TV's 'tipping point': In conversation with Sky, C4, Direct Line and Samba TV

A conversation about the future of TV advertising featuring executives from Sky Media, Direct Line Group, Channel 4 and Samba TV.

At our recent Future of Media Manchester event, this panel stood out for revealing key insights about how advertisers and broadcasters have made significant changes over recent years to make the most of digital tools and measurement.

Moderated by The Zoo.London co-founder Rachel Forde, the speakers were:

Amy Taylor, head of investment, Sky MediaEwan Douglas, head of sales and business development, Channel 4Sam Taylor, head of performance marketing and CRM, Direct Line GroupJay Fowdar, vice-president, international customer success, Samba TV

“We’re at a tipping point where quality data will drive effective outcomes – and it’s less about the cost per unit and it’s more about outcomes.” – S Taylor

"[A]s viewing continues to fragment, linear viewing will become increasingly important to advertisers who want to secure a line with key cultural moments." — A Taylor

“You can’t measure clicks on TV, which has always been the driving factor in digital.” — Fowdar

"[TV has] become more flexible and that will continue to happen." — Douglas

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