More Opinion articles

They may be celebrated and claim to connect more with audiences, but viral campaigns make less business sense as they lack reach and long-term impact. Here’s why we still need proper ‘ad campaigns’.

Aside from finding trends from quantitative data, qualitative data can uncover real-life lessons for brands and their agencies navigating the cost-of-living crisis.

The sale of The Observer speaks volumes about the state of seller and buyer, old and new media, and the industry as a whole — and, indeed, how you find ways to fund reliable journalism.

After joining Barb and announcing a significant update at Connected TV World Summit mere weeks later, Barb’s head of campaign audiences charts CFlight’s evolution in 2024. 

Any suggestion that an advertiser might use Origin as a currency to apply the same value to very different AV formats is somewhat of an insult, writes Direct Line Group’s head of performance marketing and CRM.

Sustainability often faces a significant hurdle: it’s seen as a cost rather than a strategic investment.

Getting through Q4 with your mental health intact can be a challenge. Prioritising wellness and setting clear work-life boundaries are key to a happy and successful end of the year.

We all need to responsibly incorporate AI tools into our work practices. How do we do so without making ourselves redundant in the process?

Measurement is the enabler of creativity, not the stifler. It not only validates creative efforts but also provides a blueprint for future improvements.

Aggregate attention time matters. It’s astonishing that some in our industry still don’t take attention time seriously.