Prosperity is no longer a reliable guide to purchasing patterns, writes Wavemaker US’s chief strategy officer.

Nina Franck explores how to pick and mix campaign measurement tools to best suit business and budgets. 

Media agencies should become more like management consultants , focussing on the ‘why’ rather than the ‘how’.

Strategy Leaders: Behavioural targeting on digital and TV avoids lumping together audiences based on ages and households where advertisers can customise the reach of their campaigns, writes Nina Franck.

As The Media Leader goes to see what university students think of advertising, our columnists shared their thoughts, with topics ranging from trust to fragmentation to sustainability and attention.

A new study by Global has found campaigns that use a variety of large screen outdoor formats build more brand awareness and experience “a multiplier effect” across categories.

Laura Chaibi, international director of ad marketing and insights at Roku shares her greatest achievement and what is consistently coming up in conversations with clients.

Lumen Research’s Mike Follett explains attention is not trying to “sucker” anyone and advocates for a growth mindset.

The ARF initiative is an important next step in the evolution of attention measurement, writes The Attention Council CEO.

We have become used to talking about an ‘attention economy’, but perhaps we should think more of the ecology of attention.