More Opinion articles

Contrary to popular belief, advertisers on TV only ever pay for the audience they buy, writes Matt Hill – everything else is extra.

True enough, the advertising industry has responded brilliantly to reconfigure itself wholesale, writes Bob Wootton – but it shouldn’t kid itself about its present or future positions.

TV advertising is now wholeheartedly embracing user generated content – but is it entirely a good idea? Plus: an anti-advertising agenda that would thrill XR.

David Cloudsdale looks at what can be done to make TV advertising more nimble.

Regulated TV and its advertising is likely to emerge with an enhanced reputation from the current crisis, writes Ray Snoddy.

Certainty tends to be the touchpaper for M&A activity, writes BDO’s Damian Ryan – so how has Covid-19 impacted the media, tech and advertising markets?

Jan Gooding evaluates the impact the Covid-19 pandemic has had on marketing – assessing what we’ve learned, and what should happen next.

The programmatic dream isn’t happening, writes Nick Manning – so let’s use this period to plan for a recalibration.

From newsbrands to advertisers, there seems to be a lot of competition for the title of fourth emergency service, muses Dominic Mills. Plus: are jingles due a comeback?

Steven Scaffardi explains how The Future of TV Advertising UK will address the key questions facing the commercial TV industry during COVID-19.