Agency

In the latest episode of “Behind the Numbers,” analyst Cathy Boyle and researcher Chris Keating discuss the market for mobile apps, and what it means for businesses.

After numerous delays to its planned initial public offering, Univision Communications’ owners are reportedly considering an alternate exit strategy—an outright sale of the company.

Artificial intelligence (AI) may bring to mind sci-fi images of earth-dominating robots, but it’s a term that’s set to shape the future of B-to-B marketing.  Surprising? Consider this: AI may already be selecting your next film on Netflix, your next song on Spotify, or helping to choose your next meal out, based on recommendations by Apple’s Siri.  By Marc Keating, chief innovation officer at Stein IAS

Out-stream video advertising has emerged as an important revenue source for social media companies and publishers with limited or no video content. But while out-stream seems poised for continued growth, certain obstacles could halt its progress—including concerns over potential ad fraud.

Currently, there are about 8.4 billion connected devices worldwide, up 31 percent from 2016 according to Gartner’s estimates. The consumer segment is the largest user base of these devices with 5.2 billion units being utilized in 2017. These devices represent 63 percent of the overall number of present applications. We can only expect these numbers to continue growing exponentially. These astonishing statistics show a radical shift in how consumers are receiving and transmitting data about themselves. However, with this technological advancement comes numerous privacy issues.

Are you thinking of promoting in Spanish but feel daunted by the complexities?  irect-to-consumer promotions in Spanish present challenges to the U.S. marketer — scarcity of quality Spanish copywriters (as opposed to translators), misconceptions about Spanish “dialects,” misinformation about the market, conflicting evidence about assimilation and preferred language, and so on.  By Daniel A. González

UCI Live, Univision Communications Inc.’s (UCI) in-house experiential marketing unit, has invited the initial eight amateur youth soccer teams to compete in the inaugural Prospects Cup that will be held from December 18-22, 2017 at the Omni ChampionsGate Sports Complex in Kissimmee, Florida.

The National Association of Hispanic Publications (NAHP) announces their Annual National Convention in Miami Florida that will be taking place from November 5th  to -7th at the Atton Brickell Miami.

Republica announced the appointment of Bianca Ruiz as vice president, group account director and Tania Echevarria as senior manager, creative operations.

A strong brand voice is a living, breathing manifestation of your brand promise. This voice comes from a much deeper place than stringing together clever words and phrases to sell products. An authentic brand voice solves problems, delivers a great customer experience, and stands for something.

Go-to-market is a business-critical, highly complex and carefully sequenced process for global brands today. With companies spending some $1.5 trillion annually to promote their products, effectively managing the marketing supply chain ecosystem has become essential to brand performance and market success.

Reaching consumers is a constant challenge for marketers and advertisers competing in an increasingly noisy marketplace. However, consumer reaction to digital marketing suggests that some efforts may be doing more harm than good.

Last week saw an interesting piece by Mindshare’s Global CEO Nick Emery published in Campaign and widely circulated on social media.  It generated much praise from beyond GroupM and WPP.  Andrew Stephens from the independent agency Goodstuff along with your humble correspondent were amongst many tweeting their appreciation of an insightful look at the many challenges facing media agencies and the need for new operating models.  Here are two key thoughts behind Nick’s piece.

In a recent interview with Advertiser Perceptions, an organization that provides data-driven intelligence to marketers, I was asked, “Will the full-service agency model survive?”  As part of their survey, I was shown the results of how advertisers had thus far answered the question.  It was pretty close between those that said yes (42%) and those that said no (32%).  Twenty-six percent were not sure.

A couple of weeks ago Mark Rabkin, VP, Core Ads at Facebook, posted ‘New Medium, New Rules: video in the mobile age’. It is a good summary of the challenges facing advertisers when it comes to engaging people in the mobile age and supports what Kantar Millward Brown has been saying for years: mobile is not a tiny TV.  by Nigel Hollis

Most people know that a can of Pepsi or Coke sitting on a kitchen table in a movie or TV show is product placement, an oh-so-subtle advertisement without words or action. The item is there to be noticed, even unconsciously, which may lead to a purchase or trip to the refrigerator. Until recent years, these indirect advertisements have been fairly simple. The practice dates back to the 1930’s.

In 2012 a leading retailer began looking for a new chief marketing officer. The job description made the opening sound exciting: The new CMO would play a big, important role, leading the company’s efforts to boost revenues and profits. It seemed like the kind of opportunity any would-be CMO might desire.  By Kimberly A. Whitler and Neil Morgan

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

• Memes, memes and more memes.
• Clogging the arteries of the interwebs like cholesterol of maximum viscosity.
• Fails, hacktivism, dancing cats, surfing cats, grumpy cats, juvenile jokes, moronic hastily photoshopped visual puns, fake news, post truth, hatchet jobs, idle defamation, character assassination, trolling, trolling and more trolling, tabloid dirt, celebrity sex tapes, hacked private footage of bedroom activity, stolen selfies, cybernecking.
• Guilty pleasures. Schadenfreude. Braindead escapism. Ironic consumption.

Advertisers are wrong about fraud: It’s a problem that can’t be completely solved. We are not going to eradicate it, the same way we are not going to wipe out robbery or eliminate illness. A more realistic — and effective — approach is to manage fraud, both by taking measures to prevent it, and by working to detect it once it occurs so that we can mitigate its most detrimental effects.

Marketing leaders and agencies are finding it increasingly difficult to keep pace with growing demands to localize and adapt their creative strategies. Facing a widening range of digital and physical channels that each require rapid adaptation in order to remain relevant to individual geographic, cultural and customer audiences, too many organizations are failing to take the necessary steps to improve their capacity and agility, according to a new study by the CMO Council.