Marketing

The fundamental problem with digital advertising today is that too many ad formats are truly disruptive.   by Nigel Hollis

The House Ways and Means Committee and the Senate Finance Committee have recently held hearings on reforming the corporate tax code as tax reform efforts are starting to ramp up.  

TV ads consistently outperformed other options from 2010-2016 with up to seven times the relative lift over paid search and five times better than display advertising, according to a study from Neustar.

Marketers and market researchers working in the multicultural and cross-cultural space have long known the shortcomings of utilizing acculturation models for segmentation. Our conflicted national identity and increasing demographic diversity have created a cultural Rubik’s cube that resists classification. I’ve written on this topic several times and have proposed alternative segmentation tools but there has never been a viable replacement for the acculturation model so it has persisted, until now.  by Mario Carrasco / ThinkNow Research

The way people consume media is changing almost before our eyes, with new ways to watch and new devices on which to do so. This multitude of consumption options and increasingly intense competition for viewers’ time is changing audience habits, too. As the media world grapples with these issues, so too must the sports industry. But these challenges aren’t the only obstacles facing the sports realm.  By Danny Townsend and Glenn Lovett, Global Managing Directors, Nielsen Sports

If wisdom is the quality of having experience, knowledge, and good judgment, then the human manifestation of this quality pales in comparison to data-driven wisdom.

Can online behaviors drive more foot traffic … specifically, can influencer content pointed at a specific retailer on behalf of a brand/product increase foot traffic?

Everyone likes an underdog story. As consumers increasingly choose products and brands that are unique or differentiated, small brands can have a definitive advantage. Taking on the food giants that dominate the CPG landscape may once have seemed like a David and Goliath challenge, but that story doesn’t ring true today as consumers of all demographics seek out brands that signify quality, uniqueness and choice.

Emerging in-store technologies and positive social media feedback are among the top priorities for both Generation Z and Millennial consumers.

Do you know that feeling when you read something and get a nagging feeling that something is just not right?  by Nigel Hollis

It wasn’t so very long ago that the industry’s trade press was full of articles berating the agency community for being resistant to change — the common thread being that in a world that is changing so fast the agencies were lagging behind.  This was always rubbish – but it inevitably takes time for changes to filter through and to reach the public domain.  By Brian Jacobs / The Cog Blog Archives

In the WPP Annual Report, Jeremy Bullmore suggests that while some advertising works by encouraging an immediate sale most advertising works to make a brand more saleable. It is a hugely important distinction. Making a brand more saleable improves the efficacy of all aspects of the marketing mix but to do so the advertising must make a lasting impression.  By Nigel Hollis

Compared with adjacent retail channels, U.S. convenience stores have boasted relative strength and sales growth in recent years. Built on the premise of speed, convenience stores are modeled to deliver on specific consumer needs that competing channels don’t yet address fully.

Last week, the ANA, ACA (Association of Canadian Advertisers), AD/FIN Solutions, and Ebiquity PLC released a study which provides practical solutions to help advertisers take greater control of their programmatic investments. The study provides an “Advertiser Playbook” with an eleven-step plan to enhanced programmatic accountability.

Ten of the 15 fastest-growing large cities were located across the South in 2016, with four of the top five in Texas, according to new population estimates released by the U.S. Census Bureau.

Over the past 35 years in the business, not once was I taught or asked to use insulting words to get my point across to marketers, ad agencies, the media or executives looking to target US Hispanic Consumers.  By Gene Bryan / HispanicAd

An article this month in the Financial Times, “Advertisers Pull Back from Targeting U.S. Latinos,” quotes Linda Lane Gonzalez, President of the Association of Hispanic Advertising Agencies (AHAA), as saying: “a growing number of companies in the US are shying away from marketing efforts aimed at Latino consumers for fear of offending “racist” supporters of President Donald Trump.  By David Morse / President and CEO of New American Dimensions

It’s happening and there is no turning back.  Face it folks, short of a massive and prolonged vow of chastity by millions of hyphenated Americans, the move to a majority multicultural society will happen in 2042, if not sooner.  No walls, extreme vetting or English-only requirements can slow down the inevitability of this fact, and it is indeed an empirical fact. The good news is, that it is all good news.  By Pedro de Córdoba- Senior Director / Burson Latino

The third annual Bot Baseline Report, released today at the ANA Advertising Financial Management Conference, revealed that the economic losses due to bot fraud are estimated to reach $6.5 billion globally in 2017. This is down 10 percent from the $7.2 billion reported in last year’s study.

The use of labor-based fees and performance incentives by marketers is decreasing as advertisers look to simplify their agency compensation practices, according to a new report by the ANA (Association of National Advertisers).