More Opinion articles

Why are marketers pressing pause on more interactive platforms when consumers are playing forward? Snap’s senior commercial director believes ‘comfort’ is slowing marketers down.

In response to Mike Follett’s comments at Future of Media Manchester, one planner advises interrogating the platforms and tweaking how you utilise them; don’t blindly de-invest because of the attention metrics.

There are tremendous opportunities to maximise the impact of TV at the bottom of the funnel, where automated planning and buying are commonly deployed, writes Sky’s director of insight and research.  

Marketers are pouring fresh investment into influencers and creators. That momentum will only translate into brand growth if we move from command and control to guardrails and trust, and measure both the quick win and the long haul, writes Kantar.

The Daily Mail’s ire turned on the advertising industry recently, claiming that black people are over-represented in British ads. What lies behind “the woke fantasies of ad-land?”

Taylor Swift chose to promote her new album on five UK radio stations. For a star who could have chosen any means, why choose radio?

We are showing improvement at asserting what is unacceptable in the workplace, but we must become better at healing rifts and moving on with everyone intact. 

Perverse agency-client incentives write media plans; evidence only gets to annotate, says Omar Oakes.

TiVo’s VP of advertising sales, EMEA, cites four ways simplicity and relevance pack a punch in CTV homepage advertising.

Stagwell’s ties to Israel may have prompted it to postpone a recent industry gathering, but have they also reignited a long-standing debate about subcontracting for discretion?