More Opinion articles

Two unique social media trends might have far reaching consequences for marketing, argues Hearts & Science’s strategy chief.

Being early and flexible is the key to planning media during a festive season with a cost-of-living crisis and a World Cup around the corner.

Gen Alpha represents a distinct switch in the norm, powering a more ‘lean-in’ music consumption from earlier ages.

Whether it’s making the BBC more accountable, or improving journalistic standards against the tide of populism, Emily Maitlis needs to be heard.

Byron Sharp isn’t “smashing” attention metrics. He’s urging marketers to stop misusing them.

There are many examples of media companies getting it wrong. But how did they themselves into this mess in the first place, asks Stephen Arnell.

You cannot champion the need for reach at all costs and ignore the importance of attention metrics, writes Havas Media Group’s Jon Waite.

Boris Johnson developed a more sophisticated version of telling untruths that has left journalists and regulators with a dilemma, writes Ivor Gaber.

If we rush to promote/enforce attention as a North Star, opportunists will game the system and digital advertising will become an even worse cesspit.

Radiocentre’s planning chief responds to a recent review of the radio marketing body’s new Radio Planning Optimiser tool.