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A new era in AdTech is unfolding, and KINESSO’s annual Reimagined event returns, bringing together over 500 marketers from our partner agencies, along with a dynamic mix of brands, media partners, and agency leaders who share their expertise. This event shines a light on the transformative trends that are revolutionising how brands connect with their audiences in an increasingly complex and competitive landscape. With the rise of retail media networks, a shift towards privacy-first strategies, and the convergence of media channels, it’s vital for brands to stay ahead of these trends to build stronger connections with their consumers.
Panel 1: eCommerce and Media
The first panel explored the growing intersection of retail media networks and social commerce. Discussions highlighted how first-party retail data is becoming increasingly accessible to non-endemic brands, enabling more precise consumer targeting. The integration of shoppable content on platforms like TikTok and Instagram is significantly shortening the path to purchase.
Key Insights
“Not all data is created equal, the real value is in making data points actionable and for non-endemic brands, this is key, as effectively using first-party data is crucial.” - Katie Field, Head of Adtech Sales UK, Amazon.
“Human instinct is still incredibly powerful. When it comes to building a brand, human intuition adds immense value. Experience is crucial alongside data when you're reading it and deciding how to position the brand.” - Andrew Xeni, Founder & Chairman, Nobody’s Child and Founder & CEO, Fabacus.
"Technology is at the core of unifying audiences, insights and outcomes, helping brands to fluidly shift budgets across retailers based on performance to optimise investment and drive stronger results." - Neilson Hall, Head of eCommerce EMEA, KINESSO.
Panel 2: Going Cookieless
Shifting focus to the industry’s transition to a cookieless future, this panel emphasised the need for first-party data and privacy-first strategies in a rapidly evolving identity landscape. While Google’s cookie delay offers a temporary reprieve, our panellists discussed how methods like Marketing Mix Modeling (MMM) remain essential for innovative measurement and targeting, enabling smarter, more adaptable campaigns.
Key Insights
“In a cookieless world, the first step is to lay a solid foundation. There won’t be a like-for-like replacement for cookies, but with a tailored strategy and continuous testing, you can find a clear, beneficial path forward.” - Akama Davies, Senior Director of Client Services, The Trade Desk.
“The risk is not making the most of the opportunity in front of you. By sticking to old ways and not exploring new solutions, you miss out on potential improvements and the chance for better results as an advertiser.”- Matt Bushby, Head of Customer Success – UK, DoubleVerify/Scibids AI.
"If advertisers aren’t invested in first-party data, they risk losing visibility into where their budget is actually going. This reduces their ability to target the right audiences, ultimately diminishing the return on their investment in marketing." - Nathan Taylor-Billings, Head of Addressable Activation, KINESSO UK.
Panel 3: The Convergence of Media
To round up, the final panel focused on media channel convergence, emphasising the need for brands to adopt cross-channel strategies for cohesive consumer experiences. As TikTok and YouTube expand into Out of Home (OOH) and TV, panellists explored the creative potential of unified audience strategies and cross-channel data for effective engagement.
Key Insights
“In a world of convergence, it’s crucial that creative is tailored to the specific touchpoint for maximum impact, as end users experience each ad independently.” – James Trott, Senior Director, Global Addressable Media, The Coca-Cola Company.
“If AI assistants replace search browsers, it will change how media converges; it will highlight the importance of brand building and working with discovery engines to influence consumers before they reach that point of needing an answer.” – Chloe Mayirou, Agency Partner, Meta.
“The lines between channels aren’t as clear as they used to be, businesses and agencies must adapt to new technologies and the evolving landscape of media consumption.” - Frank Schofield, Demand Lead, UK&Nordics, Magnite.
"Over the last 18 months, social commerce has truly accelerated, with platforms like TikTok and gaming becoming major spaces for discovery and purchase. These platforms now serve as end-to-end hubs where consumers connect with brands in entirely new ways." - Deolu King, Partner, Social Practice, KINESSO UK.
Conclusion
This year’s Reimagined showcased how the industry is evolving at a rapid pace, with data ecosystems, media convergence and AI-driven solutions taking centre stage. As brands face continued disruption, the key takeaway is clear: staying ahead of these trends is essential for outpacing the competition and building meaningful connections with audiences.
As KINESSO's MD for Media, Seun Odeneye, reflected in his closing remarks, “Reimagined is all about change - about ensuring that every year, we reimagine ourselves to stay at the forefront of this fast-paced industry.” So, brands must embrace this ethos to succeed in the new digital landscape.