Commercial Break

Ian Jindal

0.0 (0)
MANAGEMENT

Commercial Break - Ian Jindal interviews leaders and changemakers in the CTV/AddressableTV sector, and the intersections with direct-to-consumer performance marketing and brand-building. We talk to brands, broadcasters, agencies, technologists and retailers about the trends, opportunities and business of TV. Season 1 develops the agenda in the run-up to the RetailX.events CTV Summit on 14 May, 2026 in London

4D AGO

CTV-05: in conversation with Ross Appleton, General Manager UK, Tubi

Ross Appleton explains how Tubi — Fox Corporation's free, ad-supported streaming service — is building its UK presence by focusing on fandoms, data-driven personalisation, and a viewer-first approach to advertising. Launched in the UK in July 2024, Tubi now claims the largest free catalogue of content in the UK amongst all streamers, attracting a younger, more diverse audience — over half Gen Z and millennial — that traditional broadcasters struggle to reach. The conversation covers Tubi's fandom-led content strategy, the differences and similarities between US and UK streaming markets, the pitch to advertisers, the Titan OS partnership for CTV ad sales, cross-device identification challenges, shopability experiments, and what Ross sees as the future of accessible TV advertising for businesses of all sizes. ———————— Key Discussions in This Episode Introducing Tubi and the UK launch (00:44–01:23)Ross introduces his role as General Manager of Tubi's UK business, having joined in October 2024 after serving as Launch Director for ITVX. Tubi launched in the UK in July 2024 and has spent 18 months scaling its content, distribution and audience. Entering a crowded UK market as a late entrant (01:23–03:26)How Tubi differentiates from BBC, ITV, Netflix and others. The service focuses on fandoms rather than acting as "arbiters of taste" — personalising the experience using machine learning so that each viewer's Tubi looks entirely different. Ross notes Tubi attracts a younger, more diverse and harder-to-reach audience. Fandoms over demographics: a data-led content strategy (03:26–05:20)Rather than trying to predict or create fandoms, Tubi listens to data, tests hypotheses, and leans into what resonates. When a fandom emerges, the team "super-serves" it with deeper content. This iterative, data-driven approach has been Tubi's DNA since its US startup phase. US vs UK: similarities and differences (05:20–08:25)Personalisation, machine learning and genres like horror, thriller and true crime translate well across markets. Black cinema, a huge fandom in the US, doesn't carry the same weight in the UK, where different fandoms emerge. The critical difference: "free" is not a novelty in the UK, given the heritage of BBC, ITV and Channel 4 — so Tubi must cut through with its approach to engagement, fandom depth and content breadth. From ITV to Tubi: the attraction of building something new (08:25–10:14)Ross describes the draw of growing a new service in-market and embracing technical changes that incumbent broadcasters can find threatening. Tubi sees shifts in TV consumption as tailwinds rather than headwinds, unencumbered by legacy systems. The elevator pitch to advertisers (10:14–12:37)Ross outlines four pillars: a premium, brand-safe environment (80% big-screen viewing); a younger, harder-to-reach audience (over a third unreachable on the B-VODs — ITV, Channel 4, Channel 5); viewer comfort with the ad-funded trade-off; and light ad loads that benefit both viewers and advertisers. Around six minutes or less of ads per hour — significantly lower than both US and UK linear TV. Programmatic buying and the Titan OS partnership (13:42–16:34)Tubi sells inventory on a programmatic basis and has announced an exclusive UK partnership with Titan OS, which provides TV operating systems across Europe. The combined data from Tubi viewing behaviour and Titan's OS-level audience data enables advertisers to target segments across Tubi's inventory and wider Titan placements — homepage ads, 30-second spots, pause ads — offering a 360-degree CTV buying experience via DSP/SSP or direct. Cross-device identification: bridging the big screen and the mobile (16:34–19:46)Ross acknowledges the challenge of matching identities across devices on the sofa. The approach combines device IDs within households, contextual signals (content type, time of day, viewing patterns) and modelling to infer audience characteristics. In the US, Tubi trialled a shopability experience with ShopSensor AI during a Super Bowl red-carpet programme, linking the big screen to a mobile storefront for real-time purchasing. With 70% of US viewers shopping on their phones while watching TV, connecting these experiences is a key area of experimentation. The enduring power of the big screen (20:03–22:09)Despite predictions of TV's decline, 80% of Tubi viewing is on the big screen. Viewers frequently migrate from mobile to TV for a more premium experience. Ross's view: the physical TV set remains hugely important in homes. Consumption patterns are changing — more on-demand, less linear — but the big screen itself endures. How to buy: accessibility for SMEs and the democratisation of TV advertising (22:09–25:47)Advertisers can buy programmatically through a DSP (targeting Tubi specifically or as part of a wider CTV buy) or work directly with Tubi and Titan for bespoke campaigns — first-in-break, full-break takeovers, pause ads, 360 packages. Ross notes the biggest barrier for smaller businesses has been production costs, not CPMs — but generative AI and lower production costs are opening up TV advertising to SMEs. The PSBs are also targeting this segment, signalling an industry-wide shift. The evolving ad landscape: shopability, retail media and performance (25:47–29:32)Two fronts of evolution: increasingly sophisticated ad products (precision targeting, shopability, attribution from ad exposure to outcome) and broader market access for smaller businesses. Ross highlights that what works in Tubi's more established US business can be implemented in the UK because both markets run on the same back-end technology platform. Winning in the attention economy (29:32–33:08)With peak attention already reached, the winners will be those relentlessly focused on viewer engagement. Tubi's philosophy: get the viewer engagement right and the advertising revenue follows. Being data-led, adapting to how younger demographics watch differently, and evolving the service accordingly will separate the winners from the losers. What's next for Tubi UK (33:08–35:42)Ross is excited about new Tubi Originals (including the hit Sidelined 2: Intercepted), experimentation with the "Creatorverse" — bringing YouTube creators onto the platform and giving them a premium environment to grow — and the fast pace of industry change overall. ———————— Key Quotes "Whatever you're into, we're going to have a lot of that content. We are not arbiters of taste that push certain bits of content and tell you what you should be watching on a certain day or a certain week." "No one, it doesn't matter who you are, can predict what audiences want and what's going to be a hit. And so we're humble in that respect." "The unique selling point of free doesn't resonate quite in the same way as it does in the ...

32 min
11/29/2025

CTV-04: in conversation with Lindsey Clay, CEO of Thinkbox.tv

Lindsey Clay explains how TV has evolved from purely linear broadcasting into a broad, addressable ecosystem – and why it remains both the most effective and most trusted advertising medium. The conversation explores what truly constitutes “TV” (and why YouTube doesn’t), the shift to on-demand and internet delivery, the rise of addressable TV, and advertisers' increasing demands for data, targeting, and demonstrable outcomes. Key themes include TV’s regulatory and quality foundations, the role of addressable products like Sky AdSmart and broadcaster VOD, and why TV is the “battery that charges other media”. ———————— Points of Note Thinkbox was founded in 2005 as the marketing body for commercial TV in the UK, later than many other media bodies because TV historically felt it did not need promotionThinkbox is funded by UK commercial broadcasters and exists to: Champion and defend TV as an advertising mediumAct as the “home of TV advertising”Provide a trusted guide to TV’s future for marketers and agenciesCreativity is highlighted as one of TV’s “superpowers”, in both content and advertising ———————— - Thinkbox was founded in 2005 as the UK marketing body for commercial TV - Funded by commercial broadcasters; positions itself as “the home of TV advertising” - Mission is to champion and defend TV, guide its future, and help marketers use TV effectively - Stresses creativity as one of TV’s key superpowers - TV has moved from mainly linear plus recording to a mix of live and on-demand across devices - Streamers have increased competition and raised overall programming quality, creating a TV “renaissance” - TV advertising is pre-cleared (e.g. Clearcast) - TV content is high-quality and professionally produced - By the early 2030s UK TV is expected to be entirely IP-delivered - Over time, all TV inventory is expected to become addressable - Change is driven by shifting viewing habits and rising advertiser expectations for data, targeting and outcomes - TV is described as the most effective medium overall - In the very short term, TV is second only to paid search (PPC) - TV’s impact has historically been evidenced via econometrics/media mix modelling rather than real-time dashboards - Broadcasters are collaborating on an outcomes project (“Lantern”) to link TV campaigns to online behaviour - New measurement aims to show web visits, searches and other online outcomes from TV activity - TV is consistently rated the most trusted advertising medium in UK studies, including by younger audiences - Trust is supported by regulation, editorial control and verified claims in professional environments - TV’s superpowers are trust and value (“TV stands for trust and value”) - Creativity in both programming and advertising is central to TV’s effectiveness - TV amplifies other channels and acts as “the battery that charges other media” - Last-click attribution is widely seen as flawed but remains popular because it is simple and available - TV often creates the awareness and intent that later appear as last clicks in digital, without full credit ———————— Key Quotes “Think of us as the home of TV advertising. We’re here to champion and defend TV and to provide a trusted guide to its future.” “It has never been a better time to be a viewer because you are so extremely well served by all sorts of TV programming.” “YouTube’s global CEO announced that YouTube was the new TV, but TV means very specific things in the minds of viewers and advertisers.” “TV is regulated, it has clear editorial oversight, it’s not just user-generated content uploaded, it’s independently measured, all the ads are pre-cleared, and it’s high-quality, professionally made content.” “At some point in the future – earliest the early 2030s – TV will become entirely delivered by the internet.” “At some point soon, all of TV will be addressable.” “We spend far too much time as an industry obsessing about the technology and the distribution and the clever pipes… What’s really important is the viewer experience and what advertisers want.” “TV is by far the most effective medium, but it hasn’t always been very well served with that suite of data that you can immediately demonstrate its effect.” “TV is the second best performing channel in the short term, second only to online search pay-per-click.” “TV is the most effective medium and the most trusted medium. Sometimes I say TV stands for trust and value.” “Even though young people are big fans of social media, they trust TV advertising more.” “TV makes all your other channels work much more effectively – it’s the battery that charges other media but doesn’t always get the credit for it.” “Everybody knows last-click attribution is a sort of horse-shit measure, but because it’s available and easy, lots of people still use it.” References Thinkbox (UK commercial TV marketing body): https://www.thinkbox.tv/Thinkbox TV Masters (free online TV training): https://www.thinkbox.tv/Training/TV-MastersAdvertising Association Credos – Public Trust in Advertising: https://adassoc.org.uk/credos/Sky AdSmart (early UK addressable TV platform): https://www.adsmartfromsky.co.uk/BARB – UK TV audience measurement: https://www.barb.co.uk/Clearcast – UK TV ad clearance body: https://www.clearcast.co.uk/ ———————— Ian’s Promised References During the episode, Ian committed to adding: Thinkbox TV Masters “We’ll put the link to that in the program notes… December 15th is the date enrollment opens.”https://tvmasters.thinkbox.tv/ CTV Event (April/May) “We look forward to seeing you in real life at our CTV event in April… May, he says very quickly.”It's actually on 14 May, 2026 - details and registration here: https://retailx.events/retail-mediax/ctv-ott-streaming-summit

39 min
11/29/2025

CTV-03: in conversation with Antonia Faulkner of Samsung Ads

Episode Summary Antonia Faulkner outlines Samsung Ads' unique position as a hardware giant evolving into a media powerhouse, leveraging data from one in three European smart TVs. The discussion covers Samsung's services like TV Plus (FAST), Cloud Gaming, and Art Store, all monetised via Samsung Ads. Key themes include data enrichment from TV, mobile, and gaming for precise targeting and measurement, the Samsung Insight Planner tool for pre-campaign planning, navigating European fragmentation and privacy via clean rooms, and why Samsung acts as publisher, data partner, ad tech, and trusted brand in the CTV ecosystem. ———————— Points of Note on Samsung Ads Samsung Ads is the monetisation arm of Samsung's media division, launched ~10 years ago; it encompasses services on Samsung TVs and mobilesSamsung TV Plus: Free ad-supported streaming (FAST) service, available on all Samsung Smart TVs and mobiles; integrates linear, OTT, and VODSamsung Cloud Gaming: Streaming for games via TV apps (e.g., PlayStation), eliminating the need for set-top boxes; uses a controller on the TVSamsung Art Store: Turns TVs into art displays with high-resolution reproductions (e.g., textured Monet paintings); subscription for full accessSamsung News: Curated news service on Samsung devicesSamsung operates on ~1 in 3 smart TVs in Europe, providing vast scale and data on viewing habits across linear, streaming, and gamingData team (half of Faulkner's 25-person team) focuses on insights, analytics, product marketing, and ad experience designSamsung Insight Planner: Tool launched ~1 year ago; uses ACR (Automatic Content Recognition) and third-party data (e.g., Experian) to profile unreached audiences from linear campaigns (e.g., % of 18-34s missed)Mobile data overlay: Adds app usage from Samsung phones to CTV data (e.g., Expedia app signals travel intent alongside TV travel content)Privacy-forward: Household-level data only; uses clean rooms for matching (e.g., via IP); no individual-level trackingFragmentation challenge: Average household uses ~4 apps (SVOD + AVOD); top 10 apps create 120+ combinations, complicating reachSamsung as all-in-one: Publisher (own inventory), data/measurement partner (insights, not data sales), ad tech platform (programmatic/DSP buys), and trusted brand (brand-safe environments)Buying options: Direct for TV Plus (full data access) or home screen native; programmatic/DSP for TV Plus; always privacy-safeEuropean focus: Country-level insights for localised needs (e.g., linear strong in Italy); pan-regional execution possible with shared formats2026 priorities: More creative formats, innovation in fragmentation, and advanced measurement———————— Episode Running Order 00:00 — Introduction; Antonia's role and Samsung's media division01:00 — Team structure: Marketing, product, data/insights, analytics, design/ad studio03:00 — Connected team enabling data-driven CTV for digital marketers04:00 — Samsung as a hardware leader evolving into a media business05:00 — Samsung TV Plus (FAST service); Cloud Gaming; Art Store; Samsung News07:00 — Samsung Ads as monetisation for free services on Samsung devices08:00 — Data scale: 1 in 3 European smart TVs; insights across linear, streaming, gaming09:00 — Mobile data overlay for richer touchpoints (e.g., app usage + TV content)10:00 — Focus on TV activation, data enrichment for targeting/planning/measurement11:00 — Samsung Insight Planner: Pre-campaign unreached audience profiling12:00 — European complexity: GDPR, country differences (e.g., linear in Italy)13:00 — Localised insights with pan-regional execution; varying market maturity14:00 — Insights section on Samsung website (link in notes)15:00 — Positioning: Publisher, data/measurement partner, ad tech, trusted brand16:00 — Fitting into fragmentation: ~4 apps per household; 120+ top-10 app combinations17:00 — Planners' nightmare; need for total TV approach18:00 — 2025 trends: Home screen native for reach; gaming as TV evolution19:00 — Privacy: Household-level data; clean rooms for matching20:00 — No creepy ads; relevant experiences via privacy-safe innovation21:00 — New advertiser dynamics: Direct/programmatic buys; data benefits22:00 — 2026 predictions: Creative formats, fragmentation solutions, measurement23:00 — Brand values in data handling; global reputation24:00 — Closing; excitement for data innovations and team projects———————— Key Quotes "I'm a marketer, obviously, by tradition and by experience, but in this role, I have a much more involved role in the business in terms of what products we build and solutions we build for our customers." "It's quite unusual for these functions to all sit within one team. But the fact that they do means that they work a lot better together." "Samsung is a hardware company. We are a very separate division. Samsung Ads is quite a new division, around 10 years or less in the making." "We have Samsung TV Plus, which is our FAST service that's available on all Samsung Smart TVs and mobile phones. We have Samsung Cloud Gaming... you don't have to have these setup boxes anymore, you just need a game controller." "The Art Store is basically art on your TV... it doesn't feel like a TV screen with a piece of art behind it. It feels like the real art is there." "All of this is supported by Samsung Ads, which is essentially the monetisation arm of all of these great services which are available for free on Samsung devices for Samsung households." "We operate on about one in three smart TV screens in Europe, so there's a huge amount of scale... with that comes a wealth of data and insight into how consumers are using their TVs today." "You think search, you think Google, you think interest, you think Meta, you think app usage. Think Samsung." "This summer we added mobile data as an extra layer... the TV might tell us that this group of people are watching travel content, but the mobile data will tell us that they're using the Expedia app three times a day, probably ready to buy." "We launched a product about a year ago called Samsung Insight Planner... it allows brands to see how many 18 to 34 year olds a linear campaign reached and crucially how many they didn't." "Europe is quite different... if I look at somewhere like Italy, where linear is still very strong, it's still really ingrained in the culture." "We are a publisher. We are a data measurement partner, and we are a tech platform. I'd argue we're actually four things - I'd add that we're also a brand." "Samsung is privacy forward. We put customer privacy and consent first in ever...

30 min
11/27/2025

CTV-02: in conversation with David Sanderson, Business Development Director, Sky Media

In this episode, David Sanderson explains Sky Media's addressable TV platform, AdSmart, its evolution since 2012, and why true addressability requires a residential address - not just an IP or postcode. The conversation covers Sky's position within Comcast, the enduring strength of linear TV, Sky's representation of Warner Bros., Discovery, Paramount/Channel 5, and Virgin Media, and how the fragmented viewing landscape is actually beneficial to Sky. Key themes include the three As of addressable TV (address, ad insertion, audience measurement), the importance of UK broadcast regulation for brand trust, and why digital marketers are increasingly turning to TV as PPC click-through rates decline post-LLM. Notes Sky Media is part of Comcast, acquired for £38 billion in 2018; Comcast also owns NBCUniversal, CNBC, Universal Studios, and theme parksAdSmart launched in late 2012; originally developed to stop existing Sky subscribers from seeing "new subscriber" offers at a differential or lower price to their current packageOver 4,000 advertisers have used AdSmart to dateAdSmart reaches around 10 million Sky homes, with return path data from 4 million households—far larger than BARB's 5,000-home panelVirgin Media subscribers (3–4 million) are now part of the AdSmart addressable propositionMinimum campaign spend: £3,000; minimum targeting: 5,000 homesOver 1,000 targeting options available (affluence, home ownership, vehicle type, propensity for expensive holidays, etc.)AdSmart dynamically inserts ads into live TV; if viewers fast-forward or don't see the ad, advertisers don't payPost-campaign measurement tracks web activity and sales matched back to households exposed to adsUK TV is highly regulated—all ad claims are verified by a third party (Clearcast), which builds brand trustTV viewing in the UK is as strong as 10 years ago; linear remains dominant (live sport, news, appointment viewing)Sky's share of ad-funded viewing is the largest in the UK, ahead of ITV and Channel 4; Netflix's ad tier accounts for only ~4% of viewing, Amazon's ad tier for under 5%Sky is testing addressable sponsorship, allowing dynamic, profile-based sponsor credits (e.g., different Volvo models for different households)Gen AI is lowering ad production costs, opening TV to more SME advertisersA joint addressable TV marketplace with Channel 4, ITV, and Comcast Advertising is planned for 2026 Episode Running Order 00:00 — Introduction; David's role and the evolution of Sky Media02:00 — Origins of AdSmart: from subscriber segmentation to addressable advertising03:00 — Sky as part of Comcast; global synergies and content access04:00 — "Content is still king"; Sky's represented channels and sports rights05:00 — AdSmart capabilities; tech agnostic, largest UK TV sales house06:00 — TV viewing is as strong as 10 years ago; fragmentation is Sky's friend07:00 — Sky's role as platform and aggregator; simplifying choice08:00 — Virgin Media partnership; combined addressable reach09:00 — Content creation and commissioning in a fragmented world10:00 — Sky's share of ad-funded viewing; Netflix and Amazon ad tiers11:00 — Why "CTV" is a misleading term13:00 — The three As: Address, Ad insertion, Audience measurement14:00 — Why residential address matters; postcode vs. address16:00 — Ad insertion into premium content; brand safety17:00 — Return path data from 4 million homes; measurement and attribution19:00 — Tracking web activity and sales; integrity of residential address data21:00 — How advertisers should approach the market; minimum spend and targeting23:00 — £3,000 minimum; 5,000 homes; accessible entry point for SMEs24:00 — Working with agencies, production companies, and brands directly26:00 — UK broadcast regulation; Clearcast approval; brand trust28:00 — Chinese EV manufacturers and targeting homes with driveways29:00 — Brand safety and verified claims; contrast with YouTube and social30:00 — The pace of change; over 1,000 targeting options; third-party data32:00 — Addressable sponsorship: dynamic, profile-based sponsor credits33:00 — Gen AI and lower-cost ad production; future opportunities35:00 — Digital marketers turning to TV as PPC click-through rates decline post-LLM37:00 — Closing; invitation to CTV summit in Spring 2026 Key Quotes "Content is still king." "Up until we launched our addressable initiative in late 2012, Sky was a satellite only, all or nothing national satellite footprint platform." "Around about 4,000 advertisers have used our addressable capabilities so far." "Sky is a wholly owned subsidiary of Comcast, which is a billion dollar turnover media conglomerate... bought Sky for £38 billion in 2018." "TV viewing is actually as strong today as it was 10 years ago. It went up during COVID and it's come back to a level that puts it on par with about 10 years ago, which surprises lots of people." "There's lots of nonsense in the market about the end of TV and digital taking over. The numbers just don't back that up." "A couple of decades ago, Sky was the answer to the problem which was there isn't enough choice. Sky today is the answer to the problem which is there's too much choice." "CTV is a massively misleading phrase... my 90-year-old mum has a telly in her kitchen which I don't think is connected to the internet, but that's one of the few TVs in the UK that are not." "The only people who can capture a residential address in the broadcast environment in the UK are those that have a subscription contract." "If you are after an elite brand with a very niche product that only wants to reach the top 1% of the population, you've got to buy everyone who happens to live in the vicinity of those one-percenters if you're only targeting by postcode." "We receive return path data from 4 million homes, which gives us enormously robust information about exactly what's happening with each campaign." "The BARB has a panel of around about 5,000 homes... 4 million data panel is infinitely big enough for us to have some really accurate information." "Consumers know that if they see an ad on TV, that's usually on a big screen and in amazing content, that whatever claim the advertiser is making is true." "As long as you target a minimum of 5,000 homes and you're spending a minimum of £3,000, you are in the TV game." "We've had plenty of advertisers who started small, qualified the results and grown in confidence over the years and come back year in, year out."

37 min
11/27/2025

CTV-01: in conversation with Alex Wright, Programmatic and Data Leader at Channel4

Episode Summary Alex Wright explains how Channel 4 has transformed from a traditional broadcaster to a digital-first streaming platform. The conversation covers the Future 4 and Fast Forward strategies, Channel 4's public service remit, the evolution of programmatic advertising, data collaboration through clean rooms, and retail media partnerships with Nectar 360, Tesco, and Boots. Key themes include identity-protected targeting, measurement, and balancing commercial imperatives with Channel 4's mission to give voice to unheard communities. ———————— Episode points Channel 4 is a UK public service broadcaster: government-owned but advertising-funded, with a remit to champion diversity and give a platform to unheard voicesYoung, upmarket audience demographic30 million registered streaming usersFuture 4 Strategy set a target of 30% of views and revenue from digital by 2025; hit a year early in 2024Fast Forward Strategy now targets a 50-50 split (linear/digital) by 2030Hit one billion streaming views in September 2025, a week earlier than the previous yearChannel 4 describes itself as "the UK's most advanced broadcaster in programmatic CTV" -tech agnostic and available on major demand-side platforms (DV360, The Trade Desk, StackAdapt)Retail media partnerships with Nectar 360 (Sainsbury's), Tesco, and Boots using data clean room technology (InfoSum)Matching 30 million registered users with retailer loyalty data enabled 80+ retail segments for targetingMeasurement includes IP-based attribution: if an IP is exposed to an ad on Channel 4 streaming, they can measure whether that viewer visited the advertiser's website or appPropensity audiences created with Boots for longer purchase cycles (e.g., male fragrance)Currently, retail data partnerships are for endemic brands (those stocked in the relevant retailer), but non-endemic opportunities are being exploredSmart Ad Engine recently announced: uses AI to help smaller brands create TV-ready ads from limited assets, supported by human creative oversightChannel 4 has published AI principles: "AI is to be used to enhance creativity, not replace it" ———————— Episode Running Order 00:00 — Introductions; Alex's role and Channel 4's remit as a public service broadcaster02:14 — Giving a platform to unheard voices; championing diversity04:22 — Future 4 and Fast Forward strategies; streaming growth milestones05:49 — Hitting one billion streaming views; changing viewing habits06:45 — Young audiences, flexibility, and the shift to on-demand viewing08:01 — Commercial relationships: balancing linear and VOD spend; measurement and attribution11:13 — The foundation of 30 million registered users; value exchange for viewers14:18 — Getting the balance right between viewer, advertiser, and business needs16:17 — Programmatic CTV: tech-agnostic approach and demand-side platform availability19:04 — Retail media partnerships: Nectar 360, Tesco, Boots; data clean rooms20:27 — The soft drink/retailer/broadcaster example; matching data for targeting21:25 — Custom audiences, suppression, and propensity segments24:42 — How smaller brands and non-endemic advertisers can participate29:44 — Curation, scarcity, and the importance of scale30:20 — Alex's background: joining Channel 4 in 2019 from a digital/programmatic background31:25 — UK broadcast regulation; trust and brand safety35:22 — How the VOD/digital business has become central to Channel 4's strategy35:41 — What's next: programmatic, PMP, measurement, and AI36:11 — Smart Ad Engine: AI-assisted ad creation for smaller brands37:22 — Channel 4's AI principles: enhancing creativity, not replacing it38:15 — Closing; invitation to hear Alex at the CTV event in Spring 2026 ——————— Key Quotes "We have a government remit where we are asked to give a platform to unheard voices. It's really important that we champion diversity." "In 2020, we set ourselves a target, which we called the Future 4 Strategy, which was aiming for by 2025, 30% of all views and revenue would come from the digital side of the business. We hit that in 2024." "By 2030, we would like to be a 50-50 business. So that means 50% of revenue and views and programming comes from the Channel 4 streaming side of business." "We launched our retail offering a few years ago... first went into partnership with Sainsbury's Nectar... We could match our data with their data and just overnight immediately be offering 80 different retail segments for advertisers to target." "TV is not falling behind, it's not decreasing, it's just changing. People's viewing habits are changing." "I think it is the most regulated space in the UK... Our ads need Clearcast approval. We have to jump through a lot of hoops. And that means that advertisers feel a real trust in the environment of Channel 4." "AI is to be used to enhance creativity, not replace it. There is still the human element, the human touch." ———————— References mentioned in the podcast Fast Forward Strategy: Channel 4 Fast Forward Strategy Summary (PDF)Channel 4 AI Principles: Channel 4 AI PrinciplesInfoSum (data clean room partner): infosum.comNectar 360: nectar360.co.ukClearcast (ad approval): clearcast.co.ukSmart Ad Engine Connect & Follow Host: Ian JindalGuest: Alex WrightChannel 4: channel4.com | Channel 4 Sales: channel4sales.comHear Alex speak at the 2026 CTV Summit in London - 14 May, 2026 ———————— Show notes prepared from transcript: "Commercial Break 01 - Alexandra Wright, Channel 4".Episode length - 38 minutes Sources

39 min

5 Episodes

Commercial Break - Ian Jindal interviews leaders and changemakers in the CTV/AddressableTV sector, and the intersections with direct-to-consumer performance marketing and brand-building. We talk to brands, broadcasters, agencies, technologists and retailers about the trends, opportunities and business of TV. Season 1 develops the agenda in the run-up to the RetailX.events CTV Summit on 14 May, 2026 in London

Creator

Ian Jindal
Years Active

2025 - 2026
Episodes

5
Rating

Explicit
Copyright

© (c) RetailX 2025
Show Website

Commercial Break