Articles
Length Of TV Commercials
One of the 1 mil $ questions in TV advertising has always been about the right length of the commercial. The media planners were never in favor of the long versions (not always for [...]
Should Digital Campaigns Auditing follow on the steps of TV auditing?
When advertisers need to check the performance of their digital campaigns, very often jump into seeking benchmarking comparisons, exactly as they do in TV. But in digital, targeting is much more precise and objectives much [...]
GDPR, Media & Advertising Agencies
The 25th of May is speeding onto us and our daily routines will not be the same from the moment the GDPR will become part of the EU legal system. Are we prepared for this? Barely! [...]
Can TV have only 2 minutes of advertising per hour?
Fox Plans to Reduce Ad Load to 2 Minutes Per Hour by 2020 !!! The issue of overdose of advertising airtime on Greek airwaves is the major complaint for every advertiser and every viewer, [...]
“Cosi fan tutte”. And you?
Così fan tutte is an opera in Italian by Wolfgang Amadeus Mozart. The work premiered in Vienna Advertising Industry: Financial results for third Quarter of 2017 have just been released: Google in the [...]
2nd Screen usage
By Kostas Houndas, Strategy & Business Analytics Officer, TEMPO OMD HELLAS. The concept of “Second Screen”, i.e. of using a second screen while watching television (75% according to Greek Barometer 2016), gained traction in recent [...]
Balancing TV & Digital
KANTAR MILWARD BROWN just released their paper "Get the Media Right - 2017". It is an excellent approach of the discussion of the day. Do we have the Research resources to split our marketing [...]
Mobile Ads: Not a media only issue
COSMOTE, the biggest mobile operator in Greece, just announced that in Aug 2017 data traffic was 40% up vs. 2012 and 50-100 % up in Chalkidiki and other touristic areas. For sure, this reflects the [...]
To be or not to be… advertised on SURVIVOR?
SURVIVOR proved to be the game changer of Greek TV. From March till June 2017, every night the show was on screen, 50 to 70% of all viewers were also there. The rest channels have abandoned [...]
Predictions made in Apr 2016
In April 2016 Milton Papadakis was asked by the Greek magazine “Marketing Week” to outline the broad lines of expected TV scene changes in the year. The questions: Changes expected in the TV scenery? [...]
Content & Media Planning
Media Planning, in order to be effective, needs to examine content. Take for example two skin product categories. Skin care and makeup. Definitely they need very different treating. Skin care is a long term functional [...]
Brands with a purpose for countries with problems
Greece follows the broad International consumption trends, but at the same time, as a result of the Financial crisis that started in 2009, subscribes also to a distinct set of values. The Ad community [...]
IRI on Greek Market Jan-Oct 2016
The sales report that IRI just released for the companies selling mostly through the Super Market channel is not positive. But there is also the well known "hidden factor" of Carrefour-Marinopoulos. The chain that [...]
12.5% more spots in a market that has long surpassed full capacity
As we commented in previous post, November airtime demand not only started very impressively in Greece, but concluded in a 12.5% increase in the number of spots vs. Nov 2015. The already heavily cluttered [...]
Surprisingly strong airtime demand in November 2016
November airtime demand started very impressively in Greece. The first week, 1 to 7 Nov, we estimate that Total TV spending is 25%+ vs. 2015, with CPR following close. For the whole month spending will be close [...]
TEDx Academy 2016 and Image Facilitation
On Saturday Oct 1st I attended the TEDx Academy 2016 which was held at the Athens Concert Hall (MEGARO). This year the event tried to engage us in Re-imagining Greece of 2030. On the [...]
In Video Advertising, Is Longer Stronger?
The question surfaces again and again. How effective is a shorter video versus a longer one of the same content? Google partnered with Mondelez International to find out. And we found their approach compelling! Read [...]
A clearer TV scenery in GR: Wait for Q2
The licensing process that has been put in motion by the government has several steps ahead before the settling-in of the new scenery. The most critical expected step, is the decision of the High Court (Ste), that [...]
Targeted digital ads. A survey among our readers.
In a winter article we were saying: You are surfing the web and all of a sudden an ad pops-up that addresses your own specific interests. It is there for you to explore your next trip, [...]
Skincare & makeup: Extreme opponent media planning needs.
Skincare products are essential in summer, especially for women. But when it comes to the "popularity contest", i.e. the number of searches on the Web, skincare products are way behind makeup brands. Aesthetics and fashion are [...]
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