In less than two years, many publishers, advertisers, data vendors, and technology platforms will need to reevaluate and retool their approaches to data collection, audience targeting, measurement, and attribution analysis. All of those activities will change, and along with them the ways that we track and measure advertising and user behavior and how campaigns and websites will be optimized.

When it comes to Latinos, there is no shortage of audio consumption among our community. As we are about to see, the same is true for podcast listening. The irony, however, is in the shortage of resources available to the Latino podcasting market. This strong consumption — paired with a lack of research – merits a formal look into the podcast listening terrains of the Latino listening world. This is exactly one reason why we teamed up with leaders in the audio space to conduct a study that will provide insights into the podcast listeners and non-listeners of our often simplified, but truly complex, ethnic group.

When most consumers think about their media consumption, they’re quick to recall their favorite TV program, a new video game they’re into or the last Netflix original they saw. Rarely—if ever—do ads enter the conversation. This isn’t surprising, but it undersells the significance that ads have in consumers’ lives.

Before and since COVID-19 hit, consumers loaded up on paid media subscriptions and sampled free services. As costs, competition, and subscription fatigue grow, their choices today could shape the industry for the next decade.

2020 has been one of the most challenging years for the advertising sector since the Great Recession of 2008. However, among all the paused and cancelled campaigns, digital video remains relatively stable, driven by Connected TV (CTV).  According to IAB’s U.S. 2020 Digital Video Advertising Spend Report: Putting COVID in Context, CTV is largely responsible for the sector’s resilience and was least impacted by COVID-19.

As the pandemic catapults online marketing, B2B brands have an opportunity to advance long-awaited digital objectives

LA-based Acento has added advertising veteran and digital innovator, Vicent Llopis, to its cross-cultural team. In his role as VP/Executive Creative Director, Llopis brings a proven record of fostering innovative thinking, particularly in the digital space with some of the top agencies in the business.  

"Price is what you pay. Value is what you get." It's one of Warren Buffet's most famous quotes. And it goes to the heart of the calculation of return on investment (ROI), which, of course, is at the core of marketing success. Brand storytelling with sight, sound, and motion comes with a growing price. Video production costs run the gamut from very low (user-generated content) to very high (multiday shooting, with expensive talent). To bolster and exceed their ROI goals, marketers need systems and processes that enable their teams and partners to leverage produced assets without friction or slowdowns.

In this third study of advertising Buyers, IAB focuses on Upfronts/NewFronts spend, plus the impact of COVID on total advertising spend for the 2nd half of the year.

NBCUniversal Telemundo Enterprises announced that it has joined forces with Amazon to publish new Spanish-language content on Alexa, Amazon’s cloud-based voice service, available through the company’s family of Echo devices.

Canela Media announced the launch of Canela.TV, a streaming service designed to connect with the 60 million Hispanics living in the U.S.

Two-thirds of advertising sellers—including publishers, platforms and programmatic media sellers—have had advertising rates decline since the Covidlockdown began.

As brands and businesses prepare for plans of reopening, it is essential to understand how consumer behaviors and expectations have been changed by the crisis.

Bilingual and bicultural, most second-generation Hispanics (and those who immigrated early in life) must navigate the nuances of both American and Latino ways of life. Often the only English speaking members of their families, they are the interface of their family’s online purchasing decisions and digital transactions.

Our global media ecosystem has encountered an unprecedented and serious threat: marketers have pulled back on ad spend due to both the economic impact of the COVID-19 pandemic, and to dissociate from wall-to-wall coverage of death and infection. And in addition, COVID-19 ads have been constant. However, with COVID-19 here to stay for at least the medium term, making use of highly engaged online audiences has never been more critical to reverse shrinking margins.

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