More Opinion articles

Mike Hope-Milne, enterprise director at Pearl & Dean, explains why the rise of alternative content offers cinema advertisers new and exciting ways to engage with an already-captive audience…

Brian Jacobs, Founder BJ&A, wonders why advertisers aren’t queuing up to use mobile? Maybe because mobile isn’t really an advertising medium at all…

Diana Cawley, managing director of Arc, the brand activation arm of the Leo Burnett Group, says brands need to ensure they tailor their offering to maximise the multi-channel opportunity…

James Whitmore, managing director at Postar, on the dangers of content over creativity…

Simon Andrews, founder of the full service mobile agency addictive!, on the disrupting effect of mobile – focusing on two huge businesses where mobile is enabling new business models and shaking up old ones; TV & Movies and Money.

Raymond Snoddy on the BBC cuts: Blank screens late at night would not be a good idea. You have to show something. The last person who tried blank screens was Prime Minister Ted Heath during the miner’s strike and it didn’t get him very far.

Kathryn Jefferies, head of media at Equi=Media, says as TV ad targeting rises, the challenge for the TV industry will be to use the data they have to target consumers as effectively as online, and as seamlessly.

Dominic Finney, founder and director at FaR Partners, on the role of brand metrics and measurement standards in driving absolute spend growth in digital.

Marius Cloete, head of research at the PPA, says for publishers the real game-changer isn’t developing that elusive killer app, it’s the realisation that end-users want our content and we continuously need to rise to the challenge of giving them access to it.

Mark Thomson, media director at Royal Mail, says as the industry moves at pace into the new decade, marketers must abide by the three ‘r’s’ – relevance, response and restraint if they are to succeed.