Media Planning
How Marketing Agencies Can Ensure “Zoom Fidelity” with Media
If you're doing media and marketing right, the strategies and tactics in your plan should all work together to drive a business outcome. But how many times have you looked at a media plan where the strategies and tactics look like they were done by completely separate teams and the two don't exactly line up?
Need to Know: What is advanced audience targeting and why is it important?
Have you ever received an ad that felt incredibly specific? One that seems to understand exactly what stage of life you’re in and the kind of items you’re looking to buy? That is advanced audience targeting at work.
Global Ad & Marketing Growth Slowed to 4% in ‘23, As Brands Cut Budgets on Inflation & Recession Fears; Media Spend to Rise 8% in ’24 on Record Political & Olympics Spend
Global advertising and marketing spending grew at a decelerated 4% in 2023 to $1.631 trillion, but total media spending is projected to grow at a more robust 7.7% in 2024, as inflation and recession fears have subsided and a quadrennial windfall of ad & marketing investments is expected from political campaigns in 15 of the top 20 US markets, as well as record media spend related to the Paris Summer Olympics, according to new researchby PQ Media.
Understanding how audiences connect with news media ahead of the 2024 U.S. elections
2024 is predicted to be a record-setting year for political ad spending in the U.S., according to eMarketer forecasts. And advertisers—especially those leading political campaigns—will need to understand how voters are consuming media and how things may have changed since the last elections. With political campaigns buying up valuable ad inventory in the U.S., all advertisers can benefit from understanding how audiences stay connected as ad prices rise, especially on news programming.
Marketers Need a Sharper Antenna for Programmatic Advertising
Forty-four thousand websites. That's the number of sites media buyers use in their programmatic ad buying, according to the "ANA Programmatic Media Supply Chain Transparency Study." Talk about overkill. The report, which was released in December 2023, says that marketers should tap between 75 and 100 trusted programmatic media sellers who in turn can provide access to thousands of websites to optimize their investments. So why such a disconnect?
How Does Diversity in Social Networks Impact Survey Response?
There have been various explanations for the decline in survey response rates that can jeopardize the quality of the data. Among them is the social capital hypothesis, which attributes the drop to declining social capital — the strength of people’s friendship networks and community ties.
Telemundo Reigns #1 Spanish-Language Broadcast Network in Weekday Primetime
Telemundo ranked as the #1 Spanish-language broadcast network in weekday primetime last week, fueled by the latest seasons of La Casa de los Famosos and El Señor de los Cielos. According to Nielsen, the network delivered an average of 444,000 adults 18-49, 166,000 adults 18-34 and over 1.3 million total viewers in 7pm-11pm primetime.
How audience measurement innovation benefits the media industry
The media ecosystem is changing—70.6% of U.S. TV homes have a smart TV, up from 62.3% two years ago1. With widespread connected TV (CTV) adoption2 and increasing high-speed internet availability, new ways of watching have introduced new (and bigger) data sets. Innovations in audience measurement are critical to keep pace with audiences’ evolving media habits. They also present opportunities for both buyers and sellers to better understand how content—and ads—are performing.
What the Digital Ad Industry Shifts Mean for 2024 Political Campaigns
All eyes are on political campaigns going into 2024, with races at the local, state, and national levels expected to be tightly contested and more nuanced than ever. For political marketers, the tension of election season — particularly after the 2020 presidential race and 2022's midterms — is familiar territory. However, what's decidedly not familiar is the digital advertising reality in which this year's campaigns must operate.
2024 Media Predictions: A year of transformation [REPORT]
The year 2024 is poised to be a year of transformation. With rapid technological advancements, shifting global dynamics, and a changing consumer landscape, businesses and organizations need to be prepared for the unexpected.
Gustavo Gatell passes …..
For many in the pioneering era of Advertising and Marketing of the US Hispanic Market, Gustavo Gatell was a well respected and loved Media Services Director in New York and Miami.
Programmatic Buying: Where Do We Go From Here?
Yet over half of ad spend is going toward digital media (64 percent in the U.S., according to Marketing Dive and 68.9 percent globally according to Insider Intelligence and Oberlo). Further, most marketers know little about how those investment decisions are being made on your behalf when it comes to programmatic.
The year ahead for procurement
Marketing procurement has clear priorities for 2024. Laura Forcetti, Director of Global Marketing Sourcing Services, identifies seven areas where the magnifying glass is likely to focus.
Creator Marketing: Winning with Gen Z Hispanics on Social
Today more than ever, marketers recognize the power of social media and its ability to reach Gen Z audiences. But the real challenge? Creating long-lasting connections and loyalty with this young, increasingly Hispanic consumer base. By Leslie Koch, VP of Social Media at TelevisaUnivision
2024 State of Programmatic [REPORT]
Proximic by Comscore released its second annual State of Programmatic Report for 2024. The report resulted from a survey of hundreds of publishers, advertisers, agencies and technology providers and examines how evolving technologies, consumer habits, data privacy and browser regulations are impacting the programmatic advertising landscape.
How to become an advertising rock star
OK, maybe that title is a little misleading. Rock star advertisers usually get awarded Lions at Cannes, and my advice is more likely to win you an Effie. But hey! Maybe you can do both! With that in mind, here is my three-step program to increase the probability of your achieving advertising fame and fortune. By Nigel Hollis
US Multicultural Media Spend to Grow at Accelerated 8.3% to 45.8B in 2024, as Hispanic, African & Asian American Markets Benefit from Influx of Political & Sports Dollars
United States multicultural advertising and marketing spending, including Hispanic, African and Asian American markets, is expected to surge 8.4% to a record $45.83 billion in 2024, following decelerating growth of 5.7% in 2023 compared with the strong upswing in 2022, according to new research released today by PQ Media, the world's leading provider of media econometrics.
2023 HMC – Hispanic Market Guide explores Inclusivity, Intersectionality, Trust, Bingeability in Entertainment, Media Consumption & More …. [DOWNLOAD REPORT HERE]
The Hispanic Marketing Council (HMC) has released its highly anticipated 2023 Hispanic Market Guide, the most comprehensive resource on the U.S. Hispanic market featuring top trends, business-building insights, up-to-date market data as well as in-depth reports on the proliferation of Hispanic-focused audio and the disruptive power of Hispanic creativity. Latinos are driving a cultural and demographic transformation as the U.S. heads towards a multicultural majority—already a reality for people under 35. With $2.8 trillion in Hispanic buying power, there are deep implications for marketers who must lead with cultural insights to create effective and relevant campaigns that connect with today’s multicultural mainstream. This new publication, geared towards newcomer and veteran brands alike, is available to view online or download for free.
Creative and Audience Modeling Should Be Front and Center
Third-party cookies are finally set to deprecate on Chrome in 2024, but the industry is still reluctant to change. So long as cookies remain available, advertisers, publishers, and their partners will continue to rely on a soon-to-be-old, data-rich way of targeting audiences.
4.8% Growth for 2024, Marking Continued Adspend Acceleration Into 2025 and Beyond
Zenith’s latest Advertising Expenditure Forecasts, published today, reports continued resilience and forecasts 5.3% global advertising growth for 2023, which is above initial expectations given a healthier than expected Q3 for major digital advertisers. Global adspend growth is expected at 4.8% in 2024, excluding U.S. political spending*, aided by events such as the Olympics as well as a combination of continued advertiser spending in support of their brands and the positive impact of Chinese brands fueling growth.