More Opinion articles

Futuristic ads give us clues about what concerns consumers may have and what products may alleviate those concerns — as well as the power of brands. 

At this year’s event, the industry will gain insight into how audio advertising delivers the three Rs: resonance, reach and results.  

Away from the never-ending disasters of recent years, this summer saw the return of silly season for the British press, with some truly ludicrous stories that carry more than a hint of political malice.

Trade body research in the past decade shows that no medium is an island and we work better together. Denise Turner reflects on a changing of the guard and insight lessons from these 10 years.

The key challenge for this nascent channel is ensuring seamless integration of all elements in the ecosystem, particularly CTV and OOH, and adapting work in a creative way. 

This is the moment to reflect on how we address the fundamental problems in society. There is certainly a role for brands and the business community.

With investors demanding to see good sustainability records and boardrooms looking more closely at media supply chains, businesses need to keep ESG top of the agenda.  

When brands spend big on sponsorship, the sums involved can make them cautious. But they should use this opportunity to challenge their current business models, Hannah Mirza explains. 

In an increasingly fragmented media landscape, reach and frequency is the foundation that helps navigate this complexity and ensures brand growth, writes AudienceProject’s UK commercial director.

Amid huge changes in audience behaviours and technical developments in the past decade, the best media research continues to answer real business challenges.