Straight Talk with Nigel Hollis

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

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Wednesday, October 18, 2017

Programmatic buys are more efficient. Really?

Last week I referenced Richard Thaler, winner of the 2017 Nobel Prize in Economic Sciences for his ground-breaking work on behavioral economics. We now accept that the old economic models of rationality are wrong and it makes me wonder whether we should be questioning some more up-to-date assumptions.

Monday, October 16, 2017

Advertisers can do better than engage people for 2 seconds

Last week Kantar Millward Brown hosted a webinar titled 'Create Digital Ads that Drive Brand Growth'. Tip number one was to “Make people feel something” and tip number two is the closely related “Stand out at the start”. Yes, with digital video you have to engage those emotions quickly.

Monday, October 9, 2017

Top seven tips for digital advertising

My colleagues have created a great list of the top seven tips for digital advertising which will be discussed in this upcoming webinar. The list is important because it addresses the single biggest factor in digital ad effectiveness: the creative. You can have the best targeting in the world, the best ad format and placement, but if people do not respond well to your advertising you might as well have not spent the money.

Wednesday, September 27, 2017

Great content is more than a great ad

I spent a day last week at a conference hosted by the European Sustainable Tropical Timber Coalition. The primary objective of the Coalition is to increase demand for tropical timber, which is tough to do when most people assume that cutting down any tropical timber is bad. But a tough challenge often brings out great creativity.

Monday, September 25, 2017

Amazon Go, BingoBox and Bodega are changing retail

From big boxes to little boxes, companies the world over are trying to change the world of retail. We have Amazon Go and Bodega in the U.S. and BingoBox in China. Which one seems to have the most potential and what, if anything, does it mean for consumer packaged goods brands?

Wednesday, September 20, 2017

Is digital advertising critical for brands?

I was recently asked to address the question ‘is digital critical for brands?’ Much as I was tempted to say no just for the hell of it, let’s just say I think the answer is that ‘critical’ is hyperbole. Can a brand survive without digital? Well, I believe that depends on the brand, category and country.

Wednesday, September 13, 2017

Media money has shifted to less-liked ad formats

According to a Lightspeed survey conducted in Asia, 86 percent of the people interviewed stated they were seeing more online advertising than they did three years ago. Of course, they are right, the number of digital ads has skyrocketed over the last few years which means that more money is going to ad formats that people actively dislike.

Wednesday, September 6, 2017

Will people eventually get used to pre-roll ads?

I was chatting with a friend of mine the other day and he suggested that pre-roll ads on YouTube were getting longer. Then he suggested that this was part of a deliberate program to inure people to watching ads on digital devices. I have to admit I found both claims surprising but maybe he is right?