Straight Talk with Nigel Hollis

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

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Latest Entry
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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Wednesday, April 25, 2018

The real power of social media influence

The other week I was involved in a little email exchange with my colleagues about the power of social influence. As usual I was getting boxed into the Luddite corner until I realize that what was worrying me was the apparent assumption that social influence was universal and all powerful. If so, I beg to differ.

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Wednesday, April 11, 2018

Chatbots can be good for advertisers and audiences

Last year Kantar Millward Brown added to its long list of digital firsts stretching back over two decades when it tested the impact of an AI chatbot integrated within outstream video ads. The results were positive, as they often are for new ad formats, but could the adoption of chatbots in ads be a way to make digital advertising more user-friendly?

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Monday, June 5, 2017

Now this I like. No more annoying ads.

A while back, a survey by HubSpot and Adblock found that 87 percent of online browsers in the U.S., UK, Germany and France agreed that “Not all ads are bad, but I want to filter out the really obnoxious ones”. Well, now it seems that people have their wish courtesy of Google Chrome and the Coalition for Better Ads. 

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Wednesday, May 24, 2017

Making brands saleable with a lasting impression

In the WPP Annual Report, Jeremy Bullmore suggests that while some advertising works by encouraging an immediate sale most advertising works to make a brand more saleable. It is a hugely important distinction. Making a brand more saleable improves the efficacy of all aspects of the marketing mix but to do so the advertising must make a lasting impression.

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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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