Short reads for short attention spans

Public service broadcasters push for prominence on YouTube

Public service broadcasters (PSBs) in the UK, including BBC, ITV and Channel 4, are calling on YouTube to give them greater visibility on the platform, citing public interest and fairness. UK regulator Ofcom is reviewing potential rules to require algorithmic prominence of PSB content on large platforms.

Why it matters:

• Changes in how YouTube surfaces content could shift ad-inventory dynamics and pricing models across premium video.
• Brand-safe and premium slots may become more constrained or re-weighted as PSB partnerships increase.
• We will potentially need to adjust video-buying strategies, especially for clients targeting UK audiences via YouTube and long-form brand content.

Further reading at The Guardian:

UK’s public sector broadcasters demand more prominence on YouTube to combat misinformation

Brands reclaim ‘reach’ as a valid KPI amidst fragmentation

With media channels and formats continuing to fragment and audiences shortening attention spans, many marketers are re-elevating reach (the number of unique individuals exposed) as a core KPI, rather than relying solely on frequency or activation metrics.

Why it matters:

• Media plans may need to rebalance toward upper-funnel, broad-reach campaigns alongside activation.
• Measurement frameworks must include unique audience counts, incremental reach and capping to reflect value.
• Clients need to understand the value beyond immediate conversions.

Further reading at ECI:

The power of reach as a core KPI

Regulatory pressure on dominant tech platforms in UK intensifies

The Competition and Markets Authority (CMA) has given Google LLC “strategic market status” in the UK search-advertising domain, which empowers the regulator to impose stricter rules on platform conduct, interoperability and competition. Similar scrutiny is being directed at other dominant tech platforms.

Why it matters:

• Platform behaviours (ad-serving, targeting, data access) may soon change, affecting media-buying options and pricing.
• Brands should review how much their strategies depend on these platforms and build alternatives.
• Early diversification into other media channels (retail-media, niche platforms, CTV) may reduce exposure to potential regulatory disruption.

Further reading at Gov.uk:

CMA confirms Google has strategic market status in search services