More Opinion articles

In a moment of admirable honesty, Sir Martin Sorrell said that the amount of corporation tax a company pays was really “a question of judgement.” However, the tipping point will come when international players such as Google and Amazon decide it is purely in their corporate interest to avoid the social stigma attached to highly artificial forms of tax avoidance, says Raymond Snoddy.

When we’re connected, we’re more accessible – but advertisers can only capitalise on this in a way that complements the media experience, rather than interrupting it, says Digital Cinema Media’s Alex Wright ahead of tomorrow’s Connected Consumer conference.

Young people are spending more time indoors and less time being active – significantly so in the last five years. As a result, young people are interacting more with fictional characters, explains Kantar Media’s Alice Dunn – and capitalising on the right characters could prove lucrative for the canny marketer when it comes to engaging with young people.

Last week ITV announced that it will become the first commercial broadcaster to give mobile viewers the option – at a price – to watch catch-up content without ads. It’s an interesting test of an increasingly important part of the media eco-system, but is it really going to work? Whatever happens, you can bet ITV’s competitors will be watching like hawks says Dominic Mills

Last week ITV announced that it will become the first commercial broadcaster to give mobile viewers the option – at a price – to watch catch-up content without ads. It’s an interesting test of an increasingly important part of the media eco-system, but is it really going to work? Whatever happens, you can bet ITV’s competitors will be watching like hawks says Dominic Mills.

Ahead of speaking at this week’s Connected Consumer conference, BARB’s chief executive, Justin Sampson, explains the new ‘hybrid future’ for the company’s crucial measurement.

This week, Simon Andrews takes a look at the key highlights from Apple’s Worldwide Developers Conference and asks if all the criticism is starting to rattle the tech giant. Perhaps, Andrews argues – but we shouldn’t bet against them not claiming their mojo back in the longer term…

OMD’s The Future of Britain project is trying to understand how the recession has impacted people’s lives – and the implications for brands in such a diverse, fragmented and chaotic society. In the first of our exclusive new series, OMD’s insights director Chris Worrell explains how the British household is changing – – from old people that just won’t stop having fun, to children that just can’t quite fly the nest…

We spend billions of pounds a year trying to target the connected consumer, but instead we end up targeting connected devices – more often than not in an unconnected way, says Specific Media’s Martin Galvin. We must make sure that the consumer’s consumption dictates the plan, rather than vice versa…

The problem with the magazine market is the vagary of change, not the shock of collapse says Peter Houston, founder of Flipping Pages Media. It’s like being a frog bobbing about in a pan of water that’s slowly coming to the boil – comfortable enough for the time being, but without the self-awareness to change its situation, the frog’s going to get boiled.