Marketing

Major marketers turn to startups for a wide range of activities involving technology, but according to a new study, the most prevalent assignments are for social media and content development and management.

Viewability is fast becoming the standard for online advertising, but the implications for its full acceptance still need to be discussed.  While there is a lot of good that comes from this change, we should be aware of the challenges that come as well, at least so we know how to respond.

Since we have already written at length about the “Bright Side” of the connection between increased Hispanic dedicated media allocation, defined as advertising buys in any Hispanic-dedicated media channel regardless of language whether Spanish, Bilingual or English, and its impact on overall sales growth, we wanted to shed some light around the “Darker Side of the force”…the less talked about impact of slashing Hispanic allocations.

Consumer-led disruptions are compounding the challenges of stagnant growth.

Understanding consumers and delivering an engaging experience is important to marketers, especially those that want to boost brand perception.

We have written here before about the alleged improprieties that agency holding companies (especially their media and digital outposts) may have conducted with their clients’ money.

The 4A’s, the leading trade association representing the advertising agency business, has released the “Transparency Guiding Principles of Conduct,” which outline common goals and modern industry practices surrounding the issue of media transparency.

There are innumerable ways to enhance the effectiveness of healthcare marketing communications, from better problem definition to sharper insights to stronger ideas, but there is one underlying factor that is the primary determinant of success: talent.

In the past, brands have attempted to target moms by separating them solely based on the stringent lines of demographic details, such as age, household income, and ethnicity. But we know that is the wrong approach.

Your online audience is easily distracted, but that doesn’t mean they don’t care about your brand. Life gets in the way sometimes.

Driving growth continued to be a challenge for the consumer packaged goods (CPG) industry in 2015. Manufacturers and retailers had to deal with the ebbs and flows of the economy and its impact on consumer spending as well as the increased demands of digital-savvy shoppers.

It’s no secret that emotions are central to advertising. They’re at the heart of the relationship we have with brands. They drive our nonconscious decisions and play a major role in our conscious decisions, too.

As I reflected on 2016 goals for our multicultural division, I was trying to think through the process of listing what we did well and what we could have done better to put a report and strategic plan together for senior leadership meetings. Perhaps the most important component of these plans was highlighting our most valuable resource: people.  By Roberto Siewczynski – SVP, Group Director at Epsilon

As of now, only LPM (25 largest) markets are accredited by the Media Rating Council, MRC for NSI Local Monthly reports. The entire multiple measurement approaches to spot’s measurement of the balance of 210 markets, including the new so called “viewer assignment model,” which uses a probability-of-viewing model based on look-alike homes within the area, is currently under MRC review.

Programmatic is no longer just a buzzword. It’s a growing groundswell within the ad realm that shows no signs of slowing. In fact, eMarketer estimated that programmatic would make up 25% of the $58.6 billion in digital advertising spent in 2015. But while it’s clear that the automatic buying and selling of digital ads is poised to make an even bigger impact in 2016, many in the industry are still grappling with one big question: How do I measure it?

While there is an over-abundance of consumer data and analytics, marketers have yet to master what meteorologists and economists do best: funnel this multiplicity of data into actionable insights to reliably anticipate and predict what’s ahead and then prepare for it.

Agency executives—more so than senior marketers—plan to increase spending on a variety of different formats in 2016, including digital, social and mobile.

Millward Brown’s global experts share their digital predictions for 2016 – covering topics from mobile-first marketing, addressable TV advertising, and header bidding to augmented reality, content, and consumer journey marketing.

As television networks place ever more emphasis on ‘event’ programming, brands are forking out millions of dollars to exploit the advertising opportunities presented by live TV. However, according to global market research consultancy, TNS, many brands who invest heavily in high profile advertising spots are failing to realise their potential.

We all know that marketers are fixated by Millennials, and many readers of this blog will know that I struggle to understand why.  By Nigel Hollis