The CMO of the Future
The year is 2024, and more than 50 percent of American product purchases are made through e-commerce thanks in part to the rise of “app-tapping” (waving your phone to purchase a product) and speak-to-purchase ads that merge TV and streaming content with in-home digital assistants. Video games and social media are as popular as ever, though more and more people prefer to hang out in virtual-reality “PlaceScapes,” where savvy marketers are starting to invest. The process once known as advertising is nearly unrecognizable as companies rely on artificial intelligence to disseminate targeted ads based on billions of data inputs, though tougher privacy laws and the proliferation of ad blockers continue to pose challenges. By Chuck Kapelke
In a recent point of view on Campaign, Rory Sutherland discusses the origins of our “targeting-obsessed scientism” which leads us to focus on ad delivery to the exception of anything else like creative or the recipient’s mindset. Rory calls out Silicon Valley for tricking advertisers, but is this single-minded focus really just the fault of the tech companies? by Nigel Hollis
Advertisers agree that ensuring brand safety is a perennial problem. But there isn’t a consensus on who is most responsible for it.
NGL Collective announced it has been awarded the TAG Certified Against Fraud Seal by the Trustworthy Accountability Group (TAG). TAG is the leading global certification organization dedicated to fighting criminal activity and increasing trust in digital advertising.
Artificial intelligence has already transformed everything from the IT department to the customer service experience, and now, machine learning is on track to completely change the ways we think about ad creative.
The Latino Donor Collaborative (LDC) released Latino Gross Domestic Product Report: Quantifying the Impact of American Hispanic Economic Growth, a study that for the first time ever calculates the full Gross Domestic Product (GDP) of the American Latino population. At $2.13 trillion, the estimated U.S. Latino GDP is the seventh largest GDP in the world, with American Latinos driving growth of the U.S. workforce and economy.
Technology is transforming Latinx consumer behavior, from shopping to communication and media consumption, according to Descubrimiento Digital: The Online Lives of Latinx Consumers, released by Nielsen. The majority (60%) of Latinx consumers were either born or grew up in the internet age, compared to 40% of non-Hispanic Whites. This means today’s Hispanic consumers didn’t transition to the internet; they were raised with it.
Jesus Ramirez founder and Executive Creative Director of San Antonio based Cartel Creativo with Victoria Murphy Hudson has passed.
In the latest episode of “Behind the Numbers,” eMarketer’s Mark Dolliver discusses how teens indulge in too much screen time, and the extent to which they and their parents see this excessive usage as a problem.
In working with many award-winning agencies over the course of my career, one of the challenges I encounter is how to translate awards into compelling messages for new business development. The most common roadblock is connecting an award to business results for the agency client. by Mark Duval / Duval Partnership
OTT may be the messiah of modern media. More than half of 22-54 year olds didn’t watch paid TV in 2017, according to a marketing agency study. The shift from traditional broadcast, or cable viewing, to more fluid, video-based behaviors is swiftly making its mark. This year, 90 percent of Millennials claimed they regularly binge-watch. The thirst for entertainment on-demand is strong and growing. But what’s behind it? Simplicity and customization. The leaders of effortless entertainment — Netflix, Amazon and Spotify — all share a common mission to make people’s daily lives better by surrounding them with what they need, at the moment they need it, through a personalized entertainment experience.
In my opinion, one of the defining characteristics of great leaders is that they make decisions based on solid data. I have always advocated that individuals and organizations must face the “brutal facts” when dealing with difficult situations in order to develop viable solutions. By Ralph de la Vega / Chairman at De La Vega Group
By Gonzalo López Martí – Creative director, etc / LMMiami.com
NGL Collective announced a multi-platform partnership with Universal Music Latin Entertainment offering advertisers turn-key access to top Universal Music Latin Entertainment artists.
Taking a zero-based budgeting approach to enterprise-wide marketing costs can uncover new opportunities and spur more-informed spending decisions.
