Recent studies from key players in the world of ad tech tell quite different stories of how video ads seem to be performing, based on completion rates, viewability rates, clickthroughs and more.
2016 may very well be remembered as the year that America’s racial divide became undone. The ubiquity of shootings of unarmed black men. The ascent of Black Lives Matter, not to mention Blue Lives Matter and All Lives Matter. The candidacy of Donald J. Trump and its nativist, prejudiced rhetoric. Pick any random evening, turn on the nightly news, and you are sure to see evidence that, especially in racial terms, the country seems to be coming apart at the seams. By David Morse – New America Dimensions
Culture shock is another important factor that has played a role in the development of the New Latino segment. Culture shock can be defined as “a meta reaction both to strangeness and to the awkward feelings provoked by strangeness in an escalation of anxiety” (Korzenny et al., 2017). Culture shock, as the name implies, occurs when one enters a culture different than his or her own and discovers he or she does not know how to navigate it appropriately. When Latinos come into the U. S., they begin to question their host culture as well as the culture they left behind. By Alessandra Noli – Florida State University / Center for Hispanic Marketing Communication
I have already written about this before, and I think this is probably one of the biggest misconceived concepts marketers have in this country. One that keeps fueling the “one size fits all” Total Market approach. By assessing their choice for headline, even the Pew Research team show a little bias towards the chart on your right side (Share of Latinos who Speak Spanish) instead of focusing on the chart on the left (Absolute number of Latinos who speak Spanish). By Isaac Mizrahi – Co President, Chief Operating Officer at Alma
Covered California is sending videos like “Guadalupe’s Story” to potential customers, to encourage them to sign up for health insurance. The way human brains are wired, it just doesn’t make sense to us to buy something now that we may not need for years in the future.
Pfizer, Eli Lilly and the other companies engaged in creating and selling pharmaceutical drugs or treatments are expected to spend $4.4 billion on television commercials this year. That’s a seven percent increase from 2016, according to Kantar Media research. With $5 billion a likely TV ad sales outcome next year, Univision Communications Vice President of Business Development, Dennis O’Leary, wants to see more of this spending directed at the nearly 60 million Latinos living across the United States. By Simon Applebaum
Experiential plays a powerful role in driving the how, when, and where millennials spend their dollars and willundoubtedly become one of the most influential and relevant engagement channels for the generation to follow….Generation Z. For legacy brands, experiential marketing is incredibly important as it inspires people to action and force CPG marketers to rethink how they connect with people outside of the aisle and beyond the screen.
Who will succeed and who will fall short as the retail sector goes through a wave of creative destruction? eMarketer’s latest report, “The Future of Retail: Nine Things to Watch for in the Coming Year,” digs into questions of pricing, technology and even politics as key factors over the next 12 months.
Millennials enjoy sports just as much as members of other generations. It’s the way they consume sports that matters.
Some 32% of marketers plan to bring programmatic buying in-house, and more than 50% of marketers and agencies believe this complex job will ultimately become the responsibility of the brand.
You’re in a new city, with an hour before a business meeting. You need to focus on your presentation, but you also need something to eat. Your connected watch finds several local quick-service restaurants and chooses one based on how busy it is, your company expense policy and your dietary preferences—using your vital signs to ensure you’re eating a balanced diet. (Did you really have bacon maple pancakes for breakfast?). While you keep working, the watch tells your self-driving car to take you to the restaurant. Based on local traffic, the watch will alert you when it’s time to leave for your meeting. And because you’re in a hurry, it will pay the bill. Hopefully, it will leave an appropriate tip.
Univision Communications Inc. (UCI) and The Harris Poll have released findings of a national study, “Banking on Hispanics for Growth,” to offer insights regarding Hispanic consumers’ attitudes and behaviors on the financial services sector. The findings were unveiled in a webinar presented by Roberto Ruiz, UCI’s executive vice president of Strategy & Insights, and Kathy Steinberg, The Harris Poll’s Senior Consultant PR Research.
The influencer marketing space shows no signs of slowing down. But to have a successful strategy, brands need more than just celebrity endorsements. Identifying the right influencers is a science that relies on complex data, not just the number of social media followers a user has—that’s why influencer platforms are becoming key components of companies’ marketing stacks. Rob Trauber, CEO of apparel brand Johnny Was, and Zackary Cantor, director of decision sciences at digital marketing company GlobalWide Media, spoke with eMarketer’s Maria Minsker about the value of influencer marketing technology.
Brands have been called on to make a stand and many have answered the call. So far this year we have seen a number of large, well-known brands lining up to save the world or make it a better place to live in. I applaud the fact that these brands are willing to take a stand, but I do wonder if it is yet another step on the road to brand fragmentation. by Nigel Hollis
Marketers are becoming more and more interested in reaching out to and engaging Influencers – due to the factors like media fragmentation, quality and transparency issues of the media supply chain, and the rise of ad blockers. Thus, the idea of reaching a targeted group of people who are particularly powerful and influential is spreading. Which is why the identification of the Affluencers is so important – this target has the potential to not only represent a disproportionate amount of purchases, they also represent a group that is sought for their advice and purchasing input across all categories. In addition, Affluencers on average consume more media than general Affluents, with both print and digital publications up +9%.
By Gonzalo López Martí – Creative director, etc / LMMiami.com
Kantar Millward Brown has transformed its annual Getting Digital Right study into a global Getting Media Right study. Why? Because digital cannot and should not be considered in isolation from the rest of the media mix. by Nigel Hollis
With the new television season in the U.S. now upon us, viewers are able to connect with new program offerings as well as old favorites. While much focus will be on the shows themselves, Nielsen took a look at insights surrounding the advertising inventory—from how much money is spent on advertising over platforms to the commercial ratings lifts of ads beyond seven days to how marketers are leveraging branded integrations. After all, it’s these commercial spots that help underpin a multi-billion dollar industry, powering a large part of the media ecosystem.
Brighter spirits may fuel a diverse mix of spending on experiences, self-gifting and gifts for others this holiday shopping season, according to Deloitte’s 32nd Annual Holiday Survey of consumer spending intentions and trends.
Bain & Company is forecasting 3.5% to 3.9% growth in US retail sales this holiday season, slightly above last year’s 3.5% growth and well above the 10-year average of 2.6%. Our optimism stems from positive macroeconomic indicators across the board, including rising wages, increasing employment and a strong stock market. We also see above-average growth in housing-related expenditures. By Aaron Cheris, Darrell Rigby and Suzanne Tager
