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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.

Was Shakespeare Really Talking About Ad Delivery?

Technology and the modern media landscape look nothing like the early days of advertising, and the struggle to stay current amid all that change has left marketers fighting the good fight every day during challenging times. New systems and new terminology have sprouted up, further miring marketers’ struggle to stay on top of the latest trends and tools. Programmatic, advanced TV, OTT, CTV, addressable, dynamic creative optimization — the digital world is a riot of new tech and confusing jargon. Alas, the industry’s love for following consumers and delighting them with brand stories is worth every bit of the effort to sort through the words and find the winning formulas.

2019 State of Agency Selling

This report is full of actionable data that can help inform your own agency’s new business strategy. Gain insight into the typical agency sales process, responsibilities of in-house sales reps, and the tools and methods used to attract and close new business.

What Creatives Really Want from Planners

If I asked a group of ad planners what the one thing they most want from their creative partners, it’d be ‘collaboration.’  That’s because, like it or not, there is a deep insecurity lurking that whatever brilliant brief we arrive at will be completely ripped apart — or worse, ignored — by the creative people it is intended to inspire. Maybe it’s the intangibility of strategy — its ambiguity in the creative process — that makes us seek any evidence of our value to others.  By Ed Tsue- Anomaly / Group Strategy Director / Managing Director

CMC Announces 2019 Hall Of Fame Inductees

The Culture Marketing Council: The Voice of Hispanic Marketing (CMC) announced the 2019 inductees of the CMC Hall of Fame, which recognizes a select group of visionaries, leaders and luminaries who have made significant contributions to the development and advancement of the Hispanic advertising and marketing field. Sponsored by State Farm, the CMC Hall of Fame welcomes agency pioneers and creative mavens Al Aguilar, Tony Dieste, Alex Lopez Negrete, Luis Miguel Messianu, and Ingrid Otero-Smart. All inductees will be recognized during an awards gala at the 2019 CMC Annual Summit, taking place on Tuesday, June 11, at the Statler Hotel in Dallas, Texas.

Media Melting Pot: Diverse Consumers Are Driving Usage On Handheld Platforms

With newer generations coming into the consumer fold, the U.S.’ mosaic of buyers grows more diverse. As such, measuring these audiences has become increasingly pertinent—not only because of the value of representation, but because these audiences are helping to shape the future of how we consume and communicate. Women and multicultural consumers have become a driving force in tech and media, particularly when it comes to handheld devices. Mobile devices’ avenues for content and their wide availability are giving power to these diverse groups.

Holding Companies at the Tipping Point

“Acquire and squeeze,” the principal strategy used by holding companies to grow and prosper during the past 30 years, has reached the end of the line.  Investors are worried about the future, and they’re downgrading holding company shares. New holding company strategies are required.  What are they?  What should holding companies’ CEOs do?

Mind the Gap: Women’s leadership in public relations [REPORT]

In most professions, men hold the vast majority of CEO positions. It’s no exception in public relations, where current research shows that nearly 80 percent of chief executives are male. In an industry that is predominantly women, the leadership gap is especially pronounced.

The Economic Benefits of Latino Immigration: How the Migrant Hispanic Population’s Demographic Characteristics Contribute to US Growth [REPORT]

The Hispanic community in the United States has contributed significantly to US economic growth in recent decades and will continue to do so over the next 10 to 20 years. This contribution derives partially from demographic vitality: the fact that Hispanics are the youngest and largest minority group in America and are on a path toward becoming an increasingly large share of the US labor force. Higher fertility rates, net immigration, and growing labor force participation rates will reinforce this trend. This paper presents evidence showing that Hispanic educational attainments are now rapidly converging to the US average.  By Gonzalo Huertas (PIIE) and Jacob Funk Kirkegaard (PIIE)

A new video world order [REPORT]

What motivates consumers?  Video consumption has never been more fragmented. As pay TV subscriptions continue to decline, they are replaced by a number of live and on-demand streaming options that continue to grow by the day. Viewers can use a dizzying array of services to create their own consumption “nirvana.” However, there is bound to be an upper limit on both how many different services a consumer is willing to pay for and how much time she has in the day to consume. This leads some in the industry to believe the growth in content and platforms may not be sustainable over the long term.

The advertising efficiency trap and how to avoid it

In a recent article on Campaign Live Rory Sutherland suggests that we all adopt “the efficiency bubble” to describe the way media logistics, not creativity, have come to dominate the conversation about advertising. But our fixation on efficiency is not just a bubble, it is a trap.  by Nigel Hollis

How CMOs Can Get—and Keep—Their Marketing Mix Right

Companies spent more than $1 trillion globally on marketing in 2017, by one estimate. This puts chief marketing officers stewarding their brands squarely in the crosshairs of CEOs, CFOs and corporate boards, who want to know where all this money is going and what they’re getting in return—“brands be damned.”

Barriers, Attitudes and Motivators Toward Participating in the Upcoming 2020 Census

The U.S. Census Bureau released results from the 2020 Census Barriers, Attitudes and Motivators Study (CBAMS). The national survey and series of focus groups were designed to better understand the nation’s attitudes toward the 2020 Census, potential barriers that may inhibit participation, and possible motivators of responding.

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