Research

According to July 2015 polling, nearly two-thirds of US ad agency executives are optimizing or customizing ad creative dynamically based on data. In return, they are hoping primarily for engagement—and clicks.

The EOSS is a research study of consumers with diverse backgrounds to better understand how Americans define happiness, success and financial accomplishment in their lives. The first phase of results reveal important findings on Hispanic attitudes.

The Interactive Advertising Bureau (IAB) and its Mobile Marketing Center of Excellence today released “Generation Z & Young Millennials: Mobile First on Campus,” a study conducted with Qriously that shows that smartphone screens should be the primary medium for reaching today’s college students – the first of Generation Z and last of the Millennial generation to enter young adulthood on campus.

comScore, Inc. and Rentrak Corporation announced that the companies have entered into a definitive merger agreement under which the companies will combine in a stock-for-stock merger.

Asian immigrants are projected to make up a larger share of all immigrants, becoming the largest immigrant group by 2055 and making up 38% of the foreign-born population by 2065. (Hispanics will remain a larger share of the nation’s overall population.)

Being Mexican American is tough. Anglos jump all over you if you don’t speak English perfectly. Mexicans jump all over you if you don’t speak Spanish perfectly.  BY David R. Morse – President & CEO / New American Dimensions

By Gonzalo López Martí / LMMIAMI.COM

• Once upon a time, strategic planners were market research experts with deep knowledge of consumer behavior, motivations and insights.
• No wonder clients loved them.
• They still love’em hard.
• Sometimes more so than they do us creatives.
• Kudos.
• Well deserved.
• Strategic planners managed to add credibility to creativity.
• Of course, an awful lot of strategic planners are just psychobabbling creative wannabes.

While Hispanic Millennials do skew towards English, it’s important to note that more than half of them consume some or all of their Television content in Spanish. The reason for this appears to be that broadcast is still where a lot of the content they want to see is aired. Additionally, there’s evidence that suggests that Spanish language advertising is better at connecting with bilingual Hispanics so it may also be the better option for advertisers looking to reach Hispanic Millennials.

The study examines the unique attitudes, perceptions and behaviors of different Millennial segments, including the young Millennial, mature Millennial, Millennial female, Millennial male, affluent Millennial and Millennial mom.

The biggest challenge to talent retention in adland is poor morale, with over a third of respondents reporting low or dangerously low morale, according to the first annual Campaign US survey on morale in the advertising industry.

The Hispanic population has become a catalyst for the U.S. housing market, and new data released today by Better Homes and Gardens® Real Estate and the National Association of Hispanic Real Estate Professionals® (NAHREP) shows that Hispanic women, in particular, are essential to unlocking this buying power, based on their perceived roles within the household.

The report found that, as consumers’ media palate ebbs and flows throughout the day, so too does the share of consumers’ time on these different devices.

For the first time ever, the Affluent population of the United States has more Generation Xers than Baby Boomers, signaling a generational “changing of the guard,” according to the 2015 Ipsos Affluent Survey USA.

Connectivity and automation are more and more a part of today’s cars, from vehicles that offer dashboard interfaces for accessing email to those that parallel park all on their own. And as customers’ expectations for these features grow—along with their willingness to pay—so will the value pool that’s being created. The big question? Exactly which players along the automotive value chain will reap the rewards.  by Hans-Werner Kaas, Andreas Tschiesner, Dominik Wee, and Matthias Kässer

A new survey conducted by HotelTonight found that Hispanics continue to lead mobile usage when it comes to travel inspiration, research and booking.

Market Track found that more than half of US internet users watch commercials on TV, as opposed to fast-forwarding through them, channel-surfing or simply leaving the room when they came on. And when commercials do spur viewers to act, digital research is far and away the most common response. Another 17% research items in-store.

This report explores a group composed of trendsetters, education enthusiasts, media influencers, social activists and content creators—all anchored by a strong cultural influence.

Organic, locally sourced, natural, sustainable, Non-GMO, fresh, and socially responsible are all macro food trends that resonate loudly with consumers under 35, and Hispanics are no exception.   By Terry Soto is President and CEO of About Marketing Solutions, Inc.

The nation’s Hispanic population has long been characterized by its immigrant roots. But as immigration from Latin America slows, the immigrant share among each of the nation’s Hispanic origin groups is in decline, according to a new Pew Research Center analysis of U.S. Census Bureau data.  By Gustavo López and Eileen Patten
 

Digital billboards generate high recall for ads and positive consumer attitudes, according to a new study conducted by Nielsen.