Research

/Research

Is your ad attention grabbing?

  We have been repeatedly arguing this year, that advertising in off-Line media needs in priority to accomplish two things: Become more entertaining & more attention grabbing. Needs primarily to grab the attention of consumers, to stand a chance to deliver the message in the "ad interruption paradigm" we live in. Nevertheless, attention grabbing [...]

By | 2018-09-09T21:20:54+00:00 September 9th, 2018|Advertising, Marketing, Media, Research|

Silly AUDI advertising on FB?

Photo  https://unsplash.com/@levisaunders Marketing and advertising entertain a number of beliefs that govern our practices, until … a brave counterexample renders them obsolete. Our June 2018 post “Long or short?” went against the belief that ·      Complicated issues cannot be presented through short videos The latest AUDI campaign on FB “The seriously silly Audi approach to social advertising”, as presented by Marketing [...]

By | 2018-08-21T11:21:00+00:00 August 1st, 2018|Advertising, Marketing, Media, Research|

TV needs to become extrovert!

Photo by Jack Daniel Ocampo Palacios on Unsplash Extrovert towards its own clients, the advertisers. Digital ad expenditure is expected to grow by 13% in 2018, while expenditure on TV by only 2.5% (Source: MAGNA) A universal truth is that the media get a higher percentage of ad revenues, as long as they become more measurable. And [...]

By | 2018-07-29T16:35:55+00:00 July 28th, 2018|Advertising, Marketing, Media, Research|

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|

“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|

To engage or not engage in social media marketing?

In 2009, a report from the Altimeter Group in cooperation with the social platform WETPAINT, found that among the top 100 global brands, there was a correlation between the brand’s social engagement and its financial performance. The brands most engaged in Social Media Marketing show 18% revenue growth against 6% revenue decline for not involved brands. The study [...]

By | 2017-03-22T11:48:24+00:00 November 29th, 2015|Marketing, Research|

My top 10 quotes on striving

Throughout the more than 40 years Virgin has been in business we have been continuously striving – striving to deliver wonderful products and services, striving to make a positive difference, striving to change people’s life for the better. Had we not kept striving, we certainly wouldn’t be where we are today. There can be [...]

By | 2017-03-22T11:49:12+00:00 November 22nd, 2015|Digital, Marketing, Research|

The hidden effects of TV advertising

(With special thanks to Stavros Mavraganis, Deputy General Manager MINDSHARE Athens, for suggesting this subject) LONDON: TV has far reaching, but often hidden effects across the communications system, according to a new report which highlights the medium's impact on driving direct and indirect response via other channels. The study – TV Response: new rules, new [...]

By | 2017-03-22T11:49:34+00:00 November 20th, 2015|Advertising, Research|