The Future of TV Advertising 2024 | London

10-11. Dezember 2024

From December 10 to 11, 2024, interested parties and two of our eye square experts will gather at this year’s The Future of TV Advertising Event 2024 in London. The Future of TV Advertising Global is the leading international event focused on promoting innovations in TV advertising.

Every year, key figures from various fields such as media, pay-TV, advertising, and technology gather there to discuss how television can be improved to be more efficient and measurable.

Look forward to over 1,000 representatives from the advertising world from more than 30 countries and be part of the most important and informative days in the TV advertising industry!

Also, meet our eye square experts Stefan Schönherr and Gareth Tuck on the first day of the event during their presentation “How Video Advertisement Works in the Real World.”

Learn more about the lecture! 

In “Into the Wild,” various media such as television, BVOD, YouTube, Instagram, and TikTok are compared. In the study, individuals watch selected live videos for 60 minutes at home and on the go. Information from the screen, eye movements, and skin response measurements were recorded to examine ad load, content sequence, ad attention, and activation patterns. In a questionnaire, the effects of advertising and opinions on media sessions were surveyed. The fresh presentation of media without restrictions shows how advertising is used, how long it is, and how it works. The study provides new, reliable information for agencies, advertisers, and marketing experts to evaluate media channels and platforms.

Stefan Schönherr
Executive Vice President Brand & Media Experience und Partner

eye square

Gareth Tuck
CSO & Partner

eye square