Lantern is exactly the kind of innovation broadcasters need to protect and grow their businesses and get back into the room with advertisers.
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New research shows that investing in high-attention media channels is more profitable than investing in low-attention ones. But in the past decade, adspend is going the other way. The report’s authors unpack why and what can be done to improve media effectiveness.
The opportunity to reach millions in a shared, live moment is huge, but fans are hyper-aware of disruption. They want ads that offer control, relevance and value.
A new study examined how high-attention media formats boost profitability, uncovering an ‘astonishing absurdity’ in marketing practice.
The initiative’s “baby POC” is moving into its teen years by expanding its panel and capabilities, and it is inviting more advertisers to take part.
The Ventura platform will not sell its own inventory — not even home-screen ads. The pitch to content owners is: you can trust us not to compete, so share more data to help us all thrive.
From Jimmy Kimmel’s suspension to reinstatement, the US’s first amendment is under fire as business interests appear to take precedence.
Digital ad revenue totalled £18.7bn in H1 and is expected to grow 10% annually in 2025 and 2026, reaching £45bn by next year.
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.
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.