The 8th Annual Hispanic Advertising and Media Conference 2014 has started. Take a look at the pictures of the event, Day 2… Also check out the pictures of Day 1!
YuMe and SMG (Starcom MediaVest Group) have published a multicultural survey that recognizes US Hispanics as an emerging force in digital video interaction. Results show that US Hispanic device ownership skews higher than for non-Hispanic US audience on a full range of connected devices, including smartphone, tablet, OTT, laptop, and smart TV, while leading the market in multi-tasking and mobile content.
In May 2014, YuMe and SMG Multicultural analyzed data from an Interpret New Media Measure survey of more than 3,100 US Hispanics and 9,000 general population respondents, looking for US Hispanic differentiation in video consumption, along with the influence of language in advertising. The research will be showcased at Portada’s 8th Annual Hispanic Advertising and Media Conference in New York City on September 18, 2014, where YuMe will have an exhibitor booth.
Portada talked to YuMe’s research team about the highlights of the study: The role of younger and older generations of Hispanics in the digital media space and the way they consume and media activities on different devices.
Portada: What have you found more surprising about the study?
YuME Research team: It was really interesting to see how consistently Hispanic Consumers over-indexed for streaming behaviors and ownership of entertainment devices. We thought that Hispanic Consumers might not lead as much on very “techy” devices or devices with a significant upgrade costs, like gaming consoles and smart TVs, but that’s where they had the largest leads in ownership vs. the general market.
It was also really surprising to see that much of the over-indexing may have been driven by the older generations of Hispanic Consumers.
It was also really surprising to see that much of the over-indexing may have been driven by the older generations of Hispanic Consumers. We don’t often think that 35-54 year olds would be streaming at the same levels as Millennials, but on household entertainment devices like connected TVs, we’re seeing that’s true for Hispanic Consumers.
Some interesting trends in the middle 35-54 age group:
- This group surprises us with their heavy adoption of connected TV devices and heavy streaming. For this age group, ownership of devices like tablets, Blu-ray players, smart TVs and set-top boxes is within 1% of Millennial ownership. When we surveyed streamers who streamed 1+ video in the last three months, the 35-54 year old respondents actually lead Millennials for streaming on a Blu-ray player and match them for streaming on a Smart TV.
- What is more surprising is how close their ownership rates are for emerging devices like connected televisions. In this category, they’re only 5%-8% behind Millennial Hispanics. We typically see larger gaps among the general population.
Portada: What about the relationship between Hispanics and video?
Research team: “It’s not exactly surprising, but Hispanics as a whole report much lower levels of TV viewing and much higher levels of digital video streaming than the general market. It seems that digital streaming platforms and behaviors are more prevalent in Hispanics due to their desire to access appealing and relevant content. This is seen in their comparative device ownership levels, activity levels, and streaming motivations (when compared to the general population).
- Hispanic Consumers show significant ownership leads for mobile and entertainment devices like: smartphones, tablets, gaming consoles, Blu-ray players, set-top boxes and smart TVs.
- Fewer Hispanic Consumers watch 3+ weekly hours of linear TV (in any language) than the general population. On the flip side, they lead the general population for watching movies on the internet, watching short clips on the internet and watching TV shows on the internet for 3+ hours weekly.
- When compared to the general population, Hispanic Consumers are heavier streamers at all streaming levels and on all devices.
- The percentage of Hispanic streamers that stream on a smart phone, tablet, smart TV or Blu-Ray player are 48%-106% higher than the general population.
Perhaps due to relevance of linear TV content, Hispanic Consumers lead the general population for nearly every possible multi-tasking activity while watching Primetime TV.
US Hispanic Consumers are more motivated to stream or download to:
- Watch shows or movies on channels you don’t receive on TV +59%.
- Explore shows you haven’t watched before +52%
- Be able to watch TV programs whenever they want +40%”
Portada: What´s the main difference between Hispanics and non-Hispanics regarding video?
Research team: “The main difference between the Hispanics and non-Hispanics regarding video is how much higher the ownership and streaming activity levels are for digital entertainment devices especially among the middle to older generation of Hispanic Consumers. This is a group who seem to have a more diverse group of early adopters who are motivated enough to try new technology and behaviors to find what they really want to watch.”
US Hispanic device ownership
US Hispanic ownership of devices mirrors that of the general market (non-US Hispanics), yet, the highest penetration is on smartphone and laptop.
Two times more likely than the non-Hispanic US audience to stream on smartphone and smart TV. Typical smartphone activities among Hispanics are social networks (60%), short videos (47%), and streamed music (42%).
US Hispanics are 40% more likely to watch more than 5 hours per week of digital video content.
Younger Hispanics are driving device adoption and video streaming levels. “The tech behaviors of US young Hispanics (18-34) are rather comparable to general market Millennials. Among U.S. Hispanics, they lead ownership in emerging digital and entertainment devices like: smartphones, tablets, gaming, consoles, Blu-ray players, smart TVs and set-top boxes. They are avid streamers, leading the age groups at all levels of streaming and streaming on nearly all devices”, says the research team.
They are avid streamers, leading the age groups at all levels
Portada also asked about behaviour of older generations of Hispanics:”The older generation of US Hispanic Consumers (55+) lead ownership of traditional digital devices like cell phones and desktop computers by large margins. They lead the nearest age group by 8% and 16% respectively.”, according to the research team.
Spanish dominant households
Portada: Why do you think Spanish dominant households are more likely to consume digital content?
Research team: “The answer seems pretty clear and seems to stem from the variety of video content available through linear TV or the lack thereof. Main motivators for Hispanic streamers to stream include:
- To watch shows or movies on channels you don’t receive on TV +59%.
- To explore shows you haven’t watched before +52%
Perhaps non-legacy young media properties have a less challenging route to become multplatform brands. Such is the example of 9 meses, a TV show that is currently expanding to other media platforms. Susy Rosado, the MC of Portada’s 2014 LatAm Summit, as well as the founder, entrepreneur, and host of 9 meses, talks to us about the process behind the show.
Translated by Candice Carmel
9 meses (9 months) is a magazine-style TV program aimed at parents and Hispanic women. The show focuses on tips, news and information on the stages of pregnancy, but also talks about parenting after birth. It is a product that “finds a balance between what sponsors need and what the audience demands,” says Susy Rosado.
About the show
9 meses is seen in 20 countries and 200 million households through TV networks such as MGM Latinoamérica, Telemundo, Veme, and Casa Club TV.
It currently airs on AMC Latinoamérica through Casa Club TV, and can be seen in the U.S. on MEGA TV. Rosado tells Portada that the show is closing a deal with one of the leading Hispanic TV networks in the U.S., but cannot yet confirm the agreement.[youtube https://www.youtube.com/watch?v=_ARvrhzQ9wE&w=640&h=390]
The content on 9 meses revolves around prenatal care, food, family, motivation, and Latino families in the U.S. Hispanic market and the rest of the world. Rosado says that special care is given to producing multi-platform content that takes into account the little time that modern women have available. “Our content is timely, short, and goes straight to the point. In other words, mom has no time to lose and needs for us to tell it like it is,” explains Rosado.
Although the show was designed for TV from the start, today it produces content for different media platforms – TV, radio, magazines, websites, newsletters, and social networks.
Our content is timely, short, and goes straight to the point.
The first show was produced for TV in 2007 and the program aired on TV for the first time in 2010 on Mega TV. Rosado tells us: “The idea was born when I was pregnant with my first child. It was then that I realized just how much information about pregnancy and babies was out there. The oversaturation of information was such that by the time I was four months pregnant, I no longer wanted to read anything else. That’s when I realized there was a very large niche [for this type of content]. ”
“At first, we could not place the show’s format on TV because we were told the parenthood niche wasn’t appealing, so we decided to produce 90-second capsules that were aired between programs. That is how we were able to get a foot in the TV market,” says Rosado. “That’s why the transition to producing content for digital media was very easy, and today our goal is to be present in multiple platforms,” she adds.
Content marketing for videos
For producing video content, 9 meses works with specific partners looking to target their services or products to the Hispanic woman. “At 9 meses, we produce customized content for advertisers that will also be interesting, entertaining, and useful for our audience. In this way, we produce native content that takes into account the specific audience the advertiser wants to reach and show the client the kind of interesting content that we can produce for them. For example, if the client gives me a specific demographic, say U.S. women who live on the east coast and are Latina, preferably Mexican, Peruvian and Colombian, we come up with specific content [for that group] and then deliver our videos to that audience through programmatic buying, as we are associated with groups that are dedicated to generating traffic,” explains Rosado.
Portada: How else do you market 9 meses?
Susy Rosado: Basically, we monetize our brand through native content. Generating content -visual content- for video and TV is our strength. But we also do direct mail. But as I said earlier, we think more in terms of co-branding.
Portada: You created the program, and you also host and manage the project. How do you balance the tensions that arise from being on both the entrepreneur and on-camera sides?
Susy Rosado: Actually, doing all those things comes quite natural to me. I have worked in corporations and I’ve also worked on a lot of TV productions. My economics studies help me to do research before starting to produce content. I search the “demographics” that are now called trends in tech lingo, to see who is tuning in, what the target audience is and what it is they want to hear. And then, the camera side is also very natural for me— I know Hispanic culture very well, I am Mexican, I am married to a Colombian, and I have friends from all over Latin America.
At the Online Video Forum organized by Portada as part of #Portadalat we were lucky to have first level conversations and panels as those held by Carlos Ernesto Gutierrez, CEO Miami, Chief Growth Officer Latin America, McCann Worldgroup and Mark Larkin, SVP and General Manager of CNET. Gutierrez interviewed Larkin on stage about the industry and the development of the online video market, about how CNET uses online video, how it produces online video content and on what the future might look like.
Mark Larkin opened the interview talking about his experience as one of the first professionals to enter the online video market. “Back when broadband was just coming into focus, I launched CNET TV,which gave rise to all of the video you see on CNET and CNET en Español today. In fact,I led the team that made sure CNET was one of the first online publishers to embrace video on the web,” Mark said.
“I think pre-roll, mid-roll and post-roll are still effective ways to communicate with consumers, especially when it’s adjacent to premium content where users are engaged in something compelling.” he said. “I think the fuss about online video is more about a rich and diverse opportunity for marketers to reach targeted audiences where they are truly engaged and across all of the platforms with which they engage,” he added.
Premium Content Vs. Free Content
I come from premium, so I say always spend your money in premium
“Let’s talk about another dichotomy that makes us all marketers scratch our heads: Free content or premium/paid content…when to use which one in a video format?,” McCann World Group’s Gutierrez asked. Larkin is a big supporter of premium content. “It’s about the difference between quality audience/engagement and scale,” says Larkin. “The scale may differ in some cases, but the audience will have a great content experience and the messages that surround that experience are richer and more impactful for their association with that premium content,” he added.
“Church and state” separation
Carlos Gutierrez also asked how CNET is able to balance advertising sales interests with editorial integrity. To which Larkin answered that at CNET “we take the separation of church-and-state very seriously and people who come to CNET know they are getting high-quality, tested, reliable information that helps them make smart decisions about technology.”
The 7th Annual Portada Latam Advertising and Media Summit will take place on June 4 and 5 2015 in Miami.
Portada´s team wants to say thank you to all attendees and speakers, for having made of the #PortadaLat an excellent event. We are very proud of contributing with quality content and top panelists, to the development of the marketing industry, media and advertising in Latin America.
All the event coverage by Portada´s editorial team below:
The Candidates for the #PortadaLat Awards are nominated and voted by the professionals in our audience, making the winners´ election completely democratic. Congratulations to all the winners!
Top Latin Online Video Marketing Campaign (Presented by Scoopshot)
Top Latin American Print Advertising Campaign (Presented by Pal)
Top Latin Content Marketing Campaign
Top Latin American Digital Media Agency
Top Digital Media Innovator in the Latin World
Top Content Provider to Latin Audiences
Top Panregional Digital Advertising Campaign
Top Panregional Integrated Campaign
Top Panregional Advertising and Media Professional of the Year
Martin Kogan – CEO and co-founder Headway Digital
Top Panregional Advertising Campaign
Latam Summit Sponsors
OCC Mundial https://www.occ.com.mx/
Online Video Forum Sponsors
The 7th Annual Portada Latam Advertising and Media Summit will take place on June 4 and 5 2015, in Miami
Portada interviewed Mark Larkin, SVP and General Manager of CNET at CBS Interactive, as part of the #PortadaLat interview series.
Below, Mark Larkin discusses his vision on online video, how they create and use video at CNET, his own history regarding video and CNET TV, as well as his opinion about where will be video ten years from now:
Portada: What is your experience in your long career in online video?
Mark Larkin: I have always been a champion of video. People love to read, but they also love to watch. Here at CNET and CNET en Español, we create video because there is enormous appetite for content that entertains, informs and engages all at once – and nothing does all three like video. Back when broadband was just coming into focus, I launched CNET TV,which gave rise to all of the video you see on CNET and CNET en Español today. In fact,I led the team that made sure CNET was one of the first online publishers to embrace video on the web. In my 18-year career with the company, I’ve directed other video-centric brands within our portfolio, including CBS MoneyWatch and CBSNews.com, where I launched a slate of successful web shows including @KatieCouric, 60 MINUTES OVERTIME and WASHINGTON UPLUGGED. Today, CNET and CNET en Español have more than 500,000 pieces of premium-content video in our combined archives. And every year, we rapidly expand our palette of programming.
Portada: How is online video in text content integrated if at all at CNET?
Mark Larkin: Video is at the heart of everything we do here at CNET. It’s where we started and it’s where we’re headed. We have a robust in-house video production team that produces tens of thousands of pieces of video content every year – and that content sits alongside the written content we produce. Together, CNET and CNET en Español offer live video coverage of news events, such as press conferences at which the latest and greatest consumer products are revealed. Our reviews of newly released products are accompanied by videos explaining the pros and cons of each device to our audience. We offer a full slate of ‘How To’ videos, in which our editors show consumers how to make the most of their products. And we have a number of recurring series in English and in Spanish that help viewers keep abreast of the rapidly occurring changes in consumer tech. What’s more, all of our videos are available across all platforms, whether desktop and mobile (Android, iOS, Windows 8) or on “Smart TVs” or distributed through our partners like YouTube, Roku, Xbox and more.
Video is at the heart of everything we do here at CNET.
Portada: Where will video be 10 years from now?
Mark Larkin: I envision we will see more video content than ever as screens proliferate across platforms that we may never have initially imagined. Any platform that can stream video will have video on it – and we’ll be there. With advancements in wireless technology speeds, and with new ways for consumers to access content, we expect to reach consumers not just in the home or office, but in unexpected places like cars (where video has already made considerable inroads), through wearable technologies, and on devices that one might not normally expect to encounter a screen (such as refrigerators with built-in streaming technologies) and more. What it really boils down to is this: More ways for us – and our marketing partners – to reach consumers at nearly all points along the marketing funnel to help them make smart purchasing decisions.
Portada: How do you integrate video with your social media platforms?
Mark Larkin: Video is critically important to our success on all social media platforms. We highlight individual pieces of content regularly across our Facebook, Twitter, Tumblr and Pinterest accounts. Video is critically important to our social strategy – and video is also critically important to the success of Facebook, Twitter and all of the social platforms. Which is why you see them consistently modify their algorithms to prioritize premium content/video higher within their users’ news feeds and streams.
Video is critically important to our success on all social media platforms.
Portada: What is the most striking feature for you at CNET en español?
Mark Larkin: The fact that we’ve grown so quickly in such a short amount of time. We knew there was a market to deliver premium content – and, specifically, premium video – to Spanish speakers here in the United States. Seven months after the launch, we’ve seen page views and engagement increase with ad inventory remaining scarce. We are thrilled with the response but we continue to learn along the way and we invite our readers to give us continuing feedback about the content they see – and want to see – across all of our platforms.
Mark joined CNET in 1996 and over the course of his career with the company has directed other brands within the CBS Interactive portfolio, including CBS MoneyWatch, BNET and CBSNews.com, where he served as vice president and general manager and tripled traffic during his tenure. During that time, Mark and his team launched a slate of successful web shows including @KatieCouric, 60 MINUTES OVERTIME, WASHINGTON UPLUGGED and successful blogs like Crimesider and Political Hotsheet.
Portada interviewed Mexican entrepreneur César Salazar, Venture Partner of 500 Startups, as part of the #PortadaLat interview series. Our discussion with César Salazar joins those with LatAm Summit speakers Annika Blockstrand and Caio del Manto, both of Mondelez, and Fernando Calderón of OCCMundial.
Translated by Candice Carmel
César Salazar’s emergence as one of Latin America’s outstanding entrepreneurs has meant a long journey and considerable effort, “after trying everything,” in his own words. This is an entrepreneur who “wanted to be a designer (or maybe an architect) when I was a kid – and I became both,” he tells Portada, and who hopes to be able to “transform pre-school education” in the long-term future, as well as helping “create several public companies that transform entire industries.” Below, César Salazar discusses his vision on startups in Latin America, his own history as an entrepreneur, as well as some challenging advice for businesses and entrepreneurs in Latin America:
Portada: How did you come to do what you do?
César Salazar: I became an investor after trying everything, but mainly through being an entrepreneur. For a little less than 10 years I was a technology entrepreneur; then I jumped to the other side of the fence when I saw that in my country, despite enormous opportunities, there was little access to capital.
I was born and raised in a suburb of Mexico City, but in recent years I have done a lot of traveling, so I’ve had the chance to see everything. I wanted to be a designer (or maybe an architect) when I was a kid – and I became both. During my years as an entrepreneur I specialized in product design, and graphic interfaces and experience.
Portada: What was the process involved in creating Mexican.VC?
César Salazar: It was a spontaneous process. David Weekly, one of the founding partners, had the idea during a visit to Mexico. His observation was that there were very talented entrepreneurs, products that solved some big, genuine problems – but very little capital. A few weeks later we took on the task of bringing together a little capital in Silicon Valley, and we started to look for companies to invest in.
In reality we didn’t know what we were doing. I think that if we had known how hard venture capital is, we wouldn’t have tried it.
Portada: What was the process for acquiring Mexican.VC? What was the decision that led to the move to sell the company?
César Salazar: When we created Mexican.VC, one of the first people to find out about it was Dave McClure. We knew that if anyone would trust our vision of bringing venture capital to a little-understood market, it would be him. So that’s how we got 500 Startups to be an investor in that first fund. A year later we sat down to talk, and two things became clear:
- The first was that Mexico (and Latin America) had even more potential than we originally thought, and was therefore strategic for 500.
- The second conclusion was that our team did not have enough expertise, and it would be good for us to work closely with others who had been doing this for some time.
The final touch was that we shared the same entrepreneur-friendly culture and are all hands-on people. I think 500 is the best place to learn how to do venture capital.
Portada: Do you enjoy your work? What are the things you like the most, and the least?
César Salazar: I love it. I see myself doing this for at least 10 or 15 more years. What I like the most is learning about different industries every day, through the entrepreneurs we work with; it’s the best business school there could ever be. What I like the least, or let’s say what wears me down the most, is dealing with most people’s pessimism. Every day I find myself talking with people who avoid opportunities because they’re unwilling to risk their time, money or reputation.
Portada: How would you define what a Latin American company needs to have in order to invest in it?
César Salazar: For me, it’s important that they are solving a real problem, and that it’s a problem faced by a large number of people or businesses. I love working with entrepreneurs who have goals going beyond 10 years, although it’s hard to find them. I also believe the most important thing is that they be able to attract talent and capital; that is, the resources needed to grow the business.
For me, it’s important that they are solving a real problem, and that it’s a problem faced by a large number of people or businesses
Portada: What would be your main advice for global investors setting their sights on Latin startups?
César Salazar: I think they have to look for high-growth areas, leave prejudices at home, and bet on the long run.
Portada: What do you think makes 500 Startups different from existing sources of financing in Latin America?
César Salazar: I think the first thing that makes us different is the speed at which we’re moving. Over the past 20 months we’ve made more than 70 investments in Latin American companies. The second is our focus on forming an entrepreneurial community; we think our job is to bring the best together and help them form their own global support network. The third, I suppose, would be our focus on marketing and distribution for transactional businesses. Our accelerator program tends to be more useful the more traction a company has in terms of clients and sales.
Our speed makes us different
César Salazar: Do you think Latin America’s startup market is going to grow? What should people be betting on specifically?
César Salazar: Of course. In countries like Mexico activity has doubled each year for the past four years, and I think that trend will continue for several more years. The up and coming generation has a lot more disposable resources to invest, while less and less intend to work as part of a corporation.
Portada: What are your hopes for this year? And for the long-term future?
César Salazar: I hope we’ll finish the year with at least 20 well-capitalized companies that are clearly growing, and that we begin to grasp their true impact and return potential.
Over the long term I hope to have helped create several public companies that transform entire industries. After that, I would like to return to the role of founder, and what I would most like to transform is pre-school education for the masses.
César Salazar is a Venture Partner at 500 Startups’. He is in charge of investments in Latin America (Spanish-speaking companies), and helped consolidate Hackspedition, Startup Dojo and SuperHappyDevHouse in Mexico.
Portada and Media Economics Group introduce the ranking of the 10 advertising campaigns with greater investment in magazines for the US Hispanic market.
Today’s ranking, shows the 10 individual brand campaigns with the largest ad investment in 2013 (January to December). The campaign “Orgullosa – Pruebalo & te Encanta” by of P & G, which ranked first, invested over US $ 2.5 million. The campaign “Festival 2013” that run in People en Español, came in second with a total investment of more than US $ 2 million. Very close to the second position, was the the Cover Girl campaign “Outlast Stay Fabulous” also from P & G.
Top 3 Mags where ads ran
Total Ad Pages
Procter & Gamble “Orgullosa – Pruebalo & te Encanta” SAS
Procter & Gamble Company (The)
Latina, People en Español
People en Español “Festival 2013”
People en Español
CoverGirl “Outlast Stay Fabulous”
Procter & Gamble Company (The)
People en Español, Ser Padres, Vanidades
Crest “Complete Multi-Benefit Plus Scope Outlast”
Procter & Gamble Company (The)
People en Español, Ser Padres, Vanidades
L’Oreal Paris “Vive Vanidades – Guia Total de Belleza” SAS
L’Oreal USA, Inc.
Secret “Clinical Strength”
Procter & Gamble Company (The)
People en Español, Vanidades, Latina
CoverGirl “Clump Crusher”
Procter & Gamble Company (The)
People en Español, Ser Padres, Vanidades
Colgate “Total – Advanced Pro-Shield” Mouthwash
People en Español, Siempre Mujer, TV y Novelas
Orbit for Kids
Ser Padres, Vanidades, People en Español
Huggies “Snug & Dry – SureFit”
Ser Padres, People en Español, Siempre Mujer
Totals Top 10 New Brands/Campaigns
Ad Pages: 322, 91
Totals All New Brands/Campaigns
Ad Pages: 2.332,10
Totals All Active Brands/Campaigns
Ad Pages: 5.886,20
Portada and Media Economics Group are pleased to announce the return of our Breaking Ads section for Hispanics US mobile market.
Campaigns targeting Hispanics in the US through mobile platforms were tracked by Media Economics Group during March’s first two weeks. These advertising campaigns were conducted for mobile sites, though not exclusively and they may, or may not have been active in other platforms such as websites.
Below are the mobile campaigns for Captain Morgan, Terra.com and VisitSanAntonio.com:
Advertiser: Diageo Plc.
Campaign: “White Rum”
Description: Spanish language campaign for Captain Morgan “White Run”. Landing page is YouTube channel for Captain Morgan.
Site: ESPN Deportes Mobile (m.ESPNDeportes.com)
Server: GoogleSyndication.com (GoogleAdSense)
Advertiser: Terra Networks
Campaign: “Musica – Juanes en Concierto”
Description: Juanes online concert sponsored by Sprint, Pepsi and Dunkin’ Donuts.
Site: Terra Mobile (m.Terra.com)
Server: GoogleSyndication.com (GoogleAdSense)
Advertiser: San Antonio Convention & Visitors Bureau
Campaign: “Fiesta 2014”
Description: 18-day citywide festival, Fiesta San Antonio 2014 runs from April 10-27.
Site: Univision Movil (Univision.mobi)
Server: bs.Serving-Sys.com (MediaMind; was “EyeBlaster”)
The Mobile World Congress (MWC) finishes today in Barcelona, Spain, and Portada talked to several executives in the Latin space present at the MWC on what the latest innovations and trends mean for the Latin markets.
Low-Cost-Smartphones: Andrés Arias, SVP Products & Operations at Adsmovil, notes that many low-cost smartphones offerings were present at the MWC, including Firefox’s launch of the US $25 smart phone and an enormous amount of Asian low-cost providers offered their products. This trend will increase and skyrocket penetration and internet connectivity via mobile phones in lower-income parts of the U.S. Hispanic market and, to a larger extent, in Latin American.
High Growth: Gaston Bercun, Founder & Co –CEO of Hunt Mobile Ads, which recently was acquired by Opera Networks, says that the MWC reflects , without a doubt, the growth of mobile in the World. The U.S. Hispanic market and Latin America will not be an exception.
Soccer World Cup Fever: Alberto Pardo,CEO of Adsmovil, says that Brazil is the fifth largest advertising market on the planet”. This makes that for the first time the eyes of the sector turn to Latin America, partly also because of the Soccer World Cup.” Alejandro-Campos-Carles, Founder & Co-CEO of StartMeAPP, also talks about the Soccer World Cup being an important driver for mobile advertising this year.
Yahoo! today announced the launch of a new design for the home page of its U.S. Hispanic market and Latin America sites. Portada interviewed Javier Garcia, General Manager for the Hispanic market, about these changes.
Translated by Candice Carmel
The new home page features optimized content from the site’s main page, plus a new directory of useful links, and is optimized for mobiles and tablets.
The new page is “more functional and intuitive,” says Yahoo!, allowing users to filter and save news stories. New applications on the home page were also announced, and content will be “more relevant and updated.”
Portada interviewed Javier Garcia, General Manager of Yahoo! U.S. Hispanic, about these changes. Garcia has over 15 years’ experience in digital media and has re-launched and expanded Yahoo! en Español’s advertising business. He has also launched bicultural properties such as Shine Latina, and negotiated agreements with Sony Music Latin for co-producing entertainment programs.
Portada: How will Yahoo customize the home page?
Javier Garcia: It will be based on clusters of interest. The more we know about your preferences ― at the aggregate level of our users ― the better we can program content of interest to each group’s common interests.
Portada: How do you decide what content will appear on the home page?
Javier Garcia: The content is curated and passed through a rigorous editorial filter, and the personalized algorithm decides what content to present from the high quality content that is pulled.
Portada: How does Yahoo! produce its content?
Javier Garcia: We have local and specialized regional editorial teams in each market that produce original content. The team also selects an exclusive group of content providers and is responsible for curating that specific content.
Portada: How will this new design affect advertising? Will you have more advertising space? New formats?
Javier Garcia: The new page includes new formats and opportunities to advertise, and will later include the opportunity to place “native ads” such as those now offered on Yahoo.com.
Portada: How will you market your advertising? Will there be any changes in this regard?
Javier Garcia: We will continue to focus on the Hispanic market by emphasizing our new audience and programmatic products that were announced at CES, on a scale that only Yahoo! can offer as the number one online destination for Hispanics (according to Comscore).
Portada: What is behind these changes? Are they related to Yahoo!’s recently published 2013 results?
Javier Garcia: The changes are the result of executing the company’s strategy to focus on the daily habits of our consumers at the Hispanic level and in Latin America.
Facebook’s announced Q4 2013 and full year 2013 revenues and earnings last week. Mostly the results were very good with mobile and online video monetization as the major highlights. But what are the implications for the U.S. Hispanic and Latin American ad markets? What Alberto Pardo, CEO of Adsmovil, Leandro Cruz de Paula, Chief Revenue Officer, U.S. Media Consulting, Germán Herebia, COO REDMAS, Osvaldo Pavez, Regional Digital Director, UM Latam, Roberto Ricossa, VP of Marketing for the Americas at Avaya, Marina Mendez, Regional Director, Mediabrands and other experts have to say.
Translated by Candice Carmel
All of the executives interviewed agree that Facebook’s positive results were expected, due to the time and resources spent by the company on advertising. All also agree that after Facebook announced to anyone who would listen that it is “a mobile company,” its earnings gained from mobile advertising are not surprising. The experts generally expect these gains in mobile advertising to continue growing in the coming years. What should we expect for Latin America and the U.S. Hispanic market in terms of the social networks growth and its impact on the sector overall? The same growth trend. Marketing and advertising execs believe that Facebook will continue to reign in Latin America and the U.S. Hispanic market, not only by increasing user numbers, but also by its audience segmentation capacity and advertising solutions offerings, and the engagement that it manages to generate among users in these markets.
Osvaldo Pavez, Regional Digital Director, UM Latam, tells Portada he was not surprised by Facebook’s results given the work his company has been doing in digital marketing: “When talking about Facebook’s results, I analyze it not only from my point of view as a specialist in digital marketing, but also from a business perspective. Facebook has managed to implement a unique business model supported by the wealth of user data it possesses. The detailed information Facebook has about who its users are and how they behave allows for accurately identifying the topics that generate the most”engagement” and those most relevant to advertisers. That’s why I’m not surprised by the high numbers that were recently revealed. These are the fruits of the hard work that Facebook has done globally to strengthen its sales team, and its strategy of working hand in hand with agencies and advertisers to create innovative products.”
Roberto Ricossa, VP of Marketing for the Americas at Avaya, agrees: “Surely, these are figures that reflect very good management in the advertising sector. Facebook has focused its business in this regard, implementing intuitive software that targets ads based on user searches or “likes”. Moving forward, the big challenge will be to mantain the growth rate against fierce competition and market saturation in social media.”
Alberto Pardo, CEO of Adsmovil, adds that “for months prior to its IPO, Facebook hired top executives with significant experience in digital advertising, sales, marketing and technology. It went from being a company focused solely on the product to thinking about how to make money through advertising. It reinvented its ad product several times and it has certainly been a success.”
Pedro Quinzaños Cancino, President and General Director of Virket, believes that “Facebook’s recent results show that the social network has adapted to changes in the advertising and mobile devices markets. The latter sector is probably the one that will allow it to continue having stable growth. In 2013, while mobile advertising accounted for 2.7% of the overall ad market, studies anticipate that this percentage will grow to 7.7% in the next two years. Meanwhile, in Latin America, ad placement on mobile devices increased from 2.7% in 2012 to 8.1% in 2013, according to comScore.”
For Leandro Cruz de Paula, Chief Revenue Officer, U.S. Media Consulting, “Facebook’s growth is not surprising, given that it has no strong competitors that could unseat it as the leading social network.” He also argues that “Facebook has worked hard to increase its mobile solutions for advertisers.”
“This is a positive note, not only for Facebook but for the industry as a whole,” says Hiram Enriquez, co-founder of Mist | The Content Cloud. “It especially validates the feasibility and efficiency of new models of integrated advertising on social networks at a time when alternatives to traditional media channels that no longer have an audience are desperately needed. This also shows the results of the company’s efforts after the initial setbacks that followed its IPO.”
Pedro Cancino Quinzaños at Virket, says that “Latin American and Hispanic users found that smartphones offer them another solution to their need to always be connected and able to socialize. Without going further, Fortune predicts that by the end of 2014, 75% of Facebook’s active daily users will be connected via mobile.
Companies know that mobile advertising is the way, and therefore it is no surprise that Facebook’s mobile revenues have increased by 75%, as their results demonstrate.
“The mobile results are not at all surprising: Facebook announced it would become a mobile company and that 53% will surely reach 65% by the end of 2014, and the same trend will be seen in the LatAm and U.S. Hispanic [market],” says Alberto Pardo, Adsmovil.
Osvaldo Pavez, UM Latam, states: “Mobile is more than a device, it is already a lifestyle, and will play an increasingly important role among consumers, so it is not surprising that more than half of Facebook’s revenues come from this sector. The frequency of mobile use is increasing: in Latin America, for example, Wave 7 reveals that smartphones are the undisputed leader with 66% of respondents saying it is the device that best helps them socialize. Facebook has taken advantage of this trend to create better products and brand experiences; they are a company that generates products and services around the mobile world.”
Unlike other web platforms, Facebook has managed to successfully integrate its mobile ads as content that is perceived as natural and positive by users, thus generating a better income percentage.
Hiram Enriquez, Mist, agrees that the results are unsurprising. “Last year, Facebook had already announced that almost half (48%) of its daily users connect to the site from their mobile devices. Since both the U.S. Hispanic and Latin America populations exceed the average in their use of these devices, this fact, combined with the tendency to be extremely active on social networks, makes both markets fertile ground for innovation and growth in this sector.”
Cruz de Paula, U.S. Media Consulting, thinks that the growth in mobile revenues seems logical. “Smartphone penetration is over 60% in the U.S. and even higher in certain Asian markets, not counting increasing tablet penetration worldwide. Given the substantial growth of mobile media in 2013 ― with 28% smartphone penetration in Mexico, and over 20% penetration in both Brazil and Argentina ― it’s no surprise that mobile advertising is driving Facebook’s revenue growth. For advertisers, this means they must weigh their mobile campaigns according to these market conditions in order to take advantage of the ubiquity of these devices and their increasing importance in the lives of Latin Americans.”
Marina Mendez, Regional Director, Mediabrands Audience Platform, Latam, also agrees that the social network’s mobile results were not a surprise, “considering that thousands of consumers started their Internet experience by leapfrogging directly to mobile, and have naturalized and shared unique experiences focused on usability, content, access to applications and games, interaction with special ads, and above all, new behaviors that amount to nothing less than geolocation.”
Facebook in the U.S. Hispanic market and Latin America
Germán Herebia, COO REDMAS, believes that “Facebook was able to absorb the budgets of other big players in the U.S. Hispanic and Latin American region that have stagnated or fallen away, like MSN or Terra, as well as the relative low audience growth of major local newspapers. Besides, it’s good news for the Latin markets that Facebook in general is earning so much revenue from mobile, because of the spillover effect it can bring to the still incipient mobile advertising industry in the U.S. Hispanic market and Latin America [market].”
Leandro Cruz de Paula, U.S. Media Consulting, believes that “Facebook will be the leading social network in Latin America.” The executive says: “According comScore’s 2013 Latin America Digital Future report, Facebook occupies 94% of Latin Americans’ time spent on social networks. Such dominance has probably contributed to the growth of Facebook in 2013 and should continue.”
While other social networks are growing in Latin America, they are not monopolizing users’ time at the same level as Facebook, and it is unlikely that this pattern will change in the near future.
Roberto Ricossa, Avaya, believes that “Latin America is one of the fastest growing regions, and in this sense the impact is and will continue to be very strong. Brands are increasingly entering the market in the region, and this creates a higher ad volume on social networks in general, and for Facebook in particular.”
Osvaldo Pavez asserts that: “Contrary to what a recent Princeton study revealed about Facebook losing young users, the number of current LatAm and U.S. Hispanic users reflects that Facebook will continue to hold strong as the leading social network, at least for the next 5 years.”
Sporting events like the World Cup and the Olympics in Brazil will generate unprecedented engagement among Latin American and U.S. Hispanic users, which have historically been big fans of soccer and sports in general.
Regarding the World Cup and the Olympics that will soon take place in Latin America, Pavez adds: “Our UM Wave 7 study reveals that television content is the king of “social engagement” in LatAm, with 75% of respondents admitting it is their most talked about subject on social networks. So, we can surely expect an explosion of Facebook conversations generated by the televised broadcast of these sporting events.”
Hiram Enriquez, Mist, states: “In Latin America and the U.S. Hispanic segment, we are addicted to social networking. Penetration is comparable to that of regions such as Western Europe, where there is greater Internet penetration in general. Countries like Argentina and Brazil are among those which average more hours per day on social networks. Therefore, we should be on the verge of a turning point in the distribution of advertising and marketing budgets to truly reflect these realities.”
Pedro Quinzaños Cancino tells Portada that he believes “Latin Americans and the U.S. Hispanic population find Facebook to be a good tool that allows them to connect with friends and relatives that are far away, and make new friends quickly. The statistics speak for themselves. According to comScore’s “2013 Latin America Digital Future” study, Facebook holds 94% of all user time spent on social networks in Latin America, a region that boasts an annual growth rate of 12% in online audiences, exceeding 147 million unique visitors in March 2013. A very interesting fact, which speaks clearly of where to bet on in terms of online advertising.”
He adds that Facebook will continue to grow in the region: “At present, Internet penetration in Latin America is 42.6% and is expected to reach 53.4% by 2016, with annual growth of 13%, according to eMarketer. In other words, more than half of the continent’s population does not yet have Internet access. And according to trends, it is estimated that this other half will step directly into Zuckerberg’s social network upon their arrival. In conclusion, the implications of the increasing numbers of connected people will impact ad spending and increase online shopping and consumption, which is good news for the Latin American marketing and digital advertising marketplace, and Facebook is the leading social engine to make it happen.”
Two weeks ago SapientNitro announced the acquisition of the creative agency La Comunidad. “La Comu” has offices in Buenos Aires, Argentina, and in Miami, US. The agency was founded in 2000 by the Mollá brothers. Currently, Gastón Legorburu is the Worldwide Chief Creative Officer coming from SapientNitro. Portada interviewed José Mollá & Joaquín Mollá, Co-founders and Co-chief Creative Officers, about the recent transaction and the agency’s future.
Portada: How are you going to work under Sapient’s new ownership?
José y Joaquín Mollá: “La Comunidad is going to have all the technological support of SapientNitro, but it’s going to continue working as always, with José and Joaquín in charge of the day-to-day decisions and the direction of the agency.”
Portada: With which clients are you going to work in Latin America and the U.S. Hispanic Market?
José y Joaquín Mollá: “This agreement opens many possibilities for La Comunidad in the future, but none of our actual clients will change.In the Multicultural market we keep working with Time Warner Cable, Corona Extra, Modelo Especial, Victoria and Kraft.In the General market we still work with various Beam brands like Sauza, Sauza 901 and Hornitos. In Latin America we keep working with Converse, Apple, MTV and DIAGEO.”
Portada: Who will be in charge of these clients in Latin America and the U.S. Hispanic Market?
José y Joaquín Mollá: “Depending on the project and the client, it will be La Comunidad Buenos Aires, which will still be managed by Nestor Ferreyro, Ramiro Raposo and Fernando Sosa. They are going to manage accounts like Rolling Stone and Diageo for Latin America, and La Comunidad Miami will keep on working with Apple, Beam and Converse. The U.S. Multicultural and General market brands will be done in La Comunidad Miami. Our offices in both countries will participate in global projects.”
Portada: What are the plans for this year? And the World Cup?
José y Joaquín Mollá: “This is going to be a key year for us because this alliance opens up many possibilities when it comes to emerging technologies and in the innovation we will offer our clients, as well as the possibility of interacting with other global brands.For the World Cup we are working on some ideas for the United States and also for Latin America.”
Some of La Comunidad´s work
What: Facebook has reported a record set of quarterly results, with quarterly revenues up 63% from last year thanks to solid mobile ad business.
Why it matters: 53% of the social network’s revenue came from mobile advertising in the last quarter of 2013, up 23% on the same period the year before.
Facebook reported record quarterly revenues in Q4 2013, with an increase of 63% vs Q4 2012. 53% of the social network’s revenue came from mobile advertising. 945 million members used the social network via mobile between October and December 2013, an increase from 680 million in the year-ago quarter. Mobile active users were 556 million on average for December 2013, an increase of 49% year-over-year.
Daily active users also produced healthy results, showing that 556 million accessed the service daily on average in December, marking a 49% increase on the same period in 2012.
Revenue for the fourth quarter of 2013 totaled US $2.59 billion, an increase of 63%, compared with $1.59 billion in the fourth quarter of 2012.
Earnings per share were 31 cents. For all of 2013, Facebook had revenues of $7.87bn, an increase of 55% year-over-year. The company made a profit of $1.5bn for the year.
“Custom Audiences has been key. Partner categories, too – in Q4 we more than doubled the number of categories from 500 to 1000. Measurement, too – Offline Conversion Measurement capability, which has shown that the average return on ad spend for News Feed ads is 8x” said Facebook in a recent statement.
Revenue from advertising was $2.34 billion, a 76% increase from the same quarter last year. Mobile advertising revenue represented approximately 53% of advertising revenue for the fourth quarter of 2013, up from approximately 23% of advertising revenue in the fourth quarter of 2012.
Revenue for the full year 2013 was $7.87 billion, an increase of 55% year-over-year.
Income from operations for the full year 2013 was $2.80 billion.
Black Friday was Facebook’s single-biggest mobile ad revenue day in the quarter
Shopping: A recent study by Millward Brown Digital showed that while shopping in-store, people who use Facebook do so at 4X the rate of any other app or search. And for those who used Facebook as a source before shopping, over half stated that it was an influential source of information while shopping in-store
- Daily active users (DAUs) were 757 million on average for December 2013, an increase of 22% year-over-year.
- Mobile DAUs were 556 million on average for December 2013, an increase of 49% year-over-year.
- Monthly active users (MAUs) were 1.23 billion as of December 31, 2013, an increase of 16% year-over-year.
- Mobile MAUs were 945 million as of December 31, 2013, an increase of 39% year-over-year.
According to Slate, “the biggest structural change in Facebook’s business was the shift to placing advertisements in your news feed rather than beside it, a strategy that Facebook trumpeted repeatedly on Wednesday’s earnings call. Given the space limits on mobile devices, the ability of news feed ads to look like friends’ posts, and the added intrusiveness, this change has contributed to three results:
Ad click-through rate (CTR) soared to 4.5 times what it was a year ago.
Advertiser cost per impression (CPM: cost per thousand impressions) is way up, almost triple what it was a year ago, while cost per actual click is up 29 percent.
Advertising revenue per user is up 25 percent, with most of that increase coming from the U.S. and Europe.”
Google Glass has not yet been released and sales of 30 million units are expected in the first year after the launch in the U.S. alone. How will this new Google platform impact advertising?
Traslated by : Celeste Martorana
Google Glass is a platform that works across applications as mobile media does, the difference is that it is “hands-free” and is directed by voice commands. By just saying “Ok Glass” the device starts operating and one can record videos, transmit them “live” online, take pictures and whatever one can imagine to be done through applications.
Univision has recently published that a sexual app is already being developed. In addition, Tourist’s apps are also being developed, where information on what you are viewing at the time you are viewing it is provided.
So, does the way to do advertising change?
Google has developed these glasses as devices where users reactions can be measured through their pupils. A tracking sensor can gather data on the outcome of advertising through users dilated eyes at the time they see or hear the advertisement. Pupil’s size increment or retraction would be providing positive or negative result towards an advertisement.
But not only through this dilated eye sensor does Google plan to sell advertising contained in its glasses. Advertisers may obtain data on how many times a particular ad was seen by a user, for how long, and through which media platforms.
Read the article in Spanish
The CEA (Consumer Electronics Association) published a new report with revenue projections for 2014. CEA President and CEO Gary Shapiro said that revenues for the U.S. consumer electronics (CE) industry are projected to grow 2.4 percent in 2014, reaching a new record high of $208 billion. The forecast projects that new, emerging product categories will grow by 107 percent year-over-year in 2014 and Smartphones are expected to maintain their position as the sales leader of the industry in 2014.
The new technology categories, including 3D printers, Bluetooth wireless speakers, convertible PCs, health and fitness devices, smart watches and Ultra HD television displays, are cumulatively expected to contribute more than $6 billion to the overall CE industry in 2014. While these emerging product categories represent less than three percent of the entire CE industry, they drive 65 percent of total industry revenue growth.
Sales of mobile connected devices, specifically smartphones and tablets, will continue to contribute significant unit sales and revenue to the total CE bottom line in 2014. Although revenue growth has slowed, unit sales will continue to see steady increases.
Smartphones are expected to maintain their position as the sales leader of the industry in 2014, with unit shipments projected to reach 152 million this year, up from 138 million units sold in 2013. Additionally, smartphone revenues are expected to generate $41 billion in 2014, a 4.6 percent increase from $39 billion in 2013.
Unit sales of tablets are projected to reach 89.3 million this year, up from 77.4 million in 2013. Revenues for tablets will reach $27.3 billion this year, up by three percent.
Bright spots within the television category will help drive revenue growth this year, as larger screen sizes and innovative display features have consumers upgrading their video experience. Although, total unit sales of displays are predicted to remain even with 2013 levels, total TV sets and display sales are projected to reach $21.3 billion in 2014, up two percent from 2013’s better than expected revenue level of $21 billion.
LCD flat-panels continue to dominate the total number of sets sold each year. Both unit sales and revenues for LCD displays are projected to increase slightly, with 39 million LCD TVs expected to ship to dealers in 2014, resulting in $19 billion in revenue.
Innovative features such as Ultra HD and OLED within the display category are beginning to gain awareness. Unit shipments of Ultra HD displays are expected to surpass $1 billion for the first time this year, while OLED displays will reach $836 million.
Audio: Soundbars, headphones and Bluetooth wireless speakers remain the standout products of this category. Soundbar shipments are projected to increase 22 percent to 3.5 million units and reach $676 million in revenue. Headphones are expected to sell 71 million units, earning $1.5 billion in revenue; while Bluetooth wireless speakers are expected to generate $430 million in total revenue in 2014, an increase of 12 percent year-over-year.
Automotive electronics: The growth of new vehicle sales in 2014 will drive factory-installed systems to reach $11 billion in revenues, an increase of 20 percent.
Electronic gaming: The release of next generation gaming consoles are projected to propel unit shipment growth, up 42 percent year-over-year, to reach revenues of $5.7 billion in 2014.
Programmatic Buying and Real Time Bidding Technologies (RTB) are expanding rapidly in the U.S. and Europe, but to what extent is that true in the U.S. Hispanic market and Latin America? Portada interviewed MetaNetwork’s CEO Mariano Tesler, on the development of programmatic buying in the Latin America region. In this sense; Mariano said that “He expects LatAm to reach a 40% sale of digital advertising through RTB and the US by 2015.”
Translated by Celeste Martorana.
Portada: What do you think is the main benefit of buying media through RTB?
Mariano Tesler: “The main benefit for the advertiser is that RTB is a proactive technology, which allows making the best decisions in real-time according to the information available and an optimization process can be started before serving the first impression. More importantly, the RTB is completely transparent and safe because it allows us to analyze the content of the page before serving the ad. Our platform also provides URL level reports, which let the advertiser know where each ad was served. The main advantage for the publisher is to have another form of monetization based on technology, which allows the publisher to complement it with other sales channels. It is also a channel of access to small and medium advertisers who self-manage their own campaigns through our platform and they would not reach the publisher inventory if it weren’t for the RTB.”
Portada: Which are the challenges RTB comes across in the Latin America region?
Mariano Tesler: “The main challenge is to effectively promote the technology and show the benefits that RTB has for both advertisers and publishers. This was a great year where we made very good progress, making big brands to invest their budgets in RTB. RTB represents today in US more than 40% of online ad spending; our goal is to match that percentage in Latin America for 2015.”
What do you think of ad exchanges? What do you think is missing for them to operate to a greater extent in the region?
Mariano Tesler: “I think ad-exchanges had a transformation over the past two years which put the emphasis on building cleaner ecosystems and developing more effective tools for transparency and quality for both inventory and creatives. I believe that what was needed for them to operate to a greater extent in the region is that we give more publicity to the advantages this new technology has and which in turn advertisers and publishers venture out of the mold and see how they can work together their business with these trends that already lead developed countries’ markets.”
How is MetaNetwork created?
“Meta Network is a company that was started in Israel in 2007 by Alberto Esquenazi and myself, and from there we developed 100% of our technology along with our R & D team. From the beginning, we saw great potential in the Latin American market. That is the reason why we opened our operations center in Argentina in 2009. We also have representatives in Mexico and the United States. In total, we are a team of 25 people. We have inventory and data in all countries of Latin America.”
Are you planning to expand to other markets in Latin America? If so, do you have any particular strategy, goals or objectives?
“Our plan for 2014 is to expand our operations in Latam, increasing our presence in Mexico and expanding into Colombia, Chile and Brazil. Our strategy is directed to generate tools for small and medium advertisers in order to facilitate their transition to online universe. Our next year goal is to impose as an integral display, video and mobile platform (Addoox) self-manageable for SMEs, which encompasses all aspects of online marketing.”
Mariano Tesler is an online marketing veteran. Since 1998, he has held different positions always related to the Internet world both in Argentina and in Israel, where he lived for 11 years. He holds a BA in music and psychology from the University of Bar Ilan. Currently, he actively participates in lectures and presentations from industry as the IAB and collaborates with various departments of marketing of different universities in Latin America. Mariano lives in Buenos Aires with his wife and four daughters. “MetaNetwork developed Addoox, its’ RTB platform for digital media buying (DSP). According to MetaNetwork‘s CEO, this platform “is the first with its own technology in Latin America and focused on transparency and Brand Safety”. “It gives us access to 12 billion daily impressions and the platform supports Standard Display formats, Video and Mobile,” Says Mariano. The company has data centers (3 in US, 2 in Europe and 1 in Asia).”
Portada spoke with the executive director of El Pais Brazil, Isabel Amorim Sicherle after the recent launch of the Portuguese edition of the Spanish newspaper.
El Pais launched its Portuguese version in order to enter the Brazilian market hand in hand with an interview made to President Dilma Rousseff conducted by online newspaper editor, Javier Moreno.
According to the newspaper publisher itself in its release, “The goal of El Pais in Ibero-America is to enrich the plurality of information in the region and to encourage the exchange of ideas in this great historical and cultural community comprising over 500 million people “.
Portada spoke with the executive director of El Pais Brazil, Isabel Amorim Sicherle, and she assured that the newspaper “aims to be an important news portal for the Brazilian market with an audience that positions us as the leading foreign digital media in the country “.
Isabel also said to Portada that the newspaper will have an editorial team of 13 people working in El Pais from San Pablo and Rio de Janeiro, in addition to correspondents of El País in Latin America and Europe.
The content of El Pais Brazil will count with local news in Portuguese as well as news produced globally. According to Amorim Sicherle, the percentage of local content production will be around 35% while the translation of content produced globally will be around 65%.
The sales team will be led by Isabel Amorim Sicherle and will count with three people marketing the newspaper digital advertising.
Social Networks have become a major force in the marketing space. Not just as earned media but also in terms of paid media, Andrew Speyer, VP Managing Director at Wing tells Portada. Interestingly, Speyer notes that expectations for social networking programs may be too high, as agencies and clients are still finding their way in the social media space. Below the Interview Portada’s Carolina Re conducted with Speyer.
Andrew Speyer,VP Managing Director, Wing: “If not 100% then very close to it. How much of their budgets they allocate to it and their expectations for those programs are separate questions. For the most part, they are still finding their way in the social media space, but we are improving all the time.”
Portada: What are your biggest customers in the United States for the Hispanic market? And for Latin America?
Andrew Speyer: “Procter & Gamble for both.”
Portada: Could you tell us some successful cases of some campaign on social networks for the US Hispanic market? And to Latin America?
Andrew Speyer: “The most recent was a campaign for a Procter & Gamble brand that included a real-world activation digital media and social combining for great results.”
Portada: Do you think that it´s changing the way in which advertisers should reach out to consumers? Do social networks play a role in this process? Is this actually reflected in brand´s advertising budgets?
Andrew Speyer: “All our clients know that social can be critical to their success. But they also know that social needs to be handled intelligently, with the understanding that not all brands can be everywhere. There are logical limits set by consumers themselves which we need to see and respond to. When we appear where we are welcome, even if it’s unexpected, that’s when we succeed.”
Portada: Why do you think that Facebook recently implemented a Hispanic specific strategy?
Andrew Speyer: “Facebook knows that audience segmentation is the key to continued success. The truth is, that’s what they have always done but now they have gotten around to the USH market. Probably because they know that 25% of millenials are Hispanic, which means a disproportionately large percentage of their users are Hispanic.”
What role do you think that ‘mobile’ plays for Facebook? We know that Facebook is betting on this platform globally, but how do you see that specifically for the U.S. Hispanic market?
Andrew Speyer: “It has been widely reported that Latinos over index on the use of mobile devices and specifically on the use of mobile versions of social media. Facebook is no exception.”
Andrew Speyer was born in Spain to an Argentine father and raised in Miami. With over 15 years in advertising, Andrew has jam-packed his career, covering the general market at Crispin Porter + Bogusky and Fletcher Martin Ewing, as well as the Hispanic market at independent agencies such as La Comunidad and Zubi. He joined Wing in 2010 as Head of Planning, and in early 2012 was promoted to Managing Director. His thinking has led to successful market strategies for brands such as Ford, Volkswagen, Washington Mutual, Citibank, JP Morgan Chase, Progressive, Aflac, American Airlines, Olive Garden, Subway, Arby’s, Best Buy, Nordstrom, Diageo, Miller Lite, Virgin Mobile and DIRECTV.