Media Mix Modeling: Why Marketer Type Makes a Huge Difference
What is the right media mix? It’s a question that marketers are constantly asking themselves and their agencies. It appears simple enough, but complexities arise early in the process. What’s the budget? What is (are) the objective(s)? These are only a couple of the questions that complicate these decisions. In today’s world, any determination of media mix modeling includes data. With thousands of media vehicles — let alone marketing channels — available, the process of managing data for all of these options can quickly become unwieldy.
According to Boston University’s 2018 Menino Survey of Mayors, the affordable housing crisis remains top of mind for America’s municipal leaders, with housing costs being the only issue both Democratic and Republican municipal leaders agree serve as a significant barrier to the social mobility of their city’s residents. Likewise, a majority of mayors across the country view affordable housing as an integral part of their city’s infrastructure, and nearly all believe decisions regarding housing should be made at the municipal level, not state or federal.
Out-of-home (OOH) advertising is weathering the digital storm better than several other legacy ad mediums.
Just because everyone’s thinking about 5G doesn’t mean everyone understands what it is or what it might imply for their industries and brands. You might have a better idea if you’d attended CES where it was a hot topic. For those of you not lucky enough to be one of the 180,000 attendees, here’s a quick primer, along with a look at its marketing potential.
What’s stopping a radio station owner from taking the plunge and switching an underperforming AM or FM to Spanish-language programming? Talent is one big concern. How does one get great voices that can resonate with Latino audiences? This Hispanic Radio Podcast could yield the answer.
Recently a client asked how various digital behaviors impact brand equity. Answering this question is challenging; not just because of the widely varying forms of digital behavior, but because that behavior can both influence equity and be influenced by it. by Nigel Hollis
Adsmovil announced the launch of its audience data platform, ‘Adsmovil Personas,’ which will allow brands and agencies to target U.S. Hispanic audiences via decoupled data from their preferred DSPs at scale.
According to the latest study by ID Comms in partnership with the 4A’s released last week, U.S. advertisers are failing to get the most value from media pitches because of flawed processes and lack of communication. The study reminds me of a blog post that Toby Jenner (COO of Mediacom) released in September where he stated, “Want a better relationship? Run a better pitch process.” And as an agency search consultant for almost two decades at AAR Partners, I couldn’t agree more. By Lisa Colantuono, AAR Partners
Comscore and NBCUniversal Owned Television Stations (NBC and Telemundo owned stations), a division of NBCUniversal that includes 40 television stations, announced they have formed a multi-year partnership.
Dieste Inc. has hired Marialejandra Urbina as Executive Director of Planning. Marialejandra will report to Dieste Inc. CEO Greg Knipp and will work across all agency clients and new business projects.
Elias Liberman’s radio career began in the late 1960s. In 1975 the the three brothers, Elias, Julio and Jose along with their father purchased KLVE in Los Angeles and flipped the format to become the first Spanish-language FM in the city, and the second in the United States. Later the family purchased KTNQ in 1979. 
Audio.ad, a Cisneros Interactive company specializing in digital audio advertising solutions for Latin America and the U.S. Hispanic market, Adsmovil, Audio.ad’s commercial representative for the U.S. Hispanic market, and Quriously, presents the study, “The State of Digital Audio in the US Hispanic market,” to analyze the digital audio consumption habits of Spanish speakers living in the United States.
Chapter Three: African Americans: When once asked to define jazz, Louis Armstrong replied: “Man, if you don’t know, don’t mess with it.” The same could be said about race. For earlier generations, race, like religion or politics, was not seen as fair game for polite dinner conversation. At least not among whites. Things have always been different for African Americans, who at least in the company of each other, have always tended to talk freely about race and racism. Blacks have had their group identity forged in the fires of slavery and Jim Crow, a couple of words whites are not sure it’s even okay to mention. Race has been an integral part of the daily lives of most African Americans and its derivative, racism, is experienced in myriad forms: unemployment, incarceration, crime, getting turned down for loans, and missed taxicabs. For blacks, race has always been a subject that demands to be addressed. By David Morse / New America Dimensions
Recent press reports have suggested that the $130 billion-plus media industry can simply pivot from Nielsen’s currency grade measurement with ease and take comfort in using alternative data sets to operate business as usual. These suggestions are misguided and, at the worst, could be harmful to the stability of the industry and, at the very least, could if taken seriously diminish some important opportunities.
By Gonzalo López Martí – Creative director, etc / LMMiami.com
