More Opinion articles

Nick Mawditt, global director of Insight & Marketing, Kinetic, looks at the new POSTAR contract and how it will expand and enhance the current offering…Lift the bonnet of most methodologies behind today’s accepted media currencies and you may not like what you find. Most settle for consistency and tradition, finding comfort in a single source… Continue reading Why POSTAR’s New Contract Should Be Applauded For Its Realism

Joel Hopwood, head of Tesco Screens, dunnhumby, says that in-store TV is a highly effective method of targeted marketing, and that in this ever more competitive world for brands, the format is here to stay…It is established fact that the media environment today is more competitive in terms of attracting and retaining consumer attention than… Continue reading The Resurgence of In-Store TV

Emily Fovargue, head of publishing at Royal Mail, fights the corner for customer magazines as a successful and sophisticated form of communication and marketing.Over the past couple of years there has been much disillusionment concerning effectiveness of customer relationship management and customer service. CRM has gone from being the marketing buzzword to an increasingly maligned… Continue reading Publishing For Customer Centricity

Alex North, head of commercial operations UK, AGB Nielsen Media Research, reflects on 2007’s television landscape, and looks at what the future might hold for the industry…How do you grab the attention of time poor, channel-surfing, multi-tasking, ad-skipping audiences? With plasticine rabbits and drumming gorillas apparently.I’m not sure many people saw that coming at the… Continue reading TV In 2007

Mike Daly, sales and marketing director at ISM, examines the debate between Pay Per Click and Search Engine Optimisation, looking at the best way to maximise the potential of search in online marketing…This much abused Dire Straits lyric is a cliché for anyone writing about any aspect of New Media, but nowhere is it more… Continue reading Money For Nothing Or Clicks For Free?

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