As companies invest a greater portion of their branding dollars in digital advertising, marketers are facing increased pressure to prove digital’s branding effectiveness both as a single channel and in concert with a broader, multichannel campaign. Many have quickly discovered that measuring a digital campaign’s success is no easy task.

One-fifth of American adults (21%) report that they have read an e-book in the past year, and this number increased following a gift-giving season that saw a spike in the ownership of both tablet computers and e-book reading devices such as the original Kindles and Nooks.1 In mid-December 2011, 1

Product videos are proving their utility to consumers on the hunt for information online. According to a November 2011 study by the e-tailing group and Invodo, US consumers who encountered product videos on websites watched them 60% of the time.

Many marketers have moved past a direct-response-centric model for online display advertising, recognizing that despite low clickthrough rates, banner ads also have a branding effect. And research suggests that adding rich media or video to those banner ads can improve both types of response—increasing the likelihood users will click the ads as well as boosting the lingering brand awareness that results from viewing.

As spending for online video advertising continues to grow, a new survey commissioned by Digitas and conducted online by Harris Interactive reveals an increased urgency for brand investment in online video. The study shows that there is a deepening multi-generational interest in native digital video programming across screens.

According to local advertising research firm BIA/Kelsey, US companies will spend an expected $136.2 billion on local advertising—including traditional, online and mobile—this year. That number is expected to climb steadily toward $151.3 billion by the end of 2016.

comScore, Inc. and EXPO released the results of a study on the synergy of professionally-produced video content and user-generated product videos in marketing campaigns.

comScore, Inc. released full study results from its U.S.-based vCE Charter Study involving online advertising campaigns for 12 premium national advertisers. The study found that, in many cases, a large portion of ad impressions are not delivered according to plan, and that the quality of ad delivery can vary greatly based on a variety of factors, including site, placement, creative and targeting strategy. DOWNLOAD Report Here.

Social media the most popular distribution channel

Over the past months I’m seeing the general market digital and social media conference/event circuit dedicating a growing Latino voice to its overall event themes, programs and activities. By Cristy Clavijo-Kish - CEO & Partner, Hispanicize digital

The Web Is Dead? No. Experts expect apps and the Web to converge in the cloud; but many worry that simplicity for users will come at a price. DOWNLOAD Report Here.

Only 4% of print ads in the US contained 2-D mobile barcodes in 2011, but their use is growing, according to advertising tracking firm Competitrack. A February 2012 report by the company found that well-planned campaigns put mobile barcodes in attention-grabbing places, and then gave customers a clear call to action to lead them to content.

Katz 360, the digital sales arm of the Katz Media Group, and Univision Radio National Sales, the Hispanic radio sales division of Katz, announced the launch of a new online audio platform, Unidos Digital Network.

Yahoo! en Español launched a new blog, sponsored by Toyota Prius v, presenting tips on how to live an environmentally-conscious life.

Marketers must diversify their ad investments across a wider variety of digital channels to keep up with today’s media consumption habits.

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