As more advertisers start to explore the benefits of connected TV and over-the-top (OTT) services, buyers and sellers are facing a slew of challenges. eMarketer’s Lauren Fisher spoke with Ryan Reed, director of innovation for TV and video at Lotame, about the major hurdles on both sides of the spectrum, including what’s holding up programmatic trading of connected TV and OTT inventory.
As far as choice goes, there’s never been a better time to be a consumer. Thanks to globalization and connectivity, consumers around the world have access to a wider array of products than ever—a trend that’s likely to continue going forward. And the bevy of choice involves products and services from both multinational and local brands. So in an era of massive choice, how much weight does the “made in” moniker carry when it comes to purchase motivation?
In anticipation of the Final Draw to be broadcast on Telemundo and Universo this Friday, December 1 at 9:30 a.m. ET, Telemundo Deportes unveils its coverage plans for the 2018 FIFA World Cup Russia™ taking place next June 14 – July 15.
HC2 Holdings, Inc. (“HC2”) announced that its subsidiary, HC2 Network Inc. (“HC2 Network”), has acquired Azteca America, a Spanish-language broadcast network, from affiliates of TV Azteca, S.A.B. de C.V. (“Azteca”) (BMV: AZTECACPO; Latibex: XTZA), one of the two largest producers of Spanish-language television programming in the world. In addition, HC2 Network has signed a definitive acquisition agreement with Northstar Media, LLC (“Northstar”), a licensee of numerous broadcast television licenses in the United States.
This past year marked a turning point for the White Non-Hispanic population which declined for the first time ever, 10 years before the U.S. Census projection. Multicultural segments made up 100% of U.S. population growth last year according to recently released 2016 ACS. While U.S. population growth is slowing overall, Multicultural segments are driving the expansion of the U.S. consumer base making up 4 in 10 Americans with Hispanics continuing to drive half of the entire U.S. growth and the Other/Mixed Race segment delivering the fastest growth. Looking to the future, the Multicultural population in the U.S. is projected to reach 131 million in 2018. This tipping point is causing many marketers to reconsider with which segments to lead their growth efforts.
The connected universe continues to evolve with the smartphone in its center. More than ever, consumer habits and telecom trends are in focus and poised to fuel the growth, with 5G on the horizon, and many Internet of Things (IoT) applications in development.
A recent study shows that 55% of U.S. Hispanics identify as bicultural. It’s important now more than ever to represent bicultural Latinos and tell their stories. Verizon is at the forefront of this storytelling with their most recent dedicated and original Spanish/bilingual ad for Verizon Fios starring American actor Gaten Matarazzo (known for his role as “Dustin Hendersen” in “Stranger Things” (2017), the thrilling Netflix sci-fi drama) and actor Marcel Ruiz (known for his role of “Alex Alvarez,” in the Netflix’s 2017 reboot of “One Day at a Time”), portraying bicultural families in a fun and creative way with relatable family dynamics.
Univision continues to expand its original digital content with the launch of “¿QUÉ CREES?” (What do you think?), a social-first daily show dedicated to covering entertainment news, trends, celebrity news and gossip. “¿QUÉ CREES?” is created for YouTube and is designed to meet every pop-culture enthusiast needs.
LBI Media, Inc. announced the appointment of Jason Hall as SVP, national sales. He will be based in the company’s New York City office. As SVP, national sales, he will manage the national sales efforts for LBI’s station group and affiliate stations throughout the country. Hall will be responsible for leading and organizing all national sales efforts, including recruitment and the direct management of the national sales offices in New York, Los Angeles, Miami, Chicago, Dallas, Atlanta and Mexico.
The difference between connecting and pandering to your Hispanic consumer is a fine line. When you reach out to Hispanics solely for your needs and with little authenticity (soccer balls and Mariachis everywhere!), you’re pandering. When you reach out to address mutual needs in an authentic way, you’re connecting. Awareness of this difference can mean gaining the loyalty of your audience versus being an object of ridicule, as politicians from Hillary Clinton to Donald Trump, as well as major brands have learned. By Lee Vann / Capture Group
NBCUniversal Telemundo Enterprises and consumer intelligence firm Maru/Matchbox have announced an innovative partnership and a first for the Hispanic market: a combined insight community, spanning the full spectrum of U.S. Hispanics across variables such as country of origin, language in the household and acculturation level.
Once upon a time, social media marketing was very different than it is today. Marketers could open a page on Facebook, write a bunch of fun posts and watch the fan count go up. But that all changed when Facebook began drastically reducing the reach of organic (nonpaid) posts.
An examination of Facebook and Instagram campaigns measured by Kantar Millward Brown finds longer-term brand impact is boosted when brands communicate in a more personable and human way. How do you do that? Think of the audience as human beings to be engaged not targets to be cajoled. by Nigel Hollis
In the fifth and final episode of our “Critical Challenges” series, we dig into the topic of brand safety, featuring highlights from our one-to-one interviews with top marketing executives from around the world.
Univision Communications Inc. announced the appointment of Antonio Roman to senior vice president, Local Media New York Sales for Univision New York. Roman will lead the company’s NY-based sales teams across TV, Digital, Radio and Experiential Marketing.
By Gonzalo López Martí – Creative director, etc / LMMiami.com
A new analysis by Korn Ferry shows that while there are still very few Hispanics on large corporate boards, there are signs of improvement. The study finds that the percentage of Hispanics on Fortune 500 Boards has remained stagnant since 2015, with 2.6 percent of board members being Hispanic as of summer 2017, and 2.5 percent at the end of 2015. Three-quarters of Fortune 500 companies have no Hispanic board members.
Customer behavior and purchase decision-making is growing increasingly complex, driven by multiple factors that include accelerated mass adoption of new technologies and mobility, according to KPMG. In a new KPMG report, Me, My Life, My Wallet, the firm introduces a new customer engagement framework that is designed to help businesses understand the forces that influence decision-making and preferences of today’s customers.
After decades of big-box expansion, the retail industry is now shifting to smaller stores. In 2015, small format retail categories — drug, dollar and convenience stores— outgrew larger format stores by almost 400%, and now make up a more than $1 trillion market. This growth is no accident. Demographic shifts paired with online shopping behavior and shifting consumer demands are forcing leading retailers to think small.
Digital marketers are being taken to the cleaners. Roughly half of all digital campaigns use multiple data sources, according to a study out today by Forrester. That would include email. But they lack clarity into data sources and what they are buying.
