer-director, Si gapore C M Y CM MY CY CMY K