News
Agencies & Marketing can work better with Procurement
Strategic Sourcing teams (aka “procurement”) play a vital and often misunderstood role in many companies vis-à-vis the relationships with marketing services firms.
Marketers Vastly Understate The Sales Effect Of Creative And Significantly Overestimate The Impact Of Targeting
Over the last six years, the Cumulus Media | Westwood One Audio Active Group has commissioned Advertiser Perceptions annually to survey brands and media agencies on the sales contribution of five advertising effectiveness factors:
- Brand
- Creative
- Reach
- Recency
- Targeting
The Power of Household Identity in the New TV Era [REPORT]
Blockgraph, the privacy-first data collaboration platform designed to fuel the future of connected TV advertising, and the American Association of Advertising Agencies (“the 4As”) released new research report titled, “Reconvening in the Home: The Power of Household Identity in the New TV Era”. Ahead of this year’s upfronts, the research offers a strategic roadmap, revealing how household identity will increasingly play a central role in shaping upfront negotiations, outcome-based guarantees, multi-screen media planning, and performance-based measurement.
Suppression Superpower: Identifying Who You Don’t Want to Target Could Elevate Your Campaigns
Advertisers and their agency partners are well-versed in assembling audiences based on who they want to reach. Yet effective audience composition isn't simply about deciding who is ideal, but also who should be excluded.
The 2025 U.S. Latino GDP Report [REPORT]
The 2025 U.S. Latino GDP Report represents the 8th vintage of an annual series of reports which document the large and rapidly growing economic contribution of Latinos living in the United States. It is also the 29th full-length report that the Latino GDP team has produced as part of an ambitious research initiative which analyzes the contributions of Hispanic males and females across various geographies, including targeted states and major metropolitan areas.
Tackling the Media Mix: How Advertisers Can Overcome Fragmentation in 2025
TV advertising is more fragmented than ever, which has increased complexity for advertisers to get the media mix right. Viewers are consuming content across a fragmented ecosystem that spans linear TV, virtual cable, and streaming platforms, each with its own set of challenges and opportunities. To capture audience attention in 2025, advertisers must rethink their approach — balancing reach with precision, embracing multi-layered strategies, and leveraging emerging opportunities to maximize performance.
Owned Media Strategy in 2025: Tips, Trends & Tactics
Owned media channels have always offered excellent opportunities for public relations (PR) professionals to connect with their audiences. But as traditional advertising costs rise, consumer behaviors change and third-party data access shrinks, your owned media strategy matters more than ever. Let's explore how you can build an owned media program that drives real business results.
Performance versus Brand: Can Values Unlock Success in Both?
For years, marketers have wrangled with the balance between brand and performance marketing; between building long-term equity and driving immediate conversions. Which one is more important? While long-term customer relationships are critical, it only matters if your brand has the revenue to move forward today. Too often, this industry conversation is framed as an either-or trade-off.
Latinas in advertising: The untapped powerhouse agencies can’t afford to ignore [REPORT]
As a Latina who has worked in the Hispanic marketing industry for over 20 years, I have spent my career uncovering the potential of our market. And let me be clear—the opportunity is massive. The U.S. Hispanic market represents a $2.7 trillion economic force. Latinos account for 51% of the country’s population growth, and we are one of the most influential and affluent consumer groups. Even more striking? We are young—58% of U.S. Hispanics are under the age of 34.
Winning the Launch
For many marketers, launching a new product is an exciting opportunity that sometimes comes with its own unique set of challenges. The goal isn't just to introduce a new product into the market but help it stand out quickly and effectively in a crowded marketplace.
Advertising Is Being Rebuilt. Independent Agencies Have a Window. Talent Does Too.
Over the past year or so, the advertising and marketing industry has gone through a shift many had seen coming from a mile away. What started as budget tightening quickly turned into something deeper. By now, we all know the headlines - thousands of job cuts, months of steady decline, and an industry-wide pivot that's no longer just reactive. By John Santiago - Chief Executive OfficerChief Executive Officer at Sangre
USC Center for Public Relations’ Global Communication Report uncovers key industry shifts and generational divides
The public relations industry is undergoing a seismic shift, driven by artificial intelligence, hybrid work, a changing media landscape, and deepening political divides. Across four generations — Gen Z to Baby Boomers — PR professionals are navigating these transformations, each with unique perspectives on where the industry is headed.
The soundtrack of summer is bilingual: Why music is your shortcut to the Hispanic heart
It’s not a stretch to say that the sound of summer in the U.S. has a distinct beat, and more often than not, it’s bilingual. From Bad Bunny and Karol G dominating the charts to backyard parties thumping with cumbias and reggaetón, music isn’t just background noise for U.S. Hispanics—it’s the cultural glue of summer. By Aldo Quevedo - CEO, BeautifulBeast
How to Use AI to Improve Your Campaigns Now
There's so much justifiable teeth-gnashing in our industry these days. Whether it's programmatic campaigns landing on fraudulent or MFA (made for advertising) sites, similar campaigns delivering impressions on wildly objectional sites, as the Adalytics study just revealed, or verification companies somehow being unable to police these campaigns, despite sucking so much revenue from the ecosystem, buyers have a big problem. The really bad news is that publishers have an even worse problem.
Peacetime CEO/Wartime CEO
Recently, Eric Schmidt stepped down as CEO of Google and founder Larry Page took over. Much of the news coverage focused on Page’s ability to be the “face of Google” as Page is far more shy and introverted than the gregarious and articulate Schmidt. While an interesting issue, this analysis misses the main point. Eric Schmidt was much more than Google’s front man; as Google’s peacetime Chief Executive, he led the greatest technology business expansion in the last ten years. Larry Page, in contrast, seems to have determined that Google is moving into war and he clearly intends to be a wartime CEO. This will be a profound change for Google and the entire high-tech industry. By Ben Horowitz
Mastering the Art of Marketing Measurement
Measuring ad effectiveness is both more critical and more complicated than ever. Advertisers are expected to prove the value of their media spend across multiple channels while navigating a complex ecosystem that is increasingly privacy-conscious and fragmented. Gone are the days when simple tracking through cookies or last-click attribution could provide basic insights. Instead, brands now rely on three major measurement approaches: media mix modeling (MMM), multi-touch attribution (MTA), and lift studies.
VME Kids Premieres StoryZoo’s New Series “StoryZoo Aventuras – Los Instrumentos”
Vme Kids, the 24-hour Spanish-language children's network dedicated to providing educational and entertaining content for preschool and early elementary audiences, is excited to announce the premiere of StoryZoo Aventuras – Los Instrumentos, a delightful new animated series from the internationally recognized children’s brand, StoryZoo. Produced in collaboration with the renowned London Symphony Orchestra, StoryZoo Aventuras – Los Instrumentos introduces young viewers to the fascinating world of music and musical instruments.
Multigenerational households: the real sharing economy
By Gonzalo López Martí - Creative Director
- Ain’t the first time I rant about this.
- The multiple advantages of grandparents, parents and children living under the same roof.
