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and men struggling to change nappies will force advertising to be more creative, instead of relying on harmful, outdated stereotypes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?
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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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Sustainable Investing 2021
Sustainable finance has hit the mainstream. As billions are held in green bonds, the UK pledges to “build back better” and a new US President puts climate change at the top of the agenda, there has never been a better time to invest in ESG. Our Sustainable Investing report published in The Sunday Times explores how machine learning is helping investors pick ESG stocks, examines the viability of tying executive pay to green achievements and asks whether a National Infrastructure Bank could ever be possible. The featured infographic, meanwhile, takes a closer look at the high expectations investors have when it comes to green finance
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Digital Identity 2021
As the issues of privacy and safety online rise up the public and corporate agenda, our Digital Identity 2021 report, published in The Times, takes a look at the latest thinking on the topic. We explore the role of vaccine passports in unlocking the world from coronavirus, how to spot a deepfake and where the industry is going next. The featured infographic, meanwhile, takes a deeper dive into the state of the biometrics industry and take-up of the technologies.
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Intellectual Property 2021
Our Intellectual Property report, published in The Times, explores topics on vaccine protection, TikTok copyright law, green technology, and more. The featured infographic looks at the global IP landscape and how certain countries are protecting their innovations from competitors.
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Future of Fintech 2020
What does 2021 hold for fintech? Our Future of Fintech special report, published in The Sunday Times, explores topics on eco-conscious startups, diversity in the industry, helping small businesses, financial literacy and more. The featured infographic looks at SME opportunities for fintech in the changing business landscape.