Agency

According to eMarketer, investment in connected TV (CTV) is soaring and ad spending will increase by double digits annually for the foreseeable future. In its just-released forecast for CTV ad spending (“Connected TV Trends Roundup,” January 2020), eMarketer estimates it will be $9 billion in 2020 and increase to $14 billion by 2023, accounting for 7 percent of total digital ad spending and 5 percent of total media spending. ANA and Innovid have recognized the rise of CTV and partnered in a new research study, “The State of Connected TV Report 2020,” which was released on January 16.  By Bill Duggan

Acento’s board of directors announced that intercultural veteran Donnie Broxson will become Chief Executive Officer as Hispanic advertising pioneer Roberto Orci steps into the new role of Chairman, effective immediately.  Orci’s role will be to further grow the agency’s business, diversify its revenue base and build the company’s brand in the industry.  Broxson will be responsible for Acento’s overall strategic direction, operations, and client relationships with all agency departments reporting to him.

Digital has made the customer journey more complex. With new metrics, platforms and tools, measuring that journey is even more difficult.

The ANA announced that prominent marketing and media executive Nadine Karp McHugh has been named the first president of SeeHer, its industry leading movement for gender equality in advertising, marketing, and entertainment.

2020 is the year when the majority of all Americans under seventeen years old will be from a minority background, a process that will culminate with a so-called “minority-majority” population by the mid-2040s. These demographic changes will bring about a significant transformation to Corporate America. During the next few months, I will discuss some of these consequences in each article targeting one specific area of our business environment.  By Isaac Mizrahi- Co-President of ALMA

IZEA Worldwide, Inc. released the examination of earnings equality among social influencers. The report provides analysis of influencer earnings observed in IZEA’s online marketplace spanning 2014 to 2019. Data is comprised of negotiated rates between marketers and creators spanning the spectrum of micro-influencers to celebrities.

As a long-time cord cutter much of my real-time TV exposure happens in a hotel room, and, OMG, most ads these days seem to expect an immense amount of interest and attention from the audience. What are their creators thinking?  by Nigel Hollis

Up to 30% of consumer packaged goods (CPG) companies’ operating margins are put at risk in the US as these alliances expand their influence.

Pepsi announced an integration with Telemundo’s highly-anticipated second season of “La Voz,” the Spanish-language edition of NBC’s award-winning hit series, “The Voice.” As the show’s first-ever beverage sponsor and prizing partner, Pepsi will take the season two stage by storm, unapologetically celebrating Latin music and the talented phenoms giving everything to become the next big musical superstar.  Pepsi will level up the season two “La Voz”  prize, bringing the original $100k grand prize up to an epic $200K.

New global research released by Accenture and conducted by Forrester Consulting reveals an opportunity for chief marketing officers (CMOs) to expand their remit by assuming the role of CMO Collaborator. By ushering in new levels of collaboration across the C-suite, technology ecosystem and agency partners, CMOs can drive customer experience (CX), a proven source of growth in modern organizations today.

Throughout history, “shopping” has involved taking a trip, planned in advance, to a favorite store that a consumer made time for. The ecommerce revolution upended that predictable relationship and activity, and today consumers’ brains have again been rewired as it pertains to shopping, thanks to mobile technology and social media. That may usher in one of the industry’s biggest shifts in consumer behavior: The “always-on” consumer comes highly informed with specific demands around price, ingredients, delivery options, production methods and much more.

CMOs hoping to transform their brands through a customer-centric approach face many challenges across data insights, channel optimization, and performance analytics. But the biggest challenge is creating and managing all the content needed to deliver authentic and relevant customer experiences, as marketers often struggle to produce content with the volume, variety, and velocity required to ensure the content resonates with customers and prospects.

In a recent post, Nigel shared a buyer classification focused on what I like to call the buy and the why, more specifically consumer behavior and predisposition. The concept is straightforward but it begs the question of how can we build a system of insights and analytics to bring this growth matrix to life.  by Bill Pink – Head of Global Analytic Leads / Kantar

From humble beginnings of converting a small liquor store into a grocery market in 1980, a Mexican immigrant family turned their dream into an American success story. Forty years later, Northgate González Market marks a major anniversary milestone this month with 41 stores and becoming the leading Latino-themed grocery chain in Southern California.

At the turn of a new decade, The Future 100: 2020 projects a deliberately optimistic future as brands and consumer strive to move past the despondent and unsettling mood that characterized the latter part of the 2010s

The Hispanic Public Relations Association-Los Angeles Chapter (HPRA-LA) announced its 2020 Board of Directors and executive leadership team with PR veteran Stephen Chavez remaining at the helm as president for a third consecutive year.

THIRD EAR, part of Omnicom Group Inc., is starting the new decade with key wins including the retainment of Visit Austin as the general market AOR. The wins help the agency close 2019 showcasing their full depth of bench and insights spanning multiple industries, consumer segments and channel strategies.

The communication group UNITED COLLECTIVE announced it has been selected by Travelpro®, a pioneer in durable and lightweight luggage design, to handle its U.S. advertising efforts.

Dermablend Professional has selected BODEN as its public relations agency of record (AOR). BODEN will be responsible for media relations, executive positioning and thought leadership for the brand.

Consumers’ choices in terms of where, how and why they buy are redefining retail and creating a new playbook for the industry. NRF’s Consumer View is a recurring look at the consumer forces that are shaping retail.