Agency

According to Epsilon’s 2012 Holiday Trend Report, creating pre- and post-holiday strategies that leverage consumer segmentation strategies will help marketers break through the holiday noise and drive online and in-store purchases. Based on analysis of the 2011 holiday season, the research examines channel specific trends, the days of the week and weeks that are best for reaching consumer as well as how these trends compare to previous years.

This research study provides a snapshot of how U.S. teens experience the role of social media in their social and emotional lives. Using survey data from a nationally representative, probability-based sample of 13- to 17-year-olds

The battle to capture hearts and dollars in the mobile space has played out around the globe, helping contribute to significant ad spend growth by the Telecommunications industry in Q1 2012. According to Nielsen’s quarterly Global AdView Pulse report, Telecommunications companies invested 7.8 percent more in advertising at the beginning of this year than last year. Telecom was second only to Distribution in terms of year-over-year growth (10.8%).

A Pew Hispanic Center study last year revealed that the rate of Hispanic college enrollment grew by 24% from 2009 to 2010, driving enrollment among total U.S. 18- to-24-year-olds to an all-time high of 12.2 million. According to this study, 32% of Latinos in this age group were enrolled in college – up from 27% in 2009 and 13% in 1972. Much of this growth was at community colleges. Among young Hispanics in college in 2010, 46% were at two-year colleges and 54% were at four-year colleges. By Insight Tr3s

According to a survey by global public relations agency Weber Shandwick and KRC Research, 75 percent of executives at companies that manage products under multiple brand names now believe that a strong parent brand reputation is as important as the company’s individual product brands.

Nielsen plans to increase the sample sizes by employing a hybrid measurement methodology combining Nielsen’s existing panels, new proprietary measurement technology currently referred to as Nielsen Code Reader and complementary return path data (RPD), commonly obtained from set top box devices.

A significant portion of the digital experience now rests in the hands of four companies—Amazon, Apple, Facebook and Google. “Other than content creation, it’s difficult to imagine any aspect of today’s digital landscape where at least one of the Big Four fails to play a prominent, if not defining, role,” said eMarketer in the new report “The Changing Digital Landscape: Key Trends Marketers Need to Know.” “Their clashes are reshaping the digital landscape, affecting hardware, software, services, the delivery and sale of content, advertising, and commerce.”

Marketers, retailers, content owners and technology firms are more focused than ever on obtaining
results from investments in digital marketing. If past years were about amassing data from the touchpoints between companies and consumers, 2012 will be about curating, filtering and measuring that information to drive outcomes.

Ad Age’s ninth annual guide to Hispanic marketing and media is available for viewing. CLICK HERE to view

NASCAR concluded an agency review that selected Ogilvy & Mather as Agency of Record (AOR) to service the sport’s evolving advertising and marketing needs.

Big Data: Experts say new forms of information analysis will help people be more nimble and adaptive, but worry over humans’ capacity to understand and use these new tools well.

How much money do members of different cultural groups spend online in an average month? What percentage of their purchases does that represent? These are two of the questions addressed with culturally diverse consumers in the 2012 multicultural marketing study of the Center for Hispanic Marketing Communication of Florida State University in cooperation with Research Now. By Felipe Korzenny, Ph.D.