Articles
Truth, the most precious asset
We truly appreciated the extracts from McCann Worldgroup’s Truth About Global Brands 2: They explore both the macro cultural forces and the local impacts on brands. Conducted by McCann’s Truth Central, the study surveyed [...]
What Research For Strategy?
Photo by NeONBRAND on Unsplash In Europe, the immigration problem, the effects of the ever changing rivalries between the US, China and Russia and the accelerating Eastbound move of the economic "center of gravity", destabilized among other, [...]
Is your ad on fire to attract attention?
We have been repeatedly arguing this year, that advertising in off-Line media needs in priority to accomplish two things: Become more entertaining & more attention grabbing. Needs primarily to grab the attention of [...]
Silly AUDI advertising on FB?
Photo https://unsplash.com/@levisaunders Marketing and advertising entertain a number of beliefs that govern our practices, until … a brave counterexample renders them obsolete. Our June 2018 post “Long or short?” went against the belief that [...]
TV needs to become extrovert!
Photo by Jack Daniel Ocampo Palacios on Unsplash Extrovert towards its own clients, the advertisers. Digital ad expenditure is expected to grow by 13% in 2018, while expenditure on TV by only 2.5% (Source: MAGNA) A universal [...]
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 [...]
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