A prediction: SVOD/YouTube/AVOD/FAST will offer the same measurable reach as broadcasters, argues MiQ’s advanced TV product manager. (Partner content)
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These reports are a waste of time and energy, with no actual learnings to be found, all designed to make the agency look busy. But it doesn’t have to be this way.
Disability is still missing in many inclusivity drives. But there are many ways brands can target disabled people, with influencers playing a key role.
The trend of skincare products targeting children, promoted by young influencers with the support of cosmetics companies, is a damaging one. Brands can and should do better.
| Sam Bird
We need to understand “the most powerful force to influence consumer behaviour” to leverage them on behalf of brands.
Stop being ashamed. There is an abundance of fantastic work and innovation taking us on the journey back to a proud industry.
The industry is very good at beating itself up over online harms, especially after Lord Grade’s speech at LEAD, but there are many obstacles to real change.
Commercial TV operators could explore mergers, changing their business model or expanding into other activities, but those all pose challenges. Diversifying core capabilities might be the best answer yet.
The Media Leader columnist and Creativebrief editorial director Nicola Kemp joins Omar Oakes and Jack Benjamin for this candid discussion of the biggest stories in media and advertising this week.
Media trading currencies remain crude in an era that demands sophistication. TV can lead the push to change this amid the abundance of data and research available.