More Opinion articles

Budgets for research and experimentation in emerging platforms might now face the chop, warns Omnicom Media Group’s chief market analyst.

Davids are disruptive and agile; Goliaths can crowdsource insights, provide stronger measurement, and bet big on traditional advertising.

The bots have been a long time coming — whether they have been called that or not.

Thanks to advances in technology and innovation, advertisers can leverage out-of-home in their campaigns on a shoestring budget. Here’s how.

Kris Boger, general manager, UK, global business solutions at TikTok, talks to Omar Oakes about how and why this social media platform is going big on commerce.

In the lead-up to the Festive Season, it’s inevitable that many of us will look back on the past year and compare our lives today with the challenging and anxiety-inducing lockdown events of a year ago. 

Measure, don’t market, for two years unless you have demonstrable results. This is precisely what John Lewis did with ‘The Beginner’.

Route CEO Denise Turner outlines eight principles on how advertisers should measure and use measurement for success.

100% Media 0% Nonsense: There is rightly so much excitement about TV with new entrants, new products and new advertising opportunities. But the mistakes of digital media’s past must not be allowed, writes the editor.

EU plans to regulate political ads would hollow out good-faith political discourse while potentially failing to properly address the issues of mass disinformation, writes the Advertising Association’s director of policy research.