More Opinion articles

Conventional forecasting has become outdated amid a fast-moving, complex landscape. The growth of AI and machine learning means predictive analytics can anticipate audience and advertiser demand more effectively.

Perceptions of TV advertising are shaped by the US, yet this market looks, feels and functions very differently to the rest of the world. This leads to global strategies built on a flawed premise.

Talking to a child will show you that some of the best insights about effective media strategy can come from the simplest of observations.

The size of their business, the breadth of their offerings and their economic model leave the largest publicly listed agency groups vulnerable in the AI revolution. The next few years will see growing dominance of a different breed of agency. 

From The Guardian’s positive results to the sale of the Telegraph and National World, UK media brands still make sound business sense and can attract significant investment.

Even as streaming gathers pace, accessibility remains an issue. However, AI has the ability to bridge this gap to make streaming available to more people.

OOH is now more a performance than a poster and changing the way we think about public spaces. This real-world presence builds real connections. 

Despite the popularity of the genre, many advertisers still treat true crime podcasts with caution. Time to step into the courtroom and examine the evidence…

In our industry, performance is often boiled down to immediate results. Many overlook the most powerful driver of performance: the brand itself. Happydemics thinks this means a long-term, people-centric model.

While MMM is generally a good technique for judging channel effectiveness, we must be aware of its various blind spots — most notably, the way it undermines the importance of brand-building.