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The former teacher argues that the skills needed to hold a classroom’s attention apply to campaigns reaching millions, and that out-of-home is well placed to deliver them.
Citing a Lumen and Amazon Ads study of 270 campaigns, Ritson argues that marketers should plan in seconds of attention rather than impressions.
Data, programmatic buying and dynamic creative have made outdoor far more sophisticated, but Barlow argues its public, broad and unavoidable nature is now worth more than ever.
The global head of media argues ROAS rewards the wrong channel and wants every discipline aligned around incrementality and AI discoverability.
Wyrley-Birch argues that the build-up and aftermath of events such as the World Cup and Wimbledon offer brands more receptive audiences than the crowded peak.
