We need to bring back the generalist to properly serve clients as AI streamlines previously labour-intensive processes, argues VCCP Media’s joint chief strategy officer.
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Attention rightfully puts audience experiences higher on the agenda, but using it as a universal standard would create targets that are more easily gameable and deliver worse media experiences.
From radio darlings to streaming service losses, measurement rows and Twitter debacles, The Media Leader has compiled a list of our most read stories of 2023.
At the Future of TV Advertising Global this month, the UK’s top three commercial chiefs sat down to discuss whether TV has an image problem amongst buyers, the future of cross-platform measurement and changes in the ad market.
ITV’s director of client strategy and planning Kate Waters urged the TV industry to come together to prioritise outcomes for advertisers, rather than audiences.
Havas UK’s chief data and product officer explains what to look for in a viable long-term tracking solution.
Peter Field explained to Omar Oakes that audiences cannot become deeply engaged in pieces of entertainment in 15 or 30 seconds, and likened short-form video to chewing gum.
Digital is responsible for causing a sea change in advertising towards the need to prove impact and effectiveness now that we can better measure it, argued Nick Manning on a recent episode of the podcast.
Effectiveness is about understanding what’s working — but current industry approaches aren’t, warns the WFA’s media services director.
Focussing mostly on sales could mean advertisers underestimate retail media’s true potential, which can work for both shopper and brand marketers.