More Opinion articles

Digital is responsible for causing a sea change in advertising towards the need to prove impact and effectiveness now that we can better measure it, argued Nick Manning on a recent episode of the podcast.

Effectiveness is about understanding what’s working — but current industry approaches aren’t, warns the WFA’s media services director.

Ahead of Cop28, are we using the right KPIs to reduce our digital advertising emissions, asks Impact+’s co-founder.

Bauer Media’s Lucie Cave explains why reality TV keeps turning to audio stars, and how podcast and radio presenters can “out-personality” any politician.

Review: ITV’s annual upfronts wanted to communicate the broadcaster ‘gets it’ by revamping its show at a new location. But a lot of the content was familiar, too, including jokes about Nigel Farage.

Reach or targeting? Choice or Sustainability? Strategist Simon Carr explores some of the paradoxes affecting media and marketing, and offers strategic resolutions.

TikTok is different to other social media platforms and marketers should lean in to it even if they do not enjoy it as much as their audience. 

Nina Franck explores how AI can be a friend rather than a foe to help TV planning and strategy.

In a new column, the Responsible Marketing Agency’s founder wants to deliver some home truths and help to debunk some myths about sustainability in media.

Raymond Snoddy explores a scandal around alleged lobbying for the chair of regulator Ofcom, and why it raises serious questions.