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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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  • Media is as powerful as creative

    28 January 2015

     

    Selecting the right media makes a huge difference to the success or failure of a campaign. James Galpin, head of media and digital solutions at Millward Brown Latin America, outlines the power of creative media.

    It’s not all about the creative. Ad agencies often don’t like to hear this but media is a critical ingredient in the success or failure of a campaign.

    Our media mix modelling studies show that creative strength accounts for 50% of campaign sales performance, which means that other factors such as reach of the key target audience, media selection, weight and timing are responsible ...

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  • Marketers are increasingly facing a UGC rights dilemma - how to operate within the law

    27 January 2015

     

    Brands must be wary of the legal challenges of embracing user-generated content, writes Richard Jones, chief executive at EngageSciences.

    Many marketers are coming to the realisation that user-generated content (UGC) is a vital part of the jigsaw when it comes to driving visits, time spent on site and sales via their websites.

    Recent research reveals 84% of millennials say UGC has influenced what they buy, whilst featuring user-¬generated photos at the point of purchase boosts conversion by up to 7%. And with Instagram becoming the second largest social network, photos and videos are becoming more important and influential ...

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  • Challenger brands must capitalise on post-protest Thailand

    21 January 2015

     

    As the second largest economy in Southeast Asia, Thailand is a tempting market for brand expansion. Although the country was rocked by political instability and highly publicised protests in 2014, consumer confidence has been on the rise since the end of the military coup.

    With purchasing power in Thailand showing the potential to increase in 2015 in line with economic growth, there will be opportunities for companies to make an entry into the market. Tapping into the zeitgeist to align brands with the national mood is one path that other businesses have successfully trodden.

    After some of the worst ...

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  • Overcoming digital fatigue in a future connected city

    19 January 2015

    Programmatic media buying can help 'Minority Report' nightmares become an advertisers' dream, writes Dax Hamman, chief product officer at ad tech platform Chango.

    Visions of smart cities are already being thought up, with many imagining them around the emergence of connected cars. Yet the car is just one example of what’s to come, as we’ll begin to see entire cities change. Our cities are already fast emerging as smarter versions of what they were before, connected ecosystems powered by advanced technology in real time.

    Underneath many physical urban services are an embedded layer of smart sensors – the cookies of ...

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  • Everything Connects: four reasons why connectivity is set to dominate the industry in 2015

    15 January 2015

    The Internet of Things presents many challenges and opportunities for brands and marketers, writes Jeremy Pounder, research director at Mindshare.

    ‘Everything Connects’ describes the growing trend for everyday objects and infrastructure to be connected to the web.

    Also commonly referred to as the Internet of Things (IoT), this trend is based on the continued proliferation of smart sensors, cameras, software, databases, and massive data centres which collectively will lead to a global, immersive, invisible, ambient networked computing environment.

    The origins of ‘Everything Connects’ can be found in the growth of post-PC computing devices, namely the tablet and smartphone. These ...

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  • Five trends from #CES2015 and why they matter to you

    14 January 2015

    Whitney Fishman Zember, senior director, innovation and consumer technology, MEC North America, offers her take-outs from last week's Consumer Electronics Show in Las Vegas.



    1 - Virtual reality is no longer a virtual concept

    Virtual Reality’s ability to be a part of advertising and marketing became palpable this year. Demos of consumer-facing Virtual Reality (VR) products finally hit CES, including the Oculus Rift.

    While VR has potential to become as commonplace as smartphones or tablets, it still has a way to go before it seamlessly integrates into everyday life. Despite this, it became clear that VR can, and will, offer ...

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  • Elevating programmatic to the global media stage

    14 January 2015

     

    Programmatic can present enough of a learning curve for marketers and agencies at a domestic level, let alone globally. As anyone in a global role knows, each market can differ hugely in terms of consumer behaviour and preferences, not to mention the discrepancies in data available to reach them. Add to that the nuances in privacy laws and data protection from country to country, and it’s enough to make a global strategy for programmatic seem impossible to execute.

    Yet a recent forecast by Magna Global predicts that worldwide media sales via programmatic will rise 52% this year to £14bn, ...

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  • CES 2015: Connected devices that help us see more effectively

    09 January 2015

     

    If I was trying to sum up what I saw this year at CES, it's about how the Internet of Things is continuing to proliferate more devices (with new and more powerful capabilities) into our lives. They deliver more screens (of higher resolution and new features); are connected in smarter and more elegant ways to us and to each other (via the cloud); with a much stronger focus on fashion and health; that enable more precise targeting, messaging and measurement.

    Ultra-high definition screens for everything, everywhere

    There will be more connected devices, with screens large and small, in our ...

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  • Should marketers ever fully trust their media agencies?

    09 January 2015

    Marketing services appeared to be largely immune from corporate financial scandals in 2014 but there is still reason for brands to be wary in their dealings with agencies. ID Comms's Alex Morse explains.

    The last 12 months have not been pretty in the corporate world. In the banking sector, cumulative Libor fines reached at least $10bn with agreements settled for, among other charges, money laundering, tax evasion, and collusion.

    Tesco, the world’s second-largest retailer, is facing a criminal probe into hundreds of millions of pounds of misreported revenues related to supplier payments.

    GlaxoSmithKline has been fined $490m in China for ...

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