Straight Talk with Nigel Hollis

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

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Monday, August 14, 2017

Making your video work without sound

So a couple of weeks ago I sounded off about Facebook’s plans to enable sound automatically in its New Feed. I suspect my reaction is not that unusual and that advertisers still need to think about how their video is going to communicate without sound.

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Wednesday, August 2, 2017

Marketing’s response to our age of immediacy

If there is one thing that has changed in the last couple of decades it is our expectations of immediacy. Ever since Apple put easy access to information in our hands people have come to expect everything to be more immediate. This includes business success which is a problem when brands take time to grow strong.

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Monday, July 31, 2017

Why did sales not decline after P&G’s digital cuts?

The latest quarterly results from P&G once again raise the question of the real value of digital advertising. If a major company can cut digital spend by $140 million and sales increase, what does that imply about the effectiveness of that spend?

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Wednesday, July 12, 2017

Facebook video tips only half the story

A couple of weeks ago Mark Rabkin, VP, Core Ads at Facebook, posted ‘New Medium, New Rules: video in the mobile age’. It is a good summary of the challenges facing advertisers when it comes to engaging people in the mobile age and supports what Kantar Millward Brown has been saying for years: mobile is not a tiny TV.

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Monday, July 3, 2017

Short-term advertising effects can weaken long-term

I want to return to this post by Faris Yakob in which he replies to an email from Andrew Willshire and tries to explain why advertising can have a short-term effect while still undermining longer-term effects. It is a really important question and while I agree that metrics are the solution, I want to offer a slightly different spin on the issue.

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Wednesday, June 28, 2017

Advertising scripts that sell to the lazy brain

Our end-goal as marketers should be to influence purchase decisions. One way is to hector people at the point of purchase, another is to shortcut the decision process and get people to pick your brand without conscious deliberation. But how best to do that? We need to provide people’s lazy brains with a script; one that guides their purchase decision.

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Monday, June 19, 2017

Why advertising needs to make a lasting impression

As you may know by now Kantar Millward Brown has published a new report titled, ‘Make a Lasting Impression'. Implicit in the report title is that idea that making a lasting impression is a good thing, something that advertisers should be aiming to do. But why is making a lasting impression a good thing?

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Wednesday, June 14, 2017

Have marketers forgotten how advertising works?

Next week I will be speaking at a WARC panel session at Cannes on purpose marketing. It is an interesting topic but I believe the mindless pursuit of purpose is just one reason that the advertising is struggling to drive sales. Far more important is that I think marketers have forgotten how advertising actually works.

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