SMNYC Sneak Preview: CTV vs. 移动——与YumCrunch、Sling、Vevo、Telly和Totem的价值争论在哪里
Streaming Media returns to New York City, the epicenter of the digital media universe, May 20–22 with Streaming Media NYC, chaired by Media Industry Cartographer Evan Shapiro and curated in conjunction with the Streaming Media editorial team. Located in Manhattan’s Midtown East at the dazzling InterContinental New York Barclay, 纽约流媒体大会(Streaming Media NYC)的特色是为期三天的尖端主题节目，并邀请了来自媒体界高层的动态小组成员和主题演讲者. In this Sneak Preview series, 我们将放大镜头，近距离观看节目中的关键环节，以及将这些环节变为现实的专家演讲者.
On Monday, May 20, at Streaming Media NYC, Mike Duffy of YumCrunch will be moderating a debate about the current value of CTV vs. Mobile. Confirmed panelists Kent Rees of Sling Freestream, Hedvig Arnet of Vevo, Dallas Lawrence of Telly, and Steve Crombie of Totem. 他们将讨论如何认识到代际差异和文化差异, how, 观众在哪里消费他们的内容，以及如何为每个平台制定用户体验和盈利策略, 同时找到每个领域的价值主张，以及在哪些关键内容类别中存在溢价, niche, and social factor into the equation.
As a former standup comedian, Mike Duffy很早就认识到，用户永远是对的，他越能接近消费者, the better. This mindset led him to co-found YumCrunch & World Chef - a branded content & 体验工作室，通过现实生活弹出窗口，促进美食家和他们最喜欢的食物个性之间的深度联系, products, and super premium meal kits made with partners like Stanley Tucci & Pellegrino, Marriott, Capital One, and more. “在以用户为中心的媒体时代，观众希望按照自己的意愿获得内容, there's a blurry line between mobile viewing and CTV," Duffy says. "So where should programmers and advertisers focus their attention? 这场辩论将试图回答我们的媒体行业在努力跟上不断变化的消费者行为时面临的成败问题."
Hedvig Arnet is Vevo’s VP of Business Development, leading Vevo’s partnerships across distribution, technology, and monetization. Over the past five years, 海德维格和她的团队已经执行了开发Vevo全球CTV网络的交易. She holds an MBA from Columbia Business School. Prior to Vevo, she worked on TV strategy at Disney Media Networks. 移动广告是否需要与CTV完全不同的用户粘性策略?" Arnet asks. "Mobile advertising requires different engagement strategies from CTV, 了解每个屏幕的观看体验和消费模式也很重要. TV, for example, is a destination with longer viewing sessions, often with more than one person in the room, with viewers being more receptive to ad breaks. Mobile, on the other hand, is a smaller screen with 1:1 targeting, where other formats like skippable can be considered. Additionally, mobile and CTV ads can complement each other. 随着动态QR码或利用第二屏幕策略的购物体验的出现，我们看到了这一点."
Dallas Lawrence is the Chief Strategy Officer for Telly, 该公司推出了世界上第一台完全由广告支持的免费双屏电视，彻底改变了电视的未来. A veteran of the connected TV and advertising landscape, he was previously head of communications for the Roku platform, where he led strategic positioning for the Roku ad business, The Roku Channel, Roku Originals, Roku distribution, and Roku’s public policy efforts. “品牌不太关心他们接触消费者的平台，而是更关心这些平台如何让他们与受众互动，并衡量他们的广告费用的有效性," Lawrence says. “广播电视广告一直处于系统性下降状态，因为它未能释放搜索和社交媒体的性能. 现在，随着新的CTV广告格式和电视平台的出现，这一切都在发生变化，电视成为广告商工具包中最强大的表现媒介之一."
As CEO/Founder of Totem, Steve Crombie开创了新的内容模式，为媒体在社交媒体上创造全球领导者, brands, and creators since 2012. Alongside his team, 他领导了许多世界上最大的媒体公司的战略项目, VC firms, and creators, spanning four continents and over 15 countries, earning Totem the moniker “the McKinsey of Online Video” from YouTube. "On YouTube, 在我们的频道上看CTV的人比在任何其他设备上看的人增长得都快," Crombie says. “这对于像我们这样的内容发行商来说是件好事，因为我们可以看到更长的观看时间和更高的rpm. New YouTube ad formats for CTV create a little more equilibrium." Additionally, he says, "Social commerce is growing 3X faster than e-commerce. 你看的东西和你买的东西之间有明显的协同作用，尤其是对Z世代来说. 如果你不能为品牌提供转化的能力，他们就会投资其他地方."
Kent Rees is the GM for Sling Freestream and International, responsible for the day-to-day management of the Freestream platform, 作为行业领先的品牌建设者和营销战略家，他的职业生涯不断发展. He most recently was the GM and CMO of FAST Studios, owners and operators of two sports-based FAST channels. Prior to that, Kent was Chief Marketing Officer for Pop TV, where he was responsible for all aspects of marketing and digital, 包括成功推出的Pop应用程序和破纪录的收视率 Schitt’s Creek in seasons 4 and 5.
The CTV Vs. Mobile: Where Is The Value Debate takes place on May 20, Day One of Streaming Media NYC. Check out the full program here to learn more about the conference’s action-packed offerings.
Register today using code SMNYC24!
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