Jo Tenzer

3 ads from India have made it to the global top 15 in their respective categories ! Download the report to know who they are are! Fresh inspiration on creating effective ads ...revealing the learnings from the global winners - Five Creative Consumer Connections ! #KCEA #LINK+ #KANTAR Soumya Mohanty Deepender Rana

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A quick post about my overriding impression of Quirk's Media London: And just so I’m clear, this is not about trends in the industry, or the next big thing… I have some views on that (when don’t I?), but I actually want to talk about the people and the culture of our industry. I’ve been there for two days, plus the The Research Club social. That’s approximately 20 hours. And having counted up the people in my notes, I’ve spoken to 71 people (give or take a few chats while queuing for a drink)… Don’t worry I’m not going to tag them all! My major take-away from all this time and interaction: How decent, welcoming and friendly we are as an industry. As a way of being affirmed about the intelligence, innovativeness and downright niceness of the market research, data and insights sector, I cannot think of a better experience… Thanks to Dan and Steve and the evidently hard-working team for another excellent event. And to all the people I met and chatted to, thank you for being interesting, clever, funny and super-smart. See you next year, I hope. Here’s a picture of some of my notes from Day One. Don’t ask me what it’s about… it made sense at the time! 🤣 #mrx #marketresearch #marketingresearch #insights

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We're working on an exciting report due to launch later this year about the talent & skills that media organisations will need to invest in to achieve sustainable growth. Get involved and have your say by completing our survey for media leaders via the link below - and pls get in touch for more information. #audiencesunlocked #mediatrends

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Consumer sentiment is choppy globally, with central banks delaying interest rate cuts and recent inflation and GDP readings surprising in the wrong way (US, Australia). The UK is far from immune to what's happening across the world, and I've said before that the path to recovery has some significant barriers to overcome. UK consumer confidence has improved a little again, and consumers seem to think there is light at the end of the tunnel. It will be interesting to see if confidence in future finances translates to a positive impact on retail sales, and to what extent that may hold back any further declines in UK inflation... and central bank cuts. It feels like everyone has forgotten that the low interest rate environment post GFC was meant to be short term before getting back to historic averages. Now that we are back to the historic average, everyone is clamouring for cuts "back to the norm". Memories are short. We might find 4-5% is the norm for a while yet!

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🎮 I asked a gamer...The Xbox Mastercard issued by Barclays launched nationally this week after being made available to Xbox Insiders last September so they could "help shape the customer experience." A post on X (where Xbox has 23M followers) and a takeover of the Xbox website anchored the start of the national rollout 👇. The pre-launch with Xbox Insiders led to 4 NEW benefits: 1️⃣ Two 3-month trials for Game Pass Ultimate ($16.99 per month) to give to friends/family after spending $7K in 12 months 2️⃣ Upgrade to level 2 of Microsoft Rewards 3️⃣ 3 months of Spotify Premium 4️⃣ Access to Barclays Money Basics for financial education 💡This is what Mintel's gaming expert Brian Benway had to say about it: "The card is likely to attract college-age gamers, especially those already integrated into the Xbox or Microsoft ecosystem. The perk of being upgraded to Level 2 of Microsoft Rewards could be a significant draw. By making it the default card for recurring charges like Game Pass Ultimate and other digital purchases on Xbox, users can enhance their gaming experience—similar to how Amazon Prime members benefit from using an Amazon card. While its appeal might be limited outside the Xbox/Microsoft fan base, it stands out as an excellent option for enthusiasts." 🙏 💡💡No niche segment. 76% of adults (yes adults) are gamers according to Mintel. If you want something more narrowly defined, but still impressive, how about the rumored 34 million Game Pass subscribers who might be motivated to take the plunge and apply given the value outlined by Brian. Either way, it's a big opportunity for a relatively underserved segment. I expect a big marketing campaign to match. As always, we will be following along at Comperemedia.👊 Press announcement/full value prop in the comments. #newcardalert #innovation #gaming #marketing #socialmediamarketing #advertising

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This was a quick, clever response from a brand. Especially as a challenger in the category – capitalising at the right time, to their advantage. It’s all about context – the context of the fallout from Apple’s ad – and using that to shape expectations for their own brand, painting it as an empathetic alternative. #Marketing #Advertising #Challenger #Brand

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The 2024 Ipsos Equalities Index reort highlights a strong belief in the UK that the government should be primarily responsible for tackling inequality (66%). However, interesting generational and gender differences emerge. Gen Z men are less likely to support this view (63%) compared to Gen Z women (74%) and Baby Boomer men (75%). This raises questions about how different demographics perceive the role of government in creating a fairer society. #Equality #EqualitiesIndex #GenZ #Boomers #DiversityAndInclusion

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In the latest episode of the IAB UK podcast, Dave S. sits down with Sophia Haynes and James Chandler to talk about the IAB's newly launched Environmental Sustainability FAQs, it's rationale, and how we at GroupM UK are using them day-to-day. Listen here 🎧 https://lnkd.in/eTDyKXGD #GroupMUK #Sustainability

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'Proprietary Media' (or 'Principal) is a hot potato in our industry right now. A new report from the Association of National Advertisers is a great, in-depth guide to the pros and cons, with very good recommendations for advertisers. Here I go into the cons and cons and argue that it is bad for everyone and ultimately the Media Agencies themselves. I call it 'unprincipled' media. As the WFA meets in Toronto for Global Marketer Week the health of the advertising industry should be on the agenda. Advertisers may not be able to solve issues such as climate change, but they can take actions with a more immediate impact on the well-being of the people who service their needs through how they spend their money. The news piece contains the ANA report can be found here https://lnkd.in/geKeFjBX All comments welcome, as ever.

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Nick Manning has an excellent piece (https://lnkd.in/ebjX_YUF) in The Media Leader today on how agencies make money on what I always knew as broking and which today has been relabelled 'Principal-Based Media', presumably in the hope that that makes it alright...! There's a danger that Nick's points will be dismissed by many as the mechanics of media buying, the dark arts perfected by the few in order to squeeze a better deal for their clients by the agencies. As Nick shows it's nothing of the kind. And it's far more concerning than that. If you accept that the agency can act as a broker, or reseller of media space and time then you have to accept that the media agencies doing this are no longer objective in their recommendations; that their plans are not worth the paper they're written on; and that measuring the advertising's effect by channel is no longer possible. Trading media becomes just like trading a commodity. If you think that 'media' is more than a commodity defined by largely meaningless numbers on a spreadsheet, that instead 'media' is an integral component of advertising; and that creativity and craft matter, then you can join Nick and me (and an increasingly large group of supporters from all corners of the ad business) in the 'Advertising: Who Cares?' movement, and maybe join us at our event in September. Mail me on brian@bjanda.com or Nick on nick@encyclomedia.international for more details. Geraint Davies Julia Linehan

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Trust is advertising has improved albeit from a very low base. Although media remains at 26% and on par with government (which given the current state of UK politics certainly says something). Trust is the hardest to build and the easiest to loose. We talk about it a lot with the clients we work with as it's so essential for brands. Advertising quality remains a key driver "Chiefly, whether a consumer finds an ad enjoyable is most important to creating trust. Other main reasons cited for trusting ads include whether the ad provided useful information, whether there existed a clear value exchange for viewing the ad and whether it made some social contribution" On the other hand, bombardment remains the biggest challenge to it "The feeling that ads are not only seen too frequently but also get in the way of enjoying the content they are bought against. Additional distrust drivers include whether ads target vulnerable groups, issues related to data privacy and targeting, and advertising deemed “unhealthy” to people or the environment. So good to know things are improving, but essential with the rise of AI and automated creative that we keep the user experience of the consumer as a priority. Otherwise the small gains will evaporate in a flash. It's something we've been really leaning in on at DAIVID 🦩helping advertisers measure creative quality quickly and at scale so they can measure all of their content. For our media partners we are helping with best practice creative playbooks for new formats that get the UX right.

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Sometimes democratising insights involves a bit of ninja stealth mode. 🥷🏿 I’ve been on an undercover comms mission for the past few months, not-so-covertly sharing results from a huge strategic study we ran late last year. Because how can I not? 😮 SIX months of work 😮 3000+ respondents 😮 Global representation 😮 Across our key industry verticals 😮 Across all company sizes This study is a ✨🤌 goldmine 🤌✨ of robust quant data that can be cut and used by so many parts of the business from marketing to strategy to product to sales. It was a massive endeavour: complex in set up, recruitment criteria and fieldwork, tricky agency partnership… not to mention hours of deep analysis and collab with business stakeholders. The outputs are SOLID, supportive of our strategy, and also indicating huge opportunity spaces we must consider in our developments. Now that results have landed with initial stakeholders to inform their required outputs, my view is we NEED to do this study justice and get good mileage out of it… by sharing findings with other relevant teams. …. Problem is, not everyone agrees. ❌ “We want to control the narrative” ❌ “Don’t distract from our focus on business performance” ❌ “We don’t want this floating all over the place” All potentially valid points, but the danger is this super relevant and highly robust study then sits in a (virtual) drawer somewhere gathering (pixel) dust… 👾 until enough time passes that results are obsolete and unusable. 😳 …. So what does my not-so-covert stealth-mode insights activation mission entail? 🥷🏿 1. Aim big, but start small Made a detailed cascade plan including all target audiences, but started with just a few briefings to select senior leaders & teams 🥷🏿 2. Align to business priorities Addressed initial stakeholder concerns in my narrative during each briefing and in the “implications” section 🥷🏿 3. Fuel momentum by piquing interest Shared the Exec Summary in an Intranet article highlighting key findings — all messaging fully vetted by core stakeholders 🥷🏿 4. Create “snackable” digests Spent time sharing sections with relevant groups (ie credibility / positioning highlights to marketing folks) 🥷🏿 5. Build trust Over time we’ve shown we can align to a wider narrative and still cascade findings beyond the initial group. We’e now received the ‘go ahead’ to start working on a deep dive with one region. More will come. …. 🍄 And soon, though not expressly initially condoned… key messages have infiltrated and mushroomed their way into the hearts and minds of fellow colleagues. And a study that was in danger of sitting behind closed doors after just a few saw initial results, instead gains wider reach, traction… and action. Who knew “insights pro” also meant “part-time ninja”? Fellow #insights & #research pros: what ninja techniques do you use? PS - Learned my stealth skills from Meghna Nijhawan and my son, the best skeleton ninja I know 🥷🏿

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Interesting take on subscription vs advertisement revenue for publishers. "The trade-off is not as reductionist or mutually exclusive as advertising versus subscription revenue. Newspaper publishers have always relied on a mix of both: income would be collected both from the reader buying the physical product and through the advertising within it. The question is, instead, what proportion of each, alongside other revenue streams, should be the primary driver of revenue for any given publisher."

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It always amazes me how many brands - often led by their creative agencies - do not pretest their ads. The cost and time implications are tiny in the overall scheme of things and as we at Walnut Unlimited have seen many times, it can be the difference between the success and failure of a campaign. If you don't believe me ask Cristina de Balanzo, Ph.D. or Mark Ritson! #advertising #pretesting #neuroscience #behaviouralscience

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The latest expenditure report from the Advertising Association and WARC is finally out, and in store is exciting news for OOH! Despite broader challenges in the media marketplace, OOH saw strong year-on-year growth of 9.7% in 2023, with DOOH predominantly driving that growth at a 12.2% increase. Whereas other media such as TV saw a 8.9% decline, and national news brands saw a 6.3% decline in year-on-year ad spend. Total OOH ad expenditure in 2023 reached almost £1.3 billion, the highest it has been since COVID-19. 📈 Looking at quarterly changes, last year’s Q4 festive season saw OOH’s total ad expenditure rise to £396 million, the highest since Q4 2019. While total ad expenditure across all channels topped £9.7 billion in Q4 2023, DOOH led with 18.1% year-on-year quarterly growth. Important to note that when adjusting for inflation, the real annual growth rate of OOH expenditure stood at 2.3%, driven by DOOH’s growth at 4.8%. While the effect of COVID-19 on OOH advertising spend is now becoming a thing of the past, OOH has proved to be resilient in the high inflationary climate of 2023. Route Research Ltd. #ooh

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'Cookies are gone, but audio targeting is better than ever’ was our tag line at Adwanted UK Future of Audio & Entertainment 🔊 Head of Agency, Isobel Langley at GroupM UK, joined the stage with Ridhi Jogia Implementation Director at EssenceMediacom UK, to discuss geo targeting and the success it is driving for clients. Combining GroupM's single point of entry solution with EssenceMediacom’s geo-graph planning and activation tool is proving to be a winning combination, not only for digital audio, but across the full addressable eco system. #AudioTargeting #GeoTargeting #FOAE

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Take a look at our new Ipsos report looking at Generations. Gen Z is the first truly global generation, yet shaped by local nuances. While 54% of Brits recognise the term "Gen Z," awareness drops to 24% in China and only 8% in India. Understanding these cultural and historical differences is vital, as is recognising the diverse values and expectations within this generation. And "baby boomer" concepts may not resonate everywhere! Delve deeper into our 2024 Ipsos Generations report: https://lnkd.in/dbHsGm4V Registration to access the full report is FREE #Generations #GenZ #Insights #MarketResearch #Ipsos

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