Cookies in digital marketing have played a huge role. while digital consumption has accelerated throughout the past 12 months, the rules of advertising online are changing. As tech firms and regulators herald the end of the cookie in 2021, here are initial steps for marketers to take, to ensure their advertising is still reaping the measurable benefits of digital marketing, but with cookies no longer at their disposal. By Remi Cackel, Chief Data Officer, Teads.
1 – Be prepared to face the challenge of no cookies in digital Marketing
Because there is no doubt this is a challenge. Digital marketing has used cookies as a base for years now, so continuing to be effective requires change. A change in approach, a change in teams and partners and scope. But with the right preparation, success will come. Make sure your parameters are clearly defined; how are you defining your market? Where do you view your brands sitting within those markets and how will you measure success going forward? Be sure that you’re analyzing and reviewing your current audience targeting needs, splitting it by top categories, such as demographics, interest, intent, etc.
2 – Reshape your first-party data strategy
Whether in terms of data collection or utilization, most of clients’ first-party data is largely cookie-dependent and will shrink. Despite this expected volume reduction it, paradoxically, becomes even more strategic to focus your time in using it, but in a different way. There are two key points to consider:
Use your data beyond standard targeting.
You have to think beyond the utilisation of your data for direct messaging/lookalike modelling. Review in priority how your data can be used in two key uses-cases:
(i) To support cookieless planning and decision-making
The data you have about your consumers should become the cornerstone of your cookieless transformation.
For example using it to analyse which contexts over-index for your most valuable customers. Knowing the type of content your clients are reading in each market, and for each brand, will help you define your initial contextual targeting strategy.
(ii) To support measurement needs
Measuring performance and effectiveness does not need to be done across 100% of the campaign delivery, only on a statistically representative percentage.
Ensure you are using your 1st-party data to power media effectiveness measurement as much as possible (e.g: capturing online/offline signals of visits from your properties).
Introduce sustainable identity resolution and privacy compliance
Review all your data collection and utilization channels to assess how you can map your users against login/persistent identifiers to future-proof its utilization.
When publishers introduce a significant volume of unique IDs on the open-web, you want to already be in the position of being ready to use it.
It’s also crucial to make sure you’re allowing proper data privacy management for users (user consent, right to access/delete, etc). This should be addressed not just from a regulatory perspective, but also to make sure you are engaging your consumers in the right way.
3 – Future proof your audience targeting capabilities
We need to be realistic about what will replace the cookie. Despite many claims from across adland, there will be no one-size-fits-all solution. Different approaches will need to be properly understood, tested and combined in order to maintain the same levels of ad effectiveness.
Be sure to keep track of, and test, the most up-to-date industry initiatives. The most current ones are outlined here:
Privacy Sandbox: Get ready for the first tests which will probably happen during H1 2021, find out more here
Real-time profiling: Using insights and relevant (cookieless) signals as a proxy of an audience (e.g: context, device models, etc.)
Publishers’ first-party data: Make a list of publishers who have relevant/suitable data for your main/core audiences. This approach has as many opportunities as it has limitations, be sure to be aware of both before fully committing to this path.
Unique ID: Understand that it’s mostly about using a login and that you should not spend time in A/B testing different solutions. Publishers are progressively integrating more login solutions. Make sure to monitor the scale and begin testing as soon as it becomes actionable (in the mid to long-term)
4 – Discover the power of content
Contextual targeting is not a plan-B, it provides an equally viable media strategy that we’ve been proving with multiple brands across all markets around the world. The challenge with contextual targeting at scale is that harnessing its power isn’t understood by many. So what are the steps to take to ensure you can make the most of it? The same as all good campaigns, it needs to start with a good media plan to ensure proper actionability.
Use your first-party data, new tools, and insights to learn which contextual signals can be used, when, and how?
Next steps are using contextual information for creative personalization: How can your creatives be personalized according to the content of the page to truly amplify your message? Measure the outcomes and compare them to audience targeting, you will be pleasantly surprised with the results.
The additional layer is to A/B test different contextual targeting solutions from the marketplace. See which works best for your brands and campaigns, at the right moment.
During 2021, be ready to go even one step beyond by exploring new contextual signals at scale: Weather, time of the day, device models,…etc. are all key cookieless dimensions, allowing greater personalisation and media effectiveness.
5 – Don’t get lost on the way
As you engage in your transformation away from cookies, you will face multiple challenges. We’ve outlined some of them above, but no doubt more will appear as we move through 2021. But with the right approach, you will be in the best possible position to continue:
Focus your efforts: Clearly define your timelines and project scope: What will be tested, how and when? Don’t blindly test all the ad-tech proprietary solutions, focus your efforts for best results.
Communicate, participate to relevant working groups and share your results: Showcase best-in-class work to the whole industry and learn other brands’ experiences and points of view. This is a challenge we all need to meet together, but cross-industry collaboration is the best way to deliver business results whilst, critically, regaining consumer trust.
Article written by Remi Cackel, Chief Data Officer, Teads
Teads, The Global Media Platform, has announced that Publicis Groupe Latin America has received the first agency-wide certification on Teads Ad Manager (TAM). The programmatic platform grants direct access to Teads’ premium inventory, allowing the agency to buy across the world’s best publishers with privacy first, cookieless, strategies.
This makes Publicis Groupe Latin America the first communications group in the region to be granted this certification. This recognition comes after a strategic alliance of nearly ten years with Teads and is proof of the exemplary commitment that the group has maintained when it comes to excellence and innovation, focusing on simplified and effective technology offerings for their clients. Publicis Groupe Latin America first adopted the programmatic platform at its launch in 2019 and positioned themselves as the agency brand with the highest level of usage in the entire region.
Directly connected to Teads inventory, TAM is the first dynamic self-serve or managed service platform in the industry that has a totally cookieless mode. TAM can offer cookieless audiences thanks to its advanced contextual targeting and the use of proprietary technology that allows it to “translate” audience segments, based on cookies, to segments that are “cookieless ready”. Moreover, both agencies and buyers are able to plan, activate campaigns, generate reports and reach their objectives in each stage of the funnel in an effective manner.
“In today’s digital world, new technologies and innovation must be put at the service of brands and clients. Furthermore, integration is essential so that the entire process, from end-to-end, can flow with greater agility and speed. This is what is achieved with the TAM platform, because the entire programmatic operation occurs inside Teads’ ecosystem without needing to depend on third parties, the platform is extremely effective and cost-efficient for advertisers. We’re very pleased to grant this certification to Publicis Groupe and to continue working alongside them towards a cutting-edge advertising industry”, said Eric Tourtel, CEO of Teads Latin America.
“We’re very excited to receive the Teads Ad Manager certification, the dedication on both sides has been of 110%, since anything that aims to reach max efficiency in processes and to provide a better service for our clients will always be a priority for Publicis Groupe. TAM has allowed us to streamline campaign, administrative and managerial processes, in the search to lower execution times, reduce costs and maximize resources like talent and technology. This certification is, without a doubt, a very important step in this direction”, said Charlie Alvarez, Media SVP in Publicis Groupe Latin America.
TAM has allowed us to streamline campaign, administrative and managerial processes, in the search to lower execution times, reduce costs and maximize resources like talent and technology.
On her end, Luciana Salazar, VP of New Business Development of Teads Latin America, expressed: “Working with Publicis Groupe is always an extraordinary experience, the talent in their teams at every level and their deep know-how in cutting-edge technologies have been key to continue to evolve and be able to offer a platform like TAM, which is tailored to our clients’ needs.”
By Caroline Hugonenc, Global VP Insights and Research, Teads
In the past few years, data privacy has suddenly become a hot topic, reaching into national press and is no longer just the concern of industry specialists. With everyone becoming more aware of the impact of data use, both personally and at a corporate level. Whether it’s the Netflix documentary The Social Dilemma, or Apple’s latest updates, privacy is now an international talking point. In an attempt to address data privacy issues, by mid 2022, third party cookies will cease to exist on Google Chrome. This step taken by the world’s most popular browser follows similar moves by Safari and Firefox and hopes to give people more control over their data, but it doesn’t come without its challenges for advertisers and media buyers.
The end of cookies is only the beginning of a new era
When thinking about this topic, it’s important to remember that while cookies have been a consistent part of online advertising for a long time, the ecosystem is not dependent on them. Cookieless does not mean advertising-less, personalization-less or relevancy-less. Cookieless simply means two things:
The need for a transition towards responsible and sustainable advertising for our industry
That it’s time for non-intrusive personalization to be the new norm, starting with the end-user’s experience and trust.
If we assume point one as a given, then we need to consider how to approach non-intrusive personalization. One of the available solutions is contextual.
Why should contextual alignment matter?
It’s worth pointing out that targeting ads via the content they’re seen in shouldn’t just benefit brands, but also the end user experience as well. Ads that are contextually aligned make sense to readers. Once someone decides to read an article (whether it’s about honeymoon plans, the latest tech release or piece of local news), they’re in a certain mindset. By aligning ads with that mindset means that the message should be amplified and therefore create real uplift and impact for a brand’s campaign.
It feels more in tune with the consumer’s values and interests, without concerning them that their personal data has been shared with too many additional parties.
What are the main challenges to overcome when it comes to Contextual?
With the death of the cookie, many will be turning to contextual as a solution for agencies and advertisers. But using context to maximise the impact of advertising is not easy to do, with a few key challenges in particular to be aware of:
Accuracy. Many contextual solutions today rely heavily on keywords, which makes sense at a glance. But over reliance on single triggers can lead to false-positives and questionable accuracy that wouldn’t match the results seen in this study.
Granularity. Broad contextual targeting can prevent amplification of the marketing message or proper engagement with the right audience
Placement. Most contextual today exists across UGC content, which inherently has issues around accuracy and standardisation. This is in stark contrast to professional content which has long had agreed standards and 3rd party solutions.
Actionability. It’s one thing to have a partner who can outline the benefits and implement an overall use case, but using contextual beyond the obvious will be an important distinction when evaluating contextual partners. Not all platforms will be able to go beyond intuitive planning and move towards actionable insights.
Testing media partners across all four of the above is critical for advertisers looking to leverage contextual as part of their planning strategies in future. Partners who have a proven track record will of course fare better, but scale is also important when it comes to context. Those partners who are processing large volumes of content, over a long period of time, will be best placed to understand content consumption and therefore the audiences that are reading them.
But is contextual targeting really effective?
Consumers have evolved to anticipate disruptions over recent years which has led to greater battles for attention among advertisers, viewing attention as a valuable commodity in driving KPIs. As Bournemouth University’s ‘Attention Please’ white paper notes, quality attention is not best measured by time spent viewing as ‘we routinely spend lots of time doing things without paying much attention’.
This is why, at Teads, we have been conducting AB tests using our proprietary Brand Pulse solution to evaluate the impact of contextual targeting on advertiser’s KPIs. Our Brand Pulse methodology compares answers (up to) 3 questions served within our inventory on a control versus exposed basis.
For the contextual AB tests, we essentially run two Brand Pulse tests, one with contextual targeting and one without, then compare the difference in brand uplift. For example, if the brand uplift for ad awareness in the non-contextual study was 7%, and the ad awareness uplift using contextual targeting was calculated as 13%, the brand uplift of contextual targeting would be calculated as 86%. While our testing is in the early stages, the results of our contextual testing prove exciting:
The above results are based on data from 8 different campaigns across verticals and regions, and an average has been taken.
Contextual targeting should no longer be considered as a plan B, but as a true solution to deliver media effectiveness
As discussed, media buyers are facing the next evolution in digital, as the cookie is removed as a targeting tool. So with this study we’ve looked at one of the key solutions in the marketplace that delivers a level of continuity.
Contextual targeting can feel like it’s a deprecated and old approach, but we’ve shown the technology has evolved to make it highly viable and worth consideration. Over time, improvements have been made that allow us to solve for the main challenges of accuracy, granularity, alignment, placement and actionability.
This study has confirmed that, leveraging contextual alignment with a partner who has the right depth and breadth of technology, can deliver outstanding media effectiveness.
Case Study with Nestle and UM
The above theory was recently proved in a campaign with Nestlé and UM in Spain, successfully quantifying the effectiveness of contextual targeting.
Nestlé launched its new Nesquik Intenso range for young adults in November. A new offering without additives or artificial sweeteners and sold in a 100% recyclable container. For this campaign, two pieces of video content were optimized by the Teads Studio team for mobile environments; highlighting the packaging, the product and its key features.
The campaign ran in November and December 2020, and various segmentation strategies were used: socio-demographic data, interest data and contextual targeting were used to identify which environments, and content, the ad should run in.
We will continue to bet on finding innovative forms of segmentation that help us achieve our goals, especially now that the end of third-party cookies is near and we all need to adapt to remain effective. It is a time of transition and it is important for us to test alternatives and be ready for a world without cookies from 2022 . – Ramón Ruiz, Media and Consumer Relationship Manager Nestlé.
During the campaign, a Brand Pulse study was launched, which aimed to quantify the branding effectiveness of the different targeting segments used. More than 250 respondents exposed to the campaign were questioned, in each of the different targeting segments: socio-demographic data, contextual targeting and interest data.
Advertising recall increased 86% in the group that had the socio-demographic data segmentation and 87% in the contextual targeting segment, after exposure to the campaign. Therefore showing that contextual targeting can be at least as effective as classic socio-demographic targeting.
The campaign has been hugely successful and has served to verify the effectiveness of contextual targeting, showcasing an improvement of Brand Awareness by 87% with just 25% of the campaign budget.
NUMATEC, a holding company focused on media and Martech ventures across the globe, announced the launch of EKN, a data-driven omni-channel buy-side media company that provides access to digital advertising inventory for display, video, social, mobile, native, and more.
NUMATEC established EKN by acquiring selected assets from Eikon Digital that are focused on providing trading and technology services to agencies and clients as well as premium media representation for both the U.S. and Pan-regional markets.
EKN is an answer to challenges market participants have. We are technology agnostic, more of a consultant than a technology provider.
EKN uses a number of leading platforms (such as DSPs, SSPs, and DMPs) to help clients achieve their goals through the EKN trading desk. EKN delivers effective results through its omni-channel buying capabilities, partnerships with the largest data providers, and best-in-class reporting, with solutions including:
Data—Data enrichment, Mapping, and Privacy
Media—Programmatic display, Connected TV and OTT, Mobile and desktop video, Search and Social
Reporting—Data integration, Custom dashboards, and Insights Analysis
Regarding the place EKN will be taking in the MarTech and Ad-Tech ecosystem, Alejandro Leon, CEO Caribe – Centro America – Peru at EKN. tells Portada that EKN “is not a DSP, rather we are an answer to challenges market participants have. We are technology agnostic, more of a consultant than a technology provider. We work with different DSPs, DMPs, SSPs and ad-serving technologies to optimize our clients media buys and campaigns.”
“Our new and existing clients are able to run campaigns in every online media channel, while executing on multiple strategies to influence consumer behavior. We use the marketing cloud through display, e-mail, SMS in a real omnichannel way. Best of all, our insightful reporting means continuous optimization and unmatched insights,” Leon notes.
Adding Value to the Media Buy
According to Leon, EKN has invested in a strategic team that adds value to the media buy and recommends strategies and provides insights for campaign optimization. “We are partners for agencies, we do not sell any products, we sell a strategy and results for brands. In the U.S. we work with brands and in Latin America more with agencies,” Leon adds.
EKN’s Approach to Trading Desks
Leon notes that EKN uses a traditional trading desk but adds data insights and graphs to provide a very professional reporting . “For reporting we use Datorama, which was acquired by Salesforce a few years ago. Datorama also includes historical data and other references and provides richer data.”
Regarding the up-coming cookieless world, Leon notes that “cookies are not disappearing but being transformed into something that is not 100% clear. Brands are more and more able to get their own data . At EKN we help brands create and enrich data and use that primary data to make more intelligent and efficient buys.”
At EKN we help brands create and enrich data and use that primary data to make more intelligent and efficient buys.
Leon notes that EKN works with U.S. Hispanic clients but also has a specialized practice for Travel and Tourism in the U.S. which includes train lines, car rentals and airlines. “In Latin America we work with the top 500 global brands including Unilever, Procter & Gamble, Pizza Hut and many others.”
This week, Apple announced its latest update; iOS 14.5, which will require all apps to request the user’s permission in order to track them. It strengthens its position on user privacy and as a technology business looking to lead the way for protecting users’ data.
At Teads, our proprietary technology solutions are market leading in understanding the way that people consume and engage with premium editorial content. We have taken a privacy-first approach in using this unique knowledge to deliver non-intrusive personalization capabilities to our clients for a number of years.
We will continue following the same strategy of smartly combining the most relevant cookieless initiatives and delivering media effectiveness for brands with a privacy-first approach.
UNDERSTANDING THE IOS 14.5 UPDATE
Apple has implemented another important piece to the puzzle to protect user privacy. In 2016 they introduced an important change for the web environment by removing 3rd party cookies from its Safari browser. This became the first version of ITP (Intelligent Tracking Prevention).
With the new iOS 14.5 update, Apple has implemented a similar change, but for inApp environments where users’ explicit opt-in will be required to use the IDFA. Users not opting-in are not identifiable and trackable, and considered as being new anonymous users.
What is the difference between a cookie and an identifier for advertisers?
IDFA (Identifier for Advertisers) is a random device identifier that Apple assigns to a user’s device. The IDFA is presently used today to track and identify users within App environments similar to the way a cookie is used in web environments.
What will be impacted the most?
The impacts of the updates will be similar to the deprecation of cookies in the web environment, i.e. inApp audience targeting scale will decrease when relying on standard tactics (e.g: 3rd-party data). This will make strategies like inApp precision-based marketing more challenging to accomplish.
The management of frequency capping, reporting, measurement and monitoring of inApp traffic will also need to be approached differently when not receiving an opt-in from the users.
What does this mean for programmatic buying?
Heavy OX based strategies will be severely challenged for both buyers and sellers. By limiting 1-1 precision marketing capabilities within the inApp environment, the value of long-tail apps where the opt-in rate is likely to be lower will be reduced. Quality contexts and content should see higher demand.
How does this impact advertiser 1st-party data?
Advertisers relying on 1st-party data collection from app activities will need to closely monitor their opt-in rate to minimize the drop of scale. The collected data can be used to feed lookalike algorithms or decision-making tools.
How does this affect inApp publishers?
The monetization of inApp traffic where users’ didn’t opt-in will be negatively impacted as the related level of demand will decrease.
Is it possible to target users who don’t opt-in?
To target effectively, advertisers will need to use a combination of contextual, predictive audiences, browser APIs (including the Chrome Privacy Sandbox) and unique IDs. Over-reliance on one approach is not healthy. Crucially, brands need to be thinking long-term about their data approach as privacy regulation and platform changes will only increase over time. Advertisers that embrace privacy-first strategies will be better prepared and see greater success as these develop.
How does Teads see the Deprecation of IDFAs?
Teads welcome this change as we see the deprecation of IDFAs as part of a larger, more holistic, landscape encompassing responsible use of data to minimise intrusion and a commitment to user privacy.
InApp represents less than 10% of Teads inventory and we simply see this latest release from Apple as the continuity of our cookieless strategy and transformation.
How is Teads uniquely placed to help advertisers with these changes?
Our direct technical integration with premium editorial publishers gives us an edge compared to buy-side platforms both for direct technical access to the inApp content and behaviours as well as for a deep understanding around content consumption.
Our historical data analysis and predictive models around content consumption allow precise audience profiling without identity resolution mechanisms.
We have a consistent and successful track history, over several years, of building, measuring and optimizing various targeting cookieless approaches.
What targeting solutions can Teads leverage when users choose not to opt-in?
Driving the above ambition of responsible digital advertising is the precise ambition of Teads’ cookieless suite, which is based on three main objectives and pillars:
Teads’ predictive audiences which drive a similar accuracy and effectiveness for audience targeting without the need for identity resolution.
Using contextual targeting to deliver high campaign effectiveness
Planning, Insights and Measurement tools to make anonymous traffic actionable at scale
What added value does the Teads contextual targeting solutions provide?
Teads operates a contextual taxonomy of over 500 contextual segments relying on the semantic analysis of premium editorial content. Our inRead ad units appear in the heart of the content which maximizes the benefit of a strong contextual alignment.
We have confirmed, across multiple tests, significant media effectiveness improvements versus broad targeting and seen strong uplifts in brand metrics such as Ad recall, Brand Affinity and Purchase Intent.
When will these new solutions be available?
The audience and contextual targeting solutions we described are available now. They can be used across all buying channels (MS, PRG DID and directly in our self-serve interface TAM), as well as TFP, our suite for publisher direct sales.
How is Teads supporting publishers in their cookieless transformation?
We help publishers monetize their non-opt-in inApp inventory with our Teads demand. We also provide access to our latest targeting solutions for their direct sold campaigns within our Teads For Publishers suite.
How can I accelerate my cookieless transformation?
Get in touch to participate in:
Teads cookieless bootcamp for education
Teads cookieless readiness program – our test & learn activation program
Self-serve cookieless media buying using Teads Ad Manager
The Post Covid Consumer Journey and e-commerce growth keeps more than 50% of the brand marketers in the Portada network up at night, according to a real-time poll conducted during our recent Portada Live exclusive brand decision maker workshop. The need for Brand Marketing Solutions is shaping of our upcoming Portada Live, September 22 exclusive brand decision maker workshop.
Through a real-time poll, participants were asked which one of the below topics keeps them up at night: – My Boss (CEO/C-Level Buy-In) – Customer Personalization at Scale – I need more First-Party Data! – The post Covid-19 Customer Journey – E-Commerce Growth – Other
More than a third of respondents (36.1%) noted that “the post Covid-19 Customer Journey” is a key challenge for them, while 16.7% chose “E-Commerce Growth.” Therefore, more than half of the responses are related to the increased digitization of the consumer purchase journey and experience brought on by COVID-19 and the imperative for all brands, including CPGs and other sectors that traditionally used brick and mortar sales channels, to increase e-commerce growth.
Need for Brand Marketing Solutions
The need for new brand marketing solutions related to the increased digitization of the customer experience was also a key insight in the recent Portada survey about Marketing Technology Investment Needs of Brand Marketers. Per the recently published survey, the share of brands who will prioritize MarTech investments related to the Customer Experience over the next 18 months grew by more than 150% compared to our 2020 survey. (DOWNLOAD the 20 page survey here.)
How the customer journey will evolve post Covid-19 and the related need for increased e-commerce revenues are key challenges for brand marketers in the Portada network.
The need for first partydata keeps 13.9% of brand marketers up at night. The demand for more first party data has two key drivers. First CPG’s are increasingly compelled to find direct relationship with customers as they set up D2C sites. Second, new privacy laws and Google’s phasing out of third party cookies, make it imperative for corporations to find new ways to establish direct connections with consumers.
CEO/C-level buy in, likely related to the need of multicultural brand marketers to get segment marketing buy- in a the C-level of Corporate America, keeps 11.1% of the marketers in the Portada network up at night. Finally, Customer Personalization at Scale, obtained a share of 8.3%.
The need for Brand Marketing Solutions for the above cited challenges will be shaping the content for our September 22, 2021 Portada Live exclusive Brand Decision Maker Workshop. Marketing Service Suppliers will share and accelerate knowledge on key topics related to the above cited challenges. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Enzo Araujo at Enzo@portada-online.com.
Pepsi®, Avocados From Mexico, Tru Alchemy, EmblemHealth, Coppertone, Target, CÎROC, Trinity Health, Verizon Media, Noodles & Co., Gentleman Jack… and more brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.
Pepsi is excited to announce the nationwide rollout of Pepsi Mango, the brand’s first new permanent flavored cola in five years. Beginning Monday, March 22, Pepsi Mango will be available nationwide for all to enjoy this surprising mix of cola and tropical fruit flavor. To support the launch, Pepsi created a new national TV commercial which will also run digitally. Set to the uplifting top 40 hit “Take You Dancing” by award-winning superstar Jason Derulo, the spot shows a mango pop out of a fruit bowl and roll over to its perfect match – a can of Pepsi – to create the exciting new flavor, Pepsi Mango. in early April, Pepsi is turning its advertising inventory on select social media platforms into real dating advertorials for a handful of interesting, young singles. The series, partly inspired by the video dating fad of the 80’s, will introduce the singles to the world with fun personality introductions and contact information so other singles at home can shoot their shot. Pepsi, together with longtime partners at ViacomCBS and its in-house branded content studio, Velocity, will unveil a fully integrated perfect match themed series starring some of the most adored dating reality show stars. Fans should stay tuned for more details in the coming weeks. Beginning Monday, March 22, Pepsi Mango will be widely available at grocery stores, mass retailers and convenience stores nationwide in Regular and Zero Sugar varieties, in 12oz 12 packs and 20oz bottles.
Avocados From Mexico
Avocados From Mexico (AFM), the No. 1 selling brand of avocados in the U.S., announced the launch of Avocado Nation Studios, the latest digital innovation from AFM which employs data intelligence to offer predictions, recommendations and personalized content tailored to each viewer. Featuring exclusive videos created by a network of content creators, the platform provides fresh and fun ways to engage with the brand.Thalia Sodi, the global superstar singer, songwriter, author and entrepreneur will partner with AFM once again for a brand-new campaign titled, “Salud, Ejercicio y Grasas Buenas” con Thalia, meaning “Health, Fitness & Good Fats” with Thalia. Thalia’s Spanish channel will be centered around health, wellness and ways to incorporate the heart-healthy fruit into diet and exercise routines. Thalia’s Avocado Nation Studios content series is an extension of a partnership forged last year with her brand, “Cooking Healthy with Thalia,” a consumer program that promoted thThalia leads a roster of top content creators that have partnered with Avocados From Mexico to develop various videos that both entertain and educate audiences about avocados. Deborah Berebichez, the first Mexican woman to graduate from Stanford University with a PhD in Physics and a data scientist, TV host, educator and entrepreneur, explores the science of avocados. Instagram darlings Mila and Emma Stauffer have a channel detailing their adorable adventures with AFM, while Ally Brooke of the girl group Fifth Harmony takes viewers along with her for a virtual tour across the U.S.e positive impact avocados have as part of a healthy diet. Avocado fans can explore a host of content creators and more by visiting https://www.theavocadonation.com/.
Scale Media has just unveiled Tru Alchemy, an innovative selfcare brand with a powerful lineup of scientifically-formulated and nourishing skincare products. Tru Alchemy is Scale’s sixth CPG brand to launch in the wellness and beauty space, expanding the tech-driven DTC company’s mission to create healthier and happier lives through the seamless integration of science, technology, nature and health education.Tru Alchemy’s product family transcends conventional skincare by using clean, gentle and wholesome formulas with intentional ingredients and immersive applications to deliver instant gratification and lasting results. The five selfcare products embrace Scale’s holistic approach to innovation at the intersection of beauty, nature, science and consumer experience:GLOW SERUM, QUENCH CRÈME, CELESTIAL CLEANSER, EYE ELIXIR, SPOT CHECK. The Tru Alchemy products are available to order at TruAlchemySkin.com.
EmblemHealth, one of the United States’ largest nonprofit health plans with 3.1 million members, has named WPP’s VMLY&R as agency of record across the entire family of companies, following a review. VMLY&R will be responsible for brand communications, marketing strategy, creative assignments and media planning for all of EmblemHealth’s companies, which include New York medical group practice AdvantageCare Physicians, and Connecticut-based health insurer ConnectiCare. The agency will partner with EmblemHealth on creative campaigns and integrated marketing initiatives across all of its properties. VMLY&R will be responsible for brand communications, marketing strategy, creative assignments and media planning for all of EmblemHealth’s companies, which include New York medical group practice AdvantageCare Physicians, and Connecticut-based health insurer ConnectiCare. The agency will partner with EmblemHealth on creative campaigns and integrated marketing initiatives across all of its properties.
Coppertone, the top brand in the sun protection & sun care industry, is changing creative agency partners, nearly two years after getting a new parent company. Following Nivea-maker Beiserdorf’s acquisition of Coppertone from Bayer in 2019 for US$550 million, Coppertone has named IPG agency Huge as its creative agency of record. Huge will be responsible for integrated marketing, including brand creative, retail support and activation. Wunderman Thompson previously handled the business.
Target has launched the Mondo Llama arts and crafts brand.The Minneapolis-based retailer’s new store-owned arts and crafts brand, Mondo Llama, is now available online at Target.com, the chain’s mobile app and will roll out to stores nationwide by March 28, company officials shared exclusively with USA TODAY. Items range from paints, crayons and canvases to project boxes, craft supplies and drawing kits. Prices start at US$1.75, and most items cost less than US$25.Target began developing its first crafting brand in more than a decade before the coronavirus pandemic as arts and crafts have grown in popularity in recent years, Julie Guggemos, the company’s senior vice president and chief design officer, told USA TODAY. More products will be added to Mondo Llama in the future.
At this exclusive virtual event on March 24, 2021, 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.
CÎROC together with Sean “Diddy” Combs are bringing an early taste of summer with the arrival of their newest seasonal flavor CÎROC Summer Citrus. With warmer weather, longer days and the yearning to celebrate with friends and family, this limited time offering comes just in time for people to raise a glass to the season with delicious golden hour cocktails. CÎROC Summer Citrus will be making a splash all summer long! As a brand rooted in inspiring celebrations within the community and culture, this is just the beginning of what’s to come this summer. Just like other seasonal offerings, CÎROC Summer Citrus is only available for a limited time, while supplies last. Fans of CÎROC (21 and over) can find the new flavor nationwide (wherever spirits-based beverages are sold) with a suggested retail price of US$33.99. CÎROC Ultra-Premium Vodka is gluten-free and distilled from fine French grapes; a process inspired by over a century of wine-making expertise and craftsmanship, providing a crisp, clean taste and citrus nose. Launched nationwide in January 2003, DIAGEO – the world’s largest spirits and beer company – made spirits history in October 2007 by entering into a strategic alliance with entertainment entrepreneur Sean “Diddy” Combs, in which Mr. Combs and Combs Enterprises assumed the lead on all brand management activities for CÎROC.
Trinity Health, one of the nation’s largest multi-institutional Catholic healthcare delivery systems, launched It Starts Here, a COVID-19 vaccine education initiative focused on communities of color.The US$1.6M radio and social media influencer campaign features Black and Brown influencers with large followings in 14 underserved communities across the country to educate, raises awareness, and promotes the availability of the vaccine. According to the Center for Disease Control and Prevention (CDC), COVID-19 related deaths are highest among those in the Hispanic or Latino and Black communities in the United States. Recognizing a long history of mistrust in the health community from those of diverse racial and ethnic backgrounds, this campaign centers around an intentional, targeted approach to address vaccine hesitancy.It Starts Here is the latest initiative in a set of multi-faceted efforts from Trinity Health to reduce vaccine hesitancy including social media campaigns, colleague/community surveys and virtual town halls.Trinity Health serves diverse communities that include more than 30 million people across 22 states. Trinity Health includes 92 hospitals, as well as 113 continuing care locations. Based in Livonia, Michigan, and with annual operating revenues of US$18.8 billion, the organization returns US$1.3 billion to its communities annually in the form of charity care and other community benefit programs.
Epsilon® and Verizon Media are expanding their long-standing partnership with the interoperability of Epsilon’s CORE ID and Verizon Media’s ConnectID. The new integration enables Publicis Groupe and Epsilon clients to build persistent custom audiences in Epsilon PeopleCloud, the marketing platform for personalizing consumer journeys with performance transparency, and access and activate those audiences through Verizon Media’s DSP. The stability and accuracy of CORE ID, when mapped to similarly deterministic IDs like Verizon Media’s ConnectID, will drive increased reach and improved performance and consumer experiences across all channels.Epsilon’s CORE ID is anchored in deterministic and transactional data, not cookies or mobile ad identifiers. It has been validated to have 96% accuracy as well as industry leading match and reach rates. Built in 2012 using open web standards and with Privacy by Design & Default, the persistency of CORE ID allows Epsilon to maintain consumer choice over time while identifying and serving 98% of brands’ ads to individuals, not orphaned cookies or device IDs.The expanded partnership follows several identity-related announcements made by both companies in December 2020, including Epsilon’s work with Prebid and the launch of the Verizon Media ConnectID.
Noodles & Company
Noodles & Company, known for serving classic noodle, Zoodle, and Cauliflower Noodle dishes from around the world, announced that it has taken the CEO Action for Diversity & Inclusion pledge, to advance a more inclusive and diverse Company culture.Noodles and Company’s CEO Dave Boennighausen joins the CEOs of nearly 2,000 leading companies and business organizations from around the country in taking the CEO Action pledge. CEOs who sign the pledge commit to elevate and support a more inclusive workplace by cultivating environments that support open dialogue on complex and difficult conversations; implementing and expanding unconscious bias education and training; sharing best-known diversity and inclusion programs; and engaging the board of directors in the development and evaluation of inclusion and diversity strategies. As Noodles works to further its commitment to people, food, and community, the Company will tie the progress made in these important areas to its executive annual incentive plan. Since 1995, Noodles & Company has been serving noodles your way, with noodles and flavors that you know and love as well as new ones you’re about to discover. From indulgent Wisconsin Mac & Cheese to better-for-you Zoodles and Other Noodles, the company serves a world of flavor in every bowl. Made up of more than 450 restaurants and thousands of passionate team members, Noodles was named one of the Best Places to Work by the Denver Business Journal for its unique culture built on the value of “Loving Life” which begins by nourishing and inspiring every team member and guest who walks through the door.
Jack Daniel’s Gentleman Jack, an exceptionally smooth double charcoal mellowed Tennessee whiskey created by women and men who are experts at their craft, has partnered with Jessica Williamson (aka “The Whiskey Chick”), actress Maria Canals-Barrera and Shelly Bell for a campaign launching today entitled, “We Share One Spirit.”Filmed remotely, the diverse influential women from different industries in Florida share their stories, their drive to success, and raise a glass to the unsung women frontline essential workers. Their inspirational, moving videos will release one by one this week and run through Women’s History Month, which coincides with the one-year anniversary of the COVID-19 pandemic.With the World Economic Forum reporting last month that women comprise 70 percent of frontline workers, now is a poignant time to look back at female essential workers who have been working tirelessly to keep their communities safe. In the concept of sharing “One Spirit” during Women’s History Month, Gentleman Jack and its partners are calling attention to the contributions and importance of these women.”We Share One Spirit” will be presented on Jack Daniel’s YouTube channel and on social media with the hashtag, #GJOneSpirit. In addition to this content launch, Canals-Barerra, The Whiskey Chick andBell will share their stories on their social channels. All content will also live on the brand’s “One Spirit” platform microsite. More information about Gentleman Jack’s “One Spirit” program for Women’s History Month can be found at GJOneSpirit.com
At this exclusive virtual event on March 24, 2021, 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.
Remi Cackel, Chief Data Officer, Teads tells Portada that Teads has built deep capabilities to understand how people consume and engage with premium editorial content. “We have taken a privacy-first approach in using this unique knowledge to deliver non-intrusive personalization capabilities to our clients. This is why we believe that most of the targeting needs can still be effectively covered today without cookies and have developed cookieless solutions with proven effectiveness.” Below is an article by Cackel on Google’s recent announcement on ad-targeting on the open web.
This announcement from Google is not a surprise as it comes a few weeks before the release of the Chrome v89 containing their initial proposed alternative part of the Privacy Sandbox and called the FLoCs.
To be successful in this new era we will continue following the same strategy of smartly combining the most relevant cookieless initiatives. Among others, we keep on supporting the adoption of unique IDs by publishers and are participating in these initial tests of the Privacy Sandbox.
Understanding what Google Just Announced
What Did Google Just Announce?
That their buying platforms (DV360, Ad Manager) will not be leveraging cookie alternatives, other than their own, for targeting on the open web.
Why are so many people talking about this?
Some corners of the industry had speculated that the Google tech stack might support Email/Login based initiatives on the open web for personalized 1-1 targeting. They have just confirmed that they will not.
Is this new news?
Not really. They have been emphasizing their Privacy Sandbox which would not allow individual-level targeting but rather cohorts of at least 1000 people as the preferred alternative they will be focusing on for targeting in the open web. These cohorts (so-called FLoC) will be rolled out over the next few weeks as part of the new Google Chrome 89 version.
Are unified IDs the solution for open web targeting?
Unified IDs are a part of the solution but will not be compatible with the Google buy-side stack and will have a limited scale.
What are the solutions then for open web targeting?
To target effectively, advertisers will use a combination of contextual, predictive audiences, browser APIs (including the Chrome Privacy Sandbox), unified IDs, publisher 1st party data. Over-reliance on one approach is not healthy.
How does this impact publishers?
Google accounts for an important share of publishers’ ad revenue. Google’s willingness to monetize open web publisher revenue will likely be negatively affected in favor of Google’s own properties. This is not a new trend but accelerating in light of their recent announcement.
What does this mean for programmatic buying?
Heavy OX-based strategies will be severely challenged for both buyers and sellers. By limiting 1-1 precision marketing capabilities within Chrome, the value of long-tail publishers will be reduced. Quality contexts and content should see higher demand.
How does this impact advertiser 1st party data?
Advertisers will need intelligent solutions to action their 1st party data outside of the walled gardens.
Is Google Really looking out for user privacy or their business interests?
What are Teads unique assets in this context?
Our direct technical integration with premium editorial publishers gives us an edge compared to buy-side platforms both for technical access to browser-APIs and deep experience around content consumption.
The historical data analysis and predictive models around content consumption allowing precise audience profiling without cookies.
Multiple years of building, measuring and optimizing various targeting cookieless approaches.
How do we solve for cookieless audience targeting today?
As a result of these unique assets, we can already combine several cookieless strategies and make it actionable at scale for clients:
Predictive audiences. For several years we have been activating cookieless audience targeting leveraging our knowledge of premium editorial content consumption.
FLoC and others new Browsers’ API such as the Privacy Sandbox.
Publishers’ 1st party data.
What role does contextual targeting play for Teads?
Contextual targeting delivers outstanding media effectiveness. It should be tested and adopted alongside cookieless audience targeting strategies. Our unique catalogue of 500+ segments can be used to truly amplify the marketing message of brands by finding the highest moments of receptivity, right in the core of the articles.
How do cookieless solutions perform?
20% of our current audience targeting is already delivered without using any cookies. Using our cookieless solutions to activate demographic targeting, we have delivered an accuracy of at least 30% above cookie-based industry benchmarks.
When will these cookieless solutions be available?
The audience and contextual targeting solutions we described are already available now. It can be used across all buying channels (MS, PRG DID and directly in our self-serve interface TAM), as well as TFP Suite for publisher direct sales.
What about precision marketing needs?
Precision marketing often goes with the 1o1 targeting of individuals which contributed to the diminution of trust from the end-user. Approaching precision marketing in a responsible way is possible using our proprietary tool called ‘Teads cookieless translator’ which turns any custom audiences into the most relevant cookieless activation strategy.
Among others, we expect the Google Turtledove/Fledge proposal to be rolled-out this year and extend the ability to cover 1o1 targeting needs in a privacy-compliant way.
Any other points to consider beyond targeting?
Campaign planning, frequency capping or measurement have been relying on cookies for the past decades. Browser APIs, identified traffic or probabilistic methods can already cover the related needs and functionalities.
How can I accelerate my cookieless transformation?
Get in touch to participate in:
Teads cookieless bootcamp (education)
Teads cookieless readiness program (test & learn activation program)
Self-serve cookieless media buying using Teads Ad Manager
How Teads supports publishers in their cookieless transformation
We help publishers seamlessly monetize their cookieless inventory with our Teads demand. We provide them access to our latest cookieless functionalities (including enablement of first-party data and support for unified IDs) for their direct-sold campaigns within our Teads For Publishers suite.
Univision buys VIX; What you need to know… Leadspace, The Brandon Agency….Companies get bought and sold, people change positions, get promoted or move to other companies. Portada is here to tell you about it
Univision Buys VIX: What You Need to Know…
Univision is acquiring VIX. The transaction marks the end of VIX, until 2017 called Batanga Media, as an independent firm since it was founded in 1999 by Troy McConnell, Luis Brandwayn and Jochen Fischer in North Carolina. Throughout its more than 20 years of existence VIX has been headquartered in Miami, Florida, with operations in 14 countries including Brazil, Chile, Uruguay, Colombia, Mexico, Peru, and Venezuela.
Also interesting is that Discovery is letting go of its stake in VIX, probably because it is betting on its own recent launch of Discovery+ through which it enters the streaming market loaded with content from the company’s network lineup, including HGTV, Food Network, TLC, Travel Channel, Discovery Channel, and Animal Planet, among others.
Univision’s Acquisition of VIX: Pivot to Video
As video streaming and CTV advertising belong to the highest growth areas of the ad supported media ecosystem, media companies are heavily investing in their streaming services. This is the main rationale for the Univision VIX acquisition. Univision recently announced the launch of PrendeTV, featuring free, premium, 100% Spanish-language ad-supported programming. VIX operates a Spanish-language streaming platform serving Latin American and U.S. Hispanic audiences and includes a content library of 20,000 hours of film and TV programming. On a combined basis, PrendeTV and VIX will have more 30,000 hours of content. The service will be integrated into PrendeTV in the U.S., which, according to Univision, will bring immediate scale through distribution on mobile and connected TV platforms including Roku, Apple TV, Amazon Fire TV and Android TV.
“VIX is the next key step towards Univision’s goal of building the most comprehensive ad-supported streaming offering ever amassed for Latino audiences,” said Pierluigi Gazzolo, President of Univision and Chief Transformation Officer. In addition to content and distribution, VIX also brings to Univision a seasoned executive team. After Univision’s VIX acquisition, VIX CEO Rafael Urbina will serve as Univision General Manager/Executive Vice President of AVOD Streaming and report to Sameer Deen, Univision’s Chief Digital Officer.
LeadSpace Lands Funding and a New CEO
Leadspace announced it has raised $46 million in growth funding led by JVP. The funding validates Leadspace as a front runner in a burgeoning Customer Data Platform (CDP) market that is estimated to generate $2.4 billion in 2020, and expand to $10.3 billion by 2025. Leadspace plans to use the funding to grow the team in both Israel and the U.S. and keep up with the increasing demand they’ve seen in the last year. Funding and fresh leadership will enable Leadspace to accelerate growth, product development and customer adoption of its leading AI-driven B2B Customer Data Platform (CDP). Current clients include Salesforce, American Express, Zoom, Microsoft, Verizon, Intel, Autodesk and many more.
The company is also appointing Alex Yoder as its new chief executive officer, whose extensive experience leading transformative growth within the companies he’s led will now help Leadspace redefine the emergent B2B CDP category. Yoder joins Leadspace after successfully building organizations as large as US $ $150 in annual revenue, spanning marketing tech, Ad-tech, SaaS and services. Leadspace has also announced that JVP Founder and Executive Chairman, Erel Margalit, will serve as Chairman of the Board for the company. Margalit has led investments in companies including CyberArk Software, QLIK Technologies and Cogent Communications and many others.
Stephen Childress at the Brandon Agency
The Brandon Agency, an integrated marketing agency in the Southeast, has hired Stephen Childress as Chief Creative Officer. The hire is a new leadership position for the agency, which provides full-service, data-driven marketing solutio
ns to established and emerging brands including Green Giant, Security Finance, ScanSource, Santee Cooper, AgriSupply, stayAPT Suites, WasteQuip, and Wilmington Health. Childress joins the agency following a background in creative leadership positions, most recently serving as Scoppechio’s Chief Creative Officer since 2017, and working at other agencies during his career like EP+Co and Grey. In his nearly four years with Scoppechio, Childress oversaw all digital, creative, social, content and production for the agency’s portfolio of clients including GE Appliances, Longhorn Steakhouse, Brown Forman and Fifth Third Bank. During his career, Stephen’s work has been recognized in the One Show, National ADDYs, Communication Arts, and more.
We spoke to Sebastian Yoffe, Managing Director, Latin America at Lotame on how his company’s data enrichment solutions can help brands and publishers deepen their connections to prospects, particularly in the current COVID-19 environment.
The new Background…and Why First Party Data is not Enough
According to Yoffe, “the world is changing and so are consumers. The last few months have accelerated the shift to digital as consumers rely more on delivery or contact-free pickup of goods and services. All of our habits and routines have changed as well. First-party data while valuable to understanding customers was never enough for marketers. That has been made even clearer now. It’s imperative that the industry embrace other forms of data to get to know customers and meet them where they are — in tone, message, and modality. That comes from truly understanding how they work their worlds and what’s important to them now versus a few months ago. In addition, we have always championed a connected ecosystem and only by bringing all industry players together will we grow and deliver meaningful experiences to customers. ”
Yoffe, photo left, who is at the helm of Lotame in Latin America, notes that it is important to understand that Google with its 78% Chrome market share globally has not turned third -party cookies off yet. “This is the world we live in today. Hundreds of millions of dollars are being transacted in an ecosystem where Chrome is the dominant player. If you’re not working within the current ecosystem’s parameters, how are you even advancing advertiser needs and interests on more than half of the Internet? Third-party cookies won’t be going away until 2022 so until that time, the company’s new suite of data enrichment solutions known as Lotame Panorama will use third-party cookies when they are available but they aren’t required. We’re also heavily involved in Google’s work to remove cookies but again, until then, we are fully functional in today’s environment.”
If you’re not working within the current ecosystem’s parameters, how are you even advancing advertiser needs and interests on more than three-quarters of the Internet?
Data Enrichment Solutions Company: Ready for a Future Without Third-Party Cookies
Consumers’ digital lives have only grown more complex. With billions of data points from diverse sources, brands and publishers need a long-term cure to intelligently find and connect these resources rather than a series of band-aids. Lotame‘s ID Graph technology known as Cartographer plays a crucial role in helping marketers and pu8blishers find and connect with their audiences in meaningful and respectful ways, with or without cookies.
Lotame Cartographer‘s graph technology connecting web IDs across first-party cookies and local storage. “We use local storage because Safari expires first-party cookies after a single day whereas local storage lasts for 7 days. In addition, our graph connects web IDs to mobile ad IDs and OTT IDs,” Yoffe asserts.
Cartographer connects web IDs, browsers and devices at the people-level, giving global brands and publishers access to every visitor to their site, regardless of browser, as well as through mobile app, TV and offline. It creates a master graph of graphs, mapping connections between, among and within people, the places they visit and their interests, with the thread of consumer consent. Cartographer plots, clusters and shares diverse data connections across 90+ platform partners to find more of a brand or publisher’s audience than anyone could find alone, creating increased or “true” scale. In doing so, the universe of people it can see and cluster reaches 1.4 billion unique consumers across 4 billion active IDs globally.
Yoffe explains that Lotame Cartographer makes secure and trusted connections at three key levels – ID, individual and household – using machine learning and deterministic and probabilistic techniques.
Yoffe shared that marketers do a tremendous amount of research and gathering of data across siloed resources in order to develop audience targets for granola bars, for example. They might want women between 18-25 who are interested in health and shop at these specific stores. They may even have multiple personas to sell that one candy bar. The challenge in digital advertising is finding that carefully crafted audience and engaging them with your marketing message. Yoffe notes that he “first helps marketers create these audiences by consolidating the world’s largest resource of high quality second- and third-party data. We make this data accessible via Lotame Panorama to marketers and agencies to look at overlaps and indices, to interpret the data, to understand more dimensions of a customer than ever before. Marketers and agencies then create audience segments from these assembled qualities, behaviors, and interests. And, because Lotame is powered by the Cartographer ID Graph, technology, marketers gain even more knowledge about relevant attributes and behaviours tied to the individual.
These segments can then be pushed via Lotame Panorama technology to a marketer’s DSP so that they can buy against that audience. We also enable publishers to create these rich audience segments that can be bought across their properties either via direct deals or programmatically. Lotame Panorama has ready-made pre-packaged addressable audiences that marketers can buy now from 50 DSPs. Or as we said, you can create your own.”
Beyond a DMP, A Data Enrichment Solutions Company
Historically, Lotame was known as a DMP. “We believe the landscape and Lotame have evolved beyond the definition of a DMP”, Yoffe notes. “Lotame positions itself as a data enrichment solutions company. These solutions help marketers, agencies and publishers in Latin America understand customers and create addressable audiences to engage consumers everywhere they are. Unlike a traditional tech stack, Lotame’s solutions are flexible, scalable and cost-effective alternative to the walled-off options. We empower marketers and agencies to buy the solutions they need, and only those that they need as opposed to the weighty and bloated martech stacks. We see marketers eager to tap deeper into their data strategies in the region, and include within their core business strategy data.”
We empower marketers and agencies to buy the solutions they need, and only those that they need as opposed to the weighty and bloated martech stacks.
“It’s worth noting that the need for data enrichment is more critical than ever. Due to the global pandemic, the world has changed — and consumer passions, interests and habits have changed as well. Relying on first-party data alone, marketers are missing out on those important changes in their customers’ lives and the understanding that comes with it to impact messaging, product development and more,” Yoffe asserts.
More about Lotame
Lotame is the leading provider of data enrichment solutions for global enterprises. Our connected and patented data technologies, curated second- and third-party data exchanges, and high-touch customer service makes Lotame a trusted choice for marketers, agencies and media companies that want to build a panoramic view of their customers and activate across the cookieless web, mobile app and OTT environments. Lotame serves its global clients with offices in New York City, Columbia MD, Argentina, London, Mumbai, Singapore and Sydney. Learn more at www.lotame.com
Despite rumors to the contrary, marketers, and agencies want and need a connected digital advertising ecosystem. To get there, savvy, growth-oriented publishers and media companies would be wise to embrace first, second, and third-party data.
First-Party Data Is Superman But Even Superman Needs Help Once in a While
No one denies the power of first-party data. It has incredible value to publishers and marketers, and for good reason. First-party data was freely given by consumers to the sites and apps they love. I read a regional newspaper regularly and I happily log into my subscription every day. I want them to know who I am and serve me more of the content I’m interested in. First-party data is fantastic.
Like Superman, first-party data has its kryptonite and its scale. Marketers need scale to optimize their ad spend — and their media team’s resources in buying high-quality inventory. In a connected ecosystem, what provides scale for marketers is the ability to add third-party audiences.
You’ve seen the click-bait headlines that “Third-Party Data Is Dead.” It couldn’t be further from the truth for marketers and agencies who rely on these quality data sources to reach more relevant audiences everywhere they are. eMarketer projects digital ad spending in LATAM to continue its growth in 2020, as more consumers turn to digital due to the pandemic. As digital becomes the “channel of choice” for advertisers, they will need more signals, connections, and data points to understand the changing customer’s habits, interests, and behaviors. They’ll need third-party data to fill in those gaps.
Third-party data is the connective tissue everyone needs
Third-party data is the connective tissue everyone needs. If my newspaper wants to enrich its valuable first-party data, it can with third-party attributes and behaviors. Not only would that property learn more about its customers but with the right tools, they’d be able to package and pass those attributes and behaviors to the marketers that want to buy them. Go ahead and land that CPG or Auto brand with your data-driven audiences. Publisher grows revenue by maximizing inventory. The marketer connects with new audiences. Consumers discover products or services they didn’t know they needed.
Not all third-party data is sourced or aggregated equally, however. What I’ve described above is an ideal scenario in which the quality of the data provider has been vetted and verified. It’s not fantasy though. These data enrichment use cases are happening right now, around the world. Reputable third-party data providers like Experian and MasterCard, for example, are transparent about provenance, collection, accuracy, and usage. Which is why marketers and agencies can’t get enough of third-party data to learn more about their customers and create addressable audiences that actually work.
There will always be bad actors, and third-party data is not exempt. But to dismiss the power of third-party data as a whole to marketers and publishers is not only nearsighted, it’s downright blind. And now more than ever, it’s painfully obvious that relying on first-party data alone is not enough for marketers — by the way, it never was enough.
Browsers Are Crashing the Party
Browsers have overstepped and broken customer relationships with cookie blocking. They are effectively crashing a party they weren’t invited to and trying to take over the music and block the door.
Consider that worldwide, Safari and Firefox account for approximately 22% of the market share. Thanks to cookie blocking, marketers cannot reach those customers and prospects. Those touchpoints are gone. Further, publishers are losing out on monetization opportunities. Does that seem fair? Marketers and publishers were not part of the conversation about their ecosystem, about their economy, about the free Internet that they support. Safari and Firefox made these decisions to serve their own needs and to disconnect marketers from consumers, although I’m sure they’d be loathe to admit it. At least Google puts on a public face that the industry will be part of a solution, although the jury is out on how much weight or voice they’ll have.
Is it the responsibility of Safari, Firefox, and Chrome to persist in consumer privacy choices? Or rather, is it the right thing for publishers and media companies to protect their users and honor their choices? I suppose you could argue both sides sufficiently, but I believe doing the right thing by consumers is giving them the choice and tools to interact with trusted brands on their own terms.
Consumers win on privacy, right? Remember who pays for the vast majority of free content online. Marketers. If publishers can’t monetize their content and marketers can’t reach their customers, you can expect some of your favorite niche sites and apps to close up shop. You can also look forward to more irrelevant ads as marketers try their best to reach the right audiences but hit and miss more often.
Growing your business and helping your marketing partners succeed requires finding your consumers across many platforms and channels, understanding more about them, and engaging them in smart, respectful dialogue.
Don’t forget, third-party cookies and third-party data are not the same. What cookie blocking accomplishes is making it more challenging for marketers and publishers to connect data in web environments. Isolating your first-party data and refusing to collaborate is a dangerous way forward. As I’ve said previously, “Growing your business and helping your marketing partners succeed requires finding your consumers across many platforms and channels, understanding more about them, and engaging them in smart, respectful dialogue.” In other words, what will lift all boats is a connected ecosystem in which everyone can operate under the same guidelines and rules and identify consumers with translatable IDs while persisting privacy preferences.
Connectedness Is Human Nature
Connections couldn’t be more important at this point in history. We’re all experiencing a world in which our connections, near and far, are keeping us healthy, sane, and fulfilled as best as possible during the pandemic.
I see the light and it’s not at the end of the tunnel. I see a very near future where marketers, agencies, publishers, and media companies will find new ways to connect with each other, see more about their customers, and have the tools to strengthen those relationships and grow their businesses.
Find new customers, increase customer engagement, and grow revenue with first-, second-, and third-party data.
“Disconnect” as an operating system is canceled. Let’s embrace the joy of connecting in meaningful and relevant ways. Call me optimistic but there’s so much that both sides of the table are missing right now, and Lotame is just the innovator to solve it.
Find new customers, increase customer engagement, and grow revenue with first-, second-, and third-party data. Learn how Lotame Panorama can help you in today’s cookie-challenged web.
A new project to encourage Republicans to support former Vice President Joe Biden over President Donald Trump has launched a $10 million ad campaign targeting GOP-leaning voters in top swing states. The initiative, called Republican Voters Against Trump, has produced multiple ads featuring disaffected GOP voters who say they are not voting for Trump. Many of these testimonials are recorded on smartphones and include voters who have voted for Republican candidates, some of whom voted for Trump in 2016. “I voted for Donald Trump in 2016, but I won’t vote for him again,” says Jay, a Pennsylvania voter who recorded one of nearly 100 videos featured on the project’s website. Some of the testimonials will be featured in the ads. The ads will initially target specific voters in the swing states of Michigan, Pennsylvania, Florida, Wisconsin, North Carolina, and Arizona, primarily through digital ads. Some television ads have also been produced and will air in those states. Others involved in the project are Bill Kristol, the former Weekly Standard editor and a prominent Never Trump commentator; and Tim Miller, a one-time adviser to former Florida Gov. Jeb Bush’s 2016 presidential campaign. Their group, Defending Democracy Together, has also backed an initiative called Republicans for the Rule of Law, which has purchased TV and digital ads to push congressional Republicans to seek more information on the Ukraine investigation that led to Trump’s impeachment last year.
Discount Retailers: Dollar General, Five Below, Dollar Tree, Family Dollar
At least a dozen major brands have plans to grow their footprints — some by hundreds of stores — this year and into the decade to come. Bisnow/Dees Stribling Stan Johnson Co.’s National Tenant Expansion trend report released last week shows some major brands with ongoing growth strategies over the next one to 10 years are those that fall in staple categories like discount retail, convenience, and arts and crafts. Dollar The discount retail segment is showing signs of confidence even during recession fears. In just the first quarter, Dollar General opened 250 stores, remodeled 481 locations and relocated 17 units, according to recent company earnings. The retailer plans to open a total of 1,000 stores this year. Dollar General has been lauded for its solid sales and for having a platform poised for growth even after the pandemic ends. Discount retailer Five Below operates 900 stores and plans to eventually reach 2,000 stores .Of those, 150 are expected to open in 2020. Dollar Tree and Family Dollar reportedly each have plans for 300 new stores in the future, while Burlington is expected to grow its footprint by 1,000 locations, with 51 to 54 slated for opening this year.
CPG: Maverick Snacks, HighKey, Goodfish
If you’re going to launch new CPG products while people are hunkered down at home, cereals and snacks would be at the top of the list—given the shift in breakfast routines and the desire for comfort foods. So it was for Mavericks Snacks cookies and crackers, HighKey protein cereals, and Goodfish salmon skins. All three debuted in March and April, when most established CPG brands were preoccupied with keeping retailers’ shelves stocked and were less focused on rolling out product innovations. In April, Mavericks Snacks—aimed at “natural born snackers” ages four to 11—made its debut at Whole Foods nationwide. The brand’s attributes include peanut-free, non-GMO ingredients, low sugar and whole grain.
E. & J. Gallo Winery
UM, the marketing and media agency network of IPG Mediabrands, announced it has been named media Agency of Record for E. & J. Gallo Winery (Gallo), the world’s largest family-owned winery. UM will take on strategy, planning, buying, research, and data and analyticsmedia duties across the U.S. for Gallo’s wine and spirits portfolio, including the #1 selling wine brand, Barefoot Cellars, as well as key brands including Apothic, Dark Horse, La Marca and New Amsterdam Vodka and Gin. “Critical drivers in winning our business were UM’s investments in technology and data,” said Stephanie Gallo, Chief Marketing Officer, Gallo. “We looked for a partner who shares our ambition to accelerate data-driven plans, that will allow our brands to connect with consumers and prospects across all consumer journeys.” Gallo joins several brands that have recently appointed UM media Agency of Record in North America including Shinola®, CVS Health-Aetna, Levi Strauss & Co. and Energizer brands, Armor All® and Rayovac®.
UM also announced it has been named global media Agency of Record for Energizer Holdings, Inc., the world’s leading manufacturer of batteries, portable lighting and automotive care products. UM was first awarded Energizer’s North America media planning and buying duties in February 2019. In late 2019, Energizer appointed UM U.S. media duties for its growing portfolio of brands, including Armor All, the nation’s #1 brand for automotive appearance products, and battery and lights brand, Rayovac. Under its expanded global scope, UM will take on all strategy, planning, buying, research, and data and analytics media duties for Energizer’s entire global portfolio of Batteries, Lights and Auto Care brands.
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Delta Faucet, a company that delivers stylish faucets, shower heads and other kitchen and bathroom accessories, has selected Kansas City-based Barkley as Delta brand’s lead agency after a competitive review. Barkley’s duties includes media planning and buying, production, public relations, and social content strategy and creation. “Choosing Barkley was a unanimous decision. There were many factors, but the biggest criteria was the chemistry of the team and how each person at Barkley took a strategic view of the big picture and worked together,” stated Susan Fisher, Vice President of Brand Innovation & Growth at Delta Faucet Company.
Sony-Universal Postpone Movie Releases to 2021
With no theaters open due to COVID-19, studios have been postponing the debuts of their latest movies. For example, Sony just moved the remaining slate of 2020 movie releases to 2021, and Universal also pushed back the release of Fast & the Furious 9.
Costa Cruises is launching its new advertising campaign “The Holiday We Miss” online in its six main European markets: Italy, France, Spain, Germany, Austria and Switzerland. The campaign will be a trip down memory lane not only for cruisers, the company said. For the general public, it ties in with Costa’s former “The Holiday You’re Missing” campaign. “Those commercials wittily portrayed the difficulty of readjusting to the daily grind after a vacation on a Costa ship,” Costa said, in a statement. “The new campaign again hinges on the concept of “missing” a holiday, this being more topical than ever at the moment, but develops and adapts the idea, turning it into a message of recovery and optimism for cruising and tourism as a whole, which came to a standstill in March.” “As a major brand in tourism we decided that our new campaign, which is also a communication platform, should be an upbeat message about revival of the industry and that it should be conveyed very positively with the involvement of the Company’s key stakeholders: our guests. It’s a way of sharing those special feelings that they have experienced together with us and that we’re all looking forward to enjoying again,” said Francesco Muglia, vice president of global marketing.
Out-of-home advertising continues to grow hand-in-hand with technologies that provide the consumer with an interactive experience. OOH is expected to grow at a booming rate in the next years, with the global share of ad expenditures reaching 24% by 2021. We talked about OOH to experts Jill Brooks (Business Development Director, U.S. at Latcom), Vanessa Hartley (Associate Media Director, Outdoor Media Alliance, Hearts & Science), Michael Lieberman (Co-Ceo, Kinetic, North America) and Leonor Palao (Creative Brand & Advertising Leader).
Out of home advertising is one of those things that we can’t imagine ever not being in the world. Billboards and street furniture have accompanied consumers on the go for at least a couple of centuries. Today, street furniture (like bus shelters and telephone boxes), transit advertising (placed on buses and taxis, or anything that addresses travelers and commuters, and other media comprise 34% of total outdoor revenue in the U.S.Marketing “on the go” has grown more than anyone could have expected thanks to new technology and integrations with online marketing. In 2017, out-of-home advertising attracted 6% of global ad spending, and predictions indicate it will grow a yearly 4% to reach US $33 billion by 2021.
The King of Traditional Media
Moreover, digital billboards and furniture, as well as other alternative formats, have accounted for the explosion of OOH while other traditional media have continued to fall. According to Magna, DOOH already accounts for 22% of revenue in some markets like the UK and the global share is predicted to grow to 24% by 2021. Therefore, it makes sense to say that OOH is “booming”, and advertisers should seriously explore the opportunities it offers and include it in their multi-channel strategy, particularly now that emerging technologies allow consumers to interact with outside advertisements in ways that we haven’t seen before.
According to the OAAA, consumers spend 70% of their time out of home. Thus, outdoor advertising is a most convenient format, as it reaches consumers wherever they are at any moment of the day. We spoke about this to Leonor Palao, a former marketer at OppenheimerFunds. She says that the reason why OOH is growing so much is perhaps that people pay attention to well-crafted messages they see outside, as opposed to the ads they see online. “Brands are overwhelming their audience with online ads,” noted Palao. “People are becoming blind to ads on their phones and on the web. There is a lot of news about cookies and privacy, and as marketers, we have to think of smarter ways to deliver our messages so they make a greater impact.”
How Has Out of Home Advertising Evolved in the Latest Years?
Technology has allowed outdoor marketing to become digital. Digital out of home advertising, or DOOH, maximizes creativity and location possibilities. It’s not limited to roadside ads or furniture; it can be on a screen in a gym, elevator, airport, taxi, you name it. In addition, the power of online data allows marketers to tailor DOOH campaigns according to consumers’ location, time of day, weather, or other factors.
Brands are overwhelming their audience with online ads, […] as marketers, we have to think of smarter ways to deliver our messages.
“Certainly, over the last 10 years, the proliferation of OOH formats and the overall volume and capability set of digital screens has evolved,” shared Michael Lieberman, Co-CEO, Kinetic, North America. “I am most excited about how we have evolved our understanding of OOH’s value in the media mix. Namely, our ability to measure and derive the true impact of OOH on business objectives and ROI is what will set OOH on its next phase of growth.”
In short, OOH isn’t static anymore. As Jill Brooks explained, “today OOH advertising has evolved with new dynamic digital assets. Thus, messages are more interactive and engaging for their target audience. Additionally, today’s OOH also offers new ways to measure the ROI of each campaign.” Consequently, technology is allowing brands to create more effective efforts overall. “Technology gives us better abilities to serve up unique creative based on what we know about the people who are exposed to OOH,” pointed out Leonor Palao.
How Does OOH Connect to Online Marketing?
Marketers have started to realize the possibilities of integrating digital marketing with out of home advertising. More specifically, synergies with mobile marketing favor greater engagement with brands. “Studies have shown that when someone sees a billboard they are more likely to recognize the brand and click on a mobile ad,” said Jill Brooks. “We let the target get familiar with the brand. We awaken their curiosity so that when they see it on their phone or smart device, they will want to know more.”
As brands leave other more traditional advertising media and shift their investments to an unavoidable and measurable vehicle, OOH will inevitably play a more important role.
OOH and Mobile Working as One
“Social media and OOH also have a symbiotic relationship,” added Vanessa Hartley. “When social components are integrated with OOH campaigns, reach is amplified. Congruently, OOH is the most socially shared media format.” To that effect, Michael Lieberman pointed out that incorporating OOH into a campaign boosts pretty much any other channel. “Incorporating OOH into a campaign boosts the ROI of other channels,” he declared. “With mobile already established as the first screen for most consumer behaviors (and 5G on the way), OOH will continue to prove its value in driving mobile-based business outcomes such as downloads and m-commerce, while boosting results for related mobile activities such as search, social engagement and display/video CTR.”
When discussing her example of the ads in elevator screens, Leonor Palao also mentioned the opportunity to make synergy with the building’s wifi. “We could retarget wifi users who’d seen the ad by their IP address,” she explained. “Once familiar with their location, we hit them with a higher frequency. We hoped that the consumer would get familiar with the brand and recognize the message.”
Is OOH for Everybody? Which Categories Can Benefit the Most?
When we asked our experts about this, we received opposed opinions. Jill Brooks believes that OOH is a good idea for all categories. “As brands leave other traditional media and shift their investments to an unavoidable and measurable vehicle, OOH will inevitably play a more important role,” she told Portada.
Michael Lieberman, on the other hand, thinks that there’s one category that gets the value out of out of home advertising more than the rest. “Through OOH, entertainment really instigates behavior change,” he said. “Entertainment brands use OOH as a way to generate engagement on social media by implementing influencer strategies. Stars post photos of their OOH campaigns on their own social channels. Thus they are amplifying the reach and effectiveness of the OOH campaign.”
Finally, Leonor Palao considers that it’s not about categories, but rather about the message you are trying to deliver. “OOH exposure is a very quick lead. It needs to be a simple message,” she commented. “OOH is an excellent channel for brands that are investing in a brand campaign. Or for brands that have a continuous message that they’re trying to build among a specific audience. Depending on the message that you want to deliver, OOH should be part of your media mix but at a high level.”
What’s in Store for Out of Home Advertising?
According to the OAAA, Q4 2018 was the strongest quarter in 10 years for OOH. Strongest Quarter in 10 Years for OOH. Digitization is leading the growth for total OOH, and digital OOH represented 29% of the total in 2018. Of the top 100 OOH advertisers in 2018, one-quarter were from the technology sector. Apple assumed the top position for the first time.
As the OAAA explains, the success of OOH is largely due to innovation in technology and tools (digital units, audience measurement), plus more efficient sales and marketing efforts. OOH has also been largely immune from the decline in reach and/or consumption that affects television, print, radio and even digital display media to various degrees, especially among younger audiences. Magna forecasts steady growth through 2023.
Sales Leads LatAm is a summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Latin American consumers right now.
IHG will debut both the InterContinental Hotels & Resorts and Hotel Indigo brands in Peru, with two new properties now under construction in the capital city of Lima.The Hotel Indigo Lima Miraflores will also be the brand’s first property in South America. Both hotels are expected to open in early 2022 and will be owned by Inmobiliaria Vistamar and managed by IHG.The InterContinental Lima Miraflores and Hotel Indigo Lima Miraflores will be located next to each other in the epicenter of Miraflores, steps away from Larcomar, the city’s commercial center.
Kimberly-Clark Corp. has launched a creative review for its global baby care business. Incumbent WPP, including longtime Huggies agency Ogilvy, is defending.K-C’s baby-care business is led by Huggies and also includes Pull-Ups and Goodnites, which collectively got US$90 million in U.S. measured media support last year, according to Kantar. Llast year, FCB was awarded a new global family-care strategic and creative assignment spanning brands that include Kleenex, Cottonelle, Scott, Andrex and Viva.
Hampton by Hilton
Hilton announced plans to introduceHampton by Hilton to Quito, the capital and largest city in Ecuador, as part of a franchise agreement signed with Hotel Colón Internacional C.A. With construction planned to begin this year and opening scheduled for 2021, Hampton by Hilton Carolina Park Quito represents the brand’s first property in Ecuador. The hotel also reinforces the global hospitality company’s expansion in the Caribbean and Latin America as it joins a portfolio of more than 150 hotels and resorts with more than 28,500 rooms in 23 countries across the region. Hilton currently has a portfolio of approximately 150 hotels and resorts open to welcome travelers in the Caribbean and Latin America. In its 100th year, the company continues to pursue additional growth opportunities and currently has a robust pipeline of more than 90 hotels throughout the region. In the last five years, Hilton has more than doubled its portfolio in the Caribbean and Latin America, and this year plans to celebrate more than 20 new hotel openings across the region, representing nearly 2,900 rooms across 11 countries and 10 brands, including Hampton by Hilton.
Flight Global reported that American Airlines and LATAM have removed Chile from their list of South American destinations to be served under a new joint venture. North and South America’s largest respective airlines have been working on legal approvals throughout South America since the joint venture was first announced back in January 2016. After receiving approval from Chile’s antitrust tribunal, as well as legislators in Brazil, Colombia and Uruguay, the joint venture plans were complicated by the Chilean Supreme Court. The court ruled in May that the partnership between the two airlines would be anti-competitive, making them “difficult to challenge”.As a result of the Chilean Supreme Court’s decision, the LATAM-American Airlines joint venture will no longer be able to operate in Chile. This includes important connecting flights out of Santiago de Chile. Consequently, flights will have to be moved to LATAM’s other regional hubs.As the largest airline in South America by quite some distance, LATAM is a powerful strategic partner for airlines looking to get a foothold on the continent. American Airlines isn’t the only carrier which has been looking to secure a joint venture with LATAM.
Craft Brew Alliance
After Anheuser-Busch InBev opted not to make a qualifying offer to buy it, Craft Brew Alliance seems to prefer going it alone and accelerating top-line growth by expanding internationally. It already has more than a nascent presence in certain markets, primarily Brazil, and the international business is fast approaching the threshold of 10% of its revenue. The international distribution agreement it has with Anheuser-Busch will remain active for a number of years despite the decision not to buy the company. By growing the Kona brand in Brazil, it should be able to greatly expand its opportunity. The change to a local brewery also means Kona’s volumes may dip, but it will save money, and in the long run it will be better for the brand by being closer to the consumer.Craft Brew has also plans to market Mexican beer La Rubia to Caribbean Hispanics as a stand-alone brand; by the fall, it will be available in the key Caribbean Hispanic markets in the U.S. on the east coast. It had a strong launch in Puerto Rico in the second quarter, with volumes up 48%, but that was just the first leg of what will be a much broader international expansion.
Sales Leads LatAm is a summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Latin American consumers right now.
What: For audience data analysis, CNN blends and analyzes multiple data streams that reveal its audience’s preferences. Thus, the world-renowned news organization produces content that keeps viewers coming back. Why it matters: CNN’s VP of digital research and analytics Seth Holladay outlines the challenge of finding the right data and analytical tools to ensure that content engages loyal viewers and attracts new ones.
Audience data analysis tools
Cookies are not enough when it comes to a complete understanding of your audience, according to CNN’s VP of digital research and analytics Seth Holladay. In other words, the bits of data stored on users’ web browsers provide only a partial picture of CNN fans’ interests and viewing habits.
To really know its audience, CNN turns to multiple data streams gathered from its own online properties and third-party data sources. For example, this includes Google and Alexa voice-activated speakers. Moreover, it analyzes users’ behavior on CNN’s websites, Holladay told Portada during a sit-down interview at Portada Miami.
CNN uses multiple sources of data and data analysis tools to inform its editorial, advertising, and content strategies. “We watch how people are interacting with our content,” Holladay said.
For instance, one tool CNN uses for audience data analysis is Adobe Analytics, to track users’ interaction with CNN’s websites. But cookies aren’t enough. Thus, CNN also uses third-party data sources, like Comscore, to better understand its audience demographics.
Third-party data and other data sources
“Across the CNN portfolio, we cover a lot of topics. Comscore for the U.S. market allows us to understand the demographics of our viewers,” Holladay told Portada. “We take a lot of our really granular Adobe-level data, users’ actions on our website, and within that we are blending in different types of data using a lot of third-party sources to enrich that data.”
Audience information drawn from third parties includes data from Alexa and Google Home smart speakers that, while not directly connected to CNN, still provides valuable insights, Holladay said.
We have increasing interest from Hispanic audiences across the world in what is happening in the U.S.
Connecting the dots with mobile
To further close gaps in audience data analysis, CNN looks at data drawn from consumers’ mobile advertising IDs. “There is an ability to connect the dots with mobile advertising IDs, what people are doing and the online behavior data from Adobe, and then match those with the advertising side to create a richer picture of the audience,” Holladay explained.
CNN has a “number of initiatives underway” to deploy AI and machine learning to analyze the data it collects. But human decision making is still a key component of how CNN uses data to guide its content decisions.
“From a business perspective, at our core we are a news service. We have a lot of editorial oversight so that will remain the main driver in our decision making.”
CNN en español allows CNN to isolate the Hispanic audience in a unique and discreet way, Holladay noted.
And the current political climate in the U.S. has turned into a plus for driving new Hispanic viewers to CNN’s properties.
We are blending lots of different data.
“What we have now is a platform for people that want to consume news in both languages. We have an increasing interest from Hispanic audiences across the world in what is happening in the US,” Holladay told Portada.
Moreover, CNN en español also allows the news network to draw a deep understanding of content preferences in the different countries in Latin America where it is available. This is also very useful for audience data analysis.
“One of the most basic things we collect is the geography of the user,” Holladay said.
Informing editorial decisions
First, CNN collects and analyzes “tons of signals” to understand its visitors. The company examines what digital properties they’re clicking on, what causes them to leave a site, and their digital touchpoints.
Then, it deploys a real-time dashboard to give its editorial professionals a true picture of the impact of content. In this way, they see “what types of topics and subjects resonate with different types of audiences,” Holladay said.
What: Carnival Cruise Line’s Christine Esteve, OMD Multicultural’s Ana Crandell, and CNN’s Seth Holladay kicked off the twelfth edition of Portada Miami with a panel entitled How Data and Content Continue to Fuel the Evolving World of Advertising. Why it matters: Data continues to drive marketers’ efforts to gain the best and most granular understanding of markets and consumers, but Portada’s panelists offered some surprising back-to-basic advice as they enlightened the audience about the rapidly changing data and advertising landscape.
“You have to understand what you are trying to achieve. Then you have to find the data to support that,” panelist Andrew W. Russo, VP of Data Science at Starmark, advised the audience.
“It’s still about who, when, where, how, and what. I always ask: what is your objective when you start a project?”
Carnival Cruise Line’s VP of Ecommerce Cristine Esteve offered similar back-to-basics advice, noting that marketers sometimes make the mistake of using data that is drawn from samples that are not truly representative of the target audience they are trying to reach.
“It is imperative to know the sample from which the data is being sourced to be sure it is representative of the full breadth of the U.S. Make sure that the sample accurately represents against the segment you are planning,” she advised.
Esteve also emphasized the importance of having clear goals and objectives before wading into the complexity of using data to drive content.
You have to understand what you are trying to achieve. Then you have to find the data to support that.
OMD Multicultural’s Group Account Director Ana Crandell advised not to let the science obscure the importance of creativity in content creation. “The infusion of data has placed most of the focus on the science, but we as an industry need to swing the pendulum back to the artistic part as well.”
A/B Testing Alive and Well
A/B testing of content is alive and well at Carnival Cruise Lines, which uses it hundreds of times every day, according to Esteve, as it guides the use of headlines, product positioning, and how to build content that has a broad reach.
“Because of the complexity of all the data, and the fact that we can personalize content, we do a lot of A/B testing so that we are specifically talking to the different personal segments.”
It is imperative to know the sample from which the data is being sourced.
A/B testing comes before machine learning, said CNN’s Seth Holladay, VP of Digital Research & Analytics for CNN. “Before you run a marathon, you have to be able to run a 5K.”
Insight: How CNN Mixes Data and Content
Panel moderator Guillermo Arduino, CNN Anchor and Correspondent for Encuentro CNN en Español drilled down with questions aimed at understanding how CNN uses data to inform its content, audience understanding, and editorial strategy.
CNN collects data to both inform its editorial decisions and to give advertisers the most granular view of CNN’s wide and widely varied audience of viewers.
“We need to figure out what data to collect so that we can handle those dueling objectives,” Seth Holladay said.
CNN collects “tons of data” based on its audience’s viewing choices. “They are giving us tons of signals coming in the forms of what people are clicking on, where they are not clicking, what is causing them to leave the site, so we’re looking across the consumer touch points that we have. Then we connect this with our editors to inform their decisions on what they program, what content we program, where we put our resources,” Holladay said.
How Data Drives Content
Segmentation and statistical models are required to take data gathered from cookies and create a richer, more accurate knowledge of the target audience, according to Starmark’s Andrew Russo.
“We look for those statistical nuances to build content. I do a lot of work with digital marketing so I am looking at cookie data but it doesn’t tell me everything. We need to understand more about who we are targeting,” Russo said.
OMD Multicultural uses data to “inform content and develop the most important pieces of creative that then represent a perfect match to influence the consumer,” said Ana Crandell.
OMD also uses data on the “back end” to then validate that its creative strategies are working.
But creative still requires an artistic component, she emphasized. “Remember that the practice of media planning is both an art and a science.”
What: NYCFC strengthened its ties to its important Latino fan base with Hispanic Heritage Night and a renewed partnership commitment from Goya. Why it matters: As the largest Hispanic-owned food company in the U.S., Goya’s support leads MLS team efforts to connect with the community.
Players like recent signee Colombian-born Daniel Bedoya, Argentina’s Valentin Castellanos and Maximilano Moralez, Yangel Herrera of Venezuela, Ronald Matarrita (@MATARRITARONALD) of Costa Rica, Alexander Callens of Peru, Jesus Medina of Paraguay and Spanish star David Villa (@GUAJE7VILLA) make up a solid portion of the club’s roster, making outreach to the city’s Latino base even more critical. Hispanic Heritage Night was a great manifestation of that, with tickets donated to at-risk local kids, music, special t-shirts commemorating the event, flag face painting, and some GOYA-inspired culinary goodness including the “Shakechata” milkshake, GOYA maria cookies and other recipes prepared by GOYA’s Chef Fernando Desa.
In addition to Hispanic Heritage Night, the partnership includes other key elements like additional youth clinics and the digital campaign #MyGoyaDish .
The night was a prelude to the renewal of the team’s multi-year partnership with the largest Hispanic owned food company in the U.S., which was launched wth a youth soccer clinic in the Bronx featuring Matarrita on September 19.
“We look forward to a great multi-year partnership with New York City FC and the thousands of soccer fans who have supported the team from the very beginning,” said Goya Senior Vice President of Goya Foods Joe Perez, in a statement. “Goya has always believed in providing families with healthy food and supporting initiatives that will benefit the overall wellness of our communities. We believe this partnership is an ideal fit to help teach our children healthy habits and to build a foundation for a healthier future.”
In addition to Hispanic Heritage Night, the partnership includes other key elements like additional youth clinics and the digital campaign #MyGoyaDish which gives fans a chance to be part of a cook-off with Desa at the Institute of Culinary Education in Manhattan.
“We are pleased to extend our partnership with Goya. They have been a terrific Club partner and ambassador for our sport,” said New York City FC President Jon Patricof. “Through our partnership, Goya has helped us to bring unique experiences to our fans and promote healthy lifestyles in the multicultural communities that we are proud to represent by bringing together healthy food and soccer.”
Goya’s ties to the region and status as an authentic brand for Hispanics, as well as its reach to the non-Hispanic community, is a natural for NYCAC and a model for other MLS (@MLS) teams in markets with large Latino populations. The Red Bulls (@NewYorkRedBulls), across the Hudson River in Harrison, N.J., includes Avion Tequila on its sponsor list, the L.A. Galaxy (@LAGalaxy) counts El Super, Modelo and San Manuel Casino among its partners, while the Houston Dynamo (@HoustonDynamo) also works with Goya along with El Jimador, local law firm Heriberto Ramos and the Houston Hispanic Chamber of Commerce.
A summary of the most exciting recent research in brand marketing in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.
According to a study from Shareablee, brands get more bang for their buck paying a publisher or influencer to produce a branded-content post through their Pages and paying to promote that post as an ad instead of a post published to the brand’s own Page.
A study from Persistence Market Research (PMR) is predicting that the global programmatic advertising platform market is set to enjoy a compound annual growth of 33.3% from 2017 to 2025 when it will likely be worth around $30 billion.
Dentsu Aegis Network announced Wednesday the acquisition of U.S.-based HelloWorld, a promotions and loyalty group that will roll into Merkle’s loyalty division to improve on the agency’s people-based marketing offerings.
This piece looks at trends in the luxury market for 2018.
The ANA (Association of National Advertisers)has acquired another leading trade group, the Word of Mouth Marketing Association (WOMMA), a group of companies committed to progressing the word of mouth marketing industry through advocacy, education, and ethics.
According to InMoment’s 2017 Retail Trends Report, more than 50% of consumers value in-store interactions with friendly and knowledgeable staff, and positive in-store interactions can raise customer satisfaction by 33% — with higher rates reported in fashion and sports retail sectors.
Amazon and consumer product companies like Procter & Gamble and Clorox are discussing the possibility of advertising via the e-commerce giant’s Echo devices and Alexa voice assistant, according to sources from CNBC.
A summary of the most exciting recent research in brand marketing in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.
According to a recent survey of readers in the digital marketing space by SmartBrief, data is at the top of the list of purchasing priorities for marketers: More respondents said their companies plan to invest in data and measurement products and services over the next 12 to 18 months than any other type of marketing product.
SaleCycle’s remarketing report has revealed that the global cart abandonment rate for Q3 2017 reached 78.4%, representing a 1.5% increase from the previous quarter.
According to Inskin Media, the effectiveness of online ads has more to do with the relationship the reader has with a publisher than the surrounding editorial content: Ads on the branded publisher sites increased awareness by 60% compared to the ads on other sites, and among readers with a close relationship to the publisher, awareness of ads was 152% higher than among those who saw the ads elsewhere.
A study from Branding Brand and Leanplum found that more than 60% of Black Friday shoppers are set to use mobile apps rather than desktop websites to hunt for bargains this year.
The Nielsen Global Brand-Origin Report was based on surveys of more than 31,500 online respondents in 63 countries and examined consumers’ preference for and sentiment toward products manufactured by local manufacturers versus large global/multinational brands across 34 categories. Categories where consumers were more inclined to opt for a locally manufactured product over a global brand included dairy products (54%), biscuits/chips/snacks/cookies (32%), ice-cream (31%) and mineral/bottled water (30%).
DMA’s Consumer Email Tracker 2017 report found that 44% of people have set up dedicated email accounts to receive marketing messages. And when people check marketing emails, almost half (49%) said they need to recognize the brand before opening any communication.
More than 93% of chief marketing officers have overhauled their digital strategy amid brand safety concerns, according to a study from Teads. As a result,48% of those surveyed are reviewing relationships with suppliers and 55% are reviewing their agency relationships.
What: Nestle’s Multicultural Shopper and Marketing Strategist Margie Bravo tells Portada her insights on how to reach the Hispanic market and do it right. Why It Matters: Too many brands are failing to recognize Hispanic consumers are a significant percentage of their future growth. Margie Bravo shares best practices for the multicultural world, how many brands are misusing data, how to reach the Hispanic market, and the danger of cultural messaging be driven by assumptions.
The Largest CPG Brand in the World
Over half of the United States’s population growth can already be attributed to Hispanic Americans. This demographic is increasingly diverse in their language preferences and expressions of Latin culture. As they become the largest ethnic minority in the United States, they are carving out a new place for themselves in American culture. But brands are still scrambling to find a way to respond to these shifting social groups.
Nestle is widely recognized as the largest CPG brand in the world. They recorded $90 billion in revenue and $8.6 billion in profit for the trailing twelve months that ended on April 7, 2017. The United States is Nestle’s largest market, bringing in $27.4 billion in sales across all brands in 2016. But if Nestle and other similar CPG heavyweights are to stay on top, they will have to stay at the vanguard of multicultural marketing, particularly Hispanic.
Margie Bravo, the food and drink giant’s Multicultural Marketing Manager, is a Mexican-American mother of three bicultural children. From her position, she tries to reach the Hispanic market from the perspective of both a consumer and a marketer.
When Researching How to Reach the Hispanic Market, Assumptions Are Dangerous (But All Too Common)
According to Bravo, one of the most prevalent mistakes that marketers make is assuming anything about particular demographics. Failing to back up conclusions about Hispanic consumers with real data also happens often. “I think to win with multicultural marketing you need to be curious and open-minded,” Bravo explains. “Many times, when we work for a specific brand at Nestle, we think we know everything about it. We tend to answer the consumers’ questions from our perspective, thinking they are just like us.”
She pointed to Nestle’s Tollhouse cookie brand. During the holidays, Nestlé has to remember that while acculturated Hispanic-American children like to leave cookies for Santa Claus, campaigns should not assume that these children’s parents have grown up with the same tradition.
Language use among Hispanics is also varied. While Hispanic Americans are disproportionately young and tend to speak English as well as Spanish, their language preferences are not clear-cut. When discussing sentimental topics like family, love, tradition, Spanish may be preferred. However, English may be spoken at school or among groups of young friends.
Handle Data With Care
Bravo insisted that assumptions are still keeping marketers from connecting with Hispanics. This is a mistake, since the demographic will be key to driving brands’ growth in the United States. She pointed to a persistent lie that Hispanics don’t purchase Premium Brands. In reality, the demographic actually contributes some of the most valuable consumers for Haagen-Dazs, Nestle’s Super Premium ice-cream.
The process we follow at Nestle is to first start with business analytics, in order to identify where our sales are coming from, and then to immediately look at contributors to growth.
For all the fuss that brands are making about multicultural marketing, it appears that they need to learn to walk the walk, not just talk the talk. This means they need to invest in understanding what drives different consumer behavior within the Hispanic demographic. Brands are still figuring out how to read and make use of their data. This is part of the problem.
Even the world’s largest brands are struggling to make data analytics work in their favor. According to Bravo, too few marketers are giving growth — as opposed to current sales — the attention it deserves. “The process we follow at Nestle is to first start with business analytics, in order to identify where our sales are coming from. Then, to immediately look at contributors to growth.” Bravo said.
The American Consumers of Tomorrow Are Largely Hispanic
Marketers are still learning how to use data to dig into deeper levels of consumer trends and demographic patterns. As a result, it’s surprisingly easy to ignore the obvious, and become stuck on who is buying the products now instead of who is likely to be buying them in the future. (Spoiler alert: it’s Hispanics).
The Hispanic market accounts for around 24% of Millennial consumers. At their age, they are still in the “acquisition stage,” when they are forming their first long-term relationships with brands. If brands only pay attention to their current customers, they may find themselves ignoring a very different population and paying a large price for it in a few years.
Brands that do pay attention will see that there are significant opportunities to approach the Hispanic market. One way is by connecting and creating long-term relationships with consumers in the demographic. “They also have larger households with multigenerational family members. They’re having more kids, which opens consumption for a great number of categories,” Bravo added. But not enough brands are taking even this much into account.
“I think sometimes brands don’t ask how much Multicultural consumers are already contributing to sales in their category,” Bravo lamented. The world’s most innovative brands need to invest in training analysts to go deeper with data. They must use their information to identify variables and reveal the motivations of diverse Hispanic consumers.
When brands don’t understand where their growth is coming from in terms of the different Multicultural groups, it is very difficult to be able to defend budgets.
What’s more, brands that don’t understand data will have a hard time defending Multicultural budgets. “When brands don’t understand where their growth is coming from in terms of the different Multicultural groups, it’s very difficult to defend budgets,” Bravo said.
Multicultural Masters Will Have Significant ‘Foundational Research’
Bravo asserted that in order to reach the Hispanic market, brands are going to have to lead a special effort. They need to educate themselves and do “foundational research” so that they can truly “speak the language of culture, not just the language.” This means creating degree programs dedicated to the field and encouraging exploration of new methods and metrics that assign values to complex and evolving consumer behavior.
“Brands just need to understand that growth is the name of the game.”