More Media Commentators articles

Mobile advertising is facing a serious crisis according to many experts and the issue has dominated recent Newsline editorial and MediaTel conferences. So what advice is being given to mobile marketers? Here, Millward Brown’s Hannah Walley shares her thoughts…

Simon Andrews takes a look at ‘Home’ from Facebook and find it’s…interesting. Because of the limited range of android handsets that Home will work on, its initial impact may be a little muted he says – and as a sort of modern equivalent of a Google Toolbar it’s likely to only really appeal to hardcore users. But with a billion users you don’t need big percentages to make a big impact…

‘Click-through’ doesn’t mean anything today says Darren Hamer, MD of Sticky. It doesn’t generate any revenue and without context there’s no way of knowing its impact on brand equity. So now it’s time for the truth – and visual performance studies will help achieve it.

Two-timing the TV has been going on for years – from getting up during the adverts to make a cup of tea, to grannies doing their knitting during an episode of Corrie. And now, advertising brands have mobiles and tablets to contend with as well. However, instead of brands seeing these as a threat, they should be using dual screening as an opportunity to get people talking about them, says Starcom MediaVest’s Steve Smith.

Find out how the industry has reacted to the findings in the latest Bellwether report, with opinion from adconnection, MEC, Essence, G2 Joshua, Dialogue, Jaywing, Volume and Gekko.

Twitter is now emerging as the primary curator of – and gateway into – the internet, and will potentially supplant Facebook argues Richard Marks, Director of Research The Media.

GfK’s digital consultant, Will Youngman, is regularly asked questions like ‘when will tablet ownership overtake PC?’ or ‘how long before everyone has a smartphone?’ The truth of what is happening with ownership of connected devices is far more complicated, he says – so without the benefit of a crystal ball, here are some trends that he is identifying in his research that could indicate what we can expect to happen in the near future.

Decipher’s Nigel Walley is a massive Twitter fan and counts himself as a ‘super-user’. He is also a massive fan of broadcast TV and likes the story the two are somehow mutually beneficial – but now feels it is a myth that has spun out of control. There is no data, he says, to back up the wild claims flying around and, if anything, the data disproves them…

A month after the launch of Route, the new audience measurement currency for the outdoor medium, its managing director, James Whitmore, takes a look at the industry reaction, some early learnings – and tells us what will happen next…

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?