We’re in danger of repeating past mistakes when it comes to native ads, writes Martin Ash, senior consultant at FreshMinds.
Martin Ash
Before joining Millward Brown, Martin worked for Dynamic Logic where he worked extensively with leading media agencies and publishers to measure the effectiveness of their digital campaigns across online, mobile and social media. On joining Millward Brown’s Media and Digital Practice, Martin worked with brands and agencies to understand and assess the brand impact of their digital and multimedia activity, including leading the regional, cross-media measurement programme for Google. Nowadays Martin is found designing extensive research programmes locally, regionally and globally for Millward Brown’s largest clients where his focus remains on ensuring robust and innovative measurement approaches deliver clear guidance on media and channel optimisation.
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Despite all the talk of engaging multi-screening consumers, the biggest marketing opportunity is targeting those that use different screens at different times exclusively, says Millward Brown’s Martin Ash.
Despite all the talk of engaging multi-screening consumers, the biggest marketing opportunity is targeting those that use different screens at different times exclusively, says Millward Brown’s Martin Ash.
Martin Ash, research director for Millward Brown, examines how marketers can strategically incorporate digital touch-points into their multimedia campaign planning.