ARCHIVE ▸ NICK MANNING
08 Nov 2022
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.
16 Jun 2022
Focussing on media cost over investment and audience delivery is damaging advertising effectiveness.
27 Apr 2022
Supporting responsible and sustainable media takes time and care to plan and buy. So why have media trading practices barely changed?
16 Mar 2022
Advertisers shouldn’t look to either the media specialists or the creatives to take the lead. They need both, Nick Manning argues.
17 Feb 2022
The Open Web is getting smaller, despite what we were told. The smartest advertisers will work out how to use the best parts.
12 Jan 2022
What should it really mean when advertisers say they want to support 'quality' media, asks Nick Manning.
30 Nov 2021
In the second part of Nick Manning's thoughts on fixing the digital advertising landscape, he provides six recommendations for advertisers.
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