More Opinion articles

Most ads get glanced at rather than pored over. So why doesn’t the creative or media-buying reflect how people actually interact with media?

Partner Content: Lumen Research’s Mike Follett and Brand Metrics’ Sean Adams share eight insights from the Mediatel Media Research Awards.

With an upcoming Raoul Moat drama and Savile documentary, are broadcasters going too far?

Thee value of audio, relevance, and experience is key in the complex journey to understanding attention.

With Piers Morgan pulling in curious viewers to TalkTV on Monday, a battle has been provoked for the “anti-woke” audience.

Gen Z are just as interested in quality news as their elders. They just consume it in a different way.

Supporting responsible and sustainable media takes time and care to plan and buy. So why have media trading practices barely changed?

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.