‘You’ll never win by doing the same thing with less money,’ argues Bountiful Cow CEO as less than a quarter of IPA case studies found to meet “relative advantage” criteria.

Analysis: Broadcasters huddle to take on Big Tech for global sports rights which are set to become even more costly in the coming years.

Richard Bon, UK MD and Europe commercial lead at OOH company Clear Channel, hopes 2024 will be the year that the media industry puts “talent over technology”.

While magazine publisher Future has committed to not using AI to write content, it has been busy on plans to use the technology as a “co-pilot” for editors.

“Context” is about to become fashionable in publishing again, according to Newsworks insight director Heather Dansie.

“You can’t continue to focus just on performance marketing without looking after your brand,” says Bloomberg Media’s Europe MD, Duncan Chater.

Whatever we call it, TV can still bring people together and build brands in the long term, but it must shout about it more loudly, writes the editor-in-chief.

The year ahead, according to Wavemaker UK CEO Kelly Parker, is going to feature more “noisy” conversation around AI and clients worried about being left behind amid advances in tech and measurement.

Kara Osborne also cites “trust and belonging” as key issues.

Analysis: Netflix does not disclose its ad revenue, but it would likely be relative peanuts, while subscription pricing and content remain crucial.