At Mediatel’s 2017 Planning Debate, experts warned that an over-reliance on data and a lack of human interaction was creating a chasm between planners and their audiences.
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MEC’s managing director, Sarah Hennessy, said client demands still lead the agency to the unrivalled scale of big players such as Facebook and Google, while concerns over context tend to take a back seat.
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The new interactive VoD format will enable advertisers to incorporate the individual names of registered All 4 viewers into the audio of their adverts, taking targeted advertising to a new level.
UK adspend grew 3.7% to reach £21.4bn in 2016, the seventh consecutive year of market growth, according to the latest Advertising Association/WARC Expenditure Report.