The three-year cycle of pitch explosions could be broken in 2024 as advertisers appear to be more “introspective” about what they need, writes the editor.
More Omar Oakes articles
Does anyone actually do ‘advertising’ any more, asks the editor.
2024 looks set to be a year of consolidation in publishing, but it’s a short-term fix for a long-term problem: the digital publishing market is suffering from market failure, writes the editor.
Omar Oakes doesn’t get why some parts of the media industry have systems for pre-approving what ads are fit to publish when others don’t.
Whatever we call it, TV can still bring people together and build brands in the long term, but it must shout about it more loudly, writes the editor-in-chief.
The post-Covid economy is flat and stagnant, and yet media budgets are buoyant. This industry may be “winning the argument”, but there lies a danger within, writes the editor-in-chief.
There are plenty of opportunities for our industry’s practitioners, writes the editor-in-chief.
This year, the pendulum will swing back towards talent from technology as this industry rediscovers what made it special, writes the editor-in-chief.
Are humans or AI smart enough to do contextual targeting well? ITV and Sky certainly hope so, judging from their advertising upfronts, writes the editor.
Twitter is too small to have such a big mouth calling the shots, writes the editor.