Digital advertising dollars were nearly unchanged during the fourth quarter 2011 compared to the previous quarter. When agencies were asked about client focus, 81% said more than a year ago, which is actually down 4% from the previous quarter. There is also significant confusion around Digital due to the fact that agencies still say clients don't understand the value (54%). On the social front, Facebook continues its dominance in ad campaigns with 89% of agencies planning to utilize the medium for clients (followed by Twitter (39%), YouTube (36%), LinkedIn (21%) and Google Plus (18% - up 28% over 3Q 2011).
Agencies reported Mobile advertising during the fourth quarter 2011 was up 39%. The iPhone remains the top choice as reported by 83% of agencies surveyed, though Android continues to close the gap, up 32% over third quarter 2011 and up 50% over the fourth quarter 2010. Although the iPad is still third for Mobile advertising, 76% do say that with Apple and Amazon continuing to focus on building tablet content, there will be an increase in interest in advertising on the newer medium.
The STRATA Survey reveals that the top medium of choice for clients in the fourth quarter was Spot TV (Broadcast and Cable) as reported by 51% of agencies surveyed. Digital was second at 31%, which is down 9% from third quarter 2011, followed by Spot Radio (8%). Spot TV (Broadcast) continues to be an area of interest as 28% of respondents said that they are more focused on it than a year ago, up 12% over fourth quarter 2010. As for Spot Cable, 26% say they are more focused on it than they were a year ago, which is up 66% over last year.
"The key word for advertisers in 2012 is growth," said John Shelton, CEO/President of STRATA. "Agencies started to reap the benefits of balance sheets turned in their favor during the fourth quarter 2011, brokering a bright early 2012. The STRATA Survey shows that many advertisers are confident that their business and the economy will return to a strong period by midyear. That sentiment, coupled with strong numbers from the political race, provides an overall positive barometer for advertising in 2012."
Client Attraction remains the biggest agency challenge for the second straight quarter according to 37% in the STRATA Survey. Client spending was the next area of concern with 19% reporting, however it is not nearly as much of an issue as it was in the third quarter 2011, with a decrease of 13%. A growing issue identified by 16% of agencies is advertising costs, which is nearly double the amount reported a year ago. Determining ROI is the top issue in measuring campaigns (47%), followed by Merging Digital and Traditional (41%).
Other prominent findings of the STRATA survey:
42% say their 2012 political ad spend will be more than 2010.
46% say that during the political season they will advertise in alternative mediums to avoid competition by politicians (41% will compete with politicians for space).
49% said they project the 1st half of 2012 to be better than the last half of 2011 (46% also see business increasing compared to the same time last year).
4% say that it will be 3-5 years before there is a greater spend in Digital than Traditional media (that's a 50% increase over 3Q 2011); but 38% still feel that shift will not ever happen.
Android is the second most popular mobile advertising choice at 71%; iPad remains third (46%).
For mobile advertising the top option is Display (46%) followed by SMS (25%, but up 61% since 4Q 2010).
44% are somewhat interested in self-service inventory of Digital assets.
Only 4% said they are more focused on Print than they were a year ago.
For more information at http://www.gotostrata.com
]]>The explosion of social and digital marketing, although enabled by technological advances, is fueled by consumption. Who is creating its future? I would argue that largely multicultural consumers in the U.S. and global consumers in emerging economies are driving the future of social and digital marketing. These segments are both lead (who influence other consumers) and heavy (who consume most) users.]]> The future cannot be predicted. Peter Drucker reminds us of social media? Yes. Given their size, collectivistic nature, relative youth, and accelerated growth rates, these segments are the growth engine of social media and digital marketing. (For this short discussion, the focus is on the U.S. The explosive growth of digital technologies in emerging markets has been more commonly explored.) A look at a few social media consumption numbers in the U.S. gives credence to the argument:
o For example, Hispanics over index (263%) as viewers as content creators in YouTube
o Another example is Twitter, a study by Pew Research shows that both African Americans and Hispanics over index in Twitter usage.
o A Forrester study also showed that Hispanics tend to over index in all type of social media, e.g. Facebook.
From this perspective, here are my top predictions for multicultural digital/social media in 2012 that will also drive the overall market:
Original content: So far social media has thrived by 'retweets' and 'comments' on aggregated content that gets shared. Although creators of new ideas and content are increasingly difficult to track, the pressure for authenticity and newness will spark a rediscovery of true new content. Latinos, with their rich and varied cultural heritage; African Americans and their continued position as trend setters; and the many cultures from different Asian countries represented in the rapidly increasing foreign populations in the U.S. are/will be main content creators in science, entertainment, social issues and business.
Multi- Languages: For those who are addicted to translation software programs with all their convenience and inaccuracies, true multi-lingual high quality content will evolve. Spanish content is starting to increase with digital properties from Spanish-speaking countries getting some traction. Content in Arabic and Chinese languages will continue to increase as local regions get more internet access. (E.g. Sino, Orkut, Baidu, Vevo, Alibaba, Yahoo EnEspanol, Google Brasil, etc)
Personal 'clouds': Cloud computing will become personal. The hard drives of our PCs and smartphones will no longer be enough to hold massive gigabytes of video content and other types of evolving rich multimedia (e.g. augmented realities). Capabilities such as large storage, categorization and transparence of access across devices, will become paramount at the individual level.
Mobility everything: Already recognized as the most important personal belonging in our lives, cellular devices with inherent 'everywhere' reach, real-time, and interactive features will continue to thrive. Studies show that Hispanics today already over index in advanced phones ownership and usage.
Global/Local and Total Market/Hispanic:
Top marketers are finally discovering that reaching multicultural segments is not an 'either or' proposition but rather a matter of allocation. Examples such as Coca Cola's “Uncover Happiness/Destapa La Felicidad” program, become marketing platforms that cohesively address key brand messaging at the local and global level, and also go deep into the Hispanic market in an integrated and yet authentic new U.S. mainstream approach.
Metrics Galore: Or should I say lack of? As 'general' social media and digital marketing metrics evolve, huge gaps will continue to exist in the ability to clearly compare and contrast ROI in Hispanic specific, integrated English/Spanish, or 'total market' campaigns and programs. Smart companies, like P&G and General Mills, will forge ahead experimenting with new measurement models that demonstrate the obvious value of investing in these segments. Others may continue to use this as an excuse.
To be able to create the future, we have to be willing to think 'different'; for example, to accept diverse market realities. An honest and deep examination of the underlying forces behind key 2012 predicted trends may be the most meaningful way to prepare, if not create, the immediate future.
Feliz 2012!
]]>In January 2012, one birth is expected to occur every eight seconds in the United States and one death every 12 seconds. Meanwhile, net international migration is expected to add one person to the U.S. population every 46 seconds in January 2012. The combination of births, deaths and net international migration results in an increase in the total U.S. population of one person every 17 seconds. http://www.census.gov]]>
The US Hispanic Marketing Summit that is scheduled to be held on February 27-29, 2012 in Miami, FL. The forum has come about in response to the US Hispanic buying power reaching $1 Trillion annually and our delegates seeking to create marketing campaigns that address this market to tap into their buying power. Please find attached a copy of the event brochure and a link to the event website that outlines the structure and a list of people who are confirmed to be attending.]]> Below is a break down of the forum:
This is just a few of our deliverables that we offer to our partners and by no means is this all that we offer but I just didn’t want to overload you with too much information at once. If you have any further questions or concerns please feel free to contact myself at the number listed below. I will follow up with yourself tomorrow to see if this is something you would like to pursue.
I look forward to discussing in greater detail how you are able to provide solutions to our active buyers who are serious about seeking solutions to their Hispanic Marketing needs.
Best Regards,
Dale Powell
Sponsorship Executive
IQPC, North America 535 5th Avenue, 8th Floor New York, NY 10017
Direct: 212.885.2704 Fax: 212.885.2723
Email: dale.powell@iqpc.com
“We are really excited about our new flavor as it combines a hint of the delicious caramel flavor rooted in Latin American culture to the already great-tasting, wholesome Cheerios we all know and love,” said Jim Wilson for General Mills. “And the best part of our new breakfast treat is that Dulce de Leche Cheerios provides a healthy start to your day like any of our other Cheerios varieties.”]]>
SES Latino Registration - In the past decade, the U.S. Latino population grew by 43%, surpassing 50 million and accounting for about one out of six Americans. What's more, there has been an increase in Latino media spend of 8.4% to a whopping $6.8 billion in the year 2010. (Compared to a 6.5% increase for all U.S. media, according to Kantar Media.) SES Latino 2011 will be taking a critical look at ways to grow your brand and maximize your results in this burgeoning marketplace. Our elite panel of experts, spanning the gamut from brands to agencies, will provide you with an in-depth look at their strategies, insights and best practices. Learn about the cultural nuances and their impact on the way this marketplace behaves online, the role of bicultural Latinos as online influencers, how to deal with the language barriers (English, Spanish, Spanglish) and the differences and similarities between Latinos and general market consumers.
Keynote Speaker: Bryan EisenbergBryan Eisenberg
The Future Shopper: Keeping Ahead of the Ever Evolving Customer
Get Search Smart:
Learn how search engines rank web pages and optimise yours to out-rank competitors
Discover new methods of link building to keep your brand in front of your customers
Increase traffic via organic listings and avoid "spam" penalties
Optimise and rank better with pay-per-click campaigns
Improve user experience and increase conversions by testing and tuning landing pages
Track performance and maximize ROI using free and paid analytics software
Network with peers and experts to learn the latest tips and trends
Attendees may choose to attend one of the three sessions offered during this time.
Busqueda y Redes Sociales
Construcción de enlaces (Link Building)
Descubra cómo los servicios de búsqueda usan el análisis de enlaces (links) como un componente importante para determinar el orden de paginas. Usted también aprenderá cómo aumentar el tráfico a su sitio con la construcción de enalces (links) de alta calidad.
Introduction to Social Media - Social media has become a major piece of the search marketing puzzle and is changing the way we work, communicate and live. Companies are amazed by the influence social media is having and want to understand how to use it effectively. This session is designed to guide you through the complex landscape of social media and how it relates to your brand or web property. You'll learn about the leading sites, the functionality they provide, and best practices for interacting in these virtual places. You'll also come away with some valuable tips on how to effectively leverage your brand, services and products in different social media environments including Facebook, Twitter, LinkedIn, FourSquare, YouTube, Flickr, Wikipedia, Review Sites, Digg, and more. The session will also include suggestions how to integrate social media with other channels of online marketing effectively.
Solo presentation by:
Liana Evans, Author and Co-Founder & CEO, LiBeck Integrated Marketing
Practitioner Sessions
Web Analytics and Conversion Optimization Strategies for the Latino Markets
So your organization has decided to start a marketing effort aimed towards Latinos. How do you measure those efforts and what kinds of campaigns should you launch when reaching such a diverse group? You know it's important to measure performance of your digital marketing when you enter new markets, but what should you expect? How should you define success? And once you've launched your programs, what tactics can you use to improve the results? This session will cover the use of analytics tools and how they can be used to measure initiatives conducted in both the US Hispanic markets and in Latin America. We will also explore how organizations can turn these consumer insights into action when running multi-channel campaigns, multi-lingual websites sites, across multiple diversity segments. Finally, we'll share some examples of how to use A|B testing when reaching Latinos.
Solo presentation by:
Paul Lima, CEO, Lima Consulting
Attendees may choose to attend one of the three sessions offered during this time.
Busqueda y Redes Sociales
Investigación de palabra clave (Keyword Research)
¿Cuántas palabras claves (keywords) necesita usted tener en su cuenta de anuncios pagados (paid search) ¿Cuales palabras claves (keywords) son las que sus clientes están usando para sus búsquedas en la web? ¿Cómo es que los clientes encuentran los productos después de que llegan a su sitio? Esta sesión avanzada demostrara cómo usar las palabras claves (keywords) correctas en sus campañas de anuncios pagados y en su mercado de búsqueda orgánica (organic search), y aprendan donde estas palabras claves (keywords) se deberían utilizar.
Speaker:
Ani Lopez, SEO Manager & Web Analytics Consultant, Cardinal Path
Introduction to SEO - Search has one of the lowest customer acquisition rates, simply because it is a "pull" medium, allowing people to find you when they need you. Search engine optimization will help you position your website properly to be found at the most critical points in the buying process. This SEO overview will help you understand what the search engines are looking for, and how the principle of building your site for your customers will also please the search engines. In clear, non-technical language, you'll learn the latest optimization trends along with the best practices necessary to make an immediate impact on your internet presence and website profitability.
Practitioner Sessions
Facebook Targeting Tactics -What can you do with a social network that has over 700 million members? Find out as these accomplished Facebook marketing experts share their "killer tactics" for harnessing the real marketing and ecommerce potential of advanced Facebook Advertising, Fan Pages and Groups. Find out what some of the most successful Facebook marketing campaigns have in common and what tools can help make your social networking efforts pay off with killer results.
Speaker:
Liana Evans, Author and Co-Founder & CEO, LiBeck Integrated Marketing
Attendees may choose to attend one of the three sessions offered during this time.
Busqueda y Redes Sociales
Las Redes Sociales en el mercado latino (Social Media in the Latino Marketplace)
Como Giovanni Rodríguez de Deloitte Consulting recientemente escribió en su columna de ClickZ, Los latinos son más receptivos a la publicidad en la web, más abiertos a las nuevas tecnologías, más abiertos a la participación de los medios de comunicación social, y más abiertos a la compra de dispositivos de nueva tecnología. ("Latinos are more receptive to online advertising, more open to new technology, more open to social media engagement, and more open to buying new technology devices.") No hay duda de que los latinos están cada vez más influyentes en la área de comercio en la web. Únase a nosotros en esta sesión en la cual vamos a describir cómo conectarse a este grupo que esta emergiendo rápidamente con el uso de blogs, redes sociales y hasta sitios para compartir videos. Nosotros los ayudaremos a entender y conectarse con este público y ofreceremos consejos y las mejores prácticas para asegurar que sean capaces de alcanzar sus objetivos en este enorme mercado y de crecimiento veloz.
Speakers:
Lorena Amarante, CEO & Co-founder, OM Latam
Lazaro Fuentes, VP of Strategy & Business Development, alOt.com
Introduction to Paid Search - Paid placement is a form of search advertising that provides a top ranking in return for payment. Every major search engine offers a paid placement program. Learn what's available in this session that is especially geared toward beginners, with details on programs from major providers and advice on how to succeed.
YouTube Optimization Tactics - Online video marketing is a crucial component of any successful campaign focused on the Latino marketplace. This session will illustrate successful video marketing case studies, specific optimization tactics and YouTube networking advice that can help boost your video marketing projects to the next level.
Speaker:
Jonathan Allen, Director, SearchEngineWatch
Industry Keynote Panel
This is it - we've arrived. The 24/7 always connected consumer. And much as this brings so many more opportunities for marketers, it brings challenges too. Much of the received wisdom in marketing circles is undergoing reconsideration. The nature of consumer and business markets is going through major change.
Innovation in display advertising moves at pace. Banner blindness has been cured by relevancy and timeliness. Exchange traded media is changing the field of media planning and buying. Ad exchanges and real-time bidding inventory sources are rapidly emerging. And ad technology vendors and creative agencies are devising new ad units.
Social media and mobile apps all the more will see end users sidestepping the browser. And location-based services are beginning to provide newer opportunities in point of sale, couponing, and suggested discovery. Consumers are attracted to rapidly emerging third party information providers, through collaborative product review and price comparison services.
Connected Marketing is much more about the change in consumer behavior than it is about the technology available. This new generation conveniently leaves behind a huge data trail which is pure nectar for marketers. But at the same time, the end user is beginning to push back as privacy issues become more of a concern.
This panel of leading industry players in the online advertising sector will assess the current state of play and how the possibility of convergence may be closer than we think.
Speakers:
Manny Miravete, Industry Manager, US Hispanic Audience, Google
Giovanni Rodriguez, Digital and Social Strategy, Deloitte Consulting LLP
By: Laurel Wentz May 16, 2011 -
As Hispanic media owners aggressively push the latest Census data to encourage marketers to spend more money in their segment, Univision Communications is ramping up its client-development group, doubling spending on the in-house unit to $20 million and adding about 20 new hires, many from senior roles at major marketers such as Hyundai and Mars.The Spanish-language media company is setting up category teams to focus on areas with major growth potential like auto, entertainment, restaurants and health care. For the auto team, Univision has hired 12 people who spent their careers on either the client or agency side in car marketing, including two researchers. The new auto team is headed by Paul Sellers, formerly VP-marketing at Hyundai.
]]> Univision has also hired Michele Kessler, former VP-global chocolate strategy at Mars, for the consumer-packaged-goods team, and Alex Galindez, who was director-multicultural marketing at Burger King, for the restaurant team. The company has even picked up a video-gaming expert from MTV Networks."We're the McKinsey of Hispanic consulting, but we're free," said Lisa McCarthy, exec VP of the client-development group.
Univision takes some clients on immersions to learn about the Hispanic market, putting up to 40 people on a bus for the day and stopping at three different retail outlets, followed by a debriefing. "There's only so much you can do in a PowerPoint," Ms. McCarthy said.
For some clients, the experience pushes them to add Hispanic marketing to their budgets. Since Univision started the group three years ago, Kraft has gone from advertising four of its brands in the Hispanic market to about 12 now, she said. And a virtual Hispanic marketing war has broken out among cereal marketers, with Kellogg jumping from advertising one brand in the Hispanic market to about 10 when General Mills started adding heavy Spanish-language advertising for multiple cereal brands.
Univision is also forming an agency-development team for the first time, and has hired Cynthia Ashworth, a former agency exec who was most recently VP-consumer engagement at Dunkin' Donuts, to lead it. "About 90% of our work has focused on clients," Ms. McCarthy said. "We now see a need and opportunity to help creative, media and digital agencies build their capability in Hispanic."
That's a potentially controversial move given the resentment some Hispanic agencies feel about general market agencies' efforts to poach their clients. "Overall, Hispanic agencies believe our efforts are growing the market," she said.
The pharmaceutical category, which does little Hispanic marketing, poses a particular challenge for Univision. "You have to reach the person who's lying awake at night thinking about growth opportunities, but in pharma, it's hard to get to those people," Ms. McCarthy said.
Part of the job is debunking myths about Hispanics. Campbell, for instance, may still believe that Hispanic moms prefer to cook from scratch and won't use canned soups. (Campbell isn't a Univision advertiser.)
"They're putting their money where their mouth is," said Teresa Wakeley, national media and diversity marketing manager at Volkswagen of America, which spends 15% of its ad budget on Hispanic. "They have quite an extensive team now with experience across auto marketing and have hired senior-level people.
One of [Univision's] key strengths is that most [client] companies don't have the bandwidth to roll up their sleeves and do the research to make senior management realize how important Hispanic is."
For VW and Ms. Wakeley, who was new to Hispanic marketing when she joined the carmaker three years ago, Univision comes in and brings VW's team up to date, including a deep dive into Census data. They also help with one of her current goals, to convince dealers to do more Spanish-language advertising of their own.
Article feedback by Richard Mazloom Ad Agency Marketing, Market Research Wayne, NJ
May 17, 2011
The approach is very interesting, and any efforts to expand Hispanic marketing by any client must be applauded.
When the Univision team needs to answer the ultimate questions on tactics, media solutions, and media selections, do they recommend any media opportunities or tactics that are not Univision owned or partnered?]]>
Big American brewers already control a healthy majority of the Hispanic market and are eyeing more of it, pouring big bucks into soccer sponsorships and ads. But importers are fighting back, making an appeal to the cultural ties Mexican Americans have with brands from their homeland, while bringing in more beers from south of the border. "We have a built-in affinity with these consumers for our brands," said Jim Sabia, exec VP-marketing for Crown Imports, seller of Corona Extra, the No. 1 U.S. import, fast-selling Modelo Especial and Victoria, Mexico's oldest beer brand that Crown brought to the States last year.
Here's what's at stake: The percentage of drinking-age adults who are Hispanic is expected to grow from 16% in 2010 to 23% in 2030 and 30% by 2050, according to Census data cited by Crown. And beer is by far the alcoholic beverage of choice of marketers. But beer is different. Unlike soft drinks, for instance, where American brands have mass international appeal, beer is still a local product in many places, with brands linked to cultures, traditions and even patriotism. (Consider that Coke has a 24.6% international market share, while Snow -- the world's biggest beer brand though sold solely in China -- commands only 4.5% of the global market, according to Euromonitor International.)
In the States, American beer brands control roughly 75% of the Hispanic market, leveraging their size and massive ad spending, according to brewers. Still, imports overindex with the demographic, commanding about a 25% share, compared with 13% among non-Hispanics, according to Nielsen data cited by Crown.
Importers are making overt appeals to Hispanic sensibilities in hopes of gaining even more share. For instance, Corona's latest Hispanic campaign features the "Corona bleachers," sort of a Greek chorus for beer drinkers that reminds acculturated Latinos of their roots -- in one ad, for example, a man is scolded for touching a soccer ball with his hands. "We are Latins -- we kick the ball," said Jose Molla, co-chief creative officer of La Comunidad, Corona's Hispanic agency.
Mexico - Meantime, other Mexican brands are widening the net. Heineken USA's Tecate -- the fourth-largest import and third-largest Mexican brand -- has traditionally reached out to first-generation blue-collar Mexican-Americans, with ads that emphasized immigrant perseverance. Now the brand is throwing humor into the mix while planning its first English-language TV ad, in hopes of luring more acculturated drinkers of all Hispanic ethnicities, said Felix Palau, VP for the brand.
Among U.S. beer brands, Anheuser-Busch has outpaced MillerCoors among Hispanics, with Bud and Bud Light taking big leads over Coors and Coors Light, according to a survey of beer preferences conducted last year by Mintel. A-B shoveled $56 million into Hispanic media last year, or roughly 10% of its total measured media, according to Kantar Media. Budweiser and Budweiser Chelada -- a Clamato-juice-flavored beer with Hispanic appeal -- are sponsors of Major League Soccer, while Bud Light this year is backing the tour of Cuban-American rapper Pitbull.
MillerCoors is looking to make up ground, last year upping its Hispanic measured media spending to $45 million, or 11.4% of its total, up from 9.6% the year before, according to Kantar. The brewer last year made Coors Light the official beer sponsor in the U.S. of the Primera Division soccer league in Mexico. This year the brewer signed a similar deal for Miller Lite, pairing it with one of the most popular teams in the league, Chivas de Guadalajara. An ad by Hispanic agency Lopez Negrete plays off the team's famed goat mascot, with rabid fans shouting "baaaah," after a goal, Miller Lite in hand.
Soccer "is the No. 1 passion point for our Latino consumers," said Al Patel, the brewer's senior director-multicultural marketing, noting that two-thirds of Hispanic drinkers in the U.S. watch Mexican soccer weekly. "It's the NFL on steroids."
]]>By: Matt Carmichael - Advertisers on Facebook can single out profiles of married men who love cats, but what they can't target is Hispanics. Or blacks. Or Asians. That's not to say social networks can't still arrive at certain conclusions.
]]> When Andrew Speyer got engaged, he and his fiancee didn't change their relationship statuses on Facebook. But after friends started congratulating them with wall posts, ads began popping up offering the services of rabbis that perform interfaith ceremonies. Somehow, Facebook discerned that, unlike him, his fiancee was Jewish, although that wasn't explicit in her profile.Mr. Speyer, VP-head of strategy at Wing, a Hispanic marketing agency owned by Grey Advertising, feels his experience isn't uncommon. Mention a brand in a status update and watch it appear as a page you might "like." Facebook enables marketers to reach huge population swaths or a segment of fewer than 50 profiles -- about 0.000008% of Facebook users. All planners have to do is toggle through a list of demographic and behavioral variables and watch the pie slice get thinner.
But think about this for a moment: An ad platform created by a millennial originally for other millennials -- the most diverse U.S. generation ever -- accounts for nearly one in three online ad impressions and spans all demographics, but it doesn't ask for your race or ethnicity on your profile. It therefore can't explicitly target in this key way. Nor can MySpace, or LinkedIn or Twitter.
While that might suggest race and ethnicity are no longer important when it comes to targeting a young, socially savvy consumer, that's not exactly true.
]]>In an effort to bring in more of these so-called "long tail" companies, the Digital Advertising Alliance, a coalition of ad trade groups managing the privacy process, announced today a deal with analytics firm Quantcast to make the program freely available to small companies that make less than $2 million annually from targeted advertising. Anyone already making use of Quantcast's analytics tool, which is also free, will now be able to incorporate the About Ads icon, a mark of participation and a link that allows people to opt out of ad targeting used in the ad.
]]> To be clear, the DAA had already opened up its program to smaller players by freely licensing the icon to companies booking less than $2 million a year from behaviorally targeted advertising, but it has yet to gain mass adoption. The DAA's agreement with Quantcast could more immediately bring in smaller publishers that already use the company's analytics tool. Over 25 million publishers use Quantcast, according to the company."It looked to us like the industry was having a hard time getting everyone involved," Quantcast general counsel Michael Blum said. "We have relationships with many more publishers in the long tail, and we hope this will accelerate the process of more publishers being involved."
Large publishers such as CNBC.com use Quantcast, but its relationship with WordPress might be more applicable as millions of bloggers use it as a blogging tool and may or may not be aware of the industry's new regulations.
The ad industry has been actively promoting its efforts to monitor how advertisers target and track consumers online based on which sites they have visited, so-called "behavioral" or "interest-based" ads. There are no firm numbers on how much of $28.5 billion in U.S. digital ad revenue is based on targeted ads, but some in the industry estimate it to be around 30%.
Peter Kosmala, the head of the DAA, said more and more publishers and advertisers are seeing money from behavioral advertising, and that the DAA's partnership with Quantcast is a way to reach out to a large group of publishers very quickly.
"What's really intrigued us about this is the scope of it," he said of the partnership. "So many long-tail publishers in their client base now. This can deploy the icon in a significant and effective way."
The DAA has been actively seeking to sign on all industry players as part of its mission to self-regulate and stem online privacy legislation. In absence of a law, the Federal Trade Commission has diligently pursued digital companies that deceive consumers or fail to disclose their activities in their privacy policies. Nonetheless, a number of Congressional bills that would standardize online privacy have been put into circulation, and it may become a leading issue after the 2012 presidential contest.
In the meantime, the FTC will review the DAA's privacy program in the next few months. In May, the FTC's director of Consumer Protection David Vladeck told Age Age he'll be evaluating whether consumers are clicking through the icon to see what's going on, and if they're exercising choice. "We want to see how it plays," he said. "This is all new. I want to give credit to the industry for moving forward on this, but there's no guarantee that it'll work."
]]>Results showed that while 92% of those surveyed have social media programs, less than half (45%) have programs specifically targeting the Hispanic market.
"The survey results are not surprising and are in line with our initial hypothesis" said David Henry, president and CEO of TeleNoticias. "Like other areas of Hispanic marketing, social media targeting Latinos is said to be important, but that importance doesn’t translate to actual work being conducted and dollars being spent."
The survey, conducted by Survey.com in conjunction with a coalition of partners that also included the Hispanic Public Relations Association and HispanicAd.com was executed between March 22, 2011 and April 3, 2011. A total of 202 survey responses were collected.
The most common response when asked about the planning process for social media programs was that there was "No annual plan … most components are defined as the year unfolds." This was the case for programs targeting both the mainstream and Hispanic markets.
"What can be derived from the survey is that social media is still very much in the formative state at most companies and hasn’t yet become a part of the strategic communications plan," said Tom Mulgrew, Vice President of LatinoWire, a service of Business Wire. "I think we can expect that to change in the coming years."
The survey also found that, overall, social media continues to be a growing sector and most participants anticipate an increase in the use of Social media for Hispanic markets in the next fiscal year. The majority survey indicated that they expect budgets for social media programs in the next fiscal year will increase.
Some of the key findings are:
Social media has emerged as a tool used by nearly all companies to interact with their customers/clients (92%).
Hispanic social media programs were viewed equally as important as mainstream social media programs (69% for each).
While most respondents felt their social media programs are effective, Hispanic social media programs were noted as slightly less effective than mainstream social media programs (56% vs. 64% effective respectively).
The same social media tools are used to target both the mainstream and Hispanic markets—though use in the Hispanic market is comparatively less in all areas except mobile, where use was higher in Hispanic programs.
For the mainstream market, respondents indicated their companies predominantly communicate with their customers/clients through Facebook (92%), Twitter (83%), Blogs (58%), and YouTube (56%). Companies use these same social media tools to communicate with their Hispanic market customers and clients; Facebook (84%), Twitter (62%), YouTube (42%), and Blogs (40%).
Use of social media tailored to the Hispanic market remains an area for improvement. While 67% of respondents indicated their company has an ongoing Hispanic Public Relations Program, less than half (45%) of companies surveyed use a Hispanic social media program tailored to the Hispanic market.
Most company’s social media programs are not formally defined at the beginning of the fiscal year; either for the mainstream market or Hispanic market.
Social media continues to be a growing sector with increases anticipated for the next fiscal year.
58% of respondents anticipate their company or business unit's budget for social media will increase for the mainstream market in the next fiscal year; 60% anticipate a budget increase for social media for the Hispanic market.
Most respondents anticipated increases in the next fiscal year in their company or business unit's use of Social media in several areas including:
Use of social media as a component of their marketing and communications program: 88%
Use of social media as a component in their Hispanic marketing and communications program: 81%
Outreach to Hispanic market bloggers: 68%
Outreach to mainstream/general market bloggers: 64%
Recruiting/hiring new talent to work as employees in social media: 56%
Research Methodology: Survey.com conducted an online survey to collect data for this study. An email invitation with an embedded survey link was sent to prospective participants. Data was collected from March 22, 2011, to April 3, 2011. A total of 202 survey responses have been collected to date.
]]>Among the survey highlights:
- More than 8 in 10 (83%) say they are receptive toward using custom content in their marketing plans, representing a 16 point increase since the last study.
- Almost 9 in 10 CMOs say they see value in the service provided by custom content, representing a 15 point increase from 2006.
- More than 9 in 10 CMOs believe that custom content has a positive effect on audience attitudes, strengthening the bond with consumers.
- 9 in 10 say that they believe a majority of consumers find useful information in custom media and 85% believe that consumers who receive custom content will be more likely to buy from the sponsoring company again.
- A majority of CMOs believe that custom media will capture a larger proportion of marketing budgets over the next couple of years. Fifty-nine percent % report having shifted marketing funds away from traditional advertising in the last year toward custom content, representing an 18 point increase from 2006.
- Close to half (47%) strongly agree, and 91% strongly/somewhat agree that custom content should be an integral part of the marketing mix for any business. 84% strongly/somewhat agree that custom content represents the future of marketing.
“As the content market continues to rapidly expand across multiple media channels, this new data confirms what we already know: content is king, queen and jack of all [marketing] trades,” said Lori Rosen, Executive Director, Custom Content Council. “Content has become the mantra for today’s savvy marketers.”
For more information at
“We are going to debunk many myths, and make sure general market agencies follow the Hispanic audience,” Seneca Mudd, IAB’s Director for Industry Initiatives told Portada. “This is no longer a niche issue; this is a general-market issue,” said Mudd, a former Yahoo executive about the upcoming event, whose agenda has not yet been released to the public. The IAB is the trade association for digital communications, a sector estimated at over $25 billion.
Sponsored by Telemundo, Terra, ImpreMedia and Univision, the appropriately labeled Clicko-de-Mayo event is expected to gather in one place some of the biggest names in media buying and planning, as well as CMO’s of Fortune 100 companies in the categories of consumer packaged goods, automotive, electronics, travel, tourism and retail. These agencies, explains Mudd, traditionally put their multicultural strategy and budgets in a corner, but “this doesn’t make sense any more,” says Mudd, an MBA graduate from the Harvard Business School.
“We know the AHAA agencies very well,” says Mudd, who is fluent in Spanish. “So our goal this time is to reach Madison Avenue and educate them on the U.S. Hispanic market opportunity.” Although the names and agencies attending the event are being kept confidential, Mudd assured Portada they include representatives from the nation’s leading agencies.
Though Hispanic --and digital spend overall-- still don’t match the time spent by consumers in media, Mudd sees some major trends in the digital advertising space: Geo location-based marketing, where marketers offer consumers a special product or service offer based on their location; an increase in short-messaging (text, Twitter, etc. as users move away from traditional email) and the so-called cross-screen interaction, which allows marketers to send messages to consumers across multiple screens with the same time window.
Asked about the main message he hopes to send during Clicko-de-Mayo, Mudd didn’t hesitate to state: “The Hispanic consumer has a greater appetite and a larger wallet than you might think... and it is one market you’ll ignore at your own peril.”
]]>By Nile Wendoff Chicago - Conventional media strategy typically believes that television followed by radio is the best way to take your message to market because of their high audience reach. Newspapers are rarely mentioned. While this may be true in the general market, it is far from true in the Hispanic market. Many marketers miss this insight and loose the opportunity to blend the inherent strengths of each media into a more synergistic media plan for the Hispanic market.
]]> In a study completed by the National Association of Hispanic Publications (NAHP) of 11 DMAs, a smart newspaper buy delivers a larger audience than either television or radio in 4 of the 11 markets studied. In another 3 of the 11 markets, newspapers have the second deepest reach in the market. Miami is the only DMA where both radio and TV have a significant reach advantage over newspapers. Not surprisingly, the cost of delivering that reach is always less for newspapers than television and generally comparable to the cost of a radio buy in the market. These conclusions were based upon a one week prototypical multiple newspaper buy in a market compared to a 200 GRP/week spot buy of radio or a 200 GRP/week spot buy of television. In every case, the media planner was charged with trying to buy the deepest reach within the market for the respective media against the GRP target.Newspapers have this advantage because they leverage the Hispanic community by concentrating the distribution of their newspapers where Hispanics live. This chart shows the 11 DMAs included in the study. The dark blue bar represents the percent of the total population that is Hispanic. The red dot represents the percent of total ZIP codes within that DMA that comprises 80% of the total Hispanics. The overall conclusion from this chart is that 80% of the Hispanics in a given DMA live within 20% to 30% of the ZIP codes within that DMA as shown by the light blue band in the chart.
Even well-developed Hispanic markets like Miami, Los Angeles, and Houston still exhibit a very densely populated set of Hispanic neighborhoods. In the case of Los Angeles, Hispanics represent about 44% of the total population, yet 80% of those Hispanics live within 34% of the ZIP codes!
This pattern can only work if Hispanics still read and love their newspapers. A 2008 National Readership Study done by the NAHP in cooperation with Alloy-Access demonstrates the Hispanic commitment to their newspapers. Here are a couple of key findings from that study. First, Hispanic newspaper readers are young with 54% of newspaper readers between the ages of 18 and 34. 84% of Hispanic newspaper readers are below the age of 55. Second, Hispanic newspaper readers are engaged with 86% of Hispanics regularly reading a newspaper. 74% have read 3 of the last 5 issues of their newspaper.
Overall Conclusions = Each type of media has an intrinsic set of strengths and weaknesses when it comes to delivering an audience to its advertisers. The goal of all solid media plans is to leverage those strengths while mitigating the weaknesses. In the case of newspapers, the intrinsic strength is that we distribute our newspapers in the neighborhoods where Hispanics live and shop. We’re the closest media link between a product or service and the neighborhood where a Hispanic is most likely to buy it. Savvy marketers can exploit that link for both their branding efforts as well as promotional efforts. They can undertake these efforts with the confidence that they are reaching deep into the Hispanic market.
Nile Wendorf is currently the Associate Publisher of EXTRA Bilingual Community Newspaper in Chicago, IL. EXTRA’s Publisher, Mila Tellez, founded the newspaper in 1980. Nile and Mila are married. EXTRA is the largest bilingual newspaper in Chicago. He currently serves as the co-chair of the Procurement Committee for the NAHP as well as its Treasurer. He is one of the pioneers of multi-cultural marketing. He received his MBA from the Wharton School, University of Pennsylvania.
For more information about the NAHP and the Procurement Committee, please visit http://www.nahp.org and click on the procurement link.
]]>The demographics of the densely packed, 1.2-square-mile city of Central Falls reflect a national phenomenon. Driven by the growth in the Hispanic population, minorities are steadily approaching the majority in this country. And, based on Census data projections, by the year 2050, one in three people living in this country will be Hispanic.
]]> “The Hispanic population has grown in just about all corners of the nation, said Mark Hugo Lopez, deputy director of the nonpartisan Pew Hispanic Center in Washington, D.C. “It’s a very interesting phenomenon. It’s not only one of population growth, but also of dispersion … it has grown in virtually every county in the country,” Lopez said.What does this mean for Central Falls and the rest of the state?
“Basically, this means the future of the State of Rhode Island is intimately tied to the future of the Latino community,” said Dr. Pablo Rodriguez, political activist, host of a daily morning program on Latino Public Radio and associate chairman for community relationships at Women & Infants Hospital.
“This is not just about Central Falls,” Rodriguez said. “If you look at the census data for kindergarten entries in the City of Providence, you’re going to find the same thing. The future is this young community and we need to find ways of making the Latino community successful, because that will mean success for the State of Rhode Island.”
Rodriguez noted that Central Falls “has changed just like it has changed over the last 100 years. When the French Canadians [migrated there], all the businesses were French, the Mass was in French. The signs were in French. As time changed … you get more Cape Verdeans, then you get more Italians.
“It’s the immigrant experience,” Rodriguez said, “and Central Falls is at the center of the of the immigrant experience in Rhode Island.”
The Census Bureau determined that, in the 2000 Census, Central Falls had “the third-highest undercount” of any city in the country, said Marta Martinez, Latino outreach coordinator in Rhode Island for the Census Bureau.
That was due, in part, to an anecdotally significant population of undocumented immigrants, who are often fearful of the government, as well as language barriers, frequent mobility and poverty. Census officials deployed extra resources to ensure as complete a count as possible.
That Central Falls is now officially the state’s first Hispanic majority city “is not something new,” says Rep. Agostihno F. Silva, Central Falls Democrat and House deputy majority leader. He and others believe that’s been the case for a number of years.
From the Hispanic-owned businesses up and down Broad and Dexter streets, to the demographic make-up of school sports teams, “you can tell what the [ethnic] population is.”
He is hoping that the demographic shift and slight overall population increase means “we can apply for funds to address constituents’ top needs: jobs, education and training.”
Beleaguered by poorly performing schools, receivership, a corruption probe, foreclosures and high unemployment, this gritty former mill town can use all the help it can get.
“We’ve got a great community. A lot of people who care,” Silva said. “I think we get a bad rap overall. People don’t understand Central Falls because of the fact that they’ve never been through it. We have reps that have never been through. You get that stigma, and we’ve been fighting that a long time.”
“We definitely need a marketing department for Central Falls,” he said. “We’re not going to get General Motors or a Wal-Mart, we’re just not going to get them. The ones that keep us alive are those mom-and-pop stores, the restaurants. You’ve got to really work with them.”
Sonya Arevalo, owner of Adonais Hair Salon on Broad Street, came from Guatemala and became a citizen three years ago. Though business is slow at the moment, “I love it here. I love this place. There are a lot of people walking around; it’s a small town, you can find anything” that you need, she said.
Awilda Taveras and Melvin Molina are hoping the business they opened in December — Alpha Insurance & Multiservice (money-wiring, bill payments and cyber café) — will flourish. And Laura Cuevas, owner of Laurita’s Video, stocks hundreds of titles popular with her largely Guatemalan, Mexican and Salvadoran clientele.
The origin of Central Falls’ Hispanic community includes “the recruitment of talented garment workers from Colombia,” says Alfonso Acevedo, founder and publisher of the regionally circulated America News en Español [americanewsne.com].
Gabriel Martinez, who immigrated to Rhode Island from Colombia in 1972, said a local business owner went directly to Colombia to find workers.
“In Colombia, they know about knitting and weaving. That’s where those people started coming here. Remember that it was [during the time of] the Vietnam War; they needed a lot of people to work in the mills. The first Colombian arrived in 1964 to work in the textile industry.”
The Latino population now includes Puerto Ricans, Mexicans and Guatemalans; many of the latter fled political persecution during a brutal civil war.
Mario Bueno, executive director of the Progreso Latino social-services agency on Broad Street, said the challenge is to help immigrants gain skills for today’s increasingly knowledge-based job market. To that end, the agency offers ESL, citizenship classes and training in construction, among its many other immigration services and programs.
“When the economy flattens, the poorest working in the community get hit first,” Bueno said. “We need to nurture the community, and make sure it succeeds.”
Bueno adds, “It’s a driven community, in that people are not standing still. They want to brush the dust off and move ahead. This is a community where they can do that.”
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