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Profile
Join date: Dec 3, 2024
Bio
Jori van de Spijker is Global Head of Brand and Communication at DVJ Insights, leading the business globally in that domain. In his role, he works with global and local brands and provides senior consultancy in the field of brand, media and advertising. He has a great passion for research and topics such as digital transformation, consumer psychology, the role of new media in the media mix and innovation. Besides his work at DVJ Insights, Jori is a member of the Board of Advisors of SWOCC. In 2021, Jori was named Insights Professional of the Year by the MOA in the Netherlands.
Email address
jori.van.de.spijker@dvj-insights.com
Posts (16)
Nov 19, 2025 ∙ 3 min
Why Playing It Safe Is Riskier Than You Think
Through DVJ’s Brand Growth platform, we interview over 2,000 marketers across 12 markets in Europe and the US every year. These conversations offer a fascinating pulse check on the marketing mindset. Over the years, one theme has stood out: caution. We’re seeing more and more emphasis on immediate returns, tighter efficiency targets, and a steadfast belief in consistency above all else.
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Oct 7, 2025 ∙ 4 min
Size Matters (But it's Not the Whole Story)
It’s one of the least inspiring but most important truths in marketing: big brands have an unfair advantage. Not because they shout louder or spend recklessly, but because they’ve already built something smaller brands are still chasing: existing ad stock to fall back on . The pivotal work from Paul Dyson, amplified by Mark Ritson, already a similar case: brand size is the most important factor for campaign impact. In his meta-analyses across thousands of campaigns, he found brand size to be...
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Sep 15, 2025 ∙ 3 min
The Real Problem With Media Measurement: We’re Still Using The Wrong KPIs
Marketers have always craved one thing from their media investments: effectiveness. Are we getting results? Are we driving brand growth? And, most frustrating of all, are we spending too much, or not enough? Yet despite this obsession, most marketers are still steering their media using outdated KPIs. GRPs and spend are the go-to metrics, but here’s the thing: they don’t tell us what we actually need to know .
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Aug 18, 2025 ∙ 10 min
How Does Online Video-Based Advertising Perform in Reaching Millenials and Gen Z?
Research study on attention and brand recall for social reel, social feed and pre-roll advertising Nowadays, many brand managers will admit that one of their biggest challenges is determining how to effectively reach the youngest members of their target audience – i.e., "Millennial" or "Gen-Z" consumers – through advertising campaigns. According to a recent report by the World Advertising Research Center, consumers that fall within one of these demographic groups typically spend the vast...
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Jul 4, 2025 ∙ 3 min
AI vs Humans: Who Makes Better Ads?
Advertising has always been an industry driven by human creativity. But anyone paying attention to the marketing landscape recently has seen a major shift: artificial intelligence is rapidly transforming the way we approach creative work. At Cannes Lions, the industry-wide conversation was clear: AI isn't just the latest buzz, but a transformative force reshaping the advertising process. And with tech companies such as Google, Meta and TikTok having increasing presence at the event, the...
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Jun 16, 2025 ∙ 4 min
This Looks Familiar
When Advertising Consistency Kills Curiosity Distinctive Brand Assets (DBAs) have become the go-to tactic for many marketers. And rightly so. The theory is sound: use consistent, recognisable cues like colours, logos, sounds and characters to help people quickly identify your brand in a cluttered media world. The Ehrenberg-Bass Institute has made a strong case, and brands have listened. Recognition drives recall, and recall is a prerequisite for effectiveness.
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May 26, 2025 ∙ 3 min
Balancing for Breakthrough: Finding the Right Media Mix to Cut Through the Clutter
When Adidas moved all their media spend to digital in an effort to become “digital first,” it seemed like the obvious move. Consumers were flocking to online platforms, traditional media was supposedly dying, and everyone was preaching digital transformation. But a few years later, Adidas quietly reversed that decision. Why? Because it didn’t work. Their brand salience suffered, and their business results showed it. The campaign didn’t break through the clutter the way they had hoped. And...
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Apr 21, 2025 ∙ 5 min
The untapped potential of tag-ons: what every advertiser should know
In today’s media landscape, attention is fleeting and memory is selective. With every second of airtime, brands fight not only to be...
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Mar 5, 2025 ∙ 5 min
Unlocking the secrets of OOH advertising: how smart content and use of context enable optimal impact
Out-of-home (OOH) advertising has long been a powerful tool for brands looking to make an impact in the real world. Despite its relatively small share of total ad spend (around 4.5%), OOH remains a unique and valuable medium, offering mass reach and repeated exposure. But what truly makes an OOH campaign effective? The answer lies not just in strong creative execution but also in the context in which an ad is placed.
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Feb 18, 2025 ∙ 3 min
Global or Local?
Why Marketers get Cross-Country Advertising Wrong Marketers Love the Idea of a Global Campaign—Consumer, Not so Much Every global marketer dreams of the ultimate efficiency play: one campaign, one message, one world. It sounds great in theory, but in practice? It rarely works as intended. We want scale, but we also want impact—and that’s where the tension lies. New research from DVJ Insights suggests that while global consistency has its place, ads that truly resonate across markets share two...
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Dec 2, 2024 ∙ 4 min
Consistency and Distinctiveness: The Balancing Act of Great Advertising
As a market researcher, I’ve had the privilege of testing hundreds of ads before their campaigns go live. One of the recurring challenges...
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Sep 30, 2024 ∙ 3 min
The vanity of long video ads in a 1.8-second world
It’s no secret that people on social platforms are not there for the ads. So why are we still making long ones? Marketers know better—at...
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Sep 11, 2024 ∙ 4 min
Leveraging AI in pre-testing: Using predictive AI for enhanced ad testing
In today’s dynamic advertising landscape, companies are constantly seeking innovative ways to improve their ad testing processes. At DVJ Insights, pre-testing is one of our core competencies and our ad-testing solution has consistently delivered valuable insights. Using a combination of measuring consumer viewing behaviour and our MassQual techniques, we have helped hundreds of advertisers to make more impactful advertising. However, our endless pursuit of making research better every day led...
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Sep 4, 2024 ∙ 3 min
Beyond the basics: Why do top marketers never stop learning?
One of the most fascinating aspects of my work is that I get the opportunity to speak with a wide range of advertisers, giving me a...
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Jul 15, 2024 ∙ 3 min
AI in market research: Evolution or revolution?
In today’s market research landscape, attending a conference without encountering a presentation on AI is akin to embarking on a quest...
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Jun 20, 2024 ∙ 3 min
The real danger of wear-out: Stopping too early
“Is our commercial experiencing wear-out?” is a question I come across often. The threat of wear-out is something that concerns...
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