Agency

Smart marketers going after the growing markets of young multiculturals will use research and insights into how those people think about themselves and find the “sweet spot” in messaging that resonates. That was a lesson from Esther “E.T.” Franklin, executive vice president and head of SMG Americas Experience Strategy at Starcom MediaVest Group, in a conversation opening the Multicultural TV Summit and Leadership Awards in New York City.

Lino Garcia, general manager of ESPN Deportes, stressed the importance of “authenticity” in programming towards a multicultural audience during a keynote discussion moderated by ESPN Radio host and First Take commentator Stephen A. Smith at B&C/Multichannel’s Multicultural TV Summit on Tuesday.

One size, increasingly, does not fit all in the pursuit of multicultural TV audiences.

Latinos may be enjoying increasing influence across U.S. culture and expanded buying power to go along with their population growth, but when it comes to advertising messaging and spending aimed at this group the industry continues to lag.

The mainstream media is off by a mile when it comes to covering immigration and other issues of vital importance to the Hispanic community, said a pair of prominent TV news personalities on the panel “The Role of News and its Impact on the 2014 Multicultural Vote” at the Multicultural TV Summit here Tuesday.

An apple a day keeps the doctor away. But when fruit doesn’t cure what ails you, a solid health and wellness plan might just do the trick. China, which is on pace to produce 37.5 million metric tons of apples in 2013, leads the globe in terms of saving for health-related issues (63%), with the greater Asia-Pacific region close behind (55%), according to findings from the Nielsen Global Survey of Saving and Investment Strategies.

Even as online shopping continues to grow, more U.S. shoppers are planning to make purchases from physical stores, according to the results of the latest study of “seamless retailing” by Accenture. In a survey of 750 adult consumers, 21 percent of U.S. shoppers said they plan to increase their in-store purchasing, up from just nine percent of shoppers in the previous year. Asked to name what retailers need to improve the most in the overall shopping experience, 40 percent of respondents ranked improving the in-store shopping experience first, compared to just 16 percent who said the same of online shopping.

Based on Current Population Survey statistics from July 2012, the Computer and Internet Access in the United States infographic provides household and individual level analysis of computer use and Internet access, as well as a profile of individual smartphone usage.

This report on African Americans and technology is the first in a series of demographic snapshots of technology use and adoption among different groups of adults in the United States. Based on a survey of 6,010 American adults, including 664 who identify as African American, it offers a detailed look at a number of key subgroups within the black population such as: men vs. women, old vs. young, low income vs. high income, and parents vs. non-parents.

impreMedia announced the launch of Flashpik.com, a celebrity photo-based website for the U.S. Hispanic millennial market.  

Every once in a while, new terms and jargon come in and out of favor within the business community.  Among the terms used by business executives targeting cultural segments include “multicultural,” “diversity,” and of course Hispanic, Latino, Black, African American, Asian, acculturation, etc.  Lately, the terms “Total Market” and “New Mainstream” seem to have gained some level of acceptance.  Terms such as these are intended to help communicate a concept that would require many more words to understand.  Although non-controversial, the term “New Mainstream” may lack clarity among industry insiders and is perhaps foreign to those not in the multicultural space.  On the other hand, “Total Market” seems to both lack clarity and revel in a fair amount of disagreement.  By César M Melgoza, Founder & CEO – Geoscape

There’s been quite a bit of talk about the new total market strategy approach. The approach is not new; as ethnic marketers we have always told our clients that there is ONE brand, not different brands for each consumer segment. We just deliver different benefits based on insights about that brand and our segment consumer. But the essence of the brand remains as one – a total market delivery, executed differently based on target needs.  By Enrique Turégano – alPunto Advertising

California’s demographers also project that in mid-2014, the state’s residents will be 38.8% white non-Hispanic, 13% Asian American or Pacific Islander, 5.8% black non-Hispanic, and less than 1% Native American. But the state’s demographics in 2014 are very different from what they had been. In 2000, California’s 33.9 million residents were 46.6% white non-Hispanic, 32.3% Latino, 11.1% Asian American or Pacific Islander, 6.4% black non-Hispanic and about 1% Native American. In 1990, white non-Hispanics made up more than half (57.4%) of the state’s then 29.7 million residents, while 25.4% of Californians were Latino, 9.2% were Asian American or Pacific Islander, 7.1% were black non-Hispanic and about 1% were Native American.

Online advertisers have struggled with the efficacy of standard banner ad units for years. Consumers tend to skim right past them, meaning the advertisers has little incentive to devote creative energy to the unit, which means the unit has no hope of delivering performance. Marketers have turned their attention elsewhere, and in in 2013 content marketing was one of the biggest stories in online media.

comScore in collaboration with the Coalition for Innovative Media Measurement (CIMM), announced plans to expand its pioneering cross-platform measurement service, the industry’s first to provide continuous unified measurement of media usage on a national scale across TV, radio, desktop, smartphone and tablet.

Advertising technology companies as a category are bad at marketing. Instead of creating customers, we too often create confusion in the marketplace.

The Interactive Advertising Bureau (IAB) and its Traffic of Good Intent Task Force have issued the final version of “Best Practices – Traffic Fraud: Reducing Risk to Exposure,” after a 36-day public comment period that ended on January 10. The document explains and analyzes robotic traffic, or “bots,” and other forms of online traffic fraud that can derail marketers’ campaigns by producing illegitimate impressions and skewing audience data. It then gives concrete recommendations that publishers, networks and buyers can use to mitigate these risks.

Hector Galvan – Director of Hispanic Communications at Sprint has passed after a quick bout with cancer.

The Muppets gang and Toyota will take a ride into history this year, connecting with Latinos across the country for the upcoming Toyota Highlander launch and the Muppets’ all-new big-screen adventure “Muppets Most Wanted,” in theaters March 21, 2014.

After a multi-agency review, d expósito & Partners has been named as the U.S. agency of record for the total market for TAJÍN International Corp., the market leader in the category of fruit and vegetable seasonings in Mexico and the United States. The agency will provide services for all assignments in the general and Hispanic markets.