15 April 2023
In this article, written for the mSix’s website, I highlight how digital media has passed the tipping point and why marketers must evolve beyond the simplistic […]
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5 January 2023
Research into attention to advertising is going to drive a rethink in how we view media channels Attention metrics concern the degree of attention consumers give […]
20 November 2021
Marketing Mix Modelling or MMM is a regression-based approach to identifying the drivers of sales for a business or brand – making it a form of […]
18 February 2021
Excess share of voice (eSOV) is an important concept in marketing and media investment planning. The “excess” represents the degree to which your brand’s share of […]
7 June 2020
Adstock is an important concept in marketing effectiveness. It was first quantified by Simon Broadbent in the 1970s. Its value lies in helping make marketing and […]
21 March 2020
Over the last year people have been increasingly talking about the “craft” of media planning. Back in February 2019, Gideon Spanier the media editor of Campaign […]
27 July 2019
Cost per thousand is a key metric in paid media planning. It’s important because it tells you the comparative cost of reaching the same volume of […]
10 August 2018
TV audience impacts are a measure of audience volume in media planning. In traditional media they are called impacts, in digital media they tend to be […]
28 June 2018
Paid Media is any communications media “space” that you have to buy from a media owner. Typically this would include TV, outdoor, press and magazines, cinema, […]
19 June 2018
Brand advertising techniques are very different to direct response advertising techniques. Even when you are running an integrated multi-channel campaign it is important to understand the […]