More Opinion articles

Broadchurch was a huge hit for ITV, says Richard Marks of Research the Media – but will it be able to replicate that success? Whatever happens, at least we’ve learned that rather than ‘the Internet’ proving to be a threat to TV, in many ways it is just what it has been waiting for: digital technology propagating a buzz around a show, and then giving people the means to join the party – a rolling stone gathering digital moss.

In his latest article, Aegis’ Jim Marshall talks about the five communication functions of advertising, what it is about Twitter that he finds underwhelming, and why the Pope couldn’t quite dismiss that finger lickin’ good ad proposal from KFC.

As Sir Alex Ferguson announces he is to retire as manager of Manchester United, Raymond Snoddy argues there are lessons business leaders can learn. Indeed, it is not even too fanciful to see comparisons in the way that Peter Fincham, ITV’s director of television, has built up an improving roster of programmes and executives. And after poaching BBC Four controller Richard Klein this week, his team is only getting stronger…

There’s a lot more to allocating ad budgets than just eyeballs, says Dominic Mills, and before any medium can increase its share of ad revenue it has to prove itself.

PepsiCo’s new Mountain Dew ad campaign has been described as ‘arguably the most racist ever’ by a leading black academic. The question is, asks Dominic Mills, how do such things happen? How can a savvy corporation like PepsiCo get it all so wrong?

As today’s websites become more sophisticated and as more consumers interact with brands on web pages to an ever greater degree, the need for marketers and senior members of a business’s management team to understand consumer behaviour in the digital space has never been more pronounced, explains Turn’s managing director, Pierre Naggar.

There are unavoidable failings of execution when it comes to mobile advertising – from bad links to bad optimisation – and in this ‘year of the mobile’, brands must think beyond the desktop past of digital advertising if they’re going to be successful. Campaigns need to be relevant and responsive to devices while respecting the consumer, and this can pose a real challenge for brands and publishers, explains Vibrant Media’s Sam Pattison.

In his latest Mobile Fix, Simon Andrews, founder of Addictive! talks about the importance of advertising across multiple platforms, how brands and publishers are embracing social, and the challenges that face agencies when it comes to newsroom models.

The TV landscape is undergoing a tectonic shift as viewers transition from traditional devices to connected platforms, impacting the ways in which tech-savvy and social consumers perceive and interact with video content. As a result, there are huge implications for TV ad campaign strategies, as Jon Hewson, Advertising Director EMEA at Rovi explains…

After a trip to Las Vegas to take part in CinemaCon, Digital Cinema Media’s CEO Simon Rees shares his thoughts on the creative possibilities 3D technology is opening up for filmmakers and advertisers.