Straight Talk with Nigel Hollis

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

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Latest Entry
Wednesday, February 26, 2020

All bark no Byte?

Monday saw the launch of new social media app, Byte, to much fanfare. Largely seen as the spiritual heir to the dearly-departed Vine, it’s easy to see why: it retains the central Vine offer of six-second looping videos, many of the original Vine stars have already established a presence, and indeed its creator is one of Vine’s co-founders. But can this upstart compete with the likes of TikTok?

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Wednesday, December 4, 2019

2020 Media Trends & Predictions: the digital paradox

What does 2020 look like for the media industry? Kantar’s experts around the world have identified 12 trends and changes that are poised to impact the media industry landscape in the coming year. Our aim is to help marketers navigate today’s ‘digital paradox’ with confidence.

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Monday, November 18, 2019

Why online advertising is like a $273 billion-dollar cult

A recent article on The Correspondent is gaining attention for suggesting that the $273 billion-dollar online advertising industry is the new dot com bubble. The authors are undoubtedly right, much of the money spent on digital is being wasted. But here is the problem, too many advertisers believe their money is well-spent and they do not want to hear otherwise.

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Wednesday, October 30, 2019

Digital advertising can certainly deliver impact, but it’s not the Holy Grail

Digital advertising’s readily available measurement metrics and low-cost perceptions make it more attractive by the day, which is reflected in the channel’s growing share of spend. But is it really as effective as marketers think it is?

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Wednesday, August 28, 2019

Are we creating ads doomed to drown in the digital melting pot?

As I sat patiently through another irrelevant YouTube ad recently, I reflected on why so many ads fail to grab my attention or create a lasting impression. But in a world where marketers can create content for a few thousand dollars and ‘noise’ supersedes quality, why should they exercise caution? Everyone else is doing it so why shouldn’t they?

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Monday, December 3, 2018

Digital can build brands if you use it right

There is no doubt that the plethora of convenience metrics offered by digital media is focusing marketing attention on the here and now, often to the exception of longer-term outcomes. But there is actually no reason why digital media cannot be used for brand-building.

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Monday, June 25, 2018

Where has all the creativity gone?

In this blog post, Daren Poole, Global Head of Creative, Insights Division at Kantar, gives us his viewpoint on this year’s Cannes advertising festival.

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Wednesday, May 16, 2018

Social media boycott in Morocco hits leading brands

#Boycotters is a hashtag that is being used to try to force three leading Moroccan brands to lower their prices. The boycott is a fascinating social response to something that has traditionally been solved by individuals. Don’t like the price? Buy a cheaper brand. But the boycott may perhaps signal that these brands are ones people still want to buy.

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