News

Using “acculturation” as a tool to define a brand’s target consumer in this day and age is akin to only considering network television as a medium to broadcast your message. The breadth and depth of research techniques and syndicated tools that are available today mandate that we dig deeper, across segmentation models and through attitudinal and behavioral variables, to hone in on a brand’s true target – the one that will most profitably build your business for the long term.

If your marketing isn’t working, it’s because you may not know whom you’re talking to.  After all, if you don’t know your audience, how can you know what they want to hear about?

In the second year of Spanish-language Emmy Award categories, ESPN Deportes receives four Sports Emmy nominations: two in the Studio Show category and two in On-Air Personality.

Telemundo Las Vegas / KBLR announced that Adriana Guzman has been named Weather Anchor for Noticiero Telemundo Las Vegas weekdays at 5:30 PM and 11 PM.

Telemundo presents the special program “Siempre Selena,” dedicated to singer Selena Quintanilla twenty years after her death, this Sunday, March 29 at 6PM/5C

Developed with two of Dr Pepper’s advertising agencies, Initiative LA and Identity, the “Atrévete A” (“Dare To”) campaign will focus on building brand awareness around messaging for Dr Pepper, “Dare to discover a unique taste,” by having “Suelta La Sopa” hosts, Jorge Bernal and Erika de La Vega, along with celebrity talent, try something “they’ve always wanted to do,” and encourage viewers to participate in a one-of-a-kind photo contest by daring to try something new with Dr Pepper.     

About six-in-ten U.S. adult Hispanics (62%) speak English or are bilingual, according to an analysis of the Pew Research Center’s 2013 National Survey of Latinos. Hispanics in the United States break down into three groups when it comes to their use of language: 36% are bilingual, 25% mainly use English and 38% mainly use Spanish. Among those who speak English, 59% are bilingual.

Among client-side marketers and agency professionals studied worldwide, higher engagement and conversion rates were far and away the top business benefits of customer experience optimization. Better brand perception and loyalty were the second-biggest benefits for both groups, while renewals, cross-sells and upsells rounded out the top three. All of the top three benefits were more important to marketers than agencies, while the latter group was more likely to cite financial-related benefits, such as increased average order value, than the former.

Mobile ad spending continues to increase at the expense of desktop, taking more and more share of marketers’ digital ad dollars, according to new figures from eMarketer. In 2015, mobile ad spending in the US will increase 50.0%, reaching $28.72 billion and accounting for 49.0% of all digital ad spending. By 2019, mobile ad spending will rise to $65.87 billion, or 72.2% of total digital ad spend.

Lopez Negrete Communications, Inc. won the 2015 Gold Advertising Research Federation (ARF) David Ogilvy Award in the Travel and Leisure category for its “Vamos a Pescar” campaign, created for client Recreational Boating & Fishing Foundation (RBFF). This is the fifth ARF David Ogilvy Award the agency has earned.

Univision Miami announced the appointment of journalist Ambrosio Hernandez as chief anchor in an expanded role that includes Local TV, Radio

In the last two weeks, the ANA has taken a beating for flooring a presentation by former Mediacom CEO Jon Mandel at the Association of National Advertisers Media Leadership Conference  accusing agencies of taking rebates and kickbacks and adversely affecting the impact and effectiveness of their client’s media plans purely for selecting media that would help build their own bottom-lines in a world of increased pressure by procurement practices and reduced agency fees.

So we at HispanicAd.com ask if US Hispanic focused ad agencies, US Hispanic focused pr firms placing social budgets and media buying agencies with US Hispanic buying responsibilities are taking rebates or kickbacks?   What do you think?

As marketers increasingly look to attribution to better understand customers, not just build their media plans and justify budgets, figuring out how to act on cross-platform attribution findings as quickly as possible is on the minds of many.

What are your top five irritants in digital advertising today?

We’ve all heard it—and probably said it: Content is king. Marketers are using the channel to boost customer engagement, lead generation and brand awareness. However, recent research suggests that there are plenty of boundaries preventing content marketers from reaching the ultimate level of success.

By Gonzalo López Martí  / LMMIAMI.COMB

In the direct marketing business (aka direct sale or direct response) the product, the actual item to be sold, is the last piece of the puzzle.

Contrary to conventional marketing’s conventional wisdom, the direct response business model is built on a brilliant consumer behavioral trait (or insight, as we like to call it too): there’s an awful lot of people out there who will buy anything that costs less than 20 bucks.

NBCUniversal’s Telemundo and NBC UNIVERSO, the official broadcaster for Spanish-language of the FIFA World Cup™ in the U.S. across all video platforms, announced details of their plans to telecast four 2015 FIFA Soccer Events.

The National Basketball Association (NBA) and Univision Deportes, the sports division of Univision Communications Inc., announced a new multiyear partnership that will provide fans with Spanish-language NBA content across Univision Deportes’ multimedia platforms, and activation around NBA signature events.

MundoFox announced he premiere of two new series: the highly-anticipated El Capitán Camacho and the epic love story Sura y Seyit, Amor en Guerra.

The current state of the media universe is much like that of the cosmos. The rise in technology and TV-connected devices has given consumers—and thus programmers, marketers, agencies and advertisers—a vehicle for boundless choice.