Consumer Insights Roundup: FMCG Up 2.6% From Previous Year, 98% of US Internet Users Agree: Shipping Impacts Brand Loyalty…
A summary of the most relevant consumer insight research in the US, US Hispanic, and Latin American markets.
– Hot Topics
Hispanic TV Ad Revenue Remains Flat During the Full 2017-18 Broadcast Season
Standard Media Index has revealed that ad revenue from Hispanic television networks remained flat at $2.1 billion during the full 2017-18 broadcast season.
User-focus Powers Rappi’s Success, Carlos Leal Tells Portada México
Rappi Director of Marketing Carlos Leal explains how the mobile app Rappi has built its success on customer-focused performance rather than technology and branding alone.
Pulpo Media’s Laura Willis, “I Bring a True Passion to My Career, and This is a Really Crucial Time for Our Industry”
With her experience in advertising and media planning, and specifically in the multicultural space, Willis is a great addition to Pulpo Media’s Digital Sales team.
What Are Latinas’ Media Consumption Habits?
Brands should take a step back and look at the needs of Latino women in order to understand more effective ways to talk to them and thus build a valuable relationship with the Hispanic consumer.
Is It Possible to Deliver Both Quality Content and Scale in the Video Marketplace?
We talked to Robert Velez, Director, Multicultural Advertising Sales at Vevo, about the company’s strategies to approach multicultural audiences in the US, and particularly Hispanics.
#PortadaNY: Brands Need to Demand Higher Digital Standards and Choose between Attention and Engagement
#PortadaNY was a great opportunity for attendees to learn about what needs to be done to guarantee brand safety. Susan Schiekofer, Chief Digital Investment Officer of GroupM, provided key insights on the topic. Additionally, Seraj Bharwani, Chief Strategy Officer at AcuityAds, discussed the results of a survey about consumer attention to video advertising done in partnership with Portada. Bharwani stressed that brands want both attention and engagement. But while “you can optimize for one” metric very well, that usually “tanks the other’s results.”
Latinas’ Language Preferences in Media (Spoiler Alert: Spanish is Important)
Language preference is one of the key factors to take into account when marketing to multicultural audiences, but it needs to be tackled wisely in order to actually succeed.
Winners of Portada Awards Announced Amid #PortadaNY Excitement
Portada is proud to share what have been some of the best contributions in multicultural and sports marketing. The awards show was the perfect way to close Portada New York with a flourish.
Consumer Insights Roundup: 38% of Latinos Believe the American Dream Is Dead, 43% Millennials Make Purchases After TV Ads…
A summary of the most relevant consumer insight research in the US, US Hispanic, and Latin American markets.
No Man Is an Aisle: Why We Should Stop Separating Hispanic Foods at Grocery Stores
For years, large chains have targeted Hispanics by adding a special aisle with select items from their home countries. These days, this approach can be a bit outdated; diversity and globalization demand a more integrated approach.
Fabiola Velarde, CH Carolina Herrera’s US Managing Director, to Discuss Fashion Marketing at #PortadaNY
Fabiola Velarde, US Managing Director at CH Carolina Herrera, will take the stage at #PortadaNY for a talk on fashion marketing.
Nielsen Total Audience Report: US Adults Spend Over 11 Hours a Day Online
Insights like Nielsen’s can help understand the fragmented media landscape, as well as how the myriad of available options shapes consumers’ behavior while forcing marketers and advertisers to produce tailored experiences.
NGL Collective CEO David Chitel: “Change Our Story, Change Our Outcome. I’m 300% Sure of It”
David Chitel, CEO & Founder of the NGL Collective, is our guest editorial contributor. In this POV article, Chitel tells the inspiring story that led him to found a company that caters to USH needs, as well as the 300% approach to them.
Macy’s Online Visitors Decline as Kohl’s Moves Up in June 2018 Rankings
We looked at the top 15 online retail sites by visitors in the US in June of this year and how they scored in number of visitors.
How Does Acculturation Level Shape Latinas’ Worldview?
Relationships between brands and consumers are highly dependant on the consumer’s attitudes and passion-points, and in the case of Hispanics, acculturation plays an important role.
World Cup and Twitch Provide Great Glimpse to the Future
With World Cup over, it can be deemed an overall global success not just in soccer, but in sports
business. Brands were able to use social media to deliver messages more than ever, via nontraditional outlets like Twitch, a trend that will only increase.
Facebook New Customer Tracking Tool for Brands, No ‘Magic Bullet’ According to Analyst
Facebook unveiled a new anonymous customer tracking tool called“Journeys” so brands can see where consumer interact with brand advertising and their paths to decision-making. We asked Andrea Lopez, head of the social media agency Socialyse in Miami, to evaluate this new Facebook tool for advertisers.
Three Tools to Help You Target Hispanics Via Mobile
We talked to Adsmovil’s Alberto Pardo about the main challenges and recommendations to reach Hispanics effectively through mobile. Hispanics are a hugely important part of the U.S. population, and communicating successfully with them demands a holistic understanding of the consumer’s identity and behavior.
Wal-Mart Surpasses eBay in Online Retail Visitors
We looked at the top 15 online retail sites visited by shoppers in the US and how they scored in number of visitors in May 2018.
