Agency

The failure of the U.S. Men’s National Team (USMNT) to qualify for the 2018 FIFA World Cup finals is without question a tremendous setback for U.S. soccer. Millions of disappointed U.S. soccer fans are scratching their heads wondering who is to blame for this catastrophe.  By Jaime Cardenas – CEO, AC&M Group

For every ad campaign they execute, brand and agency leaders have to decide on an array of variables: how much to spend on creative development and testing; whether to seek high reach or more precise targets; the context for the message; and how to add an element of recency to deliver the ad prior to the next expected purchase. But it wasn’t too long ago that creative was the most important part of the mix by far. It was a pretty simple formula: Good creative sold products, bad creative didn’t. In 2006, Project Apollo found that 65% of a brand’s sales lift from advertising came from the creative.

One morning recently, an impromptu discussion broke out in the office about what makes for great advertising. We discussed a few of our favorite recent ads and, as one can imagine, the range of suggestions about which was best was broad. Short form and long form. Funny and sentimental. Product-driven and brand-focused. Rational and emotional. While they ranged in length and objective, one thing was clear: They were “must-watch” ads—not filler in between program breaks, but great creative that we want to talk about, share and watch—over and over again.  By Carl Marci, Chief Neuroscientist

This week Richard H. Thaler, professor at the University of Chicago Booth School of Business, won the 2017 Nobel Prize in Economic Sciences for his pioneering work in behavioral economics. In an interview Thaler promised to spend the prize money as irrationally as possible, a statement that acknowledges that he might otherwise try to make rational decisions.  by Nigel Hollis

The results are an eye-opener for marketers and their brands as they show how marketers’ societal biases and age-related stereotypes are contributing to a significant overestimating of millennial spending power and an underestimating of the value of consumers 55 and older.

It’s a big marketing move for SeaWorld Parks and Entertainment as it seeks to build its share of Hispanic vacationers and local visitors through direct Spanish-language communication — something never done before on a major level. BY Adam R Jacobson, for HispanicAd      

Hispanic TV Summit Award for Corporate Leadership in Hispanic Television & Video.  Altice USA has been both a trailblazer and a visionary in providing the local and national Hispanic community access to Spanish-language news and entertainment, as well as providing innovative packaging of video and high-speed-data products.  By: MCN Staff / Courtesy of MultiChannel News and Broadcasting & Cable

Facing OTT competition, traditional providers add streaming, soup up set-tops.  By: George Winslow / Courtesy of MultiChannel News and Broadcasting & Cable

Lack of diversity and inclusion throughout corporate America has been a topic of both pointed interest and hand-wringing consternation. Although this problem is not the sole domain of any one sector, due in part to their popular visibility and financial resources the tech and advertising sectors are often targeted as embodying the challenge of creating a diverse workplace.  T

In my last post on the Five Traits of Successful Intrapreneurs, I discussed how all agency employees, no matter their level, have a unique view ‘under the hood’ of their team or department. Everyone has their own experience, their own eyes, and can catch things others may miss.  By Austin Bauer – PCC, Performance Coach and Facilitator

In 2012, Pew Research Center published a glowing report on the state of Asians in the United States that was met by widespread criticism by Asian-American activists.  Highlights included a median household income of $66,000 for Asian Americans, compared to $49,800 for Americans as a whole, and Asian-American median household wealth at $83,500 vs. $68,529 for the U.S. population. By David Morse – New America Dimensions

Lüerzer’s Archive, one of the world’s leading advertising publications, will be featuring two campaigns created by Y&R Miami. The five print pieces belong to campaigns created for Dell monitors and Alienware computers.

GroupM Multicultural president Gonzalo Del Fa: Award for Executive Leadership in Hispanic TV. Gonzalo Del Fa, president of GroupM Multicultural, is beating the drum for change in the marketing world.  By: Jon Lafayette.  Courtesy of MultiChannel News and Broadcasting & Cable.

Actor Rafael Amaya: Award for Outstanding Achievement in Hispanic TV.  Star of ‘El Señor de los Cielos’ brings Nielsen sizzle to Telemundo’s ‘Super Series’.  Courtesy of MultiChannel News and Broadcasting & Cable

But Spanish-language content on some major OTT packages is still limited.  By: George Winslow.  Courtesy of MultiChannel News and Broadcasting & Cable

It’s becoming increasingly harder to make intelligent media-buying decisions when using emerging technologies like blockchain and programmatic. While technologies like these move the advertising industry forward, some insiders believe that many marketers lack the knowledge to support this growth.

Findings highlight that as consumer media consumption continues to fragment across digital channels, the accuracy of marketing measurement – ranging from single-channel campaign effectiveness to more complex forms of cross-channel mix and attribution modeling – is materially degraded without the ability to recognize consumers on digital devices.

Programmatic advertising isn’t the shot in the dark it once was—thanks to sophisticated targeting opportunities, it’s now a staple tactic for many advertisers. But the space continues to evolve. Eunice Kim, media planner at Toyota North America, spoke with eMarketer’s Sean Creamer about how changes in programmatic advertising are creating new opportunities for brands.

We are at the cusp of a major revolution from mobile to immersive computing. Last year was seen as the dawn of a third wave of devices employing augmented and virtual reality (AR and VR), which define the two spectrums of immersive technology that could replace mobile computing.

Individuals in the US still manage to spend the equivalent of half a day consuming media.