Recent posts

New Marketing for Gen Z

Gen Z, typically defined as people born after 1997, currently those under the age of 20.       Just because they grew up with a smartphone in their hands, does not mean that Gen Z are more advanced in their technical capabilities. However, what was found in 29 of 39 researched countries was that Gen Z are generally … Read more…

Nordic Digital Video Advertising Award 2017 by Kantar Millward Brown Nordic

What makes a digital advertising winner? Kantar Millward Brown is now launching its test of digital video advertising in the Nordics. Out of 40 tested digital ads, the insurance company Tryg has developed the best digital video ad across all the Nordic countries and is the best performing advertiser with two different ads in Denmark … Read more…

Turn Digital Big Data into Better Data

Kantar Millward Brown, a global leader in brand, media and communications research, have launched Digital Behavior Analytics (DBA), an advanced analytics solution that gives businesses near real-time access to actionable insights on brand health and marketing campaign performance, using data from search patterns and social media conversations. “While most companies monitor social and search data … Read more…

Does your big idea guarantee a long shelf life?

Focusing on a problem or behaviour may only address short-term results. Although understanding the problem is important, the root cause of the problem must be understood to uncover a big idea, and to build a great campaign. A great creative platform always knows the unique role that the brand plays in  addressing the key insight. … Read more…

Dark Social is off the radar

The bar for social success is set very high. And automated targeting systems make huge assumptions about people’s potential interest in a brand or category and optimize content delivery based on fractional click through rates. Instead, let’s consider the fact that marketers are still fixated on Facebook and Twitter when most social conversations happen through … Read more…

Few ads transfer successfully

There is a risk that making an ad work across multiple countries may not be the best way to maximise ROI. Only 38% of the ads tested by Kantar Millward Brown that are strong in one country are strong in another. Read the full article how to guide from the centre and execute locally. PS. … Read more…

Attitudes do matter

Do you think that brand attitudes among users are broadly the same across brands? At Millward Brown, we have strong evidence to the contrary; attitudinal equity even among users varies hugely across brands. Like it or not, consumer attitudes matter. Growing penetration will deliver increased behavioral loyalty, but attitudinal equity is needed to support volume … Read more…

Bring in and bring together

The combination of research – and big- data is becoming increasingly necessary to get a more complete picture of the market. We need to really understand the effects of our marketing investments. Does it push sales, or does it build our brand and if so upon which marketing efforts? By combining the most rewarding market … Read more…

Att skapa meningsfulla marknadsaktiviteter

Kombinera data från flera källor än bara research-data när du vill förstå hur hur ditt varumärke mår eller hur din kampanj har lyckats på marknaden! Lär dig av hur försäljningsdata bryts ner i minsta detalj på kort och lång sikt och dra paralleller till ditt varumärkesarbete. Läs gärna vår artikel eller få praktiska verktyg under … Read more…

Pull istället för Push

Idag ligger makten hos mottagaren, inte mediet. Idag handlar det om att attrahera istället för att bombardera, att locka-inte pocka. Push-metoden är inte längre en väg fram. Så hur uppnår man en pull-effekt? Läs några goda exempel från Robert Almquist, PR-rådgivare med fokus på content marketing: Kommunicera det som är viktigt för din målgrupp, inte … Read more…