In today’s fragmented media landscape, where entertainment programming and content is accessible across all digital platforms, advertisers need to plan and allocate ad budgets as efficiently as possible. For advertisers, this means utilizing advanced media analytics to plan campaigns and ensure the right message gets to the right people. At Nielsen’s Consumer 360 client event in Orlando Florida, Paul Swiontkowski and Kim Stanford from Microsoft shared how they efficiently delivered television ads to the viewers most likely to respond to Microsoft’s message.Available on HispanicCMO.com and HispanicAccountPlanner.com
Agency
Innovating to Keep up with the Ever-changing Consumer
Nielsen’s Steve Hasker addressed attendees at Consumer 360 in Orlando with a focus on how technology evolution and consumer demand has challenged marketers to keep up.
Companies and executives across all industries hold different beliefs on the primary drivers of innovation, but according to Hasker, for consumer-facing companies, the most important driver of innovation is an ability to secure a unique and comprehensive understanding of the consumer.Available on HispanicCMO.com and HispanicAccountPlanner.com
Retailer as Advertiser – Building a Retail Brand Successfully
Retailers can successfully shape perceptions about their brand by creating and executing marketing programs with the same creativity and discipline as manufacturers. In its journey to rebuild its brand in a differentiated and relevant manner, Walgreens has achieved milestones that offer other retailers important lessons in brand building. Kim Feil, CMO, Walgreens describes the practices that helped rebuild the brand. Available on HispanicCMO.com and HispanicAccountPlanner.com
1/3 of Americans very Happy.
Although one of the simplest emotions, happiness can be hard to explain. The Harris Poll’s annual Happiness Index is therefore useful as it uses standard and timeless questions to calculate Americans’ overall happiness each year. As was the case last year, one third (33%) of Americans this year are very happy which is slightly down from the 35% who were very happy in both 2008 and 2009.
Digital transformation creating opportunities to drive growth for consumer packaged goods industry.
Digital transformation is connecting billions of people worldwide, empowering consumers and enabling consumer packaged goods (CPG) companies to manage the enterprise more effectively and efficiently to drive growth, according to Thriving in a Connected World, the Grocery Manufacturers Association (GMA) and PwC US 2011 Food, Beverage, and Consumer Products financial performance report.
Combination of Earned & Paid Media out-performs Brand Advertising alone.
Synaptic Digital and WPP’s Kantar Video announced the results of Scaling PR: The impact of Earned, Paid, and Brand Content, a comprehensive attitudinal study that discovered that consumer-buying trends are significantly impacted when newsworthy earned and paid messages are combined. Earned media is typically classified as editorial coverage resulting from media relations’ efforts whereas paid media broadly includes advertising and brand campaigns.
69 % of Americans shut their Wallets due to Incivility.
For the second year in a row, about two-thirds, or 65% of Americans say that civility is a major problem, according to the annual Civility in America poll released by Weber Shandwick and Powell Tate in partnership with KRC Research.
BBDO and Microsoft Advertising Study: People carry ‘Lovers’ in their Pocket.
BBDO Worldwide and Microsoft Advertising unveiled findings from a global study presented at the 58th Cannes Lions International Festival of Creativity in Cannes, France. The goal of the study is to help marketers find “the next billion consumers” by exploring consumers’ emotional connections with television, PCs, and mobile devices.
The Hispanic McKinsey & Company.
In the last couple of weeks the term’ The Hispanic McKinsey & Company’ was brought to the forefront by an article in Ad Age about how Univision has brought in experts in different brand development categories to help position and promote their business.
Been giving some thought to the effort and I have come to the conclusion that it is not only an effort Univision should be doing.
Available on HispanicAd.com’s El Blog, HispanicCMO.com, HispanicPRpro.com and HispanicAccountPlanner.com
New Mover Report 2011: Significant opportunity to target Growing Market of Renters.
Epsilon Targeting released the New Mover Report 2011: A Growing Market of Renters highlighting an increase in renters compared to home buyers.
Does this Ad make Me look Gay?
Many marketers are aware of the significant sales opportunity of the $743 billion lesbian, gay, bisexual, and transgendered market. LGBTs over-index in many categories (travel, spirits, automotive, among others) or have unique, often underserved needs (financial services and healthcare, for example) that make them a prime prospect for brand growth.
Martin Cerda joins Cheskin.
Cheskin Added Value adds leading Hispanic expert Martin Cerda. Cerda, who founded and led the award-winning Hispanic research firm, Encuesta Inc., joins Cheskin Added Value in a senior leadership role where he will bring his extensive experience in U.S. Hispanic markets, business consulting and quantitative research to top multinational companies and leading brands.
