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M&M’s Blog goes behind the headlines to offer a running commentary on the business dynamics within the international media and marketing industry. The M&M editorial team joins forces with industry experts and local market heroes to balance a bird’s eye view of global trends with the importance of local insight.

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Measurement

  • From clicks to creativity: a shift from performance to brand advertising

    02 August 2013

    As digital advertising continues its meteoric rise to become the predominant channel in terms of share of spend, it’s interesting to note the juxtaposition that the online industry faces.

    A key strength of online is that it is an immediate, highly measurable direct-response channel, and around two-thirds of global digital budgets ($27bn) is allocated to performance-based advertising. However, if we compare this to the offline world, we can see that two-thirds of the advertising budget ($266bn) is spent on branding – across TV, outdoor, print etc.

    Since the emergence of online advertising, success has been based upon how many people ...

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    Posted by: Bloggers' Gallery

    Tags: Measurement, Online, Measurement, ROI & effectiveness

  • Online brand-building means no more click-through

    23 November 2012

    For most of its still-young life, online advertising has worshipped at the altar of the ‘almighty click-through’. If the click-through rate (CTR) was high, says the logic, the ad must have worked. After all, people wouldn’t have clicked on it otherwise.

    That might be true for ads designed to sell products and services and thus present an immediate return-on-investment (ROI), but it’s not quite as solid a measurement for brand-building. In fact, the lack of brand focus in the past has had a trickle-down impact on everyone involved in digital advertising, from the agency to networks to publishers.

    When the ...

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    Posted by: Bloggers' Gallery

    Tags: Measurement, Demand-side platforms, Measurement, ROI & effectiveness, Online advertising

  • The problem in the Middle East

    21 May 2012

    Last week I was invited to the Middle East Media Forum put on by Adnative. The briefing brought together an interesting mix of stakeholders from the Middle East who spoke about the opportunities in the region for advertisers and squashed some possible misguided assumptions about the population in the region.

    HSBC’s global head of media Suresh Balaji spoke about how to target the business elite in the Middle East and why marketers shouldn’t ignore the region. Online media owner Zawya and mobile specialists InMobi peddled their wares and banged the drum for digital in the Middle East – both talking ...

    Comments (0) | Permalink

    Posted by: Martina Lacey

    Tags: Measurement, Print, Measurement, ROI & effectiveness

  • No linear approach

    10 May 2011

    Unilever’s Luis di Como expressed his belief that there is “no linear approach” and that marketers should tackle multiple channels when planning campaigns.

    Speaking in the final session on content at the Festival of Media Global, di Como said: “We have lots of isolated tools around the globe to measure our campaigns but we need integrated systems.”

    He also believes that consumer will become more willing to give their data in exchanges for meaningful, personal experience as the industry tackles increasing scrutiny on handling data.

    Comments (0) | Permalink

    Posted by: Josh Colley

    Tags: Measurement, Festival of Media Global

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