Marketing

In a recent article on Campaign Live Rory Sutherland suggests that we all adopt “the efficiency bubble” to describe the way media logistics, not creativity, have come to dominate the conversation about advertising. But our fixation on efficiency is not just a bubble, it is a trap.  by Nigel Hollis

Last year I wrote a lot about the erosion of the advertising bargain between advertisers and their audience. Without rehashing at length, let me summarize by simply stating that we no longer are as accepting of advertising because we now have a choice.

“The State of Data 2017” (published in December 2017 by Winterberry Group in partnership with DMA and IAB’s Data Center of Excellence) revealed that U.S.- based marketers, publishers, and other data users invested $20.19BB on third-party audience data and related services and solutions in 2017.

Over the past few years, deep learning has gone from an esoteric branch of AI, focusing on theory, to being so mainstream that even an actress from Twilight has published an academic paper on it. This rise of deep learning over traditional machine learning methods has also led to the creation of a host of new platforms designed to help businesses improve work and work flow.

While disclosure continues to dominate the conversation around influencer marketing, data compliance laws are adding another layer of confusion—and cost—for those operating in this evolving market.

“Behind the Numbers” completes its investigation of sports streaming around the world with a look at two key Latin American markets, Brazil and Mexico. eMarketer’s Paul Verna and Matteo Ceurvels discuss the platforms, popular sports and opportunities for marketers.

Changing consumer behaviors and the ever-shifting digital frontier are demanding new marketing capabilities and new ways of working with agencies.

We released the AdReaction: Getting Gender Right report, following many months of analytic investigation into the roles of gender in marketing. As the mixed response to Gillette’s “We Believe” film has shown, society and the marketing industry are still far from certain about how gender progressive brands should and could be. Our own gender journey has confirmed some of existing beliefs but also thrown up many surprises along the way. So, what have we learned, and how has that made me feel?  by Duncan Southgate

The astounding growth of the U.S. Hispanic market continues to deliver growth opportunities to brands, with a significant increase (67% growth between 2012 and 2017¹) in Hispanic households earning $100K+ annual income.  However, more important than the amount of growth in population size and buying power is to understand how the Hispanic market will evolve over time, and how that impacts brand relationships and media consumption.  It is imperative for marketers to stay one step ahead of this evolution to ensure that their U.S. Hispanic strategy not only reflects today’s Hispanic consumer, but also plans for the futu

Companies spent more than $1 trillion globally on marketing in 2017, by one estimate. This puts chief marketing officers stewarding their brands squarely in the crosshairs of CEOs, CFOs and corporate boards, who want to know where all this money is going and what they’re getting in return—“brands be damned.”

Digilant released a Top Programmatic Media Buying Trends of 2019 infographic. The exhibit outlines everything media buyers need to consider when planning media budgets for the year.

I recently revisited Interbrand’s and Kantar Millward Brown’s 2018 annual reports listing the top global brands, echoing consensus from New York to Sao Paulo, from London to Shanghai. Back home, it’s evident that millions of multicultural consumers are not being courted by these giants.  by Patrick Harrington

The vast majority (91%) of marketers think they are doing a good job of portraying women as positive role models in adverts. However, a significant percentage (45%) of audiences think women are still being portrayed inappropriately according to Kantar’s newest analysis of advertising creativity and media effectiveness. The advertising industry’s failure to portray and target women well impacts the effectiveness of individual adverts and campaigns, and at a high level means male-skewed brands are missing out on an average of $9 billion in brand valuation.

It’s time to eliminate three words from the marketing procurement vocabulary: “commodity,” “vendor”  and “supplier.”      

Last week I took part in a roundtable with some of our clients in Poland. The conversation, led by Pavel Ciacek ranged from the big picture to the specific, but when it came to making data more meaningful three things stood out.  by Nigel Hollis

In an era of rapid technological change, digital identification provides a significant opportunity for value creation for individuals and institutions.

Sales alone are not the sole measure of success when a brand launches a new product. To truly understand the value of innovation, we need to understand its category impact—and that means measuring incremental innovation.

What is the right media mix?  It’s a question that marketers are constantly asking themselves and their agencies.  It appears simple enough, but complexities arise early in the process.  What’s the budget?  What is (are) the objective(s)?  These are only a couple of the questions that complicate these decisions.  In today’s world, any determination of media mix modeling includes data.  With thousands of media vehicles — let alone marketing channels — available, the process of managing data for all of these options can quickly become unwieldy.

Recently a client asked how various digital behaviors impact brand equity. Answering this question is challenging; not just because of the widely varying forms of digital behavior, but because that behavior can both influence equity and be influenced by it.  by Nigel Hollis

In the latest episode of “Behind the Numbers,” Andrew Lipsman, principal analyst at eMarketer, details the emergence of digitally native consumer brands and how they developed so much heft in a relatively short period of time.