Latest insights from the industry

April 25, 2023

Blink and You Miss It: Why Attention is the Key to Successful Advertising

Struggling to make your advertising campaigns effective? Struggle no more. Discover the key factors to consider to create long-lasting memory effects for your brand, and learn about the Advertising Value Chain and how we can use it to measure attention across the full advertising spectrum.

February 24, 2023

2022: Year in Review - Odyssey

We know you all are pondering the burning questions: what really happened at Odyssey during 2022 again? And what will they bring us 2023? Well, dear friends, ponder no more. We got you covered. Follow along as we look back at what has been and take a glimpse at what is yet to come.

December 16, 2022

Media Buying – Marketers vs Accountants

Maximizing the effects of your advertising means maximizing the effect of your media buys. You want to reach as many as possible as strongly as possible as often as needed. But your media budget isn't infinite. So when trying to optimise your buys, are you thinking like a marketer or an accountant?

November 16, 2022

What Is Brand Tracking and Why Does Your Company Need It?

A brand is nothing without its customers. So, if you want to get better insight into your brand's performance you must first know what your customers think about you. Here we uncover the possibilities with Brand Tracking and explain how it works.

October 21, 2022

Media Evaluation - A Battle of Universes

Marketers suck at comparing media options. Harsh, but true. So how do we get better? How do we better evaluate which media is best for advertising? A good start is to compare apples with apples by dividing media into three different universes.

October 20, 2022

Why Brand Positioning is Crucial for Building Brand Equity

How do we build brand equity, is a great question that every business need to ask themselves. But an even greater question is to ask yourself how are we different? Because, (hint, hint) without great brand positioning, no brand equity.

September 28, 2022

What Is Martech and Why Is Marketing Technology Important?

Everybody loves to talk about Martech. But what does it mean? Why is it important? And what is a Martech stack? In light of our Martech Report we want to straighten the facts, so everyone is on the same page when it comes to Marketing Technology.

September 14, 2022

Measuring Advertising Effectiveness

What decides if an ad is good? To understand this we must first know how to measure advertising effectiveness correctly. In this article we provide you with the fundamental metrics to evaluate your ads in terms of both effectiveness and efficiency.

September 5, 2022

Why the Energy Issue May Decide the Election | Brand Tracking Insights

How should we solve the energy crisis, and who is responsible? With Brand Tracking we peek into the minds of Swedish energy consumers and understand what the public really think about the energy issue and why they are so divided.

July 7, 2022

Advertising effectiveness - It ain’t what you do, it’s the way that you do it

It appears that Fun Boy Three and Bananarama has something to teach us about advertising effectiveness. If we listen closely to their hit that dates back to the golden 80's, fundamental clues on how to measure advertising emerges.

June 23, 2022

Impressions and marketing metrics - The WYSIWYG of media

There is a lot to learn from the software development acronym WYSIWYG, What You See Is What You Get. When applying it to marketing and the media landscape new insights, fundamental to marketing success, arise.

June 21, 2022

Understanding the brand dynamics in the energy sector

By putting the brands of Sweden's energy sector under the microscope, we discover new customer segments, understand the relationship between market investments and brand equity and look into the future of the energy market.

June 13, 2022

Understanding the charity sector through brand tracking - a case study

The donating quota is far from full. Using our Brandtacker we reveal that there are still plenty of potential charity donors out there, and provide charities with insights for how to better reach them.