Marketing

Marketers can’t help who they are. Where they were born, how they were raised, which schools they attended (or not), how far they have traveled — These and many more factors comprise their biographies. But sometimes, when biographies that are more similar than different are assembled in one room, something happens that can sink a campaign: Unconscious bias.  By Ozzie Godinez – CEO and Co-Founder at PACO Collective

On a recent visit to Bangladesh I took part in a roundtable discussion on the use of research in advertising development. The consensus opinion appeared to be that good gut feeling was more important than research when it came to developing advertising. But that raises the question of how do you develop good gut feeling?  by Nigel Hollis

In the last few months, ad tech overall — and programmatic, in particular — has taken a beating over issues related to brand safety, transparency, and more. In all fairness, these issues extend to the digital media and advertising worlds at large, not only to the sub-sectors of ad tech/martech and programmatic media.

Lopez Negrete Communications, Inc. won the Advertising Research Foundation’s (ARF) 2017 Silver David Ogilvy Award in the New Audiences category for its “Hispanic ‘Wonder Every Day'” campaign, created for client Walmart.

It is non-debatable that the last five years in the media industry has seen more creative enlightenment and tech innovation than the last fifty years combined. By Brian Katz, VP of advanced TV insights and strategy at Eyeview

Procurement and benchmarking rose to corporate prominence once “increased shareholder value” became the advertiser’s mantra. Marketing declined in importance, from an investment to achieve brand growth to a cost to be optimized. Benchmarking consultants jumped on the bandwagon. 4As shamefully accepted the ANA benchmarking trend with hardly a whimper, leaving its members to fend for themselves.  By Michael Farmer – Madison Avenue Manslaughter

Do you understand digital media enough to make good decisions?

By now, we know all about the dangers of “fake news,” but there’s another form of false information, the concept of “fake trends,” that marketers should be aware of since these can have a negative impact on business strategies. We are witnessing one of them right now when it comes to Hispanic marketing.  by Isaac Mizrahi, co-president, chief operating officer, ALMA.

By now you’ve heard about the floridly tone deaf Pepsi ad. You know, the almost three minute ad, what Pepsi called a mini movie, where, at the end of a multicultural protest – about something – the young model Kendall Jenner offers a Pepsi to a police officer among a line of riot officers. When he cracks open the Pepsi, all those multicultural millennials cheer and embrace. Because the sound of a Pepsi can opening apparently solves everything – racism, homophobia, gender inequality, maybe something else – and it even turns a self-absorbed model into a leader in the fight for… um… peace, hope, and beautiful models?  By David Morse, President and CEO of New American Dimensions

Nontraditional players have recognized the tremendous opportunity that lies in the healthcare space, and are innovating with or without pharma partners to solve many of the healthcare issues that patients are dealing with. Companies such as Apple, Google, General Electric, Samsung, Microsoft, and IBM are flooding the healthcare market with innovative approaches to medicine.

Last week I presented at the TUAD, the Turkish Researchers Association, addressing the conference theme “Sharper vision guides brands to a profitable future”. The following is a summary of what I had to say.  by Nigel Hollis

When it comes to collecting and evaluating audience data, marketers can choose from a multitude of tactics.

Consumers are right to be concerned about and demand strong protection of their privacy rights. Advertisers have long understood this highly legitimate need. That is why in 2010 the ad community launched the Digital Advertising Alliance (DAA) self-regulatory program to give consumers broad power to determine whether their Internet and mobile activities would be collected and utilized for advertising purposes. The ad community also has strongly supported a broad array of legislation to protect consumer’s truly sensitive financial, health, children’s and other similar data.

APC Collective, launched their #APCChats podcast during SXSW to spotlight some incredible, nuanced and important stories that often go untold. Free from the traditional format of 140 characters, a social video, article or blog post, the intention is to let creators share the origins of their ideas with in-depth backstories.

The Council for Research Excellence (CRE) tunveiled findings from the second of a two-phased neuroscience-based study designed to better understand how consumers view television programming and advertising in a multi-platform world.

Across a variety of categories, US shoppers prefer to make purchases in-store rather than through digital channels, according to a new report from Market Track, a provider of subscription-based advertising, promotion and ecommerce intelligence solutions.

We live in a time of tremendous innovation, massive disruption, and constant change. Our customers are rewriting the rules on how they engage with brands, media, content, and each other. As marketers, we need to rethink the way we reach our target audience.  By Michael Brenner, author of The Content Formula

The results are in… 94% of marketers who used influencer marketing in 2016 found the channel to be effective and yet 78% cite determining the ROI of influencer marketing as their top challenge in 2017.

Today we are drowning in a sea of data. Companies the world over – including Kantar Millward Brown – are using algorithms and cloud computing to beat that data into submission and force it to cough up its secrets. But what if the data is not measuring the most important things you need to know?  by Nigel Hollis

SSCG Media Group  revealed findings from its MAP MD survey of physicians regarding their preferences on advertising and other content they access each professional day.