It’s time to abandon a fixation with channels in favour of a content-led approach — and prepare for a future where end-to-end solutions are the norm. The definitions and techniques that have dominated marketing practices are becoming obsolete.
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In a shifting landscape, marketers need to think about more than just where their social media activity appears. Proper governance is critical to reputational success.
In a world of hot takes, misleading social media memes and polarising algorithms, a trusted environment for brands is a necessity.
It may be too painful to accept that what Elon Musk is doing to our industry is highly dangerous. We must all resist the urge to see this shocking behaviour as the new normal.
That small rectangle in the corner of the screen proved that advertising could work differently, viewers could have a choice and, given the option, people will engage when brands respect their time.
As more live sports move to streaming, media companies must sell advertising against their content across different platforms in a unified way that combines the upfront, premium process of linear with the dynamic execution of digital.
Engagement through rage can drive users away. Smart platforms will attract those seeking more positivity, providing advertisers with greater environments to spend.
The industry has been over-reliant on cookies for too long. But they’ve become a distraction while larger, more damaging practices have continued unchallenged. It’s not really about cookies — it’s about privacy.
Netflix’s shift to focus on engagement suggests that long-term success depends much more on how subscribers are reacting to ads rather than simply how many those ads reach.
It’s not a question of if but when you decide to give up on your principles. Nothing will get brands, big or small, to leave Meta.