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IPG Media Lab

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What: A summary of the most relevant consumer insight research in the US, US Hispanic, and Latin American markets.
Why it matters: If you’re trying to keep up with the latest happenings, this is your one-stop shop.

  • STR’s Consumer Travel Insights 2019 report series revealed 69% of global travelers used online review sites for their most recent trips. Word of mouth was very important for 51% of travelers, who used personal recommendations to help plan their trip. Of those who booked their holiday through an OTA, 55% used the service because it enabled comparison of multiple accommodation options. Only 29% of travelers used the service because it offered the best deal. 41% of travelers have at some point used Airbnb, with 92% being aware of the property sharing service.

 

  • According to new data by Nielsen, frozen, fully cooked chicken wings are still a very popular Super Bowl food. Deli counter wings remain a popular option for fully cooked chicken wings (with sales up 15% to $650 million from $565 million last year). Fresh wings have also skyrocketed, with sales up 31.4% in the past year. Moreover, online wing sales in the seven days leading up to and including the Super Bowl catapulted from $7,984,198 in 2017 to $11,562,723 in 2018, a 45% increase.

 

  •  According to the new study conducted by MAGNAIPG Media Lab and ViralGains, obtaining and responding to consumer sentiment is crucial to optimizing the consumer ad journey. The study tested two video ad journeys among 6,000 consumers in the third quarter of 2018. On average, 59% of ad impressions were wasted with standard video retargeting. Consumers on a sentiment-driven journey were more likely to take action – 7x more likely to search for the brand and 2x more likely to visit the brand’s website.

 

  • Food companies target Hispanic and black youth with advertisements almost exclusively for fast food, candy, sugary drinks, and unhealthy snacks, according to a new report by the University of Connecticut, Drexel University, and the University of Texas Health Science Center. Those unhealthy foods represented 86% of food advertising spent on black-targeted television programming, and 82% of advertising spending on Spanish-language television, in 2017, the study found.

 

  • Seventy-three percent of Republicans in a Pew Research Center study say the media does not understand themThe study found that Republicans surveyed felt misunderstood by the media, regardless of demographic traits and media consumption habits. Across the aisle, 40% of Democrats in the survey felt misunderstood, while 58% felt understood by news organizations.

 

  • Also according to Pew Research Center’s dataHispanics are on track to be the largest racial or ethnic group to be eligible to vote in a presidential election. According to Pew, Hispanics are projected to be about 13.3% of the electorate in 2020, which would make them the largest racial or ethnic minority of the electorate for the first time. In 2016, Hispanics were 11.9% of the electorate; African-Americans were 12.5% and are projected to remain the same in 2020.

 

What: UCI, IPG Media Lab, and MAGNA have revealed the results of their study “Marketing to the Hispanic Mindset”.
Why it matters: In-language and in-culture video ads are more engaging for Hispanics, at times twice as effective as non-contextual targeted ads.

“Marketing to the Hispanic Mindset”, a new study by Univision Communications Inc (UCI) in partnership with IPG Media Lab, and MAGNA (an intelligence and innovation unit within IPG Mediabrands), has proved that contextual targeting in digital video ads can double purchase intent among Hispanics.

Marketers need to understand how to strengthen their connection to Hispanics, whose spending power is projected to reach $1.7 trillion by 2019 and grow by 85% over the next 10 years. The study, conducted across mobile and desktop devices, focused on how topic, language, and culture have an effect on the relationship between consumers and brands.

Source: “Marketing to the Hispanic Mindset”, MAGNA/UCI/IPG

“We’ve long known the benefits of tailoring brand ads to reach U.S. Hispanics via Spanish-language content and Hispanic cultural nuances,” said Roberto Ruíz, EVP of Research, Insights & Analytics at UCI. “By using breakthrough technology to conduct research on mobile devices and utilizing facial coding technology, this study goes a step further to prove that the content used while running an ad is just as important.  We found that ads created to reach the Hispanic consumer work best when they run alongside in-language and in-culture content, helping marketers create deeper and more meaningful connections with this burgeoning demographic.”

One of the key findings was that language and cultural targeting are important for deepening relationships between consumers and brands, as they capture and maintain the user’s attention throughout the ad, allowing the brand to communicate its message successfully. According to the study, language-targeted ads are twice as effective among total Hispanics, while for Spanish dominant Hispanics, language targeting increased brand relevance.

Moreover, facial coding showed that Hispanics see cultural targeting as a better experience in mobile devices: 60% among the 6,000 interviewees showed more emotion when watching culturally targeted ads than non-culturally targeted ones. In-culture ads were twice as effective at making consumers wanting to recommend the brand more.

“We have intuitively known that context is important in advertising, but we were surprised to see the exact same ad performed best by addressing language and culture,” said Kara Manatt, SVP, Intelligence Solutions Strategy at MAGNA. “We were pleased to be able to explore this topic in depth, especially given the purchasing power of the Hispanic audience.”

For the study, the representative Spanish-speaking sample could select video content according to their preferences. Participants were randomly shown a control or test video ad, which ran as pre-roll. Facial coding technology was then used to record attention and emotions throughout the duration of the video played on each device: webcam for PC and camera for smartphone. The impact of the same ads was compared to each other, allowing researchers to understand the effect of context while tracking differences of effectiveness in individual ads.