Monthly Archives: August 2011

Show me the money! Casino Town Puts Its Money on Hispanic Market.

Monica Almeida/The New York Times

At the Buffalo Bill’s casino in Primm, Nev., which courts Latino patrons, singers like Espinoza Paz draw near-sellout crowds.

By 

PRIMM, Nev. — For decades, a patch of casinos on the western edge of Nevada has relied on geography to lure California gamblers reluctant to drive the extra 45 miles for the glamour and glitz of Las Vegas.
 Almeida/The New York Times

Casinos like Buffalo Bill’s on the California-Nevada border have started offering Spanish-speaking dealers and marketing events catering to Latino gamblers.

But as the economy took a dive, this desert spot suffered the same economic woes as its larger, flashier neighbor. And the troubles were exacerbated by the proliferation of Indian casinos in California, which offered much of the same attractions as any town in Nevada. The company that ran the trio of casinos here declared bankruptcy in 2009.

Now Primm Valley Casino Resorts is betting that aggressively courting Latinos in Southern California will help lead to success. Read more here http://nyti.ms/mUjEcl

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America’s mosaic: Half of all U.S. babies now minorities

TUCSON, AZ (KOLD) – For the first time, minorities will make up a majority of babies in the United States.  New census numbers say only 50.2 percent of babies under age 1 are non-Hispanic whites.

And researchers say that’s probably dipped below 50 since the census was taken last year. KOLD News 13 takes a closer look by discussing the issue with local parents.

Something very significant is happening across our country right now.  So significant, it’s ultimately going to change our perception of the word minority. That’s because, for the first time in U.S. history, only half of the babies born in the United States are white.

The other half are ethnic and racial minorities. Read more here http://bit.ly/rfOloU


The Future of advertising: Product Placement Rises in Networks’ Telenovelas

Viewers who tuned in to watch the Telemundo telenovela “Mi Corazón Insiste” last week may have seen a new type of cliffhanger, one that directed them to a Web site with exclusive content sponsored by JPMorgan Chase.

Cynthia Olavrria, star of Telemundo’s Web mini-novela, “Y Vuelo a  Ti,” after making a deposit at a Chase ATM.

Coming off a strong upfront season — when advertisers buy commercial time before the season — the two major Spanish language television networks, Telemundo and Univision, are lining up more opportunities for advertisers wanting to incorporate their products into their telenovelas.

While the idea of product placement, or as marketers prefer to call it, branded entertainment, is far from new, the campaigns are becoming increasingly sophisticated with elements that take the products from the telenovela to the Web and mobile devices. Read more here http://nyti.ms/mTlYIi


Android Is The Number One Mobile Target For Malware.

What’s in your pocket?

As Android grows in popularity, so do attacks from malware on Android phones. A new report fromMcAfee says Android is now the number one mobile target for malware. Apple’s iOS is targeted so little that it’s not even in the McAfee report. Read more here http://bit.ly/oHhWIh


Why Smartphones Make DOOH Better

The rapid growth of smartphone adoption in the North American market means that very soon, the majority of mobile users will be walking around with very small, always connected laptops in their pockets and purses. Naysayers suggest this spells the end for many other forms of media. While that overstates matters, smartphone usage will invariably change the way media consumed. But suggestions from some quarters that digital place-based media is rendered immaterial by smart handsets are simply wrong.

There’s no end of screens and devices looking for your attention the moment you head out the door of your home or office. There’s good news. All that technology is evolving, adjusting and converging into what’s called location-based media.

Smartphones, geo-based mobile services, proximity devices and place-based digital advertising screens have evolved into a powerful opportunity for brand marketers to reach, influence and engage consumers at just the right moments, meaning,throughout their day. Read more here http://bit.ly/qOpzka


ANA Study Finds Branded Entertainment Widespread.

Madonna-

In the age of less commercial viewing, and more lip-service being given to building a relationship with people, nearly two-thirds of client-side marketers are planning branded entertainment projects in 2012, although many of them aren’t sure what they’re getting out of the deal.

More than mere product placement, branded entertainment refers to integrating and linking a product within an entertainment source. According to the Association of National Advertisers, clients said they’re interested in the platform because it: can create a stronger emotional bond with consumers (according to 78%); can align a brand with relevant content (75%) and can build brand affinity with a target group or demographic (73%).
http://bit.ly/pm1ZG3


Media Tips: Location And Repetition Key To Online Ad Success.

By Steve Olenski

Findings from a recently released report show that online ads appearing “above the fold” are nearly seven times more effective at generating a click through than those appearing “below the fold” and that the more times someone sees an ad the more likely they are to click through and take action.

The report, issued by Casale Media, was based on their analysis of nearly two billion ad impressions which were generated during the 1Q 2011. Titled “The Link Between Ad Placement & Performance,” the report found…

Much like the age old real estate axiom, it’s all about location, location, location. Read more here http://bit.ly/oLThl9


61 Percent of U.S. Adults See Place-Based Digital Ads Each Month.

Nearly 61 percent of all U.S. adults have viewed advertising on video screens in public venues in the last 30 days, and more than 64 percent of them have expressed interest in this form of marketing communication, according to the latest data from GfK MRI.

The data are derived from the Fall 2010 GfK MRI Survey of the American Consumer and the2011 GfK MRI Omnibus Recontact Study. Questions in the Omnibus Recontact Study pertaining to place-based digital advertising were sponsored by the Digital Place-Based Advertising Association (DPAA) to increase the number of digital place-based advertising venues measured by GfK MRI.

Of the 60.7 percent of U.S. adults (approximately 138.5 million people) who reported having seen digital place-based advertising, 64.1 percent expressed an interest in the ads, according to GfK MRI.

Ads on video screens located in grocery stores were the most commonly viewed, with 31.8 percent of adults reporting having seen this type of ad in the last 30 days. Grocery stores were followed by quick service/casual dining restaurants, warehouse/club stores, shopping malls, pharmacies and coffee shops/cafes or delicatessens, in that order, as the most likely place consumers viewed place-based video ads. Read more here http://bit.ly/r86HKb


Flaunting Latino Clichés in Effort to Defuse Them.

FOR some Hollywood movies, clichés are everything. An asteroid destroys a major city. A shadowy figure appears behind someone in the reflection of medicine cabinet mirror. A Latina maid marries a successful businessman and lives happily ever after.

A new ad campaign for the New York International Latino Film Festival makes fun of movie clichés.

A new ad campaign for the New York International Latino Film Festivalmakes fun of those clichés with the goal, its organizers say, of attracting attendees while also drawing attention to the blatant stereotyping of Latinos and others in some big budget movies.

“It was really intended to poke fun, but underneath there’s some truth to them,” Elizabeth Gardner, an executive director of the festival, said of the ads. “That doesn’t mean we’re suggesting anyone should boycott movies.”

Calixto Chinchilla, another executive director, said the festival started 1999 as a way to empower the Latino community and to develop audiences for Latino films.

“At the time there wasn’t really much that targeted the second-generation Hispanic,” Mr. Chinchilla said. The advertising for the festival has evolved from being focused on promoting a young, hip and urban event for Latinos to a broader goal. “It’s the art first and culture second,” Mr. Chinchilla said. The festival will take place Aug. 15-21 in New York.

To promote itself, festival organizers hired Wing, a unit of the Grey Group of WPP that specializes in the Latino market, as their new agency of record. Read more here http://nyti.ms/oSpL7d


Gatekeepers of creative industries reflexively relegate African-American entrepreneurs to African-American markets.

When Comcast was angling to take over NBCU, the cable giant promised prominently to increase the profile of minorities at the company and launch eight independent cable networks, including four under African-American control.

But a Who’s Who of African American media figures and civil rights leaders are frustrated that Comcast doesn’t seem to be moving fast enough, if at all.

That includes a recent disastrous meeting between Comcast executives and Oprah Winfrey, in which Comcast executives rebuffed the media queen’s request for support for her OWN network.

Leading entrepreneur Russell Simmons was rebuffed when he approached NBCU CEO Steve Burke about acquiring the Style network. Read more here http://reut.rs/qdBTtq


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