Matthew Goldhill

Sep 4, 2024 | mediacatmagazine.co.uk | Kevin Liang |Svilena Keane |Matthew Goldhill

Momentum teamed up with the creative agency SuperHeroes to promote their e-bikes for city commuters. The campaign, titled ‘Go A Better Way’, highlights the frustrations associated with commuting (e.g., traffic, late buses, and crowded trains) and positions the e-bikes as solutions. According to a press release, the campaign targets commuters at the exact moments in which they might be experiencing these frustrations.

May 28, 2024 | mediacatmagazine.co.uk | Svilena Keane |Matthew Goldhill |Kate Knowles |Alex Carapiet

Do you remember the last time that you saw an advertisement featuring an older woman at its heart? The chances that you can recall such an ad at a moment’s notice are rather low — and don’t worry, it is not your fault. According to the recent Gender in Advertising 2024 report by CreativeX, older women remain ‘invisible’ in advertising, featuring in less than 2% of all ads in 2023.

Feb 21, 2024 | mediacatmagazine.co.uk | Matthew Goldhill |Alex Carapiet |Shoshana Eilon |Ben Jeger

Digital ads are on the rise and ad blocking is increasing as well. Clearly, the system isn’t working, for advertisers or consumers. If it is broken, what should marketers be doing to fix things? We turned to people in our network for advice and guidance. If you have recently tried to read a news article on your phone you will know that the current system is deeply broken.

Feb 5, 2024 | mediacatmagazine.co.uk | Ben Kay |Andrew Rose |Matthew Goldhill |Helen Miall

The promise of F16-level targeting accuracy, followed by ads for things that are completely irrelevant. So if the system is so good (and, let’s face it, if it wasn’t somewhat effective, the ad industry wouldn’t be giving all its money to Google and Facebook) why is our experience of it so bad? There are many reasons, but the main one didn’t occur to me until recently.