Futurescape: 2030 & beyond: Content reigns, all hail content

In the second episode of our podcast mini-series ’Futurescape: 2030 & beyond’, we turn our attention to how tapping into communities - large and small - provides advertisers with a powerful way to authentically speak to consumers. It’s already happening, and by 2030, our Futurescape study shows that resonating with micro-communities will sit at the centre of smart planning as Gen Z’s values-led approach gains ground and Gen Alpha’s media habits enter the fray. So, from gaming to social platforms, how is the way people come together, connect and co-create reshaping how advertisers show up, be part of the conversion, and stay relevant?  To explore this, James Chandler, IAB UK’s Chief Strategy Officer, is joined by Sabrina Francis, Strategy Partner at the7stars, and Chris Bailes, EMEA Senior Sales Director at Activision Blizzard Media. Together, they delve into how community dynamics are shifting across digital platforms, what it takes to show up meaningfully, and why brands need to think long-term if they want to build lasting connections. From values-led planning to the rise of fandom marketing, the conversation reveals the power of communities to drive real impact when brands take the time to understand, respect and invest in them.  Listen now or watch via our YouTube: https://youtu.be/PLY8d2xvkMk?si=TFLkos3SLTnFSi5P Explore Futurescape: https://www.iabuk.com/futurescape Hosted on Acast. See acast.com/privacy for more information.

In the first episode of our new podcast miniseries ‘Futurescape: 2030 & beyond’, we’re tackling a big topic – how content is coming to the fore like never before as the lines between media channels crumble. From TV to news brands, the trend is the same: media owners are diversifying to engage audiences in new ways and planners need to discard channel-led thinking in favour of a content-centric approach. Our Futurescape study – which explores the attitudes, innovations and media shifts that will shape the advertising industry in the lead up to 2030 – unpacks this shift in more detail, concluding that this redefined landscape will require going back to the fundamentals of media to focus on ad formats, quality of content and audience fit, rather than channels or platforms. Drawing on these findings, James Chandler is joined by Pippa Scaife, Director of Digital Advertising at Sky Media UK, and Lauren Dick, Managing Director of Media & Commerce at Mail Metro Media, to explore why content remains such a powerful force – and how it’s evolving across TV, social, streaming and news platforms. From premium podcast storytelling to video virality, their conversation spans the entire content ecosystem, opportunities for advertisers, and how well-established media owners are embracing change while maintaining their distinctive voices. Plus, the trio share what they’re watching, what makes content cut through and why being on every platform isn’t always the answer. Listen now or watch via our YouTube: https://youtu.be/PLY8d2xvkMk?si=TFLkos3SLTnFSi5P Explore Futurescape: https://www.iabuk.com/futurescape Hosted on Acast. See acast.com/privacy for more information.