More Opinion articles

PASHN’s MD shares insights from his interviews with media leaders who discuss navigating tech and shifting consumer behaviours, and how they’ve tried to do the right thing along the way.

Brand building, loyalty, and advocacy are built on emotional connections, not just fleeting visual contact. We risk becoming so fixated on the ‘how long’ that we forget the ‘how deeply’ and ‘how effectively’, writes Caroline Manning. 

CTV’s true value will only be realised through better data and a smarter strategy. Household-level insights provide the missing piece of the jigsaw, writes Outra’s Graham Field.

Vistar Media’s sales director explains why he believes pDOOH will account for around 30% of UK OOH spend by the end of 2027.

As the media vultures circle, Starmer should consider himself fortunate that Spitting Image is no longer influencing British culture, says Ray Snoddy. 

Non-transparent policies dressed up as ‘outcomes’ delivery and measurement, wrapped up in bundled packages that only the agencies themselves understand and control, will not provide what advertisers need, writes Nick Manning. 

Kimberly-Clark’s Christof Baer from the ISBA Media Leaders group wants to turn talk into action and progress effectiveness.

The effectiveness case hasn’t failed. It’s just stopped being the right answer to the question clients are actually asking amid an international energy crisis.

Reach is the prerequisite. Creative is the multiplier, writes the CEO of Audience Project.

Tubi may be the first streaming platform integrated into ChatGPT, but it won’t be the last. As the model scales, competition will shift to how platforms are surfaced within AI environments, writes Matt Wilkinson.