Both the 60/40 and 95/5 rules appear to share a family resemblance, but they couldn’t be more different. Marketers and media planners should engage with both rather than choose either one as ‘better’.

You cannot champion the need for reach at all costs and ignore the importance of attention metrics, writes Havas Media Group’s Jon Waite.

Professor Byron Sharp might be less prone to talking twaddle if he were to conduct some qualitative research.

Byron Sharp isn’t “smashing” attention metrics. He’s urging marketers to stop misusing them.

Since the creation of the sales funnel, marketers and agencies have focused on consideration. But how do we understand it and measure changes? Get your Byron Sharp off the shelf and find out.   

Ben Martin, communications planner, Telegraph Media Group, on why those listening to Byron Sharp might just be a little like Brad Pitt…

CEPs give brand and performance teams the same commercial target, measurement framework, and moment to act. They are the first credible bridge between the two disciplines.

D19’s MD outlines the challenges for SMEs looking to get onto TV.  He shares practical advice on testing, and what more the TV industry can do to serve the ‘FELT’ market.

Reach is the prerequisite. Creative is the multiplier, writes the CEO of Audience Project.

Nick Manning takes issue with Nick Clegg’s views on the web, and explains four ways that agencies can help drive change.