Augmenting Advertising

Although they’ve “always been right”, customers have never had the power they do in 2021.

As brands have reevaluated how they communicate in unprecedented times, agencies have spent the better part of 2020 adapting their strategies to fit into this new reality.

As we’ve been forced to rethink all aspects of our industry over the past year it’s also time to rethink how we approach ad buying in the TV space. It’s time to reassess what the best process is not only for media owners but for buyers.

The imminent UK government ban on advertising products that are high in fat, sugar and salt (HFSS) is almost certainly well-intentioned. But it is also heavy-handed, especially given the positive impact of industry self-regulation, as well as the advanced technologies available to manage and control ad exposure.