At the ARF conference in June, two of our North American experts presented the results of audience surveys of foreign language digital channels aimed at ethnic American consumers. Thanks to Return Path Data, we can now offer a finer and more precise measurement, even if it still concerns households and not individuals.

In the United States it hardly seems appropriate to use the word “minorities”, since ethnic groups are the backbone of the country and will account for 50% of its population by 2050. The key is to uncover the differences in media consumption between different ethnic groups and the so-called “majority” of the population. These differences drove the emergence some decades ago of ethnic marketing, “based on the homogeneity of consumers’ ethnic backgrounds and proposing products based on their physical or cultural characteristics” (B. Cova and O. Badot).

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Do you know Playreport? Launched in 2008 and created in collaboration with one of the most reputable agencies in the field of youth studies – Family, Kids and Youth – the project is both impressive (11,000 interviews) and innovative. Who would have been able to envisage the possibility of carrying out, simultaneously, a study in 25 languages and 19 countries? Nobody – until the explosion of Facebook. Ikea had the bright idea of using the social network as the pillar of its global study into the playing habits of children – and thus rethink the living spaces of little ones.

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Even though the internet has blurred the border between advertisers and consumers, good old Street Marketing still has a place in media plans, in increasingly innovative forms. That’s because it touches people on an emotional level – and perhaps today we’re more than ever in need of humanity and conviviality. In Toronto (via the agency BBDO Canada) a Smart recently became convinced that it was a bicycle: In Piccadilly Circus, in the centre of London, McDonald’s last year invested in an interactive poster. The idea was to place within the electronic billboard a visual element with which the passerby – often a tourist with a camera – could interact.

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So the Grand Prix in the film category at Cannes went to the brand Old Spice for “The Man Your Man Could Smell Like”.

For Mark Tutsell, president of the Cannes Lions 2010 jury, “all the winners came down to the ability to tell stories in fresh new ways.”

What if this is a new direction for the advertising sector as a whole? As consumers become more aware of the importance of citizenship, their comportment is changing. Advertisers have recognised this and are also changing the way they communicate.

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The 2nd issue of Momentum Review - an international perspective on media, monitoring and marketing - is out.

Do not miss it!

Read more on www.momentumreview.com

Data visualisation – which, as its name suggests, converts numbers into images – extracts meaning from the mass of data at our disposal and renders complex information accessible.

We’re just at the beginning of this emerging trend and, already, the interactive tools developed by media monoliths like The New York Times, the BBC and USA Today to bring life to their vast databases are opening the doors to a new way of seeing the vast resources of the Web.

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The major World Cup advertisers have been inspired by the landscapes, climate and cultural richness of Africa.

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The airport is perfect for people watching. Last week, while waiting for a plane in Beijing, I killed some time by observing my fellow passengers. Seeing teenagers riveted to the screens of their cell phones, the ear-buds of their MP3 players apparently permanently implanted, I had to ask myself whether this generation had become excessive in its use of technology.

After all, they’re the first to have grown up in a digital world. Their use of technology and tools is rapidly evolving. They have a particular talent for jumping from one tool to another to consume the same type of content, be it film, music or games.

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It is said that four million iPads will have been sold worldwide before the year is out. So can the magic Apple do for the press what it did for the music industry, and transform users into consumers?

The New York Times, The Wall Street Journal and the magazines Vogue, GQ and Sports Illustrated are among those who launched iPad applications in time for the arrival of the digital slate on the market.

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Kantar Media and Millward Brown Precis are both award winning agencies providing media measurement, competitor benchmarking, analysis and evaluation services, which enable PR agencies and brands to assess how effectively messages penetrate their target audiences.

The summit is an annual invitation-only event that brings marketing leaders together to discuss how the internet and digital media are transforming their businesses and what they are doing to succeed online.