The year 2020 has tested our patience, faith and strength. It’s been a year filled with many challenges. But despite all the extraordinary circumstances happening around the world, we have succeeded through the tenacity and creativity of the women and men who work at this extraordinary agency.  

HispanicAd in association with Adam R Jacobson are proud to announce the availability of the 2020 Hispanic Content, Data & Social Marketing Report for our readers.

As brands look to build and rebuild, they will need to look for growth opportunities within the rapidly growing multicultural markets. To arm them with the cultural insights needed, the Culture Marketing Council: The Voice of Hispanic Marketing (CMC) is releasing its 2020 Hispanic Market Guide, the most comprehensive resource on the U.S. Hispanic market. The new publication is now available to view online or download for free.

62% of Asian Americans said they don’t often feel represented in advertisements; 41% of Hispanic Americans said the same

Re-Evaluating Media for Recovery and like the 2018 paper, Re-Evaluating Media, before it, this report commissioned by Radiocentre aimed to identify the truth about media effectiveness for 10 different media types. It also set out to establish the gaps that exist between the reality and the perceptions of reality about which are the most effective media channels, while also identifying the critical media attributes required to grow brands. This is more relevant than ever in these most uncertain of times.

Bilingual and bicultural Latino Americans often serve as “digital sherpas,” or guides, for foreign-born family members who have yet to master the American ethos and language. Navigating the intersectionality of both U.S. and Latino value systems, these interpreters often inform brand and product purchases, search, and content consumption for friends and family members from an early age.

Recent innovations in TV are providing more valuable options to the ad buying process and promise to improve the consumer experience. Advertisers now have many choices when it comes to advertising. From new streaming platforms to rapid innovation in advanced TV, advertisers now have more ways of getting in front of audiences in an addressable way and networks have the ability to unlock more premium inventory.

As first reported by Inside Radio, Nielsen will no longer include the ratings for non-subscribing radio stations in the summary dataset that fuels the major buying systems used by agencies and advertisers. The new policy goes into effect in 2021 and ad agencies are still figuring out how to deal with not having a view of the total market when placing ad buys.

According to a study by the Culture Marketing Council: The Voice of Hispanic Marketing (CMC), subscription video on demand (SVOD) users ages 13 to 49 have become more culturally literate, primarily due to Netflix, YouTube creators and social media featuring increasingly diverse and global content. In fact, more than half of Gen Zers and parents have watched a show in a language they do not speak, with Hispanics over indexing on this

The U.S. Census Bureau treleased its 2020 Demographic Analysis, which provides a range of estimates — low, middle and high — for the nation’s population as of April 1, 2020. Instead of collecting responses from households like the 2020 Census, Demographic Analysis uses current and historical vital statistics records and other data to estimate the size of the U.S. population. By releasing these estimates ahead of the first results from the 2020 Census, Demographic Analysis offers an independent measure of the population for comparison with the official census counts.

In what seems like a lifetime ago, we began the year full of ambition and resolve because 2020 represented more than a flip of the calendar. In pun worthy comparison, 2020 or “20/20” was supposed to be the year of great vision and clarity. We energized our sales teams with it and redirected our strategic plans. But now, just a month away from year-end, we realize that the clarity we sought didn’t elude us. We clashed with it violently in the streets and on the front lines.

2020 has been one of the most polarizing years in recent history. A global pandemic decimated the economy. The murders of Ahmaud Aubrey, Breonna Taylor, and George Floyd sparked a worldwide outcry for social justice. And the presidential election and ensuing calls for recounts and litigation gripped the nation while the world watched.

We fielded a research questionnaire from through 10/9-12/3/2020 using our +20,000 email subscribers and our LinkedIn platform.  Over +4,900 executives answered the questionnaire.  The results are as follows.

“The Influence of Context” – a new study unveiled by MAGNA & IPG Media Lab today – measures how the context in which video ads are viewed affects how consumers perceive them and how they perform. The U.S. study looks at context through the lens of content adjacency – the type of content an ad appears next to – and video experience – the way an ad is consumed (i.e. in-feed, non-feed, etc.).

Despite being disproportionately impacted by COVID-19 and one of the smallest ethnic populations in the U.S., Native Americans have made some significant progress this year in elevating their voices in the media, public policies and their communities.

Pages