Agency

New American Dimensions announced  that Raul J. Lopez has joined the firm as Principal and Chief Research Officer in order to further develop its growing portfolio of regional and national accounts.

Marketers are increasingly adopting and incorporating new technologies into their strategy.

There was a time when understanding consumer use of the Internet was relatively simple — way more complex than understanding engagement with any other medium, sure, but still relatively simple. All we needed to deal with was engagement from computers. There were no tablets, no smartphones, no OTT; your thermostat wasn’t a connected device.

Branded content, ad blocking, digital advertising fraud, programmatic, total market and digital disruption are just some of the ever-evolving realities that are forcing marketers, media, agencies and the entire marketing ecosystem to explore a new future together.  These topics and more fill the jam-packed agenda of AHAA’s 2016 Annual Conference held April 18-20 in Miami.

Big data continues to be a central point of conversation in the market research world. Whether it is touted as the end of market research as we know it or the beginning of the new market researcher that weaves big data and custom research into a projection of the future, one thing is for sure, big data is here to stay.  By Mario Carrasco

Marketers need to adopt a more nuanced understanding of how people make brand decisions if they want to grow sales. There is an assumption that all decision making is instinctive, but in fact it’s a balance between instinctive and deliberative. Marketers must try to understand what makes their brand the obvious choice for both types of decision making.

A report by Laughlin Constable shows that new technologies and changes in existing technologies will create even tighter connections between the digital and physical worlds, blurring the lines between online and offline experiences.

While the “internet of things” is still in the early stages of development, the media and entertainment industry already has many of the digital building blocks in place to make it a reality.

Best practices can help businesses run more efficiently, but sometimes identifying and integrating them internally is challenging, according to December 2015 research.

Recalling a positive memory about eating a certain food can make a present experience more enjoyable. Since advertising is in the business of building branded memories, demonstrating a product’s tastiness is an important component to any food and beverage advertising. But is it enough to just communicate good taste?

The U.S. electorate this year will be the country’s most racially and ethnically diverse ever. Nearly one-in-three eligible voters on Election Day (31%) will be Hispanic, black, Asian or another racial or ethnic minority, up from 29% in 2012. Much of this change is due to strong growth among Hispanic eligible voters, in particular U.S.-born youth.

Saatchi & Saatchi Los Angeles announced that Romina Bongiovanni as Director of Earned Media.  

MPRM Communications announced that it has hired Inma Carbajal-Fogel to head its new Hispanic multicultural marketing and public relations practice, ¡HOLA! MPRM.

This will be a benchmark year for digital video usage, particularly streaming television. According to eMarketer’s latest forecast of digital video consumption, 2016 will be the first time more than half of the US population will watch TV shows online at least once a month. In 2016, 164.5 million Americans will watch digital TV—50.8% of the US population. That’s a jump from 47.8% last year

While Hispanic Americans are more likely to feel dissatisfied with their credit scores than Americans overall (37 percent vs. 32 percent), the Chase Slate 2016 Credit Outlook also finds that Hispanics are expressing a greater desire to improve their credit score over the next year (72 percent), as compared to Americans overall (66 percent).

Major marketers turn to startups for a wide range of activities involving technology, but according to a new study, the most prevalent assignments are for social media and content development and management.

Audio.Ad announced its commercial expansion into in the U.S. Hispanic market.  Based in Miami, Florida, the Cisneros Interactive company will provide advertising campaigns in digital audio formats to advertisers and agencies for the U.S. Hispanic market with the potential of pan-regional reach.

Viewability is fast becoming the standard for online advertising, but the implications for its full acceptance still need to be discussed.  While there is a lot of good that comes from this change, we should be aware of the challenges that come as well, at least so we know how to respond.

the community, part of SapientNitro,  announced the appointment of Juan Cruz Vassallo as Associate Creative Director.

Since we have already written at length about the “Bright Side” of the connection between increased Hispanic dedicated media allocation, defined as advertising buys in any Hispanic-dedicated media channel regardless of language whether Spanish, Bilingual or English, and its impact on overall sales growth, we wanted to shed some light around the “Darker Side of the force”…the less talked about impact of slashing Hispanic allocations.