Content unseen might as well not exist. Discovery must become meaning-driven or audiences will flow to AI assistants, apps and creators, taking loyalty and value with them.
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Channel 4’s head of advertiser strategy reflects on a decade of its DIAA initiative and what it means to create ads that resonate with audiences of all stripes.
As ITV reaches seven decades, its commercial MD reflects on the key moments that show how advertising has powered the broadcaster’s growth, kept TV free and helped shape UK culture.
One side of the Atlantic is hollowing out what makes its media culture special; the other is fighting to preserve it.
| Maria Iu
To mark its 70th birthday, the broadcaster worked with System1 and D&AD to showcase the top 70 ads in seven decades.
A study by FreeWheel’s Viewer Experience Lab found that consumers are generally receptive to formats like L-banners and shoppable QR codes, but they should be used sparingly.
The broadcaster has followed in Channel 4’s footsteps to add Spotify as a distribution partner, highlighting the continued trend of chasing incremental reach.
Having escaped the latest Cabinet cull, the culture secretary has sprung to life with concerns over Nigel Farage’s GB News gig. It’s time for Nandy to intervene urgently.
From measurement innovations to broadcaster concerns to AI, here’s everything you need to know from the event.
| Maria Iu
Panel at a Trade Desk event urged advertisers to think more carefully about the environments they appear in.