#Portadalat Tidbits: ESPN, Estee Lauder, Mexican VCs, “El Presidente” and more…
Last Tuesday and Wednesday hundreds of marketing and media executives convened in Miami for #Portadalat. The Latin Online Video Forum and the Sixth Annual Latam Advertising and Media Summit. Below some highlights and intelligence obtained from a star roster of speakers and participants. #Portadalat 2015 will take place on June 4 and 5 2015 in Miami.
50% of ESPN Sales are multiplatform
One interesting fact provided during the Latin Online Video Forum was when Artie Bulgrin, SVP Global Research + Analytics, ESPN said that 50% of ESPN's global sales are multiplatform. At the same panel, moderated by Cynthia Evans, Managing Director, Group M Latin America, Josh Chasin, Chief Research Officer at ComScore noted that in terms of online video metrics, "we are still operating in the wild west". All panelists agreed that TV is going digital and will become a digital medium."
Changing Media Mix
Denisse Guerra, Regional Marketing Director at Estee Lauder, noted that only four years ago 100% of Estee Lauder's Latin American Advertising budget was invested in print media. Since the global beauty products company has diversified its ad buys and now also buys other media including digital media and TV. Guerra was one of the speakers in a panel on Brand story telling in Latin America moderated by Tom Gerace, CEO, Skyword. Gerace quoted a recent Skyword survey according to which 76% of marketers think that marketing has changed more in the past 2 years than in the past 50 years.
Mexican Investors have moved to Miami
In a conversation between Cesar Salazar, Venture Partner, 500 Startups and Victor Kong, president of Cisneros Interactive, Cesar Salazar explained that many Mexican venture capital and angel investors are now based in Miami from where they invest into the region. He also said that there are 2 to 3 venture capital companies in most Latin American countries. The public sector of all these countries supports VC’s. What does Salazar look for when investing in start-ups? Mostly the quality of the team and the size of the market opportunity. "It is not difficult to start a company, what is difficult is to scale its business."
Good Design is as little Design as possible
Wired's Scott Dadich who gave the #Portadalat's keynote on "The future of technology by design" provided many insights about the interaction of technology and design. "Good design is as little design as possible", Dadich claimed. "Good apps teach you as you go," he added.
Dadich also talked to Portada about the current state of the media market. "There has never been a better time to be a journalist", he said noting that the boom of content marketing has increased demand for journalists. On the increasing amount of brand marketers becoming publishers, Dadich said that as a publisher-journalist he does not fear them: "We are really all in the business of fighting for attention and time." Dadich said that he recently increased Wired's editorial team by 45 people, most of them in copy editing,fact checking and social media. Wired publishes between 40 and 60 online stories per day, including video stories. It recently increased its publishing time to 19 hours per day from 10 hours per day. Interestingly the home page amounts to less than 20% of total page views at Wired.com. Dadich is sceptical about rewarding journalists by the amount of clicks their stories get: "Clicks can be a race to the bottom."
El Presidente's show
Attendees very much enjoyed Fernando Fiore, "El presidente's" conversation with Pacino Mancillas, Partner at AC&M Group. Fiore reminisced about all the World Cups he has been present at as well as about his friendship with many soccer legends. He voiced concern about Brazil's readyness to host the World Cup in terms of its infrastructure. Fiore also noted how Soccer and Soccer Marketing has changed over the last decade: "It has become a huge entertainment business," he said.
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The 7th Annual Portada Latam Advertising and Media Summit will take place on June 4 and 5 2015, in Miami