More Opinion articles

The gaming industry is growing at an unparalleled pace with the take-up of massively multiplayer online (MMO) games and virtual worlds. Ed Bartlett, co-founder of in-game advertising company IGA Worldwide, details the opportunities that this new frontier offers brands…Since Sony launched the PlayStation in 1995, gaming has stepped out of the confines of the teenage… Continue reading MMOs – the new virtual frontier for brands?

With the current financial downturn expected to continue until 2010, Martin Hayward, director of strategy and futures at dunnhumby, looks at how brand loyalty can be sustained through turbulent economic times…In a recessionary period, there is enormous pressure to chase revenue of any sort, regardless of the long-term implications for brand health, price premium protection,… Continue reading Do consumers ditch loyalty in a downturn?

Sarah Robinson, digital media & technology account director at Future Foundation, gives us some insights into how social media is developing …As reported at MediaTel’s recent seminar, The Future of Online, social networking sites are booming. Global ad spend in 2008 will be $2 billion, a 55% growth on last year. In the UK, the… Continue reading Social Media Futures

This week’s edition of “The Inside Line” focuses on the Competition Commission’s provisional report into BBC Worldwide, ITV and Channel 4’s joint online VoD venture, Project Kangaroo. Each week we will take a key media topic and ask the industry for their opinion.This week’s question:Is the Competition Commission right to impose restrictions upon Project Kangaroo?Andy… Continue reading The Inside Line: Project Kangaroo’s competition issues

Nick Mawditt, global director of insight and marketing at Kinetic, takes a look at some new research carried out by the outdoor specialist…Despite our ageing population and increasing economic uncertainty, people in the UK are spending more of their time Out of Home and engaging in the activities and lifestyle of the Moving World. As… Continue reading Moving World

The first edition of “The Inside Line” focuses on the practice of using search metrics to measure display advertising. Each week we will take a key media topic and ask the industry for their opinion.This week’s question:Is it an unfair comparison to use the same metrics for measuring online display advertising and search?Dave Schruers –… Continue reading The Inside Line: Display & search, can you compare?

Ben Mein, director of web analytics at Nielsen Online, looks at how a solid understanding of web analytics and its metrics can be the key link to understanding how a business can maximise return on investment…If the current financial squeeze gets even tighter senior digital managers are likely to place a greater focus on return… Continue reading Web analytics

Sue Randall, business development manager, Orbital Response and Fulfilment, examines consumers’ online shopping habits in the run up to Christmas…If you listen to digital media analysts, every year promises the ‘biggest e-commerce Christmas’ since online retail began in earnest. The 2008 festive season is likely to prove no exception, with consumers predicted to save time… Continue reading Fulfilling the Christmas rush

Murly Tiwari, MD of specialist online ad-network Indoor Media, looks at how advertisers can target the UK’s population of South Asians…Leading blue chip advertisers are realizing the value of the UK’s three million South Asians and are using Indoor Media to target them. The audience is affluent, aspirational, highly educated and early adopters; they are… Continue reading How to target Asians online

In an increasingly crowded TV marketplace it is vital that broadcasters make the most of multi-platform strategies to engage with their audiences. Johnny Webb, managing director of Virgin Media TV, looks at how this can be done…The UK has one of the most crowded and advanced TV markets in the world, sitting inside a bewilderingly… Continue reading Time to get creative – TV brands, content and marketing in a multi-platform world