Chris Llewellyn on the new frontiers of growthThe most recent global advertising spend report from Carat forecast a positive picture for 2016 with growth globally predicted to be 4.5 per cent. Digging into the detail what struck me as interesting was that after China, with a 6.5 per cent expected growth, the fastest growing region of the world was forecast to be the Middle East and North Africa at 6.2 per cent.
12th Nov 2015
Here's why London has the most important start-up scene outside of Silicon ValleyA little over two years ago I was sharing a beer with a friend who told me about how he had been helping a start-up digital business with their finance and accounting structures. The business was an advertising technology company that gets video advertising watched, tracked and shared, by measuring creativity and matching it to the science of data analysis so that they massively increase viewer engagement. This is great news for the brands they work for and, crucially from my point of view, for publisher revenues. I was intrigued, so asked my friend to introduce me to the start-up’s founder.
8th Oct 2015
From a red London bus to the Congress in Toronto: this is your futureThe big red double-decker bus is an iconic symbol of London. Now whilst a ride on one of these buses can be an experience to treasure for a tourist, it’s a rather different experience for the daily commuter and, lucky me, each morning I jump on to a crowded number 63 to get to FIPP’s central London offices. Now not that many years ago, to while away the time on a journey that is boringly familiar, a good number of my fellow passengers would be reading a newspaper but in the past year I honestly cannot remember seeing anyone reading a newspaper on their daily commute. No one.
12th Aug 2015
Why publishers are changing everythingWithout wishing to denigrate the complex and fabulous analysis undertaken by the market research experts in our industry, in my short time as a market research manager when working on new projects I discovered that whatever the question, the consumer’s answer was consistently the same: "We’d like more of what we have already please, only can it be a bit better and a bit cheaper."
9th Jul 2015