More Opinion articles

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

In an increasingly restricted, competitive and saturated children’s market, Siobhan Galvin, associate publisher at Egmont Magazines, suggests why the children’s magazine market will defy the downturn in 2009…The children of 2009 have grown up in a vastly diverse world of mass media, rapidly changing technologies and changing social standards. They have access to an infinite… Continue reading How does recession affect the children’s magazine market?

This week’s edition of “The Inside Line” looks at the Competition Commission’s ruling on Project Kangaroo. Each week we will take a key media topic and ask the industry for their opinion.This week’s question:What is your view on the Competition Commission’s decision to block Project Kangaroo, the joint VoD venture from BBC Worldwide, Channel 4… Continue reading The Inside Line: Project Kangaroo

Sue Burden, head of brand & communications research at TNS UK, looks at the ways in which media planners can use the power of Word of Mouth…WOM is of course not just a happy accident that multiplies the effect of your campaign via a myriad of digital comment and it is not just limited to… Continue reading Word of Mouth – how to trigger the campaign amplifier

Jason Lark, MD at data enhancement and hygiene specialist Celerity, looks at how the economic downturn could prove a positive effect on the marketing industry…We could be forgiven at this time for believing that the marketing industry, like many others, is doomed to suffer disaster after disaster in 2009. Caught up in a downwards economic… Continue reading Seize the Day – Make the most of the recession and secure business success