How to Avoid Analytic Traps That Can Ruin Your Brand Among Hispanic Consumers
With $1.5 trillion in annual spend in the United States every year, Hispanic consumers comprise a vital segment for many brands. Yet there are several errors commonly made by brands in measuring the effectiveness of their advertising to Hispanic consumers. For Mediapost’s Engage: Hispanics, one of Communicus’ multicultural advertising experts, Aleena Astorga Roeschley, details these mistakes – and how to avoid them....
How Brands Can Get the Most from Facebook Advertising
Facebook has taken a lot of heat lately, with industry pundits claiming the platform has “jumped the shark” for advertisers. At the same time, Facebook itself has grown increasingly creative in coming up with new ways to boost consumer engagement with brand content. Some are saying Facebook just isn’t pulling its weight for advertisers. Communicus CEO Jeri Smith’s latest column for The Drum highlights the areas...
Super Bowl Advertising: Winners, Losers and Lecturers
In Communicus CEO Jeri Smith’s latest piece for the Observer, she cuts through the Super Bowl advertising hype and explains which ads actually worked. That means a focus on brand-building rather than entertainment for the sake of it. An excerpt: After every Super Bowl, pundits weigh in on which ads were the best and worst. But those lists all focus on what was entertaining, rather than which ads are likely to boost sales. In...
3 Consumer Insights Lessons From Recent Political Polling Failures
Last year was a bad one for the polling profession. While economists, along with weather forecasters, aren’t expected to be right very often, pollsters are supposed to be able to predict election outcomes. The two big “oops” stories of last year, Brexit and the election of Donald Trump, created much hand-wringing and soul searching among pollsters – along with, of course, the extreme cases of hand-wringing that that were generated...
Super Bowl Ads: The Ultimate CMO Money-For-Nothing Splurge
Communicus CEO Jeri Smith is The Drum’s newest columnist. In her debut column, she illuminates why allocating big budgets to Super Bowl advertising is something brands would struggle to justify if pushed. The bottom line? In the end, CMOs will do what they want, and that often means a Super Bowl campaign that burnishes their résumé but delivers zero return to the brand. Read the whole column to find out why the Big Game is...
The Folly of Brand Advertising on Snapchat
Sir Martin Sorrell recently made an astonishing revelation: WPP’s clients spent $90 million on Snapchat ads in 2016. Our CEO, Jeri Smith, writes for MediaPost’s Marketing Daily on why most brands should steer clear of advertising on Snapchat. An excerpt: I will say something for digital advertising: One of its best qualities is how it can lead a consumer down the latter stages of the path to purchase. Unfortunately, for...