Our experts consider: How we reconcile people-based buying for linear broadcast and impressions-based buying in VOD when seeking to converge planning; Measurement priorities for 2025 if we want total video planning that encompasses broadcast, BVOD, premium streaming and video sharing; Whether attention measurement led advertisers towards higher attention media, even at higher prices; How we take attention-based planning to the next level (and if that requires an understanding of emotions generated, or a granular view of in-programme attention levels, for example); Ways to measure brand KPIs quickly, at scale, at affordable prices, so we can demonstrate the impact of brand advertising and optimise brand campaigns inflight; The opportunities and challenges as we use more publisher RPD alongside panels; Low-hanging measurement fruits that offer meaningful near-term improvements in how we compare and value cross-platform TV