More Opinion articles

Research The Media’s Richard Marks makes five predictions and one wish for media research in 2015

If TV advertising goes down the programmatic path, how might the industry deal with ad fraud? Adap.tv’s Lewis Sherlock investigates.

The greatest danger facing the ‘new’ BBC Three is not that it will be hopelessly bad – but that it will lack traction and purpose as it disappears into the endless abyss of the Internet.

Measuring a system fairly is as important as understanding how it works. Jeremy Griffiths explains why fair attribution is a pre-condition to making the right connections.

This month, Torin Douglas speaks with Jason Wills, marketing director at Merlin Entertainments, about social media, repositioning Thorpe Park to family audiences and selling the dream on TV.

Only brands that adapt to the marketing-savvy, connected consumer will stand a chance in the digital age, says Mark Howley, managing director of ZenithOptimedia.

While it would be glib to completely dismiss social media as a measurement tool, there is still very little evidence to prove its effect on business, writes Dominic Mills.

Following Channel 4’s announcement that it is to start programmatically trading ads next year, TubeMogul’s managing director, Nick Reid, says more broadcasters need to follow suit.

Simon Andrews, founder of Addictive, looks at what’s going on right now for some of the biggest players in media.

An ad is more effective when brands put the user first, argues James Booth, CEO of Rockabox.