As the TV landscape rapidly evolves, brands and retailers are navigating a shift from traditional linear campaigns to a dynamic, data-rich ecosystem of Advanced TV. This opening session offers a high-level view of the macro trends shaping the future of television advertising—from one-size-fits-all broadcast to precision-targeted viewing. We'll demystify the key terms—CTV, OTT, Addressable, and Programmatic Linear—and explore how each format is reshaping audience reach, creative engagement, and performance measurement. The session will explore what’s working now, what’s gaining traction, and the barriers still holding back broader adoption and scale. We'll explore the power of contextual and emerging AI solutions, live streaming, and cultural moment advertising — and the unique opportunities they offer for brands and retailers. 

TV has fundamentally changed. Audiences now watch on their terms, seeking greater variety, depth, and more meaningful connections with what they watch. On Netflix, no single title defines the audience. Instead, viewers are multi-faceted, highly engaged, and driven by discovery. And in streaming, engagement is the new measure of quality.

This shift has fuelled fandoms that shape culture and travel far beyond the screen.

In this session, brands will learn how to be part of the picture -  and connect with audiences through the stories, worlds, and moments they genuinely care about.

Advertising pressure is at an all-time high. Brands are spending more and showing more ads, yet effectiveness is falling. So how do we cut through? How do we connect with the audiences who are still paying attention?

Matt Bryan, Director of Analytics & Insights at Samsung Ads, invites you to step into the shoes (and screens) of a typical consumer as we walk through their day - learning where attention lives, how intent builds and when brands can make the biggest impact.

• How Back Market used CTV to tackle trust head-on and reframe how people feel about refurbished tech
• The creative thinking behind taking a digitally native brand onto the biggest screen in the home—and making it feel instantly credible
• Key takeaways on how bold storytelling on CTV can shift perception, spark conversation, and unlock brand growth beyond performance metrics

As CTV grows, advertisers face increasing pressure to navigate cross-platform measurement with confidence across a more complex ecosystem. But reliable outcomes depend on reliable inputs. From poor-quality inventory to increasingly sophisticated invalid activity, signal integrity plays a critical role in shaping how CTV performance is understood and helping ensure every impression truly counts.
This panel will explore how advertisers, platforms and partners are approaching measurement, media quality and accountability, and what it takes to build greater confidence in CTV outcomes.

As we launch our first Connected TV 2025 report, this expert panel will unpack the latest insights and explore the emerging media landscape of CTV, where every screen is a storefront, every impression is accountable, and every player must rethink how they create and capture value.

Retail media is rapidly becoming a cornerstone of today's advertising, and CTV is the new frontier. This session will deep-dive into how broadcasters, brands, and retailers can harness the power of Connected TV to integrate their retail media strategies, drive unparalleled performance, and unlock new monetisation opportunities for their valuable first-party data

In an era of shrinking attention spans and increasingly fragmented audiences, short-form TV content is proving to be a powerful tool for brands and retailers. This session explores how to leverage these bite-sized creative moments to capture attention quickly and drive meaningful engagement across platforms.

AI is transforming how consumers discover products, and it is also fundamentally changing how decisions get made. 
As discovery expands across connected TV (CTV), online video, retail media, and conversational AI, the path to purchase is becoming more dynamic and interconnected. At the same time, decision making is shifting away from manual campaign setup toward real time, AI driven optimization powered by commerce data. 
In this keynote, Sara Skrmetti and Talia Comorau will explore how these forces are reshaping the role of CTV, taking it from a traditional awareness channel into a critical driver of performance and decisioning, and what it means for brands, retailers, and agencies. 

• How to navigate a multi-surface discovery landscape spanning CTV, AI, and retail media 
• Measurement strategies for an AI-driven ecosystem 
• The role of commerce data and real-time decisioning in video advertising 
• What it takes to win in a world where being chosen matters more than being seen 

You'll leave with a clearer view of how to rethink your video strategy for an AI-powered commerce landscape – and what to actually do about it.

As streaming evolves from subscription-led models to a mix of SVOD, AVOD, FAST and hybrid tiers, platforms are unlocking new ways to monetise audiences—but success now depends on more than reach.

In a crowded market, it’s content and creative that capture attention and drive action. From premium environments and context-led storytelling to interactive and shoppable formats, this session explores how streaming is turning engagement into measurable outcomes.

Bringing together platforms, brands, retailers and tech partners, we’ll examine how content, creativity and data work together to influence behaviour, drive conversion, and deliver real commercial impact across the streaming ecosystem.