That’s a Wrap! AUDIENCES Takes To The Stage At New Video Frontiers in London
Why The Future of TV Will Be Defined by Signals, Not Screens
Last week,on Wednesday the 15th April, the AUDIENCES team had the pleasure of supporting and attending New Video Frontiers. This event is a standout moment in the industry calendar that brings together some of the sharpest minds shaping the future of TV. Across the day, one thing was clear: this is no longer a conversation about channels or formats. It’s about outcomes.
A panel that reflects where the industry is heading
We were especially proud to see our Founder & CEO, Rob McLaughlin, take to the stage alongside an exceptional group of industry leaders:
- Liz Duff, Head of Commercial & Operations, Mediaplus UK
- Sameer Modha, Measurement Innovation Lead, ITV
- Alexander Woikowsky, Senior Media Consultant, Goldvertise
- Tim Cross-Kovoor, Assistant Editor, VideoWeek (Moderator)
The session “From Reach to Results: Redefining TV Measurement for the Outcomes Era”, captured a shift many in the room are already feeling. The discussion moved beyond traditional reach and frequency models, focusing instead on how TV, particularly CTV, can be measured, optimised and ultimately held accountable to real business outcomes.
And while measurement frameworks are evolving, one challenge continues to surface: The gap between the data brands have, and how effectively it’s used in media.
From measurement to activation: closing the gap
At AUDIENCES, this is the problem we exist to solve. Brands are sitting on incredibly rich first-party data, signals that reflect real customer behaviour, intent and value. Yet too often, this data remains disconnected from media activation, especially in environments like CTV.
We’ve been pioneering what we call signal distribution infrastructure, enabling brands to activate their first-party data directly from within their own cloud environments, connecting those signals seamlessly into channels like CTV, without moving or duplicating data. And importantly, doing it this way maintains control, governance and privacy, something that’s only becoming more critical as TV becomes more addressable.
Why events like this matter
New Video Frontiers shone in both areas - the incredible content on stage and the conversations around it. From reconnecting with partners to meeting new innovators across broadcasters and publishers, the appetite to collaborate was clear. There’s a shared recognition that the industry needs to work together to make TV easier to buy, better to measure, and more accountable.
What comes next for CTV
CTV represents one of the biggest opportunities in modern media but only if we bridge the gap between data and activation. The next phase of growth won’t be driven by more inventory or new formats alone. It will be driven by how effectively brands can:
- Connect their first-party data to TV
- Activate it in real time
- Measure it against meaningful outcomes
That’s the shift from reach to results. And it’s a shift AUDIENCES is proud to be helping lead.
To everyone we met, thank you for the conversations and the shared ambition to move the industry forward. If you’d like to continue the conversation on how first-party data can power your CTV strategy, we’d love to talk!
