The past several weeks have been some of the most difficult in American history. By Mario Xavier Carrasco – Co-Founder & Principal / ThinkNow
Agency
Brands Engaging In Cause Marketing, Do Your Research First
32 Media Relations Tips to Maximize Your Coverage Opportunities
For the past 60 years, Business Wire has worked in conjunction with media outlets, large and small, around the globe. As the world changes, so does journalism. In 2020, reporters and organizations are looking for more authentic stories to tell. Taking this one step further, reporters are not interested in telling an organization’s story, they are interested in telling a story their audiences want to read.
Put more fun into Zoom meetings
Zoom burnout does not mean spending less time on video calls. It means rethinking the way we show up, interact, and conduct business in a virtual space. We can re-imagine dull, endless team meetings as playful interactions that bring people closer together. It’s time to put more fun into Zoom. By Rosemary Ravinal – Video Conference Trainer | Presentation Coach | Media Host | Public Speaker
More Than Dialed In: Audio is A Co-Worker Remote Employees Can Rely On
Radio is such a ubiquitous commute companion that when many Americans were asked to work from home earlier this year due to COVID-19, the industry wondered how Americans would listen.
Estimating Puerto Rico’s Population After Hurricane Maria
On Sept. 20, 2017, Hurricane Maria made landfall on Puerto Rico, causing widespread devastation. This disaster not only impacted residents of the island, resulting in increased net out-migration from Puerto Rico to other parts of the United States, but also the quality of data typically used to measure migration patterns.
How Agencies “Present” on Diversity to Prospects Now
For various reasons, not all agencies have prioritized diversity initiatives, and not all of them will. But by now, agency leaders have considered where they stand on diversity and inclusion (D&I), whether they are willing to commit to change (publicly or internally), and what resources they will make available to their cause. By Mark Duval / The Duval Partnership
The Privacy Era
ith so much of modern life occurring in the digital realm, more and more personal information is being captured online and traded between brands as a way to better understand their consumers. But what started as a way to make users’ lives easier by serving up convenient, personally relevant information has morphed into what’s perceived as a shady, underhanded economy of consumer data wheeling and dealing.
Adding Spanish AM/FM Radio To The Media Plan Generates Significant Impact
Recently while reviewing an audio media plan with a major client we noted that while they were using a vast array of AM/FM radio programming content, they were not buying Spanish radio. The response was, “We get the audience with a general market buy.” Was that really true? Can a general market buy with only English language stations do an effective job of reaching Hispanics and Spanish speakers? We turned to Oliver Marquis, VP Media Analytics at Nielsen, for assistance. By Pierre Bouvard / Westwood One
Are Impressions the Answer to Fragmented TV Measurement?
In recent years, television measurement has been done through two distinct approaches. The first, adopted by more traditional television marketers, relies on gross rating points (GRPs) to evaluate and buy inventory to meet marketing goals. The second, brought on by the evolution of streaming behavior, evaluates based on the standard for digital audience measurement: impressions.
Why today’s advertising is just like a supermarket tomato
An obsession with efficiency has resulted in advertising that is bland and uninspiring – much like a supermarket tomato. By Nigel Hollis / Chief Global Analyst, Kantar
The advertising multipliers that matter are not what marketers think
I’ve just completed a fascinating collaboration with the econometric guru Paul Dyson which reviews a ranking of the key factors that impact advertising profitability, together with an indication of the relative importance of those factors (multipliers*). Unfortunately, it seems that not all advertisers are concentrating their energies and budgets in the right areas to make advertising as profitable as it can be. By Duncan Southgate / Global Brand Director, Media, Insights Division
Reimagining marketing [REPORTS]
The human tragedy of COVID-19 has upended lives around the world and had a dramatic effect on consumer behavior. For businesses, these changes are forcing marketers to reimagine how they connect with their customers and drive growth.
Pathways to great advertising
As consumers use more and more connected personal devices to organize, curate and discover media, the opportunities to reach them through advertising has exploded. By Steve Davis / Global Director, Advertising Intelligence, Media Division
Accelerating Brand Growth Using Psychological Resonance [REPORT]
Brand growth is the mantra of marketers. Today the number of new tools available to help marketers achieve brand growth is multiplying annually. The new focus is on large scale databases, data science, artificial intelligence, biometrics, and the beginnings of a true marketing science. However, all of this is competing for attention within the context of established marketing processes, advertiser-agency relationship structures, and higher order degrees of complexity of communication. The result is that “good enough” often substitutes for adoption of proven innovations.
The Nielsen Total Audience Report: August 2020 [REPORT]
Earlier this year, the pandemic thrust many Americans into a new lifestyle. We worked, learned, parented and cooked at home, shifting how and where we ate, watched TV and listened to music. It even altered our sleeping habits. But a funny thing happened on the road to re-emergence: Consumers, used to choosing when, where and how much content they connect with, found that by working from home they actually had a newfound choice when it came to their jobs, thereby giving employees a chance to achieve a better work/life balance.
A New Concern Among Consumers: Brand Safety
COVID-19 has turned an industry term into something far more literal. Will brands continue to promote the safety of their products when the pandemic ends?
Is Big Data Missing The Big Picture: The Hispanic Market
The good thing about change is that it opens a dialogue about what needs to happen next. So I wonder, as data gets bigger, will it become more inclusive or has Hispanics and other minority populations, yet again, been left out of the conversation? by Mario Carrasco
The Rise of eSports and its Fans [PODCAST]
Esports describes the world of competitive, organized video gaming. But who is its audience? And why should brands and marketers pay attention? In this episode, we sit down with Ben Paro, Category Director of Sports and Gaming at MRI-Simmons, as he explains the rise of this unique and faithful segmentation. Tune in to understand the innovative entertainment that eSports is serving up- and the opportunities it gives brands and advertisers.
Are Market Researchers Misrepresenting African Americans In the Online Sample Industry?
While the market research industry has mostly embraced the Black Lives Matter Movement, I urge fellow researchers to go beyond issuing a powerful statement.
Solis Health Plans teams up with The Miami Marlins
Solis Health Plans announced a partnership with Major League Baseball’s Miami Marlins, winners of two World Series championships.