More Opinion articles

The time we spend with newsbrands is increasing says Newsworks’ chief executive Rufus Olins – which is great news for advertisers as they look to ensure they hold our attention in an age of mass distractions.

John Lewis and Apple have embraced the best of both physical and virtual retail, combining on and offline to profitable effect says News International’s Abba Newbery. And the newspaper market is doing the same – offering a great physical experience backed up by a complementary online engagement.

The Future Foundation’s Richard Nicholls has been tracking a number of trends that have charted the rise of consumer empowerment – and his findings show evidence of a ‘hyper-individual’; a powerful consumer living in the cloud, super-charged and regaining control in the market place.

Last year Greg Grimmer had to pretend to be a plumber to mask his allegiance to advertising – but this year, as Ad Week finally comes to the UK – with Media Playground a partner event – he wants us to stand proud and finally celebrate his beloved industry.

Simon Andrews, founder of Addictive! looks at the latest developments for internet TV.

With an average segment of the Super Bowl audience watching the game in large noisy groups, communicating a message without sound is critical. And with a $4 million price tag, a lot is at stake if advertisers get this wrong. By Darren Hamer, Managing Director UK, EyeTrackShop

The battle for a new form of press regulation was always likely to turn into a mess says Raymond Snoddy – and now it seems the newspaper industry has got a little tired of it all and decided that the Royal Charter is the best they can get; the political compromise that avoids overt statutory involvement.

The digital ecosystem is becoming increasingly complex, as brands split their video budgets between online, mobile and connected TVs. So what’s the optimum mix? Rhys McLachlan, Director of Corporate and Business Development at Videology investigates.

GfK’s Wendy Jones and IAB’s Alex Kozloff look at new research that helps us to understand the ways in which mobile has changed the path to the consumer – from Apple’s Passbook to Marks & Spencer’s in-store Wi-Fi offerings – and ask what brands need to do to ensure success.

As a term, big data is now a jargonistic cliché, says Dominic Mills. It’s over-used, mis-used and abused. It’s become the prerogative of people who peddle snake oil in the form of hugely expensive consultancy and software, luring in the suckers…and now marketers have got some major hurdles to overcome.