Straight Talk with Nigel Hollis

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

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Latest Entry
Monday, May 22, 2017

Is the end of interruptive advertising finally here?

A recent article by James McQuivey on Forbes proposes that the age of interruption is coming to a close, because people will no longer be doing interruptible things on interruption-friendly devices. If so, what does that mean for the future of brands and advertising?

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Wednesday, May 17, 2017

Why is the 30 second video still so popular?

According to the findings of to the IAB Europe’s first Video Ad Formats survey the three most popular formats are in-stream pre-roll, out-stream in-article / in-page ads and the good, old fashioned 30 second spot redeployed from TV. Given we know that most people do not hang around to watch a video to completion it makes me wonder why the 30 second spot is still so popular.

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Monday, May 15, 2017

Brands lack common sense in the digital world

A couple of weeks ago I was presenting at the #DontSkipAd event organized by Kantar Millward Brown in partnership with Geometry Global and MEC Romania. Focused on how to engage Gen Z, the event was moderated by Alex Cotet, head writer and director for Sector 7, and it was obvious that he was unimpressed with the efforts of most brands to engage people in the digital world.

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Wednesday, May 10, 2017

Price is a signal too

I believe that a brand’s greatest asset is its ability to command the price it chooses, not one that is determined by competitor or retailer pressure. Sure, you have to grow sales, but any fool knows how to do that. Just drop your price. Until that is people learn to expect your brand to be on discount. Then the trouble really starts.

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Monday, May 8, 2017

The future is mobile but what do the ads look like?

Digital media spend is now taking over half the money spent on advertising in a number of countries thanks to mobile. There is no doubt that mobile is going to feature prominently in any brand’s media mix for years to come, but that does not mean that mobile advertising can continue to serve up the same intrusive ad formats that it does now.

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Monday, May 1, 2017

Branding the Bezos way

A couple of weeks ago I provided a short list of brands that had disrupted their category and grown as a result of being different. I could have added PayPal, Airbnb or Uber to that list, but the one brand that I really should have added was Amazon.

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Wednesday, April 26, 2017

Why brands need to start different then grow strong

What if told you there was a magic quality that would tell you whether your brand was destined to be successful or not? You probably would not believe me, right? But there is such a quality and it precisely the one that so many people want to downplay. That quality is the ability for a brand to be seen as different.

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Monday, April 24, 2017

Programmatic needs to live up to its promise

The promise of cost efficient, real-time targeting means that programmatic advertising has taken the digital ad industry by storm. Magna Global predicts the market for global programmatic will double between now and 2019. However, the evidence suggests that programmatic still has a long way to go before it delivers on its promise.

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