ITV set out to explore how young people really watch TV. What we uncovered about TV’s cultural role in the UK was even more surprising.

The Media Leader traveled across Cannes speaking to media professionals to find out why TV should be an essential part of marketing strategies, and what the future of TV advertising will be.

LiveRamp’s Tim Norris-Wiles discusses the future of data-driven TV and how digital-native advertisers can use the medium the way they use other digital, with deterministic business outcomes measurement.

The digital media measurement, data, and analytics vendor reckons the industry stands to lose $700,000 per billion impressions on CTV inventory without protections to ensure a suitable, viewable and fraud-free environment. But things are improving, and rapidly.

Marketers have become “confused, misled, and misguided” by overly precise data and models that often overlook crucial margins of error and statistical relevance Ross Sergeant, global head of media at Allwyn, told The Media Leader in Cannes.

As Reform rises in the polls and GB News becomes a legitimate competitor to news broadcasters, UK media must not repeat the same mistakes as the Americans.

While this is the first time it has occurred in IPA TouchPoints’ 20-year history, mobile screen time and TV viewing have a different emotional impact on the user.

Engagement is the key focus for Disney as it touts “customer choice” over a focus on a specific subscriber tier.

As ads for the 2024 Black in Business winners go live in July, research has shown what the power of TV advertising can do and why DEI representation remains paramount.  

Ampere’s new social video tracking tool has revealed a shift towards more long-form content and the types of content that dominate broadcasters’ YouTube channels.