This September, ATS London celebrated its tenth anniversary with an impressive roster of thought leaders from the ad tech industry. The conference included a series of candid conversations about the state of the industry in 2019, and invited speakers to make their predictions for the global market moving into 2020.
Sir Martin Sorrell, executive chairman at S4 Capital and founder of WPP, joined Ciaran O’Kane, CEO at WireCorp, for the day’s keynote discussion, which spanned the future of advertising agencies, the rise of in-housing, and the impact of data regulations.
SpotX’s president of Europe, Léon Siotis, participated in the panel “Europe’s TV Story: How Technology, Media Buying & Data are Changing the Multi-Billion Industry,” moderated by Video Ad News editor, Vincent Flood.
The session sparked some interesting debate about the pace of change in the traditional broadcaster landscape. David Fisher, Discovery’s vice president digital, explained how the industry is now seeing billions of dollars transacted via addressable advertising in the US, and this shift is set to follow in Europe. “TV is nearing the tipping point of what it can achieve,” David commented.
“From a European standpoint, the TV industry is seeing some strong innovation,” Léon followed on. “Broadcasters are experimenting and seeing some great results.” Léon went on to emphasise how collaboration across the ecosystem would be vital for all players to see the benefits of change.
“The TV industry has 10 to 15 years of experience from digital advertising to learn from,” noted Lara Izlan, director of advertising data and analytics at ITV. “The benefit of that is we can avoid short-term strategy, and prioritize transparency and data protection as the standard going forward. There have been missteps, but there have also been many successes.”
On the topic of automation in TV buying, the panel asserted there was still room for growth. “Traditional linear TV remains, by far, the most dominant method for reaching audiences at scale in the UK,” explained David. However, with growing collaboration on all sides, the panel speculated that buying TV through a DSP will become a reality in the next few years.
Bhavin Balvantrai, chief market analyst at Omnicom Media Group, provided an agency perspective on the changing TV ecosystem. “There is still little interoperability in the market and unified measurement remains a challenge,” he shared. “It is possible to get very rich data from some broadcasters which is encouraging, but we are certainly not all the way there yet.”
Lara seconded the need for big-picture answers as the panel concluded. “We need to think about what the industry will look like in the next three to five years,” she said. “Of course we need to come up with solutions for now, but we also must plan and change how we do business in the future as well.”
This article was written by Lauren Saving, marketing manager EMEA at SpotX.