Adwanted’s the Future of TV Global 2024

The key themes for me…

• We are rapidly moving towards an American model, with more choice for advertisers and greater flexibility. The addressable AV market is nearly a quarter of all US TV ad spend. It’s growing the market where other channels are declining, we need to bring this to the UK.

• There was a lot of discussion about customer funnels and where TV sits and what it can and can’t deliver, I think this is a bit simplistic, in the emerging era TV will be able to deliver far more with the intelligent use of data.

• James Rooke, President of Comcast Advertising, made a plea for simplicity and common standards. I echo this, our role in complex environment is make it easier for clients and be able to demonstrate overall effect. We need common language and definitions of things like CTV, addressable TV and linear.

• People talked about barriers to entry, which are slowly breaking down, but it’s still more difficult to transact TV than many digital and social channels and an unlevel playing field in terms of regulation.

• There was a lot of debate about measurement, but I was surprised not to see more data businesses in the rooms. We are still struggling to find common standards within addressable AV.
  But overall, very exciting...

Charlie Makin, Co-Founder