The new marketing model for growth: How CPGs can crack the code
After a year like no other, consumer packaged goods (CPG) marketers face a hard question: how to power above-average growth in the next normal.
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A New Paradigm for Media Investment Strategy [REPORT]
The digital era of industry change has emphasized the lowest price, automated tactics, and direct response metrics at the expense of strategy. Planning our media investments in order to maximize the outcomes we seek is a lost blend of science and art.
How to Maximize the Value of Your Marketing Budget
An overreliance on outdated tracking methods could mean costly delays in a fast-paced market
Misaligned Content Erodes The Impact of Hardworking Ads [REPORT]
A critical finding of the study is that misaligned content erodes the impact of hardworking ad creative that had proven strong performance in the standard content. In addition, the study found that brands need to be proactive about how to treat misaligned content to avoid diminishing the effectiveness of otherwise powerful ads.
Inclusion, information and intersection – The Truth About Connecting with U.S. Latinos [REPORT]
Hispanics have been the country’s key indicators of consumer sentiment since the COVID-19 crisis began. But for too long, this group has been viewed as a single segment. Aside from being the largest racial or ethnic group in the U.S., Latinos are a diverse, intersectional group with different experiences, perspectives and expectations.
ANA’s AIMM Teams Up With Nielsen And Media Framework To Launch Minority Owned Media And Provide Understanding Of Investment And Reach
ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM), Nielsen and Media Framework announced a collaboration aimed at increasing investments in multicultural and inclusive-owned media (African American, Asian, Hispanic, LGBTQ and People with Disabilities) to help brands and agencies measure their investment and impact on multicultural and inclusive-owned media and the communities these represent.
Beyond Profit Podcast: Why Meaning Matters [PODCAST]
More than 70 percent of the meanings behind words, ideas, and concepts in culture are implied. Decoding those meanings through technology can not only help brands better understand what people are talking about but add value to their products and services and create a feeling of authenticity and purpose.
Navigating cancel culture: A case study [REPORT]
Existing in the time of “cancel culture” can be very tricky for a brand. They tell you to simply do the right thing and you’ll be fine, but “the right thing” varies according to your audience’s beliefs. In this case study, we explore the cancel culture phenomenon and present suggestions to help brands navigate a potential cancellation.
U.S. Advertising Forecast – Fall Update (September 2021): Advertising Recovery in Full Swing
The unprecedented growth in advertising spending in the first half (+32%) was more than low comps due to the COVID lockdown and recession last year. It was caused by a unique combination of national brands reconnecting with consumers and competing for a limited amount of traditional media inventory, while the lasting changes of COVID on lifestyles and marketing methods continue to fuel huge digital advertising spending from both big brands and small businesses. These ongoing organic growth engines, combined with Olympic budgets and the Mid-Term election spending, will continue to generate double-digit spending growth in the second half and into 2022.
NBCUniversal Telemundo Enterprises releases “THE LATINA PULSE: CHAMPIONS OF CHANGE” study [REPORT]
NBCUniversal Telemundo Enterprises released an in-depth national poll of the Latina community designed to develop insights on their current outlook at a critical moment in American history. In partnership with Hispanas Organized for Political Equality (HOPE) and Latino Victory Foundation, “The Latina Pulse: Champions of Change” is a detailed poll which surveyed Latinas across wide-ranging topics including education, healthcare, workforce and politics, drawing actionable findings to better understand and engage this fast-growing and influential demographic.
Top Players in CPG: Digital Category trends and social insights [REPORT]
Still the top category in digital advertising, CPG takes on aspects of nearly every other vertical, with multiple sub-categories and products that span the entire digital landscape.
Profiling the Podcast Consumer
Over 58 million Americans listened to a podcast in the past week. Podcast listeners are a marketer’s dream: young, affluent, and receptive to advertising.
Major Audio Investment Gap for Marketers
“The Investment Gap: Understanding the Value of Audio” highlights a divergence between consumption and investment. While 31% of the average consumer’s media consumption is now audio, only 8.8% of the average media budget is allocated to audio, and 25% of advertisers do not invest in audio at all.
Challenges and Opportunities in Spanish Radio
The pandemic hit the Spanish radio industry probably harder than any other traditional media. Stay-at-home ordinances and remote work mandates eliminated the daily commute and as a result in-car radio listening and ad revenue plummeted during the early months of the global Covid-19 2020 shutdown. By Angelica “Angie” Balderas – SVP Entravision Sacramento Stockton and Modesto
Nielsen announces “Impressions First Initiative” and the Integration of Broadband Only Homes Into Local Measurement in January 2022
Nielsen announced that it will take the lead on an “Impressions First Initiative” to support an industrywide move to impressions-based buying and selling in local markets across the U.S.
Minorities Feel Excluded from Business Decision-Making Process [REPORT]
The study, “My Voice Matters: Linking Inclusion to Business Growth,” investigated levels of inclusion when making business decisions, determining career progression and growth, and evaluating a sense of belonging within the industry. The report queried respondents in three key areas linked to business performance: My Voice in the Room, My Voice in the Company, and My Voice in the Industry.
Priorities and challenges for brands, media, and advertising
In the latest of our regular series of expert webinars, Ebiquity’s Global CEO, Nick Waters, hosted leading media industry analyst, Ian Whittaker, to set out what he believes will be the priorities and challenges for brands, media, and advertising in the coming months.
The Latino Podcast Listener Report 2021 [REPORT Part 1]
The Latino Podcast Listener Report 2021 from Edison Research finds that 36% of U.S. Latinos age 18+ (16 million people) have listened to a podcast in the last month, which is a 44% increase over 2020 (25%). This is narrowing the gap with the overall 18+ U.S. population, of whom 40% are monthly podcast listeners. New research shows that this dramatic increase comes from both English-dominant and Spanish-dominant listeners.
Edelman 2021 Trust Barometer: The U.S. LatinX Community & Trust [DOWNLOAD Report]
Edelman Trust Barometer special analysis of the Hispanic community reveals that while the U.S. Latinx community is optimistic about their economic future and is more trusting of institutions, they are also deeply concerned about the realities of the past year. They were severely impacted by Covid redundancies, which saw unemployment reach 15 percent among Latinx, the highest of any group, and yet, they remain optimistic about American institutions. This is particularly true for government, as they are the only group to trust government more than business. More than any other audience segment, they expect action from the brands they buy and the employers they work for and are ready to take action themselves if things don’t change.
PODCASTING TODAY – Insights For Advertisers [REPORT]
The rising ad dollars also speaks to the notably broad audience that now listens to podcasts. That’s a key shift, particularly as advertisers look to podcasting for new opportunities.
