Agency

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

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.

“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.).

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.

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.

ews outlets morph and multiply, both surveys and passive data collection tools face challenges

MAGNA reveals that the global advertising market place shrank by -4.2% to $569 billion amidst the COVID-induced recession, but some markets (US, China) proved more resilient than initially feared, thanks to the scale and resilience of digital media formats (+8%).

Prepare to be inspired as we highlight multicultural marketing at its best! As we celebrate the 20th anniversary of the ANA’s Multicultural Marketing Excellence Awards, join us to hear from some of the winningest brands and agencies.  They will highlight some of their best work over the past two decades, share their perspective on how multicultural marketing has evolved, and expound on what they think is next on the horizon.

Some years ago, an agency owner came to me seeking help with their new business efforts. They were no longer being asked to participate in pitches, and their prospective opportunities seemed to be shrinking.  By Mark Duval – The Duval Partnership

Despite a pace of economic decline that will produce the worst economy since the Great Depression, the ad market might end up falling by little more than we saw 2001. It will certainly be better than in 2008 during the fallout of the global financial crisis.

A decade of media evolution has taken place in a few short months. Our latest report assesses which audience behaviours and industry dynamics will stick into 2021

Covid-19 has shattered the demand forecasts that guide retailers and suppliers of consumer goods and services in figuring out how much to order or manufacture, where to stock inventory, and how much to advertise or discount. Early on during the pandemic, sudden lockdowns and a shift to working from home caused panic buying of many food items and household goods. Some items sold out while others languished on shelves.

In its newly released U.S. Local Advertising Forecast 2021, BIA Advisory Services estimates total local advertising revenue across all media in the U.S. will reach $137.5 billion in 2021. This estimate represents a 2.5 percent year-over-year growth from the firm’s final post-COVID estimate for 2020 of $134.1 billion, as businesses start to adapt and rebound from the pandemic lows. As the expected presence of vaccines will help with the continuing rebound in the economy, we expect this increase will occur throughout 2021 even without the presence of significant political advertising

America is in the midst of a demographic transition. Today, 41% of the U.S. population is racially and ethnically diverse, and people are increasingly exploring and defining their personal identities. As the U.S. diversifies, there is a unique opportunity to meet America’s expanding entertainment tastes.

For many workers, COVID-19’s impact has depended greatly on one question: Can I work from home or am I tethered to my workplace? Quarantines, lockdowns, and self-imposed isolation have pushed tens of millions around the world to work from home, accelerating a workplace experiment that had struggled to gain traction before COVID-19 hi

We are often asked, “How long should a case study be?” Our answer: it depends. The important thing is that you tell the right story for the situation.

Gen Z are calling on brands, governments, and leaders to help them build a better normal.

Despite being disproportionately impacted by COVID-19 and one of the smallest ethnic populations in the U.S., Native Americans have made some significant progress this year in elevating their voices in the media, public policies and their communities.

NBCUniversal Telemundo Enterprises announced the realignment of several of its divisions designed to fuel growth in a rapidly changing media market driven by Latinos’ demand for culturally relevant storytelling across linear, digital and mobile formats. The new structure will maximize Telemundo’s content across all its platforms and strengthen collaboration between the company’s creators and the revenue and distribution team.

Multicultural consumers comprise about 40% of the U.S. population and are important to brands searching for growth outside of saturated markets. Essential to penetrating this consumer group is understanding the nuances of it. Sample providers fulfilling census-representative sample requests or requests for multicultural sample, in general, must build out their panels to include multicultural perspectives from a broad spectrum of respondents across ethnicity, gender, income levels, and other factors. This ensures they obtain functional insights into the diversity of attitudes, interests, and lifestyles that define this multifaceted consumer.