In a world where content consumption is constantly evolving, the panel “TV Renaissance: Re-engaging advertisers & audience” at MipLondon 2025 explored the new opportunities at the intersection between content production, innovative investment models and the growth of connected TV (CTV). Moderated by Alice Redman, Editor of Broadcast Intelligence, the panel featured Bérangère Degni-Rezé, Head of TV Plus Europe at Samsung Ads, and David Fletcher, Global Chief Commercial and Financial Officer at Omnicom Media Group.
The event began with a presentation by Jean-Baptiste Moggio, Senior Brand Director at RTL AdAlliance, who highlighted how the perception of the infinite growth of VOD platforms is wrong. While services such as Netflix and Amazon Prime have changed the way content is consumed, linear TV remains a key source of audiences. An interesting finding is that, among the top 10 most watched programs on streaming, only one is a platform original, while the others come from traditional TV.
Moggio also highlighted the impact of technology in optimizing content production and distribution, with tools based on artificial intelligence to generate scenario backgrounds and intelligent search engines on streaming platforms.
Bérangère Degni-Rezé highlighted the role of connected TV in the transformation of the market. According to his data, 83% of TV consumption on Samsung devices is streaming. In the UK, 25% of the TV audience is exploring new content through digital platforms. Degni-Rezé emphasized how CTV not only complements traditional TV, but also allows advertisers to reach specific audiences more effectively.
For his part, David Fletcher from Omnicom Media Group said that streaming has grown significantly in recent years and that historical TV platforms are also participating in this change. Fletcher remarked that video consumption has not decreased, but has changed its format and distribution, encompassing platforms such as TikTok and AVOD services.
One of the main challenges for the industry is the efficient monetization of content in a fragmented ecosystem. Degni-Rezé explained how Samsung Ads enables audience segmentation without the use of personal data, relying on contextual strategies. He stressed that the user experience is a priority and that CTV advertising must adapt to viewing patterns, such as the inclusion of pre-rolls instead of traditional ad breaks.
Fletcher emphasized the power of technology to improve the efficiency of advertising investment, assuring that in the future Smart TVs will have advanced processors capable of delivering highly personalized experiences. He highlighted Omnicom‘s model for financing content through advertising units, which allows producers to negotiate with platforms and advertisers in a more flexible way.
The panel also addressed the diversification of content on CTV platforms. Degni-Rezé mentioned how programming on TV Plus has attracted audiences of different ages, with news, sports and family entertainment playing a key role. He explained how regional content can achieve global success through these platforms, giving as an example the impact of Asian content on the European market.
Finally, Fletcher concluded that technology will continue to revolutionize the way content is created and distributed, enabling more precise advertising strategies and more sustainable monetization models. He highlighted the growing interest in interactive formats and integrated commerce in the audiovisual experience.
