On the 8th of November, I attended Videoweek’s marquee conference – Videoweek Roadmap. Renowned brands like Channel 4, Warner Bros, NBC Universal, Paramount, Uber and LG all attended to discuss advertising opportunities and the ever-evolving landscape of CTV. Discussions – featuring both agency and publisher panels – were centred around key challenges faced by brands and effective solutions to these.

Across the myriad of topics discussed, the ongoing challenge of measurement was key. With a multitude of walled gardens, each platform has a unique form of measurement, which can be challenging for advertisers in understanding the cross-media impact and attention measurement of their campaigns.

The consequence? Wasted ad spend targeting the same consumers across multiple platforms.

Among the multitude of engaging panels and presentations, these two stood out:

Wavemaker’s AI talk

Numerous speakers talked about the industry’s new buzzword – AI – and how AI’s role in enhancing the CTV landscape - from streamlining the supply chain to audience insights and creative personalisation – is set to be transformational.

The presentation on Applied AI by Sarah Salter, Wavemaker’s Global Head of Applied innovation, really stood out. Sarah brought to life the power of AI when combining generative AI, the internet of things and augmented reality. A standout application example was the use of XR for text transcription through lip syncing, a remarkable way to use AI in terms of inclusivity for those in the deaf community.

Uber’s foray into advertising

What’s interesting to note is that most Uber passengers use their phone when riding. Research from Uber indicates that average customer journey trips are long enough to make grocery lists, shop for new outfit, buy tickets, look up your travel destination etc., presenting a unique window for targeted advertising.

Uber are exploring innovative avenues, such as installing tablets in driver cars to introduce video-based content and increase user engagement.

Uber seems to have calculated (in theory) that elusive fine balance between advertising and its user experience / proposition – finding a driver to get you to your destination. If all goes to plan, it’s a chance for brands to catch their audiences when they are most engaged – on their phones and in the app – and an opportunity for Uber to tap into a potentially lucrative ad revenue stream.

In essence, the Videoweek conference was insightful – painting an interesting picture of the industry’s exciting future.

At VML, we keep a close eye on the industry developments that are shaping the future of online commerce, with the capabilities to both influence and drive them for the benefit of our clients – including our new Connected Media practice. Feel free to connect with me to find out more!

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