Articles
In Video Advertising, Is Longer Stronger?
The question surfaces again and again. How effective is a shorter video versus a longer one of the same content? Google partnered with Mondelez International to find out. And we found their approach compelling! Read [...]
A clearer TV scenery in GR: Wait for Q2
The licensing process that has been put in motion by the government has several steps ahead before the settling-in of the new scenery. The most critical expected step, is the decision of the High Court (Ste), that [...]
Targeted digital ads. A survey among our readers.
In a winter article we were saying: You are surfing the web and all of a sudden an ad pops-up that addresses your own specific interests. It is there for you to explore your next trip, [...]
Skincare & makeup: Extreme opponent media planning needs.
Skincare products are essential in summer, especially for women. But when it comes to the "popularity contest", i.e. the number of searches on the Web, skincare products are way behind makeup brands. Aesthetics and fashion are [...]
In need of a new equilibrium in TV Advertising in GR
The coming few weeks hold some of the most stressful moments for TV broadcasters and especially for the existing ones. If the licensing process goes on uninterrupted by the High Court (StE), which will convene in full synthesis [...]
20th century tigers in 21st century jungle
HOW CAN NEWSPAPERS LOOK FORWARD IN THE 21st century? A PRESENTATION BY MILTON PAPADAKIS AT THE MEDIAMIXX2016 IN THESSALONIKI In small countries, with language barriers,.. There is a future for weekly newspapers. Strengths: Journalistic [...]
MEGA CHANNEL- The three days of the condor
End of the Road for MEGA? Wed 25 May 2016, Thursday & Friday 27 May 2016 will be critical: Consecutive meetings of the Board, shareholders and the lender Banks are taking place to shape the [...]
Farewell to an Advertising Tax in GR
Once upon a time, the association of journalists was setting up a lottery at the end of the year, named "Lahio Syndakton". It was perhaps the most famous lottery and the gains were apartments or even blocks [...]
MEDIARISK in the Press – in Greek
Δημοσιεύθηκε στο περιοδικό Marketing Week, 13 Apr 2016. Ποιές αλλαγές θα πρέπει να αναμένονται στο τηλεοπτικό περιβάλλον τη χρονιά που διανύουμε; Δύσκολα θα μπορούσε κανείς να τις αντιληφθεί σε όλο τους το εύρος και την ένταση, [...]
But… how do they know that I am interested?
Isn't the feeling familiar? You are surfing the web and all of a sudden an ad pops-up that addresses your own specific interests. It is there for you to explore your next trip, your next watch, [...]
Increasing demand for TV airtime in Greece/ ALPHA TV launched in Cyprus
An appetite for more TV advertising airtime in Greece. The Greek Easter in 2015 was on the 12th of April and the pre-Easter period was fully booked with advertising. So MEDIARISK calculated that if 1-10 Apr [...]
Nsps & Mags in Gr: A stronger than thought relationship with Readers
A new wave of the Focus-Bari Media Research came up, suggesting that the relationship between the press and its readers is much stronger than is commonly thought. In detail, Newspapers: http://www.focusbari.gr/images/tips/NEWSPAPERS_15.pdf In detail, Magazines: http://www.focusbari.gr/images/tips/MAGAZINES_B15.pdf [...]
Media planning in Gr, 6 years within the Financial Crisis
A recent white paper by Millward Brown on Brand Loyalty, among other things, triggers a reconsideration of our line of thought in media planning, which for sure cannot be the same as before the crisis. [...]
What Changes on Greek TV and when? Advertisers are commercial entities that need to plan their activities. Once more, they get no concrete answers
The basic arguments of this article: The licensing process for the TV Channels will consume the major part of 2016 – if accomplished. Thus, an eventual scenery change will affect only the latest part of [...]
e-shops in GR start measuring the experience they offer
NPS: A must-have metric for every e-shop! Imagine that you want to buy a new pair of shoes. What you would do is to spend some time (minutes or hours) searching for the e-shop [...]
Chocolate: In times of crisis, an elixir for business and for people’s psyche
Chocolate is among the few product categories that we can group under the umbrella “recession proof”. During the Greek financial crisis, from 2008 till now, very few FMCGs remained without significant sales losses in modern [...]
The 2015 Christmas ad that touched me most
In the mature Western markets, there is an escalation as we move towards Christmas. Advertisers are trying to excel, competing among them, regardless of the field each is in. Their ads stand out because they are reversing the focus. [...]
10 Ads people didn’t skip in 2015
This year, as MARKETING DIVE says, advertisers managed to get viewers to watch longer and engage. From Unruly's most-shared to YouTube's most-viewed, the most successful ads all told a compelling story – some punctuated with pets [...]
Are you a human?
There was always a concern that web sites impressions are inflated by the action of robot visitors. But now that Programmatic is taking big dimensions, this subject is becoming as hot as never before. A specialized company, "Are you [...]
A snapshot of the Greek TV scene – Nov 2015
As 2015 was about to close, so were the media buying deals between advertisers and the television channels. Benefits that were not absorbed up to October, some additional "gifts in kind" for those that their performance lagged [...]
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