Article placement: Featured

Futureproofing Media Client-Agency Partnerships

From a context perspective, client-agency relationships are entering a new cycle with many players on both sides misreading needs, tensions, and responsibilities. By Robert Rakowitz, Global Media Director, Mars Inc.

Getting to Know Your Consumer

When the idea for a consumer packaged goods (CPG) product is born, it’s immediately assessed in terms of the consumer. Will consumers buy it? Will they buy it at a price that makes you a profit? Will they love it? Will consumers love this product so much, they tell their friends about it? Will those consumers buy and love it?

Search and Out-of-Home Growth Boost Ad Market to New Heights

MAGNA just  published  updated  estimates  and  forecasts  on  US  media  owners’  net advertising revenues (NAR). It reveals that advertising sales reached a new all-time high  in  2018,  at  $212  billion.  Advertising  spending  grew  by  almost  +10%  (+9.6% exactly),  driven by the robust economic environment and cyclical ad spend (Winter Olympics, FIFA World Cup, Midterm Elections).  It was the ninth consecutive year of growth   and   the   strongest   growth   of   the   twenty-first   century,   exceeding   the performance of 2016 (+9%). 

2018 Hispanic CMO is available for download – FREE

HispanicAd is proud to announce our 4th edition of Hispanic CMO, the most sought after publication in the US Hispanic Market, is available for viewing and download for FREE.  Curated by Gilbert Dávila / Dávila Multicultural Insight and by veteran journalist Adam Jacobson.  To download this year’s edition CLICK HERE.

Personalized Ads Draw Multicultural Consumers

Once upon a time, TV was the undeniable gold standard for advertisers. No other medium could deliver TV’s reach, effectiveness or creative possibilities. Today, the plethora of media, channels and devices consumers use pose a challenge for advertisers and media planners. Which of these platforms deliver the greatest reach? Which ad formats are most effective? How can brands engage consumers with relevant messaging and creative?  By Adriana Waterston, Horowitz Research

Will Your Customer Relationships Survive Infidelity?

At the outset of 2019, we have unequivocally entered a new era of extreme customer disloyalty. Consumers today are more disloyal than ever before; the once steadfast consumer retail environment primed to grow brand-loyal hearts has shifted to a more capricious climate, where product infidelity is now the norm.

Want an accurate census? Engage Latino business owners

If California wants to achieve an accurate count of all residents during the 2020 census and secure billions of dollars in federal funds, it must engage and activate an invaluable resource sitting at the ready: California’s Latino-owned businesses.  By Jacqueline Martinez Garcel and Julian Canete Special to The Sacramento Bee

Booming internet ads power faster global adspend growth [REPORT]

Stronger-than-expected internet advertising will drive 4.7% growth in total global adspend in 2019, according to Zenith’s Advertising Expenditure Forecasts. That’s substantially ahead of the 4.0% forecast made in the previous edition of the report, published in December 2018. Zenith forecasts 4.6% growth in both 2020 and 2021, ahead of previous forecasts of 4.2% and 4.1% growth respectively.

Why humans are not as predictable as marketers might like

I have been reflecting a lot recently on the efficacy of personalized targeting. While I totally understand the desire to make the payoff from marketing more predictable, as someone with some knowledge of insights and analytics I cannot help but wonder if the panacea of right person, right place, right time, might never be fully achievable.  by Nigel Hollis

Using Data to Drive Storytelling

Every killer piece of content is driven by a great idea. However, in today’s social economy of engagement and ROI, it’s important to understand how data is slowly but surely becoming the leading factor in generating quality content. As the pendulum shifts from art to science, learning how to leverage audience insights and behavior is a critical part of driving maximum performance of branded content.

ANA forms Trust Consortium

The ANA (Association of National Advertisers) announced the formation of a new initiative called the ANA Trust Consortium to help its members address the issue of trust between marketers and the digital supply chain.

Making Marketing Attribution Work Means Choosing the Right Metrics

When implementing advanced attribution models to better assign marketing credit across touchpoints, marketers grapple with choosing the best metrics among overabundant data points. To avoid getting overwhelmed by a sea of clickthrough rates (CTRs), impressions, likes, shares and viewthrough rates, marketers are performing metrics mapping exercises to assess the relevancy of these channel-level metrics against a larger company goal.

Will digital advertising ever be truly relevant?

Let us cut to the chase. Facebook, Google and probably Amazon store everything you do in the digital domain. But any marketer who believes that true ad relevance is ever achievable should take a hard look at how the sites and apps they use classify them as individuals.  by Nigel Hollis

Modern CMO – Leading Growth Marketing

Today’s CMO is just not responsible for the brand, PR, and communications. Two most important goals for modern CMO are responsible for growth marketing with sales and customer experience (CX). In the last few years, you must have seen the rise of demand centers and CX responsibilities in CMO organization. This is the reality of modern CMO who is leading growth marketing.  By Rohit Prabhakar

Data Science Is in Demand at Ad Agencies

Data science and analytics will be the technical skills most needed at digital ad agencies worldwide in the next two years, according to a poll by Marketing Land.

Skip to content