Strategy Leaders: The relationship between reach and business results has eroded dramatically. We’ve found ‘Right Reach’ is a better predictor of success in a fragmented media system, says Zenith’s strategy chief.
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If brands are back, so too is brand management — judging by the events of this extraordinary month for media and advertising.
Tesco has created three bespoke ads to be “contextually relevant” to three genres of ITV’s programming; reality, sports and family film/entertainment.
Where marketing principles have been followed, they seem to work. But there are still too many instances today where it has never been tried, writes Hearts & Science’s strategy chief.
Broadcaster video-on-demand (BVOD) offers predictable returns, incremental reach and increases effectiveness of linear campaigns, according to a new study commissioned by Thinkbox.
We know brands should continue to invest in a downturn. But what if your brand doesn’t have the resources to compete in a share of voice battle over the long-term, asks Bountiful Cow’s strategy chief.
Now that the SVODs are on BARB, we’ll really be able to see whether younger Netflix viewers are the ones that do not watch linear TV at all.
Strategy Leaders: TV audience reach can be maximised with a blended video mix, but the more ‘pipes’ we add, the harder frequency is to manage.
Agencies need to do more to support brands to connect their data to make their media more effective and meaningful.
A more inclusive approach fuelled by better cultural intelligence, and having the right people in the room, is more likely to result in long term growth for brands.