Agency

US consumer packaged goods (CPG) and consumer products advertisers will spend $5.97 billion on digital advertising in 2016, an 18.2% gain from 2015 that will see this sector account for 8.7% of total US digital ad spending for the year, as explored in a new eMarketer report, “The US CPG and Consumer Products Industry 2016: Digital Ad Spending Forecast and Trends.”

More than two-fifths of media and audiovisual executives in the US are creating interactive media content for content marketing, according to March 2016 polling. Nearly the same number are working on interactive content for paid social media campaigns.

Las Vegas-based One Entertainment is announcing a partnership to bring the iconic Lotería card game to consumers in the United States, Mexico and Canada.

Hispanics represent the fastest growing population segment in the country, a huge and growing buying power, with an undeniable over-indexing of numbers in multiple categories. The power and magnitude of this group makes success in any field requiring consumer support virtually impossible if not engaged appropriately. Yet, while the need to market to Hispanics increases the appeal for Hispanic marketing agencies is declining.  By Luciana Gomez

The report takes a deeper look into the world of Moms. A different approach here. We looked through the lens of Latina women compared to the world of Gringas in the USA.

Regular readers will know that I have always been very wary of kickbacks — the rebates given to big media buyers by media owners for booking plenty of volume. When I talk to pals who have worked at the big media buyers it’s always a topic of conversation. One has even gone so far as to claim that his new business is transparent with clients on kickback and puts the rebate back into buying more media.  by Sean Hargrave

TBQH, not a day goes by that the subject of Millennials and who they are and what they want and why the olds should give a hoot about them doesn’t come up during multiple conversations. Whether it’s idle (and not-so-idle) chit-chat with co-workers in the office or random conversations with friends and strangers, it seems the entire world is positively obsessed with Millennials.

NGL Media, a Latino video marketing solutions company co-founded by CEO, David Chitel, and actor John Leguizamo, has become the leading Hispanic programmatic premium video supplier in the industry servicing Fortune 500 advertisers, DSPs and Agency Trading Desks alike.

By Gonzalo López Martí – Creative director, etc / LMMIAMI.COM

• The Catholic Church is the mightiest marketing & advertising machinery ever created by man.
• And woman.
• The Church used to be a wildly innovative and adaptable organization.

The past week saw two developments that, while not directly connected, speak to two critical audience-buying issues that are decidedly intertwined: audience fragmentation, and measurement capabilities.

Global consumer confidence edged up one index point to 98 in the first quarter of 2016, remaining relatively stable in the first quarter and slightly below the optimism baseline score of 100. The score reflects mixed confidence levels reported in every region, including some bright spots—particularly in the U.S., which showed resilience amid a fairly robust job market, and in the buoyant growth markets of India and Indonesia.

Unlike new products, which have a relatively predictable path to growth, established products have a wide array of development paths to choose among. Mature brands will find themselves in a broader range of situations than new ones. When it becomes clear that your established brand needs investment to grow your circle of buyers, how do you know which path will work best for you?

Regular readers of this blog will know that I question the hype surrounding marketing to Millennials. Are they really snake people or not? Given my skepticism it was refreshing to read Ola Mobolade’s Warc Best Practice paper on how to market effectively to Millennials.  by Nigel Hollis

Living with a parent is the most common young adult living arrangement for the first time on record

The notion of cross-screen media is well-heeled by now. There are different names for it. “People-based” is good, since that would make it “consumer-centric.”  A “single view of the consumer” works, too. 

A strong ad that builds emotional and behavioral connections with consumers will not only help drive sales for the brand, but can also drive long-term brand loyalty and equity down the road.

Why? As Creative Guerrilla Marketing says, “In the end, the goal of experiential marketing is to form a memorable and emotional connection between the consumer and the brand so that it may generate customer loyalty and influence purchase decision.”

Grupo Gallegos announced that it has been named the digital and social agency of record (AOR) for Hass Avocado Board (HAB), the agriculture promotion group dedicated to endorsing consumption of Hass Avocados in the U.S.

Lopez Negrete Communications has become the total market agency of record for Lone Star College.

In the recently released Hispanic Market Overview 2016, presented by Lopez Negrete Communications, I skewered Saatchi & Saatchi New York for their recently released “Born Bold” total market campaign for Baja California-based beer brand Tecate.  By Adam R Jacobson