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...
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.
Data will always be the foundation of our evidence, but we need to consider our experience to structure and interpret this raw...
Here are five strategies for building the holiday spirit of your brand with captivating communications while also navigating the pitfalls of the...
Empathy can be good business, but only when companies proactively apply...
Advertisers must take note of how their work enriches their audience’s daily life, not simply whether an ad drives...
Create advertising that is likable, differentiates with personality, and provides consumers a respite from their stressful...
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...
In the past, media had no role in our health, transportation or infrastructure but technology has disrupted the boundary between media and non-media...
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...
Compelling ads are more than a checklist of behavioral triggers. They must engage the audience’s...
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...
Marketers must define the rules that govern the narrative space between brand and...
The key to creating more engaging online stories may be letting your audience fill in the...
The importance of storytelling has become universally accepted in today's marketing world, but why does it work so well? Contributor Peter Minnium...
Contributor Peter Minnium explains how connections are formed on social media, the purpose of these connections and how they can be leveraged to win...
A lot has changed in the media world in recent years, but contributor Peter Minnium explains how some aspects of the media experience remain...
Columnist Peter Minnium explains the increasingly important field of HCI and its effect on the marketing...
Contributor Peter Minnium explains how brands in the information overload era can appeal to the basic human processes that govern decision-making....
Brands attempting to be "real" and "human" often make missteps that get them in trouble. Contributor Peter Minnium explains why this is important and...
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...
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...