More Opinion articles

Media organisations should spend more time listening to their journalists rather than trying to influence what they do.

SOV no longer represents the majority of a brand’s communication focus. Drawing conclusions from it can be highly misleading.

Collaboration leads to great ideas, but ultimately a ‘pain in the ass’ still has to make the final call.

The video platform is targeting the big screen — and watch time has become the number one predictor of channel revenue.

Havas Media Group’s chief data and product officer, Laura Kell, explains that first-party data, while useful, can limit new customer acquisition if overly relied on.

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.