The IAB UK Podcast Futurescape: preparing for 2030 & beyond
Mar 5, 2025
Kristie Naha-Biswas, Head of Insight at IAB UK, dives into the groundbreaking research shaping the ad industry leading up to 2030. She discusses the shift from age-based targeting to value-driven strategies, highlighting the significance of shared interests. Exploring the integration of traditional TV with digital content, she reveals how generative AI is transforming consumer behavior, particularly in fashion. Kristie also predicts a surge in video display and retail media, urging brands to adapt in a rapidly changing landscape.
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End of Traditional Targeting
- Traditional demographic targeting is outdated and excludes large buyer groups especially over 40s.
- Advertisers should target consumers based on shared values and likelihood to buy, not age or gender.
Content Over Channels
- Content drives the media landscape, not the device or channel it is on.
- Audiences seek content aligned with their interests regardless of platform or screen.
Retail Media's Expanding Role
- Retail media is not just about shopper marketing but integrates brand campaigns with direct sales.
- Media owners and retailers will collaborate to offer more measurable, accountable advertising.