Brands must experiment, take risks and make room for adaptive marketing, instead of replicating each other’s strategies, Aliya Rafiq Vaz argues.
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Reach or targeting? Choice or Sustainability? Strategist Simon Carr explores some of the paradoxes affecting media and marketing, and offers strategic resolutions.
Nina Franck explores how AI can be a friend rather than a foe to help TV planning and strategy.
Thinkbox’s Matt Hill questions ViewersLogic’s interpretation of BVOD’s impact – pointing out that basing planning decisions on viewing time alone is a flawed approach. Quality is crucial.
The Media Plan: We explore the strategy behind the People’s Postcode Lottery’s new campaign that features a collaboration from rival broadcasters ITV, Channel Four and Sky.
New ad-supported streaming options present opportunities for long-form ad assets this Christmas season, and advertisers should lean in.