Agency

Today’s consumers spend significant time online, with 35.5% of all web users 18 years and older spending three or more hours per day on the Internet, and four out of every ten 18-34 year olds exceeding three hours daily. Interestingly, among web surfers 18 years and older an average of 15 minutes of every online hour is done from the workplace.

ZenithOptimedia predicts the Olympic Games will help lift television’s share of the global ad market to a record 38.2% in 2008, Online video and local search will drive 30% growth in internet ad expenditure this year – nine times faster than the rest of the ad market. Between 2006 and 2009 internet adspend will grow 85% and raise its market share from 6.1% to 9.5%. US downgraded to 2.5% growth in 2007 from 3.3% after credit squeeze and continued slump in housing market.

Consumer comments boost buying.

Getting online shoppers to convert to buyers, whether online or offline, requires trust-building tactics such as easy site navigation, good search tools and complete product information.

Whether it’s a Persian or a Papillion, Fido or Fluffy, pet owners believe their pets are members of their family. Almost nine in ten (88%) pet owners say their pet is a member of their family with just seven percent saying no. Women are more likely than men to believe this (93% versus 84%). Dog owners are slightly more likely (93%) than cat owners (89%) to consider their pets members of their family.

The way communicators dispense information is out of sync with the way consumers use media, according to Media, Myths & Realities, a comprehensive survey of media usage among consumers and communications professionals conducted by global public relations firm Ketchum and the University of Southern California Annenberg Strategic Public Relations Center.

“What do YOU think?”

Word of mouth is not limited to cutting-edge influential consumers. The majority of consumers give and get perspective on purchases, according to Forrester Research’s “NACTAS Benchmark Survey.”

Six in 10 US consumers surveyed said they shared product advice with family and friends.

In my previous post (AdAge.com blog The Big Tent), I discussed the danger to clients of the mainstream agency’s Hispanic-acquisition practice of “poach the junior talent at Hispanic shops by promoting them beyond their capabilities.” Catchy, isn’t it? The point was that the same individual who a client might not have invited to planning meetings, for example, the next day might be in charge of that very planning.

A related practice exists in the client ranks and it is equally dangerous and even more pervasive in the industry. The practice is that of the Professional Hispanic vs. the Hispanic Professional.

San Antonio-based advertising agency Creative Civilization has been selected to help lead marketing development for VIA’s new Bus Rapid Transit (BRT) system. VIA, San Antonio’s public transit provider, selected Creative Civilization through a formal review process based on the agency’s marketing and advertising expertise and success with other local, regional and national organizations.

Burger King Corp. announced it has launched a marketing campaign highlighting its diversity and inclusion initiatives nationwide. The “Real People, Real Success” campaign shines the spotlight on BKC’s diverse employees, suppliers and franchisees.

Castells has wrapped production for Time Warner Cable’s new, edgy Hispanic campaign entitled “Soccer”. The multimedia campaign promoted TWC’s revolutionary new calling plan that offers virtually unlimited international long distance calling for one low monthly price with the purchase of Digital Phone service and Road Runner High Speed Online or Digital Cable.

IMMI research shows the importance of gathering and interpreting data from multiple platforms to get an accurate read on advertising reach. Looking at radio or television in isolation does not give advertisers a true sense of their campaign’s performance.