When OOH campaigns reach receptive audiences, run in attention-friendly environments, and are supported by transparent reporting, confidence will follow, writes Zoom Media’s MD.
More Opinion articles
Ray Snoddy examines how responsible the journalists who wrote about Jason Arday were for his death.
If the industry genuinely believes trust matters, now is the time to insist on the safeguards, transparency, and accountability that will protect consumers, brands, and our industry alike.
An update on the European Programmatic TV Initiative and its efforts to ensure programmatic TV scales as a premium, trusted, interoperable extension of television.
Why did no one think to replicate pre-clearance for online ad inventory, whether on the open web or on platforms? The result is a whole industry now tainted with trust issues.
If AI is to become a lasting layer in how people access information, it needs to coexist with the structures that produce that information in the first place, writes Seedtag’s Vitor Bellote.
Audio has mood-boosting superpowers. Global’s research finds it increases positive emotions by 25% and psychological wellness by 21%. Global’s audio commercial director explains.
The IAB is right that every discipline has a role. However, capability without a defined script simply encourages best-guess execution, writes Paul Evans.
Differentiation is found in new spaces or where people are genuinely engaged and paying attention. Just ask 22,141 people wearing bald caps, white shirts and black ties for Pitbull, says David Wilding.
Regulations on HFSS in-store promotions have prompted brands to develop media strategies that align messaging with each channel’s rules. The numbers show it’s working, writes James Dunaj.