Marketing managers, you are not the sole guardians of the Brand. But you are the sole responsible for the systems and processes by which you measure the Brand and its competitive performance! If you fail to put them in place, remember Peter Drucker: You cannot manage unless you measure. Or perhaps, you cannot defend [...]
The well-known WeTransfer service, just published its 2019 IDEAS REPORT. For sure you will recognize many of your own thoughts. But this is a concrete compilation to have at the beginning of 2020! How many ideas do you need before you strike gold? And does a great idea mean money in the bank or [...]
Analytic Partner’s latest ROI report is now out. Insights from over 16 years of research and measurement projects conducted with 700+ brands. Findings indicate higher ROI potential over traditional channels, although one needs not to go to extreme interpretation of the results To access the report: https://analyticpartners.com/resources/report-emerging-media/
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 [...]
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 [...]
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 [...]
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 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 [...]
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%), [...]
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 [...]
