ピーチがロンドンでのテレビ広告の未来に関するイベントに参加
この素晴らしい二日間のイベントからの主なポイントをお届けします
これは元々Peachのウェブサイトに掲載されていました。PeachからCape.ioへのリブランドについて詳しく知る ことができます。
今年のFuture of TV Advertisingは、新しい競争、革新、プラットフォームを跨いだ測定方法、新しいデータ活用方法に関するものでした。このイベントは、テレビが向かう方向の幅広さ、現在の複雑さ、そしてテレビ広告の新しい黄金時代に近づいているかもしれないことを本当に強調しました。
すべてのパネルやプレゼンテーションを通じて、今年のイベントで目立ったキーとなるテーマがいくつかありました：
コンバージドTV — それが線形、AVoD、BVoD、AVであっても、全員がどのように協力してすべてをうまく機能させることができるかを知りたいと思っています。Netflix、Disney+、ITVXなどの多くの広告主導のサービスが参入している中で、広告主またはエージェンシーとしてこれをナビゲートすることはますます複雑になっています。
測定 — 環境が変わり、線形テレビとデジタルが融合するにつれて、広告主は影響を理解したいと思っています。Netflixの最近のBARBの発表は重要な話題でした。
CTVの素晴らしいUXに焦点 — デジタル広告で見たり、まだ見たりする間違いを再現したくない。業界は、CTVにおいて完璧な品質の広告の評判を移行し、ユーザーが素晴らしい広告体験を楽しめるようにする必要があります。
トークそのものとしては、私たちが特に興味を持ったものは次の通りです：
Day 1
Jeremi Gorman, Netflix: 彼らは広告を素晴らしい体験にしたいと考えています — スーパーボウルやピカデリーサーカスのように楽しみにするもの！彼らの新しいチームはテレビとデジタルの両方の世界からの専門家のミックスで、どちらの世界のベストを融合させることを目指しています。さらに、今見ているものはほんの始まりであり、地域化、新しい広告フォーマットなどを期待してください。
Andy Jones, Samsung Ads: 2/3の英国の回答者は、広告に対してコンテンツを交換することに満足しているが、その広告は彼らに向けてカスタマイズされるべきだと感じています。コンテンツがまだ王様ですが、データは新しい王国です！
Day 2
Lolly Mason, Peach: 業界は事態を容易にするためのソリューションを見つける癖があります。それはすべて良いことですが、ユーザー体験が犠牲にされてはいけません。従来の放送で行っているのと同じ厳格さをCTV環境に持ち込む必要があります。創造的な品質と規制を確保することで、ブランドは適切なレベルの保証を得て、これらの新しいテレビストリームにさらに投資し、焦点を当てることができるようになります。ここで全ストリームを見ることができます。
Rita Ferro, Disney: Disneyは広告主にブランド安全な環境を提供しています。彼らはこの市場で長年活動しており、コンテンツ作成とオーディエンスターゲティングに優れています。クッキーのない未来が迫ってくる中、Disneyはすべての市場でスケーラブルな独自のファーストパーティデータに投資しており、今月その広告層が稼働を始めるときにそれを実際に見るのが楽しみです。
Nicola Lewis, Finecast: 2022年末までに、Finecastは14の市場で110億以上のテレビインプレッションを提供しました。しかし、そのうちの1%未満の広告が創造的に最適化されています。広告効果の最大の推進要因はクリエイティブであるにも関わらずです。これは明らかな成長分野ですが、課題があります。機能させるためには、正しい人材、パートナー、およびプラットフォームが一緒に協力する必要があります。
ニュース
流行の最先端を行く
マーケティングや広告の最新情報に興味がありますか？毎月発行されるプロマーケターズニュースレターに登録してください。
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ニュース
流行の最先端を行く
マーケティングや広告の最新情報に興味がありますか？毎月発行されるプロマーケターズニュースレターに登録してください。
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You're about to spend $500K on an AI initiative. You've got 3 options on the table, and they'll lead you to wildly different places. Pick wrong, and you're rebuilding in 18 months. Pick right, and you'll have a system that scales, costs less to maintain, and actually does what executives promised.
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As ad compliance requirements tighten across the UK and Europe, closed captioning has evolved from an accessibility checkbox to a strategic necessity. Whether you're managing CTV campaigns or social media creative, automated ad testing for caption quality is no longer optional - it's fundamental to reaching today's fragmented, multi-screen audiences.
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The mandate is a redefined standard for global inclusivity. Here is everything you need to know about the new mandate and how to stay ahead of the curve.
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Consistency without uniformity.
Efficiency without bureaucracy.
It sounds simple. In practice, it’s one of the hardest tensions to resolve in modern marketing.
The global vs. local challenge isn’t new, but it’s becoming more urgent. As brands expand across markets, channels, and cultures, the question is no longer whether you should scale globally, but how you do so without erasing the nuance that makes marketing effective in the first place.
Everyone is looking for this balance. Very few get it right.
ニュース
流行の最先端を行く
マーケティングや広告の最新情報に興味がありますか？毎月発行されるプロマーケターズニュースレターに登録してください。
2026/04/23
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You're about to spend $500K on an AI initiative. You've got 3 options on the table, and they'll lead you to wildly different places. Pick wrong, and you're rebuilding in 18 months. Pick right, and you'll have a system that scales, costs less to maintain, and actually does what executives promised.
The choice is between wrapping existing AI models, building custom AI solutions from scratch, or going agentic. Most teams don't understand the real trade-offs until they're locked into the wrong one.
2026/03/30
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As Channel 4’s closed-captioning mandate came into effect in March 2026, Cape.io partnered with Virgin Media Television, Omnicom Media Group and VoiceBox to deliver a truly accessible ad break during the Guinness Men’s Six Nations. More than ad compliance, this moment proved that accessibility can operate at the highest level of live sports broadcasting.
2026/02/27
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As ad compliance requirements tighten across the UK and Europe, closed captioning has evolved from an accessibility checkbox to a strategic necessity. Whether you're managing CTV campaigns or social media creative, automated ad testing for caption quality is no longer optional - it's fundamental to reaching today's fragmented, multi-screen audiences.
The advertising landscape is facing a seismic shift. By March 1, Channel 4 will become the first UK broadcaster to mandate closed captions across all advertising - including linear TV, streaming, and sponsorships.
The mandate is a redefined standard for global inclusivity. Here is everything you need to know about the new mandate and how to stay ahead of the curve.
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Scaling global marketing without losing local relevance requires more than brand guidelines and templates - it requires a creative automation platform designed for both global control and local flexibility. Most systems optimize for standardization, but scaling ad creative production across markets demands architecture that enables creative variation and adaptation by local experts without fragmenting brand governance.
Many global advertisers are chasing the same ideal: scale without losing relevance.
Consistency without uniformity.
Efficiency without bureaucracy.
It sounds simple. In practice, it’s one of the hardest tensions to resolve in modern marketing.
The global vs. local challenge isn’t new, but it’s becoming more urgent. As brands expand across markets, channels, and cultures, the question is no longer whether you should scale globally, but how you do so without erasing the nuance that makes marketing effective in the first place.
Everyone is looking for this balance. Very few get it right.
お問い合わせ
Cape.ioの可能性を体験してください。
スマートな広告キャンペーン自動化
Cape.ioは、チームやDAM、広告サーバー、DSP、ツールなどをつなげるため、既存のシステムを入れ替える必要はありません。
お問い合わせ
Cape.ioの可能性を体験してください。
スマートな広告キャンペーン自動化
Cape.ioは、チームやDAM、広告サーバー、DSP、ツールなどをつなげるため、既存のシステムを入れ替える必要はありません。
お問い合わせ
Cape.ioの可能性を体験してください。
スマートな広告キャンペーン自動化
Cape.ioは、チームやDAM、広告サーバー、DSP、ツールなどをつなげるため、既存のシステムを入れ替える必要はありません。