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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.

Experts representing broadcasters, researchers and agencies have told advertisers they should not simply chase ‘likes’ or measure the volume of tweets, but rather leverage the data and insights they reveal about audiences.

We’re obsessed with the weather, but UK marketers have been criticised for being slow to make the most of the surprising opportunities the local climate presents – but new technology and data is destined to change everything.

Marketers are supposed to excel at searching out relevant properties for clients to associate themselves with – so why is Barclays set to pull its multi-million pound sponsorship of the Premier League after 13 years?

Specific Media’s new targeting tool allows advertisers to accurately reach online users based on their TV viewing. Specific’s Gavin Johnson tells Newsline why the project means big things for advertisers.

The pressure for IPG as it waits to see what happens in a post-‘Publicom’ world has forced it to make a hasty deal that has quickly gone wrong. But in this climate of uncertainty and fear botched deals really don’t help.

Newsline presents a short video of media predictions and wish-lists from the annual Year Ahead event – including interviews with MediaCom’s Claudine Collins, ISBA’s Bob Wootton and journalist Raymond Snoddy.

James Cornish joins VEVO from Virgin Media and will be responsible for managing all aspects of the company’s UK sales function.

Matthew Hook, the chief strategy officer at Carat UK, has been promoted to managing director – while Dan Hagen, currently the head of planning, is set to take on Hook’s previous role.

As online video and mobile become increasingly prolific in the digital sphere, Newcast’s Matt Davies argues that brands would do well not to forget traditional advertising mediums just yet…