Modern Marketing Future of Media World

Future of Media: a decade of OOH Grand Prix, Amazon's CTV push, Love Island complaints


By John McCarthy | Media editor

August 19, 2021 | 6 min read

LOOHking back

To celebrate 10 years of the OOH Awards we took a look back at the Grand Prix winners. At this macro level, you can see the rise of DOOH and how marketers are once again getting creative with the medium.

O2 oops

What’s your favorite? Spotify ’Wrapped’, O2 ’Oops’ or Calm’s ’Call For Help’? The rest of the mediascape has lots to learn creatively from the OOH resurgence.

Amazon talks up CTV growth

Amazon Advertising’s head of measurement success, Maggie Zhang, wrote for us to explain how the e-commerce giant’s making waves in CTV. For Amazon, it’s all about getting a foot in the door at the infancy of shoppable TV ads – and she details that here.

It’s scary to think it’ll be even easier to buy from the retailer any day now.

Love Island - still safe?

We have a cognitive dissonance when it comes to brand safety and suitability. The sheer scale of the digital media buying landscape has a part of play in that.

But in the Ofcom regulated halls of UK TV, things are generally well policed. We gauged how sponsors felt when more than 25,000 people complained about an episode of ITV’s most popular show Love Island.

Following the Big Brother boom and the softening of reality TV as we become more mindful of contestant wellbeing, how vigilant are advertisers to the downsides of reality TV? And how does that compare against the worst that other mediums have to offer?

Media experts share their views.

Meet the Media Minds

Marcos Angelides, chief strategy and innovation officer at Spark Foundry, this week talked up the power of not over-specializing in media. Life is like a box of chocolates, you simply have to try them all. The benefit here is that you can bring an outside perspective and an empathy for the other skillsets out there.

”What our industry really needs are people who can connect the dots,” he says. More here.


That’s you all caught up. If you missed the last installment, read it here. You can subscribe to our other briefings here. And if you want to talk to me, I’m on Twitter, Linkedin and email.

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