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Gretchen Gardner @gardnergretchen

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What: GoDiversity, an independent, minority-owned multicultural advertising agency recently announced the release of a Dreamers emoji and social media badge.
Why It Matters: GoDiversity CEO Humberto Freydell argued that while many agencies hesitate to take sides in political debates, in the case of the Dreamers, the issue “transcends politics” and is about “humanity and compassion.”

Last week, Multicultural advertising agency GoDiversity announced the release of a Dreamers emoji and social media badge, created by the agency to show support for the hundreds of thousands of people in the U.S. affected by the DACA program and DREAM Act, known as “Dreamers.”

The emoji features a character wrapped in an American flag and is part of the agency’s #DreamersWeAreWithYou campaign.

Created in 2012, DACA, or the Deferred Action for Childhood Arrivals program, allowed people who came to the United States illegally as children to obtain legal work permits and a renewable two-year protection from deportation. The Trump administration rescinded the program in September.

Social Activism in the Era of Trump: Emojis and Hashtags Take On New Meaning

The Trump administration is certainly no stranger to controversy, but the decision to end the DACA program was met with particular anger from those who saw the move as an attack on innocent victims: young men and women who had been brought to the United States illegally as children by their parents.

GoDiversity was not the first business to publicly stand up for Dreamers, but #DreamersWeAreWithYou is unique in that it encourages action through appealing to the universality of one of today’s most powerful communication tools: emojis.

Why an emoji? Humberto Freydell, CEO of GoDiversity, compared emojis to international traffic symbols: “They’re understandable no matter what language you speak.” A product of the digital age, emojis can certainly pack a punch, transmitting more than words and conveying messages that transcend language. “I wanted to find a universally-recognized ‘vehicle’ to carry a message which I think is extremely important, especially in these polarizing times,” Freydell added. “I wanted to find a universally-recognized ‘vehicle’ to carry a message which I think is extremely important, especially in these polarizing times.”

The idea is for the emoji to empower its users in a way that is “easy to use and understand, and non-offensive by its very nature.

Emojis have become useful tools for people that have a hard time finding the words to communicate emotions or messages, and in that sense, Freydell said that he believes that “it could be useful for many people and groups, beginning with any that may be seen as ‘persecuted’ or in need of public support.”

Dreamers Emoji A ‘Call to Action’

For now, the emoji is available for download on the website that the agency put together for this campaign. In addition, visitors to the site will find social media badges and cover photos available for free download. Together, these elements are meant to empower Dreamers and those who support them to not only speak up but also “effect real change” through acts like contacting their local officials.

It doesn’t hurt that GoDiversity knows a thing or two about delivering effective messaging, either: “We are studying other ways we can leverage our expertise in social media and public relations to help raise awareness of this cause,” Freydell said.

‘How Can You Not Take A Stand?’ 

Traditionally, privately owned brands and firms have hesitated to take sides in political controversies. But there’s nothing traditional about the Trump administration, and there is something about the Dreamers that seems to transcend politics.

When asked if he hesitated to speak up about President Trump’s action on DACA, Freydell did not hesitate. “Our first instinct was, how can you not take a stand on an issue as clear-cut as this?” He continued: “It really goes beyond politics; it’s about humanity and compassion.” Freydell added that while there are usually two sides to the issues that divide Americans, “when one comes along where the ‘right’ side seems so clear, it’s like a gift.”

Our first instinct was, how can you not take a stand on an issue as clear-cut as this?

Not all agencies agree with Freydell. But his argument raises an important question: Do agencies that claim to specialize in multicultural marketing have a moral obligation to support populations like the Dreamers? Freydell went as far as to say that agencies’ reactions reveal a great deal about their priorities: “Many of these organizations only see diversity markets as a piece of the overall pie, perhaps even as low-hanging fruit…they are not necessarily interested in supporting, educating or empowering those in these markets.”

While many organizations worry that taking sides could cost them business through alienating clients in “non-diversity” markets, Freydell made it clear that GoDiversity does not share the same fear: “This is in clear contrast to our mission, which is, essentially, to help clients who share our values to reach the multicultural markets in which we do so much of our work.”

Feedback Has Been ‘Positive, Supportive and Encouraging’

Since the release of the emoji last week, feedback has been “positive, supportive and encouraging, both from the media and from the general public,” Freydell claimed. While public statements like this are bound to generate controversy, the strongest reaction, Freydell said, came from a man who objected to the fact that the emoji showed the character wrapped in the American flag.

“We very much respect his opinion,” Freydell clarified, “and would only respond that perhaps we see the flag as more of a symbol of inclusion than he does, whereas he might see it more as something else.”

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.

US/US-HISPANIC MARKET

Advertisers are spending more on video ads than banner ads for the first time, according to the new Internet Advertising Bureau UK/PwC Digital Adspend report.

Advertisers and brands’ budgets for special digital video ads may grow at 40% compound annual growth rate (CAGR) by 2021, according to a recent KPMG report.

Research from Magisto found that U.S. companies are investing $135 billion this year in online video to market products and services

LinkedIn is rolling out video ads, but instead of pre-roll or mid-roll ads, they will be displayed as standalone posts with a “Promoted” label.

NBCUniversal is creating a joint TV production studio with Snapchat to create scripted programs.

Verizon has announced that it is aiming to launch its much-awaited online TV service in 2018.

A study from the FreeWheel Council For Online Video found that that measurement is still perceived as the biggest challenge for cross-platform campaigns, that almost three-quarters of marketers and agencies (70%) believe there will eventually be three or four key third-party measurement providers in the industry, and that very few (17%) could imagine there being a single metric in the future.

Google is introducing ad tech products to help broadcasters and cable networks maximize revenue through more flexible break formats more flexible in their over-the-top and streaming video content.

Inverleigh, a world leader in the production and distribution of premium sports content, has partnered with Alchimie Dynamic Digital Distribution in enhancing its digital presence on OTT platforms. The deal is structured around 4 high potential niches: Combat Sports, Fitness, Outdoor Sports, and Sliding Sports.

Persistence Market Research (PMR) projects the global programmatic advertising platform market to register a staggering expansion at 33.3% CAGR during the forecast period 2017 to 2025. In 2016, the market was evaluated at US$ 1,926.4 Mn, and is further estimated to reach nearly US$ 30,000 Mn by 2025-end.

LATAM MARKET

Roku is pushing into the Latin American video market and making its streaming platform available to consumers and content publishers in Central America, Argentina, Chile, Colombia and Peru.

Kantar IBOPE Media is launching its measurement tool for time-shift viewing and video-on-demand (VOD) platforms in Argentina, the first of its kind for the company in Latin America.

Metrological and ActiveVideo announced a new service enables global pay-TV operators to rapidly deploy integrated OTT content experiences on existing set-top boxes, which two operators in the Caribbean and Latin America region plan to launch the integrated solution in 2018.

Amazon is expanding its online retail presence in Brazil with a new electronics, appliances and video games marketplace.

Casablanca Online, the biggest video service provider for live broadcasting in Brazil, has upgraded its DSNG fleet with ATEME’s Kyrion encoders and decoders.

Spanish bank BBVA has announced the launched of an online app-based service called Tuyyo to enable payments between Latin America, the Caribbean, and the US.

What: Nestle’s Multicultural Shopper and Marketing Strategist Margie Bravo tells Portada her insights on how to reach the Hispanic market and do it right.
Why It Matters: Too many brands are failing to recognize Hispanic consumers are a significant percentage of their future growth. Margie Bravo shares best practices for the multicultural world, how many brands are misusing data, how to reach the Hispanic market, and the danger of cultural messaging be driven by assumptions.

 

The Largest CPG Brand in the World

Over half of the United States’s population growth can already be attributed to Hispanic Americans. This demographic is increasingly diverse in their language preferences and expressions of Latin culture. As they become the largest ethnic minority in the United States, they are carving out a new place for themselves in American culture. But brands are still scrambling to find a way to respond to these shifting social groups.

Nestle is widely recognized as the largest CPG brand in the world. They recorded $90 billion in revenue and $8.6 billion in profit for the trailing twelve months that ended on April 7, 2017. The United States is Nestle’s largest market, bringing in $27.4 billion in sales across all brands in 2016. But if Nestle and other similar CPG heavyweights are to stay on top, they will have to stay at the vanguard of multicultural marketing, particularly Hispanic.

Margie Bravo, the food and drink giant’s Multicultural Marketing Manager, is a Mexican-American mother of three bicultural children. From her position, she tries to reach the Hispanic market from the perspective of both a consumer and a marketer.

 

When Researching How to Reach the Hispanic Market, Assumptions Are Dangerous (But All Too Common)

According to Bravo, one of the most prevalent mistakes that marketers make is assuming anything about particular demographics. Failing to back up conclusions about Hispanic consumers with real data also happens often. “I think to win with multicultural marketing you need to be curious and open-minded,” Bravo explains. “Many times, when we work for a specific brand at Nestle, we think we know everything about it. We tend to answer the consumers’ questions from our perspective, thinking they are just like us.”

She pointed to Nestle’s Tollhouse cookie brand. During the holidays, Nestlé has to remember that while acculturated Hispanic-American children like to leave cookies for Santa Claus, campaigns should not assume that these children’s parents have grown up with the same tradition.

Language use among Hispanics is also varied. While Hispanic Americans are disproportionately young and tend to speak English as well as Spanish, their language preferences are not clear-cut. When discussing sentimental topics like family, love, tradition, Spanish may be preferred. However, English may be spoken at school or among groups of young friends.

 

Handle Data With Care

Bravo insisted that assumptions are still keeping marketers from connecting with Hispanics. This is a mistake, since the demographic will be key to driving brands’ growth in the United States. She pointed to a persistent lie that Hispanics don’t purchase Premium Brands. In reality, the demographic actually contributes some of the most valuable consumers for Haagen-Dazs, Nestle’s Super Premium ice-cream.

The process we follow at Nestle is to first start with business analytics, in order to identify where our sales are coming from, and then to immediately look at contributors to growth.

For all the fuss that brands are making about multicultural marketing, it appears that they need to learn to walk the walk, not just talk the talk. This means they need to invest in understanding what drives different consumer behavior within the Hispanic demographic. Brands are still figuring out how to read and make use of their data. This is part of the problem.

Even the world’s largest brands are struggling to make data analytics work in their favor. According to Bravo, too few marketers are giving growth — as opposed to current sales — the attention it deserves. “The process we follow at Nestle is to first start with business analytics, in order to identify where our sales are coming from. Then, to immediately look at contributors to growth.” Bravo said.

The American Consumers of Tomorrow Are Largely Hispanic

Marketers are still learning how to use data to dig into deeper levels of consumer trends and demographic patterns. As a result, it’s surprisingly easy to ignore the obvious, and become stuck on who is buying the products now instead of who is likely to be buying them in the future. (Spoiler alert: it’s Hispanics).

The Hispanic market accounts for around 24% of Millennial consumers. At their age, they are still in the “acquisition stage,” when they are forming their first long-term relationships with brands. If brands only pay attention to their current customers, they may find themselves ignoring a very different population and paying a large price for it in a few years.

Also by Portada: Multicultural Marketing: How to Use Seamlessly in Total Market Campaigns

Use Data to Understand Their Importance

Brands that do pay attention will see that there are significant opportunities to approach the Hispanic market. One way is by connecting and creating long-term relationships with consumers in the demographic. “They also have larger households with multigenerational family members. They’re having more kids, which opens consumption for a great number of categories,” Bravo added. But not enough brands are taking even this much into account.

“I think sometimes brands don’t ask how much Multicultural consumers are already contributing to sales in their category,” Bravo lamented. The world’s most innovative brands need to invest in training analysts to go deeper with data. They must use their information to identify variables and reveal the motivations of diverse Hispanic consumers.

When brands don’t understand where their growth is coming from in terms of the different Multicultural groups, it is very difficult to be able to defend budgets.

What’s more, brands that don’t understand data will have a hard time defending Multicultural budgets. “When brands don’t understand where their growth is coming from in terms of the different Multicultural groups, it’s very difficult to defend budgets,” Bravo said.

Multicultural Masters Will Have Significant ‘Foundational Research’

Bravo asserted that in order to reach the Hispanic market, brands are going to have to lead a special effort. They need to educate themselves and do “foundational research” so that they can truly “speak the language of culture, not just the language.” This means creating degree programs dedicated to the field and encouraging exploration of new methods and metrics that assign values to complex and evolving consumer behavior.

“Brands just need to understand that growth is the name of the game.”

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.

US/US-HISPANIC MARKET

North American marketers are more likely to be increasing their marketing budgets for Amazon than they are for Google, Bing, Facebook or Twitter, according to new research published today. An Amazon-focused study by ClickZ Intelligence, produced in partnership with Catalyst, part of GroupM, has found that 63% of companies advertising on Amazon are planning to increase this budget over the next 12 months, compared to 54% for Google, 53% for Facebook, 27% for Bing and 23% for Twitter.

B2C marketing and analytics company Zaius released a report that shows that companies are not adopting Omnichannel marketing strategies like they claim to be. 40% of those surveyed say they have no omnichannel strategy in place for the 2017 holiday season.

In celebration of its 25th anniversary, the “Beef. It’s What’s For Dinner” campaign is being brought back with a new Millennial-friendly, all-digital media strategy.

The United States, China, Germany, Japan and the United Kingdom have the strongest national brands, according to Brand Finance’s annual study.

More than 90% of leading global companies with high levels of customer satisfaction use artificial intelligence (AI) solutions to increase customer satisfaction, compared to 42% of companies in their fields overall, according to a new report from MIT Technology Review and Genesys.

According to research from digital marketing company Netsertive, 87% of appliance purchasers said they prefer to buy in local stores, rather than online. 

Mintel announced the four key trends set to impact North American consumer markets over the coming year. Transparency, value, self-care, and automation are identified as the four trends to watch.

MediaCom is partnering with ad tech company Unruly to provide access to its proprietary ‘Cultural Connections’ research, which “quantifies culture” for the first time.

Ford has announced a new branding strategy, which is meant to disrupt the auto industry: The shift will include greater focus on accelerating the introduction of smart vehicles and services.

According to a study by coin-counting kiosk company Coinstar, most (65%) holiday shoppers set a budget and 25%  look out for sales to buy all or most of their gifts at a discount throughout the year. 14% shop at the last minute, 7% finish most of their shopping before Thanksgiving and 12% take advantage of Black Friday or Cyber Monday discounts, according to the report. The report claims that Black Friday will be the busiest online shopping day in US history. 

LATAM MARKET

According to research from Nielsen, Mexican consumers are increasingly seeking value as prices rise due to inflation. “As consumers seek higher value for their money, they’re spending more time shopping at discount and wholesale outlets, which allow consumers to shop for retail brands at lower prices. In addition to adjusting the channels they frequent, consumers are assessing price vs. volume in light via promotions, multi-packs, and larger pack sizes.”

New research from Rabobank predicts that demand for premium coffee will rise 6 to 7 percent in Brazil this year, and brands like Nestle and Coca-Cola are hoping to cash in.

According to research firm Gartner, the PC market has stabilized in Latin America, counteracting the decline observed in North America.

What: According to comScore’s Digital Future 2017 report, Latin America’s desktop audience is now as large as that of the United States, at 196 million users. And while the use of desktop has decreased by 1.1% globally (and by 5.2% in North America) since last year, in Latin America, it grew by 0.5%.
Why It Matters: Simply creating desktop campaigns for the region is not enough: This large audience must be monetized through precise targeting that reflects the complexity of the region. Marketers must understand and appreciate that the content a Latin American user consumes — and the device he or she consumes it on — varies depending on geography, category, and other cultural variables.

According to comScore’s Digital Future 2017 report, Latin America has finally caught up to the United States in terms of desktop audiences. As of February of this year, the number of desktop users in Latin America had hit 196 million users.

Mexico is driving digital trends in the region: It is the country with the highest consumption of video in Latin America with users consuming about 280 minutes of video a month, followed by Chile with 270, and Argentina with 240. Consumption of mobile minutes in Mexico grew more than 400% between 2016 and 2017 alone.

But the region is as complex as it is large. Will marketers be able to adapt their strategies to the diverse and untraditional Internet consumption patterns observed among Latin American audiences?

Will Marketers Pay Attention to the Growth of Desktop in LatAm?

Nobody debates that mobile, which many major advertisers are prioritizing in order to reach the region’s many younger, mobile-only users, will play a vital role in shaping the future of the digital landscape.

But the data in comScore’s recent report sheds a light on an interesting phenomenon: Desktop is growing in Latin America, defying global trends and creating an interesting opportunity for marketers that pay attention. Desktop grew 0.5% in Latin America between June 2016 and 2017, while it went down 1.1% last year globally. In other countries, the move to mobile is even more pronounced: In the United States, desktop use has gone down a whopping 5.2% since last year.

As Latin American users incorporate digital products and devices into their daily routines, marketers that focus exclusively on mobile are missing a significant opportunity to speak to the particularities of the Latin American Internet user’s preferences, which appear to increasingly include desktop.

It’s not that mobile isn’t growing in the region. For example, 76% of Mexican digital users are now multi-platform or using mobile exclusively, and that number jumps to 93% among Millennial Mexican users.

But Rodrigo Cerón, Senior Manager of Corporate Marketing at comScore, warns that marketers may be focusing too heavily on mobile, commenting that “mobile is growing a lot in terms of advertising investments, even though desktop is still strong in terms of user preferences.”

“The most advisable thing is to mix the best of desktop with the effectiveness of mobile ads,” Cerón said. “The marvel that the Internet represents is exactly that.”

Latin America Still Home to “Different Levels of Maturity” When It Comes to Internet Use

It is careless to generalize when discussing a region as heterogynous as Latin America in terms of Internet consumption patterns and rates of adoption of new technology and platforms.

Cerón commented that in Latin America, “there are different levels of maturity” when it comes to Internet use. He pointed to the monetization of video as an example. “We observe, for example, that there are categories that are more monetized than other, depending on the country.”

The most advisable thing is to mix the best of Desktop with the effectiveness of mobile ads. The marvel that the Internet represents is exactly that.

Marketers must understand the idiosyncrasies of the region and appreciate how they generate different patterns when it comes to Internet consumption. In Mexico, for example, a higher percentage of total video minutes is dedicated to ads than in Argentine videos, but Argentine sports sites dedicate more video minutes to ads than Mexican sports sites do. Understanding these subtle nuances is key to reaching target audiences effectively in the region.

Marketers Must “Understand the Digital Biorhythm” of a Diverse Region

Based on comScore’s data, a few general conclusions can be reached about Latin American Internet use: Latin American audiences dedicate 20% of their desktop minutes to social media, compared to North America’s 11%, the EMEA region’s 17%, and the APAC region’s 6%. Latin Americans also showed slightly more interest in entertainment-related content than the other regions studied, dedicating around 350 minutes a month on the category.

 

But in other ways, the region shows striking diversity. For example, in video categories, Mexican Internet users stand out for dedicating 140 minutes/month to video content on social media, compared to 45.7 minutes in Colombia, 37.2 in Argentina, 35 in Brazil, and 32.4 in Chile. In another example, Argentina and Colombia demonstrate far more interest in news and current events than Brazil, Mexico, and Chile.

Deep diving into the preferences and behavior of specific countries in the region, the report reveals how varied Latin American consumption preferences are.

It is important to understand the digital biorhythm and know that there are some devices that enjoy higher preference depending on the time of day, and the category of content they are visiting.

Marketers seeking to reach audiences on desktop must think about when, and for what type of content, LATAM audiences prefer desktop: In Argentina, over 80% of news, trips, cars, and government-related content happens on desktop, while the same is true of education in Brazil, and real estate in Mexico.

Cerón added that “depending on where my brand is positioned, I can focus my advertising efforts in a very precise way.” He cautioned marketers that “it is important to understand the digital biorhythm and know that there are some devices that enjoy higher preference depending on the time of day, and the category of content they are visiting.”

The report provides no easy answers for marketers looking to capitalize on a growing and active digital audience. But there are boundless opportunities and significant rewards for marketers that can cater to the region’s evolving and particular digital landscape.

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.

US/US-HISPANIC MARKET

Ampere Analysis’ Top Online Video Services Barometer has revealed that YouTube is the most watched online video service by a longshot, with 68.7 percent of global internet users claiming to have visited the website at least once in the last month.

Google is opening up more intent data for targeting on YouTube and introducing more services through its Custom Affinity Audiences offering.

Video ad serving platform SpotX announced today an exclusive agreement to power the programmatic monetization of Vudu’s Movies On Us advertising-supported content catalog.

Netflix is raising the prices of its US-based streaming plans to support the costs of its popular original programming.

Video monetization company FreeWheel has released its Q2 2017 Video Monetization Report, revealing that mid-rolls on full episode premium content enjoy a 97 percent completion rate.

GoPro on Thursday released improved models of its mini-cameras and Karma drone to bolster the efforts of creators sharing videos online at a media event in San Francisco.

Adobe Spark has launched new features for creating and sharing branded stories in all three Spark formats: Post (for graphics), Page (for web pages), and Video (for video stories).

comScore has launched Activation, a product suite that helps advertisers, agencies, and media companies efficiently reach the right audiences at the right time using data from comScore’s planning and measurement products.

LATAM MARKET

Executives from OTT platforms analyzed strategies for the Latin American region at the Next Series Mexico & Central America, an event organized by Dataxis in Mexico City from Oct 3-4.

Telefonica and Logan have united to integrate their Big Data with mobile ads in Latin America to enable more effective personalization of mobile ad campaigns.

The IOT Group has engaged consumer electronics sales representative company Maximum Export Import LLC to manage the market development of its ROVA Selfie Drone and AirSelfie products in Latin America.

Next week, 300,000 video game fans, developers and publishers like Sony, Ubisoft, Activision and Microsoft will head to Sao Paolo, Brazil for the Brasil Game Show, Latin America’s largest gaming convention, where the role of YouTube and Twitch in democratizing gaming will certainly be discussed.

Broadband satellite solutions company Hughes Network Systems announced the launch of HughesNet® high-speed satellite Internet service in Colombia beginning on September 28, the company’s second international deployment of its award-winning consumer service beyond North America.

According to the Tecnología residencial 2017 report, published by Carrier y Asociados, the number of connected devices per household in Argentina has increased over the last year, currently at 6.3 devices per home, increasing from an average 5.8 last year.

What: Sprint and T-Mobile continue to drop hints that they will indeed merge, with the latest rumors asserting that T-Mobile majority owner Deutsche Telekom would be the primary owner of the new company, with Sprint’s SoftBank Group Corp controlling 40 to 50 percent.
Why It Matters: Aside from reshaping the mobile landscape through combining two of its largest players, how would the merger affect major (and minor) carriers’ ongoing battle for the loyalty of Hispanic consumers?

Rumors about a possible merger between third-largest US wireless carrier T-Mobile and fourth-largest Sprint have intensified as unnamed sources come out to drop hints about how the deal would look.

On Friday, Reuters cited unnamed sources that claimed that while T-Mobile majority owner Deutsche Telekom would be the primary owner of the new company, SoftBank Group Corp, which controls Sprint, would come out with 40 to 50 percent ownership.

A brand shaped by its focus on innovation and offering new kinds of value through mobile technology, T-Mobile has been targeted for merger deals by both Verizon and AT&T, the first and second-largest carriers in the country, in the past. With its focus on offering flexible, low-cost plans that appeal to Hispanics, Sprint could offer T-Mobile a deeper reach into this key growth market while the new company chips away at Verizon’s pricing advantage.

For Mobile Carriers, Hispanics Are Key to Growth

The numbers don’t lie: According to Nielsen, there are 56 million Hispanics (and counting) in the United States, and 72% of them own a smartphone (10 percent higher than the national average).

And so it is no surprise that both T-Mobile and Sprint have made Hispanic marketing a priority in their own way. According to Ad Age, as recently as 2013, T-Mobile ranked seventh among the top 10 advertisers to Hispanics, with $98.7 million spent on Hispanic marketing alone in 2013 compared to Sprint, which came in at #18 on the list spending $68.6 million.

But when Bolivian Marcelo Claure took over as CEO of Sprint in 2014, things began to change. It started with him  starring in a Spanish-language Sprint commercial on Univision during the Latin Grammys broadcast that November that opened with him saying “Hola, soy Marcelo Claure.”

From there, Claure went on a hiring spree to create a team capable of leading Sprint’s battle for the Hispanic market. He started by hiring Manuel Campos, the T-Mobile account director at Hispanic agency Conill, as Hispanic marketing director for the company, and a few months later, Claure hired current marketing chief, Spaniard Roger Solé, who came to Sprint from TIM Brasil, Telecom Italia’s mobile operator in Brazil, where he was CMO.

Sprint’s Hispanic marketing strategy was to give the demographic an option that was built for their preferences and behavior: For just $100 a month, a Sprint family plan included 20 gigabytes of data. Sprint’s Boost Mobile division also released rate packages custom-designed for Hispanics: one combined calling and unlimited messaging from the U.S. to Cuba and was offered exclusively at Boost Mobile dealers in the Miami area.

In the meantime, T-Mobile launched Univision Mobile, which offered customers monthly plans that include 100 minutes of international calling to countries in Latin America and unlimited text messaging to phone numbers in more than 200 countries around the world. The service has since been absorbed into the Ultra Mobile service but was the first in a number of ambitious moves by the brand to capture this key demographic.

Merger Will ‘Coalesce Their Hispanic Efforts’

Tru Multicultural’s founder and CEO Yousef Kattan, whose past clients include T-Mobile, added that the mere amount of data they will be combining will “create an environment of intelligence” that will allow the combined company to be “smarter, efficient and ultimately more effective will be sizable.”

We’ve seen AT&T and Verizon be very aggressive in the tech environment and I would imagine this merger would allow TMO and Sprint to play in a very similar space.

“We’ve seen AT&T and Verizon be very aggressive in the tech environment and I would imagine this merger would allow TMO and Sprint to play in a very similar space,” Kattan added.

Mario Carrasco, Co-Founder and Principal of ThinkNow Research, highlighted that “Sprint has been focusing on targeting the Hispanic market seriously since 2015,” and that “their main rival in this space has been T-Mobile.” As the Hispanic demographic has been key to their battle for the third spot, Carrasco asserted that their unique strengths will complement each other with regard to Multicultural. “This merger will coalesce their Hispanic efforts by combining Sprint’s low-cost plans with T-Mobile’s branding will lead to a more effective Hispanic targeting effort overall,” Carrasco said.

Merger Will Make Space for Minor Carriers, Unconventional Services Popular Among Hispanics

One of the biggest questions surrounding the merger is how reducing the number of major carriers will affect the mobile landscape. With regard to the Hispanic market, experts seem to agree that the merger would create a unique window of opportunity for prepay segment, minor carriers, and unconventional mobile services, all of which are popular among Hispanic consumers.

Carrasco of ThinkNow predicted an increase in the adoption of simple mobile and TracFone, options that are particularly appealing to the Hispanic market. “Adoption of Wi-Fi phones is increasing, and unconventional services such as Google Fi will begin to take more of the market share,” Carrasco said.

Kattan added that prepay will likely continue to evolve and become a focus for major carriers trying to reach growing numbers of Multicultural consumers who prefer non-traditional mobile plans. “This merger will definitely give them a tight hold on the prepay segment and could create an environment where their focus in prepay is wholly focused on growing and owning multicultural targets, specifically Hispanic,” Kattan said.

This merger will definitely give them a tight hold on the prepay segment and could create an environment where their focus in prepay is wholly focused on growing and owning multicultural targets, specifically Hispanic.

Carrasco echoed that sentiment: “I believe these nontraditional services and carriers have more appeal to Hispanics who tend to adopt emerging technologies at a faster rate than the general population.”

With so few major carriers in the event that the merger occurs and is approved by US regulatory bodies, data and pricing wars would intensify as the “big three would fight even harder for these gross adds,” Kattan said. “Device offers will also get more competitive to help entice consumers to leave their current carriers.”

In the End, T-Mobile and Sprint ‘Are Going After Very Similar Segments’

Aligning the strategies of two large and complex operations with unique branding and identities like T-Mobile and Sprint is never a simple endeavor. “Coming out of the merger with a new set of core values will be critical in aligning their marketing efforts overall and with the Hispanic market,” Carrasco said.

Coming out of the merger with a new set of core values will be critical in aligning their marketing efforts overall and with the Hispanic market.

But their core values may be more aligned than we think. “Both T-Mobile and Sprint and their prepay services MetroPCS and Boost respectfully are going after very similar segments that value price first, but don’t want to sacrifice quality and flexibility,” Kattan explained. Aligning Verizon and T-Mobile’s core values? That would be more complicated, Kattan admitted.

In the end, both brands have unique advantages that should serve each other well as they grow. T-Mobile is a “game changer and innovator in the space; a brand truly built around the consumers’ needs that can provide value,” Kattan said. On the other hand, Kattan pointed to price, devices, and distribution as Sprint’s key claims.

If the deal goes through, an already evolving mobile market will be shaken up yet again, and Hispanic consumers will be key as carriers build strategies to adapt to the demographic’s quick adoption of new, alternative mobile technology and preference for flexible, price-conscious mobile plans.

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.

US/US-HISPANIC MARKET

According to a study from Advertiser Perceptions, 78 percent of marketers said that a recent digital or mobile campaign included ads that ran on more than 50 sites.

According to Interbrand‘s new2017 Best Global Brands Report, Apple, Google, and Microsoft are the top brands in the world.

According to a study by 9Honey and Dentsu Aegis Network’s Amplifi, single women gave brands a score of 6/10 when it comes to understanding their needs.

A new report from the CMO Council and Dow Jones reveals that 78 percent of marketers say that the brand safety scandal has hurt their brand’s reputation, and 50 percent that it has impacted brand affinity.

A study by CBD Marketing of more than 12.5 million social media posts and online commentary by millennials over 2016 revealed that millennials prefer healthy and natural foods, to cook and prepare meals, and are in favor of alternative food distribution vehicles like meal delivery and meal services.

Adidas and Jordan brand are the most popular sneakers in the U.S., according to market research firm NPD Group.

According to research from the Content Marketing Institute (CMI) and MarketingProfs, 80 percent of B2B content marketers agree their organization is focused on building audiences for their brand.

According to YouGov BrandIndex’s July release of favorite brands, Facebook and Netflix top the list of favorite brands for the past 12 months, with Facebook receiving a score of 83.5 percent and Netflix receiving 75.8 percent.

LATAM MARKET:

According to a new study from market research firm Euromonitor, mass beauty brands grew by 4.4 percent in 2016 in Brazil whereas luxury products rose 9.1 percent.

McCann Worldgroup was named Network of the Year at the 2ndedition of the Latin American Effie Awards during an awards ceremony at the Cartagena Inspira Festival in Colombia. The agency was the most-awarded network at the Latin American Effie Awards, after winning 21 metals.

J Walter Thompson‘s ‘Brand America’ report revealed that more than 40% of Mexicans have negative attitudes toward the United States.

Oath, the umbrella brand for all of AOL and Yahoo’s media and tech properties, is launching its first South American ad campaign, “#BuildYourBrand,” in Brazil, (as well as the United States, Canada, UK, Germany, France, Taiwan, Singapore & Hong Kong). The campaign includes broadcast, digital, print, social and out-of-home components

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.

US/US-HISPANIC MARKET

Comcast Corp. is no longer funding its standalone over-the-top (OTT) service, Watchable, which was launched in September 2015.

The Trade Desk is debuting its connected TV-buying capabilities on its demand-side platform. Buyers will be able to use first- and third-party audience data and measure video ad buys on mobile, desktop and TV.

Marketplace JustPremium has launched new advertising units with the goal of increasing viewability on desktop and mobile devices by 80%.

Multimedia development company Viuly is pleased to announce the world’s first blockchain-based decentralized video sharing platform. Founded by a team with established credentials in corporate management, blockchain business development, marketing, promotional strategy, and more, and backed by a seasoned fintech advisory: Viuly is on a mission to revolutionize the online video industry.

Salon Media Group, Inc. announced today that it has redesigned its website Salon.com (Salon.com) with new features and technology designed to enhance its user and commercial experiences across all digital platforms.

Facebook has announced that that it will make changes to its automated ad systems after it was discovered that slurs and offensive language were being used to target users. COO Sheryl Sandberg, said it was “totally inappropriate” and “a fail” but that the feature had been generated automatically.

According to eMarketer, digital video ad spend will soon surpass TV ad spend by 2021. It was also predicted that overall digital ad spend in China will reach US$50.31 billion by the end of this year with 72.0% spent on mobile channels.

According to Ooyala‘s study, Q2 2017 Global Video Index, video consumption on mobile devices did not increase in Q2 2017.

A study by TiVo Corp.  based on 8,500 interviews conducted online with pay TV and over-the-top (OTT) subscribers across seven countries, including 2,500 in the U.S., found the average person consumes 4.4 hours of video content daily.

LATAM MARKET

Google has launched a cloud region in Latin America with the opening of a data center in Sao Paulo, Brazil, its first region in South America.

According to Ooyala’s Global Video Index for Q2, in Latin America, mobile plays topped 56 percent, boosted by access to premium content as the price of smartphones and mobile bandwidth declines.

Netflix has reached a deal for Mexican crime-drama The 4th Company (La 4ta Compania), an acclaimed drama about members of a 1970s inmate American football team who participate in a crime ring while serving their prison sentences.

Tigo Colombia has announced the launch of an OTT platform called One TV that combines linear pay-TV and over-the-top (OTT) services.

MercadoLibre Inc., Argentina’s largest company according to market value, is considering listing itself in its home market.

A study from Tivo Corp. found that only 32% of pay-TV subscribers in Latin America have had the same provider for four years or more.

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.

US/US-HISPANIC MARKET

Kenshoo‘s recent study, “Amazon: The Big E-Commerce Marketing Opportunity for Brands,” spoke to 3,100 consumers in the United States, Germany, United Kingdom and France, and 85% said that Google is a top resource for product discovery and research, while 72% of shoppers said the same of Amazon. 56% of customers check Amazon first when researching merchandise.

According to Zenith’s Advertising Expenditure Forecasts, between 2016 and 2019, social media in-feed ads, online video, and other digital formats, such as paid content and native advertising will drive 14% annual growth in total display advertising. Total display expenditure will rise from USD$84bn to USD$126bn, and by 2019, total display will account for 50.4% of internet advertising expenditure, passing the 50% mark for the first time.

A new study by PlaceIQ, “State of Integrated Marketing 2017: Mapping the Journey to Success,” found that 47% of marketers say developing a unified cross-channel customer experience was one of their top three priorities this year. 37% of marketers cited the ability to accurately measure cross-channel results as the most pivotal factor for successful integrated marketing, and 81% ranked location data as the first or second most important element.

According to a study by On Device Research, 47% of consumers state that seeing fewer ads than they do watching linear TV is an incentive to subscribe to paid on-demand TV. 87% of the survey respondents are using mobile apps for more than two hours per day, and 75% of respondents claiming to shop online at least once a month.

According to a study by The Values Institute, Amazon is America’s most trustworthy brand, followed by Marriott, Microsoft, Hilton and Southwest Airlines.

64% of marketers surveyed by Bazaarvoice and Ad Age said that they are not fully clear on the origins of their data sources.

According to a recent study from Deloitte on Millennials and luxury, American millennials spent far less on luxury spending than other markets. Over 25% of the American Millennials report no luxury purchases of $500 or more in the last 12 months, while the survey average across global markets was only 16%.

A Goldsmiths University study found that 61% of respondents preferred a tailored approach when it came to marketing engagement by brands. 53% claimed that they appreciate when a brand is able to use their data to provide a personal experience, but 76% want to know how their data is being used.

A survey by Forrester Research has found that four in 10 teen users aged 12-17 say there are too many ads on YouTube.

LATAM MARKET

According to a study from the Internet Association of Mexico, online activity and interactions among Mexican internet users increased from 20.2% to 70% between 2006 and 2016.

Starting in January 2018, the Argentinean Trivento brand will become the first official wine of the MLS until 2020. Trivento will be allowed to use any of the 20 MLS clubs in its advertising campaigns and create new MLS-branded packaging for its products.

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What: San Francisco ad tech company RhythmOne LLC has acquired Redwood City-based YuMe Inc. in a cash and stock deal valued at about $185 million.
Why It Matters: Through YuMe, Rhythm One “gains access to premium video supply including emerging, high-value connected TV inventory, unique customer insights, cross-screen targeting technology and established demand relationships.”

San Francisco ad tech company RhythmOne LLC has acquired Redwood City-based YuMe Inc. in a cash and stock deal valued at about $185 million.

RhythmOne changed its name from blinkx earlier in 2017 when it named Ted Hastings as its CEO. Speaking confidently about the added value that the acquisition will bring, Hastings said: “We believe this combination will give RhythmOne the resources, relationships, and talent to drive value for its shareholders, and true a return on investment.”

Through YuMe, RhythmOne Gains Access to Premium Video Supply

In a market increasingly driven by online video, this deal is significant in the sense that “through YuMeRhythmOne gains access to premium video supply including emerging, high-value connected TV inventory, unique customer insights, cross-screen targeting technology and established demand relationships,” said Hastings.

Jorg Nowak, SVP International at YuMe, took it a step further, saying: “I believe the online advertising market is ready for a comprehensive, independent advertising technology, and our combined company will be well-positioned to lead the market.” He also pointed to the fact that the two ventures are “near perfect complements to one another,” pointing to YuMe’s strong relationships with agencies and brands and its demand side platform, which “align well with RhythmOne’s unified programmatic platform and sizeable supply-side footprint.”

Acquisition Will Facilitate Better Multicultural Targeting

Nowak signaled that the acquisition will enable better Multicultural targeting within the United States thanks to the fact that “RhythmOne will bring us greater access to a massive supply of brand-safe inventory.”

He also pointed out that RhythmOne’s analytics and data management platform “include a unified, proprietary data set that will enhance our own data and audience targeting toolbox to allow us to reach multicultural audiences with precision and scale.”

While Nowak asserted that the acquisition will not affect YuMe’s strategy for LatAm, he did say that he envisioned “the value that we can offer LatAm based advertisers and publishers increasing exponentially.”

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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.

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Video ad serving platform SpotX today announced a new header bidding suite built specifically for video, featuring a server-side wrapper and an advancement of the company’s shift from tag-based integrations. The new suite of solutions complement SpotX’s advanced ad serving tools to execute unified auctions in a more effective and efficient manner than header bidding alone.

T-Mobile is teaming up with Netflix to provide the streaming service’s basic subscription at no extra cost for those who subscribe to T-Mobile One family plans.

According to reports, Facebook is “offering music publishers hundreds of millions of dollars to retain the rights to music featured in videos uploaded by users and page owners” to appease copyright holders.

Video streaming service Roku has filed paperwork Friday to list its shares on the Nasdaq stock exchange.

Amazon has launched Brown Sugar, a subscription-video-on-demand service featuring African-American movies.

Facebook’s Ads Manager is apparently inflating the numbers regarding the reach that ads can have on the platform, claiming that ads can reach a potential of 41 million 18- to 24-year olds and 60 million 25- to 34-year olds in the United States, whereas US census data shows that last year there were a total of 31 million people between the ages of 18 and 24, and 45 million in the 25-34 age group, the analyst said.

Google is allowing the public and developers to test a feature through which users can mute the sound on video ads through experimental browser Chrome Canary.

Streamroot, pioneer in distributed over-the-top (OTT) video delivery solutions, announced that the company has secured an additional $3.2 million in funding, bringing the company’s total financing to $6 million. Contributions in this round came from premier international firms including Partech Ventures, Techstars Venture Capital Fund, Verizon Ventures and R/GA.

San Francisco ad tech firm RhythmOne has acquired online video advertising and targeting firm YuMe for a total consideration of approximately $185m. The transaction is expected to close by Q1 2018.

LATAM MARKET

From 2016 to 2017, ad spend on online video increased by 200% in Mexico, and small and medium-sized businesses represent 25% of that ad spend, according to a study by DynAdmic.

HubSpot‘s The State of Inbound report revealed that 58% of LatAm businesses are investing in Facebook video ads, compared to 50% in 2016.

According to Buenos Aires, Argentina-based Observatorio Web, Google results for the word “Jew” come up with more antisemitic results in Spanish than in English, and 484 Spanish-language videos denying the Holocaust have received nearly 1.7 million views collectively during 2016 alone.

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What: Multicultural market research firm ThinkNow Research revealed its latest study, the ThinkNow Media™ Report 2017, which found that TV viewing habits among multicultural consumers are dramatically shifting.
Why It Matters: The study found that 61% of Hispanics prefer Netflix for watching television programs (up from 46% in 2016 and 36% in 2015) and that one-third of total market anticipates streaming most or all TV shows in near future.

Multicultural market research firm ThinkNow Research’s latest study, the ThinkNow Media™ Report 2017, spoke to 1,261 consumers ages 18-64 (including a representative sample of U.S. Hispanics, African- Americans, Asians and non-Hispanic whites) regarding media habits, consumption, preferences and delivery methods.

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According to Mario Carrasco, cofounder and principal at ThinkNow, there are “three main assumptions” that brands need to let go of: “that Spanish language broadcast is the golden ticket to Hispanic audiences; that millennials don’t consume Spanish content, and that cultural connections are more relevant than acculturation or generation.”

The report found that Hispanics, particularly Millennial Hispanics, are turning to streaming services for their TV viewing. According to the study, 61% of Hispanics prefer Netflix for watching television programs (up from 46% in 2016 and 36% in 2015). Additionally, Hispanics prefer to binge watch TV programs, with 60% viewing an entire season in one weekend.

How Surprising Are The Study’s Findings?

Interestingly, Millennials are increasingly selecting Spanish-language programs via OTT services. This may come as a surprise to many brand marketers. “We’re seeing this trend as a result of more options with Spanish language original series like Club de Cuervos on Netflix,” Carrasco said.

Lionsgate and Hemisphere Media have picked up on this trend, and recently announced a premium Spanish-language streaming service called PANTAYA. “This trend will continue and other content leaders need to get on board to provide Hispanic consumers with a way to connect with their culture and language,” argued Carrasco.

What do these changing preferences mean for brands that have traditionally invested significant ad spend in networks like Telemundo and Univision under the assumption that they are safe bets for reaching Spanish-dominant Hispanics? According to Carrasco, as streaming services become more popular among Hispanic audiences, marketers will likely begin putting more of their budgets into streaming services and online video for Spanish-language campaigns.

For brands, Carrasco argued, it will be key to begin advertising with Spanish-language programs before it gets expensive: “Getting in now is cost effective as prices have yet to reflect the ROI they represent and you can establish yourself now on streaming as an advertiser before it becomes more competitive,” he said.

This is not to say that Telemundo and Univision do not have their place in Hispanic targeting strategies: “Telemundo and Univision are both great at creating content and can partner with streaming services to provide Spanish language or culturally relevant content to be streamed exclusively on a platform,” Carrasco said.

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What: According to Zenith’s Online Video Forecast, viewers will spend an average of 47.4 minutes a day watching videos online this year, up from 39.6 minutes in 2016. This is partly driven by a 35% increase in viewing on mobile devices, for a total of 28.8 minutes a day. We spoke to industry experts from The Story Room, Walton Isaacson, Havas Media, and the community about how they are tackling video.
Why It Matters: Zenith predicts that by 2019, 72% of all online viewing will occur on mobile devices. In contrast, viewing on desktop PCs, laptops, and smart TVs will only increase by 2% to 18.6 minutes a day, and then shrink by 1% in 2018 and 2% in 2019. 

What does this mean for how brand marketers and media buyers will be distributing their ad spend? And how is the United States leading the global marketing industry in shifting budgets from fixed devices and television to mobile?

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The United States Accounts for 44% of Global Mobile Expenditure

U.S. ad spend has reacted more strongly to this trend than other global markets: The U.S. accounts for 44% of all global mobile expenditure this year, while its share of overall global ad market is just 35%.

To those in the industry, this isn’t such a surprise. Jacqueline Hernandez, Digital and Social Media Strategist at the community, said, “The U.S. has had a tendency to be a trendsetter in social and digital behaviors and, as a result, has also led the charge in how we approach those behaviors as marketers.”

Hernandez attributed this greatly to the large numbers of younger users pushing US mobile adoption: “While all age groups are watching more online video, the younger the demographic, the greater the propensity for online video consumption.” She added that “generation Z, which will be a key adult target in 5-10 years, already shows a significant preference for watching longer format video (even feature length films) on handheld devices.”

The native experience in some mobile apps/platforms require a different delivery mechanism but can be just as effective.

Diego Prusky, Co-Founder and Chief Strategist of digital marketing agency The Story Room agreed, noting that the United States is driving US mobile video growth because US consumers were early smartphone and video adopters, and also because “smartphone penetration in the US is now over 80% and the millennial plus generation Z digital natives account for over 40% of the population.”

Albert Thompson, Digital Strategist at Walton Isaacson, also reminded us that American content is not heavily censored: “You must remember, content is less censored here than in other countries so consumption is endless with very little constraints and often, as a result, there is an over-abundance of it.” 

Fixed Devices Vs. Mobile: Which Is More Effective?

While trends indicate that mobile video is the future, the study argued that fixed devices are still “more effective at conveying brand messages, and so command a price premium from advertisers” due to fact that fixed devices are displayed on larger screens, in less distracting environments, than those viewed on mobile devices. Not everyone agrees here.

Jessica Richards, EVP, Managing Director of Socialyse at Havas Media argued that mobile has its own advantages: “The native experience in some mobile apps/platforms require a different delivery mechanism but can be just as effective.”

The sheer number of variables involved in measuring the effectiveness of a mobile ad means that standardization will be important, Richards argued, in order to determine “the value of a view with so many disparate factors to manage for: decrease in attention, distinct mechanisms for content delivery (i.e. a Snap, Messenger, Roku), and differing measurement solutions across platforms.” She pointed to the challenges associated with getting a “true read on performance” as a major roadblock, and admitted that in the end, “it is difficult to state that one channel/size truly delivers the best performance across all audiences, especially younger demographics.”

Prusky of The Story Room also noted the ways that younger generations’ habits and preferences are forcing marketers to adjust their strategies. “Younger generations will much rather interact with a digital video or an influencer video than watch a 30-second commercial,” Prusky explained.

Prusky highlighted the importance of user experience, and delivering the right content to customers on the devices they are using: “When our foodie / Food Network consumer is on the subway checking Instagram, we need to have a quick Food Hack video or a review, and when they are leaning back on their sofa checking Facebook we need to have a hands and pans video or an influencer video that will entertain them and drive them to try our recipes.”

Richards of Havas Media agreed that the device is secondary to adjusting content to consumer needs. “Most smart advertisers have started to evolve their marketing approach to more naturally align to how the consumer behaves.” Brand marketers must think like their customers and anticipate not only what their needs are and when those needs are most urgent, but also the devices that consumers will use to resolve them.

“This means brands/agencies are beginning to take a stance that video content should be delivered agnostic of device/channel,” Richards elaborated, “using data to segment appropriate audiences, which leads to an increase video distribution in digital environments, primarily mobile.”

Regardless of whether mobile is less effective than fixed video, it is important to recognize that consumers interact with mobile differently than they do with a fixed device. “Remember, video displayed on mobile devices are often consumed while in transit, minor stopping points again while in transit, or while multi-tasking,” Thompson of Walton Isaacson explained. “Video content via mobile devices has to take into account the ‘mobility’ of the consumer.”

Global Budgets Set to Shift Toward Video

If Zenith’s predictions are any indication, the industry is starting to embrace the power of video. According to the study, fixed video ad spend is estimated to reach $15.2 billion this year, while mobile ad spend is still only at $12 billion. But next year, mobile video ad spend will surpass fixed video ad spend at $18 billion compared to $15 billion. 

There is nothing more personal than video on your phone that’s done in the right way: original, customized and relevant creative made for mobile viewing in a vertical style.

Andy Amendola, Senior Director of Digital Strategy and Media at the community, argued that “mobile is the first screen now” because “the mobile device is the distraction so if can reach your target there you win.” Aside from the fact that many of us spend the majority of our days looking at our phones is the fact that the phone adds an added element of personalization because you speak directly to an individual through the screen.

Amendola added: “There is nothing more personal than video on your phone that’s done in the right way: original, customized and relevant creative made for mobile viewing in a vertical style.”

Limited by Time, Lack of Creative Development, but Rich Source of Marketing Data

Despite its popularity among consumers, mobile video is still an imperfect tool for marketers in many ways. Richards of Havas Media noted that “limitations on creative/content development (time to create, number of pieces available, etc.) lead to a lot of brands and advertisers still using a limited or single piece of content or creative across multiple platforms, without variation in message, testing of content (length, animation, imagery), or pure understanding of consumer interest on platform.” This leads to the “oxymoron” that native ads really aren’t so native at all. “Additionally,” Richards continued, “while measurement is improving dramatically, it is not 100% and there are still a lot of platforms that remain ‘walled gardens’ which inhibits a truly agnostic video strategy.”

While measurement is improving dramatically, it is not 100% and there are still a lot of platforms that remain ‘walled gardens’ which inhibits a truly agnostic video strategy.

But others embrace the alternatives that video presents. Prusky from The Story Room said that digital video was “the highest priority for our clients due to the consumption and possibilities across the digital ecosystem.” He mentioned that The Story Room created a mix of pre-produced, on-site, 360, live and real time video that is distributed through Facebook, Instagram, Twitter, YouTube, website, and an app. “These add up to millions of video views, but also to valuable marketing data that allows us to segment consumers and better understand who they are and what they are interested in,” Richards said in defense of the new marketing format.

Despite the roadblocks, Richards, at least, is optimistic that the industry will work out the kinks: “Video will continue to being a growing market because technology, brands, advertisers and platforms are investing heavily in solving the core challenges in media delivery, content and measurement.”

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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.

US/US-HISPANIC MARKET

According to YouTube CEO Susan Wojcicki,  1.5 billion logged in viewers visit online video social network YouTube every single month. That’s the equivalent of one in every five people around the world. Average viewers spend over an hour a daywatching YouTube on mobile devices alone. Wojcicki also added that YouTube is working to make Virtual Reality (VR) more accessible and more affordable for viewers and creators.

Olympusat, Inc., a media company specializing in the ownership, distribution, production and technical services of Spanish and English-language networks, announced that Consolidated Communications will roll out the VEMOX™ platform to deliver its new Spanish-language OTT TV Everywhere service.

According to the Ooyala Q1 2017 Global Video Index, for the first time long-form content represents the majority of time spent watching video on every screen.

Accenture Interactive is entering programmatic video, launching a new ad unit that will incorporate programmatic overlay product placements on streaming video content.

Adobe is introducing Adobe Advertising Cloud TV to add new capabilities to its TubeMogul platform. The goal is to accelerate the adoption of data-based automated TV buying, including linear TV, addressable TV, connected TV, VOD and over-the-top TV.

Facebook is releasing a new app for creators, the company announced at the annual online video conference VidCon Friday.

21st Century Fox Inc.‘s sports department is eliminating the writing staff to invest in more-lucrative video production.

Video ad serving platform SpotX and Immersion Corp. (NASDAQ:IMMR), the leading developer and licensor of haptic technology, have joined forces to bring haptic-responsive video advertising opportunities to market at scale on mobile devices. By teaming up, the pair will bring Immersion’s haptic technology across all media owners on SpotX’s platform, empowering advertisers with high-impact, tactile experiences.

More than $4 billion was spent on US mobile video ads in 2016, according to the latest Global Entertainment and Media Global Outlook report from PriceWaterhouseCoopers. That number is expected to nearly quadruple to $16.2 billion spent on digital video by 2021.

LATAM MARKET

OTT measurement firm Conviva closed a $40 million funding round, with investment from Future Fund, New Enterprise Associates, Foundation Capital and Time Warner, for the development of new products in Latin America and Asia.

Last month, AwesomenessTV launched a new season on its Spanish YouTube channel with 2btube. The leading Spanish language digital talent representation agency and content producer will produce and manage all the content for this channel.

Spanish media group AtresMedia announced a deal to buy Smartclip, a video ad platform that works on connecting online and TV ads, to increase operations in Latin America, with a focus on Brazil. In Latin America, the company has 164 million unique viewers, according to comScore.

Ecuadorian channel enchufe.tv, one of the most-watched comedy online video channels in LatAm, is making plans to grow across Latin America and Spain though a commercial agreement with the 2btube multi-channel network (MCN).
VidaPrimo, the premier Latin Music video network, will distribute its vast library of music-related video content onto branded channels on digital streaming platforms Roku and Amazon Fire.

What: According to AdColony’s Spring 2017 App Install Marketing Survey of the top 250 grossing app developers, a full 50 percent of all app install spending now goes to video advertising. Half of that is for full-screen video ads, while the rest goes to in-feed, social, and television video ads.
Why It Matters: We spoke to industry insiders about how the rise of video in app marketing will factor into Hispanic-targeted app marketing campaigns.

App developers are definitely betting on video.

AdColony’s Spring 2017 App Install Marketing Survey spoke to the world’s top 250 grossing app developers and found that 74 percent were shifting their ad campaigns toward video. Full-screen video ads, which display during a break in content on an app, are gaining popularity over social video, with 25.2 percent of marketers allocating budget for full-screen video and 15.7 percent for social video. Channel effectiveness seems to be the primary concern, as 69 percent said that full-screen video is effective, while slightly less, or 67 percent, said social video was effective.

But a chat with industry insiders revealed that video is just one factor impacting the effectiveness of Hispanic-targeted app marketing campaigns.

Key KPIs: App Store Rankings, Loyal User Acquisition, Cost-Per-Downloads

How does the rising popularity of video app marketing factor into efforts to reach Hispanic or Latin American audiences? Sergio Barrientos, Chief Strategy Officer at digital marketing agency M8, commented that when it comes to empowering a campaign, “particularly when it’s not 100% performance-driven, the key is mobile video, including YouTube, Facebook, Instagram and programmatic mobile platforms like S4M.”

Fernando Monedero, Managing Director of IPG Mediagroups, emphasized that video is just one important tool: “Companies with the most successful apps are investing more in getting them into hands of their customers through specific mobile marketing strategies and specialized teams or providers.” Monedero added that the best strategy is to focus on “KPIs that are specific to the apps market, such as app store rankings, organic and loyal user acquisition or cost-per-downloads.”

As an example, Jonatan Zinger, VP, Media Insights at M8, pointed to their “Plan Conectados” initiative for Sprint, which allows Movistar clients in Mexico and El Salvador to access a Sprint plan that connects them with family in the U.S. The U.S. customer “uses the World Top-up App to reload the Movistar customer’s plan,” and users can even use the app to send “top-ups” to family and friends in 23 Latin American countries. Zinger noted that for this campaign, his team at M8 put together a heavily direct response-oriented campaign focused on installs and activations.

Monedero of IPG Mediabrands added that successful organizations “are also promoting their apps through mobile advertising networks and real-time bidding exchanges and showing how their apps simplify users lives and make a unique user experience.” The immersive, sensory experience that video makes possible has given app marketers plenty of tools to work with when it comes to standing out from the competition.

 Successful organizations are promoting their apps through mobile ad networks and RTB exchanges and showing how their apps simplify users lives.

Strike the Right Balance Between Branding and Performance

When it comes to branding versus performance, industry insiders agree that both are important aspects of successful app marketing campaigns. Monedero defended the importance of branding, saying: “People buy from people they trust, and in order to earn trust, branding is as important as performance.” He elaborated, explaining that the more downloads an app gets through media campaigns, the higher its ranking in the app stores, which increases its visibility among potential organic users. 

“Once there is an impactful number of organic users, ad spending can be scaled back to the minimum necessary to maintain these numbers,” Monedero said. At the end of the day, success is about “the right execution and find the balance between ad spend, app store ranking and organic downloads.”

People buy from people they trust, and in order to earn trust, branding is as important as performance.

Sergio Barrientos, Chief Strategy Officer at  M8, added that branding versus performance is always a “balance” that depends “not only on the goals of the client and the campaign but also on the maturity of the app itself.” He gave the example of one of their travel clients, who was completely re-launching their app with significant changes to its functionality. After research and strategy sessions, the team decided that a significant portion of the client’s budget needed to be allocated towards branding efforts. “We need to maintain very precise targeting,” Barrientos said. “But at the same time, we want to showcase the new functionality to our audience in a way that app marketplaces simply do not allow.”

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To push back against restrictions in the app marketplace, the team at M8 built an owned a middle layer to control more persuasive messaging. Fernando Monedero and IPG Mediabrands, on the other hand, are taking a different route: creating their own app marketing unit to “help clients navigate the complexity that comes with ever-changing consumer technologies and behavior” called Ansible.

One thing is clear: as video and other new technologies open up opportunities for more interactive, engaging, and accurate targeting, app marketers will be paying attention.

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Check out our new roundup for brand marketers, where you’ll find the most relevant new insights and research published over the last week.  If you’re trying to keep up, consider this your one-stop shop.

54 percent of the creative professionals participating in a study conducted by global PR firm Ketchum and media brand Fast Company agreed that a lack of diversity of experiences impedes them from greater creativity.

PayPal — followed closely by Amazon brands — retains its Brand of the Year designation, leading mobile payment brands for the third consecutive year. However, up-and-coming brands Venmo (owned by PayPal), Square, and Apple Pay are making significant gains, according to new research from The Harris Poll’s 29th annual EquiTrend Study, which measures brand health over time.

A new study from the Chief Marketing Officer (CMO) Council called “How Brands Annoy Fans” found that nearly half of all consumers indicated they would rethink purchasing from brands or would boycott products if they encountered brand ads alongside digital content that offends them.

According to a study from the American Association of Advertising Agencies and SSRS, almost 40% of consumers agree that perceptions of the Trump brand have been unfavorably impacted by President Donald Trump’s “views and actions.”

According to MediaRadar, in the U.S., six of 13 brands that were “boycotting” YouTube — General Motors, Johnson & Johnson, Nestle, AT&T, Verizon and Walmart — have run ads on the platform in the past month.

According to a new consumer study and survey report released today by the Ascendant Network and Signal, consumers favor retail and travel/hospitality brands that invest in technology to deliver connected customer experiences that are personal, seamless, and contextually relevant. 40% of consumers said they are likely to buy more often from brands that prioritize the customer experience, and 36% said they are likely to spend more with their favorite brand.

A new report from Research Now and Econsultancy has revealed that 54% of client-side marketers believe that surveys to test advertising effectiveness are essential to advertising validation. 77% of company respondents agreed that the success of advertising should drive the level of budget allocated to it.

According to a study from Florida State University, women are more likely to recall and pay attention to plus-sized and averaged sized models because they are not comparing themselves to the models, as they often do with thinner models.

Newbase‘s Marketing Priorities 2017 report found that 93% of global marketers surveyed find ROI and accountability to be key aspects of successful marketing campaigns, while 96% indicated that there is a need for greater transparency in the industry.

First-quarter digital advertising earnings in the United States are at their highest ever, hitting $19.6 billion, according to the latest IAB Internet Advertising Revenue Report released by the Interactive Advertising Bureau.

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.

US/US-HISPANIC MARKET

Early next year, a new version of Google Chrome will include an ad filter that takes out sites with poor ad experiences. Chrome will then block all ads on offending sites.

YouTube has updated its advertising guidelines for its creator community. Among content that is deemed ineligible for advertising are controversial issues and sensitive events; drugs and dangerous products or substances; harmful or dangerous acts; sexually suggestive content; and violence.

According to AdColony’s Spring 2017 App Install Marketing Survey, 50 percent of all app install spending now goes to video advertising. Half of that is for full-screen video ads, while the rest is for in-feed, social, and television video ads.

According to Mary Meeker’s Internet Trends Report, Internet ad spending is projected to top TV ad spending within six months

Verizon has completed its $4.48 billion acquisition of Yahoo. Assets will be combined with AOL brands such as the Huffington Post under a new subsidiary called Oath.

Kantar‘s survey of advertising media preferences found that 68 percent of connected adults either like or tolerate advertising. 36 percent say advertising is changing for the better, while 20 percent say it’s getting worse.

The Interactive Advertising Bureau announced Q1 U.S. digital advertising revenue hit $19.6 billion, the highest ever for a first quarter and representing a 23% year-over-year increase.

According to a recent report from Reuters, Facebook is signing deals with companies like BuzzFeed, Vox, and Group Nine for TV-style video with both short clips of about 10 minutes in length and longer shows of 20 minutes or more.

The US’s linear TV ad market will likely suffer a recession in 2017, according to Us finance analysts who follow the media sector. Michael Nathanson, analyst for MoffetNathanson, this week lowered his projections for TV ad revenue growth in 2017, saying that the 2017 TV upfronts lacked the urgency of last year’s market.

A formidable group of media companies including AMC, Amazon, BBC, Twentieth Century Fox, Netflix, NBC Universal, Telemundo, Televisa and Univision have formed the Alliance for Creativity and Entertainment (ACE) to fight online video piracy.

A study by Neustar commissioned by Turner Broadcasting and Horizon Media found that for a $1M investment, television’s lift is consistently seven times better than paid search and five times better than online display advertising across a broad list of advertising categories.

Apple confirmed rumors that its set-top box will be getting an Amazon Prime app for the tvOS platform later this year.

Ooyala has released its Q1 2017 Global Video Index, revealing, for the first time, long-form content represents the majority of time spent watching video on every screen.

NBC News unit has launched a digital video service that targets viewers who get their news on social media. The service, called “NBC Left Field,” is producing short documentaries and features for Alphabet’s YouTube, Facebook, and Instagram.

LATAM MARKET

According to Ooyala’s Q1 2017 Global Video Index, in LATAM, mobile video plays topped 56 per cent—up from 46 per cent last year, with tablets representing 5 per cent, the least of any region.

Research conducted by Dataxis predicts that LTE penetration will grow in Latin America from today’s 21% to 90% by 2022. While 4G penetration varies in the region, Uruguay by far being the most advanced country with a 50% penetration.

VidaPrimo, the premier Latin Music video network, will distribute its vast library of music-related video content onto branded channels on both Roku and Amazon Fire, two of the world’s largest digital streaming platforms.

According to the Advertising Bureau‘s “Always On – A Global Perspective of Mobile Consumer Experience,” smartphone users in South America noted the most progress in their mobile ad experiences, but smartphone users in Brazil saw moderate advancement with mobile advertising relevance.

 According to The Competitive Intelligence Unit (CIU), average mobile data consumption has doubled in Mexico over the past two years, driven by online video viewing.

Check out our new roundup for brand marketers, where you’ll find the most relevant new insights and research published over the last week.  If you’re trying to keep up, consider this your one-stop shop.

Google, Apple, Microsoft, Amazon and Facebook took the top 5 places in the ‘2017 BrandZ Top 100 Most Valuable Global Brands’ ranking released by WPP and Kantar Millward Brown.

Toyota came in first on the list of the world’s most valuable automakers by overall brand value. BMW took second place.

Marketing Week has released its 100 Disruptive Brands 2017 list.

Twitter and IPG Media Lab conducted a study on the success of paid video ads appearing in users’ feeds. “The Art of the Takeover: Optimizing What Consumers See First” and found that First View — promoted videos that run at the top of users’ time lines — are more effective than “standard view” ads that appear throughout the same feeds.

According to One Click Retail’s research, Amazon‘s consumer product sales in the health and personal care, baby and grocery segments saw double-digit growth in the first quarter 2017, while the overall global health and personal care markets declined 1% and the grocery market declined 10%.Research from Cambridge Analytica, looked at brand preferences by Americans across a wide array of categories, finding that Ford (

Research from Cambridge Analytica, looked at brand preferences by Americans across a wide array of categories, finding that Ford was the most popular auto brand, followed by GM. Men prefer BMW, followed by Ford. Ford is the most desired brand for couples without children and Millennials.

A survey by Ipsos found that 25% of Americans said they had stopped using a brand’s goods or services in the previous three months because of protests, boycotts or the brand’s perceived political leanings.

In the study “Trade Marketing in Transition” from Criteo and Kantar Millward Brown, 50% of respondents rated online sales as “disruptive to hugely disruptive” to their industry. Other worries were Amazon setting prices (29%), conflicts between brand and retail sites (28%), and the complexity of process (27%).

Kantar Media also found the $117.9 million spent on marketing in the U.S. last year by Facebook, Twitter, LinkedIn, Snapchat and Pinterest. 

By 2021, business-to-business ecommerce will reach $1.2 trillion in the U.S., or 13 percent of the space according to Forrester Research said.

Create & Cultivate and marketing research agency Buzz MG surveyed more than 400 millennial females about their jobs, finances and social habits, and found that 51 percent believed that LinkedIn had been the most beneficial social platform for their careers.

What: This week, à la carte live streaming service Sling TV launched a new marketing campaign, “Get Picky,” starring award-winning actor Danny Trejo.
Why It Matters: The five different spots — some in Engish, some in Spanish — are aimed at both the general and Latino markets — a new strategy that Sling TV has found to be better aligned with the behavior of their consumers.

This week, à la carte live streaming service Sling TV, whose services go for as little as $10 a month, launched a new marketing campaign, “Get Picky,” starring award-winning actor Danny Trejo. The campaign features Trejo helping consumers embrace the pickiness (like ordering coffee or choosing a perfect vacation rental) and use it to get the TV they want.

Trejo, a beloved figure who has amassed a cult following due to his roles in “Breaking Bad,” “Machete,” “Machete Kills” and “From Dusk Till Dawn,” was featured in Sling TV’s last campaign, “Who’s Bad!?” and returns this year for a multimedia campaign that will include digital, mobile, social, print and new media platforms.

The fie different spots — some in Engish, some in Spanish — are aimed at both the general and Latino markets — a new strategy that Sling TV has found particularly effective, especially with a star like Trejo. Sling TV’s Chief Marketing Officer Glenn Eisen explained, “Danny was someone who could reach across the aisle; he was someone who was extraordinarily appealing to both market, and we fell into it very serendipitously.”

Eisen recalled how in the first shoot, Trejo asked one of the producers to play Patsy Cline for him, an unexpected but welcome request. “It really showed you how he really truly represented Americana,” Eisner said. “Americana is a patchwork quilt of people from the variety of different backgrounds and his appeal to both of those market segments has been great and sustainable.”

[youtube https://www.youtube.com/watch?v=BSjt1RM4rrg?ecver=1]

Sling TV traditionally considered the Latino and general markets separately, and had only planned to work with IMG agency Society for the Latino-oriented campaigns. But after brainstorming about how to take full advantage of a personality like Trejo, they realized that he had a uniquely universal appeal to all audiences.

“I can think of nobody better than Danny Trejo for both marketing segments,” Eisen explained. “We have such an important marketing message to share, and with him, we got to break through the clutter.” They decided to merge their Latino and general market efforts into one campaign.

[youtube https://www.youtube.com/watch?v=_HnCfSsKfTU?ecver=1]

This decision came after a great deal of market research that yielded an unexpected truth: In the case of OTT service providers, Eisner explained, target audiences tends to be defined more by their tech-savvy behavior and level of technological efficiency than the language they speak or where they are from. This kind of behavior — not necessarily a connection to culture or ethnicity — is what connects consumers to brands like Sling TV.

“As chord cutting continues to accelerate, and you see defection from pay TV, you are going to see that audience get more mainstream than it is today, but for now, our audience is defined by their behavior,” Eisner said.

While the new campaign with Trejo is designed to have mass appeal, it would be inaccurate to assume that Sling TV’s goal is to lump everyone into one category. Eisen highlighted the importance of how well Sling TV understands what its consumers want: “Sling TV continues to communicate something that Pay TV has prevented since its inception: providing its consumers with meaningful customization of their tv service.”

In a market where consumers expect everything to be customized and on-demand, Sling TV has been able to “bring an à la carte model to our consumer, who is used to being able to choose from a bigger or exceptionally bloated choice of channels, which is so disconnected from consumers’ behavior, wants, and needs,” Eisen said.

Eisen emphasized that Sling TV’s service includes highly customized packages for different demographics like Mexican Americans, and regions or countries like Latin America, Spain, and the Caribbean. “This is part of the à la carte scene that we are so committed to and deliver on in such an exceptional way that doesn’t exist in the marketplace today,” Eisen said.

Agency: 

Society

Client: 

Sling TV
EVP, Managing Director:

Rob Bernstein

Chief Creative Officer:

Nick Childs

Executive Creative Director:

Roberto Alcazar

Executive Creative Director:

Josh Greenspan

Associate Creative Director:

Sarah Dennis-Browne

Art Director:

Brooks Hess

Graphic Designer:

Ilyssa Mooney

Copywriter:

Fernando Diaz-Morlet

Copywriter:

Courtney Harris

Campaign Producer:

Rob Farber (Rogue)

Head of Production:

Jeremy Mack

Executive Producer:

Alicia Calderon

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