More Opinion articles

Lantern is exactly the kind of innovation broadcasters need to protect and grow their businesses and get back into the room with advertisers.

If we’re to bring everyone along as part of the AI revolution, more people need to be equipped with the skills to use AI tools confidently and effectively.

There will be winners and losers in this new world. The time is now for indies, which can price their services in a better way and be transparent in their use of data and money.

CPD brings real business results. Here’s how to measure CPD’s value to show that it’s more than a perk or luxury. 

Algorithms are today’s casting directors, so offer them better auditions. Use the ‘Hook → proof → trust’ formula to find the right people for your brand.

The opportunity to reach millions in a shared, live moment is huge, but fans are hyper-aware of disruption. They want ads that offer control, relevance and value. 

Today’s attention economy is fluid, meme-driven, game-infused and influencer-fuelled. Brands can no longer rely on linear storytelling. The best modern storytelling is multiplayer. 

From Jimmy Kimmel’s suspension to reinstatement, the US’s first amendment is under fire as business interests appear to take precedence.

Content unseen might as well not exist. Discovery must become meaning-driven or audiences will flow to AI assistants, apps and creators, taking loyalty and value with them.

Channel 4’s head of advertiser strategy reflects on a decade of its DIAA initiative and what it means to create ads that resonate with audiences of all stripes.