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Trust as a Competitive Advantage · IAB Europe podcasts

• 0:04
  SPEAKER_01: Hello and welcome to IBRS podcast Digital Door, the podcast that brings insights and learnings from the digital advertising and marketing industry to light, spark new ideas into existence, and help our industry to thrive.
• 0:19
  SPEAKER_01: In each episode, we invite a different guest from across the industry to share their inspiring insights and explore innovative ideas.
• 0:27
  SPEAKER_01: From DENI and AI to the latest technical advances across a variety of channels, we cover it all with talk leaders from across Europe.
• 0:37
  SPEAKER_01: Whether you're tuning in for a deep dive into emerging trends or to hear first hand experiences from the people shaping our industry, you're in the right place.
• 0:46
  SPEAKER_01: Enjoy.
• 0:47
  SPEAKER_01: So hello everyone and welcome to the latest episode of our Digital Dawn podcast.
• 0:52
  SPEAKER_01: I'm Lauren, I'm the Marketing Communications Director at IAB Europe.
• 0:56
  SPEAKER_01: And I'm delighted today to be joined by Daniel, who's the COO, and Aurelie, who's the Senior Marketing Team Director at RTL as Alliance.
• 1:05
  SPEAKER_01: Welcome to the podcast.
• 1:08
  SPEAKER_02: Thanks so much, Lauren.
• 1:10
  SPEAKER_01: We like to start things off just with a little bit of an icebreaker just to get a bit of insight into you guys.
• 1:15
  SPEAKER_01: So we'll start with you, Daniel.
• 1:16
  SPEAKER_01: Has there been any sort of we're kind of at the beginning of the week?
• 1:18
  SPEAKER_01: Has there been a peak of your week or your weekend that's just gone that you'd like to share with us?
• 1:24
  SPEAKER_02: I think I would say, you know, within the last couple of days, there were two highlights.
• 1:28
  SPEAKER_02: Uh, first of all, we had a long weekend, which is obviously always welcomed.
• 1:33
  SPEAKER_02: The second one is um we got a green light to take over Sky in Germany, which uh will be the biggest, let's say, media merger in Europe uh within the last uh 10 years.
• 1:47
  SPEAKER_02: So that has been great news in the last couple of days, in addition to the long weekend.
• 1:52
  SPEAKER_01: Amazing, great start to the week.
• 1:54
  SPEAKER_01: And Aureli, can you top that?
• 1:56
  SPEAKER_01: Anything uh that's you've been your peak of the week so far?
• 1:59
  SPEAKER_00: Well, yeah, I mean, um I'm I'm just came back from holiday actually, so I can give a little lot of tips if you are interested in traveling to Rome.
• 2:08
  SPEAKER_00: Um, but yeah, indeed, um, Sky, as Daniel mentioned, is really the highlight for us.
• 2:12
  SPEAKER_00: I would say more of a not curiosity, but uh less central, maybe.
• 2:16
  SPEAKER_00: But it's I just got the news at uh MCS in France, which is our local broadcaster, is now available on Chat GPT.
• 2:23
  SPEAKER_00: And I just thought, well, that's really like the kind of news we will get more and more.
• 2:27
  SPEAKER_00: And apparently it was a word premiere, but I just thought it really reflects well the period we're into.
• 2:33
  SPEAKER_00: I would say fantastic.
• 2:34
  SPEAKER_01: And for I guess for anyone that might not be familiar, I mean, and hopefully a lot of people are familiar with RCL Ad Alliance, but for anyone that's maybe not in the audience, Aureli, maybe could you just give us a bit of a brief overview of what you are and what you do?
• 2:47
  SPEAKER_00: Yeah, sure.
• 2:48
  SPEAKER_00: So in a nutshell, uh, RTL Ad Alliance is the international sales house of RTL Group.
• 2:53
  SPEAKER_00: So we belong at Red Person to RTL Group, which is uh a very big entertainment broadcast company in Europe belonging to Bertelsman.
• 3:01
  SPEAKER_00: But we go broader to just the RTL Group because we have uh exclusive partnership with a lot of uh local broadcasters and publishers uh throughout Europe, including uh ITV in the UK, for example.
• 3:14
  SPEAKER_00: So what we do is we bring business from outside to the local markets.
• 3:18
  SPEAKER_00: So to give you a very concrete example, if you are a company based in the UK, you don't need us to advertise uh in the UK with ITV, for example.
• 3:27
  SPEAKER_00: But we intervene to help you advertise in Germany or in Italy or France.
• 3:32
  SPEAKER_00: So we're really like connecting brands to the European audiences through uh trusted video content.
• 3:39
  SPEAKER_01: And everyone can look on your website to find out more, and we can drop some drop some information in in the show notes for everyone as well.
• 3:45
  SPEAKER_01: But that's good just to give a bit of context to to what we're gonna be talking about today.
• 3:50
  SPEAKER_02: Lauren, if I may add, uh we will dig into that topic of trust, and I think that's exactly the the you know the sweet spot we're trying to be in.
• 4:01
  SPEAKER_02: We're going we're trying to offer advertisers a trusted and simple way into you know 170 million European consumers to reach them via linear but also via digital.
• 4:17
  SPEAKER_02: And I think that is really the key where we feel this fragmented media landscape where it's hard to navigate as an advertiser and as an agency.
• 4:26
  SPEAKER_02: We want to be the simple and trusted interface for anyone who wants to reach European audiences.
• 4:34
  SPEAKER_01: Wonderfully said.
• 4:35
  SPEAKER_01: Thank you for that, Daniel.
• 4:37
  SPEAKER_01: Um, so as you kind of mentioned, trust is obviously going to be very key to the conversation that we're having today.
• 4:43
  SPEAKER_01: Um, but also a lot of what we're going to be talking about is really grounded in your latest research that you've that you've released, the um living room study for 2026.
• 4:53
  SPEAKER_01: So this um is a comprehensive look at how audiences are consuming video today across markets, platforms, and devices.
• 5:00
  SPEAKER_01: And it really highlights both the scale of change and where behaviours are stabilizing.
• 5:05
  SPEAKER_01: So before we get into the topic of trust, as we say specifically, um it would be great to understand what some of the key takeaways were from this year's study and if there was anything that that really stood out to you.
• 5:16
  SPEAKER_01: And perhaps Aureli, I can come to you for that one.
• 5:20
  SPEAKER_00: Yeah, sure.
• 5:20
  SPEAKER_00: So, yeah, the indeed the Living Room study is our annual survey into video viewing habits.
• 5:28
  SPEAKER_00: It's mainly a European survey because we are covering 15 markets in uh Europe.
• 5:34
  SPEAKER_00: But what we do is that we also have a comparison point with the US and what was new this year also with China.
• 5:41
  SPEAKER_00: And why I'm mentioning it is because what stands out very clearly is how those regions differ from one another in terms of everything, the importance of video in general, uh, which platform, which device are being used, the sentiment uh around you know advertising.
• 6:00
  SPEAKER_00: So everything looks so different when you look at US, China, and Europe as a big average, you know.
• 6:08
  SPEAKER_00: Um, so that really stands out.
• 6:10
  SPEAKER_00: That was a fifth edition in 2026 of this living room study, and that's something that we find uh every year really um striking.
• 6:18
  SPEAKER_00: Um I would say the angle this year for the study was really like around the topic of togetherness, we really went into the depth of you know the importance of the co-viewing, for example, just to give you a start here, that I uh I felt uh well quite impressive for me.
• 6:36
  SPEAKER_00: I would say uh there was a question at a certain point, it was like we were making this statement, and people had to agree or not.
• 6:44
  SPEAKER_00: And it was, I feel that watching video content with other people bring strong social bounds.
• 6:50
  SPEAKER_00: And the age group, the young ones, the 18-24 in Europe, they were overwhelming, saying, Well, yeah, I do agree with that statement.
• 7:00
  SPEAKER_00: And so you you feel the need of you know real life, of the co-viewing really much stronger on that uh generation, which was very interesting, I have to say.
• 7:09
  SPEAKER_01: Yeah, that's that's really interesting.
• 7:11
  SPEAKER_01: And there's a lot of stats.
• 7:13
  SPEAKER_01: I've I've given it a good read myself, and there's some really interesting stats and facts in there.
• 7:17
  SPEAKER_01: So I highly recommend anyone that's listening to to give to give it a look and and see what kind of insights are there, and we can again share this with you all um in the show notes so people can use that as well.
• 7:30
  SPEAKER_01: Okay, perfect.
• 7:31
  SPEAKER_01: Um, so trust, let's get on to the topic of trust.
• 7:34
  SPEAKER_01: So, Daniel, we're hearing a lot more about a growing digital trust gap in the industry.
• 7:39
  SPEAKER_01: Can you just explain a bit more about what's potentially driving this shift that we're seeing?
• 7:44
  SPEAKER_02: For sure.
• 7:45
  SPEAKER_02: And I think that our new life of the living room shows that very explicitly.
• 7:51
  SPEAKER_02: What you can observe is from a consumer point of view is that content is exploding.
• 7:57
  SPEAKER_02: Okay, at the same time, the confidence in this content is shrinking.
• 8:02
  SPEAKER_02: Why?
• 8:03
  SPEAKER_02: Because we are getting swapped with AI-generated content.
• 8:09
  SPEAKER_02: Consumers are really struggling with navigating that amount of content.
• 8:16
  SPEAKER_02: If you look at it, a recently uh published study did a sample of 65,000 English language articles online, of which already more than 50% AI generated.
• 8:32
  SPEAKER_02: And the audiences they are like implicitly training at the moment to understand which content is actually, let's say, real, written by a human being with a real message, and which content is AI slop, let's call it like this.
• 8:51
  SPEAKER_02: Yeah, so in a nutshell, what you can see is that the volume of messages is going up, but the belief in those messages from the consumer side is really going down, and that's the trust gap in one sentence.
• 9:04
  SPEAKER_01: Yeah, that makes I mean you can see it everywhere.
• 9:07
  SPEAKER_01: It's it's it's mad how much our our lives have changed around AI and how our working lives have changed over such a short period of time and and how that's going to continue.
• 9:15
  SPEAKER_01: And so, what does this mean for advertisers then?
• 9:18
  SPEAKER_01: So, this digital trust gap that we're seeing, like what for advertisers that you're working with, what what does it mean to them?
• 9:24
  SPEAKER_02: Yeah, for sure.
• 9:25
  SPEAKER_02: I mean, um, you know, there's always two sides of one coin, and and if the consumer, if the viewer is really trying to navigate this jungle, then advertisers and agencies are facing the same situation.
• 9:40
  SPEAKER_02: It means in a nutshell that uh cheap reach is uh is not looking like a good bet, uh, more and more, especially in the digital uh space.
• 9:50
  SPEAKER_02: It means that when the consumer feels that the content they are watching, and I know it's always hard to believe as a brand marketer or as an agency, but usually people like to watch the content and the advertising supports it, let's say it like this.
• 10:07
  SPEAKER_02: But when people uh feel that the content is fake, is synthetic, is opaque, uh, the question really becomes is that a content that I feel comfortable with?
• 10:19
  SPEAKER_02: Which instantly uh translates into a question about the brands surrounding that content.
• 10:25
  SPEAKER_02: Yeah, strange work in that uh area has been done by Peter Field, obviously, on his work of effectiveness.
• 10:33
  SPEAKER_02: And here the trust factor, so the trust into the content that relates and let's say uh spills over to the trust uh of the brand, trust has become a major driver for growth and profitability for brands.
• 10:50
  SPEAKER_02: And so the media choice that you're taking as an advertiser or an agency can either build that trust or quietly erode it.
• 10:59
  SPEAKER_02: So brand safety and quality aren't you know like these hygiene factors anymore when you talk about content environments, but they're actually performance drivers.
• 11:09
  SPEAKER_01: Yeah, that makes complete sense, and you can see it happening more and more for sure.
• 11:13
  SPEAKER_01: And Aureli, I mean, we're talking here about how trust is obviously becoming much more almost critical.
• 11:20
  SPEAKER_01: So, I mean, it's I guess sometimes can be seen as a soft metric, but how do you think that has changed?
• 11:25
  SPEAKER_01: We we've sort of touched upon it there, but kind of how are you seeing that potentially evolving to becoming much more critical in the world we're working in?
• 11:33
  SPEAKER_00: Yeah, for me, really, what the the the the change of perception is really driven by, and Daniel mentioned uh Peterfield, right?
• 11:42
  SPEAKER_00: It's Mida Guru, I'm sure most of the listeners today will know.
• 11:46
  SPEAKER_00: Uh, and um there were a couple of years ago, there was um this analysis done by Peterfield on the IPA database in the UK, and it really proved the point that uh trust you know just doesn't just influence perception, but it directly correlates with profitability.
• 12:06
  SPEAKER_00: And the fact that he was able to prove it really I I see really as a game changer on how the industry see trust and not just it is a soft metric as well, but it's not just a soft metric, I would say.
• 12:19
  SPEAKER_01: Yeah, and obviously you've touched upon the IPA's work there.
• 12:23
  SPEAKER_01: So for people that maybe aren't so familiar with that, can you go a bit more into what that work is actually showing?
• 12:29
  SPEAKER_01: Yeah, for people that maybe haven't haven't seen that that example, for example.
• 12:34
  SPEAKER_02: Yeah, maybe I can I can jump on that and and Aurelie, you can just uh add uh some more depth to it.
• 12:41
  SPEAKER_02: But in essence, Peter Field did an outstanding work on analyzing really and measuring the effectiveness of uh media investments, of campaigns based on that gigantic IPA data bank that is available.
• 13:00
  SPEAKER_02: And it's really it's knowledge from the field, it's not theory, which I always think is important to stress because it's not just a belly gut feeling, but rather wired evidence in the field.
• 13:16
  SPEAKER_02: And the conclusion is pretty blunt.
• 13:18
  SPEAKER_02: It basically looks at trust-building advertising to be much more profitable than non-trust building advertising.
• 13:31
  SPEAKER_02: What does it mean?
• 13:32
  SPEAKER_02: If you look at his uh stats, a staggering 93% of campaigns that deliver large increases in brand trust, meaning they run in the right environment, on the right platform, they also deliver large business effects, meaning growth in profits, in market share or sales uplift.
• 13:53
  SPEAKER_02: In comparison to only about 66% campaigns that do not significantly build trust are able to deliver those results.
• 14:05
  SPEAKER_02: So it's really not a nice to have uh kind of thing, but it's rather a very strong predictor of commercial success that is rooted in the in this hard-coded data of IPA that Peter Field uh managed to uh um to go through for all of us.
• 14:25
  SPEAKER_02: But maybe you can add some more depth to it, Oli.
• 14:29
  SPEAKER_00: I know you yeah, well, no, I would I would just say I think yeah, the data you've just given, I mean, uh prove the point.
• 14:35
  SPEAKER_00: What is interesting is that trusts, still looking at the IPA data bank, wasn't really in the effectiveness models 10 or 20 years ago.
• 14:44
  SPEAKER_00: So it was not really there as a driver of effectiveness, it it became so, and I think in the past years, even more so with uh with uh generative AI uh coming up.
• 14:57
  SPEAKER_00: So now trust is the second in terms of drivers of profitability, and is just second to the product quality.
• 15:07
  SPEAKER_00: So I think, yeah, to make the point, I think this is a very strong uh finding.
• 15:12
  SPEAKER_01: Yeah, so I think it's very much safe to say that trust isn't a soft metric at all and that it is definitely becoming and growing as a very critical thing that everyone needs to be taking very seriously.
• 15:25
  SPEAKER_01: Um, so just going back a little bit to the study, one of the kind of more interesting parts of the living room study is how trust varies.
• 15:34
  SPEAKER_01: By Platt, talk us through a bit more about what you sort of found here and any interesting stats and facts that might be interesting for our audience.
• 15:42
  SPEAKER_00: Yeah, well, I mean, of course, we got very much inspired by the work of people like Peter Field again.
• 15:47
  SPEAKER_00: So we there were all those uh discussions back around trust and the importance of trust.
• 15:53
  SPEAKER_00: And we've added that question in our living room study indeed.
• 15:57
  SPEAKER_00: We wanted to understand how the different media and platforms can impact the trust on the brand.
• 16:03
  SPEAKER_00: And so there was a question which was if you discover a brand for the first time, you don't know about the brand, you see it for the first time, you hear about it for the first time on different media and platforms.
• 16:15
  SPEAKER_00: Are you going to trust that brand?
• 16:17
  SPEAKER_00: And what is so interesting is that in Europe, there are very, very big differences in terms of trust.
• 16:25
  SPEAKER_00: Um, linear TV this year edition was the most trusted of all overall.
• 16:31
  SPEAKER_00: 61% would trust a brand they would discover it on Linear TV.
• 16:35
  SPEAKER_00: And just to give you, because there were, you know, we were asking the question for a lot of media and platforms, but just to give you a few numbers, uh broadcast VOD platforms the training platform of the local broadcaster was 56% of trust, YouTube at 40%, social media at 33%.
• 16:54
  SPEAKER_00: So basically, what it tells us is that if you discover a brand for the first time on linear TV, it is, you know, it's twice as trustworthy as on social media.
• 17:04
  SPEAKER_00: So it's really like you know, this whole thing about you know, media is a message, of course, your creative is important, but you know, where you're going to put it really like also is is fueling your brand image as well.
• 17:15
  SPEAKER_00: And that that really really stands out in the study as well.
• 17:18
  SPEAKER_01: Okay, it's interesting.
• 17:19
  SPEAKER_01: Yeah, it's it's interesting that linear TV, as you say, is still is still the most trusted as a sort of traditional place viewing as well.
• 17:26
  SPEAKER_01: Um, yeah, there's some really interesting, interesting points there.
• 17:29
  SPEAKER_01: Um Daniel, I don't know if you want to dive into any of those those bits a bit more before we move on to another another question.
• 17:36
  SPEAKER_02: Yeah, well, what I will say is this um I think um this uh trust metric or KPI or direction is really a very practical and hands-on topic for media planning in agencies and brands.
• 17:56
  SPEAKER_02: I think that what the IPA data tells us and what Peter Field made visible on the one hand, and on the other hand, our living room data and our consumer perspective shows us is that the choice in media that you take for your investments is really an outcomes debate, and that outcome is majorly influenced by the trust into the media platform and into the content.
• 18:32
  SPEAKER_02: So when we talk about outcomes, we instantly need to look at trust.
• 18:40
  SPEAKER_02: And here the environment can either help your brand to grow or it can quietly tax uh your performance, if you might want to say it like this.
• 18:51
  SPEAKER_01: Yeah, and so I guess that kind of brings us a little bit into thinking about the environment a bit more and kind of maybe what constitutes a premium environment if we're looking to build trust and focus on premium environments.
• 19:06
  SPEAKER_01: Can you maybe define what premium really means to you guys today and why why it should matter so much when we're thinking about things like trust?
• 19:15
  SPEAKER_00: I'd rather take the definition of uh of uh a consensus definition, so to say, because otherwise it's become a very like personal, debatable uh, you know, discussion, you know, what's premium.
• 19:27
  SPEAKER_00: Uh and that's why, you know, I really like the work done by Barb in the UK because it is really a consensus.
• 19:35
  SPEAKER_00: So they gathered, you know, the main players in the industry, so media agencies, broadcasters, platforms, advertisers, and they all agreed and find this consensus on what they call the fit for TV definition.
• 19:48
  SPEAKER_00: So I really like that it's uh, you know, again, a consensus uh um perspective.
• 19:54
  SPEAKER_00: And what what they highlight is really this editorial control and countability for first uh an alignment with broadcast standards or intent to comply, and third, a safe and suitable advertising environment.
• 20:09
  SPEAKER_00: And I think for me, that would be the best definition for a premium environment.
• 20:14
  SPEAKER_00: Because to your point, Laura, indeed, you know, it's not just about you know the trust that's a media overall or platform overall can have, but it also we have to to go deeper into the the environment, content environment for sure.
• 20:29
  SPEAKER_01: Yeah, definitely.
• 20:30
  SPEAKER_01: And I and I like that you pointed to having shared definitions because that's definitely something we work on a lot at IAB Europe and across our network of IABs to make sure we have good shared definitions of things.
• 20:42
  SPEAKER_01: So it's always good to point to places where there are good definitions, have everybody sort of singing from the same hymn sheet.
• 20:50
  SPEAKER_01: Daniel, anything you'd maybe want to add around uh premium environments and any thoughts you've got there?
• 20:56
  SPEAKER_02: As uh Oli uh already said, we we'd rather quote people that that did a great job than trying to um establish our own world.
• 21:07
  SPEAKER_02: So I I think very much in line with what Thinkbox did in their profitability to study, uh which is I think gives a really good bridge between what trust, premium content, context, and the outcome, profit at scale, uh means.
• 21:27
  SPEAKER_02: And if you look at what they have done, and if you look at uh let's say uh a media type level, uh they've been covering over 140 brands, one point almost two billion pounds in media spend.
• 21:41
  SPEAKER_02: And what you see amongst the different media types is the medium still that can combine all of this the best is uh linear TV.
• 21:51
  SPEAKER_02: Because if you think about it, it offers that regulated that uh premium environment.
• 21:58
  SPEAKER_02: Oli was uh
• 22:00
  SPEAKER_00: uh referencing to at scale and uh offers that high quality exposure in trusted environments yet we all know that in terms of uh media consumption we do see uh that all uh areas in europe uh more and more shift to digital so i think the topic of building that trust is even more important in the digital space yeah and actually that's that's a really good point because we have here talked about quite a bit the how trust is insured in that TV environment but what about digital and and where ads are running on a much larger scale when it comes to inventory um orie I don't know if you've got any thoughts on that well yeah digital I mean there is a lot of that premium definition uh we we've made and of course you know I'm thinking of all the stream platforms for example this is very much all about premium trusted content that uh that we have here uh but when it comes to a a larger inventory overall I think that's where the media quality teams need to come into play and to really set trustable standards to to make sure that we you know we deliver high KPIs with uh with all those third party publishers you know it's really like hands on once campaigns are alive you need to continuously monitor uh you know viewability the invalid traffic the brand suitability preventing you know these harmful or unsuitable content and of course the attention making sure that you know we are having genuine audience engagement so I think you know looking at that those four key pillars is really what um all the good media quality team are are doing and that's already part of I would say a good part of the answer on and ensuring we are running in a good environment in uh in the wider uh digital space yeah definitely and actually sorry I mean we're very transparent Lauren right we work with third party independent companies like double verify IES Pixel8 uh we're very you know trust if you think about it not only for the consumer when they are faced with the content not only with the advertiser looking for the right placement but also in in our B2B industry trust is very sacred and we're very careful to build that trust with our advertisers with our agencies with our supply partners with everybody we work with and so I think that having that full transparency across the supply chain having those independent company vetting and looking at our supply is very important because trust it takes a long time to build that trust it takes a very short time to destroy it.
• 25:02
  SPEAKER_02: So we try to make sure that also we we live up to our standards in our business relationships.
• 25:08
  SPEAKER_01: Yeah definitely and actually interestingly as well like just last week we actually so we've been working on um obviously as as IB Europe we're all about sort of bringing together consistent um measurement standards looking at kind of how we can create frameworks for for trust and transparency and and we've been working with our connected TV working group to develop a a CTV framework um around measurement trust and transparency and we've included some transparency principles which are actually we've just got it out at the moment for public comment so there's plenty of opportunities for people to feed their thoughts and feedback into that but it's like you say having it's working with people collaborating and making sure that everybody's trying to put that trust um at the centre of everything we do to ensure that everything can continue to grow and and evolve in in the right direction and and I think yeah as you say trust is just really important to then and just making sure that everyone's sort of tapping into and using third parties where needed and things like that are super um super important.
• 26:12
  SPEAKER_02: So I guess we've kind of covered a lot about trust and and transparency and and again just some really great stats from the report which we'll we'll make sure we share when we're when we're sharing this episode but looking at kind of RTL alliance um specifically what kind of do you feel sets you guys apart as a trusted partner in this landscape we've talked about working with industry associations we've talked about you know third party verification companies but what about RTL Ad Alliance what what kind of makes you a trusted partner for people in the ecosystem yeah maybe I can I can uh um jump on that question I think you know uh we've been working for 20 plus years with the highest quality inventory providers that you can find in Europe and we know in working with them and growing up with them those broadcast companies are very very protective of their inventory of the content of even working with advertisers you know I mean that's how sacred uh that content and inventory is so I think what we have established and what sets us apart is that we take this let's say uh framework of trust of delivering on your promises of being open to third party verification and measurement we take all of what has been great and developed in the broadcast world over the last 20 years and we move it into the digital space so that when advertisers and agencies want to run campaigns at scale in the digital space in Europe they know what they're getting when they work with us.
• 28:05
  SPEAKER_02: And they know that they get the heritage and the framework and the standards of a 20 plus year business on the broadcast side but in the digital space.
• 28:18
  SPEAKER_02: So when they run campaigns for their brands for their advertisers they can be assured that they run in a trusted verified environment that we deliver the KPI and the objectives that are needed and that we can do it on scale.
• 28:38
  SPEAKER_01: Yeah.
• 28:38
  SPEAKER_01: So we've covered quite a lot today trust is definitely the keyword of the day and I'll be taking that into the rest of the afternoon with me.
• 28:45
  SPEAKER_01: So just to do something a little bit different before we before we finish um so we like to just as we started around something off with just a bit of fun.
• 28:53
  SPEAKER_01: So no wrong no wrong answers here but we're just going to do a quick quick fire round just on some little topics around what we've been talking about a little bit today.
• 29:01
  SPEAKER_01: So um Daniel I'll start with you but very simple question is have you got a favorite TV show that you're watching at the moment?
• 29:08
  SPEAKER_02: You know I've reached a certain age Lauren where I I'm currently revisiting old classics that I love.
• 29:17
  SPEAKER_02: Oh nice such as uh The Wire Seinfeld or game of thrones so there's a huge spectrum and um uh according to that you can guess my age but I'm revisiting old classics at the moment I have to say oh I'm definitely I'm definitely guilty of doing that myself so uh yeah don't blame you for that if you've got a good classic it's nice to go back and revisit them for sure.
• 29:39
  SPEAKER_01: Um what about you Aureli?
• 29:41
  SPEAKER_01: Are you watching anything fun at the moment?
• 29:43
  SPEAKER_00: Well yeah I have one that I'm watching at the moment that but it's it will just ring a bell for the French listeners but uh I I really like the there is this great cooking show on MCs which is top chef which has been running for a very long time and that's a new edition now and I really uh I really enjoyed the those are professional chefs and they are really so amazing.
• 30:04
  SPEAKER_00: Uh but for people listening from uh outside of France uh I'm I'm watching it's not old but it's like not super recent either on Netflix.
• 30:14
  SPEAKER_00: It's the Queen's gambit it's on this I don't know if you have you yeah you you know it's it's yeah this chess player this this woman this young woman a chess uh she's uh yeah mastermind and uh uh I really like it I have to say I'm still uh don't tell me if you watch it I won't tell you but I'm I'm I'm um yeah I'm really I like it very much yeah brilliant and then just one more question before we round up um which is another one I often like to ask guests that we have on our podcast but if you weren't in our industry in the wonderful world of digital advertising and and I guess television in your case what would you want to do?
• 30:51
  SPEAKER_01: Like what would you want to be or where would you want to be working?
• 30:54
  SPEAKER_01: Aureli we can start with you.
• 30:56
  SPEAKER_00: That's a tough one that's a tough one.
• 31:00
  SPEAKER_00: I would say anyway I like to stay in a very international environment which is a kind of our television we are like people coming from everywhere which I really like so it would whatever the feel is I mean it has to get this international uh flavor I would say yeah nothing yeah well you're happy in the world that you're in I'm quite I'm quite open.
• 31:25
  SPEAKER_02: What about you Daniel anything that you would fancy dipping your toe in if if you could yeah well to to close the loop to the very beginning I stumbled into this media agency business um by chance if I wouldn't have stumbled into that I'd definitely be uh at a university teaching something around uh film so uh I'd be doing something completely different.
• 31:51
  SPEAKER_01: Yeah it's fascinating how you end up doing what you do and uh it's always interesting I think to understand how people got to to where they are and the things they might have done otherwise.
• 31:59
  SPEAKER_01: So thank you both so much for this a great conversation this morning um really insightful.
• 32:05
  SPEAKER_01: We will obviously share some of the links as promised along with with the show notes for people to access things like the Living Room Report.
• 32:13
  SPEAKER_01: But just yeah to say thank you so much for joining joining us this morning um and I hope you have a great day and we'll see you soon.
• 32:20
  SPEAKER_01: Thank you.
• 32:21
  SPEAKER_02: Thank you so much Lauren was great talking to you.
• 32:24
  SPEAKER_01: Thank you for tuning in we'll be back with a new episode very soon so be sure to subscribe and tell anyone else you might be interested to listen in too.
• 32:32
  SPEAKER_01: For more information on Iob Europe you can visit our website at www.ibeurope.eu or contact us via at Iob Europe on Twitter.
• 32:42
  SPEAKER_01: Thanks for listening and stay safe