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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, ROI & effectiveness

  • 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 ...

    Comments (56069) | Permalink

    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 ...

    Comments (0) | Permalink

    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

  • Clouds & Crowds

    16 April 2012


    “If your company isn’t measuring deeply the interaction with customers and using the data, you are missing out,” chief technology officer Werner Vogels warned delegates on stage at the Festival of Media Global in Montreux today.

    Speaking passionately about the importance of data, Vogels said that learning is the biggest accomplishment so you must “measure relentlessly.”

    He urged companies to adopt three steps when launching new products/initiatives:

    Iterate or pivot

    According to Vogel, the best organisations designed to deliver new products under conditions of extreme uncertainty are starts-ups due to their ability to be reactionary. He ...

    Comments (0) | Permalink

    Posted by: Jenni Baker

    Tags: Digital, E-commerce, Advertising, Marketing, Measurement, ROI & effectiveness, Festival of Media Global

  • Is 2012 the right time to pitch your business?

    13 October 2011

    If I was a marketer I would be glad I waited out the (last) recession to review my media investments. It may prove that patience is valuable in seeking additional value from media spend. However, I would probably be getting ready to review in 2012 (if there is a current commercial imperative within the business). Get set, go!

    I wrote recently about some of the implications of media business reviewing next year and I have a few posts lined up on this subject looking at specific implications for agencies, clients, media owners and auditors.   

    For now, below are some ...

    Comments (0) | Permalink

    Posted by: Tom Denford

    Tags: consulting, Agency/ client relationships, Business models, Agency Developments, pitches, Measurement, ROI & effectiveness

  • It is no longer about costs. It is about costs.

    14 September 2011

    Are agency rosters getting harder to manage or easier? 

    (the picture is not a clue btw, honest)

    Earlier this month I heard again another very senior marketer ask a room of people (other very senior marketers) how to best manage a large roster of agencies. This is a big question, and in our experience becoming increasingly frequently asked. It's advisable (for sanity's sake)to consider this a simple problem rather than a complex one. 

    I believe the issue has two elements, firstly to get agencies aligned and focused enough to be able to collaborate in a constructive way that does not ...

    Comments (0) | Permalink

    Posted by: Tom Denford

    Tags: consulting, Agency/ client relationships, Business models, pitches, Remuneration, Measurement, ROI & effectiveness, media costs, Ad Spend

  • Making the best of what you've got...

    11 November 2010

    The M&M office is always on the look out for quirky ad campaigns laced with a little bit of smut. Mention any sort of body part, or function, and you’ll find us tittering like a school girl at the back row. So it’s with great pleasure that we present to you an ad from our new favourite estate agent (they've been few and far between)... Mr Rich Will Wanket.


    Aside from the fact that he’s embracing his name so whole heartedly, my favourite bit is: “My real name. Birth Certificate available upon request.”

    Does anyone really think he’d make ...

    Comments (0) | Permalink

    Posted by: Josh Colley

    Tags: Reputation, Measurement, ROI & effectiveness

  • How observant are you?

    30 September 2010

    Before you continue reading this blog cover your watch with your hand - if you are not wearing a watch this exercise is unfortunately not for you!

    Now - without peaking - can you remember what the number 6 on your watch looks like? Is it black? Gold? A line or a dot?

    Have you got the answer? Now look at your watch. Were you right? How far off were you?

    If you think about how many times a day you look at your watch it could be argued that your watch has a pretty good penetration/awareness rate.

    When this ...

    Comments (0) | Permalink

    Posted by: Martina Lacey

    Tags: Measurement, ROI & effectiveness

  • CMO Warning!

    30 September 2010

    In order to due your job effectively CMOs need to remember 2 things:

    "CFOs are very simple minded people and procurement guys are not human beings."*

    And there you have it!

    *Disclaimer - the above does not necessarily reflect the view of M&M, in fact we love procurement guys. We don't know that many CFOs but we are sure that they are VERY intelligent!*

    Comments (0) | Permalink

    Posted by: Martina Lacey

    Tags: Measurement, ROI & effectiveness

  • Coca-Cola: Long live the big idea

    24 June 2010

    Views on the third day at Cannes from Jimmy Maymann, founder and executive chairman at goviral

    With over 1.6bn servings every day across its 500+ brands and one of the biggest marketing budgets in the world, the Coca Cola Company should command any marketers attention.

    When Joseph Tripodi, Executive VP, CMO, CCO is on stage in Cannes to discuss Coca-Cola’s new approach to marketing ”scale meets storytelling” through the lens of their FIFA World Cup 2010 campaign - any marketer should be in the audience.

    Those of us that were learned how Coca-Cola put 11 agencies in one room, told ...

    Comments (0) | Permalink

    Posted by: Josh Colley

    Tags: Creativity, Globalisation, Measurement, ROI & effectiveness

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