Measure what is key for each channel and don’t get led on by fancy metrics that don’t do anything for your media objective.
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While it is going to be tough, this period of high inflation could provide the opportunity to explore desperately-needed models of consumption.
We will never ‘solve’ attention, or advertising. But we can learn more by acting in the world than by merely observing it.
The picture is more complex than people simply swapping live, linear TV for on-demand and streaming services. Both offerings can co-exist.
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Even if you think you have the answer… listen, advises UM’s EMEA strategy chief.