News

By Gonzalo López Martí – Creative director, etc / LMMIAMI.COM

• Showrunners: the Orcí clan.
• It keynote speaker: Wendy Clark.
• Other speakers of note.
• Miss AHAA 2016: Ariadna Gutiérrez.
• Big disappointment: the session with award-winning creatives.

More than 1 million households in North America started camping last year. Of these new campers, 18 percent are African-American, 11 percent are Hispanic, and 44 percent are millennials, according to the 2016 North American Camping Report, an annual independent study supported by Kampgrounds of America, Inc. (KOA).

GroupM published Interaction 2016, an annual report offering insights into digital advertising globally.

But is there value in advertising on VOD in conjunction with linear TV?

The Association of National Advertisers (ANA) stated its strong opposition to the proposal of the Federal Communications Commission (FCC) to allow consumer electronics manufacturers and other developers to make set top boxes that can provide access to multichannel video programming.

Roots Media Inc. announced it has entered into a strategic partnership with EFTR, Inc., operator of a network of 22,000+ catering and food trucks in 18+ states, to exclusively offer advertising on their vehicles.

Forget Mad Men. Today’s marketers are more likely to be math men and women. They plumb the depths of Big Data with advanced analytical tools. They buy and use dazzling new software—some spend more on technology in a given year than their companies’ IT departments. They are hot on the trail of marketing’s holy grail, the ability to measure return on investment (ROI) on every campaign.

In a recent conversation, Graham Page, Head of Global Research Solutions, described chatter on social media as “horrible data”. In doing so, he was alluding to the fact that the data is inherently messy but also subject to many different influences. If you want to make sense of trends in social data, you have to be able to turn that horrible data into meaningful data.

The touchpoints revolution has created a big bang of rapidly emerging new data sources – but between these points of light, it’s also created black holes in our understanding that only a re-engineered approach to research can fill.

The  ClickZ  Intelligence report about the State of Mobile Advertising 2016, produced in partnership with Search Optics, is based on a global survey of more than 400 marketers and digital professionals.

Our industry, indeed our world, could accurately be described as obsessed with Big Data. It’s an oft cited solution to many problems, be they ones of branding, advertising, customer understanding or even healthcare, city planning and finding love.

U.S. digital advertising revenues reached an all-time high of $59.6 billion in 2015, according to the full-year IAB Internet Advertising Revenue Report, released by the Interactive Advertising Bureau (IAB) and prepared by PwC US. This marks a 20 percent surge over the earlier record-breaking 2014 revenues of $49.5 billion – and represents the sixth year in a row of double-digit growth for the industry.

Spending on paid media worldwide will climb 5.7% in 2016 to $542.55 billion, propelled by increased investments in digital advertising. This is lower than eMarketer’s previous forecast, but still represents accelerated growth when compared with 2015 (5.0%).

Post 3rd Open Enrollment CMS figures by ethnic & racial group are yet to be published by CMS, however, as of last Fall, most states had yet to enroll more than half of their Hispanic & African American uninsured ACA eligibles. But surprisingly, Multicultural segments eligibles are surprisingly less risky than White Non-Hispanic eligibles.

PMK•BNC announced its new multicultural practice, VOCES. The agency has appointed industry veteran Willy Villarreal as Vice President to lead the new business unit.

Univision Communications Inc. (UCI) announced it will be forming the Fusion Media Group (FMG). FMG will serve as the multi-platform destination for the new, rising American mainstream, delivering content that embodies the audience’s shared values and passion points across all platforms.  In a related step, UCI has reached an agreement with ABC to become the sole owner of FUSION, the joint venture the two companies launched in October 2013.

HispanicAd announced the winners of the 2016 Hispanic Media Planning ‘Excelencia” Awards at the AHAA conference held in Miami, FL

Hispanics are the youngest major racial or ethnic group in the United States.

Spending on brand activation marketing in the U.S. rose 5.5 percent in 2015 to more than $560 billion, accounting for almost 60 percent of advertisers’ budgets, according to a new study by the ANA (Association of National Advertisers) in partnership with PQ Media. This year, brand activation is expected to grow 6 percent, to nearly $600 billion.

Calvo will oversee the Fútbol de Primera’s sales force as it continues to move forward with its offering of FDP’s exclusive soccer opportunities including this summer’s Copa America Centenario to be played in the US; 2017 FIFA Confederations Cup, 2018 FIFA World Cup Qualifying and all the games of Mexican National Team .