Don’t misinterpret the data: Evidence-based advertising needs experience-based context
Data will always be the foundation of our evidence, but we need to consider our experience to structure and interpret this raw information.
Peter Minnium is president of Ipsos US, where he leads the US team in helping companies measure and amplify how media, brands, and consumers connect through compelling content and great communications. Prior to his switch to market research, Peter was Head of Brand Initiatives at the IAB focused on addressing the under-representation of creative brand advertising online.
Win the brand battle during the holiday shopping wars
Here are five strategies for building the holiday spirit of your brand with captivating communications while also navigating the pitfalls of the season.
Is ‘digital empathy’ an oxymoron?
Empathy can be good business, but only when companies proactively apply it.
Cleaning up digital ad pollution
Advertisers must take note of how their work enriches their audience’s daily life, not simply whether an ad drives conversion.
Be a clown, advertiser
Create advertising that is likable, differentiates with personality, and provides consumers a respite from their stressful lives.
5 factors of direct-to-consumer brand success
Legacy brands can learn from the direct-to-consumer model with a value shift to serve customers and their needs that will ensure long-term success.
We can’t live without digital media, but why would we want to?
In the past, media had no role in our health, transportation or infrastructure but technology has disrupted the boundary between media and non-media interactions.
Content may be king, but context is queen
We have reached a content peak and the context of how we learn about, access and make choices is now nearly as important as the quality of the content.
In a world of facts, ideas are king
Compelling ads are more than a checklist of behavioral triggers. They must engage the audience’s imagination.
The brand storytelling genius of the Coca-Cola Santa
Learn how Coca-Cola developed an effective "partnership" with Santa Claus in a series of holiday ads that stretch through the better part of a century.
It takes a village: Story creation in the digital age
Marketers must define the rules that govern the narrative space between brand and consumer.
The power of disruptive digital narrative
The key to creating more engaging online stories may be letting your audience fill in the blanks.
The science of storytelling
The importance of storytelling has become universally accepted in today's marketing world, but why does it work so well? Contributor Peter Minnium delves into the biological underpinnings of how stories affect us.
Winning the social media marketing game
Contributor Peter Minnium explains how connections are formed on social media, the purpose of these connections and how they can be leveraged to win the social media marketing game.
The five facets of media
A lot has changed in the media world in recent years, but contributor Peter Minnium explains how some aspects of the media experience remain fundamental.
Human-computer interaction and digital advertising
Columnist Peter Minnium explains the increasingly important field of HCI and its effect on the marketing environment.
Steering digital messaging with behavioral science insights
Contributor Peter Minnium explains how brands in the information overload era can appeal to the basic human processes that govern decision-making.
Brands strive for authenticity as audiences turn a skeptical eye toward ads
Brands attempting to be "real" and "human" often make missteps that get them in trouble. Contributor Peter Minnium explains why this is important and how to get it right.
Super Bowl ad rankings: Trust your gut or employ rational thinking?
What's the "right" way to measure the success of your advertising? Contributor Peter Minnium says the answer is "it depends," and goes on to explain why.
10 tips to stay ahead in digital advertising
As digital marketing rapidly evolves, how do you stay ahead of the curve? Columnist Peter Minnium shares 10 tips to help you stay relevant in an ever-changing industry.
8 tips for getting social media ads right
Are your social media ads missing the mark? Contributor Peter Minnium outlines eight tips and tricks to help you connect with your audience and build a community of loyal followers.
The influence of affluence: How to leverage the ‘Affluencers’
Meet the "Affluencers." Columnist Peter Minnium explains why marketers should be paying attention to a powerful target group who are heavy spenders, early adopters and major influencers.
Television is dead. Long live video
Video consumption as we know it is transforming. Columnist Peter Minnium believes smart brands will find opportunities for growth and become more responsive to consumers in this new video age.
How to build an audience of consumers in today’s highly competitive environment
Amid the super saturated digital advertising space, how can your brand break through? Contributor Peter Minnium explains how building an audience will give you a competitive advantage.
Storytelling for action: Why brands need to tell a complete story
Are you putting meaning into the stories you tell? Contributor Peter Minnium explains why ads that capture the movement of a fully developed story are the ones that will compel the consumer to buy.
Does branded content drive brand lift? New research takes an in-depth look
Contributor Peter Minnium dives into the results from a study showing that branded content truly works and has a positive impact both on consumers' brand awareness and their purchase intent.
Branded storytelling: Capitalizing on moments that matter
It's not enough for your brand to be in the right place at the right time. Contributor Peter Minnium shares tips on how to craft meaningful branded stories that will connect with consumers.
4 reasons why digital context matters
In a digital and programmatic world, it's easy to lose sight of context. Contributor Peter Minnium explains why context matters and why it will lead marketers to the Holy Grail of the right ad message in the right place every time.
Digital advertising’s perverse incentives
Contributor Peter Minnium explains how selecting the wrong metrics in digital advertising can lead to “perverse incentives." To succeed, marketers need to know the metrics that matter.
The tyranny of a blank page: Why creative matters most
The burden placed on the "Big Idea" is more onerous than ever in the digital age. Contributor Peter Minnium explains that creative ideas must be strong enough to inspire creators all along the campaign life cycle.
MAdTech: The marketers’ view
As media, advertising and technology become increasingly interwined, contributor Peter Minnium takes a look at how marketers and agencies are responding to this mad, mad, MAdTech world.
10 behavioral science principles for great digital creative
What can behavioral science teach marketers about digital advertising? Contributor Peter Minnium dives into key learnings from behavioral scientists to help you know how to engage your prospects.
The future of digital advertising creativity and how to get ready
What lies ahead for digital advertising creativity? Contributor Peter Minnium makes five predictions and explains what you can do to prepare.
Authentic storytelling: 5 rules for the new frontier of marketing
Contributor Peter Minnium explains why brands need to market with authenticity to win consumers' trust and outlines five steps to help you craft and curate more authentic stories.
Keep it simple: 10 digital brand metrics that matter
Don't assume more is better with digital metrics. Columnist Peter Minnium explains why you should narrow it down to the metrics that matter to your brand and offers a core list to help you get started.
6 secrets of digital storytelling
"Storytelling" is more than an industry buzzword. Columnist Peter Minnium discusses the art of good storytelling and the best ways marketers can tell those stories in digital media.
3 reasons why digital research is backwards
As digital advertising has evolved, our processes for measuring its effectiveness have stayed relatively the same. Columnist Peter Minnium explains why it's time to rethink our approach and adopt a new learning system.
3 strategies to survive the “Adblockalypse”
With the rise of ad blocking, is an "Adblockalypse" on the horizon? As grim as it sounds, columnist Peter Minnium says it's not all bad news and explains what advertisers can do to turn it around.
It’s a mad, mad, MAdTech world
As the lines between media, advertising and technology blur, what does it mean for consumers and marketers? Columnist Peter Minnium discusses what has and hasn't changed in our "brave new world."
Beyond breakthrough: 5 secrets of seek and share advertising
How do you create ads that break through and truly grab viewers' attention? Columnist Peter Minnium discusses the key characteristics of ads that people are excited to see and share with their friends.