Check out our new round up 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.

Satisfaction is the emotion consumers most associate with positive brand experiences, according to recent research from InMoment.

Media agency UM’s Wave 9 social media tracker found that 85% of consumers globally use instant messaging to stay in touch with family and friends (compared with 69% in last year’s survey), and that instant responses are expected.

BBC StoryWorksstudy ‘Science of Engagement’ says no emotion is a bad emotion when it comes to creating content-led marketing campaigns. When you trigger serious emotions – puzzlement, fear and sadness – a deeper subconscious relationship with the brand occurs.

A study by Walker Sands has found that just 50% of US mobile users redeemed a coupon last year, despite the fact that 53% believe it would improve their in-store experience.

AT&T has overtaken Verizon as the world’s most valuable telecoms brand, and Nokia‘s brand value has reached $4.9bn on the back of newfound momentum following the revival of the 3310.

A satisfied customer is more than twice as likely to subscribe to a brand’s email marketing when compared to unhappy customer, according to the MarketingSherpa Customer Satisfaction Research Study.

Gartner released its periodic update to the Gartner Magic Quadrant for Application Security Testing, which analyzes vendors’ Static, Dynamic and Interactive Application Security Testing capabilities. IBM maintained its position in the “Leaders” Quadrant for Application Security Testing in a report that spanned 18 total vendors.

Research from Adgooroo revealed that Amazon came in at the top of the list of US paid search advertisers last year, generating 471.4m clicks in 2016, with Weather.com coming in second with 245.6m clicks. Macys was third with 167.6m clicks, followed by The Home Depot with 146.1 clicks.

PointSource’s latest study reveals that 48% of organizational leaders report that they aren’t sure they’re accurately addressing their audiences’ needs across platforms, while 84% say their organisation has outdated legacy systems that impact the ability to improve their digital experiences.

Verizon just announced the purchase of AOL for US $4.4 billion. The deal definitely does not value AOL the same way Time Warner did 15 years ago: Remember the US$ 162 billion merger between AOL and Time Warner in 2000, at the height of the dot-com bubble? But it definitely is more than what most analysts valued AOL at 3 or 4 years ago. There have been many interpretations of the deal, including:
– AOL’s abundant online video capabilities (foremost Adap.TV) will substantially help Verizon’s mobile offerings
– AOL data assets are a great complement to Verizon’s vast mobile subscriber related data trove. With Verizon hooked into 1.5 billion connected devices across the world now is the time to match user identity across those devices and that is where AOL’s skills comes in.
– Verizon-AOL will likely shed AOL’s content assets including The Huffington Post and Tech Crunch
But, more importantly, what does the deal mean for Hispanics? More Broadband Access, Expanded Products and Services and more Mobile Video. (UPDATED with Comments from Mike Cano, see below)

More Hispanics will move from dial up to Broadband Fios

Verizon_AOLFusion’s Rob Wyle cites 2013 Census data that found 40% of African-American households, and 34 percent of Hispanic ones, didn’t have high-speed Internet at home, although these groups have compensated with mobile use. AOL still has 2.1 million dial-up subscribers. Under the new Verizon ownership it is likely that Verizon will accelerates the winding down of AOL dial-up subscribers and convert some of those customers to its FiOS broadband service. So the adoption of broadband access of Hispanics will accelerate.

Will Verizon’s Hispanic Marketing change?

It is too early to tell and even make predictions on whether Verizon’s Hispanic Marketing will change. The telco giant spent US $71,311 million in Advertising targeting the Hispanic population in 2013 (-23.9% compared to 2012), according to Kantar data. The telco category is one of the most important ones for Hispanic and Multicultural Marketing with AT&T, Sprint, T-Mobile, Metro PCS all vying for the Hispanic consumer. Yousef Kattan Fernández, Founder/President/CEO TruMulticultural, the agency that buys media for MetroPCS, tells Portada that “Time will tell what it really means to Verizon’s business, but they’ve automatically become one of the smartest companies with this acquisition. As part of this new influx of information and data, which includes important competitor data that they are sure to use in marketing. Something to watch will be their ability to create and innovate additional products that potentially don’t exist in the category.”

I would think that Verizon will want to leverage AOL to expand their services and product offerings for Hispanic consumers.

Mobile Video will be a major Marketing Option now

Hispanics over index both in online video consumption and mobile video usage. The AOL purchase by Verizon will make mobile video a priority and Hispanics will be a key target for the combined company. eMarketer estimates spending on video ads served to PCs and mobile devices will reach US $4.14 billion this year, more than twice 2011 levels. By 2017, spending will more than double again, to $9.06 billion. Much of that growth is coming from mobile, including tablets.

Something to watch will be their ability to create and innovate additional products that potentially don’t exist in the category.

Mike Cano, President at AP&P Solutions, tells Portada that the “purchase of AOL creates an opportunity for Verizon to increase their overall marketing efforts to Hispanics. As Hispanics, we over index in just about every mobile category. I would think that Verizon will want to leverage AOL to expand their services and product offerings for Hispanic consumers.”

Verizon needs to become more like the companies that successfully have created core digital content and ad businesses. The AOL platform will help.

“The legacy telecom companies realize that as they try to develop new avenues for growth—in Verizon’s case via digital content such as video delivered through FIOS, Verizon Wireless, and as an over-the-top service available via any broadband connection—effectively monetizing those services will be a critical part of the profit equation,” Bill Menezes, an analyst with Gartner, told Ars. “Verizon needs to become more like the companies that successfully have created core digital content and ad businesses—Google and Facebook notably—and the AOL platforms are a part of what they need to make that happen,” Menezes concludes.

What: IT research firm Gartner said it expects global mobile advertising spending to reach US $18 billion this year
Why it matters: Mobile ad spending will drive growth mostly through video and ad types like search and maps.

In a new report on the mobile ad market analyst Gartner expects global mobile advertising spending to reach US $18 billion this year. By 2017 it’s projecting the market will have sized up to be worth US $41.9 billion. The estimated global mobile ad spending for the 2013 was $13.1 billion.

QuieromasFutbol - Mobile SiteIn terms of mobile ad types, video will show the highest growth — with the category being driven by tablets and growth in tablet ownership — but display formats are still expected to make up  most of the revenue.

Gartner also expects that  display category will shift to mobile web display after several years of higher growth in in-app display.  Although it added that this shift is taking longer than expected, owing to the use of HTML5 tools in mobile website development “taking longer to impact the market”.

Other mobile ad types

Other mobile ad types are expected to grow like search/map ad types,  which Gartner expects to benefit from increased use of location data gathered from mobile users. It also  expects that more local advertisers get involved in these mobile ad types.

Map ads are expected to grow due to the increased use of location data gathered from mobile users opting in to location services or proactively checking in to the places they visit via of apps such as Foursquare and Pinterest.

Latin America

In Latin America mobile advertising will grow most in large markets such as Brazil and Mexico with growth rates that will exceed the worldwide average, as smartphone adoption continues to grow.