Straight Talk with Nigel Hollis

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

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Monday, July 9, 2018

Social and personal: divergent ad industry trends?

A couple of weeks ago I was at Cannes Festival of Creativity and was struck by an interesting divergence within the creative industry. On one hand we had brands trying to hack the cultural conversation and on the other we had brands using AI to personalize their ads. But could the two trends be mutually exclusive?

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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, May 9, 2018

Three things holding back digital ad effectiveness

A recent study by the IAB UK is simply titled ‘Digital Ad Effectiveness’ and the analysis, which references work conducted by Kantar Millward Brown among others, finds that digital is indeed effective. So how come TV, radio and other studies find digital to have a weaker influence? Is it simply a matter of biased research?

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Monday, May 7, 2018

Learning from using facial coding on 30,000 ads

One of the principles applied to innovation at Kantar Millward Brown is that any new technique has to be scalable, ideally on a global basis. This was why we were the first major consumer insight firm to partner with Affectiva to apply the automated coding of facial expressions into our Link pre-test. 30,000 TV ads later and that learning has scaled well beyond providing feedback on individual executions.

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Wednesday, May 2, 2018

Is TV really still top of the tree? It depends…

Here, Duncan Southgate, Global Brand Director, Media, explains why marketers should always look beyond simple, generic rankings when deciding which media channels to use.

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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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Wednesday, March 28, 2018

What is more important, ideas or targeting?

Listening to a recent radio interview once again reminded me of the power of message over targeting. Brands will never get the conscious deliberation that a political campaign might, so it is far less about ‘messages’ and far more about creating ideas that evoke a positive response from the target audience. But it is the idea that still matters the more than targeting.

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