Agency

The digital landscape is primed with opportunities to reach the growing multicultural segment, but are today’s targeting methods evolving with these audiences?

By Gonzalo López Martí – Creative director, etc / LMMiami.com

• Full disclosure: Kripto Mobile is my client.
• Then again, I have lots of other clients whom I rarely mention in my weekly columns on this prestigious publication.
• Every now and then though, a project crosses my path that makes me and my team REALLY excited.

Social media wasn’t the realm of any one person, department or organization. It was owned by everyone and no one. The only thing early adopters of social media had in common was the desire to create change.  

The advent of digital advertising forever changed how media is bought and sold, with advances in programmatic technology leading the way. The appeal of programmatic buying is easy to see, addressing many of the challenges associated with traditional ad sales. To name just a few of the staple ways in which programmatic technology improves advertising transactions, it lets buyers use audience data for targeting; grants access to premium but often challenging-to-buy inventory; and automates complex buying workflows.

The mission is to create a system that puts content in front of a consumer at just the right moment. But all your work stands or falls on what happens then, and success is no accident. It’s the result of delivering content that communicates exactly the right message, for that particular consumer, at that moment in time. Helping to set the stage for this is your messaging framework.

With Labor Day just around the corner, The Conference Board’s latest survey on job satisfaction finds that 51 percent of U.S. employees feel overall satisfied with their job. The results also show that, over the last seven years, employee attitudes about wages and job security experienced the biggest improvements. However, workers feel quite disappointed with their job’s professional development aspects – a warning signal for any organization looking to attract and retain talent in today’s tight labor market.

The year is 2024, and more than 50 percent of American product purchases are made through e-commerce thanks in part to the rise of “app-tapping” (waving your phone to purchase a product) and speak-to-purchase ads that merge TV and streaming content with in-home digital assistants. Video games and social media are as popular as ever, though more and more people prefer to hang out in virtual-reality “PlaceScapes,” where savvy marketers are starting to invest. The process once known as advertising is nearly unrecognizable as companies rely on artificial intelligence to disseminate targeted ads based on billions of data inputs, though tougher privacy laws and the proliferation of ad blockers continue to pose challenges.  By Chuck Kapelke

In a recent point of view on Campaign, Rory Sutherland discusses the origins of our “targeting-obsessed scientism” which leads us to focus on ad delivery to the exception of anything else like creative or the recipient’s mindset. Rory calls out Silicon Valley for tricking advertisers, but is this single-minded focus really just the fault of the tech companies?  by Nigel Hollis

Advertisers agree that ensuring brand safety is a perennial problem. But there isn’t a consensus on who is most responsible for it.

NGL Collective announced it has been awarded the TAG Certified Against Fraud Seal by the Trustworthy Accountability Group (TAG). TAG is the leading global certification organization dedicated to fighting criminal activity and increasing trust in digital advertising.

Artificial intelligence has already transformed everything from the IT department to the customer service experience, and now, machine learning is on track to completely change the ways we think about ad creative.

The Latino Donor Collaborative (LDC) released Latino Gross Domestic Product Report: Quantifying the Impact of American Hispanic Economic Growth, a study that for the first time ever calculates the full Gross Domestic Product (GDP) of the American Latino population. At $2.13 trillion, the estimated U.S. Latino GDP is the seventh largest GDP in the world, with American Latinos driving growth of the U.S. workforce and economy.

Technology is transforming Latinx consumer behavior, from shopping to communication and media consumption, according to Descubrimiento Digital: The Online Lives of Latinx Consumers, released by Nielsen. The majority (60%) of Latinx consumers were either born or grew up in the internet age, compared to 40% of non-Hispanic Whites. This means today’s Hispanic consumers didn’t transition to the internet; they were raised with it.

Jesus Ramirez founder and Executive Creative Director of San Antonio based Cartel Creativo with Victoria Murphy Hudson has passed.

  In the latest episode of “Behind the Numbers,” eMarketer’s Mark Dolliver discusses how teens indulge in too much screen time, and the extent to which they and their parents see this excessive usage as a problem.

In working with many award-winning agencies over the course of my career, one of the challenges I encounter is how to translate awards into compelling messages for new business development. The most common roadblock is connecting an award to business results for the agency client.  by Mark Duval / Duval Partnership

OTT may be the messiah of modern media.  More than half of 22-54 year olds didn’t watch paid TV in 2017, according to a marketing agency study.  The shift from traditional broadcast, or cable viewing, to more fluid, video-based behaviors is swiftly making its mark.  This year, 90 percent of Millennials claimed they regularly binge-watch.  The thirst for entertainment on-demand is strong and growing.  But what’s behind it?  Simplicity and customization.  The leaders of effortless entertainment — Netflix, Amazon and Spotify — all share a common mission to make people’s daily lives better by surrounding them with what they need, at the moment they need it, through a personalized entertainment experience.

Univision Digital unveiled its digital and social programming for the 11th edition of “Nuestra Belleza Latina” (Our Latin Beauty or NBL) designed to bring the audience closer to the reality competition than ever before.

In my opinion, one of the defining characteristics of great leaders is that they make decisions based on solid data. I have always advocated that individuals and organizations must face the “brutal facts” when dealing with difficult situations in order to develop viable solutions.  By Ralph de la Vega / Chairman at De La Vega Group

You’ve probably heard of an IQ, which scores one’s general intelligence and intellectual competence. But have you heard of CQ? CQ is cultural intelligence, your IQ when it comes to culture.  by Nancy Tellet