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%), [...]
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 [...]
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 [...]
(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 [...]
Mediarisk runs periodically its own research projects, the TV Pool surveys, to answer questions like the one above. In March-April 2015 we observed two distinct cases: One car brand went for a strong burst of approximately 1,000 GRPs, and for the next 30 days period remained silent. The second went for a moderate campaign of [...]
Focus Bari research offers an interesting profile of the users (last 6 months) of social media in Greece. A snapshot would say that 75% of users are living in the greater Athens area, young and middle ages are over-represented and third age is under. http://www.focusbari.gr/images/tips/SOCIAL_NETWORKS.pdf
What Happened: Facebook’s local ads are about to get more powerful. On Thursday, the social network introduced two ad products that can greatly benefit local businesses. One is a free analytics tool called “Local Insights” that shows SMB owners the foot traffic around their stores, collected anonymously via the Facebook app’s location services. The other [...]
Greece is in the middle between developed and emerging markets, but closer to the former. So, brand aspiration is diminishing, as the "Meaningful Brands" video shows, at the same time that retailers are becoming the first advertising category. So,... the pressure to brands is double. In such environment, ideally brands need to have continuity on air [...]
New 42-country (including GR) study examines consumers' video viewing behavior and the impact for marketers This year, Millward Brown's annual AdReaction study analyzes video viewing among more than 13,500 multiscreen consumers, and also includes learning from parallel copy testing conducted across TV, online video and mobile video ads. We learned digital video viewing minutes now [...]