Effectiveness in a Changing Media Landscape - A discussion with Les Binet and Peter Field

October 2016

“Marketing in the Digital Era” will be the next publication in the IPA Databank series, authored by Les Binet and Peter Field, which is scheduled to come out in 2018.

Jonny Protheroe, Head of Market Insights at Google UK, sat down with Les and Peter to discuss the first part of this new work, currently titled “Effectiveness in a Changing Media Landscape”. Their research reveals important themes and trends regarding paid media and mass reach, the effectiveness of all video (television, online video and VoD), and the role of online video in brand building and activation.

The full version of the video can be found here

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