More Opinion articles

For years media brands have experimented and profited from brand extensions – but as markets evolve, Dominic Mills asks if some are straying too far…

The smartphone market might be growing strongly, says Ed Owen, but the excitement and differentiation has died. Didn’t smartphones used to be exciting?

Addictive’s Simon Andrews examines how the coming together of adtech and big data could mean big things for online targeted advertising – but only if the data is robust enough.

With exam results recently deciding the future of millions of school and college leavers, Kantar Media’s Anna Gunn takes us through the latest TGI findings to examine what is an increasingly complex group of young people – and one who marketers need to handle with care to win the reward of a lifetime of loyalty.

As consumers increasingly use software to block online ads, are we seeing the early signs of a fundamental shift in our relationships with brands? Here, GfK’s Colin Strong looks at the latest consumer research and asks if the Internet’s leading business model is going to be turned upside down.

DR, Denmark’s small public service broadcaster, has produced monster hits including The Killing, Borgen and The Bridge. Raymond Snoddy asks how they have pulled this off – and after hearing the organisation’s director of cultural affairs talk at IBC in Amsterdam, finds the answers are both extreme and surprising.

It’s been suggested that separate broadcaster players such as 4OD and iPlayer may soon become surplus to requirements – that viewers will want ‘one stop shops’ for catch up and VOD. Research the Media’s Richard Marks argues the case for a hybrid future, where broadcasters have not totally surrendered control over the means of their own distribution.

In the current market place, there are no comprehensive standards to which media owners and measurement providers alike have to adhere when publishing view on Demand data, says Joe Lewis, project director at BARB. So what do we do to ensure we get it?

This week, Simon Andrews, founder of Addictive!, takes a look at the future for Apple now that innovation is failing to come from the hardware – as well as what might be the Holy Grail for Twitter after the purchase of adtech firm MoPub.

Too many advertisers are getting it wrong, so InSkin Media’s Dominic Tillson is getting no nonsense with online pre-roll – and offers advice to ensure ads are remembered positively and record a genuine interest.