It’s the media industry’s new favorite four-letter word: data. True, it has always been an important factor in how campaigns are built, executed and evaluated. But now, thanks to myriad technological advancements, data has become the heart of all things advertising, giving life to campaigns in ways we never thought possible.
Marketing
How Data Is Changing the Way We Play the Advertising Game
How CPG Manufacturers Can Effectively Set Growth Goals
Small and mid-sized consumer packaged goods (CPG) manufacturers come in as many different varieties as the products they make and sell. Yet one thing they all have in common is their desire to grow—their distribution, their market share, their revenues and ultimately their companies.
How To Build a 21st Century Brand [REPORT]
At the 2019 Annual Leadership Meeting, IAB released the second version of its Direct Brand Economy report entitled How to Build a 21st Century Brand. This study is an in-depth illustration and analysis of how direct brands are driving a tremendous transformation in the way consumer goods and services are created, marketed, and sold.
How to Prepare for a Retail Buyer Meeting [INFOGRAPHIC]
Consumer packaged goods (CPG) manufacturers that walk into retail buyer meetings fully prepared are more likely to walk out with their products on the shelf. In today’s competitive market, that means coming equipped with the right knowledge to discuss your product goals and achievements with confidence.
Hitting All the Right Notes – Finding the perfect piece of music for a campaign can help brands quite literally resonate with consumers
The right music makes or breaks an ad. A carefully chosen song can enhance an ad’s memorability, emotive power, and informativity. A 2015 study by Nielsen found that ads that incorporated music performed better across four key metrics: creativity, empathy, emotive power, and information power. While licensing popular songs can come with a hefty price tag, music, the study points out, can deliver significant returns for brands.
Complexity Is a Killer!
Increased complexity has become the new standard in marketing. Increased complexity has been exploited to justify advertisers’ increased control over marketing and to marginalize ad agency involvement. Yet, brands continue to languish. The complexity trend needs to be reversed.
Key Terms CPG Retail Buyers Expect You to Know Now [GUIDE]
We bet that you got into the consumer packaged goods (CPG), sometimes referred to as fast-moving consumer goods (FMCG), business because you knew how to make a great non-durable, consumable product that you believe in and that people will love. But then you have that first meeting with a retail buyer, and all the buyer wants to know is if your product is going to increase retail revenue. And the buyer uses an array of words, terms, acronyms and metrics to describe exactly that: “if we bring in your product, what do you project your unit sales per million to be in the next quarter?” Or, “We see you already have placement in Midsize Retail Chain X. What’s the % ACV of your product in that channel?”
Making Sense of CPG Brand and Item Ranking
Brand and item ranking are important for both consumer packaged goods (CPG) manufacturers and the retailers that sell their products. Primarily, this ranking provides performance metrics for brands and individual products at the account and channel level. But it is also instrumental to gauging the size and opportunity of a market, and to enabling manufacturers to have more specific conversations with their retail buyers.
2018 Hispanic CMO is available for download – FREE
HispanicAd is proud to announce our 4th edition of Hispanic CMO, the most sought after publication in the US Hispanic Market, is available for viewing and download for FREE. Curated by Gilbert Dávila / Dávila Multicultural Insight and by veteran journalist Adam Jacobson. To download this year’s edition CLICK HERE.
2019 Video Solutions Benchmark [REPORT]
Brandlive and IBM have partnered together to evaluate the state of companies using live and/or pre recorded video solutions. Last year, the report we released focused specifically on live video. The data gathered for this report comes from the responses of over 200 marketing, training, and sales executives across multiple industries.
Personalized Ads Draw Multicultural Consumers
Once upon a time, TV was the undeniable gold standard for advertisers. No other medium could deliver TV’s reach, effectiveness or creative possibilities. Today, the plethora of media, channels and devices consumers use pose a challenge for advertisers and media planners. Which of these platforms deliver the greatest reach? Which ad formats are most effective? How can brands engage consumers with relevant messaging and creative? By Adriana Waterston, Horowitz Research
Finding Success: Six Reasons Why Innovation Needs Marketing
We all know the age-old adage: If a tree falls in the forest and no one is around to hear it, does it make a sound? So, too, it goes with innovation in digital transformation. If a bright new technology is developed, but the right audience never sees it, will it really make an impact? As we’ve seen with numerous technologies—for instance, Virtual Reality —the answer is no (for now). Innovation, in and of itself, will rarely lead to success. Innovation needs marketing to create disruption and purpose in real life. By Daniel Newman
Innovative CMOs Are Creating Superior Business Value by Rewiring Their Organizations to Deliver Hyper-Relevant Customer Experiences [REPORT]
A small number of innovative chief marketing officers (CMOs) are helping their organizations generate shareholder returns 11 percent higher than those of their industry peers by delivering hyper-relevant customer experiences, according to a new report from Accenture.
Will Your Customer Relationships Survive Infidelity?
At the outset of 2019, we have unequivocally entered a new era of extreme customer disloyalty. Consumers today are more disloyal than ever before; the once steadfast consumer retail environment primed to grow brand-loyal hearts has shifted to a more capricious climate, where product infidelity is now the norm.
Purchasing TV Ads in a Post-Digital Age
Brands today know more about their customers than ever before, including their behavior, what they like and buy, what they search for online, and what media and platforms they view. There’s a wealth of first- and third-party data from brands, as well as ample amounts of viewership data from set-top boxes and smart TVs, that together give a much more precise understanding of consumers’ viewing behavior. The level of precision marketers can now apply to the evaluation and purchasing of TV content has never been better.
A laughing matter – How the global importance of humor in advertising varies by gender
Women, men, children, babies – we all love to laugh, right? Most people generally enjoy a good joke, a funny story and embrace a reason to smile. A great piece of advertising can often be the source of that giggle, so why do so few ads featuring women try to be funny? by Kate Ginsburg
Telemundo Launches Hazte Contar
NBCUniversal Telemundo Enterprises announced Hazte Contar (Be Counted), a robust civic engagement campaign under the umbrella of its award-winning corporate social responsibility platform “El Poder En Ti” (The Power in You). The multi-year campaign will tap into Telemundo’s fast-growing, multiplatform portfolio and community partnerships to unleash the Hispanic community’s vast and growing influence in the U.S. through greater civic participation in the 2020 Census and upcoming Presidential elections.
Why humans are not as predictable as marketers might like
I have been reflecting a lot recently on the efficacy of personalized targeting. While I totally understand the desire to make the payoff from marketing more predictable, as someone with some knowledge of insights and analytics I cannot help but wonder if the panacea of right person, right place, right time, might never be fully achievable. by Nigel Hollis
6 Reasons Why Marketers Need Granular Measurement
Granular things such as sand and sugar are made up of tiny bits. Similarly, as your data becomes more subdivided and specific, it is also considered more granular. Granular data is detailed data, divided into its lowest level.
Chief Marketers Identify Strategic Areas of Focus For 2019
A global audit of chief marketers indicates a resolute intention to being active advocates and agents for marketing technology migration, digital skills development, and more effective go-to-market processes in 2019.