| Convergence is key: The future of the ad industry lies in building bridges | | Sarah Lawson Johnston | | 17 October 2014, 7:45AM |  Today's advertising industry is changing rapidly, with consumers actively engaging in an ever-diverse mix of online and offline media channels on a daily basis.
Individuals now have more control over how, when and where they engage with different media and - as a result - marketing models need to be dynamic and agile to keep up with changing consumer demands.
| | | | Why Facebook's clickbait crackdown is important to your brand | | David Turton | | 17 October 2014, 7:30AM |  You'll never guess the changes Facebook is implementing to stop clickbait…
It’s a familiar sight to anyone scrolling down their newsfeed. Mysterious headlines with intriguing images that just tempt you to click through and see what it's all about. 'You'll never guess what this woman did next', 'what follows will blow your mind' and the equally clickable 'what the hidden camera recorded was utterly terrifying'.
| | | | Sponsored: How a young German dancer convinced Asian mums that 'Dirt Is Good' | | Joel Cere | | 17 October 2014, 7:15AM |  This content is brought to you by our partners eYeka
Across Asia, mums don't like their children to come home with stained clothes. Yet exploring one's environment and getting dirty in the process is an essential part of growing up. Unilever was looking for powerful, creative yet simple stories to explain to mums across Asia that dirt can be good for a child's development.
| | | | "Now is the time for marketers to take on the bigger issues" | | Martin Boddy | | 16 October 2014, 1:36PM |  The ongoing confidence highlighted in today's IPA Bellwether report is great news.
And today, media, especially digital, is relatively inexpensive. Which has a number of implications for marketers. First, marketers have many tools at their disposal as, on the face of it, marketing has never been so affordable. However, low barriers to entry for a mass media approach make for a crowded market. Which means gaining cut-through is increasingly challenging.
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