There’s a lack of understanding of CTV’s scale and value, even as people are watching more content on screen. This presents a great opportunity for brands.
More Opinion articles
In a questionable open web, there is little evidence yet that ‘curation’ and accountability for ‘outcomes’ are effective and improve transparency. So what needs to change?
Real brand safety means choosing media environments, like news, that stop harmful content at source — not environments that brag about their clean-up operations.
WPP’s new CEO has an extraordinary CV. But Rose’s appointment signals a deeper crisis in advertising: the people running it no longer believe it’s a creative business.
When advertising experiences dehumanise, the data we get back from them is equally shallow. So we optimise for the wrong things and stop connecting with people.
While Bluesky remains a niche part of the social ecosystem, savvy brands should be working to develop a community presence. After all, decentralised platforms offer something unique: portability
Your ad’s second impression might be the one that matters most.
Consumer attitudes towards diversity and inclusion have become more complex, creating a challenging environment for brands looking to celebrate events like Pride Month.
Advertisers remain fixated on youth, but failing to reach older audiences is bad for business when younger consumers turn to their elders for purchasing advice amid uncertainty.
Synthetic research can be a game changer for media strategists — so long as its limitations are taken into account.