More Opinion articles

Nima Yassini, head of digital at RMG Connect, looks at the things marketers should – and shouldn’t – be doing to understand and engage with consumers online…Understanding consumers has always been a vital part of any marketing campaign, as you can only start to build effective and targeted communications when you have a thorough and… Continue reading Online chat – how to understand and engage with consumers

Steve Middleton, sales director of print finishing specialist Celloglas talks to MediaTel about increasing reader engagement in magazines…The media landscape has changed significantly over the past 10 years. With the advent of online as a major media platform the audience of the traditional media channels are now more fragmented than ever. With websites offering access… Continue reading The future of magazine publishing

In the first of a new series of TGI reports for Newsline, media analyst James McCombe looks at TV viewing via different platforms…Following the BBC iPlayer’s strong performance in 2008, TGI reveals that one-third of British adults now use TV On Demand services.Two-thirds of TVOD users access it through a PC, 62% through a TV,… Continue reading TGI: Multi-platform TV viewing

Pip Hainsworth, marketing director at Clear Channel Outdoor UK, reports on the latest research conducted by Clear Channel Outdoor, Kinetic Worldwide and Bangor University to uncover the power of influence out-of-home advertising delivers for consumer brands…Kinetic Worldwide and Clear Channel Outdoor have teamed up with professor Jane Raymond of Bangor University to conduct pioneering academic… Continue reading Is consumer brand choice directly impacted by out-of-home advertising?

Liz McMahon, director, Kantar Media, looks at the future of market research in a digital age…Just how relevant will market research companies become as we move ever more rapidly towards a digital future? Data can be supplied from digital sources more quickly, cost-effectively and flexibly than ever before. If digital platforms appear better placed to… Continue reading How can research adapt and flourish in a digital future?

Rhys McLachlan, head of broadcast implementation at Mediacom, looks at the phenomenal growth of video on demand and how it has helped change the broadcast landscape….Since YouTube demonstrated to an eager audience, back in the heady Web2.0 days of 2005, that video via the internet was a scaleable and consumer friendly proposition, we have witnessed… Continue reading Video On (& On & On & On) Demand

Nicky Cheshire, sales director at Alive, talks about technological innovation in the outdoor space…The complexity of life has been steadily increasing since the end of the Second World War but we have become adept at dealing with it. The number of people who say they don’t mind living with the increasing complexity of life is… Continue reading Digital innovation has revolutionised outdoor advertising

David Evans, business director at MediaTel.co.uk, looks at the current health of the magazine market and asks whether it can withstand the pressures of the recession…The breaking news that Arena has been suspended, along with the announcement last week from NatMags regarding staff cuts shows that the recession is beginning to hit home in the… Continue reading What next for magazines?

Peter Bowman, general manager of UKOM, explains the move from JICIMS to UKOM and what happens next in the journey towards a planning currency for online…I believe we’re on the way to providing what the online industry declared that it wanted at a milestone summit last Autumn – an industry accepted planning system for online… Continue reading Towards a planning currency for online – JICIMS becomes UKOM

This week’s edition of “The Inside Line” looks at plans for an audience measurement system for mobile media. Each week we will take a key media topic and ask the industry for its opinion.This week’s question:In light of the GSMA’s plans to roll out an audience measurement system for mobile media, what do you think… Continue reading The Inside Line: Audience measurement for mobile media