More Opinion articles

At this crossroads in online advertising and media, Nick Manning examines what went wrong, where we are now and where advertisers should turn to reprioritise quality messaging, effectiveness and creativity.

As viewers are paying more than ever for TV content, Bob Wootton examines the latest Ofcom consultation on “levelling the playing field” between broadcasters’ ad schedules.

Havas’ global managing director of measurement explains why, despite falling out of favour, Marketing Mix Modelling still has a lot to offer marketers.

Rather than schadenfreude at the fate of Vice News, traditional media and advertisers should take key lessons from its trajectory.

Audiotrack’s Chontal Angus explains how digital audio can learn from video to address its measurement problem.

As Mental Health Awareness Week gets underway, there’s no better time for our industry’s leaders to make one simple commitment that’s proven to improve mental wellbeing in the workplace. 

When we skip from trend to trend, we impede our ability to fully exploit new technology. Our collective short-termism must be replaced by a greater focus on iteration.

According to the latest All In Census, over half of women believe parental leave has negatively impacted their career progression; now is the time to recognise and remove structural barriers to women’s success.

Strategy Leaders: At a time when even the most popular TV shows struggle to attract audiences of over 20 million, brands need to be creative, writes EssenceMediacom’s head of creative strategy.

Bad digital measurement tactics are everywhere, and they need to be reconsidered using common sense.