The industry’s scramble to enter the current attention economy is pointless, unless we start focussing on positive attention, writes the MD of Invibes Advertising.
Showing 281-290 of 588
More Opinion articles
Jobs: The most creative ideas aren’t going to come when people work productively in front of their monitors at home.
Instead of virtual land and virtual shopfronts, start thinking of the metaverse like the offspring of twin technological advancements — the internet and gaming — and carrying half of the DNA of each.
Greater clarity of attention metrics, be it through self-regulation or industry investigation, will unlock more creative thinking.
Having technological access involves a certain level of privilege. Although it’s still new, we may already be in danger of never realising an inclusive metaverse, writes Mindshare’s paid social account director.
Prosperity is no longer a reliable guide to purchasing patterns, writes Wavemaker US’s chief strategy officer.
Advertisers need to be more active stewards of their media investments rather than delegating that entirely to their agencies, writes ANA Group’s executive vice-president.
Managing the time difference is one of the most difficult parts of moving from the UK to the US. Doing so requires strategy and rule-setting.
When it comes to emerging technologies and how they will impact marketing, how do we heed the cynic’s glass half empty caution, while also embracing the optimist’s glass half full guidance? The realist’s answer is to experiment, scale and repeat, argues Essencemediacom UK’s head of media planning.
It’s déjà vu all over again — the Open Web Programmatic market is as impenetrable as ever.