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Straight Talk with Nigel Hollis

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

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Wednesday, September 2, 2015

Daddy, did they have DVRs in your day?

Rewind back to 2006 and DVRs were one of the hot topics in the ad industry. DVRs were going to undermine the effectiveness of TV advertising like nothing before, because they allowed people to skip TV ads. However, my assessment that DVRs would have a marginal effect on viewing has proven true, and now it seems likely that other technologies will undermine their impact still further.

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Monday, August 31, 2015

The solution to ad blocking is creating fewer, better ads

I have noted elsewhere that ad blocking is on the rise. The use of software to block digital ads is a very clear sign of how people feel about the quality of online advertising in general. Perhaps taking his lead from my colleague Sue Elms, Irfon Watkins proposes that preserving the long-term future of digital advertising rests in serving fewer, better ads.

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Monday, August 24, 2015

Programmatic creative takes a big step forward

In his 2015 prediction, “Programmatic Gets Creative”, Drew Myers stated,

“A next step is evolving video to be customized with distinct vignettes with smart sequencing …determined via your digital behaviors and psychographics.”

Well Unilever’s Axe just took that step in Brazil – or should I say 100,000 steps?

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Wednesday, August 19, 2015

The big mistake that almost every marketer makes

Ask almost any investor what they look for in a stock, and they will say the potential for value growth. Ask almost any CEO what they need to do to be successful, and they will say grow the value of their business. Ask almost any marketer what they need to do, and they will say grow sales. Does anyone else see a disconnect?

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Monday, August 17, 2015

How to sense and respond successfully in social media

So you have invested all that money in your social media command center and staffed it to work 24/7. Now what? How do you use social media to market your brand effectively? Without a clear idea of what the brand stands for, your new team is probably just pushing out banal posts that might undermine people’s relationship with the brand. After all, why follow a brand unless it offers you something that is worth your time?

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Wednesday, August 12, 2015

Shake Shack aims for effectiveness not efficiency

Last year I had the temerity to suggest that “judging by the line in Madison Square Park in New York, Shake Shack is doing just fine”. Well, make that more than fine. The “anti-chain, chain” has 71 restaurants and is growing, although not as fast as investors might like.

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Monday, August 10, 2015

Brand loyalty shortcuts the paths to purchase

Millward Brown Digital in the USA have produced a report titled, "Demystifying the Consumer Journey”, which addresses the fundamental challenge of delivering a seamless customer experience across multiple touchpoints. One of the key findings from the report confirms the importance of creating attitudinal predisposition before consumers even enter the purchase process.

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Wednesday, August 5, 2015

Meaningful innovation makes the difference

My recent post titled, “Getting realistic about the odds of marketing success” sparked a couple of interesting comments. Take, for example, this quote from a comment by Shann Biglione,

“If marketers spent more time influencing salience rather wanting to be seen as innovation junkies, we would have better marketing.”

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