CPG retailers and manufacturers: Say farewell to the record sales growth the industry has experienced this year. Year-over-year sales comparisons continue to track above pre-COVID-19 conditions in most markets, but the huge sales spikes we saw in March, April and May are unlikely to be repeated in 2021.
Agency
Recalibrating for Diminished Growth: Resolutions for 2021
MYTHS ABOUT VIDEO AD LENGTH EFFICACY [REPORT]
Marketers are creating larger sets of video assets for deployment to better deal with short attention spans of consumers and to align with the way in which video is viewed.
2020 Demographic Analysis Estimates [REPORT]
The U.S. Census Bureau treleased its 2020 Demographic Analysis, which provides a range of estimates — low, middle and high — for the nation’s population as of April 1, 2020. Instead of collecting responses from households like the 2020 Census, Demographic Analysis uses current and historical vital statistics records and other data to estimate the size of the U.S. population. By releasing these estimates ahead of the first results from the 2020 Census, Demographic Analysis offers an independent measure of the population for comparison with the official census counts.
Culture Is King For SVOD & Social Media
According to a study by the Culture Marketing Council: The Voice of Hispanic Marketing (CMC), subscription video on demand (SVOD) users ages 13 to 49 have become more culturally literate, primarily due to Netflix, YouTube creators and social media featuring increasingly diverse and global content. In fact, more than half of Gen Zers and parents have watched a show in a language they do not speak, with Hispanics over indexing on this
“PIVOT” VOTED ANA 2020 MARKETING WORD OF THE YEAR
The ANA’s Marketing Word of the Year for 2020 is particularly representative of a year marked by the ravages caused throughout the world by the COVID-19 pandemic and social justice issues.
NGL Collective Unveils Full Year Hispanicize Schedule
In anticipation of massive 2021 advertiser demand, NGL is making it easier than ever for Hispanicize sponsors to learn more and take advantage of special pre-sale discounts.
Stop. Nobody cares about your brand. Here’s what to do about it.
Recently, Richard Bambrick posted a link to a presentation by Martin Weigel, titled How not to FAIL. The basic premise of the presentation is that nobody cares about brands and marketers would do well to remember it. I agree. But that does not mean your marketing is wasted, far from it. However, you might want to figure out how your brand can associate with something people do care about. By Nigel Hollis
PoweRanking 2020: Agility amid ambiguity
Kantar’s annual industry benchmarking report identifies US retailers and suppliers that set the standard of performance, ranked by their trading partners.
Health, Wealth, and Racial Injustice: 2020 Year End Review [REPORT]
2020 has been one of the most polarizing years in recent history. A global pandemic decimated the economy. The murders of Ahmaud Aubrey, Breonna Taylor, and George Floyd sparked a worldwide outcry for social justice. And the presidential election and ensuing calls for recounts and litigation gripped the nation while the world watched.
Multicultural Consumers Less Enthusiastic About Being American
In what seems like a lifetime ago, we began the year full of ambition and resolve because 2020 represented more than a flip of the calendar. In pun worthy comparison, 2020 or “20/20” was supposed to be the year of great vision and clarity. We energized our sales teams with it and redirected our strategic plans. But now, just a month away from year-end, we realize that the clarity we sought didn’t elude us. We clashed with it violently in the streets and on the front lines.
Blacks, Latinos, Youth Spur Spoken Word Audio Growth: NPR & Edison Research Report
Audio has dramatically changed since the early days of radio. With multi-media and on demand options available, there is now a dizzying array of choices that can be enjoyed wherever and whenever we want. “Audio goes beyond music to what we call Spoken Word Audio,” according to Megan Lazovick, vice president at Edison Research, “which is broader than podcasting. It is news, sports talk and play-by-play, talk and personality and audiobooks.”
Bye-Bye Total Market
The Clock Has Run Out on The One-size-fits-all Total Market Approach to Marketing
Should the LatinX term be used in advertising and marketing conversations as a term to categorize, label or represent all US Hispanics or Latinos or Latinas?
We fielded a research questionnaire from through 10/9-12/3/2020 using our +20,000 email subscribers and our LinkedIn platform. Over +4,900 executives answered the questionnaire. The results are as follows.
The Recruitment Race Resumes
The pandemic-triggered drop in demand for entry-level marketing jobs appears to be recovering
An Asian-American’s Racial Awakening [PODCAST]
In this interview, Jinghuan Liu Tervalon, an insights and strategy executive at The Coca-Cola Company, talks about her racial awakening journey and her anti-racist work in both the corporate world and the running community, while busting the model minority myth.
Language Usage in Hispanic Marketing
Spanish is the second most used language in the world and English is third; In the United States, English is the most common and Spanish is second. According to Pew Research Center’s 2013 National Survey of Latinos, 36% of Hispanics in the United states are bilingual, while 25% mainly use English and 38% mainly use Spanish (Krogstad & Gonzalez-Barrera, 2020). When it comes to advertising to Hispanics, language plays a key role and it’s important to understand the best way to convey a message to make the consumer feel understood. When deciding on how to market and advertise to Hispanics in the United States it is beneficial to consider code switching versus Spanglish as well as culture in relations to language and how it will affect the campaign. By Holly Coleman and Madison McDaniel / Florida State University
d2H Partners has acquired agency Arenas Group.
Founded by pioneer Santiago Pozo in 1988, Arenas built an impressive legacy of clients and has worked on more than 600 films and TV campaigns throughout its 31-year history. From Selena and Ugly Betty to Mel Gibson’s Apocalypto and, more recently, When They See Us and Free Guy, Arenas has done it all: theatrical films, television and streaming with all the major studios and media companies.
Consumers more likely to purchase from a brand whose video AD appears next to content they TRUST [REPORT]
“The Influence of Context” – a new study unveiled by MAGNA & IPG Media Lab today – measures how the context in which video ads are viewed affects how consumers perceive them and how they perform. The U.S. study looks at context through the lens of content adjacency – the type of content an ad appears next to – and video experience – the way an ad is consumed (i.e. in-feed, non-feed, etc.).
FTC Sues Facebook for Illegal Monopolization
The Federal Trade Commission sued Facebook, alleging that the company is illegally maintaining its personal social networking monopoly through a years-long course of anticompetitive conduct. Following a lengthy investigation in cooperation with a coalition of attorneys general of 46 states, the District of Columbia, and Guam, the complaint alleges that Facebook has engaged in a systematic strategy—including its 2012 acquisition of up-and-coming rival Instagram, its 2014 acquisition of the mobile messaging app WhatsApp, and the imposition of anticompetitive conditions on software developers—to eliminate threats to its monopoly. This course of conduct harms competition, leaves consumers with few choices for personal social networking, and deprives advertisers of the benefits of competition.
ANA launches Influencer Marketing Advisory Board
The ANAannounced the creation of the Influencer Marketing Advisory Board, a leadership community of senior-level marketers dedicated to helping ANA members and the industry at large optimize influencer marketing.