Budgets for research and experimentation in emerging platforms might now face the chop, warns Omnicom Media Group’s chief market analyst.
More Strategy Leaders articles
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.
Strategy Leaders: The relationship between reach and business results has eroded dramatically. We’ve found ‘Right Reach’ is a better predictor of success in a fragmented media system, says Zenith’s strategy chief.
If brands are back, so too is brand management — judging by the events of this extraordinary month for media and advertising.
Tesco has created three bespoke ads to be “contextually relevant” to three genres of ITV’s programming; reality, sports and family film/entertainment.
Where marketing principles have been followed, they seem to work. But there are still too many instances today where it has never been tried, writes Hearts & Science’s strategy chief.
Broadcaster video-on-demand (BVOD) offers predictable returns, incremental reach and increases effectiveness of linear campaigns, according to a new study commissioned by Thinkbox.
We know brands should continue to invest in a downturn. But what if your brand doesn’t have the resources to compete in a share of voice battle over the long-term, asks Bountiful Cow’s strategy chief.