Straight Talk with Nigel Hollis

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

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Wednesday, December 11, 2019

What nAIgel can teach us about artificial intelligence

What happens when you feed a cutting-edge, text-generation AI with two books and over ten years of blog posts? We've been exploring OpenAI's GPT-2 text generation model and it is impressive, but it still needs a lot of coaxing to get the results that we want from it. Sadly, I think it will be some time before it can write my blog posts for me.

Monday, December 9, 2019

Why today’s marketing is just like a supermarket tomato

I find my Mum’s idea of a salad totally uninspiring. Sorry Mum! But then, she is working with whatever Waitrose and their growers can most easily supply. For instance, the average supermarket tomato is designed to travel well and look good but, as a result, it does not taste of much. A similar affliction applies to a lot of marketing today: it is efficient but not necessarily effective.

Wednesday, December 4, 2019

2020 Media Trends & Predictions: the digital paradox

What does 2020 look like for the media industry? Kantar’s experts around the world have identified 12 trends and changes that are poised to impact the media industry landscape in the coming year. Our aim is to help marketers navigate today’s ‘digital paradox’ with confidence.

Monday, December 2, 2019

LinkedIn finds most digital marketers do not really measure ROI

Why does a LinkedIn report find that most digital marketers do not really measure ROI? Because ROI is the return on marketing investment measured over the sales cycle, divided by the cost of that investment over the same time frame. Therefore, most digital marketers do not measure ROI because they measure too quickly and use the wrong metrics.

Wednesday, November 27, 2019

Motivate purchase beyond promotional tactics

Promoted goods are big business. Global spend per annum on promotional activities exceeds $500bn, accounting for one in every five dollars globally spent in FMCG categories according to Kantar. But promotions aren´t as effective as you may think and there are other ways to drive sales at point of purchase.

Monday, November 25, 2019

How the right data can help you to break out of the digital cult

Some of my colleagues expressed concern over last week’s post which likened online advertising to a cult. But what else do you call the unthinking faith that many marketers have in the power of digital advertising? Sadly, data has a lot to do with reinforcing that faith, but the right data can also help marketers break out of the cult.

Wednesday, November 20, 2019

How to make sponsorship more than just another touchpoint

My immediate association with the term “sponsorship” is Bayern München (my home town’s football club) running onto the field of the Allianz Arena, with the logos of their main sponsors Deutsche Telekom and Adidas prominently displayed on their uniforms. An image that triggers emotions: excitement before the game, tension before a goal, joy after winning – and I’m not even a football fan, so how must this feel for a real enthusiast?

Monday, November 18, 2019

Why online advertising is like a $273 billion-dollar cult

A recent article on The Correspondent is gaining attention for suggesting that the $273 billion-dollar online advertising industry is the new dot com bubble. The authors are undoubtedly right, much of the money spent on digital is being wasted. But here is the problem, too many advertisers believe their money is well-spent and they do not want to hear otherwise.