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Coronavirus and Creativity

I am borrowing one only phrase from the survey results just published: Globally, people are most in favor of brands responding to the outbreak by providing flexible payment terms (83%), offering free services (81%), closing non-essential stores (79%) and helping to produce essential supplies (67%). My personal understanding is that the sentiment is more [...]

By |2020-03-23T23:57:31+00:00March 23rd, 2020|Advertising, Marketing, Media, Research|

Marketers … arm yourselves!

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 [...]

By |2019-12-28T14:12:43+00:00December 28th, 2019|Advertising, Marketing, Media, Research|

WeTransfer IDEAS REPORT 2019

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 [...]

By |2019-12-25T16:47:16+00:00December 25th, 2019|Advertising, Marketing, Media, Research|

Marketing Measurement Report: Emerging Media Outperforms Traditional Media

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/  

By |2019-12-08T13:28:27+00:00December 8th, 2019|Advertising, Marketing, Media, Research|

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|

Short videos? Then what about storytelling?

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 [...]

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

Digital Transformation and mindset

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 [...]

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