Is the festive idealism of families watching your ads together at risk of becoming a ghost of Christmas past? Not if cinema has anything to say about it, argues DCM’s head of insight.
More Opinion articles
Buzz Lightyear is not the only disruptor making a comeback; direct mail is also on the smart marketer’s radar for 2026, says Marketreach’s Sonia Danner.
A modernisation of the merger rules is long overdue, but change in the public interest is afoot, explains Ray Snoddy.
If Meta can meet the IAB’s Gold Standard Certification whilst, as Reuters reported, the platform generated $16bn in ad revenue from scams and banned goods, then what is the role of the standard?
After helping many brands over the years develop their HOWs, Perfect Storm’s Dan Svikis has become attuned to the red flags that may signal it’s missing from that vital layer of comms planning.
It may be a ‘fallow year’ for major women’s sport tournaments in 2026, but that shouldn’t stop brands from getting behind the female sporting ecosystem, says EssenceMediacom’s EMEA sports & sponsorship director.
Barb’s chief operating officer, Caroline Baxter introduces new the Barb Data Hub and where it fits within the ecosystem.
Brand safety blocking technology prevents up to 40% of high-quality news inventory from running ads. Bountiful Cow looks at what happens when the blockers are removed.
By absorbing Interpublic, Omnicom becomes the world’s biggest agency group but also its biggest target. In a market where scale forces prices down and clients have the upper hand, this acquisition won’t fix the problem. It accelerates it.
Is the US-owned Comcast a ‘white knight’ riding in to save British commercial TV? Medialab’s director of Advanced TV looks at the potential sale of ITV’s studio arm to Sky.