Author name: chloeml

A new entrant, Works Media Group, is betting that the next tranche of advertising growth lies not in ever more screens in high streets, but in the quieter, more trusted environments where farmers and tradespeople make decisions worth millions.

Attention is the new gold standard, the holy grail, the metric du jour. As a planner, I advocate for deeper consumer understanding, drawing on multiple sources, seeking to look beyond the numbers to the human behind the screen. So I have to ask, what kind of attention are we actually talking about?

Search advertising remains a significant digital ad channel but is growing more slowly than digital video and social media, as detailed in the Interactive Advertising Bureau’s annual report.

Generation Alpha is reviving brick-and-mortar shopping, with 73% preferring it over online shopping, according to a survey by MG2 Advisory. Retailers are investing in in-store experiences, such as interactive events and comfortable amenities, to attract this demographic.

Nearly half of Gen Alpha now prefer AI-powered chatbots over streaming interfaces and traditional search when deciding what to watch.

Advertising can grab attention, spark interest, and drive action — but its impact doesn’t last forever. Research like Profit Ability 2 suggests that some channels have more staying power than others, raising the question: does every campaign (and subsequently the media channels used) fade at the same rate?