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Overall Advertising and Media Economy Digital Ads to Overtake Traditional Ads in U.S. Local Markets by 2018 (Advertising Age; Oct 26, 2016) The media research and analysis firm BIA/Kelsey forecasts that total local advertising revenue (local audiences for national, regional marketers) is expected to grow from $145.2 billion in 2016 to $148.8 billion in 2017. Digital advertising, for the first time, will equal TV ad sales for the first time this year (both generating about $68 billion) – increasing by 15% in 2016 and by 12% next year. Traditional media sales will decrease by about -1.5% in 2016, and by -2.2% in 2017. Although digital media as a share of advertising is expanding rapidly, traditional platforms (especially TV) will remain crucial components of the media mix for their broad reach and targeting capabilities. TV Ad Spending Slips in September; Overall Media Spend Higher (Television News Daily; Oct 21, 2016)
Author: Jessica Hawthorne-Castro, CEO Original Link: MarTech Date Published: April 13, 2017 Pulling in new customers while improving the overall brand image is a persistent challenge for marketers. With a fragmented media landscape and the distractions of multi-screening, it’s difficult to adjust to the desires of consumers with targeted messaging. Marketers confronted with this challenge often turn to the “throw it at the wall to see if it sticks” approach, instead of a more thoughtfully planned strategy. Part of this strategy should still include TV advertising campaigns, which continues to justify itself as a medium that can both sell product and give brand reputations a boost. TV remains relevant even in these fragmented times, and smart marketers are strategically turning to TV to achieve multiple goals and metrics. Defining “Brand Lift” For the context of this topic, “brand lift” is a positive increase in how audiences view a company and how often
Original Publication: PR Newswire Date Published: April 10, 2017 Receives a “Business Improvement Award” for Modern and Collaborative Office That Offers Inside/Outside Spaces and a Seamless Work/Life Balance LOS ANGELES, April 10, 2017 /PRNewswire/ — Hawthorne, the leader in accountable and analytics driven advertising, announced today it earned two award wins including a Great Place to Work® award and a Business Improvement Award from the Fairfield Chamber of Commerce. Hawthorne received the certification from the independent analysts at Great Place to Work® based on the extensive ratings from anonymous employee surveys. Highlights of the survey include 98% of respondents noting Hawthorne fosters a “Great Atmosphere” and 95% stating they feel “Great Pride” in working with the company, and other accolades such as “Great Bosses,” “Great Rewards,” “Great Communication” and rewarding work with “Great Challenges.” “Employees produce outstanding results for clients when you provide them with the right environment and structure
FAIRFIELD — The company may have won two awards, but both seem to offer one key message: Hawthorne is a nice place to work. The “Great Places to Work” award is a national recognition, though the company sent out notice of that certification side-by-side with word of another honor, one presented by the Fairfield Chamber of Commerce. The “Business Improvement Award” was scheduled to be presented at the Fairfield chamber’s annual banquet Thursday night. The chamber’s executive director, Detra Dettmann, said the companies that won the recognition did so for reasons that differ from place to place. If there is one overall theme, though, it’s that a business can be constructed in such a way as to fit the environment, the employees and a professional atmosphere. “It’s a physical improvement award. They have really gone to the next level,” said Dettmann. “The design is intentional [in its goal] to
Author: The Living Room, quote by Jessica Hawthorne-Castro Title of piece: 5 Marketing Experts Predict the Future of TV Advertising Original Publication: The Living Room Date Published: March 27, 2017 The future of television advertising is always a controversial subject. But should that be the case? Since the rise of online advertising, many have questioned the continued effectiveness of TV advertising. While some big businesses have shifted budgets previously earmarked for TV and print to satisfy the urge for online ads, the majority of experts remain more nuanced in their views, arguing that TV advertising is not only still relevant, but remains one of the most effective forms of communication available. We’ve long propagated a balanced strategy, TV and online can work together magnificently to drive exceptional results. Just look at our articles around John Lewis’ omni-channel approach and Twitter and TV advertising’s close relationship! It’s been a sobering
Author: Jessica Hawthorne-Castro Original Link: Inside Big Data Date Published: March 28, 2017 In this special guest feature, Jessica Hawthorne-Castro, CEO of Hawthorne Direct, provides some strategic best practices for marketers that want to extract ROI from big data in order to improve the customer experience and generate sales. Jessica Hawthorne-Castro is the CEO of Hawthorne, an award winning technology-based advertising agency specializing in analytics and accountable brand campaigns for over 30-years.  Hawthorne has a legacy of ad industry leadership by being a visionary in combining the art of right-brain creativity with the science of left-brain data analytics and neuroscience. Jessica’s role principally involves fostering long-standing client relationships with the company’s expansive base of Fortune 500 brands to develop highly strategic and measurable advertising campaigns, designed to ignite immediate consumer response.  From strategy, creative and production to media and analytics, Jessica is committed to premium quality and innovation throughout all agency disciplines.

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An Instagram World With No ‘Likes’ — How Does the Test Impact Advertisers, Users?

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7 EASY WAYS TO BRING YOUR AGENCY INTO THE MOBILE-OPTIMIZED WORLD

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Should You Work for the Family Business to Gain Experience?

For college students looking for experience, working for the family business might seem like a no brainer. But, is it a good idea? Can family members be objective enough to provide honest feedback? And will recruiters or hiring managers view working for your family as “real” experience? Less than half of college seniors feel very prepared for a career, and if you’re considering this type of work arrangement to bolster your resume, consider the following factors: WHEN THE GOAL IS TO GAIN EXPERIENCE According to Helen Cruz, director of career counseling at Pace University, there’s no one-size-fits-all answer, so the school advises students on a case-by-case basis. “At Pace, we have many students whose families own businesses both in the U.S. and overseas.” Cruz believes that working in the family business can help students develop and practice the types of skills needed to succeed in a career. Monique Frost, associate director

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Jessica Hawthorne-Castro Named to DMA ECHO Board of Governors

Jessica Hawthorne-Castro, CEO/owner of Hawthorne, announced to day that she has joined the DMA ECHO Board of Governors, the elite group behind one of the most coveted prizes in marketing. The vote was unanimous and Hawthorne-Castro’s first meeting with the board will be at the DMA’s annual ECHO Awards Gala, held Sunday, October 8th in New Orleans. Hawthorne-Castro is a noted leader in the marketing and advertising industry. As CEO/owner of Hawthorne, she transitioned its legacy of performance-driven advertising to brand response. By leveraging analytics and digital attribution techniques, Hawthorne’s creative advertising is able to deliver transparent and measurable results. Jessica joined Hawthorne after a successful career as a TV literary agent with William Morris Endeavor and rose quickly through the ranks. She became CEO in 2014 and owner in 2015. Through her efforts, the agency has produced highly-responsive campaigns for brands including: 3M (Command, Filtrete, Post-it, Scotch-Brite); Audible; Armor

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The Use Of Neuroscience In Marketing: Mixing Creativity And Science To Boost Campaign Impact

Author: Jessica Hawthorne-Castro, CEO Original Publication: DemandGenReport Date Published: September 22, 2017 Editor’s Note: This Demanding View is the second of a two-part series of articles from Hawthorne Direct. Part 1 can be viewed here. Marketers and advertisers have forever been in the business of figuring out what people want, and more importantly, figuring out how to turn the products they are selling products that people want. Traditionally, it’s been more of an art than a science, governed by intuition,creativity and insight into human nature. Those qualities are still a critical part of successful advertising campaigns, but with advances in computing and software, as well as neuroscience and social psychology, brands can add science to the art to create campaigns that have the greatest possible impact. In the first article in this series, I discussed the Picture Superiority Effect and how it can be used to make consumers remember (and want) a product. In this

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The Use Of Neuroscience In Marketing: The Brain Tells No Lies – Part 1

Author: Jessica Hawthorne-Castro Title of piece: The Use Of Neuroscience In Marketing: The Brain Tells No Lies – Part 1 Original Link: DemandGenReport Date Published: September 1, 2017 Editor’s Note: This Demanding View is the first of a two-part series of articles from Hawthorne Direct. Neuroscience is traditionally the realm of medicine and scientific research, but it has exciting applications for advertising. By focusing primarily on how the structure and function of the brain impacts consumer behavior, the use of neuroscience as part of marketing and advertising can remedy shortcomings of more “conventional” methods. Conventional methods — such as surveys, focus groups and observation — all have demonstrable value and won’t be phased out anytime soon. However, they do have limitations. Despite the best of intentions, consumers may give every indication that they are willing to express their opinions honestly and accurately, but research consistently shows they are often unwilling or unable to

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