MIT ENTERPRISE FORUM OF NEW YORK CITY, INC.

presents

"Reinventing the TV Ad"

Will it be TiVo-ed to death or reinvented with new technologies to be more powerful than ever?

Unless it is effectively reinvented, commercial-sponsored TV programming could die within the decade. Personal Video Recorders and similar devices are enabling massive skipping of ads, threatening the current $60B source of revenue. Video-on-demand (VOD) will change how commercials are placed. New technologies promise to change how ads are offered and used by:

• limiting the ability to skip ads, or showing viewers key bits of the ads as they skip
• turning programs into commercials, and commercials into programs that viewers actually choose to watch
• making ads targeted, relevant, and personalized
• enabling viewers to interact and close the direct response loop

An expert panel of industry leaders will explore key issues, including:

• Can these methods make ads smart, personal, relevant, and effective enough to survive the zap?
• How do the devices and advertising strategies relate to new and old business models (including sponsorship and product placement)?
• How ready is the industry for change and for the increased targeting and accountability it may bring?

Moderator