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‘We’re trying to get away from campaign thinking’: Studio B’s Olly Lewis on how brands can go always-on in the microdrama era

‘We’re trying to get away from campaign thinking’: Studio B’s Olly Lewis on how brands can go always-on in the microdrama era

The independent creative studio’s SVP and head of agency discusses how microdramas are becoming the future of IP development, and why brands should get involved.
The reinvention of OOH is accelerating

The reinvention of OOH is accelerating

The World Out Of Home Organization’s VP sets the scene and provides the low-down on what to expect from next month’s congress. 
The role of the advertiser in de-escalating the attention arms race

The role of the advertiser in de-escalating the attention arms race

An analogue renaissance is coming, and it’s time to come together to apply some ‘less scroll, more soul’ boundaries, writes the founder of ScrollAware. 
Signals, noise, and why accountable data and diverse planning are the only way to ‘invest with confidence’

Signals, noise, and why accountable data and diverse planning are the only way to ‘invest with confidence’

Media shouldn’t be seen as in competition but rather as an orchestra. Where the greatest planners and strategists identify every emotion, nuance and contribution each musician brings to the bigger whole.
Stop chasing clicks, start measuring real influence

Stop chasing clicks, start measuring real influence

If you’re still measuring performance through clicks alone, you’re missing where real influence happens, and likely misattributing your best-performing channels
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Opinion

When will newspapers get off the fence and support a social media ban for under-16s?

With the bans on smoking in public places and not wearing a seatbelt, the Daily Mail found itself on the wrong side of history. Perhaps it’s why it has taken a more cautionary approach to a possible social media ban for under-16s. 

Are advertisers ready for agentic media buying?

AI agents have the potential to transform the digital ad market forever, but for this to happen, brands need the comfort of clear governance and audit trails.

Inefficiency – the silent killer throttling programmatic progress in digital advertising

The CRO at programmatic platform Limelight explains how improving trading intelligence, transparency and supply relationships can reduce waste and propel programmatic performance.

Industry News

The Brief – Wednesday 27 May: Goalhanger’s venture arm; Sky ad deal with News UK; Spotify launching narrated long-form magazine articles

The Brief – Wednesday 27 May: Goalhanger’s venture arm; Sky ad deal with News UK; Spotify launching narrated long-form magazine articles

“Small thinking” is killing advertising, warn Binet and Davis in latest IPA report

“Small thinking” is killing advertising, warn Binet and Davis in latest IPA report

The Brief – Tuesday 26 May: Spotify partners with Universal Music Group; Tui ends MAFS sponsorship

The Brief – Tuesday 26 May: Spotify partners with Universal Music Group; Tui ends MAFS sponsorship

Why the United Nations is asking advertisers to protect the open web

Why the United Nations is asking advertisers to protect the open web

Podcasting advertising is clearing a high bar in the UK, claims trade body research

Podcasting advertising is clearing a high bar in the UK, claims trade body research

Up for the cup: Which social ads won the Instagram attention battle

Up for the cup: Which social ads won the Instagram attention battle

How Israel’s broadcasters made a shared buying platform work

How Israel’s broadcasters made a shared buying platform work

The Future 100 recaps The Future of Brands: Culture vs cringe, performance vs branding, AI vs the human touch

The Future 100 recaps The Future of Brands: Culture vs cringe, performance vs branding, AI vs the human touch

Data Analysis

The industry is calling it cross-media. It’s not

The industry is calling it cross-media. It’s not

Campaign ROI is maximised when audio gets 25% of spend, finds Radiocentre report

Campaign ROI is maximised when audio gets 25% of spend, finds Radiocentre report

Tech firms must enforce tougher age checks for social media platforms, regulator says

Tech firms must enforce tougher age checks for social media platforms, regulator says

The measurement debate TV really needs to have

The measurement debate TV really needs to have

Data Snapshot

Data-led charts from across the UK media landscape

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