Agency

The question of how we measure advertising success is not new.Whether it is about an immediate response, building long-term brand measures, or somewhere in-between, is an age-old debate.  By John Svendsen – Global Brand Director, Media – Millward Brown

The digital landscape has changed drastically from the height of the mother blogging era. Mothers are now making strong waves on Pinterest, YouTube, Instagram, Twitter, and of course, Facebook. Maria Bailey, CEO of BSM Media and author of “Millennial Moms: 202 Facts Marketers Need to Know to Build Brands and Drive Sales,” spoke with eMarketer’s Alison McCarthy about the shifting behaviors of digital mothers and what that means for marketers.

When the Association of National Advertisers (ANA), in collaboration with McKinsey and Co. and GfK, asked marketers about how they would respond to profound changes in the business landscape, a range of responses all tying back to data came out on top. The greatest share, 83%, believed that it would be very important for marketers to know how to make data-informed decisions to respond to such disruptions to their jobs.

With all the buzz surrounding Millennials, marketers should keep their eye on Latina moms. This influential demographic controls the majority of Hispanic purchasing power, is growing in numbers, and is looking for content that is tailored to them.  By Lee Vann / Captura Group

Internet ad revenues in the United States reached a landmark high of $27.5 billion in the first half of 2015, according to the IAB Internet Advertising Revenue

CPG companies produce an estimated 20,000 new products each year to keep up with increasing consumer demands. Growth requires a constant stream of new ideas, product updates and whole new category innovations. Without input from the market, it’s nearly impossible to ideate, test, and manufacture winning products at the speed that’s needed to stay competitive in the cutthroat retail environment. As a result, CPG companies need to turn to market research to better understand, incorporate and meet the interests of consumers to help them make smart decisions about the product development process. Here are a few ways you can incorporate market research into your product development efforts.

With On Your Feet!, her life-based sizzling musical on Broadway, and as vibrant as ever, international Latino superstar Gloria Estefan was honored in New York last night by another American icon: McDonald’s.
 

The ANA (Association of National Advertisers) has selected K2 Intelligence, an assessment, compliance, and cyber-defense services firm, and Ebiquity/FirmDecisions, a marketing-performance optimization company, to lead discovery and fact-finding efforts into media transparency issues, including rebates. Among other key priorities is demystifying the landscape, which is critical to developing longer-term transparent business practices.

Technology in many forms has shaken up the role of chief marketers. From cookie-less and incognito browsing to the overwhelming minefield of user data to the proliferation of programmatic software, today’s CMO is now part-data scientist, part-digital strategist, part-research specialist, part-technologist and more.
Ad blockers, lack of measurement standards and the death of creative are just a few of the topic areas which were addressed recently at Advertising Week in New York. However, it’s just as interesting to look at what CMOs aren’t talking about and aren’t eager to shout from the rooftops.

Intent drives search campaigns, and emotional connections drive intent. For the past year I have been writing about how emotions will become the next targeting signal in search and other media. Now the Harvard Business Review (HBR) has released 10 signals that significantly affect customer value across all categories studied.

By 2030, all of the nation’s population growth will come from the multicultural millennials of today, according to Nielsen’s recent report, “The Multicultural Edge.” These media-savvy, socially empowered “super consumers” are the imperative for both brands and publishers to understand. But where are brands supposed to invest their time and money to reach this highly influential and sometimes fickle audience?

There is a new book out by Michael Wolff called “Television is the New Television.” I have not read it yet,  but have seen various reviews of it.

By Gonzalo López Martí       LMMIAMI.COM

• How & why did the @Lelepons juggernaut happen?
• How did she become possibly the most important Hispanic influenceleb in the country even before she could drive a car, vote or drink alcohol (let alone buy it)?
• You still don’t know who Lele Pons is?
• Well, she’s on Vanity Fair’s New Establishment / Disrupters list.
• The other one is Jessica Alba and there are no Hispanic males featured on the list.

A part of its 2015 communication campaign, El Ojo de Iberoamérica launches a videogame in which ChinChin, the wrestling cholita, fights against four stars of regional and worldwide creativity.

For years, empowered consumers have held the upper hand when it comes to making purchasing decisions. But companies are fighting back.  by David Edelman and Marc Singer

Multiscreen users spend the same amount of time viewing video on TV as they do on digital platforms, yet remain less receptive to digital ads, found AdReaction: Video Creative in a Digital World (AdReaction Video), a new report from Millward Brown that examines video use and creative response across screens and the impact for marketers.

A lot of the target focus and discussion today around Hispanic segments are on what I like to refer as the “middle market.” I use this term to group all of the fancy definitions used for Hispanics that have a little (or a lot) of two cultures in them: American (or I should probably say Anglo) and Hispanic culture. The fancy words to define this middle market include: biculturals, ambiculturals, transculturals, Americanos, etc. I welcome my readers to suggest a few more; some of these are actually cool and creative.  By Roberto Siewczynski, SVP, Group Director , Epsilon

Puerto Rico’s nearly decade-long economic recession has led to people leaving the island for the mainland in numbers not seen in more than 50 years, new Pew Research Center analysis of Census Bureau data has found.  By Jens Manuel Krogstad

Terra recently signed an agreement with Natcom to publish Natcom’s health, wellness, and lifestyle short-from content on Terra’s digital platforms.

Millions of Americans depend on OTC medicines to deliver relief for minor ailments. While most Americans surveyed report they understand the importance of reading the OTC label, many also report not paying consistent attention to it as a critical tool for the safe and responsible use of OTC medicines.