Agency

Marketers remain stuck on the basics when it comes to personalization, and recent research reaffirms that notion that it’s still early days for such efforts, with plenty of room for growth in effectiveness and targeting, for example.

In the next 12 months, the concept of cord-cutting is going to really take hold — a huge opportunity for television companies, as they continue the shift to become digital-first and look to replace revenues lost from the traditional cable consumer.

Andy Checo has been named a Director of Havas FormuLatin in NYC.

A picture may be worth a thousand words, but marketers have not turned a strategic lens on optimizing the return from their visual media content investments.

In the audio world, reach is a popular word these days.

When relationships end, it can be because one of the parties is just not trying. But that isn’t the case here. I believe agencies are truly trying to patch things up.

Data from GfK MRI’s Survey of the American Consumer show that more than four in 10 (44%) US adults live in households with cell phones but no landline telephones; this cell phone-only population has grown by 70% since 2010.

To gain insight into emerging trends and outpace the competition, firms are putting innovation centers in place.

What’s the next big thing? It’s a question retailers, manufacturers and marketers ponder incessantly so they can be at the forefront of growth with the latest innovations, media and consumer groups. And when it comes to looking for trendsetters in these areas, they would be wise to take note of American lesbian, gay, bisexual and transgender (LGBT) households.

Both parties feel completely mismatched and misunderstood. Clients want things like a better understanding of the clients’ actual business (“sell my stuff, grow my business, drive my share – how can you help?”). Agencies say they don’t have access to the very client people that actually are in charge of this stuff.

Viewability has been an increasingly hot topic. Advertisers are clamoring for increased viewability levels; companies are scrambling to develop technologies that improve viewability; trade organizations are hard at work setting new viewability guidelines.

Marketers continue to grapple with questions and concerns about mobile measurement. Yet some of those concerns stem from misconceptions about mobile measurement capabilities and data availability. Craig Palli, chief strategy officer at mobile marketing technology provider Fiksu, spoke with eMarketer’s Cathy Boyle about where marketers are getting things wrong with mobile and why several common misconceptions about mobile advertising persist.

The Azteca Station Group announced that it has expanded its partnership with leading multicultural event marketing agency and largest producer of Latin Music concerts in the U.S., Cardenas Marketing Network (CMN).

The tracking of consumer perceptions – and the overall equity built from these perceptions – is a vital part of understanding and building a consistent, compelling 360° brand experience. Getting a fast read of what people believe and feel about a brand, and how this is impacted by the communications they see, enables marketers to quickly course-correct – flexing and changing messaging and creative to better deliver on brand goals.

Failure is a common innovation outcome; 85% of new products are ultimately unsuccessful. While there are many factors at play, decline in the second and third years in market can largely be attributed to the “launch ‘em and leave ‘em” philosophy of many manufacturers today. Brands tend to focus less on new products after the first year in market, leading to significant declines in sales.

According to research from a CMO Council survey of 276 marketers in the first half of the year, there’s a new focus on finding high-performance marketing partners with specialized knowledge and business acumen. An overwhelming 83 percent of clients surveyed are looking for unique skill sets and specialized capabilities not found in most ad agencies or media buying firms.

This report, Millward Brown Digital’s 2nd annual Getting Digital Right study, provides an overview of the state of digital. With input from over 400 marketers spanning brands, media companies, and agencies, we summarize their insights and perspectives on getting digital right.

Rosa Alonso, a recognized Digital Expert and a well-known persuasive voice of mobile and new communications technologies, has joined d expósito & Partners, LLC, in the newly announced position of Director of Digital Strategy and Innovation.

There’s no doubt that advertisers are funneling money into digital, mobile and social (DMS). However, recent research suggests they’re still struggling to deliver audience across these channels.

Televisa, in collaboration with Nexos Worldwide, has assembled a team of professionals that will help U.S. marketers reach consumers in Mexico.