What’s shaping the future of advertising? At our London Future Trends Festival, experts from Spotify, Meta, TikTok, X, and Thinkbox shared insights on AI, TikTok’s growing role in purchases, and the shift to on-demand TV. Here are the key takeaways from our panel Q&A!
The panel Q&A at our Future Trends in Advertising Festival in London was one of the event’s most insightful moments, giving industry experts the opportunity to expand on their talks and address key audience questions.
The discussion, hosted by Alexandra Balazs from Prolific North, covered some of the biggest challenges and opportunities shaping the advertising industry today. Featuring speakers from Spotify, Meta, TikTok, X, and Thinkbox, the panel explored emerging trends, from TikTok’s growing role in purchase decisions to AI’s increasing influence on advertising strategies. Here are the key takeaways from this engaging discussion.
Maddy Forman, TikTok Shop specialist, shared that the platform is rapidly becoming a pivotal part of purchase decisions, just behind personal recommendations from family and friends. For brands, TikTok is not just about brand awareness—it’s about converting engagement into sales.
Maddy emphasised that TikTok and its shopping feature (TikTok Shop) provide an accessible and effective way to reach customers, especially for those looking to drive direct conversions. Brands should start by defining clear goals and utilising TikTok Shop, which offers an easy entry point into advertising with minimal technical complexity.
Zoe Harkness, head of partnerships at Thinkbox – the marketing body for commercial TV in the UK, pointed out that the decline of linear TV offers brands new opportunities in on-demand platforms like ITV X, Channel 4, and Sky.
With millions of registered users, these platforms allow for more precise targeting compared to traditional broadcast TV. While linear TV still serves a broad audience, on-demand platforms offer a better return on investment for advertisers seeking to target specific consumer segments.
Want a deeper dive into Zoe’s talk? Read our full recap: Future Trends in TV Advertising.
Rob Smallwood, from Meta, discussed the company’s research into brand building, highlighting a key finding: optimal media spending should not concentrate more than 50% of the budget on a single channel.
Meta emphasises the importance of creative in ads—up to 60% of the impact on their platform comes from strong creative content. Rob also stressed the value of automation, ensuring that Meta’s systems continuously prove value for clients by showing incremental results, all while helping brands optimise ad spend.
Chris Treacy from X highlighted the platform’s unique ability to connect brands with culturally relevant moments and audiences. X continues to be a critical player in helping brands reach niche audiences with authentic engagement. It’s important for advertisers to trust the power of X’s audience and be bold in targeting. As X evolves, it is also improving access for small and medium-sized enterprises (SMEs), opening new doors for advertisers of all sizes.
If you’re interested in how brands can make the most of X, read our full recap of Treacy’s talk: ‘The Future of Conversations on X’.
Naomi from Spotify discussed how the platform’s highly engaged user base offers brands an opportunity to connect with consumers on a deeper level. With over 30 million active users, Spotify’s users are more emotionally connected with the content they consume. For advertisers, Naomi recommended leveraging Spotify’s ability to run small-scale tests, particularly in podcast advertising, which offers an effective and scalable way to engage with specific audiences. Additionally, brands don’t need huge budgets to start, as ads can be created for as little as £250.
To learn more about how brands can harness Spotify’s potential, read ‘How Spotify is Shaping the Future of Digital Audio’.
The role of AI in advertising was a major topic of discussion. Rob explained that Meta is committed to ensuring AI algorithms are transparent and inclusive, with a focus on mitigating bias and safeguarding privacy. Both Meta and X acknowledged the importance of trust in AI technologies, particularly as new legislation (such as the UK’s Online Safety Bill) begins to shape the landscape. AI will continue to play an evolving role in advertising, but companies are careful not to over-legislate, as it could stifle innovation.
When asked about future strategies, panelists unanimously agreed on the importance of testing. Whether it’s testing regional TV ads or experimenting with organic content on TikTok, brands should be open to testing, learning, and evolving. Naomi recommended using Spotify’s real-time analytics to guide decisions, while Rob and Chris stressed that understanding the audience and being open to creative experimentation are key to refining strategies. Testing should be an ongoing process, and brands should always be ready to pivot based on results.
An audience member inquired about targeting a specific demographic—40+ women experiencing menopause and hair loss. Naomi suggested using Spotify’s deep understanding of demographics to craft messaging that resonates not only with the target audience but also with those connected to them. Rob added that brands should focus on understanding the core objective of their ads, whether it’s raising awareness or driving sales, and consider A/B testing to refine their approach. Maddy encouraged brands to start with organic content on platforms like TikTok, which can be boosted if successful.
When asked to predict trends for the next five years, the panel offered interesting perspectives. Naomi commented on the rise of video podcasts, while Chris speculated that a return to Twitter’s original name is unlikely. Rob foresaw a shift toward creative-driven, algorithmically-guided content. Maddy rejected the idea that TikTok’s shopping feature would become ubiquitous, suggesting that the platform’s focus will remain on authenticity rather than turning into a direct purchasing machine.
As the advertising landscape continues to evolve, brands must stay adaptable and embrace new technologies and platforms. From the importance of creative on Meta to the rise of TikTok as a purchase decision driver, the panellists underscored that success in advertising will hinge on a balanced media mix, continuous testing, and building trust with audiences. In 2025, brands should be bold, test frequently, and always be open to evolving their strategies based on data and changing consumer behaviour.
Looking to refine your advertising strategy? Whether you need to enhance your TV ad placements, harness the power of TikTok shop for your e-commerce business, or optimise your social campaigns, the experts at Bonded can help. Get in touch today!
Next stop: Newcastle! The Future Trends in Advertising Festival is coming to The Catalyst on 27th March—stay tuned for more details!
