More Opinion articles

Sky IQ’s Emma Holden explains why there is no need to choose between long-term communications and short-term wins when it comes to TV advertising.

Industry is wrongly confusing ‘programmatic’ with ‘real time bidding’, says Videology’s Jana Eisenstein – and the misuse of the terms is needlessly driving business away.

There seems to be a growing body of opinion that mass marketing – and the waste that comes with it – is the way to go, says Dominic Mills – The trouble is that none of this fits well with the drive for accountability.

The most recent Orange Exposure research is a defining moment for m-commerce, says Unanimis’ Will King – and proves that mobile devices are now central to the way we shop.

In the week that Google, Apple, Facebook and Amazon all report earnings this week, Simon Andrews, founder of Addictive!, takes a look at how the tech giants are shaping the market.

Tuesday’s edition of The Times saw the Murdoch-owned paper run a selection of rather camouflaged BT Sport ads alongside their football coverage. Has the paper embraced native advertising? asks Raymond Snoddy.

Marketers are supposed to excel at searching out relevant properties for clients to associate themselves with – so why is Barclays set to pull its multi-million pound sponsorship of the Premier League after 13 years?

The digital evolution is seeing consumers become the beating heart of a brand campaign, says SMG’s Simon Pont. But it’s more than just placing people centre stage – it’s about giving consumers a genuine role to play.

The pressure for IPG as it waits to see what happens in a post-‘Publicom’ world has forced it to make a hasty deal that has quickly gone wrong. But in this climate of uncertainty and fear botched deals really don’t help.

As we boldly march into the New Year, Simon Andrews, founder of Addictive!, looks at some of the major themes that have already emerged for mobile, e-commerce and Facebook.