“If everyone understood it, it wouldn’t be an opportunity.”
Those words, said about the U.S. Hispanic market by WPP Group CEO Sir Martin Sorrell, were tweeted Monday by dozens of attendees at the start of the annual ahaa conference in Miami Beach, Fla.
BY Adam R Jacobson, for HispanicAd.com
In corner offices around the world, in marbled boardrooms and in whisky bars, they gather: movie executives, trying to figure out how to keep people coming to the movies. Music titans, scheming about suing file-sharers. Television producers, debating how they can force people to watch commercials. The business models of the last 60 years are under threat, nobody’s figured out yet how to make enough money out of the new ones, and everybody’s worried.
This issue takes a deeper look at how Hispanic shoppers seek out experiences in-stores and leverage their mobile devices to find information at the shelf. In addition, differences are noted when it comes to seasonal shopping periods and the types of products they are buying, which includes when they prioritize name brands versus private labels.
ZenithOptimedia predicts global advertising expenditure will grow by 3.9% in 2013, reaching US$518bn by the end of the year. As has been the case since the start of the economic downturn in 2007, this growth will be led by Rising Markets*, which we forecast to grow by 8.2% on average in 2013, while the Mature Markets grow by just 1.8%, weighed down by the eurozone crisis. Over the next two years, we expect growth to pick up in both Rising and Mature Markets, reaching 9.4% and 3.5% respectively in 2015.
This downloadable and easy-to-digest report, produced as a PDF for advertising, marketing, social media, and PR professionals who seek to increase their ROI by increasing their multicultural efforts, features insightful information and discussions of the key issues facing Hispanic media, advertising agencies, and marketing and advertising professionals. BY Adam R Jacobson – Hispanic Market Media Strategist
Over the past months, we have enjoyed several conferences that offer unique insights into specific segments of our Industry and are very important to the continued presentation and selling strategies of our Industry.
Many companies look at the data on the growing Hispanic population and its increasing buying power, and wonder if they’re positioned to leverage this market to enhance their company’s total market growth. The truth is that most companies don’t consider seriously enough that leveraging a new market segment like the Hispanic market requires a methodical and strategic approach that includes a due diligence process and ultimately, requires foundational change. By Terry Soto, Author of Marketing to Hispanics A Strategic Approach to Assessing and Planning Your Initiative
Entertainment, media and communications (EMC) sector deal activity is expected to remain active in 2013 as market players further invest to keep up with consumer demand for more bandwidth amid increasing content consumption, according to PwC’s 2013 U.S. Deal Insights for the Entertainment, Media & Communications. Additionally, as more companies continue to assess their portfolios and divest non-core assets as part of their go-forward strategy, PwC anticipates divestitures will be key contributors to deal values for the sector in 2013.
According to Polk data, in 2012, for the fifth straight year, Harley-Davidson was the number one seller of new street motorcycles (all engine sizes) in the United States to young adults ages 18-34, women, African-Americans and Hispanics, as well as Caucasian men ages 35 plus.
Dave Shull, executive vice president and chief commercial officer for Dish Network, believes in a primary marketing strategy for the No. 2 DBS provider when it comes to reaching many multiethnic consumers.Courtesy of Broadcasting & Cable / Multichannel News
Executives speaking at the session “Promoting Programming Intended For Multiethinc TV Audience” said that its imperative for both distributors and networks to utilize demographic and viewership data to better serve a diverse multiethnic audience. Courtesy of Broadcasting & Cable / Multichannel News
It’s become common knowledge that while the general pay TV universe in the United States has topped out at about 84%, the growth opportunity is in the multicultural community, which is expected to grow from about 35% of the U.S. population to about 50% by 2035. Courtesy of Broadcasting & Cable / Multichannel News
Advertisers gravitated to the small screen in 2012 and pulled away from newspapers and magazines, according to Nielsen’s quarterly Global AdView Pulse report. The $350 billion in global TV ad spending represented a 4.3 percent year-over-year increase, and a strong second half in North America contributed to a 3.2 percent rise in global ad spending for the year. Overall, TV ad spending accounted for 62.8 percent of global ad dollars in 2012.
