Milton Papadakis

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So far Milton Papadakis has created 56 blog entries.

Is your Digital campaign performance good? Some say YES, some say NO.

After decades of TV advertising, there is a market culture, that certain things are certain. As for example the ratings campaigns are getting. No question about it, as every TV spot list can be crosschecked by the media auditors. This culture was automatically transferred to the digital media, but now the “watchdogs” are waiving big [...]

By |2019-09-06T10:31:52+00:00September 5th, 2019|Advertising, Marketing, Media, Research|

TV declines. Anything to be done?

Behavioral changes in TV consumption – once limited to young early adopters – are now cascading through older age groups. The trend is also present in Greece, as seen on the above chart, based on the NIELSEN peoplemeter data. Daily REACH has lost 10 percentage points in recent years. An Ebiquity analysis now, suggests [...]

By |2019-08-15T22:51:56+00:00August 15th, 2019|Advertising, Marketing, Media, Research|

TV over-deliveries in GR

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 [...]

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

“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 US reported that revenue hit $27.77bn (vs. £21.2bn, i.e. +31%) in 3d Quarter, while profits were up to $6.73bn from [...]

By |2017-11-06T20:20:08+00:00November 6th, 2017|Advertising, Marketing, Media, Research|

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 years. It has affected the way some advertisers distribute their media budgets, striving to improve marketing performance, and we are [...]

By |2017-10-03T11:22:51+00:00October 3rd, 2017|Advertising, Marketing, Media, Research|

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 appropriations among the available options? How much TV and how much digital? And this is the most pressing dilemma (67%), [...]

By |2017-09-13T07:22:18+00:00September 13th, 2017|Advertising, Marketing, Media, Research|

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 increased intensity of mobile data transfers and searches and the upcoming of mobiles as an advertising medium. Just consider the [...]

By |2017-09-05T08:44:00+00:00September 4th, 2017|Advertising, Marketing, Media|

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? Ποιες αλλαγές θα πρέπει να αναμένονται στο τηλεοπτικό περιβάλλον τη χρονιά που διανύουμε; Δύσκολα θα μπορούσε κανείς να τις αντιληφθεί [...]

By |2017-03-22T11:31:39+00:00March 21st, 2017|Advertising, Marketing, Media|

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 concern. Needs continuity planning, with an emphasis on certain periods like the summer after-holidays one. Makeup brings-in "news" all the [...]

By |2017-03-22T11:31:50+00:00March 20th, 2017|Advertising, Marketing, Media|