Is TV Advertising Dead? Lively to Host Panel Discussion on the Future of Marketing

Brand experience agency Lively, global experts in hybrid, live and virtual events, is hosting a panel discussion on the future of marketing, examining the role of TV advertising and new audience engagement formats. 

The event, entitled ‘The Future of Marketing’ and taking place on Thursday 7 October, will bring together industry and brand leaders for an in-depth discussion on why brands must find more imaginative and creative ways to engage their audiences, and how they are approaching this. 

Jeremy King, CEO of Festival of Media and co-founder of Gameface, will give an opening introduction ahead of two panel debates, with the first focusing on the future of TV advertising. While TV viewing figures soared during lockdown, traditional 30” second spots are struggling to gain cut-through with viewers. The session with LEGO, Lively and Goodstuff Communications will examine what type of content brands are creating, which channels they are choosing and the best ways to leverage TV. 

The second debate will focus on audience engagement and how technology is enabling live streaming and platforms to deliver deeper levels of interaction. Panellists from Pinterest, Virgin Red, LEGO and Lively will consider to what extent hybrid can challenge traditional formats, helping brands discover audiences who are avoiding traditional media activations. 

The event closes with an in-depth look at the future of B2B events, and how hybrid is proving a strategic long-term alternative to traditional activity. Ericsson will talk about the lessons they’ve learnt from the dramatic digitisation of platforms, content and people. 

The event is the third in Lively’s The Future of … series and is taking place at the iconic home of British Broadcasting in White City. Previous events have focused on music and hybrid/virtual experiences.  

Guests can join virtually to access speaker content, network with other virtual guests, and receive an edited VOD full of insights and case studies after the event, or apply for a limited number of VIP in-person tickets to the event. 

The Future of Marketing is taking place on 7th October 2021 at White City, at 4.30 pm BST / 11.30 am ETD / 8.30 am PTD. To register, please click here.