Audiences are watching video wherever they find it. They watch their favourite podcasts on their mobile, on Spotify, on YouTube, on the big screen... they follow radio presenters on video-first shows and see ads inside articles and on the CTV home screen before anything has started playing. They don't think about where one format ends and another begins.... but buyers have to. Or do they?

Is a video podcast an audio buy or a video buy, and who in the agency owns it? How do you judge quality and context when creators, broadcasters, publishers and radio brands all sit side by side? How does attention in these spaces compare with traditional video, and can it be measured in terms a client would recognise? And as more of media turns to video, what happens to the formats it came from?