More Opinion articles

People are reading news brands to understand the complexities of what is happening, as opposed to casual browsing.

The way adland thinks about audiences is littered with problems, writes strategist Simon Carr. It’s time to add some further dimensions to its approach.

Partner Content: Mike Follett, Managing Director of Lumen Research, asks is it possible to ensure – or even insure – attention to ads?

Starling Bank’s boycott of Meta has not impacted its marketing performance or growth, explains Electric Glue’s co-founder.

Brands and media face must acknowledge their place in disposable culture as they seek a new balance for consumption.

Creating a framework for measuring attention will not only help us get more engaging ads in our media, but should also deliver a more sustainable industry as a result.

Will ITVX’s “futureproof plan” rival the likes of Disney+ and Netflix?

This week’s brave actions of brave Russian journalists, calling out the regime’s lies and falsehoods, raise important questions for all of us in the trade.

Advertisers shouldn’t look to either the media specialists or the creatives to take the lead. They need both, Nick Manning argues.

Measure what is key for each channel and don’t get led on by fancy metrics that don’t do anything for your media objective.