Business

For all the talk of fragmentation in media, isn’t it funny how similar the digital media business is to the old TV business?  Take a second and think about it from the perspective of a mainstream advertiser.

Rudy Ferrer, President & COO of Delta Media inducted intoOutdoor Advertising Association of America (OAAA) Hall of Fame Rudy Ferrer, President and COO of Delta Media, was inducted into the Outdoor Advertising Association of America (OAAA) Hall of Fame on Tuesday, May 12, 2015.

According to the Media Consumption Forecasts, a new report by ZenithOptimedia, people will spend an average of 492 minutes a day consuming media in 2015, up 1.4% from 485 minutes a day in 2014. This increase will be driven by the rapid growth in internet use, which will increase by 11.8%.

By Gonzalo López Martí  –  LMMIAMI.COM

• What kind of innovation can come out of an organization that buries its talent under layers of hierarchy, paperwork, processes and reporting duties?
• So you are a writer, an art director, a designer, a web dev?
• You spend 10 hours a day in a cubicle working for a multinational corporation?
• And you call yourself a creative?

Challenges to growth are nothing new. But these challenges are now changing with shifts in culture. We have now entered a “post-ownership age”, with rapidly changing consumer behaviours and attitudes. Consumers’ perception of needs have transformed as the burden of ownership has developed in response to the recession. People see ownership as adding layers of responsibility and worry to their already busy lives.

Marketers in the TV entertainment industry used to dance to a nice, predictable cadence. Programming was synced with the school year and punctuated by regularly recurring ratings periods like the just-completed May Sweeps. Three major networks had a captive audience that obligingly showed up at appointed times and watched programs from end to end.

Four sports marketing executives and a broadcaster from the U.S. and South America were charged with racketeering, wire fraud and money laundering conspiracies along with nine leaders of Fédération Internationale de Football Association (FIFA), soccer’s governing body, in a 47-count indictment unsealed early this morning. Many of the defendants were rounded up in a luxury hotel in Zurich, Switzerland, where they were gathered for FIFA’s annual meeting.

By Gonzalo López Martí  –  LMMIAMI.COM

• If, like yours truly, you run a more or less conventional advertising operation you might be quite aware by now of the fact that there’s an awful lot of excess capacity out there.
• Brainpower for hire.
• Free agents.
• Galore.
• They are hungry.
• They are equipped.
• They are MILLENNIALS.

At a time of stagnating markets, technological disruption, and rapid changes in consumer behavior, where can big brands find growth? One popular path is through brand extension: stretching a brand into an adjacent market where its value proposition is still relevant to consumers. Classic cases include Colgate’s sideways move from toothpaste to toothbrushes, Nivea’s from body care to hair care, and Gillette’s from razor blades to shaving foam.

The media community is allocating more budgets and more inventory to programmatic buying, according to Wave Three of the new Programmatic Advertising Report released by Advertiser Perceptions. And while buyers are focusing their efforts on better performance and a stronger ROI, sellers are looking for easier to use products, improved audiences and more premium inventory.

Douglas Darfield, Managing Director of Programming and Research of Hemisphere Media Group, was honored with the 11th Annual Hispanic Marketing Research Achievement Award at the 19th Annual Hispanic Marketing Conference and Awards ceremony, which took place Tuesday, May 19, in St. Paul, Minnesota.

Pepsi is bringing excitement to its cola options with the launch of Pepsi Limon, a new flavored cola made with just the right amount of authentic lime juice. Handcrafted and inspired by the preferences of Hispanic consumers, Pepsi Limon combines the distinct flavor of Pepsi with a hint of real lime juice resulting in a great tasting cola.

Univision Communications Inc. (UCI) announced that it has acquired The Root, the leading online news, opinion and culture destination for African-Americans. In joining UCI, The Root will leverage UCI’s extensive digital production facilities and publishing infrastructure, while its editorial team will retain its voice and stay true to its mission.

Digital ad spending in the US will total $58.61 billion this year, and retailers’ ad outlays will comprise 22.0% of that figure, or $12.91 billion—by far outpacing all other industries—according to new figures from eMarketer.

Univision Communications Inc., the leading media company serving Hispanic America, today launched the recently announced “Todo Es Posible” (Everything is Possible) campaign, a multiplatform initiative that will bring to life the core values of the Univision Network brand and the journeys of Hispanics in the U.S.   The campaign will focus on seven themes – Tenacity, Love, Respect, Building Bridges, Achievement, Pride and Union – to connect with viewers through relevant and engaging content that reinforces the tenets of the beloved Univision Network brand and tell the stories that define the Hispanic experience in the U.S. 

Verizon Communications Inc. announced the signing of an agreement to purchase AOL Inc. for $50 per share — an estimated total value of approximately $4.4 billion.

Close to 100 former employees of The Bravo Group, the legendary agency of the 90s, will gather in New York City on Saturday, May 16 right after the upfronts.

By Gonzalo López Martí  –  LMMIAMI.COM

• Award shows can become a collective hallucination far too removed from reality. Many a creative considers award festivals a safe haven where “ideas” can be celebrated sans that pesky client intrusion.
• Award shows can be a collective guilt trip too: many a creative feels dirty about making a living in such a capitalist, phony trade.
• Especially Hispanocatholic creatives.
• (It takes one to know one.)
• On the other hand, when self-loathing & dirty consciences are properly channeled in productive ways the outcome can be plenty positive.

Nearly half of top executives say they weren’t effective at earning support for their new ideas when they moved into C-suite roles—and more than one-third say they have not successfully met their objectives during their tenures. But even successful transitions1 didn’t require new executives to have all the answers, and certainly not within their first 100 days in the job. These are among the key findings from a recent McKinsey Global Survey on executive transitions,2 which asked C-level respondents how they managed the business, culture, team, and self-management aspects of their new jobs.

More than ever, marketers are under pressure to demonstrate their business value. In a March 2015 study by Demand Metric and VisionEdge Marketing, 83% of marketing professionals worldwide said the pressure to prove their business contribution had increased.