More Opinion articles

Matthew Harrison explores the central and influential role footballers (and other sportspeople) play in the gaming industry.

Now that gaming is mainstream and likely to show further growth during lockdown, the big question remains – is it an effective advertising medium?

Our lives have become highly curated and formalised, writes Jan Gooding – and for marketeers this not only inhibits innovation and productivity, it creates a very small world in which our brands can operate.

Partner contentThe pandemic has helped shake the perception that digital equals performance – and has helped buyers recognise that each channel, platform, and publisher has a nuanced role to play.

Partner content: James Cornish explores how an increase in streaming is leading towards a more diverse distribution landscape for ad-supported TV, and the opportunities this brings with it.

Dominic Mills looks at the true role of advertising in helping get the economy back on track. Plus: the Guardian tells it like it is; and a new naming convention for agencies.

Stephen Arnell examines two important media news stories, both of which have a pandemic connection.

Partner content: Brands are starting to recognise gaming’s enormous value, with over $3 billion spent on in-game advertising in the U.S. alone last year, and double-digit growth expected for this year.

Understanding audiences is critical to effective engagement, and with gaming that means setting aside some deep-seated assumptions, writes Zack Sullivan.

Partner content: Andy Jones, head of agency development at Samsung Ads Europe, addresses the connected TV opportunities available to brands, marketers and agencies in the UK and Europe.