The Interactive Advertising Bureau (IAB) has named Susan Hogan senior vice president of research and measurement. Prior to this, Hogan was a media consultant in the digital space.
Lisa Ruiz-Rogers has been appointed managing director by PR agency ROX United, of UNITED COLLECTIVE. Ruiz-Rogers will be responsible for all public relations and activations for the agency.
Marketing professional with nearly 20 years experience, Jason Riveiro, has been appointed National Director, Growth Markets by Realogy Holdings Corp.
José Antonio Ortega Carrero has been named delegate advisor of Prisa Brand Solutions USA and executive VP of Prisa Noticias Latam.
CBS has appointed Richard Parsons as its interim chairman. Parsons held the role of chief executive at Time Warner from 2002 to 2007.
Adam Mosseri has been named the new boss of Instagram by Facebook. Previously, Mosseri was Instagram’s head of product and he also served as design director for Facebook’s mobile apps.
Laura Gentile is the new senior vice president of marketing of ESPN. Gentile will be responsible for developing and managing all aspects of the ESPN brand across all media and building upon a catalog of award-winning creative.
Rob Perillo has joined Klunk & Millan Advertising. Rob will lead the agency’s creative team, integrating digital, social, and web design.
Verizon Communications has named K. Guru Gowrappan as Oath’s CEO replacing Tim Armstrong. Gowrappan previous role was president and chief operating officer (COO)
Wunderman has appointed Mel Edwards as its global chief executive. Edwards will be responsible for realising Wunderman’s vision of creating a ‘Creatively Driven. Data Inspired’ message to brands.
Sara Larsen has been appointed chief marketing officer by Brightcove. Larsen prior role was vice president, Americas marketing and communications at Dassault Systèmes.
Uber has hired Rebecca Messina as its global chief marketer. Messina joins from Beam Suntory where she held the same role. Prior to this, she spent 22 years at Coca- Cola.
Imran Khan is leaving his position as chief strategy officer at Snapchat to “pursue other opportunities”. Khan joined the company in 2015.
Vinayak Hegde has been hired by Airbnb as lead of ‘global growth marketing and traffic platform’. Hedge joins from Groupon where he was the e-commerce company’s senior vice president and global CMO.
Vevo has named Alan Price as chief executive officer (CEO). Price joined the company nine years ago as chief finance officer.
Twitter has hired Sarah Personette as its new head of global Twitter Client Solutions. Personette joins from Refinery29 and will oversee all of the global regional TCS leaders, Client Solutions Development and Global Brands.
MDC Partners announced that Scott Kauffman is stepping down as chairman and CEO. Kauffman previously served as presiding director of the board, beginning in 2006.
Chief marketing officer Seth Farbman will leave Spotify at the end of this month to “pursue other opportunities”. Farbman joined from Gap in 2014.
The IAB today announced that Michael Texidor has been promoted to Vice President, Learning and Development, and Breda O’Reilly has been named Vice President, Investment and Relations.
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.
What: The first quarter of 2017 marked the highest ever Q1 revenues for digital advertising in the U.S., hitting US$19.6 billion, according to the latest IAB Internet Advertising Revenue Report. Why it matters: Revenues mark the highest Q1 earnings on record, climbing 23 percent, or US$3.7 billion, from the same period just a year ago.
The first quarter of 2017 marked the highest ever Q1 earnings for digital advertising in the U.S., hitting US$19.6 billion, according to the latest IAB Internet Advertising Revenue Reportreleased by the Interactive Advertising Bureau (IAB) and prepared by PwC US.
Climbing 23 percent, or US$3.7 billion, from the same period just a year ago, these earnings represent the second-highest quarter of all time, and follow on the heels the industry’s strongest quarter on record—Q4 2016 at US$21.6 billion.
In addition, Q1 2017 marks the seventh consecutive first quarter to have double-digit, year-over-year growth.
The Q1 and Q3 revenue estimates are based upon a survey of the largest companies, which are then projected to the overall market based upon recent historical revenue market share. The estimates are updated, if necessary, when we prepare the more detailed analysis in the half year and full year reports.
IAB sponsors the IAB Internet Advertising Revenue Report, which is conducted independently by PwC US. The data is compiled directly from information supplied by companies selling advertising on the internet. The survey includes data concerning online advertising revenues from web sites, commercial online services, free e-mail providers, and all other companies selling online advertising.The full report is issued twice yearly for full and half-year data; and top-line quarterly estimates are issued for the first and third quarters. PwC does not audit the information and provides no opinion or other form of assurance with respect to the information.
“These figures reflect marketers’ ongoing commitment to invest in digital,” said Chris Kuist, Senior Vice President, Research and Impact, IAB. “This steady growth is a direct result of interactive advertising’s power to reach consumers where they are spending more and more of their time—on connected screens.”
“The first quarter of 2017 represents the strongest beginning to any year yet in digital ad spend,” said David Silverman, a partner at PwC US. “It’s a testament to interactive’s ability to attract audiences and the marketing dollars that follow.”
What:The IAB has announced NGL Studios, part of NGL Media (co-founded by actor John Leguizamo), will be participating at the 2017 Digital Content NewFronts in New York City, where it will be presenting original digital content programs and platforms for U.S. Latino and multicultural millennial audiences, and advertisers seeking to engage them. Why It Matters: NGL Studios joins other first-time presenters such as Twitter, BBC.com, MediaLink and others, but will be the lone NewFront presenter this season to focus solely on the Latino and multicultural market segments.
The Interactive Advertising Bureau (IAB) has named NGL Studios to the lineup for the 2017 Digital Content NewFronts. Since 2012, the NewFronts have been digital media’s answer to the television upfront presentations, with the hope of attracting ad dollars away from traditional media.
The NewFronts have brought top-tier digital media producers such as Google, Disney and Hulu together with the advertising community. NGL joins over 30 companies slated to pitch clients and agencies this year. Other presenters include AwesomenessTV, Bloomberg Media, Business Insider, Condé Nast Entertainment, Defy Media, DigitasLBi, Group Nine Media, Hearst Digital Media, the New York Times, Time, Inc., Turner and Vice Media.
This year’s NewFronts take on special significance, as for the first time, total digital revenue surpassed traditional television. In a white paper released this month, the IAB reports digital spending grew 22 percent in 2016, capturing $72.5 billion in advertising revenue. Traditional television brought in $71.2 billion last year, according to eMarketer.
NGL Studios hopes to capitalize on digital video’s rapid growth by offering insight around the elusive Latino and multicultural millennial audiences, who together represent nearly half of the highly coveted millennial population in the U.S.
“43% of all millennials come from multicultural backgrounds,” says NGL CEO David Chitel. “You can’t reach 18-to-34 year olds anymore without paying close attention to Latinos and other ethnic segments who are also consuming and creating digital video content at higher rates.”
NGL Studios is part of NGL Media, which was co-founded by Chitel and Hollywood star, John Leguizamo, as recently covered in Adweek.
NGL’s holistic branded content programs are uniquely crafted to connect with Latino and multicultural millennial audiences who are as fragmented as the platforms through which they consume video, often toggling between formats and languages requiring a highly nuanced approach. In its NewFront presentation, NGL will dive deep into how this model works.
Special announcements will also be made about NGL’s forthcoming mobile-first platform that will be unlike anything in the multicultural marketplace, as well as mainstream celebrity-driven projects designed to appeal to culturally-diverse digital audiences.
Fortune 500 advertisers including P&G, Ford Motor Company, Diageo, Amtrak, Fiat Chrysler, PepsiCo and many others have produced original digital-first branded entertainment programs through NGL’s award-winning Studios division.
NGL Studios NewFront Presentation: When: Friday, May 12th from 9am – 11am (Light breakfast and refreshments served.) Where: IAB Ad Lab 116 E 27th St New York, NY 10016 Who: By invitation only. First 10 people to CLICK HERE and register will receive special entry. (RSVP’s are first come, first served, limited to 1 per person and non-transferable)
Feature Image: NGL Studios partners from L-R (CCO, Ben DeJesus, Partner, John Leguizamo, CEO, David Chitel and COO, Ben Leff)
What: Mobile has captured more than half of all U.S. internet advertising revenue for the first time ever, while total digital ad spend hit a landmark US$72.5 billion in 2016 according to the latest IAB Internet Advertising Revenue Report. Why it matters:While mobile ad revenuesoars to an all-time high of US$36.6 Billion digital video surges to a record US$9.1 Billion.
Mobile advertising accounted for more than half (51%) of the record-breaking US$72.5 billion spent by advertisers last year, according to the latest IAB Internet Advertising Revenue Report, released by the Interactive Advertising Bureau (IAB), and prepared by PwC US. The total represents a 22 percent increase, up from US $59.6 billion in 2015. Mobile experienced a 77% upswing from US$20.7 billion the previous year, hitting US$36.6 billion in 2016.
Other highlights from the report include:
Digital video hit a record US$9.1 billion in 2016, a 53 percent year-over-year rise from US$5.9 billion in 2015
On mobile devices, video revenue skyrocketed, more than doubling—up 145 percent year-over-year—to nearly US$4.2 billion
Social media advertising generated US$16.3 billion last year, climbing 50 percent over 2015’s $10.9 billion
Search revenues reached nearly US$35 billion in 2016, up 19 percent from US$29.5 billion in 2015
Digital audio, measured for the first time in this report, brought in revenues of US$1.1 billion in 2016
Retail, representing 21.3 percent of internet ad spend in 2016, Financial Services at 13.3 percent, and automotive at 12.5 percent, continue to have the largest category share, with Media (5.2%) picking up speed, up 13 percent over 2015
“Mobile fueled the internet economy in 2016, with advertisers showing their confidence in digital to achieve their marketing goals,” said Randall Rothenberg, President and CEO, IAB. “This increasing commitment is a reflection of brands’ ongoing marketing shift from ‘mobile-first’ to ‘mobile-only’ in order to keep pace with today’s on-the-go consumers.”
“In a mobile world, it is no surprise that mobile ad revenues now take more than half of the digital market share,” said David Doty, Executive Vice President and CMO, IAB. “Digital video’s powerful ability to attract engaged audiences is naturally attracting greater investments. Next week’s NewFronts presentations will showcase the latest in original digital video content, certain to spark even greater interest from marketers and media buyers.”
“Mobile, social, video, and programmatic trends combine to redefine the digital landscape, providing unprecedented access for advertisers to reach consumers,” said David Silverman, partner, PwC US. “Digital audio, generating US$1.1 billion in 2016 speaks to the continued evolution of new formats that enable marketers to find audiences at home, behind their desks, or wherever they are.”
A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.
Warner Music Latina and Natcom Global have entered an agreement to collaborate on the production and distribution of online video. Warner Music Latina and its artists will share in the advertising revenue generated by the video on third-party platforms. The content will be regionally focused, with Latin American and US Latin artists, as well as international performers visiting the region.
The Azteca America network announced two new strategic partnerships with digital/TV programmatic and OTT platform providers, Videology and Zype. Azteca is the first Hispanic network to the market using the Ideology platform, and will be able to plan advertising campaigns using Videology’s proprietary software to gain access to Azteca’s inventory and optimize their buying plans programmatically for better targeting.
Sling TV expanded its Spanish-language offering with the addition of Estrella TV, Vme Kids and El Financiero|Bloomberg TV, to “Best of Spanish TV.” Additionally, Sling TV introduced its SHOWTIME premium, marking the first time an OTT service has offered content from the four leading premium networks.
Video streaming startup PhenixP2Pannounced on Monday that it has closed a $3.5 million Series A round of funding. KB Partners led the round, in which all of the startup’s existing investors also participated. Phenix will use the funding to support the continued development of its streaming platform, and to scale its sales and marketing efforts.
Alibaba Group Holding Ltdsaid that online video could continue to be the main “influencing factor” in the estimates for the next six quarters, Bernstein’s Bhavtosh Vajpayee said in a report.
Verizon Digital Media Services today announced that it will soon launch the Verizon Media Xperience Studio, a cloud-based content intelligence system (CIS), which will automate and simplify the online video production and distribution pipeline for broadcasters, OTT providers and online video distributors, all while offering timely and accurate performance, revenue and cost insights that are essential to building a profitable OTT business.
ChannelMeter, Inc., the leading online video analytics platform, has unveiled the ChannelMeter Creator and Influencer Management Suite. This new SaaS platform allows multi-channel networks (MCNs), digital media companies, creator networks, agencies, and now brands to automate large portions of their creator operations.
Googlehas announced more details about its launch of Programmatic Guaranteed, stating that it will provide support for audience lists, and grant media buyers improved targeting capabilities for desired audiences and sponsorships, meaning publishers can sell premium inventory via DFP on a flat-fee sponsorship basis.
Interpublic Group’s Magna announced that it expects global advertising to grow at 3.7% and reach $511 billion this year. Search and social video are expected to grow significantly, MediaPost reports.
Rocket Fuel, a predictive marketing platform, today announced, in partnership with Integral Ad Science, research showing that within a particular set of video impressions, up to 70% labelled as ‘in-stream’ were actually misrepresented as in-banner.
Snapchat is turning its data on location- and theme-based user-generated snaps into a searchable library.
Google has announced a deal with ComScore to provide independent verification that its inventory is brand safe.
Ooyala and the Digital Production Partnership (DPP) launched the industry’s first report analyzing the benefits of adopting Internet Protocol (IP)-based processes and technologies in video production.
Yahoohas redesigned its homepage and updated its Yahoo Finance and Yahoo Sports pages for its Spanish-speaking audiences in the U.S. and Latin America. The new design encourages sharing, adds personalization and gave the site a more modern look.
Google and the Lemann Foundation, an education nonprofit in Brazil, announced an initiative that will send lesson plans directly to the cellphones of Brazilian elementary school teachers.
The Brazilian digital ad market grew significantly in 2016, as digital ad expenditure reached R$11.8bn (£3bn). This is a 26% year-on-year growth, far higher than the expected 12%, according the the most recent report unveiled by IAB Brazil, “Digital Ad Spend 2017”.
Él Gráfico, Torneos‘s sports site, has joined the publisher co-op Real Premium Audiences Media (RPA Media Place), which already counts Clarín, Infobae, La Nación, Perfil, and Telefe among its members.
Data from Criteo’s “Ecommerce in a Cross Device Era” shows that in 2015, 45% of online retail transactions in Brazil happened after the user had browsed in two devices. 23% of transactions started on smartphones, and 44% of mobile purchases started on desktop. Criteo also reveal that almost 25% of online purchases in Brazil happen via mobile, a 26% growth.
A summary of the most exciting recent news in online video and ad tech in the US, US-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.
Digital publishing company Playwire Media has signed video inventory management platform SpotX to manage their video ad deals across owned-and-operated (O&O) sites as well as their syndication partners. Playwire Media, which is a digital representation firm as well as an online video platform (OVP), will employ SpotX’s ad server and programmatic infrastructure to monetize its video inventory across its portfolio, including flagship partners CinemaBlend.com, BleedingCool.com and SuperCheats.com. One of SpotX’s key features that Playwire Media will utilize is the predictive viewability targeting tool within its ad server, which enables the publisher to pre-emptively meet the differing viewability requirements of buyers.
Popular gossip and news site MailOnlineannounced that its programmatic revenue has increased by 48% through selling its display inventory through header bidding.
Multiscreen audience technology company YuMe company released its Publisher’s Guide, which highlights consumer survey results focused on understanding the relationship between video viewing habits and ad receptivity. The guide revealed, among other interesting data, that users are more receptive to ads in the morning, that they prefer a single long ad over multiple short ads, that content quality matters, and that ad receptivity on tablets is higher than on smartphones in the morning, though ad receptivity is higher on smartphones in the evening.
The CW and Ford signed Twitter Amplify upfront deals to place videos in CW Twitter accounts. The Twitter Amplify program allows brands to run their ads in different categories of content.
DashBidannouncedDashBid360, a 360-degree video ad unit that runs on almost all platforms and screens. Users can move their phones or mouse to see ads from different angles.
Spanish Broadcasting System, Inc. announced the addition of a full video channel line-up to its LaMusica music streaming app. It is available now and builds on its immersive mobile music offering with bi-cultural/bi-lingual, short-form vertical video content highlighting the world of Latin music, entertainment and pop-culture, created specifically by and for Hispanic millennials.
The Interactive Advertising Bureau (IAB)released its international mobile report, “Mobile Commerce: A Global Perspective,” revealing new insights about purchases on smartphones and tablets from users across 19 different countries. The study revealed that 76% of mobile purchasers have engaged with a mobile ad in the last six months and on average, and 33% clicked on the ad to find out more information. 60% of mobile purchasers from around the world discover products and services to buy on social platforms.
GumGum, a computer vision platform for marketers, announced its renewed partnership with Wenner Media, publisher of Rolling Stone, Us Weekly, and Men’s Journal brands, to deliver GumGum’s premium In-Image and In-Screen ad units to Wenner Media’s leading publications. The partnership first began in August of 2015.
Get ready for the 2017 Online Video Marketing Guide to be published on October 25, 2016 with the latest stats/projections and intelligence on the Ad-Driven Online Video market (OTT) throughout the Americas. To align your brand with this important annual reference and thought leadership report, please contact Portada’s Sales and Marketing Director Kelley Eberhardt at firstname.lastname@example.org.
In reaction to Facebook’s announcement that it was misreporting the average viewing time on its video platforms, Bob Liodice, president and CEO of the ANA (Association of National Advertisers) said the news was “troubling” in his ANA blog posting on Sept 29. He also said that Facebook “not yet achieved the level of measurement transparency that marketers need and require.” GroupM issued a similar statement.
Mexican broadcaster Televisaannounced that it has signed content distribution deals with NBCUniversal and its Spanish-language unit Telemundo to add films and series to its roster and improve its recently launched streaming video service. The deal also included expanding Televisa’s existing contract for free-to-air television and blim, its streaming video service.
According to eMarketer, in Latin America, 32% of the population will use smartphones in 2016, and Latin America is projected to spend 69.8% of its digital ad budget on mobile by 2020.
The Brazilian digital agency Jüssiannounced that it will be integrating its programmatic media buying area with its media planning department to improve measurement of campaigns’ impact and efficiency.
The video ad tech company DynAdmicannounced its Weather Sync solution in Brazil, giving advertisers the ability to segment campaigns according to the weather in each user’s area.
Brazilian publisher iG and the local marketplace Apontadorwill be working with targeted content to offer online-to-offline (O2O) spaces to advertisers.
What: Mobile Ads & Social Media can trigger purchase interest and aid product discovery, according to IAB’S latest “Mobile Commerce: A Global Perspective,” a mobile users survey carried out in 19 Countries. Why it matters: Three-quarters (75%) of smartphone and tablet users said they have purchased a product or service on their smartphone or tablet in the past six months. Brazil, Canada, Colombia, the U.K., and the U.S. reported the highest levels of clicking to purchase.
Three-quarters (75%) of smartphone and tablet users said they have purchased a product or service on their smartphone or tablet in the past six months. Among these recent mobile purchasers, nearly a quarter (23%) buy on mobile devices on a weekly basis.
Overall, 57 percent of the mobile purchasers surveyed say that they have been buying on mobile for over a year. More than a quarter (28%) made their first mobile purchase in the last six months.
Austria, Peru, and Colombia are key new adopter markets, with significantly more consumers making their first purchase on mobile within the past year, followed by Mexico, France, Turkey, and Chile.
The mobile shopping experience, enhanced by the combination of convenience, time saving, and price, won high marks from the majority (80%) of those polled. Sixty-two percent plan to purchase more products and services via their smartphone or tablet in the next six months. Mobile purchasers in the U.K., Brazil, France, Ireland, and Peru expressed the greatest propensity for increasing their mobile shopping activities.
Seventy-six percent of mobile purchasers said that they had engaged with a mobile ad in the last six months. On average, 33 percent clicked on the ad to find out more information, while 28 percent clicked to visit the advertisers’ websites, and 21 percent clicked to purchase. Brazil, Canada, Colombia, the U.K., and the U.S. reported the highest levels of clicking to purchase.
The leading destinations of mobile purchases include retailer sites/apps, auction sites/apps, and brand sites/apps.
Consumers purchase a wide range of products and services on mobile.
From mobile apps (43%)
fashion items (41%)
household items (25%)
It should be noted that in South America, public service payments is also key product areas for the region. Cross-channel research and purchase is becoming the new norm. Mobile devices serve not only as a platform for direct purchase, but also aid consumers in their purchase journey, driving multiplatform purchase behavior. Both ‘showrooming’ and ‘multiscreening’ are taking place – 44% of mobile purchasers have purchased a product on their mobile device after checking it out in store, 38% have done the same after researching via laptop/PC. On the flip side, research conducted on mobile devices leads to purchase via other channels – both digital and non digital.
80% of mobile purchasers are satisfied with their purchase experience to date. Consumers indicate a positive momentum of their future purchases on mobile. 62% plan to purchase more products and services via their smartphone/tablet in the next six months. This appetite for future purchase is seen across all markets – although it should be noted some may require greater attention than others in order to capitalise upon this momentum.
Convenience (49%) and time saving (46%) are the key drivers of mobile purchases.
Price (34%) also plays an important role.
44% of mobile purchasers cite ‘trust’ as a barrier for purchasing more via their smartphone/tablet
while 31% feel they have no need.
In terms of trust, security and privacy are the key concerns. In order to win back the hearts of those who are dissatisfied with their experience, proving value, reducing cost of transaction and improving purchase experience is a must.
Mobile & Social media
Social media plays an important role. Sixty percent of mobile purchasers from around the world saying they often discover products and services to buy on social platforms. More than one-third (36%) of mobile purchasers leverage social media to share their mobile purchase experience.
76% of mobile purchasers have engaged with a mobile ad in the past six months:
On average, 33% clicked on the ad to find out more information
28% clicked to visit the advertisers websites
21% clicked to purchase!
Social media plays a key role in product and service discovery. 60% of mobile purchasers often find new products and services to buy via this channel.
The influence of social media in product discovery is most pronounced in South America. And it also offers consumers a channel to share their mobile purchases and experiences. 36% indicate they like to share mobile purchases and experiences online. Given the strong levels of satisfaction consumers display with their mobile purchase experience, there are opportunities for digital merchants and retailors to encourage and motivate consumers to share their positive sentiment via social media.
“Pressing the ‘buy’ button on mobile devices is now a regular occurrence the world over,” said Anna Bager, Senior Vice President, Mobile and Video, IAB. “Marketers and media agencies need to fully embrace smartphones and tablets as a critical pathway for all shopping activities and increase investment if they want to build meaningful relationships with mobile consumers, driving them from discovery to purchase.”
The report shows that credit/debit cards on mobile web and online payment services are the most popular payment methods (40% and 37%, respectively).
Mobile wallet users
Mobile wallet users are the most heavily engaged in mobile commerce, purchasing more frequently on mobile (36% weekly vs. 23%) than average mobile shoppers. In addition, they are more likely to engage with mobile ads (82% interacted vs. 76%). Driven by the ease of purchase, 18 percent have used a mobile wallet for mobile purchases in the past six months. At 47 percent, mobile wallet usage for purchases on smartphones and tablets is strongest in China, followed by Norway (42%), the U.K. (24%), and Japan (20%). Online and off, mobile wallet users have leveraged the technology to pay for a range of items, including:
Mobile app downloads or updates (43%)
Digital content, such as films and music (42%)
Physical products ordered from a website or app (41%)
The Interactive Advertising Bureau (IAB) and its Multicultural Council have launched a “multicultural hub” to establish best practices across all multicultural considerations and segments. Portada spoke to Joe Laszlo, VP, Industry Initiatives at the IAB, to discuss the significance of this initiative and how the hub hopes to foment more thoughtful, effective multicultural campaigns.
Helping Digital Advertisers Thrive in a Multicultural, Digital World
A simple glance at recent statistics on the American population provide more than enough justification for an increased focus on reaching diverse, multicultural audiences: over 50% of the U.S. population is diverse, non-white Americans. In fact, just the numbers about Hispanics alone are impressive as well: Hispanics are the fastest growing population segment in the United States, and the population of Hispanics is expected to exceed 58 million by the end of 2016.
“We needed to establish best practices on how to navigate challenges, develop authentic creative and be more effective in our approach as marketers,” Laszlo explains. So with the aid of the 60+ companies within the Council, and under the leadership of Co-Chairs Diego Antista, U.S. Multicultural Agency Head, Google, and Liz Blacker, EVP, Multicultural Strategy and Sales, iHeartMedia, the organization created an initiative to establish best practices that will support buy-side agency and brand partners in navigating multicultural advertising in the “new America.”
The Multicultural Council was created about five years ago, Laszlo says: “Members of the Hispanic community came to us and said, ‘We care about the Latinos in the US, but our titles cover a much broader group than that.'” As the IAB puts great effort into conducting research and producing resources like white papers, infographics and reports for those in the industry, it follows that the organization would create a group dedicated solely to promoting the growth and strength of the multicultural marketplace with regards to content, marketing, and corporate culture both in their initiatives and employee diversity.
The goal is to develop downloadable, single-page sheets on topics like multicultural programmatic, U.S. Hispanic search and strategies for LGBTQ audiences.
The goal is to develop downloadable, single-page sheets on topics like multicultural programmatic, U.S. Hispanic search and strategies for LGBTQ audiences to “help digital advertisers thrive in this digital world we live in,” says Laszlo.
Multicultural More than Hispanic
It is not unusual for people to equate “multicultural” with simply “Hispanic,” but other demographics are growing at significant paces as well. Asia is projected to replace Latin America (including Mexico) as the minority-majority source of new U.S. immigrants. And African Americans have unprecedented buying power, reaching $1.2 trillion as of 2015 (up 275 percent from 1990).
But it is undeniable that the Hispanic community has contributed to raising awareness of the importance of speaking to each demographic and developing personalized messages for not just Hispanics, but also Asian Americans, African Americans, Latinos, Blacks, LGBTQ individuals, Veterans, as well as addressing Body Positivity and Gender Equality. The Multicultural Council started as a Hispanic Council, but it didn’t take long for it to evolve.
Multicultural needs to be more than just a checked box. That won’t resonate with audiences. Multicultural is much more about a strategy that can be adapted and transformed.
Laszlo agrees that many advertisers and marketers’ introductions to multicultural occurred through their Hispanic targeting efforts. In their efforts to better comprehend today’s Hispanic, they realized that each demographic has its own nuances and sets of values. “In the past, marketers and brands would say, ‘We have our mainstream marketing message, we’d better do it in Spanish too.’ Then they realized just translating wasn’t the most authentic way to speak to that audience. As that realization hit, they realized that the way to speak authentically to other audiences and demographics requires subtlety and nuance and expertise as well.”
The industry’s journey with Hispanic audiences has taught it “how to listen and understand an audience,” Laszlo asserts.
Best Practices for the “New America”
When asked to elaborate on the concept of establishing best practices for the “new American,” Laszlo says, “Multicultural needs to be more than just a checked box. That won’t resonate with audiences. Multicultural is much more about a strategy that can be adapted and transformed.”
“Everyone has radar for inauthentic messages. Smart brands and agencies want to do the right thing, and the fallout for being clumsy or insensitive with strategies will backfire.”
“It’s the death of media mass communication,” Laszlo continues. Platforms and tools for making practical use of Big Data for analytics and targeting mean that there is no excuse for failing to speak to consumers as individuals.
“It’s about a subtle shift in the balance of ‘we’re all Americans, and there are certain values that resonate with all of us’ versus ‘we are unique individuals that identify with many communities,’ and in terms of the way that marketers strategize, that shift is reflected in their planning,” Laszlo explains.
Laszlo believes that multicultural tactics will become general marketing tactics with time, as the industry moves “from mass undifferentiated communication to sensitivity to different interests,” because “everyone wants to be spoken to in a way that is authentic and meaningful to them.”
The conversation has gradually shifted from advertising buyers outside of multicultural specialist agencies asking “why would I need to do more than just translate” to “how can I build a multicultural tool kit that’s going to work.”
IAB’s Multicultural Hub is showcased through this link, accessible to anyone on the website. The organization will also be distributing copies at multicultural related events. The goal is to show the industry that the IAB takes multicultural audiences very seriously, and imply that other industry professionals should as well.
“Everyone has radar for inauthentic messages,” Laszlo says. “Smart brands and agencies want to do the right thing, and the fallout for being clumsy or insensitive with strategies will backfire.”
What: According to “The Race for the White House 2016: Registered Voters and Media and Information During the Primaries,” a new research study from the IAB Digital media has reached parity with TV as a primary information source about presidential candidates. Why it matters: The study also found U.S. Hispanic & African-American voters are more likely to get political news via mobile.‘Political Influentials,’on the other hand, are much more reliant on digital media than TV.
Digital media has reached parity with TV as a primary information source about presidential candidates (61% for both digital and TV) and political issues (67% for digital vs. 69% for TV) among registered U.S. voters, according to “The Race for the White House 2016: Registered Voters and Media and Information During the Primaries,” a new research study from the Interactive Advertising Bureau (IAB).
The findings demonstrate that digital is a critical medium for reaching U.S. voters during the primaries, with three-quarters of those who have seen a candidate’s online or mobile ad taking action afterwards, such as searching for more information about the candidate or starting an in-person conversation about them.
More than a third (35%) of registered voters say digital will be their most important method for getting candidate information during this election season. These U.S. voters are more likely to be younger (35% vs. 23% total), to take action after seeing an online political ad (71% vs. 53% total), stream the debates (30% vs. 20% total), and to vote in the primaries (90% vs. 85% total).
35% of registered voters say digital will be their most important method for getting candidate information during this election season.
Delving deeper into the results, the study reveals that certain demographic groups are more reliant on mobile for political news and views than others, particularly U.S. Hispanics and African-Americans. The report shows that:
67 percent of Hispanic voters and 60 percent of African-American voters visit political sites on a mobile device as opposed to 49 percent of voters overall.
In addition, Hispanic voters are significantly more likely to take an action after viewing a digital or mobile ad for a candidate, with 87 percent of them saying they have done so.
Making the case even stronger for the importance of digital media in the current election cycle, registered voters who are more heavily involved in politics and public affairs, called “Political Influentials” in the study, are particularly dependent on digital media for their political information (78% for digital vs. 63% for TV).
The report also shows that social media plays a key role in the political process, with 28 percent of registered voters saying they get information on candidates via social platforms. Other social media findings include:
31% of registered voters read political articles and links shared by their friends on social media
25% of registered voters have seen an ad for a candidate on social media
24% of registered voters have “defriended” or “unfollowed” someone because of his or her political posts on social media platforms
“The results of the study demonstrate the vital role of digital media in the political process and substantiate that digital is on par with TV among registered voters as a key resource,” said Sherrill Mane, Senior Vice President of Research, Analytics, and Measurement, IAB. “As the election season heats up, it is abundantly clear that candidates and advocacy groups must harness the informational and relationship-building power of digital media to succeed.”
“U.S. Hispanic and African-American voters are crucial to candidates, and this research shows that mobile is the best way to reach them,” said Anna Bager, Senior Vice President and General Manager, Mobile and Video, IAB.
“The Race for the White House 2016: Registered Voters and Media and Information During the Primaries” was released during the 2016 IAB Annual Leadership Meeting at the JW Marriott Desert Springs Resort and Spa in Palm Desert, CA. To download the complete study, go toiab.com/electionstudy.
The IAB commissioned Vision Critical to conduct this online study with 18+ U.S. registered voters in November 2015. The total sample of 1,513 is nationally representative of this registered voter population by age, gender, race, and ethnicity. Additional Hispanic registered voters were sampled to ensure statistical robustness in analyzing this important group of voters.
The latest news features MassMutual, Meredith Hispanic Media, Vice, Microsoft and Fast Company.
Pharma companies lag in Hispanic marketing
Some pill-pushers just don’t get it – it being the importance of Hispanic consumers to any company. According to an analysis and report from AHAA, Johnson & Johnson-Janssen-Ortho-McNeil leads in marketing targeted to the nation’s Latinos, but the category as a whole lags other sectors. The average Hispanic ad spend by pharmaceutical companies decreased 9 percent in 2014, from $6.9 to $6.3 million, the report said. On the other hand, over the past five years, the top 500 advertisers boosted their spending in Hispanic targeted media by 63 percent.
They should have been at this IAB Town Hall
On May 23, the IAB held a town-hall meeting to discuss opportunities and strategies for reaching Hispanics. Allvoices.com provides an excellent recap of what was presented and discussed. Included were case studies of Verizon Wireless’s “Goling” campaign during World Cup 2014 in partnership with Facebook’s Hispanic Creative Shop; Home Depot’s “Retool Your School” campaign from Briabe Mobile; and P&G’s “Orgullosa” social media campaign, created by Dieste. One of many interesting stats in this article: 66 percent of Digital Hispanics said they pay attention to online ads, considerably larger than the overall market (46 percent).
Nonprofits get creative infusion at Cannes Lions
Create GOOD is a joint initiative between Fast Company and Microsoft that aims to recognize and reward creative and socially drive organizations. The three winners are Haitian trilingual elementary school l’Ecole de Choix (the School of Choice), scientific cancer history research organization Paleo-oncology Research Organization (PRO), and Rainforest Partnership, the international non-profit committed to protecting tropical rain forests. Reps from each org will get a trip to the 62nd Cannes Lions International Festival of Creativity to lead workshops at the Microsoft Beach Club, where they can take advantage of the talent buzzing around to help them with marketing and identity challenges. Fast Company and Microsoft will take the final assets created from the workshops and run digital advertising on behalf of each organization on fastcompany.com to further generate awareness. The winners also will be featured at Fast Company’s Innovation Festival in November.
Vice, the edgy and ever-expanding media conglomerate, is opening an office in Miami in order to expand its Hispanic-oriented content for consumers in the United States and Latin America. Brand journalism and sponsored content seem to be a big part of the mix, but current Vice programming for younger Latinos includes “Miscelánea Mexicana,” a show about Mexican “cultural oddities,” and a series that follows the 2012 presidential elections in Mexico. The Miami bureau will coordinate all Vice’s Hispanic and LATAM activities.
Meredith Hispanic Media just released a new report on social media’s influence on purchasing by U.S. Latinas. The report, Siempre Beauty III: Latinas and Social Media, found that Latinas continue to outspend mainstream consumers in the beauty category, with the majority of them finding social media the best way to get information and tips. Language is important to them: 52 percent of Latinas and 48 percent of Latina millennials prefer to receive beauty information from social media in Spanish as well as English, while 55 percent prefer to follow US based influencers and bloggers who provide access to bilingual content. Many more stats in the press release.
MassMutual and Univision go live in sponsorship
MassMutual will host free community events to offer financial education in Spanish in Houston. “Financial education starts at a local and individual level,” said Dr. Chris Mendoza, Latino Markets Director at MassMutual, in a press release. The sponsorship with Univision is part of a broader effort by MassMutual to help Hispanics secure their personal and professional financial futures, the company said. It also provides Spanish-language financial information and resources online at MassMutual.com/Latino. [Ctahcb]
NBCUniversal announces CultureFirst, the IAB hosts a multicultural town hall, Hispanics could drive auto sales, while the New York Times examines what makes multicultural TV shows relevant to all.
Universality Is Key to Crossover Appeal of TV Programs
The Hispanic audience is fragmenting along with all other TV audiences, as a plethora of over-the-top video choices wear down television’s mass appeal. In this landscape, TV shows should aim beyond Latin-centric characters and themes, according to a New York Times article. A case in point is the critically acclaimed Jane the Virgin, which has garnered respectable audiences across cultures. The reason, according to the article, is “it captured the essence of the culture without banging it over people’s heads.” While Jane and her family are Hispanic, the Times notes, it’s “built around a mother-daughter-grandmother dynamic that could translate to other races and ethnicities: ‘It’s just a girl who wants a dream to come true.'”
TuYo Enters OTT Market
Hispanic digital entertainment TuYo, led by Jenni Rivera and “I Love Jenni” producer Peter Salgado will launch in July, according to VideoInk. The digital channel will include free, ad-supported programming as well as paid, on-demand offerings in Spanish and English. A wide mix of programs includes series, documentaries, movies, sports, reality, gaming, news and music. Content partners include Latin World Entertainment, World of Wonder, VIP 2000, Dhana Media and Great Glass Productions.
[vimeo 126905154 w=500 h=281]
NBCU Upfront Pitches Targeting via Culture
NBC Universal’s Upfront presentation included the unveiling of CultureFirst, a new way of targeting Hispanic consumers via cultural traits instead of language. . It also announced NBC Deportes, which will produce sports content for Telemundo and NBC Universo, as well as its digital properties, with offerings to include FIFA World Cup, NASCAR and Olympic qualifiers. League, NFL and NASCAR. And, in a play to capture the interest of Hispennials, NBCUniversal Hispanic Group said it would do whizzy new things like dual-screen storytelling and an interactive comic book series. It also made a deal with Defy Media to create new content across platforms, centered on Defy’s Clevver TeVe, a Spanish-language YouTube channel covering fashion, music and lifestyles with a millennial focus.
IAB’s Town Hall to Promote Digital for Multicultural
In the IAB Blog, Jessica Ramirez spelled out 8 things marketers should know about Hispanics. Those eight will be familiar to anyone working in the Hispanic market, but the post also serves as an invitation to the IAB’s Multicultural Creative Town Hall to be held May 27 in New York. Ramirez notes that multicultural spending still lags population growth; the town hall may give agencies and publishers more ammunition.
Hispanics to Drive Growth in Car Sales
According to Automotive News, Hispanic consumers could be the auto industry’s leading growth engine for the next 20 to 30 years. The article includes stats from Polk Automotive that Hispanic buyers delivered 96 percent of Ford and Chevrolet’s combined year-over-year retail sales growth, 33 percent of Nissan’s, 35 percent of Toyota’s and 100 percent of Honda’s. Wow. While a lot of car companies’ efforts are going to helping local car dealerships better serve the variety of Hispanic and Latin consumers coming through their doors, it’s also good news for Hispanic media, with Hispanic advertising becoming an important part of new-vehicle launches. [Ctahfb]
As 23% of all U.S. births are to Hispanic women and marketers looking to reach moms need to understand Hispanic moms, and tailor their message accordingly, IAB and BabyCenter just published 2015 State of Modern Motherhood: Mobile and Media in the Lives of Moms, a look at U.S. millennial moms and the central role that mobile plays in the things they buy and the media they watch, specifically among U.S. moms in the millennial generation, aged 18-32 years old. Portada talked with Jule Michaelson, Head of Global Sales, Baby Center on the (Hispanic) Millennial Mom.
Portada: “71 percent of Spanish-preferred Latina moms seek expert advice on parenting websites weekly or more often, as compared to 60% of English-preferred moms in that demo, and only 49% of moms in general.” This seems to suggest that Spanish-language media works better for Hispanic moms, but isn’t the proportion of Spanish-dominant decreasing vs. bilingual and English-dominant moms?
Julie Michaelson: “I wouldn’t necessarily correlate this finding with the idea that Spanish-language media works better for Hispanic moms. What we’ve discovered is that a mix is often the most effective way to reach millennial Latina moms in the U.S. It’s one of the reasons that BabyCenter launched a special Spanglish blog on our Hispanic site — capturing the way that a growing set of moms really speak, fluidly moving from Spanish to English and back again to Spanish.”
Portada:Hispanic millennial moms do surprisingly little mobile shopping. Why do you think this is (cause when it comes to mobile adoption Hispanic moms lead)
Julie Michaelson: “BabyCenter has seen this audience embrace mobile content across the board — but obviously brands and e-commerce players need to adapt their mobile strategies to focus on Hispanic millennial moms. There are challenges though. For example, a recent Nielsen study showed that the Hispanic population in the U.S. is less inclined to use credit cards than the general population, and they shy away from mobile banking as well. So, transactions on smartphones might not be the norm for the demo. Still, this is clearly a tremendous opportunity for marketers and retailers — and with mobile shopping providing busy moms with easy access to buying what she needs anytime or anywhere, targeting Latina millennial moms might prove to be a strong entry point into the broader Hispanic community.”
Portada: You are responsible for Global Sales, How do Hispanic moms (Spanish-dominant/Bill/English-dominant) differ from the profile of Latin American moms?
Julie Michaelson: “There are a myriad of differences. For example, earlier research from BabyCenter shows that Latin American moms are much more likely to work outside of the house than Hispanic moms in the U.S. This means that time is a vital commodity for Latin American mothers — so it’s imperative that brands respect the importance of giving these moms what they need exactly when they need it.
When it comes to resources though, Latin American moms are often living close to family, who can offer guidance and help. Hispanic American moms are typically living further from family members, so they may be more inclined to turn to different resources like online support from experts and other moms.
Needless to say, this is just scratching the surface.”
REPORT: 2015 State of Modern Motherhood: Mobile Media in the Lives of Moms
By Joe Laszlo, Senior Director, IAB Mobile Marketing Center of Excellence & Julie Michaelson, Head of Global Sales, BabyCenter.
In February 2015, IAB and BabyCenter published 2015 State of Modern Motherhood: Mobile and Media in the Lives of Moms, a look at U.S. millennial moms and the central role that mobile plays in the things they buy and the media they watch. We decided to dive back into the data for another look, this time specifically at Hispanic millennial moms, to compare how their use of mobile and media stacks up against the average millennial mom. Unless otherwise noted, references to “moms” and “mothers” throughout this post refer specifically to U.S. moms in the millennial generation, aged 18-32 years old.
23 percent of all U.S. births are to Hispanic women
The Hispanic population is one of the most important demographic groups in the United States today. Among moms this is particularly true: 23 percent of all U.S. births are to Hispanic women. So any marketer looking to reach moms needs to understand Hispanic moms, and tailor their message accordingly, or they risk missing almost one in four of their target audience.
The Digital Toolbox is Key for Hispanic Moms
The data clearly indicate just how important digital media are for Hispanic moms looking for advice or insights. 71 percent of Spanish-preferred Latina moms seek expert advice on parenting websites weekly or more often, as compared to 60% of English-preferred moms in that demo, and only 49% of moms in general. And this holds true for an array of other digital media. Among Spanish-preferred Hispanic moms, 60% turn to mom blogs, 52% turn to other parents on parenting social media, and 45% look to parenting or baby apps. While the digital world is important for all moms in the coveted millennial age group, it is particularly so for those who are Hispanic.
And more than PC/laptop-based digital, mobile is the key medium for Latina moms. As the table below shows, PC ownership drops for Hispanic mothers relative to moms in general, and indeed, the Spanish-preferred segment is almost equally likely to own a tablet as a laptop/PC. Moreover, 36 percent of Latina moms rely on a mobile device (smartphone or tablet) as their sole internet connection–more than 2.1 times the rate of moms overall. Clearly, even more so than for the average millennial mom, Latina moms are already leading mobile-first, and sometimes even mobile-only, lives.
Laptop / PC
Smartphone or Tablet ONLY, no Laptop/ PC
US Millennial Moms
US Hispanic- MM
English Preferred US Hispanic MM- Spanich Preferred
Hispanic Mom Media Time Goes Very Mobile
As a mobile-first demographic, it’s unsurprising that Hispanic moms spend even more media time on their mobiles than the average mother does. While millennial moms estimate they spend about 2.8 hours daily online via smartphone or tablet, English-preferred Latina moms of the same generation spend 3.2 hours, and those who prefer Spanish spend 4 hours that way. In fact, the latter group spends 37% of their media time with mobile.
In addition, Spanish-preferred Hispanic moms are remarkably heavy users of both TV and mobile media, reporting about 11 hours of total daily media time, as compared to 8.9 hours for American moms in this age range overall.
Of course, the only way a busy mom could possibly spend that much time with media is through significant multitasking, and Hispanic moms are true experts at that. About 53 percent of this demo always or often use their smartphones while also watching TV, comparable with the average mother. One area where Hispanic mothers are distinctive is in watching online video while watching TV. While 33% of moms overall watch online video on their phones while watching TV, the number jumps to 42% with Latinas.
But Hispanic Moms Present Untapped Mobile Shopping Opportunity
While they have definitely embraced mobile media, Hispanic millennial moms do surprisingly little mobile shopping. For example, 51% of moms overall say they use their mobiles to help them search for better prices, as compared to 40% of English-preferred Hispanic moms, and only 39% of those who prefer Spanish.
Similarly, although 62% of moms overall look for and download mobile coupons, only 31% of the Hispanic segment does, and while 44% of U.S. mothers search for and read product reviews, and 40% of English-preferred Latina moms do so, and only 27% of those that prefer Spanish use this mobile capability.
Hispanic millennial moms do surprisingly little mobile shopping
We think this is a big untapped opportunity for marketers to influence their shopping habits via mobile. This adoption gap would quickly close if Hispanic millennial mothers were more aware of such services and capabilities, and if they were more widely available in Spanish. Marketers should not overlook this opportunity to influence this demographic’s shopping decisions.
Digital Advertising is a Great Way To Attract Hispanic Moms’ Attentions
In the State of Modern Motherhood report, we observed that millennial moms were much more likely than Gen X moms to say they frequently notice digital and mobile ads. That’s even more true of Hispanic millennial moms. Fifty-six percent of them say they frequently notice digital (laptop/pc, smartphone, or tablet) ads, as compared to 44% of millennial moms overall. And over half (52%) of Latina Hispanic moms frequently notice mobile ads, as compared to only 37% of all moms . That is on par with the percentage of Hispanic moms who said they notice TV ads (50%). Clearly, for marketers reaching this important segment of U.S. moms, mobile is a key media channel.
The need for new metrics and to stop using clicks as a form of measurement was a common theme in several of the conferences. The importance of user selectivity and interaction were also salient themes. And mobile and the death foretold of the “Generation C” banner also occupied center stage.
IAB Now Argentina, organized this year by the IAB (Internet Advertising Bureau) and the MMA (Mobile Marketing Association), was held yesterday in the city of Buenos Aires, at the Hoyts Cinemas of the DOT Baires Mall.
Around 2000 people attended the event yesterday, according to event organizers. With a nod towards being “interactive,” IAB Now Argentina 2013 offered a schedule of simultaneous sessions whereby each attendee could go to the theater hall holding the talk that interested them the most. The theme of this year’s event was “Come Understand how the Internet is Reaching Out of the Screen and into a New Dimension.”
IAB Now registration area. Source: Getty Images Latin America
Keynote speakers were Randall Rothenberg, President and CEO of IAB USA; Laura González-Estefani Ramiro, Growth Manager LATAM at Facebook; Michele Tobin, Head of Brand Partnership, Rovio; and Cris Morena and Thomas Yankelevich, of Telefé.
“Let’s put aside the numbers and metrics for a second: Do any of you have any doubt that your customers are connected to the digital world?”, asked Alejandro Fishman, President of IAB Argentina, during his keynote address.
Fishman stated that the Internet is the most widely used media in Argentina after TV, making it an excellent complement to traditional media.
Digital ad spending reached 1.55 billion pesos in 2013, equivalent to 7% of the overall advertising budget spent in Argentina.
Fishman stated that mobile phone penetration in Argentina stands at 100%, with 33% accessing the Internet through this platform. Smartphones account for 30% of the country’s mobile penetration, which means feature phones make up the other 70%. Another interesting fact is that only 5% of Argentines turn off their cell phones.
Fishman closed the event’s opening address by stating that the specific way to reach consumers in the digital world is by “placing more trust in industry executives and professionals,” and that a good way to do this is to “spend more, invest more in digital.”
Fishman’s opening address was followed by Randall Rothenberg, CEO and President of IAB USA, who presented a rather tedious talk on IAB’s history and how the institution has evolved into its current form.
“I am not going to talk about the digital advertising industry overall, but rather about trends and activities that enhance the overall digital advertising industry”.
In the U.S., IAB represents 80 % of advertisers in digital media. In 10 short years, the Internet has become the largest media in the U.S., said Rothenberg.
“Is digital media going to be only about performance and not brand building?”
Painting a “Chronicle of a Death Foretold” type of scenario, the IAB CEO predicted the end of two practices: digital advertising as a medium based on performance and the use of traditional banners.
For Rothenberg, current standards are already obsolete and new formats are needed for display and banner advertising. “We need a new class of advertisers who understand that the focus is on interaction.”
Duncan Southgate, Global Brand Director, Digital at Millward Brown, also talked about the importance of brand building in digital media and the need for a change in how metrics are used.
“Sixty-four percent of executives use clicks (CTR) as their fundamental metric, even though their marketing goals and digital media advertising campaigns are framed in a different direction.”
We need to “stop talking in terms of CTR and impressions,” said Paul Goode, Senior VP of Marketing, International at comScore. “Only 46 % of online ads are actually viewed by people,” he said. According to Goode, changing how we use metrics will be the only way to get bigger budgets for digital media.
Michele Tobin,Head of Brand Partnership & Advertising at Rovio, spoke about brand building for Angry Birds and on the power users and followers wield on social media for Rovio. In the end, building a successful brand for the company “is all about the fans,” he said. Tobin cited the case of how Angry Birds helped a guy propose marriage to his girlfriend through a special game screen as an example of how Rovio applies this philosophy to its users.
IAB Now closed with a session led by producer Cris Morena and Tomas Yankelevich , Content Director at Telefé. The session stressed the importance of thinking about content that overcomes “the division between offline and online” and how to create a 360-degree media strategy by presenting a detailed analysis of their “Aliados” (Allies) series.
“With the Aliados series, we want the channel to become a multi-platform. In October, we’ll be launching a video game of the series to generate more interaction with the viewer, as an addition to the apps that are already in place,” said Yankelevich.