By 2030, TV advertising revenue and audiences will be significantly fragmented across platforms, screens and ecosystems. While research shows that nearly 40% of video advertising spend will still be spent on linear TV, that means 60% will be spent over everything else. Broadcasters need to transform to becoming Audience First Advertising companies where they can sell their audience, using one campaign, one currency, one platform regardless of platform and screen that the view is consuming content.

Leading media companies such as Sky are moving toward a converged selling approach that combines the quality and brand safety of linear with the speed and precision targeting of digital on a single platform. In this panel session, Imagine Communications’ Chief Product Officer Rob Malcolm sits down with Jeff Eales, to discuss lessons learned, and the challenges overcome that allows broadcasters to transform to a thriving future.