More Opinion articles

There’s a misconception that planning fewer ads in order to reduce waste will lead to poorer results. But with intelligent modelling, strategic data partnerships and more metrics available, we can make ads more efficient and more effective.

Tracking the spread and evolution of memes can provide a fast-track way to identify emerging trends and cultural shifts. Memes can also be a gateway to gaining insights into niche communities and subcultures.

For small businesses, AI opens the door to omnichannel strategies that incorporate TV and the prospect of using machine learning to develop media plans for regional audiences. This could reshape media mix modelling by making location a central pillar.

So we recently found that it’s the sum, not the parts, that drives results when it comes to attention. But what about frequency? Andrew Ehrenberg, Erik du Plessis and toddlers all teach us something here.

The Springfield cats and dogs debacle was an unchecked rumour that spread far and wide. As the presidential election campaign heads into the final stretch, US media has a responsibility to counter these kinds of unverified stories.

Undoing decades of inequality takes time and we have made recent gains. So let’s keep DEI a topic of discussion and embrace the opportunities.  

Tech is radically changing media and advertising, but our first Future of Media Manchester event reminded us that what matters most to creativity and sales is the same now as it was 200 years ago, writes the editor-in-chief.

As AI becomes more prominent, marketers must be clear about their objectives in order to decide how best to utilise their influencer campaigns.

Advertisers have a responsibility to support trusted, quality sources of information as fake news becomes more easily accessible.

The success of the radio sector, with its common values and objectives, illustrates why it’s important for media channels to have clearly defined offerings and show what they can bring to the table for advertisers.