LINKAGE: MPE buys Casa Latina, Kraft’s digital quandaries, ANA gets more into B2B…

A recap of major news on the marketing and media front from around the web compiled by Portada's Editorial Team.

  • Casa Latina acquired by Marketplace Events
    Do smaller Latina(o) owned businesses have a unique opportunity to partner, or be acquired by, larger established general market companies? According to Nora Diaz Bretherton, CEO and Founder of Home Media Expo company Casa Latina, this is definitely the case. Casa Latina, was recently acquired by Marketplace Events (MPE), America's largest Home show producer, While MPE will own the Casa Latina Expo, Diaz Bretherton and her team will continue to work with Marketplace Events to “provide leadership direction for the Expos in partnership with MPE and with the full support of that company’s infrastructure.” Following the theme of partnering with large companies that are not active in the Hispanic market, Casa Latina is partnering with Blogher, the biggest blogger collective in the U.S., to integrate the Blogger Business Bootcamp in a separate area of its November 15 New York Casa Latina Home Expo. Under the new MPE ownership Casa Latina is planning three 2015 Expos in Miami and Orlando. Additional shows are being evaluated for other major Hispanic markets including Texas and California.
    • Kraft spends 35% of advertising digitally but rejects 85% of RTM impressions
      Kraft“We're not looking to drive down advertising costs per se. We're driving for improved advertising effectiveness,” said Kraft EVP and CFO Teri List-Stoll during the company’s quarterly earnings call. “We're also realizing meaningful efficiencies as we shift our spending to more targeted digital media.” Digital accounted for more than 35% of Kraft’s total ad spend in Q3, a 25% increase YoY. However, concerns over ad fraud, viewability and overall inventory murkiness are causing Kraft to reject up to 85% of all impressions offered via real-time ad marketplaces, Kraft's ‎Director, Data + Content + Media Julie Fleischer said last week at the Ad Age Data Conference in New York. "That 75% to 85% is either deemed to be fraudulent, unsafe or non-viewable or unknown," Ms. Fleischer, the company's director of data, content and media, said, referring to the rejected impressions. "Think about what this means for us as an industry. When we're rejecting 75% to 85% of the impressions available, that's a problem.

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