An Ad Marketplace Embracing Programmatic Buys and AI Fuel GrowthFronts 2025

The Big Message: With more than 90 percent of all U.S. TV households able to watch a wider variety of channels through smart TV sets, TV devices and multichannel bundles, opportunities to reach diverse communities in rapid fashion, via a variety of technology tools, is bolstering advertiser commitments. Throw in a programmatic ad environment that’s far more workable and beneficial to channels regardless of size or ad expertise, and surging ad industry usage of artificial intelligence-powered practices, and you have an ideal marketplace where everyone prospers. “We hope you’re feeling empowered to move forward in very intentional ways,” added Gilbert Davila, AIMM Co-Founder and Co-Chief Executive of DMI-Consulting.

Hosts: Both days featured a group of AIMM and Association of National Advertisers executives guiding attendees from session to session or moderating panels and keynote presentations. Bob Liodice, ANA’s Chief Executive, was among the opening day hosts, while AIMM Executive Director Karla Lucia joined Davila and colleagues for the second-day lineup.

What Worked: Staying with the agenda put in place last February - have half of each day devoted to public panels, keynotes and networking over meals and snacks, the other half set aside for meetings between services and ad reps inside a dedicated exhibition room. Organizations from other media catering to audiences of color and gender -- radio, online, podcasts and print -- also turned out to exhibit and generate business.

What Also Worked: Using individual panel sessions to debrief attendees on the fast-moving AI scene and new programmatic sales practices. One especially informative day two session focused on content and promotional partnerships matching advertisers and agencies with individual channels and program creators.

What Can Work Better:  Devoting one or two panels each day to a content showcase, perhaps arranged by specific audience (African-American/Latino/Asian-American/Native American/gay-lesbian, etc.) Use clips from upcoming series or events to illustrate what’s in store for viewers and advertisers. In a related action, put together a showcase for channels launching in the near future.

Data Points: For the first time, more than 100 media ventures -- more than 115 exhibited at GrowthFronts, and they conducted more than 1,600 advertiser and agency meetings, up from more than 1,100 last year.

News: Look for a number of TV exhibitors to premiere free ad-supported channels (FAST) before the end of 2025. One featured example: Estrella TV parent MediaCo. launching a video rendition of its popular New York City radio station Hot 97 later this spring.

Bonus Points:: Special appearances by The Masked Singer host Nick Cannon, actor/entrepreneur Carlos Ponce (developing Minivela, offering short-form telenovelas) and award-winning Telemundo soccer play-by-play presenter Andres Cantor. All three discussed their respective paths to TV fame. Attendees also were treated to breakfast and lunch buffet-style, with salmon salad sandwiches and kale Caesar salad personal favorites.

Parting Words: “I have nothing to do with editorial decisions, which keeps me out of a lot of trouble.” -- Sade Muhammad, Time Chief Marketing Officer

“Artificial intelligence is not just about following and understanding demographics. It’s about understanding culture.” -- Carol Castillo Frucher, Executive Director and Head of Cross-Cultural at PHD

“It’s safe to say AI has seeped into every aspect of our business.” -- Nativo Vice President Agency and Programmatic Partnerships Carl Baumi

“We’re fighting for other people’s dollars, and we all should be working together to earn them.” -- Josh Ott, The Shade Room Head of Revenue

“I want to see ads that speak to me. Advertisers should get more efficient focusing on that.” -- Tammy Johnson, Alpha Precision Media Chief Revenue Officer

“GOOOOOOOOOL!” -- Andres Cantor, urged by attendees to give his signature soccer-scoring call during his GrowthFronts panel

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