Netflix has long established itself as a giant of the streaming industry, captivating millions of viewers with its extensive library of high-quality content.

The received wisdom of the advertising industry is that brand fame and mass awareness should be a core objective.

Nick Manning, one of the smartest media commentators, recently wrote in the Media Leader

The key word for TV advertising going forward must be “simplicity”, with one of the barriers being TV’s approval process. That is according to Charlie Makin, founder of Be Addressable, which helps brands move beyond linear into addressable advertising to reach customers in new ways. Makin spoke to Omar Oakes, former editor-in-chief of The Media Leader , about the challenges faced by TV players. He described that, first and foremost, there’s “a lot of complexity” about “how data works and what to do with it”, therefore the industry must push for simplicity. As he explained: “How we can make this a simple thing for clients to access, because at the moment it’s complicated.” Watch the full interview:

Out of Home is an imprecise moniker for the poster industry, the smartphone has made everything out of home. In this section we’re looking at how to target consumers on the move, looking at posters and instore media or Retail Media, which will grow rapidly.

TV advertising is changing, driven by viewing habits and technology. Executed properly advertising on TV is phenomenally effective and there is a huge library of evidence to back this up. It is deeply researched and validated, but what worked 5 years ago is now probably redundant now.

Bob Hoffman has burst the bubble on programmatic trading. He is one of the smartest commentators on the advertising media world, described as the most provocative man in advertising. An American former agency director, he has shown the significant risks of using programmatic platforms to reach audiences, largely due to bad practises from intermediaries.

I loved Adwanted’s the Future of TV Global conference, it was genuinely inspiring and demonstrated we are at the beginning of a revolution where data, tech and high-quality content are converging to create a completely different AV marketplace.