More Opinion articles

Super Bowl ad spots are one of vanishingly few moments when an advertiser can still reach everyone, everywhere, all at once. The messaging was from a different era too, writes Chris Herbert-Lo.

Audience measurement surveys have endured even as data volumes have exploded, writes Ipsos.

Just as a leader’s personal wealth trajectory offers a poor lens through which to judge national economic well-being, a marketer’s personal response offers a poor proxy for market response at scale, writes the MD of Media Futures Market.  

There are two types of TV advertising: mass and addressable. That’s it. Let’s ditch the unhelpful acronyms and adopt this straightforward framework, argues Thinkbox CSO Elliott Millard.

Most brands work with creators, and yet many under-invest proportionally in Creator Ads. Meta’s Pete Buckley offers three fixes for turning creators into a high-performance growth engine.

Listed European broadcasters are priced as though decay is inevitable. However, it doesn’t tell the full story, says media analyst Ian Whittaker.

Social has dismantled the linear journey of cinema marketing, with creators playing a major role in reshaping it.

Seedtag’s UK MD and international head of agency, Marko Johns, is next up to answer our probing and quick-fire Leading Questions.

Slop is becoming harder to categorise as new AI technologies produce entirely new creative formats that don’t fit neatly into existing buckets. What should advertisers do to prepare?

With social video set to dominate World Cup 2026, brands must treat YouTube like a broadcaster, says the Channel Factory’s MD EMEA.