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In the second of a two-part feature examining publisher strategies with direct messaging, Subtext’s co-founder and CEO, Mike Donoghue, discusses why SMS is a core part of the future of audience outreach.

Ahead of the Future of Brands, Audio and Entertainment conference next week covering this issue, The Media Leader asked brands, agencies and strategists if they thought brands should get involved in these debates.

The Media Plan: British Airways latest brand campaign has leaned heavily on AV and influencers as part of its strategy centred on “bold originality” and “meaningful connection”.  

There is an art to using sound to create engaging commercials. When done well, the impact is incredible, argues Radioville’s managing partner.

Ella Sagar is joined by Jack Benjamin and Nick Manning to examine the ‘Forbesgate’ scandal and the trouble marketers and publishers are having over efforts to tamp down on adspend being funnelled to Made-For-Advertising sites.

Rob Collier, head of strategy at MTM, reveals new research that shows Netflix’s recent crackdown on password sharing among users was a success.

The choice, immediacy and visuals of TV are at their peak, but manufacturers’ pursuit of advertising opportunities risks compromising the viewing experience and, in turn, this golden era. 

Channel 4 Sales has secured sponsorships with Ring and Alfa Romeo for its Friday night and Film4 programming.

The Diary of a CEO host Steven Bartlett, along with Georgie Holt and Christiana Brenton, have co-founded Flight Studio.

If AI can read our emotions and respond with the right tone, while solving our problems at lightning speed, do we need humans for customer service?