The Future of TV Advertising Global: Moving the industry forward
At the Future of TV Advertising Global, held at Kings Place on the 9 and 10 December 2025, several TV experts joined The Media Leader at The Studios to discuss what strategies can be taken to drive progress.
Watch the video below:
Aliya Paracha, insight controller, Sky Media
Paracha underlined how Sky is continually working on adding solutions to their suite for advertisers and how they are working on providing “in-flight” results.
Kate Scott-Dawkins, global president, business intelligence, WPP Media
Scott-Dawkins highlighted the rise in using social platforms for search and the opportunity this holds for advertisers.
However, she outlined the need to train teams on the entirety of the search ecosystem and the requirement of devolving away from silos.
Lina Angelides, managing partner, head of digital planning, OMD UK
Angelides pointed to the confusion around programmatic, stating: “I would change the name programmatic, it causes limitations and slows things down.
“Programmatic is the technology that enables you to buy ads, as teams get more used to that fact, that will help the acceleration of omnichannel, cross-channel activations within a DSP.”
Nick Pinks, CEO, Covatic
Pinks highlighted the decline in linear advertising and argued the root cause of the problem is measurement and attribution of who is watching.
“The actual measurement and attribution of who is watching the television is panel based, it’s a little bit of guesswork,” he said.
“For an advertiser, brand and buyer its makes hard work, with digital you can target an individual.”
Pinks pointed to the Covatic’s new technological solution which makes measuring and attributing which individual is watching the TV as a way around this problem.
Steve Reynolds, CEO, Imagine Communications
Reynolds outlined the need to move to unified audiences and the idea of being able to sell campaigns across the entire viewership.
“The UK is probably the most advanced market in terms of moving towards the concept of a unified audience,” he said.
Reynolds highlighted how this problem is not down to an absence of technological solutions, but rather a “people” and a “culture” problem.
“Change takes time,” he added.
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Sam Taylor,
Head of Marketing ,
Lloyds Bank,
on 14 Jan 2026
“The way we move TV forward is that advertisers embrace ALL of the opportunities it offers. The narrative needs to move on. It’s not about the demise of linear, it’s not about brand vs performance. Or even Long vs short. It’s about using tele to tackle your business challenges head on, WHATEVER they are. For example, at Lloyds we ran a B2B2C TV campaign last year using street level postcodes to target pension scheme employees that where we had no email addresses or marketing consent. Partnering with Broadlabs we used propensity modelling, ID graphs and ongoing optimisation to drive App downloads. Using closed loop measurement, TV worked twice as hard as EVERY other channel (including DM) with ROAS of over £3. What’s more, given we bought programmatically, we saw that big screens were more effective than mobile screens at driving short term action.
TV is, and always has been, a force to be reckoned with. Only now, in a modern landscape of data, technology and innovative thinking, it’s simply got more strings to its bow.
For me, the future is no longer being driven by the broadcasters, tech companies or even measurement. It is by the creativity of marketers brave enough to explore this new narrative and unlock its new super powers!”
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