Reach or targeting? Choice or Sustainability? Strategist Simon Carr explores some of the paradoxes affecting media and marketing, and offers strategic resolutions.
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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.
The Media Leader asked agency leaders how they have helped brands approach media during the festive period differently if they cannot compete with major retailers and supermarkets pound-for-pound.
We must focus on people, partnering wisely, and let our communication goals guide our channel choice.
Media at its core is meant to reach as many people in your buying category. When using TV, plan towards relevant reach and opportunities to see, rather than theoretical figures.
Agencies find it easier to blame measurement geeks than admit their failures in trading transparency and inaction over ad fraud.
In new IPA research, advertising effectiveness expert Les Binet has explained why econometrics matters now more than ever.