“The Anatomy of a Video Experience: A Multicultural Study” explores how audiences consume content across multiple devices and their motivations around viewing habits. Understanding these subtleties is key for advertisers and brands looking to reach receptive audiences and better inform their planning efforts
Amid calls for an end to systemic inequalities, marketing organizations are prioritizing internal efforts to promote inclusion and combat discrimination
Return on Investment (ROI), the holy grail of finance metrics, is often a sign of low sophistication in marketing efforts. In the advertising world, return on ad spend is often referred to as ROI. This usage of ROI is only looking at sales revenue and ad spend, not taking into account the cost of the sale or any other costs beyond advertising spend.
The craft of putting words together in a unique, memorable, and empowering way is not dead (yet); but it’s sadly neglected nowadays.
Through Deloitte’s innovative research, we are examining the current reality of inclusion in the workplace and key challenges that are impeding corporate America’s efforts.
The past several weeks have been some of the most difficult in American history. By Mario Xavier Carrasco – Co-Founder & Principal / ThinkNow
For the past 60 years, Business Wire has worked in conjunction with media outlets, large and small, around the globe. As the world changes, so does journalism. In 2020, reporters and organizations are looking for more authentic stories to tell. Taking this one step further, reporters are not interested in telling an organization’s story, they are interested in telling a story their audiences want to read.
Zoom burnout does not mean spending less time on video calls. It means rethinking the way we show up, interact, and conduct business in a virtual space. We can re-imagine dull, endless team meetings as playful interactions that bring people closer together. It’s time to put more fun into Zoom. By Rosemary Ravinal – Video Conference Trainer | Presentation Coach | Media Host | Public Speaker
Radio is such a ubiquitous commute companion that when many Americans were asked to work from home earlier this year due to COVID-19, the industry wondered how Americans would listen.
Social justice initiatives designed to bring long- needed advancement of positive change to the nation’s African American community have surged to the forefront in the weeks since the murder of George Floyd at the hands of Minneapolis Police Department officers.
On Sept. 20, 2017, Hurricane Maria made landfall on Puerto Rico, causing widespread devastation. This disaster not only impacted residents of the island, resulting in increased net out-migration from Puerto Rico to other parts of the United States, but also the quality of data typically used to measure migration patterns.
For various reasons, not all agencies have prioritized diversity initiatives, and not all of them will. But by now, agency leaders have considered where they stand on diversity and inclusion (D&I), whether they are willing to commit to change (publicly or internally), and what resources they will make available to their cause. By Mark Duval / The Duval Partnership
ith so much of modern life occurring in the digital realm, more and more personal information is being captured online and traded between brands as a way to better understand their consumers. But what started as a way to make users’ lives easier by serving up convenient, personally relevant information has morphed into what’s perceived as a shady, underhanded economy of consumer data wheeling and dealing.
Recently while reviewing an audio media plan with a major client we noted that while they were using a vast array of AM/FM radio programming content, they were not buying Spanish radio. The response was, “We get the audience with a general market buy.” Was that really true? Can a general market buy with only English language stations do an effective job of reaching Hispanics and Spanish speakers? We turned to Oliver Marquis, VP Media Analytics at Nielsen, for assistance. By Pierre Bouvard / Westwood One
In recent years, television measurement has been done through two distinct approaches. The first, adopted by more traditional television marketers, relies on gross rating points (GRPs) to evaluate and buy inventory to meet marketing goals. The second, brought on by the evolution of streaming behavior, evaluates based on the standard for digital audience measurement: impressions.
Directed and produced by Mexican filmmaker Luis Iga Garza (The Call) and written and produced by Yelyna De León (Will and Grace, A Better Life), the fun yet frightening thriller stars an exclusively multicultural cast in non-stereotypical roles.
An obsession with efficiency has resulted in advertising that is bland and uninspiring – much like a supermarket tomato. By Nigel Hollis / Chief Global Analyst, Kantar
I’ve just completed a fascinating collaboration with the econometric guru Paul Dyson which reviews a ranking of the key factors that impact advertising profitability, together with an indication of the relative importance of those factors (multipliers*). Unfortunately, it seems that not all advertisers are concentrating their energies and budgets in the right areas to make advertising as profitable as it can be. By Duncan Southgate / Global Brand Director, Media, Insights Division
The human tragedy of COVID-19 has upended lives around the world and had a dramatic effect on consumer behavior. For businesses, these changes are forcing marketers to reimagine how they connect with their customers and drive growth.
As consumers use more and more connected personal devices to organize, curate and discover media, the opportunities to reach them through advertising has exploded. By Steve Davis / Global Director, Advertising Intelligence, Media Division
