More Opinion articles

GfK’s digital consultant, Will Youngman, is regularly asked questions like ‘when will tablet ownership overtake PC?’ or ‘how long before everyone has a smartphone?’ The truth of what is happening with ownership of connected devices is far more complicated, he says – so without the benefit of a crystal ball, here are some trends that he is identifying in his research that could indicate what we can expect to happen in the near future.

Augmented reality has been hailed by many as a passing fad with no real beneficial use bar novelty value – but this is not the case says Chris Minas, MD and founder of Nimbletank. For publishers and brands it should spell a new era in creativity.

This week Dominic Mills asks why Viking River Cruises didn’t bother to check the storyline for ITV’s Broadchurch before abandoning their ‘proud’ sponsorship of the show after the image of a burning boat was used. If you’re proud, stick with it Mills says – otherwise you’d be ‘ashamed’ or ‘stupid’ sponsors of ITV drama.

Decipher’s Nigel Walley is a massive Twitter fan and counts himself as a ‘super-user’. He is also a massive fan of broadcast TV and likes the story the two are somehow mutually beneficial – but now feels it is a myth that has spun out of control. There is no data, he says, to back up the wild claims flying around and, if anything, the data disproves them…

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.