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Commercial Break

Commercial Break

De : Ian Jindal
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 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(c) RetailX 2025 Economie Management Management et direction Marketing et ventes
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    • CTV-05: in conversation with Ross Appleton, General Manager UK, Tubi

      CTV-05: in conversation with Ross Appleton, General Manager UK, Tubi
      Feb 8 2026
      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 EpisodeIntroducing 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, ...
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      32 min
    • CTV-04: in conversation with Lindsey Clay, CEO of Thinkbox.tv

      CTV-04: in conversation with Lindsey Clay, CEO of Thinkbox.tv
      Nov 29 2025
      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...
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      39 min
    • CTV-03: in conversation with Antonia Faulkner of Samsung Ads

      CTV-03: in conversation with Antonia Faulkner of Samsung Ads
      Nov 29 2025
      Episode SummaryAntonia 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 AdsSamsung 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 Order00:00 — 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 ...
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      30 min
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