Marketing

What exactly separates people from machines?  Two things, actually: creativity and empathy.  No matter what gets developed in AI, these are the two elements that can keep the agency services business alive, and keep marketers busy for years to come.

Reading Joel Trethowan’s article ‘Need, culture and experience – three sides to the brand relevance triangle’  reminded me of the lengthy discussions predating the launch of BrandDynamics. The old BrandDynamics pyramid is long gone, and maybe the word “relevance” should be as well.  by Nigel Hollis

America’s multicultural audiences are on the leading edge of the tech adoption curve. From 2013 to 2018, Asian, Latino, and black audiences have been ahead of the streaming curve. The average TV viewer spends 43% of time with live TV, 35% with streamed content. Latinx, blacks, and Asians split their time almost evenly, with about four in every 10 hours spent on live, another four in 10 on streaming, and the rest on vod, dvr, or dvds.  By Adriana Waterston- Senior Vice President of Insights and Strategy at Horowitz Research

In the latest episode of “Behind the Numbers,” eMarketer’s Oscar Orozco and Corey McNair discuss how consumers engage with content while multitasking.

While many people understand that advertising is a necessary burden that comes with viewing free content, the current state of digital advertising is still annoying a lot of folks, according to several studies.

The number of marketers with in-house agencies has grown substantially over the past five years among members of the ANA (Association of National Advertisers), according to a new ANA study.

The latest Getting Media Right finds that marketers globally continue to struggle to assess their marketing performance due to disconnects in strategies for reaching consumers. So why are integrated media campaigns so challenging?  by Aaron Peterson – Director, Marketing & Insights / Insights Division at Kantar

Advertisers can build more transparent, partner like relationships with their media agencies by taking four steps.

How marketing leaders must build the right Agency Management competencies to enable their organization to do more.

The ID Comms 2018 Global Media Transparency Survey has found that just 10% of advertisers rate levels of trust with their agency partners as high or very high. By contrast, the number who believe that trust is low has shifted from 29% to 40%, while the number who believe it is average has fallen by 12%.

The Federal Bureau of Investigations has contacted the Association of National Advertisers (ANA) legal counsel regarding an investigation into the media buying practices in our Industry.  The ANA has sent the following letter to its members.

Marketers’ uptake of artificial intelligence (AI) is poised to grow as more companies invest in the emerging technology.

Sizing the gap between brand promise and brand experience. Disappointments.

Attribution is a puzzle that many marketers haven’t cracked.

The ongoing evolution of the Chief Marketing Officer role is a topic that frequently dominates panels at ad industry events. According to a new study, CMOs will likely pay more attention to technology strategies and making their interactions more human in the next year.

Direct-to-consumer (D2C) brands—encompassing everything from startups like Billie offering women’s razor subscriptions to Casper, the once online-only mattress company that has products now being sold at Target—have been growing in popularity for a variety of reasons.

Much has been written about the importance of distinctive brand assets, but marketers keep defaulting to package graphic changes as a misguided short-cut to make their brand more relevant, or attempt to gain new users.

Television has long been the go-to medium for reaching audiences at scale. The first TV advertisement in the U.S. — a spot for Bulova Watch — aired in 1941, costing the company a cool $9, Quartz reports. That spot opened the floodgates for the TV advertising industry to grow into what’s now an estimated $70 billion industry.

So last week I posted about portfolio momentum as described in “The Granularity Of Growth” and mentioned that share gain only accounted for a measly four per cent of compound revenue growth for large companies across a five year time frame. But why is that, and when do companies benefit from share growth?  by Nigel Hollis

The rise of the U.S. Hispanic population and labor force is setting pace to be the next demographic phenomenon, with Latinos accounting for more than half of the U.S. population growth from 2016 to 2020 and up to 80% by 2040-2045. And that population increase has significant implications when it comes to consumption, largely because the median age of U.S. Hispanics is notably lower than that of non-Hispanic White consumers.