Samantha Merlivat

Analyst

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Digital Advertising And Marketing Under The GDPR: A Question Of How, Not If

Samantha Merlivat December 6, 2017

The May 25th deadline announces a period great reckoning for data-driven marketing in Europe. The question marketers ask me most often is “Can we continue to do this…” or in other words, will this type of activity be allowed under the GDPR? But often, with this Regulation, the question is not whether you can or […]

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The European DMP Landscape: Niche And Local Platforms Offer Competitive Solutions For European Marketers

Samantha Merlivat October 26, 2017

Data management platforms have been a focal point of discussion this year. Most advertisers I speak to are either deploying or considering the deployment of a DMP to complete their technology stack. Often, their objectives go well beyond media buying. And while most invite US platforms like Adobe, Salesforce and Oracle to RFPs – all […]

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VR & Marketing: Beyond The Hype

Samantha Merlivat February 8, 2017

Much has been said about Virtual Reality in 2016 after a number of companies, like HTC, Sony and Facebook, promised to bring their headset to market in the course of the year. Since then, VR has been on everybody’s lips. VR content creation platforms are mushrooming, VR ad exchanges are starting to appear and agencies […]

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Blind Pursuit Of Engagement Is Hurting Marketers

Samantha Merlivat January 26, 2017

Intuitively, it makes sense that if a consumer engages with a brand’s ad or marketing message, this should count as a positive outcome. Yet, we’ve spoken to a number of marketers and measurement companies that found that optimizing for engagement ultimately did not help them drive positive business outcomes – instead leading them to waste […]

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European consumers may be active on social networks – but does that mean they use social in their path to purchase?

Samantha Merlivat January 5, 2017

To understand how open customers are to receiving messages from brands in social media, the question has to shift from “How social are our customers?” to “How social are our customers in their path to purchase?”    Given the amount of time consumers spend on social networks, marketers intuitively know they need to be present […]

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Programmatic TV and Data-Driven TV Planning: Untangling Facts From Fiction

Samantha Merlivat September 8, 2016

The explosion of TV channels, on-demand content and OTT services continues to erode audiences. On the whole, Forrester’s Technographic data shows that consumers in EU5 countries (UK, FR, DE, IT, SP) watch on average as much TV in 2016 as they did in 2014. But the split is shifting in favor of online TV, in […]

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Online Display And Social Media Advertising Will Account For Nearly A Quarter Of Total European Advertising Revenue By 2020

Samantha Merlivat December 10, 2015

Combined, online display and social media advertising spend will double between 2015 and 2020, growing from €14.4 billion to €28.7 billion.   Among the factors driving growth, the combination of mobile and premium video advertising will drive an upsurge in demand for both online display and social advertising. Advertisers will increase their investments in video […]

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