Gretchen Gardner @gardnergretchen



What: Who are brands turning to in order to engage today’s evolving Hispanic Marketing audiences? Are Univision and Telemundo still the go-to networks? How are budget allocations shifting as new platforms and media emerge? We talk to industry insiders to find out.
Why It Matters: While digital platforms allow for more effective targeting and messaging, Univision and Telemundo remain referential to Hispanic marketers. Their market share and consumer demographics resources make them pillars of Hispanic communication.

Evolving demographics and new digital platforms and formats are keeping marketers on their toes. But while online video and social media are extremely popular, some things don’t change. Networks Univision and Telemundo continue to wield considerable power in connecting brands with Hispanic audiences.


Telemundo, Univision: a source of knowledge about consumer demographics in Hispanic Marketing

Multicultural marketers watch Univision and Telemundo closely. The industry leaders are an example on how to keep up with the increasingly complex Hispanic demographic. In many ways, marketers are comfortable turning to them as safe bets for reaching and truly engaging Hispanic audiences. Chris Ota, Marketing Manager, Confections & Global Foods at Nestlé USA said that their Multicultural COE, led by Margie Bravo, “works very closely with Univision and Telemundo as they bring great resources and knowledge about with consumers demographics.”

Margie Bravo, Multicultural Marketing Manager at Nestlé USA explains how the two powerhouse networks have seen the shifting Hispanic Marketing landscape evolve. “They are adapting the offering for the future as they more than anyone has seen their audience evolve as well.”

Larissa Acosta, Segments Integrated Marketing Lead at Wells Fargo, agrees. “Latinos are an important consumer segment for Wells Fargo, which is why Univision and Telemundo are key partners in our marketing mix. They both target the same audiences with similar programming. We don’t see one network as more effective than the other.”

Too few marketers cater to Spanish-Speaking Hispanics 

Lucia BallasTraynor, Executive Vice President, Client Partnerships at Hemisphere Group, supports both Ota and Acosta’s arguments in favor of Univision and Telemundo’s effectiveness. “Tell me what general market network can claim the type of share that Telemundo and Univision have. That’s what marketers and buyers should focus on,” she says. 

Tell me what general market network can claim the type of share that Telemundo and Univision have? That’s what marketers and buyers should focus on.

She also explains what it means that Univision and Telemundo still hold such a high share of Hispanic audiences. “It means that regardless of acculturation level or language proficiency, Hispanics are still largely underserved by general market choices.”

English or Spanish. What difference does it make?

Regardless of which language Hispanics speak primarily, Spanish plays a key role in their identity. For this reason, “reaching ‘Spanish-language Hispanics’ is still a priority for a select group of marketers, but should be part of every marketer’s strategy,” adds Traynor.

Nonetheless, Morgan admitted that Univision and Telemundo are far more targeted to the bilingual or Spanish-dominant Latino. They “still don’t address the English dominant ones, as the majority of their programming (95%+) is Spanish-language.” As the Hispanic becomes more acculturated and bilingual, Morgan, at least, does not see them switching to English: “Their core business is Spanish-language television, so the story they tell in the marketplace speaks to that.”

New digital platforms have allowed our marketing messages to be more targeted, measurable and culturally relevant. We have opportunities to experiment with new creative and content formats and test our way into optimized creative that drives business results.

Acosta of Wells Fargo seconds that sentiment, and adds: “Spanish language television has been delivering big ratings for a while now, so we are not surprised that the trend continues.” She also notes that much of the viewing for these networks is live, as streaming and time-delayed viewing become more common programming formats.

It’s complicated to address the Hispanic audience at the right level of inclusion. Marketers must understand that the Hispanic American today is complex. Bravo of Nestlé says that when Telemundo and Univisión started “[they] had a foreign-born population that didn’t speak English, but today the highest growth is coming from the second-generation of US-born Hispanics who are very proud of where they came from but want to also honor their American heritage.” For this reason, instead of focusing solely on Multicultural or Hispanics, many brands are opting for a Total Market approach.

More Brands Adopting ‘Total Market’ Approach

Nerds candy Hispanic Marketing campaign
Nerds candy Hispanic Marketing campaign

Nestlé is one of them. Their coffee Latino-oriented brands like La Lechera, Nescafé Clásico, and Coffee-mate communicate through both English and Spanish advertising. Bravo adds that “The Spanish creative may be slightly different to acknowledge the nuances of how the brand is viewed or used amongst Latinos.” However, a Total Market approach seems to facilitate more flexibility.

Bravo also mentions that Nestlé has introduced “exotic flavors inspired by Hispanic tastes across several categories,” like confections, frozen snacks, and beverages. For example, take the Nerds candy ¡Lucha Grande! campaign. “For Hispanics some of these flavors may be nostalgic. But for Non-Hispanic Millennials, these flavors may add a cool twist to their favorite Nerds candy,” says Bravo. And the industry recognized this effort, awarding it the National Confectioner Association’s (NCA) “Most Innovative 2017 New Product” award.

Are Facebook and Google alternatives to Univision and Telemundo? 

So what about the alternatives to Univision and Telemundo? Asten Morgan, Executive Director of Integrated Media at Latina Media Ventures, said: “Univision and Telemundo are Spanish-language television networks,” says Asten Morgan, Executive Director of Integrated Media at Latina Media Ventures. “Facebook, Google and now possibly Snap have more influence specific to Latinos, [but] those networks have small digital footprints.”

On the other hand, Acosta noted that new digital platforms do offer opportunities that television does not. “New digital platforms have allowed our marketing messages to be more targeted, measurable and culturally relevant…We have opportunities to experiment with new creative and content formats and test our way into optimized creative that drives business results.”

Acosta adds: “Both networks have recognized that media consumption is changing. They’ve set very interesting strategies in play to evolve with the times.” By acquiring properties like Fusion, The Onion, and The Root, Univision’s strategy seems to target not just Hispanic, but Millennial audiences. Telemundo, on the other hand, promotes within NBC’s properties. “They are both important partners, and are among many other Hispanic targeted vehicles that are part of our media mix,” Acosta said.

Multicultural and Hispanic Marketing: different but the same? 

While some people use the words “Multicultural” and “Hispanic” interchangeably, they most certainly do not mean the same thing. Still, many brand marketers do not have budgets for both types of targeting. Are media buyers and brand marketers starting to shift budgets away from Hispanic into broader Multicultural targeting?

Morgan of Latina Media Ventures asserts that he does see them as competing for budgets. “It’s about trying to tap into two buckets of money. Some brands just have one or the other, but it’s smart on their part if they can pull it off, as Multicultural blurs the color or ethnicity line.”

But Morgan does not believe that budgets will shift away from Hispanic to Multicultural. Hispanic “can be as specific as Spanish-language only. This means the exclusion of the fastest growing Hispanic segment, the acculturated Latino.” In his experience, “there are specific Hispanic initiatives and then there are Multicultural ones.”

Will both fuse? Will marketers have to choose?

Acosta of Wells Fargo agrees that both Multicultural and Hispanic marketing are evolving. This progress is thanks to demographic changes “combined with the growing influence of diverse cultures on the mainstream, particularly with younger, digital native generations.” She adds that they work closely with Association of National Advertisers, the Alliance for Inclusive & Multicultural Marketing, and other industry organizations “so that the work is reflective of the growing influence and acceptance of diverse insights in business planning.”

Acosta asserts that, at Wells Fargo, they do not see any demographics or audiences as competing for budget.  Instead, they let “the business opportunity determine our segment strategies and budget allocations.” This means the company allocates budgets in segments that are driving business through studying campaign data and measuring performance. So, in the end, it always boils down to having the right data. It’s important to know your target in order to choose the right approach. 


E-commerce marketing – the practice of converting website traffic into sales – is simple in definition. But shoppers, digital platforms, and algorithms evolve constantly, and so must your strategy. Studies claim that 95% of purchases will be made online by 2040, and online shopping already accounts for 13% of retail sales in the U.S. alone in 2021 with lower ratios and even higher growth potential in other parts of the world. The numbers leave it crystal clear: brands can no longer afford to avoid the digital marketplace. 
For the most part, brands are embracing the opportunity – there are 12-24 million e-commerce sites online, and according to eMarketer, e-commerce sales are expected to hit $27 trillion in 2020. In addition there are a relatively new breed-of e-commerce companies that use apps and multi-vertical approaches to online sales.
COVID-19 impact on consumer behavior has substantially accelerated this trend with brands in the U.S. and other parts of the world rushing towards D2C marketing and e-commerce related technologies. But to succeed, brands must be strategic and consistent about e-commerce marketing, and how they use the tools that the digital era affords them.

E-commerce marketing involves balance of paid, unpaid efforts

In contrast to shopping in person, e-commerce offers customers a far more personalized, convenient experience. It gives shoppers access to almost any type of product from anywhere in the world and, similarly, gives brands access to platforms with a global reach and a myriad of tools to empower their brand. A recent study found that the #1 reason people shop online is that they’re able to shop at all hours of the day.

Putting your products in front of the right audience requires a balance of marketing efforts that can generally be broken down into paid and unpaid efforts. Unpaid strategies involve drawing the right audiences to your brand “organically” through campaigns that generate audiences and sales through offering relevant, captivating content. SEO falls under the unpaid category as well, enabling better search rankings for those willing to navigate search engines’ ever-changing algorithms.

Paid media typically involves buying a space for advertising across different digital platforms. Common formats include display ads, banner ads, and sponsored ads, and they typically live on platforms like search engines (Google, Bing), social media (Twitter, YouTube, Facebook), and typical websites.

Brands must be thoughtful about how they employ a mix of paid and unpaid marketing strategies, responding to their target audiences’ online preferences and behavior.

E-commerce shoppers are global, young, and skew female  

While each brand is responsible for understanding the particularities of its target audience, statistics on global e-commerce shoppers reveals a number of notable trends. E-commerce is increasingly global:cross-border e-commerce now accounts for 20% of total global e-commerce.

E-commerce is also increasingly generational: A recent study found that Millennials and Gen-Xers spend 50% more time shopping online than their older counterparts: 6 hours versus 4 hours, respectfully. And 67% of millennials and 56% of Gen-Xers prefer to shop online versus in a brick-and-mortar store. Breaking e-commerce down by gender reveals another interesting trend: Men spend 28% more than women shopping online.

Social media continues to drive effective e-commerce marketing

It’s no surprise that today’s social media platforms offer brands a myriad of ways to connect with today’s shoppers. While they can be selective about which platforms they use based on their audience and goals, those that forego a social media presence altogether are missing out. A recent study found that brands with a social media presence experience sales that are 32% higher than those that do not. This when considering the results of a study that revealed that 74% of consumers rely on their social media networks to make purchasing decisions.

Luckily, brands can turn to data to inform their decisions surrounding which platforms to invest in. For example, Shopify reported that the average order value for customers referred from Instagram is $65.00, followed by Facebook ($55), Twitter ($46), and YouTube ($38). Brands are already spending big money to promote their products on social media: eMarketer reported that Worldwide ad spending on Facebook and Instagram combined will reach nearly $95 billion annually in 2021. But other platforms are growing, too: The number of marketers sharing video content on LinkedIn is set to rise to 65% in 2021, for example.

Email marketing allows brands to be proactive in reaching audiences

While consumers actively seek compelling content from brands on social media, Report: Automated Email Open Rates and Conversion Skyrocket during Pandemic allows brands to initiate a kind of proactive engagement that keeps them top of mind with their audiences.

E-Commerce Marketing Study
Wolfgang Digital, “Ecommerce KPI Benchmarks 2016”

A recent study found that email marketing contributes to 20% of traffic that drives eCommerce sales, and OptinMonster reported that email marketing yields $44 for each $1 spent for a 4400% ROI.

Smart brands use a number of tactics to take full advantage of email marketing. Segmentation – diving groups of consumers into groups based on common characteristics, traits, or behaviors – is key to ensuring that the content a brand delivers its audiences is relevant. Depending on who they are and what they are looking for, consumers will seek different kinds of information and products during their buying journeys. Campaign Monitor reported that segmented campaigns to email subscribers drive a 760% increase in revenue.

 Shoppers increasingly turn to mobile for online shopping

An essential element of any e-commerce marketing strategy involves recognizing the different devices that shoppers use. 85% of customers start a purchase on one device and finish it on another.

Today, a significant portion of e-commerce activity occurs on mobile devices. This is true for all stages of the journey: 93% of Millennials have compared online deals using a mobile device. Shoppers even turn to their phones while in physical stores: 65% of consumers look up price comparisons on mobile while in a physical store, and 32% of shoppers changed their minds about purchasing items after checking out product information on their mobile devices within a physical store.

E-Commerce Marketing Study
Source: Outerbox

They feel as comfortable making important purchases on mobile as they do on desktop devices: In fact, conversion rates from mobile apps are 3x higher than mobile websites, and 40% of all online purchases made during the holiday season are done on smartphones.

What does this mean for e-commerce marketing strategies? Most importantly, brands must design mobile-friendly websites. 73% of consumers will switch from a poorly designed mobile site to one that makes purchasing easier, and people who have a negative experience in your mobile store are 62% less likely to purchase from you in the future. Brands that want to take it a step further can engage shoppers on brand or company-specific apps. According to a study from Invesp, 53% of smartphone and tablet owners will shop on company-specific apps.

AI set to transform shopping experience

While AI is still a nascent technology, it is quickly becoming a useful tool in e-commerce marketing strategies. It is primarily useful for deriving insight from large volumes of data. This is particularly relevant for e-commerce marketers that want to find patterns in shopping behavior and form a 360-view of customers as they give us clues about their preferences through interactions and engagements with your brand.

AI is also immensely useful in delivering better customer experiences. Chatbots represent one of the most popular applications for AI today. While nothing can fully replace the human touch, shoppers are starting to recognize the value that AI-powered customer service tools offer. A recent study found that almost half of consumers are open to the idea of purchasing an item from a chatbot. 57% are interested in getting information sent to them by a bot when visiting a business’s website.

What not to do: additional fees, complicated checkouts 

Shoppers go online for convenience, and if they can’t find what they want easily, or if it won’t be delivered efficiently, they are likely to abandon their journey with a brand. According to a study by Metapack found that 45% of online shoppers abandon their carts when they are unhappy with delivery options, and 69% feel the same about shipping fees.

Similarly, complicated checkout processes, websites that load slowly, and sites that aren’t optimized for mobile will leave the site without making a purchase. The consequences for this can be drastic: 73% of consumers will leave a site if it isn’t mobile friendly.

But there are ways to bring users who abandon back in. Email recovery strategies allow brands to send emails reminding users to return and complete a purchase. They are surprisingly effective, with a study claiming that almost half of recovery emails are opened, and that almost a third incentivize a sale.

Smart e-commerce marketing means automation, personalization, and convenience

Online shopping habits will continue to evolve as technology enables more and more ways to make e-commerce easier, faster, and more personalized. Smart brands can win in this space by staying attune to the devices and platforms that people are using, using technology to complement (and sometimes replace) the human touch, and building the tools to keep transactions as smooth and seamless as possible.


The fate of multicultural marketing is a hot-button topic, with some saying it’s officially “dead” and others arguing that it should be more important today than ever. As minority ethnic groups shaped the evolution of the U.S. population in recent years, multicultural marketing became a hot topic in every corporate marketing department. Smart brands started to invest significant effort in strategies to reach ethnic groups with distinct cultural and ethnic behaviors and values. Best practices emerged, but marketers often stumbled and struggled to get it right.


Today there is a wide range of views on multicultural marketing among industry leaders. Here, we look at a range of perspectives on how brands can form genuine, long-lasting connections with diverse audiences.

Ethnic minorities playing an increasingly important role in U.S. demographics

Between 2000 and 2010, the U.S. Hispanic population grew by 43%, or four times the growth rate of the total population, according to the Census Bureau. And they’re not slowing down – the U.S. Hispanic population is expected to double in the next 40 years. In 2020, the country’s population of 17-years-old’s and under will come from a minority background for the first time.

In fact, diverse ethnic groups are so significant to the makeup of the U.S. population that the Census Bureau recently launched a $500 million marketing campaign in 13 different languages aimed at reaching multicultural audiences. For the first census to go digital, the U.S. government is making a massive effort to reach 99% of the population. In today’s America, that requires significant effort to reach niche ethnic audiences.

While this year’s census is sure to provide important insight on population trends, the government predicted that by 2020, U.S. Hispanics will make up 29 percent of the growth in real income and are expected to add more than $1.3 trillion in buying power. Despite all this, multicultural ad spend only makes up 5% of marketing budgets today.

America’s shifting population sparks debate over multicultural marketing

Latinx, Asian and African American populations now have a combined population of 130 million, making up almost half of the population. With the massive growth of these demographics came a shift in the marketing world. The big question was this: How do cultural differences among ethnic groups shape different lifestyles, preferences, and values? And how can marketers better target these different groups with tailored products, messaging, and campaigns?

Multicultural marketing became both a buzzword and a real concept: Entire departments and agencies dedicated to targeting diverse audiences emerged. But as ethnic minorities become the new “majority” in the United States, some have argued that the term is obsolete.

After all, if such a significant slice of the American population is multicultural, then what exactly is the general market if not a mix of diverse cultures? Some marketers have begun to argue that in a “minority-majority” country, treating different cultural groups as separate from the general market no longer made sense. Today, the fate of multicultural marketing is a hot-button topic in the industry, with some saying it’s officially “dead” and others arguing that it should be more important today than ever.

Some marketers have begun to argue that in a “minority-majority” country, treating different cultural groups as separate from the general market no longer made sense.

Minorities don’t believe they are being represented in ads

Brands’ failure to reach diverse audiences is reflected in the attitudes of minorities themselves. A recent study by Adobe found that nearly three in four whites (74 percent) believe their race/ethnicity is represented in the ads they are served, compared to 26 percent of blacks and only 10 percent of Hispanic/Latinos.

Some argue that multicultural is the new general market

Those that argue that multicultural marketing is dead focus on the fact that there are now so many ethnic minorities shaping the U.S. population that they have become the new general market. They argue that treating ethnic minorities like distinct audiences reflects an attitude that pits assimilation against multiculturalism and provokes cultural boundaries instead of inclusion.

This attitude would imply that diversity and multicultural departments, multicultural agencies, and segmentation by ethnicity are all unnecessary. At the same time, it would lead to new approaches to marketing that look at the general market with an appreciation for how cultural forces and fusions shape trends and consumer behavior. Concepts like cross-cultural and poly–cultural marketing are emerging. Some find this exciting, not discouraging.

Diversity and Inclusion important, but not the same as multicultural marketing

Given the country’s ongoing demographic evolution, backlash against multicultural marketing is surprising to some. Many veteran marketers have issued a warning to those who minimize the importance of multicultural marketing. To them, a “minority-majority” America offers smart marketers enormous opportunities for growth.

Despite the growth and purchasing power of multicultural populations, corporate America tends to look for blanket approaches to addressing diversity. There has been a recent increase in the number of “Diversity and Inclusion” programs in corporate offices. This is an important effort that is effective in creating an inclusive space for diverse voices in the workplace, but it is not the same as maintaining multicultural marketing practices.

Corporate brands need multicultural marketing departments because representing diversity in the office through “Diversity and Inclusion” programs is not the same thing as investing in strategic initiatives to better market to multicultural audiences. The former looks inward to shape corporate and workplace culture, and the latter looks outward to grow business.

U.S. Hispanic identity tied strongly to culture of origin

According to a study by Kantar Consulting, 92% of Hispanics believe that it feels natural to live in the U.S. and connect to its culture but  retain the culture of their country of origin.  57% of Hispanics believe that the Spanish language is more important to them today than it was just five years ago. And 62% of younger Hispanics – the ones who feel particularly unrepresented in the market – reported becoming more interested in the Spanish language. Brands looking to connect with emotions and themes that truly connect with Hispanic audiences should look to their cultural roots for sources of inspiration.

Smart brands are turning to multicultural to reinvigorate, strengthen image

Some marketers have identified and built strategies around these opportunities. Large brands across the country are betting big on multicultural to transform their brands and, in turn, lead to significant growth.

Denny’s “See You At Denny’s” Campaign

Fast-food chain Denny’s is one example. The brand is looking to target young, multicultural diners with their campaign “See You at Denny’s,” which focused on illustrating a diverse, relaxed, and comfortable brand.

John Dillon, Chief Brand Officer at Denny’s, explained to Forbes: “It was important for us to tell our story to multiple audiences and to make sure we’re speaking to the cultural nuances of African-American consumers and Hispanic consumers, as well as the total market. Working with these three agencies executes those nuances and allows us to share who we are as a brand and the inclusivity and diversity that we stand for. We are a family brand and always have been and we are recognizing that the American family has evolved.”

Procter & Gamble is also betting big on multicultural after discovering that they record top performance among African American and Hispanic consumers in market share. Marc Pritchard, P&G’s chief brand officer, told the audience at the Association of National Advertisers’ (ANA) 2019 Multicultural Marketing & Diversity Conference that if P&G’s brands could match their general-market performance with multicultural audiences. “The size of the prize is big – up to $1 billion in extra sales just by achieving market shares equal to the national average on all of our brands,” Pritchard said.

Whatever your view on multicultural marketing, inaction is irresponsible

While reasonable marketers can disagree about multicultural marketing, all comprehensive marketing strategies must account for today’s increasingly diverse population. Whether you adopt the “minority majority” attitude, focus on cultural fusion, or embrace segmented targeting, successful marketing means recognizing and elevating a wide range of voices and cultures.


A summary of the most exciting recent news in online video. If you’re trying to keep up, consider this your one-stop shop.

Twitter is rumored to be working on a new feature that makes it easier to share videos on the platform.

Facebook’s virtual reality division has come up with a new unit of time called Flicks, which they will use to measure the speed of digital audio and video.

YouTube announced that it will spend more than $5 million to fund creators who “counter hate and promote tolerance.”

Almost 95% of brand and retail executives say live video will be an important part of their marketing strategy in 2018, according to a study released today by Brandlive and IBM Cloud Video

According to a confirmed report, CNN is closing down YouTube star Casey Neistat’s video business, Beme.

WARC’s latest monthly Global Ad Trends Report said that TV is the largest media channel, despite having registered a 1.4 percentage point dip in 2017.

A report from an October 2017 study reveals that more than eight in 10 (81%) internet users worldwide said they watched broadcast TV at least monthly. That was more than any other media channel, including radio, streaming video, cable or satellite TV and online or print news periodicals.

A study by cross-platform advertising solutions specialist Extreme Reach, “The Current State of Sourcing and Preparing Creative Assets for Video Campaigns” found that 70 percent of those surveyed report the industry should start over and create an entirely new workflow for creative assets management.  Also, 88 percent of those surveyed want a service that lets the media agency, creative agency, and client share and access creative assets from a central, permissions-based cloud location.

eMarketer’s forecast of subscription over-the-top (OTT) video viewership revealed that 37% of digital video viewers in China watch online content using a subscription service. The subscription market grew by more than 80% in 2017 and by 2019, eMarketer predicts more than two-fifths of digital video viewers in China will use an OTT service.

A report titled “Decreases in Psychological Well-Being Among American Adolescents” found that adolescents’ psychological well-being decreased the more hours a week they spent on screens. Teenagers that are only behind a screen for between one and five hours a week are happier than those who never use screens. The least happy ones were those who used screens for 20 or more hours a week.

A summary of the most exciting recent research in brand marketing in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

More than half of consumers age 54 and younger surveyed by Hubspot claimed to want to see more videos from brands they support. Some 47% of consumers age 55+ also want to see more videos from brands they support.

According to a study from YouGov Brand Index, the top 10 best-perceived brands of 2017 were: Amazon, Netflix, Amazon Prime, YouTube, Google, Nike, Dawn, M&Ms, iPhone and Apple. The brands with the highest ad awareness of 2017 are GEICO (repeating as number one), McDonald’s, Verizon, Walmart, AT&T, T-Mobile, Subway, DirecT, Progressive and Home Depot. The five brands with the biggest ad awareness gains in 2017 were Amazon Alexa, SlingTV, Lyft, Hulu and Blue Apron.

A survey from Sprout Social of 1,000 US internet users last September found that two-thirds want brands to take a stand on social and political issues.

According to marketing consultancy Vennli, more than one in three agencies (36%) say they’re always re-thinking the client’s entire strategy when developing a pitch during the review process, yet only 7% of marketers reported seeing this happen in all pitches. 34% of agencies say they think one of the most common reasons they win a pitch is because their “brand is recognized and respected in the market,” but only 15% of marketers asserted that this played a role when selecting an agency partner.

A new report from BI Intelligence, Business Insider‘s premium research service, found that influencer marketing ad spend is poised to reach between $5 billion and $10 billion in 2022. Taking the midpoint of $7.5 billion as a base case, this represents a five-year compound annual growth rate (CAGR) of 38%. Nearly 40% of influencers believe that overly restrictive content guidelines are one of the biggest mistakes brands and agencies make when working with them.

According to a new market research study by Technavio, the global personal safety tracking devices market is expected to grow at a CAGR of close to 13% during the period 2018-2022.

According to new research from digital research firm L2, only 94 of 2,303 — or 4% — earned their “genius” moniker, a term reserved for brands that “leverage tech and data to personalize not just marketing but also products; render content like blogs and lookbooks shoppable; partner with e-retailers (and not just Amazon) to boost search and reach; evolve desktop display to mobile display and desktop video; and integrate online and store experience.”


A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

Video experience technology provider Accedo has entered into a partnership with Google Cloud to allow media and entertainment companies to access a unified cloud video platform.

Artificial intelligence is picking up to 75% of the videos you watch on YouTube.

Video ad-serving platform SpotX and Amazon Web Services are joining forces to allow for interoperability on the tech giant’s cloud platform.

JPMorgan Chase has created its own proprietary algorithm that assures that its YouTube ads will not appear next to questionable content.

Video advertising platform Yume released the results of a new study commissioned with Nielsen on U.S. consumers’ connected device ownership: Smart TV ownership nearly doubled since 2013, with an average of three CTV devices owned per household. CTV devices are now more common than tablets, and 74% of people use their CTV device daily.

Online video ads in China increased by 30.7% year-on-year in the third quarter of 2017.

Facebook‘s video chat device, named “Portal,” may be available as early as May 2018.

According to a forecast issued by market intelligence firm Magna, overall U.S. digital media sales will grow by 13 percent in 2018 to reach $237 billion.


A summary of the most exciting recent research in brand marketing in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.


According to a study from Shareablee, brands get more bang for their buck paying a publisher or influencer to produce a branded-content post through their Pages and paying to promote that post as an ad instead of a post published to the brand’s own Page.

A study from Persistence Market Research (PMR) is predicting that the global programmatic advertising platform market is set to enjoy a compound annual growth of 33.3% from 2017 to 2025 when it will likely be worth around $30 billion.

Dentsu Aegis Network announced Wednesday the acquisition of U.S.-based HelloWorld, a promotions and loyalty group that will roll into Merkle’s loyalty division to improve on the agency’s people-based marketing offerings.

This piece looks at trends in the luxury market for 2018.

The ANA (Association of National Advertisers) has acquired another leading trade group, the Word of Mouth Marketing Association (WOMMA), a group of companies committed to progressing the word of mouth marketing industry through advocacy, education, and ethics.

According to InMoment’s 2017 Retail Trends Report, more than 50% of consumers value in-store interactions with friendly and knowledgeable staff, and positive in-store interactions can raise customer satisfaction by 33% — with higher rates reported in fashion and sports retail sectors.

Amazon and consumer product companies like Procter & Gamble and Clorox are discussing the possibility of advertising via the e-commerce giant’s Echo devices and Alexa voice assistant, according to sources from CNBC.

Gen Z is the first generation fully comfortable online and offline with a demonstrated ability to simultaneously utilize digital, physical and hybrid tools, according to a report by business intelligence platform PSFK.

eMarketer estimates nearly 84% of U.S. digital display dollars will transact programmatically by 2019.


L’Oreal will expand a media ownership strategy it piloted in Mexico to other Spanish-speaking countries to generate first-party cookies from its customer base.

Adoption of self-service kiosks, which help brands get closer to consumption patterns and consumer behavior, is gaining momentum in the emerging countries such as Brazil.


What: The World Cup kicks off in Russia on June 14, 2018. While Americans won’t be able to cheer for their own national team this time, US soccer fans are more engaged and excited about the tournament than ever.
Why It Matters: We spoke to AC&M Group about how they will be helping their clients make the most of the highly engaged audiences that will be tuning in to watch the fastest growing sport in the US.

Despite the Failed US Bid, 2018 Promises to Deliver Most Engaged American Fans Yet

Soccer’s path into mainstream American society has been unique. Globally — almost without exception — the sport has enjoyed an unparalleled level of popularity and devotion among fans for years, while in the United States, it has struggled to compete with sports with deeper roots in American society like baseball, basketball, and American football. But over the past 20 years, the sport has become one of the most popular among the country’s youth, which has led to increased investment in the US Soccer program and, more recently, surging American interest in international soccer leagues and Major League Soccer alike.

The World Cup provides a solid benchmark for just how much the sport has grown in the United States: According to AC&M Group, in the last World Cup in 2014, over the course of group stage, U.S. FANS spent more time engaged with digital FIFA content than Brazilian, French, German and English fans combined. And during the final between Argentina and Germany, 10.5 million U.S. fans were engaged on Facebook, which is a larger audience than those from the two participating countries combined (Germany: 7 million / Argentina: 5 million).

Anticipating even bigger numbers for 2018, the rates for the rights to the tournament have skyrocketed: ESPN paid $50 million for the English-language rights in 2014, and FOX paid $212.5 million for 2018. For Spanish-language rights, Univision spent $162.5 million in 2014, and Telemundo paid $300 million in for 2018. And while just 10 of the 64 games were broadcasted on the ABC network in 2014, in 2018 FOX is expected to broadcast over 33 on its network.

And Americans are increasingly excited about international stars. Vicente Navarro, partner & VP of New Business at AC&M Group says that what is interesting about American soccer fans is that it is “one of the few sports where American fans grow up idolizing players from foreign leagues and teams,” adding that “with how accessible European soccer has become in the U.S. today, American soccer fans have become increasingly knowledgeable about what happens abroad and often follow teams in multiple countries.”

Today’s Fans ‘Expecting More than Your Basic Pregame Show’

How will TV and digital combine forces to deliver the material that American soccer fans are hungry for during next year’s World Cup? Navarro asserts that due to the rapid development of digital platforms and formats, “in this age of tech, fans have become accustomed to get more than your basic pregame show, game broadcast, and post-game reels.” With fans engaging with the sport around the clock (literally), “it is important for networks to build platforms that attract and sustain these conversations” through different formats like memes and user-generated content, taking advantage of fans’ “FOMO,” or “fear of missing out.”

For 2018, AC&M is working with clients and networks like FOX and Telemundo to deliver digital programs that engage fans and connect them digitally to the networks TV broadcast. When asked about the most significant difference between the digital scenario in 2014 compared to 2018, Navarro points to mobile as one of the most significant developments in terms of how fans engage with sports content. Thanks to smartphones, Navarro says, “it’s possible for American fans to watch full-length games, or highlights, from almost anywhere in the world.” This is a good thing for brands with a strategy, Navarro believes. Thanks to “continued advancement in social media, with features like Facebook Live and Instagram Stories, there is no better time in history to be a sports fan,” he argues.

Marketers Must Reach Diverse Fans

As more Americans get on board with soccer, brands must take advantage of the resources they have to address and connect with more diverse audiences. To Brendan Moylan, COO at Sports Endeavors, Inc. the parent company of SOCCER.COM, “one of the special things about the World Cup is that it is an opportunity for people to celebrate their heritage”. He believes that although it was crushing for the U.S. Men’s National Team not to qualify for the 2018 World Cup, that “we are a country of immigrants, and there is a place in our hearts for the countries where some friend or member of our family immigrated from.”

At AC&M, it is important to “develop campaigns that are relevant for hard-core and casual soccer fans” and adapt their strategies for clients based on objectives and assets. For example, some will have the rights to feature the World Cup as a part of their campaigns, but others “will have to leverage partnerships such as players or federations,” Navarro says. In those cases, the key is to help them leverage increasing interest in the sport during a World Cup year.”

Many of AC&M’s 2018 World Cup strategies will focus on engaging through content created by both brands and fans themselves, says Pacino Mancillas, AC&M’s Director of Brand Integration. As the digital world offers more and more ways for fans to engage with sports, Mancillas argues that fans “demand content that speaks to them and their specific interests.”

Because of this, getting as close as possible to the fans in order to develop an intimate knowledge of the various segments of the soccer fan community is central to AC&M’s mission. Speaking of soccer fans, Mancillas adds: “There are more similarities than differences, but knowing how and why to target each segment provides ‘cred’ and helps us have more success in engagement efforts.”

Exclusive Partnerships with SOCCER.COM and WorldSoccerShop Provide Insight, Global Team of Soccer Experts 

AC&M Group has also teamed up with partners SOCCER.COM and WorldSoccerShop to pool their expertise and offer unmatched access to U.S. soccer consumers. The collaboration brings together three organizations with employees that “eat, sleep and breathe soccer, and when it comes to connecting with soccer fans, their insights are invaluable,” Navarro said. In contrast to other sports agencies, AC&M’s close contact with the soccer world enables them to “identify key passion points” in soccer consumers. With such immense diversity at the agency, employing team members from 14 different countries, there is a stronger and much wider “range of opinions and perspectives on how to connect with various consumer segments.”

As one of the most exciting global sporting events approaches, agencies like AC&M Group are invaluable sources of knowledge for many brands who are unsure of how to reach the growing numbers of passionate American soccer fans. “At AC&M, we have been doing soccer marketing for more than a decade,” Navarro says. “We know what works, what does not, what connects well and delivers results; we have seen it all.”

What: SpotX, a video ad serving platform, released figures illustrating explosive growth in global over-the-top (OTT) video advertising spend across its platform.
Why It Matters: SpotX’s data revealed that the portion of overall ad budgets spent with OTT inventory owners increased from 8 percent in October 2016 to over 26 percent of total spend for October 2017. This equates to nearly 18X growth in advertiser dollars spent on OTT inventory year over year in October.

As consumers begin to view more and more video on their devices, marketers are increasingly betting on OTT when it comes time to allocate budgets. According to SpotX’s data, overall ad spend on OTT inventory increased 18X between October 2016 and October 2017. On top of this revelation was the estimate that OTT is expected to account for around 30 percent of video ad spend by the end of 2017, as the holiday season brings 2017 to a close.

According to SpotX, this is the first time any SSP has disclosed such granular figures. Fueling the growth are SpotX’s top DSP partners: Adobe Advertising Cloud, dataxu, The Trade Desk, VideoAmp, and ZypMedia.

Growth of OTT Spend Partly Due to Improvements in Programmatic

According to Kelly McMahon, VP of Global Demand Operations at SpotX, this shift in ad spend can be attributed to the fact that “we’re seeing consumers shift in how they are consuming video content this year faster than any previous year: from desktop to mobile, now it’s Smart TVs and OTT technology.”

Ian Monaghan, Special Operations Consultant at Adobe Advertising Cloud echoed McMahon’s sentiments, stating that since people now have more content to stream on more devices than ever before: “Even in live sports, long considered a holdout where traditional broadcast viewing dominates, OTT options have entered the mainstream.”

McMahon added that this shift in consumer behavior caused companies to “embrace their abilities to use programmatic.” Before, while many transactions were handled via traditional sales channels, companies have been motivated to “understand how to use inventory programmatically.”

At SpotX, McMahon explained that they have “made a rather large investment in OTT and CTV strategy, providing tools to media owners to sell their OTT CTV inventory programmatically” and investing in educating buyers and making transactions simpler.”

The problem isn’t just explaining how to buy and sell OTT inventory: OTT itself has presented plenty of challenges in terms of how to measure its effectiveness for targeting purposes. But thanks to OTT’s popularity among consumers, the industry has developed new types of data and measurement tools that help make it more competitive with TV and digital. “To advertisers, OTT has historically been on an island — not fully digital or fully TV in terms of targeting and measurement capabilities, but often presented as both,” Monaghan added. He pointed to the addition of Nielsen Digital Ad Ratings as “bringing OTT up to speed for TV buyers and Adobe Advertising Cloud’s innovations in planning and measurement are bringing it up to speed with digital.”

Programmatic Aids in Linking Consumer Behavior to Digital Activity

Understanding how consumers engage with brands across multiple channels and devices is step one for any brand looking to maximize the effectiveness of their OTT investments. Tim Sims, SVP, Inventory Partnerships at The Trade Desk explained that since “digital media consumption is increasingly fragmented, marketers need to be able to link audiences together and understand how each performs.”

In this sense, programmatic is a useful tool, because “programmatic advertising enables advertisers to reach and engage with customers along their entire journey and also measure how different channels are performing as part of the overall marketing mix,” said Sims. For this reason, Sims argued, The Trade Desk acquired cross-device identity graph company Adbrain to “add a data set of cross-device IDs to our own demand-side platform” and “to provide a unified view of the customer in targeting and reporting.”

Going omnichannel is also essential for platforms to be competitive, Sims said. “That’s why we’ve worked so hard over the last few years to grow our global footprint as well as our cross-device services marketplace, a platform feature with identity-linking graphs from companies like Oracle, Tapad, LiveRamp, and Drawbridge, as well as Adbrain,” he said.

Adobe’s Monaghan asserted that while “linking what a viewer is watching to consumer data is a key part of any modern advertiser’s toolkit, marketers often lack the tools to make data actionable in advertising.” With that in mind, Adobe launched its Advertising Cloud, and “tightly integrated it with Adobe Analytics Cloud, which helps brands measure customer data and act on it. Together, we’re enabling advertisers to reach discrete audiences on any screen.”

The Future of OTT: More Deterministic Data for Effective Audience Targeting

What do the targeting techniques of the future look like? The Trade Desk’s Sims argued that his team is “seeing more deterministic data sets coming into the market, which is key for creating identity graphs that allow for effective audience targeting.” As global access to the Internet and connected devices increases, marketers will access more and more data that tells them what consumers care about, why they do what they do, and what devices they use to do it.

In the meantime, Sims says, “brands are excited to leverage this new channel to extend their message and reach customers in a targeted, personalized way across their entire journey.”

A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.


Verizon has signed a 2.5B deal with the NFL that will allow Yahoo users (Yahoo is owned by Verizon) to watch football games for free on Yahoo’s app.

More than 58% of video plays globally occurred on mobile devices in the third quarter of 2017, with that figure due to rise to 60% in mid-2018, according to Ooyala.

A new study by 16 programmatic publishers — including Business Insider, The New York Times and The Washington Post — and Google, Amobee and Quantcast found alarming figures around video and display advertising fraud, according to a press release.

According to Ooyala’s Q3 2017 Global Video Index, Connected TV (CTV) mid-rolls had a 98 percent completion rate in Q3, while PC mid-rolls had a completion rate of 97 percent. On each platform, broadcaster mid-rolls had stronger completion rates than did publisher mid-rolls. The highest rate for publisher mid-rolls was 88 percent on PCs.

Alibaba‘s video streaming service, Youku Tudou, has signed content licensing deals with NBCUniversal and Sony Pictures Television.

Redbox is going after the online video market again, launching On Demand service that offers movies and TV shows for purchase or rent.

Amazon Prime Video has begun streaming in HDR10+ on US Samsung QLED and 4K TVs.


It seems like Apple may be about to launch ApplePay in Brazil. 

A report by Magna forecasts that digital ad spend will grow 9.9% in 2018 in Latin America, which is the fastest-growing region compared to other markets.

Digital House, a Buenos Aires, Argentina-based group of schools providing digital skills to young Latin Americans, has raised $20m in funding.

Turner International’s Digital Ventures & Innovation (DV&I) team has launched a new gaming streaming service GLOUD in Latin American countries Argentina and Chile, with plans to launch in other countries in the region soon.

Teads Brazil announced impressive results for 2017, closing out the year by growing its operations by 150%, and achieving 1.2 billion people monthly in their audience reach. This represents 91% of the Brazilian population with internet access, up from 52% of coverage in the beginning of the year.

What: Mobile Fraud: Marketers’ Massive Hidden Threat, a Forrester Consulting “thought leadership paper” commissioned by AppsFlyer, looked at how CMOs are tackling the ever-evolving challenge of ad fraud, and the cost that ineffective prevention has for businesses.
Why It Matters: The study found that while investment in mobile ads is increasing, only one in five advertisers said they’re able to systematically combat fraud with the right tools and expertise. Why aren’t marketers taking this growing risk head-on?

For the study Mobile Fraud: Marketers’ Massive Hidden Threat, Forrester and AppsFlyer conducted an online survey with 250 marketers whose companies spend at least $1 million dollars a month on digital advertising and found that mobile is attracting more and more ad spend: 70% of the enterprise marketers surveyed for this report are increasing their budgets for mobile advertising over the next 12 months.

But with ad fraud eating up a bigger chunk of many organizations’ budgets, a more focused and deliberate approach to prevention is needed. Why aren’t organizations doing more to better equip themselves to fight this growing threat?

Despite Risk of Fraud, Marketers Increasing Investment in Mobile Ads

The data from Forrester reveals that resistance to ad fraud is sub-par across the board, as 69% of marketers cite that at least 20% of their budgets are exposed to fraud on mobile web ads. But this doesn’t correspond with lower investment in mobile ads.

According to the report, over the next 12 months, 70% of firms that spent over $1 million per month in digital advertising in 2017 said mobile ad spend budgets will increase in the coming year, and 39% of companies that spent over $5 million per month on digital advertising plan on increasing their budgets by more than 30%.

In the meantime, too many organizations are left completely vulnerable: the study found that only 19% of enterprise marketers claim to have systematic fraud prevention in place. The reasons for this are quite simple: a lack of access to transparent data and a lack of knowledge about programmatic buying.

Almost half (45%) said they lack the understanding of mobile ad frauds that exist and then lack the types of solutions that exist to combat those mobile fraud types, and 51% of marketers cite a lack of data transparency. Marketers also seem to believe that many distort data in this complex ecosystem for their own benefit, with 46% of marketers reporting that “players in the media buying ecosystem benefit from artificially inflated KPIs.”

As a result, a huge slice of the market is left accepting fraud’s impact as a given, unable to keep up with the way approaches to fraud evolve and become more difficult to shut down. But the study suggests that marketers know they must change their ways if they are to stay afloat: 92% of advertisers and agencies cited fraud prevention as a critical or high priority over the next 12 months.

CMOs Don’t Think They Can Keep Up with Ad Fraud

The research from Forrester seems to suggest that many CMOs simply don’t believe there is a way to keep up. Ari Rosenstein, Senior Marketing Director at AppsFlyer asserted that often, organizations “accept fraud as ‘the cost of doing business’ because they don’t believe they can effectively protect themselves against all types of ad fraud.” The data supported this assumption, as 40% of those surveyed agree that “those who try to combat fraud are faced with a fast-evolving problem which makes it hard to identify and often even just understand.”

And since these CMOs are often ill-equipped in the data analytics department, they have a hard time even estimating how much of their budgets they are really losing to fraud, often estimating around 1-2% when the average, Rosenstein suggested, is more like 10%.

Mobile Enables Novel Approaches to Ad Fraud Prevention

The benefits of investing in a solid ad fraud prevention plan are varied: the study asserted that benefits include improved ROI, better campaign insights, easier optimization, and increased user engagement.

And luckily, Rosenstein argued, mobile is offering CMOs some of the most user-friendly, flexible fraud prevention tools ever: “As mobile fraud has continued to evolve — with the emergence of install hijacking, click flooding, device farms, DeviceID Reset Fraud, etc. — so have the technologies and processes to identify fraud.” But CMOs must make fraud a significant priority through investing in data transparency and education for their teams.

Marketers ‘Must Become More Educated’ and ‘Demand Increased Transparency’

 A common practice is for marketers to turn to legacy technology tools and platforms for help instead of seeking experts: 48% of those surveyed reported using enterprise marketing software vendors for help with measuring and combatting fraud, and 38% reported relying on ad verification vendors. The suggestion is that CMOs should recognize that fraud prevention merits its own investment, and that specific expertise in fraud is necessary for fighting such a serious threat.

For 53% of marketers, a basic strategy is to assign fraud-related KPI’s to their agency or ad networks. But the study reminds us of the importance of following up and ensuring that those KPIs are met. While 60% of advertisers and agencies cite better campaign insights from improving mobile ad fraud prevention, the study provides evidence that “prevention” must mean educating internal teams about the latest strategies in fraud prevention and asking for more information and collaboration from vendors. It is also essential that organizations add “independent, mobile-first tools” to their arsenals, the report suggests.

Those who are serious about lessening the impact that fraud is having on their business should be deliberate in pursuing a fraud prevention plan that works for their organizations. For AppFlyers’ Rosenstein, education and transparency must take on central roles in all marketing departments. “Marketers must become more educated on the topic and demand increased transparency and data visibility from their vendors and partners,” he said. “Through these mobile insights, marketers can become more informed and make better decisions for their businesses.”

A summary of the most exciting recent research in brand marketing in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.


According to research from Accenture cited by eMarketer, 41% of consumers have switched the brands they buy from because of poor personalization, and 50% say that they did so because of “poor customer experience” in general. This mistake represents a total of $756 billion in lost retail and brand sales.

A new study from RetailNext found that 2017’s Black Friday event saw less foot traffic, but still experienced a combined 4.8% increase in sales compared to 2016.

A new study released today by Engagement Labs found that an estimated 19 percent of consumer sales are driven by offline and online social conversations. 

Content marketing platform Linqia‘s new study, “The State of Influencer Marketing 2018,” found that 86% of marketers reported using influencer marketing in 2017 — and, of those, 92% said it is an effective strategy.

A recent study by Shutterstock found that 88 percent of U.S. marketers surveyed agreed with the statement “Using more diverse images helps a brand’s reputation.”

StreamOn, a new study by Market Strategies International, has found that only 11% of all streamers pay for live streaming television.

Tiffany & Co. is the favorite luxury jewelry brand among wealthy millennials, followed by Cartier, Pandora, and Chanel, according to a recent survey by consumer-research group MVI Marketing. Rolex was the top brand for watches, followed by Apple, Omega and Cartier.

Research from search intelligence platform Adthena found that Amazon took 49.65% of the consumer electronics category’s click share during October and November of 2017. Director of Product Marketing at Adthena Ashley Fletcher credits this to their preference for pure brand terms, versus generic terms.


Latin American media owners’ net advertising revenues (NAR) are set to grow by +9.3% in 2018, to US$26.3 billion, following a +7.3% growth in 2017;  thanks to a more robust economic recovery in the region, according to MAGNA.  Television remains the top media category in the region with 54% of total advertising sales while Digital advertising in Latin America remains lower than the global average.

According to a new report by research firm Counterpoint, 99 percent of Smartphone Sold in Argentina are LTE Enabled.

A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.


This article explores how Amazon is pivoting towards video. 

YouTube has updated its recommendation feature to use a measure of satisfaction derived from a massive and ongoing user survey to predict and promote videos that people would rank as among the best they have watched recently. It also unveiled a new video format called ‘Reels’ that lets users create 30-second videos.

A recent study by  S&P Global Market Intelligence reveals that around 70% of Internet households in the United States watch online video via a TV set. In 2017, US Internet households were equally likely to be using a smart TV, Blu-ray player, SMP or a pay-TV STB to watch online video on the TV. The use of smart TVs, Blu-ray players and SMPs has also increased.

Online advertising spend grew by 11.5% in the first half of 2017, driven by mobile and video formats, according to a study from IAB Europe and IHS Markit.

The  “Where are Brand Marketers Taking Their Video Strategy in 2018?” study revealed that only 6% of marketers would currently characterize themselves as “innovators” when it comes to their use of online video, and that 80% of correspondents reporting that they will increase their video advertising efforts in 2018.

LATAM MARKET launched a DSP in Latin America and the US-Hispanic market for digital audio ads.

New research from IMS and comScore reveals that around 60% of advertisers were willing to pay 50% extra on top of what they currently invest to secure safer media, which guarantees more visibility.

The city of Sao Paolo, Brazil recently approved a law to tax streaming services at a rate of 2.9% of its local revenues.

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
6Fullscreen Mexico – Potential Reach18,385
7H Code Media12,333

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

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.


A summary of the most exciting recent research in brand marketing in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

According to a recent survey of readers in the digital marketing space by SmartBrief, data is at the top of the list of purchasing priorities for marketers: More respondents said their companies plan to invest in data and measurement products and services over the next 12 to 18 months than any other type of marketing product.

SaleCycle’s remarketing report has revealed that the global cart abandonment rate for Q3 2017 reached 78.4%, representing a 1.5% increase from the previous quarter.

According to Inskin Media, the effectiveness of online ads has more to do with the relationship the reader has with a publisher than the surrounding editorial content: Ads on the branded publisher sites increased awareness by 60% compared to the ads on other sites, and among readers with a close relationship to the publisher, awareness of ads was 152% higher than among those who saw the ads elsewhere.

A study from Branding Brand and Leanplum found that more than 60% of Black Friday shoppers are set to use mobile apps rather than desktop websites to hunt for bargains this year.

The Nielsen Global Brand-Origin Report was based on surveys of more than 31,500 online respondents in 63 countries and examined consumers’ preference for and sentiment toward products manufactured by local manufacturers versus large global/multinational brands across 34 categories. Categories where consumers were more inclined to opt for a locally manufactured product over a global brand included dairy products (54%), biscuits/chips/snacks/cookies (32%), ice-cream (31%) and mineral/bottled water (30%).

DMA’s Consumer Email Tracker 2017 report found that 44% of people have set up dedicated email accounts to receive marketing messages. And when people check marketing emails, almost half (49%) said they need to recognize the brand before opening any communication.

More than 93% of chief marketing officers have overhauled their digital strategy amid brand safety concerns, according to a study from Teads. As a result, 48% of those surveyed are reviewing relationships with suppliers and 55% are reviewing their agency relationships.

A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.


AdYouLike and mobile creative DSP Tabmo have announced a partnership that they hope will better bring native ads to mobile devices.

Adobe has launched a 100% programmatic ad campaign, the largest cross-media ad campaign implemented solely through a programmatic platform to-date.

Oracle announced that its enterprise software Moat has been certified by verification provider ABC for the principles of video viewability measurement, as prescribed by JICWEBS – a cross-industry organization consisting of trade bodies representing brands, media agencies, publishers and tech outfits.

YuMe has launched its People-Based Marketing Suite to enable cross-screen audience targeting, sequential messaging, and attribution for U.S. audiences.

Publisher SSP PubMatic has announced a fraud-free program for demand-side partners that includes a money-back guarantee where, if fraud is detected on PubMatic’s platform, demand partners won’t have to pay for it.

Amazon continues to deny that it is working on a free, ad-supported streaming service.

Converged TV and video ad software provider Videology released its Q3 2017 U.S. TV & Video Market At-A-Glance report, which found that spending on linear TV campaigns in the Videology platform using advanced data grew 60% for the first three quarters of 2017, compared to the same time period last year.

OTT video service Sling TV and video ad serving platform SpotX have launched private marketplaces that let advertisers target two audiences: a) Black Friday/Cyber Monday shoppers and b) luxury shoppers — for the holiday buying season.

The Association for Online Publishing launched their ad quality charter ad their recent digital publishing convention to ” involve more industry players in making the advertising ecosystem more transparent, brand-safe, and less fraud-prone.”

MMW has just announced a new partnership with Adobe Advertising Cloud that gives advertisers and agencies access to premium ad inventory across all formats and devices for multichannel campaigns.

AppNexus has launched a programmable DSP called ‘AppNexus Programmable Platform’ (APP) with the goal of helping traders set up, manage and deliver campaigns more efficiently.

According to the latest Cisco Visual Networking Index (VNI) Complete Forecast, there will be nearly 1.9 billion Internet video users by 2021, up from 1.4 billion in 2016.


Rodrigo Bonilla, Americas director for the World Association of Newspapers and News Publishers (WAN-IFRA), spoke at the Knight Center, asserting that this year, many of the newspapers in Latin America are coming to terms with the fact that money from online digital advertising is not enough.

A recent study from Google revealed that Netflix now has more demand than its competition — pirated streaming services and apps — in Brazil.

A study by analytics firm GlobalWebIndex revealed that globally, the highest number of social media accounts per user can be found in Latin America (8.8), followed by Asia (8.1).

What: We caught up with industry pioneer Rochelle Newman-Carrasco of Walton Isaacson at the ANA Multicultural Conference and asked her a few questions about the growing momentum of The Alliance of Multicultural Marketing (AIMM).
Why It Matters: Carrasco shared insight from the founding members of AIMM in order to provide a range of perspectives on areas of importance to the industry.

In October 2016, the Association for National Advertisers took an important step in encouraging the industry’s progress when it established the Alliance for Inclusive and Multicultural Marketing to establish a “powerful, unified voice for the advancement of multicultural marketing.” A year later, the group is working cooperatively, transparently, and methodically to set the groundworks for a marketing industry that better reflects today’s diverse audiences.

Industry Must ‘Separate Excuses from Legitimate Concerns’

When the AIMM met in August 2017, it was stated that accessibility, accuracy, and affordability of multicultural-specific data were some of the most significant obstacles in developing effective strategies for advancing Multicultural. But what strategies are in place to tackle these challenges?   

Carlos Santiago, President of Santiago Solutions Group explained: “The Alliance is identifying issues that are standing in the way of progress and then bringing unified industry clout to the table in order to change supplier behavior insofar as diverse consumer groups are concerned.”

There is a tendency (perhaps due to lack of access effective data) to make excuses when it comes to Multicultural, and “the key is spending the necessary time to separate excuses from legitimate concerns – having zero tolerance for cop-outs like ‘it’s too hard’ or ‘it’s too expensive,’” Santiago added.

Santiago explained that the “siloed approach to problem solving” may not work as well as “having diversity of thought come up with innovative solutions,” which is why the Metrics and Measurement Committee, led by Gonzalo del Fa of Group M Multicultural (who is also a Portada Editorial Board member), has “laid out a really robust plan of action, and [the group is] moving into a very exciting stage of implementation that will include a Multicultural Data Roundtable.”

‘It’s No Longer Possible to Keep this Failure Hidden’

This is not the first time that marketers have sounded the alarm and expressed how urgent this Multicultural crisis is. So what’s different this time?

Rochelle Newman-Carrasco, EVP at Walton Isaacson, insisted that “it’s no longer possible to keep this failure hidden, especially from internal and external stakeholders for whom ‘multicultural’ is more than a department.”

Failing to reach and connect with Multicultural audiences has real implications for all serious brands in today’s world, and “for many consumers and employees, multicultural matters are life and death matters — matters of image and identity that can inspire or alienate generations to come,” Carrasco said.

‘Whole Communities of Consumers Are Missing or Minimized’

Perhaps one of the first steps in making real progress is holding brands accountable for their lack of effort. Carrasco explained that “poor performance is directly related to segment-specific neglect, whole communities of consumers are missing or minimized throughout the marketing cycle—missing from staffing, budgeting, and creative representation.”

Poor performance is directly related to segment-specific neglect, and whole communities of consumers are missing or minimized throughout the marketing cycle—missing from staffing, budgeting, and creative representation.

While some more visionary brands are stepping up to make their Multicultural efforts more than a symbolic gesture, “other brands are having their course corrected by consumers who will no longer accept failure at their expense,” Carrasco insisted. “Marketers must understand that culturally-specific marketing is not just a theoretical exercise or something to track in the P&L or on a spreadsheet.”

Brands ‘Discovering Ways to Balance the Benefits of Collaboration with Restrictive Guardrails’

While sharing Best Practices and lessons learned from experiments in Multicultural are key if the industry as a whole is to progress, “certainly there is a natural reticence to share proprietary details” said Lisette Arsuaga, Co-President and COO of Davila Multicultural Insights. But she emphasized that this is changing, and that “brands are discovering ways to balance the benefits of collaboration with restrictive guardrails.”

What do brands get out of sharing and collaborating? “Participation in an exchange that triggers discovery and progress in ways that hunkering down and walling off a brand do not,” Arsuaga said.

Within the framework of AIMM, we see brands seizing opportunities to enter into dialogue with one another and to offer up their processes while taking in the learnings of others.

“Within the framework of AIMM, we see brands seizing opportunities to enter into dialogue with one another and to offer up their processes while taking in the learnings of others.”

Arsuaga also added that making a unified effort to bring in new, diverse talent is key: “Multicultural cannot reach its full potential without filling a pipeline with new talent and joining together to do so.”

The ‘Total Market’ Problem

After the August meeting, Carrasco of Walton Isaacson asserted that the AIMM was exploring the effectiveness of the term ‘Total Market,’ saying that “while the Total Market Committee has not yet repealed and replaced the phrase ‘Total Market,’ there is data to support that its usage, and often random application, has hindered rather than helped marketers to powerfully connect with multicultural communities.” Since then, AIMM’s Total Market Committee, led by David Cardona of Clorox and Javier Delgado of Coca-Cola, has dedicated a significant amount of effort to reaching a definitive conclusion on how well ‘Total Market’ works for the industry, launching a campaign called #TotalMarketDoneRight.

Gilbert Davila, Chair, ANA Multicultural Marketing and Diversity Committee asserted that “AIMM’s aim is to shatter myths and address the many misinterpretations that have occurred since this concept was introduced several years ago.”

Davila explained that “Total Market was intended to level the playing field and bring multicultural marketers to the mainstream marketing table where they rightly belonged…Instead, the concept became a convenient excuse for eliminating resources and budgetary line items in the name of efficiencies.”

While Total Market was supposed to address the “absence of multicultural consumers in what is often referred to as ‘mainstream’ marketing, it was not intended to eliminate culturally targeted marketing nor was it meant to make cultural specialists irrelevant,” Davila clarified.

‘If You’re Not Reflecting Diverse Audiences You’re Rejecting Diverse Audiences’

Where will the AIMM go from here? While Davila reinforced that “AIMM is laser-focused on bringing back the integrity of marketing that is both universal and unique,” the renewed and refreshed commitment to this topic will require concrete actions that the group is ready to spearhead.

Marketers create messages that impact the mirror we hold up to America and the world – if you’re not reflecting diverse audiences you’re rejecting diverse audiences and that’s not solved with casting, it’s only solved with clarity and commitment.

Santiago of Santiago Solutions Group described the AIMM’s approach as “going down a path of disruption and innovation and avoiding the well-worn traditional approaches to quick but unremarkable fixes.”

The intent is there, but hopefully action will follow. “Marketers create messages that impact the mirror we hold up to America and the world – if you’re not reflecting diverse audiences you’re rejecting diverse audiences and that’s not solved with casting, it’s only solved with clarity and commitment,” Carrasco emphasized.

What: According to Mobile Posse, mobile use is becoming less social and more related to the search for information and products that are relevant to users’ lives, and that solve problems in real time.
Why It Matters: Can the platform’s new solution, called Proactive Content Discovery, provide users with what they are looking for — as soon as they open their phones?

Mobile advertising mCRM solution Mobile Posse wants to figure out why people are unlocking their cell phones — and how they can deliver it as soon as people swipe.

After teaming up with Phoenix Marketing International to conduct research on the subject, Mobile Posse found that people unlock their mobile phones upwards of 70 times a day. But marketing strategists may be disappointed to find that 47% of the time, people are unlocking their phones without a specific app or activity in mind. So how can marketers figure out what they are seeking in their mobile experiences?

One solution is to focus on prioritizing faster loading mobile content: The total value of being the first app seen is estimated to be worth more than $2 billion to Facebook. With that in mind, Mobile Posse set out to explore their new solution, called Proactive Content Discovery, whose ultimate goal is to use data to predict what kind of content a user will be most interested in seeing upon unlocking their phones.

Mobile Users Seeking Info on News Are More Interested in Seeing Relevant Content On Screen Immediately

The Mobile Posse study found that 50.4% of all mobile users expressed strong interest in Proactive Content Discovery – this group is called “News Feeders.” This demographic is as large as the 50.3% of all mobile users that say they use Facebook primarily for social communication with friends and family.

According to the study, the strongest predictors of interest in this type of solution were “interest in consuming local/national/world news, entertainment news, and gossip.” Those that do not use their phones to seek information on those topics are 73% less likely to be interested in Proactive Content Discovery. In addition, mobile users that use Facebook primarily for access to “interesting/entertaining stories” were found to be 68% more likely to be interested in Proactive Content Discovery. In essence, those that spend their days hungry for new information are likely to want their phones to feed it to them all day.

The study also found that those who unlock their phones to “kill time” are 27% more likely to be interested in this type of content. In contrast, a subscriber’s wireless carrier, how often they unlock their phone, and the region they live in were not found to be particularly relevant to interest in this type of solution.

Social ‘Has Become Less Social In Nature’

What do these findings mean for marketers that want to better inform their mobile strategies? Greg Wester, SVP, Marketing & Business Development, said that “for starters, social has become “less social” by nature.” Social apps have had to expand their offerings to adapt to the fact that people use their cell phone for almost every activity and transaction. What’s more, with so many people opening their phones without any particular activity in mind, it appears that in many cases, people are essentially seeking stimulation.

Wester added that “the way our phones work today will not be how our smartphones work tomorrow.” User experience will be at the center of mobile innovation, and “research shows that today’s mobile user has an almost insatiable appetite for new and interesting information/stories.” To keep up, marketers will have to provide users with an experience consistent with what users’ expectations.

A summary of the most exciting recent research in brand marketing in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

According to a study by Survata, Instagram, with 22% of the vote, ranked No. 1 among 18- to 24-year-olds for the platform with the best natural ad experience, followed by Google with 21%, Facebook, 17%; Snapchat, 14%; YouTube, 11%; Pinterest, 8%; and Twitter, 7%.

Social Media Marketing Works: A study at University of Oxford, recently found that brands whose social marketing campaigns portrayed the brand as “more personable, emotional and less functional” – essentially more human – had a strong positive effect on brand awareness. There was, however, a difference of up to than 35 percentage points between the most and least effective campaigns, where content and style of the ad made a significant impact.

According to Tubular Intelligence, there are 181 videos from 91 brands that have more than 1 million engagements as well as 5 million views on YouTube. 

A new study conducted by IPG Mediabrands’ intelligence and investment unit Magna, the IPG Media Lab, analytics company Moat and programmatic software company The Trade Desk over the past year found that more viewable campaigns are also more likely to lead consumers to buy, click or register and that related standards achieve similar results.

Almost 80% of marketers said customer communications must include a two-way dialogue between brands and consumers that “more deeply engages customers, address[es] customer questions, resolves issues, influences purchase decisions, improves loyalty and increases transactions,” but that less than half (48%) of marketers thought current two-way communications platforms could meet those needs, including social media, messaging apps and chatbots, according to a study by LiveWorld.

A study by Kantar Millward Brown found no strong correlation between campaign success and factors such as industry category, region, or number of creative types used in a campaign, but that brands who communicate using human language, connecting with people’s emotions and “avoiding more functional words and phrases,” tend to perform better in advertising effectiveness.

A new study from Goldsmiths University and Adobe found that the majority of firms are not taking advantage of how AI can provide improved customer experiences. Almost two thirds (61%) of consumers said they were loyal to brands that tailor their experiences to them, yet less than a third of marketers are using AI to do so (32%).

The “Trust in News” study by Kantar found that traditional print and broadcast media brands are more resilient to accusations of “fake news” than social media platforms and digital news outlets and that news consumers are reading more widely and becoming more sophisticated in their engagement with news content, engaging in activities like “fact checking.”

 Smartling, a translation technology service, released findings of a new study that reveals content localization is a top priority for global brands, with 94 percent of marketers surveyed in the U.S. and Europe citing plans to increase spending on content localization in the coming year.

A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.


Spotify presented a new video strategy that involves canceling original video series on the service, as well as shows it hasn’t released.

According to research from eMarketer, programmatic advertising will make up 83% of US display dollars by 2019.

Periscope announced that it will give almost all earnings from “super hearts” left by fans on videos back to the content creators.

According to a study from PQ Media, global advertising & marketing revenues are expected to increase 3.9% to $1.225 trillion in 2017.

Facebook reported a 79 percent profit increase, in part thanks to its push into video advertising.

The Q3 2017 Video Benchmark report from cross-platform advertising solutions specialist Extreme Reach found that click-through rates are down in every single category.

YuMe has launched its People-Based Marketing Suite to enable cross-screen audience targeting, sequential messaging, and attribution for U.S. audiences.

According to a new report by ad sales insights platform MediaRadar, P&G ran ads on 20% fewer sites –1,251 —  between January and August 2017, compared to 1,565 during the same period in 2016. The company also ran ads on just 59 percent of the same sites as they had the previous year.


FD Comunicação, Brazil’s first and oldest PR agency that works only with video games, has launched a news portal where it will cover the Brazilian video games market.

NBCUniversal Telemundo Enterprises is expanding Fluency Studios with the launch of “Fluency Plus,” a new, bilingual digital production studio. 

Clarín and El Cronista found a study about YouTube consumption in Argentina, signaling that 70% of users go on YouTube every day, and that one in three Argentines that are online at any given moment are watching a YouTube video.

After launching a marketplace in Brazil, Amazon is not giving any indications about how and when it will expand into the Brazilian electronics segment.

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