I-COM worldmeasurementnews

New Wave of Mobile Growth to be Driven by Women Entrepreneurs

Dubai-UAE: 29 November, 2011 – An in-depth study on the role of women in the mobile phone industry has highlighted the social and economic advantages of including more women entrepreneurs into the mobile value chain.

Undertaken by the Cherie Blair Foundation for Women, leading partner STC and market research firm TNS, the niche study drew participation from several mobile network operators, distributors, vendors and other industry stakeholders across 11 markets.  Commenting on the findings of the study, Cherie Blair, Founder of the Cherie Blair Foundation for Women, added: But there is also a real business case for mobile operators to include women in mobile value chains, as they offer significant advantages such as better branding and access to new markets.  More...

In US, StrategyOne Announces SUNRISE™

Collaboration with Crimson Hexagon Enables Major Advancement in Digital/Social Media Measurement

Washington, DC, November 7, 2011 — StrategyOne, the insights-driven market research firm and division of Edelman, has collaborated with the Boston-based Crimson Hexagon, the leading provider of real-time social media monitoring and analysis, to develop a breakthrough expansion in its global service capabilities with the introduction of a new daily multi-language digital media measurement and analytics tool called “Sunrise”.

“We branded it Sunrise because we will deliver a comprehensive set of analytics of the last 24 hours of digital and social activity,” said Steve Lombardo [pictured], Global CEO of StrategyOne. “Sunrise will be the first thing our clients read each morning, to understand their brand position in the vast global communications environment.”  More…

In US, Advertisers Increase Spending on Newer Media Platforms to Reach Multicultural Consumers

January 4, 2011 - New York, NY - To reach multicultural consumers, more than half (56 percent) of marketers are increasing their investments in newer media platforms, according to an ANA (Association of National Advertisers) member survey. Another 35 percent are holding their spending at the same level, while only nine percent are reducing their investments in newer media.

The Marketers' own website was noted most often (92 percent) as the newer media platform that enjoyed the highest usage in targeting multicultural consumers.

"Reaching audiences with targeted messages via different touch points is more important today than ever," said Bob Liodice, ANA President and CEO. "Particularly in targeting multicultural consumers, newer media platforms provide an effective way for meaningful engagement to occur." More...

IAB US Forms Multicultural Council & releases Latinos Online Research

NEW YORK, NY (May 24, 2010) – In order to support advertisers’ strategies to reach diverse consumer groups, the Interactive Advertising Bureau (IAB) today announced the formation of the IAB Multicultural Council. The IAB also released “U.S. Latinos Online: A Driving Force,” a comprehensive presentation that uses multiple data sources to describe the Hispanic online population, identify the trends and key dynamics in this increasingly important advertising target and provide a resource for communicating with Latino online audience segments.

The IAB Multicultural Council, which replaces the former IAB Hispanic Committee, will focus on key issues that impact marketing and advertising within the multicultural marketplace including Audience measurement and ensuring that all segments of the U.S. population, especially minorities are properly measured and accounted for in online media measurement. The Hispanic Committee represented the IAB US as Patronage Organisation of the I-COM Ibero-American Summit.

“The Multicultural Council will provide our industry with an important forum where we can work towards critical marketplace improvements. We also want to further our efforts in educating marketers and agencies to innovate and connect with this growing audience,” said Mark Lopez, Chief Operating Officer, Terra Networks, and Co-Chair of the IAB Multicultural Council. “The U.S. Latinos Online presentation is something we plan on updating quarterly so that it can be a resource for all industry stakeholders.”

“The IAB Multicultural Council and the Hispanic Research presentation will serve as an important forum for our advertising clients and partners to learn more about achieving maximum ROI in the Spanish-language market in an increasingly digital media environment,” said Borja Perez, Vice-President, Integrated Solutions And Digital Media, Telemundo.

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