Is advertising just about targeting: reaching the correct demographics and numbers?
Or is advertising also about context?
Is where your ad runs as important as who sees it?
Because the numbers won’t always tell you that part.
The technological disruption across marketing and advertising has revolutionized the ad-dependent media and news brands at a time when their businesses are becoming more complex than ever.
Despite global pitches, lower margins and procurement pressures on agencies there’s an overall consensus that creativity will always reign supreme. You only have to look to our front cover to see the power creativity holds.
While asking for media planning to consistently delight people may set the bar a little too high, we should surely at the very least be actively trying to avoid annoying people and avoid planning media placements that just don’t “feel fair” to the average person.
To get a sense of what consumers are saying about content and environment quality, IAS conducted The Ripple Effect study
IAG CMO Brent Smart and The Monkey’s CEO Mark Green unleash on the insanity of spending more on martech than media, calling bullshit on attribution models and why the biggest tech companies on the planet are blowing their budgets on brand
80% of people in the US would reduce or stop buying a product if advertised next to extreme or dangerous content online, according to a study from the Trustworthy Accountability Group (Tag)
According to a new media trust study by Ipsos, Australians have less trust in the media, but more trust in traditional media than many around the globe
A focus on qualitative as well as quantitative evaluation in media planning
A window of opportunity has opened to help rebuild the ad industry’s reputation via media planning
As we think about media in terms of quality as well as quantity, similar debates are raging about the effectiveness of creativity and whether it’s being undervalued
Perfecting the right balance for ad attention seekers and increased sales
From “Doctor knows best” to “I know best,” consumers are taking a bigger role in managing their health
Such smart thinking on the dangers of a world of data alone from @newstatesman
Modern times call for a modern approach. Discover how social media’s rapid evolution is making a more meaningful impact on everyday lives
Legacy networks aim to reduce ad length to make commercial time more meaningful
Spotify makes their platform more meaningful by offering rewards to “superfans”
Facebook looks to embrace opportunity to bolster and build meaningful communities
Oath examines just how effective sponsorship of major tournaments really is
Learn more about our history with meaningful brands
Interesting research on whether the UK ad industry really understands the Great British public
How New York Media remains relevant and meaningful for its own audiences
POPSUGAR is expanding beyond the screen to make it a more meaningful brand