Media

The study found that demonstrating the ROI of mobile marketing is the top concern of marketers planning to grow marketing programs. In addition, marketers indicated a struggle with accurately staffing for mobile campaigns; in fact, few organizations have a full-time employee dedicated to driving mobile marketing initiatives.

NAPA AUTO PARTS announced their latest partnership with Jorge Ramos, sports commentator for ESPN Deportes.

Twenty years ago, Buenos Aires-born soccer commentator Andrés Cantor had a vision. Although soccer’s appeal in the United States had been through its ups and downs since the 1970s, Cantor was convinced the sport had nowhere to go but up. The 1994 FIFA World Cup, the biggest soccer tournament on Planet Earth, had been awarded to the U.S. At the same time, growth of the U.S. Hispanic population-and its interest in soccer-had set the stage for domestic marketing and advertising opportunities. Still, attracting sponsors and dollars to coverage focused on U.S. audiences was far from an easy task.

A late 2012 survey by the Pew Research Center’s Internet & American Life Project shows that young adults are more likely than others to use major social media. At the same time, other groups are interested in different sites and services.

Marketers are already well-versed in analyzing social media sentiment for clues to brand health, and most have the capability to respond to comments and complaints on social media.

Amid the flourishing social media environment, marketers are increasingly viewing paid social media advertising as an integrated part of their marketing tool kits. According to a recent report by Vizu, a Nielsen company, the majority of advertisers say they use paid social media advertising in conjunction with other online and offline advertising (66% and 51%, respectively). Only 5% of advertisers report running primarily social-only campaigns. Social media advertising uses unique tactics—such as sponsored content, brand graphs and influencing the influencers—that have grown to become standard aspects of any integrated campaign.

ABC and Univision announced their joint venture news and lifestyle network for U.S. Hispanics will be called Fusion. The media service launches in the second half of 2013.

As social media tears down the walls between brands and consumers—and puts a premium on visibility and engagement—companies are finding that getting their CEOs out in front of online channels is becoming a more essential part of a brand’s business strategy.

Super Bowl XLVII ranks as the most-viewed show on record among Hispanic Americans reaching a total audience of 17.7 million Hispanic viewers, based on Nielsen demographic data (available since 1994). In addition, Super Bowls rank as the top five and six of the top seven most-viewed shows among Hispanic Americans.