David Brennan

I have worked in media research, marketing, strategy and development for more than thirty years, mainly in TV but also with stints in press, digital and radio. I have worked as a senior executive with ITV, Flextech TV (now Virgin Media), The Seven Network (Australia), Associated Newspapers and Thinkbox, before setting up Media Native in September 2011. I have been published extensively and have spoken at many major international conferences.

JUST HOW EFFECTIVE ARE EFFECTIVENESS STUDIES?

 

 Another week, another effectiveness study. This time it is radio’s turn to tell us it is one of the most effective pound-for-pound media channels in terms of delivering ROI. The study – ‘The ROI Multiplier’ –  shows strong, consistent returns across a large number of campaigns for most media channels – but especially radio – and provides further insight via Radio Gauge to identify ways advertisers can improve their ROI (the main one seems to be ‘invest 20% of your budgets in radio’). It has led me to pose the question, though; just how effective are these kinds of effectiveness study? Read more on JUST HOW EFFECTIVE ARE EFFECTIVENESS STUDIES?…

Read more on JUST HOW EFFECTIVE ARE EFFECTIVENESS STUDIES?…

YouTube’s Journey from Time-filler to Destination

Once upon a time, YouTube was considered a time-filler by many of its users, achieving a small fraction of the dwell times that TV channels could attract. All that appears to be changing… Read more on YouTube’s Journey from Time-filler to Destination…

Read more on YouTube’s Journey from Time-filler to Destination…

The Benefits of Fragmentation

I know media fragmentation is an ancient topic by now but a couple of things have happened in the last few weeks that have shed new light on the benefits of fragmentation for me.

When the fragmentation apocalypse was first predicted it was always assumed to be ‘a bad thing’. The ability to reach millions of people simultaneously would be severely curtailed and the power of media channels to influence mass culture was considered to be over.

Read more on The Benefits of Fragmentation…

The power of touch for media touchpoints

Words are powerful things. The mere act of learning a new one can send you down some fascinating lines of enquiry, about the very nature of our different media experiences. Read more on The power of touch for media touchpoints…

ALGORITHM AND BLUES

I have been talking and writing a lot lately about the limitations of ‘big data’ (the ‘ ‘ denotes irony, but I can’t bring myself to add the capital B and D), so it’s good to see a reasonable dose of scepticism handed out from the likes of Emanuel Derman (‘Models Behaving Badly’) and Eli Pariser (‘The Filter Bubble)’; and David Brooks’ recent NY Times column on what big data can’t do is particularly worth a mention. Read more on ALGORITHM AND BLUES…

The Stop-Start Journey Between TV and Online

When the presents are put away and the Christmas tree begins to shed its needles, most people enjoy the restful period before work starts up again with the occasional snooze in front of the telly. I tried to do the same, but as soon as the ad breaks kicked in, my work mind began to ask awkward questions. Such as ‘how many ads have a call to action these days?’ and ‘where do they take you if you respond?’ Read more on The Stop-Start Journey Between TV and Online…

Tip-toeing Towards A Multi-Screen Future

I was asked to chair a session at the excellent Future of TV Advertising Forum earlier this week. It was held at the Kensington Roof Gardens, scene of quite a few debauched nights out in the early 1990s, and it was strange to be there when sober, but hugely enjoyable nonetheless. Read more on Tip-toeing Towards A Multi-Screen Future…

TALKING IN TEHRAN

Since I formed my consultancy just over a year ago, I have been to some strange and esoteric places. My overseas travels took me to Tehran last week, where I presented at the 4th World Advertising & Branding Forum. (When I mentioned to my host that it was a world event attended only by Iranians, he replied “well, the Americans call their baseball championships the World Series, so why not?”) Read more on TALKING IN TEHRAN…

Read more on TALKING IN TEHRAN…

How Did It Feel For You?

“People will forget what you said…

They will forget what you did…

But people will never forget how you made them feel” Read more on How Did It Feel For You?…

Read more on How Did It Feel For You?…

BACK FROM THE PLANET IBC

I’m currently sitting in Amsterdam’s Schiphol Airport, waiting for my flight back to London after a couple of fun days at the IBC Conference, mixing with the tech community. I’ve only ever attended IBC twice before – across twelve or so years – but it never ceases to amaze me by its scale (at least twelve exhibition halls and over fifty thousand attendees) and also its consistency in constantly claiming the death of everything in the wake of the great god Digital. It was only last year that one of IBC’s keynote speakers – ex Channel 4 Chairman Luke Johnson – was predicting the imminent demise of broadcast television. Read more on BACK FROM THE PLANET IBC…