More Opinion articles

Looking at the evolution of brand marketing and media planning by vertical, UM’s Dan Chapman explores how AI will transform every stage of the consumer journey and why brand essence matters in this new era. 

The show proves that world-class content transcends borders and the British creative industries urgently need support and investment. Chris Bryant, please take note.  

While the Beeb trumpets its role in delivering trusted, impartial news around the world, it’s difficult to see the way it handled the axing of HardTalk as anything other than an act of vandalism. 

A fragmented marketplace, divergent trading models and tension around data and pricing are limiting long-term growth in programmatic TV. Collaboration is key here. 

Although podcasts and streaming are a significant part of the audio offer, there has been little analysis on their true scale and the benefits for advertisers. Let’s change that.

One year on from our book, we now have more case studies that show being sustainable increases competitiveness, future-proofs business, engage new customers and attracts the best talent.

Isba and MediaSense can’t make this complexity disappear, but we have collaborated to publish a short paper setting 10 key considerations to help guide marketers through this landscape. 

The marketing funnel isn’t perfect, but its fundamental logic still holds: people don’t buy things they’ve never heard of. Marketing is just evolving, as it always has.

Thirty-five years after inventing the world wide web, Sir Tim Berners-Lee is still trying to create an internet that maximises social good. His core mission is to decentralise the web by liberating data from tech platforms. 

Ad-funded content on platforms doesn’t work because there are too few platforms and the rents are too high. As media fragments and production businesses suffer, creators must diversify to survive.