More Opinion articles

Marketing academics may be disputing the TV buyer’s rule of three concept, but they have much to learn from each other.

Marketing effectiveness best practice needs an evidence-based approach that uses a variety of measurement techniques, not relying on spurious digital metrics.

From programming for the masses to inserting more humanity into AI, these are the things that will impact consumers and businesses over the very long term.

Rankin Creative CEO Richard Pinder on how agency holding groups could become more attractive to private equity in a high interest rate environment.

Authenticated data is highly appealing to advertisers, so publishers need to be more transparent about the value exchange with users.

Marketers and agencies see social through the lens of “advertising”. But it stops advertisers from being part of the broader conversation around social media’s impact, SocialChain’s group strategy director writes.

Here’s why the younger generations coming through need support from “oldies”.

Ryan Kangisser, MediaSense’s director and practice lead, models, explains how agencies are increasingly responding to marketers’ more precise requests by adapting to service individual needs.

For those who struck gold and those who have been less successful in the pivot to streaming, 2024 will be when advertising comes to the fore, writes Goodstuff’s head of video planning.

With in-housing on the rise and a continued focus on efficiency and targeting, the industry could do better to quantify the value of creativity.