More Opinion articles

A month after the launch of Route, the new audience measurement currency for the outdoor medium, its managing director, James Whitmore, takes a look at the industry reaction, some early learnings – and tells us what will happen next…

After highlighting some key trends and challenges for mobile advertising at this year’s Media Playground, GfK’s Oliver Robinson delves into the issues in more detail in this exclusive article. Technology has dictated the pace of change, he says, and we’ve done our best to keep up – but there’s a strong argument that mobile advertising is failing. So what next?

As the new BBC director general starts this week, Raymond Snoddy explains what he will need to do to help save a corporation undergoing one of the worst crises in its long history.

Last week, nine months since Dentsu and Aegis tied the knot, the pair can get down to consummating their marriage – but what will the new partnership mean for the two industry giants? Dominic Mills investigates as the joyful couple embark on their new life together…

With the recent news that UK internet users make over a billion visits to video sites each month – a whopping 323 million hours last month alone – James Murray, Digital Insights Manager at Experian Marketing Services, explains how brands can benefit from the rise of online video.

A week after Thinkbox released its ‘POETIC’ research – ‘Paid, Owned, Earned: TV’s Influence Calculated’ – David Brennan asks if we should think of owned and earned media as a means of maximising the effectiveness of paid media, rather than pitching them as viable alternatives.

Despite the average household disposable income declining over the past few years, people are shopping more often now than they were ten years ago. Tesco, Marks and Spencer and Waitrose have all made changes to adapt to this shift in consumerism, so how are these brands driving and maintaining brand equity in a time as financially uncertain as this? Innovation, says SMG’s Steve Smith.

Jim Marshall argues that newspapers still retain their potency for reporting and commenting on major news stories, despite those who suggest that newspapers are doomed. But this brings with it a responsibility which has greater significance and accountability in today’s ‘multi layered’ world of media – if newspapers are going to continue to be a gateway medium what they say has to be true.

Yahoo has made a millionaire out of 17 year-old app developer Nick D’Aloisio with the purchase of his news summary app, Summly – and although Raymond Snoddy says it’s great that news is being made more accessible via mobile devices – it’s a little less good that quality, journalistic content is being turned into convenient bullet points.

Richard Marks of Research the Media has a confession to make: after years of extolling the benefits of Big Data in audience measurement he must now admit that he was wrong to use those two little words. Here is his apology – as well as a call to action.