by Martin MacGregor. Clickbait. What is really happening here is the dark side of the race for perfect measurement.
Tag archives: by Martin MacGregor
Media Redefined: The creative dept every media agency should open
by Martin MacGregor. What is the biggest myth in advertising? That a brilliant idea may come from anywhere.
Media Redefined: Media Loeries — in defence of the effective gimmick
by Martin MacGregor. If a brilliant idea is executed, and nobody sees it, is it still brilliant?
Media Redefined: Keeping the algorithm conscious
by Martin MacGregor. Transactional data is by far the best guide of consumer intent, as no decision is more real than purchase.
Media Redefined: “Creative agency makes the shortlist in Coca-Cola’s media agency review”
by Martin MacGregor (@MartMacG) That’s not my headline. It’s the headline of a recent Advertising Age article which made me sit up and read it a few times to make sure I was reading it right. I was, and it felt as if the earthquake I had been waiting for had finally struck.
Media Redefined: Old is definitely the new new
by Martin MacGregor (@MartMacG) In the media-planning world, that old media, TV, has been dead for so long, rigor mortis should have set in. But has it? Yes and no.
Media Redefined: The fallacy of engagement
by Martin MacGregor (@MartMacG) Is the hashtag in fashion or what? It has been building momentum since the launch of Twitter, but in 2015 we seem to be drowning in a constant stream of #weare’s, #noto’s and #mustfall’s.
Media Redefined: If you think you’re in media, you’re wrong
by Martin MacGregor (@MartMacG) The word “media”, rather than changing in meaning, seems to have narrowed in definition. Its current meaning is “any means of communication that reach or influence people widely”.
Media Redefined: The AR is dead, long live media planning
by Martin MacGregor (@MartMacG) Media investment is the largest line item in a marketing budget. Finance and procurement know this, and are putting marketing under increasing pressure to justify investment on audience reach, without demonstrating tangible impact on the business bottom line.