As TV advertising continues its digital transformation, Connected TV (CTV) is booming. At Advertising Week Europe, a panel titled “The CTV Experience: Reaching the Modern Consumer” gathered experts to explore how brands can make the most of the CTV opportunity.
Moderated by Ed Wale, VP, International at LG Ad Solutions, the session brought together Dino Myers-Lamptey, Founder of The Barber Shop, Sam Wilson, Managing Director of CTV at Magnite, Bronte Clarke,AV Planning Director, AV Planning Director, Carat UK, and Osman Rafeek, Associate Director at OMD UK, to discuss the future of streaming, data-led storytelling, and how to cut through in an increasingly fragmented world.
A medium in the midst of transformation
“We’re somewhere in the middle of a monumental shift,” said Ed Wale as he opened the session. “TV is one of the last traditional mediums to fully digitise, and what we’re seeing now with CTV is just the beginning.”
Panellists agreed that while consumer behaviour has already moved on from linear viewing, the industry’s infrastructure is still playing catch-up. “People no longer watch TV in a linear, scheduled way,” said Dino Myers-Lamptey. “But media planning still tends to default to those traditional models. We need to stop thinking about TV as a format and start thinking of it as a way to tell stories.”
Relevance, reach and the rise of the homescreen
One of the key innovations discussed was the Smart TV homescreen, increasingly being used as a high-impact canvas for discovery and brand storytelling.
“It’s a premium space that sits right at the start of the user journey,” explained Sam Wilson. “The homescreen gives brands a chance to connect before a viewer even chooses what to watch. It’s about presence and prominence, but also about being relevant.”
Wilson pointed out that the homescreen allows brands to break through the clutter and influence viewing decisions, all while delivering measurable results.
Targeting and measurement, with nuance
With the wealth of data available through CTV, brands are drawn to its targeting capabilities — but the panel warned against using data without context or care.
“We’re starting to see real progress in how data can be used to inform decisions,” said Bronte Clarke. “But we can’t let data override insight. The magic still lies in marrying smart targeting with great creative.”
Clarke emphasised the need to shift focus from vanity metrics to real outcomes. “Reach is important, yes, but did it shift brand perception? Did it change behaviour? That’s what we need to measure.”
Osman Rafeek echoed that sentiment, adding, “There’s still work to do around standardisation in measurement across platforms. But that shouldn’t be a barrier to experimentation and learning.”
Brands must behave like broadcasters
A recurring theme was the need for brands to think less like advertisers and more like content creators. “People skip ads — we know that,” said Myers-Lamptey. “So you have to create something worth watching. CTV gives us a chance to move beyond the 30-second spot, to build series, formats, or even cultural moments.”
He added, “If you want to win attention, you have to earn it. That means being relevant, entertaining and contextual. We’re not just placing ads, we’re placing content.”
A collaborative ecosystem
The panellists agreed that collaboration across the ecosystem is vital — from media owners and tech platforms to creative agencies and brands themselves.
“We’re all still learning,” said Rafeek. “That’s why shared experimentation and transparency are so important. No one has all the answers yet.”
Sam Wilson pointed out that partnerships will be key to unlocking scale in the space. “When buyers, sellers and creative teams collaborate early in the process, the results are far more powerful. We need to break down those silos.”
The future is here, but mindset matters
Closing the session, Ed Wale summed up the sentiment in the room. “CTV is not just the future of TV — it’s the now. But it requires a shift in mindset. It’s about creativity, agility and putting the viewer first.”
Dino Myers-Lamptey ended with a call to action for the industry: “Let’s stop thinking about how to replicate the old model digitally. Let’s think about how we create something new — something better. This is an exciting moment for TV, and we should embrace it.”
