Straight Talk with Nigel Hollis

Nigel Hollis Executive Vice President and Chief Global Analyst, Kantar Millward Brown

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Latest Entry
Wednesday, April 19, 2017

What can digital do for your brand?

A couple of weeks ago I was in India taking part in the Kantar Millward Brown Media and Digital Enclave in Mumbai, Bangalore and Delhi. In each city the team took part in interviews with the media and an assumption underlying most of the questions seemed to be that India was lagging behind when it came to spending on digital.

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Monday, April 17, 2017

Effective advertising needs more than gut feeling

On a recent visit to Bangladesh I took part in a roundtable discussion on the use of research in advertising development. The consensus opinion appeared to be that good gut feeling was more important than research when it came to developing advertising. But that raises the question of how do you develop good gut feeling?

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Wednesday, April 12, 2017

Video everywhere but mostly on TV

A recent report by Thinkbox finds that TV accounted for 93.8 percent of video ads that were viewed in the UK in 2016. Now, accepting that Thinkbox’s mission is to promote commercial TV, this statistic does give pause for thought. If nothing else, the fact that so much video advertising is still seen on TV suggests that the medium is still alive and well no matter what digital promoters might tell us.

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Monday, April 10, 2017

Good consumer insight requires the mind’s eye

Last week I presented at the TUAD, the Turkish Researchers Association, addressing the conference theme “Sharper vision guides brands to a profitable future”. The following is a summary of what I had to say.

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Wednesday, April 5, 2017

A well-designed app can be your best brand builder

A couple of weeks ago while skiing at Park City in Utah, I checked in to my return flight with Delta while riding up the Super Condor lift. The experience reminded me that when well-designed apps really do make life easier, and that a positive experience is the best way to build a strong brand.

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Monday, April 3, 2017

Ads must work with memories not against them

A friend and I were sitting in a sports bar the other day and our attention was drawn to a video featuring a photographer and some awesome mountain scenery. My friend suggested the ad was for Canon. His expectation proved wrong and points to the importance of ensuring your ad works with people’s existing memories not against them.

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Wednesday, March 29, 2017

What is your data not telling you?

Today we are drowning in a sea of data. Companies the world over – including Kantar Millward Brown – are using algorithms and cloud computing to beat that data into submission and force it to cough up its secrets. But what if the data is not measuring the most important things you need to know?

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Monday, March 27, 2017

Was that your message? Sorry I blinked.

Watching a selection of ads from YouTube, Facebook and broadcast TV has made me wonder whether advertisers credit their audience with superhuman powers of attention and observation. So much gets crammed into a video it is sometimes hard to keep up and viewers can literally suffer from what is known as an "Attentional Blink".

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