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Disney VS Netflix, consumers’ thoughts about Amazon, and retail marketing insights. A summary of the most relevant consumer insight research. If you’re trying to keep up with the latest happenings, this is your one-stop-shop. Check out the previous consumer insights roundup here.

 

  • There doesn’t seem to be a clear winner in the Disney VS Netflix fight yet. According to a new survey by Piplsay, half of Americans surveyed said Disney Plus is “as good as” Netflix. On the other hand, 28% said it’s not as good, while 23% said they think it is better. In addition, 37% of respondents said Disney Plus is better than Amazon Prime Video and Hulu. Also, about 42% said Disney Plus is as good as Hulu. Finally, 40% said Disney Plus is as good as Prime Video.

 

  • A survey by Convey of 2,000 U.S. consumers indicates a good amount of people don’t really like Amazon but shop there any way to get free shipping. The survey found that 24% of those surveyed had negative views of Amazon’s impact on the retail industry. In a similar way, 27% felt “very or somewhat” negative about the company’s effect on the environment. However, 21% of those respondents who worried about Amazon’s impact on the industry still bought half of their goods on its site. About 24% who thought Amazon’s practices are damaging to the environment also bought half their stuff there. 

 

  • According to the “State of Consumer Behavior Report 2020” from Raydiant, 69% of respondents said a good in-store experience is either important or very important to them. Almost two-thirds (62%) find store associates helpful. More than half (57%) of respondents said they would go to physical locations for exclusive discounts, but 23% said they would care for unique experiences. More than 68% of respondents searched for a better price online after finding a product at a physical store.

 

  • A survey of more than 2,200 U.S. adults from Morning Consult and PRWeek found 41% of Millennials like when brands show their commitment to social causes. However, 39% think companies are trying too hard to make it look like they care. About half (46%) of Baby Boomers and Gen X feel (42%) feel that companies “try too hard”. Finally, 35% of Boomers and 33% of Gen X like brands that “show off their commitment.”

 

  • A new report from agency Boston Digital titled ‘How Brands’ Social Media Impacts Consumers’ that surveyed 554 respondents found brands need to be entertaining online. Two thirds (65%) of consumers say they are more likely to purchase from a company they’ve followed for a month. More than half (54%) are ‘very’ or ‘extremely’ likely to look at a company’s social presence while researching a product. However, more than half (51%) said content needs to be relevant to them.

 

 

At the 2019 Portada Event in Mexico City, we had an insightful Q&A session with Germán Villegas, Digital & E-Commerce Manager at Colgate Palmolive Mexico. He shares his know-how for driving growth at the consolidated mega-company, their E-Commerce numbers and investment plans, the future of segmentation strategies, and shares the name of online retailers with innovative tools for marketers.

Interview conducted by Alejandra Velazquez

There’s Always Room for Growth 

Nowadays, consumers look for relatable stories, not product descriptions. Keeping this in mind, we asked Germán Villegas how Colgate Palmolive drives growth for such basic necessities like toothpaste and soap. 

Germán Villegas

“We are touching real, daily consumers by leaving aside the old concepts of “perfect smile” with perfect-looking models. At the Portada Brand Star Committee session (one of the three units of the Portada Council System that met in Mexico City during Portada Mexico), we talked about the importance of reaching diverse audiences, cultures, and minorities to make them feel supported and listened. For example, we’re currently running a campaign that no longer talks about 12 hours of protection, fresh breath, or white teeth. It speaks about positivity. In the ad, a plus-sized woman says “when people say my curves are not attractive, I smile”. We want to transcend Coca-Cola-type messages like “you have to be happy”. We’re focusing on giving visibility to the most effaced members of society. That way, we are much more than just toothpaste. We are an optimistic story.”

Germán Villegas, Digital & E-Commerce Manager at Colgate Palmolive Mexico, will be one of the dozens of brand marketing innovators present at Portada Miami on June 4, 2020. If you are interested in participating in Portada Miami and/or in Portada’s networking and knowledge-sharing platform with brand marketers please contact us here.

We’re focusing on giving visibility to the most effaced members of society. That way, we are mucho more than just toothpaste. We are an optimistic story.

“Growth will happen organically and naturally in time. But beyond expecting things to fall into place, we are experimenting with micro trials now that we can. We are developing segmentation strategies with our clients, learning together about the industry’s ROI, and investing micro amounts. That way, we can learn where to invest more precisely. In other words, we pour money into trials little by little instead of betting millions blindly in the wrong place.”

TV vs. Digital Media: Time to Jump Ship? 

Colgate has always used traditional TV as its strongest media. What are your offline vs. online investment numbers, and has digital won over television? 

We’re closing 2019 with 30% on digital media and the rest is all offline. I believe television is still pretty strong, above 50%. However, we’re trying to invest a little less on TV in 2020. We’re not going straight to digital all the way, but we’re applying our trial and error strategies to see how far we can go, and perform a lot of focus groups to make drastic but informed decisions. 

TV already lost investment this year. I believe the past few years it used to close at 80%, and I think this year it went down to 60%. Next year it might close at 50%. In a few years, there will be very little content produced for TV. The U.S. is already making digital television, which will surely be very attractive to invest in because marketers can program different content for each spectator using digital technology. It might or might not contribute to our television portfolio, but it’s definitely a tendency. “

How do you choose what goes on TV? 

Right now, we’re looking for video production agencies. We’re trying to think digital before TV because we could produce custom-made pieces based on segments. We’ll make many digital pieces for specific targets, and from there we’ll cut a more generic TV ad. We used to make the TV ad and then upload it to the web, but it doesn’t work that way. It’s the other way around. You build a digital strategy based on segmentation. Those measurements help us choose what to show on the much more expensive TV airtime. “

Segmentation Strategies: The Right Message for the Right Ears 

segmentation strategiesTell us more about CP’s segmentation/targeting strategies. Is there room for evolution?

“Massive service providers like Facebook and Google sell us advanced ‘audiences’. These audiences aim to stop segmenting per demographics and switch to consumer attitudes. For instance, no longer targeting “men 30-45 y.o.” and such, but profiles based on passion points. We can segment per sports fans and athletes, music buffs, art followers, etc, and pinpoint a campaign for each. 

We pour money into trials little by little instead of betting millions blindly in the wrong place.

Facebook offers a very interesting product in its portfolio that lets you edit the text of your ad. That way we can sell the same toothbrush by talking about this weekend’s soccer highlights or the newest song from a popular artist. We can write copy as necessary to make it more clickable to the individual seeing it. That’s a great tool. 

A good challenge for future evolution is doing regional segmentation. Since marketing is too separated from the media department, it’s an opportunity for the industry. The brand manager could tell us if sales are decreasing in the south, so we could do our research and see why. That way we could develop specific solutions for localized issues. But right now, we still make advertising for the entire country. “

What: Eugene Santos, Senior Manager, Advertising & Marketing, Multicultural at Kia Motors gave Portada his 4 key insights on automotive brand marketing and how to win Hispanics’ hearts.
Why it matters: It’s no secret that Hispanics love a good car. The auto industry in the U.S. is growing, just as well as the multicultural population in the U.S. According to a Statista timeline, digital advertising spending of the U.S. automotive industry is expected to reach US $15.5 billion this year.

 

Automotive brand marketing is just like marketing in any other industry. In order to get it right, marketers need to approach it with the right set of tools and a great deal of creativity. Add a multicultural component to the mix, and you’ll get a more complicated task. However, if brands take the time to really understand the target and the way consumers relate to the category, they might end up getting a recipe to success.

Eugene Santos

When the 2018 Kia Rio was named one of the top 10 best vehicles for Hispanics by the Hispanic Motor Press Foundation, the company had already been targeting this multicultural segment for years. However, Kia Motors only started selling cars in the U.S. in the 90’s. How does a relatively new brand compete with powerhouses of the automotive industry in order to gain Hispanics’ hearts?

We talked to Eugene Santos, Senior Manager, Advertising & Marketing, Multicultural at Kia Motors to get his key insights about what the brand is planning to engage Hispanic consumers more effectively.

 

We use AI to engage consumers who are in the ‘discovery’ and ‘research phases of their consumer journey.

1. Automotive Brand Marketing 101: Make Sure You Engage Your Consumers

Firstly, says Eugene Santos, you have to ensure you understand how your consumers engage with your content. Like any other brand, Kia uses a mix of KPI’s and likes/dislikes ratios, but it is also aware of the important role of the right technologies. “We use AI to engage consumers who are in the ‘discovery’ and ‘research phases of their consumer journey,” explains Santos. ” This gives us an opportunity to look at the multicultural aspect as well.”

 

2. When Targeting Hispanics, Always Think In-Culture

According to Kia’s latest reports, sales grew 1% in May, mostly thanks to a rise in sales of a favorite of Hispanics— the Kia Soul. “Hispanics are a big part of our success, especially in a flat market,” reveals Santos. “The multicultural segment growth has allowed us to stay on pace or ahead of business plans. The Soul has traditionally over-indexed within the Hispanic segment. It tends to skew towards a younger audience and mirrors the demographics of the Hispanic consumer.”

Kia Soul - Automotive Brand Marketing Case StudyTherefore, these results show the brand is already doing something right. When asked about the approach Kia takes when marketing to Hispanics, Santos hits the nail in the head. “We don’t like to approach this segment by thinking ‘Spanish or English’? But rather, ‘How do we communicate in-culture? And that can be a combination of either language as it relates to our target audience and the look/feel of our campaign.”

 

 

3. Choose the Right Message, Make it Emotional

When asked about messaging, Santos explains that the brand continuously tries to build an emotional connection with the Hispanic segment. The new campaign will “tell the story of the ‘unsung heroes’ who work hard to accomplish their life’s mission but don’t necessarily crave the spotlight.” Kia has previously incorporated into their narrative real stories of hard-working Latinos (watch below). Santos says “this will bring a connection Hispanic consumers by showing Kia lives by the same values as them.”

4. Learn From Your (More Experienced) Competitors

In 2017, Dealer Marketing Magazine reported that vehicle purchases by Hispanics would double from 2010 to 2020. Because of tradition from their origin countries, Hispanics have a famous fondness for Japanese cars. In fact, in 2014, Hispanics were contributing to nearly 40% and 30% of total brand growth for Toyota and Nissan, respectively.

Thus, we wanted to know Santos’s thoughts on how the relatively new player from Korea competes with these brands. “They’ve been communicating with the Hispanic segment for a very long time, longer than Kia,” agrees Santos. “I started my automotive career at Honda, and having seen their work ethic first hand, I am proud to say that Kia is on its way.”

But what sets Kia apart? Its “Give it Everything” philosophy, that “underdog spirit that has helped us improve our vehicle quality, and technology that has allowed us to outperform even luxury brands,” shares Santos.

In conclusion, Kia is young, but it is on the right track towards Hispanics’ hearts. To find out more about automotive brand marketing first-hand from the experts, join Portada New York!

 

 

What: To leverage the UEFA Champions League, Pepsico launched a 360º campaign spanning 13 Latin American countries featuring some of the sport’s greatest household names.
Why it matters: The campaign offered an integrated experience through a variety of platforms and social networks, as well as mechanics tailored to each market in order to spark consumer engagement.

 

Hosted by the UEFA, the Champions League is the annual sports event that captivates the most spectators globally. Pepsico, ever the master in larger-than-life partnerships, has wisely profited from the event’s massive audience, launching a campaign along with the soccer powerhouse for the fourth consecutive year.

Their latest joint venture spanned over 13 Latin American countries and lasted three months starting in April, and it featured some of the sport’s greatest household names: Argentina’s Lionel Messi, Spain’s David de Gea, Uruguay’s Luis Suárez, and Chile’s Gary Medel.

The idea was to create a comprehensive 360º campaign to offer participants an integrated experience through a variety of platforms and social networks acting as points of sale. First, they forged a strategic partnership with ESPN to keep viewers interested and foster interaction all throughout the tournament. Then, its local branches conceived cleverly focalized campaigns per region throughout Latin America, that used different mechanics based on their consumer’s profile, behavior, and what dynamics they find the most engaging.

For example, Chile’s Minuto de Gol required participants to guess the exact minute the first goal would be scored. Demuestra tu pasión asked consumers in Guatemala to solve a trivia. El llamado de la Champions coaxed Mexican fans to register as many codes as possible to accumulate points. For Brasil’s self-explanatory Lay’s te leva para la final da UEFA Champions League, all viewers had to do to participate was registering a code online. Participants could win from Lay’s products and official UEFA playing balls to the ultimate prize: a trip to watch the final, Tottenham vs. Liverpool, at the legendary Estadio Metropolitano in Madrid.

Portada talked to Nicolas Lopez Marti, Senior Director, Core Salty Brands, Central and South America at Pepsico, in order to find out more about the strategy behind the campaign.

 

Nicolas Lopez Marti is a recent addition to Portada’s Brand Star Committee Latam. The committee’s next in-person meeting will take place at Portada Mexico, 17 October 2019.

 

Portada: Which were the 13 countries that participated in the campaign?

Nicolas Lopez Marti: Colombia, Peru, Chile, Argentina, Uruguay, Paraguay, Guatemala, Honduras, El Salvador, Costa Rica, Panama, Puerto Rico and Republica Dominicana.

 

Portada: Was the campaign also aimed at Hispanic audiences in the U.S.?

N.L.M.: Lay’s has a strong presence with Hispanic fans on sales points. Based on our knowledge of the audience, we’re completely sure that by featuring Lionel Messi as the campaign’s main international spokesman, we’d be able to connect with them on a special level.

 

Portada: Which media did you use the most? Broadcast, video, social…?

N.L.M.: It was an integrated campaign, present on OOH, radio, TV and very strongly on digital media. We also added PoS dynamics and interactive games so the consumers could get the full soccer experience when they purchased their Lay’s.

 

Portada: Which were some of the most outstanding activations?

N.L.M.: Throughout February, we had the actual “Orejona”, the famous Champion’s League cup on display at a huge public event in Guatemala, featuring celebrities and players. We also planned an interactive activation to complete the virtual “Topps” figurine album, which is very famous in Colombia, Argentina, Peru, Uruguay, and Paraguay.

 

Portada: What has been your main social media strategy?

N.L.M.: Our already strong regional presence on Instagram and Facebook, and influencers from each country narrating their experience live during the actual final match.

 

Portada: Did you notice a direct impact of the TVC on your social media initiatives?

N.L.M.: Absolutely. Showing superstars like Messi, Suárez, De Gea, and Medel touched consumers directly; they felt widely motivated to interact with Lay’s on social networks and participate in the dynamics. Plus, the prize to see the final in Madrid was the greatest motivator to interact with the brand.

 

 

A bi-weekly summary of the most exciting recent news in marketing technology and trends. If you’re trying to keep up, consider this your one-stop shop.

  • Spotify is going gangbusters on podcasting. The streaming platform developed by Swedish company Spotify AB has announced plans to purchase the narrative podcasting company Gimlet Media for US $230 million as well as Anchor, a platform for creating and distributing podcasts. Spotify’s expansion is fueled by a purchasing budget up to US $500 million year, according to reporting by Yahoo Finance.

 

  • The South American dairy company Conaprole has announced it’s the first business in Uruguay to launch a marketing campaign on Snapchat. A campaign to promote Yoprole yogurt product Banatilla on Snapchat targeted youths between the ages of 13 and 20. Snapchat offers the dairy products company the opportunity to build brand recognition among younger consumers, according to Alejandra Miranda, director of the Snapchat initiative.

 

  • Advertising technology giant Taptica has announced its intention to create a new, more powerful and independent video advertising company with the acquisition of RhythmOne. The programmatic video capabilities of RhythmOne, plus its expertise in connected-TV devices will be combined with Taptica’s subsidiary company Tremor Video DSP which specializes in TV retargeting.

 

  • San Francisco-based mobile and marketing analytics leader AppsFlyer predicts that investment in mobile apps will grow 65% worldwide by 2020. Their growth forecast foresees a 34% annual increase in spending on mobile apps each year.

 

  • A survey of 501 marketing and branding decision-makers by Bynder reveals marketers struggle most with deciding which technologies to invest in. Marketers also reported relying more on social media while they said they struggle with the threat of algorithm changes to online brand engagement.

 

  • Who’s more likely to click on your paid internet ads? A lot depends on your ad viewers’ ages and the search engine they use, according to an analysis by Clutch. Baby boomers (38%) were found to be the most prone to click on branded paid search ads, while Google users (36%) were more likely to click on paid search ads related to their searches. Viewers of ads on YouTube and Amazon (33%) were more likely to click if the ad featured a familiar brand.

 

  • Marketers are in love with influencer marketing, according to survey results performed by SocialPubli.com and published in the 2019 Influencer Marketing Report. More than 90 percent of marketers surveyed said they were using influencers to promote their brands, and 60 percent said they expect to increase spending on influencers this year.

A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.

  • DeloitteDeloitte has published its 22nd annual edition of the Football Money League. According to the consulting company, Real Madrid was the world’s highest-earning soccer club during the 2017/18 season, with a total of US$852.8 million. This represents an increase of 6% in comparison with last year’s statistics. In second place comes Barcelona with US$784.2 million, followed by Manchester United, who sit third in the list, with US$756.5 million. In total, the 20 top-earning clubs worldwide generated a record figure of US$9.4 billion.

 

  • Facebook has had quite a success with its Uefa Champions League group stage coverage. More than 8.8 million people in Latin American countries have engaged with the social media platform, according to a report by MktEsportivo. The content posted on the social platform has generated 1.3 million comments, as well as a further 10 million reactions.

Subscribe to Portada daily Sports Marketing Updates!

  •  FloSportsFloSports has locked the exclusive English-language broadcast rights in the US of Concacaf’s new Nations League international tournament. The multi-year agreement will see FloFC provide live coverage of the competition’s qualifying and knockout rounds through 2022. The rights package also includes on-demand content.
    “This a landmark deal for FloSports as we continue to expand our soccer coverage,” stated FloSports co-founder Mark Floreani. “The CONCACAF region represents some of the most competitive teams and players, and we’re thrilled to give fans access to these world-class games.”

The Portada Brand-Sports Summit in Los Angeles on March 15, 2019 (Hotel Loews Santa Monica) will provide a unique setting for brand marketers to learn about the opportunities sports and soccer content offers to engage consumers in the U.S. and Latin America.

  • Real Madrid C.F.⚽Real Madrid TV is coming back, with Javier Baena, previously an audiovisual assistant at La Liga, to oversee the commercial aspect of the project. The club will try to commercialize individual content or programming to international broadcasters or other media organizations, including brands.

 

  • Telemundo Deportes has revealed some details of its 2019 Copa America coverage plans. The broadcasting network will present all 26 matches live in Spanish on Telemundo, Universo, and Telemundo Deportes’ app and digital platforms. The will take place in Brazil from June 14-July 7.

A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.

  • zulilyThe Seattle Sounders FC announced a new jersey-front sponsorship deal with online retailer Zulily. In addition to its new relationship with the Rave Green, Zulily is also partnering with National Women’s Soccer League side Seattle Reign FC. This is Sounders FC’s first new kit sponsor since joining the MLS in 2009. “When searching for our next primary kit partner, we approached the process thoughtfully and with considerations beyond merely the front of our jersey,” said Sounders FC Owner Adrian Hanauer.

 

  • Mediapro received the Spanish rights for the 2022 World Cup in Qatar, from FIFA. The Chinese media giant is planning on launching a dedicated 24/7 television channel to house its extensive coverage of the competition, which will include additional programming, analysis, news, interviews, training sessions, press conferences, and historic matches.

Subscribe to Portada weekly Sports Marketing Updates!

  • Copa Libertadores 🏆BeIN Sports has secured a four-year media rights deal to Copa Libertadores and Copa Sudamericana club competitions, in the US and Canada through 2022. The matches will be broadcast on English and Spanish channels, as well as BeIN Sports Connect, the broadcaster’s streaming platform. “The new agreement and strong partnership with Conmebol allows us to further cater to our unique audience, evolving our coverage from the best of the weekend to now the best of the week with our robust broadcast commitment for these must-watch tournaments,” said Antonio Briceño, BeIN Sports’ regional deputy managing director.

 

  • Austin FC has become MLS’ 27th club, starting its pro season in 2021. The club will become the city’s first team in a major professional sports league, playing in a privately funded US $225 million soccer stadium at McKalla Place.

 

  • Univision has announced plans to feature a regular time slot for Liga MX Femenil matches on its platforms. The women’s soccer league will be shown on Monday nights during the 2019 Clausura schedule on UDN, which started on Jan. 21.

Join us at PORTADA LOS ANGELES on March 15, 2019, at the Loews Beach Hotel Santa Monica, where we will dive deep into sports and soccer marketing’s preeminent topics. Speaking engagements include Tiago Pinto, Global Marketing Director, Gatorade who will provide answers to the question: “Will Corporate America jump on the soccer opportunity?”Attendees will also be able to benefit from Portada’s meet-up service of three eight-minute meetings with top brand executives!

  • Jacob & CoLionel Messi has signed a three-year partnership with watchmaker Jacob & Co. Together, the jeweler and Messi have created a limited-edition watch, known as the Epic x Chrono Messi, which is being sold at a retail price of US $28,000 each. Under the terms of the arrangement, Messi will work with the company on other projects in order to produce further limited-edition products.

 

  • The Chicago Fire Soccer Club and Motorola announced today a three-year partnership agreement, naming the Chicago-based mobile communications company the official jersey partner of the Club. “As a proud Chicago-based company, Motorola is thrilled to further our dedication to our hometown by teaming up with the Chicago Fire Soccer Club,” said Rudi Kalil, vice president, and general manager, North America at Motorola. “The Chicago Fire is the latest to join our roster of iconic Chicago sports partnerships. Much like Motorola, the Chicago Fire are forward-looking, agile and driven to win, which made this partnership easy to root for.”

What: Portada talked to the two minds behind the new Got Milk? campaign: Steve James, Executive Director of the California Milk Processor Board, and John Gallegos, CEO of Gallegos United to find out more about the cultural attunement insights behind the effort.
Why it matters: The unprecedented growth of the US multicultural population is calling all marketers into action; by analyzing how experienced companies deal with the cultural attunement question, we can gain helpful insights as to the most effective ways to (not answer it) approach it.

First launched in 1993 by the California Milk Processor Board, the “got milk?” advertising campaigns have become one of the most referenced, beloved, and awarded campaigns in marketing history. A long list of celebrities (from Britney Spears and the Friends cast all the way to Kermit the Frog and the Simpsons) with milk mustaches and a memorable slogan have definitely earned the brand good health over the years, but both the landscape and the organization’s approach to milk have changed.

Until recently, their work followed a clear targeting strategy: appealing to the “general audience”, and to Hispanics in a more separate and specific way. And for almost two decades, the strategy worked like a charm: in 1996, 4 years ahead of the 2000 census which showed that Latinos comprised a staggering 32% of the population, the CMPB launched its first original campaign in Spanish, “Familia, amor y leche”.

In 2006 it was replaced by “Toma leche”, an effort to unify the agency’s English and Spanish work by using humor as a vehicle for touting milk’s multiple benefits. In 2011, successfully appealing to the segment’s more hopeful and aspirational traits, they came up with the character “The Master of the Glass Half-Full”, adopting “positivity” as a direct response to Coca-Cola’s appropriation of “happiness”.

But now, after 24 years and more than US $2 billion of marketing support, per capita consumption of milk is once again caught up in a sustained, albeit more complex decline. From 2012 to 2017, milk sales fell 3.5 percent, while dairy alternatives grew by 4 percentaccording to CNBC. And since the early 2010s revealed that milk may not be the key ingredient to building healthy bones and preventing osteoporosis as it was long believed to be, its place in the food pyramid has been threatened, too. As part of our long-going search for insights that help identify what attributes or qualities make a brand multiculturally appealing, we talked to CEO of Gallegos United John Gallegos and Executive Director of the CMPB Steve James about the new culturally-driven Got Milk? campaign.

1. Cultural attunement is elusive; when in doubt, go for the universal

In the face of challenges, the CMPB partnered up with the agency Gallegos United, an agency with experience in culturally attuned campaigns, such as the TurboTax Chupacabras ads. Then, CEO John Gallegos brought his experience to the table from the get-go, pertinently realizing that, “although Hispanics are a growth driver for the business, there’s always the danger of making the effort ‘overly Hispanic’ or to generalize the message where it doesn’t have as much impact with Hispanics”.

The strategy shifted […] to unifying the already vastly diverse Californian market with a universally relatable ad campaign.

The new goal was to avoid segmenting and alienating consumers by over-polarizing the message, so the strategy shifted from “diversifying” to unifying the already vastly diverse Californian market with a universally relatable ad campaign depicting children’s relationship with milk for an audience of cross-cultural Millennial parents, the largest and fastest-growing volume consumers in the Californian market. “We think these children and their busy, over-scheduled, over-committed lives are a universal phenomenon, not just Hispanic”, says Steve James, Executive Director of the CMPB. “Millennial parents can also relate to this, since they’re as heavily involved as the children”. Ironically, if you want specific demo groups to identify with it, make it as universal as you can.

2. The honest perspective of children helps bring it home

One of the things that make the ads so relatable is that kids are actually honest and enthusiastic spokespeople for the product: as Steve James pointed out, recent research from the dairy industry indicates that a vast majority of kids love drinking milk and would be happy to drink more, but that their parents are the ones limiting their portions and offering other options. So the campaign aims at both children identifying with the problematic and making parents realize that they might not need other options. Even the ad with the boy going “Ah, pica!” when trying some hot sauce, appeals to all Californians because “salsa” is universal for them; which talks about how cultural attunement is a two-way phenomenon.

The segment gets both inclusion and greater exposure levels than the “general audience”, a term whose lines keep blurring more and more.

And in the era of vast options, the toughest challenge for marketers is managing an immensely broad media landscape while creating the now essential emotional connection with consumers. Steve James explains: “We’re speaking to consumers where they are, whether it’s on television, digital, social media, streaming, point of sale… We’re trying to find consumers at any possible touch point we can”. And that might just be the only differentiating factor between the two recently unified segments, since Hispanics over-index on portable devices, digital devices, and digital consumption. As a result, the segment gets both inclusion and greater exposure levels than the “general audience”, a term whose lines keep blurring more and more.

3. Television still stands out among more modern media

However deep into the age of the portable device, good ol’ television is —surprisingly enough— still the key player to start the conversation. “If you’re not on television, you sort of don’t exist,” asserts James, “people expect you to be on TV, so we’re spending a lot of our media dollars on TV […] and point of sale this year, where we’re increasing our spend in retail so that we can connect the dots”. But the days in which campaigns could rely mostly on television are over and done with, which represents a huge challenge for traditional players who started campaigning more than two decades ago. “We used to be able to produce a commercial or two and run them on three networks and call it a day, and that was all you had to do. Now, we’re trying to reach people through their streaming devices and their cellphones and their iPads and social media”, says James. “We’re doing all we can to adapt to that new environment”.

But how are Gallegos and his team planning to actually connect with their audience beyond ad placement on multiple devices? One of the most notable trait of Millennials is their constant and active search for answers, unlike previous generations that just accepted the wisdom of their parents or society. So one of the most important activations of the campaign will be based on joining the conversation and give new parents “something they can count on”, as one the campaign’s taglines declares.

“If a millennial parent has a question like ‘should I be serving more milk?’, or ‘is milk so good for my kid?’ we want to be in the conversation,” states Gallegos. “We want to be talking to influencers, whether it has to do with food, health, or nutritional benefits. And many of those conversations are happening online and in the social media. We’re hoping to meet that challenge by providing a lot of good, solid, factual nutrition information to those people who are searching for it”.

A cool-looking kid welcomes Facebook users to the “got milk?” with the line “I don’t trust men who don’t drink milk”

4. A campaign’s success depends on “when” as much as on “how”

For example, they tapped the cereal and granola consumers by branding such products with a reminder in 2015

In marketing, it’s not all about the how, but also about the when. Timing is crucial for an ad campaign to reach its audience in the correct context and mindset. According to Jennifer Mull, Chief Marketing Officer at the Gallegos United collective, following the campaign launch in July the agency is creating a ‘crescendo’ during the Back-to-School timeframe, “Building on media every week with the addition of social, digital content, radio, and point of sale. [It’s] the season when families get back into their routines for the school year, so it was important to remind them how they can count on milk to power through their daily lives at any and all times,” asserts Mull. “[We’re] also planning a big consumer activation that will bring to life how kid’s lives are tough and milk is always there to get them through it, the details of which are still in development”.

The ‘You Can Always Count on Milk’ campaign is a multi-billion effort meant to touch all of California’s consumers and advertising will be unified across all segments with English and in-language communications in Spanish, Chinese, Korean and Tagalog. We’ll wait to see how it turns out.

A summary of the most exciting recent research in brand marketing in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

More than half of consumers age 54 and younger surveyed by Hubspot claimed to want to see more videos from brands they support. Some 47% of consumers age 55+ also want to see more videos from brands they support.

According to a study from YouGov Brand Index, the top 10 best-perceived brands of 2017 were: Amazon, Netflix, Amazon Prime, YouTube, Google, Nike, Dawn, M&Ms, iPhone and Apple. The brands with the highest ad awareness of 2017 are GEICO (repeating as number one), McDonald’s, Verizon, Walmart, AT&T, T-Mobile, Subway, DirecT, Progressive and Home Depot. The five brands with the biggest ad awareness gains in 2017 were Amazon Alexa, SlingTV, Lyft, Hulu and Blue Apron.

A survey from Sprout Social of 1,000 US internet users last September found that two-thirds want brands to take a stand on social and political issues.

According to marketing consultancy Vennli, more than one in three agencies (36%) say they’re always re-thinking the client’s entire strategy when developing a pitch during the review process, yet only 7% of marketers reported seeing this happen in all pitches. 34% of agencies say they think one of the most common reasons they win a pitch is because their “brand is recognized and respected in the market,” but only 15% of marketers asserted that this played a role when selecting an agency partner.

A new report from BI Intelligence, Business Insider‘s premium research service, found that influencer marketing ad spend is poised to reach between $5 billion and $10 billion in 2022. Taking the midpoint of $7.5 billion as a base case, this represents a five-year compound annual growth rate (CAGR) of 38%. Nearly 40% of influencers believe that overly restrictive content guidelines are one of the biggest mistakes brands and agencies make when working with them.

According to a new market research study by Technavio, the global personal safety tracking devices market is expected to grow at a CAGR of close to 13% during the period 2018-2022.

According to new research from digital research firm L2, only 94 of 2,303 — or 4% — earned their “genius” moniker, a term reserved for brands that “leverage tech and data to personalize not just marketing but also products; render content like blogs and lookbooks shoppable; partner with e-retailers (and not just Amazon) to boost search and reach; evolve desktop display to mobile display and desktop video; and integrate online and store experience.”

 

A summary of the most exciting recent research in brand marketing in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US-HISPANIC MARKET

According to a study from Shareablee, brands get more bang for their buck paying a publisher or influencer to produce a branded-content post through their Pages and paying to promote that post as an ad instead of a post published to the brand’s own Page.

A study from Persistence Market Research (PMR) is predicting that the global programmatic advertising platform market is set to enjoy a compound annual growth of 33.3% from 2017 to 2025 when it will likely be worth around $30 billion.

Dentsu Aegis Network announced Wednesday the acquisition of U.S.-based HelloWorld, a promotions and loyalty group that will roll into Merkle’s loyalty division to improve on the agency’s people-based marketing offerings.

This piece looks at trends in the luxury market for 2018.

The ANA (Association of National Advertisers) has acquired another leading trade group, the Word of Mouth Marketing Association (WOMMA), a group of companies committed to progressing the word of mouth marketing industry through advocacy, education, and ethics.

According to InMoment’s 2017 Retail Trends Report, more than 50% of consumers value in-store interactions with friendly and knowledgeable staff, and positive in-store interactions can raise customer satisfaction by 33% — with higher rates reported in fashion and sports retail sectors.

Amazon and consumer product companies like Procter & Gamble and Clorox are discussing the possibility of advertising via the e-commerce giant’s Echo devices and Alexa voice assistant, according to sources from CNBC.

Gen Z is the first generation fully comfortable online and offline with a demonstrated ability to simultaneously utilize digital, physical and hybrid tools, according to a report by business intelligence platform PSFK.

eMarketer estimates nearly 84% of U.S. digital display dollars will transact programmatically by 2019.

LATAM MARKET:

L’Oreal will expand a media ownership strategy it piloted in Mexico to other Spanish-speaking countries to generate first-party cookies from its customer base.

Adoption of self-service kiosks, which help brands get closer to consumption patterns and consumer behavior, is gaining momentum in the emerging countries such as Brazil.

 

A summary of the most exciting recent research in brand marketing in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US-HISPANIC MARKET

According to research from Accenture cited by eMarketer, 41% of consumers have switched the brands they buy from because of poor personalization, and 50% say that they did so because of “poor customer experience” in general. This mistake represents a total of $756 billion in lost retail and brand sales.

A new study from RetailNext found that 2017’s Black Friday event saw less foot traffic, but still experienced a combined 4.8% increase in sales compared to 2016.

A new study released today by Engagement Labs found that an estimated 19 percent of consumer sales are driven by offline and online social conversations. 

Content marketing platform Linqia‘s new study, “The State of Influencer Marketing 2018,” found that 86% of marketers reported using influencer marketing in 2017 — and, of those, 92% said it is an effective strategy.

A recent study by Shutterstock found that 88 percent of U.S. marketers surveyed agreed with the statement “Using more diverse images helps a brand’s reputation.”

StreamOn, a new study by Market Strategies International, has found that only 11% of all streamers pay for live streaming television.

Tiffany & Co. is the favorite luxury jewelry brand among wealthy millennials, followed by Cartier, Pandora, and Chanel, according to a recent survey by consumer-research group MVI Marketing. Rolex was the top brand for watches, followed by Apple, Omega and Cartier.

Research from search intelligence platform Adthena found that Amazon took 49.65% of the consumer electronics category’s click share during October and November of 2017. Director of Product Marketing at Adthena Ashley Fletcher credits this to their preference for pure brand terms, versus generic terms.

LATAM MARKET

Latin American media owners’ net advertising revenues (NAR) are set to grow by +9.3% in 2018, to US$26.3 billion, following a +7.3% growth in 2017;  thanks to a more robust economic recovery in the region, according to MAGNA.  Television remains the top media category in the region with 54% of total advertising sales while Digital advertising in Latin America remains lower than the global average.

According to a new report by research firm Counterpoint, 99 percent of Smartphone Sold in Argentina are LTE Enabled.

A summary of the most exciting recent research in brand marketing in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

According to a recent survey of readers in the digital marketing space by SmartBrief, data is at the top of the list of purchasing priorities for marketers: More respondents said their companies plan to invest in data and measurement products and services over the next 12 to 18 months than any other type of marketing product.

SaleCycle’s remarketing report has revealed that the global cart abandonment rate for Q3 2017 reached 78.4%, representing a 1.5% increase from the previous quarter.

According to Inskin Media, the effectiveness of online ads has more to do with the relationship the reader has with a publisher than the surrounding editorial content: Ads on the branded publisher sites increased awareness by 60% compared to the ads on other sites, and among readers with a close relationship to the publisher, awareness of ads was 152% higher than among those who saw the ads elsewhere.

A study from Branding Brand and Leanplum found that more than 60% of Black Friday shoppers are set to use mobile apps rather than desktop websites to hunt for bargains this year.

The Nielsen Global Brand-Origin Report was based on surveys of more than 31,500 online respondents in 63 countries and examined consumers’ preference for and sentiment toward products manufactured by local manufacturers versus large global/multinational brands across 34 categories. Categories where consumers were more inclined to opt for a locally manufactured product over a global brand included dairy products (54%), biscuits/chips/snacks/cookies (32%), ice-cream (31%) and mineral/bottled water (30%).

DMA’s Consumer Email Tracker 2017 report found that 44% of people have set up dedicated email accounts to receive marketing messages. And when people check marketing emails, almost half (49%) said they need to recognize the brand before opening any communication.

More than 93% of chief marketing officers have overhauled their digital strategy amid brand safety concerns, according to a study from Teads. As a result, 48% of those surveyed are reviewing relationships with suppliers and 55% are reviewing their agency relationships.

A summary of the most exciting recent research in brand marketing in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

According to a study by Survata, Instagram, with 22% of the vote, ranked No. 1 among 18- to 24-year-olds for the platform with the best natural ad experience, followed by Google with 21%, Facebook, 17%; Snapchat, 14%; YouTube, 11%; Pinterest, 8%; and Twitter, 7%.

Social Media Marketing Works: A study at University of Oxford, recently found that brands whose social marketing campaigns portrayed the brand as “more personable, emotional and less functional” – essentially more human – had a strong positive effect on brand awareness. There was, however, a difference of up to than 35 percentage points between the most and least effective campaigns, where content and style of the ad made a significant impact.

According to Tubular Intelligence, there are 181 videos from 91 brands that have more than 1 million engagements as well as 5 million views on YouTube. 

A new study conducted by IPG Mediabrands’ intelligence and investment unit Magna, the IPG Media Lab, analytics company Moat and programmatic software company The Trade Desk over the past year found that more viewable campaigns are also more likely to lead consumers to buy, click or register and that related standards achieve similar results.

Almost 80% of marketers said customer communications must include a two-way dialogue between brands and consumers that “more deeply engages customers, address[es] customer questions, resolves issues, influences purchase decisions, improves loyalty and increases transactions,” but that less than half (48%) of marketers thought current two-way communications platforms could meet those needs, including social media, messaging apps and chatbots, according to a study by LiveWorld.

A study by Kantar Millward Brown found no strong correlation between campaign success and factors such as industry category, region, or number of creative types used in a campaign, but that brands who communicate using human language, connecting with people’s emotions and “avoiding more functional words and phrases,” tend to perform better in advertising effectiveness.

A new study from Goldsmiths University and Adobe found that the majority of firms are not taking advantage of how AI can provide improved customer experiences. Almost two thirds (61%) of consumers said they were loyal to brands that tailor their experiences to them, yet less than a third of marketers are using AI to do so (32%).

The “Trust in News” study by Kantar found that traditional print and broadcast media brands are more resilient to accusations of “fake news” than social media platforms and digital news outlets and that news consumers are reading more widely and becoming more sophisticated in their engagement with news content, engaging in activities like “fact checking.”

 Smartling, a translation technology service, released findings of a new study that reveals content localization is a top priority for global brands, with 94 percent of marketers surveyed in the U.S. and Europe citing plans to increase spending on content localization in the coming year.

A summary of the most exciting recent research in brand marketing in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US-HISPANIC MARKET

According to the Annual Auto Reliability Survey, Cadillac is the least dependable car brand, followed by GMC, Ram, Dodge, and Volvo. 

A study by Mailjet revealed that engagement with Halloween marketing increases by 74% when the show Stranger Things is mentioned.

According to New York-based global communications firm Cohn & Wolfe, Google is the most authentic brand in the country, followed by Microsoft, Amazon, Maruti Suzuki and Apple.

Coca-Cola announced that it wants to release more alcohol mixers and smaller-batch beverages to adapt to people’s changing tastes, which are moving away from mass-produced sodas.

Cuties, a brand of mandarin oranges grown by Pasadena, California-based Sun Pacific Inc., came in on top of the lists of parents’ most preferred mandarin and favorite healthy snack brand according to the 2017 Brand Love Study, released by youth research firm Smarty Pants LLC. The brand saw a 43-point increase from the 2016 study, placing it at number 13 on the list of top 50 parent-preferred brands.

According to a study by Brand Keys, United States consumers feel the most loyalty toward Amazon and Google.

A study by The Ehrenberg Bass Institute (EBI) revealed that most of us take less than 10 seconds to arrive at a decision, while online purchases take 15 seconds or less.

Twitter announced in a company blog post that it’s bringing more transparency into advertising on its platform via an online Transparency Center, along with improving user controls over ad preferences and adopting stricter ad policies. At the same time, the company has agreed to have the industry watchdog the Media Rating Council (MRC) independently audit its ad measurements in order to appease brands, according to Marketing Land.

According to a new study published by Market Research Hub, “Hard Luxury Goods Market – Global Industry Analysis, Size, Share, Growth, Trends and Forecast 2017 – 2022,” with the rising presence of branded products among consumers, fueled by the significant increase in their disposable income, the hard luxury goods market is likely to continue perceiving strong growth over the next few years.

According to a new survey by marketing research center Ipsos and beauty brand Sally Hansen, most women wear makeup because they want it. 84 percent of women say beauty can be empowering, 69 percent say they wear nail polish for themselves, and 49 percent saying having a manicure gives them more confidence.

Facebook announced that it is allowing advertisers to match the most appropriate images and videos with the settings in which the ads will appear for more customized creative in ad placement.

In a new Morning Consult survey, 91 percent of respondents said they’d pay up to $10 per month for Netflix.

Affluencers, a powerful grouping of Affluent consumers who also influence others’ shopping and buying behaviors, represent 71% of all Affluents, according to the Fall 2017 Ipsos Affluent Survey released this month. The Survey defines “Affluent” as adults living in households with at least $125,000 in annual household income, a group that reflects the top 16% of American households.

LATAM MARKET

Cint, an Insight Exchange, today announced a strategic partnership with eCGlobal Research Solutions, a marketing technology solutions provider, to gain significant reach into the Latin America (LATAM) market.

The World Trademark Review’s Country Data Report ranked Mexico among the top countries for trademark registration activity and noted its huge potential in economic growth, alongside other key Latin America jurisdictions.

Emerging technology investment hub VelocityTX is planning a new fast-track program to help companies go international with its Brazilian partner Outsource Brazil.

A summary of the most exciting recent research in brand marketing in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US-HISPANIC MARKET

North American marketers are more likely to be increasing their marketing budgets for Amazon than they are for Google, Bing, Facebook or Twitter, according to new research published today. An Amazon-focused study by ClickZ Intelligence, produced in partnership with Catalyst, part of GroupM, has found that 63% of companies advertising on Amazon are planning to increase this budget over the next 12 months, compared to 54% for Google, 53% for Facebook, 27% for Bing and 23% for Twitter.

B2C marketing and analytics company Zaius released a report that shows that companies are not adopting Omnichannel marketing strategies like they claim to be. 40% of those surveyed say they have no omnichannel strategy in place for the 2017 holiday season.

In celebration of its 25th anniversary, the “Beef. It’s What’s For Dinner” campaign is being brought back with a new Millennial-friendly, all-digital media strategy.

The United States, China, Germany, Japan and the United Kingdom have the strongest national brands, according to Brand Finance’s annual study.

More than 90% of leading global companies with high levels of customer satisfaction use artificial intelligence (AI) solutions to increase customer satisfaction, compared to 42% of companies in their fields overall, according to a new report from MIT Technology Review and Genesys.

According to research from digital marketing company Netsertive, 87% of appliance purchasers said they prefer to buy in local stores, rather than online. 

Mintel announced the four key trends set to impact North American consumer markets over the coming year. Transparency, value, self-care, and automation are identified as the four trends to watch.

MediaCom is partnering with ad tech company Unruly to provide access to its proprietary ‘Cultural Connections’ research, which “quantifies culture” for the first time.

Ford has announced a new branding strategy, which is meant to disrupt the auto industry: The shift will include greater focus on accelerating the introduction of smart vehicles and services.

According to a study by coin-counting kiosk company Coinstar, most (65%) holiday shoppers set a budget and 25%  look out for sales to buy all or most of their gifts at a discount throughout the year. 14% shop at the last minute, 7% finish most of their shopping before Thanksgiving and 12% take advantage of Black Friday or Cyber Monday discounts, according to the report. The report claims that Black Friday will be the busiest online shopping day in US history. 

LATAM MARKET

According to research from Nielsen, Mexican consumers are increasingly seeking value as prices rise due to inflation. “As consumers seek higher value for their money, they’re spending more time shopping at discount and wholesale outlets, which allow consumers to shop for retail brands at lower prices. In addition to adjusting the channels they frequent, consumers are assessing price vs. volume in light via promotions, multi-packs, and larger pack sizes.”

New research from Rabobank predicts that demand for premium coffee will rise 6 to 7 percent in Brazil this year, and brands like Nestle and Coca-Cola are hoping to cash in.

According to research firm Gartner, the PC market has stabilized in Latin America, counteracting the decline observed in North America.

A summary of the most exciting recent research in brand marketing in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US-HISPANIC MARKET

According to a study from Advertiser Perceptions, 78 percent of marketers said that a recent digital or mobile campaign included ads that ran on more than 50 sites.

According to Interbrand‘s new2017 Best Global Brands Report, Apple, Google, and Microsoft are the top brands in the world.

According to a study by 9Honey and Dentsu Aegis Network’s Amplifi, single women gave brands a score of 6/10 when it comes to understanding their needs.

A new report from the CMO Council and Dow Jones reveals that 78 percent of marketers say that the brand safety scandal has hurt their brand’s reputation, and 50 percent that it has impacted brand affinity.

A study by CBD Marketing of more than 12.5 million social media posts and online commentary by millennials over 2016 revealed that millennials prefer healthy and natural foods, to cook and prepare meals, and are in favor of alternative food distribution vehicles like meal delivery and meal services.

Adidas and Jordan brand are the most popular sneakers in the U.S., according to market research firm NPD Group.

According to research from the Content Marketing Institute (CMI) and MarketingProfs, 80 percent of B2B content marketers agree their organization is focused on building audiences for their brand.

According to YouGov BrandIndex’s July release of favorite brands, Facebook and Netflix top the list of favorite brands for the past 12 months, with Facebook receiving a score of 83.5 percent and Netflix receiving 75.8 percent.

LATAM MARKET:

According to a new study from market research firm Euromonitor, mass beauty brands grew by 4.4 percent in 2016 in Brazil whereas luxury products rose 9.1 percent.

McCann Worldgroup was named Network of the Year at the 2ndedition of the Latin American Effie Awards during an awards ceremony at the Cartagena Inspira Festival in Colombia. The agency was the most-awarded network at the Latin American Effie Awards, after winning 21 metals.

J Walter Thompson‘s ‘Brand America’ report revealed that more than 40% of Mexicans have negative attitudes toward the United States.

Oath, the umbrella brand for all of AOL and Yahoo’s media and tech properties, is launching its first South American ad campaign, “#BuildYourBrand,” in Brazil, (as well as the United States, Canada, UK, Germany, France, Taiwan, Singapore & Hong Kong). The campaign includes broadcast, digital, print, social and out-of-home components

A summary of the most exciting recent research in brand marketing in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US-HISPANIC MARKET

Kenshoo‘s recent study, “Amazon: The Big E-Commerce Marketing Opportunity for Brands,” spoke to 3,100 consumers in the United States, Germany, United Kingdom and France, and 85% said that Google is a top resource for product discovery and research, while 72% of shoppers said the same of Amazon. 56% of customers check Amazon first when researching merchandise.

According to Zenith’s Advertising Expenditure Forecasts, between 2016 and 2019, social media in-feed ads, online video, and other digital formats, such as paid content and native advertising will drive 14% annual growth in total display advertising. Total display expenditure will rise from USD$84bn to USD$126bn, and by 2019, total display will account for 50.4% of internet advertising expenditure, passing the 50% mark for the first time.

A new study by PlaceIQ, “State of Integrated Marketing 2017: Mapping the Journey to Success,” found that 47% of marketers say developing a unified cross-channel customer experience was one of their top three priorities this year. 37% of marketers cited the ability to accurately measure cross-channel results as the most pivotal factor for successful integrated marketing, and 81% ranked location data as the first or second most important element.

According to a study by On Device Research, 47% of consumers state that seeing fewer ads than they do watching linear TV is an incentive to subscribe to paid on-demand TV. 87% of the survey respondents are using mobile apps for more than two hours per day, and 75% of respondents claiming to shop online at least once a month.

According to a study by The Values Institute, Amazon is America’s most trustworthy brand, followed by Marriott, Microsoft, Hilton and Southwest Airlines.

64% of marketers surveyed by Bazaarvoice and Ad Age said that they are not fully clear on the origins of their data sources.

According to a recent study from Deloitte on Millennials and luxury, American millennials spent far less on luxury spending than other markets. Over 25% of the American Millennials report no luxury purchases of $500 or more in the last 12 months, while the survey average across global markets was only 16%.

A Goldsmiths University study found that 61% of respondents preferred a tailored approach when it came to marketing engagement by brands. 53% claimed that they appreciate when a brand is able to use their data to provide a personal experience, but 76% want to know how their data is being used.

A survey by Forrester Research has found that four in 10 teen users aged 12-17 say there are too many ads on YouTube.

LATAM MARKET

According to a study from the Internet Association of Mexico, online activity and interactions among Mexican internet users increased from 20.2% to 70% between 2006 and 2016.

Starting in January 2018, the Argentinean Trivento brand will become the first official wine of the MLS until 2020. Trivento will be allowed to use any of the 20 MLS clubs in its advertising campaigns and create new MLS-branded packaging for its products.

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What: Multicultural market research firm ThinkNow Research revealed its latest study, the ThinkNow Media™ Report 2017, which found that TV viewing habits among multicultural consumers are dramatically shifting.
Why It Matters: The study found that 61% of Hispanics prefer Netflix for watching television programs (up from 46% in 2016 and 36% in 2015) and that one-third of total market anticipates streaming most or all TV shows in near future.

Multicultural market research firm ThinkNow Research’s latest study, the ThinkNow Media™ Report 2017, spoke to 1,261 consumers ages 18-64 (including a representative sample of U.S. Hispanics, African- Americans, Asians and non-Hispanic whites) regarding media habits, consumption, preferences and delivery methods.

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According to Mario Carrasco, cofounder and principal at ThinkNow, there are “three main assumptions” that brands need to let go of: “that Spanish language broadcast is the golden ticket to Hispanic audiences; that millennials don’t consume Spanish content, and that cultural connections are more relevant than acculturation or generation.”

The report found that Hispanics, particularly Millennial Hispanics, are turning to streaming services for their TV viewing. According to the study, 61% of Hispanics prefer Netflix for watching television programs (up from 46% in 2016 and 36% in 2015). Additionally, Hispanics prefer to binge watch TV programs, with 60% viewing an entire season in one weekend.

How Surprising Are The Study’s Findings?

Interestingly, Millennials are increasingly selecting Spanish-language programs via OTT services. This may come as a surprise to many brand marketers. “We’re seeing this trend as a result of more options with Spanish language original series like Club de Cuervos on Netflix,” Carrasco said.

Lionsgate and Hemisphere Media have picked up on this trend, and recently announced a premium Spanish-language streaming service called PANTAYA. “This trend will continue and other content leaders need to get on board to provide Hispanic consumers with a way to connect with their culture and language,” argued Carrasco.

What do these changing preferences mean for brands that have traditionally invested significant ad spend in networks like Telemundo and Univision under the assumption that they are safe bets for reaching Spanish-dominant Hispanics? According to Carrasco, as streaming services become more popular among Hispanic audiences, marketers will likely begin putting more of their budgets into streaming services and online video for Spanish-language campaigns.

For brands, Carrasco argued, it will be key to begin advertising with Spanish-language programs before it gets expensive: “Getting in now is cost effective as prices have yet to reflect the ROI they represent and you can establish yourself now on streaming as an advertiser before it becomes more competitive,” he said.

This is not to say that Telemundo and Univision do not have their place in Hispanic targeting strategies: “Telemundo and Univision are both great at creating content and can partner with streaming services to provide Spanish language or culturally relevant content to be streamed exclusively on a platform,” Carrasco said.

Join us at PORTADA Mexico!

Check out our new roundup for brand marketers, where you’ll find the most relevant new insights and research published over the last week.  If you’re trying to keep up, consider this your one-stop shop.

54 percent of the creative professionals participating in a study conducted by global PR firm Ketchum and media brand Fast Company agreed that a lack of diversity of experiences impedes them from greater creativity.

PayPal — followed closely by Amazon brands — retains its Brand of the Year designation, leading mobile payment brands for the third consecutive year. However, up-and-coming brands Venmo (owned by PayPal), Square, and Apple Pay are making significant gains, according to new research from The Harris Poll’s 29th annual EquiTrend Study, which measures brand health over time.

A new study from the Chief Marketing Officer (CMO) Council called “How Brands Annoy Fans” found that nearly half of all consumers indicated they would rethink purchasing from brands or would boycott products if they encountered brand ads alongside digital content that offends them.

According to a study from the American Association of Advertising Agencies and SSRS, almost 40% of consumers agree that perceptions of the Trump brand have been unfavorably impacted by President Donald Trump’s “views and actions.”

According to MediaRadar, in the U.S., six of 13 brands that were “boycotting” YouTube — General Motors, Johnson & Johnson, Nestle, AT&T, Verizon and Walmart — have run ads on the platform in the past month.

According to a new consumer study and survey report released today by the Ascendant Network and Signal, consumers favor retail and travel/hospitality brands that invest in technology to deliver connected customer experiences that are personal, seamless, and contextually relevant. 40% of consumers said they are likely to buy more often from brands that prioritize the customer experience, and 36% said they are likely to spend more with their favorite brand.

A new report from Research Now and Econsultancy has revealed that 54% of client-side marketers believe that surveys to test advertising effectiveness are essential to advertising validation. 77% of company respondents agreed that the success of advertising should drive the level of budget allocated to it.

According to a study from Florida State University, women are more likely to recall and pay attention to plus-sized and averaged sized models because they are not comparing themselves to the models, as they often do with thinner models.

Newbase‘s Marketing Priorities 2017 report found that 93% of global marketers surveyed find ROI and accountability to be key aspects of successful marketing campaigns, while 96% indicated that there is a need for greater transparency in the industry.

First-quarter digital advertising earnings in the United States are at their highest ever, hitting $19.6 billion, according to the latest IAB Internet Advertising Revenue Report released by the Interactive Advertising Bureau.

Check out our new roundup for brand marketers, where you’ll find the most relevant new insights and research published over the last week.  If you’re trying to keep up, consider this your one-stop shop.

Google, Apple, Microsoft, Amazon and Facebook took the top 5 places in the ‘2017 BrandZ Top 100 Most Valuable Global Brands’ ranking released by WPP and Kantar Millward Brown.

Toyota came in first on the list of the world’s most valuable automakers by overall brand value. BMW took second place.

Marketing Week has released its 100 Disruptive Brands 2017 list.

Twitter and IPG Media Lab conducted a study on the success of paid video ads appearing in users’ feeds. “The Art of the Takeover: Optimizing What Consumers See First” and found that First View — promoted videos that run at the top of users’ time lines — are more effective than “standard view” ads that appear throughout the same feeds.

According to One Click Retail’s research, Amazon‘s consumer product sales in the health and personal care, baby and grocery segments saw double-digit growth in the first quarter 2017, while the overall global health and personal care markets declined 1% and the grocery market declined 10%.Research from Cambridge Analytica, looked at brand preferences by Americans across a wide array of categories, finding that Ford (

Research from Cambridge Analytica, looked at brand preferences by Americans across a wide array of categories, finding that Ford was the most popular auto brand, followed by GM. Men prefer BMW, followed by Ford. Ford is the most desired brand for couples without children and Millennials.

A survey by Ipsos found that 25% of Americans said they had stopped using a brand’s goods or services in the previous three months because of protests, boycotts or the brand’s perceived political leanings.

In the study “Trade Marketing in Transition” from Criteo and Kantar Millward Brown, 50% of respondents rated online sales as “disruptive to hugely disruptive” to their industry. Other worries were Amazon setting prices (29%), conflicts between brand and retail sites (28%), and the complexity of process (27%).

Kantar Media also found the $117.9 million spent on marketing in the U.S. last year by Facebook, Twitter, LinkedIn, Snapchat and Pinterest. 

By 2021, business-to-business ecommerce will reach $1.2 trillion in the U.S., or 13 percent of the space according to Forrester Research said.

Create & Cultivate and marketing research agency Buzz MG surveyed more than 400 millennial females about their jobs, finances and social habits, and found that 51 percent believed that LinkedIn had been the most beneficial social platform for their careers.