Mike Valdes-Fauli, president and CEO of multicultural marketing company Pinta, looks at sports marketing and its growth in the Hispanic community, noting the passion of the fan base and its penchant for digital, mobile-first platforms. He highlights the NBA's Ene-Be-A program with Latino fan appreciation events and the NFL's Spanish-language broadcasts, as well as pointing to potential in choosing influencers to sway the demographic.
Spanish-language TV network Nuestra Vision is coming to ViacomCBS' free streaming service Pluto TV. Twenty channels will focus on Hispanic American programming to expand Nuestra Vision's distribution.
The barriers for PR professionals of color span finances, education, location and experience and racial discrimination can be the final block that results in the industry losing valuable talent, writes Cedric F. Brown, APR. "[O]ur allies in power must take action to remove the systemic barriers that have long prevented our profession from being as diverse as our nation's population," he writes, noting, "That's the most meaningful way we can demonstrate that #BlackTalentsMatter."
Facebook's latest Messenger chat plug-in update for websites enables brands to communicate with consumers via a pop-up window without requiring them to log into the social platform. Facebook claims that tests of the update, along with a redesigned look, has boosted customer chats by 45%.
Capgemini's Bibhakar Pandey explains why marketers should use a content scorecard to inform strategy and create "compelling, connected content that grabs the individual visitor and seamlessly leads them from acquisition to conversion to purchase." He describes what marketers should monitor as part of their scorecard, including the most popular forms of content and creative, who is consuming content and the best-performing channels.
Leading agencies, brands and advertising associations, including the Association of National Advertisers, have created the Partnership for Responsible Addressable Media, with ANA's Bill Tucker serving as executive director and IAB Tech Lab's Dennis Buchheim overseeing technical standards. The collaborative forum aims to "ensure addressability standards that preserve privacy, provide a consistent and effective framework for advertisers and enrich the consumer experience," said Tucker in a statement.
This infographic from Bannersnack provides a guide to creating Instagram Carousels based on Socialinsider insights for optimal engagement. The visual displays design, style and copywriting tips, and information on the best third-party tools.
Brands that use the same ad in multiple video formats are better suited to boost brand and product awareness and purchase intent with three iterations yielding the best results, according to findings of a Twitter study conducted with MAGNA Global and IPG Media Lab. The data also suggests "you may actually be better off honing in on a smaller audience, then splitting your campaign budget across the three different formats," writes Andrew Hutchinson.
OPTIZMO Technologies' Tom Wozniak describes three priority areas to improve email campaigns -- data hygiene and compliance, audience segmentation, and engaging creative. He recommends regularly cleaning lists, continual testing and creating compelling copy based on regularly reviewed audience insights.
ViacomCBS is readying to launch ViacomCBS EyeQ, a connected digital video advertising platform encompassing CBS Interactive, including CBS All Access, Pluto TV and Viacom Video, with the combination accounting for 50 million unique monthly viewers. Brands will be able to use the platform for buy-ins related to advanced audience segments, content, demographics and custom brand integrations, and metrics will include attribution, brand lift and awareness.