CTV Focus: “The consumer habit transitioned long ago; modern media planning is simply catching up to where attention actually lives”
As Head of Audiovisual (AV) at Bicycle London, Dylan Pritchard occupies a unique vantage point in the UK media ecosystem. Responsible for navigating the rapid shift between traditional broadcast TV and streaming platforms, Pritchard has championed a video-first mindset across client portfolios. NDA sat down with him to talk about the death of the traditional Insertional IO, why linear TV is no longer untouchable, and how agencies must evolve to survive.
