A new study examined how high-attention media formats boost profitability, uncovering an ‘astonishing absurdity’ in marketing practice.
More Advertising articles
Today’s attention economy is fluid, meme-driven, game-infused and influencer-fuelled. Brands can no longer rely on linear storytelling. The best modern storytelling is multiplayer.
Bauer Media Advertising’s Simon Kilby predicts how AI will support some key media trends over the next five years.
Channel 4’s head of advertiser strategy reflects on a decade of its DIAA initiative and what it means to create ads that resonate with audiences of all stripes.
As ITV reaches seven decades, its commercial MD reflects on the key moments that show how advertising has powered the broadcaster’s growth, kept TV free and helped shape UK culture.
One side of the Atlantic is hollowing out what makes its media culture special; the other is fighting to preserve it.
| Maria Iu
To mark its 70th birthday, the broadcaster worked with System1 and D&AD to showcase the top 70 ads in seven decades.
We have mere seconds before consumers skip, scroll, swipe and switch off. But that’s more than enough time to give brands an edge — if they use audio wisely.
Those fear-inducing public-service ads don’t work as well as we thought they did. Instead, invite people to believe.
Following the court’s decision to keep Chrome with Google, publishers now have a lot more questions than answers. But a technical committee could provide some potential positive outcomes.