More Opinion articles

This month, Torin Douglas speaks with Emma Scott, managing director of Freesat, about consumer data, competing with the likes of Sky and Virgin and the changing role of TV platforms in building customer relationships…

Despite all the talk of engaging multi-screening consumers, the biggest marketing opportunity is targeting those that use different screens at different times exclusively, says Millward Brown’s Martin Ash.

A viewablity standard does little to improve the odds of a client’s ad actually being seen, and it does even less to effectively tackle the more serious problems of fraud and campaign inefficiency, says Marco Ricci, CEO of Adloox.

British Airways’ High Life magazine has achieved something incredible with a feature on Benedict Cumberbatch – and although at heart this is about good old content marketing, this time there’s a thoroughly contemporary twist…

Current mobile trends are no real indicator of where we might end up, says Simon Andrews, founder of Addictive! – and the size of the mobile opportunity means that everyone needs to get involved.

Newsworks is set to unveil new research at its second annual Shift 2014 conference this afternoon. Ahead of the event, David Brennan, insight consultant at Newsworks, explains some of the key themes and findings…

A Royal Charter with no signatories going nowhere should stand as Maria Miller’s political epitaph, says Raymond Snoddy. But more importantly, what might her resignation mean for the post-Leveson media and the future of the BBC?

ISBA’s Bob Wootton raises some important questions on the nature of trading desks – and asks what it really means for an agency to be ‘clean’.

Bad behaviour could be costing advertisers money when it comes to media, says David Indo, co-founder of ID Comms. So how can we identify the behaviours that destroy value?

The problem for advertisers trying to personalise their messages is that they think they know the ‘you’ they’re chasing, says Dominic Mills – but the more they chase the real ‘you’, the more they risk getting it wrong.