Jackie Cinguina

Perhaps you noticed media costs increasing on some key digital platforms leading up the Presidential Debate.... well you are not alone! Check out our summary and POV on what to expect and what you can do as election season continues to heat up. #media #mediaplanning #agency #analytics https://lnkd.in/g83jUYmA

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🚨Advertisers still underinvesting in the US Hispanic Markets 🚨 My colleague Michael Roca’s latest article in ADWEEK reveals some startling insights about the persistent underinvestment in the Hispanic audience. Despite the 'Latin Boom' of the late 90s, media spend on Hispanic audiences has only increased from 3% to 4% over a quarter century. Given that Hispanics represent nearly 20% of the U.S. population and wield $3.2 trillion in annual buying power, this is a missed opportunity that brands can't afford to ignore. As we approach the 2024 upfronts, it's time to rethink our strategies and ensure that Hispanic spend becomes integral, not ancillary, to our growth plans. Key Takeaways: 1. **Hispanic Population Growth**: From 31 million in 1999 to 63 million today. 2. **Economic Clout**: Hispanic buying power would rank fifth in the world if they were a country. 3. **Data Challenges**: Accurate representation in data sets is critical for effective targeting. 4. **Language Nuances**: Ensuring Spanish-language consumption is accurately captured is vital. Let's future-proof our brands by authentically connecting with this powerful consumer base. Read the full article for more insights and strategies in the link below. #HispanicMarketing #MediaSpend #InclusiveMarketing #AdTech #DataDrivenMarketing #2024Upfronts

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Masterclass with Razorfish at POSSIBLE. Do you know the difference between influencer vs content creators? If not, you could be missing the mark when it comes to authentically connecting with your customers!

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Love this article of Digiday explaining how LinkedIn has become essential for luxury brands’ communication 💍 “It isn’t as oversaturated as other social networks, which provides a real opportunity for B2C marketers to stand out” ✨ Couldn't agree more! #LuxuryonLinkedIn #DigitalMarketing https://lnkd.in/e3rwv2We

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Busy week in the industry ahead of Cannes 🇫🇷 Roku Exchange will provide more signals advertisers want. The line between programmatic and direct buys is getting blurrier. 📺 Go Louqman Parampath! Oracle is shutting down its ads business. If you’re not 100% in the media business, the rapid changes in the privacy world pose too great of a risk. ❌ Seedtag acquires Beachfront! Contextual signals are super important for CTV, not just environments that rely on cookies. 🌐 LiveRamp RampID is now integrated into Nielsen ONE! Comprehensive measurement requires interoperability. 📊 Experian launches an onboarding business. If anyone can shake up the onboarding business its Experian! 💼 Shout out to old colleagues Kimberly Gilberti Adam Kobus ❤️ Albertsons Media Collective TV Launch. Another RMN expands to CTV where higher CPMs and additional inventory are a catapult for growth.  🚀 And this is only a snapshot of the news 🤯

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Jounce Media's newly published State of the Open Internet Report explains the industry’s chronic bidstream congestion issue and how to address it. This latest research highlights the trend toward consolidation we are seeing on the supply side and is a must-read.

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In our recent "Meet the Media" session at Brands2Life, we were joined by Bloomberg’s Dave Lee, a respected technology columnist formerly with the BBC News and Financial Times. Dave discussed the challenges of #tech #journalism, emphasizing the need to simplify complex information without diluting the narrative, crucial for engaging a broad audience. One of the standout points of discussion, especially bearing in mind the recent explosion of #AI, was the evolving role of 'expertise' in the media, and how the rush to label professionals as 'experts' can obscure true #thoughtleadership. We also delved into the ethical and societal effects of technological advancements, discussing how journalists shape public understanding and discourse, a critical responsibility given the profound influence of technology on society. For more insights from this session and to understand how these discussions influence our approach to PR and media relations, check out my latest blog post: https://bit.ly/4a4QYJc. #MediaRelations #TechPR #EthicalTech #TechnologyPR

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75% of marketers are still relying on cookies to run their campaigns. However, the cookie-less future is coming, and it's coming fast. The general consensus among industry leaders is that there won't be a dominant replacement for a while, meaning marketers should experiment with a variety of alternatives, such as contextual and location-based advertising and person-level graphs. #Cookies #DataPrivacy #FutureOfMarketing

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What can European specialist media businesses learn from US niche publishers? Summary of best practice based on my in depth report for Media Makers Meet which included 20 case studies of B2B and consumer specialist media businesses in the US.

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New from Association of National Advertisers, Razorfish's Cristina Lawrence talks about the rising trend of both virtual influencer accounts managed by humans, and actual AI influencers. "It's going to require much deeper thinking for brands around how to maintain consumer trust through transparency. How do we ensure brand safety, and what guardrails can we give these avatars? It's going to be on the backs of brands to ensure that they are doing what's right by the consumer." More from Chuck Kapelke here: https://lnkd.in/gQJRthyJ #AI #influencermarketing #socialmedia #GenAI

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Brands are now in our streaming era (Thanks #taylorswift) We're on the cusp of a groundbreaking shift in #advertising, driven by the synergy of streaming and #brand integration. This new era promises more immersive and personalized experiences for viewers, blending entertainment with strategic branding. Netflix & Amazon are pushing the envelope but its the producers like Sugar23 & Superconnector Studios that are the pioneers. A big shoutout to Matthew Rotondo and Jae Goodman for always keeping me ahead of the curve in #media & #entertainment trends. As we embrace these changes, let's harness the power of innovative advertising to connect with our audience in meaningful ways. #innovation #future #creativity

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AI is only as good as what goes into it. Diverse experiences and viewpoints are vital to making it useful.

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✅🖥️ Marketplace.org (7/8): “Paramount’s not alone, in the sense that they’re trying to become profitable in the wake of having all of these assets that are not as valuable as they once were,” said media consultant Brad Adgate. It’s not just the decline of broadcast television. It’s the challenge of creating a streaming platform that’s profitable. “It really comes down to content. I mean, I think the biggest challenge that subscriber companies have, like a Paramount+, or Disney+, is not getting subscribers, as much as it is keeping subscribers.” Whether Skydance CEO David Ellison, whose father founded Oracle, can turn things around for Paramount is a wait and see situation. University of Minnesota’s Joel Waldfogel is particularly skeptical about the streaming business. “It’s hard to understand how the bringing tech fairy dust in here fundamentally makes it sufficiently attractive relative to the other streaming services that it’s going to attract a lot of interest,” he said. Subscribers only really want to subscribe to maybe three different streaming services. Netflix and Amazon Prime Video take the top two spots. That makes it a competition for bronze, said Charles Schreger, a New York University professor and former HBO executive. “In order to compete and become third place, you need to combine those services,” he said. ⬇️ #streamingtv #ctv #ott #avod #svod #cordcutting https://lnkd.in/eenMRnZP

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While I can’t speak to the legitimacy of the accusations herein, this is still a worrying situation for advertisers everywhere. Publications whose reputations are staked on their image of legitimate business are not what many may expect to be perpetrators of MFA Ad fraud. That being said, we can better understand ad fraud by looking at the incentive changes on the supply side of these AdTech deals. Ad fraud particularly harms multicultural publishers, as their reach and impact receive decreased impact when improperly assigned to Ad spaces. #AdFraud #AdTech #ProgramaticSupplyChain

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Thrilled to share our feature on Forbes spotlighting Quality Media and our first-to-market offering "Performance Publishing"! "Developed by full-service performance marketing agency Quality Media, performance publishing sits at the intersection of third-party validation, storytelling, and paid amplification. It’s a tidy place to be, especially when you’re trying to stand out and stay competitive. Lauren Kleinman Lee Joselowitz and I noted that our brand partners have seen other financial outcomes, including a 30% higher return on advertising spend (ROAS) rates and a 20% reduction in customer acquisition costs (CAC). Why? The answer lies in the innovative way that performance publishing plants and grows what traditional digital marketing methods overlook: trust." Check out the full spotlight below! https://lnkd.in/gpuaMf3f

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The really interesting bit in here is how Vox Media is going to use GenAI through this partnership with OpenAI on Forte, their first party data platform, and Concert, their publisher-led premium advertising marketplace. There was already some really smart dynamic segmentation and also smart creative optimization using ML in those platforms, but will be super interesting to see how they use the capabilities of LLMs here to advance that. Obviously there will be plenty of really interesting newsroom and UX applications of AI in media, but I love to see organizations experimenting with the revenue generating applications that may quietly make the most meaningful impact on the business.

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The rise of NVIDIA as reported by CNBC, with insights from Kantar: In a ranking of the 100 most valuable global brands published this month by Kantar BrandZ, Nvidia landed at No. 6, leaping 18 places from its prior survey. The brand’s overall valued jumped 178% in a year to an estimate of about $202 billion. Kantar surveys enterprise buyers to evaluate brands that primarily sell to other businesses to come up with a total estimate of brand value. “Nvidia is pound for pound as relevant and meaningful to that B2B buyer that’s looking to make big, large purchases in-house for their company as Apple is to the consumer who’s buying an iPad or a Mac,” Marc Glovsky, senior brand strategist at Kantar, told CNBC. https://lnkd.in/gGDksRR6

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At Meta, we believe that AI is an opportunity for marketers to do the most creative and strategic work of their careers. As a follow up to our Newfront presentation, today we launched new generative AI features to help advertisers unlock their full potential. Now, with full image and text generation features in Advantage+ creative, advertisers can easily create ads faster and maximize performance gains.    Huge thanks to Wesley Ng from CASETiFY and Scott Kramer from AS Beauty Group for joining me and John Hegeman to share their experience using the Meta Advantage suite and our new generative AI tools. Casetify and AS Beauty are both living the “creative is the new targeting” mindset and using AI to create content that reflects their diverse customer bases.    Casetify is using our background generation tool to create variations of ads quickly and they saw a 13% increase in their return on ad spend when they combined this feature with Advantage+ shopping campaigns. AS Beauty is using another one of our generative AI tools, text variation, to create ads that speak to their diverse customer base.   Now is the time to act on AI and use these tools as the foundation of your marketing strategy, and I’m looking forward to watching how Wes and Scott continue to lead the industry ahead of our next AI-powered holiday season, which will be here before we know it.

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We're moving into a more open world. This article is an interesting analysis of the transformative power of AI and the importance of being transparent about its use. The study discussed here found that transparency from advertisers builds trust and also generates positive brand equity. Given the fact that advertisers have adopted AI much faster than consumers, this means that the onus is now on brands to communicate properly to build and maintain consumer trust. And it's important to note that transparency not only builds trust with consumers but also ensures ethical use of data and algorithms. #Transparency #EthicalAI #DigitalMarketing #EthicalAdvertising

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