VARIETY Streaming Room presents “Surging Viewership Rewriting TV Strategies,” a virtual conversation with TV executives from NBC/Universal, Roku, Disney, LiveRampTV, and more.
Consumers staying at home through COVID-19 has generated huge spikes in viewership across linear and digital platforms. How are platforms rewriting their measurement rulebooks, and how are they communicating best practices to brand partners? What advancing addressable technologies help ensure the right business outcomes, based on this viewership surge? Media platforms, media buyers and their partners converge to talk about the new business of growing viewership across platforms. The conversation will be moderated by Variety’s Todd Spangler
About the Speakers
MODERATOR- Todd Spangler, NY Digital Editor, Variety
MARK EGAN, Managing Director, West Coast at MediaCom
Mark joined MediaCom in 2018 as Managing Director of MediaCom West. As part of the MediaCom executive team, he draws on award-winning resources around the globe to power brand solutions for West Coast-based clients.
Before joining MediaCom, Mark served as Chief Client Officer, Americas, for Maxus, where he helped the client service teams achieve and maintain scores among the highest in the industry. Prior to his work with GroupM, Mark was EVP, Global Director of New Business and Network Development at Havas Digital. As a key member of their corporate team, he was responsible for leading new business efforts worldwide, drawing together local and global team resources for multiple-market pitches.
Throughout his 22-year career, Mark has worked in many roles and agency structures including J. Walter Thompson, Y&R, and Organic.
JAY PRASAD, Chief Strategy Officer, LiveRampTV
Jay Prasad joined LiveRamp TV as chief strategy officer in January 2020. LiveRamp, a data connectivity platform leveraged by brands and their partners to deliver exceptional experiences, tapped Prasad, formerly chief strategy officer at ad-tech firm VideoAmp, to create a holistic go-to-market strategy and capture the opportunity in data-driven marketing in TV streaming. Prasad joined LiveRamp shortly after the company’s $150 million acquisition of Data Pus Math.
KRISTINA SHEPARD, Head of East Coast Sales and Agency Partnerships, Roku
Kristina is a Director, Large Customer Sales East & Upfront Partnerships at Roku, helping to manage Roku’s Magna and Havas relationships while overseeing a team of AE’s who work with clients such as; Verizon, Coca-Cola, Papa John’s, Nationwide and more. Kristina has been at Roku since early 2017 and has helped to break and grow business with what are now some of Roku’s largest clients. Prior to Roku, Kristina was a Sales Director at a leading mobile ad tech company.
Research presented by CHRISTINE GRAMMIER, Head of Buy Side TV, LiveRamp
Christine Grammier is Managing Director at LiveRamp, where she partners with the most innovative brands to weave “identity” into all of their marketing strategies. Christine coaches brands on how to use LiveRamp’s platform to drive results in digital media, TV media, site personalization, message personalization, customer service applications, and analytics across it all. After 15 years of building the first person-based online and offline attribution platform in her previous role at Marketing Evolution, Christine knows how to combine data and technology to achieve results.
Christine is one of the person-based marketing analytics pioneers through her role making the first online and offline data connections in 2003 when the Internet Advertising Bureau was striving to find evidence internet advertising could drive in-store sales. She was tapped again in 2011 when the Mobile Marketing Association struggled to connect mobile devices to offline sales conversions. Her work has been celebrated with an iCOM Data Creativity Award and an ARF David Ogilvy Award for Big Data Excellence.
DENISE COLELLA, SVP, Advanced Advertising Products and Strategy, NBCUniversal
Denise Colella serves as Senior Vice President, Advanced Advertising Products & Strategy, NBCUniversal. In this role, Colella is responsible for driving the strategic roadmap of new advanced advertising products and portfolio offerings that comprise NBCUniversal’s AdSmart: data capabilities, programmatic capabilities across all platforms, Open AP and addressable advertising. She reports to Krishan Bhatia, Executive Vice President, Business Operations & Strategy, Advertising Sales, NBCUniversal.
Colella has nearly 20 years of global experience in the advertising technology marketplace. Prior to joining NBCUniversal, she served as Chief Executive Officer of Maxifier, a leading technology platform for digital advertising performance optimization, and originally joined the company in 2011 as the Chief Revenue Officer.
Previously, Colella also served as the Chief Revenue Officer for AudienceScience where she led all of the company’s revenue producing operations in the US, Europe and Asia. From 2007-2010, she was Vice President, International, at Right Media, a Yahoo! company, where she developed and executed on the company’s international expansion strategy for its advertising exchange. She also held senior positions at DoubleClick, as well as its offline division, the leading transactional cooperative database company Abacus.
Colella earned her Bachelor’s degree in Commerce, Finance and International Management from Villanova University and a Masters of Computer Systems Management from the University of Maryland. She is fluent in Japanese and enjoys spending her free time with her husband, two children and crazy dog. For fun she travels the world running marathons.
LAURA NELSON, SVP, Advert