Mike Fantis

London

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Articles

Here we go again… finding the right agency model for 2025

Jan 17, 2025 | performancemarketingworld.com | Mike Fantis

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How to… align personalisation to location

Nov 25, 2024 | performancemarketingworld.com | Mike Fantis

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IPA’s Bellwether should be viewed in context

Oct 23, 2024 | mediacatmagazine.co.uk | Tom Carter |Mike Fantis |Victoria Gerstman |Nick Mason

I think it’s fair to say we’re due some good news. After months of political change, global unrest, depressing domestic headlines and, to top it off, interminable rain, it’d be nice if we could at least be distracted by industry-wide positivity while at work. Sadly, last week’s IPA Bellwether failed to deliver on that score. After 14 quarters of consecutive growth, it has been forecasted that Q3 will be flat. Not down, which I grant would be worse, but hardly an excuse to celebrate.
Small business, big picture: What ITV’s gen-AI play tells us about thinking local

Oct 3, 2024 | uk.themedialeader.com | Mike Fantis

OpinionFor small businesses, AI opens the door to omnichannel strategies that incorporate TV and the prospect of using machine learning to develop media plans for regional audiences. This could reshape media mix modelling by making location a central pillar. I’m sure it raised a few concerned eyebrows at creative agencies, but ITV’s recent push to create TV ads using generative AI for smaller, local brands points to a new era in advertising.
VIOOH launches intelligent prOOH planning enhancements

Sep 3, 2024 | mediacatmagazine.co.uk | Kevin Liang |Mike Fantis |Helen Miall

The global digital out of home (DOOH) supply-side platform VIOOH has unveiled new audience-based visual planning enhancements for media owners. The VIOOH Trading Manager platform will provide media owners with map-based planning capabilities that feature interactive campaign visualisations showing real-time data. According to a press release, prDOOH global spend is expected to increase by 32% over the next year and briefs are becoming increasingly more complex.
The key to winning the summer of sport – and beyond

Jul 10, 2024 | morningadvertiser.co.uk | Mike Fantis

There’s an opportunity to build on 2024’s unprecedented summer of sport, especially given the Premiership kicks off again soon, but competition will be fierce. So, what will give you the competitive edge? I appreciate that the words ‘online reputation management strategy’ aren’t going to set pulses racing.
MMMake it happen: Let’s make measurement work better for agencies, as well as clients

May 9, 2024 | performancemarketingworld.com | Mike Fantis

Mike Fantis, Managing Partner at DAC Group, unpacks why the eventual demise of third party cookies is not worth crying over. A lot of discussion at March’s PMW Unlocked event centred around the demise of third-party cookies and its impact on measurement. Some marketers were riddled with fear at the prospect of their attribution models no longer working, but I for one will not be mourning their demise.
Q&A: London’s newest 3D DOOH provides a diverse audience for brands

Apr 18, 2024 | mediacatmagazine.co.uk | Mike Fantis |Laurie Lumley |Helen Miall |James Lane

Earlier this month, Luxury British fashion retailer FLANNELS launched London’s newest 3D DOOH destination on Oxford Circus in partnership with immersive experience studio Pixel Artworks and official media partner London Lites. The multidimensional platform on Oxford Street is the first of its kind for brands, providing exposure to half a million consumers daily on Europe’s busiest high street.
Why won’t advertisers listen? Brands getting digital radio wrong

Feb 26, 2024 | mediacatmagazine.co.uk | Mike Fantis |Helen Miall |Rob Blake |Mazen Hussain

Ad revenues may be soaring, but a quick flick through the stations quickly reveals that advertisers could still be doing much more. Given the targeting options offered by the proliferation of digital radio services serving specific audiences, digital and online radio should be at the vanguard of brand-to-local omni-channel strategies. After all, there really is something for everyone on DAB radio, with stations catering to pretty much any music you can think of, by genre or decade.
Why the Yellow Pages is the marketing playbook you need for 2024

Feb 19, 2024 | performancemarketingworld.com | Mike Fantis

Mike Fantis, VP, managing partner at DAC, argues that the digital marketing industry has fallen into bad habits and expects customers to put in the leg work to get what they want, which can mean trawling through web content, community forums, or running the gauntlet of chatbots. I must have missed the digital marketing conference where we, as a sector, decided customers had it too easy?