As linear reach declines, the emphasis is on building effective reach through premium streaming, which needs more digital viewers in front of ad-supported content inside quality environments. We need to know if buyers can expand their streaming investment while still supporting the Canadian creative industry.

Streaming TV is becoming more important on media plans, so it is essential that audience duplication between connected TV, premium online video and other digital video is minimised with smart ‘intra-digital’ planning. It goes without saying that this streaming must work brilliantly alongside linear in the ‘Total TV’ whole.

We look for ways to increase the impact of television as a medium, then demonstrate success sooner so that buyers can optimise inflight and also justify more investment. Cross-platform measurement innovation is under the spotlight, and we look at how outcomes can trump media proxies.