The problem isn’t ads; it’s organic posts.
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Those who mistrust purpose-driven marketing want to see receipts. Where you can measure impact or cost, display them with pride.
Another acronym heralding a new age? Or does Fast TV hark back to simpler time in advertising?
Businesses do not need to ‘reinvent the wheel’ to measure sustainability and inspire sustainable behaviour changes.
Being in the most-trusted channels seems to have little impact on where advertisers spend their money.
When agencies negotiate a ‘cost-per-thousand’ with publishers, we should ask ‘cost per thousand what?’
With the targeting capabilities available now, a less blunt media strategy can be more effective.
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.