Is ‘digital empathy’ an oxymoron?
Empathy can be good business, but only when companies proactively apply...
Peter Minnium
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.
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...
Be a clown, advertiser
Create advertising that is likable, differentiates with personality, and provides consumers a respite from their stressful...
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...
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...
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...
In a world of facts, ideas are king
Compelling ads are more than a checklist of behavioral triggers. They must engage the audience’s...
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...
It takes a village: Story creation in the digital age
Marketers must define the rules that govern the narrative space between brand and...
The power of disruptive digital narrative
The key to creating more engaging online stories may be letting your audience fill in the...
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...
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 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...
Human-computer interaction and digital advertising
Columnist Peter Minnium explains the increasingly important field of HCI and its effect on the marketing...
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...
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...
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...
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...
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,...