More Opinion articles

Chris Hancox VP marketing and creative services at Comedy Central, discusses the recent rebrand of Paramount Comedy to Comedy Central…Paramount Comedy has been the UK’s only dedicated comedy channel since 1996, but we recently took the decision to rebrand the channel to Comedy Central; after careful strategic planning, a great deal of consideration and some… Continue reading Not just another rebrand… The success story of Comedy Central

Cathy O’Brien of Kantar Media argues that when media research budgets are under pressure, a measure of inspiration makes all the difference…At this month’s MediaTel Group seminar on the ‘Future of Media Research’, the view emerged that the downturn will encourage more innovative research. Clearly no-one would advocate innovation for innovation’s sake, especially at the… Continue reading Media research solutions for the economic downturn

Online discussion specialist Whitevector assesses the level of discussion around online shopping websites…Online shopping has generated a great deal of discussion since becoming a mass activity around the beginning of the new millennium. However, after the initial excitement died down, many online retailers had to face reality: whatever the practical logic of shopping online, many… Continue reading Whitevector Report: Consumer Conversations – Online Shopping Sites

Nima Yassini, head of digital at RMG Connect, looks at the things marketers should – and shouldn’t – be doing to understand and engage with consumers online…Understanding consumers has always been a vital part of any marketing campaign, as you can only start to build effective and targeted communications when you have a thorough and… Continue reading Online chat – how to understand and engage with consumers

Steve Middleton, sales director of print finishing specialist Celloglas talks to MediaTel about increasing reader engagement in magazines…The media landscape has changed significantly over the past 10 years. With the advent of online as a major media platform the audience of the traditional media channels are now more fragmented than ever. With websites offering access… Continue reading The future of magazine publishing

In the first of a new series of TGI reports for Newsline, media analyst James McCombe looks at TV viewing via different platforms…Following the BBC iPlayer’s strong performance in 2008, TGI reveals that one-third of British adults now use TV On Demand services.Two-thirds of TVOD users access it through a PC, 62% through a TV,… Continue reading TGI: Multi-platform TV viewing

Pip Hainsworth, marketing director at Clear Channel Outdoor UK, reports on the latest research conducted by Clear Channel Outdoor, Kinetic Worldwide and Bangor University to uncover the power of influence out-of-home advertising delivers for consumer brands…Kinetic Worldwide and Clear Channel Outdoor have teamed up with professor Jane Raymond of Bangor University to conduct pioneering academic… Continue reading Is consumer brand choice directly impacted by out-of-home advertising?

Liz McMahon, director, Kantar Media, looks at the future of market research in a digital age…Just how relevant will market research companies become as we move ever more rapidly towards a digital future? Data can be supplied from digital sources more quickly, cost-effectively and flexibly than ever before. If digital platforms appear better placed to… Continue reading How can research adapt and flourish in a digital future?

Rhys McLachlan, head of broadcast implementation at Mediacom, looks at the phenomenal growth of video on demand and how it has helped change the broadcast landscape….Since YouTube demonstrated to an eager audience, back in the heady Web2.0 days of 2005, that video via the internet was a scaleable and consumer friendly proposition, we have witnessed… Continue reading Video On (& On & On & On) Demand

Nicky Cheshire, sales director at Alive, talks about technological innovation in the outdoor space…The complexity of life has been steadily increasing since the end of the Second World War but we have become adept at dealing with it. The number of people who say they don’t mind living with the increasing complexity of life is… Continue reading Digital innovation has revolutionised outdoor advertising