Saturation and economic factors are limiting investment and increase competition. TV buyers must consider additional audience research and varied channel mixes, writes VCCP Media’s AV director.
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Both the 60/40 and 95/5 rules appear to share a family resemblance, but they couldn’t be more different. Marketers and media planners should engage with both rather than choose either one as ‘better’.
Instead of always searching for “the new”, Kite Factory strategist Rik Moore makes the case for returning and adding to the foundations of Craft Planning.
Older audiences are often an overlooked growth segment, and we can no longer assume that they’ll simply overhear our advertising because of the way media ages up, writes Wavemaker’s strategy chief.
Our industry has been distracted by measuring things in media that don’t actually matter, writes VCCP Media’s head of digital.
In his final regular column for The Media Leader, Laurence Green recommends eschewing neophilia for greater care toward what is at the heart of media and marketing.
TV advertisers and broadcasters need to embrace programmatic, streaming and measurement technologies instead of sticking with the status quo, or risk being left behind by consumers.
Strategy Leaders: Media planners have an opportunity to leverage social proof with data-led influencer strategies, but must not forget it is humans that can navigate the complexities of the market.
Strategy Leaders: Imagine it was 2018 and none of your competitors were using social media. That’s the opportunity that gaming offers today, writes Spark Foundry’s chief strategy and innovation officer.
Having technological access involves a certain level of privilege. Although it’s still new, we may already be in danger of never realising an inclusive metaverse, writes Mindshare’s paid social account director.