Straight Talk with Nigel Hollis

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

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Monday, October 30, 2017

Will taking a stand further fragment brands?

Brands have been called on to make a stand and many have answered the call. So far this year we have seen a number of large, well-known brands lining up to save the world or make it a better place to live in. I applaud the fact that these brands are willing to take a stand, but I do wonder if it is yet another step on the road to brand fragmentation.

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Wednesday, October 25, 2017

Trust in data varies across marketing disciplines

Kantar Millward Brown has transformed its annual Getting Digital Right study into a global Getting Media Right study. Why? Because digital cannot and should not be considered in isolation from the rest of the media mix. 

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Monday, October 23, 2017

Advertising in a mobile-first world

A trip on the New York subway soon reminds you that we live in a mobile-first culture. Out of the ten people in the same carriage as me most were using their phones: listening to music, reading the news or streaming video. This is the environment in which today’s advertising needs to exist and thrive.

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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.

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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.

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Wednesday, October 11, 2017

Behavioral economics and the art of making choices

This week Richard H. Thaler, professor at the University of Chicago Booth School of Business, won the 2017 Nobel Prize in Economic Sciences for his pioneering work in behavioral economics. In an interview Thaler promised to spend the prize money as irrationally as possible, a statement that acknowledges that he might otherwise try to make rational decisions.

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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.

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Wednesday, October 4, 2017

How availability not price or equity helps Ryanair

Marketing Week recently reported that attitudes toward budget airline Ryanair suffered a nose dive after the company was forced to cancel thousands of flights. At times like these a reputation for low prices may not be enough to encourage fliers to forgive and forget.

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