More Opinion articles

Tech is radically changing media and advertising, but our first Future of Media Manchester event reminded us that what matters most to creativity and sales is the same now as it was 200 years ago, writes the editor-in-chief.

As AI becomes more prominent, marketers must be clear about their objectives in order to decide how best to utilise their influencer campaigns.

Advertisers have a responsibility to support trusted, quality sources of information as fake news becomes more easily accessible.

The success of the radio sector, with its common values and objectives, illustrates why it’s important for media channels to have clearly defined offerings and show what they can bring to the table for advertisers. 

FAST may be growing strongly, but its adoption by brands is still hampered by limitations in measurement and a lack of understanding from advertisers. 

They may be celebrated and claim to connect more with audiences, but viral campaigns make less business sense as they lack reach and long-term impact. Here’s why we still need proper ‘ad campaigns’.

Aside from finding trends from quantitative data, qualitative data can uncover real-life lessons for brands and their agencies navigating the cost-of-living crisis.

The sale of The Observer speaks volumes about the state of seller and buyer, old and new media, and the industry as a whole — and, indeed, how you find ways to fund reliable journalism.

After joining Barb and announcing a significant update at Connected TV World Summit mere weeks later, Barb’s head of campaign audiences charts CFlight’s evolution in 2024. 

Any suggestion that an advertiser might use Origin as a currency to apply the same value to very different AV formats is somewhat of an insult, writes Direct Line Group’s head of performance marketing and CRM.