Investing in events doesn’t mean inventing a whole new set of metrics, tactics and thought processes. Yes, there are nuances. But ultimately, events are a performance channel, says Cvent’s European marketing director.
More Opinion articles
Video, first-party data, and experiential are increasingly overlapping. Consumers move between formats without paying much attention to their boundaries, writes Reach’s strategy director.
Re-ratings only occur when a threshold of confidence is crossed, and certain markers are hit. Netflix is a perfect example, writes analyst Ian Whittaker.
It’s not that artificiality is inherently dangerous. It is that people can tell when something is being offered honestly and when it is trying to pass itself off as the real thing. Phil Rowley explains.
NABS offers practical steps to support your team and yourself during job loss.
PASHN’s MD shares insights from his interviews with media leaders who discuss navigating tech and shifting consumer behaviours, and how they’ve tried to do the right thing along the way.
The attention illusion: Why media’s obsession with ‘attention metrics’ risks missing the wider point
Brand building, loyalty, and advocacy are built on emotional connections, not just fleeting visual contact. We risk becoming so fixated on the ‘how long’ that we forget the ‘how deeply’ and ‘how effectively’, writes Caroline Manning.
CTV’s true value will only be realised through better data and a smarter strategy. Household-level insights provide the missing piece of the jigsaw, writes Outra’s Graham Field.
Vistar Media’s sales director explains why he believes pDOOH will account for around 30% of UK OOH spend by the end of 2027.
As the media vultures circle, Starmer should consider himself fortunate that Spitting Image is no longer influencing British culture, says Ray Snoddy.