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.
A new report by Salesforce Research shows that 59% of the 6,723 individuals surveyed globally believe their personal information is vulnerable to a security breach, while 54% believe that the companies with their data don’t have their best interests in mind. This will affect their choices as consumers: 86% said that if they trust a company, they’re more likely to share their experiences, and that number goes up to 91% among millennials and GenZers.
In a March 2018 survey of 522 advertising decision makers in the US and Europe conducted by Sizmek, 38% of the respondents surveyed said that brands are primarily responsible for ensuring brand safety. At least 10% of respondents felt that ad agencies, publishers, ad buying platforms or ad networks were the most responsible parties for brand safety.
“There’s no dispute that news and sports are the leading beneficiaries of OOH viewership,” writes the author of a recent Nielsenarticle. In the U.S., 31.7% of people ages 16-69 are interested in the U.S. Open, making it more popular than Wimbledon, the French Open and the Australian Open. Out of the local television markets in the U.S., New York, the host city for the event, has the highest percentage of people who said they watched the U.S. Open last year.
Distributors’ customers are moving away from print and toward digital and in-person shopping, according to the research outlined in “What Customers Want,” a report by MDM and Real Results Marketing, that is based on a survey of more than 10,000 of distributors’ customers. Among other takeaways, the report shows the top five methods distributors are using for driving online sales: email 22%, field sales reps 22%, customer service reps 19%, SEO/Organic search 19, and inside sales reps: 18%.
The financial services industry is ripe for disruption, and banks are on the front lines of the rapid consumer changes. A recent Resonate study found that more than 5.6 million Americans are thinking about switching banks within the next year.
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.
In 2018, 64% of U.S. adults (about 162 million) have shopped at Walmart in the past three months, according to market research firm Packaged Facts in the new reportWalmart as Omnichannel Competitor. Packaged Facts estimates that more than half of U.S. adult purchased in-store or online from Walmart in the past three months. Walmart’s usage far outpaced supercenter competitor Target and bested the growing omnichannel omnipresence of Amazon.
A new study from Forrester Research and Digimarc revealed three of the most crucial factors influencing U.S. shoppers’ decisions: price, location, and checkout experience. While the first two were a given, the strong showing of checkout experience was a surprise. An even 50% of survey respondents cited checkout experience as “very important” and another 35% cited “important.” According to the report, “While it’s no surprise that customers don’t want to wait in long lines and have slow checkout processes, the extent to which they care might surprise many retailers.”
According to new research on shopping behavior by Salesforce and Publicis.Sapient based on a survey of 6,000 consumers and 1.4 billion e-commerce visits, 50% of digital traffic related to retail comes from mobile while 70-80% of revenue comes from physical stores. Even though 46% shoppers prefer to make purchases in store, 83% are using their phones while in the store to look at reviews, compare products and take photos. However, only 1.7 out of 5 stores are taking advantage of in-store app experiences and tailored push notifications.
A study conducted by Nielsen about the U.S. Hispanic community’s digital behavior shows that they over-index on new technology adoption against non-hispanics. Also, the internet is a natural resource for Latinos, as 60% of them were born or grew in the Internet age, vs. 40% non-Hispanics. Latino consumers also over-index on social media use and purpose-driven purchases. The study touches other aspects such as Hispanic influence on the U.S. mainstream, evidenced by food, music, pop culture, and entertainment.
The most recent Survey of theAmerican Consumer® (Spring 2018 report), which focuses on the shifting digital landscape, has shown that although Facebook has seen some decline in the last month, it’s still the number 1 social media across all generations. Among the study’s findings, Gen Z’ers are 37% more likely than the average user to own an iPhone, and they are also 64% more likely to have downloaded or listened to a podcast in the last 30 days than the average adult.
What: Nielsen has published its quarterly report of overall media usage across linear and digital platforms, and across ages and ethnicities. Why it matters: Insights like Nielsen’s can help understand the fragmented media landscape, as well as how the myriad of available options shapes consumers’ behavior while forcing marketers and advertisers to produce tailored experiences.
Today’s media landscape is more fragmented and fast-paced than ever. As Peter Katsingris writes in the introduction to Nielsen‘s latest Total Audience Report, as consumer choices increase, media behavior shifts, and at the same time, our complicated new lifestyles beg for better technologies. Because consumers are able to customize their media usage in a unique way; Nielsen’s insights cover consumers’ access to devices and services, both traditional and digital, as well as usage across ages and ethnicities. Here’s a summarize of the most important insights in the study.
Get tickets for Portada New York and be a part of the panel IF CONSUMER TIME IS THE CURRENCY FOR ADVERTISING, WHAT DOES IT TAKE TO GET MORE OF IT?, by Seraj Bharwani, CEO & Founder of Acuity Ads.
Which entertainment devices are used the most?
According to the study, nine out of 10 US adults use linear platforms in the average week. Interestingly, radio has the highest reach across platforms with 92% of total surveyed adults and 96% of Hispanic adults tuning in each week. Live+Time-shifted TV viewing, on the other hand, reached 88% of persons in Q1 2018. Over a third of persons use their internet-connected devices (including smart TVs) during the average week, with a higher reach of 43% for Asian Americans. Computer reach is highest with Asian Americans as well, with 71% using the device weekly. Regardless of race or ethnicity, smartphones remain universally popular, reaching four out of five adults while tablets are used by less than half of all adults weekly.
How much time do they spend online?
As the table below shows, US adults are spending over 11 hours, nearly half a day, connected to linear and digital media. These days, all listening, watching, and reading activities are carried out online. According to Nielsen’s data, time spent across all media in Q1 2018 increased 19 minutes from the prior quarter, an increase that is driven by more time on TV-connected devices (+5 minutes) and on digital platforms (+13 minutes).
It’s worth mentioning that seasonality plays a role with quarterly television usage trends, particularly as people transition from holiday breaks and sporting events, such as the Olympics and the Super Bowl. Digital usage across computer, smartphone, and tablet continue to play a growing role with the adult U.S. consumer. In Q1 2018, three hours and 48 minutes a day were spent on digital, with app/web usage on smartphone accounting for 62% of that time.
Who spends more time on each device?
Young adults 18-34 spend the largest percentage of time with TV-connected devices and digital devices compared to other demographics. Media usage varies by demographic—not only by total time spent, but also in the distribution of time spent across media platforms. Older people tend to lean more on traditional mediums, while younger generations are often early adopters of new technology. For instance, in Q1 2018, younger adults (18-34) spent less than nine hours a day as compared to older adults (50+) who spend over 12 hours a day with content across platforms.
What are multicultural consumers doing?
Black adults are the heaviest users of media overall. Compared to overall US, Hispanics listen to more radio, and Asian Americans spend more time with computers and tablets. The ethnic landscape of the US is rapidly changing, with more diverse younger generations. While every individual has personalized media habits, Black adults 18+ on average consume nearly thirteen and a half hours of media per day, almost two-and-a-half hours more than the average adult. Hispanics consume less overall media on average, but do listen to more radio and have higher time spent on game consoles and internet-connected devices. Asian American adults spend more time on their computers and tablets than any other group.
How does age determine media behavior?
Two-thirds of U.S. TV households have devices capable of streaming content to the TV set. Users’ preferences for streaming devices also changes with age. Fifty percent of streaming by teens is done through a game console, whereas for kids 2-11 and adults 18+ streaming is mostly done through internet connected devices or smart TVs. Nearly half of all video streaming by adults 35-4 9 comes through internet-connected devices, while adults 50+ have a higher percentage of their streaming on smart TVs.
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.
A study from data analytics firm Consumer Intelligence has found that over 40% consumers say they would be put off applying to a bank that has technical issues. The research showed that technical problems such as security issues have led to consumers being more vigilant, with more than 45% saying that they have changed their behavior.
After surveying more than 4,000 European respondents about influencer marketing, a report by Bazaarvoice shows that consumers are tired of the repetitive nature of the content and decreasing quality of posts. According to the study, 63% of online audiences feel that influencer content has become “too materialistic” and “misrepresenting real life,” and 49% of consumers believe there’s a need for effective regulation to define stricter rules as well as best practices for content.
According to new data from Splitit, 87% of online shoppers will abandon their carts during the checkout process if it is too long or too complicated. In addition to abandoning their carts, 55% of consumers would never return to that retailer’s site. Cart abandonment rates hover at about 70% overall, and older shoppers are the least patience. 90% of those aged 55 and older would not complete a long or complicated checkout process, and only 7% would exit a lengthy checkout but return to the site later, compared to 12% of millennials.
Periscope has announced the findings of its research on consumer actions, attitudes, and behavior during Amazon Prime Day 2018. The research, conducted in the US, UK, France, and Germany, found that consumers are spending more, on more items, and online shopping behavior continues to grow in sophistication. The survey of 3,000 consumers found over 80% awareness with the exception of France at just 63%. All countries reported that a mix of online and offline was their dominant way to shop but an average 16% stated they mostly shop online.
While chatbots and voice assistants are gradually being adopted by consumers, 65% of shoppers in the U.S. and Europe say they are either not very important or not at all important, based on a new survey conducted by Bazaarvoice. In the same vein, 61% of retailers say it is of no or minimal interest to shoppers. The study comprised an online survey of 2,000 adults the U.S., U.K., France and Germany, and 400 brand and retail clients.
PERQ has released new analysis of consumer call-to-action (CTA) data with key learnings for websites of brick and mortar businesses who sell (or lease) high-consideration, big-ticket items. The research, which looks closely at click-to-conversion behavior as well as the overall online experience, found 77% of car shoppers on dealership websites are actually at the beginning or middle of the process and are interested in tools that help them make a decision rather than immediately completing a purchase.
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.
According to the latest IRI® Consumer Connectsurvey, even though 55% percent of US households say their financial health is good, CPG unit sales growth is anemic and the non-food sector is struggling even more. 64% of Hispanics said their savings had declined during their past year.
A recently-released report by eMarketer titled “Ad Targeting 2018: Households, Individuals or Both? Why a Blended Approach Is Often the Answer” shows that ad targeting, and specifically more advanced forms such as cross-device targeting, is top of mind for marketers. The Interactive Advertising Bureau (IAB) and Winterberry Group found the greatest portion of US senior marketing professionals surveyed between December 2017 and January 2018 cited cross-device audience recognition as the marketing topic that will command most of their attention this year.
NPD’s Retail Tracking Serviceshows that US retail spending on general merchandise categories at brick and mortar rose 8% in Q1 2018, compared to Q1 2017, outpaced by increases in the top 20 Hispanic core-based statistical areas (CBSAs) which showed 12% growth during the same period.
According to Nielsen’s Fanlinks survey data, podcasting saw a significant growth in engagement from 2016 to 2017. In the fall of 2016, 13 million homes identified as “avid fans” of podcasts, while by the fall of 2017, the number of homes that consider themselves “avid fans” soared to 16 million.
Researchers from Yale’s School of Managementconducted a study where they examined how changing the sequence of choices might affect a customer’s purchasing decisions. 84 participants were asked to choose a sofa set, selecting either color first and fabric second or the reverse. Then they were asked to type a description of the product. The researchers found that in these descriptions, participants tended to emphasize whichever trait they selected first.
The WFA recently found that two in three brands intend to increase their influencer spend this year even though 95% of respondents are afraid of fraud. The same article reveals new research from CampaignDeus shows one in eight Instagram influencers has bought followers in the past six months.
comScore, Social Studio and Shareablee shared an analysis about World Cup engagement online in Latin America. They found that Latin Americans were most active on Facebook; Coca-Cola and Adidas were the most-mentioned sponsors, and Brasil was the country with most mentions throughout the tournament.
A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.
Telemundois planning on partnering with SportsManias to create a World Cup-themed keyboard, providing fans with animated soccer emojis for this summer’s FIFA World Cup. According to the broadcaster announcement, the keyboard will feature animated emojis of players scoring goals and celebrating, referees pulling out red cards, fans waving their country’s colors, and more.
According to Nielsen, the FC Barcelona vs Real Madrid game last May 6 made beIN SPORTS’ ratings spike. “El Clasico” matchup between LaLiga archrivals averaged more than 1.4 million total viewers across both networks.
Post Cereals Kicks-Off Major League Soccer Support, as the Official Cereal of MLS. Starting in June, limited edition MLS cereal boxes can be found at grocery stores nationwide, featuring collectible Topps MLS player trading card cut-outs. In addition, more than 20 events will be held in grocery store parking lots across the country from June through August.
GoGo squeeZ has been named the official applesauce and yogurt sponsor of the 2018 Kick It National Tour. The Tour officially begins on June 2 and will involve more than 30,000 youth soccer players across more than 70 events in 2018.
FC Diez Media, IMG and Perform’s joint venture set up to advise CONMEBOL on their commercial rights for club competitions from 2019-22, is now tendering media rights for CONMEBOL Sudamericana and CONMEBOL Recopa until June 6. This is the first time Sudamericana rights have been made available through a tender process and sold separately to the CONMEBOL Libertadores competition.
ESPN and theFC Bayern Munich have reached an agreement for the broadcaster to use and share content directly from the German Bundesliga club across its digital and linear platforms. With this deal, Bayern Munich will make available its content – behind-the-scenes video, access-driven features, pre- and post-match reports, press briefings, team travelogue, and more – for use across different ESPN programs in the United States, Canada, throughout Latin America and the Caribbean.
Minute Mediahas raised $17 million in a Series F funding round, with new investors, including Goldman Sachs and Vintage Investment Partners, and existing investors such as Battery Ventures, Dawn Capital and Qumra Capital. This adds up to a total funding of $77 million to-date.
FOX is preparing for the 2018 FIFA World Cup by using heavy weight influencers like David Beckham, Ryan Reynolds, Joel Embiid, Alex Morgan and Evander Holyfield, who all play featured roles in FOX Sports’ The World Becomes the FIFA World Cup campaign. Also appearing are FOX Sports Lead Studio Host Rob Stone and Lead Studio Analyst, Alexi Lalas. “It doesn’t get any bigger than the FIFA World Cup. It brings together the worlds of sports and celebrity for an incredible month-long pop culture event,” stated Robert Gottlieb, EVP of Marketing, FOX Sports.“It was a natural fit to have movie stars, musicians and championship athletes as part of our campaign.”
What: Portada and CNN en Español joined forces at the first Thought Leadership Breakfast for the Multicultural Markets in New York. We asked Cynthia Hudson, SVP and General Manager of CNN en Español and Hispanic Strategy for CNN/U.S., about CNN en Español’s goals for this year, and how their recent agreement with Nielsen will help achieve those goals. Why it matters: CNN en Español, the sole 24-hour Spanish-language news network in the U.S., will have access to Nielsen’s Hispanic demographic data, which will help CNN reach Hispanic audiences more effectively.
As part of this year’s upfront season, Portada partnered with CNN en español in order to organize a series of three thought leadership breakfasts for the multicultural markets, the first of which took place this week in New York City. With CNNEE’s Fernando del Rincón and Xavier Serbia as moderators, Moët Hennessy’s Manny González, GroupM’s Nelson Piñeiro, and Horizon’s Alex Minicucci discussed topics related to reaching the Hispanic consumer, such as sports and the relevance of soccer and the World Cup as a good opportunity to do so. In the context of this breakfast, Portada had the opportunity to meet with Cynthia Hudson, SVP and General Manager of CNN en Español,and ask about her perspective on the connection with U.S. Hispanics. In view of the recent agreement with Nielsen to provide daily national television measurement, Hudson discussed with us what this will mean for the future of CNN en español.
Portada: In your experience, how has the Hispanic landscape evolved in the last years? What has been CNN en Español’s role in this evolution?
Cynthia Hudson: “Clearly the Hispanic population has continued to grow in size, economic power, and influence. Regardless of the current social climate in the U.S., Latinos continue to contribute and are a driving force of U.S. growth. We continue to see our audiences turning to us for more in-depth coverage, for our broader international coverage and as a key source of thought leadership in the U.S. market and as a primary source of Latino news.”
We are engaging on all platforms with the highly mobile and tech-savvy Latino audiences, and it shows our domination of Spanish-language news in this market.
Portada: How is CNN en Español planning to address its audience more effectively?
C.H.: “We have a separate feed with unique content just for the U.S. Hispanic Market and due to the fact that our content is current and original we are able to customize for our audiences and advertisers in the U.S. We are engaging on all platforms with the highly mobile and tech-savvy Latino audiences, and it shows in our domination of Spanish-language news in this market.”
Portada: How will the Nielsen ratings help CNN en Español?
C.H.: “We are so excited to be able to work with Nielsen in showing our clients the value of investing with CNN en Español to reach influential Hispanic leaders and our unique and highly-coveted Hispanic Demos.”
Portada: What new segments are you expecting to reach through Nielsen’s data?
C.H.: “We hope to expand the portfolio of advertisers who needed the back up of Nielsen ratings to partner with us on our TV channel and show that our reach on our multiple platforms (digital, social and radio) is a great way to reach Latino audiences.”
Portada: What are CNN’s challenges when addressing Hispanic decision-makers?
C.H.: “We know that in some markets the TV channel is in the Spanish cable packages and that can be challenging. But, our audience is a loyal, highly engaged and desirable consumer and we hope to show that to advertisers.”
Portada and CNN en Español have partnered for the Thought Leadership Breakfasts for the Multicultural Market Seriesin New York, Miami and Los Angeles: April 18, Miami EAST Miami. Topic: The Future of Research for Media Buyers targeting Multicultural Audiences May 10, Los Angeles,Loews Hotel Santa Monica. Topic: Hispanics Continue to be the Largest Ethnic Minority in the U.S. Today! Are Brands and Marketers still Taking this into Account? If you wish to attend any of these breakfasts and are a media buying executive at an agency or a client-side brand marketing executive, please contact Andrea Arizmendi.
What: Nielsen and CNN have reached an agreement to provide daily national television measurement to CNN en español. Why it matters: The multi-year agreement provides CNN en Español with national TV ratings for the network. The service also offers access to Nielsen’s rich Hispanic demographic data.
Nielsen and CNN have announced that they are expanding their relationship to provide daily national television measurement to CNN en Español, the sole 24-hour Spanish-language news network in the U.S. As a result of the new agreement, CNN en Español will leverage Nielsen data (C3/C7) during this year’s upfront season, an annual event during which TV networks preview their upcoming programs to advertisers.
As a new client, the multi-year agreement provides CNN en Español with national TV ratings for the network. The service also offers access to Nielsen’s rich Hispanic demographic data, minute-level viewership metrics and daily measurement performance for all content aired on the network. Nielsen’s person-level data allows CNN en Espanol to better monetize its programs and ad inventory while offering agencies and advertisers more granular insights into their audience.
“As a leader in Spanish-language news content we need to have a broad understanding of the U.S. Hispanic populations viewing habits and media consumption trends,” said Cynthia Hudson, Senior Vice President and General Manager of CNN en Español and Hispanic Strategy for CNN/U.S. “We are excited about our expanded relationship with Nielsen and look forward to unlocking the full potential of our content.”
By leveraging Nielsen’s national TV measurement services, CNN en Español will have the flexibility to conduct granular and comprehensive analysis of its audience for both live and time-shifted viewing and ratings data. In addition, the network will have intelligence data for custom demographic segments, TV consumption habits and audience characteristics. The complete suite of solutions will deliver a more comprehensive view of the network’s linear audience.
“Hispanic consumption is a driving force of our domestic economy. It’s critically important that networks have a clear understanding of how this important constituency satisfies their need for relevant news. Access to accurate, actionable and independent data will be an important tool to help CNN en Español fully understand the marketplace’s evolving dynamics,” said Peter Bradbury, Managing Director, Nielsen National Client Solutions. “As the media and advertising landscape becomes increasingly fragmented, Nielsen will continue to work with all of our clients to ensure we offer meaningful solutions that demonstrate the reach of their audience to deliver greater results to their advertisers. We are proud to count CNN en Español as a client and we look forward to our newly expanded relationship.”
Nielsen’s suite of products provide clients like CNN en Español with a broader understanding of their audiences and their viewing trends. The new data sources will help uncover new insights, offer the ability to conduct respondent-level analysis for reach and frequency and go deeper into Nielsen’s standard audience segments.
What: We analyzed Nielsen’s study on behaviors of ethnic consumers as opposed to non-ethnic consumers in Canada. Why it matters: 20% of Canada’s population is composed of ethnic consumers, and nearly half of Canadians identify with more than one ethnic group. Yet, there is not enough attention to multicultural marketing above the U.S. border.
According to Nielsen‘s new study “Understanding the Power of Ethnic Consumers in Canada“, there are about 7.7 million ethnic consumers in Canada, which amounts to %20 of the total population. This amount could nearly double by 2036; statistics indicate there will be 15 million ethnic consumers in Canada by then.
Why aren’t Canadian marketers as engaged as Americans in better understanding the impact of ethnicity on consumer behavior? For Jack Jedwab, executive director of the Association for Canadian Studies, it could be due to “demographic differences between the two countries and the respective importance they attribute to certain expressions of identity”. As he explains, immigration into Canada has evolved over the past decade, substantially changing the amount and variety of visible minority groups.
Not understanding ethnicity risks leading marketers to define their target segments too narrowly.
It is vital for retailers, manufacturers, and marketers to pay appropriate attention to increasingly dominant groups. According to ACS’s Jack Jedwab, In the last 10 years, 80% of Canada’s population growth came from visible minority groups, which are expected to soon account for the majority of inhabitants of cities like Vancouver and later Toronto.
There is a strong opportunity for multicultural marketing in Canada. As Jedwab points out, “Not understanding ethnicity risks leading marketers to define their target segments too narrowly.” Thus, research studies like Nielsen’s are a truly useful tool to approach ethnic consumers’ behavior.
How Do Ethnic Consumers Shop in Canada?
The first step to come up with a plan to better reach ethnic consumers, says Nielsen, is analyzing data related to the extent to which shopping trips are planned. In other words, retailers and manufacturers can benefit a great deal from knowing whether a consumer bought an item because they intended to do so or because something in the store prompted them to do it. The study identifies three possibilities:
Planned: Consumers previously plan to make the purchase.
Reminded: In-store prompts remind consumers of things they might have thought to purchase before.
On impulse: Unplanned purchases, made on impulse upon seeing something that appeals to a certain desire.
According to the study’s results, ethnic consumers don’t plan their shopping trips as much as average Canadians, which makes them more receptive and responsive to in-store prompts and displays.
What Do They Buy?
As Nielsen explains, the second step after finding out how ethnic consumers buy is knowing what they buy. Results show these consumers are drawn to products with “better-for-you” attributes, and interestingly, all six attributes taken into account by the study are more relevant to ethnic consumers than they are for average Canadian consumers. The attributes considered in the study were: natural ingredients, no artificial ingredients, health benefits, low/no fat, environmentally friendly, and organic.
The biggest purchase-influencer is natural ingredients, but it doesn’t play the same role in all categories. As the graph below shows, natural ingredients are a major influencer when purchasing fresh food, with 31% of ethnic consumers vs 26% of average Canadians considering it an important factor, but not so much in other categories such as snacks.
Marketing campaigns that focus on specific target groups are more successful than others. In order to succeed in multicultural markets, retailers should pay close attention to consumers’ habits, and while it’s true that it’s virtually impossible to take into account each and every one of the visible minorities in Canada, there should be at least the attempt to approach a multiethnic society with the mindfulness it demands, and give diversity the importance it needs.
What: Advertisers will spend more than 10 billion in digital video in 1, representing an 85% increase from 2 years ago, based on“Digital Content NewFronts: Video Ad Spend Study,” a study conducted by Advertiser Perceptions on behalf of the Interactive Advertising Bureau (IAB). Why it matters: 68% of those marketers and agency executives believe that original digital video will become as important as original TV programming in the next 3 to 5 years.
Advertisers and media buyers have made an impressive 114 % increase in investments in original digital video programming over the past two years, according to the third annual “Digital Content NewFronts: Video Ad Spend Study” conducted by Advertiser Perceptions on behalf of the Interactive Advertising Bureau (IAB).
Reinforcing the critical role the Digital Content NewFronts has played in media buying decisions, eight out of 10 respondents said that their attendance at the 2015 NewFronts resulted in increased spending on original digital video content in the 12 months that followed, and/or motivated them to increase original digital video budgets overall.
Buyers who primarily focus on TV were more likely to commit those extra dollars at the NewFronts (64% vs. 42%), while digital-focused buyers were more likely to spend them throughout the year (49% vs. 41%).
Buyers who primarily focus on TV were more likely to commit those extra dollars at the NewFronts, while digital-focused buyers were more likely to spend them throughout the year.
Nearly three-quarters (71%) of those surveyed also said that they plan to attend the 2016 NewFronts, expecting to spend more than a third of their overall digital video budgets for the year at the annual marketplace.
The study further revealed that more than two-thirds of marketers and agency executives (68%) believe that original digital video will become as important as original TV programming in the next 3 to 5 years. In order to close the gap between digital video and TV programming, both groups want to buy digital video that reaches target audiences in high-quality programming and delivers more concrete ROI metrics.
68% of marketers and agency executives believe that original digital video will become as important as original TV programming in the next 3 to 5 years
While the majority of buyers surveyed plans to spend more overall on all digital video (63%) and mobile video (62%), original digital video content has grown in importance, now accounting for 44% of a typical digital video budget, up from 38% two years ago.
Native advertising has also established a foothold in dollars spent on original digital video, accounting for one-third (32%) of that investment.
Ongoing Strong Growth for Digital Video
Advertisers are spending on average more than US$10 million annually on Digital Video, representing an 85% increase from 2 years ago, based on a survey of 360 advertisers and marketing professionals.
Video represents an increasing share of Digital/Mobile Ad Spending, with growth driven by a substantial increase in Mobile Video allocations.
Robust spend optimism (plans to invest more in next 12 months) for both Digital and Mobile Video; while most are expecting to maintain current TV spend levels.
Cross-Platform spending (TV + Online Video) seeing continued growth in 2016 – driven by TV-Primary Buyers, 82% of whom plan to increase crossplatform spending.
Cross-Platform spending (TV + Online Video) seeing continued growth in 2016 – driven by TV-Primary Buyers, 82% of whom plan to increase crossplatform spending.
Original Digital Video Content Spending & Trends – Robust growth: Ad spending on original digital programming has more than doubled since 2014. Nearly one-third of ODV dollars are going to Native advertising opportunities.
In addition, Yahoo partnered with Nielsen & Hunter Qualitative to collect insights related to different variables within the pre-roll and native video ad formats. The study suggests the greatest growth in digital video consumption is coming on mobile devices, while traditional TV viewing time has declined slightly.
The study further suggests cross-platform digital video ads are more effective for brands than PC or mobile-only video campaigns.
Yahoo’s video creative best practices:
Larger logos deliver higher brand metrics than smaller logos, and even more so for Millennials.
CTA’s should be included in video ads, as they generate increases in lower-funnel metrics such as Purchase Intent and Brand Recommendation.
The brand should be introduced at any point in the video ad. Key brand metrics are not impacted whether the brand is introduced in the beginning, middle, or end of the video.
Different ad tones should be employed to drive Millennials down the purchase funnel.
Video ads must be optimized for screen alignment.Horizontal is more effective at increasing familiarity and purchase intent when compared to the relatively newer vertical portrait ads.
15/:30 ads in pre-roll formats as they drive higher aided recall, affinity, purchase intent, and recommendation than : 05.
:15 native video ads drive greater recall and purchase intent than longer video units.
When it comes to native, auto-start ads drive a slight increase in brand affinity and outperforms userinitiated ads in recall and fixation.
“Marketers and agencies are telling us they clearly see great value in original digital video programming,” said Anna Bager, Senior Vice President and General Manager, Mobile and Video, IAB. “This study demonstrates that the NewFronts has the ability to move ad dollars. Considering this year’s presenter line-up of top-tier, innovative media companies, and content creators, we expect that the event will inspire spend during the marketplace’s two-week period and beyond.”
What: Nielsen announced that Facebook will offer its publishing partners Digital Content Ratings for measurement of Facebook Instant Articles. Why it matters: Expanded digital content ratings, including using social media channels, aim to give publishers a more complete picture of their digital audiences.
Nielsen announced that Facebook will offer its publishing partners Digital Content Ratings for measurement of its Instant Articles. With Instant Articles, publishers can create fast, interactive articles that are viewed directly in Facebook’s mobile app, enhancing the speed and ease of accessing content. (Check out how Colombia’s Newspaper El Tiempo uses Facebook Instant Articles).
Facebook announced it is opening the Instant Articles program to all publishers, including the collaboration with Nielsen for Instant Articles measurement, at its F8 developer conference taking place in San Francisco this week.
Publishers that participate in Facebook’s Instant Articles program will be eligible to have Digital Content Ratings measurement for the article contribute to their total audience
Digital Content Ratings – part of Nielsen’s Total Audience Measurement framework – provides daily measurement of audiences across all digital content types and platforms, with metrics fully comparable to television. The initial release currently in the market includes measurement of static and video content, spanning desktop, mobile phones and tablets. Measurement of audio content and audiences viewing on game consoles and over-the-top (OTT) devices will be available in a future release. Digital Content Ratings enables a comprehensive view of digital audiences for content, allowing digital and TV publishers to demonstrate and maximize the value of their content, and advertisers and agencies to plan in a better way across screens.
Publishers that participate in Facebook’s Instant Articles program will be eligible to have Digital Content Ratings measurement for the article contribute to their total audience, including industry metrics such as audience, page views and time spent.
Additionally, Nielsen will offer measurement of Facebook’s Instant Articles to all Digital Content Ratings subscribers as part of its standard service.
Currently, more than 25 Nielsen clients are evaluating their Digital Content Ratings data for video measurement, with another 15+ evaluating for measurement of static content. Many others are on the path toward implementation. The syndicated release of Digital Content Ratings will be introduced to the market in phases beginning in Q2 2016.
“We’ve been laser focused on delivering Nielsen’s Total Audience Measurement to the market and continue to work closely with Facebook and others as they evaluate their Digital Content Ratings data and the insights it offers,” said Megan Clarken, President of Product Leadership, Nielsen. “We support our clients’ efforts to enhance the user experience across platforms and are thrilled that Facebook has chosen to offer Digital Content Ratings measurement to their Instant Articles partners.”
A summary of the most exciting recent news in advertising technology in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.
U.S./U.S. HISPANIC MARKET
DataXu, programmatic marketing software provider, is releasing a whitepaper which analyzes a year’s worth of data on ad fraud as the first instalment of its Programmatic Quality Report Series,The 2015 Advertising Fraud Report. This issue reports that brands lost $18.5 billion to fraud in 2015, and promises that things will get worse. Other statistics include the claim that fraud rates can reach 65% on exchanges, 17% on networks and 7% on publishers’ sites. The industry averages for fraud were reported between 6 and 30%.
NBC Universal and Vox Media have announced that they will sell digital ad inventory across their portfolio of brands together. This is the biggest collaboration between the two since NBCU invested in Vox last year. Their “Concert” digital inventory portfolio will combine premium inventory and audiences and concentrate on display ad inventory for the time being (although they will almost certainly incorporate digital video at some point). The collaboration will give advertisers more tools to reach targeted audiences.
The Atlantic and Univisionhave announced that CityLab Latino, a Spanish-language version of The Atlantic‘s CityLab, which focuses on urban and lifestyle news, has gone live. Juan Pablo Garnham, a veteran at El Diario, is managing the editorial efforts out of Miami.
In advance of the 2016 TV Upfronts, AOL today announced the launch of self-serve programmatic TV buying to give marketers a clearer view of valuable audience buying opportunities, and to better plan, purchase, and measure their TV ad investments. This self-serve module extends AOL’s ONE by AOL: TV managed module, which launched in 2014, and is part of the company’s open, unified programmatic platform ONE by AOL™, which launched in April 2015.
zvelo, a content categorization tool, announced the launch of zveloSHIELD™, a real-time, dual-decisioning ad fraud prevention and botnet detection system tool. It offers ways to combine pre-bid blocking of fraudulent IP addresses with zvelo’s exploit and botnet detection capabilities.
Digital identity company Drawbridgeis partnering with Peer39® by Sizmek, a cookie-free targeting solution, to integrate Peer39’s contextual relevance data into the Drawbridge Cross-Device Platform. This way, advertisers, agencies and trading desks will be able to make media buys according to the contextual relevance of every web page, and decide exactly what ads they want their own ad to be placed next to.
eMarketerreleased a study that claims that mobile is driving the growth of programmatic advertising, accounting for more than two-thirds of all programmatic digital display-ad spending this year. Facebook, Alphabet‘s Google-owned YouTube, LinkedIn are important forces behind this trend. U.S. programmatic digital display-ad spending should reach $27.4 billion by 2017, an increase of 24%.
Proctor & Gambleis reportedly seeing three to five times greater ROI on ad spending through programmatic buying than it was through traditional environments.
Vasona Networks Inc, which creates platforms to help mobile-network operators improve user services, raised $14.6 million of Series C venture capital. The money will go towards Vasona’s projects with major network operators and drive R&D, the company said.
Virool, a video distribution platform for marketers, has raised $12 million in Series A funding to penetrate the global market, Latin America included. The funding came from Flint Capital, Menlo Ventures, Yahoo! Japan, and 500 Startups.
DON’T MISS PORTADA’S UPCOMING EVENT: PortadaLat’s two-day LatAm marketing, advertising, media and digital conference, will be held from June 8-9, 2016 in Miami, and will feature a session on the OTT revolution. Register now to hear about monetization, view ability, YouTube, Facebook and more.
Nielsen Mexico has announced an agreement with MediaMath to integrate Digital Ad Ratings (DAR) with its TerminalOne programmatic media buying platform. DAR will provide comprehensive and real-time analysis of audiences on desktop and mobile for digital publishing campaigns – similar to Nielsen ratings for TV.
eMarketer‘s latest stats also reveal that digital ads represented less than 20% of Mexico‘s total advertising spending, but that this number should rise to a third by 2020. Mobile is on the rise in Mexico as well, as $1 out of $10 that goes to advertising spending in 2016 and $1 in every $4 by 2020 will go to the mobile screen. In Brazil, the Olympics will boost advertising, and mobile is also growing. It currently accounts for 6% of ad spending, but that should rise to 19.1% by 2020. In Argentina, mobile will account for 4% of spending this year, a number that will reach 17.2% by 2020.
iFood, the largest online food delivery platform in Latin America, today announces the acquisition of SpoonRocket technology. This move is the fifteenth acquisition in two years for iFood, and will continue to bolster the company’s unchallenged dominance of the on-demand economy in Brazil. The company plans to use SpoonRocket’s robust logistics technology to optimize delivery time, enhance the restaurant-to-consumer experience, and continue its rapid expansion in LatAm and other emerging economies.
Global media network Caratreleased growth forecasts for ad spending in 2017, and Latin American advertising markets are predicted to stay strong and achieve up to 10.5 % YOY growth.
H.I.G. Capital, a leading global private equity investment firm with $19 billion of equity capital under management and investor in Batanga Media, announced the closing of H.I.G. Brazil & Latin America Partners at $740 million, exceeding its $600 million target. The Fund will continue H.I.G.’s successful investment strategy of focusing on private equity, buyout and growth-oriented investments in lower middle-market companies in Latin America, with a focus on Brazil.
Stacie de Armas, Vice President Strategic Initiatives & Consumer Engagement at Nielsen, set the stage by sharing current data and insights on the ways Latinos are consuming both social and mobile technology. Latinos continue to over-index on both adoption and time spent. As early adopters and trendsetters, Latinos offer organizations a future view of where user social and mobile consumption will go.
Key Nielsen Latino data shared:
Mobile Adoption: 81% are smartphone users
Mobile Minutes: monthly, at least 100 minutes more time spent on mobile than other ethnicities
Social Minutes: weekly, 2 ½ hours time spent on social networking apps
mCommerce: 12% of mobile shoppers are Latino
“Hispanics are super consumers of smart phones and avid mobile app users”, said Stacie de Armas, Vice President Strategic Initiatives & Consumer Engagement with Nielsen. “According to Nielsen’s insights, Latinos over-index vs. the general market not only on ownership of smart phones but also usage of apps. Super social and super engaged, Latinos spend almost 2 ½ per week on social media apps on smart phones and up to 9:03 hours per week on other apps and web surfing on smartphones.”
The Importance of Micro-Moments and Authentic Content
Eliana Murillo, Head of Multicultural at Google discussed taking advantage of micro-moments and creating authentic brand content via content creator collaboration. Recent Google Micro-Moments research points to micro-moments when a consumer has high interest or intent as a key opportunity to reach consumers. Consider a “I want to do” moment when users want to learn how to do something like make-up, hair, recipe or make a DIY present. Given how much Latinos like how to videos, creating a helpful video to address that “I want to do’ moment becomes a great opportunity to engage and reach the Latino audience. Another type of micro-moment can be a short-lived niche moment that generates intense interest among your target consumer (think soccer game, concert, even lights out during the super bowl which Oreo capitalized on). These opportunities lend themselves to deeper engagement.
Leading Hispanic marketers are taking advantage of these micro-moment opportunities by collaborating with content creators. Content creators are in a good position to know their audience. Consider that every time they put up a video on YouTube they practically receive immediate feedback. It’s very likely that the content creators know the consumer better than the brand or agency people do.
Eliana recommends giving creators the flexibility to do something authentic that will work for their audience. One really great example is Karla Celis, a YouTube crafter with over 1 million subscribers did a DIY snack bar and drive-in movie project that featured Ford. The crafter built content that was very original, fun and relevant for her audience and has lead to over 500K views.
Eliana cautioned about doing your homework before engaging content creators to make certain that you work with a person who is a good fit for your brand. She suggests watching their videos, reading the comments they post, and reviewing their social accounts to learn about the type of content they produce and assessing their engagement techniques.
Reaching your Audience Across Platforms with Rewarding Experiences
Sameer Deen, SVP of Univision Digital shared how Univision is actively building cross-platform experiences, content creator relationships and new platforms to extend its reach and further engage its audience.
Sameer shared Univision’s focus on finding new and authentic ways for Univision to engage their fans. The Conecta app available for the iPhone or Android is a fan engagement tool rolled out recently for the the wildly popular La Banda, a search for the new super boy band competition produced by Simon Cowell and Ricky Martin. The app allows fans to receive exclusive content, vote on contests, easily see and engage in show related social traffic, and even become a judge. These steps make it easy and rewarding for fans to engage with the show on a second screen while watching the show live and staying engaged afterwards. Sameer mentioned that the LA Banda roll-out has been an example of how brands like Verizon and Toyota can create campaigns that bridge, social, mobile and TV.
Univision has also partnered with Snapchat to leverage live stories for major events. One example Sameer discussed were the July 26thlive soccer stories for Copa de Oro–a clever way to engage younger soccer fans on a new platform that is gaining major popularity on a topic that Univision is well-known for. Sameer mentioned that Snapchat allows content creators to tell their story differently, in new engaging ways.
Univision recently created the Univision Creator Network to offer content from top Latino content creators on YouTube, Vine and other platforms. The content creators, who are mostly English speaking, are creating content that appeals to younger English-dominant Latino audiences and helps brands reach these audiences. He cautioned about making sure to create the right story for audiences along with the right message for your brand.
“Engaging our audiences is a critical part of how we evolve with media consumption habits, and most importantly how we reward that consumption. Whether it is through content created by them, with them and for them as we are doing through the Univision Creator Network and with Flama, or creating experiences that easily enable their access through technology such as with La Banda via Univision Conecta, we are truly providing our audience with the content they want, wherever they are and with the talent and creators they love. Garnering this great engagement and creating exclusive opportunities allows us to also create unique experiences for our advertisers,” said Sameer Deen, SVP of Univision Digital.
All in all, my top takeaway from the session is that the fight to gain attention among Latino consumers, especially Millennials, is escalating quickly. Organizations who are trying to reach Latinos are going to face fierce competition. The days of trying to quickly “Latinize” an ad via translations and Hispanic models are dying out. Brands will need to create compelling, unique campaigns with content that is more relevant, rewarding, useful and/or experiential in order have a competitive edge across multiple platforms.
Julie Diaz-Asper is the founder of Social Lens Research. Social Lens has a proven track record of using a mix of social marketing techniques and sound research methodologies to better engage and gain deeper insights (mobile optimized research exercises, focus groups, social contests).Julie has over two decades of experience helping large organizations to innovate and pursue new market opportunities including American Express, AARP, Google Multicultural, Univision, Consumer Reports en Español, Cabot Cheese, Mobile Future, CX Act, HITN, Immersive Youth Marketing and Inspire Agency.
Advertisers and demographers are waking up to the value of Latino consumers, with kudos from The Economist and Nielsen, as Toyota says thanks to LA locals.
Hispanics lead edge of media shifts
Not only are Hispanic Americans heavy and enthusiastic users of all kinds of media, their behavior can also help brands and agencies understand the direction the rest of the country will take. Hispanic consumers are bellwethers for overall media use, according to a study by Specific Media and SMG Multicultural.
They spend more time online, more time on mobile and more time multiscreening, the survey found. And, while they are more influenced by friends and family, they also are more influenced by advertising: 36 percent of Hispanic Americans felt smartphone ads often or very often influenced their purchases, compared to 17 percent of non-Hispanic Americans; 33 percent of Hispanics found web ads useful often or very often, compared to 20 percent of non-Hispanic Americans. That’s nice news for advertisers.
In fact, they’re super consumers
So says a new report from Nielsen, thrillingly titled The Multicultural Edge: Rising Super Consumers. They’re talking about Hispanics, African-Americans, Asian-Americans, and all other multiculturals, who already make up 38 percent of the U.S. population. Nielsen says, “[M]ulticultural consumers … simultaneously maintain their cultural heritage and see themselves as part of the new mainstream, allowing them to mix and match endless choices and products to suit their effortless duality in lifestyles and tastes.”
No Latinos? : <
Even the august Economist has woken up to Hispanic Power. A recent Economist article details how important Latinos are to the United States economy. In fact, the growing number of U.S. Hispanics could provide a cultural and economic edge to our country, it says:
From Europe to north-east Asia, the 21st century risks being an age of old people, slow growth and sour, timid politics. Swelling armies of the elderly will fight to defend their pensions and other public services. Between now and mid-century, Germany’s median age will rise to 52. China’s population growth will flatten and then fall; its labour force is already shrinking. Not America’s. By 2050 its median age will be a sprightly 41 and its population will still be growing. Latinos will be a big part of that story.
YouTube Hispanic lets advertisers buy upfront for a guaranteed audience, using a variety of factors to find video that will appeal to Hispanics.
Toyota gets personal with LA customers
The automaker celebrated its tenth year as the top automotive brand among Hispanic consumers with a private concert with Ricky Martin. It invited some Toyota owners from the Los Angeles area to the showcase at Nokia Theatre L.A. LIVE and showcased them during the event.
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Cisneros Interactive took a majority investment in digital audio advertising network Audio.Ad, which reaches more than 35 million users in Latin America and the U.S. Hispanic market. Cisneros Interactive’s RedMas unit will be the exclusive seller of Audio.Ad advertising solutions in Latin America and the U.S. Hispanic market, delivering spots to internet radio and audio streaming devices. [Ctahfb]
What:Nielsen has acquired data and technology provider eXelate for an undisclosed sum, although sources say the deal close around US$200 million. Why it matters: The acquisition brings Nielsen capabilities outside its remit of measuring audiences for TV planning and buying purposes and also much closer to the transactional side of the media ecosystem, revising its role as a purely panel-based research play.
Nielsen has announced the acquisition of eXelate, a provider of data and technology to facilitate the buying and selling of advertising across programmatic platforms. This acquisition allows Nielsen to enable its clients to make better and faster marketing and media decisions.Sources estimated the transaction price at close to US$200 million , although terms of the deal were not disclosed.
With the acquisition of eXelate, Nielsen clients gain the ability to activate in real-time Nielsen audience insights as well as eXelate’s aggregated consumer segments from over 200 data providers. eXelate’s technology leverages data to inform the highest quality programmatic buying decisions in the marketplace.
Nielsen clients gain the ability to activate in real-time Nielsen audience insights as well as eXelate’s aggregated consumer segments from over 200 data providers
eXelate also aggregates and distributes third-party online data, composed of premium demographic, interest, and intent data from over 200 online and offline data providers. Nielsen intends to further develop and expand eXelate’s already rapidly-growing data marketplace and innovative technology solutions.
“This acquisition creates a tremendous opportunity for Nielsen in the programmatic media ecosystem,” said Steve Hasker, Global President, Nielsen. “Adding eXelate’s solutions to the Nielsen family furthers our ability to help marketers improve the effectiveness of their advertising campaigns and to help media companies better sell their content.”
“eXelate’s mission is to power the digital marketing ecosystem with data and insights to better inform the buying and selling of advertising,” said Mark Zagorski, CEO, eXelate. “We are excited for the opportunity to accelerate our business by taking this next step with our longtime collaborator Nielsen.”
The deal comes at a time when Nielsen was in the midst of buying offline-to-online data company Datalogix but was outbid by Oracle, which acquired Datalogix in December. Also, it comes less than two months after eXelate launched what the company described as a Customer Data Cloud, a platform that unifies its DMP and exchange with a common set of IDs across devices like tablets, smartphones and connected TVs.
Nielsen and eXelate were early partners, and the TV ratings company used eXelate’s DMP to power Nielsen Online Audience Segments-TV Viewing in 2012, a cross-platform product designed to help online advertisers target TV viewers.eXelate memberships of the Network Advertising Initiative, Interactive Advertising Bureau, TRUSTe, Council for Accountable Advertising, and Evidon’s Open Data Partnership, and these affiliations will remain in effect.
Reaching Hispanics at home or out and about, multiple screens and social media keep them tuned in.
AT&T sponsors Telemundo multiscreen talkback
In a nod to consumers’ increasing use of digital media while they enjoy TV, Telemundo has launched AT&T Presenta Suelta la Sopa Novelas, a digital and on-air variety show that lets viewers interact with hosts Erika De la Vega and Alessandra Villegas during commercial breaks in the 8 to 10 p.m. novella timeslot.
The hosts will pose a question each hour, and fans can respond via a website; then poll results will be featured on the audiences’ personal devices, as well as in “content capsules” during the TV programming.
While sales of cosmetics and beauty products overall have declined a bit, spending by Hispanics in seven key beauty categories grew year-over-year, according to Nielsen. They account for 16 percent of the total U.S. sales to this category and also drive 14 percent of overall fragrances sales and 13 percent of cosmetics sales, the top two beauty care categories for Hispanic shopper spending.
There are differences in spending between U.S.-born and foreign-born Hispanics, as well as between men and women. The Nielsen report emphasizes that this segment is full of opportunity for health and beauty marketers, but only if they remember that this is a diverse group of consumers.
Nielsen says, “Retailers should vary their approach to each generation. Older generations place greater emphasis on skin care, while younger Latinos are more easily influenced by samples and celebrity endorsements. Younger Hispanics are possibly more likely to buy ‘in the moment’ than older Latinos, so they potentially have higher spontaneous purchasing.”
Hispanics by the book
Â Dieste, Inc., recognized multicultural marketing and advertising specialists, have released their first book, 1+1=3 Changing The Equation With The Booming Hispanic Market. The book includes several chapters devoted to myths about Hispanics, along with ideas on how to woo Latinos based on the agency’s 20 years in business.
Influencers: the not-so-short list
Want to know the top Latino digital influencers? Check out the finalists for the Tecla Awards. Hispanicize 2015 and the Latina Mom Bloggers give these annual awards to recognize bloggers, journalists, brands and agencies. Hispanicize 2015 is a partnership of the Hispanic Public Relations Association (HPRA), Hispanicize and the Public Relations Society of America (PRSA).
Admirable, the nation’s largest Hispanic digital signage network, now has 265 screens in Hispanic restaurants, showing 12-minute loops that combine global, country-specific and local news. The deployment makes use of cloud-based software from BroadSign International, which provides performance reports for Admirable advertisers. Advertisers, which include Telemundo, United Airlines, AARP, MetroPCS and Corona, can segment audiences by age, country of origin, location and income level. A Corona campaign during FIFA World Cup 2014 delivered a 19 percent sales lift for the beer. The companies are doing further testing to see how campaign elements affect response. [Ctahfb]
What: Adobe has announced a strategic alliance with Nielsen that is expected to deliver a comprehensive, cross-platform system for measuring online TV, video and other digital content across the web and apps. Why it matters: This is an effort to apply TV style ratings measurement to digital properties. ESPN, Sony Pictures, Turner Broadcasting, Univision, Viacom and others are among initial programming partners for initial rollout.
Adobe has announced a strategic alliance with Nielsen that is expected to deliver a comprehensive, cross-platform system for measuring online TV, video and other digital content across the web and apps.
The collaboration will integrate Nielsen’s digital audience measurement products with Adobe Analytics and Adobe Primetime, digital analytics and online TV delivery platforms. As a result, both companies will jointly market Nielsen’s Digital Content Ratings, Powered by Adobe, which will deliver analytics and currency-grade content metrics that enable smarter buying and selling decisions. The product is hyped as the first cross-platform system to give media buyers comparable metrics to measure audiences accurately and consistently across every major IP device, including desktops, smartphones, tablets, game consoles and over-the-top boxes.
Nielsen’s new Digital Content Ratings will be supported by certified Adobe Analytics census data. The aggregated and anonymous data will measure content of all types, including online TV, videos, games, audio and text. The technology integration is expected to accelerate the adoption of a digital ratings currency, allowing advertisers to better allocate marketing dollars across platforms, and enabling media companies to benefit from insights into the performance of TV and other digital content across screens.
In addition, Nielsen’s measurement data will be embedded in Adobe Primetime to give broadcasters and pay-TV service providers the ability to quickly measure audiences and viewing behaviors across a broad set of devices. The integration also seeks to drive deeper engagement through the delivery of personalized content and ads.
“Major media companies and broadcasters already depend on Adobe to bring TV across screens and better understand digital viewer engagement. Once complete, our partnership with Nielsen will provide analytics tied with ratings—benefitting advertisers, media companies and consumers alike,” said Brad Rencher, senior vice president and general manager, digital marketing at Adobe.
“By integrating our technologies, together we’ll be able to offer our customers a more seamless and efficient way to plan and deliver against their audiences,” said Megan Clarken, executive vice president, global product leadership, at Nielsen. ESPN, IPG Mediabrands, Sony Pictures Television, Starcom MediaVest Group, Turner Broadcasting, Univision Communications Inc., Viacom are listed among the initial broadcast partners. The product is expected to be available in 2015.
A recap of major news on the marketing and media front from around the web compiled by Portada Digital Media Correspondent Susan Kuchinskas.
Heritage of conscious consumption
Nielsen celebrates “conscious consumers” during Hispanic Heritage month, with vignettes of real consumers appearing every Monday on its Multicultural YouTube channel from September 15 through October 15. The series features responsible shoppers, that is, ones who research companies prior to making a purchase and who are social change agents for their communities. The videos include interviews with featured consumers, scenes from their daily life and stats from Nielsen. The public is encouraged to take part in the conversation by using the hashtag #ConsciousConsumer.
Hispanics like digital
Another item in the not-so-late-breaking news department: The YuMe and SMG Multicultural survey finds US Hispanics are an emerging force in digital video interaction. Okay, we knew that, but stats to back it up are always welcome. According to the survey of 12,100 consumers, Hispanic households spend 68 percent more time watching digital videos compared to non-Hispanics. For a meatier take, read Carolina Re’s interview with the YuMe research team. You can download the whole research report here.
Targeted videos increase engagement 4.5X
Here’s an eye-opening stat: According to Nicholas Segura, owner of Somos marketing agency, when he produces and publishes videos for clients, their nonpaid, organic engagement goes up 450 percent per video. Segura talked to the Kansas City Star about why the total market approach won’t work.
Xoom Campaign Highlights Customer Stories
Digital money transfer service Xoom launched a new campaign with two TV spots. The Spanish-language campaign highlights the reliability and convenience of its service for sending money abroad.
YaVeo aims at mobile Millennials
DirecTV is lining up content for a new, over-the-top service aimed at Hispanics – and it’s just inked a deal with Univision, according to Reuters. The online video service, to be called YaVeo, will be aimed at digital-video hungry Millennials.
Camille Padilla Dalmau gives the five best tips for content marketing to Hispanics. While they’re not surprising, they can’t be reiterated enough, can they?
What: Videology will integrate Nielsen TV data into its platform for cross-screen planning and buying (UPDATED with comments on multicultural capabilities.) Why it matters: Videology will use data from the Nielsen Cross-Platform homes panel and Nielsen TV/Online fusion to its platform.
Video advertising platform Videology has signed a deal with Nielsento use data to help TV advertisers target young audiences that are watching more digital channels. Videology expects a future in which advertising will not distinguish between traditional television and online video. One in which media planners can launch campaigns and reach targeted demographics across channels. Nielsen has the tools to do that, as it can provide TV audience data and integrate it into Videology’s database of online audiences. UPDATE: “The Nielsen dataset does allow us to segment Hispanic vs non-Hispanic consumers,” says Michelle Skettino, Director of Communications at Videology.
According to Videology, the youth demographic between 18-34 year olds, are difficult to reach through traditional TV alone. But now the company has a better understanding of viewers that haven’t been exposed to certain marketing on TV and how to find them online. UPDATE: Videology’s Skettino adds that “what the Nielsen integration allows us to do is access a common currency between linear television buying and digital video via a single platform so that we can determine the optimal allocation between both to achieve an advertiser’s bottom line objectives. For instance, this cross-screen planning can be used to increase incremental reach against a given target demo, drive frequency against that demo, reach those underexposed or unexposed to the campaign on television with online video, and even ultimately to measure and drive offline sales.” Through the partnership brands will be able to better retarget marketing to online users after they were already exposed to marketing on TV. However, one drawback for Videology is that advertisers can use the data on digital viewing habits to inform their TV ad buys as well.
Marketers can increase their reach to young people by almost 15% when including digital in their media plans.
“Advertisers need the tools to execute seamless, scalable campaigns across television and online video that can be optimized for bottom line results,” said Videology CEO Scott Ferber in a statement announcing the new deal.
What? Nielsen’s “Latino Essence”, is a new 360 campaign focused on the Hispanic consumer. The campaign was developed by Latin3. Why it matters? This campaign is completely focused on the Hispanic consumer and uses a multimedia approach. Nielsen heavily uses online videos to reach out to Hispanics.
Latin3 has developed a multi-media campaign for Nielsen under the concept “You matter”, the landing page portraits the Latin essence through testimonial videos that talk about the tastes and habits of the Hispanic community, the challenges they face and their personal projects. The goal of the Nielsen campaign is to introduce Nielsen within the community, in order to achieve a closer relationship, greater recognition and, thus, a better predisposition on their members to participate in Nielsen’s market surveys. You can see the actions in the website here:
Latin3 was in charge of the media planning and buying and the creative actions as it is Nielsen’s AOR for the Hispanic market.
The campaign was launched in August 2013 and will be active until the end of January this year.
Digital: the campaign microsite reached 40K unique page views in 3 months (from August to October).The average Time spent was of (5:04) last August. Three minutes above in comparison to August 2012 result (2:04).
OOH Billboard, Bus Poster & Bus Shelters: Within a one month period , Nielsen received an estimated 4.1 million EOI for the OOH campaign.
Print Media: Newspaper LA,Over 139K impressions based on the average daily circulation of the La Opinion newspaper, 2 insertions per month.
Radio: Radio LA over an 8 week period KLVE-FM Los Angeles (8 weeks) Nielsen received an estimated 2.8 million gross impressions.
With the message “My Latin essence makes me unique,” the project staged the enormous influence of the Latino community in the United States. The tastes and preferences of Hispanic consumers contribute to build brands in a relevant way. This explains why a project like “Latino essence” is so important: in it, the main characters decide to engage with a brand like Nielsen and agree to participate in their studies.
“We are proud to have been chosen to help Nielsen understand and connect with American Latinos to build a significant relationship that would let Nielsen, Latinos, and the advertising industry as a whole grow closer than ever before”, said Matias Perel, Latin3’ CEO.
Latin3 featured a campaign’s video, to share what it is said here in an interactive and visual way: