Starcom MediaVest’s Steve Smith takes a look at the union between out-of-home and mobile and explains why it’s so important that brands optimise their mobile platforms.
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In February 2011 Ofcom permitted limited liberalisation of UK paid for product placement. This was perhaps the biggest shakeup in the product placement market since 1984 when NMG introduced formalised free prop provision to an unstructured marketplace. So a little over two years since Ofcom’s changes, where can we see market trends going? NMG offers its predictions…
The most public of spaces is merging with one of the most personal, and the impact on the consumer is going to be profound argued industry leaders yesterday during a debate on the marriage of out-of-home and mobile.
Broadchurch was a huge hit for ITV, says Richard Marks of Research the Media – but will it be able to replicate that success? Whatever happens, at least we’ve learned that rather than ‘the Internet’ proving to be a threat to TV, in many ways it is just what it has been waiting for: digital technology propagating a buzz around a show, and then giving people the means to join the party – a rolling stone gathering digital moss.
There are unavoidable failings of execution when it comes to mobile advertising – from bad links to bad optimisation – and in this ‘year of the mobile’, brands must think beyond the desktop past of digital advertising if they’re going to be successful. Campaigns need to be relevant and responsive to devices while respecting the consumer, and this can pose a real challenge for brands and publishers, explains Vibrant Media’s Sam Pattison.
Greg Grimmer this month reports back on one of those crucial pieces of client liaison that doesn’t fall foul of the Bribery Act. Yes, the Media Jolly has survived the recession and remains an essential part of ‘The Business’. So how did he end up getting whiplash?
Getting people to talk in depth about a particular subject or piece of content can be useful, but we should never expect that sixty minutes of talking with a bunch of random individuals will uncover anything significant, and in the majority of cases, focus groups hold the potential to do more harm than good, says The Media Native. So how else should we expect to gain valuable insight?
In the first part of a new four part special, News International’s Abba Newbery presents the findings of a ground-breaking new study from The Future Laboratory exploring future trends for news. In part one, Newbery looks at ‘Intuitive News’ and the impact of consumer ‘stuffocation’ in a relentless, 24/7 digital age…
The content marketing industry is rapidly evolving with the onset of digital says Clare Hill, managing director of the CMA. From near field communications and ‘slowmercials’, to augmented reality and QR codes, technology is driving unique consumer engagements. So which brands have them working best?
18 months ago Greg Grimmer caused some distress with his column, poking fun at a certain – newly re-branded – media trade body. Has he changed his mind since then? After an awkward lunch with the CEO and some interesting conferences, things may have turned a corner…