More Opinion articles

If network agencies run their business like supermarkets, their double-digit margins are unsustainably high, writes the editor-in-chief.

As Sky sues Warner Bros Discovery over its refusal to partner on the upcoming Harry Potter series, is the UK broadcaster potentially facing its Götterdämmerung?

Advertising is a powerful tool in helping reframe what we should aspire to. How can brands promote sustainable behaviour even when they’re not promoting sustainable products?

There’s a misconception that planning fewer ads in order to reduce waste will lead to poorer results. But with intelligent modelling, strategic data partnerships and more metrics available, we can make ads more efficient and more effective.

Tracking the spread and evolution of memes can provide a fast-track way to identify emerging trends and cultural shifts. Memes can also be a gateway to gaining insights into niche communities and subcultures.

For small businesses, AI opens the door to omnichannel strategies that incorporate TV and the prospect of using machine learning to develop media plans for regional audiences. This could reshape media mix modelling by making location a central pillar.

So we recently found that it’s the sum, not the parts, that drives results when it comes to attention. But what about frequency? Andrew Ehrenberg, Erik du Plessis and toddlers all teach us something here.

The Springfield cats and dogs debacle was an unchecked rumour that spread far and wide. As the presidential election campaign heads into the final stretch, US media has a responsibility to counter these kinds of unverified stories.

Undoing decades of inequality takes time and we have made recent gains. So let’s keep DEI a topic of discussion and embrace the opportunities.  

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.