Agency

The Interactive Advertising Bureau (IAB) has issued the first Primer for Publishers on Improving Ad Viewability, a document that outlines a range of tactics that publishers, big and small, have used to increase ad viewability, explaining how others can apply these concepts to their own businesses.

One theory of advertising holds that display ads need a degree of nuance or visual complexity in order to capture the viewer’s attention. But that fails to take into account the increasingly cluttered and hectic context in which ads are viewed today, according to Michel Wedel, distinguished university professor and Chair in Consumer Science at the Smith School.

Given the connected lifestyles of youths in general, with constant online engagement the new norm, it’s not surprising that young people believe that self-driving vehicles are just over the horizon.

With the doors to Cuba now flung wide open, American film producers, ad agencies and other content creators are rushing to explore this untapped Caribbean nation that for so long has been so close and yet so far.  

The global economy faces clear challenges – such as the ongoing slowdown in China, and recession in Brazil and Russia; the humanitarian disaster originating in Syria; and uncertainty over the future of the European Union, notably continuing fragility in Greece and the possible departure of the UK.

AHAA: The Voice of Hispanic Marketing announced that State Farm is the winner of the 2016 AHAA Marketer of the Year Award. It joins a prestigious short list of elite brands that have received the award, including McDonald’s, Toyota, and Walmart. Leif Roll, marketing vice president at State Farm, will accept this award during the 2016 AHAA Annual Conference on Wednesday, April 20 at the Nobu Eden Roc Resort in Miami.

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

• Virtual reality.
• It’s coming.
• Second life was a flop, true.
• Was it ahead of its time?
• Who knows.
• The new & improved iteration of virtual reality is coming soon & it’s coming hard.

Over the past year, the Advertising Research Foundation and its industry partners have conducted an investigation of how advertising works today, combining meta-analysis and projects designed to investigate specific aspects of the topic. Today we got to hear the results of analysis focused on the effectiveness of multi-channel campaigns.

New research from the World Federation of Advertisers (WFA) highlights the need for a step change in the relationship between marketers and their internal insights teams.

The “2016 Planning Report – Evolving Strategic and Financial Plans for the Always-On Consumer” illustrates a surprising drop in accountability for marketing budgets. When marketers were asked to what degree their budgets must produce measurable ROI, only one in ten said 75 percent or more of their budget is accountable.

This report analyzes the current state of Hispanic digital journalism in the United States by studying online newspapers published in the country.  This research aims to identify Hispanic cybermedia and their characteristics by analyzing a series of general and specific  indicators.

CEOs today are anxious to harness the power of digital platforms and the data they generate to stay competitive and drive future growth.

Marketers have focused on millennials for nearly a decade, making them among the most-studied group of young adults. But as the tail end of millennials turn 21 and graduate from college, it’s time to turn our attention to next major consumer group – those under 21.  By Jose Villa / Sensis

It’s no secret that when it comes to politics, passions run high—among the candidates, as well as the potential constituents themselves! And this year’s election cycle so far has been especially heated, with ardor amped up and political intrigue at what seems like all-time highs.

It’s increasingly said that today’s brands are the sum of consumer experiences – and that marketers are in the business of selling customer journeys rather than simply stand-alone products. The problem they face, though, is that very few people are interested in buying complete, off-the-shelf, pre-defined customer journeys. In an era of personalisation, they want to assemble their own: using the touchpoints of their choosing for the purposes of their choosing and at the moments of their choosing.

How do we build more accountability and transparency  between marketers, media agencies, technology vendors and publishers for the long-term success of the media industry?

The online ad business in 2016 is starting to look like the TV ad business in 1964.

Despite a rapidly evolving media landscape where consumers have more choices than ever in the way they consume video entertainment, traditional TV still reigns as the preferred platform globally.

Regardless of the country of precedence, all immigrants to the United States go through a process of acculturation and assimilation. Changes generated in the process of acculturation are important in order to understand the profound differences in the subgroups that make up the Hispanic population. While many aspects of culture are subject to changes as part of the acculturation process, the deep structure of a culture is much more resistant to change.  By Maria Fernanda Bayona Arevalo / Florida State University

The report discusses the challenge of using traditional reach and frequency measures in advertising campaigns, and how the application of validated impressions can provide a richer, more accurate view of these measures to drive advertising effectiveness.