More Opinion articles

With increasing numbers of advertisers including green messages in their campaigns, Suzanne Trotter, ad planning executive at Guardian News and Media, discusses how they can target consumers more accurately and avoid the dreaded ‘green wash’…Over the past few years green and ethical communications have emerged as the hot marketing topic. Advertisers from every industry are… Continue reading Planning Green Ad Campaigns

David Brennan, research and strategy director at Thinkbox, argues that the digital age has not signalled the death knell for television advertising, but rather allowed audiences to view more…Ad avoidance has always been a worry for our industry. We have assumed that if consumers can avoid advertising, they will. This assumption may betray a lack… Continue reading Misplaced Fear of Ad Avoidance

Emap Advertising’s Richard Fero looks at the blurring between work and leisure time, and what this could spell for advertisers…The marketing industry today views consumers as being ‘time poor’. Media headlines tell us people in the UK work the longest hours in Europe, are under more pressure in their lives, and increasingly suffer from stress… Continue reading The Blurring Between Work And Play

Several obstacles stand in the way of mobile television services becoming highly successful. However, argues Tim Barber from Continental Research, some of these hurdles can be overcome, giving greater user experience and leading to a growth in take-up.The ability to watch selected TV services via mobile phone has been around for over two years, and… Continue reading Barriers Block Mobile TV Take-Up

Chris Goldson, sponsorship & promotions director at Virgin Radio, discusses radio’s ability to deliver irresistible advertising content, giving real results for advertisers and a compelling listening experience.There’s a real buzz around radio at the moment and Virgin Radio and the rest of the commercial sector is riding on the crest of a new wave of… Continue reading Advertising Makes For Better Radio

Suzanne Moorey-Denham, managing director, Dynamic Logic Europe, examines recent research from the company, which shows new ways of gaining the most effective impact from online advertising…Recent research based on Dynamic Logic’s MarketNormsÂŽ database, shows that limiting the number of times an online ad is served to a particular person (or technically their browser cookie), and… Continue reading Frequency Capping

Jackie McGarry, head of research at Pearl & Dean, looks at the strength and effectiveness of cinema advertising in encouraging word of mouth recommendations on brands and products…As consumers we all know that if we have a good experience of a brand or company we will usually be happy to recommend that same product or… Continue reading How Cinema Advertising Converts To Word Of Mouth Endorsement

Andy Pang, marketing and research manager at Clear Channel Outdoor UK, reports on the latest thinking in media research and explains how multiple touchpoints and greater frequency are methods advertisers should employ to ‘hardwire’ messages to today’s consumers…Clear Channel Outdoor recently hosted its inaugural seminar dedicated to outdoor research, where agencies and clients gathered to… Continue reading Outdoor Advertising Effectiveness

Maureen Duffy, CEO of the Newspaper Marketing Agency, explains how research among 6,000 consumers shows that a step change is needed in newspaper financial services advertising…People’s finances are deeply bound up with their security, their lifestyles, their hopes and their dreams for the future.Financial issues have a huge emotional resonance for most people, something that… Continue reading Newspaper Ads – Time For Change?

Alex Burmaster, European internet analyst, Nielsen Online, examines the television over the internet phenomenon, and looks at who’s winning the battle for viewers.There has been much activity from the major media players in the quest for the TV-over-internet grail, as well as much speculation as to what degree people will actually watch TV over the… Continue reading Is TV On-demand In Demand?