Calling time on sexist stereotypes in advertising
New rules banning sexist depictions of women cleaning and men struggling to change nappies will force advertising to be more creative, instead of relying on harmful, outdated stereotypes
Future of Advertising 2019
On June 14th ads depicting harmful gender stereotypes will be banned in the UK. This shift, coupled with the rise of ‘woke’ marketing and the dominance of the duopoly, highlights that the advertising industry faces as many challenges in 2019 as it does opportunities. The Future of Advertising special report, published in The Times, explores how brands can overcome the inherent difficulties and embrace the possibilities. The report covers how brands can find the balance between brand-building and short-term wins, how new engaged audiences such as podcast subscribers can be reached, as well as the five most important mistakes marketers need to avoid in 2019. Also featured is an infographic on the state of influencer marketing today including the most popular platforms used and how marketers are justifying spend on this channel
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In this report
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How you can make the most of podcast advertising
As more brands grow wise to the potential of podcast advertising to reach engaged and dedicated listeners, is there a risk of an eventual over-saturation that will turn once-loyal subscribers off?
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Advertising effectiveness vs. efficiency: what is important?
Brands prioritising short-term wins over long-term brand-building could end up falling short of the competition
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Brands struggle to make ‘woke’ marketing work
Reaching out to a new generation of consumers that grew up skipping ads on YouTube is an ongoing challenge for brands. But how do companies show they are alert to political and social injustice in an authentic way? More importantly, should they even try?
Sponsored content
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Ad industry calls for single source of truth
Advertisers need accurate analysis of campaign spending with an effective ad delivery and management platform for creative content
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Are networks set up to do joined-up thinking?
An independent, story-first approach can deliver on the promise of true integration, says Roger Hart, chief executive at Aesop Agency, and MC&C Media chief executive Robin Trust
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Why brands must conquer their fear of data
Patrick Johnson, chief executive at Affectv, explains how brands can overcome concerns and distrust around data to move to the next level of data-driven targeting
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Smarter brands for a digital age
As digital disruption and big data reshape marketing towards shorter-term strategies, the case for digital advertising as a brand-building tool has yet to be convincingly made. However, modern-day advertising must embrace the idea that the nature of brands themselves will need to change, as Sean Healy at global media agency network Carat explains
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At the forefront of advertising
The face of advertising has changed dramatically over the past 23 years, but few have pioneered innovation within their sector during this time more than Claire Randall Consulting
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Tuning in to what viewers want
TiVo is transforming content discovery with technology based on machine-learning for a more personalised user experience
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Building on pillars of excellence
Successful advertising is seldom simple, but the narrative adopted by Verizon Media to capitalise on the future of the industry certainly is. It’s a narrative aided by a shift and rebrand of the media company
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AI for Business 2021
Is artificial intelligence really as transformative as claimed? Yes, says mathematician and broadcaster Hannah Fry, but not in the ways we might think. Our AI for Business report explores how AI can help save retailers from stock shortages, how the government’s new national strategy could make the UK an AI superpower and whether or not we can really teach machines how to imagine
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Digital Learning 2021
What will a hybrid model of digital learning look like? How can you get the most out of the time you spend learning online? This report offers advice on how to incorporate digital learning in the classroom and in the workplace. We also look at the most effective strategies for making sure the knowledge sticks.
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Climate Change 2021
As we inch closer to COP26 in Glasgow this year, companies are starting to get serious about their part in tackling climate change. Our Climate Change report explores how SMEs can reach net zero, whether carbon offsetting is a good idea and why it might be time to ditch GDP as a way to measure how well a country is performing
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Digital Transformation 2021
After 18 months of rapid digital transformation, questions are now being asked about how many of the changes implemented will last as the world reopens. Our Digital Transformation report explores how to measure performance, why embracing corporate digital responsibility is crucial and whether people really are the secret to transformation success