Agency

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

Question: how are we supposed to get CEOs and CMOs to allocate higher marketing & advertising budgets to the US Hispanic market in the current state of affairs?

A new Smithsonian Channel four-part series provides an inside look into the men and women who re-invented the advertising industry from post-WWII America through the 1980s.

The theme of this year’s report, “Technology for People,” is a call to action for business and technology leaders to actively design and direct technology to augment and amplify human capabilities. The report states that we are beginning to see the emergence of technology for people, by people – technology that seamlessly anticipates our needs and delivers hyper-personalized experiences.

Pointing not only to an influx of fake news and spam, but also an ongoing challenge to distinguish what’s real and what’s not, Google took down 1.7 billion ads last year that violated its advertising policies—more than double the amount it removed in 2015.

The financial services industry is no stranger to the Hispanic market. Many of the largest national and regional banks, insurance companies, tax preparation and investment firms have been targeting the Hispanic market for years.  By Jose Villa – founder of Sensis

In order to gain the credence of a wary audience, we have to stop selling and start communicating. Advertisements have become invisible to most and for those who still see them, skepticism has replaced intrigue.

9 of the 10 Top 10 Multicultural (MC) Millennial Designated Market Areas (DMAs) are among the Top 10 Overall Millennial DMAs in the U.S.

The grandfather of the digital video space is still looking pretty youthful. Despite an increasingly competitive digital video space that is packed with new (and successful) properties, usage of YouTube remains strong and the unit continues to be an important part of parent company Alphabet’s portfolio.

NPB has enlisted multifaceted Puerto Rican actor, singer-songwriter, host and pork lover, Carlos Ponce, to heat up kitchens across America and bring ‘El Sabor de Hoy’ campaign to life.

While agencies morph into something different, they are encountering new competition in the form of consulting agencies looking to broaden their areas of influence.  

ThinkNow Research announced the results of its fourth annual ThinkNow Pulse Consumer Sentiment Study across a representative sample of Hispanics, African-Americans, Asians and non-Hispanic whites in the U.S.  Major findings from the study include 43 percent of Hispanics state their household financial situation has improved compared to this time last year, followed by 39 percent African-Americans and 38 percent of whites.

Nielsen announced that Entravision Communications Corporation has signed a multi-year renewal agreement for Nielsen’s Local Television Measurement.

Recent exposure to live TV over the New Year holiday reminded me that excessive ad exposure is not just an online phenomenon. There is something fundamentally wrong when the same ad airs ten times or more in the space of an hour. Maybe this excessive frequency is a phenomenon of lack of ad inventory or the practicalities of media buying or does it reflect a misplaced belief in the power of repetition?  By Nigel Hollis

Over a few short decades, shopping options have expanded from local stores and cash transactions, to chain stores and credit cards, to anytime/anywhere shopping both on and offline, enabled by mobile apps and wallets. And not all shoppers are using every channel equally, especially when it comes to digital.

At Captura Group we are passionate about the Spanish language. Being a Hispanic digital agency, it’s in our DNA. On our Hispanic Online Marketing blog, we’ve talked about the importance of nuance, the benefit of a dual language strategy, and even when to use Spanglish to connect with U.S. Hispanics.  Our commitment to the Spanish language is why we were thrilled to learn about expanded text ads coming to Google Adwords. Expanded text ads essentially give advertisers more room to communicate, with 50 more characters in each ad.  By Shuree Jones, Captura Group

It’s Monday morning and Luke, the BIGCO brand manager, walks into his office. He asks the digital assistant device on his desk how BIGCO’s Acme soft-drinks brand performed over the weekend. After a second, the assistant replies that Acme’s share of sales has fallen by 0.5%. Luke asks what’s driving the decrease, and is told it’s due to issues in the BIGCO West region. His digital assistant offers to email Tom, the sales manager, with a summary of their findings.  By Michelle Kennedy, Program Manager, Thought Leadership

Almost a year ago to the day, we made a very public declaration that we were going to lead a charge to break down ‘The Last Silo’. The Hispanic Marketing Silo, to be specific. We made it our mission, to make Anomaly a company that can authentically engage and communicate with everyone in America. Equally.  By Giovanni Villamar – Managing Director, Anomaly

Shopping online has been the norm for years, but it is a more recent phenomenon for the consumer packaged goods industry. In fact, e-commerce is exploding and will account for 10 percent of all CPG sales by 2022.

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

• Advertising creatives resort to puppies and babies when inspiration is elusive and they badly need a sure hit.
• Urban music composers resort to thuggery and misogyny.
• As I pointed out last week, I strongly believe urban music (meaning hip hop, reggaetón and its offshoots) is successful DESPITE its lyrics.
• From a strictly musical POV, I find these genres irresistible.

Marketers are struggling to get a handle on cross-channel attribution, judging by several efforts now in progress.