1、Making sense The commercial media landscape2024 edition featuring perspectives from Experian,The Freethinking Group,Global Media and Entertainment,Meta,OMD UK,Route,Samsung and Sky MediaSince we last met.3In a nutshell.6Section 1:The broad commercial media landscape today .9Section 2:How we spend ou

2、r media day .14Section 3:Small shifts with seismic impacts or seismic shifts with small impacts.23Section 4:16-34:shifting slowly.29Section 5:35-54:straightforward similarity.34 Section 6:55+:starting seismically.39Conclusion.44Industry perspectives on Making Sense 6.48 Matt Bryan,Director of Analyt

3、ics&Insight,Samsung.49 Rhian Feather,Chief Planning Officer,OMD UK.50 Euan Mackay,Chief Strategy Officer,Route.51 Zehra Chatoo,Head of Connection Planning NEMEA,Meta and Pete Buckley,Connection Planning Director,Meta.52 Danny Holmes,Principal Consultant,Experian.53 Clare Elder,Director of Strategy,T

4、he Freethinking Group.55 Mark Hatwell,Director of Group Strategy,Global Media and Entertainment.56 Rebecca Slack,Insight&Measurement Controller,Sky Media.57Appendices .58ContentsMaking sense:The commercial media landscape|IPA|2Since we last metWelcome to the sixth edition of Making Sense:The Commerc

5、ial Media Landscape,and what a time its been since we last met in March 2023.Its been a real experienceIn the last 18 months alone,weve seen Twitter re-brand as X,Netflix,Amazon Prime Video and Disney+welcoming advertising with open arms into their revenue models,a change of government here in the U

6、K,and two new annual summits celebrating the disciplines of Media Planning and Strategy and Insight being added to the IPA roster of events.Thats all added to a comprehensive re-design of the IPA TouchPoints diary to make completion more streamlined for respondents and to ultimately deliver even bet