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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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  • MWC day 3: what’s on agencies minds at MWC?

    05 March 2015

    Five actions that media agencies should be taking post Barcelona. Jon Hook gives his assessment of what will happen after the show.

    Mobile World Congress is always mad and hectic, with meetings from dawn to dusk. What matters is not who you meet in Barcelona, but what you do afterwards.

    Based on Phunware’s conversations at the event. I think there will be five key actions that most media agencies will be investigating when they return.

    1. Consolidating their mobile partner roster

    One Head of Mobile claimed to be suffering from “vendor fatigue”, with every mobile partner sounding and promising exactly ...

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  • Getting to know the giant of Africa – opportunities for brands in Nigeria

    05 March 2015

    Nigeria is often called "the giant of Africa", with one out of every four Africans being Nigerian and predictions that it will overtake the US in population size by 2050. It also is the largest economy in Africa, having recently overtaken South Africa, driven by its rich supplies of natural resources and more recently its growing retail, telecoms and financial services industries.

    Yet just because it is Africa’s biggest economy does not mean it is an easy market to enter as a new player, nor to understand what makes local people tick. It is a buzzing, energetic and hugely diverse ...

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  • MWC day 2: Forbes on publishing’s mobile perils

    04 March 2015

    How can publishers monetize mobile? Jon Hook hears talk revenue and viewability in Barcelona.

    For all the conversations about programmatic and RTB, premium publishers face real issues when it comes to monetising their inventory on mobile.

    Quite simply their advertising propositions and solutions are not evolving fast enough to keep up with the rapid changes in the way audiences are consuming content. It’s just a small ask but they also have to balance this change with the demands of advertisers for creative innovation as well as transparency, viewability and attribution..

    Forbes, a clear leader in the digital publishing space, ...

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  • MWC 2015: emerging mobile markets

    03 March 2015

    The launch with the most long-term impact from the first day of MWC is likely to be a humanitarian focus on emerging markets. Jon Hook explains.

    Just over 24 hours into Mobile World Congress and already social media is alight with the latest mobile announcements – HTC’s and Under Armour partnership saw the release of HTC Grip, their first wearable device supporting recent Android and iOS devices. 

    Huawei used their MWC press junket, not to talk about their latest smartphone, but instead to reveal their entry into the wearable market, the Huawei Watch. With a clear focus on creating a ...

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  • What to expect at the 2015 Mobile World Congress

    27 February 2015

    The biggest mobile bash of the year, aka the 2015 Mobile World Congress, is about to kick off in Barcelona. Jon Hook, VP advertising at Phunware, explains what to look out for.

    Mobile World Congress attracts more than 1,900 exhibitors and attendance in 2015 is expected to be approaching 90,000 mobile experts, technology experts, agencies and advertisers.

    As ever with the world’s biggest events, working out what to see, who to listen to and whether you need to go to events like the Global Mobile Awards ceremony (hosted by Monty Python funnyman John Cleese) requires detailed planning and preparation.

    If ...

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  • How much is Birdman’s Oscar worth?

    23 February 2015


    The Oscars alone may no longer swing film goers’ opinion as they might have done, writes Pietro Leone, CEO Geometry Global EMEA.

    In terms of life long kudos for director Alejandro G Inárritu, the Academy Award is invaluable. For marketing value, that’s more difficult to pin down. An Oscar win doesn’t always automatically translate into big box office.

    2010 war flick The Hurt Locker won six Oscars, including Best Picture yet grossed just $17m domestically. Yet, the critically panned Fifty Shades of Grey grossed over $100m in the first five days of its US release earlier this month.

    Oscars ...

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  • Oscars, Super Bowl, Grammys… how to get it right with occasion based marketing

    20 February 2015

    With the Super Bowl, Oscars and Grammys being among the most hotly anticipated events in the calendar, this time of year presents a major opportunity for occasion based marketing.

    In above-the-line advertising, the Super Bowl is one of most expensive spots, with a 30-second spot costing an eye-watering $4 million. With such huge costs at stake, how can brands ensure their efforts really stand out? And what are some of the best measures of success?

    Social media is arguably one of the best indicators of instant, global impact as people tweet and share content from wherever they are in the ...

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  • Bin the banner!

    19 February 2015

    As the original online advertising medium – the banner ad – hits 21, Say Media’s UK sales director Lawrence Horne argues that it’s time for it to retire ungracefully.

    Although 21 is usually the age many of us launch a career, it’s definitely time for the banner ad to call it a day. And I’m sure it won’t be just me who will be glad to see the back of it. The basic ad banner has been getting in the way of people’s web enjoyment for years, while advertisers and publishers still struggle to prove its effectiveness. The first ever ...

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  • Maximising the last-minute Valentine’s market: A how-to guide for brands

    13 February 2015

    Phuong Nguyen, director, eBay Advertising UK, explains how brands can take advantage of the last-minute panic before Valentine's Day (pic: Benson Kua).

    It’s thought that Europeans have been swapping Valentine’s cards and gifts since the Eighteenth Century and, in the last 300 years or so, 14 February has taken its place amongst the most important annual dates for brands and marketers.

    Globally, consumers will splurge more than the annual GDP of some nations on Valentine’s celebrations, and we’ve found that a significant chunk of this spend will be “panic purchases” made by men in the final days and hours before ...

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  • The not-so-new secret weapon of entrepreneurial clients and agencies: the balance sheet

    10 February 2015


    Getting big ideas off the ground and off the P&L might not be as difficult as you think, writes Ash Bendelow, managing director at creative agency Brave.

    Some of the most inspired, effective creative thinking we see, admire and award lives beyond the original campaign brief I’m sure was written. However, for every one success story, I’m pretty sure there are nine equally good ideas that never made the cut.

    Why didn’t they make the cut? Because the reality of the commercial world in which we live means that everything we do more often than not has to deliver ...

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