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

In the first episode of our new podcast miniseries ‘Futurescape: The road to 2030’, 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.

Watch the full episode on IAB UK's YouTube channel or listen right here.

Explore Futurescape: https://www.iabuk.com/futurescape

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