Despite the U.S. being home to the second-largest Spanish-speaking population in the world, investment in multicultural marketing, particularly Hispanic marketing, remains disproportionately low, representing just 6–7% of total ad spend. This is a missed opportunity and a risk for brands looking to stay relevant in an increasingly diverse marketplace. Ignoring this reality isn’t just shortsighted, … Read more
Data released by the U.S. Census Bureau showed retail sales grew in March even though consumers continued to worry about the impact of rising tariffs. “Retail sales strengthened in March, supported by continued solid growth in income, lower energy costs and bigger-than-usual tax refunds that all helped support household budgets,” Kleinhenz said. “However, there is … Read more
The rise of digital platforms and streaming services like Netflix, YouTube, and TikTok has revolutionized content consumption by offering on-demand entertainment that fits our mobile lifestyles. While this digital surge has significantly impacted viewing habits, traditional media has proven resilient—especially broadcast television, which continues to draw substantial audiences for live sports, popular series, and local … Read more
Strategic Sourcing teams (aka “procurement”) play a vital and often misunderstood role in many companies vis-à-vis the relationships with marketing services firms. Let’s fix that! I was honored to recently moderate a panel of Strategic Sourcing pros on behalf of a group of senior agency executives. The discussion was lively and covered a great deal … Read more
By Pierre Bouvard Over the last six years, the Cumulus Media | Westwood One Audio Active Group has commissioned Advertiser Perceptions annually to survey brands and media agencies on the sales contribution of five advertising effectiveness factors: Brand Creative Reach Recency Targeting How would you answer? What percent of sales are driven by each element? … Read more
Blockgraph, the privacy-first data collaboration platform designed to fuel the future of connected TV advertising, and the American Association of Advertising Agencies (“the 4As”) released new research report titled, “Reconvening in the Home: The Power of Household Identity in the New TV Era”. Ahead of this year’s upfronts, the research offers a strategic roadmap, revealing … Read more
By Donna Hamilton Advertisers and their agency partners are well-versed in assembling audiences based on who they want to reach. Yet effective audience composition isn’t simply about deciding who is ideal, but also who should be excluded. To read more, CLICK HERE. Courtesy of The Association of National Advertisers
The 2025 U.S. Latino GDP Report represents the 8th vintage of an annual series of reports which document the large and rapidly growing economic contribution of Latinos living in the United States. It is also the 29th full-length report that the Latino GDP team has produced as part of an ambitious research initiative which analyzes … Read more
By Pierre Bouvard Marketing decisions can be difficult during periods of economic uncertainty. Thankfully, there is a treasure trove of marketing effectiveness best practices from prior economic cycles that can help advertisers stay relevant and protect future sales. Here are seven best practices for how advertisers can proceed: Ensure share of voice exceeds share of … Read more
By Tom McLoughlin TV advertising is more fragmented than ever, which has increased complexity for advertisers to get the media mix right. Viewers are consuming content across a fragmented ecosystem that spans linear TV, virtual cable, and streaming platforms, each with its own set of challenges and opportunities. To capture audience attention in 2025, advertisers … Read more
Owned media channels have always offered excellent opportunities for public relations (PR) professionals to connect with their audiences. But as traditional advertising costs rise, consumer behaviors change and third-party data access shrinks, your owned media strategy matters more than ever. Let’s explore how you can build an owned media program that drives real business results. … Read more
By Chad Hickey For years, marketers have wrangled with the balance between brand and performance marketing; between building long-term equity and driving immediate conversions. Which one is more important? While long-term customer relationships are critical, it only matters if your brand has the revenue to move forward today. Too often, this industry conversation is framed … Read more
By Flor Leibaschoff – Founder & CCO BeautifulBeast There are 20,000 General Market advertising agencies in the U.S. Today, thanks to Own It, we know only 770 are led by women. Now, let’s talk about an even smaller fraction: How many of these agencies are led by Latinas? As a Latina who has worked in … Read more
By Amit Bhattacharyya For many marketers, launching a new product is an exciting opportunity that sometimes comes with its own unique set of challenges. The goal isn’t just to introduce a new product into the market but help it stand out quickly and effectively in a crowded marketplace. To read more, CLICK HERE. Courtesy of … Read more
By John Santiago – Chief Executive Officer at Sangre Over the past year or so, the advertising and marketing industry has gone through a shift many had seen coming from a mile away. What started as budget tightening quickly turned into something deeper. By now, we all know the headlines – thousands of job cuts, … Read more
The public relations industry is undergoing a seismic shift, driven by artificial intelligence, hybrid work, a changing media landscape, and deepening political divides. Across four generations — Gen Z to Baby Boomers — PR professionals are navigating these transformations, each with unique perspectives on where the industry is headed. A new study from USC Annenberg’s … Read more
By Aldo Quevedo – CEO, BeautifulBeast It’s not a stretch to say that the sound of summer in the U.S. has a distinct beat, and more often than not, it’s bilingual. From Bad Bunny and Karol G dominating the charts to backyard parties thumping with cumbias and reggaetón, music isn’t just background noise for U.S. … Read more
By John Ruvolo There’s so much justifiable teeth-gnashing in our industry these days. Whether it’s programmatic campaigns landing on fraudulent or MFA (made for advertising) sites, similar campaigns delivering impressions on wildly objectional sites, as the Adalytics study just revealed, or verification companies somehow being unable to police these campaigns, despite sucking so much revenue … Read more
By Ben Horowitz Recently, Eric Schmidt stepped down as CEO of Google and founder Larry Page took over. Much of the news coverage focused on Page’s ability to be the “face of Google” as Page is far more shy and introverted than the gregarious and articulate Schmidt. While an interesting issue, this analysis misses the … Read more
A fundamental concept in marketing effectiveness and media planning Welcome to The Wheelhouse, where we discuss critical topics for marketers who want to maximise advertising effectiveness. In this edition, Tom Loughnan, Director of Analytics, explores one of the most fundamental – yet often misunderstood – concepts in media planning: diminishing returns. Tom unpacks why understanding … Read more
