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Results categorised as Opinion
28 Jul 2023
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Stephen Arnell
As Elon Musk chooses to rebrand Twitter to 'X', Stephen Arnell examines the substitution in light of other historical name changes.
27 Jul 2023
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Nina Franck
Traditional media channels offer high-quality environments and better chances of attention, but digital channels are often accepted or ignored despite concerns around ad quality and effectiveness.
27 Jul 2023
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Christie Dennehy-Neil
The UK Government's Online Advertising Programme is taking a targeted approach to tackling key areas of risk and has formalised industry collaboration via a new task force, signalling a positive step for the industry, writes the IAB UK's head of policy and regulatory affairs.
27 Jul 2023
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Sam Oates
Saturation and economic factors are limiting investment and increase competition. TV buyers must consider additional audience research and varied channel mixes, writes VCCP Media's AV director.
26 Jul 2023
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Fergal Smithwick
This highly technical and advanced method of measurement may be perceived as a black box, but it delivers a higher magnitude of benefits than the cost of doing the analysis, writes Wavemaker's modelling solutions partner.
26 Jul 2023
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Raymond Snoddy
A thorough review of the BBC's licence fee is necessary, but it must consider that such a fee, perhaps turned into a household charge, may be the least-bad option.
24 Jul 2023
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Omar Oakes
Ethical practice and profitability are not mutually exclusive, but do advertisers and media owners have enough bandwith to achieve both well, asks the editor.
21 Jul 2023
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Richard Brant
Barb’s ‘fit for TV’ definition should be supported because it lets media owners widen their distribution while ensuring high standards, writes Vevo's senior director for Advanced TV.
21 Jul 2023
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Scott Switzer
In a post-GDPR world, a balance between personalisation and intrusion is not only desirable but essential, writes Ozone's chief technology officer. (Partner content)
20 Jul 2023
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Jason Brownlee
Both the 60/40 and 95/5 rules appear to share a family resemblance, but they couldn't be more different. Marketers and media planners should engage with both rather than choose either one as 'better'.
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