Straight Talk with Nigel Hollis

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

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Wednesday, August 30, 2017

Advertising in our search, skip and share culture

One of the big shifts that has taken place over the last couple of decades has been in the way people seek entertainment and information. We now have the ability to find what we want, when we want. Along with all the other changes that have taken place this makes life more difficult for advertisers.

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Monday, August 28, 2017

New, more accurate TV ad effectiveness measurement

Question: what happens when you cross Samba TV’s data from Smart TVs in 13.5 million U.S. households with Kantar Millward Brown’s 8 million Ignite Network® desktop panelists and 3 million mobile panelists? Answer: the opportunity to precisely measure the brand impact of TV advertising on the same basis as digital.

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Wednesday, August 23, 2017

Are brand strategies undermining belief in brands?

A while back I reviewed the Kantar North America event, Fragmentnation, which focused on the increasing diversity of needs, mindset and values in the U.S. population, and noted that brands must prepare for a more diverse future. On reflection they must also prepare for a more fickle future.

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Monday, August 21, 2017

Is Snapchat the Axe of social media?

Apparently investors were not too excited by Snapchat’s latest usage numbers. Is it me or does the fact that the daily active number of users rose over 20 percent compared to last year outweigh the fact that the absolute number fell short of the expected figure by about 1 percent? Or maybe Snapchat is just different from other platforms?

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Wednesday, August 16, 2017

For brands tangible advantages trump intangible

In talking about how best to leverage brand purpose last week I failed to address an important point. Seeking to publicize purpose only makes sense if there is no more tangible advantage that could boost the brand’s sales.

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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 9, 2017

Effectively leveraging the power of brand purpose

The debate over the power of purpose flared up again at Cannes, largely fueled by the fact that Fearless Girl won the Titanium Grand Prix and more. Many acknowledged that the Wall Street statue was on message, but questioned whether it was on brand after struggling to remember which company sponsored it.

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Monday, August 7, 2017

Is Under Armour’s own marketing diluting its brand?

The constant demand for growth from the stock market has been the undoing of many brands as they extend too far, too fast. I agree with this article in AdAge that Under Armour with second-quarter revenues up but accompanied by a loss of $12.3 million has been over-extended. And it makes me wonder whether its own marketing is contributing to its woes.

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