Do something bad, and you’re likely to compensate with a good deed – or vice versa. Here, William Hanmer-Lloyd explains how advertisers can use this behavioural quirk to improve targeting.
Showing 2681-2690 of 5,631
More Opinion articles
Bob Wootton looks at how adland corrupted one of its favourite buzzwords. Plus: Why we need a review into the value of media channels, and CRM forceably revisited.
From the changing types of advertiser using it, to the new competition threatening its existence, Dominic Mills charts the evolution of commercial television.
Spending time and money questioning the brief means better defined objectives – and subsequently stronger execution and fewer marketplace regrets, writes Jan Gooding.
Attacks on the Speaker of the House of Commons by the Brexit-supporting press are disgraceful, writes Raymond Snoddy – and there is only one explanation as to why they are being made.
We’ve finally realised that YouTube is unlikely to ever be 100% safe for advertisers, writes Ebiquity’s Martin Vinter. So how should brands navigate this problem?
Last week saw the IAB host a retirement party for Douglas McArthur, outgoing chairman of UKOM and architect of the Radio Advertising Bureau. Here, Dominic Mills interviews McArthur as he looks back on his career.
As the Web turns 30, its creator says it would be both defeatist and unimaginative to suggest it cannot be changed for the better. Here, Ray Snoddy sizes up the scale of the challenge.
As digital out-of-home screens steal the limelight, what’s to become of the humble billboard, asks Stuart Taylor – and what does it mean for advertisers?
In a time of economic and political turmoil, the marketing industry needs to take a leaf from its own book, writes Adam Morton.