NDA recently gathered leading CTV publishers at a roundtable debate, in partnership with Nexxen. The discussion focussed on the need for standardisation in programmatic CTV and whether it’s the buy or sell-side partners who need to take the first step. The full writeup can be found here but we also asked all our guests one simple question: What are your hopes for the industry a year from now? Below is the second part of our CTV Wishes report.
Rachel Gargett, Director of Strategic Account Management, Nexxen
The industry is in a really exciting place right now, especially from a data and platform perspective.
I hope we continue to learn, share insights, and better understand the value of streaming. Simplifying the complexity for buyers through some standardisation would be fantastic.
I’m looking forward to seeing how things develop next year, as there’s so much potential for growth.
Richard Brant, Senior Director, Advanced TV, Strategy & Partnerships, Vevo
I hope buyers adopt a content-first approach, agnostic of platforms. With this approach, they will engage audiences through the relevant content that they seek out — serving them no matter where they are watching.
We need to break down silos and look at content holistically, ensuring we’re leveraging all the data we have to provide the best possible viewer experience.
Emily Brewer, Business Development Director UK & EMEA, Nexxen
Next year, I hope we focus on simplicity.
In digital, buyers have become complacent, often choosing the easiest path, which can be detrimental to brands.
If we simplify things for buyers, they’ll be more willing to engage and experiment.
The key is making it easy for them to understand and act on the insights we provide.
Andy Jones, Head of UK Sales, Samsung Ads
Next year, I hope we see a deeper understanding of the data and insights available within TV.
I want us to reach a point where the demand for insights from our clients is so high, we’re struggling to keep up.
Right now, the clients who are curious and ask questions make the work more engaging. I want that curiosity and engagement to grow across the board, driving innovation in how we use and understand TV data.
James Collins, Chief Revenue Officer, Titan OS
There are a couple of things I hope to see next year. First, I’d like us to finally move past some of the topics we’ve been discussing for five years. Many of these issues can be overcome with better collaboration between the buy-side, sell-side, publishers, and intermediaries.
Second, I’d like to see more innovation.
The TV industry is ripe for creating effective brand experiences using AI and dynamic content. I think innovation in areas like brand placement and content creation could be very exciting.
We need to embrace these changes and collaborate to bring them to life.
Chris Edwards, Senior Director, Media at Rakuten Advertising
Looking ahead, I believe standardisation will be key, not just within the UK but across Europe.
We need to ensure that there’s alignment between the various tech platforms, such as DSPs and SSPs, so that everyone is speaking the same language.
This kind of standardisation will help the industry move forward more smoothly and will be essential in the next 12 months.
Alex Hodge, Head of Digital Ad Sales & Innovation, Warner Bros. Discovery
Innovation in the streaming world is exciting, and it goes beyond just the ad experience.
Take live sports, for example, we’ve made leaps in how viewers can interact with content, like rewinding to specific moments or jumping to key events in real time. The platforms we have now offer so much potential to innovate beyond just traditional ad breaks.
I love where the industry is going, particularly in streaming, because it feels like we’re at the start of something big, and we need to embrace these opportunities.
