While it might not have the glitz of other channels, retail media is where the money is going
More Nick Manning articles
Nick Manning discusses his recent column in which he argues advertisers can no longer be passive observers as their spending funds a media ecosystem which is suffering from a “crisis of trust”.
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.
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.