The Media Leader has compiled predictions for the year from 11 industry leaders at The Year Ahead 2024.
With consumers having to make purchase decisions influenced by seemingly opposing economic and environmental forces, brands need to carefully balance their messages.
‘You’ll never win by doing the same thing with less money,’ argues Bountiful Cow CEO as less than a quarter of IPA case studies found to meet “relative advantage” criteria.
The latest buoyant UK adspend figures show some strange trends that could have a profound influence on the future of advertising.
SOV no longer represents the majority of a brand’s communication focus. Drawing conclusions from it can be highly misleading.
Redundancy, global conflicts and hybrid working are just some of the challenges that require refreshed training solutions — and it starts with better mental wellness.
Richard Bon, UK MD and Europe commercial lead at OOH company Clear Channel, hopes 2024 will be the year that the media industry puts “talent over technology”.
Marketing effectiveness best practice needs an evidence-based approach that uses a variety of measurement techniques, not relying on spurious digital metrics.
Editor-in-chief Omar Oakes and reporter Ella Sagar were on the scene at The Year Ahead event to ask delegates: if you could wave a magic wand, what would you do to improve the media industry in the year ahead?
The UK OOH market is forecast to grow by 6.5% this year, according to a GroupM report.