The Media Leader looks back on the most popular Strategy Leaders opinion pieces from the brightest minds in our industry in 2024.
Enjoy.
5. Smart TV makers could bring an end to the golden age of television
2024 was full of discussions around the growing opportunities of connected TV (what is connected TV, though? Well, there’s been plenty of discussions around that too).
The7stars’ Ian Daly, though, wanted to remind readers that if monetisation efforts come at the expense of the user experience, the golden era of television that we all enjoy could be under threat.
Smart TV makers could bring an end to the golden age of television
4. 100 years of doing it wrong — and how to do it right
The sales funnel turned 100 in 2024. Here, Hearts & Science’s Simon Carr looked at how to truly understand consideration and how to measure it.
As Carr explained, the industry can sometimes be fixated with shiny new things, but sometimes the answers can be simple and hidden in plain sight.
100 years of doing it wrong — and how to do it right
3. Agency campaign reporting is a propaganda tool
Agency campaign reporting is part and parcel of a planner’s work, but Bicycle’s Aidan Mark disagrees.
In April, he discussed why these reports contain no actual learnings and put forward another way.
Agency campaign reporting is a propaganda tool
2. The traditional media agency is finished
2024 is ending with news of a mega-merger that will transform the agency landscape.
In May, Havas Media’s Ailsa Buckley suggested that, with the decline of the traditional agency model, there is an opportunity to take on a consultative role as marketers’ remits broaden and they ask more of their partners.
The traditional media agency is finished
1. Brands could be spending three times too much on social
The Media Leader’s most-read Strategy Leaders feature of 2024 — and one of the most-read articles of the year across the entire publication — was from EssenceMediacom’s Richard Kirk.
Using data from the Profit Ability 2 research, EssenceMediacom found that brands could be spending three times too much on social media.
Meanwhile, TV could be getting less credit and ad investment than it deserves.
Read this alongside Thinkbox’s new research for a powerful and convincing argument of why brands should take a fresh look at brand-building and TV advertising.
Brands could be spending three times too much on social. You read that right
