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Each week, we ask agency experts from across the world and the ad business for their take on a tough question facing the industry, from topical concerns to perennial pain points.
Each week, we ask agency experts from across the world and across the ad business for their take on a tough question facing the industry, from topical concerns to perennial pain points.
If viewers leave TV behind over the summer, how will advertisers and planners adapt? With vaccination drives making progress in the US and UK, and summer weather offering consumers distractions away from their living rooms, the high viewing figures we’ve seen for TV – both streaming and linear – are likely to dip. This moment will provide an opportunity to find out whether more telly-watching has become a permanent habit or not for viewers, but it also poses a question to advertisers and brands using TV to reach the public: how do media equations change when consumers have somewhere els...