More Opinion articles

Mike Hope-Milne, sales director at Pearl and Dean, explores the platform of cinema advertising, and how the medium is becoming increasingly creative, giving brands a unique boost…Going to the cinema is a unique experience. As you and a friend settle down in comfy seats with your popcorn in anticipation of the film, you’ll consume various… Continue reading The Creative Power Of The Silver Screen

As MediaTel Group gears up for its Future Of Radio Seminar, Paul Fairburn, managing director of digital platforms at Chrysalis Radio, discusses why the radio industry has a bright future, with listener numbers bolstered by the emergence of new platforms and technologies…With new technology breaking down barriers to entry and the consequent proliferation of new… Continue reading The Future Of Radio

As more than half of the world is now logging on to the web, Alex Burmaster, European internet analyst at Nielsen//NetRatings, discusses the mushrooming popularity of video-sharing websites like YouTube, and why more and more people are turning to this platform for information and entertainment…Over half of the world’s population now has access to the… Continue reading The Rise Of Online Video

Laurence Bird, head of research at IAB UK, explains how the company’s recent Brand Engagement Study revealed that the medium of online can bring a brand to life without the need to force it upon the consumer…It would be difficult for any of us working in the advertising industry to ignore the sea change in… Continue reading Brand Engagement

Viacom Outdoor recently revealed new research proving that the longer a person spends with an ad, the more likely they are to absorb its content. Steve Cox, strategic planning director at the company explains how the study set about proving its hypothesis…The past couple of years have seen “engagement” truly enter the communications planning lexicon,… Continue reading Total Recall

Andy Stevens, managing partner at Unique Digital, aims to dissect buzzwords like “folksonomy” currently circling cyberspace…At Unique we have been taking a look at some of the new and exciting developments in the internet. They tend to be classified as Web 2.0, just one of the endless list of new coinages that internet people seem… Continue reading Buzzword Bingo 2.0.1

David Evans, director of Continental Research, discusses how the impending digital switchover will effect UK households, and the potential problems that lie ahead for the terrestrial television channels…Forget White City, Gray’s Inn Road, Horseferry Road, Long Acre or Osterley, the most exciting place in British broadcasting is the media hotbed of Cumbria and the Scottish… Continue reading Switching Off

Phil Cutts, director of marketing at PPA Marketing, discusses the challenges that lie ahead in multi-platform measurement in the rapidly evolving media industry…The media landscape is constantly evolving and has changed beyond recognition over the past decade. A mere ten years ago 65% of us watched a staple of four channels on television, podcasting was… Continue reading Multi-Platform Accountability

Nick Hewat, sales director at Virgin Radio, discusses the importance of spot advertising in the medium of radio and its ability to reach the who, the when and the where…Spot advertising accounts for nearly 80% of radio revenues. Branded content (S&P in old money) accounts for 20%. Yet, given the attention levels and seeming importance… Continue reading Spot Advertising

As the ABCs continue to cause mixed feelings in the industry, Emily Travis, market development manager for publishing at Royal Mail, discusses how magazines can do more to keep their readers long-term…Last month new figures from WARC revealed that 1,438,000,000 magazines were sold last year, up by 7.4% or 100,000,000 copies on the year before.… Continue reading Lifestage Marketing