Straight Talk with Nigel Hollis

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

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Latest Entry
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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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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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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Monday, May 8, 2017

The future is mobile but what do the ads look like?

Digital media spend is now taking over half the money spent on advertising in a number of countries thanks to mobile. There is no doubt that mobile is going to feature prominently in any brand’s media mix for years to come, but that does not mean that mobile advertising can continue to serve up the same intrusive ad formats that it does now.

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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.

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