If one were to equate the difference between the 4As and the ANA — the two associations which govern the ad/media agency and brand marketer communities respectively — to the differences between the Confederacy and Union states, the case for, or against, transparency should become abundantly clear. By David Smith and Tim McHale
Picture the scene: you’re trying to share a video with a couple of friends to illustrate a point you’ve been arguing about for the last half hour. As the video loads, an ad pops up at twice the volume of what you’ve been playing before. You groan and turn the volume down, but you’ve missed the chance to skip the ad and get bounced to your browser as the brand site loads. You switch back to YouTube but the conversation has moved on and your friends have lost interest. Advertising has ruined the moment.
An in-depth analysis of the current state of media ROI analysis has found that while progress has been made toward development of methods that enable near real-time cross-platform attribution and ROI analysis, much work still needs to be done and few viable integrated systems for looking at consumer behavior cross-platform are yet available.
The report describes how companies presently must sift through the promotional noise and hyperbole surrounding emerging technologies to find those solutions offering real potential. To realize that potential, they should become “kinetic” organizations — companies with the dexterity and vision required to thrive amid ongoing technology-fueled disruption.
With the rapid growth of multicultural households in America and their unparalleled influence on the marketplace, there is a strong need for retailers to revise their in-store strategies to include a wider range of fresh food products and flavor profiles that cater to the multicultural consumer set.
Why advertisers and agencies should improve how they work together to maintain a healthy, loving and productive relationship. By Bruno Gralpois, Agency Mania Solutions
It’s time to reject FOMO and embrace Borecore, along with mindfulness apps, myth debunking, and a shift in focus away from Millennials. Mindshare North America’s annual Culture Vulture Trends report is unveiling the latest consumer shifts and cultural trends forecast to grow over the next year.
For the many years that preceded social media, marketers relied mostly on engaging with their consumers in one-way communications. This included television, radio, direct mail, billboards etc. Once social media came along, consumers had the opportunity to “talk back,” so to speak, and tell brands what they thought about their products and services. Brands quickly learned just what consumers thought about the products and services. This type of consumer feedback was once relegated to the more controlled environments of market research and/or customer service listening.
Deloitte’s latest millennials study looks at their world view and finds many, especially in developed economies, are anxious about their future. They are concerned about a world that presents numerous threats and question their personal prospects.
The tide of people moving across the world, be they immigrants or refugees, has sparked concern in Australia, Europe and the United States. In particular, the ethnic, linguistic and cultural background of migrants has triggered intense debates over the benefits and the costs of growing diversity and the risk of open borders to national identity.
In many consumer markets, companies that once relied on developing new product features and improving customer service increasingly see competitive advantage rooted in the entire experience that’s wrapped around the product. By Gerard du Toit, Rob Markey, Jeff Melton and Frédéric Debruyne
Third-party verification can’t come too soon to digital media, as the combination of bot fraud, fake news and audience restatements has 50% of marketers saying they will no longer place advertising on a platform they consider risky
Executives who know how to set up and manage agency relationships are best positioned to improve their marketing ROI.
AdReaction: Gen X, Y, Z study reminded me once again that the slow shift in people’s attitudes toward advertising places more emphasis on the need for emotionally-engaging content, rather than touting product specs and reasons to buy. It is not enough just to get your ad in front of someone; you need them to attend to it long enough that some impression sticks with them. by Nigel Hollis
Last week, the Doomsday Clock was moved from 3 minutes to midnight to 2.5 minutes to 12. Scientists believe that the chance of the world going up in a thermonuclear puff of smoke is the highest it’s been since 1953. This in the same week that Marc Pritchard, the global brand building officer from P&G, made waves by announcing that P&G, in effect, had moved the hand of the ad-spend doomsday clock to 12. High noon!
Since the inception of our nation — and as recently as 2013 — lawmakers have periodically eyed advertising as a potential source of tax revenues because its long-term effects can make it seem more like an investment than an expense. After studying a wide array of research on the issue, two professors from Loyola Marymount University in Los Angeles have concluded that there is no basis for changing the current treatment of advertising as a short-term expense. By Erich Decker-Hoppen, director of communications for MASB
Univision, UniMás and Galavisión went dark on Spectrum across the nation, leaving subscribers in New York and Los Angeles without a key source of Spanish-language programming. By Adam R Jacobson – RBR + TVBR
After a long period of talk and nice conference discussions, is the start of 2017 finally turning out to be the start of really doing something about transparency? With today’s massive P&G announcement, it would certainly appear so. We’ve had a lot of talk and it’s probably fair to say that media agencies have had to be, shall we say, “inventive” with how they keep margins up — but could we now be seeing a year of clamp-downs?
9 of the 10 Top 10 Multicultural (MC) Millennial Designated Market Areas (DMAs) are among the Top 10 Overall Millennial DMAs in the U.S.
Throughout history, we have devised the means to ensure our voices are heard—from the telegraph to telecommunications satellites roaming the orbit. Over the last decade, however, social media has changed the way we communicate in a way that has been revolutionary. It has, literally, given those with just a voice the power to speak to the world and has provided consumers with a platform to break news, start dialogues and share views about content.
