This event was delivered in collaboration with Barb and Thinkbox, to explore the future of TV measurement and the growing evidence base for TV advertising’s business impact.
The sessions, showcasing Lantern and Profit Ability 2, CFlight, and BARB’s Advanced Campaign Hub examined how advances in audience measurement and effectiveness research are strengthening investment accountability and supporting better decision-making for advertisers.
The expert effectiveness panel considered what advertisers should be demanding from audience measurement to deepen their understanding of what drives campaign success, exploring practical questions around data application, interpretation and real-world use.
The event concluded with a frank, wide-ranging Q&A with senior commercial leaders from across the TV industry, offering advertiser-focused perspectives on the future of TV advertising, measurement innovation and collaboration across the ecosystem.
This page hosts the recorded sessions and discussions for ISBA members to watch on demand.
