A raft of recent company earnings reports demonstrates that we have reached the end of an era where advertising supported the exponential growth in online channels.
More Nick Manning articles
There is a lot of discussion about ‘purpose’ in advertising, but less about the purpose of advertising. And that purpose is to be effective.
‘Truth decay’ is irreversible and we have to learn to deal with it. Advertisers, whose money funds the lion’s share of commercial media, can do a lot more.
Chief media officer is a big job and somebody has to do it for advertisers, argues Nick Manning.
Focussing on media cost over investment and audience delivery is damaging advertising effectiveness.
Without a mainstream platform, Piers Morgan looks diminished. The ‘global’ reach of his content is worth very little, writes Nick Manning.
Advertisers shouldn’t look to either the media specialists or the creatives to take the lead. They need both, Nick Manning argues.
What should it really mean when advertisers say they want to support ‘quality’ media, asks Nick Manning.
In the second part of Nick Manning’s thoughts on fixing the digital advertising landscape, he provides six recommendations for advertisers.
Nick Manning assesses what’s wrong with a digital landscape and why the advertising industry is hamstrung to fix it.