The advertising industry is entering 2025 with a critical shift in focus: creative quality over sheer reach. Blair Robertson, XR’s Chief Product Officer, shared his insights at The Future of TV Advertising Global, emphasising that while efficiency through reach and frequency is essential, it means little without effective creative that resonates with audiences.

Key themes for the year ahead include the rise of creative intelligence, optimising supply paths as sports move to streaming platforms, and striking a balance between generative AI and human creativity in ad production.

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