BCi Digital attended the Future of TV Advertising Global 2025, held on 9–10 December at Kings Place in London, an event that brought together more than 1,500 attendees across two days and featured over 36 in-depth sessions. With the theme of supercharging the world’s number one profit-generating medium, the conference focused on how television must continue to evolve as measurement, data and platform convergence reshape the advertising landscape.
If there was one phrase that defined the event, it was outcomes. Outcomes-based measurement was repeatedly described as non-negotiable, with advertisers demanding clear evidence of business impact rather than proxy metrics alone. Broadcasters, platforms and technology providers were challenged to demonstrate how TV advertising contributes directly to brand and performance objectives.
Closely linked to this was a sense that “total TV” measurement may finally be reaching its moment. As linear, BVOD, FAST and CTV continue to converge, speakers highlighted growing momentum behind unified measurement approaches that can deliver consistent, comparable insights across screens and environments.
Live sport featured prominently in discussions around premium inventory and audience engagement. Many speakers positioned sport as the last true bastion of appointment television, delivering scale, attention and trusted, brand-safe environments. At the same time, others argued that premium value can extend beyond sport, particularly when addressable capabilities and improved measurement are applied across a wider range of content genres.
Calls to simplify TV buying were heard throughout the event, a familiar message but one that remains largely unresolved. Despite years of discussion, TV advertising has yet to achieve the level of commoditisation seen in other digital channels. Speakers emphasised that simplification will require closer collaboration, interoperable technologies and strategic partnerships across the ecosystem.
Industry consolidation was also a recurring theme, not only on stage but in conversations throughout the venue. Networking discussions frequently touched on the proposed acquisition of ITV by Sky, as well as speculation around who between Netflix and Paramount will win the competition to acquire Warner Bros. Discovery. These discussions reflected broader pressures driving scale, efficiency and strategic alignment across global media groups.
As TV and digital ecosystems continue to converge, brand safety and transparency were highlighted as essential foundations for growth. Advertisers expect the same levels of accountability from advanced TV as they do from digital platforms, without compromising television’s premium qualities.
AI featured as an enabler rather than a silver bullet. Speakers encouraged experimentation with AI to improve efficiency, from planning to operations, but consistently stressed the importance of governance, human oversight and responsible deployment.
Among the most talked-about sessions was Deborah Gurofsky, SVP and Managing Director at Media Pulse, whose presentation on the perils of social media resonated strongly with attendees. Her contribution reinforced the value of trusted media environments and the risks brands face when operating without transparency and control.
The event closed on a lighter but memorable note with a poem by Laura Chaibi, delivered in the style of ’Twas the Night Before Christmas. The performance neatly captured the themes, tensions and ambitions discussed over the two days, providing a creative summary that struck a chord with the audience.
Future of TV Advertising Global 2025 reinforced that television remains a uniquely powerful medium, but its future success depends on delivering measurable outcomes, reducing complexity and building trust through collaboration. These priorities closely align with BCi Digital’s work supporting broadcasters and platforms with scalable, standards-based solutions for advanced and addressable advertising, helping to ensure TV continues to thrive in a rapidly evolving media landscape.
Contact us to discover how our expertise in real-time systems, media distribution, and addressable advertising can help you build innovative, scalable solutions that drive real results.
