More Opinion articles

Laurence Bird, head of research at IAB UK, explains how the company’s recent Brand Engagement Study revealed that the medium of online can bring a brand to life without the need to force it upon the consumer…It would be difficult for any of us working in the advertising industry to ignore the sea change in… Continue reading Brand Engagement

Viacom Outdoor recently revealed new research proving that the longer a person spends with an ad, the more likely they are to absorb its content. Steve Cox, strategic planning director at the company explains how the study set about proving its hypothesis…The past couple of years have seen “engagement” truly enter the communications planning lexicon,… Continue reading Total Recall

Andy Stevens, managing partner at Unique Digital, aims to dissect buzzwords like “folksonomy” currently circling cyberspace…At Unique we have been taking a look at some of the new and exciting developments in the internet. They tend to be classified as Web 2.0, just one of the endless list of new coinages that internet people seem… Continue reading Buzzword Bingo 2.0.1

David Evans, director of Continental Research, discusses how the impending digital switchover will effect UK households, and the potential problems that lie ahead for the terrestrial television channels…Forget White City, Gray’s Inn Road, Horseferry Road, Long Acre or Osterley, the most exciting place in British broadcasting is the media hotbed of Cumbria and the Scottish… Continue reading Switching Off

Phil Cutts, director of marketing at PPA Marketing, discusses the challenges that lie ahead in multi-platform measurement in the rapidly evolving media industry…The media landscape is constantly evolving and has changed beyond recognition over the past decade. A mere ten years ago 65% of us watched a staple of four channels on television, podcasting was… Continue reading Multi-Platform Accountability

Nick Hewat, sales director at Virgin Radio, discusses the importance of spot advertising in the medium of radio and its ability to reach the who, the when and the where…Spot advertising accounts for nearly 80% of radio revenues. Branded content (S&P in old money) accounts for 20%. Yet, given the attention levels and seeming importance… Continue reading Spot Advertising

As the ABCs continue to cause mixed feelings in the industry, Emily Travis, market development manager for publishing at Royal Mail, discusses how magazines can do more to keep their readers long-term…Last month new figures from WARC revealed that 1,438,000,000 magazines were sold last year, up by 7.4% or 100,000,000 copies on the year before.… Continue reading Lifestage Marketing

As user-generated sites soar in popularity, head of strategy at Unique Digital, Richard Dance, discusses how challenges to ‘net neutrality’ Stateside could have implications on the economy of the entire web…Currently, the internet is seen as neutral, in that your ISP lets you view any website you like. But developments in the US are threatening… Continue reading The Evolving Economy Of The Web

David Evans, director of Continental Research, discusses the current state of the HDTV market and how it might progress in the future…HDTV is one of the current buzzwords in our industry and appetites have been whetted by the recent launch of BSkyB’s HDTV service and the transmission of World Cup matches and Wimbledon in high-definition.However,… Continue reading HDTV: The Big Picture

Two free afternoon newspapers have just been launched and what happens to the papers in the coming months could have repercussions for the entire industry. NewsLine Editorial Assistant Sam Howroyd takes a look at the new titles…At a time when the majority of newspaper circulations are down across the board and many people choose to… Continue reading Will The Free Afternoon Papers Succeed?