1430 Results

iAB

Search

A question that is keeping experiential marketers up at night is what form events and experiential marketing will have once the world returns to normal. Michael Goldstein, VP and Head of Sponsorships North America, Mastercard  and Michael Tasevski, VP, Global Sponsorship at Scotiabank provide their points of view. KPIs to measure virtual events success and more….

How will experiential marketing evolve in a post Covid world?  Will events be virtual, hybrid or in-person? The answer to this question has very wide implications. Not only is the answer highly relevant to the US $325 billion a year event industry, but also to the media industry as live sports events ratings dropped by as much as 50% during the pandemic (e.g. a decline of 49% in NBA finals and 61% in NHL finals) as the absence or scarcity of fans in the stands may have dulled the excitement around watching events. (Sports betting operator DraftKings, who is a big sports ad spender, had to shift budgets out of TV as live sports has lost some of its allure).

Michael Goldstein Vice President – Head of Sponsorships, North America, Mastercard
Michael Goldstein, Vice President – Head of Sponsorships, North America, Mastercard

What do experiential brand marketers belonging to Portada’s knowledge-sharing system think about the mix of live and in-person events in a post-covid world?
“My thinking is as follows – you will definitely see more of a mix as the world returns to normal of virtual vs. in-person events relative to how things worked prior to Covid,” Michael Goldstein, VP and Head of sponsorships North America, at Mastercard tells Portada.
“Beforehand it was almost all in-person but we have learned that virtual events really do bring something to the table and consumers and customers like them.  In-person events will still be there and be a big focus, but it will be more of a mix between the two in my POV,” Goldstein adds.

You will definitely see more of a mix as the world returns to normal of virtual vs. in-person events relative to how things worked prior to Covid.

Another experiential brand marketer in the Portada network says that “Everybody is clamoring to go back to in-person, but virtual events will maintain an important role after the pandemic. Overall, we think the whole balance between sports events, consumer interactions and brands will change substantially and will be more based on digital communication than before COVID.  For now, lots of brands don’t want to overstep. No one wants to be the first one out there to be doing something unsafe. e.g. build a big stadium.”

Opportunities in VR and AR….

Experiential Marketing
Mike Tasevski, Vice President, Global Sponsorship at Scotiabank

Mike Tasevski, who manages global sponsorships at Scotiabank,  seems to agree: “We dont see affinity, engagement  and passion towards sports and soccer changing, it will always be there. What we do see is a continued shift in how people consume sports and soccer and how properties and brands interact with their fans. We need to continue to create new innovative ways to provide experiences and  see opportunities in virtual and augmented reality.”

We need to continue to create new innovative ways to provide experiences and see opportunities in virtual and augmented reality.
.

Tasevski, whose main responsibilities at Scotiabank include experiential  marketing, adds that he is using  “loyalty programs targeted on customer offers and growing benefits along with technology like virtual reality and augmented reality. When we look at virtual and augmented there is an opportunity from a revenue stream where you can purchase products branded products and so forth.”

Virtual Events are Here to Stay

For most experiential brand marketers consulted by Portada virtual events are here to stay. Virtual event attendees seem to agree: according to a just released survey by Eventbrite called 2020 “Inside Look Report” which analyzes more than one million global virtual experiences, “for the foreseeable future, virtual events are highly likely to remain both necessary and popular. Across the board, half of the respondents in the survey said they plan to attend both virtual and in-person events when it is safe to gather again.” Nearly one in five men (19%) went as far as to say that online events and social platforms have allowed them to forge social connections better than they would have made in real life.
“Perhaps the silver lining of this pandemic is that online events have the power to globally engage communities in new ways, helping creators bring people together from small town America to far reaching corners of the world,” says Julia Hartz, co-founder and CEO of Eventbrite. “That’s something to celebrate as we continue to work toward the safe return of in-person events,” she adds.

Half of the respondents, said they plan to attend both virtual and in-person events when it is safe to gather again.
.

Experiential Marketing: KPIs to Measure Virtual Event Success

A key question in experiential marketing that has arisen during the COVID pandemic is how  key performance Indicators related to engagement, awareness and conversion should be measured at virtual events (vs. in-person events). Of course,  as Juhi Purswani Content Developer at Event Management Company Hubilo notes: “unless the audience feels engaged, your virtual conference is a big FAIL.”

The overall approach to virtual event KPIs,  according to event marketing experts in the Portada network, is to look at it across the full funnel from awareness down to trial. While awareness is always a primary metric and objective, savvy experiential marketers are equally interested in measuring the consideration and conversation aspects of the program or promotion.
Additionally, whereas awareness at in-person events was once measured by attendance figures, now it’s a matter of how long you are keeping them engaged and what actions the consumer is willing to take based on this experience.

We need to continue to create new innovative ways to provide experiences and  see opportunities in virtual and augmented reality.
.

The measurement of conversion (e.g. product sales online and in-store) has also shifted with the preponderance of virtual events.  Metrics are no longer about the consumer on-site or at the event, but rather the actions they are re taking during or, in many more cases, before the experience.

 

 

Scotiabank’s sponsorships in Canada and Latin America are focused on sports passion points like hockey and soccer, as well as arts & culture. How do we know this? We talked to Mike Tasevski, VP Global Sponsorships at Scotiabank, and a Portada Council System Member.

 

sports passion points expert
Mike Tasevski

Until a few months ago, Mike Tasevski held the position of VP, Market Development at Mastercard. We asked him in what way his current job at Scotiabank is different from the one he had at Mastercard. “At Scotiabank, I have a global role in which I oversee a very different portfolio that is heavily focused on sports passion points hockey and fútbol with a very unique flavor of arts & culture. In comparison to my previous role, where there was a focus on multiple partners, my role at Scotiabank is to establish unique partnerships that will assist in delivering ROI on all channels for our bank objectives including personal banking, wealth and clients…

My role at Scotiabank is to establish unique partnerships that will assist in delivering ROI on all channels for our bank objectives.

Mike Tasevski, VP Global Sponsorships at Scotiabank, will be one of the dozens of brand marketing innovators participating in Portada Miami on June 4, 2020. If you are interested in participating in Portada Miami and/or in Portada’s networking and knowledge-sharing platform with brand marketers please contact us here.

 

Canada’s Sports Passion Point: Hockey

Scotiabank has billed itself as “Canada’s most international bank” due to its acquisitions primarily in Latin America and the Caribbean, but also in Europe and parts of Asia. We asked Tasevski how Scotiabank’s marketing investment approach to sports passion points differs in all these regions. “The key focus in Canada is hockey due to the popularity of the sport in this nation,” he answered. “People widely consider us Canada’s Hockey Bank due to all our partnerships. Maple Leafs Sports and Entertainment (MLSE) (20-year sponsorship agreement valued at C$800 million, many Canadian hockey teams, the NHL, Hockey Canada) In the South America market, we are investing heavily in soccer (A major partner of Concacaf, Fútbol Club Barcelona (FCB), Costa Rica Fútbol, etc.)”

 

The Way to Mexico’s Heart: Fútbol 

In 2000, Scotiabank increased its stake in Mexican bank Grupo Financiero Inverlat to 55%. Scotiabank later acquired the Inverlat banking house in 2003, taking over all of its branches and establishing a strong presence in the country. The Mexican bank’s name subsequently changed to Grupo Financiero Scotiabank Inverlat.

“Soccer/Fútbol will play an important role in the Latin American market. For example, there are over 25 million FCB fans in the Mexican market,” said Tasevsi. “Our association with FCB allows us to jointly communicate with the passionate fútbol fan and to educate them on the Scotiabank brand and how we can assist with all their financial needs. Fútbol is key in the Latin Market and we will continue to invest and support the growth of this sport passion point in this market.”

Our association with FCB allows us to jointly communicate with the passionate fútbol fan and to educate them on the Scotiabank brand.

Future Plans to Tap into Sports Passion Points

Spanish soccer champions FC Barcelona have unveiled a new regional partnership with financial group Scotiabank, the first deal struck from the club’s recently opened New York office.

The multi-year agreement will see Scotiabank become the La Liga side’s official partner in Latin America and the Caribbean, and it will work alongside the club to sponsor a number of soccer programs in the regions aimed at underprivileged youth.

Scotiabank will also set up soccer festivals and will support local teams in attending training events in Barcelona. On top of this, customers will receive exclusive ticket deals and competitions.

 

 

 

What: IAB Mexico has presented the results of its 11º Study of Media and Device Consumption, based on a survey of 1297 Mexican internet users.
Why it matters: The media landscape has evolved a great deal in the last 10 years; advertisers need to understand the different types of internet users to be able to cater to their needs in an effective way.

 

In a private event held in Mexico City this week, IAB Mexico presented the results of its 11º Study of Media and Device Consumption, developed by Kantar with sponsorship from Televisa Digital. In this edition, the study explores the habits of Mexican internet users and their relationship with digital advertising by dividing their behavior into four areas that correspond to the different devices, platforms, and activities related to the online world: digital, social, entertainment, and e-commerce.

In order to find out how consumers’ online habits have changed in the last 10 years, 1297 people between the ages of 13 and 70 were surveyed (49% women; 51% men), and their answers revealed that the percentage of connected population in Mexico grew from 30% to 67% (about 75.8 million internet users).

 

Digital Devices Continue to Rise

According to the study, there’ll be about 29 billion connected devices by 2022. Today, 90% of Mexican internet users own a smartphone, and 7 in every 10 declare owning a complementary device such as Smart TVs and speakers, wearables, streaming devices, etc. As explained in the report, “accurate understanding of all the different types of internet users provides the industry with tools to segment them according to their needs.

 

Social Media: Your New Best Friend?

A big majority (84%) of Mexican internet said they use an average of 4 different social media every day, and even though most of the social networks that were predominantly used 10 years ago have disappeared, two of them (Facebook and Twitter) are still on the top three.

As the study shows, users go to social media both to consume (86%) and to create content (94%), and 61% say they follow their favorite brands in order to keep themselves informed about news, discounts, and other consumers’ opinions. “In the last ten years, social media have evolved from a social communication space to a key ally for brands,” says the report.

 

Online Streaming Gives Consumers Freedom to Choose

From music to TV and videogames, 83% of surveyed respondents declared having access to online streaming services. The video platforms with more sustained growth are Netflix, Claro Video and Prime Video; Spotify leads the music category; and Xbox and Twitch are the videogame streamers with more users.

According to the report, advertisers have an opportunity to gain consumers’ attention provided that they take into account what really matters to them. Only 18% of viewers say they “always pay attention” to online ads, and the main reasons why the remaining respondents pay attention “sometimes” or “never” is that ads are simply not attractive, or that they feel their experience is being interrupted in an annoying way.

 

A Majority of Respondents Have Tried E-Commerce

Even though the growth has been slow, the study reports that e-commerce is gaining relevance among Mexican internet users, as 67% declares having completed an online purchase recently. Among the main reasons why they decided to buy online, they said “there was a special offer”, “it was quick and easy”, or “it was cheaper”. One of the things that have favored this growth, as said in the report, is the increase of connectivity both in and out of the store that allows consumers to compare prices. In average, consumers completed 3.5 e-commerce activities, with the top 5 categories being bank transactions, payment of services, clothes, electronic devices, and music.

However, it is still difficult to get the remaining 33% to make purchases online. Among those who declared not completing any transactions online recently, the main reasons were not having a credit card (42%), distrust when asked to share personal information (36%), and a wish to see the product before buying it (29%).

 

All images except feature image by Freepik.

Feature image by IAB Mexico / Kantar 

What: Seven in 10 of the 58 million U.S. Hispanics now use a smartphone, and more are bypassing desktop and laptop computers completely in favor of tablets and mobile.
Why It Matters: With some help from their expertise in Hispanic mobile behavior, mobile ad network Adsmovil topped the latest comScore Mobile Metrix® in both the Hispanic Mobile and Total Mobile Audience reach categories. Could Adsmovil be the long-awaited viable alternative to the Facebook/Google duopoly? And what does a Hispanic ad network’s continued success with total audiences say about the key role that Multicultural plays in any mobile campaign’s success?

Since 2000, Hispanics have accounted for more than half of the population growth in the United States: According to the Pew Research Center, the number of Hispanics in the country reached 58 million in 2016. And with seven in 10 U.S. Hispanics now using a smartphone, this means that advertisers hoping to win in the United States must prioritize reaching this dynamic and tech-savvy demographic.

More and more advertisers are questioning the assumption that they can operate a successful campaign within the confines of Facebook and Google’s walled gardens.

“Taking into account that Hispanics are heavy mobile users and even use their mobile devices as their primary access to the internet, we always include mobile in all our communication strategies. In fact, we always recommend clients having a mobile-first approach when implementing any digital campaign,” Gonzalo del Fa, President of GroupM Multicultural (photo) asserted.

With this in mind, ad network Adsmovil launched Programmatic Mobile Hispanic solutions in 2015. In recent years, the network has become a leader in Hispanic targeting, coming up with award-winning programmatic creative and location-based targeting initiatives informed by a thorough understanding of their clients’ targets. And now, October 2017 data from ComScore has Adsmovil coming in at the top of the lists of Total Internet and U.S. Hispanic reach for Mobile:

 

 

Mobile Metrix Key Measures

MediaTotal Unique Visitors(000)
Total Internet(total audience: Mobile)196,705
1Adsmovil Network-Potential Reach87,886
2Pulpo Media67,665
3Univision Digital Network25, 474
4Primia Digital – Potential Reach22,146
5Mobvious20,956
6Fullscreen Mexico – Potential Reach18,385
7H Code Media12,333
8ImpreMEDIA IMPOWER!5,613

SOURCE: U.S. Hispanics Mobile Only, Comscore, October 2017.

MediaTotal Unique Visitors(000)
Total Internet: Hispanic All: (Mobile…)32,711
1Adsmovil Network-Potential Reach17,457
2Pulpo Media15,109
3H Code Media8,620
4Univision Digital Network7,839
5Primia Digital – Potential Reach6,397
6Mobvious 6,161
7Fullscreen Mexico – Potential Reach 5,354
8ImpreMEDIA IMPOWER!4,960

SOURCE: Total Audience Mobile Only, Comscore, October, 2017.

The voices demanding alternatives to the “duopoly” of Facebook and Google are growing louder, suggesting that Adsmovil could emerge as a leader at just the right time. While Google and Facebook took over 77% of the US$12 billion-dollar increase in global online ad spend in 2017, more and more advertisers are questioning the assumption that they can operate a successful campaign within the confines of Facebook and Google’s “walled gardens.”

AdsMovil Credits Success to Unique Understanding of Hispanic Behavior

In today’s landscape, marketers are being forced to reckon with the fact that consumers cannot be reduced to simple profiles determined by gender, age, and ethnicity. AdsMovil’s targeting solutions are focused on helping advertisers reach Hispanic users, looking at mobile users through an ethnographic lens that identifies specific Hispanic audiences according to the following factors: generation, acculturation, language and country of origin.

Hispanics’ acculturation levels lead to different attitudes toward language: those that are acculturated were typically born in the United States, prefer to speak in English, and can “toggle between Latino and American culture.” They are typically tech-savvy and have at least a high school education. Non-Acculturated Hispanics may or may not have been born in the United States, may have immigrated recently and typically hold a high school degree or less.

The benefits of understanding and appreciating these drivers of Hispanic mobile behavior make all the difference, pushing Hispanic marketing shops like Adsmovil at the top of Total Audience measurement on comScore’s Mobile Metrix in October 2017.

It is important to not only recognize the diversity that exists within Hispanic American population but also find a team with the know-how to build campaigns that really reach such a diverse demographic.  “Mexicans have different taste and buying habits than Dominicans or Argentinians. Adsmovil helps you deliver more effective media because we realize the differences and can target more appropriately. As a result, you will have better-performing campaigns,” said, Adriana Daantje, Global Product Director at Adsmovil.

It is important to not only recognize the diversity that exists within Hispanic American population but also find a team with the know-how to build campaigns that really reach such a diverse demographic.

Acculturation, Generation, Language, Country of Origin Key Factors in Determining Hispanic Behavior

In focusing on factors like acculturation, generation, language, and country of origin, Adsmovil can create targeted solutions for profiles of users with very distinct behavioral patterns: For example, non-acculturated Latinos are less comfortable using technology and slower to adopt new devices and functions, tend to use older mobile devices, and often have their browsers set in the Spanish language. They also consume more Spanish-language content, often from their countries of origin.

Mobile use among US Hispanics also varies greatly based on generation, as first-generation Hispanics are not only more likely to speak Spanish, but also more likely to look for online content in-language, and to browse ethnically relevant news, entertainment and food content. Hispanic Millennials, on the other hand, care more actively about technology and “want to stand out and be noticed,” according to Adsmovil. While they incorporate many Hispanic music, family, and culinary traditions, they are more open-minded than older Hispanic Americans, and tend to evolve with the rest of the younger Millennial Americans in terms of political and cultural beliefs and practices.

Adsmovil’s key differentiator is how it builds and identifies audiences within the Hispanic community based on the content that Hispanics consume (language, keywords, context), instead of relying solely on targeting via location, app install or purchasing history. It has direct relationships and preferred access to Hispanic premium publishers offering qualifying traffic, and offers 100% SOV, and sponsorship and content integration opportunities with exclusively Hispanic publishers.

 

What: IPG Mediabrands network has been awarded Amazon global media planning and buying business.
Why it matters: Mediabrands will create a dedicated team to service the account globally. Amazon spent more than US$950 million on measured media in the U.S. in 2016.

Amazon has consolidated its global media planning and buying business with IPG Mediabrands network following a review that began in July. The agency will be in charge of promoting Amazon’s e-commerce hub, assorted tech products and Prime subscription service globally.

The review saw Publicis Media contested IPG agencies in the final round, according to Adweek.  It is unclear whether Publicis and IPG were the only agencies involved in the formal review.

Mediabrands will create a dedicated team to service the account. The leadership of the account will be sourced from Initiative, one of the client’s incumbents since 2013 along with WPP’s MEC that had the US digital buying piece of the business.

Amazon spent more than US$950 million on measured media in the U.S. in 2016, according to Kantar Media. Analysts estimate the company’s annual global budget exceeds US$1 billion.

Last July, the e-commerce giant made a strategic move to lure Hispanic consumers away from traditional retailers like Target and Walmart by starting a Spanish version of its website and offering Amazon Prime subscriptions in Mexico.

See also:
Brand Marketing Research: Amazon Most Trustworthy Brand, American Millennials Spending Less on Luxury
BRAND MARKETING RESEARCH: Largest Increases in Marketing Allocations Going to Amazon, Followed by Google and Facebook
ONLINE VIDEO ROUND UP: T-Mobile and Netflix Team Up, Amazon Launches ‘Brown Sugar’

What: The first quarter of 2017 marked the highest ever Q1 revenues for digital advertising in the U.S., hitting US$19.6 billion, according to the latest IAB Internet Advertising Revenue Report.
Why it matters: Revenues mark the highest Q1 earnings on record, climbing 23 percent, or US$3.7 billion, from the same period just a year ago.

The first quarter of 2017 marked the highest ever Q1 earnings for digital advertising in the U.S., hitting US$19.6 billion, according to the latest IAB Internet Advertising Revenue Report released by the Interactive Advertising Bureau (IAB) and prepared by PwC US.

Climbing 23 percent, or US$3.7 billion, from the same period just a year ago, these earnings represent the second-highest quarter of all time, and follow on the heels the industry’s strongest quarter on record—Q4 2016 at US$21.6 billion.

In addition, Q1 2017 marks the seventh consecutive first quarter to have double-digit, year-over-year growth.

The Q1 and Q3 revenue estimates are based upon a survey of the largest companies, which are then projected to the overall market based upon recent historical revenue market share. The estimates are updated, if necessary, when we prepare the more detailed analysis in the half year and full year reports.

 

Digital Advertising Revenues Hit $19.6 Billion in Q1 2017, Climbing 23% Year-Over-Year, According to IAB

IAB sponsors the IAB Internet Advertising Revenue Report, which is conducted independently by PwC US. The data is compiled directly from information supplied by companies selling advertising on the internet. The survey includes data concerning online advertising revenues from web sites, commercial online services, free e-mail providers, and all other companies selling online advertising.The full report is issued twice yearly for full and half-year data; and top-line quarterly estimates are issued for the first and third quarters. PwC does not audit the information and provides no opinion or other form of assurance with respect to the information.

“These figures reflect marketers’ ongoing commitment to invest in digital,” said Chris Kuist, Senior Vice President, Research and Impact, IAB. “This steady growth is a direct result of interactive advertising’s power to reach consumers where they are spending more and more of their time—on connected screens.”

“The first quarter of 2017 represents the strongest beginning to any year yet in digital ad spend,” said David Silverman, a partner at PwC US. “It’s a testament to interactive’s ability to attract audiences and the marketing dollars that follow.”

 

What: The IAB has announced NGL Studios, part of NGL Media (co-founded by actor John Leguizamo), will be participating at the 2017 Digital Content NewFronts in New York City, where it will be presenting original digital content programs and platforms for U.S. Latino and multicultural millennial audiences, and advertisers seeking to engage them.
Why It Matters: NGL Studios joins other first-time presenters such as Twitter, BBC.com, MediaLink and others, but will be the lone NewFront presenter this season to focus solely on the Latino and multicultural market segments.

The Interactive Advertising Bureau (IAB) has named NGL Studios to the lineup for the 2017 Digital Content NewFronts. Since 2012, the NewFronts have been digital media’s answer to the television upfront presentations, with the hope of attracting ad dollars away from traditional media.

The NewFronts have brought top-tier digital media producers such as Google, Disney and Hulu together with the advertising community. NGL joins over 30 companies slated to pitch clients and agencies this year. Other presenters include AwesomenessTV, Bloomberg Media, Business Insider, Condé Nast Entertainment, Defy Media, DigitasLBi, Group Nine Media, Hearst Digital Media, the New York Times, Time, Inc., Turner and Vice Media.

This year’s NewFronts take on special significance, as for the first time, total digital revenue surpassed traditional television. In a white paper released this month, the IAB reports digital spending grew 22 percent in 2016, capturing $72.5 billion in advertising revenue. Traditional television brought in $71.2 billion last year, according to eMarketer.

NGL Studios hopes to capitalize on digital video’s rapid growth by offering insight around the elusive Latino and multicultural millennial audiences, who together represent nearly half of the highly coveted millennial population in the U.S.

“43% of all millennials come from multicultural backgrounds,” says NGL CEO David Chitel. “You can’t reach 18-to-34 year olds anymore without paying close attention to Latinos and other ethnic segments who are also consuming and creating digital video content at higher rates.”

NGL Studios is part of NGL Media, which was co-founded by Chitel and Hollywood star, John Leguizamo, as recently covered in Adweek.

NGL’s holistic branded content programs are uniquely crafted to connect with Latino and multicultural millennial audiences who are as fragmented as the platforms through which they consume video, often toggling between formats and languages requiring a highly nuanced approach. In its NewFront presentation, NGL will dive deep into how this model works.

Special announcements will also be made about NGL’s forthcoming mobile-first platform that will be unlike anything in the multicultural marketplace, as well as mainstream celebrity-driven projects designed to appeal to culturally-diverse digital audiences.

Fortune 500 advertisers including P&G, Ford Motor Company, Diageo, Amtrak, Fiat Chrysler, PepsiCo and many others have produced original digital-first branded entertainment programs through NGL’s award-winning Studios division.

NGL Studios NewFront Presentation:
When: Friday, May 12th from 9am – 11am
(Light breakfast and refreshments served.)
Where: IAB Ad Lab
116 E 27th St
New York, NY 10016
Who: By invitation only.
First 10 people to CLICK HERE and register will receive special entry.
(RSVP’s are first come, first served, limited to 1 per person and non-transferable)

 

 

Feature Image: NGL Studios partners from L-R (CCO, Ben DeJesus, Partner, John Leguizamo, CEO, David Chitel and COO, Ben Leff)

descarga (2)UM, the IPG Mediabrands’  unit, has been tapped  as media agency for luxury fashion accessory marketer Coach Inc, according to Mediapost.

The agency’s appointment follows a review that began last year.

According to the companies, the assignment includes the conceptualization of a “customized media buying and integrated planning services” approach for Coach across nine markets in the Americas and Asia.

What: The partnership includes support of the FCBarcelona Foundation in all Latin American and Caribbean markets through 2019.
Why it matters: Because it will support young people from Colombia through various programs sponsored through Banco Colpatria. The winners of the Scotiabank-organized championship will be able to travel and attend training events in Barcelona, Spain.

FC Barcelona and its Foundation announced an official partnership with Scotiabank that designates the Canadian bank as the Official Bank of FC Barcelona in Latin America and the Caribbean. This agreement will allow Banco Colpatria to sponsor youth-focused programs in Colombia, as well as participate in events and offer soccer experiences to its clients.

Subscribe to Portada Sports Marketing Updates!

Banco Colpatria will also have the chance to take some of its clients to Camp Nou (FCBarcelona’s stadium) to accompany the Spanish team to one of its matches, and distribute official souvenirs through various activities.

Scotiabank, in association with its Colombian partner Banco Colpatria, will host a four-day FutbolNet Festival, in which a thousand young players will train and learn important sports and life skills.

“Very few sports teams can awaken the passion of their fans around the world like FC Barcelona, and we are delighted to become the Official Bank Partner of one of the best sports teams in the world,” said Ignacio “Nacho” Deschamps, head of Scotiabank’s International Banking and Digital Transformation Group.

This partnership is about soccer and the passion we share for the game with our customers and employees.

“We are proud of Scotiabank’s confidence in the FC Barcelona Foundation and in our FutbolNet program,” said Jordi Cardoner, First Vice-President and head of social impact at FC Barcelona.

Scotiabank’s support will enable us to expand our reach in Latin America and help us build a fair and accessible society in which children and young people can reach their full potential.

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

Click here for previous Chanhing Places LatAm editions

descargaDentsu Aegis Network announces the promotion of Lizette Du Pond to Chief Client Development Officer of Dentsu Aegis Network Latin America (LatAm). The promotion comes on the heels of several new business wins including Beiersdorf Northern Cone and a surge in business. In the last four years, through a combination of acquisitions and organic growth the LatAm region has quadrupled its revenue across the group’s 14 agency brands and nearly 2,500 colleagues.Du Pond joined Carat in 2009 as LatAm Regional Director and took on the role of Dentsu Aegis LatAm Regional Director in 2012, where she led new business opportunities for the network. She has worked in the industry for 15 years on clients including Disney, Hilton and Sony.In her new position, Du Pond will focus on creating integrated solutions that tap the capabilities across the entire LatAm network and ensure consistency in terms of strategy and execution across the region.

195457-hernandez_hector_17ZUO announced it’s first ever VP of Sales for Latin America; Hector “Diablo” Hernandez. Hector joins CEO Luis Ruesga as his Vice President working and developing business in Latin American Markets and as brand ambassador to expand further into Latin America. Hector, who is based in Mexico City- lives with his wife and two young children. While looking at each accounts big and small, Hector and his territory sales representatives will evaluate to go each customer’s sales and strategically developing a plan for 2017. Additionally, Hector and his Latin American Sales team will look at prospective new dealers and ecommerce brands to access their combined travel schedule for Spring 2017.ZUO is a multi-national corporation headquartered out of Oakland, CA; Montreal, Quebec- Canada; Guadalajara, Mexico; Bogota, Columbia; Hong Kong SAR; and Shende, Foshan China. ZUO offers an entire line of indoor & outdoor furniture, lighting, mirrors and accents for residential and commercial projects.

descarga (3)Televisa México has appointed Gerardo López Gallo as new VP of programming, marketing and research, effective March 15th. He will report directly to Isaac Lee, head of contents for Televisa and CCO Univision.López Gallo takes over the new position after having worked as VP of content in Discovery Networks Mexico (Discovery Channel, Discovery Home & Health, Discovery Kids, Animal Planet, TLC and Investigation Discovery). He also worked for 12 years at Univision.

 

 

descarga (1)Discovery Networks Latin America / U.S. Hispanic (DLA / USH) appointed Fernando Sugueno as Programming Director and Alejandro Abramovich as Director of Creative Services for Discovery Networks Mexico.

descarga (4)Sugueno will be responsible for creating and implementing the programming strategy, which includes selecting and acquiring programs and managing the airtime of Discovery Networks programs in Mexico (Discovery Channel, Animal Planet, Discovery Kids, Discovery Home and Health, TLC and Investigation Discovery). He will also serve as head of the content team at the regional office, responsible for the areas of On Air Promotions, Marketing, Digital, Media Planning and Communications, as well as Creative Services.

As Director of Creative Services, Abramovich will be in charge of on-screen communication channels with the audience, as well as distributing projects among creative producers, producing and editing videos, graphics and audio sessions, as well as follow-up Editorial and technical trends of the market to make the promotional videos.

descarga (5)Rodrigo Moyano has been promoted to managing partner of MEC Chile. In this new position, he will report directly to Renato de Paula, CEO of MEC for Latin America.

 

 

 

headwayEntravision Communications Corporation, a diversified media company serving Latino audiences and communities across acculturation levels, announced that it has entered into a definitive agreement to acquire the business of Headway, a leading provider of mobile, programmatic, data and performance digital marketing solutions primarily in the U.S., Mexico and Latin America. Headway is headquartered in Buenos Aires, Argentina and has 152 employees in 18 offices principally located in North and South America.  Following the closing of the transaction.

descarga (6)Martin Kogan will continue to lead the company as Chief Executive Officer, with Agustin Echavarría Coll continuing to serve as Chief Revenue Officer.

 

 

 

descarga (7)Marco Milesi is the new president and CEO of Grey Mexico. He will replace Pedro Egea.

 

IPG Mediabrands and Innovid have launched a partnership and set of products that could make waves in the video advertising world. Innovid, a video marketing platform for advertisers to create, deliver, and measure video experiences on different devices, entered the expanded partnership with the global media holding arm of Interpublic Group that is home to several leading full-service agencies including UM, Initiative, MAGNA, Ansible, IPG Media Lab and Cadreon. The announcement was made at digital marketing conference dmexco 2016

Dynamic Messaging Key to All Brands’ Marketing

With the viewer experience in mind, Innovid has developed interactive TV-to-mobile (TV2M) technology that allows the viewer to input a mobile phone number with a remote control to receive extra content from the connected TV ad, such as a digital coupon or website address, via text or SMS.

Tal Chalozin, cofounder and CTO at Innovid
Tal Chalozin, cofounder and CTO at Innovid

“Dynamic messaging is expected and a must in all aspects of a brand’s marketing,” said Tal Chalozin, cofounder and CTO at Innovid.

Chalozin also highlighted that while interactive TV is nothing new, these types of products break down obstacles to increasing sosonalization and engagement at scale, emphasizing that “this is also the first time ever that any brand can cater stories to specific individuals with video.”

A New Approach to Video Advertising

The collaboration enables IPG Mediabrands’ clients to reach and engage audiences across multiple living room devices, and introduces technological innovations such as optimized UIs and TV-to-mobile integrations that fuel engagement, as well as unified analytics to deliver insight and analytics useful for developing and improving connected TV video ad campaigns.

“As audiences become more segmented across so many different devices, brands are thinking about ways to amplify messaging for greater reach and optimal engagement,” said Chad Stoller, EVP of global innovation at IPG Mediabrands. “Our collaboration with Innovid allows us to offer our clients unprecedented, cross-platform reach and a whole new way of thinking about video that values the viewer—rather than the consumer—as the most significant part of the equation, and we believe this shift will drive meaningful engagement.” IPG Mediabrands and Innovid also share clients, which makes the partnership a natural fit.

Maximizing Relevancy and Increasing Engagement for Hispanic Targeting Efforts

In terms of targeting the Hispanic community, Chalozin explained that the partnership helps marketers better target and engage this demographic through its ability to identify whether or not a user has visited a Spanish-language website like Univision or ESPN Deportes, information that can be used to “personalize the messaging and change the language of a video ad to Spanish, thereby making the content more relevant to the end viewer.”

Our collaboration with Innovid allows us to offer our clients unprecedented, cross-platform reach and a whole new way of thinking about video that values the viewer—rather than the consumer—as the most significant part of the equation.

Chalozin added that this new technology will be available to all of Innovid’s other clients and partners: “As we continue to innovate around connected TV with IPG Mediabrands, we will roll out even more products and capabilities for living room devices in the future.”

Tapping Third-Party Content Providers, Leveraging Geo-Location

Chalozin also confirmed that Innovid is working with retail brands like Lowe’s and Best Buy to “tap into third-party content providers and leverage geo-location data to dynamically serve personalized messages based on the offers available in the viewer’s geographic location.” The products also allow them to look at intent data and insert products into a video ad that the viewer may have left in a shopping cart.

“As television shifts to digital, viewers consuming video content on other devices should get the same seamless experience that they’ve come to know and love from television. At the same time, marketers need better solutions to reach viewers across screens and extract measurements while fostering true viewer engagement,” said Chalozin. “We’re excited to embark on this journey with IPG Mediabrands to focus more than ever before on the end viewer and continue to help every brand ‘build once and deliver everywhere.’”

Join us at PORTADA Mexico!

July was a very busy month for me, and I’ll tell you something about it in this month’s digital bites. As much as the idea behind this column is to talk about others (nicely), it made me want to share my own bites with you. After all, almost all of the people I write about are my colleagues!

So Glamorous

humbertoAt the end of July, I had the pleasure of meeting Humberto Hernandez, the new business director at L’Oréal Luxe. He was only in Argentina for a few days for a trip related to L’Oréal’s luxury brands (Kiehl’s, Clarisonic and Urban Decay). We had a great time making the rounds of the best bars in Buenos Aires while we talked about our trips and professional activity. Friends from the industry already know: let me know when you’re here and I’ll gladly take you around the city (and while we’re at it, you’ll give me material for this column). Another thing: Now I really want to try some Kiehl’s products. Excellent one-on-one branding, Humberto.

Mobile Summit Argentina 2016

Marce Garcia Cisneros, the founder and CEO of Rekket, invited memarce to the Mobile Summit Argentina 2016, organized by the Argentine Mobile Association. The event, which took place on July 13 at the Sony Theater, was a great opportunity to listen to the experiences and lessons from different local players, as well as interact with colleagues and friends. Everyone was there, even the members of the Mobile Marketing Association. We’re like that: competitors, colleagues and friends. In the end, we’re all betting on growth in the digital market.

Where Did Yahoo’s Employees Go?

In mid-June, I ran into Ale Fishman (ex country manager at Yahoo Argentina) at a Social Media Week Mexico event, and he commented that he had recently joined Keynetic Digital as the commercial director for LatAm. Keynetic Digital belongs to Mariano Burstein, who was the general manager of Yahoo Argentina until May 2008.

alfredoLuis Arvizu, who was the general manager of Yahoo Mexico until March 2016, is now the commercial VP for LatAm at MediaMath.

Alfredo Sanchez, who was the sales director at Yahoo Mexico until January 2016, recently joined Televisa Interactive Media as the digital commerce director (he was previously at Simek as the country manager for the Mexico office).

In all three cases, programmatic buying was the first obligatory destination in a “leap of faith” after so many years at a company that was predominantly focused on branding. If there were any doubts about where the market is heading…

Neither Dull Nor Lazy

The Brand100 organizers (“the” annual event in Argentina, for which media outlets pay to bring their most important clients in the region) were smart in choosing Rio de Janeiro as the host city for this year’s event. While it is cutting it close to the end of the Olympic Games, don’t tell me that it wasn’t opportune to take advantage of the press that will be there for the sporting event. An excellent consolation prize for everyone that wanted to go to the games  (although it’s a work-related event, of course).

IAB Now 2016

The most important annual event for the IAB Argentina will take place August 25 in the theaters of the most important local shopping center. Among the confirmed speakers are: Maren Lau (IMS), Fernando Barbella (J. Walter Thompson London), Eric Tourtel (Teads) and Saul Hernandez (Mindshare). It’s going to be great!

From Havas Chile to Minga Digital

After 15 years at Havas Chile, (most recently as the general director), Gonzalo Parra has joined Minga Digital gonzalo(headquartered in Santiago, Chile) as the general manager. Good luck, Gonza! And thank you for always hosting me when I’m in Santiago.

A New Project

In September 2015, I decided to take a paid sabbatical (which is to say, travel and work remotely on different digital projects). It was the best decision that I could’ve made in this first half of my professional career, and I recommend it. I was in a hostel in Salta (a province in Northern Argentina), a four-star hotel in Miami and a friend’s house in Mexico (a country that I’ve been able to visit twice in this period). My last trip will be Spain in August (Madrid, Valencia, Ibiza and Barcelona). Not bad. Nonetheless, I was presented with a project that I couldn’t turn down. Soon, I’ll be updating my LinkedIn profile (for now, I’ll leave you with the intrigue).

Join us at PORTADA Mexico!

The Interactive Advertising Bureau (IAB) and its Multicultural Council have launched a “multicultural hub” to establish best practices across all multicultural considerations and segments. Portada spoke to Joe Laszlo, VP, Industry Initiatives at the IAB, to discuss the significance of this initiative and how the hub hopes to foment more thoughtful, effective multicultural campaigns.

Helping Digital Advertisers Thrive in a Multicultural, Digital World

A simple glance at recent statistics on the American population provide more than enough justification for an increased focus on reaching diverse, multicultural audiences: over 50% of the U.S. population is diverse, non-white Americans. In fact, just the numbers about Hispanics alone are impressive as well: Hispanics are the fastest growing population segment in the United States, and the population of Hispanics is expected to exceed 58 million by the end of 2016.

Joe Laszlo, VP of industry innovation, IAB
Joe Laszlo, VP, Industry Initiatives

“We needed to establish best practices on how to navigate challenges, develop authentic creative and be more effective in our approach as marketers,” Laszlo explains. So with the aid of the 60+ companies within the Council, and under the leadership of Co-Chairs Diego Antista, U.S. Multicultural Agency Head, Google, and Liz Blacker, EVP, Multicultural Strategy and Sales, iHeartMedia, the organization created an initiative to establish best practices that will support buy-side agency and brand partners in navigating multicultural advertising in the “new America.”

The Multicultural Council was created about five years ago, Laszlo says: “Members of the Hispanic community came to us and said, ‘We care about the Latinos in the US, but our titles cover a much broader group than that.'” As the IAB puts great effort into conducting research and producing resources like white papers, infographics and reports for those in the industry, it follows that the organization would create a group dedicated solely to promoting the growth and strength of the multicultural marketplace with regards to content, marketing, and corporate culture both in their initiatives and employee diversity.

The goal is to develop downloadable, single-page sheets on topics like multicultural programmatic, U.S. Hispanic search and strategies for LGBTQ audiences.

The goal is to develop downloadable, single-page sheets on topics like multicultural programmatic, U.S. Hispanic search and strategies for LGBTQ audiences to “help digital advertisers thrive in this digital world we live in,” says Laszlo.

Multicultural More than Hispanic 

It is not unusual for people to equate “multicultural” with simply “Hispanic,” but other demographics are growing at significant paces as well. Asia is projected to replace Latin America (including Mexico) as the minority-majority source of new U.S. immigrants. And African Americans have unprecedented buying power, reaching $1.2 trillion as of 2015 (up 275 percent from 1990).

But it is undeniable that the Hispanic community has contributed to raising awareness of the importance of speaking to each demographic and developing personalized messages for not just Hispanics, but also Asian Americans, African Americans, Latinos, Blacks, LGBTQ individuals, Veterans, as well as addressing Body Positivity and Gender Equality. The Multicultural Council started as a Hispanic Council, but it didn’t take long for it to evolve.

Multicultural needs to be more than just a checked box. That won’t resonate with audiences. Multicultural is much more about a strategy that can be adapted and transformed.

Laszlo agrees that many advertisers and marketers’ introductions to multicultural occurred through their Hispanic targeting efforts. In their efforts to better comprehend today’s Hispanic, they realized that each demographic has its own nuances and sets of values. “In the past, marketers and brands would say, ‘We have our mainstream marketing message, we’d better do it in Spanish too.’ Then they realized just translating wasn’t the most authentic way to speak to that audience. As that realization hit, they realized that the way to speak authentically to other audiences and demographics requires subtlety and nuance and expertise as well.”

The industry’s journey with Hispanic audiences has taught it “how to listen and understand an audience,” Laszlo asserts.

Best Practices for the “New America”

When asked to elaborate on the concept of establishing best practices for the “new American,” Laszlo says, “Multicultural needs to be more than just a checked box. That won’t resonate with audiences. Multicultural is much more about a strategy that can be adapted and transformed.”

“Everyone has radar for inauthentic messages. Smart brands and agencies want to do the right thing, and the fallout for being clumsy or insensitive with strategies will backfire.”

“It’s the death of media mass communication,” Laszlo continues. Platforms and tools for making practical use of Big Data for analytics and targeting mean that there is no excuse for failing to speak to consumers as individuals.

“It’s about a subtle shift in the balance of ‘we’re all Americans, and there are certain values that resonate with all of us’ versus ‘we are unique individuals that identify with many communities,’ and in terms of the way that marketers strategize, that shift is reflected in their planning,” Laszlo explains.

Laszlo believes that multicultural tactics will become general marketing tactics with time, as the industry moves “from mass undifferentiated communication to sensitivity to different interests,” because “everyone wants to be spoken to in a way that is authentic and meaningful to them.”

The conversation has gradually shifted from advertising buyers outside of multicultural specialist agencies asking “why would I need to do more than just translate”  to “how can I build a multicultural tool kit that’s going to work.”

IAB’s Multicultural Hub is showcased through this link, accessible to anyone on the website. The organization will also be distributing copies at multicultural related events. The goal is to show the industry that the IAB takes multicultural audiences very seriously, and imply that other industry professionals should as well.

“Everyone has radar for inauthentic messages,” Laszlo says. “Smart brands and agencies want to do the right thing, and the fallout for being clumsy or insensitive with strategies will backfire.”

Join us at PORTADA Mexico!

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

Click here for previous Latam Changing Places editions

MONTERREY.jpgIPG Mediabrands, a division of Interpublic Group, continues to expand its services with the opening of its new office in Monterrey, Mexico. IPG Mediabrands Mexico has a successful track record in the country, serving multinational and local clients from its Mexico City office from early 2000. The new opening, will covers two of the three largest cities in the country. The office, located in the Losoles Building in San Pedro Garza Garcia, will host a locally based team as well as a space of co -working.

Natalia-Sanchon--511x400Avaya Argentina has named Natalia Sanchon as new Senior Marketing Manager for Latin America and the Caribbean region, which is divided into five sub-regions: Andean, Brazil, Central America and the Caribbean, Southern Cone and Mexico. Prior to this new position, Sanchon was the company’s global director of Creative Services, Americas Marketing Experience & Marketing Programs Leader for the Americas International regional channel, among others. Prior toAvaya, she was Data Mining at IBM.

 

 

descarga (1)Time Inc. has announced an executive reorganisation to unify processes and unlock advertising opportunities. The unit will be focused into three divisions: category sales, brand sales and digital.

Advertising sales will be centralised under Mark Ford, who will be appointed as chief revenue officer global advertising.

 

 

 

 

descargaMindshare Argentina, WPP Group media agency, has appointed Fernanda Gutierrez to join the FAST team of specialists as Digital Communications Strategy Director. The unit has been designed to operate globally. Gutiérrez will be in charge of strategic communication solutions for local and regional clients. In addition, she will participate in the development of media plans and will be involved in new businesses and projects. The executive has been part of Mindshare for three years.

AAEAAQAAAAAAAAOPAAAAJGE5Y2ZkYmI3LTRmNzItNDc0MC1iY2I5LTg2YTUwNmIxMjQ2ZAMariana Gutierrez Briseño will head the new media agency of Montalvo, an advertising agency. The units are handling 5 clients already.

 

 

 

 

 

 

Credit: Adlatina
Credit: Adlatina

Carat Argentina media agency, led by Guido Righetti and part of Dentsu Aegis Network, has recently announced the appointments of Mariano Barcelona and Javier Caceres as account managers.

Barcelona will handle Adidas, Turner and Banco Itaú accounts, among other clients.

Caceres will be responsible for General Motors.

 

What: Advertisers will spend more than 10 billion in digital video in 1, representing an 85% increase from 2 years ago, based on“Digital Content NewFronts: Video Ad Spend Study,” a study conducted by Advertiser Perceptions on behalf of the Interactive Advertising Bureau (IAB).
Why it matters: 68% of those marketers and agency executives believe that original digital video will become as important as original TV programming in the next 3 to 5 years.

Advertisers and media buyers have made an impressive 114 % increase in investments in original digital video programming over the past two years, according to the third annual “Digital Content NewFronts: Video Ad Spend Study” conducted by Advertiser Perceptions on behalf of the Interactive Advertising Bureau (IAB).

Reinforcing the critical role the Digital Content NewFronts has played in media buying decisions, eight out of 10 respondents said that their attendance at the 2015 NewFronts resulted in increased spending on original digital video content in the 12 months that followed, and/or motivated them to increase original digital video budgets overall.

Buyers who primarily focus on TV were more likely to commit those extra dollars at the NewFronts (64% vs. 42%), while digital-focused buyers were more likely to spend them throughout the year (49% vs. 41%).

Buyers who primarily focus on TV were more likely to commit those extra dollars at the NewFronts, while digital-focused buyers were more likely to spend them throughout the year.

Nearly three-quarters (71%) of those surveyed also said that they plan to attend the 2016 NewFronts, expecting to spend more than a third of their overall digital video budgets for the year at the annual marketplace.

The study further revealed that more than two-thirds of marketers and agency executives (68%) believe that original digital video will become as important as original TV programming in the next 3 to 5 years. In order to close the gap between digital video and TV programming, both groups want to buy digital video that reaches target audiences in high-quality programming and delivers more concrete ROI metrics.

68% of marketers and agency executives believe that original digital video will become as important as original TV programming in the next 3 to 5 years

While the majority of buyers surveyed plans to spend more overall on all digital video (63%) and mobile video (62%), original digital video content has grown in importance, now accounting for 44% of a typical digital video budget, up from 38% two years ago.

Native advertising has also established a foothold in dollars spent on original digital video, accounting for one-third (32%) of that investment.

Screen-Shot-2016-05-02-at-9.32.01-AM-800x317

Ongoing Strong Growth for Digital Video

  • Advertisers are spending on average more than US$10 million annually on Digital Video, representing an 85% increase from 2 years ago, based on a survey of 360 advertisers and marketing professionals.
  • Video represents an increasing share of Digital/Mobile Ad Spending, with growth driven by a substantial increase in Mobile Video allocations.
  • Robust spend optimism (plans to invest more in next 12 months) for both Digital and Mobile Video; while most are expecting to maintain current TV spend levels.
  • Cross-Platform spending (TV + Online Video) seeing continued growth in 2016 – driven by TV-Primary Buyers, 82% of whom plan to increase crossplatform spending.
  • Cross-Platform spending (TV + Online Video) seeing continued growth in 2016 – driven by TV-Primary Buyers, 82% of whom plan to increase crossplatform spending.
  • Original Digital Video Content Spending & Trends – Robust growth: Ad spending on original digital programming has more than doubled since 2014. Nearly one-third of ODV dollars are going to Native advertising opportunities.

In addition, Yahoo partnered with Nielsen & Hunter Qualitative to collect insights related to different variables within the pre-roll and native video ad formats. The study suggests the greatest growth in digital video consumption is coming on mobile devices, while traditional TV viewing time has declined slightly.

Screen-Shot-2016-05-02-at-9.24.36-AM-800x440

 

The study further suggests cross-platform digital video ads are more effective for brands than PC or mobile-only video campaigns.

Screen-Shot-2016-05-02-at-9.41.19-AM-800x406

Yahoo’s video creative best practices:

  • Larger logos deliver higher brand metrics than smaller logos, and even more so for Millennials.
  • CTA’s should be included in video ads, as they generate increases in lower-funnel metrics such as Purchase Intent and Brand Recommendation.
  • The brand should be introduced at any point in the video ad. Key brand metrics are not impacted whether the brand is introduced in the beginning, middle, or end of the video.
  • Different ad tones should be employed to drive Millennials down the purchase funnel.
  • Video ads must be optimized for screen alignment.Horizontal is more effective at increasing familiarity and purchase intent when compared to the relatively newer vertical portrait ads.
  • 15/:30 ads in pre-roll formats as they drive higher aided recall, affinity, purchase intent, and recommendation than : 05.
  • :15 native video ads drive greater recall and purchase intent than longer video units.
  • When it comes to native, auto-start ads drive a slight increase in brand affinity and outperforms userinitiated ads in recall and fixation.

“Marketers and agencies are telling us they clearly see great value in original digital video programming,” said Anna Bager, Senior Vice President and General Manager, Mobile and Video, IAB. “This study demonstrates that the NewFronts has the ability to move ad dollars. Considering this year’s presenter line-up of top-tier, innovative media companies, and content creators, we expect that the event will inspire spend during the marketplace’s two-week period and beyond.”

Join us at PORTADA Mexico!

 

Foto Fernando MonederoFernando Monedero joins IPG Mediabrands, the global network of media agencies, as Manager Mediabrands Miami. The position had been vacant since earlier this year, when Helber Diaz, the former Manager of Mediabrands Miami left the company to become ‎Regional Media Sr. Manager Latin America at Alcatel Onetouch.

According to the release by Mediabrands,  Monedero has developed a solid career in Spain and Latin America, focusing on the development and sale of digital services.

Monedero (check out  a recent Portada interview with him) recently served as Managing Director of Havas Miami digital area and as Regional Director of MEC, developing the businesses of major clients such as Colgate, Chanel, Hoteles Meliá and MARS, among others.

“Fernando has joined IPG Mediabrands to strengthen the services we offer to regional clients from Miami, as well as to develop business and growth strategies,” said Andrea Suarez, CEO of Latin America. Mediabrands clients include major global companies such as Mastercard.

Two major Latin American countries celebrated their annual IAB Conferences during the last two weeks: Mexico’s IAB Conecta and Argentina’s IAB Now. Some key trends as seen by Portada’s Editorial Team members who attended both events.

Digital Media’s Advance

Santiago_PerincoliOne salient feature of the Internet in Latin America is how quickly digital media is advancing and carving itself substantial room in the media mix, already having a 16% share in total advertising in Argentina and a similar ratio in Mexico. The importance of digital media for the Argentinean advertising community is also reflected by the fact that most major advertisers recently acquired membership of  IAB Argentina.

Social Advertising

Social Advertising topics, sponsors and executives were important at both the IAB Argentina and IAB Mexico events. Major Social Network executives as well as the preferred partners of those networks played an important role. AT IAB Conecta in Mexico City a Facebook executive talked about how marketing in the twenty-first century is becoming a personal one to one interaction.

TV-Personalities

TV stars have played an important role at Latin American annual IAB conferences for quite some time. While they are an obvious draw for attendees,these events also help TV personalities extend their reach and followers on the Internet. Last year Argentinean stars Adrian Suar and Tomas Yankelevich (from broadcast channel Trece and Telefe) and this year Entertainment and Broadcast Journalist Jorge Rial explained how broadcast behemoths are adapting to the world of multi-platform and mobile online video consumption.

Are Brands Afraid of Innovation?

Jonathan Oliver, Head of Global Innovation at Microsoft (photo), said at a keynote speech during IAB Mexico that brands tend to be too conservative to really profit from testing and innovation. In his role at Microsoft, Oliver works with many of the world’s top brands on creating new marketing initiatives and encouraging innovation. “Real Innovation will fail more times than it will succeed and brands do not want to fail. They don’t like risk,” Oliver noted. Oliver talked about how organizations can create cultures not only to reward innovation and the trial and error process, but also to generate a space in which they can flourish.

Online Video and the Power of the Image

Images are gaining versus text-based content. Also in Latin America. At #IABConecta in Mexico Getty Images talked about the power of the image as a digital trend. Youtube’s VP of Global Content Partnerships talked about the power of video as a way to communicate over the internet.

NBCUniversal announces CultureFirst, the IAB hosts a multicultural town hall, Hispanics could drive auto sales, while the New York Times examines what makes multicultural TV shows relevant to all.

Universality Is Key to Crossover Appeal of TV Programs

jane-the-virginThe Hispanic audience is fragmenting along with all other TV audiences, as a plethora of over-the-top video choices wear down television’s mass appeal. In this landscape, TV shows should aim beyond Latin-centric characters and themes, according to a New York Times article. A case in point is the critically acclaimed Jane the Virgin, which has garnered respectable audiences across cultures. The reason, according to the article, is “it captured the essence of the culture without banging it over people’s heads.” While Jane and her family are Hispanic, the Times notes, it’s “built around a mother-daughter-grandmother dynamic that could translate to other races and ethnicities: ‘It’s just a girl who wants a dream to come true.'”

TuYo Enters OTT Market

TuYoHispanic digital entertainment TuYo, led by Jenni Rivera and “I Love Jenni” producer Peter Salgado will launch in July, according to VideoInk. The digital channel will include free, ad-supported programming as well as paid, on-demand offerings in Spanish and English. A wide mix of programs includes series, documentaries, movies, sports, reality, gaming, news and music. Content partners include Latin World Entertainment, World of Wonder, VIP 2000, Dhana Media and Great Glass Productions.

[vimeo 126905154 w=500 h=281]

NBCU Upfront Pitches Targeting via Culture

NBC Universal’s Upfront presentation included the unveiling of CultureFirst, a new way of targeting Hispanic consumers via cultural traits instead of language. . It also announced NBC Deportes, which will produce sports content for Telemundo and NBC Universo, as well as its digital properties, with offerings to include FIFA World Cup, NASCAR and Olympic qualifiers. League, NFL and NASCAR. And, in a play to capture the interest of Hispennials, NBCUniversal Hispanic Group said it would do whizzy new things like dual-screen storytelling and an interactive comic book series. It also made a deal with Defy Media to create new content across platforms, centered on Defy’s Clevver TeVe, a Spanish-language YouTube channel covering fashion, music and lifestyles with a millennial focus.

IAB’s Town Hall to Promote Digital for Multicultural

In the IAB Blog, Jessica Ramirez spelled out 8 things marketers should know about Hispanics. Those eight will be familiar to anyone working in the Hispanic market, but the post also serves as an invitation to the IAB’s Multicultural Creative Town Hall to be held May 27 in New York. Ramirez notes that multicultural spending still lags population growth; the town hall may give agencies and publishers more ammunition.

Hispanics to Drive Growth in Car Sales

toyota hispanicAccording to Automotive News, Hispanic consumers could be the auto industry’s leading growth engine for the next 20 to 30 years. The article includes stats from Polk Automotive that Hispanic buyers delivered 96 percent of Ford and Chevrolet’s combined year-over-year retail sales growth, 33 percent of Nissan’s, 35 percent of Toyota’s and 100 percent of Honda’s. Wow. While a lot of car companies’ efforts are going to helping local car dealerships better serve the variety of Hispanic and Latin consumers coming through their doors, it’s also good news for Hispanic media, with Hispanic advertising becoming an important part of new-vehicle launches.
[Ctahfb]

What: The Confederation of North, Central America and Caribbean Association Football (CONCACAF) announced an official partnership with Scotiabank, designating the international bank as title sponsor of the CONCACAF Champions League and official sponsor of its Gold Cup tournament of national teams. Traffic Sports USA, the sponsorship rights agency of CONCACAF, secured the deal.
Why it matters: CONCACAF is a major soccer property and the multiyear agreement makes Scotiabank the first official partner of CONCACAF.

SoccerThe multi-year agreement makes Scotiabank the first official partner of CONCACAF, and covers multiple tournaments through 2018 including the region’s most important club competition – the CONCACAF Champions League –now to be known as the Scotiabank CONCACAF Champions League beginning February 2015 with the Championship Round of the on-going 2014-15 edition. Scotiabank will also be the official bank of the CONCACAF. Terms of the deal were not disclosed.

“I am extremely proud to welcome Scotiabank to the CONCACAF football family and commemorate this strategic partnership,” said CONCACAF President Jeffrey Webb. “This agreement exemplifies the growing value of CONCACAF’s properties and demonstrates the trust and confidence in our Confederation.” Headquartered in Toronto, Scotiabank is Canada’s most international bank, with a presence in over 55 countries including the U.S., Latin America, the Caribbean and parts of Asia. “Scotiabank is proud of our deep roots and strong commitment in the CONCACAF regions – supporting customers, businesses and communities for over 180 years,” said John Doig, Scotiabank’s Chief Marketing Officer.

CONCACAF Champions League

The current edition of the newly-minted Scotiabank CONCACAF Champions League, a yearly regional championship disputed among the top club teams from countries across North America, Central America and the Caribbean, resumes in February 2015 with the Championship Round. Quarterfinal matches are set to take place in Canada, Costa Rica, Honduras, Mexico and the United States.

The current edition of the newly-minted Scotiabank CONCACAF Champions League, a yearly regional championship disputed among the top club teams from countries across North America, Central America and the Caribbean, resumes in February 2015 with the Championship Round. Quarterfinal matches are set to take place in Canada, Costa Rica, Honduras, Mexico and the United States.

The 2015 Gold Cup will be played in at least 10 venues in the United States. The tournament will be televised by FOX and Univision in the U.S.

In addition to title sponsorship of the Champions League, Scotiabank becomes an official sponsor for the CONCACAF Gold Cup – the Confederation’s flagship event for national teams – for 2015 and 2017. The 2015 Gold Cup will be played in at least 10 venues in the United States. The tournament will be televised by FOX and Univision in the U.S.

Scotiabank will also support multiple additional CONCACAF tournaments through 2018, including 2016 Olympic Qualifying events, and men’s and women’s tournaments at the under-20 and under-17 levels, starting with the CONCACAF Men’s Under-20 Championship Jamaica 2015, set to kick off in January. The deal further includes sponsorship for the next two editions of the CFU Caribbean Cup and the UNCAF Central American Cup, as well as upcoming CONCACAF championships in Beach Soccer, Futsal and at the Girls’ and Boys’ under-15 levels.

Global Sponsorship Standards

“When we extended our agreement with CONCACAF in late 2013, we focused on
restructuring the sponsorship program in line with global standards led by CONCACAF Partners,” said Aaron Davidson, President of Traffic Sports USA, the sponsorship rights agency of CONCACAF. “Scotiabank is the perfect founding CONCACAF Partner thanks to their footprint across the region and their commitment to sport and the communities.”

MORE ON SPORTS MARKETING

2014 Hispanic Sports Marketing Survey (Premium Content)
DOWNLOAD: Portada’s 2014 Soccer Marketing Guide!

What: The Confederation of North, Central America and Caribbean Association Football (CONCACAF) announced an official partnership with Scotiabank, designating the international bank as title sponsor of the CONCACAF Champions League and official sponsor of its Gold Cup tournament of national teams. Traffic Sports USA, the sponsorship rights agency of CONCACAF, secured the deal.
Why it matters: CONCACAF is a major soccer property and the multiyear agreement makes Scotiabank the first official partner of CONCACAF.

SoccerThe multi-year agreement makes Scotiabank the first official partner of CONCACAF, and covers multiple tournaments through 2018 including the region’s most important club competition – the CONCACAF Champions League –now to be known as the Scotiabank CONCACAF Champions League beginning February 2015 with the Championship Round of the on-going 2014-15 edition. Scotiabank will also be the official bank of the CONCACAF. Terms of the deal were not disclosed.

“I am extremely proud to welcome Scotiabank to the CONCACAF football family and commemorate this strategic partnership,” said CONCACAF President Jeffrey Webb. “This agreement exemplifies the growing value of CONCACAF’s properties and demonstrates the trust and confidence in our Confederation.” Headquartered in Toronto, Scotiabank is Canada’s most international bank, with a presence in over 55 countries including the U.S., Latin America, the Caribbean and parts of Asia. “Scotiabank is proud of our deep roots and strong commitment in the CONCACAF regions – supporting customers, businesses and communities for over 180 years,” said John Doig, Scotiabank’s Chief Marketing Officer.

CONCACAF Champions League

The current edition of the newly-minted Scotiabank CONCACAF Champions League, a yearly regional championship disputed among the top club teams from countries across North America, Central America and the Caribbean, resumes in February 2015 with the Championship Round. Quarterfinal matches are set to take place in Canada, Costa Rica, Honduras, Mexico and the United States.

The current edition of the newly-minted Scotiabank CONCACAF Champions League, a yearly regional championship disputed among the top club teams from countries across North America, Central America and the Caribbean, resumes in February 2015 with the Championship Round. Quarterfinal matches are set to take place in Canada, Costa Rica, Honduras, Mexico and the United States.

The 2015 Gold Cup will be played in at least 10 venues in the United States. The tournament will be televised by FOX and Univision in the U.S.

In addition to title sponsorship of the Champions League, Scotiabank becomes an official sponsor for the CONCACAF Gold Cup – the Confederation’s flagship event for national teams – for 2015 and 2017. The 2015 Gold Cup will be played in at least 10 venues in the United States. The tournament will be televised by FOX and Univision in the U.S.

Scotiabank will also support multiple additional CONCACAF tournaments through 2018, including 2016 Olympic Qualifying events, and men’s and women’s tournaments at the under-20 and under-17 levels, starting with the CONCACAF Men’s Under-20 Championship Jamaica 2015, set to kick off in January. The deal further includes sponsorship for the next two editions of the CFU Caribbean Cup and the UNCAF Central American Cup, as well as upcoming CONCACAF championships in Beach Soccer, Futsal and at the Girls’ and Boys’ under-15 levels.

Global Sponsorship Standards

“When we extended our agreement with CONCACAF in late 2013, we focused on
restructuring the sponsorship program in line with global standards led by CONCACAF Partners,” said Aaron Davidson, President of Traffic Sports USA, the sponsorship rights agency of CONCACAF. “Scotiabank is the perfect founding CONCACAF Partner thanks to their footprint across the region and their commitment to sport and the communities.”

MORE ON SPORTS MARKETING

2014 Hispanic Sports Marketing Survey (Premium Content)
DOWNLOAD: Portada’s 2014 Soccer Marketing Guide!