Advertising: improving effectiveness with eye-tracking
Eye-tracking is an advanced technology that can improve your advertising. But without going that far, you’ll find in this article a simple tip for anticipating the effectiveness of your ads.
![Cross-media: definition, strategy, and examples [Guide 2023]](https://www.intotheminds.com/blog/app/uploads/cross-media-240x240.jpg)
Cross-media: definition, strategy, and examples [Guide 2023]
Cross-media campaigns are becoming the norm for brand communication! This process consists of promoting a product/service on several media simultaneously. This way, companies combine their design efforts into a single thought process to promote customer conversion. This article helps you understand the concept behind cross-media. We also explain how a good cross-media strategy works with two concrete cases! Contact us to carry out your market research Summary 5 key figures on cross-media What is cross-media? Its 3 best practices Determining which...
7 examples of viral marketing that have made the rounds on the web!
Viral marketing is based on the massive propagation of content produced by a brand. It is a method that lends itself well to sporting events, just like ambush marketing. Moreover, it effectively promotes consumer goods and strengthens branding. But what exactly is this process? And above all, what are the most outstanding examples of viral marketing? Here is a clear definition of the concept and 7 recognized cases of inventive brands to generate even more virality!...
Street marketing: 3 tips and 3 famous campaigns
Through street marketing, brands take over public space to promote their offer. Fundamentally open to everyone’s creativity, this discipline has several fields of application. Examples are numerous to illustrate this. This article delimits the contours of this practice before providing 3 key tips for successful campaigns. Here are the best applications of the concept via the marketing operations of McDonald’s, Coca-Cola, and the city of Amsterdam. Contact us to realize your implantation research Summary What is...
What is ambush marketing? Is it really worth it?
Ambush marketing is based on the virality caused by a major event. The principle is to capture customers’ attention for the sponsors of such an event. And brands are having a field day with it: even Pepsi, Audi, and Samsung have already tested it. However, everyone has their method: opt for a direct, frontal, and explicit approach, or choose the subtle and indirect way. So, what are the mechanics of this marketing technique, and above all,...
![Wild posting: definition, analysis, examples [Guide 2022]](https://www.intotheminds.com/blog/app/uploads/wild-posting-new-york-240x240.jpg)
Wild posting: definition, analysis, examples [Guide 2022]
Wild posting is a marketing practice that is part of outdoor advertising. We see it every day in large urban centers. We find it on electric poles, traffic lights, or stairwells. It’s a way to transmit your commercial (or political) message outside social networks. It has many advantages and disadvantages that we present in a summary table. This article explains the ins and outs of this bold communication strategy before giving 3 notable examples of wild...
Customer acquisition: 3 ways to reduce your online advertising expenses
Online advertising is tempting. 26% of SMEs use it. However, the monopoly of Google, Meta, and Amazon makes any company that relies on online advertising to find its customers run a considerable risk: dependency. Deprived of TV or radio exposure, SMEs find an accessible media field on the Internet. This article presents the ideal mix for customer acquisition and 3 working axes to reduce your advertising dependencies and increase your profits. The Figures of Disproportionality: Google, Meta, Amazon $209.5 billion: Google’s advertising...
Up until My Last Breath: Intermarché’s advertisement that annoys me
Last week, a friend of mine (the excellent Hugues Rey, CEO of Havas) posted on his blog an ad for Intermarché entitled “Intermarché, Up until My Last Breath”. This ad annoyed me and made me question the authenticity of the Intermarché brand and how they communicate. I will explain why and, of course, you have the right to disagree with me. In this case, remember to put a comment at the bottom of the article. Intermarché,...
COVID-19 : 9 specific impacts on the advertising industry and its future
After a detailed analysis of the impact of the Covid crisis on the media industry, today, we look at the consequences of COVID for the advertising industry. The advertising industry is inseparable from the media business model. Except for public service media, financed by taxes, the entire media ecosystem is dependent on advertising revenues. The coronavirus crisis has very strongly impacted advertising revenues. This crisis will leave permanent marks. In our analysis, we, therefore, propose to...
Advertising: how to make your company more visible right from the start?
How do you make your business visible right from the start? Are there several advertising methods? What exactly is advertising? All these questions (and many others) are at the heart of the questions asked by Pierre-Raffaele, a 10-year-old future entrepreneur. To help him build his business project, he receives Karim Debbah, an advertising specialist. With him, he not only retraces the history of advertising but also discusses the methods, within everyone’s reach, to make oneself known....
![[Podcast] 30 years of advertising history with Bruno Liesse](https://www.intotheminds.com/blog/app/uploads/man_writing_advertising_on_a_book-240x240.jpg)
[Podcast] 30 years of advertising history with Bruno Liesse
In this podcast, we continue our musings on advertising in general and digital advertising in particular (if you haven’t listened to it yet, we also recommend our podcast with Paul Lee, Director of Media & Telecom Research at Deloitte). For this podcast, we have invited a media and advertising specialist in the person of Bruno Liesse. His 30 years of expertise in the field give us a comprehensive look at developments in the industry. Together with...
![[PODCAST] Future Trends in Advertising with Paul Lee (Deloitte)](https://www.intotheminds.com/blog/app/uploads/tik-tok-240x240.jpg)
[PODCAST] Future Trends in Advertising with Paul Lee (Deloitte)
For this first episode of the year, we innovate a little and offer you a podcast in English. Our first interviewee of the year is a reference when it comes to the advertising market and the universe of media. Paul Lee is Deloitte’s Global Head of Research for the telecom, media and advertising markets. A triple skill that allows him to take an innovative and in-depth look at a market that has been in almost constant...
![[Podcast] Effects of bad buzz on firm’s performance : a look back at the Bicky Burger case](https://www.intotheminds.com/blog/app/uploads/bicky-burger-TN-240x240.jpg)
[Podcast] Effects of bad buzz on firm’s performance : a look back at the Bicky Burger case
For the launch of our podcast on marketing and entrepreneurship, we received Karim Debbah, Media Manager of the Belgian Advertisers’ Union (UBA), the organisation that defends the interests of 1045 brands in Belgium. This podcast (currently in French), centred around the Bicky Burger case, also allowed us to address the issue of provocation in advertising. From the Benetton ads created by Olivero Toscani to the Bicky Burger scandal, what is the effect of provocation on the...
EMAC 2019: 5 research avenues for targeted advertising
At this year’s EMAC conference in Hamburg, I had been invited by Prof. Bernd Skiera and Prof. Klaus Miller (both affiliated with the University of Frankfort, Germany) to give a talk about online advertising research in the era of privacy. In today’s article I’m making my slides available and am developing my thoughts in the hope that they will help academics find new interesting paths for their future studies. Online advertising: a lot has been going...
Belgian Data Alliance : media and telecom team up against GAFA
Google and Facebook are the two largest advertising platforms worldwide and they capture most value of the online advertising market. This duopoly is ripping away value from incumbents as brands are shifting advertising budget from incumbents (telecom operators, broadcasters, …) to make deal directly with Google and Facebook. With such a power of negotiation, is it really a surprise that incumbents are joining forces to propose alternative solutions and bring a credible offer on the market?...
The effects of ad frequency and recency on click-through-rate (CTR)
Less is more. This could be the conclusion of a recent marketing research study on online advertising published in the IJRM (International Journal of Research in Marketing ; see references at the end of this article). The authors, Steffen Försch and Evert de Haan (University of Francfort, Germany) studied a dataset of 5.8bn ad impressions and 1.8m clicks delivered for 158 advertisers across 25 industries. Their work show that frequency and recency of online advertising do...
Advertising : limiting cookie lifetime will destroy value
Preliminary information : there are two competing rules for setting up maximal cookie lifetime. The European Commission (based a.o. on a proposal by CNIL) suggests to limit lifetime to 360 days whereas Google proposes 720 days. One year vs. two years is basically what you have to chose from. In no case it should be more than that. Yet, as Miller and Skiera explained at the 2017 EMAC conference, lifetimes of up to 8000 years have...
How Big Data will influence the future of advertising
“What is the impact of Big Data on online advertising” is the question I was asked to answer on the occasion of an EGTA ((European Group of Television Advertising) workshop that took place on 29 and 30 June 2017 in Brussels (my thanks to Yuri Loburets for his kind invitation to speak). Rather than repeating the same clichés about Big Data again and again I chose to put advertising and Big Data back in a historical perspective....
Facebook doesn’t tell you really why you get targeted advertising
In the data world, the topics of transparency, privacy and ethics are more and more discussed. As we predicted a year ago, this may well be the next revolution in data science. We ran an experiment to understand the level of information Facebook users get on targeted advertising. Data literacy is essential Educating people on the role of data in their lives is essential. We see too many companies which revamp their terms and conditions and...
How news consumption is influenced by the introduction of mobile apps
As everyone knows the rise of digital technology has changed completely media consumption. Traditional media have lost market share and news consumption has shifted to mobile content. The very business model of traditional media is at stake and the need to rethink the news offer has never been so high. Change is mandatory for those who don’t want to go bankrupt. A recent paper published in the Journal of Marketing (the most renown academic magazine in...
![Cross-media: definition, strategy, and examples [Guide 2023]](https://www.intotheminds.com/blog/app/uploads/cross-media-60x60.jpg)
![Wild posting: definition, analysis, examples [Guide 2022]](https://www.intotheminds.com/blog/app/uploads/wild-posting-new-york-60x60.jpg)
