After highlighting some key trends and challenges for mobile advertising at this year’s Media Playground, GfK’s Oliver Robinson delves into the issues in more detail in this exclusive article. Technology has dictated the pace of change, he says, and we’ve done our best to keep up – but there’s a strong argument that mobile advertising is failing. So what next?
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A week after Thinkbox released its ‘POETIC’ research – ‘Paid, Owned, Earned: TV’s Influence Calculated’ – David Brennan asks if we should think of owned and earned media as a means of maximising the effectiveness of paid media, rather than pitching them as viable alternatives.
Jim Marshall argues that newspapers still retain their potency for reporting and commenting on major news stories, despite those who suggest that newspapers are doomed. But this brings with it a responsibility which has greater significance and accountability in today’s ‘multi layered’ world of media – if newspapers are going to continue to be a gateway medium what they say has to be true.
By focusing purely on the ‘bid’ or the ‘buy’ in RTB we are failing to correctly articulate the benefits for everyone in the system that programmatic can enable says Videology’s Rhys McLachlan.
For the live Mobile Fix at Media Playground on Wednesday Simon Andrews, founder of Addictive! took a look at mobile advertising. Looking at the Guardian mobile site the night before, every campaign he saw failed for one reason or another. What’s going on?
Ahead of joining the Screen panel at this week’s Media Playground on Wednesday, Simon Rees, CEO, Digital Cinema Media, shares his thoughts on the magic of the biggest screen of them all…
If age has become less relevant in society – with older people behaving much more like the young – how relevant are traditional demographics? Richard Jacobs, Head of Commercial Strategy at Real & Smooth Radio, investigates – and comes to some interesting conclusions for today’s marketers.
Over the past 30 years the world has been rewired, giving birth to an always-on experience of human life that brings together flesh, blood and data – and now machine to machine technology has awakened. What, exactly, will this mean for brands? Michael Bayler, strategist and author, Bayler & Associates, investigates.
Following the 85th Academy Awards ceremony last month, Digital Cinema Media’s (DCM) Simon Rees shares his highlights and looks ahead to what promises to be another strong year for the film industry.
InSkin Media’s Steve Doyle challenges a number of assumptions – and offers some better ways of working – as he charts the evolution of online branding.