Horizons Q2 2025

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.

Episode Transcript

(00:04):
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 abooth or a meeting room, we've actually
kind of gone to town on this one.
The reason we've gone to townon this one is we want to kind of
like step it up in terms ofthe learning and development that
we're doing at Altair for allof our brands and all our clients
and all the prospects.

(00:24):
When we started Altair 11years ago, one of the big things
we wanted to do isfundamentally change the industry,
see the bits that we thoughtwere broken and actually try and
actually go and fix those things.
So that's where we bring to Horizons.
So the whole point ofHorizons, and it used to be called
the Media Marketplace, butrebranding and pushing it forward
for the future is all aboutwhat's 12 months away, what's 18

(00:45):
months away, what's just onthe horizon.
But it's going to affectbrands and marketeers and that could
be audience trends, it couldbe changes in media, it could be
what the big thing, the newlaunch that ChatGPT or OpenAI are
doing or what Google's doing.
But it's really kind of toshine light on those type of things
and actually discuss it.
One of the big things that wewanted from today as well.
So as you can see, hopefully,I don't know where on the screen

(01:06):
it would be, but you shouldhave slido popping up as we go through
this.
We wanted to make it much moreinteractive than usual.
The reason for that, again, isthe learning, the development side
of things, how we can helppush the industry forward.
And we want it to be aboutbrand you so not about the.
The brand that you work for.
It's about you specifically,how can we help you developers and

(01:28):
marketeer and as a brandperson 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 thatambition, we have got $250 in flight
vouchers to give away to earnyour $250.
It's all about ambition.
As I just said, we want that interactivity.

(01:50):
We want the Q and A to belighting up.
We want you to be using thepolls because doing that actually
helps us think about what dowe want to do for the next Horizons.
How do you want Horizons to work?
Because we're doing this foryou 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 whatwe're going to talk about today.

(02:11):
It's all about today's agenda.
As we put into the emails wesend around.
There's a few things we wantedto chat on today.
So the first is the evolutionof search.
So we talked about evolutionof search back in February and this
is the continuation of thatbecause actually some of the stuff
we've talked about in Februaryhas already come to fruition.
That's the speed that'shappening in the AI arms race right

(02:32):
now.
We're then going to talk aboutMeta's new attribution tool, which
is actually really quite cooland actually a bit of a step change
for the kind of the bigplatforms to drive performance.
Then we're going to talk about YouTube.
I can't do YouTube anymore.
Just as Google actually gotYouTube working.
Can't just do YouTube madness.
We're going to talk about thatand talk about the reasons why.
Then we can talk about TFL andthe new global contract that's been

(02:55):
renewed and some of the reallykind of actually pretty cool and
exciting creative stuff youcan do there.
And also cool creative stuffyou can do with data as well.
So quite exciting.
And then we're going to talkabout streaming because again, there's
been some new research outeven in the last couple of weeks
around streaming and some bigchanges in the streaming world that
it's worth kind of flag into everyone.

(03:16):
So if we kick on with theevolution of search.
So back in February we showedyou this slide here.
What this showed wasessentially Google mocking up what
the search ads would look likewithin the AI Gemini part of search.
And we talked about that andit was actually quite an interesting

(03:37):
step forward because as wetalked about, and we're going to
talk about here, is thatGoogle's under pressure from quite
a lot of directions.
It's under pressure fromOpenAI 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 nextslide, actually only a couple of
weeks ago in the GoogleMarketing Live event, they actually

(03:59):
demoed what it actually nowlooks like.
Now they're actually rollingthis out.
So this has actually come intofruition much earlier than we had
expected.
But again, it's just thatspeed of change that we're seeing
in the marketplace acrossmedia 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 withclients about adding image to search

(04:21):
and it's quite hard often tosee what that might be used for.
And it looks like this is kindof where it's going.
So obviously like performancemax, where that's basically explodes
all your assets into about abazillion different placements.
This is clearly one of them.
So definitely a tip on allkind of search clients is to just
get those images in because itlooks like that's a key part of this

(04:44):
AI results.
And if you don't have all theassets that Google want, they won't
like you because they want itto all be really kind of formulaic
and look the same and the same quality.
So very interesting because wedid a.
Presentation yesterday, right,where we actually had one of the
slides where all of thosebazillion ad units and you can.
At least now you can see whatit is.
Yeah, yeah.

(05:04):
Because it used to bebasically 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'vegot the Zuckerberg stuff from a couple
of months ago where he wastalking about, actually you just
plug your credit card in, giveus your website, don't ask any fucking
questions and we'll crack on,type thing.
It's actually quiteinteresting how AI kind of explodes

(05:26):
all of these kind of creatives out.
It's quite interesting as wellhow they are now telling you stuff
from that side because theykept it so secret and behind closed
doors, probably because theydidn't have a clue what was going
on themselves.
So they were doing so muchlearning that they didn't want people
kicking off because as soon asthey 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.

(05:48):
Yeah, yeah, exactly, exactly.
If we move on to the next bit,it's again the evolution of search.
Again.
This is something we lookedback in February.
So this was Project Marinerfrom Google, where essentially you
go into Viachrome, you cantype in, right?
I want you to find me thistype of impressionist artist.
I want you to talk about thecolor schemes with me and then I

(06:10):
want you to go to somewherelike Etsy and I want you to go and
buy those and you essentiallysend the AI agent off.
So we're getting into theworld and the era of having your
own personal AI assistants andactually they're going to be built
into the browsers as well.
So this is something we talkedabout in February, but again this
has happened already.
If we go to the next slide, wecan see actually an example from

(06:31):
Copilot where I was lookingfor trail running shoes, which is
also quite exciting.
Trail.
Yeah, trail running.
Trail, trail running.
Anyway, so, yeah, so I waslooking for trail running shoes and
it's good because you canactually go through, you talk about
reviews, you go, right, Iactually want specifically waterproof
ones, I want the Gore Tex, allthose type of things.
And then you actually can buyclickout, which also starts to, if

(06:53):
we click on the next one,actually starts to talk about the
power of AI agents, that kindof back and forth chat and what's
happening in the, in the kindof the AI world at the moment, really.
And I think that kind ofcombination between, between Shopify
and OpenAI is going to bereally, really interesting.
That kind of connection upbetween actually having AI agents

(07:16):
and things like that actuallydoing all the work for you.
Again, just thinking aboutthe, from a marketing client advertising
perspective of the differenttools you've got as well, because
all of the, we don't know howthey're going to roll out like where
the paid side of things fitinto it.
That almost again is anotherkind of flag for like clients who
use grant accounts.

(07:37):
They're being downgraded moreand more because with all these extra
bits coming in and this isdefinitely not going to be an area
that grant will be appearing.
So having a full suite ofother paid for parts so that you,
you can kind of use them alltogether is definitely something
to start thinking about ifyou're looking at kind of budgeting
ahead, making sure you'reenabling yourself to have some paid

(07:57):
access in there because yeah,they're not going to give that to
the grants.
So I think, yeah, this kind ofcombination between Shopify and OpenAI
is going to be quite interesting.
But I do think, is this goingto mess everything up?
Because if you think about it,if you're buying through an AI agent
and they say, right, I want tobuy that pair of trainers, for example,
there's going to be no crosssell, right?

(08:18):
There's going to be, you'renot going to see anything else on
there and think, actually Iwant that as well, buy a new pair
of trousers.
Are you going to buy that T shirt?
So surely from a purelypractical point of view, what's that
going to do to your averageorder value?
What's that going to do to thewarehousing and the stocking because
you know it's going to makethings less efficient.
Right.
So I think there's going to bequite a lot of stuff to be thinking

(08:38):
about when it kind of comes to.
Yeah.
What is going to be the kindof the big effect of all of this
type of stuff.
But I guess the big thing toactually talk about around all of
these big changes is thatalthough there are billions and billions
and billions of searcheshappening already through AI agents,
ChatGPT, Copilot, and thelikes of Google still dominates,
Right.
So they've got billions ofsearches, Google has trillion, 1.6

(09:01):
trillion searches across Google.
So they still dominate, butthey're still under lots of pressure.
So if we go on to the nextslide, this is something that we've
talked about for the last yearor so where actually the pressure
is really real.
So you've got the pressurefrom the AI side of things from Google,
but you've actually got thepressure from the social side.
So this is some research thatwe did back in 2024 around the media

(09:22):
habits and the usage of under35s and actually the difference is
between a 16, 17 year old, a19 to 21 year old, a 25 year old,
30.
It's like lots and lots ofdifferent audiences are made up within
that.
And we can see even from thisslide here that actually where the
under 35s are getting theirinformation from, it's the TikToks,
it's the Instagram.

(09:42):
So actually Google's gettinglots of pressure from lots of different
ways, which means that'swhat's heating up this kind of AI
race and this kind of thirstfor 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 ontothe social side of things.
Yeah, Meta's new model, thisis exciting.
And it's been rolled out kindof in the last few weeks and months

(10:05):
most really.
They announced the release oftheir incremental attribution at
the end of April.
And this is going to be reallygood because we should be looking
at genuine business effect,not cookies kind of, you know, reporting
loads of sales and the samewith the kind of first party data
and everything like that.
That's always been the biggestcritique that and clients who work

(10:29):
with us know that we'reconstantly kind of ripping apart
our own reporting to make sureit's driving genuine shifts.
And so the fact that Meta havereleased an incremental attribution
as part of standard reportingis really good.
It does mean that there'llprobably be a bit of a journey for
people to go on becauseobviously if you're used to seeing
a certain performance, butactually a portion of that was going

(10:49):
to happen anyway.
If you shift to only reportingon 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 trackingwould have said.
So you can kind of takeinternal stakeholders and everyone
on that journey for it.
But it's so good to be able tostart looking at that real shift

(11:10):
because then, you know, whenyou're trying to make a decision
on we need to shift certainthing, 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 Googlebecause again, one of the biggest
kind of growers in the lastsix months has been pmax.
But the revenue that comesthrough that is phenomenally amazing,

(11:31):
that it's a bit questionable.
And this is going to kind ofalmost like throw that gauntlet down
a bit for them that they needto also do the same thing.
And Google have their ownattribution, but tends to be more
in the way of like giving morecredit to paid rather than taking
credit away from it.
So this is, I think, only agood thing and something that definitely
should just be rolled out andeveryone just needs to be ready for

(11:53):
the change.
But a good change becauseultimately it's actually gonna drive
more sales from the.
Data they're seeing, which isso essentially your CPA may increase,
but actually you're gettingloads more.
And it's also quite refreshing.
Right.
So rather than chasing thatlast click or trying to drop that
cookie to get that lastimpression, they're actually trying
to do actually Dr.
Fall through that, thoseincremental sales, which was actually

(12:16):
quite refreshing to see fromone of the big platforms.
Next slide and we starttalking about YouTube and the evolution
of YouTube and Performance Max.
So this is quite an interesting.
So from my point of view, Ireckon the changes that Google have
made over the last, what,three months, six months has been

(12:36):
quite actually like big shifts.
So actually getting to a pointwhere YouTube was working really,
really well from a conversionpoint of view.
It's so exciting.
Yeah, it actually was workingright because we sort of like, you
saw the evolution over thepandemic where actually more people
started to use YouTube for theclients that we were running in the
US us always seemed to YouTubeworks way better anyway then.

(12:58):
But then we started to see itworking much better in Europe so
that was quite exciting.
And then we obviously didthose experiments a few years ago
where it's actually whathappens if we do those kind of A
B tests if we upload your datainto yout actually we saw ROI just
exponentially increase becauseit's that kind of thirst for data
that Google has and now youcan't buy YouTube on its own.

(13:20):
Yeah.
So for people who don't knowwhat's changed, I think most if anyone's
been doing YouTube, you'llhave been aware of it, but they essentially
have now stopped being able todo YouTube as a standalone channel.
So you can only do YouTubewithin demand gen or performance
max.
And it was getting really good.
So we were quite excited thatthe performance we were seeing from

(13:40):
YouTube meant that the demandgen rollout was kind of happening
behind the scenes and thatwhen they did the release it would
continue to just keep getting better.
What we've seen in kind ofinitial early days is it's just quite
volatile and just needs a bitmore work.
So there's clearly a bit ofwork to come.
But it will get there.
They will figure it outbecause it's Google and they will

(14:02):
figure it out.
But it does mean that whenyou're looking at trying to just
push videos and video views,it's not as good as it was, which
is a real shame becauseobviously YouTube is a highly used
channel for people but I don'tthink it'll take long for it to be
figured out and I think that'sprobably the biggest thing in terms
of testing and havingconfidence to keep trying things

(14:22):
because the amount of timesthat we've talked about different
Google products and they'vebeen terrible and then they're really
good and then they're terribleagain and then it's really good.
So it's like keep going backin and keep trying it because then
you can get the strongperformance once you.
Yeah, it shows they're neversettling or they never stopping on
these things, which is alsoquite interesting.
But I think from a planningpoint of you, it makes it slightly

(14:44):
different to plan when youagree that where you could say actually
we're going to do a lot ofvideo content because of xy, this
is what we think that ouraudience is consuming lots of video,
whereas now it's that youcan't just do.
Right, I'm going to do a bigYouTube campaign because at one point
we were, we were actuallyoptimizing YouTube to be a real connected
TV type platform.
Right.

(15:04):
But now rather than being verykind of specific, we need to be more
objective based andessentially hand the keys over to
Google to drive all of that.
And to do that, it's that kindof the sheer thirst for data that
Google has and I think that'sthe big change.
I've noticed even in the lasttwo to three months that the amount
of data you pump into Googlehas a direct correlation on the performance

(15:27):
you get.
More than ever before.
Obviously it's always going tobe useful, but more than ever before.
And I also think talking aboutmeta being actually that's quite
refreshing and quite cool.
I think it's also quiterefreshing from a Google point of
view that they're becomingless black box.
So if we were running PMAXcampaigns this time last year, there's
only so much control andthere's only so much transparency.

(15:48):
You get to see where all ofthese placements were going and the
performance.
Whereas now actually you cando it in a pretty granular level.
Right.
You can see it more channel,you can see more placements, you
can see actually what's goingon and you can.
See what it looks like which you.
Wouldn'T be able to do before.
So I think that's quiterefreshing that even though you're
giving lots of data over andyou're kind of leaning into the machine

(16:10):
learning and algorithms a lotmore, both Meta and definitely Google
at the moment are becomingless black box and more kind of planning.
Meta are becoming more blackbox, aren't they?
Well, meta and their AI oncreative, I think every single person
probably.
Oh, that, yeah.
Has just had many a story ofhow that's going.
Google don't seem to be doingthat as much.

(16:32):
I'll see like with theperformance max side where they just
like multiply it out, butthey're not kind of creating assets
that are absolute jokes of an asset.
So.
Yeah, but because from aFacebook point of view, like even
in the last couple of weeks,meta have been banging the drum of
plug your credit card in, giveus your website.
We do the creative handingover your, essentially your brand,

(16:58):
the brand tone of voice, thebrand messaging to AI.
That just doesn't seem like agood idea.
And it's terrible.
Yeah.
Because it just looks ridiculous.
It looks terrible and you'rejust, 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 shiftof the control that the platforms

(17:18):
have over the creative.
To your point about creatingvideo for YouTube and getting connected
TV, it's that the way theywant to run their kind of at the
whim of what they want to dowith their platform.
So as much as creativity isimportant, if they want loads of
statics, which what Meta arewanting right now, they want a load
of statics and you have tobalance those two things out and

(17:38):
then think about what the rolethat channel actually plays.
And I think that's alsoanother thing to be.
I mean, one thing that we doquite a lot right is being in and
amongst the platform andunderstanding what's going on, because
that's quite necessary just tokind of elaborate on what Lindsay
just said.
So one of the things thatwe're seeing quite a lot on Meta
is this shift of performancethat if you've got a static image
versus a video, it's much morelikely to push the image.

(18:02):
So if you're running them,you'll see less impressions going
to the video, really drivingthe static image.
Because obviously that playsinto how even if you switch off all
of the AI options, which we doas standard, and you still have to
switch them off, that's default.
I know.
Right.
So, yeah, so even though we'resetting them both up, we've got no
AI involved, it pushes staticbecause there's more it can do with

(18:22):
the static.
Whereas actually probably notso long ago they were pushing video
a lot more competing withthings like YouTube shorts and TikTok.
So it's quite interesting howfast, how rapidly they kind of change
their minds on which ones to push.
But I guess that's kind of thepart of the agency and also from
a client and marketeer pointof view is actually understanding

(18:43):
what's the.
What's the cool shiny thing,what's their end game, what are they
trying to do?
Yeah, because that'sfundamentally going to affect like
what creative they're going tokind of pushed the hardest, really.
Right.
So let's get out of the worldof digital tour points and move over
to the wonderful world of realtangible media that you can see.

(19:03):
So it's been quite a bigreveal from Global.
They had the big procurementprocess last year between all of
the main players for who wasgoing to look after tfl, and Global
retained it as they've had areally long partnership with TFL
and they've kind of seen areally good opportunity to kind of
really take a step changetogether and they've definitely done

(19:23):
that.
It's been quite a big updateof the things they're doing.
So you can see on the Image here.
This is kind of going to beone of the formats that on the Lizzie
line.
So as we kind of would haveexpected from the whole pitch process
that there's a huge amountmore digitization going to be coming
on TFL.
So loads more D6s, loads moreD12s, which gives lots of opportunity

(19:45):
for kind of more dynamiccreative, more accessibility for
different levels of budget.
Also these kind of tunnels,immersive digital tunnel experiences.
So these creatives are goingto have.
They'll have sound, they havesmell, they'll have all sorts of
like 4D ness going into them.
So you really feel like you'rewalking into the world of an advertiser.
Obviously that's going to beaccessible to certain levels of budget.

(20:09):
But I think it's almostactually what it does for people's
mind when they're on the tube.
Like the openness they'll haveto advertising I think is going to
be quite interesting to sayalmost 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 playingthat you can do with these assets
is going to be great.

(20:30):
And even outside of this one,which is obviously the big hero kind
of sites, they've got a lotmore work that they're doing across
even the standard digital sites.
So I think we had an eventrecently, we were talking about 3D
digital outdoor and they'vegot all the gateways and all that
kind of stuff.
So there's just a huge amountof we can talk about the playground
really for creativity becausethere's just so much more that can
be done as they roll out thedigital side of things.

(20:53):
So that's really exciting anddefinitely something to be thinking
about what you could do with that.
But more of the kind ofexciting part of what they revealed
is in the data side of things.
So obviously TFL, they saidit's a new partnership for these
two companies together andTFL's part of the partnership is
the data that they've got.

(21:14):
They've got all of the kind oftracking data of people tapping in
and tapping out and the routesthat they go through.
Global have then mapped thatwith the data they've got from like
Global Player where people arelistening, moving around or the kind
of content they're engaging with.
TGI, YouGov, all that kind ofstuff to really create quite a rich
audiences tool for people'susage across the underground.

(21:37):
If you go to the next slide,this is a really great.
So this was covert Operations stuff.
I don't think you shouldunderstate this.
We had to con ourselves toeven be able to stand up and not
be shuffled into a seat.
Then we had to covertly filmbecause Global will give you nothing.
And I think that's becauseit's not ready yet.
So this is really kind ofsomething that I think that they

(21:58):
don't do just yet, but it isdefinitely coming.
But the promise of it is quite.
It is really interestingbecause they've essentially because
of all that data that they'vebeen able to map, what you can start
looking at is really kind ofhyperlocal profiling and then really
focusing.
And we talk quite a lot aboutkind of sacrifice and overcome it.
Really make sure that you'reloud to a small group of people.

(22:19):
And with this, if you were tothink like the kind of people who
live in King's Cross forexample, that's kind of what this
is showing is that actuallythe profile of people living in Kings
Cross, the data then showslike obviously what's the routes,
what's the exits.
So even if you're buyingdigital screens, you could just buy
it for the people where peoplefrom King's Cross kind of travel
to, so you can have reallyquick high impact campaigns to those

(22:41):
right profiles.
And we do a huge amount ofwork with lots of our clients on
hyperlocal kind of activity.
Whether that's certainbusinesses you're looking to target,
whether it's certaincommunities you're looking to target,
whether it's that you have tobe getting people from within a certain
region of London for like theoffering that you've got there or
you know, just very specific.
But actually what this allowsyou to do is to stretch that engagement

(23:04):
even further because you'vegot the kind of the mapping where
you can just make sure you'rekind of capturing people, you know,
things like events.
At B2B, the amount of times wetalk about how do we like really
like hijack an event.
If you were looking at peoplewho are arriving at Olympia and the
routes from that, you couldjust really kind of follow that journey
for all the different kind ofways in and just be really sensitive
based on the time of day,knowing when people are arriving

(23:25):
and when they're leaving,there's just some really nice ways
that that's gonna roll outinto quite practical opportunities
that don't cost an absolute fortune.
But from the people'sperspective, it'll feel like you're
a really big campaign.
And as I think we've maybeshared in one of These before, but
like the kind of research,obviously that shows the bigger you

(23:46):
look like you're spending, thebigger the share of voice you can
get because people perceiveyou as a bigger player.
Yeah.
Look massive to a small groupof people.
Yeah.
So it's really exciting.
Definitely not available yet.
You can take a picture ofthis, 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.

(24:06):
Right, so we've got a hugeamount 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 datagoing into global.
We've got global player andall of the millions and millions
of players they have at anygiven time across the network as
well.
But really, if we start tothink about the similarities with
connected tv.
Right, so one of the bigthings that we really need to talk

(24:30):
about as advertisers is withinthe next 12 months there's going
to be a fundamental shift ofhow you are using your first party
data and using third partydata 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

(24:51):
scanning, you're essentiallytaking offline kind of media, such
as out of home and tv andactually make them way more probabilistic
in targeting.
So actually bring it into thekind of online realm, really.
So I think one of the bigthings that all marketers and advertisers
should be thinking about atthe moment is refining and cleaning

(25:11):
up first party data.
How are you plugging in thatfirst party data to out of home projects
through programmatic ordigital, out of home buyers?
How are you feeding that intoyour TV buyers through connected
tv?
And I think the big thing tostart thinking about if we move on
to the next slide forconnected TV is actually how actually
are the audiences using.

(25:33):
So when we talked aboutConnected TV back in February, one
of the things that we talkedabout was it's essentially a quarter
within the UK in terms of theall of the TV billions.
A quarter of it goes toconnected TV.
So things like 3.3 billionpounds goes to linear TV, 1.1 billion
goes to connected TV in the US.
It's obviously a much, muchbigger market and it's actually kind

(25:54):
of rapidly evolving, evenfaster than UK as it is in across
Asia as well.
But it's interesting kind oflooking back.
So this is some research fromYouGov that's probably only about
two weeks old.
And it's actually quiteinteresting because it starts to
look at how many streamingservices do you actually have?
The average streaming serviceis 2.9, so nearly three streaming

(26:17):
services per household.
Which shows that actually it'sessentially a multi platform content
first type thing.
So there's no loyalty.
And that's actually one thingthat we found out in our research.
So we did some research aboutthree or four, probably about four
or five months ago now interms of the streaming habits from
a cultural point of view.

(26:38):
And one of the things we sawthere was that actually there's a
lot of flipping betweendifferent platforms.
There's no loyalty between the platforms.
So.
So content led.
If anybody wants a copy ofthat streaming white paper, put it
in the Q and A and we can sendit over.
But again, this is from awider point of view.
So not just the cultural sideof things, but we're talking Netflix,
Disney plus, Apple tv, all ofthose type of things that actually

(27:00):
it's much more content drivenrather than platform loyal.
So from a media planning pointof view that's actually even more
interesting.
Right?
Because it's the same waysthat we always buy TV Altair is that
we want to be as specific andas pinpointing.
We want to pick the programand as much as we possibly can, which
is obviously tricky from atrading point of view, but it actually

(27:21):
works wonders from aperformance point of view.
So actually being much morecontent lens and our ads should be
in these places should be thefocus for planning, which is actually
against the kind of the run ofthe market at the moment.
From a programmatic point ofview where you buy CTV programmatically,
where you give you money andyou let an AI thing.
One of the things that reallysurprised me about this is a complete

(27:42):
tangent that isn't on thisslide, but I'm going to do it anyway
is I was looking at this theother day that prime have now released
that you can now have somereporting, some reporting that shows
you what.
What shows your ad wasactually shown in.
How mental is that?
See, I didn't swear.

(28:02):
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 thatand they say.
Because that's quite basic.
But.
Yeah.
And why on earth are you notknowing this anyway?
Right?
How is it?
It's like what we said aboutlike Google at the beginning with
PMAX and the black box stuffthat even connected tv.
You've got this black box Element.

(28:23):
Right.
And it's like, you're tellingme, I don't know.
And it's the same as likedigital display.
Right.
So one of the reports that weobviously look at quite regularly
when we're doing displayactivity is what sites was I actually
on?
I know ebay can be bought for pennies.
Why have I got 60% of myimpressions bought on ebay when there's
no conversions coming through this?
Don't do it.
Right.
Honestly.

(28:43):
Anyway, so, yes, anyway, backto the point, content led.
Right.
And actually being much moretransparent and like basically cherry
picking where we actually wantads to be shown.
But I think that's also thepoint is the ads side of things with
it is like actually like whatkind of creative gets made for connected
tv?
Because I think there's been areal, obviously with such the shift

(29:04):
to the digital side of thingsand social, particularly less video
kind of content creation timeis going into ads, like just proper
ads.
That is what you need forconnected tv.
So that's again, I think eventhough it's opening up as a really
big opportunity from a mediachannel perspective, it does put.
Then put different pressureson from a creative point of view

(29:26):
because you need to go back tomaking proper ads.
And I think that's always thebiggest barrier when people talk.
What do you mean rather thanAI slop?
Well, yeah, I mean rather thanlike, I don't know, like just a gif.
Yeah, yeah, yeah, yeah.
That's usually the biggestbarrier is that you need to do a
TV quality.
Ad and we're not talking likeyou need to do Sonia Bravia kind

(29:48):
of ad from however many yearsago that was.
And like the Cadbury is likeGorilla Triangle.
You just need to put someproper thought into it, but it doesn't
need to break the bank.
So I think that's one of thecool things about connected tv because
you don't need millions andmillions of pounds, you don't need
big TV budgets to go into it,but you just need to be thinking
about, this is the contentthat I want to be in from a planning

(30:10):
point of view and reallythinking about the ads.
And again, using all of thatdata to make sure you're doing something
dynamic with the ads.
I think you do need to makesure the ad is of a higher standard
than you would though.
But also it has a much longer life.
So you might have a higherupfront cost, but that ad could be

(30:31):
used for a year, whereas you'dnever do that in social media.
Yeah.
So it's just a different wayof doing things.
I think there's been,obviously it's so much easier to
just churn out loads of socialassets, but actually you're going
to get bigger cut through on afull big screen.
Hyper targeted.
Yeah, big screen.
Yeah, yeah, yeah.
Creative agencies will love it too.
Yeah.
Doing advertising properly.

(30:51):
Yeah, cool.
And then moving on to thesecond point on this slide because
we haven't got that to thatfar yet.
Yeah.
So it's also the ages.
Right.
So again we go back to thatkind of much like kind of fought
after audience of the under35s which.
Can I just make a plea to allof the marketeers out there in that
camera opposite me?
Can we just stop talking aboutunder 35s because like that could

(31:14):
be anybody.
Right.
As we said, like the researchthat we even did like last year,
a 19 year old isextraordinarily different from a
21 year old, which is verydifferent to a 25 year old, which
is different from a 35 year old.
That we can't just bebucketing them into the same place.
But anyway, for this researchfor YouGov, they did bucket them
all into the same place.
And why not?
But what we saw was actuallyif you are under 35, you stream really

(31:35):
regularly.
So almost a third of themstream daily.
So it's kind of just part ofthis kind of habitual behavior really,
which then four strikes.
The challenge from anadvertising planning point of view
is how do we make sure thatwe've kind of got that we're rewarding
that kind of always on type of approach.

(31:56):
And one thing that I see whenI'm watching, whether it's prime
or Netflix, wherever in theads coming on, you do see the same
ads quite a lot, yourfrequency is quite high.
So we need to think about thatin terms of from a frequency point
of view, which then goes backto the creative front, that dynamic
creative.
What can we do to have thatkind of cut through?
Because at the moment whenyou're watching any type of connected

(32:17):
tv it almost feels like somesort of sports sponsorship.
So when you're watching theAshes and you just get the same ads
time and time again becauseyou buy it as a package, what can
we do to make connected TVadvertising way better?
And I think going back to thecreative, it's that dynamic creative
that should be the big step change.
Do the proper planning so youknow what programs you want to go
into.
So you're doing your cherry picking.

(32:39):
But what can you do fromcreative thing to create that?
And some of the actualresearch 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 andactually seen quite a lot.
Because it's not a weird thingto point your camera at a TV and.
Use your QR code on your phone anyway.
Exactly.
Yeah, yeah, yeah.
Second screening and all thatsort of jazz.

(32:59):
So I think there's loads ofstuff that we can do.
So, yeah, to your point, it'slike, don't just roll out your TikTok
copy.
And we've had a question aswell about the TV side of things,
about B2B and like how easy itis to target kind of professional
audiences.
And is it a route for B2B advertisers?
I reckon B2B has actually hada bit of a renaissance over the last

(33:21):
couple of years.
I've put a little bit ofaccent into that.
That's pretty cool.
I like that.
Yeah.
Cause the amount of toxicity.
So we're like, like we've doneit for years.
Right.
Like if we started with SkyAdSmart, you could be really, really,
really specific.
And we've been doing that fora long time in terms of.
You can be really specific.
If you think about sky, theyknow everything about you, obviously
know where you live and theyknow they buy companies house.

(33:44):
Yeah, companies houseinformation and things like that.
Because your data's not safewith the government either.
So they can actually tellquite a lot.
So we've been doing that for along time.
And I think one of the bigkind of step changes for B2B especially
over the last few years, isthat actually there's quite a lot
of convergence between how B2Bmarketing is working now and how
B2C marketing works.

(34:04):
I think there's still a way togo 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 ofthat convergence happening now.
We can do actually quite cooland exciting stuff that's also really
hyper targeted.
Yeah, I think you see a lot ofB2B that's B2 kind of small business

(34:25):
because it's essentially kindof the consumer side.
So, you know, a lot of likethe zeros.
Zeros and stuff of stuff.
And obviously they do lots ofsponsorship and like more broadcast
side of things.
But actually because of thetargeting, there's absolutely no
reason why you couldn't dosomething that's More to mid or bigger
size companies and based onit, and even with like prime for
example, you like you do, youcan do retargeting.

(34:46):
So that's the best way to getto the audience is even if you're
just retargeting those peoplewho have engaged because it's such
a nurture and a long termprocess that actually if people have
been to your site then startseeing that you're doing TV advertising
on prime.
That's a pretty good way tomake you look like a massive player
for probably not very much money.
Yeah, absolutely.
And I think one of theinteresting thing, I think about

(35:06):
the B2B brands that are kindof embracing all of this stuff, even
with Xero, because they've gotto be up there as like one of the
decent market leaders.
Right.
But they're acting like achallenger brand and I think that's
quite interesting from thatB2B 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 ofchallenger brand?
I think, yeah.
And I think there's a lot ofdifferent ways from a B2B point of

(35:28):
view that we can use TV toactually bring that kind of oomph
and that professionality andthink actually this is legit.
And then also from a B2B pointof view, which is similar to B2C
to a degree, is that you'vekind of got the different audiences
within that because you'regoing to have the user, you're going
to have the influencer, youcan have the decision maker and you
can have the buyer.
So at the same time you needto make sure the user thinks this

(35:49):
is the best bit of kit and Iknow how to use it, I really want
to use it.
But then you also need tospeak to the, the finance person
to say actually you reallyneed to buy this because it's going
to cause this type of thing.
The decision maker is morecase study.
So actually you could probablyeven go to that type of level.
Really?
Even with a TV buy now?
Yeah, it's like even thinkingabout CRM kind of integration that's
going to be coming, isn't it?

(36:10):
I mean you can do that withGoogle, so there's no reason why
you can do kind of ABM typeapproach at some point with that
as well.
Yeah, yeah, yeah, yeah.
So hopefully that answers thequestion in terms of how is TV performing
for B2B's business?
Is that.
Actually I think it should bemore popular now and I think the
Control that you have over allof this type of stuff to look big

(36:30):
to a small group of people fornot spending huge amounts of money
compared to what you wouldexpect from a TV thing.
I think it's one of thesethings that people should think a
lot more.
Yeah, exactly.
Oh well, this is quite cool.
That's why I wanted you tomove on.
Yeah, yeah, yeah.
I wasn't surprised this washere because I actually put this
slide in.
So this is really interesting.
Right, so we talked about thefragmentation of tv.

(36:51):
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 moreof the premium publishers from a
digital point of view, gettinginto CTV and things like that.
And it's obviously massivelyfragmented and this just shows how
continual that fragmentationis going to become.
So Channel four.
Channel four is always seen asactually quite a first mover in quite

(37:13):
a lot of this stuff.
So we know that Channel fouractually started to launch its programming
on Snapchat back in 2018,TikTok in about 21.
And then we also know thatactually they're one of the first
broadcasters or the firstbroadcaster probably.
I think it was actually tokind of strike a long term content
deal with YouTube.
So they're always kind oftrying to stay that step ahead and

(37:35):
chasing especially theiryounger demographics.
So they've actually struck apartnership with Spotify so they
can stream programming through Spotify.
And the interesting thingabout Stat Attack is the video content
statack.
Video content consumption onSpotify has doubled year on year
which is pretty cool.

(37:56):
I don't use Spotify, I'm moreof an Apple music kind of person.
But it's something I'dactually just be curious to see and
I don't know if there's a.
If I can't do it in the pollhere but like of people who do use
Spotify do use it to watchvideo content.
Like how much that's actuallyhappening, obviously it is doubling.
But of the people who do onhere who do use Spotify, do you actually

(38:16):
watch video?
They probably haven't releasedanything yet and the profile of people
doing that.
But yeah, curious because it'snot something I personally engage
with.
So I don't know it'd beinteresting if you're watching that.
They do watch videos.
But is it basically if it'smusic videos, is it just like a replacement
of the YouTube music videos asa where that's shifting to or is

(38:38):
it other types of things thatPeople are starting to want to watch
on there, obviously withChannel 4.
And if people have seen that,that be interesting.
Which also brings us on to thenext slide.
It's all of these new channelsthat are sparking up.
Right, so.
So we've got here, forexample, WhatsApp.
So this is.
So Spotify blew your mind whenwe were talking about it.
And I watch video on Spotify.
I didn't even know you coulddo this on WhatsApp.

(39:00):
But you didn't.
I didn't.
Your son told you how to do it.
So.
Yeah.
So.
But if you look at thechannels on WhatsApp, the volume
of followers, it's obviouslymuch less than Instagram and TikTok
and things like that.
But actually it's prettydecent numbers.
And the reason I even knewthat that's something that my son
did was that he shared a postfrom Britain's Got Talent.

(39:23):
Cause one of our clients wason 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 ofsocial engagement, again, another
place, Sorry, everyone, you'vegot another community that you have
to start managing.
But it is quite big and it ishow people are starting to use what,
especially the youngeraudience with kind of all the privacy

(39:45):
and stuff like they're allowedon WhatsApp.
So that's kind of wherethey're doing things.
So again, another thing thatwe'll potentially delve into more
in another session of kind ofthat shift in behavior.
But WhatsApp starting tobecome interesting.
Yeah.
Which is also like, from ourpoint of view, from an agency point
of view, one of the thingsthat we pride ourselves on is being
obsessed by audiences and likereally kind of drilling in what are

(40:07):
the different communities andmaking sure one of the big dangers
that we've always been quiteaware of is make sure we're not in
our own kind of echo chamberand stuff like that.
So make sure, just because wethink 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.

(40:27):
Right.
Does it work in differentplaces in Asia?
I remember even 10, 11 yearsago when we were doing those tests
of Nordic markets versus UKversus 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 pointaround that is that it's making sure

(40:47):
we're finding all of these Newplaces to go, really, because we're
always talking to differentaudiences, which obviously WhatsApp,
WhatsApp channel, WhatsAppgroups is making sure that just because
we don't use it as a go to aspeople, that we still know they exist.
And I think that's reallyquite important.
And I think this is probablyone of the things that we'll probably
talk about a bit in the nexthorizons is actually not only WhatsApp

(41:10):
but how people actually evenuse different browsers.
So things like Opera for moreof the gaming side of things, and
you flip from Opera even onthe same laptop to Chrome for doing
something else.
And I was thinking about thisthis morning on tube here, actually,
that I use Chrome for themajority of this stuff, but I use
Safari for some other stuffand I also use Firefox developer

(41:31):
stuff, all of the Kodi stuffand things like that.
So even me, I would use threedifferent ones without even knowing,
Honestly, I've been conditioned.
But the last slide, we justwanted 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.

(41:52):
Do you want to give thesynopsis of this one?
I don't know.
Yeah, yeah.
So obviously.
Yes, yes, I do.
Yes, I do.
Cookies were a big thing forabout 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.

(42:13):
But it's also not the best wayto do things and with the kind of
development of other tech.
So even like the TFL side ofthings that we've been talking about
with kind of like trackingwhere people are going, postcode
data, we've got kind of techpartners that we're working with
where you can really kind oftrack to kind of the postcode and
build kind of where thosebubbling communities are happening

(42:33):
and things like that.
There's some reallyinteresting things happening that
don't require people to opt inor opt out and don't even give them
the choice, but means thatthere's actually a real opportunity
to be super, super, super targeted.
So all of that kind of fearthat people had about cookies and
having to opt in, that's theonly thing that's been limited.
So the event will be aboutother ways that we can be super creepy.

(42:56):
Advertisers reading people'snumber plates.
Oh yeah, exactly.
Brilliant.
Exactly.
So if you want to Learn how tobe a spy.
Yeah.
Then you should come.
Yeah.
It's gonna be really quite funny.
If you've got some moralissues with it, that'd be interesting.
You should come too.
Start heckling.
We'll bring some media ownersin, 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

(43:17):
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 experiencefor the new TFL ads will be received
as.
It'd be far more intrusivethan we come.
Do you think that'd be intrusive?
I mean, that'd be disruptive, potentially.
But as a Londoner that kind ofcommutes to work most days.

(43:39):
I mean, I'm more focused onmoving people out of my way than
looking around.
Do you know what I mean?
I think they'll be enhancingthe experience.
So I think the way thatthey've got it kind of planned in
terms like they're not gonnabe stopping.
You get from A to B, whichwould be the thing that would annoy
people because they're gonnabe framing bits of the wall that
are currently just white space.
And I think that aim and like,obviously that visual that we kind

(44:01):
of put on there, the qualityis obviously gonna be quite controlled
and I think it's gonna be morelike out and now style.
Yeah.
Which people choose to go tothe alternate to look at adverts.
Yeah.
So it's.
It's the alternate becausewe've got people from around the
world on this.
I was looking at the list,which is pretty cool.
So the alternate is TonicleRoad tube station in London.
Out there.
It's basically.
It's multiple buildings, actually.

(44:22):
Yeah.
There's quite a lot going on,but essentially you can walk through
it and it's a massive.
It's just huge screenseverywhere, ceiling, walls everywhere.
And it's really, really quite cool.
Even if you don't quite knowwhat's going on.
Yeah.
And it's.
But it's also like other majorkind of creative outdoor.
So, like all of the, you know,like this big proper VR, Arkansas,

(44:42):
all that kind of stuff.
Like, people like to beentertained and especially if you're
on the underground, it'sreally 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 asyou go through.
Yeah, yeah.
I mean, even when.
But we are talking it from anadvertiser, a bit biased, but people
just.
Don'T look, like you said, ifthey don't want to.
But I think.

(45:03):
I don't think it'll beintrusive because the only thing
that might be intrusiveactually, rather than the 4D side
of things, would be more the personalization.
Like, again, a bit like whencookies 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 samething in terms of just being sensible
of like how dynamic you are sothat you don't freak people out.

(45:26):
Yeah, yeah, yeah.
The bigger thing.
But it should be quite cool.
And then it'd be interestingto see how it's actually picked up
by the general public ratherthan us in our kind of biased bubble.
But that's actually quite agood question.
See how it kind of pans out.
Because it wouldn't reallyoccur to me.
Sound quality and length ofclips to show.
Well, the sound quality.
Because they've got the sound.

(45:47):
They had the sound for Waterloo.
The travelators had sound forquite a while, hasn't it?
Yeah.
That was quite all rightthough, weren't it?
They improved that.
Yeah.
And I think they've got it atsome of the airports already as well.
Some of the, like the tunnels through.
I think it's more.
It's definitely morebackground sound because that would
be the intrusive bit.
I think if you were likeabsolutely smashing people's ears,
they probably wouldn't like that.

(46:08):
But I think it's probably.
I suspect it's probably patchyin, like as you're walking through,
it probably kind of goes loudand quiet and louder and quiet as
you're kind of going through.
Yeah.
I wonder how you couldactually use that to your advantage
in terms of moving as you kindof go.
I think quality is good.
Is good.
It's just.
It's not going to be like the.
Power of orchestra because youcan make it right.

(46:29):
So if you've got differentspeakers and you've got different
videos as you go, you can haveit next.
Almost like following you downthe 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, buteveryone wants $250.
Oh.
So this one's quite coolbecause I love a QR Code.
Have you any research onengagement level?
Yeah, I do.

(46:50):
Next question.
No.
So I was reading so againHorizons is so hot off the press.
That's why I didn't even knowwhat to.
I couldn't even put it in theemail a couple of weeks ago.
So this was only a couple ofdays ago.
I was reading another piece ofresearch around Connected TV and
it was quite interesting.
I think the if you havedynamic or interactive creative because

(47:11):
they can measure theengagement period, it's 71 seconds.
It improves by having that andthen even having those QR codes.
I don't think there was anyspecific stats about how many people
launched that QR code, butjust making that interactivity, making
it a bit more dynamic.
71 seconds was an averageincrease, which was huge.

(47:31):
Right.
Again, it just shows thatputting an ad in the right place
at the right time, but havinga powerful ad that actually does
something kind of have tocombine the two.
Right?
Yeah, yeah.
Cool.
Cool.
35S under 35 streaming daily.
What the older demographic.
There's a big shift in theolder demographic and their streaming
habits.
We were talking about thatwith which one the other day about
older demographics and I don'tknow if you've got the stats.

(47:53):
I don't know stats.
Well, there were off the topof 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 lookingthrough that, I was quite surprised
that actually the olderdemographic didn't stream every day
because off the top of my headI have to double check this.
But they pretty much streamedWednesday to Sunday.

(48:13):
So it might not be every daybut it was so consistent.
But then I think when theywere savviness is quite.
Is growing quite significant.
Yes.
But when they were streamingI'm pretty sure that actually the.
The length of time they viewedwas actually quite high.
So I can dive into that andsee what it was.
But yeah, that was quite interesting.
The other thing that we foundfrom our streaming paper was that
actually even from a culturaland theatrical and all of that type

(48:37):
of point of view from thatfocus in that in streaming that was
surprisingly young actuallywhich I thought that was quite interesting.
I think also just like eventhat older similar to the under 35s,
the classifications of withinwhat we mean by older.
So my favorite demographic ofthe 55 plus to the kind of early

(48:57):
retiree audience, they'regoing to be really similar to the
40 kind of age.
They're really kind of tech savvy.
With it.
But obviously as you get intoolder and older and you know, 80
pluses, then it's going to bejust less adopted technology.
Yeah.
But even if you look at itover the next five to 10 years, right.
It's the thing that peoplehave been talking about for decades,

(49:18):
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 beentalking about specifically for the
last couple of years is that.
But why are we not advertisingto 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 outand they want to be impressed, they
want to do stuff and they'vegot that high disposable income.
Whereas we're not.

(49:38):
We're just obsessing aboutdifferent audiences.
But not that one audience, I think.
Is that.
That kind of.
Yeah, probably 45 to 60 yearold is just kind of being a bit ignored
by a lot of marketeers at themoment because it's just not cool
and trendy enough.
Couple of other questions.
How much does it cost toadvertise on the Outernet is a very
good question.
It could be quite a big RArange of things.
The astranet spoke at one ofour events a few years back where

(50:00):
we kind of challenged them todo opportunities for things under
50k.
So the fact they were able tocome and present opportunities under
50k means they haveopportunities available.
But if you're doing the fullbig takeover and getting a room and
doing experiential event, it'skind of an unopened amount really
that you could do with them.
They do have a huge amount offootfall coming through there, but

(50:21):
I think because they've got somany different screens and locations,
there is quite a few.
There is variety and optionsfor different budget levels.
Yeah.
Which is also one of those.
Even like doing something forjust one day.
They are open to those.
Yeah, exactly.
And you just make an event outof it and you can make it more of
a social event and actuallyget your kind of your organic social
and the social team involvedin that, which would be quite cool.

(50:42):
Yeah.
So yeah, it's one of thoseones where it's quite surprising
when we did do that event,which is quite a cool event.
Right.
It's like getting in, it'slike, what can you do for 50 grand
or less?
And there was huge amounts ofstuff you could do so budget shouldn't
be an issue.
Shopify and OpenAIcollaboration, will it shift E commerce
and E commerce behaviors as a result?
Yes, definitely, yeah.

(51:03):
As I said, I think it'd beinteresting to see what happens from
a logistical point of viewthat picker and packer in a warehouse,
which will be robots anyway.
But from a postal it might begood news for the Royal Mail because
you're not doing loads, you'rebasically just getting one product
in a box.
So it'd be slightly lessefficient as well.
What will happen to averageorder value?

(51:23):
What you need your website todo is going to be quite an interesting
one.
Yeah, you're going to have toopen up your website.
So lots of bot traffic,personal AI assistance and stuff
like that.
So yeah, that should have afundamental shift.
Whether it's a good shift isobviously in the AI world is unknown.
Who knows that catalog ofprevious horizons?
Yes.
Yeah, probably.

(51:44):
I'm sure we've got write upsof the last one where we record us
out.
Yeah, I actually really likethat question because it's like,
like at the beginning of thispresentation you said you were predicting
the future.
I want proof of that.
I can give you proof of thatand I will send it over.
Third sector backlash againstAI creative.
There's a.
Yes, absolutely.
It's ridiculous reputationrisk to leave it to Meta AI.
Yes.
We switch it off and the thingis meta keeps trying to switch it

(52:08):
back.
You have to be.
So you have to go through eachone vigilant as it switched it back.
On and it'll still switch itback on.
If you chain something thatyou're targeting, it'll do it.
So yeah, it's a real pain frombrand protection perspective because
the AI is dangerous in thatsense, in that it just completely
goes rogue.
Everyone's got endlessexamples of things that they've seen
that are just absolutelyshocking when people have spent years

(52:32):
creating a brand and they justdecide to completely change it just
on a whim.
So yeah, it is.
You've got to be really careful.
The main thing that we'reseeing though is even if you turn.
Turn everything off, thosekind of static formats are still
doing better because there's achance you might turn it on.
So they still want to give youa chance.
So you can still get thebenefit of what they want to be doing

(52:52):
without the AI is what we'rekind of seeing.
The one thing I would sayabout 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, likeAI should not be used to replace
people's jobs.
It should be used to make yourjob more efficient so you can do
bigger, better stuff faster, really.

(53:13):
And I think that's where a lotof the backlash is going to come
because if everyone's going tobe replaced by AI, no one's going
to have any jobs, no one'sgoing 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 allof the different areas, the thing

(53:33):
that was most.
We'll kind of do a wrap up foreveryone 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 outcookies event has got the highest
number but otherwise streamingand nobody particularly cared as

(53:53):
much.
Oh no, they do now.
The incremental attribution,that was very low earlier.
So people have gone back andnow said they're interested in that.
So that's good.
Well done, meta.
And are you going to pickwho's going to get the prize now
or are you going to do that?
No, I need to do it in likeofficial controlled.
Okay, fine, sorry.
We'll come back to youcompletely random way.
I will be printing somethingout, chopping it up and putting in

(54:14):
a hat.
Because it's independent.
Yeah.
Biggest challenge andopportunity for media owners and
advertisers in the next fiveyears 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 thebiggest challenge?
The biggest challenge andopportunity is absolutely around
your first party data.
Yeah, absolutely.

(54:36):
Everything will kind of comeoff the that.
If you've got your first partydata absolutely nailed down, you're
refining it, you're not afraidto clean it, you're not afraid to
delete people off this stuffand you use it properly.
That's going to be the bigthing in the next 12 months is how
you're using your first partydata to fuel not only your digital
buyers on your meta andGoogle, but also your out of home,

(54:58):
your connected TV and bringingit together.
I think it's more first partydata rather than your first party
data data.
Yeah.
Because kind of the TFL is agood example.
Like that's their first partydata and that's kind of what like
with the event that we'regoing to be doing in August.
Actually, that's kind of whatthe biggest shift is going to be,
is that people's data beingused and kind of you buying that

(55:22):
essentially because even ifyou know if you're starting up a
startup business, you don'thave any data, but there's still
lots of opportunities that aregoing to come from more personalized
data.
I think the connected TV sideof things is really good because
the return to properadvertising in a way of that bigger
AV is always going to be thebest way to tell a story.
And so the fact that there'sopportunities for that for more advertisers

(55:45):
is great.
And general innovation invisual art, I suppose, in terms of
creativity of ads is a bigopportunity and how to.
Be much more creative with itand telling stories over time.
Yeah, because Good.
Yeah.
Yeah.
Cool.
Yeah.
We are 15 seconds.
How timing is that?
That's really cool.

(56:05):
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 everyonesigns up for opting out is for.