Business

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

• Showrunners: the Orcí clan.
• It keynote speaker: Wendy Clark.
• Other speakers of note.
• Miss AHAA 2016: Ariadna Gutiérrez.
• Big disappointment: the session with award-winning creatives.

U.S. digital advertising revenues reached an all-time high of $59.6 billion in 2015, according to the full-year IAB Internet Advertising Revenue Report, released by the Interactive Advertising Bureau (IAB) and prepared by PwC US. This marks a 20 percent surge over the earlier record-breaking 2014 revenues of $49.5 billion – and represents the sixth year in a row of double-digit growth for the industry.

Spending on paid media worldwide will climb 5.7% in 2016 to $542.55 billion, propelled by increased investments in digital advertising. This is lower than eMarketer’s previous forecast, but still represents accelerated growth when compared with 2015 (5.0%).

Spending on brand activation marketing in the U.S. rose 5.5 percent in 2015 to more than $560 billion, accounting for almost 60 percent of advertisers’ budgets, according to a new study by the ANA (Association of National Advertisers) in partnership with PQ Media. This year, brand activation is expected to grow 6 percent, to nearly $600 billion.

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

• Marketing & advertising trade pubs tend to be littered with manufactured press releases & carefully curated gossip.
• It is not necessarily good or bad, it simply is.
• It don’t hurt to ruffle some feathers every now and then though.
• Hence my friend & benefactor Eugenio “Gene” Bryan, founder & editor of this prestigious media outlet, kindly asked me to bring a creative’s POV to his kingdom.
• If possible, one devoid of makeup or sugarcoating.
• The harsh truth with a playful tone.
• Or, at least, the harsh truth as yours truly sees it.
• If we want our industry to keep paying our mortgages we must keep it on its toes.
• We must call into question our complacency, our tried & true conventional wisdom, our tired truisms.
• While protecting the tenets of our culture and the cohesion of our community.
• Every now & then, this mission requires to pick a fight.

U.S. advertising as a percentage of U.S. gross domestic product continues to slow — signifying major changes in the ways that advertising resources are used.

Maybe future media/entertainment deals will all be about profit participation — not just flat fixed fees.

Just over a year ago we reported that Javier Farfan had departed his post as Head of Music, Entertainment, and Culture Marketing at PepsiCo to assume his new post of Director of Marketing at Verizon Wireless.

Millennials are igniting a transformation in B2B sales and marketing, and becoming key purchase decision makers.

Horowitz Research has expanded its senior leadership team with two new additions. Mariana Diaz-Wionczek, PhD, joins the team as the new Senior Director of Research and Strategy, and Claire Dinaso has been named as Senior Director of Research.

Univision Enterprises in partnership with Houston-based Bancomer Transfer Services, Inc. (BTS), announced the launch of Univision Remesas, an international digital money transfer service for Hispanics

Every state and city in the United States has the opportunity to further gender parity, which could add $4.3 trillion to the country’s economy in 2025.

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

• Year after year, Hispanicize gets bigger, better and louder.
• Bloggers are no longer the only raison d’être of it all.
• Technology, marketing, entertainment, music, entrepreneurship, politics, religion, cuisine.
• There’s something for everyone.
• Of course, everyone is selling something.
• Here’s what I bought & what I didn’t, should you care to know:

MH Media, a division of the Miami Herald Media Company (MHMC), announced the appointment of Michael Vinales as Hispanic Marketing Specialist.

Hallmark is transitioning its existing Spanish-language greetings line to a new lifestyle brand called Hallmark VIDA.

We just ended Q1 of 2016, and now we’re into the “Day” promotional spike season centered on Mother’s Day, Father’s Day, Graduation Day, etc. What we saw over the holiday and in Q1 was a concerted shift in use, practice and engagement across the board — but many of these shifts have upstream and downstream impacts on how we think of marketing today.

Programmatic advertising continues to become more sophisticated, and spending via the media buying technique is growing, albeit at a decreasing pace. In our latest US programmatic forecast, eMarketer predicts that this year, more than two-thirds of all digital display advertising will be purchased programmatically.

Gloob Marketing announced it is launching Gloob Motivo, a new Hispanic market division and social influencer network.

La Voz Media Group CEO Mr. Yoav Cohen has announced that Mr. Michael Jones has joined the Company’s Advisory Board.

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

• I once asked the marketing manager of a massive global brand whose responsibilities included the largest Spanish-speaking country in the world why their campaigns aimed at said nation always depicted upper class Caucasians when the vast majority of their customers is working class and “ethnic”.
• This individual was, pro’bly still is because he proved to be very good at it, in charge of marketing efforts for the type of edible product you buy with chump change you fish from the bottom of your pocket.