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Criteria for choosing DATA Providers [GUIDE]

Media buyers should follow five key criteria when venturing into the complex and opaque ecosystem of third-party data that is designed to help them target their programmatic digital media buys.

I want to break free! How are COVID ads effectively resonating?

As the media industry navigates COVID-19 and its greatest period of upheaval in modern memory, having the right data to understand if your ad will command consumer attention has never been more critical. The increasing rate of media consumption during the pandemic has been game-changing for marketers, but how can an ad creative break free from the volume of content, especially when reaching and connecting with the consumer is more difficult than ever? In fact prior to COVID-19, 40% of demographic targeting did not reach the intended audience, 50% of impressions were not viewable and 20% of campaigns were not noticed.

Lockdown highlights the distinction between brand strength and balance sheet

Here in the US, the hard-pressed retail industry has suffered the first of what is likely to be a string of bankruptcies. Last week fashion retailer J. Crew and department store Neiman Marcus both filed for Chapter 11. While neither brand could be considered strong, the real issue was the debt load both companies were carrying. The Great Lockdown simply delivered the coup de grâce.  By Nigel Hollis

Univision joins Nielsen’s Linear Addressable TV Platform Beta Program

Univision Communications Inc. announced that it is joining Nielsen’s Addressable TV platform beta program. Univision will leverage Nielsen’s solution to evaluate the performance of test addressable ad campaigns enabling the company to assess how the solution performs with current procedures and systems.

Hispanicize Hangout: Gonzalo Del Fa, Lisa Torres & Karina Dobarro

In this episode of Hispanicize Hangout BUSINESS edition, get an inside look into the three largest U.S. multicultural media practices via an in-depth and personal conversation with Lisa Torres (Publicis), Gonzalo Del Fa (Group M) and Karina Dobarro (Horizon Media).

Hispanicize Hangout: Gonzalo Del Fa, Lisa Torres & Karina Dobarro

In this episode of Hispanicize Hangout BUSINESS edition, get an inside look into the three largest U.S. multicultural media practices via an in-depth and personal conversation with Lisa Torres (Publicis), Gonzalo Del Fa (Group M) and Karina Dobarro (Horizon Media).

The Right KPIs to Manage Agency Partners [REPORT]

Agency Mania Solutions shared advice regarding to role of metrics in managing agencies. The article examined how answering strategic leadership questions can help determine the proper metrics to use.

During Times of Uncertainty, Let Consumers Take the Wheel

In times of uncertainty, it’s especially important to stay connected with your consumers. Whether you’re trying to add new benefits to your offerings to keep up with changing consumer opinions,  updating claims on your packaging or building your innovation pipeline to meet emerging needs, you need consumer input. But at the same time, getting that input is more difficult. Restrictions on in-person data collection, such as with focus groups, leave a gap in your usual processes, and a fast-evolving environment means you have to be even more agile.

As Consumers’ Priorities Change Quickly, How Can Marketers Keep Up?

Marketers have observed the rapid changes in consumers’ behavior throughout the coronavirus pandemic, because of the health effects, social distancing and physical store closures. Online purchasing has sped up. Contactless payment and new safety protocols for stores that do remain open are on the rise. Work-at-home arrangements and home confinement made broadband more essential for many households, and prompted faster adoption of certain digital platforms

What Will Your Agency Look Like On The Other Side Of This Crisis?

People talk about coming out “on the other side” of this crisis, but that’s an ambiguous destination that we may not recognize until we’ve already been there for some time. What if the other side is months out, years even? What do we do until then? When we get there, what will your agency look like?  by Mark Duval / The Duval Partnership

Twenty-One Multicultural Media Groups Endorse ‘Zonecasting’

The Multicultural Media, Telecom and Internet Council (MMTC), along with 21 other “Civil Rights Advocates,” on Friday just gave GeoBroadcast Solutions a huge boost for a business plan that could greatly enhance the radio industry’s ability to bring advertisers the one thing they desire the most in 2020 but haven’t been able to get from an FM signal — addressable advertising.  By Adam Jacobson

A Virtual Quinceañera in the Time of COVID-19

COVID-19 may have put the kibosh on in-person Cinco de Mayo gatherings, but the folks at d expósito & Partners didn’t let our stay-at-home reality put a damper on their quinceañera plans. The agency hosted a virtual celebration via Zoom, marking 15 years since the company’s founding. The program consisted of a retrospective of the last 15 years, highlighting milestones and accolades, followed by a heartfelt dialogue where everyone commented on their personal experiences and ideas for the future.

How Media is Consumed in Puerto Rico [VIDEO & REPORT]

This video is made with Nielsen’s proprietary study Scarborough R1 2020. It was on the field from September 2019 to November 2019 and was released in Q1 2020. This video was commissioned before Covid-19 hit Puerto Rico so we added a small update at the end.

Agency Lessons from Recessions

As I’ve commented in the past, there are plenty of opinions, articles and webinars on how marketers should go about weathering the coming economic recession. Many of these come from agencies, trade bodies, media owners, academics and marketing consultants; most peddle the line that the smartest plan is to keep spending at a time when the competition slows or stops, thus raising share-of-voice. By Brian Jacobs / The Cog Blog

Coronavirus advertising: it’s time brands stopped being there for people

 

I’ll wager you’ve all seen one: they’re slow paced, backed by acoustic piano and open with shots of empty city streets.  Those shots are followed by people copying with life in Coronavirus-enforced lockdown, then the brand that you can’t remember tells you that they’re there for you.  ‘They’ are the COVID-19 ‘emotional support’ ad.  And it’s time they stopped, or they got a lot better.  by Daren – Global Head of Creative / Kantar

CMC Announces Rising Stars of the Hispanic Marketing Industry

Culture Marketing Council: The Voice of Hispanic Marketing (CMC) announced the winners of the Rising Stars Recognition, the Hispanic marketing industry’s premier award for outstanding marketing and advertising professionals under the age of 35. Jackie Bofill, senior account director, Alma and Krysten Casabielle, managing director, Pinta will be inducted as the class of 2020 Rising Stars for CMC.

A Growth Opportunity for Brands within the Hispanic Community

It was nearly eight weeks ago when Golin announced we would begin working from home and it’s hard to believe how far my reality has shifted since then. It was a gradual process. At first, I continued visiting client offices, I set up a home office that best worked around my sons’ schedules and I pulled my oldest from school. Then it hit stronger; I stopped seeing friends and engaging in social activities. I could no longer see family and neighbors had to stay a wave away. Inevitably, my life inside the walls of my home became my entire world – my sanctuary, school, gym, office and so much more.  By Cristina Verdeja Zaldívar – GOLIN / Director

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