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GlobalWebIndex (GWI) published the findings of its extensive research into the global consumer trends that are shaping not just consumer behavior, but also their feelings, motivations, and attitudes now and for the year ahead.

The annual ‘Connecting the dots’ report, compiled from 700,000 interviews across 46 countries, explores how internet users are changing the way they act, think, and feel, in line with events around the world.

Livestreaming commerce is rising as the new medium for online shopping.

global trend 2021
Jason Mander, Chief Research Officer at GWI.

“2020 has spanned a pandemic, global lockdowns, the Black Lives Matter movement, extraordinary wildfires in Australia and the Americas, the rise of TikTok, US elections, to name but a few. The world has changed, and so have consumers. Through Connecting the dots, you won’t just know what the biggest behavioral shifts were in 2020, you’ll see what’s been driving them, and how to take advantage. This, coupled with a harmonized global perspective, can help give confidence that what you’re seeing isn’t just a regional fad. In an era defined by universal change, context is king. Without it, distinguishing between hype and reality is even more difficult” said Jason Mander, Chief Research Officer at GWI.

Connecting the dots 2021: Zero in on what matters

Explaining the report’s scope, Jason Mander said: “We zoomed into consumers around the globe, and connected the dots to identify eight key trends. From new flexible working patterns to livestream digital shopping, ethical consumerism, mental health and coronavirus, one thing is clear; uncertainty rules the day. Against this complexity, this report provides clarity and perspective. We identified both best and worst case scenarios to help us all navigate our way through 2021 to stand out and meet the expectations of the global population.”

One thing is clear; uncertainty rules the day.

These are the key trends to watch out for in 2021:

A green awakening: make sustainability part of the recovery in 2021 

The first wave of lockdowns had an unexpected upside: we began a new chapter in our relationship with the environment. However, any gains look set to be wiped out as normality returns. Cynicism is also set to make a comeback. Consumers have gone from seeing a bright future ahead to feeling pessimistic – and this backlash will ensure green values are a hot topic through 2021 and back on top of the agenda.

Environmental optimism since COVID-19
% of global internet users who say the environment will get better in the next 6 months
Q3 2019Q4 2019Q1 2020Q2 2020Q3 2020
4142415346

The digital storefront: how livestreams will support ecommerce 2.0

The explosive growth of TikTok, the rise of influencers, and the need for brands to distinguish themselves online. Livestreaming commerce is rising as the new medium for online shopping. This will be a new battleground for retailers and may bring community and entertainment to ecommerce – elements it currently lacks, yet consumers state it would encourage them to buy products. As shopping becomes increasingly digitized, livestream commerce is a key way to create a more interactive, entertaining experience that consumers crave. More about ‘the digital storefront’.

It’s a kindness magic: brand purpose will need to shift

As the COVID-19 crisis develops, businesses will need to think through their responses beyond short-term crisis management. This includes building new ways of doing business that bake in kindness and empathy at their core. Serving up PPE and hand sanitizer worked well at the time, but next year will need more focus on individual consumers and how to support them during times of hardship.

New expectations on brands 
% of internet users in 7 countries who want brands to put more focus on the following 
Supporting people during COVID-1956%
Being eco-friendly51%
Supporting/being vocal about social causes (e. g. equal rights, poverty etc)41%

More than lockdown blues: the looming mental health crisis

The effects of the current health crisis will usher in another one in 2021 – the mental health crisis. Businesses will need to take the same proactive approach that they deployed in the early stages of the corona meltdown. When asked what consumers are more concerned about,  almost a third (31%) stated mental health and wellbeing compared to 29% who said a COVID-19 vaccine.

All work, no play: the 9-5 model is sapping productivity

Looking ahead, bosses will be torn between pulling the troops back in or continuing with remote working. The latter may be the smarter decision. Not only can it whip up business performance during an uncertain time, but also boost productivity and employee satisfaction – when combined with flexible working. Office staff are 32% more likely to say they are allowed to work from home since 2019. In comparison, there’s just a 5% increase in those stating that they are now more likely to work flexible hours.  

Coming of age: a generation-defining year for Gen X and boomers

2020 is a “generation-defining” year. This is especially true for the mature age groups. Generation X and baby boomers have increased their reliance on the internet and online shopping, which looks to be permanent. As many populations are aging, the older groups’ market power is soaring. Their decisions and behaviors will be more impactful than you might think. Online grocery shopping alone in the U.S. has grown by 57% among Gen X and baby boomers since Q3 2019.

Data for good: nurturing the new relationship between consumers and online privacy 

The hot topic of data privacy seems to be cooling off as we head into 2021. In the recent past, scandalous exposures have fueled an ever-growing concern among consumers. But with the advent of contact-tracing apps, consumers are more accepting of data as a public good. In 2013, 56% of internet users were concerned about the internet eroding their personal privacy. By 2019, this had climbed to 61%. Fast-forward to 2020, however, and the pattern has muddied. Some privacy concerns have actually declined in the wake of COVID-19. As Google prepares to kill off the cookie, publishers might just have a new way to influence consumers with the value of first-party data.

There’s no place like home: the pandemic is reshaping city life  

Many predicted that COVID-19 would lead to the death of the city. If you can work from home, why not move to the countryside? But actually, research highlights that most countries are still urbanizing, with cities in the west evolving, not dying. Night-time and service economies have been badly hit, but city dwellers will come to value other aspects of their environment, from the local neighborhood stores to their home interiors.

The Big City Appeal
% of urbanites in the following countries who would choose to continue living in the city
IndiaChinaBrazilGermanyUKFranceUSA
90%88%83%79%74%71%70%

Methodology: 

  • GWI’s Connecting the dots 2021 trend report figures are drawn from its online research among internet users aged 16-64*. The figures represent the online population of each market, not its total population. Each year, GWI interviews over 700,000 internet users via an online questionnaire for our core dataset.

*GWI USA is representative of internet users aged 16+

Connected TV Advertising Investment is growing at triple digit figures in 2020. Yet, the level of investment is nowhere near the CTV audience number, which is already larger than that of Pay-TV. Media buyers at Starcom USA and GroupM tell Portada that better reporting and more sophisticated measurement options are key to further growth.

David Queamante, SVP, Client Business Partner, UM

“The shifts in media properties were in some ways, driven by the audience’s shifts in consumption. More streaming options were considered, and more eCommerce partners were rotated in, ” David Queamante, SVP, Client Business Partner, UM and responsible for developing and implementing the national media strategy for Quicken Loans, tells Portada.

CTV Advertising Investment is Skyrocketing…

  • Roku, which is turning into something like the “cable box” of streaming TV, last week announced that Roku’s Platform business – which includes advertising and content distribution revenue – saw its strongest quarter in the segment’s history, with revenue leaping 78% YOY to US $319 million. Roku attributed the record numbers to strong growth in advertising as brands embraced connected TV advertising platforms, and the number of first-time advertisers more than doubled in Q3.
  • Demand side platform The Trade Desk reported in its Q3 earnings that programmatic CTV ad investment on its platform grew by 100% YoY, substantially helping overall revenues to increase from US $164 million to US $216 million in the third quarter of this year.
  • Magnite a sell-side ad platform that encompasses Rubicon Project and Telaria, announced last week that CTV ad revenue was up 51% year over year to US $11.1 million.
  • Regarding ad impressions, according to the latest report from omni channel advertising platform Innovid, CTV ad impressions grew 55% year-over-year from 2019 for the third quarter.

… but in 2021 CTV Advertising Investment will still only amount to 15% of Total TV Advertising …

Darcy Bowe
Darcy Bowe, SVP, Media Director at Starcom USA

“We analyze audience trends and are seeing that audiences continue to move to CTV platforms. This trend has been occurring steadily for the past few years, but has increased exponentially with the pandemic as people stay home more and seek out new content,” says Darcy Bowe, SVP, Media Director at Starcom USA in Chicago. “With increased CTV viewership, and the continued decrease of linear viewership, it is important that we evolve our media plans to follow people where they are watching content – and in turn, where they are more likely to see our clients’ ads,” Bowe adds.

CTV household penetration is lies at 80% and  Pay-TV’s at 62%.

In fact, in 2020 the number of CTV households has become substantially larger than the number of PTV households. US. CTV household penetration is currently approximately 80% , while pay-TV (cable and satellite) penetration lies at 62%. Of course, this has led to a surge in CTV advertising investment, because ad dollars chase eyeballs. Still, even taking into account the current high growth rate, EMarketer estimates CTV ad spending will reach US $10.81 billion in the US in 2021 – up 56% from two years earlier, and representing around 15% of total US TV ad spending. This makes little sense when you consider that U.S. consumers watch more CTV than PTV.

Despite the high growth rate, CTV ad spending is expected to only represent 15% of total U.S. TV ad spending in 2021.  

… and Media Buyers Ask for Improved Reporting and Measurement

One of the reasons CTV advertising investment is not growing at an even higher rate is that the inventory is fragmented, making it difficult to measure and plan. Ad fraud and frequency capping are other serious concerns. Advertisers often do not get the same level of reporting in their CTV campaigns compared with linear TV as CTV reporting often centers around ad-impressions. “When you do a TV buy, you know the pod position you’re in, you know the time your commercial ran, you know the show, you know the content of the show, which episode number it is. We need that same level of detail that we’re accustomed to,” Jessica Brown, director of digital investment at WPP’s GroupM, recently told Beet.TV.

Starcom’s Bowe adds that  “more sophisticated measurement options are key – and that will allow us to measure viewership and frequency across screens more easily. It’s important to understand when a person sees our ads across Linear TV and CTV, let alone across all screens. However, we are already starting to see the impact of co-view measurement in our media plans as we’re able to understand the total number of impressions CTV campaigns are delivering vs. relying on the number of ads served as a proxy for impressions.”

We are starting to see the impact of co-view measurement in our media plans as we’re able to understand the total number of impressions CTV campaigns are delivering vs. relying on the number of ads served as a proxy for impressions.  

 

Georgia-Pacific, Utz Brands, Target-Ulta Beauty, Honda, McDonald’s, Volaris…. and more brands targeting the U.S. consumer right now.

  • Georgia-Pacific

Georgia-PacificPaper goods manufacturer Georgia-Pacific, a Koch Industries subsidiary, has selected Omnicom Media Group’s OMD as its U.S. media agency of record. Georgia-Pacific spent an estimated US $66 million on offline media from July 2019 to June 2020, according to data consultancy COMvergence. OMD will be tasked with all traditional and digital media planning and buying in the U.S. across Georgia-Pacific’s consumer brands portfolio, which includes the Angel Soft and Quilted Northern toilet paper brands, Brawny and Sparkle paper towels, Dixie cups and paper plates and Vanity Fair napkins. Georgia-Pacific handles programmatic media buying in-house.
Publicis Groupe’s Zenith was incumbent on the account for nearly two decades. .“Like most in our industry, 2020 has required Georgia-Pacific to fundamentally change how we work,” Georgia-Pacific vp, consumer experience Laura Knebusch said in a statement. “We look forward to partnering with OMD as we transform our media approach to achieve our brand growth objectives.” The paper good category saw a boost in 2020. Demand has come down since the 200% surge in paper good consumption in the early days of the pandemic when consumers were panic buying.

 

Utz Brands

Utz BrandsSalty snacks manufacturer Utz Brands  announced that two of its subsidiaries entered into a definitive agreement to buy Truco Enterprises, the producer of the ON THE BORDER (OTB) brand of tortilla chips, salsa, and queso. Heron Holding Corporation and Utz Quality Foods will pay $480 million to acquire the business. “This strategic acquisition will make Utz a significant player in the tortilla chip subcategory, where OTB holds the #3 position, and also provides us with a meaningful position in salsa, queso, and dips,” Dylan Lissette, chief executive officer of the snack maker said in a company release. “In combination with our small, but growing, premium Tortiyahs! Brand, the integration of the ON THE BORDER brand will continue to improve Utz’s scale and product diversification, which are important success factors for salty snacks.” Utz said it will utilize its capabilities in sales, manufacturing, and distribution to build the brand’s presence in channels where it is currently under-represented, including grocery and convenience. The company will also put its marketing and innovation resources behind OTB. The ultimate goal of Utz Brands is to become the fastest-growing, pure play branded salty snack platform in the U.S.  Utz Brands recently appointed Chattanooga, TN, based The Sasha Group as its marketing agency of record as the company shifts towards a digital-first, innovative and disruptive consumer marketing.

 

Portada LiveJOIN US AT PORTADA LIVE March 24, 2021

At this exclusive virtual event, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

  • Target – Ulta Beauty

    Target and Ulta Beauty announced a partnership to open more than 100 store-in-store locations in 2021. “The partnership brings Ulta Beauty’s best-in-class beauty authority to millions of guests who love the ease and convenience of Target’s one-stop shopping experience,” a joint news release said. More than 100 Ulta Beauty at Target locations, complementing Ulta’s existing store footprint, are expected to open in the second half of 2021, according to the release. There are plans to add hundreds more later. The 1,000-square-foot, shop-in-shop locations will mirror Ulta’s stand-alone stores, according to the release. They will be located next to Target’s existing beauty section. Ulta will train Target team members to be experts in its “prestige” beauty offerings.

  • Honda

    HondaHonda is taking an new approach to the next Civic’s online reveal. It is being broadcast on Twitch — a first for the industry — on Honda’s Head2Head Twitch channel. The event, to take place on Tuesday, Nov. 17 live  and will be hosted by Rachel Seltzer and MonsterDface, who will be joined by a quartet of top Fortnite players and another four top Twitch streamers. Those eight participants will form two teams and battle it out in Fortnite. The reveal and gameplay will also include a performance by Grammy-nominated recording artist Cordae. Honda says the 2022 Civic Sedan will launch in late spring 2021.

     

  • McDonald’s

    McDonald'sMcDonald’s announced a new growth strategy under the name “Accelerating the Arches”, which encompasses all aspects of McDonald’s business as a leading global omni-channel restaurant brand. One of the three growth pillars is denominated  “Maximize our Marketing” by investing in new, culturally relevant approaches to effectively communicate the story of brand, food and purpose. According to the press release, “underpinned by actions that support communities, the Golden Arches will maintain cultural relevance through clearer and more effective marketing, unlocking the power of the brand as a growth driver in its own right.” A renewed focus on McDonald’s purpose will come to life in a new campaign, “Serving Here. According to the release, “the campaign demonstrates the Company’s values and illustrates its commitments to the communities, customers, crew, farmers, franchisees and suppliers it partners with and will be animated with actions in its top markets. To drive that connection, the Company will continue listening to customers and finding opportunities to create cultural moments. The Famous Orders promotion in the U.S., so far with Travis Scott and J Balvin, is just the beginning.” McDonald’s will also introduce new packaging globally with a modern, refreshing feel and playful touches to unify branding in markets all over the world.

  • Volaris

VolarisVolaris, the ultra-low-cost Mexican airline, is introducing a new new Mexico City (MEX) – Houston (IAH) route with four weekly frequencies on Thursdays and Sundays. In the midst of the new normal, Volaris remains committed to being one of the airlines with the most active routes and operations, so during November 2020 it will connect Houston with two of the main tourist destinations in Mexico: Guadalajara and now Mexico City.  “It is our responsibility to offer a comfortable and safe airport with the necessary sanitation measures for all our visitors, which is why we have implemented our FlySeguro Houston initiative (https://www.fly2houston.com/vuela-seguro). We are honored that Volaris has implemented this new route between Houston and Mexico City, but most importantly that they work with us day after day for the welfare of the public ” said Mario Díaz, Director of the Houston Airports.

 

  • The Dominican Republic

    The Dominican Republic Ministry of Tourism has launched a new repositioning campaign showcasing the beauty and unparalleled experience of vacationing inthe Dominican Republic through the eyes and words of travelers. “The Real DR” is part of a multi-pronged marketing campaign which invites travelers to experience Dominican Republic’s brand through unscripted statements, stories and testimonials of actual tourists. In an effort to regain consumers’ trust and reinforce Dominican Republic’s reputation as a safe and paradise like destination, the Ministry of Tourism developed and launched #TheRealDR, an integrated marketing and communication campaign focusing on a six-pillared approach: Advertising, Public Relations, Social Media, Celebrity Marketing, Trade Marketing and Paid Search. The specific plans for each of the verticals are designed to work in unison to promote third-party endorsements, highlight the country’s strongest asset, the people, both visitors and locals, and show the world #TheRealDR.

  • South Eastern Grocers

    South Eastern GrocersSoutheastern Grocers opened four new Winn-Dixie stores in Boynton Beach, Gainesville, Jacksonville and Lakewood Ranch, Florida. These new locations are the first four openings of eight new Florida Winn-Dixie stores revealed this past May. The other four will be in Ft. Myers, Lake Mary and Melbourne later this year and Viera in early 2021. Customers at the four new Winn-Dixie locations will encounter such enhanced offerings as farm-fresh produce with 100-plus organic varieties, plant-based proteins made on site, specialty cheeses, fresh sushi made daily and a broad selection of grab-and-go meal options.  Among the stores’ other amenities are also new seafood departments and fresh bakery selections. Jacksonville, Florida-based Southeastern Grocers is one of the largest conventional supermarket companies in the United States, with grocery stores, liquor stores and in-store pharmacies serving communities throughout Alabama, Florida, Georgia, Louisiana, Mississippi, North Carolina and South Carolina. 

 

While the option that celebrates and promotes the diversity of our country won, the election result shows a very divided citizenship. Purpose Driven Marketing: Two things  to know. 1.: Brands need to allocate a larger amount of their media spend to media properties that invest in professional journalism. 2:. The Total Market Approach makes even less sense in this environment.

1. Challenge: Social Media’s Harmful Role Spreading Entirely Fabricated Content

The spread of entirely fabricated  partisan content presented as factual through social media is very harmful to a functioning democracy. Evidence abounds: According to a 2019 study published in Science by MIT Sloan professor Sinan Aral and Deb Roy and Soroush Vosoughi of the MIT Media Lab. They found falsehoods are 70% more likely to be retweeted on Twitter than the truth, and reach their first 1,500 people six times faster. This effect is more pronounced with political news than other categories.  Separately about two-thirds of Americans (64%) say social media have a mostly negative effect, according to a  Pew Research Center Survey.

Solution: Purpose-Driven Marketing; Brands Invest in Professional and Trustworthy Media

Independent, truth-seeking professional journalists apply reporting methodologies and a code of ethics that makes them accountable and transparent. 

Rafael Cores
Rafael Cores, VP, Digital Content, Impremedia

Rafael Cores, VP, Digital Content at Impremedia tells Portada that “the vote has always been polarized, what perhaps is new is that there is more divisiveness so that one side that does not understand the other.” Cores emphasizes the value of strong editorial guidelines and professionalism:  “At Impremedia our editorial line has always been that  we are on the side of our community. We analyze carefully the policies that impact a majority of the Hispanic population and we report the attacks this community receives regardless from whom they are coming from. We try to provide information that is based on facts and not on opinions or false assertions.”

We try to provide information that is based on facts and not on opinions or false assertions.  

Independent professional journalists need to play a much more important role in providing facts and content to decision making (votes) citizen. Truth seeking journalism must be a value that unites America. However, the cost of professional content and news production and distribution is very high making the running of a profitably operated property a very challenging proposition, but for very few companies (e.g. The New York Times and The Washington Post) as tech powerhouses Google, Facebook and Twitter command more than 80% of the digital ad market.   In other words, we are talking about what economists describe as a market failure in the form of  free market outcomes that result in an uninformed citizenship. Purpose-driven brands can solve this by investing a larger part of their media mix in professionally managed media properties that are trustworthy. Consumers should reward these brands by buying their products and services in a similar way that they reward them by speaking out against racism (e.g. more than 35% of consumers aged between 19 and 26 years have  stopped shopping from a brand that has not spoken out against racism according to a survey by Oberland).

Consumers should reward brands who buy media in professionally managed properties in a similar way that they reward them if brands speak out against racism.  

2. Challenge: The Total Market Approach Is Useless

As expert Dan Goldgeier asserts, a divided country means a divided audience for marketers. That is certainly also the case in multicultural marketing. According to the Associated Press, 63% of Hispanics voted for Biden and 35% for Trump. For Muslims the split was 64/35 and for Catholics 49/50. With the exception of African Americans (90/8), a substantial political divide is always present when marketing to different multicultural segments. The Total Market Approach, understood as an overall marketing strategy that includes diverse segment considerations, too often produces fully integrated cross-cultural approaches based on “common denonimators” that ultimately sterilize  campaigns that fail to engage the target consumer. One key condition for effective purpose-driven marketing is that marketing communications successfully engage their target audience. That does not happen in most Total Market Campaigns.

 

Larissa Acosta
Larissa Acosta, Segments Team Leader, Integrated Marketing, Wells Fargo

Solution : Segment Based Marketing Leading with Diverse Insights

“The change that I would like to see for 2021 and beyond is to move away from total market strategies that try to find places of commonalities and a move towards diverse segment lead strategies that are intentional and focused on the most authentic and relevant messages to build brand affinity and product usage with diverse segments as the designed target,” Larissa Acosta, Segments Team Leader, Integrated Marketing at Wells Fargo, tells Portada.

The change that I would like to see for 2021 and beyond is to move away from total market strategies that try to find places of commonalities and a move towards diverse segment lead strategies.

“Effective Marketing is about people and relationships. The more we focus on the consumer, their needs their wants, the greater are our opportunities to affect business outcomes. In key categories including financial services diverse consumers represent the engine growth. Multicultural audiences represent 3.2 trillion in spending power. Smart marketers who really understand the business opportunity will seek ways to lead with diverse insights,” Acosta concludes.

 

Hershey, Clorox, Booking.com, Pernod Ricard, Heineken  and Dunkin’ more brands targeting the U.S. consumer right now.

  • Hershey

HersheyCandy giant Hershey is reviewing its U.S. media agency roster. The review will encompass services across all paid media, including linear, digital, social, programmatic and retailer, for Hershey’s U.S. candy, mint and gum business. All incumbent agencies including UM are invited to pitch. Hershey’s recorded advertising expenses of US $513 million last year, according to its latest annual report.

  • Clorox
    According to a CNBC article, Clorox is intending to increase its ad budget in the current quarter. The company increased spending on advertising by almost 30% in Q3 and Linda Rendle, who took over as chief executive in September, expects spending to be up again in the current Q4 quarter. The company’s increased advertising spending followed a 14% spend gain in the March quarter and 28% in the June quarter. 
  • Booking.com

Booking.comBooking.com launched an “America is for Everyone” campaign with a full-page ad in The New York Times supported by a US $1 million investment in media placements, including Twitter’s 24-hour promoted Trend and influencer collaborations. The push spotlights properties in communities across America that have a strong international influence, such as Little Ethiopia in Silver Spring, Md., and Germantown in Frankenmuth, Mich.

 

Portada LiveJOIN US AT PORTADA LIVE March 24, 2021

At this exclusive virtual event, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

  • Pernod Ricard

    Pernod RicardPernod Ricard invited brands to join its #EngageResponsibly initiative, which suggests marketers report their “hate footprint” based on media spend on leading platforms and offset their negative footprint by donating money to groups that fight hate speech. Through this effort, Chief Marketing Officer Pam Forbus says they wish to “bring more awareness to the issue and bring it to brands so they can decide if they want to be marketing responsibly [or] endorse these platforms that might have more hate on them.”
  • Heineken

    HeinekenHeineken is moving all media buying and planning services to dentsu as of 1 January 2021. Dentsu Red Star, which currently holds the majority of Heineken global billings, will become the sole media agency, as Heineken evolves its media operating model. The move aims to maximize its global media investment to drive sustainable business growth. As a partner, dentsu will be implementing a future media model allowing Heineken to access more specialist capabilities and talent to accelerate the growth of its brands. Publicis Groupe will retain media duties in its home country of France. On the creative side, Heineken together with Publicis Groupe, will be creating Le Pub, a new creative agency model headquartered in Amsterdam. With a team across Amsterdam and Milan and powered by Epsilon and Publicis Sapient, the new model will integrate creativity, data and brand experience for Heineken.  According to the brand, the creation of Le Pub demonstrates that “innovation is at the heart of the Heineken brand’s marketing and communication strategies”.“Innovative in both structure and approach, the new model will deliver greater agility, localisation and personalisation at scale for Heineken,” the release added.

 

  • Dunkin’ Introduces Colombian Coffee

    Dunkin'

    Dunkin’ announced that it will be introducing its first-ever single-origin coffee blend at locations across Massachusetts. The Canton-based coffee chain’s newest java blend — 100 percent Columbian coffee — offers well-balanced taste in a bright and crisp medium roast, with notes of sweet fruit, brown sugar, and toasted nuts. The original blend, decaf, and dark roast coffee blends will continue to be offered on Dunkin’s menu. “Over the past 70 years, Dunkin’ has built a unique personal connection with coffee drinkers who count on us for that perfect cup, made just the way they want it,” said Jill Nelson, Vice President of Marketing Strategy. “With the launch of our first single-origin hot coffee, 100 percent Colombian, we’ve turned to one of the most famous coffee-growing regions in the world to bring our guests in Massachusetts an even more high-quality variety with a nicely-balanced taste.”
    Dunkin’ and Inspire Brands announced that the later company is purchasing Dunkin’. “Dunkin’ and Baskin-Robbins will be operated as distinct brands within Inspire. “By joining Inspire, these brands will add complementary guest experiences and occasions to our current portfolio,” said Paul Brown, co-founder and CEO of Inspire. It remains to be seen whether Inspire and Dunkin’ will be consolidating media and creative agencies.

     

 

 

 

 

 

 

 

 

 

2021 Marketing events.: We are very excited to announce the expansion of our knowledge sharing and networking platform for brand marketers. After a very successful Portada Live 2020 event in October (check out this VIDEO),  the marketing community will be meeting at an exclusive by invite only brand decision maker workshop and interactive networking event on March 24, 2021.

2021 Marketing EventsAt this exclusive by-invitation-only virtual gathering Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including e-commerce marketing, marketing technologies and multicultural marketing.

Participants can expect the following tangible deliverables:

  • 200+ virtual 1:1 meeting between prequalified brand decision makers and marketing service suppliers
  • 100 + Brand Decision Makers
  • 1 Collaborative Knowledge-Sharing Session
  • 1 Brand Marketer Challenge Session
  • 1 Detailed Case Study
  • 1 Partner Solution Approach Session
  • 1 Exclusive Event Recap Document including all the Marketing Intelligence Shared at the Workshop

2021 Marketing Conferences: Brand Marketers Drive Content…. 

The content of these by invitation only exclusive meetings is driven by brand marketers belonging to the Portada Council System who represent the most dynamic sectors of the U.S. economy, including many Fortune 500 companies. These brand decision makers choose topics they want to learn from their peers about as well as solutions they need from the marketing services supplier community. 
The emphasis on cutting edge timely content selected by brand marketers shows in a satisfaction survey done after Portada Live 2020.  From a scale from 1 to 5, brand marketers who attended the Portada LIve, Oct. 14 meeting rate the content at 4.4 points.

From a scale from 1 to 5, brand marketers who attended the Portada LIve, Oct. 14 meeting rate the content at 4.4 points.  

… and Marketing Service Suppliers Provide Solutions

Tom Cook
Tom Cook, Chief Creative Officer, Bear In The Hall

According to Tom Cook, Chief Creative Officer, Bear In The Hall, “the Portada team was true to its word in fulfilling the expectations of those who participated in the workshops and  1:1 meetings.”

Ariela Nerubay
Ariela Nerubay, CMO of Curacao

“Through Portada, I have met new solution providers and we are already working with them,” notes Ariela Nerubay, CMO of Curacao. According to a survey of marketing service suppliers attending Portada Live 2020 on October 14. “On average marketing service suppliers expect to close business with 2.7 brand marketers they met at the exclusive virtual event,” says David Karp, Sales Director at Portada. According to Karp, “Here’s an extraordinary opportunity for Marketing Suppliers to get pre-selected 25-minute meetings with senior-level marketing buyers who are normally very difficult to reach. Let us help you customize a schedule of 4 to 12 guaranteed meetings to assist you in your new business development efforts.”

The Portada team was true to its word in fulfilling the expectations of those who participated in the workshops and  1:1 meetings.

2021 Marketing Conferences: Portada Live Americas, May 19, 2021

David Karp
David Karp, Sales Director, Portada

Portada Live AmericasPortada Live Americas, May 19, 2021  will bring brand marketers and service suppliers from Latin America, Canada and the U.S to discuss key themes including Latin America E-Commerce, Digital Transformation and more.

Participants can expect the following tangible deliverables:

– 200+ virtual 1:1 meeting between prequalified brand decision makers and marketing service suppliers
– 100 + Brand Decision Makers
– 1 Collaborative Knowledge-Sharing Session
– 1 Brand Marketer Challenge Session
– 1 Detailed Case Study
– 1 Partner Solution Approach Session
– 1 Exclusive Event Recap Document with all the Marketing Intelligence Shared 

Strong Editorial Voice and Digital Properties

On January 7, Portada will be publishing MarTech 2021: What Brand Marketers Need, a survey aggregating the answers regarding marketing technology choices of hundreds of brand marketing decision makers in the Portada network. The survey results will be heavily publicized via Portada websites, eblasts and social media properties. It also offers great opportunities for Portada partners to contribute intelligence.

In addition,  Portada’s digital media properties www.portada-online.com and mercadotecnia.portada-online.com/ with a combined targeted reach of more than 60,000 uniques/month are available year-round with brand marketing news and analysis, weekly newsletters as well as powerful LinkedIn influencers and the Li Group “Where Marketing Innovators Meet”.

Please email Sales Director David Karp at David@portada-online.com., or simply schedule a call with him HERE

Intouch Insight, a provider in Customer Experience Management software and services, launched a follow up to their spring consumer habits study which explored changes in customer expectations due to Covid-19. Respondents being extremely likely to shop online increased from 29% in the spring to 42% in the recent study.

New data confirms that the trend towards online purchasing continues to grow while in-store expectations shift. Safety is still a hot button issue, however traditional expectations around in-store customer experience are returning.

Consumer Expectations

“Given the length of time that pandemic precautions have been in place and the fact that they will likely remain in the near term it is not surprising that consumers are starting to return to their pre-Covid-19 expectations. Cleanliness, for example, while still important dropped from the number one spot to third behind convenience and price which regained some of their historical importance. It will be vital that businesses recognize these shifting times and continue to evolve their customer experience measurement, monitoring and delivery to adapt in this ever-changing landscape,” says Erin Fenn, Executive Vice President at Intouch Insight.

Consumer Expectations

Key findings from the study

Key Finding #1: Habits are becoming entrenched

  • eCommerce continues to accelerate;
  • Online shopping is increasing;
  • New services provided by retailers are sticking (e.g. curb-side pick-up), although overall adoption is low.

Key Finding #2: Consumers needs have evolved since May

  • Consumers are reporting increased comfort when visiting physical establishments, supported by a higher frequency of both visits and purchases made in-store;
  • Convenience and price top the list of factors rated as “extremely important” when making the decision to visit a store, ahead of cleanliness which is now ranked 3rd – compared to May 2020 where it was the number one driver of comfort.

Key Finding #3: Improved cleanliness is everyone’s responsibility

  • Consumers want customers to take accountability for adhering to heightened safety precautions;
  • Businesses are expected to enable customers to follow new health and safety practices when entering a physical store;
  • Providing cleaning materials for customer use and enforcing that face masks are worn has increased in priority.

By the numbers

  • Convenience was the most important factor for 80% of respondents when making the decision to visit a store. Cleanliness was the top factor in the spring with 62%.
  • Respondents being extremely likely to shop online increased from 29% in the spring to 42% in the recent study.
  • 82% of respondents feel more comfortable entering a store when hand sanitizer and disinfectant wipes are made available for customers to use.

 

Dunkin’ Donuts and Baskin Robbins chains owner Dunkin’ Brands has held preliminary discussions to be acquired by Inspire Brands. Unilever, Quicken Loans, TikTok, Mazda, T-Mobile, Oreo and Verizon, Ocean Spray, Mellow Mushroom, Dollar General and more brands targeting the U.S. consumer right now.

For prior Sales Leads editions, click here.

 

  • Inspire Brands in Discussions to Buy Dunkin’ Brands

    Inspire Brands Exploring Purchase of Dunkin' BrandsDunkin’ Donuts and Baskin Robbins chains owner Dunkin’ Brands Group has held preliminary discussions to be acquired by Inspire Brands, a private equity-backed restaurant company, Dunkin’ said in a statement on Sunday. Inspire’s portfolio includes more than 11,000 Arby’s, Buffalo Wild Wings, SONIC Drive-In, Rusty Taco, and Jimmy John’s locations worldwide, according to the company’s website. Inspire Brands was formed in 2018 by private equity firm Roark Capital as a holding company after Arby’s completed the acquisition of Buffalo Wild Wings. Dunkin’ and Baskin Robbins 21,000 outlets are all franchised.  Inspire sees the Dunkin acquisition as a way to fuel its vision of operating a portfolio of large restaurant brands with growth potential. The model is rooted in the view of the portfolio of brands helping to gain economies of scale through food purchasing and talent sharing. “There is no certainty that any agreement will be reached,” said Karen Raskopf, Chief Communications Officer of Dunkin’ Brands. Dunkin’ declined to reveal further details. The deal being discussed would take Dunkin’ Brands private at a price of $106.50 a share, said the New York Times which first reported the development  The New York Time’s Andrew Ross Sorkin points out that Dunkin’ has done well during the pandemic. “The chain was investing in its digital business before the coronavirus outbreak, helping it offer contact-free takeout. Shifting work patterns mean more people are coming in later in the day, boosting premium products like espresso and specialty beverages, which diners may have bought from smaller, independent coffee shops before.”  Publicis Media is Dunkin Donuts media agency and BBDO its creative agency. In mid August Inspire Brands placed its national media business up for review, under Jones Lundin Beals + Partners (JLB+P). In 2014, the restaurant company spent US $424 million advertising its brands, including Arby’s, Sonic, Buffalo Wild Wings and Jimmy John’s, according to Kantar Media. Incumbent agencies have been invited to participate in the process, though it is unclear whether the representing agencies will defend. Inspire currently works with Zenith on Arby’s and Sonic, Mindshare for Buffalo Wild Wings, and Haworth on Jimmy John’s.

  • Mazda, Oreo, T-Mobile and Verizon

Mazda, Oreo, T-Mobile and Verizon were first-time sponsors of the 2020 Billboard Latin Music Awards aired last wednesday. Returning sponsors include Garnier Fructis, State Farm, Toyota and Comcast’s Xfinity brand. Comcast is also Telemundo’s parent company. The sponsors are integrated into the telecast and many will also be involved in digital and social media activities around and during the awards show.

  • TikTok

PMG has been selected by TikTok as lead social strategy agency for TikTok for Business, an ad/marketing solutions platform that the company launched in June. PMG, a Dallas-Ft. Worth based independent agency will oversee cross-channel strategy, creative, content development and production.

 

Portada LiveJOIN US AT PORTADA LIVE March 24, 2021

At this exclusive virtual event, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

  • Ocean Spray

    Ocean SprayOcean Spray Cranberries, the agricultural cooperative owned by more than 700 farmer families, unveiled its first ever national Hispanic marketing campaign “Sabor Único. Bueno Para Todos™,” highlighting the brand’s commitment to connecting farms to families and introducing the cranberry superfruit to new audiences. The national campaign, planned and executed by Ocean Spray’s media agency, KWG Advertising, includes TV, digital, social, radio, in-store as well as a unique branded entertainment partnership with Univision for a bi-weekly gamified segment on the network’s Despierta América morning show.
    Developed with Lerma, the TV spots and accompanying digital creative are based on the insight that Hispanic audiences were not familiar with cranberries as a fruit. The creative translates to “Unique flavor, Good for everyone,” and features artistic doodles and families enjoying a cookout in the park as they discover and enjoy cranberry-based fruit drinks. “We are proud to release ‘Sabor Único. Bueno Para Todos™’ on a national scale, highlighting the health benefits of the cranberry and encouraging a new audience to discover the delicious taste of our fruit juices,” said Chris O’Connor, Vice President of Marketing at Ocean Spray. “What makes this campaign even more special is the fact we are celebrating our 90th Harvest and looking forward to the future of connecting farms to even more families for another 90 years.” Creative will launch across tv and digital starting this month.

     

  • Mellow Mushroom

    Mellow MushroomMellow Mushroom is taking its higher order of pizza and its in-store psychedelic eating experience and turning it into a new advertising campaign called the Art of Mellow. Launching on October 26, every guest who orders online from Mellow Mushroom and each person who mails in a postcard can enter a sweepstakes to win a piece of signature art commissioned exclusively for the Art of Mellow campaign from 13 contemporary artists (subject to eligibility requirements). Those who opt-in to participate will be notified via text. Each sweepstakes entry receives a digital gift that is perfect for Zoom backgrounds, Instagram and Snapchat filters, wallpapers, and more. Each entrant is also entered into a sweepstakes to win physical art objects, including t-shirts, pullovers, stickers, coasters, limited edition prints, and other wearable and displayable art.The sweepstakes will run until January 3, 2021, and guests are invited to opt-in when placing an order through the restaurant’s upgraded online ordering system or with no purchase via a mail in entry request. The art prizes are randomly awarded, and participants can enter up to 12 times during the sweepstakes period.“Creativity, design and art have always been part of the Mellow Mushroom dining experience,” says Anne Mejia, Vice President Brand Development. “Not only does this new campaign celebrate global artists, but it brings Mellow Mushroom out of the stores and into customers’ phones to be a part of their everyday lives. With more people dining at home right now, we want to bring the complete Mellow experience to our guests wherever they are.” Fitzco, a full-service, independent creative agency, developed the campaign for Mellow Mushroom. Mellow will drive engagement for the program across social and digital outlets, including Pinterest, YouTube, Facebook and Instagram, as well as through programmatic display and search. Visual arts, food and drink and cultural enthusiasts will be targeted. Video and static concepts will feature original art from the campaign alongside Mellow’s signature pizzas. Starting October 26, ads will run in market until the first week of January 2021.

     

  • Quicken Loans

    Quicken Loans has launched a spot for Spanish-speaking clients called Rocket Puede – Toma el control.

     

  • Unilever

    Unilever, the marketer of brands such as Dove soap and Lipton tea, plans to spend more to improve its digital marketing efforts, CEO Alan Jope said in a quarterly earnings call this week. The company increased its marketing spending in Q3, and plans to do so again during the  current Oct-Dec fourth quarter period.Some of the higher spending will go to traditional brand and marketing investment, while the company also seeks to invest in a “more manpower intensive marketing world, where digital programs take more resources,” Jope said. He highlighted the effectiveness of Unilever’s digital campaigns, saying the company has taken steps to ensure its advertising is seen in brand-safe environments by real people, not bots.

  • Dollar General

Dollar GeneralDollar General announced it is launching Popshelf, a concept store where about 95% of items sold will be $5 or less. Each store will be about 9,000 square feet. Inventory will include Dollar General’s private brands, home decor, electronics, food, health and beauty, and party supplies, according to a statement. Dollar General plans to open about 30 Popshelf stores by the end of fiscal year 2021. The first two locations will open in Tennessee, where the company is based.

 

 

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Allyson Witherspoon, Linh Peters, Andres Rincon, Gisella Fu-Ripp, Mike Stopper…People change positions, get promoted or move to other companies. Portada is here to tell you about it.

New CMO’s at Nissan and Calvin Klein

Allison WitherspoonNissan has promoted Allyson Witherspoon to U.S. chief marketing officer. Her new  responsibilities include marketing communications, enhancing brand value, customer trust and product marketing. Witherspoon most recently served as vice president, marketing communications and media at Nissan, and she has also been general manager for global brand engagement for the company in Japan. Before coming to Nissan, she was director of marketing communications for INFINITI and global business director at Havas Worldwide.

Linh PetersCalvin Klein has tapped Linh Peters, currently VP of loyalty at Starbucks, as global CMO, effective November 2nd, 2020. Peters has served in several top marketing roles, most recently serving as VP of loyalty, partnership and product marketing at Starbucks.  Peters has extensive data-driven marketing experience, including stints at Ulta Beauty and Target.

 

Rincon Joins Canela Media

 

Andres RinconDigital media company Canela Media appointed media sales industry professional Andres Rincon as Senior Vice President of Sales overseeing the East Coast region.  “Andres has a reputation that precedes him based on his deep understanding of the Hispanic marketplace and ability to translate that into campaigns that drive results for brands and organizations,” said Isabel Rafferty, Founder and CEO of Canela Media. Rincon joins Canela Media from LATV Networks where he served as Vice President of Sales and Strategic Partnership for the past 10 years and was responsible for revenue and stewarding the company’s linear network, digital platforms, client relationships and go-to-market strategy.Rincon will be responsible for supporting budget aspects of the P&L and help lead all sales for the company’s East Coast clients, working closely with Matt Montemayor, Canela Media’s, Vice President of Sales leading the West and Central regions.

Gisella Fu-Ripp appointed VP at LATV

Gisela FuripLATV Networks announced the promotion of Gisella Fu-Ripp to Vice President of Sales & Strategic Partnerships Furip joined LATV in 2012. According to the announcement, Fu-Ripp’s forward-thinking strategy and commitment to LATV’s clients has helped fuel LATV’s exponential growth as a creation hub for Latinx creators, and digital publisher through LATV.com, streaming and OTT

Nissan Elevates Witherspoon To CMO

 

Spire Agency Hires Mike Stopper

Spire Agency, a Dallas-based B2B branding agency, has hired Mike Stopper as Executive Vice President, Client Service & Planning.  “We are thrilled to have Mike on board joining the Spire family,” said Spire Agency Partner, Steve Gray. “Mike joins Kimberly Tyner and me on the leadership team and will be leading the agency-client service team. Strategically, Mike will be integral in working with us to guide the future growth and development of Spire.”

 

 

 

International social media analytics firm Talkwalker and Hubspot asked 50 social media gurus, industry experts and PR professionals from around the world to define the trends that will shape the social media industry for 2021.

COVID-19 expedited issues, ideas and initiatives that were bubbling away, but may not have happened quite so soon without the crisis.

Social Trends 2021
Todd Grossman, CEO Americas Talkwalker

“While 2020 was a year that no one could have predicted, with mentions of COVID-19 going from near zero in November 2019 to more than 1.2 billion so far in 2020, COVID-19 was a catalyst not an outcome,” says Todd Grossman, CEO Americas Talkwalker.  “It expedited issues, ideas and initiatives that were bubbling away, but may not have happened quite so soon without the crisis.”

This year’s Social Media Trends report ranked trends to look for in 2021 as identified by experts and by the audience as consumers were surveyed to rate the trends and see how they are impacting brands at the ground level.  The number one trend identified was focused on the impact of socially conscious audiences.

In 2020, it was clear how this socially conscious generation had an impact on brands, politics and society as a whole.  Companies will have to engage more with topics like mental health, inclusivity and social justice or face becoming irrelevant and potentially obsolete in 2021.

Brands must understand their audiences to identify the issues that matter to them.

“Brands must understand their audiences to identify the issues that matter to them,” says Grossman.  “But before engaging publicly, brands need to be earnest, ensuring they are tackling the issue across the whole company.  And go full throttle – you have to be committed to your cause but also be aware of any backlash by monitoring sentiment and ensuring that you are striking the right tone with your messaging.”

One example of a company embracing social consciousness in 2020 is Nike, which has never been a brand to edge away from politics. Following the rise of the Black Lives Matter movement earlier in the year, Nike engaged with the topic quickly, drawing their line in the sand. This tweet quickly garnered attention.

With more than 7.8 million views and 326.5K engagement, the message resonated. Nike followed up with clear brand commitments, both financial and strategic, to support their employees, supply chain and communities. To date, #UntilWeAllWin has been mentioned 131K times, with 671K engagement. Their socially conscious strategy is making a difference with powerful messaging, like their You Can’t Stop Us campaign, already reaching nearly 58M views on YouTube alone.

Social Trends 2021Demonstrating commitment will matter more than ever when it comes to attracting (and retaining) employees, customers and other key stakeholders.

“Brands will have to find their place in public dialogue on social, particularly when it comes to social justice,” says Eva Taylor, Director of Social Strategy, Operations & CSR at Hootsuite. “However, words without action are meaningless: demonstrating commitment will matter more than ever when it comes to attracting (and retaining) employees, customers and other key stakeholders.”

Among the other social trends experts say to look for in 2021 and available in the full report are:

·          The Rise of Digital Disinformation

·          Social Media Giants Adapt to the New Normal

·          Old-School Marketing for a New Market

·          Social Gaming = Gaming Social

·          More Conversation(al) Marketing

·          Nostalgia Marketing

·          Memetic Media

·          The. Four Cs of COVID-19 Content

·          Remixing Is the New UGC

 

The news that Entravision is  purchasing Cisneros Interactive marks another chapter in the consolidation of the U.S. Hispanic and Latin American digital media space. Six questions and answers: Acquisition price? The rationale for the transaction? How Entravision is substituting off-line revenue losses with digital gains and more…

Entravision and Cisneros just announced that Entravision has acquired a majority stake in Cisneros Interactive. 6 things to take into account about the transaction and what it says about the multicultural and Latin American digital marketing sector.

1. Entravision purchases Cisneros Interactive: What is the price of the transaction?

Entravision Cisneros Interactive AcquisitionNeither the price of the transaction nor the size of the stake of Entravision in Cisneros Interactive was disclosed (other than it is larger than 50%) However, it is likely that there was no substantial upfront payment by Entravision, and that the main part of the purchase price is contingent upon sales and profitability of the acquired company going forward. Although Entravision does have substantial cash reserves, CEO Walter Ulloa said during the  second quarter 2020  financial results conference call on August 4 that his company is in “cash preservation mode”, as it undertook  substantial cost cuttings  “including a reduction of our workforce by approximately 18% and a  company-wide reduction of salaries for those still on the payroll.”

2. What is Entravision buying?

Currently, Cisneros Interactive’s portfolio consists of six initiatives:

Facebook’s Authorized Sales Partner in Latin America: Cisneros Interactive is Facebook’s strategic partner in Latin America, at this moment with presence in 9 countries (Ecuador, Paraguay, Bolivia, Uruguay, Panama, Guatemala, Costa Rica, Dominican Republic and Puerto Rico). Cisneros Interactive in these markets offers Advertisers and Ad Agencies local support, education, and local credit and payment. Cisneros Interactive also has sales partnerships in some Latin American markets with Linkedin and Spotify.
RedMas, with local teams in 16 countries, offers multiple advertising products such as video, mobile, display, and programmatic solutions.
– Audio advertising solutions company Audio. Ad.
 –AudioTrade, a  DSP (Demand Side Platform) specifically tailored to audio advertising.It additionally has the exclusive representation in Latin America of large audio publishers such as Tunein, PRISA’s programmatic inventory, Deezer, and podcast-giant Wondery.
– Influencer marketing company FLUVIP.
Coyote Media House specializes in banded entertainment.
Tail, a DMP, Data management platform.
All Cisneros Interactive employees will remain with the company, with Victor Kong continuing as Chief Executive Officer, based out of Miami.

3. What is the rationale for the transaction in the U.S.?

Major drivers are to obtain critical mass, more marketing muscle and economies of scale.  Portada estimates,  that digital advertising in English-language media targeting Hispanics (predominantly the LatinX market) rose to US $1.07 billion in 2019 (check out our recent Insights Report  How brands engage U.S. Hispanics: New segmentation approaches). At least 80% of that amount is sold by Google and Facebook, leaving approximately  US $210 million for other companies. Portada also estimates that advertising in Spanish-language digital media targeting Hispanics in the U.S. lied at US $350 million in 2019, with approximately US$ 70 million for non-Google/Facebook players. In the U.S. Hispanic market the main second tier players are Univision Interactive,  NBC Interactive, Pandora and Spotify. Entravision digital revenues in the second quarter of 2020, were US $11.4 million. With the Cisneros Interactive acquisition and other acquisitions Entravision is attempting to step up and become a major player in the fifth of the market that is not dominated by Google and Facebook.

With the Cisneros Interactive acquisition  Entravision is attempting to step up and become a major player in the fifth of the digital ad market that is not dominated by Google and Facebook.

If you add the fact that despite all the “diversity marketing” talk during COVID-19 there have been stronger declines in digital ad volume in the U.S. Hispanic advertising market than in the general U.S. market (e.g. CEO Walter Ulloa mentioned during the second quarter conference call that digital revenues were $11.4 million, which represents a decrease of 32% versus the same period last year), the need for consolidation through an Entravision Cisneros Interactive acquisition is imperative.

and Latin America?

The expanding Latin American digital media market is dominated by Google and Facebook who get at least 80% of the sales volume.  The remaining sizable players are ad rep company IMS and video marketer Teads, and perhaps Spotify. Beyond these players, and some strong national market media, it can be said that there is no more “middle class”  in the Latin American and U.S. Hispanic markets.  Hence, the need of medium size players like Entravision and Cisneros Interactive to integrate.

There is no more ‘middle class’ among digital media properties targeting  Latin Americans. Google and Facebook origin more than 80% of the market volume.

 

Portada LiveJOIN US AT PORTADA LIVE March 24, 2021

At this exclusive virtual event, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing,
e-commerce marketing and marketing technologies.

4. Entravision Cisneros Interactive acquisition: Are both companies complementary?

By and large they are, as Cisneros Interactive has a strong footprint and client base in Latin America, it serves over 2,000 brands and agencies each month, and Entravision Digital in the U.S. There are some overlaps like Cisneros Interactive Audio Advertising company Audio Ad and Entravision’s Audio Engage. Although, the press release states there will not be personnel changes, some cost saving rationalization in some units going forward may make sense.

5. How is Entravision expanding its digital business?

Entravision Cisneros Interactive Acquisition

For a number of years Entravision has worked on a digital strategy to meet market demand. In  2017, Esteban Lopez Blanco, at the time Chief Strategy Officer at Entravision told Portada  that he “expected a growth rate of the digital business of more than 40% for many years to come.” At the time he estimated the share of digital revenues in Entravision’s overall revenues to climb from 20% to 30% by 2019 or 2020.

Earlier this year, Entravision announced the launch of Entravision Digital , which consolidates its digital, media, consumer insights and marketing technology businesses under the Entravision brand.  The company has worked over the past several years to  build a portfolio of digital assets that possess digital reach, data insights and creative and programmatic capabilities.  Entravision made its first foray into ad-tech when it bought Pulpo Media for US$ 15 million in 2014. In 2017 it bought Argentinean Martech company Headway , for a price insiders claim to lie between US $30 million and US $40 million, Headway includes  AudioEngage, a digital audio advertising platform; ScrollerAds, an optimized video advertising marketplace; DataXpand, an international data management platform and audience marketplace with consumer insights.
Entravision later bought Smadex, a programmatic, mobile-first, DSP services provider.

6.  Does digital growth at Entravision compensate for off-line declines?

In the short term the answer is no, because right now all revenue types are declining at least in part due to the COVID-19 pandemic. The share of digital revenues on overall revenues was of 25.3% according to Entravision’s second quarter 2020 financial results.  By far the largest part of Entravision’s revenue base is broadcast advertising (TV and Radio) which even before COVID-19 was having year on year revenue declines of at least 10%.  In the words of CEO Walter Ulloa, those declines got bigger with the advent of COVID-19: “Television revenues in the second quarter were down 29% to US $27 million, compared to the prior year period due to the pandemic. National television advertising revenue was down 25%, while local advertising revenue was down 43%. Audio revenues were down 53% during the second quarter, compared to the prior year. Local revenues were down 52%, while national revenues were down 54% in the quarter.” For Q3 2020 In early August, Entravision’s Q3 television advertising business is pacing minus 8%, our radio business is pacing minus 34%, and our digital businesses are pacing minus 18% versus the third quarter of 2019.

Walter Ulloa, CEO Entravision, mentioned during the second quarter 2020  financial results conference call on August 4 that  Entravision’s overall revenues decreased 35% to $45.1 million in the second quarter. Consolidated operating expenses were down 24%, and consolidated adjusted EBITDA was down 86% to $1.7 million, compared to $12.6 million last year.

The jury is still out on whether in the long term digital growth will compensate for the secular decline in off-line revenues, but inverstors are nto betting on it:  If You Had Bought Entravision Communications’ Shares Five Years Ago You Would Be Down 79%, financial analysts at Simply Wall Street recently wrote.  But then stocks also turn-around.

Brands are increasingly being scrutinized regarding their response to racism, and inequity, an EthniFacts PICAT study reveals that 55% of consumers want companies to share values and ideals that unite America despite a cross-cultural trend to retreat into our own “Ethno-Racial Corners”.

EthniFacts, a cross-cultural knowledge and insights provider, has released findings from their syndicated 2020 PICAT (Personality and Intercultural Affinity) study. PICAT is a bi-annual national survey of American consumers that measures attitudes and behaviors through a cultural lens. Key insights include:

  • study valuesCross-Cultural Trends – While social media and personal contacts have become more diverse (+5% since 2017) for all consumers, there is a marked trend among all ethno-racial groups to “retreat into our own corners and defend what is ours” vs. previous surveys.  Many are feeling defensive and on edge with over 50% of Americans worried about saying something offensive (highest among 16-34-year-old Non-Hispanic Whites at 60%).
  • Overt Racist Incidences – Over 50% of all diverse respondents report a recent personal experience with racism involving themselves or a close friend/family member. Hispanic highest incidence is being criticized for speaking Spanish (57% higher), Asian American is being told to “go back to their country” (21% higher),” and African American is being falsely accused of criminal activity (69% higher).
  • Values that Unite Americans – Over half the country (55%) says companies should share and reinforce the values and ideals that unite Americans, an increase of 11 points since 2017.

There is an equal danger for brands in sitting on the sideline without a voice and in pandering while not “walking the walk” regarding social issues.

  • Social Issues that Motivate Buying & Loyalty – There is an equal danger for brands in sitting on the sideline without a voice and in pandering while not “walking the walk” regarding social issues.  Worker protection and pay are the most important issue for 55% of the population and the overwhelming issue uniting all races and ethnicities. Differences exist with other issues making it critical for brands to understand their purpose and align their public stand on social issues with that purpose.
  • Admired Brands – Fifty-one percent (51%) of all consumers and 58% of Multicultural consumers are more likely to buy a product or service if that brand is perceived as standing for issues important to them. EthniFacts’ PICAT study has been tracking movement in brands that are most and least admired for aligning with personal values and ideals for 4 years.

This wave of PICAT was conducted among 2,189 online adults offering deep insights around consumer attitudes and behaviors surrounding COVID-19, social justice, and other key issues.

Teads, The Global Media Platform, unveiled a suite of updates including the expansion of its robust performance offering along with new social products and measurement solutions. The announcements were made during the inaugural ‘Teads Partner Day’, a global virtual event that brought together more than 1,000 brand marketers, agency partners and trade journalists.

Among the main innovations the company announced is ‘Teads Conversions’, a new performance programmatic solution geared towards helping brands deliver on-site conversions such as leads, add to cart, registrations and sales. This solution allows clients to access Teads’ high quality traffic and premium publisher inventory while optimizing towards lower-funnel outcomes via the leading DSPs in the marketplace. The solution is also available in closed beta via Teads’ self-serve buying interface.

As advertisers move further down the funnel, one common concern is that they have to sacrifice quality and brand safety to get lower funnel conversions.

As advertisers move further down the funnel, one common concern is that they have to sacrifice quality and brand safety to get lower funnel conversions. As a ‘curated internet,’ Teads is a single access point to the world’s best publishers, offering quality scale, brand-safety and outcome transparency not available within the ‘walled gardens’ of social platforms, or across the low-quality inventory on the open web.

conversions performanceThe Teads performance offering is based on the following five ‘Quality Performance’ pillars:

  1. Real ROI Objectively Measured: Teads welcomes 3rd party measurement solutions.
  2. Quality Media Environments: Teads Performance Solutions leverages the quality editorial placements available on the Teads platform, comprised of many of the world’s top publishers.
  3. Ads That are Actually Seen: Teads delivers high viewability through ad formats that don’t load if they aren’t viewable
  4. Optimized Creative Made for Quality Inventory: Teads has developed a suite of creative templates highly optimized to deliver against a variety of performance KPIs.
  5. Powerful AI to Find Brand Customers: Teads performance solutions are powered by its AI engine, which learns which users are most likely to generate a qualified visit.

Teads Conversions is the latest addition to Teads’ Performance offering. Complementing the mid-funnel traffic acquisition and incremental visitor solutions available to brand advertisers who are looking to deliver maximum ROI on their digital ad spend.

At L’Oréal we want to be able to offer a perfect choice of brands for all types of consumer needs and desires and for all beauty dreams all around the world. To achieve this, we need to be present in the most relevant channels and at the right moments. For the last three years, since we started working with Teads, we have been able to deliver strong results in both our awareness and performance campaigns and inform our marketing decisions based on relevant insights and a diverse range of studies provided by their team. I really appreciate the value of having a partner to achieve our goals.” – Kim Dirckx, CMO/CDO at L’Oréal LATAM

We need to be present in the most relevant channels and at the right moments.

Teads is also launching ‘inRead Stories’ and ‘inRead Social B2B’ in their inRead Social suite. These solutions seamlessly extend the reach of social media ads into high quality publisher environments in the curated web. The Stories format is a highly visible vertical ad experience running between paragraphs in editorial content. inRead Social B2B, a solution targeting corporate and professional decision makers which make up 27% of Teads’ audience globally.

We’re also focused on allowing brands to seamlessly enrich their options outside of the walled gardens.

conversions performance
Bertrand Quesada, CEO & Co-Founder at Teads.

“Teads has doubled down on innovation in 2020 to support the accelerated performance and e-commerce efforts of brands and agencies. We’re also focused on allowing brands to seamlessly enrich their options outside of the walled gardens. Both of these strategies have been paying off for our clients with tangible results in both savings and performance.” – Bertrand Quesada, CEO & Co-Founder at Teads.

Additional announcements:

In addition to the updates to the performance and social suites, Teads announced further innovations to the platform during its Partner Day:

  • Enhanced contextual targeting solutions: Allowing smart, future proof, targeting strategies for brands as we move towards a cookieless world. Benefiting a privacy concerned user, without negatively impacting media plans targeting specific audiences. This is achieved by semantic analysis across a range of contextual segments, leveraging the in-article environments where Teads operates.
  • Brand Pulse: Teads’ proprietary campaign measurement tool is now available within Teads Ad Manager, Teads’ self-serve platform. Allowing brands to seamlessly measure campaign success and brand uplift themselves.

Automotive has been hit less hard than many retail sectors during the pandemic. Car makers have been innovating both in their relationship with dealerships as in the way they reach out to end consumers. To get a better understanding of  the state of automotive marketing, Portada interviewed Pamela Arteaga, Global Marketing Manager Cadillac. Her take on brand-dealer relationships, customer outreach through non-physical channels, her Hispanic heritage, sales attribution models…and more.

The communication between car makers and dealers lies at the heart of automotive marketing. According to Arteaga, the connection between car dealerships and Cadillac has been tight throughout the pandemic. “We started to hear about the pandemic situation in China early on and we developed  some best practices from China and we started tailoring material and using guidelines from our Asian and Chinese teams. These guidelines include the cleaning of cars. The use use of apps so that they don’t  have to go to dealerships, pick up processes and other actions to connect with customers through non-physical channels.”

Automotive Marketing: Learning from China

Arteaga mentions “that  one of the learnings from China was that through a joint effort of brand and dealerships they were doing events via social media like Facebook live and Instagram events.  People went online to watch a review of the car, to learn about technologies etc. ”

In March 2020, just before most lockdowns were instituted, the automaker made its Cadillac Live service available in all 50 states across the United States. Those efforts have included launching online video sessions with brand representatives to explore cars, a service that saw a 50% increase in visitors once the pandemic started, WARC reported. Cadillac Live allows for the reservation of a time for a live agent to tell the prospective buyer about the details of the car. Information of the customer is taken and a test drive and information is shared with the dealer.

Online video sessions to explore cars saw a 50% increase in visitors once the pandemic started.  

Arteaga specializes in brand strategy and is responsible for bringing brand and marketing consistency to Cadillac’s 9 international markets, including China, Canada, Middle East region, Mexico, Russia, Korea, Japan, Europe and Israel.  Out of her work in Mexico she also derives insights that are useful for the multicultural market in the U.S. where she supports U.S. multicultural marketing which is led by Alexis Kerr, Head of Multicultural Marketing, Multicultural Strategy, Content and Execution at Cadillac.

Born in Toluca, Estado de Mexico, Mexico. Arteaga is a proud Mexican woman and mother to a 5-year old

Automotive Marketing

living in Detroit. She graduated from Tecnológico de Estudios Superiores de Monterrey with a bachelor’s degree in Communication Science in 2003 and an MBA in 2014 from the same institution. Automotive marketing became her passion early on as she worked for General Motors Mexico for over a decade where she helped grow Buick, GMC and Cadillac as the Marketing manager and relocated to Michigan in January 2019 to take on her current role.
According to Arteaga, to have a Hispanic-Latin American background can substantially help a brand marketer: “It provides more tools to be thoughtful and holistic about tactics. It also helps tailor messaging and strategy and to see things differently. We want to build a community We have been working for the last couple of years to bringing a face to our advertising but also to the people working on it in-house and in our agencies.. So that the customer feels we are on the same page and have a unique point of view that is tailored to them. ” “When it comes to Hispanic in the U.S., we want to make sure to be authentic and are not necessarily ROI driven.”

A Hispanic background provides more tools to be thoughtful and holistic about tactics and strategy.  

Portada Live Latin AmericaJOIN US AT PORTADA LIVE LATIN AMERICA, NOV. 19, 2020

Cadillac’s Pamela Arteaga will be one of the many leading brand marketing executives to speak at Portada Live Latin America. To find out about Portada’s new virtual knowledge-sharing and networking solutions at PortadaLive Latin America involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

Automotive Marketing: Unique Local Markets and Move to Digital

Asked about what changes she has seen in the markets she oversees over the last 6 months, Arteaga emphasizes that each market is unique  and has its own nuance. “There are differences between Asia and  America in terms of how consumers react to digital tools. Canada and U.S. have the Cadillac live online platform while China is planning to implement it.” Mexico has it for Chevrolet, and Cadillac is exploring to have it for Cadillac (Live) as well.

Arteaga adds that when it comes to the media mix there has been an overall move to digital -including retargeting, social, search and influencers – both in the U.S. and Mexico. “This is a trend that already surfaced before the pandemic, particularly when targeting the luxury consumer.”

Cadillac’s Multitouchpoint and Media Investment Optimization Tool

Sales attribution models also please an important role in automotive marketing. Cadillac uses a high propensity targeting tool that provides details on how likely prospects are to buy a Cadillac. ” We use both a multitouch and media Investment optimization tool,” Arteaga says.  “Our M1 High propensity tool, allows to talk to customers from an audience perspective and follow them via offline and online media. These tools are advanced analytics or machine learning programs that look longitudinal over time examining across dozens of categories of variables and hundreds of individual independent variables.  Dependent variables can be rotated, but most of the time it is sales.   Outputs are ROI by media type, ROI by media type by model, ROI by Marketing activation (e.g. auto shows), Marketing budget needed to hit sales objectives, etc.  These models are 85%+ accurate proven by back testing and a technique using an in sample and out of sample error testing.

Our M1 High propensity tool, allows to talk to a customer from an audience perspective and follow them via offline and online media.

Arteaga notes that the marketing pioneer John Wanamaker (1838-1922) once famously said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half”. “In the 21st Century, advanced analytics and machine learning can tell us with a high degree of accuracy the effectiveness of marketing by media and channel,” she concludes.

 

 

Cynthia Hudson, senior vice president and managing director of CNN en Español and Hispanic strategy for CNN/U.S., was recognized by the Association of Latino Professionals for America (ALPFA) as one of the 50 Most Powerful Latinas 2020.” On October 8th, ALPFA celebrated these women through an event titled “Most Powerful Latinas Women of ALPFA, Values Leadership with Purpose.” 

Cynthia Hudson
Cynthia Hudson with correspondent José Levy. (Photo via Twitter)

For the fourth year in a row, ALPFA is proud to honor fifty successful women who are navigating their business divisions, companies, and industries through these challenging times with a values mindset and a purpose focused on serving the community and the greater good.  

The list is made up of powerful Latina women that includes Jessica Alba, Jennifer López, Gloria Estefan, Sofía Vergara, Eva Longoria, and Rosario Dawson, among many others. This is an event that commemorates the positive influence of Latina women in the society and how their achievements contribute to a better world.  

This is an event that commemorates the positive influence of Latina women in the society and how their achievements contribute to a better world.

CNN en Español Network was also honored during THE FAXIES Awards 2020 virtual celebration by Cablefax. The FAXIES, an awards program in the b2b space, include Behind-The Screens Executives & Teams, marketing & PR campaigns and audience engagement experiences.

Proyecto Ser Humano Campaign

Proyecto Ser Humano (The Humanity Project) is an ongoing campaign that defines CNN en Español mission. The project focus on modern-day discrimination, how society is working to solve this violation of human rights, and how we can all combat the stereotypes and behaviors that lead to the indignities that are the hallmarks of discrimination.

The significant results of Proyecto Ser Humano’s participation in THE FAXIES was the following:

CONTENT MARKETING CAMPAIGN

1st Place: Proyecto Ser Humano (The Humanity Project)

CORPORATE SOCIAL RESPONSIBILITY

3rd Place: Proyecto Ser Humano (The Humanity Project)

INTEGRATED MARKETING CAMPAIGN – CSR

2nd Place: Proyecto Ser Humano (The Humanity Project)

PUBLIC AFFAIRS CAMPAIGN

3rd Place: Proyecto Ser Humano (The Humanity Project)

CORPORATE SOCIAL RESPONSIBILITY

3rd Place: Proyecto Ser Humano (The Humanity Project)

Latin America E-Commerce is skyrocketing as the current pandemic has accelerated digital transformation both on the consumer and corporate side . This makes the benefits to be reaped from e-commerce investments and e-commerce marketing very tantalizing to brand marketers and marketing service suppliers.

Portada is very excited to announce Portada Live Latam on November 19. At this by invitation only exclusive virtual Latin American marketing event, key Brand Decision Makers will share and accelerate knowledge about Digital Transformation, including e-commerce marketing and other marketing technologies.

Through a combination of exclusive bespoke workshops, pre-scheduled 1:1 meetings, and collaborative knowledge-sharing sessions, Portada Live Latin America will provide the brand marketing community and marketing service suppliers the ideal platform to gain exclusive insights and develop new business.

Latin American Marketing Event: Brand Marketer Driven Programming 

Portada Live Latin AmericaA key feature of Portada’s Council System of brand marketers is that they drive the Latin American marketing conference programming. The below topics will be discussed by top thought leaders and experts from the Latin American brand marketing community:

Collaborative Knowledge-Sharing Session: How Covid-19 is Accelerating Digital Transformation in Latin America – A cross-industry perspective
Brand marketing executives from the finance, QSR, retail and beauty industries will provide actionable insights about their digital transformation and readiness in these unprecedented times.

Research Spotlight: Consumer Response to Brand Communications in Latin America

An in-depth analysis of consumer receptivity and reaction to brand communications in Argentina, Brazil and Mexico in 2020. Based on proprietary country and sector consumer surveys a deep-dive into the mind of the Latin American consumer will be provided. Based on 2020 findings advice for brand communications in 2021 will be given.

Brand Marketer Challenge: The Holy Grail – Social Selling

In vastly social media over indexing Latin America, a successful social selling practice has become a crucial driver for e-commerce. Understanding the relationship between content and commerce has become hugely important for sales growth. What innovations are currently being created and what will happen next? Hear all about it from the executive at the helm of marketing at Latin American unicorn Rappi.

and much more….

Opportunities for Marketing Service Suppliers

The November 19 virtual Latin American marketing event will also have a strong networking component. According to David Karp, Sales Director at Portada. “Here’s an extraordinary opportunity for Marketing Suppliers to get pre-selected 25-minute meetings with senior-level Latin American marketing buyers who are normally very difficult to reach. Let us help you customize a schedule of 4 to 12 guaranteed meetings to assist you in your new business development efforts.”
Executives at Tech, Media and Agencies can request a Marketing Services Supplier Pass by filling out this form:

To qualify for a Brand Marketer Pass (no costs involved), please fill out this form:

Already confirmed Portada Live Latin America Partners include:

Causal IQ
Criteo
Golin
Vevo
Treasure Data
Xandr

Cadillac, Grupo Éxito, Nubank, Rappi-Khiron and more brands targeting the Latin American consumer right now.

  • Nubank

Nubank, the Brazilian financial institution and largest Fintech in Latin America, will be launching in Colombia. This is the second international expansion of the São Paulo, Brazil headquartered bank, after Mexico.  Nubank strategy is to targeting underserved yet tech-savvy populations has supported its rapid growth. Only 45% of Colombians aged 15 years or older have a bank account, but internet penetration at the end of 2017 stood at over 63%, setting up a sizable opportunity for digital banks.

  • Cadillac

Automotive Marketing
Global Marketing Manager Cadillac, General Motors

Pamela Arteaga, Global Marketing Manager Cadillac at General Motors, tells Portada that Cadillac’s marketing in the Mexican market is pivoting towards digital marketing. The trend that was well on the way even before the COVID-19 pandemic, particularly when it comes to reach out to the luxury consumer with high propensity targeting tools which provide details of how likely people are to buy a Cadillac. “There has been an overall move to digital, retargeting, social, search and influencers, both in the U.S. and Mexico,”  Arteaga tells Portada.  Arteaga manages 9 international markets for Cadillac, including China, Canada, Middle East region, Mexico, Russia, Korea, Japan, Europe and Israel. (Watch out for our forthcoming interview with Pamela Arteaga).

  • Mercado Libre

Latin American E-commerce juggernaut Mercado Libre has rebranded its advertising unit  from Mercado Libre Publicidad to Mercado Ads. Juan Lavista, director Marketing and Insights at Mercado Ads, says that the changed name is a result of the company listening to its partners. “We listened our clients in order to reinvent ourselves as an advertising vehicle by using a simple and intuitive brand name.”

Portada Live Latin AmericaJOIN US AT PORTADA LIVE LATIN AMERICA, NOV. 19, 2020

To find out about Portada’s new virtual knowledge-sharing and networking solutions at PortadaLive Latin America involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

 

  • Grupo Éxito

Grupo ExitoColombia e-retailer Grupo Éxito announced the launch and immediate availability of Éxito Media powered by dunhumby data data science, offering brands and advertisers a unique combination of multi-channel media, based on data and insights from the Grupo Éxito ecosystem. The retail media platform will activate over 10 million Éxito shoppers with relevant and personalized communications based on their buying behavior along the entire customer journey, from browsing to purchase. “For Grupo Éxito, the power of data to engage with our clients and always put them first is clear. We are very excited to implement this new retail media platform for brands and their agencies, and thus help them achieve greater consistency between their business objectives and their marketing and media strategies and campaigns, in a ‘Customer First’ model,” said Camilo Reina, vice president of marketing at Grupo Éxito. Grupo Éxito customers will benefit by receiving valuable offers and information on their favorite products or other products likely of interest, related to their purchasing habits, by visiting Grupo Éxito sites, on their social networks, search engines, or in Grupo Éxito stores.

  • Europa +

Europa+ (Europa Más) announced the launch of their new subscription streaming video service that will bring Latin American and Caribbean audiences the latest and most popular television programming from the UK, GermanyFranceItaly, and other European countries. Europa+ is designed to attract the growing audience of European Nationals (Ex-pats), Latin Americans of European descent and the large community of those passionate about European culture who live and work in the region. The company selected Streann Media to provide the award-winning platform that securely delivers leading-edge OTT-TV streaming services rivalling Netflix and Disney+.  OTT services in Latin America are a crowded field with the recent launch of ESPN+ and others being planned, including HBO Max, for 2021.

  • Khiron – Rappi

RappiKhiron Life Sciences Corp., a vertically integrated cannabis leader with core operations in Latin America and Europe, announced that it has entered into an exclusive distribution agreement with Rappi, the leading Latin American last-mile multi-vertical platform that is backed with a US $1 billion investment from Softbank Group Corp., and Softbank Vision Fund. The Expansive agreement starts with a 6-month exclusive distribution between Rappi and Khiron to introduce and distribute the company’s CPG product portfolio across Latin America through the Rappi platform. With the potential for future expansion, the partnership allows Khiron to introduce its CBD product lines in every country where Rappi has an established presence, leveraging a rapidly growing trend toward online sales and last-mile delivery. The agreement is expected to reduce overall product launch and, logistics costs, increasing availability and exposure to millions of consumers, and improving margins for both parties. Rappi is the largest home multi-Vertical app in Latin America and operates in BrazilColombiaMexicoArgentinaChileCosta RicaUruguayEcuador and Peru, which together represent a population of over 600 million people. Rappi’s multi-vertical app provides digital banking and payment services, in addition to everything from food to pharmaceutical products, consumer packaged goods and courier services, with an average of more than 10 million active users monthly, according to research firm Apptopia.

 

 

 

Americans place a value of more than $1,400 per year on the array of free online services, digital content, and mobile apps that are currently funded by advertising, according to a new survey conducted by the Digital Advertising Alliance (DAA).

Respondents said those ad-supported content and services were worth $1,404 annually, an increase of $206.64 – or 17% – over the $1,197 that respondents assigned in value to such services in a similar survey in 2016.

“With tens of millions of Americans struggling to make ends meet, ad-supported digital content and services save families significant money by reducing the cost for access to vital information, tools, and content, so it is imperative we continue our work of protecting the advertising model that helps fund those services,” said Lou Mastria, executive director of DAA. “Paying an additional $1,400 per year for access to popular websites, services, and apps is not a viable option for most Americans. The DAA will continue to provide convenient and effective tools for choice around the types of advertising consumers want to receive.”

Ad-supported digital content and services save families significant money by reducing the cost for access to vital information, tools, and content.

Free Online Services

Among the survey’s other findings:

  • The vast majority (85%) say they would reduce their online and mobile activities if they had to pay hundreds of dollars a year for the content and services they currently get for free.
  • Four in five respondents (80%) say they would be more likely to purchase a mobile phone offering more free apps over a comparable phone with fewer free apps.
  • Nearly all the respondents (93%) say free Internet content such as news, weather, email, and blogs is very or somewhat important to them.
  • A large majority (84%) say they prefer the current ad-supported Internet where most content and services are free over a paid Internet with no advertising.

Conducted via SurveyMonkey among 1,080 US adults, the survey sought to quantify the aggregate value that Americans assign to the major types of services and content that are currently available for free because of advertising.

Respondents were asked to estimate how much people would have to pay for 19 different types of online services and content, ranging from e-mail to video, maps, sports, and weather if they were offered only on a subscription basis rather than for free with ads. The total estimated cost of those services, assigned by survey respondents, was $116.99/month or $1,403.88/year.

The survey was conducted on September 16-17, 2020. Based on a confidence interval of 95 percent, the margin of error for the survey is +/- 3 percent. The full survey results are posted on the DAA website.

AARP, Cadillac, Giant Foods, Vallarta Supermarkets, Taco Bell, Acura and more brands targeting the U.S. consumer right now.

For prior Sales Leads editions, click here.

 

  • AARP

AARPBBDO New York, part of Omnicom Group, has been named Brand Agency of Record for AARP.  Eager to drive greater familiarity, relevance and engagement among younger segments of the 50-plus audience, AARP is looking to reach prospective members with the benefits of its Health, Wealth and Self offerings, advocacy and information. As such, BBDO’s future marketing efforts for AARP will be developed around the brand’s role as a wise friend and fierce defender for people 50-plus, their families and their communities.New work is expected to launch in early 2021.AARP spent $147 million on measured media last year and $58 million during the first six months of 2020, according to Kantar Media. The finalist pitches were conducted virtually in 2020 as the agencies and AARP worked remotely. Grey NY served as the incumbent.

 

  • Cadillac

Cadillac Escalade 2021Cadillac has enlisted the services of Emmy and Oscar-winning actress Regina King for its latest Escalade TV spot. It revolves around the tagline “Never stop arriving” and highlights Cadillac’s commitment to innovation and excellence regardless of adversity. New technologies and updated vehicle design are part of its effort to regain leadership in the luxury SUV market.
Cadillacs Never Stop Arriving campaign this fall will be highlighting the 2021 Escalade’s new design and technology, which include a curved OLED screen, its AKG automotive audio system and the company’s Super Cruise driver assistance technology. Cadillac is creating podcast ad inserts called “The Roadblock” and broadcasting them across 1,000 podcasts over the next two weeks, Adweek reported. Cadillac also partnered with livestreaming platform Twitch and the web series “60 Second Docs.”
  • Dr. Vranjes Firenze

Italian fragrance company Dr. Vranjes Firenze is appointing Verdes as its creative agency of record following a formal review. Verdes is conducting market research to help Dr. Vranjes further refine its unique luxury product. Verdes’ portfolio includes work for PUMA, Spotify, 1stdibs, Addepar and Rockefeller Center.

Portada LiveJOIN US AT PORTADA LIVE, OCT. 14, 2020

To find out about Portada’s new virtual networking solutions at PortadaLive 2020 involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

  • Giant Food

    Giant Food announced a new integrated eCommerce shopping experience for customers available on the new Giantfood.com website and Giant Food mobile app. The integrated platform joins together the prior Peapod.com and Giantfood.com sites to create a single site on Giantfood.com.According to the greater Washington D.C. regional grocery chain, visitors to the new site can easily access a robust shopping experience with personalized shopping, rewards program benefits, weekly circular and coupons as well as pharmacy, nutrition and wellness content offerings.Customers who had previously opted for pickup or home delivery through Peapod by Giant at Peapod.com will now access the same great eCommerce service through the integrated Giant website or free mobile app. For prior Peapod users, there will be no interruption of service as all Peapod account information, orders and history will transition for users seamlessly to the new Giantfood.com site.At a time when demand for online grocery is at an all-time high, Giant Food is making it easier than ever for customers to safely and efficiently browse aisles, fill virtual grocery carts, plan ahead for an in-store trip and schedule a contactless Giant Pickup or Giant Delivers order.

  • Vallarta Supermarkets

    Vallarta SupermarketsHispanic grocery chain Vallarta Supermarkets is opening two new stores in the Madera and Indio locations in California. With an investment of more than US $ 11 million, Vallarta opened its 60,000-square-foot store in the city of Madera on September 23, employing about 250 people. Vallarta Supermarkets’ 51st store offers a wide variety of food products and services including: “La Cocina” (Authentic Taqueria and Mexican Cuisine) with recipes of authentic foods and fresh sushi prepared daily by an in-house sushi chef. Customers will also be offered a full-service floral department and an expanded selection of liquor/wine.  “We are opening these beautiful stores during Hispanic Heritage Month and being part of the Madera and Indio communities,” said Andrew Lewis, Vice President of Marketing for Vallarta Supermarkets, in a statement sent to Abasto Media. “We will be offering an amazing shopping experience and will work hard to become the preferred supermarket for our new neighbors.” Additionally, on Wednesday October 7, Vallarta Supermarkets will be opening its first store in the city of Indio in Riverside County. The 39,434-square-foot supermarket will employ 175 people in the community. Like the new Madera store, the town of Indio will have departments of meat, seafood, fresh agricultural products, tortilla shop, taqueria, Mexican cuisine, cream shop, deli, bakery, and liquor store.

     

  • ESPN+

    Espn +ESPN+ is launching a brand campaign that aims to show how the streaming channel is doubling down on delivering high-quality live sports and specialized content. The effort from Austin-based creative agency Preacher includes “It Exists Because You Do,” a 30-second anthem spot that breaks today. In addition, a series of 15-second and 6-second ads will run across all of ESPN’s TV and digital properties, and also will be supported by off-channel broadcast, along with digital. While the brand has engaged in marketing its sports and original series programming consistently over the past few years, this marks a broader brand-focused initiative, according to the company. ESPN+ is an over-the-top video streaming subscription service available in the United States, owned by Walt Disney Direct-to-Consumer and International, in partnership with ESPN Inc

  • Dos Equis

Dos Equis is encouraging college football fans to “Tailgate Anything,” giving them the chance to win weekly tailgating-themed prizes all season long. Through an integrated retail promotion and sweepstakes, fans can win weekly prizes including a six-foot cooler, at-home pop-up bar, mini grill, grilling set, tailgating table with chairs, and digital subscription all access codes. One grand-prize winner will receive a larger-than-life tailgate tow trailer, decked out with tailgating essentials such as a grill attachment, cooler, 50-inch LED HDTV, home theater speakers and more. The campaign, which runs through Jan. 11, 2021, is being supported by limited-edition college football-themed cans, merchandise, out-of-home advertising, TV, radio, digital advertising, social media, public relations extensions, and sampling events.

  • Taco Bell

Taco BellTaco Bell  launched its first-ever e-gifting service yesterday Sunday October 4, National Taco Day. The Irvine, Calif.-based Mexican fast-food chain plans to launch the Taco Gifter, a service that lets customers gift their friends menu items through the Taco Bell app or website. To mark the service and get customers to start using it, Taco Bell plans to give free tacos to the first 10,000 people who use Taco Gifter. The company is also adorning its crunchy tacos with a “seasonal gift wrap” for a limited time. Taco Bell said that its Taco Gifter service will be a permanent addition to its app and website, enabling customers to send friends tacos for special events or just whenever. “For years, Taco Bell has been a part of our fans’ milestone moments, from proposals to weddings to graduations and proms, and we’re excited to introduce a fun and convenient service to help celebrate any occasion in between,” Nikki Lawson, Taco Bell’s global chief brand officer, said in a statement. Deutsch LA is the mastermind behind Taco Gifter. To send a taco, customers download the app and find the platform in the menu or visit tacobell.com/gifter. Users select a gif, enter the recipient’s name and a personal message, checkout and send a unique URL to their friend via text, email, direct message or any other form of communications. The Taco Gifter follows the digital launch of Taco Bell’s loyalty program, Taco Bell Rewards.

  • Acura

AcuraThe new marketing campaign for the all-new 2021 Acura TLX sport sedan lets the car do the talking. Led by “Break the Silence” , a :60 short film cinematic-style television spot, Acura is building on its Less Talk. More Drive brand creative for the television debut of the 2021 TLX – the first Acura sedan fully designed around the brand’s Precision Crafted Performance DNA. Acura’s “Break the Silence” 2021 TLX campaign, developed by Acura together with Agency of Record MullenLowe LA, will be featured on national broadcast, including must-watch sports such as NBA and NFL matchups, network cable and video-on-demand, with :60, :30, and :15 versions. Acura also will run Spanish-language, Cantonese and Mandarin-language versions of the TV spot. Other key campaign elements include: Dynamic integrations on audio streaming platforms for both general market and Hispanic audiences (including iHeart Radio, Pandora, SoundCloud and Amazon). Social media activations, including the upcoming “INSIDE TRACK” campaign, an augmented reality driving experience that puts TLX on your tabletop. Challenge friends in real-time through five immersive worlds as misty mountain top roads and skyscraper-lined streets grow out of your coffee table. Media partnerships that include high-impact takeovers and editorial sponsorships on the Huffington Post-curated Hispanic Heritage Month and Latino Voices section, as well as takeovers on Verizon’s Tech Crunch and Yahoo.

 

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Vevo, Magna and IPG recently released the study “An Anatomy of a Video Experience”. The report’s main finding is that co-viewing culturally relevant content on over-the-top (OTT) devices is key to ad receptivity. Going forward for brands, the role of Connected TV Advertising will be crucial. To gain more insights into 2021 and CTV viewing trends Portada talked to Laura Vanison, Director of Consumer & Artist Insights, at Vevo as well as with Bryon Schafer, SVP Research at Vevo.

The  recently published study covers the period of September and October 2019 and highlights that all of the U.S. audiences observed (Black/African American, Asian, Hispanic/Latino and White) shared a love of co-viewing on Over-The-Top (OTT) devices compared to desktop, mobile, laptop and linear TV. The study also found that longer viewing periods result from content that people find culturally relevant, specifically sports and music. We asked Vanison and Schafer whether COVID-19 has accelerated or curbed the trends described in the report?

Laura Vanison
Laura Vanison, Director Consumer Insights, Vevo

According to Vanison, “COVID-19 induced stay-at-home has accelerated and compounded trends that were already clearly visible in 2019. There has been a big shift towards streaming particularly in the living room. Vevo CTV viewership has increased by 40% in the US since the start of the year (Jan-Aug 2019 vs Jan- Aug 2020) as the overall broadcast and TV industries have been pivoting to streaming.”

COVID-19 and stay at home have accelerated and compounded trends that were already clearly visible in 2019. There has been a big shift towards streaming particularly in the living room.  

Co-Viewing Propels Connected TV Advertising

“The already six months long Covid-19 pandemic has made a habit of the co-viewing experience. Due to COVID-19 and the growth of CTV, co-viewing has become an almost forced habit”, Vanison asserts. “It usually takes a month for a particular experience to become a habit, but it’s been longer now. This is going to change things in the long term”, Schafer adds.

Co-viewing’s definition per Nielsen refers to members of the same household watching television at the same time — but not necessarily in the same room.  Linear TV has always involved co-viewing, but now with the rapid growth of CTV this is also the case for digital media. “Until recently digital media created mostly a one-on-one relationship between content and the user. But CTV has created a new multidimensional and community driven dynamic for digital media. A capacity it traditionally lacked,” Schafer asserts.

Until recently digital media created mostly a one-on-one relationship between content and the user. But CTV has created a new multidimensional and community driven dynamic for digital media. A capacity it traditionally lacked.

Connected TV Advertising: Advice for Brand Marketers

Bryon Shafer
Bryon Shafer, SVP Research, Vevo

According to Vanison “The shared experience of co-viewing provides advertisers a myriad of opportunities for conversation as viewers are in the midst of engaging with each other. Co-viewing provides an increased receptivity to advertising because the moment is intended by the viewer.”

Asked about what they would recommend a  brand when it comes to reach multicultural audiences via video, Vanison and Schafer stress that depending on the brand’s objective recommendations will vary. However, most recommendations will be device based. For instance, co-viewing will tend to be higher on CTV than on mobile. “The way a brand marketer wants the user to connect with her/his content dictates the device he will choose for the advertising message”, Schafer notes.

Co-viewing provides an increased receptivity to advertising because the moment is intended by viewers.  

An understanding by the advertiser of the different devices is crucial. For instance, mobile messaging will have a shorter length  than CTV advertising. “Schafer, stresses the importance of communicating with the right message, nuance and time.

According to the Video Advertising Bureau, there are 820 million OTT devices in the United States and 30% of those devices are smartphones, followed by smart television (15%). All OTT devices are connected advertising enabled.  OTT devices also include Chromecast, Roku, 

Content programmers are already taking the lead adapting their programming to the new Connected TV Advertising environment. An analysis of programming reveals that major networks are shaping their programming with a substantial focus on their Video on demand subscription services. For instance, Warner Media tends to dedicate more resources to content programming for HBO MAX  than to its open broadcast networks,  in a similar way NBC  has a major focus on Peacock and Disney on Disney Plus.

E-Sports Environments Are Increasingly Used for Music

Vanison and Schafer note that, overall, music content has been a great beneficiary of the absence of live sports as well as of the fact that the amount of new scripted originals and reality TV has substantially diminished during the current pandemic. In addition, music is a genre with broad cultural relevance.

E-sports and online video game platforms have a very strong community element and the stay at home phase of COVID-19 has increased their popularity. Musicians have been using platforms that are typically being used for e-sports to connect with fans during the pandemic: Rapper, singer and songwriter Travis Scott performed on a virtual concert in April  using the video game Fortnite. The concert was broadcast on Twitch and other platforms. Epic, the developer of Fortnite, said that 12.3 million people had tuned in for the premiere. After five shows, the number reached up to 27.7 million unique viewers, with 45.8 million views, suggesting plenty of people saw multiple shows.