The programme

RTL AdAlliance introduces the next evolution of its total video offering. This session explores how these updated solutions combine improved CTV quality, advanced targeting, and more streamlined buying. Discover how a clearer, more unified approach helps advertisers unlock European audiences while strengthening trust, simplifying activation, and delivering meaningful impact.

Senior leaders from major networks come together to explore the evolving Total Video landscape. From defining the new video landscape to examining shifting market dynamics, the session addresses both the challenges and opportunities shaping video advertising today. It will highlight how companies articulate their distinct proposition, what underpins claims of premium and quality, and how these are demonstrated. The discussion will also consider how global scale and local expertise can be better aligned to foster stronger collaboration across markets.

In an increasingly competitive streaming landscape, content strategy has become the key driver of differentiation and audience loyalty. This panel explores how platforms balance global franchises, local storytelling, and live sports rights to build cultural relevance and long-term growth.

As the digital ecosystem faces increasing scrutiny, the role of media and advertisers in shaping a safe, transparent, and responsible information environment has never been more critical. Bringing together voices from global policy, industry initiatives, and lived experience, this panel explores how safeguarding mental health, ensuring media integrity, and restoring trust can coexist with effective, growth-driven advertising. From brand responsibility to systemic change, the discussion will challenge the industry to rethink how investment decisions can drive both societal impact and sustainable business outcomes.

Global platforms continue to dominate the video market through scale, technology, and data. But in an era of AI-generated content, increasing regulation, and growing demands for brand safety, trust is becoming a critical competitive advantage. With the approved RTL–Sky merger as a key example, this panel explores how European media companies could build a stronger alternative to Big Tech through scale, collaboration, premium content, and transparent data models. Can trust, quality, and new alliances become the foundation for a successful European model in advertising and streaming — and what would that mean for advertisers, agencies, and platform strategies?

Join Ipsos and Mark Ritson for an extensive look at our new report ‘Marketing Anchors’, exploring the relationship between marketing fundamentals and decision making in times of transformation. We will be revealing fresh evidence from our interviews with 1,500 marketers on how to boost marketing effectiveness. We will share insights on building a high performing marketing team in 2026 but also how capability inspires confident decision making and finally how to arm yourself and your business to face transformation. With expert analysis from Mark Ritson, we will go beyond describing the current state of marketing, to informing marketers on how to build influence, boost confidence and make effective decisions.

In an increasingly fragmented media landscape, big cultural moments still have the power to create meaningful brand impact. 

But in 2026, sponsorship is no longer just about visibility or scale. 

Brands are under growing pressure to prove authenticity, earn trust, and create experiences that audiences genuinely connect with. This discussion explores whether major events still deliver a true “trust premium”, how brands move beyond passive logo placement, and why trusted media environments can strengthen credibility more effectively than purely social or influencer-led spaces. It also examines how marketers measure success today, from awareness and attention quality to trust, preference, and tangible business outcomes.

In a polarised, AI-driven world, trust is scarce, yet brands remain one of the few trusted voices. Trust drives effectiveness by building genuine connections through empathy, transparency, and meaningful action. Acting early in creative development strengthens impact, yet only half of ads feel relatable today.

Beyond performance, brands must play a positive role in society. AXA’s Three Words and Nestlé’s commitments show how purpose builds trust, supported by new research on endorsers as powerful trust catalysts.

This panel explores the growing role of sport within the digital Total Video ecosystem. As streaming platforms expand their sports offerings, the session examines how these environments create new opportunities for advertisers. From deeper audience insights to engagement beyond the live moment, it highlights how sport can unlock more targeted, scalable, and always-on connections with fans.