Social Marketing

At the annual IAB Leadership Meeting today, Unilever CMO spoke of the company’s commitment to “responsible” platforms, content and infrastructure, and also conveyed that it will support partners such as Facebook and Google as they invest in improving their platforms. Commentary was somewhat contrary to prior press reports which indicated that Unilever may take a harder line on digital media, much as CPG peer Procter & Gamble did at the same event last year.  By Brian Wieser – Senior Research Analyst – Advertising / Pivotal Research Group

Brands don’t want to associate with content that makes them look bad in any way.  Last year’s brand safety controversies stirred fears that advertisers would back away from platforms like Facebook and YouTube, but spending has continued to surge.

Telemundo, the exclusive Spanish-language home of the 2018 FIFA World Cup Russia™, announced the launch of “El 12” (“The 12th”), a new, bilingual digital initiative to search for the next generation of top soccer influencers in partnership with the global soccer media company COPA90.

The top types of brand-unsafe content that marketers said they or their brands had been exposed to were disasters/tragedies (39%), divisive politics (39%) and fake news (39%). However, almost one-third also said their content had appeared too closely to that of a competitor, underscoring how broad a definition respondents had about unsafe content.

There has never been a more exciting— or a more complicated— time to be in the OTT business. With new virtual MVPDs (vMPVDs) and even social media players like Facebook and Twitter entering the already-crowded over-the-top space, understanding the changing OTT market has never been more important.  Our latest white paper, 8 Trends Shaping the OTT Space, sheds light on some of the key trends crucial to understanding how this market is evolving.

Around the middle of 2017, Nielsen polled over 2,000 monthly multicultural YouTube users. The results were consistent with what we learned from our Hispanic Millennial Project Study and We Are Gen Z Report: Multicultural consumers want more messages tailored to them. They are going to YouTube to find representation and inclusion.  by Karla Fernandez Parker

Marketers today need fast feedback on whether their campaigns are likely to succeed or not. While automated pre-testing provides the opportunity to anticipate how well a campaign will perform, many will still want to check whether the in-market performance is on track for success and properly analyzed search and social data can help provide that feedback.  by Nigel Hollis

Google and Facebook’s grip on the digital advertising ecosystem also extends soundly into the realm of digital video, according to new research from Wyzowl.

In the latest episode of “Behind the Numbers,” eMarketer staffers consider recent regulatory changes covering internet access, and discuss the implications for platforms, marketers and consumers.

One in three people—2.48 billion—worldwide used a social network in 2017, eMarketer estimates. Rising social network use in emerging markets in Asia-Pacific, Latin America and the Middle East and Africa drove an 8.7% gain over 2016.

A few weeks ago I wrote about being authentic and genuine, both as a brand and a person. Unfortunately, there’s a downside to always being authentic, because that can lead to incredible rudeness.  How do you balance “being yourself” with being professional in the workplace?

On top of that are increasing operating costs and diminished revenue as a result of digital “badvertising” (fraud and middle men), along with the pressure to address issues like like social media addiction, and mental health problems attributed to social media.

Despite reporting strong financial growth and making attempts to expand its offerings beyond social media, the platform came under increasing fire from several quarters for various reasons, among them allowing offensive content to flourish and facilitating the purchase of discriminatory advertisements.

HispanicAd in association with Adam R Jacobson are proud to announce the availability of the 2017 Hispanic Social Marketing Report for our readers.

Burson-Marsteller and TSE Consulting, have published their second annual “Olympic Sports Social Media Ranking,” which analyses the social media footprint of the International Olympic Committee (IOC) and its 40 International Sports Federations.

This set of interviews with top Chicago marketers on the topic of the challenges and opportunities of digital missed calling out the elephant in the room. Most digital campaigns lack what is required for them to be effective.  By Nigel Hollis

The practice of celebrity endorsements appears to be in trouble with at least one key demographic—millennials.

It’s no secret that in addition to traditional television, viewers also have access to a plethora of subscription video on demand content and virtual multi-channel providers. As the options for these streaming services have grown, so have the means by which viewers can view them on their TV screens.  Consumers, in turn, are taking action.

Univision continues to expand its original digital content with the launch of “¿QUÉ CREES?” (What do you think?), a social-first daily show dedicated to covering entertainment news, trends, celebrity news and gossip. “¿QUÉ CREES?” is created for YouTube and is designed to meet every pop-culture enthusiast needs.

Once upon a time, social media marketing was very different than it is today. Marketers could open a page on Facebook, write a bunch of fun posts and watch the fan count go up. But that all changed when Facebook began drastically reducing the reach of organic (nonpaid) posts.