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.
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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.
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.