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Length Of TV Commercials

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 [...]

By | 2018-06-15T07:24:30+00:00 June 5th, 2018|Advertising, Marketing, Media, Research|

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

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 [...]

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

GDPR, Media & Advertising Agencies

The 25th of May is speeding onto us and our daily routines will not be the same from the moment the GDPR will become part of the EU legal system. Are we prepared for this? Barely! A recent pan-European survey that asked executives if their organizations were fully prepared for GDPR compliance got a 50% positive [...]

By | 2018-05-06T21:45:03+00:00 April 30th, 2018|Advertising, Marketing, Media|

“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+00:00 November 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+00:00 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|