Content unseen might as well not exist. Discovery must become meaning-driven or audiences will flow to AI assistants, apps and creators, taking loyalty and value with them.
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One side of the Atlantic is hollowing out what makes its media culture special; the other is fighting to preserve it.
We have mere seconds before consumers skip, scroll, swipe and switch off. But that’s more than enough time to give brands an edge — if they use audio wisely.
The industry needs people who can think holistically, move fluently between data and culture, and bring a point of view. In the final part of this mini series, find out what else the future planner needs.
Those fear-inducing public-service ads don’t work as well as we thought they did. Instead, invite people to believe.
Following the court’s decision to keep Chrome with Google, publishers now have a lot more questions than answers. But a technical committee could provide some potential positive outcomes.
Is dynamic story optimisation going to become a thing? Are we all showrunners now?
MMM is too slow for today’s fast-paced digital media cycles. Brands need to know in real time when a channel’s effectiveness is fading and when to stop spending.
In the second part of a mini series, Caroline Manning shares four steps to bring coherence to chaos in a fragmented media world.
The decision to hand sole control to Lachlan has ended a family drama and there could be some positive outcomes with News Corp’s media properties.