News

The widespread and increasing use of data to help manage agency relationships is leading to more informed decision-making. This is delivering positive benefits to client/agency relationships as well as improving efficiencies at both clients and agencies. Furthermore, the increased use of data is improving transparency and accountability, both hot topics at the moment. Bottom line: Data is truly a “force for good” in client/agency relationships.  By Bill Duggan, Group EVP, ANA

In my simplistic vision, both sides must come to terms with the current state of the media industry, and must be willing to compromise. It’s undoubtedly true that advertisers have cut back on the fees they pay agencies for their services. There is a chicken-and-egg question here: Has this happened because agencies seem to be making large sums of money? Or are agencies being forced to find new sources of income, because advertisers have been cutting back?

Many kids become internet users before they learn how to walk. But even as the age at which kids get a smartphone creeps downward, most lack one of their own, as explored in a new eMarketer report, “US Kids and Digital: Gauging How Digital These Digital Natives Really Are”.

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

• “In the future, marketing will be like sex: only losers will pay for it.”
• The line is not mine.
• It was coined by the great adman Jon Bond.
• It is a bit vulgar, yes.

In 2016, consumer packaged goods and consumer products advertisers in the U.S. will spend $5.97 billion on digital marketing, an 18.2% increase over last year. And why not: market research company IRI reports that 76% of CPG shopping trips start online, and many consumers continue researching products and comparing prices on smartphones while in the shopping aisles. Consequently, brands are targeting 60% of their digital spend to mobile devices.

Last week Kantar hosted a conference in New York City titled FragmentNation. While the title of the event predated the U.S. election result, Trump’s win helped underline the basic thesis of the event. Brands must prepare themselves to market in an ever more fragmented world and that means understanding the granularity of people’s needs, mindset and values like never before.  By Nigel Hollis

As the high-tech and automotive worlds merge—with four disruptive technology trends driving change—a complex ecosystem is creating new rules for success.

When engaging consumers via mobile, the most personal of devices, marketers are advancing their strategies, says a new report from the Mobile Marketing Association (MMA). The report reveals a significant increase in spend and use of more data-centric approaches that impact ad delivery and creative.

TubeMogul has conducted some interesting research on the changing nature of GRPs (gross rating points).  Edit summary

In a declaration distributed over the Thanksgiving holiday — appropriately, on Black Friday — José Villa, President of Los Angeles-based digital cross-cultural agency Sensis put another dagger into the fragile heart of U.S. Hispanic marketing.

Affluent millennial internet users are strongly attached to brands—much more so than those with less income. More than half of those in a worldwide survey said they were defined by the brands they purchase.

Traditional legacy marketing tactics and strategies are meaningless to SMB millennial marketers. Millennials are disrupting traditional marketing approaches without even realizing it.

While conducting research about the early years of colonization in the New World, archivist Isabel Aguirre discovered a document jealously guarded at Archivo General de Simancas in Spain. Aguirre enlisted the support of renowned historian Consuelo Varela to shake the dust off a story that reveals that blacks lived in La Espanola, or the New World for that matter, from the very beginning of European colonization.

In today’s digital world, parents overwhelmingly agree it is important to nurture good character in their children, including traits like honesty and compassion.

In a letter to “colleagues and friends,” MundoMax President/CFO José I. Molina referred to conversations held over the last few months with the RCN-owned Spanish-language broadcast TV network in saying, “We are in the final stage of winding down our affiliate network.”  By Adam R Jacobson – Radio + Television Business Report

When considering teaming up with a brand, social influencers say they consider a variety of factors, but mainly they just want to be sure the brand’s values line up with their own.

Forrester predicted that as social media matures, branded communities would make a comeback. Marketing leaders report they’re significantly less satisfied with Facebook and Twitter marketing.

As brands and agencies continue to shift dollars to programmatic campaigns — two-thirds of display media is now purchased programmatically, according to eMarketer — marketers are starting to take notice that they may be doing so at the expense of creating emotional connections with consumers.

Erick Mora has been promoted to Sports Director for Telemundo 39 Dallas-Fort Worth / KXTX.

Personalization drives growth. But to scale it, companies need to do four things.  By Brian Gregg, Hussein Kalaoui, Joel Maynes, and Gustavo Schuler