Trends
Three principles from four decades of media practice
Global media expert Ben Jankowski, former SVP Global Media at Mastercard, shares his key learnings from his forty-year career in media as he ends his impressive 11-year tenure at the company and eight years as a global chair of WFA’s Media Forum to start a new consulting venture.
Closing the Digital Divide for Latinx Consumers [PODCAST]
Lili Gangas, Chief Technology Community Officer, Kapor Center and co-founder of LTX Connect discusses ways tech companies and government can close the digital divide in minority communities and create access to equitable education.
Comcast Advertising and VideoAmp Announce Deal to Integrate Comcast Data into VideoAmp’s Cross-Platform Measurement Solution
Comcast Advertising, a division of Comcast, and VideoAmp, a media measurement and optimization software company, announced that VideoAmp will license and incorporate aggregated viewership data from the Comcast footprint into its currency grade measurement.
Fans are changing the game [REPORT]
Change is certainly nothing new, but its impact is seldom as sizable—or accelerated—as what the world has experienced over the past two years. For the sports industry, the return of fans at live events midway through 2021 was cheered by all, yet life has evolved too much during the pandemic for the sports industry to simply snap back to a mirror image of its pre-COVID self.
A relevancy revolution: the importance of Spanish language content
So what does this engagement look like? Latinos today are demanding engaging, fresh, culturally relevant, and nuanced content on trusted platforms that value the unique U.S. Hispanic experience. This is so much more than just serving up “Spanish-language content”. It is our collective demand for meaningful, representative content that delivers a bridge to our culture; serving up a place to feel seen, and be seen in content. Interestingly, it is incredibly difficult to find that special combination outside of the Spanish language ecosystem. By Stacie deArmas, SVP, Diverse Insights & Initiatives
Accurately Portraying Diverse Women and Girls Delivers Significant Sales Lift for Brands [REPORT]
Across gender, language, race and ethnicity, ads with high gender equality metrics scores overall delivered 60% improved sales performance
Consumer behavior shifts and new experiences are broadening fan engagement
Few industries have been immune to the effects of the global pandemic, but the impact has been particularly notable for global sports. While the return of fans at live events midway through 2021 was cheered by all, behaviors have evolved too much for the sports industry to simply snap back to a mirror image of its pre-COVID self, particularly with respect to how fans engage with sports content.
Minority-Owned Media Gets A Boost With Nielsen’s New Study
The movement for racial justice over the last two years empowered diverse communities to raise their voices and call for action and advocacy from brands and businesses. The marketing and advertising industry met the call to action by committing to increase investment in diverse-owned media. As agencies and brands readied to invest, they found some bumps in the road. Which media companies are diverse-owned beyond the major players? How do we evaluate the power of diverse-owned media in delivering audiences? What about diverse targeted and diverse operated media companies? By Isaac Mizrahi - Co-President of ALMA Agency
BLACK History Month is coming to a close and a small peep
What happened to the VERY LOUD Black Marketers that we heard & saw last year and the craving by all advertisers to be perceived as woke or engaged? It is a legitimate questions, especially in the light that Black History Month is closing in 6 days. What has been the diversity and DE&I buzz lately? By Gene Bryan / CEO of HispanicAd
Wellness Category Ranked #3 by Annual Growth Rate in 2021, Expanding Ad Spend +49% over 2020
When looking at the channels that helped drive this growth, Traditional Media Channels played an integral part, with overall traditional media buys up +66% YoY. In particular, Traditional TV and Radio had lifts of over +70% vs. 2020. Digital also expanded, with Digital Video (+60%) and Audio (+65%) showing the heftiest rise.
Inflation Media Management [REPORT]
In this latest issue of ECI Media Management’s Inflation Report, we explore media inflation in the context of a world economy that is recovering, albeit more slowly than hoped for.
Here are dragons. What is your data map not telling you?
People love to claim that their marketing is data-driven. It makes them sound smart and fiscally responsible. But do we really have all the data we need for a brand building campaign? And could bigger opportunities be hiding off the data map? By Nigel Hollis
MULTICULTURAL MAJORITY HAPPENING FASTER THAN PREDICTED
According to Census 2020 data, America’s demographics are shifting to a multicultural majority faster than anticipated. While 2020 marked the official year that the first full generation of 17 and under was a multicultural majority, the Hispanic Marketing Council (HMC) estimates that this milestone was reached sometime in the middle of the last decade—years ahead of previous predictions. More compellingly, this shift forward means that Americans under 35 could be a multicultural majority as early as next year.
Diverse Content a Driver of Antenna Use
As cord-cutters look for ways to stay connected to live and local programming, multicultural audiences are embracing over-the-air (OTA) antennas, according to Horowitz Research’s State of OTA 2021 study.
How marketers can leverage online panel with the demise of the third-party cookie
For marketers, this means they can no longer rely on third-party cookies to target consumers with ads based on their online behavior. It also dramatically increases the importance of panels and first-party data.
Consumer Confidence Rebounds As U.S. Economy Recovers [REPORT]
Two years ago, the global shutdown sent the economy reeling, and many Americans, especially lower-income households, experienced a seismic shift in their financial security. Consumers reported worsening personal finances and a feeling that the economy was weakening. Their outlook for 2021 was equally as dim, with fewer Americans feeling optimistic about improvements in personal finances for the coming year.
Inflation and risk reduction: what brands can do [REPORT]
Brands need to respond to rising prices not simply by pivoting to “value”, but by considering how they reduce “risk” for consumers.
Rooms with a view: Multiple-set TV households provide an array of access and choice for content-hungry viewers
In the 1985 film Back to the Future, there’s a line in one of the scenes that takes place in 1955 where Marty McFly tells his grandmother that his family has two TVs. As he’s referring to his life in 1985, his grandmother quickly dismisses him, saying that “nobody has two television sets.”
Where to Go from Here? The Apparel Industry’s Focus Areas for 2022
The U.S. apparel industry brought in $246.2 billion in revenue for 2021 — an increase of more than $61 billion versus 2020, and the highest dollar volume generated in more than 10 years! With both revenue and unit sales up, compared to 2020 and 2019, the apparel industry has to figure out how to keep up the momentum in 2022.
