More Opinion articles

Insight manager for marketing at Emap Advertising, Richard Fero, examines the company’s E-ceptivity study, looking at how the different reasons consumers go online impact on online behaviour and receptivity to advertising…Whilst advertisers are increasingly taking advantage of the online medium for branding campaigns, how much do we really understand about how consumers interact with websites,… Continue reading Some Clicks Are More Equal Than Others

Maureen Duffy, CEO of the Newspaper Marketing Agency, explains the group’s £22 million effectiveness research programme, which looks at the true engagement and brand building value of national newspapers…At MediaTel Group’s recent ‘Future of National Newspapers’ seminar, a press buyer attendee put it to the panel that what national newspapers really needed to overturn negative… Continue reading The Value Of Newspapers

These days, it seems as if all anyone ever does is poke each other on Facebook. With that in mind, David Evans, director at Continental Research, decided to take a look at the world of social networking and what it might mean for advertisers and brands…Earlier this week I heard a good example of how… Continue reading The Impact Of Social Networking On Brands

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