Marketing

In its latest advertising forecasts, MAGNA forecasts US media owners advertising sales are expecting to grow by +3.7% in 2017, excluding the impact of cyclical events (Political & Olympics).

Consumers have high expectations for marketing content from entertainment brands, especially when it comes to being entertained. This is why social channels can be a marketer’s best friend, especially if they are savvy enough to leverage new features and channels as they are introdu

Politically, socially and technologically, the world is in the midst of one of the most disruptive periods in living memory—this disruption is affecting where investment in sports is coming from, how sports content is created and distributed, and changing the dynamics of relationships between rights holders, sponsors and fans.

At a conference in October 2016, Bob Liodice — the CEO of the Association of National Advertisers — posed a clear challenge to its members: “The CMO must get more involved with the activities of their suppliers” (meaning agencies and others who provide them with marketing services). With a deterioration of the relationship between advertisers and agencies, he pointed out that the CMO really needs to steer the ship. There is no room for detachment in any area, particularly media because of its rising complexity and rapid requirements in decision making.  By Mike Drexler

An assumption could be made that with a notable brand comes significant marketing spend that then sits within a company’s indirect procurement spend. Typically, savings obtained with the support of procurement are reinvested into the company to drive revenue.

Watching a selection of ads from YouTube, Facebook and broadcast TV has made me wonder whether advertisers credit their audience with superhuman powers of attention and observation. So much gets crammed into a video it is sometimes hard to keep up and viewers can literally suffer from what is known as an “Attentional Blink”.  by Nigel Hollis

Technology has finally advanced to the point where marketers can use real-time data in a way that is both meaningful to customers and profitable for companies.  We’ve come a long way from “People who bought this, also bought that.”  By Julien Boudet, Brian Gregg, Jason Heller, and Caroline Tufft

Trust in key institutions has plummeted in the US, but a new survey finds significantly more consumers say they trust advertising now than said the same three years ago.

Last month, a debate broke out online between Jeffrey Bowman of Reframe: The Brand and the Association of Hispanic Advertising Agencies (AHAA) over the relevance of total market vs. multicultural marketing.  by Jose Villa –  Founder and President, Sensis

Most marketers rely on either marketing mix models or a form of attribution modeling to measure how effectively their marketing efforts are driving sales. There are pros and cons to both approaches, especially as both continue to mature, but marketing mix models take some elements into account that attribution models often do not. Matt Krepsik, global head of ROI at Nielsen, spoke with eMarketer’s Maria Minsker about making the case for marketing mix models and how brands can benefit from them.

Effective marketers seek a balance between preferences in common across major segments and leveraging nuances that may increase segment relevancy and act as more direct triggers to purchase by connecting at a deeper emotional level with segments. The real question is whether homogeneous vs. targeted messages would attain the needed relevance level to cause additional prospects to purchase. Marketing to Millennials is no exception to this conundrum.

How long have we been saying this? You cannot blindly take a TV ad and shove it into Facebook newsfeeds or YouTube and expect it to prove effective. People consume these channels differently and respond differently to the content they see in them. Marketers have to work with people’s mindset not against it.  by Nigel Hollis

Brewing giant AB InBev has kicked off a global media planning and buying review and is inviting the six major holding companies to put together teams to pitch the assignment, the company confirmed early Wednesday.

Google’s ad saga has spread beyond the U.K., as brands including AT&T, Verizon, GlaxoSmithKline, Johnson & Johnson, Enterprise Holdings Inc. and distiller Beam Suntory Inc. said they were also suspending or canceling at least some advertising with Google, reports The Wall Street Journal.

Marketers are true believers when it comes to influencers, and many continue to spend big—investing anywhere from $5,000 to upward of $100,000 on a single campaign.

It’s no secret that advertisers are increasingly demanding more transparency from their agencies, ad-tech vendors, publishers, and other partners. In recent weeks, we’ve seen Google and Facebook take steps to address concerns over the way measurement is handled on their platforms: Google’s YouTube and Facebook are undergoing audits by the Media Rating Council (MRC).

Lopez Negrete Communications, Inc. walked away with 21 American Advertising Federation – Houston Chapter awards, including a “Best in Show” in the Broadcast category. This marks the 14th consecutive year that the agency has earned “Best in Show” honors.

There are two sides to every coin, and a coin can’t exist without both sides.  The same can be said for marketing: You need a great product and a great story, and you can’t succeed with only one of those elements in place.

The report provides a retrospective view of the major shifts in cross-platform consumer behavior occurring in sectors such as TV, digital media, mobile, social media, advertising, box office and e-commerce, with an eye toward what these trends mean for the year ahead.

For the most diverse generation in U.S. history, there’s no single American Dream. Ethnic and racial influences matter, in both expected and counterintuitive ways. When it comes to Black Millennials, counterintuitive is the name of the game. …