Talks With Teads | Zenith on AI, CTV, Consumer Behavior & Sustainability Trends

In the latest episode of “Talks With Teads,” hosted by Natalie Bastian, Teads’ Global CMO, we dive into an insightful conversation with John Tomlins, Global Business Director at Zenith. The episode sheds light on the rapidly evolving media landscape and explores significant trends such as AI, sustainability, and the future of TV advertising.

Key Topics Explored:

AI’s Transformative Impact

AI’s influence on the media industry is undeniable. John mentions that Publicis, Zenith’s parent company, has invested over $300 million in AI, reflecting its significance. AI is revolutionizing various aspects of media planning and execution, making it a critical focus area for the future.

Sustainability in Media Plans

Sustainability is at the forefront of Zenith’s media strategies. John stresses the importance of reducing the carbon footprint of media plans, aligning with the broader goal of environmental responsibility. This commitment to sustainability is essential for the industry’s long-term health and success.

Adapting to Changing Audience Behaviors

The rapid pace of changing audience behaviors, particularly among Gen Z, presents both challenges and opportunities. John notes that trends can now last just a matter of days or even hours, necessitating agile and adaptive media strategies to effectively reach and engage audiences.

Navigating the Cookie Deprecation

The impending cookie deprecation is a significant concern for the industry. John is optimistic about the transition, highlighting that most clients are already testing cookieless solutions or are prepared to do so. He emphasizes that this shift is driven by the need for privacy and regulatory compliance, ultimately being the right move for the industry.

CTV’s Growing Importance

Connected TV (CTV) is emerging as a critical platform in the post-cookie world. John shares that CTV provides scalable, addressable audiences, making it a key component of media plans. He highlights Zenith’s product, PMX Lift, which allows for holistic planning across the video landscape, delivering impressive results. John expresses enthusiasm about the potential of CTV and its integration into broader video strategies. With its ability to manage reach and frequency effectively, CTV is poised to become an integral part of advertising strategies. Consumers are increasingly turning to streaming, further enhancing the opportunities for advertisers in this space.

Natalie and John conclude by reflecting on the exciting future of media and advertising. The blend of advanced technology, sustainability, and innovative strategies promises to drive continued growth and success in the industry.

Learn more about the exciting developments in CTV and AI in the latest episode of “Talks With Teads” episodes.