Millennials and the New Marketing
Consumers have long been vocal about their aversion toward ads; ads interrupt programs, push products that are potentially not of interest and are, in general, a nuisance. However, consumers do appreciate some aspects of advertising—ads are sometimes entertaining and occasionally provide information about products and services relevant to future purchase decisions. Recently, advancements in media and technology have provided...
Screen Time
Ever since the DVR was introduced in 1999, pundits have been telling us that the days of brands being able to advertise via the traditional TV commercial were soon to be gone. Since then, there have been a number of additional marketplace dynamics that have helped to reinforce this doom-and-gloom scenario. Interestingly, the traditional TV commercial is still around today, with U.S. marketers spending nearly $80 billion per year on TV...
Delicate dance: Targeting biculturals
Advertisers often alienate first- and second-generation Hispanics When we say the word Hispanics, we’re lumping a large, diverse range of people into one very narrow group. Though Hispanics do share a common ethnicity, their experiences and history are quite different, and understanding that is a key part of putting together an effective media plan to reach them. One growing subgroup of Hispanics in the U.S. is bicultural Hispanics,...
Myths And Realities: Advertising That Engages And Persuades Hispanic Targets
There is a variety of strategies on how to best advertise to Hispanic targets. While some tactics can be effective, many are built on myths that no longer particularly work. It’s easy to stereotype an audience, and then address them as such. But the 55 million individual Hispanic consumers in the U.S. are definitely not monolithic, nor should they be stereotyped. When advertising is created based on commonly held beliefs about what...
Super Bowl 50 and ’16 Summer Olympics: Expectations for a Positive ROI?
The hype around Super Bowl 50 advertising began recently as CBS’ Leslie Moonves announced that the cost for a :30 spot will increase to $5 million, up significantly from the $4.5 million 2015 rate. Also this week, NBC Universal announced projections of over $1 billion in ad revenue for the 2016 Summer Olympics. While both events are the highest of high-profile, must-watch sporting events, the opportunities presented to advertisers...
The Perils of Targeted Advertising
It used to be that targeting males 18 to 34 or females 35 to 54 was about as good as an advertiser could expect, and even so, advertisers knew that there was a high degree of waste involved since many non-targets might also see your ads. You’re not likely to close a diaper sale to a teen male, or to sell a sports car to a 30-year-old mother of three. Then along came digital advertising, and the ability to buy more precise targets was...