Search and social now command a huge share of advertising investment. But beyond the global platforms, some of media’s most established channels are changing fast. TV is becoming more addressable and streamable. Audio combines mass reach with increasingly sophisticated targeting and measurement. Out of home is blending physical scale with data, digital and dynamic creative. And publishers are building new ways for brands to reach audiences across trusted editorial environments, video, audio, social and live experiences.

Bringing together leaders from TV, audio, publishing and out of home, this session asks whether the modern media plan has become too concentrated around the platforms — and where advertisers may be underinvesting as a result. From attention, trust and cultural impact to creativity, targeting, measurement and effectiveness, each panellist will make the case for what their medium can deliver now, showcase a standout piece of recent work, and confront what their own channel still needs to do better. Finally, we give them a hypothetical £10m currently being spent with the platforms: why should their medium get it?