AdVision 2025: Exploring the Future of Cross-Screen and Connected TV Advertising
‘AdVision 2025: Connected Screens brought together some of the sharpest minds in the industry for a morning of debate and future-gazing, tackling the hottest topics related to cross-screen and connected TV advertising, and the evolving digital ecosystem.
With audiences splintering across platforms and screens, marketers are under more pressure than ever to deliver results, stay transparent, and keep pace with tech innovation. AdVision 2025 set out to answer some of the biggest questions facing the industry at the moment: How do we navigate consolidation and fragmentation? Where does AI fit in? And what does the next creative frontier look like for brands, agencies, and tech partners?
Check out some of the key takeaways from the event’s panels below:
Panel 1 | Connected Screens – Consolidation, Audiences, and the Next Creative Frontier:
Featuring: Victoria Usher (moderator), Emma Newman at PubMatic, Charlie Glyn at Channel 4 Sales, Zac Pinkham at Samba TV and Zuzanna Gierlinska at MiQ
- Industry Consolidation: With an ongoing wave of mergers, partnerships, and tech stack rationalisation, the panellists discussed how it’s not only about big players joining forces; it’s about smarter collaboration and making it easier for brands to reach their audiences efficiently.
- Audience Shifts: As viewers migrate to new platforms, the challenge is to keep ad spend within the connected TV advertising ecosystem and avoid leakage to social and search. The focus is on maintaining value and harnessing data to keep campaigns relevant.
- Creative Evolution: Automation and AI are changing the creative game, but original thinking is still king. Conversations centred around the need for creative strategies that stand out, even as technology enables more personalisation and scale.
- AI’s Role: AI is already driving innovation in audience segmentation, inventory curation, and campaign optimisation. The consensus? The future is about using AI to solve fragmentation and connect thedots across data, channels, and outcomes.
Fireside Chat | Insights on Data Collaboration, AI & Innovation
Featuring: Phil Raby at mediarithmics and Charlie Glyn at Channel 4 Sales
- Data Collaboration Matures: Broadcasters and tech partners are moving beyond basic data sharing to build deeper, more strategic relationships. The goal is to unlock the value of first-party data while maintaining privacy and control.
- Retail Media & Outcome Measurement: The conversation turned to the rise of retail media and how new marketplaces are making TV advertising accessible for SMBs. Outcome-based measurement is becoming the norm, with a focus on driving real business results.
- Innovation in Action: From AI-powered creative tools to new programmatic integrations, the fireside chat showcased how the industry is moving fast to reduce friction, improve accessibility, and future-proof TV for digital-first audiences.
Panel 2 | CTV, OTT and Everything In Between: How to Thrive in a Fragmented World
Featuring: Paul Gubbins (moderator), Eleanor Hill at Medialab, Steven Filler at Showheroes, DJ Agahi at Sabio and Hilary Goldsmith at Nexxen
- Fragmentation as Opportunity: Rather than seeing fragmentation as a headache, the panel encouraged marketers to view it as a chance to diversify spend, reach new audiences, and test creative approaches.
- ACR Data & Smarter Targeting: Automatic Content Recognition (ACR) is emerging as a powerful tool for building smarter, more consistent targeting strategies. The ability to tie together viewing habits across platforms is key to driving outcomes.
- Creative Innovation: AI is making it easier to produce multiple creative variants and optimise on the fly, but the best results still come from bold ideas and thoughtful execution.
- Transparency & Trust: As walled gardens proliferate, transparency in measurement, reporting, and data ownership is more important than ever. The industry is pushing for clearer standards and more open collaboration to ensure everyone benefits.
AdVision 2025 proved that connected screens are at the heart of advertising’s next chapter. As consolidation and fragmentation reshape the landscape, the winners will be those who embrace collaboration, harness AI smartly, and put creativity and transparency at the centre of their strategies.
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