The Media Leader

News analysis, opinion and insight for media and advertising professionals

Advertising adjacent to quality news content is brand-safe regardless of topic

A study conducted by Stagwell found that advertising on UK news publications did not lead to brand-safety concerns, even when ads were placed on articles related to war, crime or politics.

Stories that mattered this week: Origin launches — now what?

Jack Benjamin and Omar Oakes are back to review the big media business news of the week, starting with the launch of Origin, Isba’s world-first cross-media measurement tool.

Global marketing spend ‘to reach $2.4tn’

Madison and Wall has made the analysis based on company results and GroupM figures.

How Snap designed a media plan to counter ‘negative experience’ on social

Snapchat’s ‘Less Social Media, More Snapchat’ campaign was designed to target people who don’t already use the platform through OOH activations.

Evening Standard relaunches as weekly London Standard

Initial weekly distribution will be set at 150,000, with copies sold from 4pm across London on Thursdays.

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Opinion

Simon Redican

The success of the radio sector, with its common values and objectives, illustrates why it’s important for media channels to have clearly defined offerings and show what they can bring to the table for advertisers.

William Keggin

FAST may be growing strongly, but its adoption by brands is still hampered by limitations in measurement and a lack of understanding from advertisers.

Ian Mc Grath

They may be celebrated and claim to connect more with audiences, but viral campaigns make less business sense as they lack reach and long-term impact. Here’s why we still need proper ‘ad campaigns’.

Industry News

Creative industries seen as ‘central driver of growth’ by Labour

Tesco expands The Trade Desk partnership with cookieless data

Debbie Morrison: The doyenne of due diligence who broke advertising’s ‘good chap’ model

‘A new era of effectiveness measurement’: Sky Media reflects on AdSmart

The Attention Council to be incorporated into CIMM

Barb extends total campaign planning to include Netflix and Discovery+

Isba’s Origin goes live with real audience data for first time

The Future 100 Club Class of 2024 revealed

Data Analysis

Life lessons: The value in understanding lived experiences

People feel less represented in advertising this year

It’s not whether you can build a brand in digital — it’s where

Jordan North boosts Capital Breakfast

Data Snapshot

Data-led charts from across the UK media landscape

Find out more about the UK's most comprehensive aggregator of media data.

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17 September 2024

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Upcoming Event

The Future of Media - Manchester

The Future of Media, the flagship conference powered by The Media Leader and run by its parent Adwanted Events, has launched The Future of Media Manchester.

Taking place at the Royal Northern College of Music, The Future of Media Manchester will bring together over 400 leaders and rising stars.

Key discussion points at the event include best practices in commercial media buying, selling and planning, as well as deep dives into evolving media business models and market opportunities.the hood of some of the world’s best performing brands.

26 September, 2024