Brands need ways to forge close connections with audiences without cookies, so let’s not overlook the common denominators that unite people.
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The latest buoyant UK adspend figures show some strange trends that could have a profound influence on the future of advertising.
SOV no longer represents the majority of a brand’s communication focus. Drawing conclusions from it can be highly misleading.
Marketing effectiveness best practice needs an evidence-based approach that uses a variety of measurement techniques, not relying on spurious digital metrics.
Authenticated data is highly appealing to advertisers, so publishers need to be more transparent about the value exchange with users.
The year ahead, according to Wavemaker UK CEO Kelly Parker, is going to feature more “noisy” conversation around AI and clients worried about being left behind amid advances in tech and measurement.
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.
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.