Peter Field explained to Omar Oakes that audiences cannot become deeply engaged in pieces of entertainment in 15 or 30 seconds, and likened short-form video to chewing gum.
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Digital is responsible for causing a sea change in advertising towards the need to prove impact and effectiveness now that we can better measure it, argued Nick Manning on a recent episode of the podcast.
Netflix, Disney+, Paramount+, Max, Amazon Prime Video, and Apple TV+ will collectively grow subscribers from 751 million in 2023 to 946 million in 2029, according to latest estimates.
Effectiveness is about understanding what’s working — but current industry approaches aren’t, warns the WFA’s media services director.
Podcast interview: Renowned advertising effectiveness expert Peter Field joins editor-in-chief Omar Oakes to discuss TV’s resilience, trust in media, and why attention research has rekindled his passion for media.
Ahead of Cop28, are we using the right KPIs to reduce our digital advertising emissions, asks Impact+’s co-founder.
Reach or targeting? Choice or Sustainability? Strategist Simon Carr explores some of the paradoxes affecting media and marketing, and offers strategic resolutions.
Interview: Karthik Rao insists ‘the mission’ does not change despite increasing US competition and pressure to evolve media and adspend measurement.
Media talking about ‘creative’ is too narrow in ambition. It’s creativity that will become the most priceless commodity in our industry.
Brands should prepare for backlash and have strategies in place to support trans talent, an audience at Conscious Thinking Live heard.