More Opinion articles

In the latest of this digital-media planning series, we’re going to fiddle about with another lever to improve performance: the cost per acquisition.

Channel 4 is that rarest of things: a textbook example of a brand leading a business rather than a business operating a brand.

The implications patterns are striking to both brands and those intending to integrate attention as a key metric of ROI.

Rather than let itself get dragged into the freemium space, Netflix should take a bold and pioneering approach to advertising, writes the editor.

Advertisers need to engage in more comprehensive media agency management to meet campaign expectations.

The job of the CMO has shifted from largely a creative one to applying data to solve a multitude of challenges.

Creating a TV market duopoly will weaken advertisers’ trading stances and the output of our marketing efforts, writes BT’s media manager.

As TalkTV prepares to launch, is there room in the market for two ‘anti-woke’ news channels, asks Stephen Arnell.

We’re finding that online inventory that doesn’t get looked at at all tends to cost the same as the inventory which does get looked at.

It has been the worst of times for Prime Minister Boris Johnson, Johnny Depp and Netflix, while swathes of the media haven’t covered themselves in glory either.