With the targeting capabilities available now, a less blunt media strategy can be more effective.
More Opinion articles
There is an intention-action gap when it comes to sustainability, but what can media and brands do to make it easier for consumers to go green?
Media owners have every right to impose limitations on journalists working elsewhere, but more flexibility will only benefit their brand in the long run.
Does the creative or the media platform drive and hold your attention, asks Karen Nelson-Field in her latest Attention Revolution column.
Brands do not need to own every moment and it is time for them to pick their battles.
Musk’s belief in freedom of speech and self-promotion over a traditional ad model could be a double-edged sword.
Whether they knew it or not, the crowds were treated to a non-stop showcase of all things environmental, social and governance.
It’s unfavourable for brand advertisers and doesn’t make any financial sense. So why do these brands’ marketers buy it?
The only thing that will get Rupert Murdoch’s attention is if the advertisers no longer turn up.
Without a mainstream platform, Piers Morgan looks diminished. The ‘global’ reach of his content is worth very little, writes Nick Manning.