Last week we attended Future TV Ad Forum in London. The event’s main focus was on the television, broadcast and cable industry and how they have to evolve to stay ahead of the game, why it’s still the most popular medium and how programmatic TV will challenge things.

Some of London’s top media talent took to the stage over the two-day event including Irwin Gotlieb, Global Chairman, Group M, Nikki Mendonca, President, EMEA, OMD and MD, Liberty Global. 

Our VP Product Marketing, Josh Dreller, spoke both on our breakfast panel focusing on “The five ways that social can improve TV advertising” and on the main stage for “Marketing to one audience across different platforms and screens.” 

Josh was joined at our breakfast panel debate by Nigel Walley, CEO, Decipher Group, Clare O’Brien, Head of Industry Programmes, IAB and Henry Arkell, Head of Biddable, Manning Gottlieb OMD. The session was opened by Josh giving an introduction to 4C’s top 5 tips on how social can help the TV industry stay successful and then moved on to the panel debate. The two other participants both brought different opinions on data, measurement, reliability and the impact social has on the television world to the conversation.

The second panel that Josh was involved in was moderated by Richard Marks, Research Director, asi and was attended by Jonathan Sykes, Executive Chairman, Genius Digital, Kees Wilbrink, Sales Director, BrandDeli and Keld Nielsen, Global Chief Client Officer, Kantar Media. It was a lively debate focusing on digital’s role in the future of TV. The panel conversation revolved mainly around the evolution of TV and how marketers should evaluate ad impressions across screens. Most of the panellists agreed that TV marketers should find ways to bring digital closer to their single currency of reach and frequency and Josh offered some concrete ways the TV industry can start using techniques pioneered in digital.

Overall it was a very insightful event with clear takeouts for industry professionals to implement today and plan for in the future.