Agency

Every time I speak with someone about Hispanic marketing, it is clear there is a huge disconnect between understanding the importance of reaching Hispanics and actually doing so. Marketers see the huge potential of this consumer group, so where is the disconnect?  By Holly Pavlika, SVP of strategy, Collective Bias

Two things caught my eye last week here on Mediapost. One article summarized an ANA study suggesting that a growing number of marketers are taking programmatic in-house because… fraud and transparency: ). The other article stated that, according to research by Technology Business Research, of every dollar spent on programmatic only 40 cents reaches actual consumers!

Brands want viewers to engage with their video content, whether that means liking, sharing, or commenting. A step beyond that is when branded content inspires viewers to create their own content in response. Since it requires much more effort on the part of the viewer, this kind of engagement is much rarer.

Mode Media released survey results commissioned from research company Nielsen, which reveal a series of best practices and key takeaways for branded content creation. These findings — some of them unexpected — will benefit any marketer engaged in or considering branded content creation.

Being contextually relevant does not help ads stick with internet users, according to research. For US internet users, ads seen out of context lifted recall by 9%, vs. an 8% lift in recall after seeing ads in a relevant context. Context itself—meaning ads placed next to content related to the product advertised—seems unimportant.

Changes in customer behavior are among the foremost concerns cited by the majority of retail and consumer CEOs in PwC’s 18th Annual Global CEO Survey. They are racing to stay relevant in a world where mercurial  shoppers are easily bored and yesterday’s new invention is already obsolete today; a world where smartphones  achieved the same level of market penetration in two years as television did in 13—with far-reaching implications for consumers and retailers alike.

Newlink named Cynthia McFarlane as Chief Strategy Officer and Managing Partner to bolster the firm’s capabilities and solidify its strategic approach to consultancy.

The average tenure for chief marketing officers of leading U.S. consumer brand companies dropped from 48 months to 44 months, according to the 12th annual CMO tenure study by executive search consulting firm Spencer Stuart. This represents the first decline of average tenure in 10 years (since 2006).

Programmatic ad buying has increased significantly over the past two years despite serious concerns among marketers about digital ad fraud and a perceived lack of transparency, according to a new survey.

Being Latino announced the appointment of Patty Marrero as their new Head of Sales, reporting to President and Founder Lance Rios.

AHAA: The Voice of Hispanic Marketing announced the creation of a Hispanic Digital Media Committee (HDMC) to serve as a think-tank for new emerging data and a valuable resource for advertisers and advertising agency communities.

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

• We live in the age of brutal attention deficit and hyper fragmented media consumption.
• In this context, celeb influencers have dramatically regained traction and currency as brand endorsers.
• The barrage of celebs that populated this year’s Super Bowl commercials is proof enough of this reality.
• Their unique ability to obtain permission and engage with audiences is, now more than ever, of the utmost value for marketers.

The following can be attributed to Jim Cicconi, AT&T Senior Executive Vice President – External and Legislative Affairs:

Statement from Jessica Herrera-Flanagan – EVP Government Relations & Public Policy at Univision Communications, Inc.

To showcase once again how Heineken is pairing their decades of passion for soccer with the momentum the beautiful game has seen in the U.S., Heineken has launched the “Soccer is Here” campaign

According to Ad Age, a new rule approved by the New York State Joint Commission on Public Ethics that expands the definition of lobbying to include PR professionals has received a deluge of criticism for being considered unconstitutional, but how will the advisory opinion actually affect the industry?

Companies that have historically bought media on behalf of marketers are realizing that to grow their businesses they now need to own core assets that would otherwise be described as media — while companies that have historically owned and sold media are realizing that to grow their businesses, they now need to deliver full marketing services, not just media.

If your company is finding success today, chances are things are going to change in the future. With the rapid pace of today’s global marketplace, new products and services are emerging faster than ever before – creating more competition and higher consumer expectations of consumer packaged goods.

This year’s study comes on the heels of our recent shift in focus here at ThinkNow, away from solely Hispanic consumer insights, to that of a culturally-integrated market research agency, integrating Hispanic, African-American, and Asian insights into custom market research for companies and government agencies looking to thrive in a changing demographic environment.

Marketing technology is getting greater attention from marketing professionals, but many in the industry are often uncertain about how to apply it to their business.