TV has even more potential in the internet age. But it can’t cover all the bases without some very significant investment.
Nick Manning
Nick Manning is the co-founder of Manning Gottlieb OMD and was CSO at Ebiquity for over a decade. He now owns a mentoring business, Encyclomedia, offering strategic advice to companies in the media and advertising industry. He writes for Mediatel each month.
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It’s easy to get carried away by the popularity of streaming platforms but they are no match for our domestic broadcasters in appealing to UK audiences.
Progress is being made in programmatic reporting that should, ultimately, lead to progress in trading methods and thence to delivery and performance.
While it might not have the glitz of other channels, retail media is where the money is going
A raft of recent company earnings reports demonstrates that we have reached the end of an era where advertising supported the exponential growth in online channels.
There is a lot of discussion about ‘purpose’ in advertising, but less about the purpose of advertising. And that purpose is to be effective.
‘Truth decay’ is irreversible and we have to learn to deal with it. Advertisers, whose money funds the lion’s share of commercial media, can do a lot more.
Chief media officer is a big job and somebody has to do it for advertisers, argues Nick Manning.
Focussing on media cost over investment and audience delivery is damaging advertising effectiveness.
Without a mainstream platform, Piers Morgan looks diminished. The ‘global’ reach of his content is worth very little, writes Nick Manning.