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Spanish, English or Both? How to Leverage Language to Reach US Hispanics

Language is often a perplexing topic for advertisers when they are targeting US Hispanics. A study recently conducted by Culturati, a research and consulting company, looked at how to approach language in TV advertising geared toward US Hispanics, with a specific focus on the effectiveness of “Spanglish,” or mixing English and Spanish. eMarketer’s Alison McCarthy spoke to Rene Sanchez, Culturati’s vice president of client strategy and insights, about the key findings of this study.

Pulpo/ThinkNow: Nearly 3 In 4 Lower-Acculturated Hispanics Are Tablet Users

Some 72% of lower-acculturated Hispanics are tablet owners who use the device to go online and access apps, making them more likely than acculturated Hispanics to use this type of device to access the internet.  That’s just one of the key findings revealed in a webinar presentation focused on the behavior of online Hispanics from Entravision Communications-owned Pulpo Media, a digital advertising platform.

Programmatic Video: A Spectrum of Automation [GUIDE]

Programmatic Video: A Spectrum of AutomationProgrammatic is a term that’s used frequently by digital marketers, but there is still a lot of confusion around how to differentiate one programmatic solution from another, specifically as it relates to digital video.

Sports Fans to Turn to Traditional TV to Watch Rio Olympics

Television is likely to remain the top live viewing channel in the US for the upcoming Summer Olympics. According to May 2016 research, the majority of US sports fans said they plan to be glued to the Rio Games via TV this August. But marketers shouldn’t count out other screens when it comes to simultaneous activities.

The rise of solutionism. Part 2

By Gonzalo López Martí / Creative director, etc / LMMIAMI.COM

  • To spot the solutionist in the room, look for the dude or dudette who’s stealthily trying to play the team like a guitar, confounding the audience with esoteric BS while doing away with its hard-earned marketing & advertising budget.
  • Solutionists, aka solutionistas, tend to be pathological meddlers and micromanagers.
  • Their stock in trade is muddying the waters to make them seem deeper than they actually are.

Operational Data Gaps Compromise Customer Experience [REPORT]

While digital marketing technologies and engagement channels multiply, many marketers remain concerned that they are still not delivering what customers want most: a seamless, frictionless and individualized buying and problem-solving experience.

Brand Experience Innovation [INSIGHT]

Brands bring their purpose to life by creating experiences for their consumers. Do it well and these experiences can be a powerful platform for growth, contribute to culture and generate desire.

Succeeding In Disruptive Times [REPORT]

Major organizations across the globe are attuned to the urgent need to transform their business and operating models, in light of evolving customer behaviors, disruptive technologies, regulatory policies, and globalization.

2016-2018 Research Priorities [REPORT]

Every two years, the Marketing Science Institute asks every MSI member company Trustee to provide input to help set priorities for the research that will guide our activities for the next few years. These priorities enable MSI to engage in its most critical mission: moving the needle on important marketing problems.

Guidelines for Measuring Viewable Impressions in Mobile Web and Mobile In-App Environments

The Media Rating Council (MRC) issued the final version of its Mobile Viewable Advertising Impression Measurement Guidelines. Updated based in part on cross-industry input received during a 30-day public comment period in April, the guidelines provide guidance for measuring viewable impressions in Mobile Web and Mobile In-Application (In-App) environments.

The State of Mexico’s Mobile Market

The continued decline of mobile service costs and the rise in smartphone adoption will help moderately increase mobile internet usage in Mexico this year, though the country’s mobile phone uptake in general remains low compared with many of its neighbors in Latin America

Alma Makes History At Cannes

The Cannes International Festival of Creativity is a yearly celebration that recognizes the best in creative advertising worldwide.  June 25th marked the official culmination of the festival for 2016, which reflected a historic performance for Alma. The agency won a total of 8 Lions and 18 Shortlists, establishing a new record for the multicultural industry!

ANA Multicultural Excellence Award Winners – Catching Up with Allstate

The final deadline for the ANA Multicultural Excellence Awards is approaching (July 8!), but if you need some extra application inspiration, just look to Allstate, who took home top honors in the Asian category last year.  Their winning combination of nuanced, emotional insights and creative messaging helped them reach one of the fastest-growing multicultural segments in the nation: Asian Indians.  I asked Georgina Flores (pictured), vice president of integrated marketing communications at Allstate, just how they built their strategy around their brand promise and how winning an award amplified these efforts.  Read on to see how you, too, can elevate your brand by entering the Multicultural Excellence Awards.  By Talia Fisher, associate manager of committees and conferences at ANA

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