Agency

The COVID-19 pandemic has transformed many aspects of consumers’ lives and brought numerous sectors of the world economy to a halt. During this chaotic and stressful time, marketers are desperately searching for paths to stability. TV advertising, for instance, continues to be an important way for brands to connect with consumers. Drawing on the company’s Ad Intelligence service, COVID-19 Barometer and Creative Guardrails studies, Kantar has found that the TV advertising landscape is changing for both consumers and brands.

Digital has transformed the way we work, live and buy.

According to the fourth annual IAB Podcast Advertising Revenue Report prepared by PwC, U.S. podcast advertising revenue is expected to grow 14.7% in 2020, despite the pandemic. As growth continues, U.S. podcast advertising revenue is nearing the $1 billion mark.

KPMG Automotive Leader Gary Silberg discusses new analysis from KPMG’s automotive team suggesting changes in commuting and shopping—more remote work and online shopping—could reduce total vehicle miles traveled (VMT) by as much as 270 billion miles.

The Association of National Advertisers announced today that the 2020 Masters of Marketing Conference, originally scheduled to be held October 21-23 at Rosen Shingle Creek in Orlando, FL, will be a virtual, online-only event this year. The theme of the conference is “Force for Good. Force for Growth.”

The 2020 Census is dependent on gathering Census data.  This alone is a major impediment to be able to gather information from minority households that do not have Internet access in many states.  They boast that they have a 62% national response rate.

The business world would be a simpler place if doing good always led to doing well. It’s not that they’re necessarily at odds most of the time, it’s just that being the best corporate citizen doesn’t always shore up the bottom line. Sometimes, however, they really are the same thing – the trick is recognizing such opportunities when they appear. Inclusive marketing is one of them.  By Ozzie Godinez –  CEO of PACO Collective

Chung as Chief Revenue Officer for Entravision’s International Digital Business

Cultural Insights and Planning are the bridge between complex consumer data and creative in any successful campaign.  This CAPE Award webinar spotlights two successful campaigns that have resonated with their target audiences and delivered for their clients because they were rooted in insights and backed by solid planning.

Hispanics made up more than half of total U.S. population growth from 2010 to 2019Hispanics have played a significant role in driving U.S. population growth over the past decade, though the group is not growing as quickly as it once did. From 2010 to 2019, the U.S. population increased by 18.9 million, and Hispanics accounted for more than half (52%) of this growth, according to a Pew Research Center analysis of new U.S. Census Bureau population estimates, the last before 2020 census figures are released.

Evolving perceptions, however, also requires changes in the way procurement works with its stakeholders inside and outside each company: evolution to procurement processes, improving people’s understanding of procurement, building new performance KPIs beyond just savings and involving external partners to ensure a true perspective.

In 2019, the ANA partnered with The Content Council to conduct a study on “Growth and Opportunities in Content Marketing.” The study revealed that over a two-year period, spending on content marketing showed a 73 percent average budget increase. The report also projected a 42 percent spending hike two years in the future.

Hispanicize #UnidosTogether Virtual Summit featured influencers, tastemakers, content creators, celebrities, executives and entrepreneurs and proudly shined a light on Latinx frontline heroes and small business owners alike.

With culture in a state of volatility, uncertainty, and change – multicultural insights are more imperative than ever.  An in-depth discussion with Alma and Urias Communications, gold and silver winners of the 2020 CMC Culture Account Planning Excelencia (CAPE) Awards. This webinar took an in-depth look at the art of planning and the cultural insights behind these award-winning campaigns.

A growing share of the marketing budget is managed according to the principles of targeted-performance marketing: personalized messages, direct impact measurement at the level of individual users, near-time optimization, and partial automation. This is especially true for digital marketing activities that drive conversion and purchase.

You’ve done the segmentation studies. You’ve parsed the data. You’ve sliced and diced every bit of learning you could get about your target consumer. (Maybe you even came up with a catchy name for your cohort, like “Determined Doers” or “Moms on a Mission.”) Now you’ve got a perfect picture of one very speci c type of individual.  You understand their attitudes, their beliefs and their path to purchase. And you’re counting on these assumptions to inform every part of your digital marketing, from creative development and media placement to analytics and optimization.  There’s just one problem.

It’s been a busy few weeks at Facebook, what with the ad boycott, hastily arranged meetings with agencies, bullish statements from Mark Zuckerberg (‘who needs advertisers, and in any case they’ll be back soon enough’), and remarks from the company and its supporters that there’s really nothing to see here at Facebook we were in any event cleaning out the Augean stables. No one believed them.  By Brian Jacobs – The COG Blog

Numerous studies and guidance papers advise marketers on how to react during a recession to come out ahead of the competition, but very little has been written about agencies.

Americans are spending less of their total listening time with YouTube in 2020, and YouTube as an audio-only source is reaching fewer Americans in 2020, according to two updated datasets from Edison Research.

In part II of my “Women in the Workplace” series, I had an opportunity to talk to incredible women leaders about their views about women in the workplace and what it takes to build a true sisterhood among female colleagues.  By Roxana Lissa