Sophia Woodhouse

Winning with Culture! Group Black is your key to unlocking measurable brand growth. Let’s discuss how we can do it for you.

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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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S/O to Whitney Alexander's Substack for this fantastic ADWEEK spotlight. As a 40+ woman, I am definitely feeling the lack of focus by most consumer brands, ironically, when I'm the most willing (and able) to spend more for quality. Only 5-10% of marketing budgets are earmarked for an over-50 audience, BUT: 💰 Women drive 70-80% of all consumer purchasing, either through buying power or influence  💸 And women older than 50 drive $15 trillion in spending power—which is 27% of all consumer spending in the U.S. 🤑 By 2030, women are expected to control much of the $30 trillion in wealth that is soon to transfer from baby boomers to younger generations—namely millennials, who will all be in their mid-30s to late-40s by then [GASP]. The article lists General Motors, Buick and L'Oréal as exceptions, who else do you think is doing a good job at this? https://lnkd.in/ee_ssgGD

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Feeling the election anxiety? You're not alone. The upcoming presidential election, coupled with economic uncertainty, has consumers on edge, impacting their buying behaviors. 🚨 Prediction alert: This fall, expect a rise in "little luxuries" while big purchases will take a back seat until after the election. Marketers take note: Beyond offering fun, ease, and lower prices, highlight products in your catalog that allow for self-gifting and provide little escapes. These small indulgences will resonate deeply with consumers while anxiety is at a high. Thanks to Libby Rodney for this fun conversation on how to prepare for the upcoming Q4, and thanks to Direct Agents for making it happen. #electionanxiety #holidayshopping #ecommerce

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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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Netflix streaming was one of Amazon Web Services (AWS) early success stories and proofs of concept (I'll drop a link in the comments). "Amy Reinhard, the company’s president of advertising, was clear: Netflix will roll out a proprietary ad tech platform by next year." Could Netflix in-house #adtech be the next Netflix <> AWS collab? There's history there and this could be a major win for proving the value of AWS for Advertising out in the wild... #adtech + #cloud = 🔥

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With more businesses branching into FAST experiences, it's clear that this trend is only growing. One of the key outcomes of this is the TV-like experience being offered as part of a device service. This channel is accessible to all customers who purchased Roku’s low barrier-to-entry devices. The advantages of cable advertising are now in the domain of tech. #FASTTV #Innovation #AdTech

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Folks, we have an exciting webinar TODAY on the hottest topic in the media industry right now: Retail Media or Commerce Media. We have an outstanding panelist lined up, and you definitely don't want to miss it. If you're a CPG marketer, this topic is a must for you. I assure you that you'll walk away with actionable insights to bring back to your organization. Click the link below to register. Looking forward to seeing you there!

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How often do you leverage old-school approaches like direct buying, contextual advertising, and brand lift studies? See why legacy strategies like these are making a comeback as advertisers adapt to signal loss 👇 #DigitalAdvertising #Adtech

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Instacart and NBCUniversal’s new partnership connects CPG with Streaming and has the potential to change retail. NBCUniversal and Instacart are broadening their existing collaboration to introduce a fresh retail media avenue, allowing Instacart’s CPG advertisers to interact with viewers through NBCU’s streaming and linear TV content. In late 2023, the two companies united to incorporate NBCU’s Peacock streaming platform into the Instacart+ membership package. Now, advertisers gain access to engage consumers through NBCUniversal’s content and analyze campaign effectiveness by leveraging ad exposure and purchase data from Instacart. Tim Castelli, VP of Global Advertising Sales at Instacart, highlighted the forthcoming capability for NBCUniversal advertisers to utilize Instacart’s first-party audience data to enrich their streaming campaigns and validate their impact through closed-loop measurement. This seamless integration presents a mutually beneficial scenario for consumers and brands alike, enabling viewers to encounter a CPG ad on streaming platforms and have the product delivered within an hour via Instacart. The rollout of this offering is slated for Q2 on the streaming service, with plans to extend to linear programming. With this collaboration, CPG brands can engage with the next wave of grocery shoppers in an immersive setting. This initiative aligns with a broader trend among established retail media players such as Instacart, aiming to integrate their first-party shopper data into third-party advertising environments. https://lnkd.in/g9rcxrVJ #digitalmarketing #retail #firstpartydata #CPG #advertising #OTT

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Content services everywhere are ramping up their offerings as competition shifts models. The “streaming wars” that dominated industry headlines in 2022 have evolved into a new landscape, one where FAST offering and ad-powered services now compete for audience attention using TV models. It will be interesting to see where things go from here. #AdTech #AdPublishing #PFASTTV

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In a marketplace where “all media is performance media” has gone from catchphrase to expectation, media investment stakeholders — clients, agencies, and media owners — are under increasing pressure to directly connect spend to outcomes. And contrary to legacy axioms, no section of the sales funnel can be exempt from proving its ability to move the sales needle.     Yesterday, as the 2024 Cannes Festival celebrating breakthrough work kicked off, the industry learned how Omnicom and Flywheel are working with Amazon to deliver on this increasingly critical imperative with a game-changing capability that enables marketers to directly connect upper funnel investment to purchases.    Check out the coverage below — and stay tuned for more news from Cannes later today and throughout this week, as we reveal a series of first-mover partnerships and capabilities designed to advance investment KPIs from media metrics to sales metrics. #TransformExperiences

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Coachella: a cautionary tale for brands. Despite its star-studded lineups and passionate attendees (we see you, Taylor Swift!), the festival recently hit a sour note with a record-breaking lack of interest. Over the years, Coachella went from music fest to brand extravaganza. Brands, eager to be 'cool,' splurged on everything from art installations to VIP parties, reaping short-term benefits and boosting Coachella's visibility as a marketing benchmark. But nothing lasts forever, and now they're facing the music. What does Coachella stand for today? What legacy has it created? Without clear guidelines for partnerships, space usage, and participation - letting people use it the way they saw fit - Coachella's brand has been diluted away. Brands, take note: protecting your equity goes beyond logos. Comprehensive guidelines should cover employee conduct, decor, and partnership strategies, ensuring a cohesive brand experience. Coachella can bounce back, but it will take deep reflection before next year's lineup announcement to reclaim the essence that made it special to begin with. #Coachella #Brand #BrandExperience

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Brand marketers, technologists, data scientists and ad industry leaders are gathered in California this week for the Out of Home Advertising Association of America’s (OAAA) annual OOH Media Conference, and one thing is clear: the medium is in the midst of an unprecedented transformation—one that resonates deeply with me. As an avowed media junkie, I’ve been a fan and a champion of OOH forever—but no more than I am today, considering the exciting opportunities the medium affords brands thanks to the industry's embrace of technology, data and pushing creativity boundaries. I am especially proud that my company, DiGennaro Communications, partners with OAAA during this moment of change. Under the leadership of President & CEO Anna Bager and EVP & CMO Julie Thompson, OAAA (founded in 1891) continues to lead the industry in innovation, opportunity and thought leadership. At a time when ad avoidance is a top concern of brands, the sheer scale and power of outdoor messages, as we all know, make them impossible to ignore. And now, with the proliferation of AI and tech innovation, we are witnessing a truly seismic shift in the medium.   The Las Vegas Sphere and New York’s revitalized LaGuardia Airport are just two examples of this evolution. In dynamic spaces such as these, cutting-edge technology is leveraged to elevate OOH to new creative heights. From spectacular billboards, to awe-inspiring digital displays, to thrilling interactive experiences, OOH continues to revolutionize how brands connect with consumers outside the home. What we are witnessing is the rise of hyper-targeted, personalized ad experiences that resonate with consumers on an individual level. Whether through AI-driven content or location-based targeting, tech is empowering brands to deliver marketing messages that are not just seen but experienced in a deeply personal way. There’s no dening it: All forms of OOH are highly personalized and contextual, and deliver results for advertisers. The buzz from OAAA's conference underscores this point. And while the latest tech advancements are a hot topic, there’s so much more that has the industry’s attention right now. The ongoing discussion around media measurement, for example, points to the vital role of data and analytics in optimizing OOH/DOOH campaigns. I am energized by the possibilities that lie ahead for OOH. Brands can reshape the ad landscape and create experiences that leave a lasting impression. Join me in embracing this moment and supporting OAAA and the OOH industry in shaping the future of consumer engagement and the future of advertising. It's Our Moment.   #media #advertising #marketing #brands #outofhome #OOH #DOOH #tech #AI #innovation #tradeassociation

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Meet Archie, Edelman's revolutionary large language model (LLM) built to transform brand trust analysis. Archie doesn't just measure trust; it predicts its path with unmatched accuracy, empowering leaders to navigate the evolving multi-stakeholder landscape. As businesses strive to gauge impact, Archie shines as a guiding light, providing real-time recommendations driven by precise data. High fives to Brian Buchwald and our extended team for championing innovation and driving Edelman forward in this space. #onward #Edelman #AI #Trust #Innovation #Leadership #BusinessGrowth #BusinessInsights #EdelmanArchie

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In today's issue of AdExchanger, Anthony Vargas discusses why media mix modeling aka MMA is back in a big and more powerful way for marketers c/o the best new solutions like FutureSight.online with the founder and CEO of the business, Marilois Snowman and measurement and research legend, Josh Chasin. Read more! #adeffectivness #MMM #measurement #attribution #omnichannelmarketing

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Recently Omnicom Media Group and Flywheel launched a white paper examining today’s shifting and fluid path to purchase. Co-authored by Omnicom Media Group Chief Intelligence Officer Joanna O'Connell and Flywheel VP, Retail Insights Xian W. Wang, the study provides a road map to help marketers navigate the new landscape. This excerpt published in AdAge also offers a preview of a key theme we will be exploring in Cannes, diving deep into the changing customer journey, and revealing how OMG and Flywheel are partnering to help brands drive growth in the modern consumer marketplace. #TransformExperiences #OmnicomCannes #AdAge

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