Straight Talk with Nigel Hollis

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

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Latest Entry
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.

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.

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".

Wednesday, March 22, 2017

Why marketers must adapt video to media channel

How long have we been saying this? You cannot blindly take a TV ad and shove it into Facebook newsfeeds or YouTube and expect it to prove effective. People consume these channels differently and respond differently to the content they see in them. Marketers have to work with people’s mindset not against it.

Monday, January 23, 2017

Excessive frequency is not just a digital problem

Recent exposure to live TV over the New Year holiday reminded me that excessive ad exposure is not just an online phenomenon. There is something fundamentally wrong when the same ad airs ten times or more in the space of an hour. Maybe this excessive frequency is a phenomenon of lack of ad inventory or the practicalities of media buying or does it reflect a misplaced belief in the power of repetition?

Wednesday, January 11, 2017

Who loves ya, selfie? Brands do.

For brands, selfies are both an opportunity for engagement and a means to gather information, however, this year’s AdReaction: Gen X, Y, Z findings might give marketers pause for thought on how representative selfie-lovers might be.

Monday, January 9, 2017

Do not underestimate the power of brand equity

Writing last week’s post about marketing in the moment got me thinking more about the role of brand equity in driving sales. I am seriously concerned that our industry risks underestimating quite how much brand equity drives sales, because many of the industry’s analytic tools focus on identifying change over time.

Wednesday, December 28, 2016

How to ensure your brand story builds your brand

We all know people love stories but not all stories are equally compelling, particularly when it comes to brand building. Great marketers recognize that the focus of the story should be the brand. The story is a means to an end, not an end in itself.