The Future of TV Advertising Global
The leading international advanced TV advertising thought-leadership event returns to Kings Place in London.
5-6 December, 2023
Twitter is too small to have such a big mouth calling the shots, writes the editor.
A new survey by the World Federation of Advertisers has found that despite sponsorships making up 11% of a brand’s marketing budget, very few feel “very confident” about its return on investment.
The irony of the future of TV is that we’ve now come full circle: we’re once again in a landscape where some content is free and some is paid for, and that’s a good thing.
The solution, which launched in the US market in May, allows brands “control and predictability” to place their ads directly after content shared by premium publishers shown in TikTok’s For You feed.
Jack Benjamin is joined by Ella Sagar and The Guardian’s James Fleetham to unpack takeaways from The Guardian’s upfronts and discuss how AI-generated misinformation could actually be a boost to trusted newsbrands.
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Between a rise in anti-Semitism on TikTok and X and a pledge for more of the same from News Corp, brands should vote with their feet in pursuit of more positive contexts for their ads.
Peter Field explained to Omar Oakes that audiences cannot become deeply engaged in pieces of entertainment in 15 or 30 seconds, and likened short-form video to chewing gum.
Mediatel Connected’s head of research Anne Tucker brings highlights from the Media Research Group conference, from overarching themes and standout speeches, to shenanigans outside the conference room.