More Opinion articles

After months of waiting, last Friday Ofcom finally announced the winner of the 12-year licence for the second national digital multiplex, with 4 Digital Group coming out on top in a two-horse race. NewsLine takes a look at the build up to the announcement and what might happen next…4 Digital Group, a consortium led by… Continue reading Battle For The Second DAB Multiplex

Carl Remmer, research executive at IPC Media, makes the case for the insert ad, arguing that for some advertisers, this sometimes annoying method of reaching consumers can be exactly what the product ordered…I had a bit of a long wait for a train the other day so I popped into the WH Smiths at the… Continue reading The Case For Inserts

As viewers shift from consuming their TV fix via traditional linear platforms to on-demand and mobile devices, James Myring, associate director at Continental Research, examines mobile and IPTV and decides which broadcast method has the brightest future…TV is facing its greatest change since the advent of multichannel TV.The growth of convergence technologies means that consumers… Continue reading The Prospects For Mobile and Internet TV

As broadcasters struggle to recover from the flurry of participation TV and phone-in competition blunders, NewsLine examines the story so far, and questions whether winning back viewers’ trust is really on the cards…Britain’s broadcasters are currently facing one of the toughest times in decades, with fragmentation and new media formats luring viewers and advertisers away… Continue reading Hanging On The Telephone

With the consumption of media increasingly shifting to new platforms, Claudine Collins, managing partner and head of press at MediaCom, examines how initiatives like the ABC’s Group Product Report are an important step in media measurement…Our consumption of media is most definitely on the rise. Mobile technology has made it possible to download our favourite… Continue reading No Better Time For Publishers To Parade Their Wares

Following on from MediaTel Group’s recent ‘Future of Media Research’ seminar, Peter Bowman, the recently appointed manager of the Joint Industry Committee for Internet Measurement Systems (JICIMS), looks at the body’s progress and explains why a planning currency for the internet is the next step forward…“A single online planning currency,” it said in a NewsLine… Continue reading Moving Towards A Planning Currency For Online

Chris Goldson, sponsorship and promotions director at Virgin Radio, discusses the best ways for advertisers to get the most from branded content…Ah, ‘branded content’! A beautiful little phrase that’s been doing the rounds for quite a while now. And rightly so. But sometimes I can’t help feeling there might be something missing…It’s true that branded… Continue reading Making Branded Content Irresistible

From its humble beginnings to the immense worldwide web of today, the internet has flourished with astonishing rapidity, throwing up new developments, technologies and methods for reaching people with every year that passes. As the company turns 10, IAB chief executive, Guy Phillipson, talks to NewsLine about the medium’s continuing success in an ever-mutable media… Continue reading Online – Keeping Media Afloat

Richard Fero, insight manager for marketing at Emap Advertising, looks at why the time is right for brands to prove their green credentials to consumers, in order to avoid being left on the shelf…Climate change is clearly rising up the political agenda, and more brands are starting to think about their green footprint – supermarkets… Continue reading The Time Is Right For Brands To Go Green

Tony Pile, Royal Mail’s market development manager for telecoms, discusses the possibilities available in the mobile marketing arena and the multi-channel landscape.Companies spend millions of pounds every year marketing their products and services to potential customers in order to drive sales and grow brand awareness. In today’s media age there are a plethora of ways… Continue reading Marrying Mobile Technology And The Multichannel Landscape