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...
Peter Minnium
Peter Minnium is President of Ipsos Connect, 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.
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'...
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...
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...
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...
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...
MAdTech: The marketers’ view
As media, advertising and technology become increasingly interwined, contributor Peter Minnium takes a look at how marketers and agencies are...
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...
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...
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...
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...
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...
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...
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...
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...
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...
10 Best Practices For Digital Ad Breakthrough
With the overflow of content available today, how do you get viewers' attention? Columnist Peter Minnium offers up his advice on how to break through...
Pay Attention! 3 Steps To Digital Advertising Breakthrough
With a proliferation of content and the rise of multimedia tasking, it's harder than ever for ads to break through to viewers. Columnist Peter...
The Definitive Guide To Digital Brand Lift
Columnist Peter Minnium explains why with the right metrics, marketers can prove the effectiveness of digital as a brand-building...
What’s The Big Idea: The 3 Fundamentals Of Successful Digital Creative
Looking to come up with the next "big idea" for your brand? Columnist Peter Minnium reveals some key components of effective creative...
