More Opinion articles

SVOD has reached a saturation point, presenting opportunity for linear TV as it continues to adapt and innovate.

Let’s make the time spent at work more purposeful, starting from reducing the number of comms channels we use and embracing different behavioural styles.

Jack Benjamin, Ella Sagar and Nick Manning examine Warner Bros Discovery’s latest earnings, Reddit’s forthcoming IPO and why agency-client relationships at holding companies have become less transparent.

For brands looking to be seen and heard during tentpole events in 2024, here are our tips for ‘crossing the streams’ in successful TV+TikTok campaigns.

The silence is becoming deafening as Labour holds on to a strong lead in the polls. What a different story to the Blair era.  

In a time where advertisers have to navigate an increasingly fragmented media landscape, the need for unified cross-media measurement has never been more critical. And there is no need to wait for it. (Partner content)

With consumers having to make purchase decisions influenced by seemingly opposing economic and environmental forces, brands need to carefully balance their messages.

With marketing budgets squeezed, dynamic digital OOH offers cost-effectiveness, ease of implementation and adaptability.

Holding groups are increasingly using “principal-based” media trading models, but their lack of transparency goes against any progress made in client trust.

The way budgets are set needs to reflect the turbulent times marketing finds itself in. Old tools are no longer equipped to do the job.