All brands have a story to tell consumers, but telling it in a way consumers want to hear can be challenging. Marketers are taking advantage of their ability to use content and ad creative sequentially to present longer, more compelling messages to consumers.
If there is one thing that has changed in the last couple of decades it is our expectations of immediacy. Ever since Apple put easy access to information in our hands people have come to expect everything to be more immediate. This includes business success which is a problem when brands take time to grow strong. by Nigel Hollis
With marketing technologies growing ever more powerful, many companies are deploying the latest tools to personalize marketing or make ad spending more efficient. There’s no question that new digital technologies allow marketers to approach customers with surgical precision, unlike the blunter instruments of just five years ago. But the rush to invest in new technologies designed to boost the return on investment (ROI) of a single purchase or channel often misses the foundational goal of knowing who your target customers are, what they’re worth to the firm and how they behave. By Laura Beaudin, Brian Dennehy and John Grudnowski
Do brands still hold sway over consumers? According to new research, executives worldwide are worried that the marketing power of the brand is declining.
Every year, companies spend months creating their price and promotion plans in hopes of driving better results. However, intensifying pressures from today’s increasingly competitive marketplace are causing systemic shifts in the effectiveness of the current planning process. By Lana Busignani, Executive Vice President, U.S. Marketing Effectiveness, Nielsen
María Elena Salinas, an influential voice in television and Hispanic America for more than three decades, announced that she plans to leave the Univision News anchor chair at the end of the year.
America has spoken, and they have one thing to say: “I’d rather be fishing.” With 1.5 million more participants than the previous year, fishing now has more than 47 million Americans hooked.
Roughly four-in-ten Americans have personally experienced online harassment, and 62% consider it a major problem. Many want technology firms to do more, but they are divided on how to balance free speech and safety issues online
The Univision Network announced the premiere of the epic series “La Tierra Prometida” (The Promised Land), a compelling story of courageous faith filled with adventure, temptation, intrigue, and forbidden love.
H Code Media announced the signing of an exclusive partnership with Futbol Sites (FSN) in Latin America.
The agency refusal to cooperate infuriated procurement. As one exasperated executive told me in 2003, “Who the hell do they think they are, anyway? A bunch of prima donnas. I’m going to whack their fees by 10% — maybe that will send them a message.” By Michael Farmer – Madison Avenue Manslaughter
It’s no secret that traditional Spanish broadcast networks have been experiencing a steady loss of viewers in the U.S. year over year. Many factors are contributing to this decline including a slowing in immigration from Mexico. But, perhaps even more impactful is the fact that growth in the U.S. Hispanic market is primarily coming from U.S. born. By Mario Carrasco – ThinkNow Research
Everyone in the marketing ecosystem realizes mobile is inextricably intertwined with the consumer journey. The challenge is in learning how to leverage it.
Influencer Marketing has become a central focus of marketing strategies and budgets for 2017. According to Bloomberg, an estimated $255 million is now spent on influencer marketing every month. With a buy in like that, what’s the ROI? EMarketer reported that advertisers earned an average of $6.85 for every $1 they spent on influencer marketing.
Univision Communications Inc. (UCI) on the heels of promoting Steve Mandala to president of Advertising Sales and Marketing, announced a new leadership team to manage its growing portfolio of ad-driven platforms.
Despite concerns around the current economic and political landscape, Hispanic spending continues to rise across the total fast-moving consumer goods (FMCG) market, according to Nielsen’s Target Track retail measurement service. In year-to-date (YTD) 2017, Hispanic consumers have increased their FMCG spending by 0.6%, compared with 2016. In comparison, non-Hispanic dollars sales are 0.7% lower than last year.
So while it’s been well documented in the first half of 2017 that smaller companies are pulling ahead of the pack and driving much of the growth in the U.S. fast-moving consumer goods (FMCG) realm, the trend begs the question: Is size the new determining factor for success, or can large companies advance too?
Lionsgate and Hemisphere Media Group have launched PANTAYA, the first Spanish-language over-the-top (OTT) service dedicated to premium content for the Hispanic community in the U.S.
Consumer products giant Procter & Gamble Co. on Thursday reported better-than-expected fiscal fourth quarter profit and sales, but if you think this means things are turning up for the struggling US consumer packaged goods sector, think again.
The latest quarterly results from P&G once again raise the question of the real value of digital advertising. If a major company can cut digital spend by $140 million and sales increase, what does that imply about the effectiveness of that spend? by Nigel Hollis
