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Results categorised as Opinion
17 Feb 2025
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Milka Privodanova
Engagement through rage can drive users away. Smart platforms will attract those seeking more positivity, providing advertisers with greater environments to spend.
14 Feb 2025
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Lauren Wetzel
The industry has been over-reliant on cookies for too long. But they've become a distraction while larger, more damaging practices have continued unchallenged. It's not really about cookies — it's about privacy.
13 Feb 2025
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Virginie Chesnais
Netflix's shift to focus on engagement suggests that long-term success depends much more on how subscribers are reacting to ads rather than simply how many those ads reach.
13 Feb 2025
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Matt Bryan
Advertisers want to play a starring role in viewers’ lives, but this requires a comprehensive understanding of their unique motivations and behaviours.
13 Feb 2025
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Simon Carr and Lysette Jones
Fame used to be rare and centralised but now, thanks to social media, fame is everywhere. But it's also fragmented and hyper-targeted. How do brands break through in this new world?
12 Feb 2025
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Raymond Snoddy
TV viewing and reach have declined as UK broadcasters slashed spend on home-grown premium content. But could a new production powerhouse come to the rescue?
12 Feb 2025
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Maor Sadra
Given podcast listeners are typically attentive and engaged, this medium allows advertisers to connect with receptive audiences. Yet podcast advertising only represents 0.2% of total ad budgets. Now is the time for podcasts to truly shine.
11 Feb 2025
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Nicola Kemp
As an industry, we prioritise empty platitudes over tangible policy. Remote working is vital to levelling the playing field for diverse talent — why are we pretending otherwise?
10 Feb 2025
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Omar Oakes
It’s not a question of if but when you decide to give up on your principles. Nothing will get brands, big or small, to leave Meta.
07 Feb 2025
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Sean Adams
Brand lift provides a truly holistic picture of campaign performance — here's how to get the best from the data.
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