News

Recently a client asked how various digital behaviors impact brand equity. Answering this question is challenging; not just because of the widely varying forms of digital behavior, but because that behavior can both influence equity and be influenced by it.  by Nigel Hollis

Adsmovil announced the launch of its audience data platform, ‘Adsmovil Personas,’ which will allow brands and agencies to target U.S. Hispanic audiences via decoupled data from their preferred DSPs at scale.

Cries for greater transparency and advertising accountability got louder in 2018. In 2019, the call to arms must be answered. Marketers failing to do so won’t just be causing a further rift between themselves and their customers—they’ll be setting themselves up for failure.

In the latest episode of “Behind the Numbers,” Andrew Lipsman, principal analyst at eMarketer, details the emergence of digitally native consumer brands and how they developed so much heft in a relatively short period of time.

Primo TV (Vme Media Inc.) and Platinum Films have announced the launch of “Realm Runner” a new thrilling endless runner game for the hit series Matt Hatter Chronicles.

Univision Communications Inc. announced the launch of a slate of new local news apps in Los Angeles, New York, Miami, Houston, Dallas, Chicago and the Bay Area.

Reading an article in The Atlantic made me realize that one of the biggest barriers to successful brand-building is probably our own inherent bias to short-term outcomes. If so, what might we be able to do to offset that bias?  by Nigel Hollis

According to the latest study by ID Comms in partnership with the 4A’s released last week, U.S. advertisers are failing to get the most value from media pitches because of flawed processes and lack of communication. The study reminds me of a blog post that Toby Jenner (COO of Mediacom) released in September where he stated, “Want a better relationship? Run a better pitch process.” And as an agency search consultant for almost two decades at AAR Partners, I couldn’t agree more.  By Lisa Colantuono,  AAR Partners

Comscore and NBCUniversal Owned Television Stations (NBC and Telemundo owned stations), a division of NBCUniversal that includes 40 television stations, announced they have formed a multi-year partnership.

The slow but steady digitization of TV advertising will place further pressure on ad measurement companies to create more robust cross-platform metrics and attribution models. But for that to happen, several types of companies—including multichannel video programming distributors (MVPDs) and TV networks—need to update their technologies and strategies.

Dieste Inc. has hired Marialejandra Urbina as Executive Director of Planning.  Marialejandra will report to Dieste Inc. CEO Greg Knipp and will work across all agency clients and new business projects.

Elias Liberman’s radio career began in the late 1960s.  In 1975 the the three brothers, Elias, Julio and Jose along with their father purchased KLVE in Los Angeles and flipped the format to become the first Spanish-language FM in the city, and the second in the United States. Later the family purchased KTNQ in 1979.  

Audio.ad, a Cisneros Interactive company specializing in digital audio advertising solutions for Latin America and the U.S. Hispanic market, Adsmovil, Audio.ad’s commercial representative for the U.S. Hispanic market, and Quriously, presents the study, “The State of Digital Audio in the US Hispanic market,” to analyze the digital audio consumption habits of Spanish speakers living in the United States.

Chapter Three:  African Americans: When once asked to define jazz, Louis Armstrong replied: “Man, if you don’t know, don’t mess with it.” The same could be said about race. For earlier generations, race, like religion or politics, was not seen as fair game for polite dinner conversation. At least not among whites. Things have always been different for African Americans, who at least in the company of each other, have always tended to talk freely about race and racism. Blacks have had their group identity forged in the fires of slavery and Jim Crow, a couple of words whites are not sure it’s even okay to mention. Race has been an integral part of the daily lives of most African Americans and its derivative, racism, is experienced in myriad forms: unemployment, incarceration, crime, getting turned down for loans, and missed taxicabs. For blacks, race has always been a subject that demands to be addressed.  By David Morse / New America Dimensions

Recent press reports have suggested that the $130 billion-plus media industry can simply pivot from Nielsen’s currency grade measurement with ease and take comfort in using alternative data sets to operate business as usual.  These suggestions are misguided and, at the worst, could be harmful to the stability of the industry and, at the very least, could if taken seriously diminish some important opportunities.

By Gonzalo López Martí – Creative director, etc / LMMiami.com

“No privacy has been infringed in the marketing of this product.”

• Do you think consumers would care if a brand pitched its wares under this disclaimer?

As people conduct ever more of their lives as consumers and social animals online, they leave telling and durable traces of their behaviors, values, and inclinations behind them in digital repositories. Marketers have not been slow to recognize the opportunities presented by this information or to capitalize on them.

iProspect released their fourth annual whitepaper, 2019 Future Focus: Searching for Trust, built to help marketers navigate and master the notions of truth and authenticity in the hyper-sensitive global media landscape today. The report predicts that those businesses grounded in credibility, relevance and reliability across all their marketing channels will see trust at the very foundation for their success in the digital economy.  

In a survey of 412 US client-side marketers conducted by the Association of National Advertisers (ANA), 78% of respondents claimed to use an in-house agency, up from 58% in 2013. (An “in-house agency” is defined as a department, group, or person who has responsibilities that are typically performed by an external advertising or other communications agency.)

No longer the new kids on the block, Millennials have moved firmly into their 20s and 30s, and a new generation is coming into focus. Generation Z – diverse and on track to be the most well-educated generation yet – is moving toward adulthood with a liberal set of attitudes and an openness to emerging social trends.