Phil Smith, director general at ISBA, discusses Enders Analysis’ findings into the future of TV advertising and his trade body’s mandate to examine the broadcast trading environment

In the first of two end-of-year specials, experts from across the media and advertising sectors reveal their hopes and plans for a prosperous 2021.

Partner content: John Litster, managing director at Sky Media, considers the need for simplification in media and calls on the industry to start making a change.

This month Mediatel hosted the tenth annual Future of TV Advertising, a global conference offering strategy and thought-leadership for the broadcast market.

To help simplify the buying and trading process, marketers have this week boosted calls for the TV sector to unify measurement across its increasingly splintered offerings.

OMD’s JP Edwards reveals the key focus of debate at the Future TV Advertising Forum 2018 and explains how TV must adapt if it is to rival digital and avoid declines over the next 10 years.