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...
Dec 24, 2018 at 8:30 am ET
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.
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,...
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...
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...
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...
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...