Digital
2025 Digital Media Trends: Social platforms are becoming a dominant force in media and entertainment
People still want the TV and movie experience offered by traditional studios, but social platforms are becoming competitive for their entertainment time—and even more competitive for the business models that studios have relied on. Social video platforms offer a seemingly endless variety of free content, algorithmically optimized for engagement and advertising. They wield advanced ad tech and AI to match advertisers with global audiences, now drawing over half of US ad spending.1 As the largest among them move into the living room, will they be held to higher standards of quality?
Multicultural Marketing with Advanced Targeting Technology
New Majority Solutions and Mainkore Global, an AI-powered insights and media intelligence company have entered into a strategic partnership with aim to revolutionize how to engage audiences by combining New Majority’s expertise in multicultural marketing with Mainkore’s advanced targeting technology.
Gen Z Fashion Fans Outgrow TikTok: The Generation that Demands Authenticity and Credibility
A generation that is often viewed as impulsive, immature, and naïve, Raptive has proven with its new study, "DECODING GEN Z: The New Rules of Digital Trust and Influence," that gen Z has outgrown these stereotypes. Gone are the days of trendy, TikTok-influenced purchases, especially when it comes to fashion. Instead, gen Z are making informed purchases using the open web and turning toward authentic content creators with honest reviews and recommendations. For a generation that grew up in the digital age, it is more important than ever to gen Z consumers that the content they consume be trustworthy and credible.
Why First-Party Data Is Critical for Personalization (and Why Syndicated Data Alone Won’t Cut It Anymore)
In the age of hyper-connected customers and rising expectations, personalization is no longer a nice-to-have—it’s a baseline requirement. Brands are expected to understand who their customers are, anticipate their needs, and deliver the right message at the right time, through the right channel. And to do that, the kind of data you use matters—a lot. By Monique De La Rosa - Translating complex data into actionable, experience-led solutions -- architecting Personalized Interactions with Storytelling ... where Data Talks & Strategy Speaks
Positive Perceptions emerges as key attribute for Driving Brand Performance on Social Platforms [REPORT]
MAGNA and Pinterest release illuminating new research that explores the links between ad environment attributes and brand outcomes on social platforms. This study centers users’ emotions as core data to inform media planning and drive brand alignment. The robust research project measures brand impact, unconscious neuro-metric response, and sales impact through marketing mix modeling (MMM) to provide comprehensive insights for advertisers, who are relentlessly focused on KPIs and adapting to the changing media landscape.
How are your peers splitting their media budget between traditional and digital channels?
With the increasing prominence of social and retail media, how can advertisers strategically allocate resources between digital channels, optimized for bottom-funnel conversions, and traditional channels, like TV and radio, for building brand equity and awareness at the top of the funnel?
4 Paths to Absolving the Cardinal Sins of Digital Advertising
In digital advertising, there are two surefire ways to get fired as an agency or ad tech provider:
- Fail to spend all a brand's allotted budget.
- Put a brand's creative in a brand-unsafe environment.
Gen Z: A Generation That Shapes Culture in Real Time Through Streaming & Scrolling
A new study from Horowitz Research highlights the behaviors and cultural influences of Gen Z, showcasing key insights into their language diversity, media consumption, and social identity. As the generation that scrolls, streams, and shapes trends in real time, Gen Z is redefining the way brands, media, and influencers engage with audiences at the intersection of media, culture, and identity.
Don’t stop believing.
By Gonzalo López Martí - Creative Director
- How are we going to tell fake from real in a future dominated by artificial intelligence and immersive alternate realities?
- The short answer is: we won’t.
Mundial Media announces Key Leadership Hires
Mundial Media announced the strategic appointment of four key executives to its leadership team.
AI Plots Path for Measurement in the Coming Creative Explosion
Creative is king. This may sound odd coming from a media person, but data supports this assertion. A 2017 Nielsen study of 500 advertising campaigns across all major media platforms found that the effectiveness of media tactics like targeting, reach and recency have improved over time. However, 56 percent of advertising's contribution to sales is still attributable to creative. A similar (updated) study from Data2Decisions in 2023 revealed that creative is the second biggest multiplier of advertising profitability, second only to brand size, and many times greater than targeting.
The Great Unbundling – 2025 is the year advertising technology resolves conflicts of interest
For more than a decade, the advertising industry has been defined by a structural tension: Platforms providing buy-side technology have also been deeply entrenched in selling media inventory. Companies like Google leveraged their scale, deep pockets, and technological resources to dominate both sides of the coin. Any capitalist with such advantages would have done the same.
The Artificial Intelligence learning curve. Part 2
By Gonzalo López Martí - Creative Director
- There is a saying in the videogame industry: a successful game must be easy and intuitive so everyone can learn to dabble in it at a glance, yet difficult enough that it takes a very long time to become an expert.
- This logic will most possibly apply to AI.
The Artificial Intelligence learning curve.
By Gonzalo López Martí - Creative Director
- Your kids are doing their homework with AI.
- You are probably toying with it too.
- The learning curve, however, is an asymptote.
- Don’t know what an asymptote is?
- No need to ask ChatGPT.
Media agencies face the uncertainty of a Trump 2.0 presidency and the rise of agentic AI in 2025
No one doubts that 2025 is going to be a fasten-your-seatbelt kind of year. A new (but also not-so-new) president known to shake up norms, an expected deregulatory environment, but one that generally discourages pro-social initiatives and generative AI adapting and getting more powerful with each new iteration — the latest buzzword being “agentic” AI.
Challenes of Chasing Social Media Trends [REPORT]
"The 2025 Sprout Social Index" underscores why it's crucial for marketers to be leery of social media posts that go viral and ask themselves whether their brand has a legitimate connection to the story.
2024 Hispanic Content Report – Available for download for FREE
HispanicAd offers its annual report on key Content, Data & Social usage strategies, along with the importance of using Data strategies to engage the US Hispanic Consumer.
Demystifying AI in Media Planning and Buying
The use of artificial intelligence and machine learning in advertising is a hot topic right now and it was the focus of Ebiquity’s most recent Procurement Forum. Harvey Sarjant, our Director of Data & Tech, reports back on the event, billed as ‘Demystifying AI in media planning and buying’.
5 Marketing Takeaways from Bad Bunny’s Latest Record, DeBÍ TiRAR MáS FOToS
Bad Bunny has once again proven why he’s not just a music icon but a marketing mastermind. With his latest album DeBÍ TiRAR MáS FOToS, he’s taken his cultural authenticity, creativity, and strategy to new heights, offering powerful lessons for marketers. From unpredictable surprise drops to building hype with strategic collaborations, every move Benito makes is a carefully crafted marketing play. Here’s how you can take inspiration from his approach to transform your brand’s strategy. By Jossi de la Torre, BODEN Agency
SBS’s Raúl Alarcón is Radio Ink’s Executive of the Year
When Raúl Alarcón announced his return as President of Spanish Broadcasting System in February 2024, it signaled a new focus for the company he co-founded with his father in 1983. Now back at the helm, Alarcón – who has held a spot on Radio Ink’s 40 Most Powerful People in Radio list for a record-breaking 27 years – is optimistic about the future of SBS and Hispanic radio as a whole.
