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Significant changes in the CTV space are on the way. Finecast UK’s Stefan Jansen assesses what lies ahead.
MediaCom’s head of planning states the case for relevance as an antidote for the debate around the benefits of personalisation.
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The brand’s excellent Christmas campaign got me wondering what three words my friends in media would use to describe the state of play as we leave 2022 behind.
The basic relationship between reach and business results has “eroded dramatically”, Zenith UK chief strategy officer Richard Kirk argues.
Budgets for research and experimentation in emerging platforms might now face the chop, warns Omnicom Media Group’s chief market analyst.
Davids are disruptive and agile; Goliaths can crowdsource insights, provide stronger measurement, and bet big on traditional advertising.
For the first time, we now have a common currency of attention across — and within — all the major media that allows for true like-for-like comparison.
Ad load, new planning methods, and addressable media will be ones to watch next year, writes the7stars’ head of analytics.