Romany Reagan

Romany Reagan

Executive Editor


Romany Reagan is executive editor at ExchangeWire. In the five years she's worked for the company, she's held a variety of positions in an editorial capacity. Romany holds a first-class honours masters degree in international journalism from City, University of London.

Articles by Romany


  • The App Sticking Point: Ensuring Success Beyond the Install

    Imagine you’re playing your favorite game, and you receive a gift card for reaching a certain score. Now imagine this happens when you complete a purchase within a shopping app? Would these rewards influence your continued use of the app? Many mobile marketers have begun leveraging rewards to combat an ever-evolving app ecosystem. As more and more apps are created, app marketers have continually struggled to get discovered, downloaded and, now more than ever, find engaged users. In this piece, [...]

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  • Three Solutions to Combat Declining Display Revenue

    There is no denying that ad blocking software has caused a rift in the online ecosystem. Supporters argue that it gives them better access to content; and opponents counter by citing an implicit contract that people agree to when viewing online material. However, there is one point that is indisputable: publishers and advertisers alike have been losing display revenue, and there isn’t an end in sight. In this piece, Oliver Roup (pictured below), CEO and founder of VigLink, addresses these [...]

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  • Are Stories Stronger? Powerful Narrative Makes Content Marketing Shine

    Consumers’ media habits are changing. Mobile media time – the time spent using a tablet or smartphone for things other than talking to people – is on the rise, and traditional TV viewing is in decline. However, the shift from one device to another doesn’t mean that people want something different from their content. In this piece, Jon Mowat (pictured below), managing director, Hurricane Media, explains that, while you should be considering data, you need to tell a good story first. [...]

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  • Sounds perfect: How Audio Delivers on Immersive Advertising's Promise

    Audio is a form of truly immersive content that follows consumers throughout their day. It has the power to elicit an emotional response, while delivering a memorable message that allows advertisers to tell a story that drives consumers to action. In this piece, Tim Sims (pictured below), VP inventory partnerships, The Trade Desk, explains that as era of immersive advertising gains steam, brands must contemplate how they can use audio as a tool in their storytelling arsenal.

    Consumers are wary of broad-stroke [...]

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  • ‘So, you want to start an adtech company? Easy.’ by Tom Henriksson, Partner, OpenOcean

    It’s easy to start a tech company within the advertising industry. Finding people with the technical know-how and the industry knowledge to build some kind of an ad-solution that can fit somewhere into the value chain isn’t the preserve of the few. However, with such a large, fragmented ecosystem, it’s difficult for those procuring technology solutions within advertisers to know if what they are buying will really work until proven at scale. In this piece, Tom Henriksson (pictured below), Partner, [...]

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  • The Five-Step Checklist for Stronger Content Marketing

    With over 20 years in the marketing industry, Sylvia Jensen (pictured below), Senior Director, EMEA Marketing, Oracle Marketing Cloud, has seen the full evolution of the marketing function and the rise of more intelligent, connected content marketing. Here she takes us through her top tips for marketers wanting to maximise their customer relations for both growth and retention.

    Much has been made over recent years about the state of modern marketing, with technology and data enabling far more than ever before. [...]

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  • 3D Audio: The Linchpin of VR & the Future of Entertainment

    Make no mistake – VR is not a fleeting trend. It is the first new storytelling medium that has been created in our lifetime capable of telling complex stories with deep emotional resonance for the audience. In this op-ed by Joel Beckerman (pictured below), founder of Man Made Music, explains how, with 3D spatialised audio spearheading the way in VR, the ground has been laid for scalable theater that could transport us just about anywhere.

    These are the early days. [...]

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  • Are Your Ad Operations Too Complex, yet Not Sophisticated Enough?

    Huge strides have been made by publishers through the adoption of header bidders. However, the increasingly apparent limitations of this approach are driving a shift in thinking that presents major business opportunities. Switch’s co-founder, Tom Barnett (pictured below), says that, for the right publishers, now’s the time to make a move that will transform the whole industry.

    Digital publishers have done an incredible job in gaining control of their space in the programmatic environment. The advent of header bidding has driven [...]

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  • The Mobile Programmatic Rebirth of the Creative Agency

    Much has been written about the impending death of the agency and the role programmatic will purportedly play in the killing. But, far from eliminating creatives’ jobs, technology could actually be creating new ones. In this piece, Hugo Gersanois, Chief Strategy Officer, AppLift (pictured below), addresses the need for agencies to learn how to create more high-quality work at scale without inflating prices. For when they do – they will be able to grab a larger market share.

    The better we [...]

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  • Eagles vs Drones: Why Mobile Marketing is Looking Back to Go Forwards

    The progress driven by technology in the past decade is truly astonishing; but it’s easy to forget that history was full of smart ideas too. In this piece, Rob Blake, General Manager EMEA, Pocketmath (pictured below), draws comparisons between tackling drones using historical tricks and using 18th-century marketing methods to think outside the box – looking back, to drive mobile marketing forward.

    Tech can breathe new life into intelligent concepts and tactics that were only half-realised in the past. It’s [...]

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