Advertising is fundamental part of business and it's one that has been buffeted by the impacts of technology in both the path to markets and the management of its delivery. Creating a brand reputation and influencing consumers is the core function and analyst Natalie Colakides and Ian Whittaker, managing director of Liberty Sky Advisors, join host Eric Hanselman to discuss the nuances of advertising and technology's evolution around it. Shifts in media have had a profound effect - the reach of linear television media has decreased significantly, while digital advertising options have expanded. Businesses are looking to blend linear and streaming advertising, but it can be complex to make an effective distinction. There is significant global variation in media consumption and advertising potential. While the UK was the first market where digital spending overtook traditional, the European market is diverging from patterns in the U.S.. Many businesses are looking to AdTech to make the process more efficient, but there are limits its capabilities. Agencies still have a significant role to play, but the advertising buying and planning that has been a big part of their business could be under threat from advances delivered by AI. Enterprises have a lot to wrestle with, but they need to keep focused on the fundamental task of winning hearts and minds.   More S&P Global Content: Kagan Media and Telecom Summit event link   For S&P Global subscribers: Big Four ad agencies see mixed results due to macro uncertainty A sneak preview of the Kagan Media & Telecom Summit 2025 See it in charts: TV Networks, June 2025   Credits: Host/Author: Eric Hanselman Guests: Natalie Colakides, Ian Whittaker Producer/Editor: Adam Kovalsky Published With Assistance From: Sophie Carr, Feranmi Adeoshun, Kyra Smith

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