Advanced TV is hotter than ever. In addition to embracing existing opportunities, buyers are looking for more ways to make their TV investment work harder.
We’re also continuing to see a blurring of the lines between Linear or Broadcast TV and OTT, particularly as the Streaming Wars are front and center in a lot of minds. We’re seeing more content available than ever before, and it’s changing the way a lot of advertisers view their video strategy.
What were the major themes?
We saw a lot of teams that were ready to lean in and prove that TV works, especially when it comes to new opportunities in the space
Artificial Intelligence & Voice were very well-represented this year, and it’s clear that both technologies will have a major impact on the future of advertising
What was most unexpected?
Pharma/Healthcare is really leaning in to tech, especially around patient communication and engagement, in ways that we hadn’t seen before. It’s going to be really interesting to see the industry change over the next few years.
What did you see that inspired you?
I was truly inspired by all the excitement around Advanced TV. Television is going through an incredible reinvention right now, and the optimism and enthusiasm that I felt throughout the entire event was really incredible. Far from previous years, when people talked about “The Death of TV,” brands, agencies, and tech firms are opening up new opportunities to reach, understand, and provide better content to their audiences than ever before. As viewing habits change, we’re seeing more and better ways to provide better experiences for audiences and brands alike.
Marketers’ skills and expertise around data—speaking broadly—have increased and become sharper. You can really see the investment that both agencies and advertisers have made in data talent and training programs.
I was also really happy to see the number of women in leadership that were represented on panels and speaking engagements. It’s proof positive that the industry is serious about Diversity and Inclusion and Women in Leadership, which again, is a great thing for everyone involved.