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Financial-Insurance Services & Auto Hispanic Media Allocation Trends 2010-14

While overall ad spend among the top 500 advertisers increased by 5% from $79.0 Bn to $83.1Bn from 2010 to 2014, marketers made a steep increase in Hispanic Ad Spend, jumping 61% from $4.4Bn to $7.1Bn. ... Read More

CPG/Retailers Hispanic Media Allocation Trends 2010-14 & Impact on Total Market Revenue Growth

CPG/Retailers Hispanic Dedicated Media (Spanish/Bilingual/English) skyrocketed between 2010 and 2014. This giant category, spending over $2Bn in Hispanic-centric Media in 2014, outpaced Top 500 advertisers’ peers in Hispanic Media allocation increases shifting 4% of English Ad Spend to Hispanic Media over the period. The study found that a principal reward of shifts from English Media to Hispanic Media comes in the form of increased Total Market topline revenue acceleration. There is a strong direct correlation (@ 99.9% confidence level) between companies’ shifts to Hispanic Media and overall U.S. revenue growth acceleration. Moreover, for every 5 points of shift from English to Hispanic media, companies on average experience a 1.75 points boost in annual revenue growth in the U.S. ... Read More

Hispanic AdSpend Allocation Soars

The top 500 U.S. advertisers increased Hispanic media spend by $3Bn or 63% since 2010 jumping from $4.3B to $7.1B vs. only a 3% increase in English media Ad Spend. Consequently, the share of ad spend allocated to Hispanic dedicated efforts increased to an all-time high of 8.4% of U.S. top 500 marketers’ expenditures in TV, Radio, Print and FSIs vs. 5.5% in 2010. ... Read More

Refining Hispanic ROI [New Research Brief-AHAA Webinar]

Rapid shifts in the Hispanic market, coupled with the emergence of the Total Market Approach, demand that sales data and television measurement methods evolve or new models emerge to give marketers an accurate read on their Hispanic ROI. ... Read More

Capturing The Right ‘Healthy-Driven’ Shoppers For Your Brand

Healthy living has hit the American mainstream, with more and more consumers changing their attitudes, lifestyles, and shopping habits. However, striking a balance between healthier alternatives is a huge challenge for marketers. We will delve into the mind and choices of the increasingly health conscious breakfast shopper as we take a planning roadmap with varying degrees of healthy lifestyles as a barometer. ... Read More

Countdown to ACA’s 2nd Growth Race Webinar

We address the opportunity by segment, critical exchange eligible nuances to be addressed, and simple go-to-market practices. The ACA Exchange brings a new consumer regarding educational level, language of preference for Hispanics, and type of transaction preferred for newly insured. ... Read More

Winning ACA’s 2nd Growth Race

SSG’s deep analysis of the first ACA Exchange enrollment period reveals that Multicultural & Millennials will constitute the vast majority, 7 in 10, of the 2014-15 ACA Open Enrollment opportunity. As penalties double, the next ACA open enrollment will likely see nearly 6 million new Multicultural and Millennial entrants despite the fact that their enrollment rates were 20-35% below Non-Hispanic Whites during the first open enrollment. Additionally, this new wave of entrants will be strongly influenced by the experiences of the 5.7 million new exchange-insured Multicultural & Millennial consumers. ... Read More

Upscale Latinos 2.0: A Renewed Outlook for High-End Marketers

The objective of AHAA’s Upscale Latino 2.0 study, co-authored by Nielsen, is to further understand the Latino Upscale Household behaviors, what drives them towards upscale-luxury purchases in mid-to-high-end brands/formats, and what drivers & detractors they share, or not, with Non-Hispanic Upscale households. Upscale Hispanics seeking out luxury in dining, stores & cosmetics; represent 40% of $1.5 Trillion Hispanic Buying Power. ... Read More

ACA 2.0 New Eligibles, New Demands, New Opportunities

Hispanic and Millennials have enrolled in the ACA Exchange at half the rate of all Non-Hispanics. That means substantial opportunity exists behind some cultural and generational barriers. As these newly insured take a journey through your brand’s experience and touchpoints, they will be reassessing their original brand perceptions, forming and sharing new brand opinions with circles of influence that include exchange eligibles for the open enrollment six months ahead. ... Read More

Generational and Cultural Orientation Study

Cultural orientation is the degree to which individuals actively engage in certain parts of culture (food, music, language, media, celebrations, etc.). It provides marketers with concrete measures on how Hispanics are adopting the American culture relative to their native culture. In addition, cultural orientation is different from acculturation, which relies on proxy variables (i.e., language) – and should not replace it. ... Read More

Ten Latina Millennial Nuances

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SSG reveals in a deep dive into Latina Millennials’ mindsets that they show distinct nuances vs. their White Non-Hispanic counterparts. […]

The Promise And Reality Of ‘Total Market’ And How CMOs Need To Address It

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Aug 23, 2016 by Pepper Miller.- Total Market strategy is defined by the Association of Hispanic Advertising Agencies as “a […]

Gen Z 1.0; Hispanic vs White NH [INFOGRAPHIC]

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Hispanic Culture remains strong among Hispanic Gen Z reflecting distinct dimensions of Values: hyper-aspirational drive, determination, community mindedness, and family […]

Hispanic Gen Zers’ Families: Where Stress Begins and Love Never Ends

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In our latest Gen Z qualitative exploration, we spoke with Hispanic and White Non-Hispanic Gen Zers to better understand differences […]