Premium publishers may have proved that context and quality of environment amount to increased ROI for advertisers, but the trading mechanics have yet to catch up. By David Pidgeon.
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UK adspend grew 3.7% to reach £21.4bn in 2016, the seventh consecutive year of market growth, according to the latest AA/Warc Expenditure Report. Here, experts from around the media industry dissect the findings.
The headlines currently being grabbed are the tip of an iceberg that has been looming on the horizon of the online ad ecosystem for some time, writes Steve Doyle.
West joins from Havas Media and will become a member of Newsworks’ leadership team, overseeing client services as well as strategy planning for the marketing body for national newspapers.
Just as the original Naked Communications model helped change the ad industry, we need something just as radical to rewrite the rules for today, writes Dominic Mills.
Join senior media and creative planners, clients, media owners, data business and programmatic companies as they debate the role of the planner in an increasingly automated business.
We have failed to fully articulate the dramatic impact that mobile apps should be having on media plans, writes Gavin Stirrat.
Talking AI devices are taking over, and the prize for the brands that know how to exploit them will be huge, writes Dominic Mills.
Taken captive by its own organisational structure, Pepsi’s in-house agency forgot to ask the questions that ought to be asked, writes Dominic Mills. Plus: Why Sorrell is like a beef chow mein.
The general unaccountability of tech companies to our governments, and ultimately to us as citizens, is the bigger issue, writes Communication Partners UK’s Roy Jeans