Lead Forensics

Opinion

It’s Time to Stop Targeting Demographics

  Old habits, as the oft-used proverb goes, die pretty hard. Never was this truer than with advertising’s obsession with audience demographics. In the past – specifically, when live TV and radio reigned supreme – it was the done thing…

Read More

Why TV Remains a Big Draw for Small Budgets

  When Guerillascope set up shop back in 2001, TV advertising was seen as the thing big brands with hefty budgets did. Fast-forward 22 years, and the picture is quite different. By demonstrating how individual TV spots could drive response…

Read More

The Challenge Agencies Must Rise to Ahead of 2024

  To quote a little-known musician from the other side of the Atlantic, “the times, they are a-changin.’” A world in constant flux has left many people feeling unmoored and thirsty for an almighty shake-up. The old ways, they say,…

Read More

Has Cinema Finally Shaken off its COVID Headache?

Barbenheimer has taken the world by storm. Indeed, it’s been impossible over the past few weeks to go online or walk down the street without coming across explosions of hot pink or a fedora. A timely show of strength Hollywood…

Read More

Why ITVX may be a game-changer for TV

  It’s long been suggested that streamable content represents the future of TV viewing – so it should come as no real surprise that ITV has just made an announcement that will accelerate the resurfacing of the landscape. ITVX, the…

Read More

Why the metaverse is advertising’s new frontier

  It’s been billed as the “new internet” and advertising’s next frontier; but what exactly is the metaverse, and why should brands take notice? Strap yourself in, as we unravel the mysteries of this brave new world. What is the…

Read More

Whatever COP26 brings, the ad industry knows what it must do

  Finally, after months and months of build-up, world leaders are congregating in Glasgow and Rome with the goal of thrashing out a blueprint to avoid catastrophic changes in the climate. The challenge is clear: limit the warming of our…

Read More

An ode to the Paralympic Games

  Witnessing human beings push themselves to the outer limits of physical and mental endurance in the pursuit of greatness is an inspiring, often transformative moment. But for those of us living with what from most angles would be defined…

Read More

Ofcom Media Nations report: key takeaways

  The way adults in the UK engage with media has been changing over the past eighteen months – a shift largely fuelled by the seismic impact of the coronavirus pandemic on lifestyles and attitudes. Charting the precise coordinates of…

Read More

CFlight: the new tool TV advertisers have been crying out for

  Sky, Channel 4 and ITV have joined forces with Thinkbox to launch CFlight, a new campaign measurement tool that will enable advertisers to chart the impact of their linear TV and BVOD activity under one unified advertising metric. Here’s…

Read More

Let's get social