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Targeting Millennials Using Music Streaming Apps
With the significant improvement in infrastructure and mobile technology proliferation, digital entertainment is increasingly popular in Asia Pacific. And as the average cost of data plans comes down while the respect for the need to pay for music content gradually heightens, demand for digital music entertainment in the region grows.
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民生消費品品牌如何影響千禧世代？
討論熱度極高的千禧世代是現今許多品牌的目標族群。
但，不同產業中的任何品牌都能用相同的方式對千禧世代產生一樣的影響力嗎？
還是說，對於特定產業中的品牌來說，他們需要調整對應的策略？試問民生消費品牌是否能夠使用與數位品牌一樣的方式對千禧世代造成一樣的影響力？
若答案是否定的，那麼所有民生消費品牌都需要問同樣的一個問題：我們該怎麼做？
The often-discussed Millennial generation is now a key target for many brands around the world, and in Taiwan.
But, can Millennials be equally in flounced by any brand from any categories in the same way?
Or do brands in certain categories need to adapt their strategy, such as can consumer brands truly influence Millennials in the same way and to the same extent as digital brands?
If no, then the key question that all consumer brands should be asking is ‘what do we need to do?’
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超越突破：五個關於能被主動搜尋及分享的廣告的秘密
要如何創造出具有突破性並且真正能吸引觀眾注意力的廣告呢？Ipsos Connect總裁Peter Minnium探討了幾個人們喜聞樂見並且願意分享給朋友的廣告的幾個關鍵特徵。How do you create ads that break through and truly grab viewers’ attention? Columnist Peter Minnium discusses the key characteristics of ads that people are excited to see and share with their friends.
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精準行銷還是大眾行銷？—觸及率及精準度的平衡
如何才能讓廣告觸及率和精準度達到最佳平衡？有些行銷人員很依賴網路媒體精確選擇目標市場（Micro-Targeting）的能力。有些行銷人員則認為應該盡可能地接觸到更廣大的目標市場。那麼，對於你的品牌而言，應該如何取得兩者之間最正確的平衡呢？答案或許有點令人沮喪：「視情況而定」。
What is the best way to get the right amount of reach but also the right precision? Some marketers are seduced by the promise of micro-targeted precision through digital media spend. Others go broad and target everyone. What is the right balance for your brand? Frustrating though it may be – the answer is “it depends”.
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對於廣告的情感、關注與記憶 — 章節1/2
我們都知道，一個能夠搧動情緒的故事比較容易被記住，而這些故事也常常能夠影響我們的行為，因此，以情感為基礎的廣告通常比較能達到廣告效果。不過，一個真正有效的廣告，需要的不只是一個好的故事。
We have always known that stories with the ability to stir our emotions get remembered. They also have the capacity to influence our behaviour. So emotion-based advertising can be highly effective, but to be truly effective it needs to be more than just a good story.
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銀行業的數位創新：讓專業的來吧！
銀行業者中的高階人員都深知，將資金投入內部創新的風險，是不太符合公司財政邏輯的，因此，最好的解決方法就是：將創新外包給專業。
Ipsos insight: Banking executives know their business best, and they say it doesn’t make solid financial sense to pour dollars into risky innovation in-house. The best solution: outsource it. -
了解消費者如何選擇品牌以推動品牌成長--章節1/2
當品牌變得突出之後，它在消費者有限的心理網路中，就成功地佔下了一席之地，而下一步就是成為首選，也就是與其它品牌相比，消費者進行選擇時，品牌必須具有最高的感知價值。而BVC模型可以讓我們了解消費者的心理網路，幫助品牌挖掘出變得與眾不同的機會。
BVC will help you understand where lack of saliency is the key challenge for your brand. Exploration of the mental networks around the category will help you identify opportunities for your brand to become more distinctive.
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數位廣告的不當誘因
衡量指標的選擇非常重要，它決定了我們將要如何實現目標，錯誤的衡量指標可能會導致與預期相反的結果，這種現象稱為不當誘因。
Choosing the wrong metrics can lead to the opposite of the intended outcome — a phenomenon known as “perverse incentives.” -
Online Video Adverts : The Influence of Context in Taiwan
Online video growth has been hugely dramatic in the last few years, rising from US$ 16b in 2015 to an estimated US$ 24b in 2017. Because of this strong growth, it has been a hot topic of discussion amongst brand marketers in Taiwan, even though there seems to be a lack of deep understanding of how to truly optimise this growing touchpoint.
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Bank 3.0：台灣數位金融戰場
消費者越來越依賴網路，且比起前往實體銀行的交通與等待時間，數位網路似乎有效率多了，銀行服務的數位行動化看來是勢在必行，那是什麼原因讓這個趨勢在台灣走不快呢？
As more and more consumers are relying on Internet, the development of digital network should be able to save people a great amount of time waiting in banks with number tickets crumbled in their hand. Financial service digitalizing seems much more efficient and imperative, so what is retarding the pace of the development in Taiwan?