It took streaming video options and ad-free platforms to tip the scale, but the advertising industry has finally caught on to the importance of the viewer experience. \u201cThe big picture is that programmers are thinking today more about the user experience than they ever have before,\u201d says OMD\u2019s Ben Winkler, who will join a host of advertising and media executives at Beet Retreat in the City<\/a>, scheduled for June 6 in Manhattan.<\/p>\n

Titled Television Advances as Consumers Choose: The Beet.TV Town Hall, the event will bring together leaders in the advertising and media industry for a full day of conversation and interaction presented by LiveRamp, TiVo, true[X] and 605. Topics will include the rise of distribution platforms competing with linear TV, advanced audience targeting and how creative units are evolving to complement shifting consumer viewing preferences.<\/p>\n

\u201cRewind only a couple of years and the Upfronts were about here\u2019s our shows with almost no discussion about the things that make up fifteen, twenty percent of that hour, which is advertising,\u201d Winkler<\/a> says in this interview with Beet.TV. \u201cI think we got to the point where even people in advertising realize and recognize the ad experience is not a great one, and that\u2019s bad for the entire industry.\u201d<\/p>\n

When everyone starts to see \u201cthe entire experience, not just the shows, through the eyes of consumers, that\u2019s when you start to get creative,\u201d Winkler adds. \u201cThat\u2019s when you start to deliver better experiences.\u201d<\/p>\n

The bottom line: help advertisers grow their businesses, regardless of whether their ads run six seconds or six minutes. \u201cAs long as it\u2019s a good experience and not just the same thirty seconds one after another after another after another in a pod of eight or nine spots. That\u2019s a good thing.\u201d<\/p>\n

OMD embraces the search for the most optimal ad experiences, according to Winkler. \u201cWe\u2019re testing the hell out of it. No one has ever gone wrong by considering the consumer. And more and more, we\u2019re seeing that shift happening.\u201d<\/p>\n

Beet Retreat in the City will be held at Meredith Corporation\u2019s Luce Auditorium, 225 Liberty Street. Joining Winkler on the dais will be, among others:<\/p>\n

Phil Cowdell, Global President, Client Services, GroupM<\/p>\n

Laura Desmond, CEO, Eagle Vista Partners<\/p>\n

Kristin Dolan, CEO, 605<\/p>\n

Christopher Geraci, President, National Video Investment at Omnicom Media Group<\/p>\n

Walt Horstman, SVP Advanced TV, TiVo<\/p>\n

David Kline, President, Spectrum Reach, Executive Vice President, Charter<\/p>\n

Allison Metcalfe, GM LiveTV, LiveRamp<\/p>\n

Pooja Midha, President, true[X]<\/p>\n

Rob Norman, Advisor<\/p>\n

Babs Rangaiah, Executive Partner, Global Marketing iX at IBM<\/p>\n

Nancy Reyes, Managing Director, TBWA\/Chiat Day\/NY<\/p>\n

Lyle Schwartz, Managing Director, TBWA\/Chiat Day\/NY<\/p>\n

Doug Ray, Chairman, Dentsu Aegis Media<\/p>\n

Mike Rosen, EVP, Advanced Advertising and Platform Sales at NBCUniversal<\/p>\n

Ashley J. Swartz, CEO, Furious Corp.<\/p>\n

Vikram Somaya, SVP, Global Data Officer & Ad Platforms, ESPN<\/p>\n

Ben Tatta, President, 605<\/p>\n

Jamie West, Deputy MD, Sky Media UK & Group Director of Advanced Advertising Sky PLC<\/p>\n

Note: To request an invitation to the June 6 event, put your request in here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

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