How the Streaming Experience is Evolving for Viewers and Marketers
Future Proof
by Kantar & Saïd Business School, Oxford University
2d ago
TV and video streaming are two of the most effective ways to reach audiences and predispose more people. According to Kantar Media Reactions, consumers find advertising on TV and TV streaming fun and entertaining and that TV sponsorships have better quality experiences. Marketers too are planning on investing more in CTV advertising experience.    And yet, despite this interest, Kantar found that in Q3’24, only 16% of video streamers are happy with the relevance of ads shown to them.   Nicole Jones, Kantar’s Chief Media Commercial Lead and Anna Miller, Head of Ad Measurement and ..read more
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What are Kantar’s key Marketing Trends for 2025?
Future Proof
by Kantar & Saïd Business School, Oxford University
6d ago
In this episode of Future Proof, Jane Ostler talks with fellow Kantar experts Duncan Southgate and Gonca Bubani to discuss their latest report, Marketing Trends 2025. They explore the shift towards total video, the evolving social media landscape, and the rapid growth of retail media networks. The conversation highlights the importance of sustainability in marketing strategies and the transformative potential of generative AI in creative development. The experts provide insights into how marketers can stay ahead of the curve and future-proof their strategies for 2025 and beyond. The discussio ..read more
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This Year Next Year: What’s going on in Advertising and Media?
Future Proof
by Kantar & Saïd Business School, Oxford University
3w ago
The advertising industry is experiencing a rapid transformation driven by AI advancements and an ongoing shift towards digital channels. This evolution is accompanied by increased scrutiny and regulation, creating a complex environment for marketers. These are the key findings of the latest "This Year Next Year" report, recently published by GroupM.   In this episode of Kantar's Future Proof, host Jane Ostler engages in a compelling conversation with Kate Scott-Dawkins, Global President of Business Intelligence at GroupM, and author of the report. They discuss the key trends highlighted i ..read more
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Brand Strategy Unpacked: Unearthing the essence of Eurovision
Future Proof
by Kantar & Saïd Business School, Oxford University
1M ago
Having a clear brand positioning is key to creating brand consistency and connection across time and touchpoints. The Eurovision song contest is hosted by a new country with a new campaign each year so creating brand clarity is especially key.   In this episode, Lina Moussaoui, Brand Manager for the Eurovision Song Contest at the European Broadcasting Union and Marise Pronk, Senior Account Manager at Kantar talk to Lindsay Gorton-Lee, Brand Strategy Consultant at Kantar about how they unearthed the essence of the brand and created a clear framework to connect and inspire al ..read more
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Brand Strategy Unpacked: Connecting via Collabs and Culture with Malibu
Future Proof
by Kantar & Saïd Business School, Oxford University
1M ago
Brand collaborations are a powerful marketing lever to unlock growth whether your strategic goals are to drive Meaningful Difference, Predispose More People, Find New Space or Be More Present. No wonder 1 in 4 marketers cite collabs as an important tactic in the 2024 Language of Effectiveness report by Marketing Week and Kantar. Lindsay Gorton-Lee, Brand Strategy Consultant at Kantar and Becky Ingram, Client Partner at Kantar chat to Gui Pasculli, Head of Culture & Partnership for Malibu at Pernod Ricard. They unpack how brand collabs are helping Malibu to connect to ..read more
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The secrets behind innovative strategies and partnerships at Iceland
Future Proof
by Kantar & Saïd Business School, Oxford University
2M ago
In this episode of Kantar's Future Proof podcast, Dr Nicki Morley, Head of Behavioural Science and Innovation at Kantar, interviews Oliver Gilding, Head of Innovation and Licensing at Iceland, to discuss their approach to innovation through unique product development and strategic partnerships.   Oliver shares insights on the importance of being bold and tenacious in innovation and how Kantar's Concept AI tool has allowed them to make informed decisions in a crowded marketplace and stay ahead in the competitive retail market. Hosted on Acast. See acast.com/privacy for more information ..read more
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Unlocking Innovation: Insights from Unilever’s Philippa Tilley
Future Proof
by Kantar & Saïd Business School, Oxford University
2M ago
In this Future Proof podcast, Dr Nicki Morley, Head of Behavioural Science and Innovation at Kantar, speaks to Philippa Tilley, the Global Head of Radiant Brands at Unilever. Philippa provides an in-depth look at how Unilever fosters meaningful innovation, integrates sustainability with superior product performance and utilises AI - all whilst emphasising the importance of curiosity and conviction when bringing innovative ideas to life. Listen for valuable advice for innovators and an enlightening discussion on navigating the dynamic marketing landscape.  Hosted on Acast. See acas ..read more
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Brand Strategy Unpacked: Creating collabs for growth with Iceland and Myprotein
Future Proof
by Kantar & Saïd Business School, Oxford University
2M ago
Brand collaborations are a powerful marketing lever to unlock growth whether your strategic goals are to drive Meaningful Difference, Predispose More People, Find New Space or Be More Present.  No wonder they are in the top 3 most important tactics mentioned by marketers in the 2024 Language of Effectiveness report by Marketing Week and Kantar. Lindsay Gorton-Lee, Brand Strategy Consultant at Kantar unpacks both the strategic intent and phenomenal impact of brand collaborations with Oliver Gilding, Head of Innovation & Licensing at Iceland and Brett Hamer, Product Director ..read more
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Navigating the future of digital advertising with Meta's Richard Lloyd
Future Proof
by Kantar & Saïd Business School, Oxford University
2M ago
In this episode of Future Proof, recorded at Cannes Lions week, Jane Ostler, Global EVP Thought Leadership at Kantar, sits down with Richard Lloyd, Meta’s Director of Marketing Science, Global Clients and Agencies. They discuss the evolving landscape of digital media, the rise of online video, and the critical importance of attention in advertising. Richard shares insights on how brands can stand out in a crowded market, the role of AI in media planning, and the future of attention measurement.  Richard also discusses the significance of human connection in digital advertising, emphasisi ..read more
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Why do brands need to Be More Present?
Future Proof
by Kantar & Saïd Business School, Oxford University
2M ago
Jane Ostler talks to Kantar’s Paul Murphy about the second Growth Accelerator of the Blueprint for Brand Growth, Be More Present, focusing on optimising marketing investments across product range, distribution, pricing, and promotions. Paul Murphy highlights Nike’s strategy of balancing digital and physical retail presence to meet diverse consumer needs. The importance of omnichannel presence is emphasised, with examples like Harry’s, a men’s razor company, expanding from online subscriptions to physical retail partnerships. They also discuss the significance of range in attracting different ..read more
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