What impact do new devices such as smart speakers and new ways of listening to music like Spotify have on radio’s long-standing role of introducing the latest new music to listeners? Do smart speaker owners now turn to Alexa to find out what’s new instead of their local CHR personality?
In marketing circles, the current construct for developing a strategy revolves around paid, earned and owned media. This is a useful model to start with, but it doesn’t provide enough granularity around timing. A strong strategy for marketing campaign development requires you think how these three areas interact and at what time you should be launching each phase.
Picture this, you’re a senior marketing executive and your Hispanic ad agency has just presented a creative idea for your next campaign. You like the direction but suddenly you ask the question: “Have you seen what our General Market agency presented? Why wouldn’t that work for Hispanic? What’s not Hispanic about it?” Pressured to find synergies and budget efficiencies year over year, the temptation to adopt a “one size fits all” approach that may not only save production and agency fees, but could also save valuable time by reducing the number of meetings is a reality facing many marketers in America. By Isaac Mizrahi – Co President, Chief Operating Officer of ALMA
The 4A’s, ANA, and IAB joined together today to propose an industry-wide self-regulatory system that would banish the most offensive advertising formats from the internet.
With culture at the very heart of the identity of different groups across the country, the United States has become very diverse with regard to the different groups that comprise it. As such, Hispanics have become a very unique group to market to within the United States. Targeting this demographic is a distinct task, as the group itself is often mistaken to be one homogeneous culture. However, although Hispanics share many ideals, it is important to remember that each group that comprises Hispanics contains its respective identity; and, with these groups having generational identities within them, marketers are tasked with creating campaigns that acknowledge their unique identity while embracing the different values that they share. By Sean Sawicki / Florida State University
Last week Kantar Millward Brown hosted a webinar titled ‘Create Digital Ads that Drive Brand Growth’. Tip number one was to “Make people feel something” and tip number two is the closely related “Stand out at the start”. Yes, with digital video you have to engage those emotions quickly. by Nigel Hollis
While computer scientists have been touting artificial intelligence (AI) for more than half a century, the technology is just starting to reveal its potential. In spite of the hype, machine learning, deep learning, computer vision and natural language processing have quietly become entrenched in many people’s daily routines.
The Circulo Creativo announced the winners of their 2017 USH Ideas Awards competition. Coral Gables based ALMA walk away with the largest cache of awards in multiple categories, along with Anomaly, LatinWorks, We Believers, WING and other shops.
The Hispanic Public Relations Association (HPRA) reveals the winners of the 2017 National ¡Bravo! Awards held at the Lotte New York Palace Hotel in New York City.
Pockets of growth seems to be a recurring theme amidst an era of economic change, modest growth and evolving consumption patters. Across the board, growth in Fast Moving Consumer Goods (FMCG) is getting harder to achieve but if you scratch below the surface, there are many examples of companies, segments and channels performing strongly.
In the past few years, the advertising industry has made tremendous strides in measuring viewability. But buying viewable ads doesn’t always translate to positive results. As a matter of fact, it often translates into worse results. By Scott Knoll is the CEO of Integral Ad Science
In 2018, 66% of individuals in 52 key countries* will own a smartphone, up from 63% in 2017 and 58% in 2016, according to Zenith’s Mobile Advertising Forecasts 2017. The rapid expansion of smartphone ownership across the world, which has transformed the way that advertisers communicate with consumers, is slowing down as penetration reaches 80%-90% in the most advanced markets. The number of smartphone owners will increase by 7% year on year in 2018, compared to 10% growth in 2017, 14% in 2016 and 21% in 2015.
By Gonzalo López Martí – Creative director, etc / LMMiami.com
The failure of the U.S. Men’s National Team (USMNT) to qualify for the 2018 FIFA World Cup finals is without question a tremendous setback for U.S. soccer. Millions of disappointed U.S. soccer fans are scratching their heads wondering who is to blame for this catastrophe. By Jaime Cardenas – CEO, AC&M Group
For every ad campaign they execute, brand and agency leaders have to decide on an array of variables: how much to spend on creative development and testing; whether to seek high reach or more precise targets; the context for the message; and how to add an element of recency to deliver the ad prior to the next expected purchase. But it wasn’t too long ago that creative was the most important part of the mix by far. It was a pretty simple formula: Good creative sold products, bad creative didn’t. In 2006, Project Apollo found that 65% of a brand’s sales lift from advertising came from the creative.
One morning recently, an impromptu discussion broke out in the office about what makes for great advertising. We discussed a few of our favorite recent ads and, as one can imagine, the range of suggestions about which was best was broad. Short form and long form. Funny and sentimental. Product-driven and brand-focused. Rational and emotional. While they ranged in length and objective, one thing was clear: They were “must-watch” ads—not filler in between program breaks, but great creative that we want to talk about, share and watch—over and over again. By Carl Marci, Chief Neuroscientist
This week Richard H. Thaler, professor at the University of Chicago Booth School of Business, won the 2017 Nobel Prize in Economic Sciences for his pioneering work in behavioral economics. In an interview Thaler promised to spend the prize money as irrationally as possible, a statement that acknowledges that he might otherwise try to make rational decisions. by Nigel Hollis
The results are an eye-opener for marketers and their brands as they show how marketers’ societal biases and age-related stereotypes are contributing to a significant overestimating of millennial spending power and an underestimating of the value of consumers 55 and older.
It’s a big marketing move for SeaWorld Parks and Entertainment as it seeks to build its share of Hispanic vacationers and local visitors through direct Spanish-language communication — something never done before on a major level. BY Adam R Jacobson, for HispanicAd
Hispanic TV Summit Award for Corporate Leadership in Hispanic Television & Video. Altice USA has been both a trailblazer and a visionary in providing the local and national Hispanic community access to Spanish-language news and entertainment, as well as providing innovative packaging of video and high-speed-data products. By: MCN Staff / Courtesy of MultiChannel News and Broadcasting & Cable
