More Opinion articles

Using the right ad formats, quality media and appropriate creative to engage audiences should be as important as optimising for attention for advertisers. 

Seedtag and Nielsen’s ‘Building Consumers’ Connections Through Contextual’ report does a disservice to the existing literature, argues MediaCom UK’s head of planning.

The big question for Twitter is what sort of content will Elon Musk permit or promote on what increasingly looks like a personal plaything?

Evidence indicates that there’s plenty of opportunities for arbitrage remaining when using attention metrics.

It’s time middle managers and their work are more appreciated in media. 

Now is the time to reassess other channels more broadly and understand how they can reach different audiences.

Effectiveness data collected quickly during a crisis can soon become obsolete when the markets are volatile to change.

In today’s climate, the BBC can’t afford to sacrifice contextual, in-depth reporting in the name of ‘balance’.

Brands must see an increasingly complex holiday shopping journey through the eyes of the customer – not through the lens of their own siloed structures.

Our understanding of attention can be transformed and improved when describing the concept in other languages.