Monthly Archives: December 2011

Content Marketing on B2B

According to Content Marketing Institute and MarketingProfs, who developed and conducted the study “B2B Content Marketing: 2012 Benchmarks, Budgets and Trends,” even though the confidence gap is shrinking this year vs. last, regarding tactics used in content marketing, there is still more education that needs to be done.

For purposes of the research, the survey defined content marketing as follows:

“Content marketing/custom media (sometimes called custom publishing, custom content, or branded content) is the creation and distribution of educational and/or compelling content in multiple formats to attract and/or retain customers.”  Read more:

Online Holiday Spend up 15% from 2010 According to comScore.

Final Christmas Push Propels U.S. Online Holiday Spending to $35.3 Billion, Up 15 Percent Versus Last Year

Christmas Day Sees Significant Spike in Digital Content & Subscription Sales as Consumers Load Up New Tablets, e-Readers and Music Devices

RESTON, VA, December 28, 2011 – comScore (NASDAQ : SCOR), a leader in measuring the digital world, today reported holiday season retail e-commerce spending for the first 56 days of the November – December 2011 holiday season. For the holiday season-to-date, $35.3 billion has been spent online, marking a 15-percent increase versus the corresponding days last year. The most recent week (ending Dec. 25) witnessed $2.8 billion in spending, an increase of 16 percent versus the corresponding week last year. Read more

Happy Holidays!

Happy Holidays!

Same Old Story: Online & Offline Ethnic Groups Don’t See Themselves in Advertising, Digital Content.

DECEMBER 22, 2011
Creative that appeals to race, background is key to engagement

Brands that want to reach ethnic minorities online are not doing a very good job, according to some research. An April 2011 survey by Yahoo!Mindshare and Added Value found that according to Hispanics, blacks and Asian-Americans, digital advertising does not engage them. When asked for three brands doing a good job reaching them, most said they couldn’t name even one.

One big reason was that respondents felt their ethnic groups were poorly represented in messaging. Some 78% of blacks, 74% of Hispanics and 72% of Asians surveyed agreed that diversity in ads is the best reflection of the real world. And nearly as many in each group said ads should show more of that diversity. Read more

Via NYT: The Year in Media | Making a Multicultural Pitch


Staff members of The Times’s media news department are highlighting the most significant developments this year in the industries they cover.

This was the year that multicultural marketing gained significant ground as advertisers seized on the potential to speak to the nearly 50 million Latinos in the United States. Within that group, advertisers are trying to reach both Spanish-speaking and English-speaking Latinos as well as those who consider themselves bicultural – born in the United States but of Hispanic heritage. Cosmopolitan magazine announced it would begin publishing Cosmopolitan Latina in May of next year. The annual television network presentations known as upfronts, where media executives entice advertisers to buy air time on their shows, included a full lineup of content for Latinos. Telemundo announced it would host a Republican presidential debate. Univision and 11 other Spanish-language media partners began offering video content on Hulu. The Huffington Post, NBC, Fox and CNN began news outlets dedicated to Hispanics. And even devout followers of telenovelas, Spanish soap operas, began seeing aggressive product placement and brand-sponsored content from advertisers like JPMorgan Chase, L’Oréal USA and Home Depot.

From Forbes: #Latinos and #Mobile

Zephrin LaskerZephrin Lasker, Contributor
The Hispanic market in the U.S. is growing at an impressive rate.  The U.S. Census reports that Hispanics are the fastest-growing demographic segment in the U.S . By 2050 Hispanics will account for 30% of the nation’s population.  It’s no wonder that companies are putting a significant amount of their budgets towards engaging them in a meaningful way.  Companies like Old Navy with their interactive Telenovas, T-Mobile and Lowe’s are all examples of big brands looking to reach the Hispanic population in the U.S. Read more

Why Hulu is doubling down on its Latino audience

From Gigaom.

Just two months after striking a major content partnership with Univision, Hulu is now doubling down on its Spanish-speaking audience within the U.S. The siteannounced this morning that it has brokered deals with 11 Spanish-language content partners. Content from these new partners, as well as existing partners, will be presented in a dedicated Spanish-language section on Hulu’s home page. Targeting the Latino audience makes a lot of sense for Hulu, as it is much more engaged with online video than many white viewers. Read more

Believe Entertainment Group Believes in the Power of Celebrity Web Hits. Do you have a star?

Finding success in the Web series business is not that different from traditional Hollywood at times. Star power helps a lot.

That’s what digital studio Believe Entertainment Group has been banking on. Believe is the studio behind Web hits like The LeBrons, The Legion of Extraordinary Dancers, Mommycast and Seth MacFarlane’s Cavalcade of Cartoon Comedy. Next up, Believe plans to launch shows with popular DJ Tiesto, an icon of electronic dance music and one of Billboard’s most successful touring acts, and superstar Jennifer Lopez early in 2012. The studio’s founders say they’ll look to the success of this past year’s The LeBrons as a framework. That show earned more than 50 million views across YouTube, iTunes, Digital Broadcasting Group and the star’s social channels during its three-month run, a nice performance for the show and for its advertisers, including HP, Intel, Spite, Nike and Bing. Read more:

Let’s watch the show first then decide. Rob on CBS on January 12.

The new mid-season sitcom starring Rob Schneider, which is to air on CBS January 12, is already attracting attention – and not all of it is good.

Originally called ¡Rob! – the show centers around a gringo character named, you guessed it, Rob, who marries into a Mexican family. However, after some complained about the annoyance of finding the “upside down exclamation point” on their keyboards, CBS changed the official name of the show to simply, Rob, although they will continue to use the exclamation points in promos.

(By the way, try holding down the Alt key and typing 0161 on the number pad… It’s like magic.) Read more:

Online video ads will continue to experience the fastest growth at more than 52% on 2012.

Brands will spend 12.6% more this year, compared with last, to advertise across the Internet, according to ZenithOptimedia, a Publicis Groupe company. Driven, in part, by online video and accompanying ads, the study shows 16.4% growth in 2012, followed by 17.3% in 2013, and 17.2% in 2014.

ZenithOptimedia estimates paid search will grow 15% in 2012 and 2013, followed by 13% in 2014. The company expects growth to slow as the search landscape matures. Google and Microsoft will continue to focus on ad units and targeting techniques through desktop, mobile and tablet search. Read more:

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