More Opinion articles

Think you know OOH? Think again. Route’s new research chief explains the robust measurement that underpins the medium. 

AI can supercharge great experiences — but if your customer journey is weak or broken, it will just help it fail faster.

To achieve the next phase of growth, retail media networks must move beyond being a trading desk and become true media owners. This requires a change in operating model. 

We are missing an opportunity to create work that truly appeals to the flesh and bones and beating hearts of the human.

With so many publications stung by AI articles, what is the future for freelance journalism when there’s no code of practice and moderation is weak?

Barb’s foray into YouTube channel analysis has put the industry on the right path and there are further developments we could benefit from. 

Initiative’s annual training programme for junior and mid-level talent not only preps them for the Young Lions but creates space to think bigger, move faster and stretch new creative muscles. 

Social platforms promised reach. What they delivered was dependence, collapse and lost audiences. Media owners, advertisers and agencies now face the same trap with AI.

The shift from subscription models to ad-supported revenue in streaming is fundamentally altering what gets made, how it gets promoted and which audiences get prioritised. This has implications for the entire ecosystem.

Other luxury brands can learn from Range Rover’s media planning and not forget the psychology of domestic diplomacy when it comes to big purchases.