More Opinion articles

If we want to play our part in not only preserving the planet but our industry too, we have to use our powers to bring about change.

As the Euros kick off, OOH provides a high-reach opportunity for brands. With group-stage matches starting between 5pm and 8pm, this is a crucial time that brands can utilise to target those on their merry way to the pub.

Looking solely at downloads risks allowing shows that have suffered from listener drop-off to report deceptively high numbers. We need more accurate measurement and industry standardisation.  

TV can offer attention, trust and emotional clout. Coincidentally, these are also the foundations of a good story — just make sure that story is a short one. 

When someone with expert knowledge is given the time and space in the media to communicate that knowledge to society as a whole, we all reap the benefits.

Banning media owners from running fossil-fuel ads is punitive. We need evidence-based decisions that will make our future more sustainable, not using this industry as an easy target, writes the editor. 

The criticism of Nicola Coughlan once again shows society’s judgement reflex and how women are socialised to tear each other down. As an industry, we need to say enough is enough.

Measuring the effectiveness of campaigns, and then using those insights to inform media planning, is where the true value of retail media lies.

The Who Cares? movement is as terrific as it is long overdue, but the stakes are high. Without advertiser support, will there be lasting change?

Our industry needs to start appraising media quality through the prism of value and quit using cost as the measure. The rise of principal-traded media and the debacle over MFAs show that we still have some way to go.