Marcos Baer on Why #Portadalat on June 3-4 Will be the Best Yet!
Latin America’s key brands, media agencies and media owners will gather for #Portadalat in Miami next Wednesday and Thursday (June 3 and 4.) Top industry leaders will give insight into the region's marketing, technology and media landscape. A Q&A with Marcos Baer, publisher of Portada, explains why the 7th annual iteration of the event will be the best yet. The major players, key insights and networking opportunities you will benefit from.
Portada: First and foremost, it’s all about networking right? Who is already registered to #Portadalat?
Marcos Baer, publisher Portada: “Brand marketers, agencies and media leaders from all over Latin America and the U.S/Canada are registered as attendees. Companies represented include Microsoft, Estee Lauder Companies, Jarden Consumer Solutions, Avaya, Mindshare Mexico, Mindshare Latin America, GroupM Latin America, OMD, Samsung, Starwood Hotels & Resorts, Hilton Worldwide, Cisco Systems, Richemont LAC, Cartier, GroupM, Starcom Media Vest, Havas, OMD, Viacom, Disney, Televisa, Yahoo, Grupo Prisa, Sony Pictures and Television, The New York Times, The Washington Post and dozens more.”
Social Media has substantially decentralized the way we communicate
Why did Portada choose “Brand Leadership in a disruptive World” as the theme of the 2015 #Portadalat edition?
M.B, publisher Portada: “There has been an explosion in the amount of content distributed and the velocity of that distribution. In addition, Social Media has substantially decentralized the way we communicate. Paid and Earned Media programs are creating a lot of noise, but only effective brand leadership can translate it into impactful marketing programs that ultimately mean higher sales. We will have the privilege to hear how major global brand marketers like Kellogg, Genomma Lab, Estee Lauder and Bayer successfully meet this challenge and zero-in on Latin audiences in a world dominated by technological disruption."
Advertising Technologies are quickly entering the Latin American region. Will the challenges and opportunities presented by programmatic buying, marketing automation and data-driven marketing be analyzed at #Portadalat?
M.B.: “Absolutely. We will have Ad-Tech pioneers and the brightest leaders in the sector speaking about the impact of the Ad-Tech revolution on Latin America. Erich Wasserman, Founder and CRO, MediaMath will have an on-stage conversation with Fernando Monedero, Head of Digital Latin America, MEC on “Where is LatAm now and where it should be in 2025.” In addition, Tomas Salvagni, Manager Commercial Division, AGEA-Grupo Clarin, one of Latin America’s media powerhouses, will provide the view of the media owner on this all-important topic.
The Latin Online Video Forum is going to be the first half day of #Portadalat on June 3. Why is this the case?
M.B.: “Online Video, including mobile video, is a very large opportunity for marketers, content creators and media owners. Nowhere more so than in the audio visually crazed U.S. Hispanic and Latin American markets. The opportunities offered by online video technologies are enormous. Yet, there are a myriad of open questions including monetization, viewability, fraud, audience fragmentation, programmatic video buying and much more..."
Who will address these questions?
"A major highlight will be an on-stage conversation between Dr. Shay David, CRO and Co-Founder, Kaltura and Jan Riemens, CEO, Zoomin.TV, a global Multichannel Network. Other companies represented at the Online Video Forum include L’Oreal, 3M Facebook, Starcom, Havas, Teads.TV, Stylehaul, Batanga and Playwire."
The opportunities offered by online video technologies are enormous. Yet, there are a myriad of open questions including monetization, viewability, fraud, audience fragmentation, programmatic video buying and much more
We see the #Portadalat agenda also puts emphasis on Influencers and Online Video Creators….
M.B.: "That is right, through the emergence of Social Media, access to Online Video Talent has become very important for many media companies. For the first time #Portadalat will be hosting an Online Video Talent Showcase presented by 2btube and offer this constituency the benefit of meeting brands, interact with Multichannel Networks and get key content on Video Marketing. A session will analyze how Online Video Content Creators and Multichannel Networks targeting the Latin World (U.S. Hispanic market, Latin America and Spain) can work together and what they need from each other."
Will any Social Media and Entertainment Stars participate in #Portadalat?
M.B.: “I am very excited to announce that attendees will be able to enjoy a session with Boyce Avenue, the most followed band on Youtube. With 7 million followers Boyce Avenue has more followers than Beyoncé and Lady Gaga combined. Entertainment Marketers will learn key lessons on Content Virality and Amplification as well as about Branded Entertainment Integrations."
Mobile and Entertainment Content Delivery are two hot topics…
M.B.: “Entertainment content and its delivery will be a key theme of the on-stage conversation between Charlie Hunter-Schyff, Head of Planning & Insights, Mobile Advertising, Telefónica and Stephen Deane, Global Commercial Director at Guvera. These two experts will discuss how mobility and other factors are changing the delivery of entertainment content and advertising forever.”
Latin American Marketing, particularly if it is done out of Miami always faces the tension between local and regional/centralized marketing…
M.B.: “Yes, and ways to face this challenge are going to be addressed in several sessions including a presentation by Ruben Leo Sarmiento, Marketing Director, Genomma Lab on the way the Mexico born OTC products giant markets in Latin America and the rest of the world. Panregional vs. Local marketing and advertising decisions are also going to be analyzed at a panel on Luxury Goods and Services with Alexis Thanasoulas, Managing Director Latin America, Zenith Optimedia Group, Pedro Tabera, President and General Manager, Mercedes-Benz Mexico, Stephanie Peña, Regional Sales Director Americas, Longchamp and Javier Martinez Staines, Director General Editorial, Televisa. Another session on the important topic of sports marketing will address some of these questions too.”
Ok, this is great content, but what about fun functions and more networking opportunities?
M.B.: “Of course! We have a great Evening Party presented by Guvera on June 3rd in the Riverwalk Terrace, with wonderful views over Miami. We also have the long-awaited Award Ceremony in which each member of Portada’s Editorial Board of 5 brand marketers will decide which of the finalists in the 10 different Award Categories will get the coveted awards. Last but not least, our popular speed networking session will be led by 20 different agency and brand marketing executives providing attendees ample opportunities to network even more!.”
Tickets for next weeks Latin Online Video Forum (June 3 in the morning) and the 7th Annual LatAm Summit are going fast. Take Take advantage of the online promotion rate!