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Results categorised as Opinion
01 Oct 2024
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Lea Karam
As AI becomes more prominent, marketers must be clear about their objectives in order to decide how best to utilise their influencer campaigns.
30 Sep 2024
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Claire Sadler
Advertisers have a responsibility to support trusted, quality sources of information as fake news becomes more easily accessible.
27 Sep 2024
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Simon Redican
The success of the radio sector, with its common values and objectives, illustrates why it's important for media channels to have clearly defined offerings and show what they can bring to the table for advertisers.
26 Sep 2024
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William Keggin
FAST may be growing strongly, but its adoption by brands is still hampered by limitations in measurement and a lack of understanding from advertisers.
26 Sep 2024
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Ian Mc Grath
They may be celebrated and claim to connect more with audiences, but viral campaigns make less business sense as they lack reach and long-term impact. Here's why we still need proper 'ad campaigns'.
26 Sep 2024
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Belinda Beeftink
Aside from finding trends from quantitative data, qualitative data can uncover real-life lessons for brands and their agencies navigating the cost-of-living crisis.
25 Sep 2024
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Raymond Snoddy
The sale of The Observer speaks volumes about the state of seller and buyer, old and new media, and the industry as a whole — and, indeed, how you find ways to fund reliable journalism.
25 Sep 2024
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Luca Vannini
After joining Barb and announcing a significant update at Connected TV World Summit mere weeks later, Barb's head of campaign audiences charts CFlight's evolution in 2024.
24 Sep 2024
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Sam Taylor
Any suggestion that an advertiser might use Origin as a currency to apply the same value to very different AV formats is somewhat of an insult, writes Direct Line Group's head of performance marketing and CRM.
24 Sep 2024
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Audrey Danthony
Sustainability often faces a significant hurdle: it's seen as a cost rather than a strategic investment.
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