News

The Interactive Advertising Bureau (IAB) released the “What Works & Why: IAB Global Insights Report 2016,” showcasing case studies exploring two dozen award-winning campaigns from around the world, and featuring perspectives from 28 leaders across the international digital marketing and media landscape.

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

• When Al Ries and Jack Trout came up with the concept of “positioning” back in the early 80s they used 7Up as the perfect example.
• 7UP, they claimed, had carved a solid market niche for itself by “positioning” itself as the opposite of cola.
• The “uncola”.
• Cut to 2016.

Spanish Broadcasting System, Inc. (“SBS”) announced the addition of a full video channel line-up to its LaMusica music streaming app.

NBCUniversal Telemundo Enterprises announced the appointment of Luis Rosero to Vice President, Government Affairs.

Beyond the expected fact that incomes continued to rise for Asian Americans and Hispanics at the fastest rate among racial/ethnic segments in the U.S. is a hidden jewel for marketers.  Latino Upscale & Affluent Household formation continued to increase 2.4 times faster than White Non-Hispanics’.

Facebook admitted “miscalculating” average video view times, which grossly misled advertisers on the value they could expect when buying video ads from Facebook.  This is like a car salesman telling potential customers they can expect to get 25 miles per gallon when the car actually only gets five.  The most disingenuous part of Facebook’s admission is that, despite employing the brightest engineers on the planet earth, we are supposed to believe they made an honest “math mistake.”  Facebook’s admission, on top of Dentsu announcing that it charged advertisers for buying ads that were never bought, make our industry’s failures more viewable during advertising’s conference week.  How ironic.

Emotional Intelligence can be summed up as the ability to recognise and respond to how others are feeling at a particular moment in time. Without it, relationships tend to break down – and that’s the risk currently for the relationship between brands and their audiences on digital platforms.

Global data reveals that mobile continues to ingrain into consumers’ daily lives. Smartphone and tablet penetration are all increasing with wearables experiencing the highest growth rate. Our latest global consumer trends report highlights changing user habits, daily usage details, and consumer preferences. Find out which applications are consumer favorites and who checks their phones more than 100 times a day.

A frequent question I hear from senior global marketers is, “how can I maximise ad transference?” It’s a sensible question. As zero-based budgeting grows in popularity, the opportunity to save costs by producing one ad that can be used in many countries is compelling. But there is the risk that making an ad work across multiple countries may not be the best way to maximise ROI.

The 4A’s is talking to some of the most interesting thinkers in the business about what agencies need to do to continue to grow and thrive. Luis Montero, who’s based in Miami and President of hispanic agency, the community, weighs in here.

Telecommunications companies are the cornerstone of the digital revolution: Everything that happens over a network requires their participation. Yet, many telcos struggle to realize the digital technology advantages that their services deliver to customers. Large telecom companies invest billions of dollars in the networks and operations that make a digital lifestyle possible for their customers, but their performance can be inconsistent, which sometimes results in poor service and creates dissatisfied customers.  By Frédéric Debruyne and Jeff Melton

“Las Tardes con la Bigorra” premieres Monday, October 10 at 4pm/ 3 C on Azteca America.

This effort will be driven through an investment in and partnership with Chanclazo Studios, Inc. (“Chanclazo”), an innovative digital production studio that creates and distributes short and long form 3D animation, virtual reality and augmented reality content for Hispanic audiences.

Hispanic consumers contributed over $63 billion in total sales to the U.S. auto industry in 2015, a trend that has continued this year.  A new IHS Markit Hispanic Consumer Report shows over the first three months of 2016, Hispanic consumers contributed nearly $15 billion to industry sales.  However, the auto industry eschews spending with Spanish media or in the Latino community, whose purchasing power has been growing 70 percent faster than Americans’ as a whole, Henry Cisneros and Sol Trujillo wrote in the Wall Street Journal.

More than 75 percent of CEOs include gender equality in their top ten business priorities, but gender outcomes across the largest companies are not changing. Women are less likely to receive the first critical promotion to manager—so far fewer end up on the path to leadership—and they are less likely to be hired into more senior positions. As a result, the higher you look in companies, the fewer women you see.

Last week, we learned that foolishness was still very much part of our world, when Japanese ad giant Dentsu had to publicly admit it had treated client Toyota’s digital media transactions as a simple means to fill its (Dentsu’s) own coffers. We also heard with incredulity that Facebook had overstated the time its users actually viewed videos on its site, which was due to a fault in one of Facebook’s algorithms. Ugh, if the smartest on the planet can’t even do it… And then there was the Yahoo hack.

With lower attention spans and higher media exposure, brands will need to cut through the clutter to draw Gen Z’s to their ads. (Generation Z, also known as “post-Millennials,” commonly refers to the cohort of individuals born after 1996.) Marketers might need to refresh their ads more frequently for this group than any other generation. To get their attention, marketers can also attach their ads to exclusive content preview clips for new movies or game highlights from major sporting events.

Nielsen announced that as part of its ongoing effort to advance television measurement, it will expand the use of its Portable People Meter™ (PPM) technology to provide direct persons measurement for Local TV ratings.

In just under two weeks, the marketing and advertising industry’s best and brightest will gather in Los Angeles for the ANA Multicultural Marketing & Diversity Conference, presented by Time Inc. One of the featured speakers at this year’s event is Brian Beitler (pictured), EVP and CMO at Lane Bryant. Last year, Lane Bryant launched its groundbreaking “Plus is Equal” campaign that helped bring female body positivity into the national conversation. With this campaign, the company has helped to pave the way for broader acceptance of a previously ignored consumer segment that represents nearly 80 percent of African-American women and 75 percent of Hispanic women. Below, Brian shares a quick look at his upcoming presentation, his take on the importance of multicultural marketing in today’s marketplace, and what he sees as the future of multicultural marketing.  By Crystal Albanese, senior manager of committees and conferences at ANA

Consumers’ grocery shopping patterns are quickly evolving as just-in-time shopping is becoming the norm. Since there are more places to shop, and more products to choose from than ever before, IRI® is taking a closer look at how retailers can find true organic growth by maximizing the value of their current shoppers in today’s fragmented marketplace