Agency

Data science firm Civis Analytics today released new findings from its COVID-19 Impact Research, funded by the Bill & Melinda Gates Foundation. This ongoing survey research studies the social, economic, and educational impacts of COVID-19 in America. Since April 2, 2020, the team has run ongoing national surveys, with deep dives into Washington, Florida, Texas, and New York. The latest round of research highlights the disparity of the impact on communities of color and lower-income households.

The COVID-19 pandemic is likely to alter consumer behaviors permanently and cause lasting structural changes to the consumer goods and retail industries, according to findings of an Accenture survey of more than 3,000 consumers in 15 countries across five continents.

Spring is here in DC.  Still some cool days, but progressively it is looking and feeling like summer.  People are anxious—they are increasingly going out, but still are fearful of the external COVID-19 world.  And America is, well, America—completely disorganized and decentralized politically.

Marketers are pretty intimate with content marketing metrics, data, and analytics these days—and if you’re not, you’d best get learning.  By Lauren McMenemy

With the recent demand fluctuations caused by the Great Lockdown many brands have focused on driving short-term volume but to grow market share in the longer-term, brands must gain more than their fair share of category entrants. The latter growth mechanism is facilitated by making sure new category entrants are predisposed to choose your brand, and do not just do so because it is easily available.  by Nigel Hollis

How does the Puerto Rican consumer feel about buying right now? What can brands do to encourage consumption? We asked 200 Puerto Ricans and here’s what they said…

SBS Entertainment will celebrate Father’s Day throughout the month of June with a special edition of its ‘Mi Casa Es Tu Casa Live Music Series.’ Alejandro Fernandez, Banda MS, Gerardo Ortiz and Christian Nodal will headline the exclusive live audio stream performance series across some of SBS’s leading radio stations and the LaMusica app.

A large majority (75 percent) of ANA members have strategic plans in place to hire suppliers with diverse backgrounds for their overall organizations, but only 40 percent have such strategies specifically for marketing and advertising services.  Those are two of the key findings in a new ANA study, “The Power of Supplier Diversity,” which also revealed that among those with a supplier diversity strategy, the top segments targeted are women-owned (98 percent), ethnic/minority-owned (95 percent), veteran-owned (90 percent), LGBTQ-owned (88 percent), and disability-owned (80 percent).

Unprecedented times like these bring massive challenges. Yet even during a crisis like the novel coronavirus (COVID-19) pandemic, businesses need to consider strategic plans and continue to invest in their brands. While sales may be down, it’s important to maintain—or increase—your share of the market. Continuing to invest in advertising will help set your company up for success when life eventually settles into a new normal.

In 2017, we worked with Nielsen to develop the Secrets of Spanish Language TV ROI report, which was critical in highlighting the key variables that optimize ROI with Spanish-language media campaigns.  By Roberto Ruiz, EVP – Research, Insights and Analytics at Univision

There are several ways to employ Cultural Insights to help brands gain the right amount of Cultural Intelligence to solve for larger questions. When the right cultural insights methods are utilized, marketers are able to create solutions for today, and also plan for how their category will likely be shaped in the near future.  By Whitney Dunlap-Fowler

As more states loosen their stay-at-home orders, a study released by the Network of Executive Women (NEW) and Hispanic marketing platform Latinarrific prompts interesting questions regarding whether the COVID-19 pandemic will ultimately reverse or accelerate corporate America’s Latina leadership crisis.

H Code released The Hispanic Healthcare Report, the first resource exclusively revealing Hispanic preferences and attitudes towards the current state of healthcare in light of the COVID-19 outbreak and 2020 U.S. presidential election cycle.

In just a week’s time, the Coronavirus pandemic has completely upended the globe. It has had substantial effects on people’s lives and livelihoods, and it has entirely transformed the way companies do business. In the advertising industry, we’ve all felt the immediate effects: Cancelled events, meetings and business trips. Work-from-home mandates that include hunkering down inside our houses and apartments alongside our entire families. And yes, even paused and pulled advertising campaigns.

In this research we explore consumers’media consumption habits during the outbreak of coronavirus. We dig deeper into what media people are consuming more of (and plan to continue after the crisis ends), what sources of information they find most trustworthy generally and on social media, whattheywant to see more of in news coverage, their willingness to pay for trustworthy information, and what they expect from sports leagues at this time.

BOTTOM LINE: Following the onset of Covid-19, it has not been surprising to see the strength in eCommerce, but what has caught us by greater surprise has been the boon lower priced media – particularly on FB – has been toward that acceleration. We have spoken to several agencies that are focused on the DTC-native eCommerce segment. Their advertisers indicated that beginning early/mid April, they were seeing multiple successive days of record spend at prices down 30-40% post-Covid vs pre-Covid. Beyond the benefits of lower eCPMs, this has been accompanied by higher conversion rates as well – driving record ROAS for this cohort of advertisers. We have not touched base with any gaming advertisers, but based on FB’s comments on their 1Q20 eps call, suspect this is likely driving a further boom. Notably, we have heard about pricing increases though early May on FB in the HSD/LDD range, though pacing still well below pre-Covid 19 levels. Our interpretation is this is more a reflection of firming up of the auction at FB, though it is having a slight negative impact on this cohorts’ ROAS.

A discussion with Lerma’s Principal & Founder, Pete Lerma and Brand Planning Principal, Quim Gil, as they take a close look at the impact the Coronavirus has had on communities of color, specifically U.S. Hispanics. They’ll discuss how brands can leverage their power and become dynamic social actors in favor of equality.

One-in-ten eligible voters in the 2020 electorate will be part of a new generation of Americans – Generation Z. Born after 1996, most members of this generation are not yet old enough to vote, but as the oldest among them turn 23 this year, roughly 24 million will have the opportunity to cast a ballot in November. And their political clout will continue to grow steadily in the coming years, as more and more of them reach voting age.

With all the flashy banners and retargeted content consumers see daily, just how relevant are digital ads to most Americans? Consumer intelligence company CivicScience conducted an internal study to examine how the general population feels about the bulk of the digital advertisements they are served.

For much of our industry’s history, market researchers have used intentional questioning to generate structured data to derive insights from, but as technology has grown in its ubiquity, we’ve gained access to new unstructured data sources and the resources to turn this messy data into insights.  by Kyle Findlay – Senior Data Science Director (Innovation) / Kantar