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Is traditional advertising dead or on the edge of a marketing revolution?
Dive into Horizons Q2 2025 as we redefine the boundaries of advertising, harnessing AI and personalisation to shape the marketing world. From Google's groundbreaking AI project Gemini to Shopify and OpenAI’s partnership transforming e-commerce, this episode showcases the innovations shaping the future.
Explore YouTube’s game-changing ad strategies, Google's Performance Max, and their impact on digital campaigns in Europe and the US. Discover dynamic integrations of creativity and data in out-of-home promotions with Transport for London and connected TV trends emphasising content over platform loyalty.
We’ll also uncover surprising synergies between B2B and B2C strategies, spotlighting innovative TV campaigns by companies like Xero. Plus, join us as we decode shifting social media behaviours, from WhatsApp's rise to Spotify’s video content revolution. Finally, don’t miss the potential of older demographic engagement in streaming and the art of storytelling in connected TV ads.
Packed with actionable insights and bold predictions – this is marketing redefined.
Get in touch to have a chat with us so we can explore where we can help drive genuine behaviour change for you. Our people all come from eclectic backgrounds which make for an awesome team dynamic. We are obsessed with producing amazing work for all of our clients.
We want to be challenged, tear up the rule book. Never stop, never settle, always improve. Be amazing. Join the revolution.
Horizons by Altair Media looks at the recent innovations in the media world from the last quarter, detail recent trends and news and discuss potential opportunities – covering media channels from social media platforms to streaming channels to out of home and many more.
Altair Media is a full service ferociously independent, driven and opinionated media agency. We produce results that generate genuine business change. We exist to make amazing; for our clients and our people. It’s that simple. We want to be challenged, tear up the rule book. Never stop, never settle, always improve. Be amazing. Join the revolution.
So just to kick off Horizon,
as you can see, we've got huge amounts
of production value in today.
Rather than just sitting in a
booth or a meeting room, we've actually
kind of gone to town on this one.
The reason we've gone to town
on this one is we want to kind of
like step it up in terms of
the learning and development that
we're doing at Altair for all
of our brands and all our clients
and all the prospects.
When we started Altair 11
years ago, one of the big things
we wanted to do is
fundamentally change the industry,
see the bits that we thought
were broken and actually try and
actually go and fix those things.
So that's where we bring to Horizons.
So the whole point of
Horizons, and it used to be called
the Media Marketplace, but
rebranding and pushing it forward
for the future is all about
what's 12 months away, what's 18
months away, what's just on
the horizon.
But it's going to affect
brands and marketeers and that could
be audience trends, it could
be changes in media, it could be
what the big thing, the new
launch that ChatGPT or OpenAI are
doing or what Google's doing.
But it's really kind of to
shine light on those type of things
and actually discuss it.
One of the big things that we
wanted from today as well.
So as you can see, hopefully,
I don't know where on the screen
it would be, but you should
have slido popping up as we go through
this.
We wanted to make it much more
interactive than usual.
The reason for that, again, is
the learning, the development side
of things, how we can help
push the industry forward.
And we want it to be about
brand you so not about the.
The brand that you work for.
It's about you specifically,
how can we help you developers and
marketeer and as a brand
person and how can we help you drive
things forward for your brand?
So think about it as you.
It's all about your ambition.
And to help pay for that
ambition, we have got $250 in flight
vouchers to give away to earn
your $250.
It's all about ambition.
As I just said, we want that interactivity.
We want the Q and A to be
lighting up.
We want you to be using the
polls because doing that actually
helps us think about what do
we want to do for the next Horizons.
How do you want Horizons to work?
Because we're doing this for
you guys.
So please interact.
Please go for it.
And you might get $250.
Cool.
So if we Move on to the next slide.
I think just to kick on what
we're going to talk about today.
It's all about today's agenda.
As we put into the emails we
send around.
There's a few things we wanted
to chat on today.
So the first is the evolution
of search.
So we talked about evolution
of search back in February and this
is the continuation of that
because actually some of the stuff
we've talked about in February
has already come to fruition.
That's the speed that's
happening in the AI arms race right
now.
We're then going to talk about
Meta's new attribution tool, which
is actually really quite cool
and actually a bit of a step change
for the kind of the big
platforms to drive performance.
Then we're going to talk about YouTube.
I can't do YouTube anymore.
Just as Google actually got
YouTube working.
Can't just do YouTube madness.
We're going to talk about that
and talk about the reasons why.
Then we can talk about TFL and
the new global contract that's been
renewed and some of the really
kind of actually pretty cool and
exciting creative stuff you
can do there.
And also cool creative stuff
you can do with data as well.
So quite exciting.
And then we're going to talk
about streaming because again, there's
been some new research out
even in the last couple of weeks
around streaming and some big
changes in the streaming world that
it's worth kind of flag into everyone.
So if we kick on with the
evolution of search.
So back in February we showed
you this slide here.
What this showed was
essentially Google mocking up what
the search ads would look like
within the AI Gemini part of search.
And we talked about that and
it was actually quite an interesting
step forward because as we
talked about, and we're going to
talk about here, is that
Google's under pressure from quite
a lot of directions.
It's under pressure from
OpenAI ChatGPT, it's under pressure
from Microsoft and Copilot,
it's under pressure from TikToks
and Instagrams and things like that.
But if we move on to the next
slide, actually only a couple of
weeks ago in the Google
Marketing Live event, they actually
demoed what it actually now
looks like.
Now they're actually rolling
this out.
So this has actually come into
fruition much earlier than we had
expected.
But again, it's just that
speed of change that we're seeing
in the marketplace across
media owners at the moment.
I think on this one as well,
you can see the like the images are
coming in There.
So we talk quite a bit with
clients about adding image to search
and it's quite hard often to
see what that might be used for.
And it looks like this is kind
of where it's going.
So obviously like performance
max, where that's basically explodes
all your assets into about a
bazillion different placements.
This is clearly one of them.
So definitely a tip on all
kind of search clients is to just
get those images in because it
looks like that's a key part of this
AI results.
And if you don't have all the
assets that Google want, they won't
like you because they want it
to all be really kind of formulaic
and look the same and the same quality.
So very interesting because we
did a.
Presentation yesterday, right,
where we actually had one of the
slides where all of those
bazillion ad units and you can.
At least now you can see what
it is.
Yeah, yeah.
Because it used to be
basically like we're going to do
P maxes.
So what is that?
I don't know, Huge amount.
So, yeah, it's the AI taking over.
It's like, obviously you've
got the Zuckerberg stuff from a couple
of months ago where he was
talking about, actually you just
plug your credit card in, give
us your website, don't ask any fucking
questions and we'll crack on,
type thing.
It's actually quite
interesting how AI kind of explodes
all of these kind of creatives out.
It's quite interesting as well
how they are now telling you stuff
from that side because they
kept it so secret and behind closed
doors, probably because they
didn't have a clue what was going
on themselves.
So they were doing so much
learning that they didn't want people
kicking off because as soon as
they launched any of the AI search
and there's like, you know,
one result that was a bit dodgy.
The world goes crazy about it.
So I can see why they kept it secret.
Yeah, yeah, exactly, exactly.
If we move on to the next bit,
it's again the evolution of search.
Again.
This is something we looked
back in February.
So this was Project Mariner
from Google, where essentially you
go into Viachrome, you can
type in, right?
I want you to find me this
type of impressionist artist.
I want you to talk about the
color schemes with me and then I
want you to go to somewhere
like Etsy and I want you to go and
buy those and you essentially
send the AI agent off.
So we're getting into the
world and the era of having your
own personal AI assistants and
actually they're going to be built
into the browsers as well.
So this is something we talked
about in February, but again this
has happened already.
If we go to the next slide, we
can see actually an example from
Copilot where I was looking
for trail running shoes, which is
also quite exciting.
Trail.
Yeah, trail running.
Trail, trail running.
Anyway, so, yeah, so I was
looking for trail running shoes and
it's good because you can
actually go through, you talk about
reviews, you go, right, I
actually want specifically waterproof
ones, I want the Gore Tex, all
those type of things.
And then you actually can buy
clickout, which also starts to, if
we click on the next one,
actually starts to talk about the
power of AI agents, that kind
of back and forth chat and what's
happening in the, in the kind
of the AI world at the moment, really.
And I think that kind of
combination between, between Shopify
and OpenAI is going to be
really, really interesting.
That kind of connection up
between actually having AI agents
and things like that actually
doing all the work for you.
Again, just thinking about
the, from a marketing client advertising
perspective of the different
tools you've got as well, because
all of the, we don't know how
they're going to roll out like where
the paid side of things fit
into it.
That almost again is another
kind of flag for like clients who
use grant accounts.
They're being downgraded more
and more because with all these extra
bits coming in and this is
definitely not going to be an area
that grant will be appearing.
So having a full suite of
other paid for parts so that you,
you can kind of use them all
together is definitely something
to start thinking about if
you're looking at kind of budgeting
ahead, making sure you're
enabling yourself to have some paid
access in there because yeah,
they're not going to give that to
the grants.
So I think, yeah, this kind of
combination between Shopify and OpenAI
is going to be quite interesting.
But I do think, is this going
to mess everything up?
Because if you think about it,
if you're buying through an AI agent
and they say, right, I want to
buy that pair of trainers, for example,
there's going to be no cross
sell, right?
There's going to be, you're
not going to see anything else on
there and think, actually I
want that as well, buy a new pair
of trousers.
Are you going to buy that T shirt?
So surely from a purely
practical point of view, what's that
going to do to your average
order value?
What's that going to do to the
warehousing and the stocking because
you know it's going to make
things less efficient.
Right.
So I think there's going to be
quite a lot of stuff to be thinking
about when it kind of comes to.
Yeah.
What is going to be the kind
of the big effect of all of this
type of stuff.
But I guess the big thing to
actually talk about around all of
these big changes is that
although there are billions and billions
and billions of searches
happening already through AI agents,
ChatGPT, Copilot, and the
likes of Google still dominates,
Right.
So they've got billions of
searches, Google has trillion, 1.6
trillion searches across Google.
So they still dominate, but
they're still under lots of pressure.
So if we go on to the next
slide, this is something that we've
talked about for the last year
or so where actually the pressure
is really real.
So you've got the pressure
from the AI side of things from Google,
but you've actually got the
pressure from the social side.
So this is some research that
we did back in 2024 around the media
habits and the usage of under
35s and actually the difference is
between a 16, 17 year old, a
19 to 21 year old, a 25 year old,
30.
It's like lots and lots of
different audiences are made up within
that.
And we can see even from this
slide here that actually where the
under 35s are getting their
information from, it's the TikToks,
it's the Instagram.
So actually Google's getting
lots of pressure from lots of different
ways, which means that's
what's heating up this kind of AI
race and this kind of thirst
for data which is, yeah, it's Google's
world at the moment, really,
everyone's world, they're all fighting
kind of brings us nicely onto
the social side of things.
Yeah, Meta's new model, this
is exciting.
And it's been rolled out kind
of in the last few weeks and months
most really.
They announced the release of
their incremental attribution at
the end of April.
And this is going to be really
good because we should be looking
at genuine business effect,
not cookies kind of, you know, reporting
loads of sales and the same
with the kind of first party data
and everything like that.
That's always been the biggest
critique that and clients who work
with us know that we're
constantly kind of ripping apart
our own reporting to make sure
it's driving genuine shifts.
And so the fact that Meta have
released an incremental attribution
as part of standard reporting
is really good.
It does mean that there'll
probably be a bit of a journey for
people to go on because
obviously if you're used to seeing
a certain performance, but
actually a portion of that was going
to happen anyway.
If you shift to only reporting
on the incremental, you're going
to be seeing a drop in the sales.
You can still see the total.
So when you set this up,
you'll be able to see what the original
kind of attribution tracking
would have said.
So you can kind of take
internal stakeholders and everyone
on that journey for it.
But it's so good to be able to
start looking at that real shift
because then, you know, when
you're trying to make a decision
on we need to shift certain
thing, you can actually know which
lever to pull.
And I think looking ahead,
this is really kind of going to create
the next challenge for Google
because again, one of the biggest
kind of growers in the last
six months has been pmax.
But the revenue that comes
through that is phenomenally amazing,
that it's a bit questionable.
And this is going to kind of
almost like throw that gauntlet down
a bit for them that they need
to also do the same thing.
And Google have their own
attribution, but tends to be more
in the way of like giving more
credit to paid rather than taking
credit away from it.
So this is, I think, only a
good thing and something that definitely
should just be rolled out and
everyone just needs to be ready for
the change.
But a good change because
ultimately it's actually gonna drive
more sales from the.
Data they're seeing, which is
so essentially your CPA may increase,
but actually you're getting
loads more.
And it's also quite refreshing.
Right.
So rather than chasing that
last click or trying to drop that
cookie to get that last
impression, they're actually trying
to do actually Dr.
Fall through that, those
incremental sales, which was actually
quite refreshing to see from
one of the big platforms.
Next slide and we start
talking about YouTube and the evolution
of YouTube and Performance Max.
So this is quite an interesting.
So from my point of view, I
reckon the changes that Google have
made over the last, what,
three months, six months has been
quite actually like big shifts.
So actually getting to a point
where YouTube was working really,
really well from a conversion
point of view.
It's so exciting.
Yeah, it actually was working
right because we sort of like, you
saw the evolution over the
pandemic where actually more people
started to use YouTube for the
clients that we were running in the
US us always seemed to YouTube
works way better anyway then.
But then we started to see it
working much better in Europe so
that was quite exciting.
And then we obviously did
those experiments a few years ago
where it's actually what
happens if we do those kind of A
B tests if we upload your data
into yout actually we saw ROI just
exponentially increase because
it's that kind of thirst for data
that Google has and now you
can't buy YouTube on its own.
Yeah.
So for people who don't know
what's changed, I think most if anyone's
been doing YouTube, you'll
have been aware of it, but they essentially
have now stopped being able to
do YouTube as a standalone channel.
So you can only do YouTube
within demand gen or performance
max.
And it was getting really good.
So we were quite excited that
the performance we were seeing from
YouTube meant that the demand
gen rollout was kind of happening
behind the scenes and that
when they did the release it would
continue to just keep getting better.
What we've seen in kind of
initial early days is it's just quite
volatile and just needs a bit
more work.
So there's clearly a bit of
work to come.
But it will get there.
They will figure it out
because it's Google and they will
figure it out.
But it does mean that when
you're looking at trying to just
push videos and video views,
it's not as good as it was, which
is a real shame because
obviously YouTube is a highly used
channel for people but I don't
think it'll take long for it to be
figured out and I think that's
probably the biggest thing in terms
of testing and having
confidence to keep trying things
because the amount of times
that we've talked about different
Google products and they've
been terrible and then they're really
good and then they're terrible
again and then it's really good.
So it's like keep going back
in and keep trying it because then
you can get the strong
performance once you.
Yeah, it shows they're never
settling or they never stopping on
these things, which is also
quite interesting.
But I think from a planning
point of you, it makes it slightly
different to plan when you
agree that where you could say actually
we're going to do a lot of
video content because of xy, this
is what we think that our
audience is consuming lots of video,
whereas now it's that you
can't just do.
Right, I'm going to do a big
YouTube campaign because at one point
we were, we were actually
optimizing YouTube to be a real connected
TV type platform.
Right.
But now rather than being very
kind of specific, we need to be more
objective based and
essentially hand the keys over to
Google to drive all of that.
And to do that, it's that kind
of the sheer thirst for data that
Google has and I think that's
the big change.
I've noticed even in the last
two to three months that the amount
of data you pump into Google
has a direct correlation on the performance
you get.
More than ever before.
Obviously it's always going to
be useful, but more than ever before.
And I also think talking about
meta being actually that's quite
refreshing and quite cool.
I think it's also quite
refreshing from a Google point of
view that they're becoming
less black box.
So if we were running PMAX
campaigns this time last year, there's
only so much control and
there's only so much transparency.
You get to see where all of
these placements were going and the
performance.
Whereas now actually you can
do it in a pretty granular level.
Right.
You can see it more channel,
you can see more placements, you
can see actually what's going
on and you can.
See what it looks like which you.
Wouldn'T be able to do before.
So I think that's quite
refreshing that even though you're
giving lots of data over and
you're kind of leaning into the machine
learning and algorithms a lot
more, both Meta and definitely Google
at the moment are becoming
less black box and more kind of planning.
Meta are becoming more black
box, aren't they?
Well, meta and their AI on
creative, I think every single person
probably.
Oh, that, yeah.
Has just had many a story of
how that's going.
Google don't seem to be doing
that as much.
I'll see like with the
performance max side where they just
like multiply it out, but
they're not kind of creating assets
that are absolute jokes of an asset.
So.
Yeah, but because from a
Facebook point of view, like even
in the last couple of weeks,
meta have been banging the drum of
plug your credit card in, give
us your website.
We do the creative handing
over your, essentially your brand,
the brand tone of voice, the
brand messaging to AI.
That just doesn't seem like a
good idea.
And it's terrible.
Yeah.
Because it just looks ridiculous.
It looks terrible and you're
just, you're giving everything away.
It's mad.
It is interesting how they're,
what they're doing with it because
obviously it's just the shift
of the control that the platforms
have over the creative.
To your point about creating
video for YouTube and getting connected
TV, it's that the way they
want to run their kind of at the
whim of what they want to do
with their platform.
So as much as creativity is
important, if they want loads of
statics, which what Meta are
wanting right now, they want a load
of statics and you have to
balance those two things out and
then think about what the role
that channel actually plays.
And I think that's also
another thing to be.
I mean, one thing that we do
quite a lot right is being in and
amongst the platform and
understanding what's going on, because
that's quite necessary just to
kind of elaborate on what Lindsay
just said.
So one of the things that
we're seeing quite a lot on Meta
is this shift of performance
that if you've got a static image
versus a video, it's much more
likely to push the image.
So if you're running them,
you'll see less impressions going
to the video, really driving
the static image.
Because obviously that plays
into how even if you switch off all
of the AI options, which we do
as standard, and you still have to
switch them off, that's default.
I know.
Right.
So, yeah, so even though we're
setting them both up, we've got no
AI involved, it pushes static
because there's more it can do with
the static.
Whereas actually probably not
so long ago they were pushing video
a lot more competing with
things like YouTube shorts and TikTok.
So it's quite interesting how
fast, how rapidly they kind of change
their minds on which ones to push.
But I guess that's kind of the
part of the agency and also from
a client and marketeer point
of view is actually understanding
what's the.
What's the cool shiny thing,
what's their end game, what are they
trying to do?
Yeah, because that's
fundamentally going to affect like
what creative they're going to
kind of pushed the hardest, really.
Right.
So let's get out of the world
of digital tour points and move over
to the wonderful world of real
tangible media that you can see.
So it's been quite a big
reveal from Global.
They had the big procurement
process last year between all of
the main players for who was
going to look after tfl, and Global
retained it as they've had a
really long partnership with TFL
and they've kind of seen a
really good opportunity to kind of
really take a step change
together and they've definitely done
that.
It's been quite a big update
of the things they're doing.
So you can see on the Image here.
This is kind of going to be
one of the formats that on the Lizzie
line.
So as we kind of would have
expected from the whole pitch process
that there's a huge amount
more digitization going to be coming
on TFL.
So loads more D6s, loads more
D12s, which gives lots of opportunity
for kind of more dynamic
creative, more accessibility for
different levels of budget.
Also these kind of tunnels,
immersive digital tunnel experiences.
So these creatives are going
to have.
They'll have sound, they have
smell, they'll have all sorts of
like 4D ness going into them.
So you really feel like you're
walking into the world of an advertiser.
Obviously that's going to be
accessible to certain levels of budget.
But I think it's almost
actually what it does for people's
mind when they're on the tube.
Like the openness they'll have
to advertising I think is going to
be quite interesting to say
almost at the power being given back
to creativity.
It's really exciting.
If you're a creative agency,
this is probably such great news
because the amount of playing
that you can do with these assets
is going to be great.
And even outside of this one,
which is obviously the big hero kind
of sites, they've got a lot
more work that they're doing across
even the standard digital sites.
So I think we had an event
recently, we were talking about 3D
digital outdoor and they've
got all the gateways and all that
kind of stuff.
So there's just a huge amount
of we can talk about the playground
really for creativity because
there's just so much more that can
be done as they roll out the
digital side of things.
So that's really exciting and
definitely something to be thinking
about what you could do with that.
But more of the kind of
exciting part of what they revealed
is in the data side of things.
So obviously TFL, they said
it's a new partnership for these
two companies together and
TFL's part of the partnership is
the data that they've got.
They've got all of the kind of
tracking data of people tapping in
and tapping out and the routes
that they go through.
Global have then mapped that
with the data they've got from like
Global Player where people are
listening, moving around or the kind
of content they're engaging with.
TGI, YouGov, all that kind of
stuff to really create quite a rich
audiences tool for people's
usage across the underground.
If you go to the next slide,
this is a really great.
So this was covert Operations stuff.
I don't think you should
understate this.
We had to con ourselves to
even be able to stand up and not
be shuffled into a seat.
Then we had to covertly film
because Global will give you nothing.
And I think that's because
it's not ready yet.
So this is really kind of
something that I think that they
don't do just yet, but it is
definitely coming.
But the promise of it is quite.
It is really interesting
because they've essentially because
of all that data that they've
been able to map, what you can start
looking at is really kind of
hyperlocal profiling and then really
focusing.
And we talk quite a lot about
kind of sacrifice and overcome it.
Really make sure that you're
loud to a small group of people.
And with this, if you were to
think like the kind of people who
live in King's Cross for
example, that's kind of what this
is showing is that actually
the profile of people living in Kings
Cross, the data then shows
like obviously what's the routes,
what's the exits.
So even if you're buying
digital screens, you could just buy
it for the people where people
from King's Cross kind of travel
to, so you can have really
quick high impact campaigns to those
right profiles.
And we do a huge amount of
work with lots of our clients on
hyperlocal kind of activity.
Whether that's certain
businesses you're looking to target,
whether it's certain
communities you're looking to target,
whether it's that you have to
be getting people from within a certain
region of London for like the
offering that you've got there or
you know, just very specific.
But actually what this allows
you to do is to stretch that engagement
even further because you've
got the kind of the mapping where
you can just make sure you're
kind of capturing people, you know,
things like events.
At B2B, the amount of times we
talk about how do we like really
like hijack an event.
If you were looking at people
who are arriving at Olympia and the
routes from that, you could
just really kind of follow that journey
for all the different kind of
ways in and just be really sensitive
based on the time of day,
knowing when people are arriving
and when they're leaving,
there's just some really nice ways
that that's gonna roll out
into quite practical opportunities
that don't cost an absolute fortune.
But from the people's
perspective, it'll feel like you're
a really big campaign.
And as I think we've maybe
shared in one of These before, but
like the kind of research,
obviously that shows the bigger you
look like you're spending, the
bigger the share of voice you can
get because people perceive
you as a bigger player.
Yeah.
Look massive to a small group
of people.
Yeah.
So it's really exciting.
Definitely not available yet.
You can take a picture of
this, if you like, with your phone
and then do some dark sharing.
This is basically dark sharing.
Yeah, yeah, it works.
The definition.
Yeah.
As Lindsay just said.
Right, so we've got a huge
amount of data going into this.
We've obviously got the Tappy,
Tap Tap oyster staff from TFL, we've
got TGI, we've got YouGov data
going into global.
We've got global player and
all of the millions and millions
of players they have at any
given time across the network as
well.
But really, if we start to
think about the similarities with
connected tv.
Right, so one of the big
things that we really need to talk
about as advertisers is within
the next 12 months there's going
to be a fundamental shift of
how you are using your first party
data and using third party
data to fuel and drive your traditionally
kind of bought media channels.
So whether that's out of home,
huge amounts of kind of online data
scanning, you're essentially
taking offline kind of media, such
as out of home and tv and
actually make them way more probabilistic
in targeting.
So actually bring it into the
kind of online realm, really.
So I think one of the big
things that all marketers and advertisers
should be thinking about at
the moment is refining and cleaning
up first party data.
How are you plugging in that
first party data to out of home projects
through programmatic or
digital, out of home buyers?
How are you feeding that into
your TV buyers through connected
tv?
And I think the big thing to
start thinking about if we move on
to the next slide for
connected TV is actually how actually
are the audiences using.
So when we talked about
Connected TV back in February, one
of the things that we talked
about was it's essentially a quarter
within the UK in terms of the
all of the TV billions.
A quarter of it goes to
connected TV.
So things like 3.3 billion
pounds goes to linear TV, 1.1 billion
goes to connected TV in the US.
It's obviously a much, much
bigger market and it's actually kind
of rapidly evolving, even
faster than UK as it is in across
Asia as well.
But it's interesting kind of
looking back.
So this is some research from
YouGov that's probably only about
two weeks old.
And it's actually quite
interesting because it starts to
look at how many streaming
services do you actually have?
The average streaming service
is 2.9, so nearly three streaming
services per household.
Which shows that actually it's
essentially a multi platform content
first type thing.
So there's no loyalty.
And that's actually one thing
that we found out in our research.
So we did some research about
three or four, probably about four
or five months ago now in
terms of the streaming habits from
a cultural point of view.
And one of the things we saw
there was that actually there's a
lot of flipping between
different platforms.
There's no loyalty between the platforms.
So.
So content led.
If anybody wants a copy of
that streaming white paper, put it
in the Q and A and we can send
it over.
But again, this is from a
wider point of view.
So not just the cultural side
of things, but we're talking Netflix,
Disney plus, Apple tv, all of
those type of things that actually
it's much more content driven
rather than platform loyal.
So from a media planning point
of view that's actually even more
interesting.
Right?
Because it's the same ways
that we always buy TV Altair is that
we want to be as specific and
as pinpointing.
We want to pick the program
and as much as we possibly can, which
is obviously tricky from a
trading point of view, but it actually
works wonders from a
performance point of view.
So actually being much more
content lens and our ads should be
in these places should be the
focus for planning, which is actually
against the kind of the run of
the market at the moment.
From a programmatic point of
view where you buy CTV programmatically,
where you give you money and
you let an AI thing.
One of the things that really
surprised me about this is a complete
tangent that isn't on this
slide, but I'm going to do it anyway
is I was looking at this the
other day that prime have now released
that you can now have some
reporting, some reporting that shows
you what.
What shows your ad was
actually shown in.
How mental is that?
See, I didn't swear.
What?
To see what I'm.
Yeah, sorry.
Is it.
It's mental to see what ad you're.
What show you ad.
They've only just done that
and they say.
Because that's quite basic.
But.
Yeah.
And why on earth are you not
knowing this anyway?
Right?
How is it?
It's like what we said about
like Google at the beginning with
PMAX and the black box stuff
that even connected tv.
You've got this black box Element.
Right.
And it's like, you're telling
me, I don't know.
And it's the same as like
digital display.
Right.
So one of the reports that we
obviously look at quite regularly
when we're doing display
activity is what sites was I actually
on?
I know ebay can be bought for pennies.
Why have I got 60% of my
impressions bought on ebay when there's
no conversions coming through this?
Don't do it.
Right.
Honestly.
Anyway, so, yes, anyway, back
to the point, content led.
Right.
And actually being much more
transparent and like basically cherry
picking where we actually want
ads to be shown.
But I think that's also the
point is the ads side of things with
it is like actually like what
kind of creative gets made for connected
tv?
Because I think there's been a
real, obviously with such the shift
to the digital side of things
and social, particularly less video
kind of content creation time
is going into ads, like just proper
ads.
That is what you need for
connected tv.
So that's again, I think even
though it's opening up as a really
big opportunity from a media
channel perspective, it does put.
Then put different pressures
on from a creative point of view
because you need to go back to
making proper ads.
And I think that's always the
biggest barrier when people talk.
What do you mean rather than
AI slop?
Well, yeah, I mean rather than
like, I don't know, like just a gif.
Yeah, yeah, yeah, yeah.
That's usually the biggest
barrier is that you need to do a
TV quality.
Ad and we're not talking like
you need to do Sonia Bravia kind
of ad from however many years
ago that was.
And like the Cadbury is like
Gorilla Triangle.
You just need to put some
proper thought into it, but it doesn't
need to break the bank.
So I think that's one of the
cool things about connected tv because
you don't need millions and
millions of pounds, you don't need
big TV budgets to go into it,
but you just need to be thinking
about, this is the content
that I want to be in from a planning
point of view and really
thinking about the ads.
And again, using all of that
data to make sure you're doing something
dynamic with the ads.
I think you do need to make
sure the ad is of a higher standard
than you would though.
But also it has a much longer life.
So you might have a higher
upfront cost, but that ad could be
used for a year, whereas you'd
never do that in social media.
Yeah.
So it's just a different way
of doing things.
I think there's been,
obviously it's so much easier to
just churn out loads of social
assets, but actually you're going
to get bigger cut through on a
full big screen.
Hyper targeted.
Yeah, big screen.
Yeah, yeah, yeah.
Creative agencies will love it too.
Yeah.
Doing advertising properly.
Yeah, cool.
And then moving on to the
second point on this slide because
we haven't got that to that
far yet.
Yeah.
So it's also the ages.
Right.
So again we go back to that
kind of much like kind of fought
after audience of the under
35s which.
Can I just make a plea to all
of the marketeers out there in that
camera opposite me?
Can we just stop talking about
under 35s because like that could
be anybody.
Right.
As we said, like the research
that we even did like last year,
a 19 year old is
extraordinarily different from a
21 year old, which is very
different to a 25 year old, which
is different from a 35 year old.
That we can't just be
bucketing them into the same place.
But anyway, for this research
for YouGov, they did bucket them
all into the same place.
And why not?
But what we saw was actually
if you are under 35, you stream really
regularly.
So almost a third of them
stream daily.
So it's kind of just part of
this kind of habitual behavior really,
which then four strikes.
The challenge from an
advertising planning point of view
is how do we make sure that
we've kind of got that we're rewarding
that kind of always on type of approach.
And one thing that I see when
I'm watching, whether it's prime
or Netflix, wherever in the
ads coming on, you do see the same
ads quite a lot, your
frequency is quite high.
So we need to think about that
in terms of from a frequency point
of view, which then goes back
to the creative front, that dynamic
creative.
What can we do to have that
kind of cut through?
Because at the moment when
you're watching any type of connected
tv it almost feels like some
sort of sports sponsorship.
So when you're watching the
Ashes and you just get the same ads
time and time again because
you buy it as a package, what can
we do to make connected TV
advertising way better?
And I think going back to the
creative, it's that dynamic creative
that should be the big step change.
Do the proper planning so you
know what programs you want to go
into.
So you're doing your cherry picking.
But what can you do from
creative thing to create that?
And some of the actual
research I was looking at is that
my favorite QR codes again,
Resurgence of the QR codes.
Since the post pandemic,
people are putting QR codes on some
of their connected TV ads and
actually seen quite a lot.
Because it's not a weird thing
to point your camera at a TV and.
Use your QR code on your phone anyway.
Exactly.
Yeah, yeah, yeah.
Second screening and all that
sort of jazz.
So I think there's loads of
stuff that we can do.
So, yeah, to your point, it's
like, don't just roll out your TikTok
copy.
And we've had a question as
well about the TV side of things,
about B2B and like how easy it
is to target kind of professional
audiences.
And is it a route for B2B advertisers?
I reckon B2B has actually had
a bit of a renaissance over the last
couple of years.
I've put a little bit of
accent into that.
That's pretty cool.
I like that.
Yeah.
Cause the amount of toxicity.
So we're like, like we've done
it for years.
Right.
Like if we started with Sky
AdSmart, you could be really, really,
really specific.
And we've been doing that for
a long time in terms of.
You can be really specific.
If you think about sky, they
know everything about you, obviously
know where you live and they
know they buy companies house.
Yeah, companies house
information and things like that.
Because your data's not safe
with the government either.
So they can actually tell
quite a lot.
So we've been doing that for a
long time.
And I think one of the big
kind of step changes for B2B especially
over the last few years, is
that actually there's quite a lot
of convergence between how B2B
marketing is working now and how
B2C marketing works.
I think there's still a way to
go because I still think from a B2B
marketeer's point of view,
there always seem to be a few steps
behind that B2C side of things.
But I think there's a lot of
that convergence happening now.
We can do actually quite cool
and exciting stuff that's also really
hyper targeted.
Yeah, I think you see a lot of
B2B that's B2 kind of small business
because it's essentially kind
of the consumer side.
So, you know, a lot of like
the zeros.
Zeros and stuff of stuff.
And obviously they do lots of
sponsorship and like more broadcast
side of things.
But actually because of the
targeting, there's absolutely no
reason why you couldn't do
something that's More to mid or bigger
size companies and based on
it, and even with like prime for
example, you like you do, you
can do retargeting.
So that's the best way to get
to the audience is even if you're
just retargeting those people
who have engaged because it's such
a nurture and a long term
process that actually if people have
been to your site then start
seeing that you're doing TV advertising
on prime.
That's a pretty good way to
make you look like a massive player
for probably not very much money.
Yeah, absolutely.
And I think one of the
interesting thing, I think about
the B2B brands that are kind
of embracing all of this stuff, even
with Xero, because they've got
to be up there as like one of the
decent market leaders.
Right.
But they're acting like a
challenger brand and I think that's
quite interesting from that
B2B side of things is like how can
you be that kind of disruptor?
How can you be that kind of startup?
How can you be that kind of
challenger brand?
I think, yeah.
And I think there's a lot of
different ways from a B2B point of
view that we can use TV to
actually bring that kind of oomph
and that professionality and
think actually this is legit.
And then also from a B2B point
of view, which is similar to B2C
to a degree, is that you've
kind of got the different audiences
within that because you're
going to have the user, you're going
to have the influencer, you
can have the decision maker and you
can have the buyer.
So at the same time you need
to make sure the user thinks this
is the best bit of kit and I
know how to use it, I really want
to use it.
But then you also need to
speak to the, the finance person
to say actually you really
need to buy this because it's going
to cause this type of thing.
The decision maker is more
case study.
So actually you could probably
even go to that type of level.
Really?
Even with a TV buy now?
Yeah, it's like even thinking
about CRM kind of integration that's
going to be coming, isn't it?
I mean you can do that with
Google, so there's no reason why
you can do kind of ABM type
approach at some point with that
as well.
Yeah, yeah, yeah, yeah.
So hopefully that answers the
question in terms of how is TV performing
for B2B's business?
Is that.
Actually I think it should be
more popular now and I think the
Control that you have over all
of this type of stuff to look big
to a small group of people for
not spending huge amounts of money
compared to what you would
expect from a TV thing.
I think it's one of these
things that people should think a
lot more.
Yeah, exactly.
Oh well, this is quite cool.
That's why I wanted you to
move on.
Yeah, yeah, yeah.
I wasn't surprised this was
here because I actually put this
slide in.
So this is really interesting.
Right, so we talked about the
fragmentation of tv.
You've got like Netflixes,
you've got your primes, you've got
Apple, YouTube, all of these things.
Right.
And then you've also got more
of the premium publishers from a
digital point of view, getting
into CTV and things like that.
And it's obviously massively
fragmented and this just shows how
continual that fragmentation
is going to become.
So Channel four.
Channel four is always seen as
actually quite a first mover in quite
a lot of this stuff.
So we know that Channel four
actually started to launch its programming
on Snapchat back in 2018,
TikTok in about 21.
And then we also know that
actually they're one of the first
broadcasters or the first
broadcaster probably.
I think it was actually to
kind of strike a long term content
deal with YouTube.
So they're always kind of
trying to stay that step ahead and
chasing especially their
younger demographics.
So they've actually struck a
partnership with Spotify so they
can stream programming through Spotify.
And the interesting thing
about Stat Attack is the video content
statack.
Video content consumption on
Spotify has doubled year on year
which is pretty cool.
I don't use Spotify, I'm more
of an Apple music kind of person.
But it's something I'd
actually just be curious to see and
I don't know if there's a.
If I can't do it in the poll
here but like of people who do use
Spotify do use it to watch
video content.
Like how much that's actually
happening, obviously it is doubling.
But of the people who do on
here who do use Spotify, do you actually
watch video?
They probably haven't released
anything yet and the profile of people
doing that.
But yeah, curious because it's
not something I personally engage
with.
So I don't know it'd be
interesting if you're watching that.
They do watch videos.
But is it basically if it's
music videos, is it just like a replacement
of the YouTube music videos as
a where that's shifting to or is
it other types of things that
People are starting to want to watch
on there, obviously with
Channel 4.
And if people have seen that,
that be interesting.
Which also brings us on to the
next slide.
It's all of these new channels
that are sparking up.
Right, so.
So we've got here, for
example, WhatsApp.
So this is.
So Spotify blew your mind when
we were talking about it.
And I watch video on Spotify.
I didn't even know you could
do this on WhatsApp.
But you didn't.
I didn't.
Your son told you how to do it.
So.
Yeah.
So.
But if you look at the
channels on WhatsApp, the volume
of followers, it's obviously
much less than Instagram and TikTok
and things like that.
But actually it's pretty
decent numbers.
And the reason I even knew
that that's something that my son
did was that he shared a post
from Britain's Got Talent.
Cause one of our clients was
on there and he shared the post saying
that was gonna be on there.
So he actually engages with it too.
So it's like as a world of
social engagement, again, another
place, Sorry, everyone, you've
got another community that you have
to start managing.
But it is quite big and it is
how people are starting to use what,
especially the younger
audience with kind of all the privacy
and stuff like they're allowed
on WhatsApp.
So that's kind of where
they're doing things.
So again, another thing that
we'll potentially delve into more
in another session of kind of
that shift in behavior.
But WhatsApp starting to
become interesting.
Yeah.
Which is also like, from our
point of view, from an agency point
of view, one of the things
that we pride ourselves on is being
obsessed by audiences and like
really kind of drilling in what are
the different communities and
making sure one of the big dangers
that we've always been quite
aware of is make sure we're not in
our own kind of echo chamber
and stuff like that.
So make sure, just because we
think it works here.
But does it work in Liverpool?
Does it work in Manchester?
Does it work in Edinburgh?
Does it work in the us?
Does it work in Texas versus California?
Two very different places.
Right.
Does it work in different
places in Asia?
I remember even 10, 11 years
ago when we were doing those tests
of Nordic markets versus UK
versus Canada and the US versus Germany,
how different they were.
Germans just don't click on ads.
Right.
And it's just really quite interesting.
But my biggest, my point
around that is that it's making sure
we're finding all of these New
places to go, really, because we're
always talking to different
audiences, which obviously WhatsApp,
WhatsApp channel, WhatsApp
groups is making sure that just because
we don't use it as a go to as
people, that we still know they exist.
And I think that's really
quite important.
And I think this is probably
one of the things that we'll probably
talk about a bit in the next
horizons is actually not only WhatsApp
but how people actually even
use different browsers.
So things like Opera for more
of the gaming side of things, and
you flip from Opera even on
the same laptop to Chrome for doing
something else.
And I was thinking about this
this morning on tube here, actually,
that I use Chrome for the
majority of this stuff, but I use
Safari for some other stuff
and I also use Firefox developer
stuff, all of the Kodi stuff
and things like that.
So even me, I would use three
different ones without even knowing,
Honestly, I've been conditioned.
But the last slide, we just
wanted to introduce that we're going
to do another event in August.
As you can see on the slide,
opting out is for cookies.
Creepy media.
Do you want to give the
synopsis of this one?
I don't know.
Yeah, yeah.
So obviously.
Yes, yes, I do.
Yes, I do.
Cookies were a big thing for
about five years of people saying,
is it going to go?
Is it not going to go?
Is it going to go?
Is it not going to go?
And actually they didn't go,
but they're.
Kind of already done.
Right.
Because Safari hasn't for years.
But it's also not the best way
to do things and with the kind of
development of other tech.
So even like the TFL side of
things that we've been talking about
with kind of like tracking
where people are going, postcode
data, we've got kind of tech
partners that we're working with
where you can really kind of
track to kind of the postcode and
build kind of where those
bubbling communities are happening
and things like that.
There's some really
interesting things happening that
don't require people to opt in
or opt out and don't even give them
the choice, but means that
there's actually a real opportunity
to be super, super, super targeted.
So all of that kind of fear
that people had about cookies and
having to opt in, that's the
only thing that's been limited.
So the event will be about
other ways that we can be super creepy.
Advertisers reading people's
number plates.
Oh yeah, exactly.
Brilliant.
Exactly.
So if you want to Learn how to
be a spy.
Yeah.
Then you should come.
Yeah.
It's gonna be really quite funny.
If you've got some moral
issues with it, that'd be interesting.
You should come too.
Start heckling.
We'll bring some media owners
in, so you can just stop throwing
stuff.
It's all good.
It'd be fun.
Cool.
Right, let's get to questions,
because we've got some actual questions
flying up.
So everyone wants this $250,
because I've already sourced it.
That's all good.
So we've got one here.
How do we think 4D experience
for the new TFL ads will be received
as.
It'd be far more intrusive
than we come.
Do you think that'd be intrusive?
I mean, that'd be disruptive, potentially.
But as a Londoner that kind of
commutes to work most days.
I mean, I'm more focused on
moving people out of my way than
looking around.
Do you know what I mean?
I think they'll be enhancing
the experience.
So I think the way that
they've got it kind of planned in
terms like they're not gonna
be stopping.
You get from A to B, which
would be the thing that would annoy
people because they're gonna
be framing bits of the wall that
are currently just white space.
And I think that aim and like,
obviously that visual that we kind
of put on there, the quality
is obviously gonna be quite controlled
and I think it's gonna be more
like out and now style.
Yeah.
Which people choose to go to
the alternate to look at adverts.
Yeah.
So it's.
It's the alternate because
we've got people from around the
world on this.
I was looking at the list,
which is pretty cool.
So the alternate is Tonicle
Road tube station in London.
Out there.
It's basically.
It's multiple buildings, actually.
Yeah.
There's quite a lot going on,
but essentially you can walk through
it and it's a massive.
It's just huge screens
everywhere, ceiling, walls everywhere.
And it's really, really quite cool.
Even if you don't quite know
what's going on.
Yeah.
And it's.
But it's also like other major
kind of creative outdoor.
So, like all of the, you know,
like this big proper VR, Arkansas,
all that kind of stuff.
Like, people like to be
entertained and especially if you're
on the underground, it's
really not a very enjoyable place.
So I don't think it'll be seen.
As a.
Yeah, it's not getting in your way.
It's Just entertaining you as
you go through.
Yeah, yeah.
I mean, even when.
But we are talking it from an
advertiser, a bit biased, but people
just.
Don'T look, like you said, if
they don't want to.
But I think.
I don't think it'll be
intrusive because the only thing
that might be intrusive
actually, rather than the 4D side
of things, would be more the personalization.
Like, again, a bit like when
cookies first came out and it was
like, don't send an ad saying,
I know you've been to our site.
Do you want to buy this?
I think that's again, the same
thing in terms of just being sensible
of like how dynamic you are so
that you don't freak people out.
Yeah, yeah, yeah.
The bigger thing.
But it should be quite cool.
And then it'd be interesting
to see how it's actually picked up
by the general public rather
than us in our kind of biased bubble.
But that's actually quite a
good question.
See how it kind of pans out.
Because it wouldn't really
occur to me.
Sound quality and length of
clips to show.
Well, the sound quality.
Because they've got the sound.
They had the sound for Waterloo.
The travelators had sound for
quite a while, hasn't it?
Yeah.
That was quite all right
though, weren't it?
They improved that.
Yeah.
And I think they've got it at
some of the airports already as well.
Some of the, like the tunnels through.
I think it's more.
It's definitely more
background sound because that would
be the intrusive bit.
I think if you were like
absolutely smashing people's ears,
they probably wouldn't like that.
But I think it's probably.
I suspect it's probably patchy
in, like as you're walking through,
it probably kind of goes loud
and quiet and louder and quiet as
you're kind of going through.
Yeah.
I wonder how you could
actually use that to your advantage
in terms of moving as you kind
of go.
I think quality is good.
Is good.
It's just.
It's not going to be like the.
Power of orchestra because you
can make it right.
So if you've got different
speakers and you've got different
videos as you go, you can have
it next.
Almost like following you down
the orchestra.
That'd be pretty cool.
That would be pretty cool.
Yeah.
We should be a creative agency.
No, we shouldn't.
Wow.
Hang on a sec.
I'm scrolling down, but
everyone wants $250.
Oh.
So this one's quite cool
because I love a QR Code.
Have you any research on
engagement level?
Yeah, I do.
Next question.
No.
So I was reading so again
Horizons is so hot off the press.
That's why I didn't even know
what to.
I couldn't even put it in the
email a couple of weeks ago.
So this was only a couple of
days ago.
I was reading another piece of
research around Connected TV and
it was quite interesting.
I think the if you have
dynamic or interactive creative because
they can measure the
engagement period, it's 71 seconds.
It improves by having that and
then even having those QR codes.
I don't think there was any
specific stats about how many people
launched that QR code, but
just making that interactivity, making
it a bit more dynamic.
71 seconds was an average
increase, which was huge.
Right.
Again, it just shows that
putting an ad in the right place
at the right time, but having
a powerful ad that actually does
something kind of have to
combine the two.
Right?
Yeah, yeah.
Cool.
Cool.
35S under 35 streaming daily.
What the older demographic.
There's a big shift in the
older demographic and their streaming
habits.
We were talking about that
with which one the other day about
older demographics and I don't
know if you've got the stats.
I don't know stats.
Well, there were off the top
of my head there was some stats on
that.
So where we talked about 30%
of the under 35s.
Yeah.
Streaming like nearly a third.
When I was actually looking
through that, I was quite surprised
that actually the older
demographic didn't stream every day
because off the top of my head
I have to double check this.
But they pretty much streamed
Wednesday to Sunday.
So it might not be every day
but it was so consistent.
But then I think when they
were savviness is quite.
Is growing quite significant.
Yes.
But when they were streaming
I'm pretty sure that actually the.
The length of time they viewed
was actually quite high.
So I can dive into that and
see what it was.
But yeah, that was quite interesting.
The other thing that we found
from our streaming paper was that
actually even from a cultural
and theatrical and all of that type
of point of view from that
focus in that in streaming that was
surprisingly young actually
which I thought that was quite interesting.
I think also just like even
that older similar to the under 35s,
the classifications of within
what we mean by older.
So my favorite demographic of
the 55 plus to the kind of early
retiree audience, they're
going to be really similar to the
40 kind of age.
They're really kind of tech savvy.
With it.
But obviously as you get into
older and older and you know, 80
pluses, then it's going to be
just less adopted technology.
Yeah.
But even if you look at it
over the next five to 10 years, right.
It's the thing that people
have been talking about for decades,
right.
Is that as soon as you hit 50,
you're being advertised Stannis stairlifts.
It's like, what's the point of that?
Right.
And then what you've been
talking about specifically for the
last couple of years is that.
But why are we not advertising
to people that are like 50 to 60
year olds?
Because they've got more time,
they've got loads of money, disposable
income and they want to go out
and they want to be impressed, they
want to do stuff and they've
got that high disposable income.
Whereas we're not.
We're just obsessing about
different audiences.
But not that one audience, I think.
Is that.
That kind of.
Yeah, probably 45 to 60 year
old is just kind of being a bit ignored
by a lot of marketeers at the
moment because it's just not cool
and trendy enough.
Couple of other questions.
How much does it cost to
advertise on the Outernet is a very
good question.
It could be quite a big RA
range of things.
The astranet spoke at one of
our events a few years back where
we kind of challenged them to
do opportunities for things under
50k.
So the fact they were able to
come and present opportunities under
50k means they have
opportunities available.
But if you're doing the full
big takeover and getting a room and
doing experiential event, it's
kind of an unopened amount really
that you could do with them.
They do have a huge amount of
footfall coming through there, but
I think because they've got so
many different screens and locations,
there is quite a few.
There is variety and options
for different budget levels.
Yeah.
Which is also one of those.
Even like doing something for
just one day.
They are open to those.
Yeah, exactly.
And you just make an event out
of it and you can make it more of
a social event and actually
get your kind of your organic social
and the social team involved
in that, which would be quite cool.
Yeah.
So yeah, it's one of those
ones where it's quite surprising
when we did do that event,
which is quite a cool event.
Right.
It's like getting in, it's
like, what can you do for 50 grand
or less?
And there was huge amounts of
stuff you could do so budget shouldn't
be an issue.
Shopify and OpenAI
collaboration, will it shift E commerce
and E commerce behaviors as a result?
Yes, definitely, yeah.
As I said, I think it'd be
interesting to see what happens from
a logistical point of view
that picker and packer in a warehouse,
which will be robots anyway.
But from a postal it might be
good news for the Royal Mail because
you're not doing loads, you're
basically just getting one product
in a box.
So it'd be slightly less
efficient as well.
What will happen to average
order value?
What you need your website to
do is going to be quite an interesting
one.
Yeah, you're going to have to
open up your website.
So lots of bot traffic,
personal AI assistance and stuff
like that.
So yeah, that should have a
fundamental shift.
Whether it's a good shift is
obviously in the AI world is unknown.
Who knows that catalog of
previous horizons?
Yes.
Yeah, probably.
I'm sure we've got write ups
of the last one where we record us
out.
Yeah, I actually really like
that question because it's like,
like at the beginning of this
presentation you said you were predicting
the future.
I want proof of that.
I can give you proof of that
and I will send it over.
Third sector backlash against
AI creative.
There's a.
Yes, absolutely.
It's ridiculous reputation
risk to leave it to Meta AI.
Yes.
We switch it off and the thing
is meta keeps trying to switch it
back.
You have to be.
So you have to go through each
one vigilant as it switched it back.
On and it'll still switch it
back on.
If you chain something that
you're targeting, it'll do it.
So yeah, it's a real pain from
brand protection perspective because
the AI is dangerous in that
sense, in that it just completely
goes rogue.
Everyone's got endless
examples of things that they've seen
that are just absolutely
shocking when people have spent years
creating a brand and they just
decide to completely change it just
on a whim.
So yeah, it is.
You've got to be really careful.
The main thing that we're
seeing though is even if you turn.
Turn everything off, those
kind of static formats are still
doing better because there's a
chance you might turn it on.
So they still want to give you
a chance.
So you can still get the
benefit of what they want to be doing
without the AI is what we're
kind of seeing.
The one thing I would say
about that though is this would be
a quote.
So when this is written up,
Kate, you can put this on.
The quote is that, yeah, like
AI should not be used to replace
people's jobs.
It should be used to make your
job more efficient so you can do
bigger, better stuff faster, really.
And I think that's where a lot
of the backlash is going to come
because if everyone's going to
be replaced by AI, no one's going
to have any jobs, no one's
going to have any money.
So all these products you can sell.
Yeah.
So I think that's all the questions.
That was a decent amount of question.
Everyone's like.
And the other thing,
obviously, thank you everyone for
voting.
As you're going through on all
of the different areas, the thing
that was most.
We'll kind of do a wrap up for
everyone anyways.
But streaming TV and research was.
Oh no, not true.
Was that it's actually dynamic.
That was exciting.
The cookies or not opting out
cookies event has got the highest
number but otherwise streaming
and nobody particularly cared as
much.
Oh no, they do now.
The incremental attribution,
that was very low earlier.
So people have gone back and
now said they're interested in that.
So that's good.
Well done, meta.
And are you going to pick
who's going to get the prize now
or are you going to do that?
No, I need to do it in like
official controlled.
Okay, fine, sorry.
We'll come back to you
completely random way.
I will be printing something
out, chopping it up and putting in
a hat.
Because it's independent.
Yeah.
Biggest challenge and
opportunity for media owners and
advertisers in the next five
years amid ongoing disruption in
the media landscape.
That's quite.
I mean that's kind of what.
That's basically these.
But what do you think is the
biggest challenge?
The biggest challenge and
opportunity is absolutely around
your first party data.
Yeah, absolutely.
Everything will kind of come
off the that.
If you've got your first party
data absolutely nailed down, you're
refining it, you're not afraid
to clean it, you're not afraid to
delete people off this stuff
and you use it properly.
That's going to be the big
thing in the next 12 months is how
you're using your first party
data to fuel not only your digital
buyers on your meta and
Google, but also your out of home,
your connected TV and bringing
it together.
I think it's more first party
data rather than your first party
data data.
Yeah.
Because kind of the TFL is a
good example.
Like that's their first party
data and that's kind of what like
with the event that we're
going to be doing in August.
Actually, that's kind of what
the biggest shift is going to be,
is that people's data being
used and kind of you buying that
essentially because even if
you know if you're starting up a
startup business, you don't
have any data, but there's still
lots of opportunities that are
going to come from more personalized
data.
I think the connected TV side
of things is really good because
the return to proper
advertising in a way of that bigger
AV is always going to be the
best way to tell a story.
And so the fact that there's
opportunities for that for more advertisers
is great.
And general innovation in
visual art, I suppose, in terms of
creativity of ads is a big
opportunity and how to.
Be much more creative with it
and telling stories over time.
Yeah, because Good.
Yeah.
Yeah.
Cool.
Yeah.
We are 15 seconds.
How timing is that?
That's really cool.
Cool.
I don't think there's any more questions.
I think we're done here.
Thank you for joining us.
Yeah, cool.
Thanks everyone.
And yeah, hopefully everyone
signs up for opting out is for.