The first question in a multi-screen video world may not be "what is the plan?" but "who does the planning?" As connected TV inventory grows and extends from both traditional TV and digital video media, who owns the process, boasts the best expertise, command of the right data? Where does this inventory sit within agency media buying teams now? Agencies discuss.

What Does a Video Plan Look Like Now? - Jesse Math, VP, Social & OTT, ForwardPMX
Agency Reorganization for Multi-Screen Buying - Adrienne Holthaus, Group Media Director, Exverus
The Changing Media Consumer - Adam Gaynor, Vice President, AMCN Agility, AMC Networks

Like many CPG manufacturers, Conagra has always leaned heavily on TV to drive loyalty across brands. Media Manager Alannah Pawlik explores a major shift in thinking at the company that is driving a new strategy that dials up digital programmatic, OTT and other video channels to widen reach among fragmented audiences. But how does a multibrand company map product to buying strategy, evaluate these media opportunities, and unify their data and measurement methods?

OTT has finally arrived at scale on the bigger screen. But from network full episode apps to streaming boxes to skinny bundles to nano-niche digital channels, that scale is a vast landscape of islands. The chief challenge now is measurement across those OTT channels and reconciling it with linear. How are the early-in buyers making sense of fragmented post-GRP metrics? How are they finding and assembling audiences here? What s the real measure of OTT?

Old TV has been "infused" with new and better data for a while. But a new generation of data providers and DSP-like platforms have rushed in to help optimize the planning process. We ask planners themselves to share how they are best sourcing, validating and deploying the data and segmentation now available to parse the linear programming.

Bootstrapping Your Video Strategy - Dennis Chang, Co-Founder, Cut Golf
OTT and the Metrics Morass - Chris Peterson, Managing Partner, R2C Group
Data-infused Linear Tips and Tricks - Josh Martin, EVP & Head of Mass Acquisition Media, Performics

"Bringing media and creative closer together" has become a tiresome mantra in advertising for decades. But as ad formats now range form 6 seconds bumpers to half hour brand epics, scroll-stopping social clips to skippable pre-rolls, it becomes imperative that media and creative work more closely and earliest in the process. We drill into examples of how this works when it works.

In the win-or-go-home world of political advertising - where $5.2 billion was spent last election - data drives every decision. A GOP media buyer shows how political buyers incorporate OTT into media plans, leverage voter data, and measure effectiveness in the midst of an intense campaign. Plus, learn how new media mix optimization tools can determine the screen mix between linear TV, digital, and OTT. And delve into campaign case studies for tips on how political advertising is setting the bar for OTT adoption.