Attention rightfully puts audience experiences higher on the agenda, but using it as a universal standard would create targets that are more easily gameable and deliver worse media experiences.
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The Online Safety Act is only scratching the surface of a far bigger issue, one that contributes to a massive loss to the UK economy and risks our national security.
The industry is still behind in its measurement capabilities, which means OOH is being underrepresented in advertisers’ media plans.
Buyers and advertisers need to proactively close the information gap in programmatic advertising so they can take action and improve performance.
The benefits of programmatic digital out-of-home are ripe for the taking for those with the right strategy.
The appointment of Samir Shah as BBC chairman should be welcomed. But wouldn’t he and director-general Tim Davie be even more effective if they swapped roles?
Fake advertising has a limited shelf life. Be bold with your OOH this winter.
It’s important to take a step back every now and then to take stock and celebrate our wins. Despite recent damning reports, there is a lot for digital advertising to shout about.
We need to think bigger than gaming and think ‘gamification’. There are three actions we can take to bring gaming into the marketing mainstream.
The reason fraud proliferates is that as an industry we don’t take the available steps to mitigate. Time for a New Year’s Resolution.