Following some criticism that was a step backwards for out-of-home, MRC chief George Ivie explains how it's really just a building block for something much better.

In the case of the headline above, it's Ascential plc's WARC unit, which made that declaration this morning, supplanting search, which still is the biggest ad medium in other forecasters' books.

A big marketing myth is that people don't shop in line with their values. There is no such thing as a consumer value-action gap. The real gap is what marketers know about people's values.