News

Branding efforts leapfrog to the top of the B2B marketing agenda as CMOs anticipate a rapid economic rebound

2020 is the year when the majority of all Americans under seventeen years old will be from a minority background, a process that will culminate with a so-called “minority-majority” population by the mid-2040s. These demographic changes will bring about a significant transformation to Corporate America, and during the next few months, I will discuss some of these consequences, in each article targeting one specific area of our business environment.  By Isaac Mizrahi –  Co-President / ALMA

Re-Evaluating Media for Recovery and like the 2018 paper, Re-Evaluating Media, before it, this report commissioned by Radiocentre aimed to identify the truth about media effectiveness for 10 different media types. It also set out to establish the gaps that exist between the reality and the perceptions of reality about which are the most effective media channels, while also identifying the critical media attributes required to grow brands. This is more relevant than ever in these most uncertain of times.

62% of Asian Americans said they don’t often feel represented in advertisements; 41% of Hispanic Americans said the same

Recent innovations in TV are providing more valuable options to the ad buying process and promise to improve the consumer experience. Advertisers now have many choices when it comes to advertising. From new streaming platforms to rapid innovation in advanced TV, advertisers now have more ways of getting in front of audiences in an addressable way and networks have the ability to unlock more premium inventory.

Millennials and gen Zers embrace brands that take a stand on the issues of the day

Bilingual and bicultural Latino Americans often serve as “digital sherpas,” or guides, for foreign-born family members who have yet to master the American ethos and language. Navigating the intersectionality of both U.S. and Latino value systems, these interpreters often inform brand and product purchases, search, and content consumption for friends and family members from an early age.

As first reported by Inside Radio, Nielsen will no longer include the ratings for non-subscribing radio stations in the summary dataset that fuels the major buying systems used by agencies and advertisers. The new policy goes into effect in 2021 and ad agencies are still figuring out how to deal with not having a view of the total market when placing ad buys.

Verizon and its ad agency McCann Worldgroup received top honors, winning the Best in Show award in the 2020 ANA Multicultural Excellence Awards competition for the campaign “Love Calls Back.”

The Comcast NBCUniversal Foundation and NBCUniversal Owned Television Stations (NBC/Telemundo owned stations), announced their “Project Innovation” competitive grant challenge will return for a fourth consecutive year when applications open on January 8, 2021. Applications can be previewed now at nbcuprojectinnovation.com and in Spanish at nbcuproyectoinnovacion.com. The online application process runs from January 8 to February 12, 2021. Grant winners will be announced in May 2021.

Telemundo announced the premiere date for the new romantic comedy series, La Suerte de Loli (Loli’s Fate)

CPG retailers and manufacturers: Say farewell to the record sales growth the industry has experienced this year. Year-over-year sales comparisons continue to track above pre-COVID-19 conditions in most markets, but the huge sales spikes we saw in March, April and May are unlikely to be repeated in 2021.

Marketers are creating larger sets of video assets for deployment to better deal with short attention spans of consumers and to align with the way in which video is viewed.

The U.S. Census Bureau treleased its 2020 Demographic Analysis, which provides a range of estimates — low, middle and high — for the nation’s population as of April 1, 2020. Instead of collecting responses from households like the 2020 Census, Demographic Analysis uses current and historical vital statistics records and other data to estimate the size of the U.S. population. By releasing these estimates ahead of the first results from the 2020 Census, Demographic Analysis offers an independent measure of the population for comparison with the official census counts.

According to a study by the Culture Marketing Council: The Voice of Hispanic Marketing (CMC), subscription video on demand (SVOD) users ages 13 to 49 have become more culturally literate, primarily due to Netflix, YouTube creators and social media featuring increasingly diverse and global content. In fact, more than half of Gen Zers and parents have watched a show in a language they do not speak, with Hispanics over indexing on this

The ANA’s Marketing Word of the Year for 2020 is particularly representative of a year marked by the ravages caused throughout the world by the COVID-19 pandemic and social justice issues.

In anticipation of massive 2021 advertiser demand, NGL is making it easier than ever for Hispanicize sponsors to learn more and take advantage of special pre-sale discounts. 

Recently, Richard Bambrick posted a link to a presentation by Martin Weigel, titled How not to FAIL. The basic premise of the presentation is that nobody cares about brands and marketers would do well to remember it. I agree. But that does not mean your marketing is wasted, far from it. However, you might want to figure out how your brand can associate with something people do care about.  By Nigel Hollis

Kantar’s annual industry benchmarking report identifies US retailers and suppliers that set the standard of performance, ranked by their trading partners.

2020 has been one of the most polarizing years in recent history. A global pandemic decimated the economy. The murders of Ahmaud Aubrey, Breonna Taylor, and George Floyd sparked a worldwide outcry for social justice. And the presidential election and ensuing calls for recounts and litigation gripped the nation while the world watched.