The opportunity on YouTube is not simply to make big numbers bigger. It is to turn global attention into durable brand value, writes BBC Studios’ SVP of digital.
More Opinion articles
PubMatic’s CRO EMEA, Emma Newman, is in the hot seat for our probing and quick-fire Leading Questions.
Brands looking to replicate Amol Rajan’s approach need to build and maintain a robust backbone of fame and shared meaning. Perhaps via curated, shared, familiar and routine media.
While the BBC’s political editor nodded along to Farage’s claims of a “complainant society”, Channel 4 was about to break the exclusive of the year. Ray Snoddy assesses how it all unfolded.
Lumen’s Mike Follett takes a first look at the IPA’s Making Sense 8 and reveals behavioural shifts in the data.
If the legacy extractive media agency business model is dying despite the life-support system of non-transparent revenues, what happens next? asks Nick Manning.
Paul Evans analyses the gap between YouTube’s claim and conduct.
The most effective TV strategies today harness the strengths of both linear and BVOD, writes Channel 4’s head of sales.
The tragic death of Professor Jadon Arday underlines the human cost of manufactured outrage, yet our national bloodsport continues with neither reflection nor remorse, writes Nicola Kemp.
The real damage from Google’s ad monopoly isn’t the 20% it takes. It’s a market that can no longer tell good inventory from bad and prices them almost the same.