Marketers should Focus more on Media Performance, Not Just Price
Virtually every week, there is another story about major marketers putting their media agency in review. Most of the reviews these days are driven by price, not performance. Marketers — through their procurement officers — want lower media prices, and they want to pay lower media agency fees. Certainly, marketers and their media agencies also spend a lot of time on media performance, but it seems that the pendulum has swung a bit too far to the cost control side lately.
Advertising agency DraftFCB is shutting down its Puerto Rico operation next month, leaving its 33 local employees out of work. Employees were informed by a stateside executive who was sent down to deliver the bad news to the team of nearly three dozen in Puerto Rico. Courtesy of Caribbean Business
Teens are the gatekeepers of cool, always willing to try new things and setting the standard for what’s hot and what’s not. They are early adopters and an important barometer for brands. Following are a few trends we’re seeing take off with teens, pointing to what will be hot or not on the horizon. While some present challenges for youth marketers, some also offer opportunities for us to better understand and reach today’s teens.
As the most anticipated week in Latin music unfolds, the city of Las Vegas fills up with celebrities, international media crews and hundreds of marketers from around the country who gather for the 14th edition of the Latin GRAMMY Awards. By Lili Gil Valletta, Cofounder XL Alliance, Business & Politics Media Contributor
Univision Communications Inc. unveiled plans to connect and deliver fans with direct access to the 14th Annual Latin GRAMMY Awards® through first-of-its kind digital and social television integrations offered on any awards show to-date. Fans had the unique opportunity to interact with their favorite celebrities and ask questions as they participate virtually in an exclusive Google+ Hangout featured on a video wall during a green carpet broadcast.
Like other forms of entertainment, sports programming is shifting to the digital space. US sports leagues and broadcasters are streaming increasing amounts of content on their broadband and mobile channels, and consumers are responding by tuning in on multiple screens, according to a new eMarketer report, “Sports Video Streaming: More Like a Marathon than a Sprint.”
A new study from Expedia Media Solutions, the advertising sales division of global online travel leader Expedia, Inc., provides an in-depth look at the content journey of today’s traveler including platform and device usage patterns, purchase trends, and how content influences the decision-making process.
HispanicAd.com had the opportunity to interview Frank Flores / VP Hispanic Marketing & Sales, SiriusXM.
Music is one of the most important elements of life for Latinos. Along with family and food, it’s part of the cultural trinity of things they say make them feel most “Latino.” Music’s appeal crosses generations, with the ability to touch the hearts of recent immigrants, US-born children of foreign-born parents, as well as those whose grandparents made the original journey here. It also plays a key role in day-to-day life, as something they believe keeps them sane, safe, and happy.
Brand commitment might not always be a good thing, and in the case of high-severity recalls, consumers with a high level of brand commitment may actually respond more negatively than those with less loyalty, according to researchers.
Word of mouth marketing is more effective than “traditional” marketing, according to 64% of marketing professionals interviewed in a new survey sponsored by the Word of Mouth Marketing Association (WOMMA) and the American Marketing Association (AMA).
Native advertising exchange Hexagram, in collaboration with specialist research and public relations consultancy, Spada, have published the results of the most comprehensive survey conducted on native advertising to date. In September 2013, a questionnaire was distributed to a cross-section of professionals working in publishing, advertising and PR agencies.
Univision Communications has offered an interesting infographic regarding the importance of the US Hispanic Social Power.
The paper, available to the public as a complimentary download, provides companies with important context for understanding the changing dynamics of today’s multi-platform digital marketplace.
Data is the lifeblood of marketing, yet marketers are extremely frustrated with their business information. There is a growing disconnect between what marketers want and need from their data and what they are actually getting, according to a new report by Domo, a cloud-based venture helping CEOs and other executives transform the way they manage business and get more value from existing investments in business data.
At the recent 2013 Hispanic Retail 360 Summit, a cross-channel conference, CPGs, retail experts converged to share insights on successful programs. There was unilateral agreement that now is the time to act strategically on the opportunities to approach the Hispanic and non-Hispanic consumers in unison. By Carlos Santiago / Santiago Solutions Group
As the discussion continues regarding the viability and implications of the “total market” approach embraced by so many major brands at the ANA Multicultural Marketing conference in early November 2012, I came across an interesting perspective from the folks at ReachingBlackConsumers.com By Jose Villa / Sensis
Latino influence in the US keeps growing one cultural example at a time. The Wall Street Journal published on Friday November 1, 2013 an article entitled “No Bones About It, Day of the Dead Is Finding New Life.” The article talks about a trend among non-Hispanics, particularly in areas of heavy Latino presence like California and Texas, who now set up altars to their dead relatives in different locations. An interesting example is that of a woman in Oceanside, California, who created an altar to her father in the trunk of his car. By Felipe Korzenny, Ph.D.
Sixty-eight percent of marketers measure all or most of their sponsorship and event marketing activities, according to a new survey by the ANA (Association of National Advertisers); however, a sizeable 32 percent measure only half or less.
