Media

Pantene’s #WantThatHair Twitter program for the Oscars in February 2013 took the kind of unplanned twist that only an agile marketing team can be ready for, according to Kevin Crociata, marketing director of haircare, North America, and Rotha Penn, communications manager, US haircare, for the Procter & Gamble brand. Crociata and Rotha spoke to eMarketer’s Danielle Drolet about the real-time marketing effort for Pantene undertaken during the awards show.

HBO Latin America announced the creation of a panregional Advertising Sales team for Cinemax that will be based in Miami, and operate under the leadership of Gabriel Diaz. Gabriel will report directly to Renata da Conceição.

MundoFox announced that “El Factor X” will premiere on Monday July 29th. Following the massive success of “The X Factor” in the U.S. and around the world, this original Spanish-language version will feature young contestants from 8 to 15 years old and will give U.S. Latino viewers the opportunity to choose the next young Latino superstar or breakout music group.

Telemundo Station Group announced that it has completed the acquisition of its Philadelphia affiliate, WWSI-TV (Channel 49), from ZGS Communications.

The Univision Network has been honored with two Bronze Tellys in the 34th Annual Telly Awards for the network’s specials titled, “Educando Contra el Peligro” (Learning About the Danger) and “Navidad Con los Nuestros: Tony Bennett y Sus Amigos” (Christmas with Us: Tony Bennett and His Friends).

Organic posting is fine for community management but it’s not marketing. Photo and video posts work OK but marketers need more flexibility in the stream. The next phase of social media marketing will fuse creative, content and paid advertising and for the first time we will be able to drive sustained business and brand value from social, at scale.

Mobile consumers are more receptive when brands offer value in exchange for their time, says new research report Exploring the Role of Value in Mobile Advertising.

   Over the last couple of years, we have been critical of an industry event called AdColor that was once associated with the ANA Multicultural Conference.  Lately they have had the need to go solo on their event, since they seem to be more and more African American Ad Industry focused and definitively represent the lack of inclusion in the ad industry. ADColor has taken advantage of the Extreme Guilt that Madison Avenue and the US Mainstream Ad Industry have in not hiring more minorities to work in advertising.

Brand marketers are sobering up and asking hard questions around the ROI of social marketing. Perhaps no question is asked more often than “What is the value of a Facebook brand Fan?” According to new Syncapse empirical research, the average value of brand Fans in key consumer categories has increased 28% to $174. Not only do Fans tend to be brand users first, they spend more, engage more, advocate more, and are more loyal. The significant and increasing value of a Facebook brand Fan affirms past social marketing investment and mandates deeper commitment and accountability in the future.

Marketers are devoting more time and energy to monitoring real-time conversations in social media and then rapidly developing creative to take advantage of those discussions. However, according to a new eMarketer report—“Advertising in the Moment: Real-Time Strategies for Paid Social Media”—to be truly effective in real-time marketing also means moving more quickly with paid advertising.

New research from GfK Media & Entertainment shows that the estimated number of Americans now relying exclusively on over-the-air (OTA) television broadcasting increased to 59.7 million, up from 54 million just a year ago. The percentage of TV households currently OTA reliant has now grown from 14% in 2010 to 19.3% in the current survey, a 38% increase in just four years. The recently completed survey also found that the demographics of broadcast-only households continue to skew toward younger adults, minorities and lower-income families.