More Opinion articles

If it doesn’t have an eye-gaze in it, it’s not attention.

In his first regular monthly column for The Media Leader, Omnicom’s Phil Rowley argues why there is more to predictions than being right.

Netflix has long benefited from the illusion that it is a tech company, rather than ‘just’ a media company. History is now repeating itself as the streaming giant prepares to launch an advertising platform.

Consumers are looking for green wins, but they may need convincing.

TikTok is now gearing up in a big way to attract small businesses to its growing roster of advertisers. But there are various hurdles it will need to overcome.

Stephen Arnell discusses how greed has led to hypocrisy among players in the media and in football alike.

Marketing budgets should be seen as an investment, not an expense to be trimmed.

As part of our series on the big issues facing the media in 2023, Raymond Snoddy makes the case for developing a more comprehensive idea of trust to combat misinformation.

The Attention Council CEO Andy Brown and media analyst Ian Whittaker have joined forces to argue for three key requirements for advertisers to evaluate TV alongside digital video.

There is a lot of discussion about ‘purpose’ in advertising, but less about the purpose of advertising. And that purpose is to be effective.