The shifting of advertising budgets into the digital space brings a number of great opportunities and efficiencies, but it also brings many complexities. Without question, targeting audiences across digital channels is a challenging feat for advertisers, agencies and publishers. And it is not getting easier.
How have programmatic platforms and other new technologies disrupted the marketing creative process? In the new episode of eMarketer’s “Behind the Numbers,” we discuss some of the changes with guest Grant Munro, co-founder of Shutterstock Custom.
Telemundo doubles down on its commitment to provide youth the opportunity to play soccer, empower future champions and expand educational opportunities for Latino youth by investing over $35,000 in scholarships to high-need, distinguished student athletes from across the country.
The practice of brand integration is nothing new. Since the early days of entertainment — and specifically soap operas, daytime television wholly sponsored by brands — it has been an engaging and compelling arrow in a marketer’s quiver. There are many historical markers around brand integration since that time. E.T. and Reese’s Pieces. The Bond franchise and multiple brands including Aston Martin and Heineken. FedEx and Wilson in Cast Away. These integrations are considered the gold standards, but thousands and thousands of others may not necessarily grab the headlines but are equally impactful — and sometimes more so.
Based on analysis of huge attitudinal and behavioral data sets Kantar Millward Brown finds that meaningfully different brands grow faster than average and can command a price premium. But how do you know whether a brand has the potential to grow faster than average? by Nigel Hollis
The bilingual TV spots consist of three executions in which hardcore and novice soccer fans come together to enjoy the 2018 FIFA World Cup every morning over McDonald’s breakfast. As the tournament progresses our novice fans learn more about The Beautiful Game and even some Spanish along the way. World Cup commercials are seen very frequently over a one month period, so we created a series of spots that told a bigger story as a whole and rewarded the viewer with fresh executions throughout the tournament.
Telemundo Deportes announced it is adding to its sports content portfolio the exclusive Spanish-language U.S. media rights to the 2019 Copa America to be held in Brazil. The 2019 Copa America will be the 46th edition of the quadrennial international men’s soccer championship organized by South America’s soccer ruling body CONMEBOL. Copa America is the oldest international continental soccer competition and it determines the continental champion of South America.
Aida E. Rosario has been named Director of Community and Communications for Telemundo 47.
Thousands of miles away in Russia, some of the most bruising battles in the world are being waged on a finely mowed pitch, as nations wage war against nations in the 2018 FIFA World Cup. The media company that lost the U.S. Spanish-language broadcast rights to Telemundo now finds itself in its own firefight, a swiftly escalating struggle that was already resulted in a war of words and exchanges full of accusations, finger-pointing and braggadocio. By Adam Jacobson
I attended the Cannes Lions Festival of Creativity for the first time this year (long overdue). One of the highlights was my participation in a discussion titled “Trust, Transparency and Driving Business Outcomes” with MasterCard CMO Raja Rajamannar that was led by Jay Sears, MasterCard’s Senoir Vice President Media Solutions. One of the issues discussed was progress being made improving trust and transparency between marketers and their agencies. Unfortunately, I feel that’s been a mixed bag.
You’ve implemented a social media strategy—but is it effective? Measuring the return on investment for social media programs often is difficult for marketers. While many businesses are increasing resources to different social platforms, some struggle to determine whether these investments are worth it. It’s hard to see how much revenue a Facebook post has brought in, or whether a tweet has increased your bottom line. Instead of focusing on likes, shares, and followers, marketers must find meaningful data that reveals whether their content is working.
Unless you’re deep in the ad tech weeds on a daily basis, it’s easy to become overwhelmed by the industry’s perpetual changes. For those who need some catching up, here are a few charts that show how programmatic advertising is evolving.
Agencies, like brands, need consistency. Agencies used to have access to the C-suite within brands but that’s no longer the case. It’s time for agency leaders to step up and rebuild agency C-suite relevance again. By Thomas Barta
The implication: as more consumers avoid ads, marketers need to examine how they manage ad campaigns today and in the future, particularly if they are targeting groups with a higher propensity to do block ads or have relied on linear TV.
Can Spanish-language radio serve as a powerful platform for the expansion of a very regional brand that seeks wider growth opportunities? Yes. Louisiana-based roaster Community Coffee is using AMs and FMs targeting Hispanic consumers to great success in Texas. In this Hispanic Radio Podcast, advertising agency head Alex López Negrete — whose resume includes Spanish-language play-by-play for an NBA franchise — shares his thoughts on why radio works for advertisers.
During the last few years, television has undergone significant transformation, driven by the evolving ways people watch content and lead their lives. Shifts in audience behavior and demographics have led to a more fragmented media landscape, and the shifts have generated more programming that reflects the evolving demographics of an increasingly multicultural America. Gen Z (defined as people born between 1997 and 2016) is currently the largest generation in America—at 27% of the general population—and is the most diverse cohort after Millennials.
Risk drives reward. We’re all familiar with the financial maxim which defines investment return as a function of risk incurred. Can this construct also better describe how we view marketing investments? Organizations showing increased expenditure on stock buybacks and dividends relative to growth investments (advertising/marketing and R&D) tend to be more risk averse.
The data reflects the world people know and experience today. Patterns in that data may reveal opportunities for optimization, better steering behaviors in favor of a specific brand, but are unlikely to reveal opportunities for disruptive growth. by Nigel Hollis
“Search has moved far beyond the traditional search bar,” says Esteban Ribero, Senior Vice President, Planning and Insights, Performics. “While consumers still ‘search and click,’ search is no longer a channel; it’s a behavior.” Further, search has gone beyond just plain text. “People are searching on their voice-activated assistants like Alexa; they’re searching via visual cues on channels like Pinterest,” he adds. His advice for marketers is to “shift the thinking around search from a channel to a behavior,” so search becomes a behavioral tool that gives great insights in consumer intentions within exact moments.
Given how large the millennial generation is, more and more companies these days are keen on creating a collective millennial marketing strategy. By Danielle Ramirez
