More Opinion articles

Our weekly columnist Raymond Snoddy wonders why Phorm, the “marketing Holy Grail”, is being drummed out of town on privacy issues, when “half the population is voluntarily surrendering any conventional idea of privacy on a succession of social networking sites”… A first acquaintance with Phorm, the online advertising group, would leave most people very impressed indeed.… Continue reading Phorm … what’s the issue?

In his second monthly column for Newsline Greg Grimmer, partner, Hurrell Moseley Dawson & Grimmer, starts his family holiday considering his excess baggage… and the future of magazines.Sat on my sun lounger on the Grimmer family holiday, I am turning my mind and indeed iPhone thumbs to the thought of the death of magazines. Are… Continue reading Greg Grimmer – Magazines in the departure lounge?

Our weekly columnist Raymond Snoddy attends a London Business School conference on the future of on-demand television, where “the evidence is starting to pile up in support of evolutionary, rather than revolutionary changes to viewing behaviour”… Paddy Barwise takes no prisoners when denouncing “the digerati” – those who insist on predicting the death of conventional, or… Continue reading Linear TV still going strong

In our latest Research Focus report, Future Foundation reveals that TV is still the main way for consumers to get their news, although the internet is catching up…It seems that old habits are hard to break, and in spite of the accelerated pace of internet usage and near ubiquitous nature of the medium, our research… Continue reading Future Foundation: When it comes to the latest news – TV is king

Our weekly columnist Raymond Snoddy praises an ethnographic study into what people actually do with PVRs. There are caveats, but he believes this “has punctured futuristic nonsense with observation, facts and sound judgement”… There are few greater pleasures than coming across a piece of research that confirms all your own instincts and at the same time… Continue reading PVRs will NOT spell the death of advertising funded television?

Jon Mitchell, Spotify UK sales director, explains why audio advertising will become the norm online…On Spotify you’d be hard pushed to see our listeners providing us with passionate feedback on our display ads. There’s barely a tweet questioning the Vodafone skyscraper or the Ford leaderboard. Generally it’s the audio ads that get all the attention… Continue reading Big Audio Dynamite – The case for audio advertising online

The Digital Britain Report has only widened the gap between the BBC and commercial operators, says Jim Marshall, Starcom Mediavest’s executive director and chairman of the IPA Media Futures Group.“As interesting is the rumour that the original Digital Britain Report was originally much tougher on the BBC, but was ‘watered down’ by nervous politicians, at… Continue reading Jim Marshall: Digital Britain…Did the BBC get off lightly?

Gary Roddy, research director, GfK NOP Media, on how the effective measurement of cross-media advertising can provide new opportunities for managing and planning campaigns…Marketing is becoming more complex everyday. Brand marketers are seeking to develop new and innovative ways to advertise and sell products. Simple you say? – Not really. All these new marketing ideas… Continue reading GfK: How to understand the Holy Grail…

Tim Hipperson, CEO, RMG Connect, examines digital training and the client/agency relationship…As the capability and reach of digital marketing continues to both grow and attract attention at a rate of knots, there has been increasing debate about training. Talk across the industry revolves around the ‘skills gap’, and how so many marketers are utilising digital… Continue reading Digital knowledge is all about playing to your strengths

Stacey Knight, group head of sales at IGN Entertainment, comments on Claire Myerscough’s Claire Myerscough – The value of insight article, which was published last week… “As Claire Myerscough states “The importance of insight and the role it plays in the advertising process can never be underestimated” and arguably neither has it really ever been.Indeed as… Continue reading Point of View – ‘The Value of Insight’