More Opinion articles

Kris Boger, general manager, UK, global business solutions at TikTok, talks to Omar Oakes about how and why this social media platform is going big on commerce.

In the lead-up to the Festive Season, it’s inevitable that many of us will look back on the past year and compare our lives today with the challenging and anxiety-inducing lockdown events of a year ago. 

Measure, don’t market, for two years unless you have demonstrable results. This is precisely what John Lewis did with ‘The Beginner’.

Route CEO Denise Turner outlines eight principles on how advertisers should measure and use measurement for success.

100% Media 0% Nonsense: There is rightly so much excitement about TV with new entrants, new products and new advertising opportunities. But the mistakes of digital media’s past must not be allowed, writes the editor.

EU plans to regulate political ads would hollow out good-faith political discourse while potentially failing to properly address the issues of mass disinformation, writes the Advertising Association’s director of policy research.

By way of an attempt at gentle ribbing, Stephen Arnell gives his industry predictions for the ‘telly’ world over the coming year.

For the first time, we now have a common currency of attention across — and within — all the major media that allows for true like-for-like comparison.

Ad load, new planning methods, and addressable media will be ones to watch next year, writes the7stars’ head of analytics.

Strategy Leaders: The relationship between reach and business results has eroded dramatically. We’ve found ‘Right Reach’ is a better predictor of success in a fragmented media system, says Zenith’s strategy chief.