We recently hosted our annual Future Trends in Advertising Festival in Newcastle — welcoming speakers from Netflix, ITV, Meta, Amazon and Microsoft. From AI innovation to shoppable streaming, here are some of the standout takeaways and how to apply them to your marketing strategy.
Last week, we brought five of the world’s most influential media and tech companies to Newcastle for our annual Future Trends in Advertising Festival — and the day did not disappoint.
Held at The Catalyst, the festival welcomed 170 attendees from across the North and beyond for a packed schedule of insight, discussion and future-facing ideas. From the evolution of connected TV to AI-driven creativity and emotionally intelligent advertising, the sessions gave attendees a rare opportunity to hear directly from the media giants shaping the future of the industry.
Hosted by our Managing Director Steve Underwood, and supported by media partner Prolific North, the event reflected our mission to put connection at the heart of everything we do — whether that’s through media planning, digital performance or bringing the industry together.
Here’s what we learned from each speaker and the key takeaways marketers can apply today.
Ross Partington, ITV
Ross Partington opened the speaker line-up with a reminder that TV is far from old media — it’s evolving fast, and more accessible than many marketers think. ITVX, the broadcaster’s streaming platform, now has 42 million registered users and sees over 1.1 billion hours streamed annually, reflecting a shift in how audiences consume content.
At the heart of ITV’s digital innovation is Planet V, its self-serve programmatic platform, which now bills over £1 billion annually. With no minimum spend or tech fees, Planet V gives brands the ability to plan, test and optimise campaigns across ITV’s digital estate — making TV advertising more flexible and performance-friendly.
Ross also introduced newer formats like Pause Ads (with 60-second dwell times) and Retail Match, which links Tesco and Boots loyalty card data to campaign targeting and measurement. These innovations are helping brands bring digital-style thinking — and closed-loop attribution — into the TV space.
Ross also showcased how ITV is exploring contextual targeting through partnerships with providers like Captify. This innovation, called Automated Contextual Targeting V2, allows advertisers to align campaigns with key moments within shows — whether it’s a product placement-style setting or a mood-driven trigger, such as a wedding scene or cooking sequence.
From a planning perspective, this wealth of targeting and format options is making TV, both linear and on-demand, more measurable, testable, and performance-compatible than ever before. Brands can now run regional A/B tests, segment audience groups, and monitor attribution through digital-style reporting while still benefitting from the trusted environment and brand impact of TV.
Key takeaway:
TV and VOD are no longer just about broad reach. Platforms like ITVX and Planet V are transforming how advertisers plan and measure video, offering a smart, scalable route into premium inventory — whether you’re building awareness or driving results.
Want to explore how TV and VOD could work harder for your brand? Check out our TV advertising services to see how we plan, buy and optimise campaigns across platforms like ITVX — or get in touch to arrange a bespoke media audit tailored to your goals.
Dan McKay, Netflix
Dan McKay from Netflix took to the stage to show how the platform has become more than just a destination for entertainment — it’s a driving force behind cultural moments, behaviours and even consumer decisions. With streaming now accounting for 40% of UK TV viewing among 16–34s and Netflix leading the pack on engagement, it’s clear that attention is shifting — and brands need to shift with it.
Netflix’s ad-supported tier now reaches 8.9 million monthly users in the UK. What sets it apart is the user experience: curated ad breaks, limited frequency, and premium placements like Pause Ads and Keep Watching ads, all designed to feel seamless rather than disruptive. According to Netflix data, 69% of users report high attention when streaming, rising to 90% when watching a favourite show.
Dan also encouraged brands to consider the emotional context of what people are watching. On average, a Netflix user watches four genres a month — from thrillers and sci-fi to romance and reality — offering opportunities for advertisers to match messaging to mood. He highlighted how Netflix IP has extended ‘beyond the screen’ through activations like the Stranger Things x Clarks collab, West End theatre experiences, and live fan events — all reinforcing what Forbes coined the ‘Netflix effect’.
With a focus on minimal disruption, high attention, and deep cultural integration, Netflix is building an ad model that offers both brand impact and performance — and Dan hinted at even more targeting and creative options to come.
Key takeaway:
When planning media, it’s not just about where your audience is — it’s about how they feel when they’re there. Platforms like Netflix give brands the opportunity to align placements with viewer mindset, making emotional context an important layer in media planning decisions.
Hannah Lou Arch, Amazon
Hannah Lou Arch gave us a deep dive into Amazon’s ever-expanding media ecosystem — one that now stretches far beyond eCommerce into streaming, audio, smart tech and live content. With Prime Video reaching 19 million ad-supported viewers in the UK and Amazon dominating 18–34 commercial viewing, it’s clear the platform is becoming a key player in the connected TV space.
She highlighted several innovations aimed at making media more accessible and measurable for advertisers of all sizes. These included:
– Video Generator (Beta): a free, AI-powered tool that helps advertisers create ready-to-run video ads quickly and easily
– Interactive Ad Solutions: allowing viewers to add products directly to their Amazon cart from Prime Video with a single click or scan
– Conversion Path Reporting and Long-Term Sales tracking: giving brands visibility on both immediate and delayed conversion impact
– Twitch integrations: offering access to Gen Z audiences through branded content, influencer partnerships and community engagement
Twitch, in particular, stood out as a powerful opportunity for brands wanting to diversify reach. With low overlap with traditional social platforms and over 36 million Gen Z viewers across EMEA, it’s a channel many advertisers overlook — but one that rewards creative, community-led approaches.
Hannah’s message was clear: the media-to-commerce loop is getting tighter, and Amazon is uniquely placed to connect the dots — from product discovery to purchase, all within the same ecosystem.
Key takeaway:
Beyond building awareness, consider how to create frictionless paths to purchase. Amazon’s platforms show how shoppable formats, audience insights and closed-loop measurement can work together to drive performance across the full funnel.
Looking to explore Amazon, Prime Video or Twitch for your next campaign? The Bonded team can help your brand tap into full-funnel media strategies to reach, and convert, your audience – get in touch today.
John Carr, Microsoft
John Carr took us through Microsoft’s evolution from software pioneer to AI powerhouse — highlighting how its latest innovations are redefining advertising, customer experience, and content discovery.
At the centre of Microsoft’s future-facing strategy is CoPilot, the AI assistant now embedded across Bing, Outlook, Edge and Windows. CoPilot is changing how users search, plan and interact with content — and it’s having a measurable impact. According to John, campaigns using CoPilot-enhanced experiences are seeing:
– +76% stronger conversion rates
– +69% higher click-through rates
– 33% shorter customer journeys
John also addressed the changing nature of search, explaining that discovery is becoming conversational and contextual, rather than keyword-based. This shift has major implications for media planning, as traditional performance formats evolve into AI-enhanced journeys where relevance is everything.
He challenged outdated assumptions about gaming, too. With a $183bn industry and over 40 million monthly Solitaire players (average session time: 66 minutes), Microsoft is showing that gaming spans age groups and devices — and presents a major untapped opportunity for advertisers.
Finally, he showcased Ad Studio, Microsoft’s AI-powered creative suite, which enables brands to generate personalised image and video assets at scale – all while maintaining consistency through brand kits.
Key takeaway:
AI is reshaping the entire media journey – from how people discover content to how they convert. As planning becomes more predictive and performance more personalised, marketers need to think beyond formats and focus on relevance at every stage of the funnel.
Curious about how AI is changing the way people search and discover brands? Explore our SEO services to see how we help clients adapt to a more conversational, context-driven search landscape — from technical SEO to content strategy and digital PR.
Sophie Ellis, Meta
Sophie Ellis closed the speaker sessions with a powerful exploration of how Meta is using AI to scale creative delivery — and why the role of the marketer is evolving, not disappearing.
With over 700 million people using Meta AI every month, Sophie showed how the company’s investment in generative AI is transforming how brands build, test and optimise creative across Facebook, Instagram and beyond.
She introduced Advantage+ Creative, Meta’s suite of tools that enables advertisers to upload brand guidelines — including logos, colours, fonts and tone of voice — and automatically generate on-brand ad variations at scale. Campaigns using these features have already seen an 11% uplift in CTR and 7.6% higher conversion rates.
Sophie also introduced Meta’s Motivator Maps, a framework that links emotional drivers to campaign performance. By analysing behaviours, trends and responses across Meta platforms, the tool helps brands go beyond product features and focus on what emotionally motivates their audience to take action.
But the key message wasn’t just about efficiency — it was about enhancing creativity, not replacing it. Meta’s tools are designed to free up time, surface high-performing combinations, and allow brands to experiment at scale — all while keeping the human storyteller in control.
Key takeaway:
Creative remains the biggest lever for campaign performance — and AI is now a powerful tool to optimise it, personalise it, and scale it. As platforms evolve, marketers need to balance automation with human insight to keep creative relevant, agile and effective.
Want to make your creative work harder across Meta platforms? Learn how Bonded’s paid social team uses data-driven testing, Advantage+ placements and smart audience targeting to drive meaningful results across Facebook, Instagram and beyond.
Movement Break led by Ellie Cresswell
The speaker sessions were packed with insight, but the day had plenty of standout moments:
– Movement breaks led by our Growth Director (and Pilates instructor) Ellie Cresswell kept the energy high and minds focused between speakers.
– The panel discussion, chaired by Prolific North’s Alexandra Balazs, gave us candid perspectives on blending social-first content with traditional platforms, how to prove unseen ad value, and the role of AI in preserving authenticity.
– Audience questions opened up honest, practical conversations around measurement, creative testing, regulation, and platform-specific strategy.
And of course, we were proud to support NABS, the advertising and media industry’s mental health charity. A raffle held on the day helped raise funds for their vital work supporting wellbeing across our sector. A big thank you to everyone who took part and donated.
One of the most rewarding parts of the Future Trends Festival is seeing the conversations continue long after the last talk — and this year’s event sparked a wave of thoughtful reflections across LinkedIn from attendees, speakers, and partners alike.
From the strength of the speaker line-up to the energy in the room, here is what people had to say:
“Such a brilliant event. So much still to digest, but just wow to the line-up you brought to the North East.”
— Laura Sharp, Head of Marketing at Go North East“What an amazing event. Great to see how media is moving forward to be able to target people through data, and deliver true measurable results. Well done Bonded team.”
— Julian Carter, AudioAdPro“Had a great team morning out at the Festival. The work Steve Underwood and the team do to bring the big names out of London and up to Newcastle is always appreciated — as is the breakfast!”
— Matt H.“Some great presentations from industry leaders about what’s next in the world of advertising. A very motivating day that has sparked a lot of thought.”
— Ellie McDowell, Fentimans
The theme of connection really hit home for many, with several attendees echoing the importance of human-centred communication in an AI-driven world:
“Thanks to Bonded for the powerful reminder that even in a high-tech world, our greatest strength is still how we connect and communicate.”
— Glenn Smith, Leadership Trainer“While the theme of the conference was delivering effective connections with audiences in an increasingly AI and technology driven world, the importance of people and connection was at the event core. It’s also the first conference I’ve been to that had a ‘movement break’ too – a fantastic idea!”
— Paul Cairney, Melius CyberWe were also especially proud to see recognition for the event’s regional impact, with many noting the value of bringing this calibre of speakers to the North East:
“So good to see a North East company thriving and producing such an innovative event. Great speakers from Microsoft, Meta, Amazon, Netflix and ITV. #itsgreatupnorth.”
— Cassie Walton, Social Media Manager“A brilliant example of what happens when you bring the industry together with purpose.”
— Tim Johnson, CRO, SalesFire
To everyone who came, shared a post, asked a question, or simply took something away — thank you for being part of our second Future Trends Festival in our Newcastle home.
Following the success of our second Newcastle event, we are already planning to bring the Future Trends in Advertising Festival to Edinburgh again later this year — continuing our mission to connect brands across the UK with the people, platforms and ideas shaping what’s next.
To be the first to hear when tickets go live, keep an eye on our LinkedIn, Instagram and TikTok. And if you’re a brand looking to work with us — whether you’re ready to level up your media strategy or just want to explore where we could take your campaigns next — reach out to Ellie Cresswell, our Growth Director, to start the conversation.
Thank you to everyone who made this year’s festival such a success. We look forward to seeing you at the next one.
