Mad//UpNorth: Manchester Makes Its Mark

Last week, Manchester (UK) hosted its first-ever Mad//UpNorth event and I must say, the energy was electric. The sense of regional pride was palpable, and it’s clear that Manchester, and the North more broadly, has become a real powerhouse in the UK’s media industry. With representation from some of the biggest brands, agencies, creators, ad techs, and even some celebrities and politicians, the event had a great mix of attendees, making it all the more diverse and curated. While the event’s overarching conversation centered on the many ways advertisers can get in front of consumers in today’s digital landscape, there were several panels, presentations, and fireside chats about some more specific and tailored topics that are worth highlighting. 

Key Takeaways

• AI is Here, But Who’s Using it Matters: AI continues to be a major sticking point, and Mad//UpNorth was no exception. Panelists discussed AI’s role in significantly increasing speed and efficiency during campaign planning, and enhancing our ability to work effectively through the creative process. But, panelists seemed to agree that while AI integration is proving invaluable, it’s ensuring the right human expertise and creativity in applying this technology that remains most crucial. 
• Navigating the Algorithm Era: Many presentations, including one hosted by Dentsu, talked about ever-changing Social Media algorithms. Brands and UGC creators discussed how to best leverage algorithms to drive success, and provided insightful tips for implementing different types of content within these algorithms. That said, attendees were honest in talking about the challenges of constantly shifting algorithms, and how we’re still learning to adapt to these constant changes.  
• Data & Insights Power Brand Revitalisation: There were several conversations highlighting how crucial data and insights have become in relaunching or reinvigorating today’s brands. CMOs and creators alike spoke to their strategies for using data-driven insights to help them thrive on YouTube. Additionally, it was great to see that cultivating insights from diverse and inclusive creators within the media industry remains a top priority.
• CTV Takes Center Stage: Mad//UpNorth confirmed for us that Connected TV (CTV) is no longer just a buzzword. Panelists spoke to how CTV is dominating TV consumption, and how Linear TV is becoming more and more challenging in terms of reach. As for YouTube specifically, I noticed that some attendees were even using the words “YouTube” and “CTV” interchangeably, showing how YouTube is becoming synonymous with the future of television. 
• Growing Investment in YouTube: Nearly every agency said they increased investment in YouTube this year. This solidified just how much the platform has evolved from a basic “cat video” site, to a leading hub for premium content. Pixability’s presence sparked much curiosity, with many learning about the breadth of our capabilities for the first time. This opened up new conversations with industry leaders about our value add, especially as many of Pixability’s competitors in attendance were focused on other Social Media platforms, as opposed to YouTube specifically.    

Mad//UpNorth was a resounding success, and I was thrilled that Pixability could be a part of it. It brilliantly showcased Manchester’s vibrant media scene and its growing influence. The North is making its mark, and London should definitely take notice. I’m excited about the future of media in the area, and Pixability will definitely be back in Manchester for next year’s event! 

Never change and go well!