These Topics Will Dominate the TV Landscape in 2025

Kim Kelleher, Chief Commercial Officer, AMC Networks: A cross-platform measurement solution will always be in the headlines, but something more interesting is the role of automation in purchasing. The future of TV may be a seamless interface that will allow buyers to transact in our content inventory across all platforms. We are on the precipice of an exciting and empowering transition that will define this industry and how we do business from here on out.

Kevin Krim, CEO and President, EDO: In 2025, the dominant theme shaping the TV landscape will be the maturation and mainstream adoption of programmatic TV buying and selling, driven by results-based optimization and measurement. In the coming year, programmatic TV will evolve in a similar way to what we have seen play out in search and social advertising, where Google and Meta have established themselves by allowing programmatic ads to optimize the results that drive their businesses forward. For advertisers, this evolution unlocks the power of tools like pre-bid optimization that enables more precise, more impactful campaigns.

Liz Leonard, evp, PMX Lift: If we don’t talk about the entire media landscape, then we won’t dominate much of anything – that includes the consumer. The center of any conversation should be around total connected media and how we as an industry continue to put pressure to deliver not only the best consumer experience in terms of screens, ad exposure and the content, but also the best experience of the advertiser when it comes to. comes to the unification of the media and the management of the reach and frequency holistic in the service of driving the maximum effectiveness and efficiency.

Mark Marshall, president, global advertising and partnerships, NBCUniversal: Programming will continue to allow marketers of all sizes to benefit from the passion and engagement of live events.

Kate Monaghan, evp, integrated investment and sales partners, Horizon Next: One of the key themes that will dominate the TV landscape is the commercial media. We will continue to see traditional media companies expand their retail media and shoppable offerings in video, whether through a direct partnership with a retail media network or a shopping enablement partner. From the biggest NFL shopping moments to “virtual concessions” with instant delivery before a binge session or a big game, I think we’re going to continue to see some really innovative and interesting shopping opportunities in the TV space in 2025.