More Opinion articles

Now that gaming is mainstream and likely to show further growth during lockdown, the big question remains – is it an effective advertising medium?

Our lives have become highly curated and formalised, writes Jan Gooding – and for marketeers this not only inhibits innovation and productivity, it creates a very small world in which our brands can operate.

Partner contentThe pandemic has helped shake the perception that digital equals performance – and has helped buyers recognise that each channel, platform, and publisher has a nuanced role to play.

Partner content: James Cornish explores how an increase in streaming is leading towards a more diverse distribution landscape for ad-supported TV, and the opportunities this brings with it.

Dominic Mills looks at the true role of advertising in helping get the economy back on track. Plus: the Guardian tells it like it is; and a new naming convention for agencies.

Stephen Arnell examines two important media news stories, both of which have a pandemic connection.

Partner content: Brands are starting to recognise gaming’s enormous value, with over $3 billion spent on in-game advertising in the U.S. alone last year, and double-digit growth expected for this year.

Understanding audiences is critical to effective engagement, and with gaming that means setting aside some deep-seated assumptions, writes Zack Sullivan.

Partner content: Andy Jones, head of agency development at Samsung Ads Europe, addresses the connected TV opportunities available to brands, marketers and agencies in the UK and Europe.

Sponsored: Addressability alone does not deliver the level of personalisation necessary to resonate with a listener on a deeper level, writes Niki Stoker.