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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

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

Univision has partnered with Videology, a leading software provider for converged TV and video advertising. The cross-screen planning, forecasting and measurement capabilities that Videology offers will bring added media value to UCI, which continues to offer more content on more digital platforms, while it diversifies the range of its programming.

Facebook has signed deals with Vox Media, BuzzFeed, ATTN, Group Nine Media to create shows for its video service geared toward Millennials, which will feature long and short-form content with ad breaks.

According to sources, AT&T‘s live online video service DirecTV Now lost 3,000 customers in February, and its subscriber growth was roughly flat in March.

Ooyala released its 2017 State of the Media Industry Report, finding that immediacy, individualization, and interactivity are key to effective video campaigns, and that immersion is becoming increasingly important.

Tubular has released its ‘State of Online Video Report Q1 2017’ revealing that top media publishers drive 86 percent of growth in video views on Facebook. 

According to BMO Capital Markets‘ new research, over-the-top video advertising marketplace is accelerating rapidly and is taking share from both desktop and mobile, and OTT video ad spending will grow by 300% and will account for roughly 20% of all video ad dollars served by the company this year.

Vimeo has announced that subscribers with Vimeo Business accounts will be able to employ cards and end screens, which can be used to share additional information and direct consumers to external sites.

LATAM MARKET

Aldea Solutions and Telefónica have reached a 5-year cooperation agreement for the use of Telefonica Open Cloud to support its Online Video Platform.

Brazilian firm Positivo Tecnologia announced a partnership with data management platform Hands to offer more assertive digital ad campaigns in their mobile devices, which now will cluster the audience using geolocation, browsing history, and wifi hotspots.

Brazilian content platform Snack and Tubular Labs ranked the Brazilian fan pages on Facebook in April: the top three were Bolsa de Mulher (273 million views), focused on female content, followed by the sports page Esporte Interativo (196 million views) and the recipes video channel TasteMade Brazil (180 million views).

 QYOU Media has partnered with subscription service provider, WhereverTV Broadcasting Corporation in the line-up for WhereverTV Latino, a new service launching in Mexico this summer that caters to the growing appetite for digital TV in Mexico.

Canada’s Aldea Solutions has reached a five-year agreement with Telefónica and its partner Huawei to support its online video platform in Mexico.

What: Interpublic Group agency Golin released its first-ever Global Relevance Review, highlighting the importance of popularity — being talked about and recommended by others — in driving the success of leading brands across categories today.
Why It Matters: While the study found that today’s most relevant brands are driven by word-of-mouth and popularity, none of them is meeting customers’ expectations when it comes to trustworthiness. At our PortadaLat conference next week, Steve Bent, Director of Analytics and Research at Golin will provide a presentation on “What Fake News Means for Brands” and discuss more insights of the study .

Golin recently released its first-ever Global Relevance Review, which analyzed the factors contributing to today’s most relevant brands’ success.

The study shows that consumers are increasingly skeptical of brands and institutions and look to each other for validation in which brands to support. The findings suggest that successful brands will recognize the power of word-of-mouth, but that they should also work on increasing their trustworthiness to drive even more growth.

Most Relevant Brands Are Popular But Remain Untrustworthy

Golin’s respondents defined relevant information as anything useful/practical (54%), informative (53%), and funny (35%). Other adjectives like “inspiring,” “shocking” and “exciting” were not as important in driving relevance. While 91 percent of the most relevant brands studied exceeded expectations when it comes to being popular, not even one was able to meet the ideal when it came to being trustworthy — ethical, moral, honest and truthful — the company’s press release said.

Gary Rudnick, CEO + Operations at Golin said, “the trend of talkability trumping truth played out consistently across all three of the categories we looked at,” pointing to the fact that the leading global Social Marketing brand fell 32 points short on meeting the ideal for Trustworthy, but scored almost 30 points higher on popularity than the ideal.

The fact that so many brands could be very popular without being trustworthy highlights an interesting trend: “Leading brands are sustaining relevance by under-delivering on ideal expectations when it comes to Trustworthy, and over-delivering when it comes to Popular,” said Rudnick.  To illustrate this,  “I can point you to a leading German car maker and a major American bank,” Rudnick continued, “both of whom have been unequivocally established as not telling the truth about important things, and manage to maintain popularity.”

Lack of Standout Leaders in Auto Category

While the report does not give details on specific brands, it focused on three categories: social media, personal banking and automotiveWhen it came to social media, the firm found that people care more about being entertained than truth, and in banking, consumers prefer local to global banks. In the automotive category, individual brands are struggling to stand out in terms of relevance. 

 “It’s surprising, given the vast amounts of money that car brands spend around the world trying to craft evocative and distinctive personalities for their brands, and for their individual cars, how similarly consumers seem to perceive them,” Rudnick explained.

Small Town Loyalty Most Intense

To complement the data from the study, Golin also conducted an ethnographic study of residents in two small towns whose populist movements surprised everyone in their respective countries’ recent elections: Seymour, Indiana, and Preston, U.K. In both towns, one of the strongest sentiments that the team picked up on was that small town residents feel they are being taken advantage of, and are equally skeptical of big government, cities, the mainstream media and large companies.

The study also found that residents of small towns are intensely loyal to brands: in Seymour, Indiana, particular loyalty to Chevrolet was discovered, and panelists also spoke passionately about Facebook, Google, and McDonalds.

“Seymour’s loyalty to Chevy is community-wide,” Rudnick said. “Perhaps it’s that the networks are smaller and more tightly-knit and that the cultural reinforcements are more concentrated.”

Among other macro trends, social media (59%) and television (57%) consistently ranked first and second above “word-of-mouth from friends and family” (45%) as the most relevant sources of news and information, and word-of-mouth from friends and family is more relevant to women (50%) than men (39%). Across the categories, brands that achieve relevance do so through similar drivers, respecting “the contours of the ideal,” Rudnick said.

Above all, the study proved beyond doubt that “people’s loyalty to certain brands is an important part of their personality,” Rudnick said.

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.

According to recent research from Customer Thermometer, less than half of respondents fill out feedback surveys: 46% of respondents say they usually complete feedback surveys if they are quick, and 45% say they usually ignore requests. Only 9% of consumers say they usually take the time to thoughtfully fill out feedback surveys.

A new survey by the 4A’s and SSRS found that 67% of agency respondents said that they “believe that changing American values are causing brands to become more interested in corporate responsibility and values-based marketing.”

Recent research from Sprout Social found that 86% of respondents say they want brands to be honest in their social posts; 83% want brands to be friendly, 78% want them to be helpful, and 72% want them to be funny. Less than half of consumers want brands to be trendy (43%), politically correct (39%), or snarky (33%) on social media.

According to the New Brewer publication, seasonal craft beer sales slumped 14% in the first quarter, accelerating from last year’s decline, as the collective palate of drinkers and the year-round availability of seasonal styles have eaten into that segment. Of the top 50 brewers that meet the Brewers Association’s definition of a craft brewer, 25 saw sales flatten or decline in 2016.

Campaigner®, the email marketing brand of j2 Global, Inc., announced the results of its 2017 Generational Marketing Insights Survey, finding that less than a quarter (24 percent) of online shoppers in general name social media as one of their preferred channels for brand interaction. Only 5 percent of respondents saying they use Snapchat to keep in touch with brands; Pinterest and Instagram each garnering 18 percent, while over half (54 percent) of those surveyed say they use Facebook to follow brands on its platform. Only 3 percent say they utilize Twitter for this purpose.

According to new research from Brand Innovators and Origami Logic, nearly two-thirds (63%) of surveyed brand marketers understand that marketing performance measurement would help them focus on measuring ROI but 72% said their marketing measurement efforts were either average or below average. Technology and automotive sectors led the way in describing their measurement practices as above average, while retail, personal and household goods and healthcare all reported their efforts as average at best.

Bond Brand Loyalty released The Loyalty Report 2017, finding that brands continue to invest more in loyalty programs, and enrollment has grown by 31% over the last four years.

According to research conducted by Leflein Associates, members of Gen Z “expect to be able to have direct access to friends, celebrities, and brands,” said Pete Stein, Fullscreen’s general manager. The study found a generational gap between Gen Z (aged 13-17) and millennials (aged 18-34), finding that the latter are more likely to consume content on traditional TV, publisher sites and blogs, while members of Gen Z are early adopters on things like short digital videos, social media sites/apps and watching full-length shows/movies online.

A study from GetResponse and Holistic Email Marketing found that marketers believe email marketing delivers the best return on investment when considering all digital marketing options: 53 percent of marketers believe email marketing delivers an excellent or good return on investment, while 50 percent felt the same about social media marketing. More than 40 percent of marketers also felt that search engine optimization, content marketing and paid social media advertising had a good or excellent return on investment.

Marketing research firm BrandSpark International announced the 2017 winners of the BrandSpark Most Trusted Awards for consumer packaged goods (CPG) brands. “Just 18% of shoppers buy any product so long as it offers the best price, so brand trust is a key factor in the purchasing decision,” added Levy. “67% of Americans saying they try new products from the brands they trust most.”68% of respondents, from millennials to older shoppers, stated that they trust consumer-voted awards for brand endorsements. For health & beauty products, consumer-voted awards are the most influential endorsements outside of medical professionals and direct friends and family, with 45% of shoppers saying that consumer awards are influential to their beauty purchases, increasing among millennial beauty shoppers to 60%.

Fluent’s “Marketing to the Heartland” in the first two research series looked at differences in core values and media consumption habits of consumers living in the Heartland. Physical stores are still the preferred way of shopping for nearly half of US consumers in both Heartland and Coastal areas, says the report. Consumers generally prefer shopping in a physical store because they like to see or try items on in person (74% for total US). Many also find brick and mortar shopping more convenient, especially in the Heartland.

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

Sling TV has added HISTORY en Español to its “Best of Spanish TV” service, bringing Spanish-speaking customers popular HISTORY® programs in Spanish as well as docuseries and programs that spotlight Latin roots and culture for $10 per month.

According to new research from Global Web Index, over 50% of global internet users report watching sports coverage or highlights online. 25-34s are the biggest online sports viewers (60%), while men (64%) have a substantial lead over women (40%).

According to “The Changing TV Experience: 2017,” a new study from the Interactive Advertising Bureau (IAB), 50 percent of U.S adults streaming video to their TV sets prefer watching commercials over paying for subscriptions. 58 percent said they’re more likely to stream video because of the lighter commercial load compared to broadcast, but don’t mind advertisements. 44 percent say streamed commercials are less disruptive than traditional TV commercials, and 34 percent say streamed commercials are better than traditional TV commercials.

YouTube saw a dip in ad revenue for top creators after revealing concerns about brand safety earlier this year. MediaRadar found that in April, Google Preferred (the top tier of YouTube’s ad inventory) saw a five percent drop in the number of advertisers.

YouTube is also turning to stars like Kevin Hart, Rhett and Link, Ellen DeGeneres, Katy Perry, The Slow Mo Guys, Demi Lovato and Ludacris for new ad-supported shows premiering exclusively on the platform.

Facebook is working on a TV service to rival Netflix and may launch by mid-June.

Trusted Media Brands Inc. (former Reader’s Digest) surveyed 310 agency and client-side marketers and found that 68 percent of those surveyed chose social channels as the most preferred distribution partner, coming in before video sharing sites for the first time. The seven options given were: social networks (such as Facebook and SnapChat), video sharing sites (such as YouTube and Vevo), demand-side platforms (such as Videology and Tremor Video), premium sites (such as Hulu and broadcast or cable online properties), ad networks, online publishers (such as BuzzFeed and Vice), and multichannel networks (such as Maker Studios and Awesomeness TV).

Platform Communications, the media and technology communications expert, today announced the results of its second Platform Media Index, identifying the hottest topics reported on by the press at NAB Show 2017 (Las Vegas, April 24-27, 2017). ‘Online Video’ (28%) and ‘High Resolution Video’ (20%) came in at the top, while ‘Data Analytics’, ‘Workflow and Media Asset Management’ and ‘Virtualization’ each pulled in around 10 % of media coverage.

The Interactive Advertising Bureau (IAB) released its fourth annual video ad spend study this week, finding that advertiser investment in original digital video programming has nearly doubled over the past two years, with 80% of brand and agency executives planning to spend even more on original digital video this year. Original digital video is gaining a greater share of total digital video budgets, reaching 47% in 2017, and native advertising is a key part of the original digital video buys, accounting for 42% of investment. 53% of the marketers and media buyers surveyed said expanding budgets was a reason for the rise in original digital video spend.

LATAM MARKET

According to Logan‘s latest report, 32% of investments in digital media in Latin America is put in mobile media. Full-screen banners on mobile media took 36% of market share, and pre roll took 15.52%. 60% of the Latin American traffic in videos come from mobile media. Rich media completes the top-three digital formats, in terms of investment, with 11.74% of share.

Video platform TVxtender announced four new formats for its portfolio Brazil: out stream, pre-roll, post-roll, and mid-roll ads, all both in desktop and mobile platforms.

Brazil’s audiovisual agency Ancine has presented guidelines for a national video-on-demand (VOD) regulation that would affect every over-the-top (OTT) player delivering video in the country, recommending the creation of a specific VOD law, a regulation encompassing systems and platforms that deliver OTT video. The agency has also said that online video services such as YouTube should be included in the future regulation

What: In a recent study, more than half of all marketers surveyed reported investing in Influencer Marketing in 2016, and more than one in five estimated their corporate-wide Influencer Marketing budgets to be in excess of $1 million.
Why It Matters: While brands are certainly excited about Influencer Marketing, they are still learning how to identify the right creators and engage target audiences through this new and unexplored medium. We spoke to two experts on Influencer Marketing from Fanatics Media and the Branded Entertainment Network (BEN) Group to find out what it takes to hit the mark.

“Influencers.” Brand marketers may not fully understand them yet, but they definitely cannot ignore them. Influencers are content creators that use platforms like Instagram, Facebook, Pinterest and Twitter to build audiences through showing off their unique talents, sharing thoughts on virtually any topic, and teaching others how to do pretty much anything. Their audiences are not only enormous but also engaged and passionate about sharing. It’s a goldmine for brands looking to connect with young or niche consumers, but implementing an effective Influencer Marketing strategy requires a deep understanding of a very new digital landscape.

In the State of the Creator Economy report from online marketplace IZEAx, more than half of the marketers surveyed reported investing in Influencer Marketing in 2016. 69 percent of those who indicated that they are currently conducting Influencer Marketing campaigns have dedicated a stand-alone budget to them, and from 2014 to 2016, those budgets have increased steadily, now reaching $700k+. More than one in five of those surveyed estimated their corporate-wide Influencer Marketing budgets to be in excess of $1 million.

Research also shows that when Influencer Marketing is done right, it can be very effective: Collective Bias, Inc.’s study, The Power of Influence: A Window into ROI, looked at 11 Influencer campaigns from five CPG categories. While Influencer content significantly outperformed control groups, the study found a wide variance in performance, “driven largely by the advertiser category, seasonality, price point, purchase frequency, and budget size.”

For example, in the case of a major confection brand’s Influencer Marketing campaign, the study concluded that the campaign saw a 7.6x return on ad spend by weighing households exposed to the campaign’s Influencer content when compared to an unexposed control group. A national rice brand and frozen food brand found that its Influencer content generated a 45 percent redemption rate, tripling their benchmark of 15 percent and surpassing the industry digital coupon redemption rate of 8 percent. The study also found that of the group exposed to Influencer content, 48 percent visited the retailer within four days vs. only 29 percent in the identical but unexposed control. These figures beg the question: what separates the high-performing campaigns from those that fall flat?

What Makes a Successful Influencer Marketing Campaign?

What does “doing it right” look like? 

The complexity of implementing and executing a successful Influencer Marketing campaign has led to the emergence of agencies that specialize in putting together and optimizing these campaigns for brands. From choosing the right Influencer to producing something that engages the right consumers and fits naturally into the creator’s content, a variety of variables determine the shape and performance of an Influencer Marketing campaign.

Meredith Jacobson, the Head of Digital Partnerships at BEN Group, said, “Depending on the campaign, some clients are more interested in raising awareness around their product or brand, while others are aggressively trying to drive downloads and/or trial and purchase.” A number of factors are typically factored into brands’ decisions when choosing the “right” Influencer for their campaigns: “The number of subscribers, viewership, engagement, vertical, and whether they believe that an Influencer aligns with the brand’s values” are all important, according to Jacobson.

Mark Fidelman, the managing director of Fanatics Media, explained that “smart agencies come to Influencer agencies to optimize.” When a brand or agency turns to an Influencer Marketing agency like Fanatics, they know that they are seeking brand awareness and to generate leads or sales for specific products. But the vast and continuously-evolving worlds of content creation and online video are overwhelming and foreign to them. They lack expertise and appreciation for the detailed work that goes into content creation and do not know enough to “integrate a product and service into video and still keep the Influencer’s MO consistent with what their followers expect from them,” Fidelman asserted.

To Determine the ‘Right Fit,’ Look Beyond Followers and Views

At the end of the day, “anyone can hire an Influencer for 100k,” Fidelman said, “but there are many steps that require optimization in order to make sure that leads and sales follow.” For example, brands often focus heavily on the number of views that a video receives, or feel that with one big win, they’ve done enough. “A lot of brands think that if they get a million views once, they have succeeded, but those views are not necessarily generating sales,” Fidelman added.

A lot of brands think that if they get a million views once, they have succeeded, but those views are not necessarily generating sales.

Fidelman explained that at Fanatics, his team makes sure to dig deeper, “so that when somebody clicks on links in the description of the video itself, this is being tracked through pixels and cookies.” With solid analytics, they can track the path to purchase when, for example, a pixel hits a thank you page, which only happens if the customer bought something. Other factors like how long people are watching the videos can give his team valuable insight into how well the campaign is working.

To Jacobson, much of it comes down to whether or not the creator and the brand’s goals are aligned, and whether the product can be fit seamlessly into the creator’s typical content. “Ultimately, we advise clients to execute campaigns that empower creators’ content rather than disrupt it, which often results in making viewers happy,” Jacobson said. And if viewers are happy, they are more likely to continue down the intended path to make a purchase and become loyal consumers.

When selecting creators to pair with a brand’s campaign, Fidelman emphasized that the number of views or subscribers is less important than the connection and engagement they have with their fans: To form a real understanding of a content creator’s engagement levels, he looks at the number of likes, shares and comments that their videos are receiving and puts it into his own proprietary “engagement” formula to weed out creators whose numbers are misleading. Using this approach, he has found that a creator could “have two million views, but 0.5 percent engagement, while the opposite could be true for someone with just 50,000 views who will also be cheaper to work with.”

Most Common Mistake: Brands ‘Overly Controlling Over the Creative’

Jacobson of BEN agreed, stating, “Some of our best campaigns have included a hybrid mix of large and mid-size Influencers,” and that “this approach gives brands the opportunity to achieve true scale with a large amount of reach and engagement.” She also emphasized that brands need to be “clear with their objectives and talking points, and truly allow the Influencers to act as the creative directors and do something cool and unique that they know their audiences will love.” At the end of the day, the creators know their audiences, and brands should look to them for guidance about what will resonate and what will not.

“The most common mistake that brands are committing when they are overly controlling over the creative,” Jacobson continued. “Influencer content is not a commercial, so it shouldn’t feel like one.” Coming off as “inauthentic and forced” has consequences, as “audiences can immediately pick up on this, and it can cause a backlash.” When the brands listen, Jacobson says the results are huge: “Our campaigns have sold out stock of products in thousands of stores, crashed websites, and delivered over 200% ROI for some clients.”

Brands ‘Understand the Importance of this Space,’ but Are Resistant to Change

How well are brands taking the experts’ advice? Jacobson insisted that education is important, and that they are sure to thoroughly explain “what’s been done in the past, which platforms are most effective at any current moment, trends, what potential campaigns could look like, and what kind of results to expect.” But the interest is there, as “many brands understand the importance of this space, so it’s really exciting to help them find opportunities and success,” Jacobson said.

Fidelman asserted that there is resistance from brands that still cling to platforms like television even though it offers fewer windows into how well campaigns are performing. “There is hesitance because it is what they have always done, and if you are a brand marketer or an advertiser, it is a pretty big risk to move into a new thing.”

Ultimately, we advise clients to execute campaigns that empower creators’ content rather than disrupt it, which often results in making viewers happy.

With television, Fidelman explained, it is impossible to know who is actually watching a commercial even though it is aired. “Unless you have physical stores, you have to look in a demographic area to see if sales went up or not, and it is not a direct link; it’s about inference,” he said. But with Influencers, one can track performance from start to finish without the big budgets of big television campaigns. “Moreover, you have a third-party source that is essentially doing a commercial for you,” he added.

To combat that resistance, Fidelman and his team will often start small with their clients, putting together a pilot whose performance can be compared to that of the brand’s television ads. He says that 90 percent of the time, the Influencer campaigns are more effective.

Targeting Opportunities: Influencers Reach Variety of Demographics

While the Influencer industry was certainly propelled forward by young, digitally-savvy Millennials, brands with older or more diverse targets are finding Influencer Marketing to be an effective targeting tool as well. Fashion and makeup are particularly focused on Millennials and Multicultural, Fidelman said, while technology brands are targeting mostly men in the age range of 30-50. The toy industry is reaching a huge audience through kids that spend hours on their parents’ tablets clicking on videos (have you seen the videos of this woman unwrapping toys?).

But Multicultural Millennials are still some of the hottest targets. “Executing Influencer campaigns in itself is a way that brands are attracting Millennial audiences,” Jacobson said. “As far as Multicultural goes, Brands love working with a variety of Influencers to attract all audience demographics…There are thousands of creators out there, so there are plenty of opportunities to reach any audience.”

The Future Belongs to Those with Long-Term Influencer Relationships

While it is encouraging to see more brands exploring Influencer Marketing, Fidelman emphasized that creating long-term relationships with the creators themselves is key to having repeated success with campaigns. Brands should aim to “work to build relationships with Influencers, and most companies that are smart enough to do it right are only doing it right one time,” Fidelman explained. Episodic content over a sustained period of time will see greater returns on investment.

Overall, the most important factor in the success of IM campaigns might be simple: build a good product and you will be able to find someone who will promote it authentically. “We’ve learned that the best collaborations occur when the creator truly is passionate about the brand or product,” Jacobson said.

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.

A new survey by Customer Thermometer found that 64% of women and 68% of men have felt an emotional connection with a brand or business and that the vast majority (91%) of those connections were positive. ‘Interest’ was the common emotion felt by consumers towards a brand (70%), and 57% of the survey’s respondents said they felt trust.

A global study from Rakuten Marketing claims that negative consumer attitude towards online advertising is having serious consequences, revealing that nearly half (45%) of consumers having proactively opted out of an online ad. 58% of consumers associating online advertising with “other disruptive content.”

Devra Prywes, the SVP of marketing and insights at Unruly Interactive, spoke at the Advertising Bureau’s annual NewFronts insights luncheon on Wednesday, stating that compared to other consumers, “Dad is about 20 percent more likely to engage with a digital video ad.”

According to Harris Poll‘s research, sporting goods store brand equity is 7.7 points higher among millennials compared to baby boomers, while luxury department stores (+5.6) and electronics stores (+5.7) are nearly 6 points higher. Millennials’ brand equity score for off-price retailers is 4.9 points higher compared to baby boomers, while footwear and department stores are 4 points and 3.8 points higher, respectively. Only hardware and home stores (-3.8) have lower brand equity among millennials compared to baby boomers.

SEO and digital brand firm SearchDex’s research on U.S. Google search behaviors found that 68% of respondents are concerned about their browser history being sold to big companies. Among privacy concerns were causing an increase in annoying ads (44%), data falling into the wrong hands (43%), private searches being made public (40%) and security breaches causing browser history to be exposed (40%).

eMarketer is predicting that 35.6 million Americans use voice-enabled devices like Amazon Echo or Google Home at least once a month, a 129 percent increase since 2016. The study also found that Amazon Echo claims 71 percent of the voice-enabled market.

 

 

 

 

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

DashBid is pleased to announce it is Verified by TAG (Trustworthy Accountability Group) and listed in the TAG Registry, to build a brand safe environment and further DashBid’s Engagement Spectrum, giving advertisers the ability to measure audience engagement in addition to standard audience segmentations, in an environment that they can trust as fraud-free. This verification follows the February appointment of a Brand Safety Director overseeing DashBid’s exchange to identify, assess and remove any risks and threats.

xAd, the global leader in location intelligence that drives sales, is giving marketers the power to hyper-target and better understand consumers in real-time with its combination of highly accurate location data and newly launched solution, Weather Triggering.

At their Upfront presentation in New York City, Hulu and Scripps Networks Interactive have completed a new distribution agreement that will see SNI’s U.S. networks included on Hulu’s new live TV streaming service.

According to a survey by Turn Marketing Platform, only 30% of brands use advanced viewability metrics, despite 57% of young agency staffers largely distrusting the metrics they are expected to work with. 28% of respondents under 30 years-old say viewability is a key requirement from the supply side. Almost six in every ten (57%) media agency professionals who do not wholly trust the metrics currently in use are under the age of 30.

According to research by Sublime Skinz, fewer outstream units are more successful in driving increased attention and delivering greater brand recall. The performance of these significantly outpaces traditional pre-roll, skippable video ads.

Ipsos found that more than 80% of respondents report that innovative outstream units are the most appealing and effective video format, compared to other dominant video types, including pre-roll.

Video monetization technology platform Ooyala published a new report, “The Lifecycle of Content: From Production to Monetization,” in collaboration with Futuresource Consulting, a specialist research and consulting firm for media and entertainment industries. The findings show content providers will seek integrated video solutions to minimize costs, streamline processes and provide growth opportunities at every step in the video lifecycle.

Snapchat is reported to be pitching an ad format, “Snap Ads Max Reach,” that would be seen by all US users that access a section of the app that the company monetizes.

Business Insider will stop using Google’s ad server to generate advertising revenue and switch to one built by ad tech outfit AppNexus as part of a wider partnership.It spans both desktop and mobile inventory across display, video and native formats that can be sold either guaranteed, or programmatic.

In a new survey, WFA advertiser marketers talked about their love of online video. Eighty-nine percent of our sample said they were looking to increase spend here in the year ahead. 90 percent said that Viewability is a “major concern,” 72 percent said the same of ad fraud and measurement.

Business Insider will stop using Google’s ad server to generate advertising revenue and switch to one built by AppNexus.

Ad exchange Rubicon Project said it partnered with in-venue interactive music platform TouchTunes to make its  audience available programmatically for real-time buying in a private marketplace. TouchTunes has 38 million unique visitors and is available in more than 60,000 social venues.

LATAM MARKET

Latin music video network VidaPrimo will distribute its vast library of video content via music-related content distributor Music Choice.

Brazilian publisher group Estado has closed a deal with Teads for native video advertising on content portals Estadão Online, Paladar, E+, and Jornal do Carro. 

Digital agency Pragma Communication announced a exclusive partnership with mobile marketing and branded content American company Hathway, and will now offer their services in Latin America in an exclusive deal.

 IAB Brazil published an online guide about ‘Onboarding Offline Data’. The playbook is targeted to marketing professionals in ad agencies who work to ensure audience segmentation, focused on the local market.

TIM Brasil has launched TIM Geek, a new entertainment platform featuring exclusive content from Omelete, one of the main pop culture portals in Latin America.

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.

According to a study by online presentation firm Prezi and cognitive neuroscientist Dr. Carmen Simon, 80 percent of consumers forget the majority of information from branded content after only three days, and over half can’t recall a single detail, according to new research.
 Cogent Reports’ new study, The Future of the Financial Advisor shows that one in four advisors (25%) reports less frequent contact with external wholesalers, creating an immediate need for asset managers to reexamine how to optimize their marketing and distribution dollars. American Funds (13%), Vanguard (10%) and BlackRock (9%) emerge as best-in-class technology leaders based on strong brand associations for their respective online educational content, modeling and portfolio tools, and analytic capabilities.

Collective Bias, Inc., the leader in shopper-focused influencer marketing, and an Inmar Company, today announced a milestone for social content measurement and its impact on driving in-store sales. Among other findings, they measured a 7.6x return on ad spend (ROAS) by weighing households exposed to the campaign’s influencer content versus an unexposed control group. The study also measured sales lift for campaigns across several CPG products, finding that in the case of a major laundry detergent, based on a $75k campaign spent, the brand saw a sales lift of $233k – representing a 3.1x ROAS.

According to the Landor Pulse study by global brand strategy and design firm Landor, Johnson & Johnson, Betty Crocker, Dove, Pillsbury, Gerber, and Olay are the top personal care and food brands in the world. The only brand founded in the twenty-first century that made the list is organic baby food company Plum Organics.

The IAB Europe Video Ad Formats survey of approximately 700 advertisers, agencies and publishers from across 31 markets found that in-stream pre-roll format, out-stream in-article / in-page format and broadcast 30 second spots are the dominating ad formats across all devices in the European video advertising market.

Nearly one-third of Americans think ads adjacent to offensive online content imply that the advertiser endorses or approves of that offensive material, according to recent research from YouGov.

The “2017 Financial Marketing Trends” study, sponsored by Deluxe and published by the Digital Banking Report found that in 2017, the biggest challenge for financial marketers is the ability to measure performance and prove results. Only 8% of financial organizations believed this was not a challenge, and 11% of organizations said the same about data analytics.

What: In its VOD Ad Impression Report for Q1 2017, Canoe Ventures revealed that its VOD Dynamic Ad Insertion technology helped the platform attain 5 billion ad impressions in Q1 alone.
Why It Matters: This is compared to the 17.9 billion total ad impressions that were generated through the technology in 2016, 11.8 billion in 2015, and 6.3 billion in 2014.

In its VOD Ad Impression Report for Q1 2017, Canoe Ventures revealed that its VOD Dynamic Ad Insertion technology generated 5 billion ad impressions in Q1 alone, putting Canoe on track to reach the same number of ad impressions generated over the entire course of 2014 by early into Q2 of this 2017.

4.2 billion of the impressions in Q1 2017 were from mid-roll ads, 732 million from pre-roll, and 95 million from post-roll. Impressions stayed steady throughout the work week (with slight increases on Monday), and rose considerably over the weekends.

75 percent of the ads were external client campaigns, while 25 percent were network tune-in ads. Of the campaigns that ran, average ad opportunities hovered around 1.05-1.13 in pre and post-roll ads, and reached 3.84 mid-roll ad opportunities. Campaigns that use frequency capping had an average of two impressions per episode.

Through the VOD DAI technology, TV networks can insert VOD programming into their MVPD (cable, telco, or satellite companies) VOD platforms. As the consumer watches his or her television program of choice, advertisements are inserted before, during and after the program.

VOD DAI is interoperable, as “the MVPDs as well as the programmers can choose the technology that best suits their needs,” said Joel Hassell, the CEO of Canoe. FreeWheel and Google DFP, for example, meet minimal standards and capabilities to work with Canoe. While OTT and Mobile also offer DAI, Hassell emphasized that “Canoe VOD DAI is unique because of the quality control Canoe brings to the VOD DAI ecosystem.”

Consumers love quality video and the convenience of enjoying it on their primary screen in the comfort of their living rooms.

Canoe offers quality control in the sense that ad campaigns route through Canoe, where they are then monitored before generating accurate, verified reporting returns.  The goal is to focus on the “quality and reliability of the viewer experience combined with the trust advertisers place in the platform,” Hassell explained. Canoe’s platform reaches over 35 million households through Comcast, Cox, and Charter Spectrum.

Hassell described their “main job” at Canoe as ensuring that “all the moving parts throughout the ecosystem work seamlessly and nothing falls through the cracks.” Their Service Assurance team is constantly monitoring the life cycle of the campaigns, and “alerts the programmer and the MVPDs to any issues before and during the campaign, and has authority to act on any issues that may occur once the campaign is running.

Hassell believes that the VOD DAI’s success stems from the fact that “consumers love quality video and the convenience of enjoying it on their primary screen in the comfort of their living rooms,” and that  “programmers continue to add more content to their VOD offering because they know they can trust Canoe’s VOD DAI to monetize it.” It is also Canoe’s job to “make certain that ads don’t get placed within content that is inconsistent with the advertiser’s brand,” Hassell added.

In terms of targeting, NBC Universo, Telemundo, and Univision all use Canoe VOD DAI to “utilize traditional TV advertising techniques, and simply buy Hispanic-oriented VOD,” said Hassell. But he clarified that “advertisers can also buy specific series on non-Hispanic VOD networks that over index to Hispanics if a network allows for it.”

What: A recent Nielsen study found that ads delivered in Spanish outperform campaigns aimed at the general public in terms of ROI.
Why It Matters: Hispanics represent a huge opportunity for marketers with 57 million people adding up to $1.3 trillion in spending power. But with such large numbers comes complexity, and a struggle to form a complete picture of Hispanic consumers.

In a recent report, Nielsen shed light on the Hispanic consumer, sharing that about 83 percent of U.S. adults in Hispanic TV households speak some level of Spanish in the home, with 27 percent speaking only Spanish and 57 percent speaking both languages. The audience measurement firm also found that ads delivered in Spanish outperform campaigns aimed at the general public in terms of ROI:  54 percent of Spanish language TV campaigns perform in line with or ahead of English language campaigns.

While it would be misleading to view the general public and Hispanic Americans through the same lens, the report was encouraging for those looking for effective ways to engage Hispanic consumers and reinforced many marketers’ argument that investing in Hispanic consumer targeting is smart. But it’s only smart if it comes with a commitment to understanding the cultural nuances that shape Hispanic behavior. 

‘Right to Win’ Key to Higher ROI

In the study, Nielsen compared the returns on investment (ROI) from a wide variety of brands’ Spanish-language campaigns to market averages. Looking at 50 projects with clients in many categories, the research discovered “five key levers to driving higher ROI on Spanish-language TV.” The analysts even provided data that revealed the drivers of “high ROI” versus “low ROI” campaigns.

One of the most interesting findings from the Nielsen study is that brands that Hispanics purchase more frequently generated a higher ROI across Spanish language TV. To explain this, Mebrulin Francisco, Senior Partner, Director of Marketing Analytics at GroupM asserted that “where we see higher performing campaigns, it goes back to whether you have the ‘right to win.’”

Francisco explained that one of the most important elements of delivering these types of ROIs is looking past the sheer number of Hispanics to determine which brand in the portfolio Hispanics are connecting with, “because it’s not about population size, it’s about their pocket size,” an argument that is supported by the data collected on brands that are popular with Hispanics. 

“This is critical learning to the industry,” Francisco elaborated: “We tend to say Hispanic populations are growing, and that this is why you should invest, but we see high performance because we had reason to believe that putting money there made sense.”  Being able to identify the brands to leverage is key to generating successful Spanish-language campaigns, Francisco said, because “maybe a product doesn’t have owned authenticity to win with a Hispanic audience.”

CHECK OUT the #Portada16 session, Are Multicultural Media Buying Agencies Necessary? Get ready for #Portada17 in NYC on September 13 (Sports Marketing Forum) and 14 (11th Annual Multicultural Marketing and Media Conference)!

Marketers: Offline Media Key in Consumer Journey

Brands must devote significant energy to understanding where and how customers prefer to shop, as people now use a wide variety of platforms when comparing products and ultimately making purchases. For that reason, cross-channel plans are “always more effective than a single medium plan,” Gloria Constanza, partner, chief contact strategist at Dex-P said.

All of our General Market counterparts are paying more and more attention to the Hispanic market and making that a priority since they are seeing that this is where their growth opportunity exists.

And while Constanza asserted that “digital is more efficient in affecting the bottom of the funnel,” she added that offline media’s role in conversion is strong: “There are many attribution models that clearly indicate that the function of offline media at the consumer journey mapping process is very strong at driving the upper funnel, thereby being responsible for the conversion step of the funnel.” A successful Hispanic marketing strategy will take these factors into account and reach people at all stages of their shopping journey. 

Education, Development of New Methodologies Contribute to ROI

Marian Lozano, Associate Media Director at Zubi Advertising, said that by now, most brands they work with “understand that one size does not fit all when it comes to speaking to Hispanic consumers,” but that this is the direct result of their efforts to educate clients. Lozano explained that she and her colleagues are “constantly helping clients understand the differences between the different Hispanic segments and groups.”

This has paid off. “All of our General Market counterparts are paying more and more attention to the Hispanic market and making that a priority since they are seeing that this is where their growth opportunity exists,” Lozano affirmed.

Constanza of Dex-P added that in her experience, “the Spanish-language targeted efforts have always delivered much higher and attractive ROI.” To inform strategy, her team often tests the dual language approach for targeting both acculturated and unacculturated Hispanics. “Through evaluations of sales and their tracking study, we continuously see that Spanish-language over-performs the English-targeted Hispanic initiative YOY,” she said.

For many data providers, the way you can pick up the Hispanic sales is making inferences based on first and last name, where they live, and density data. Even with an incomplete picture, we are still seeing how they are responding, so imagine if we had the full picture.

But there are still many obstacles to effectively targeting Hispanics: Francisco of GroupM argued that the “biggest challenge today is how sales are broken down by ethnicity,” which she described as “a tall order” because “they know they are selling but they don’t know whom they are selling to.” Francisco warned that relying on Home Scan, Nielsen, and panels to draw conclusions without taking a look at the methodologies implemented is dangerous.

The good thing is that campaigns will only perform better as more effective methodologies for breaking down consumer behavior are discovered: “For many data providers, the way you can pick up the Hispanic sales is making inferences based on first and last name, where they live, and density data. Even with an incomplete picture, we are still seeing how they are responding, so imagine if we had the full picture,” Francisco said. 

With Hispanic Targeting, Good Things Come to Those Who Wait

For brands looking to strike gold with Hispanic consumers, patience is a virtue. To make the most of this demographic, they must understand that “you can’t expect results to come in in a year,” Francisco said.

Constanza echoed that sentiment, stating that while it is important to identify and prioritize the brands that are currently connecting with Hispanic consumers, “we also cannot forget that Latinos will be the main driver of many businesses in the years to come.” When immediate results don’t come in, “they should not stop their Hispanic program – instead, they need to continue to optimize it until they find the right approach.”   

Francisco added: “When it comes to Multicultural, people think if it doesn’t work in a year, it doesn’t work at all, but you have to build brand equity and build a relationship with a consumer.” This is important when one considers that just reaching Hispanics is one thing, while truly engaging with them in a meaningful way is another.

Unfortunately, letting a machine spill data for you without the proper mining and interpretations can lead to a missed target.

Constanza elaborated: “In an era of advanced technology and a tsunami of available data, today it is easier to target Hispanics in the language that is more rational to them.” But truly connecting with “heart and emotions” will require that marketers invest in acquiring a much more “extreme expertise and inherent knowledge of this complex audience.”

Because it is not just about the data, but how the data is gathered and interpreted, and the insight it provides.  In addition to reaching Hispanics where they will be open to your messaging, Constanza emphasized the importance of “staying culturally relevant and uncovering those unique triggers that allow a brand to foster deep connections with Latinos.”

While data from reports like Nielsen’s is useful in loosely confirming or dispelling common assumptions about Hispanic consumers, the real trick is deciphering the meaning behind the numbers. “Unfortunately, letting a machine spill data for you without the proper mining and interpretations can lead to a missed target,” Constanza said.

 

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

Accedo announced that it is partnering with Nokia to deliver best-in-class quality throughout the VR experience by the integrating Nokia’s OZO Player SDK into Accedo’s VR solutions and joint customer projects. This partnership will see both companies offering a bundle of joint offerings and solutions to add value to customers.

Twitter is introducing in-stream video advertisements as the company found that video impressions grew significantly from Q3 to Q4 2016.
To celebrate its ten-year anniversary, SpotX has launched a new web address built around their expanded focus on the total video ecosystem – SpotX.tv., which stands for total video — serving ads on all screens — desktop, mobile and OTT devices.

An insightful, stat-packed quarterly update from Streamlabs compares Twitch and YouTube Live on measures of monthly active streamers and revenue. While Twitch is still where the money is, YouTube Live is growing much, much faster. From October 2016 to March 2017, monthly active streamers have grown 330% for YouTube Live compared to 19% on Twitch. Twitch accounted for nearly 96% of tipping volume for Streamlabs streamers in the past five months, with YouTube making up the rest.

Verizon Digital Media Services said that OTT video providers will need better insight into the engagement their content generates as OTT enters its next stage.

Sprint has released an online video series in collaboration with Onion Labs, the creative services division of Onion Inc., which takes a satirical look at the popularity of Paul Marcarelli – the guy who used to ask if you could “hear me now” with Verizon and who switched to Sprint and appears in Sprint advertising.

Online video ads grew by 24 percent year-over-year (YOY), according to online video monetization company FreeWheel’s Video Monetization Report for Q4 2016.  Among other interesting insight, the report found that both ad views and content views have increased over the previous 24 consecutive quarters.

LATAM MARKET

Buenos Aires, Argentina-based MediaMath has announced the launch of Curated Market, a product that allows advertisers to access the best clients and prospects at scale through high-quality, premium media.

Online video systems provider Brightcove has announced plans to open an office in Mexico City after securing a number of new contracts in Latin America, including Mexican Grupo Televisa, Mexican multimedia group Expansion and Paraguayan news organization Grupo Nacion.

At Teads’s latest event in Campos do Jordan, Brazil, marketers from brands like Heineken, Fiat, and Itaú; agencies like DPZ&T, Africa, DM9, Publicis, and Leo Burnett; and trading desks Affiperf, Tradelab, and Exiber discussed digital advertising. Highlights include that more than half of attendees expected growth between 20% to 30% of programmatic technologies, compared to last year, and that segmentation will be the biggest focus in programmatic video, followed by viewability and completion rates.

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.

The wireless prepaid market is becoming more competitive as the market’s biggest players continue to compete for the best deal: AT&T‘s Cricket prepaid wireless brand cut the price of its existing unlimited plan from $70 to $60 a month, T-Mobile‘s MetroPCS prepaid mobile brand has expanded its monthly 8 GB plan to include unlimited data, and Sprint Corp. is offering four lines of compressed unlimited data for $100 a month to users who switch carriers.

OMD EMEA and Tubular Labs‘s report, ‘New Video Code of Conduct in Luxury Marketing,’ discovered interesting insight on the way that audiences interact with luxury brands, finding that ‘real’ content (behind the catwalk at a fashion show) rather than premium content or ads, is driving 74% of all luxury video engagements.

YouGov‘s just-released ranking of America’s best-perceived brands conducted 1.2 million interviews with consumers, asking them what they think of some 1,500 brands. Amazon, Netflix, YouTube, Google and Lowe’s rounded out the top five.

According to Reuters, more than 5 million businesses are advertising on Facebook each month.

The IBM Institute for Business Value found that 70 percent of consumers said their branded digital interactions were disappointing.

Digiday’s CUSTOM studio and Forbes interviewed almost 300 brand, agency and publishing professionals about how they access and implement data as a part of their content strategies, and found that while 52% of brands found conversions useful, only 13% of publishers said the same.

Yonkers Honda looked at Google searches and created a graphic illustrating auto trends: The Alfa Romeo brand is on the rise, and in 2016, Smart Car was the most searched for a brand across a number of states. Smart Car leads the way for the search interest in the U.S. in 2016, as the most searched car brand in 13 different states.

What: Data company 4C Insights has released a study analyzing data from various TV and social media networks over the course of the NCAA Division I basketball tournament, revealing that less was more when it came to ad spend.
Why It Matters: Some of the most successful brands ran few ad spots, but saw significant increases in social engagement. Sponsors saw increased lifts on social media as the tournament rounds progressed, revealing the correlation between effective tv advertising and brand lift on social.

Data company 4C Insights tracked the relationship between ad spending and brand lift on social over the course of the NCAA Division I basketball tournament, revealing interesting insight on the correlation between ad spend on TV and social lift.

Over the tournament, Twitter was the most popular social network for fans, as there were over more tha040417_MarchMadnessIII_TIMELINE_DRAFT4 (1)n a million engagements compared to Facebook’s 718,435. 

Over the course of March Madness, 4C Insights analyzed the likelihood a consumer is to engage with a brand on social within two minutes after their March Madness ad aired, known as TV social lift. Looking at the top 20 brands that aired at least 10 spots, Capital One and Geico spent the most ad dollars on more than 160 spots each, but only saw moderate lifts in social engagements and TV social engagement. Acura saw the highest TV social lift, with 1491% lift as a result of
just 37 ad spots. Pizza Hut saw 100k social engagements with only 50 ad spots.

“Throughout March Madness sponsors have been seeing their initiatives pay off with increasing lifts on social media as the rounds progressed. Capital One achieved a 70% lift in social engagement or more from its March Madness TV ads in every round of the tournament,” Bradley Harkrader, 4C’s Senior Manager of Marketing said.

The study also gathered highlights from the championship game, looking at how social engagement on Twitter and Facebook changed during the two minutes after an ad ran on TV. Bud Light had the most successful ad that night even though they spent the least, seeing 24,782% more engagements on social over those two minutes. Coca-Cola, however, spent more on ads to see the least social engagement: 12 ads with more than five minutes of ad time resulted in the least amount of social engagement lift. Volkswagen, Buick, DirecTV and Hardees also saw significant social engagement lift.

Harkrader observed that “a couple brands used the NCAA Championship stage to make big statements,” citing the example of Hardee’s, which announced a new marketing direction focused on its food, and as a result, “the championship spot drove a 1,079% social media brand engagement lift.”

Looking at some of the most popular ads over the tournament, Bud Light’s “Happy Hour with Coworkers” achieved an impressive 24,782% lift in social engagements for the brand.

Join us at PORTADA Mexico!

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

Warner Music Latina and Natcom Global have entered an agreement to collaborate on the production and distribution of online video. Warner Music Latina and its artists will share in the advertising revenue generated by the video on third-party platforms. The content will be regionally focused, with Latin American and US Latin artists, as well as international performers visiting the region.

The Azteca America network announced two new strategic partnerships with digital/TV programmatic and OTT platform providers, Videology and Zype. Azteca is the first Hispanic network to the market using the Ideology platform, and will be able to plan advertising campaigns using Videology’s proprietary software to gain access to Azteca’s inventory and optimize their buying plans programmatically for better targeting.

Sling TV expanded its Spanish-language offering with the addition of Estrella TV, Vme Kids and El Financiero|Bloomberg TV, to “Best of Spanish TV.” Additionally, Sling TV introduced its SHOWTIME premium, marking the first time an OTT service has offered content from the four leading premium networks.

Video streaming startup PhenixP2P announced on Monday that it has closed a $3.5 million Series A round of funding. KB Partners led the round, in which all of the startup’s existing investors also participated. Phenix will use the funding to support the continued development of its streaming platform, and to scale its sales and marketing efforts.

Alibaba Group Holding Ltd said that online video could continue to be the main “influencing factor” in the estimates for the next six quarters, Bernstein’s Bhavtosh Vajpayee said in a report.

Verizon Digital Media Services today announced that it will soon launch the Verizon Media Xperience Studio, a cloud-based content intelligence system (CIS), which will automate and simplify the online video production and distribution pipeline for broadcasters, OTT providers and online video distributors, all while offering timely and accurate performance, revenue and cost insights that are essential to building a profitable OTT business.

ChannelMeter, Inc., the leading online video analytics platform, has unveiled the ChannelMeter Creator and Influencer Management Suite. This new SaaS platform allows multi-channel networks (MCNs), digital media companies, creator networks, agencies, and now brands to automate large portions of their creator operations.

Google has announced more details about its launch of Programmatic Guaranteed, stating that it will provide support for audience lists, and grant media buyers improved targeting capabilities for desired audiences and sponsorships, meaning publishers can sell premium inventory via DFP on a flat-fee sponsorship basis.

Interpublic Group’s Magna announced that it expects global advertising to grow at 3.7% and reach $511 billion this year. Search and social video are expected to grow significantly, MediaPost reports.

Rocket Fuel, a predictive marketing platform, today announced, in partnership with Integral Ad Science, research showing that within a particular set of video impressions, up to 70% labelled as ‘in-stream’ were actually misrepresented as in-banner.

Snapchat is turning its data on location- and theme-based user-generated snaps into a searchable library.

Google has announced a deal with ComScore to provide independent verification that its inventory is brand safe.

Ooyala and the Digital Production Partnership (DPP) launched the industry’s first report analyzing the benefits of adopting Internet Protocol (IP)-based processes and technologies in video production.

LATAM MARKET

Yahoo has redesigned its homepage and updated its Yahoo Finance and Yahoo Sports pages for its Spanish-speaking audiences in the U.S. and Latin America. The new design encourages sharing, adds personalization and gave the site a more modern look.

Google and the Lemann Foundation, an education nonprofit in Brazil, announced an initiative that will send lesson plans directly to the cellphones of Brazilian elementary school teachers.

The Brazilian digital ad market grew significantly in 2016, as digital ad expenditure reached R$11.8bn (£3bn). This is a 26% year-on-year growth, far higher than the expected 12%, according the the most recent report unveiled by IAB Brazil, “Digital Ad Spend 2017”. 

Él Gráfico, Torneos‘s sports site, has joined the publisher co-op Real Premium Audiences Media (RPA Media Place), which already counts Clarín, Infobae, La Nación, Perfil, and Telefe among its members.

Data from Criteo’s “Ecommerce in a Cross Device Era” shows that in 2015, 45% of online retail transactions in Brazil happened after the user had browsed in two devices. 23% of transactions started on smartphones, and 44% of mobile purchases started on desktop. Criteo also reveal that almost 25% of online purchases in Brazil happen via mobile, a 26% growth.

What: Despite the fact that Hispanics have adopted e-commerce at a faster pace than the general market, marketers are struggling to effectively target the demographic on e-commerce platforms and lack effective measurement tools for conversion and attribution.
Why It Matters: Hispanics as a whole represent $1.5 trillion in annual spending power, but few companies have proactively targeted them in the e-commerce realm. As shoppers increasingly head online to make purchases, some in the industry are predicting a “Hispanic targeting renaissance.”

Today there are 55 million Hispanics with $1.5 trillion in annual spending power in the United States. They skew younger than your average demographic (80 percent are Millennials or younger), are digitally savvy and love shopping online after comparing prices and doing their research.

E-commerce in general is picking up steam across the country as people abandon physical stores in favor of the convenience of shopping online. According to a according to a report from the Grocery Manufacturers Association, in 2018, online sales of CPG products will hit $35 billion, up from $8 billion in 2013. And a Univision study found that Hispanics are a driving force in the adoption of online grocery shopping: 50 percent of Hispanic shoppers (and 60 percent of Millennial Hispanics) have bought a grocery item online in the past year, versus 40 percent of the general US market.

Now, marketers must untangle the behavior and preferences of an increasingly diverse demographic, and master the art of attribution and conversion across a purchasing journey that can involve multiple devices on and offline.

Get Ready for a Hispanic E-Commerce Renaissance

Lee Vann, the founder and director of Hispanic marketing agency Capture Group, emphasized that marketers should not be surprised that Hispanics are active on e-commerce sites, “as they tend to be more active across most Internet activities.” The surprising thing is that until now, “few companies have proactively targeted Hispanics via e-commerce, despite a clear opportunity,” Vann said.

Vann suggested that we may be on the brink of a Hispanic e-commerce renaissance, as retailers like Amazon increase their offerings for Hispanics. As the big players throw their hats in the ring, Vann suggested that we should “look to others to follow.”

Few companies have proactively targeted Hispanics via e-commerce, despite a clear opportunity.

Katie Thomas, a Regional Manager at Bush Brothers, asserted that “large retailers are doing a better job of segmenting stores based on demographics (Latino, African American, etc.),” but that “it is one thing to identify these stores but another to actually market different products in these stores to meet consumer’s needs.” According to Thomas, “the retailers that are doing this will win in the marketplace.”

E-Commerce a ‘Double-Edged Sword’ for Attribution and Conversion Models 

Some would assume that the increasing popularity of e-commerce among Hispanics means that marketers should have a wealth of data points from which to collect insight on their preferences and behavior. But Vann warned that “e-commerce can be a double edged sword when it comes to attribution and conversion models.”

Cookies, for example, are one of the most popular tools for tracking consumers’ purchasing journey. However, data has revealed that they are not always effective. According to Nielson OCR Norms, 58 percent of cookie-based measurement is overstated, targeting in cookie-based measurement is only 65 percent effective, and 12 percent of conversions are missed with cookie-based measurement.

Brands shouldn’t be timid to drive consumers to e-commerce sites with cultural relevant and/or in-language advertising.

What’s more, in a world where shoppers often start their journey online and end it offline or on a different device, it’s hard to know whether the people looking at products online are actually buying. Last-click attribution models ignore the fact that many shoppers follow a windy path involving different devices and visits to physical stores before making an online purchase. “Marketers must look across the Omnichannel path to purchase and ensure they capture the impact of the digital channel on sales that may have started online but ended offline,” Vann said.

Marketing strategist and consultant Daniel Villaroel emphasized that in this case, brands must take on the responsibility of experimenting until they get it right: “Optimization is always the responsibility of the brands to maximize sales.  It behooves them to see what works and what doesn’t work.”

He continued: “Brands shouldn’t be timid to drive consumers to e-commerce sites with cultural relevant and/or in-language advertising.” He added that instead of worrying about which language Hispanics are more comfortable speaking, brands should “test, see what works and optimize.”

Brands Struggling to Implement Measurement Tools Effectively 

It isn’t that brands are lacking measurement tools — it’s that they themselves are not confident that they are using them correctly.

Bush Brothers’ Thomas admitted that brands are still grappling with some of the most basic aspects of understanding Hispanic consumer behavior. “Bush uses measurement tools on our key brands but we have not done a good job of utilizing these when it comes to the Hispanic Shopper,” Thomas said.

While location-based data is an effective tool for getting Hispanics inside a physical store, brands need more when it comes to e-commerce since they must put extra effort into understanding what specific products Hispanics want. Thomas elaborated: “Large retailers are doing a better job of segmenting stores based on demographics (Latino, African American, etc.), but it is one thing to identify these stores and another to actually market different products to meet consumer’s needs,” said Thomas.

This turns into a complicated task when one considers that Hispanic shopping patterns vary greatly based on factors like age and assimilation level. According to a recent report from ThinkNow Research, nearly a quarter of Bicultural Hispanics say they would go to another store to purchase their favored brand, while only 18 percent of less acculturated Hispanics said the same. That seven-point difference cannot be ignored when marketers are developing Hispanic e-commerce targeting campaigns.

For some marketers, it may start with accepting what they don’t know. Think Hispanics are more loyal across the board? Think again. The same report by ThinkNow Research found that less acculturated Hispanics — those that have not fully assimilated into American culture —  are no more brand loyal than other segments. Bicultural Hispanics — those who are generally first  or second-generation Americans who identify with both the U.S. culture and their Hispanic heritage — are considered more loyal across several CPG categories.

Targeting: ‘Not Doing Anything is the Primary Issue’

tech.infocustechnologiesOne thing is certain: this is a hugely powerful demographic, and retailers and brands must find a way to capitalize on the fact that Hispanics are making e-commerce a regular feature in their shopping routines.

According to Villarroel, “not doing anything is the primary issue,” and that despite the fact that we are in the age of digital, brands are not delivering “micro-targeted content that’s meaningful,” and “sometimes content is still served up as a one size fits all.” This means that retailers must aid brands in forming an accurate picture of the people visiting their e-commerce sites.

The savviest marketers will make Hispanic e-commerce part of their long term plans and ensure that their products are presented in a culturally relevant way.

Vann added that to connect with this attractive demographic, brands will have to come ready with “Spanish language product information and meta data, culturally relevant imaging and messaging, and proactive marketing to drive sales.”

Brands looking to drive Hispanic e-commerce sales must start with forming a more complete picture of Hispanics, not just as consumers, but as people whose different experiences and cultures give shape to their decisions. “The savviest marketers will make Hispanic e-commerce part of their long term plans and ensure that their products are presented in a culturally relevant way,” Villarroel said.

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Check out our new round up 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.

New research from Food Mix Marketing Communications reveals fifty-eight percent of brand lovers admit to hoarding their all-time favorite food product on hand. Findings prove that three-fourths of brand lovers would go out of their way to get a loved product, as well as pay more money for a loved brand.  Brand lovers are more willing to try brand extensions, and less likely to switch to competitive brands.

According to research by Integral Ad Science, compared to the first half of 2016, video viewability increased from 40% to 58.2%, and the completion rate in view increased from 26.7% to 35.1%.

The 2017 Mobile Consumer Report from Vibes claims that 70% of consumers would have a more positive opinion of a brand if it allowed them to save a loyalty card in their smartphone, over one-third of people are said to store information from brands in a mobile wallet such as Apple Wallet and Android Pay, and 83% of smartphone users also say that receiving surprise rewards, exclusive content and special birthday or anniversary messaging would have a positive impact on their brand loyalty overall.

A report by Fetch found that 31% of users in emerging markets define themselves as mobile-first, compared to 15% in Europe and 18% in North America. Similarly, where 66% of European consumers claim to access social media every hour, this rises to 72% amongst emerging markets.

Foresight Research found that in the most recently completed auto show season (2015 – 2016) nearly 2 out of 3 attendees at auto shows were in the market to purchase in the next year – that was about 4 million households or about 6 million people.  In addition, attendance among actual buyers has increased 57% over 2012.

ComScore’s Mobile Hierarchy of Needs report claims that mobile devices now account for a majority of consumers’ digital minutes, with most of that time spent in apps.

Brand USA‘s new report found that the amount of travelers less likely to visit the US because of the political climate increased from December to February among travelers from every of the 11 countries surveyed but China.

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 this year’s Deloitte Digital Democracy Survey, 83 percent of U.S. consumers will skip an online video ad if they can, and 67 percent say the majority of the mobile ads they see aren’t relevant to them. For generation Z, that number is 72 percent. Generation Z values recommendations from someone in their social media circle more influential than TV ads.

Chinese TV maker TCL Corporation has launched Ffalcon, a internet TV brand, for younger consumers that will make use of Tencent Holdings and Alibaba Group Holding’s content.

Plazamedia has launched suite of services from Comcast Technology Solutions as part of its plans to expand its digital media portfolio. The collaboration will enable management of premium video content.

Comcast may be planning to launch a national video-streaming service, according to reports released last Friday.

In an ongoing commitment to quality and transparency, DashBid, an advertising exchange focused on creating deep connections between brands and consumers, announces the appointment of Robert McNair as Brand Safety Czar.

AMC Networks will launch a commercial-free online video streaming service aimed at millennial TV subscribers, sources claimed last week.

Kantar Millward Brown’s annual AdReaction study claims that social media has higher ‘reach’ than online videos among Generation Z, but that online video advertising has a better ‘brand impact’.

Dudu, Walmart‘s transactional online video service, has released iOS and Android apps that allow users scan a disc’s barcode with their mobile device, authenticating it for conversion to cloud-based copy. Dudu will charge $2 to convert a DVD into a standard-def copy, or a Blu-ray into a 1080p HDX copy. DVD owners can upgrade to HDX for $5 a unit.

Hispanicize Media Group announced today that LatinaMoms.com and Popful.com will join the HMG portfolio of properties and that it has entered into a joint venture to own part of the Hispanic celebrity influencer network Exit 7 as part of HMG’s acquisition strategy to expand its digital reach.

Twitter announced that it will allow brands to buy commercials on its video streams for Periscope.

According to the Advertising Expenditure Forecast by Zenith, for the first time, internet advertising revenues globally will surpass television this year, reaching $205 billion versus television’s $192 billion. Television’s share of ad spend is down from 35.5 percent last year.

LATAM MARKET

Fandango, the digital network for moviegoers, is significantly expanding its presence in Latin America, one of the world’s fastest-growing theatrical film markets. The company announced it is rolling out a new global brand strategy that includes the release of innovative new ticketing destinations at its subsidiaries Ingresso.com in Brazil, acquired  in 2015, and Fandango Latin Americaformerly Cinepapaya, acquired in December last yearin seven key countries in Spanish-speaking Latin America.

According to a report from Zenith, Latin America saw ad spend down 0.5 percent last year, but is expected to make a recovery to 2 percent annually for the next two years.

According to a new release from Movistar Chile, in January 52% of the country’s mobile traffic was used to stream series, films and online video.

What: To investigate shifts in global travel behavior for the most recent quarter, travel audience engagement platform Sojern analyzed search and booking data from October to December 2016. The final report revealed interesting insight about how Latin Americans are planning to spend their Semana Santa vacations, and how US marketers can entice them.
Why It Matters: LATAM travelers are researching and planning very early for a holiday that is tailor-made for families, but there are still last-minute bookings taking place. Travel marketers should address last-minute deals while offering incentives for early bookings, and find ways to offer tangible services and variations on discounts for increasingly budget-conscious travelers.

Semana Santa ‘Tailor-Made’ for LATAM Family Travel 

Traveler audience engagement platform Sojern analyzed trends in April travel among LATAM travelers, revealing valuable insight into shifts in consumer preferences and the effect of current political and economic conditions on people’s ability to travel.

Andres Franklin, Commercial Director for Latin America, Sojern
Andres Franklin, Commercial Director for Latin America, Sojern

In LATAM, the week of Easter, Semana Santa, takes the place of Spring Break for children, and schools close the week that follows Easter Sunday. “Families see it as a ‘must-travel’ time of the year because there is so much time off, so many look to take longer getaways,” said Andres Franklin, Sojern’s Commercial Director for Latin America.

And as employees in the region — especially in Mexico — tend to get less time off than they do in the United States, people are likely to take advantage of the vacation days that this entire week affords them. Some are even taking an additional week off so that they can have a rare, full two-week vacation: The study revealed that April 1, 7, and 8 are the top departure dates in April.

Franklin commented that trip durations searched for Semana Santa also reflect this trend: “43% of those looking for long-haul travel are planning trips of 12 or more days, and nearly a third of short-haul travel is also for 12 or more days,” Franklin said. The study also suggested that while people plan in advance for this holiday, last-minute bookings are still taking place. Marketers would be wise to address those who are making reservations late through last-minute deals.

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LATAM Travelers Budget-Conscious but Seeking New Experiences

While each country in the region has its own idiosyncrasies, they are generally sensitive to prices as exchange rates and their purchasing power does not always favor international power. But currency exchange across the region is at a 10-year high, and “Latin Americans still travel, but they are more budget conscious than before, so variations on a discount resonate a lot better with Latin American travelers than, say, offers of free wifi or additional features,” Franklin explained. “Tangible services, like airport pickup and free breakfast resonate well, too, as does quoting room rates in local currency instead of the US dollar.”

There are also ways to acknowledge the fluctuating economic conditions and turn them into an enticing deal: “If you really want to be smart and hit home with Latin American travelers, you may want to offer, instead of a 20% discount, an offer to ‘pay for it in 2010 currency exchange,” Franklin suggested. While a deal like this is essentially a monetary discount, he assured that it “strikes a different chord” with consumers in Latin America.

Creating short videos that welcome Latin American travelers, especially in Spanish, would be a great way to get your brands in front of new travelers and inspire them to visit your destination.

It is also important to recognize that while LATAM travelers are budget-conscious, they are on the lookout for novel experiences when they travel. “They might scale back on ‘retail therapy,’ but events like a concert, a broadway show, or a major sports game all are still appealing to the Latin American traveler to the US,” Franklin said.

Marketers Should Go Out of Way to Welcome LATAM Travelers 

And it’s not just economic conditions that are shaping LATAM travel decisions. LATAM travelers — especially Mexicans — follow the news in the United States closely, and understandably do not feel particularly welcome in the country. To alleviate LATAM travelers’ worries, marketers should focus on “warm and inviting” messages that are heavy on video. “Creating short videos that welcome Latin American travelers, especially in Spanish, would be a great way to get your brands in front of new travelers and inspire them to visit your destination,” Franklin noted.

Another way to assuage travelers’ worries about how welcome they are in the US is to focus on the type of American experience that LATAM travelers want. “When Latin American travelers come here, they seek that ‘Americana’ that is not accessible in their home countries, with respect to both brands and the experiences,” Franklin said. Marketers that can give LATAM travelers the customer experience that they expect from their trip — full of American culture, food and nostalgia — will be well positioned for success.

Semana Santa a Unique Opportunity to Solidify Relationships with LATAM Travelers

Marketers wondering whether Semana Santa is a good opportunity to attract LATAM travelers should rest assured: it is most likely the busiest time of year for traveling, since many people stay in their countries for Christmas so they can be close to family and friends. Plus, since North Americans escaping the cold tend to drive up prices over the holidays, “Christmas is not a great time for Latin Americans to travel, at least not to beach resorts or most of the USA, where it’s winter,” Franklin said.

And since the North American summer months have no family-centric holidays, Franklin added, “kids are usually enrolled in some form of Summer program or camp, so it is family travel time, whether parents in LATAM want it to be or not!”

What: UM, part of the IPG Mediabrands, launched the results of their annual ‘Wave’ study for the ninth year, revealing interesting data on social media use worldwide and highlighted the importance of captivating consumers’ attention through listening to their emotional needs and understanding micro-moments.
Why It Matters: The ‘Wave9’ study surveyed 52,000 people in 78 countries, and found that in Latin America, social media and digital platforms are increasingly influencing popular opinion, shaping purchasing patterns, and becoming means of self-promotion. The study also revealed significant growth of smart TVs in the region.

UM has released its annual Wave study for the ninth year in a row, this time looking at 60 billion online interactions and surveying 52,000 people in 78 countries. The study seeks to identify opportunities for brands to develop effective messaging for consumers through determining how they are using social media and momentsdigital platform use.

According to the study, consumers’ expectations of brands are higher than ever thanks to the fact that they place a high premium on immediacy in their lives: 85 percent of global respondents say they use instant messaging to be immediately connected with family and friends. Brands that prioritize convenience and bringing consumers immediate solutions like Netflix, Amazon, Spotify and Uber have found success this way. The study also found that consumers’ desire to share content related to brands has grown by 15 percent.

LATAM Users Increasingly Connected to, Influenced by Social Media 

The study found that in Latin America, 51 percent of social media users confirmed that they are influenced by opinions shared online. This number reached 55 percent in Mexico and Colombia.

81 percent of LATAM users primarily use Facebook to stay connected with friends compared to 60 percent worldwide, and 70 percent say that the platform affects their opinions.

But YouTube is catching up: in Chile 51 percent of consumers claimed that it influences their opinion, and 56 percent say that it enriches conversation. 67 percent of Latin American respondents said that to them, YouTube is a new way of watching television.

84 percent of the Latin American social media users spend most of their time actively administering their profiles, and compared to seven years ago, people are 40 percent more likely to consider social media as a space for fun and entertainment, and 30 percent more likely to see them as a page to promote themselves. 59 percent also reported feeling anxiety when they cannot connect to Internet.

Mario Mejía, Comms Strategist Lead at MB LATAM, added that “apart from being fun, social media platforms are sources of content that can generate conversations among friends and differentiated terrain, meaning that they are increasingly important in strategies for connecting with consumers.”

Smart TVs Making their Mark in the Region

67 percent of Latin American users affirmed that they would be happy if they could start watching television primarily through their social media platforms. Among digital users, there is a 51 percent penetration of smart TVs in the region (53 percent in Argentina).

“We knew that online TV was growing, but we were surprised that so many already have a smart TV in their homes,” Mejía said.

‘Why’ Moments Help Brands Understand Why People Share

To better understand why and when people buy and what drives stronger connections between consumers and brands, the Wave study looked at “why” moments. Mejía explained: “We started to connect the information from our study to understand the moments that matter most: moments in family, breakups, the formation new relationships, financial achievements, hobbies — significant moments in different categories. We looked at all of them to understand how they made people share online.”

Wave’s goal was to understand the moments that consumers associate with purchasing and the emotions that drive them. In Latin America, the two emotions associated with purchasing are ‘intrigue’ and ‘happiness.’ The study also found that in moments associated with purchasing, 17 percent of LATAM respondents said that they will spend more time researching products, and 18 percent of them use social media to build their weekly purchases, indicating just how important a role social media plays in Latin American consumers’ daily lives.

“With respect to intrigue, there is a great communications opportunity for brands to use their content to awaken that very emotion in customers. It’s not only an opportunity in the points of contact, but also for the content and messaging that brands are developing. It helps us prioritize and understand our consumers,” Mejía said.