May 2019

TV over-deliveries in GR

By |2019-05-19T10:54:39+00:00May 19th, 2019|Advertising, Marketing, Media, Research|

In April 2019, all main TV Channels had -5% in number of spots on air and +15.5% in GRPs delivered!!! Contributors to this result were The unusual for the season cold weather, that kept people home, boosting TV viewership and The dominance of Prime Time by a small number of highly successful shows. Weak [...]

March 2019

Short videos? Then what about storytelling?

By |2019-03-19T22:02:09+00:00March 19th, 2019|Advertising, Marketing, Media, Research|

We were saying in our June 2018 post, that a study published by ADMAP magazine in March 2018, referred on research results comparing 30 sec TVCs and 15 sec. Using rational and emotional drivers of brand choice, the verdict tilted definitely in favor of the 15 sec commercials, tracing marginal effectiveness differences. Now it is time [...]

January 2019

Digital Transformation and mindset

By |2019-01-31T20:25:09+00:00January 31st, 2019|Advertising, Marketing, Research|

Photo: Christian Fregnan / Amsterdam / Unsplash All businesses will have sooner or later to take the plunge. But we meet quite often business executives or owners saying they don't have the money to deal with it. Reality is that it is not a question of money. It's a question of mindset! And this [...]

December 2018

Truth, the most precious asset

By |2018-12-08T17:11:33+00:00December 8th, 2018|Advertising, Marketing, Research|

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 more than 24,000 people in 29 countries. More so, since important particular points are in line with other findings from [...]

November 2018

What Research For Strategy?

By |2018-11-11T20:08:20+00:00November 11th, 2018|Advertising, Marketing, Media, Research|

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, the value systems within every European country, with very visible results like the Brexit referendum, the polarization of political views [...]

September 2018

Is your ad on fire to attract attention?

By |2018-09-25T10:43:55+00:00September 9th, 2018|Advertising, Marketing, Media, Research|

  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 consumers, to stand a chance to deliver the message in the "ad interruption paradigm" we live in. Nevertheless, attention grabbing [...]

August 2018

Silly AUDI advertising on FB?

By |2018-08-21T11:21:00+00:00August 1st, 2018|Advertising, Marketing, Media, Research|

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 ·      Complicated issues cannot be presented through short videos The latest AUDI campaign on FB “The seriously silly Audi approach to social advertising”, as presented by Marketing [...]

July 2018

TV needs to become extrovert!

By |2018-07-29T16:35:55+00:00July 28th, 2018|Advertising, Marketing, Media, Research|

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 truth is that the media get a higher percentage of ad revenues, as long as they become more measurable. And [...]

June 2018

Length Of TV Commercials

By |2019-03-17T08:13:52+00:00June 5th, 2018|Advertising, Marketing, Media, Research|

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 the correct reasons), while the account handlers usually advocated in favor. A new study published by ADMAP magazine in March [...]

May 2018

Should Digital Campaigns Auditing follow on the steps of TV auditing?

By |2018-05-28T18:26:30+00:00May 28th, 2018|Digital, Marketing|

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 more diversified. From awareness building to call for action, the range is quite big. Nowadays, GDPR compliance campaigns is the [...]