Rethinking advertising - 23 Jan 2017

If you're not yet into the swing of things, we have industry-relevant thought leadership to get you on the right track.

First up is Daryn Mason, an Oracle CX evangelist, who explains why machine learning might be the saviour of advertising, as it brings greater nuance to the way consumers manage content and how brands distribute it. He says the technology is turning ad blockers from all-or-nothing sorting programs into sophisticated ‘content brokers' that scrutinise adverts for relevance based on each customer's needs.

Sticking to the topic of ‘learning', I chatted to two of the AAA School's lecturers Charles Maggs and Mandy Speechly, on the students' 2016 #LoeriesRankings and wins. They attribute much of this success to facilitating briefs relevant to what is happening in the industry.

Chris Gregory, Africa and Middle East sales manager for TripAdvisor, suggests it's time we stop blindly accepting the phrase ‘print is dead' and rather tackle why brands are increasingly shifting spend to digital. He says to work with editors and advertisers to help them create content people still want to read, and to tell the truth about your circulation.

We also have the very latest #BizTrends2017 opinion to spark a few ideas and wish you a productive week ahead!