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Results categorised as Opinion
27 Apr 2022
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Nick Manning
Supporting responsible and sustainable media takes time and care to plan and buy. So why have media trading practices barely changed?
26 Apr 2022
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Niki Grant
In the latest of this digital-media planning series, we’re going to fiddle about with another lever to improve performance: the cost per acquisition.
26 Apr 2022
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Laurence Green
Channel 4 is that rarest of things: a textbook example of a brand leading a business rather than a business operating a brand.
26 Apr 2022
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Karen Nelson-Field
The implications patterns are striking to both brands and those intending to integrate attention as a key metric of ROI.
25 Apr 2022
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Omar Oakes
Rather than let itself get dragged into the freemium space, Netflix should take a bold and pioneering approach to advertising, writes the editor.
22 Apr 2022
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Philippe Dominois
Advertisers need to engage in more comprehensive media agency management to meet campaign expectations.
22 Apr 2022
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Lisa Bradner
The job of the CMO has shifted from largely a creative one to applying data to solve a multitude of challenges.
21 Apr 2022
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Simon White
Creating a TV market duopoly will weaken advertisers' trading stances and the output of our marketing efforts, writes BT's media manager.
21 Apr 2022
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Stephen Arnell
As TalkTV prepares to launch, is there room in the market for two 'anti-woke' news channels, asks Stephen Arnell.
21 Apr 2022
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Katie Hartley
We’re finding that online inventory that doesn’t get looked at at all tends to cost the same as the inventory which does get looked at.
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