Moroch Holdings Inc. (MHI) has announced that it will be taking a minority interest in Chicago-based LimeGreen LLC, a cross-cultural marketing communications agency focused on helping its clients reach culturally diverse groups through compelling consumer insights.
As president and CEO of Marketron, a business software provider servicing radio broadcasters, Jeff Haley oversees all developments designed to help broadcasters drive ad sales and revenues. Haley recently spoke with eMarketer’s Lauren Fisher about bringing programmatic to terrestrial radio and shared his expectations for doing so with regard to audience-driven data and real-time delivery.
Meredith Corporation released results from its exclusive Women 2020 research study targeting the next generation of female consumers – Millennials.
eMarketer estimates that US adults will spend 5 hours, 38 minutes each day with digital media on PCs, mobile devices and other connected devices (such as connected and smart TVs and connected game consoles) this year, representing 46.7% of daily media time. Meanwhile, TV will grab 4 hours, 15 minutes of adults’ daily media time, or 35.2% of the total.
“Which ad format can we leave out of our campaign without jeopardizing the overall impact?“ If this question sounds familiar, you are not alone. We are living in a cross media world. There hardly is a television campaign today which is not combined with digital advertising, including search, display and retargeting.
Marketers remain stuck on the basics when it comes to personalization, and recent research reaffirms that notion that it’s still early days for such efforts, with plenty of room for growth in effectiveness and targeting, for example.
In the next 12 months, the concept of cord-cutting is going to really take hold — a huge opportunity for television companies, as they continue the shift to become digital-first and look to replace revenues lost from the traditional cable consumer.
Andy Checo has been named a Director of Havas FormuLatin in NYC.
A picture may be worth a thousand words, but marketers have not turned a strategic lens on optimizing the return from their visual media content investments.
In the audio world, reach is a popular word these days.
When relationships end, it can be because one of the parties is just not trying. But that isn’t the case here. I believe agencies are truly trying to patch things up.
Data from GfK MRI’s Survey of the American Consumer show that more than four in 10 (44%) US adults live in households with cell phones but no landline telephones; this cell phone-only population has grown by 70% since 2010.
To gain insight into emerging trends and outpace the competition, firms are putting innovation centers in place.
What’s the next big thing? It’s a question retailers, manufacturers and marketers ponder incessantly so they can be at the forefront of growth with the latest innovations, media and consumer groups. And when it comes to looking for trendsetters in these areas, they would be wise to take note of American lesbian, gay, bisexual and transgender (LGBT) households.
Both parties feel completely mismatched and misunderstood. Clients want things like a better understanding of the clients’ actual business (“sell my stuff, grow my business, drive my share – how can you help?”). Agencies say they don’t have access to the very client people that actually are in charge of this stuff.
Viewability has been an increasingly hot topic. Advertisers are clamoring for increased viewability levels; companies are scrambling to develop technologies that improve viewability; trade organizations are hard at work setting new viewability guidelines.
Marketers continue to grapple with questions and concerns about mobile measurement. Yet some of those concerns stem from misconceptions about mobile measurement capabilities and data availability. Craig Palli, chief strategy officer at mobile marketing technology provider Fiksu, spoke with eMarketer’s Cathy Boyle about where marketers are getting things wrong with mobile and why several common misconceptions about mobile advertising persist.
The Azteca Station Group announced that it has expanded its partnership with leading multicultural event marketing agency and largest producer of Latin Music concerts in the U.S., Cardenas Marketing Network (CMN).
The tracking of consumer perceptions – and the overall equity built from these perceptions – is a vital part of understanding and building a consistent, compelling 360° brand experience. Getting a fast read of what people believe and feel about a brand, and how this is impacted by the communications they see, enables marketers to quickly course-correct – flexing and changing messaging and creative to better deliver on brand goals.
Failure is a common innovation outcome; 85% of new products are ultimately unsuccessful. While there are many factors at play, decline in the second and third years in market can largely be attributed to the “launch ‘em and leave ‘em” philosophy of many manufacturers today. Brands tend to focus less on new products after the first year in market, leading to significant declines in sales.
