Market fragmentation, a lack of transparency and poor quality inventory for online video is costing advertisers, experts warn – with complacency – from both advertisers and media agencies – compounding the situation.
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Hamish White, the man in charge of developing the Sun’s ‘Goals’ video app – which helped pave the way to placing the newsbrand’s content behind a paywall – has said that storytelling has been vital to its success.
From new forms of communication to new ways of working, agencies need to embrace change or get squashed, writes Dominic Mills.
Brands are set to act more like publishers and media owners as the drive to produce branded content naturally evolves, according to Unilever’s Hamish Priest.
High-end audio visual chicanery is no longer the sole preserve of advertisers with the deepest pockets, says ISBA’s Bob Wootton. Easily-accessible tech has democratised content creation – but is this entirely for the good?
Sky IQ’s Emma Holden explains why there is no need to choose between long-term communications and short-term wins when it comes to TV advertising.
MediaTel announces the final line-up to Thursday’s Video Upfronts, with late editions including YouTube sensation Callux, Liquid Thread’s Rupert Britton and Spirit Digital Media’s Peter Cowley.
There seems to be a growing body of opinion that mass marketing – and the waste that comes with it – is the way to go, says Dominic Mills – The trouble is that none of this fits well with the drive for accountability.
Newsline has captured the thoughts of experts on the role of data and metrics in television advertising – and asks what the future has in store.
The cost of multi-platform audience measurement could act as a barrier for advertisers and agencies if it outweighs the potential benefit derived, industry has heard.