More Opinion articles

OOH offers multiple ways to connect with audiences, but the many routes to market can make it complex to navigate. Let a specialist be your tour guide, says Posterscope’s planning and buying director.

True social-first thinking means re-engineering how strategy moves, how creative is made, and how performance is measured. SocialChain’s group strategy director explains.

Are you helping your audience, or are you just getting in the way? Helpfulness and empathy provide the ultimate cut-through, says Transmission’s head of client services.

The 2026 FIFA World Cup time difference will see match-day attention splinter across live broadcasts, morning replays and endless highlight reels. How will advertisers adapt? Yahoo DSP’s Alice Beecroft predicts the results.

AI is cutting costs, speeding up production, refining targeting and making it easier for advertisers to optimise their programmatic audio campaigns. So why aren’t more brands embracing this ad format?

To ensure the survival of our sector, stop funding actors whose actions are as corrosive to society as to professional advertising, says Bob Wootton.

Transparency and control in CTV advertising have not kept pace with the scale and sophistication of streaming platforms. The gap needs to be closed, says DoubleVerify. 

Following the success of Domino’s GameBreaks, Samsung Europe’s Alex Hole highlights three principles for advertisers considering gamification on CTV.

Luxury consumers are a buoyant audience cohort, according to Ipsos’ Global Influentials 2025 report. So what does it take to earn their trust? 

What we know so far from the Ipsos Race to Christmas study of festive advertising