These Topics Will Dominate the TV Landscape in 2025

Kim Kelleher, chief commercial officer, AMC Networks: A cross-platform measurement solution will still be in the headlines, but something far more interesting is the role automation will play in buying. The future of TV can be a seamless interface that will allow buyers to transact across our content inventory on all platforms. We are at the precipice of an exciting and empowering transition that will define this industry and how it does business from here on out.

Kevin Krim, CEO and president, EDO: In 2025, the dominant topic shaping the TV landscape will be the maturation and mainstream adoption of programmatic TV buying and selling, driven by outcomes-based optimization and measurement. In the coming year, programmatic TV will evolve similarly to what we saw play out in search and social advertising, where Google and Meta established themselves by empowering programmatic advertisers to optimize for the outcomes that drive their businesses forward. For advertisers, this evolution unlocks the power of tools like pre-bid optimization that enables more precise, more impactful campaigns.

Liz Leonard, evp, PMX Lift: If we aren’t talking about the whole of the media landscape, then we won’t be dominating much of anything—this includes the consumer. The centerpiece of every conversation should be around total connected media and how we, as an industry, continue to put pressure on delivering not only the best consumer experience when it comes to screens, ad exposure, and content but also the best advertiser experience when it comes to media unification and managing holistic reach and frequency in service of driving maximum effectiveness and efficiency.

Mark Marshall, chairman, global advertising and partnerships, NBCUniversal: Programmatic will continue to enable marketers of all sizes to benefit from the passion and engagement of live events.

Kate Monaghan, evp, integrated investment & retail partnerships, Horizon Next: One of the key topics that will dominate the TV landscape is commerce media. We’ll continue to see traditional media companies expand their retail media and shoppable offerings within video, whether that’s through direct partnership with a retail media network or a shoppable enablement partner. From the bigger NFL shoppable moments to “virtual concessions” with immediate delivery ahead of a binge session or big game, I think we’re going to continue to see some really innovative and engaging shoppable opportunities in the TV space in 2025.