Marketing

/Marketing

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+00:00 October 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+00:00 September 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+00:00 September 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+00:00 March 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+00:00 March 20th, 2017|Advertising, Marketing, Media|

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 almost stopped operating and is now slowly getting back, on a rescue deal by SKLAVENITIS that still is not cleared [...]

By | 2017-03-22T11:33:06+00:00 January 11th, 2017|Advertising, Marketing, Media|

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 Prime Time concluded in an even more impressive percentage: +20%. Many explanations can contain partial reasons for this. But according to [...]

By | 2017-03-22T11:33:14+00:00 December 20th, 2016|Advertising, Marketing, Media|