More Opinion articles

The Digital Britain Report has only widened the gap between the BBC and commercial operators, says Jim Marshall, Starcom Mediavest’s executive director and chairman of the IPA Media Futures Group.“As interesting is the rumour that the original Digital Britain Report was originally much tougher on the BBC, but was ‘watered down’ by nervous politicians, at… Continue reading Jim Marshall: Digital Britain…Did the BBC get off lightly?

Gary Roddy, research director, GfK NOP Media, on how the effective measurement of cross-media advertising can provide new opportunities for managing and planning campaigns…Marketing is becoming more complex everyday. Brand marketers are seeking to develop new and innovative ways to advertise and sell products. Simple you say? – Not really. All these new marketing ideas… Continue reading GfK: How to understand the Holy Grail…

Tim Hipperson, CEO, RMG Connect, examines digital training and the client/agency relationship…As the capability and reach of digital marketing continues to both grow and attract attention at a rate of knots, there has been increasing debate about training. Talk across the industry revolves around the ‘skills gap’, and how so many marketers are utilising digital… Continue reading Digital knowledge is all about playing to your strengths

Stacey Knight, group head of sales at IGN Entertainment, comments on Claire Myerscough’s Claire Myerscough – The value of insight article, which was published last week… “As Claire Myerscough states “The importance of insight and the role it plays in the advertising process can never be underestimated” and arguably neither has it really ever been.Indeed as… Continue reading Point of View – ‘The Value of Insight’

Our weekly columnist Raymond Snoddy witnessed the UK TV industry getting together yesterday… but only in the sense of being in the same room. “It was just like the good old days with terrestrial broadcasters attacking each other and Sky attacking everyone in sight. There was not a partnership to be seen.” It was once said… Continue reading Broadcasting partnerships… a new dawn?

In the latest of our Research Focus reports, Whitevector looks at the importance of online audience reach in web analytics…While analysing online discussions, it is relevant to estimate the net audience engaged in discussions regarding one’s own brand. When a marketer is familiar with the size and characteristics of the online audience to the brand,… Continue reading Whitevector: Audience Reach – A missing piece in web analytics

The challenges of launching a new online service are examined by Alison Roberts, director of marketing at feelfit.com….Getting the marketing mix right is always a tricky business, even more so with a totally new and exclusively online service. Forget the well trodden path; in such circumstances a marketer has to find their own way.feelfit.com, which… Continue reading Launching a new online service

After ESPN won the rights to show live Premier League football next season, our weekly columnist Raymond Snoddy says “Post 2013 Murdoch should watch his back. ESPN is no Mickey Mouse company”. Lynne Franks, ESPN’s managing director for Europe, the Middle East and Africa, has finally done it. The charming American with an uncertain grasp, at… Continue reading Raymond Snoddy greets ESPN’s entry into the pay-TV football market

Claire Myerscough, commercial business intelligence director at News International, explains how two significant events have increased the value of insight…“With broader and deeper consumer understanding, we can (change human behaviour) more effectively, more reliably, more frequently and in more ways.” Rory Sutherland IPA president, vice chairman, Ogilvy Group UKThe importance of insight and the role… Continue reading Claire Myerscough – The value of insight

In the latest of our Research Focus reports, Ipsos MediaCT examines the challenges around advertising on social media…Consumers like to think that they hate advertising. Over the last 50 years they have witnessed one social pleasure after another selling itself out to the lure of the advertising buck. Their television, their radio, their cinema, their… Continue reading Ipsos MediaCT: The social media advertising conundrum