BITE-SIZE POVS

BITE-SIZE POVS

The future's bright, the
future's addressable

March 2021

When it comes to attribution and measurement, we need to think about this on the level of identity and therefore, a connected Adtech infrastructure is crucial to understanding customer journeys as well as putting in place tracking across all touchpoints and being able to see the impact in real-time. Analytics and attribution will become quicker, more robust and machine driven.

2021 a year of opportunity

March 2021

As we look ahead to 2021, there is a chance to reset and consider the new opportunities that lie ahead for marketing communications and the goals we can set to make this a reality – even with the hangover of Covid-19 still very much top of mind.

Deals flow where
audiences go

March 2021

While the normality of 2019 seems a distant memory for so many facets of our lives, the gears of global banking and finance have seemingly kept turning unabated. While we are very much in the midst of the coronavirus pandemic, the global economic system has been encouraged to keep moving by extraordinary interventions in every major economy worldwide.

After the census - an
opportunity to refresh our
audience understanding

March 2021

Across the world censuses provide governments, businesses and charities with the information to help them direct their services to the people who need and want them.

Partners in innovation,
people and machines

March 2021

At m/SIX we understand that innovation is in response to these tidal shifts in consumer behaviours that we’ve seen in recent years (across all industries from finance to automotive) . These shifts have only accelerated given Covid-19 and we know that business transformation has renewed impetus, seeing maturity of three-years growth in the last six months.

Tackling the cookie monster
our ethical approach to data
driven planning

March 2021

The majority of digital media investment is powered by some form of identity - most prominently based on device IDs and browser cookies. These are then made valuable by the data attached to them. On publisher and advertiser sites, identity enables things like personalisation and authentication for purchases.

What is art in the age of AI

March 2021

There’s a thought experiment about forgeries, where you imagine that you fall in love with a painting — it elicits a powerful emotional response in you, you love the finish, the craft, by also the overall effect of it. You later discover it was a masterful forgery. Is your enjoyment of the painting diminished? Is it less aesthetically pleasing? Would you still want to hang it on your wall? Why/why not? (And would you rather have never found out?)

Be an attention pirate -
sail the 7Cs

March 2021

We can make advertising that is a fit guest for any ‘room’ our audience is in by paying close attention to what our audience is looking for and delivering it to them.
Viewed in this manner, the proliferation of digital platforms is not a challenge, but an opportunity to reach our audience in the most suitable, entertaining and relevant way possible.

m/SIX launches The Collective

March 2021

Before Covid-19, the issues surrounding diversity and inclusion were arguably hazy to society at large, the pandemic – whilst devastating – has played a pivotal role in bringing these issues into clear focus. In a time where our usual pace of life has been drastically altered, the arrest and subsequent killing of George Floyd worked as a powerful catalyst to usher in change. This tragic loss of life has propelled us to seize this moment to forge a new commitment to equality.

Digital display and video – giving
credit where credit’s due

March 2021

As the media landscape evolves, it’s important that we keep abreast of how different channels are changing. In our latest POV, m/SIX considers why digital display suffers unjustly at the hands of last-touch attribution. When display is measured using first touch or econometrics, it can be a strong channel for marketers.

OK boomer

March 2021

There's no question that the effects of lockdown are felt by everyone, but one particular group where these changes have had a truly seismic impact is young teenagers. Rewinding to the beginning of the pandemic, there was a lot of talk about a 'new normal' since then, people seem to have accepted that for many, the 'new normal' will actually just be 'normal'.