Agency

The buying power of US Hispanics is growing, and mothers make up a huge chunk of these purchasing decisions. Holly Pavlika, senior vice president of marketing and content at Collective Bias, a company that connects brands and retailers to general market and Hispanic consumers through influencer-generated content, spoke to eMarketer’s Alison McCarthy about what marketers can do to best reach US Hispanic mothers.

According to the “2015 State of the User Experience” Report released by Limelight Networks, Inc., time spent online in the past year has dramatically increased—with 45 percent of respondents spending more than 15 hours a week on their laptop, tablet or phone.

Jose Villa’s / Sensis Agency’ article in Mediapost titled “The Forgotten Hispanic Consumer” is a customary piece typical for what Mr. Villa is know for, trying to represent that the US Hispanic Consumer can only be reached digitally and through a cross-cultural strategy that he and his company employ.  The problem is not whether he is right or wrong, his voice resonates with mainstream ad agencies and clients trying to create one big buy to ensure they hit their procurement goals and reduce agency rosters.

Multicultural consumers are no longer the minority. It’s apparent that as cultures converge, marketing to these groups must recognize cultural nuances that might impede or activate a purchase along the path to purchase. 

When the 2015-16 season tipped off last week, about 22% of the league’s roster spots were held by foreign-born players. That’s significantly ahead of the NFL’s 0.65%, and not too far behind the MLB’s 26.5%. But MLB’s international talent pool — 220+ strong — is concentrated mostly throughout Latin America (17 countries). The NBA’s 100+ internationals come from 37 different countries and territories spread across all seven continents.

More than 75 of the most influential names in social media, including Werevertumorro, Yuya, Wereverwero and Lele Pons, will be on hand to interact with brands and platforms about how to generate forward thinking that will effectively and authentically reach U.S. Hispanics, who are more likely to use social media than the rest of the population.

BMW of North America, LLC. announced that The Community has been named U.S. Hispanic agency of record for the company.

As technology continues to seep into seemingly every aspect of everyday life – and with familiarity so often breeding contempt – it should come as no surprise that it rubs some Americans the wrong way. Many adults remain divided on how technology impacts the way we live our lives.

Social TV behaviors have continued to evolve over the years; shifting from consumers passively consuming TV – to socially consuming TV as more and more social media becomes accessible via different devices and sources.

Just about every brand marketer talks about winning the battle at shelf. But there is another battleground that is too often ignored. Many brands may be much better served by focusing more on winning what I refer to as “the second battleground,” that is driving frequency of use to shorten the brand’s purchase cycle.

Everyone knows a SuperFan. This person may be called Gen X, Gen Y, Gen Z, Millennial, Baby Boomer, Senior or just about anything in between. The SuperFan may also belong to any socio-economic, demographic, race, ethnicity, sex, household income, or geographic location.

The Digital Advertising Alliance (DAA) today unveiled new guidelines for the implementation of the DAA’s AdChoices icon and ad marker in video ads, “DAA Ad Marker Implementation Guidelines for Video Ads.

U.S. Census Bureau released a set of new tables detailing hundreds of languages that U.S. residents speak at home.

The trend comes as the island’s economic recession has led many residents of the U.S. territory to look for opportunities on the U.S. mainland, and as more Puerto Ricans move to Florida from other states.

There has always been a question mark around programmatic, and it ties in with another industrywide question.

The U.S. Census Bureau is gearing up for a pitch for its communications program contract for the 2020 Census.

As part of my day job, I often counsel clients who ask if they should bring in a change agent, like a new CEO or CMO who “thinks radically different from us.”  My answer is almost always a resounding “No.” And if that leaves any doubt, I will add, “Please, for the sake of your business, don’

By Gonzalo López Martí     LMMIAMI.COM

• If you’ve been watching Stephen Colbert &/or Jimmy Falllon as of late you guessed it already: branded content and product integration is where the money will be at in the future.
• Marketing dollars will increasingly be spent inside the shows.
• Campaigns will be built into the programming.
• As opposed to the sidelines of the commercial break.
• This is certainly not new.
• Been around since the beginning of marketing as we know it.
• But it’s coming back with a vengeance.

We all know the story well: Our landscape has evolved from setting established objectives focused on moving the transactional needle to moving our audiences’ emotional and behavioral needles to stay visible amongst the clutter.