What Did ‘The Future of TV Advertising Global 2024 Conference’ Teach Us?

Attended by over 1,100 TV media professionals from around the world, The Future of TV Advertising Global 2024 Conference in London this week taught us that despite the rise of many new technologies in the broadcast industry, namely the continued rise of Connected TV (CTV), television advertising remains in rude health as we enter 2025. ?

Whilst there has clearly been a mass migration of younger viewing audiences, specifically 16-34 year old adults, away from linear TV in recent times to many of the mainstream Subscription Video on Demand (SVoD) platforms the key operators, as of 2024, including Netflix, Amazon Prime and Disney+ have all now introduced ‘lite’ packages allowing continued key access to these younger demographics for TV advertisers.

The newish dawn of CTV certainly represents a very broad church with probably too much consumer choice with some consolidation inevitable for the smaller players and challenges remain for advertisers and the media owners alike in terms measurement, consistency of delivery and regulation.

Netflix, by their own admission, stated that the recent live broadcast of the Logan Paul Vs. Mike Tyson boxing fight presented challenges in concurrency of streaming with over 70 million tuning in worldwide for the rather lacklustre pugilism on the night.?

Expect lots more innovation, live broadcast events and content development from the SVoD sector as they battle for critical share and TV advertising budgets looking ahead.

It is clear that TV advertising, despite these challenges, remains a highly responsive mass market medium, resilient, adaptable and entering a very dynamic phase of development on all fronts – 2025 and beyond represents many exciting new opportunities for DRTV and brand advertisers alike. ?Watch this space…

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