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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.

According to recent research from Customer Thermometer, less than half of respondents fill out feedback surveys: 46% of respondents say they usually complete feedback surveys if they are quick, and 45% say they usually ignore requests. Only 9% of consumers say they usually take the time to thoughtfully fill out feedback surveys.

A new survey by the 4A’s and SSRS found that 67% of agency respondents said that they “believe that changing American values are causing brands to become more interested in corporate responsibility and values-based marketing.”

Recent research from Sprout Social found that 86% of respondents say they want brands to be honest in their social posts; 83% want brands to be friendly, 78% want them to be helpful, and 72% want them to be funny. Less than half of consumers want brands to be trendy (43%), politically correct (39%), or snarky (33%) on social media.

According to the New Brewer publication, seasonal craft beer sales slumped 14% in the first quarter, accelerating from last year’s decline, as the collective palate of drinkers and the year-round availability of seasonal styles have eaten into that segment. Of the top 50 brewers that meet the Brewers Association’s definition of a craft brewer, 25 saw sales flatten or decline in 2016.

Campaigner®, the email marketing brand of j2 Global, Inc., announced the results of its 2017 Generational Marketing Insights Survey, finding that less than a quarter (24 percent) of online shoppers in general name social media as one of their preferred channels for brand interaction. Only 5 percent of respondents saying they use Snapchat to keep in touch with brands; Pinterest and Instagram each garnering 18 percent, while over half (54 percent) of those surveyed say they use Facebook to follow brands on its platform. Only 3 percent say they utilize Twitter for this purpose.

According to new research from Brand Innovators and Origami Logic, nearly two-thirds (63%) of surveyed brand marketers understand that marketing performance measurement would help them focus on measuring ROI but 72% said their marketing measurement efforts were either average or below average. Technology and automotive sectors led the way in describing their measurement practices as above average, while retail, personal and household goods and healthcare all reported their efforts as average at best.

Bond Brand Loyalty released The Loyalty Report 2017, finding that brands continue to invest more in loyalty programs, and enrollment has grown by 31% over the last four years.

According to research conducted by Leflein Associates, members of Gen Z “expect to be able to have direct access to friends, celebrities, and brands,” said Pete Stein, Fullscreen’s general manager. The study found a generational gap between Gen Z (aged 13-17) and millennials (aged 18-34), finding that the latter are more likely to consume content on traditional TV, publisher sites and blogs, while members of Gen Z are early adopters on things like short digital videos, social media sites/apps and watching full-length shows/movies online.

A study from GetResponse and Holistic Email Marketing found that marketers believe email marketing delivers the best return on investment when considering all digital marketing options: 53 percent of marketers believe email marketing delivers an excellent or good return on investment, while 50 percent felt the same about social media marketing. More than 40 percent of marketers also felt that search engine optimization, content marketing and paid social media advertising had a good or excellent return on investment.

Marketing research firm BrandSpark International announced the 2017 winners of the BrandSpark Most Trusted Awards for consumer packaged goods (CPG) brands. “Just 18% of shoppers buy any product so long as it offers the best price, so brand trust is a key factor in the purchasing decision,” added Levy. “67% of Americans saying they try new products from the brands they trust most.”68% of respondents, from millennials to older shoppers, stated that they trust consumer-voted awards for brand endorsements. For health & beauty products, consumer-voted awards are the most influential endorsements outside of medical professionals and direct friends and family, with 45% of shoppers saying that consumer awards are influential to their beauty purchases, increasing among millennial beauty shoppers to 60%.

Fluent’s “Marketing to the Heartland” in the first two research series looked at differences in core values and media consumption habits of consumers living in the Heartland. Physical stores are still the preferred way of shopping for nearly half of US consumers in both Heartland and Coastal areas, says the report. Consumers generally prefer shopping in a physical store because they like to see or try items on in person (74% for total US). Many also find brick and mortar shopping more convenient, especially in the Heartland.

What:AcuityAds will acquire 100% of Visible Measures’ outstanding common stock in exchange for cash in the amount of USD$10 million.  It is expected that this transaction will be completed on or about March 31, 2017.
Why it matters:AcuityAds gains meaningful footprint in the high-growth programmatic video advertising market. Pro-forma TTM Revenue for the combined organization exceeded CDN$75 million (US $56 million).

descarga (3) descarga (5)AcuityAds Holdings Inc. , a technology provider of targeted digital media solutions enabling advertisers to connect intelligently with audiences across mobile, video, social and display, has announced that it has entered into a definitive agreement to acquire Visible Measures Corporation (“Visible Measures”), a Boston-based programmatic platform provider for analytics-led video advertising.

It is expected that the acquisition of Visible Measures will help AcuityAds gain a more meaningful footprint in the high growth video advertising marketplace. Additionally, this transaction will provide AcuityAds with a strong foundation to capture a greater share of the high-potential, programmatic TV market.

According to eMarketer, the digital video advertising segment which topped $10 billion in the U.S. alone in 2016 is expected to approach US$20 billion by 2020 and by 2018, U.S. advertisers are projected to spend US$4.43 billion on programmatic TV ads.

By leveraging Visible Measures’ patented video analytics toolset, alongside AcuityAds’media execution platform, marketers will have access to one single pane of glass to successfully manage all of their digital marketing initiatives.The Visible Measures platform is fueled by a proprietary dataset and patented programmatic technology that combines five trillion data points to reach more than 500 million unique monthly users across 600,000 web and mobile properties.  Utilizing these robust datasets and analytics tools, advertisers can optimize their ad spend based on competitive data collected in real-time, enabling these same advertisers to maximize ROI and boost market-share.  Since 2009, Visible Measures has collected data on over 22,000 video campaigns from 6,000 unique advertisers, and has studied consumer behavior from four trillion video views.  As a result, the Visible Measures True Reachâ (www.truereach.org) offering has become an industry recognized, MRC (Media Rating Council) accredited metric for video advertising campaigns.

The acquisition of Visible Measures is an all-cash transaction valued at USD $10 million.  For the year ending December 31, 2016, unaudited pro-forma trailing twelve months (TTM) revenue for the combined organization exceeded CDN $75 million.

“We are pleased to announce the second acquisition for AcuityAds in the last 6 months, this time, in the fast-growing video advertising segment,” stated Tal Hayek, CEO of AcuityAds.  “The addition of Visible Measures and their industry leading video analytics technology is a great fit and complement to Acuity’s Self-Serve programmatic marketing platform for marketers looking to leverage a ‘one-stop’ shop for all their digital marketing needs. We look forward to welcoming the Visible Measures team and their clients to AcuityAds as we strive to offer marketers the best solutions available to enable them to target and connect more effectively with their audiences across all channels and devices.”

“Since our founding in 2005, our vision has always been to build the leading measurement and analytics platform to enable marketers to maximize the effectiveness of video advertising,” stated Brian Shin, CEO of Visible Measures.  “It has been an amazing journey in building Visible Measures into the company that exists today with a blue-chip customer base and extensive partnerships and I am incredibly proud of the team and our accomplishments. I firmly believe that in joining AcuityAds, advertisers will gain access to the industry’s most comprehensive suite of technology offerings to address their digital marketing needs more successfully.”

descarga (2)On October 29th, together with a talented group of social and digital marketing experts, our contributor Julie Diaz Asper had the distinct pleasure to be on the Latinos in Social Media (LATISM) State of the Social Latino Panel.  Below are her perspectives on the most important takeaways and insights from the panel.

The Current State of the Social and Mobile Latino 

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.

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Univision has also partnered with Snapchat to leverage live stories for major events.  One example Sameer discussed were the July 26th live 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.