WPP's Millward Brown and Ogilvy & Mather released a syndicated tool for understanding a brand's value across racial or ethnic segments. The Brand Cross-Cultural Index (BCCI) is a brand equity database, assesses and ranks brands based on their appeal to non-Hispanic White, Hispanic, Black and Asian consumers.
According to Radio INK, that's what some lawmakers seem to be thinking in a letter written to new FCC Chairman Thomas Wheeler from the Committee on Energy and Commerce. The opening paragraph highlights the importance of the commission's removal of the Fairness Doctrine, calling it an intrusion into free speech. That's followed up by a call to stop "this most recent attempt to engage the FCC as the news police." What has lawmakers all twisted up is the commission's November Public Notice announcing a field test for the research design of a multi-market study of critical information needs. The committee letter states, "The proposed design for the CIN study shows a startling disregard for not only the bedrock constitutional principles that prevent government intrusion into the press and other news media, but also for the lessons learned by the Commission's experience with the Fairness Doctrine."
Are millennials online video viewing habits substantially different than those of older viewers? Data from a November 2013 survey of online adults in the US conducted by YuMe and IPG Media Lab seems to indicate the answer is “yes.”
Yahoo! Inc. presents “Year in Review 2013”, a retrospective look at 2013 that highlights the interests of millions of Yahoo users; while presenting the most relevant stories, favorite topics and personalities of the year.
Hispanics may be driving population growth in the U.S. -- but when it comes to appearing on the silver screen, they're a pretty rare sight. In October, USC's Annenberg School for Communication and Journalism released a study revealing that in the top 100 grossing films of 2012, only 4% of speaking characters were Hispanic. In fact, they are the most under-represented group in movies (76% White, 11% Black, 5% Asian).
The rapid emergence of the everywhere, always-connected consumer places new demands on marketers, according to a new eMarketer report, “Key Digital Trends for 2014.” Specifically, it raises expectations about the speed with which marketers need to respond to expressions of interest across the customer journey, from the consideration phase all the way through to post-sales service. Gone are the days of 24- or 48-hour response times. Consumers expect instant interactions, whether it is a relevant offer or an answer to a customer service query, and the ability for same-day delivery of items purchased through digital channels.
The year's end is fast approaching. It's a time when many choose to reflect on the months gone by, and to re-establish their priorities for the new year. When it comes to finding stability between work and leisure time, some Americans are more out of balance than others - none more so (perhaps not surprisingly) than those in households with children, who report the fewest median hours of leisure time per week (15 hours).
Economic gridlock in the U.S. and a persistent financial crisis in the Eurozone have led GroupM to revise its worldwide advertising spending forecast for 2014 downward to 4.6 percent from the 5.1 percent hike predicted earlier this year.
Advertising is set to see the strongest sustained period of growth in ten years, with global ad spend growth forecast to rise from 3.6% in 2013 to 5.3% in 2014. Growth is then set to increase to 5.8% in 2015 and 2016. The principle engine of this growth will be mobile technology, which is expanding the space for media consumption.
The Collaborative Economy is associated with sharing resources to reduce waste, but its primary focus is on the economics of collaboration and the efficiencies of networks. The Collaborative Economy seeks to harness crowds, collectives, communities and co-ops to co-create, co-ideate, co-design, co-fund, co-own, co-build, co-distribute, co-market, co-sell, co-profit and co-prosper.
For those brands still deciding on the merits of Total Market (TM) strategies and whether to make the shift, the panel presenting the preliminary results of AHAA: The Voice of Hispanic Marketing's Total Market benchmark study at the recent Association of National Advertisers (ANA) Multicultural Conference, made compelling arguments on the need to evolve towards Total Market strategies.
Telemundo Media partnered with Target for the first-ever “Celebremos Juntos” holiday special which aired on Sunday, Dec. 1 on Telemundo. Engaging families to spark conversations and empowering consumers to make this season their own, Telemundo and Target partnered to create a custom photo-based digital campaign for Target asking viewers to submit their most festive holiday photo for a chance to win a $1,000 Target gift card and the opportunity for their photo to be featured in a LIVE commercial.
The Affordable Care Act (ACA) opened enrollment just two months ago and, while much has been said about the government's implementation, little has been said about the consumer's journey or the role the health insurance companies play-or not play-along the way. A recent assessment of a few State-based Market places1, State-Federal Partnerships2, and Federally Facilitated Marketplaces3, shows that many Hispanics, the greatest source of growth of eligible uninsured in key markets, have great challenges to engage through ACA.
The generation that many groups have characterized as lazy and self-absorbed is suddenly entering the parental space. Millennials are starting to become moms and dads. As a matter of fact, 10.8 million American households are now headed by Millennial parents, according to a recent study by Barkley, “Millennials as New Parents.” However, according to more than one source, the generation that many marketers thought they had pegged in terms of priorities and values may be very different than originally perceived. It seems that, especially once they become parents, Millennials take a more modest approach to consumer habits, valuing quality over quantity and practicality over status.
Over the past year, the term "native advertising" has evolved from a simple industry buzzword into a complex, frequently debated advertising strategy being heralded as the future of digital. At the same time, content is considered the number one marketing priority this year, according to eMarketer. The two are often mentioned concurrently. So the question often proposed to me is if there is a difference between native advertising and content marketing. I always reply with the same answer: There is no fundamental difference.