More Opinion articles

Paul Robinson, global MD of KidsCo Worldwide, the new Kids TV channel launching in the UK soon, discusses the challenges of breaking into a tough market.Kids TV has become a plethora of choice and channels geared towards kids of all ages, from pre-school to teens and even specially skewed baby TV. In the UK alone,… Continue reading Breaking Into The Kids TV Market

Frank Hall, who runs his own independent media consultancy, FOB Consulting Ltd, looks at whether the national newspaper industry should introduce a greater clarity into its market figures…At last week’s MediaTel seminar on the Future of National Newspapers, each of the panellists made a strong case for the sound, long-term future of our daily and… Continue reading Newspapers – Time To Show & Tell?

Laura Chaibi, media research manager at Orange, examines recent research the company has carried out on mobile advertising and looks at whether the platform can live up to expectations…More and more agencies are dabbling with mobile; but how close is the mobile industry to the £10 billion advertising bill forecasted for 2012? (Strategy Analytics, April… Continue reading How To Get Advertising Right On Mobile

Christina Goodman, head of global marketing and business development at Dynamic Logic, examines the findings of new research looking at consumers’ opinions of advertising…Print advertising generates the most positive reaction with UK consumers and is seen as having the most relevance, according to Dynamic Logic’s latest AdReaction study, which gauges consumers’ opinions of advertising.Newspaper and… Continue reading Print Advertising Most Popular And Relevant Medium

Mike Hope-Milne, enterprise director at Pearl & Dean, discusses how experiential advertising in cinemas can be a valuable tool in promoting brands…It can hardly have escaped notice that one of the biggest trends impacting advertising is that communication can no longer be a strictly one-way affair. The proliferation of digital marketing, rise of the web,… Continue reading The Rise Of Experiential In Cinemas

Tim Farthing, commercial director at Dennis Communications, examines how brands and companies should go about choosing which media channel to use to communicate with their customers.I can’t think of a brand or company that doesn’t want to communicate directly with their customer. In fact, I am still being sent catalogues from a small cricket equipment… Continue reading Customer Communications – Choosing The Right Medium

Jonathan Gladwin, director at product placement company Prop.ag.anda UK, discusses the next phase of product placement in the UK and how it can be used to best effect.Research has proven that audiences want real brands in their programmes and following the ratification of Television without Frontiers by the EU, paid for product placement will be… Continue reading Understanding Product Placement

Nigel Jacklin, managing director of Objective Research, examines the findings of the recently launched Media Brand Values survey…The recently launched Media Brand Values survey is the first survey to respond to demands for globally comparable data concerning the relationships people have with the media they consume. This article looks at some of the key findings… Continue reading Media Brand Values

David Evans, MediaTel.co.uk business director, looks at the skills needed by researchers and how these can best be provided.Researchers on both the agency and owner side have to be chameleon-like in the wide range of skills they possess. The many stages of a research project mean that media researchers have to be able to innovate,… Continue reading Making Research Count

Antony Miller, head of media development at Royal Mail, explains why brands should not be dazzled by digital to the detriment of traditional media channels.It’s safe to say that the internet and other digital channels like email and SMS have been instrumental in driving the communications revolution we’re currently experiencing. For marketers, these new channels… Continue reading Dazzled By Digital