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International Media 2015

About this blog

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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  • Bots beware: six tips to help fight traffic fraud in video advertising

    19 December 2014

    Online advertising is now a $122bn global industry and, in the coming years, is predicted to surge past TV to become the number one advertising channel. While the industry is flourishing, traffic fraud continues to be one of the biggest challenges for marketers.

    In its current incarnation, traffic fraud is primarily the use of computer-generated “bots” visiting a website which is designed to fool advertisers that they are actual consumers; on a lesser scale, it is the use of humans to a click on an ad with no intention to buy.

    The Interactive Advertising Bureau estimates that up to 36 ...

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  • The video experience is changing - brands and agencies should start acting more like broadcasters

    18 December 2014

     

    Brands need to assess how consumers experience their video content. In-feed video viewing has serious implications, says Palle Finderup Diederichsen, head of MediaCom Beyond Advertising EMEA.

    What ‘good’ branded video content looks like is changing. With Facebook now challenging YouTube as the world’s preferred video platform, brands need to reassess what ‘good’ video really looks like.

    As of September 2014, comScore data showed that Facebook was the biggest video platform in the US for the first time. While a Socialbakers study across 20,000 Facebook pages published in October predicted that it will overtake YouTube by the end of the ...

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  • Three huge missed opportunities in Latin American marketing

    17 December 2014

     

    Brands operating in Latin America are failing to keep up with consumer media habits, writes Andrés Sandoval, digital sales director at LatAm and US Hispanic-focused media services firm US Media Consulting.

    I ran across a shocking statistic recently: 0.01% of ad spend in Argentina goes on mobile.

    Now, this is in a country with 13 million mobile internet users and which posted 1.1 million tablet sales in 2014. In addition, 78% of the mobile phones sold in Argentina in 2014 were smartphones, and a TNS/Google survey showed that 20% of Argentine smartphone owners used their devices as ...

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  • Christmas wouldn’t be Christmas without…

    08 December 2014

     

    Forget ‘Holidays are Coming’ – Europe has a wealth of its own festive traditions  

    With record breaking sales figures, year after year, it must have been a retailer who once said ‘Christmas is the most wonderful time of the year’. But as the bells and tills start ringing, the challenge for marketers only increases as they compete for a share of people’s seasonal spending.

    It’s easy to be cynical about marketing around Christmas time, as increasingly homogenised campaigns bristling with clichés deck every hall and mall. But savvy marketers know that to help their campaigns break through, little ...

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  • Hasan&partners chairman Ami Hasan: five lessons from Eurobest

    05 December 2014

     

    After three mad days in his home city of Helsinki, Ami Hasan, chairman of Hasan&partners and Perfect Fools, takes time to reflect on what he’s learned.

    The Eurobest Festival of Creativity has just closed its doors. A record number of delegates, well over 2,200 from more than 40 countries, gathered for three days in Helsinki’s typically cold December to listen to best speakers from all different fields of today’s marketing communication.

    There was Big Data, Google and YouTube were there, the largest media agencies, networks and holding companies were also present as were the most prominent independents. New technology ...

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  • Social, mobile and the new power of live events

    04 December 2014

    Social media and smartphone ownership is changing the world of live events, writes Philip O’Ferrall, SVP, Viacom International Media Networks.

    Philip O'Ferrall

    The world was a different place 20 years ago, when tumblr was still spelt with an ‘e’ and second screening was more commonly associated with the grandfather in Only Fools and Horses.

    MTV recently celebrated 20 years of the annual MTV EMA, and the change in consumer behaviour since the first event – and even within the last two years – highlights the extent to which social media and smartphones are transforming how media owners engage audiences.

    New platforms are ...

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  • Cheil's acquisition of Iris: The bigger picture

    28 November 2014

    Simon Hathaway, president & global head of RX [retail experience] at Cheil, explains the motivations behind the South Korean agency's recent acquisition of Iris.

    Cheil’s newly announced deal to acquire a stake in Iris is big news for the Cheil network. At a stroke it will add another 1,000 skilled and creative individuals to the 5,000 who already work for Cheil. However, as welcome as this addition is, it is only part the story.

    All agencies with growth ambitions must inevitably look to grow beyond their own back yard. The challenge of taking your skills on to a bigger stage ...

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  • The golden age of digital media is at hand

    28 November 2014

     

    Digital media is still very much in its infancy, but change is in the air. David Lerman, co-founder and CTO, Say Media explores five industry trends that signal that the ‘Golden Age of Digital Media’ is upon us.

    Digital media is still very much in its infancy. The fact that a whole generation has grown up not knowing what life is like without the Internet makes it easy to think of Web publishing it as a mature medium. But if you consider that the first banner ad was sold just 20 years ago, the first search ads appeared ...

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  • Are you ready for Black Friday and Cyber Monday?

    26 November 2014

                                                                                                                                                                                                                                                    With the success of Chinese Singles’ Day leaving retailers on a profit high, many are now turning their attention to Black Friday (28 November) and Cyber Monday (1 December) in the hope of once again cashing in. Analysts expect this year’s Black Friday will set new records for online sales, especially because it falls on payday for many people.

    These events play host to some of the most lucrative online shopping days around the world, resulting in a huge number of people rushing to their laptops, tablets and mobiles to snap up a raft of heavily reduced goods. In ...

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  • Driving success through video advertising

    24 November 2014

    Marketers can use video advertising to deliver compelling, creative campaigns to highly engaged and receptive audiences at all stages of the conversion pathway, argues Dave Reed, managing director EMEA, at MediaMath.

    Video advertising is a multi-sensory storytelling experience that immerses and engages audiences. As a result, UK online video advertising spend grew almost 60% year-on-year in the first half of 2014 and mobile video advertising rose by an exceptional 196% to become the fastest growing digital ad format.

    These figures are unsurprising considering online video is reaching more consumers than ever before, with content available to download or live stream ...

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