Everything in digital can be measured and this abundance of measurement gives marketers a feeling of control. But we have forgotten the basics of marketing that still apply today.

Nina Franck explores how AI can be a friend rather than a foe to help TV planning and strategy.

Media at its core is meant to reach as many people in your buying category. When using TV, plan towards relevant reach and opportunities to see, rather than theoretical figures.

Traditional media channels offer high-quality environments and better chances of attention, but digital channels are often accepted or ignored despite concerns around ad quality and effectiveness.

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

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.

Strategy Leaders: Media habits between old and young may be diverging, but the same planning mistakes are at risk of repeating themselves. 

At best campaign KPIs can be effective, but at worst they are useless and misleading. How should you choose what is right for your campaign? 

Now is the time for change, urges Nina Franck.

Advertisers would be well-advised to treat the growing AVOD market as an opportunity akin to broadcast, not just digital.