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By Sebastian Yoffe, Managing Director – Latin America, Lotame

Data Collect
By Sebastian Yoffe, Managing Director – Latin America, Lotame

Data is one of the most valuable resources businesses have. The more information you have about your customers, the better you can understand their interests, wants and needs. This enhanced understanding helps you meet and exceed your customers’ expectations and allows you to create messaging and products that appeal to them.

How do you collect this data? One of the most crucial tools for collecting — as well as organizing, analyzing and activating data — is the data management platform, or DMP. Your DMP can help facilitate all these steps and provide you with the tools you need to make the most of your data. There are various data-gathering methods you can use with the help of your DMP. We’ll explore some of the most common data collection methods below.

Primary Data Collection

The term “primary data” refers to data you collect yourself. Primary data is information obtained directly from the source. You will be the first party to use this exact set of data.

When it comes to data businesses collect about their customers, primary data is also typically first-party data. First-party data could include data you gathered from online properties and apps, data in your customer relationship management system (CRM), email marketing campaigns, offline data you collect from your customers through surveys and various other sources.

Because first-party data comes directly from your audience, you can have high confidence in its accuracy, as well as its relevance to your business. However, first-party data presents a narrow view of customers within the boundaries of a particular website or app.

Because first-party data comes directly from your audience, you can have high confidence in its accuracy, as well as its relevance to your business. However, first-party data presents a narrow view of customers within the boundaries of a particular website or app. To meet the needs of marketers who require a panoramic view of customers, you will need to enrich your first-party data with other types of data.

Second-party data has many of the same positive attributes as first-party data. It comes directly from the source, so you can be confident in its accuracy, but it also gives you insights you couldn’t get with your first-party data. Third-party data offers much more scale than any other type of data, which is its primary benefit. But third-party data can also fill in the gaps of knowledge about customer passions, interests, and behaviors.

hird-party data offers much more scale than any other type of data, which is its primary benefit.

Quantitative vs. Qualitative Data

You can divide primary data into two categories: quantitative and qualitative.

Data CollectQuantitative data comes in the form of numbers, quantities and values. It describes things in concrete and easily measurable terms. Examples include the number of customers who bought a given product, the star rating a customer gave a product and the amount of time a visitor spent on your website.

Quantitative data lends itself well to analytics. When you analyze quantitative data, you may uncover insights that can help you better understand your audience. Because this kind of data deals with numbers, it is very objective and has a reputation for reliability.

Qualitative data is descriptive, by contrast. It is less concrete and less easily measurable than quantitative data. This data may contain descriptive phrases and opinions. Examples include an online review a customer writes about a product, an answer to an open-ended survey question about what type of videos a customer likes to watch online and the conversation a customer had with a customer service representative.

Qualitative data helps explain the “why” behind the information quantitative data reveals. For this reason, it is useful for supplementing quantitative data, which will form the foundation of your data strategy.

5-Step Process to Collect Data

There are many techniques for collecting different types of quantitative data, but there’s a fundamental process you’ll typically follow, which consists of the following five steps.

1. Determine What Information You Want to Collect

First, choose what details you want to collect. Decide what topics the information will cover, who you want to collect it from and how much data you need. You may want to collect data about which type of articles are most popular on your website among visitors 18–34 years old. You might also choose to gather information about the average age of all of the customers who bought a product from your company within the last month.

2. Set a Timeframe for Data Collection

Next, you can start planning how you’ll collect your data and establish a timeframe for data collection. You may want to gather some types of data continuously. When it comes to transactional data and website visitor data, for example, you may want to set up a method for tracking that data over the long term. If you’re tracking data for a specific campaign, however, you’ll track it over a defined period. In these instances, you’ll have a schedule for when you’ll start and end your data collection.

3. Determine Your Data Collection Method

At this step, you will choose the data collection method that will make up the core of your data-gathering strategy. Consider the type of information you want to collect, the timeframe over which you’ll obtain it and other aspects you determined.

4. Collect the Data

Once you have finalized your plan, you can implement your data collection strategy and start collecting data. You can store and organize your data in your DMP. Be sure to stick to your plan and check on its progress regularly. It may be useful to create a schedule for when you will check in with how your data collection is proceeding, especially if you are collecting data continuously. Update your plan as conditions change and you get new information.

5. Analyze the Data and Implement Your Findings

Once you’ve collected all your data, it’s time to analyze it and organize your findings. The analysis phase is crucial because it turns raw data into valuable insights that you can use to enhance your marketing strategies, products and business decisions. Once you’ve uncovered the patterns and insights in your data, you can implement the findings to improve your business.

There are various methods of collecting primary, quantitative data. The right one to use depends on your goals and the type of data you’re collecting. Some of the most common types of data collection used today are: surveys, online tracking (e.g., your website or mobile app), transaction data tracking (e.g., ecommerce, in-store point-of-sale system), online marketing analytics, social media monitoring, collecting subscriptions and registration data (e.g., your email list, rewards program), and in-store traffic monitoring.

There are various methods of collecting primary, quantitative data. The right one to use depends on your goals and the type of data you’re collecting

The more relevant, high-quality data you have, the more likely you are to make good choices when it comes to marketing, sales, customer service, product development and many other areas of your business. Some specific uses of customer data include the following: improving your understanding of your audience, identifying areas for improvement, predicting future patterns, and better personalizing your content and messaging.

How are you collecting your data today? Are you using data to drive your business and connect with customers? I would love to learn about your data strategy; please send me a note directly: syoffe@lotame.com

Jordan Gnat, Robin Chhabra, Andy Clerkson, Loida Ruiz….People invest in companies, change positions, get promoted or move to other companies. Portada is here to tell you about it. Check out last week’s Changing Places here.

Jordan Gnat, Robin Chhabra and Andy Clerkson Invest in Futbol Sites

Futbol SitesDigital sports media group Futbol Sites announced that it is joining forces with Jordan Gnat, Robin Chhabra and Andy Clerkson, who together have acquired a significant interest in the Group, as well as appointing Mr. Gnat as Vice-Chairman of Futbol Sites. The terms of the investment were not disclosed.
Federico Grinberg, CEO of Futbol Sites tells Portada that a “key element of the company’s strategy going forward will be to accelerate growth in the U.S., both in the U.S. Hispanic as well as the general market. Futbol sites recently launched a new website catering to the U.S. general market. ”
Grinberg adds that online sports betting has had a significant advance in the United States and Futbol Sites also aims to be a major player in this sector. Jordan Gnat is a Senior Business Executive with over 25 years of leadership experience and over 17 years in the global gaming and media industries. Most recently Jordan was the Group Senior Vice President of The Stars Group, the parent company of PokerStars, FOX Bet, PokerStars
Casino, SkyBetting and Gaming and Oddschecker Group Media. Robin Chhabra is an experienced executive in the online gambling industry and currently serves as the Chief Executive Officer of FOX Bet, a landmark partnership between Flutter Entertainment and FOX Sports in the USA. He was previously on the Executive Committees of The Stars Group, William Hill and Inspired Gaming Group where he focused on strategy, business development and M&A and expanded the global footprint of each of these companies. Andy Clerkson has spent three decades building brands for media, sports betting and gaming companies in the USA, UK and Europe. In 2019, he helped The Stars Group and FOX Sports set up FOX Bet, for whom he is a senior advisor. In 2007 Andy founded influential digital marketing agency Grand Parade, which specialized in sports betting and was acquired by William Hill in 2016.

 

Loida Casares

Loida CasaresLoida Casares has taken on a new role as Account Manager for Houston Public Media and Market Enginuity. She manages an account desk and sells corporate sponsorships for KUHF 88.7 NPR, Channel 8 PBS, digital media and podcasts for Houston Public Media and Market Enginuity. She also sells multi-market campaigns that include any of the other 17 markets that Market Enginuity represents. She will report to Millie Adan-Garza, Director of Sales and Corporate Sponsorships. Casares began her professional career in advertising 27 years ago at the Houston Chronicle. Until recently, Casares worked as a Senior Account Manager at the Houston Chronicle.

Charles Gabriel

Charles Gabriel

WildBrain Spark, the digital media division of WildBrain—one of the world’s largest independent kids’ and family entertainment companies—has appointed Charles Gabriel to the newly created position of Vice President and Head of US Advertising Sales. WildBrain Spark builds brands through the management and creation of preschool and children’s entertainment content on platforms such as YouTube, Amazon Video Direct and ROKU. WildBrain Spark’s branded YouTube network is one of the largest of its kind, featuring more than 260,000 videos for more than 800 kids’ channels in over 30 languages. Every 90 days, one in every three kids worldwide with access to YouTube watches video content on the WildBrain Spark network, which has over 168 million subscribers, and approximately 4 billion views per month.

 

Dick’s Sporting Goods, Joe Biden, AMC Entertainment, Connecticut Tourism, Choice Hotels, Ocean Spray, Chef Merito…. and more Sales Leads.

For prior Sales Leads editions, click here.

  • Dick’s Sporting Goods

Dick’s Sporting Goods, Inc. is  expanding the global footprint by store expansion efforts. To this end, the company announced two types of concept stores —OVERTIME by DICK’S Sporting Goods and DICK’S Sporting Goods Warehouse. This move is in sync with its plans to expand outlet and clearance stores in a bid to offer popular athletic brands at discounted prices. Last year, the company had opened three clearance centers in Utica, MI; Spartanburg, SC; and Racine, WI. The current store openings will bring the total number of outlet and clearance stores to 11 in nine different states. The first concept store type, OVERTIME, will offer a wide range of apparel, footwear and equipment products from well-known brands, including Nike NKE, Adidas ADDYY and Under Armour UAA at up to 75% discount. The company is working on keeping inventory fresh for customers at these stores. It also noted that new markdowns will be added throughout the year. Further, two OVERTIME stores in Connecticut and Maryland will started operating last wednesday, while the one in Pennsylvania will be open from Jun 24. Speaking of the second concept store, the company will open DICK’S Sporting Goods Warehouse at five locations. Customers will be offered upto 90% off on popular footwear and apparel brands. Such warehouses will also come with temporary pop-up-style shopping experience for the next six months. These warehouses are now open in Avon, IN; St. Peters, MO; North Olmstead, OH; South Hills, PA; and Brookfield, WI.

  • Joe Biden

Joe Biden - Ad CampaignJoe Biden is launching a US $15 million ad campaign featuring digital, radio, and print ads in Michigan, Pennsylvania, Wisconsin, Florida, Arizona, and North Carolina. In two different clips, Biden speaks about racial injustice and the middle class. The campaign includes US $1 million in Spanish-language ads in Florida and Arizona.

 

 

  • Choice Hotels

Choice Hotels International has unveiled a new, multichannel national advertising campaign. “Many travelers are looking to reconnect with family and friends, get outdoors and enjoy our nation’s beautiful national parks, rivers, lakes and beaches, and explore other local attractions,” said Patrick Pacious, president and CEO of Choice Hotels. “We also know they are looking for hotel brands they know and trust as they get back on the road, and Choice’s new ad campaign reminds our guests that we’re ready when they are to welcome them with a wide variety of hotel options.” The campaign celebrates the return to travel, featuring unique scenery, landscapes, architecture and other familiar destinations across the U.S., seen from the perspective of travelers on a road trip. The ads, created by Choice’s creative agency-of-record, McKinney, will air across national markets and a range of digital channels. The campaign also will encourage travelers to share their road trip adventures using the hashtag #OnTheRoadAgain across social media. “We know many people are looking to take shorter trips, often closer to home, as they return to travel,” said Robert McDowell, Choice’s chief commercial officer. “Our ads intentionally spotlight drive-to destinations where guests can reconnect with family and friends at one of our nearly 6,000 hotels across the country.”

  • AMC Entertainment

AMCAMC Entertainment, the biggest chain of U.S. movie theaters, will open the bulk of its venues — 450 — on July 15, hoping to grab what remains of the big box-office revenue-producing summer blockbuster film season. A week after that opening, on July 24, AMC’s remaining 150 theaters will open. This will be in time for Walt Disney’s big “Mulan” release (July 24) followed by Warner Bros.’ highly touted summer film “Tenet” a week later (July 31).

  • Ocean Spray

Ocean Spray
Ocean Spray Cranberries, Inc. (PRNewsfoto/Ocean Spray Cranberries, Inc.)

Ocean Spray Cranberries, Inc., the agricultural cooperative owned by more than 700 farmer families, unveiled its newest marketing campaign “Ocean Spray X Nature,” highlighting the brand’s commitment to sustainable processes and regenerative agriculture. Developed with Energy BBDO, the TV spots and accompanying digital creative take a unique spin on the idea of a buzzy fashion collaboration and apply it to farming practices that have existed at Ocean Spray for decades. The creative features elements of nature including bees, soil, sun, and water, which show how Ocean Spray farmers work with each element individually and together to benefit the entire farm’s ecosystem. “Collaborations between brands have become common place and as we looked at our 2020 campaign ahead of our 90th Harvest, we were inspired by the true meaning of collaboration,” said Chris O’Connor, Vice President of Marketing at Ocean Spray. Creative launched across TV and digital starting June 15th, 2020, with a heavy focus around summer and celebrating nature.

 

JOIN PORTADA’S VIRTUAL KNOWLEDGE-SHARING AND NETWORKING PLATFORM: To find out about Portada’s new virtual networking solutions involving the decision makers of the above campaigns and dozens of other brand marketing decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

  • U.S. Army Mid-Atlantic Recruiting Battalion

BRAINBOX Immersive Marketing (BBIM) has partnered with the U.S. Army Mid-Atlantic Recruiting Battalion in support of the Army’s National Hiring Days initiative. BBIM has developed a social media-based quiz for potential Army candidates called ‘Find Your Warrior’ and, based on the individual’s answers, the Army position that best suits them will be calculated. Once users determine their result from the quiz, they will have the ability to share their results with friends on social media. The campaign which continues through the end of National Hiring Days on July 2nd, will direct individuals to visit www.goarmy.com/hiringdays to see if they meet the qualifications, learn about job opportunities and associated hiring incentives, and connect with a recruiter in their area.

  • Connecticut Tourism

The Connecticut Department of Economic and Community Development (DECD) and its Office of Tourism (COT) announced a new US $1.2 million marketing campaign to help reinvigorate revenues for the thousands of tourism businesses across the state impacted by temporary closures driven by the COVID-19 pandemic. This multi-media campaign is begining this week (June 22( and extend through Labor Day. Through a unifying campaign theme, “So Good to See You, Connecticut,” it will encourage both Connecticut residents and likely travelers from nearby states to explore all Connecticut has to offer through fresh eyes. That messaging will be delivered through an integrated array of marketing tactics, including: robust paid social media campaigns across Facebook, Instagram, Snapchat and Pinterest new content on CTvisit.com, the state’s official tourism website, paid search marketing and content seeding programs, a new video series showcasing how tourism businesses have adapted their operations to optimize visitors’ safety as well as enhance their experience a new TV campaign that will run in-state as well as on streaming TV in proximity states beginning in July.

  • Chef Merito

Chef MeritoSensis, an integrated cross-cultural marketing agency, has been selected as agency of record to create a comprehensive marketing campaign for the Chef Merito brand of spices, seasonings, batters, breadings and marinades. Los Angeles-based Chef Merito hired Sensis to drive brand awareness, product trials, and in-store sales among the growing Hispanic market in California. The agency will create a strategic framework for a comprehensive campaign that includes creative development, media planning and buying across all channels, including digital, social media, earned media and content creation.

  • CMI/Compass wins new account in the Pharmaceutical Space

CMI/Compas, a leading media strategy, planning, innovation and buying agency for the nation’s top healthcare companies and part of WPP, announced it has been named consumer and professional agency of record by a new company in the pharmaceutical space. The assignment includes launching the company’s first products, which include a drug with indications in women’s health and in prostate cancer.

By Adam Solomon, Chief Growth Officer, Lotame

Despite rumors to the contrary, marketers, and agencies want and need a connected digital advertising ecosystem. To get there, savvy, growth-oriented publishers and media companies would be wise to embrace first, second, and third-party data. 

First-Party Data Is Superman But Even Superman Needs Help Once in a While 

Connected EcosystemNo one denies the power of first-party data. It has incredible value to publishers and marketers, and for good reason. First-party data was freely given by consumers to the sites and apps they love. I read a regional newspaper regularly and I happily log into my subscription every day. I want them to know who I am and serve me more of the content I’m interested in. First-party data is fantastic.

Like Superman, first-party data has its kryptonite and its scale. Marketers need scale to optimize their ad spend — and their media team’s resources in buying high-quality inventory. In a connected ecosystem, what provides scale for marketers is the ability to add third-party audiences.

You’ve seen the click-bait headlines that “Third-Party Data Is Dead.” It couldn’t be further from the truth for marketers and agencies who rely on these quality data sources to reach more relevant audiences everywhere they are. eMarketer projects digital ad spending in LATAM to continue its growth in 2020, as more consumers turn to digital due to the pandemic. As digital becomes the “channel of choice” for advertisers, they will need more signals, connections, and data points to understand the changing customer’s habits, interests, and behaviors. They’ll need third-party data to fill in those gaps.

Third-party data is the connective tissue everyone needs

Third-party data is the connective tissue everyone needs. If my newspaper wants to enrich its valuable first-party data, it can with third-party attributes and behaviors. Not only would that property learn more about its customers but with the right tools, they’d be able to package and pass those attributes and behaviors to the marketers that want to buy them. Go ahead and land that CPG or Auto brand with your data-driven audiences. Publisher grows revenue by maximizing inventory. The marketer connects with new audiences. Consumers discover products or services they didn’t know they needed.

Not all third-party data is sourced or aggregated equally, however. What I’ve described above is an ideal scenario in which the quality of the data provider has been vetted and verified. It’s not fantasy though. These data enrichment use cases are happening right now, around the world. Reputable third-party data providers like Experian and MasterCard, for example, are transparent about provenance, collection, accuracy, and usage. Which is why marketers and agencies can’t get enough of third-party data to learn more about their customers and create addressable audiences that actually work.

There will always be bad actors, and third-party data is not exempt. But to dismiss the power of third-party data as a whole to marketers and publishers is not only nearsighted, it’s downright blind. And now more than ever, it’s painfully obvious that relying on first-party data alone is not enough for marketers — by the way, it never was enough.

Browsers Are Crashing the Party

Browsers have overstepped and broken customer relationships with cookie blocking. They are effectively crashing a party they weren’t invited to and trying to take over the music and block the door.

Connected EcosystemConsider that worldwide, Safari and Firefox account for approximately 22% of the market share. Thanks to cookie blocking, marketers cannot reach those customers and prospects. Those touchpoints are gone. Further, publishers are losing out on monetization opportunities. Does that seem fair? Marketers and publishers were not part of the conversation about their ecosystem, about their economy, about the free Internet that they support. Safari and Firefox made these decisions to serve their own needs and to disconnect marketers from consumers, although I’m sure they’d be loathe to admit it. At least Google puts on a public face that the industry will be part of a solution, although the jury is out on how much weight or voice they’ll have.

Is it the responsibility of Safari, Firefox, and Chrome to persist in consumer privacy choices? Or rather, is it the right thing for publishers and media companies to protect their users and honor their choices? I suppose you could argue both sides sufficiently, but I believe doing the right thing by consumers is giving them the choice and tools to interact with trusted brands on their own terms.

Consumers win on privacy, right? Remember who pays for the vast majority of free content online. Marketers. If publishers can’t monetize their content and marketers can’t reach their customers, you can expect some of your favorite niche sites and apps to close up shop. You can also look forward to more irrelevant ads as marketers try their best to reach the right audiences but hit and miss more often.

Growing your business and helping your marketing partners succeed requires finding your consumers across many platforms and channels, understanding more about them, and engaging them in smart, respectful dialogue.

Don’t forget, third-party cookies and third-party data are not the same. What cookie blocking accomplishes is making it more challenging for marketers and publishers to connect data in web environments. Isolating your first-party data and refusing to collaborate is a dangerous way forward. As I’ve said previously, “Growing your business and helping your marketing partners succeed requires finding your consumers across many platforms and channels, understanding more about them, and engaging them in smart, respectful dialogue.” In other words, what will lift all boats is a connected ecosystem in which everyone can operate under the same guidelines and rules and identify consumers with translatable IDs while persisting privacy preferences.

Connectedness Is Human Nature 

Connections couldn’t be more important at this point in history. We’re all experiencing a world in which our connections, near and far, are keeping us healthy, sane, and fulfilled as best as possible during the pandemic.

I see the light and it’s not at the end of the tunnel. I see a very near future where marketers, agencies, publishers, and media companies will find new ways to connect with each other, see more about their customers, and have the tools to strengthen those relationships and grow their businesses.

Find new customers, increase customer engagement, and grow revenue with first-, second-, and third-party data.

“Disconnect” as an operating system is canceled. Let’s embrace the joy of connecting in meaningful and relevant ways. Call me optimistic but there’s so much that both sides of the table are missing right now, and Lotame is just the innovator to solve it.

Find new customers, increase customer engagement, and grow revenue with first-, second-, and third-party data. Learn how Lotame Panorama can help you in today’s cookie-challenged web.

Teads, The Global Media Platform, is launching an online content series centered around the many ways online creativity in the ad industry is evolving. Through workshops, insights, fireside chats and case studies, Teads and participants will discuss new creative trends and showcase best practices. Through these activities, happening across the globe, Teads also aims to shed light on the challenges and opportunities faced by the ad industry in the current world context.

Current world crises have brought to light certain dynamics that will be key themes in the content series:

  • The need for further agility and cross-division collaboration in the creative process
  • Landing the appropriate tonality in disruptive times & testing content effectively
  • Access to real-time data and insights to constantly inform and iterate on creative executions
  • The effectiveness of evidence-based approaches to creative development

To illustrate some of the ways in which these new dynamics are being addressed, Teads will also conduct virtual Ateliers with brands and industry reporters. These collaborative, co-creation sessions break down media, marketing and creative silos to make impactful ads for mobile environments.

The COVID pandemic has pressure-tested legacy creative processes and accelerated digital transformation within advertising. We believe some of the forced adaptation will outlast the crisis and hope to explore these themes with our partners during the Month of creativity.- Jonathan Lewis, Global Head of Teads Studio

As part of the Month of Creativity, Teads is also launching its first ever Teads Consumer Health Mobile Creative Awards. The awards recognize the efforts CHC brands are making to optimize their brand messages through mobile publisher environments.  The judges will be looking for creative excellence and effective use of digital functionalities in communicating an CHC brand’s essence, positioning and key sales messages to the target audience(s).

 While civil unrest has hit many U.S. cities, brands response to racism has often been unmindful.
“Brands have nothing real to say about racism’ is the headline of a recent Atlantic Monthly article. Is Corporate America ready to provide messaging that resonates with the consumer? How should brands respond to racism? 7 things to know.

1. Brands Response to Racism that has Resonated with the Consumer: Nike and Ben & Jerry

Nike was among the first brands to pivot its messaging. On May 29, Nike posted a text video in black and white, tracked to somber piano music, on its social-media accounts. “For once, don’t do it,” the 60 second video solicits, invoking the brand’s famous “Just do it” slogan. Later in the video, the command gets only slightly more specific: “Don’t pretend there’s not a problem in America.” Eventually, the “problem” is named as racism.

Ben & JerryIce cream and frozen yogurt company Ben & Jerry issued a corporate statement on its website and on Twitter that’s been widely shared and praised on social media. It begins by saying, “The murder of George Floyd was the result of inhumane police brutality that is perpetuated by a culture of white supremacy.” The statement includes a four-point action plan for eliminating white supremacy in the U.S. and is accompanied by graphics that read, “We must dismantle white supremacy. Silence is NOT an option.” Over the last 10 days hundreds of companies, sports teams, and celebrities followed suit with posts of their own, many of them nearly identical in their vague phrasing and awkward execution. The social media noise and general lack of real commitment made by marketers, prompted Jeffrey Dunn, CEO of Bolthouse Farms, a vertically integrated farm company specializing in refrigerated beverages to write the following in a LinkedIn post: “At Bolthouse Farms, we stand in solidarity with the black community and others who have faced social & racial injustice. To honor this, Bolthouse will be going dark on our social media channels this week to allow more room for thoughtful discussions to occur without the noise and distraction from less important topics. We hope these conversations can help us come together as a community to find long-term solutions for positive change in this country.”

Bolthouse will be going dark on our social media channels this week to allow more room for thoughtful discussions to occur without the noise and distraction from less important topics.

2. Are Companies “Opening their Purses” like Social Media Users Demand?

Social media users are saying “open your purse” to brands and celebrities posting messaging against racism in support of #BlackLivesMatter to demand action, not just words. An example of a company seemingly talking the talk but not walking the walk is L’Oréal Paris who spoke out publicly last Monday in support of the Black Lives Matter movement and received much criticism in the comments of its social post after model Munroe Bergdorf posted about the brand on her Instagram, saying it had dropped her from a 2017 campaign for “speaking out against racism and white supremacy.”

3. Yes, Some Are: P&G, Beauty Brands…

Procter & Gamble announced a new US $5 million contribution to the P&G “Take On Race” fund that will go to support organizations like the NAACP Legal Defense and Education Fund, the YWCA Stand Against Racism and the United Negro College Fund.
In addition, over 60 beauty brands have pledged financial support for organizations including Black Lives Matter, the Minnesota Freedom Fund and the NAACP, according to a growing checklist of brands being compiled by industry watchdog account Estée Laundry. Unilever established a a $100,000 investment fund that will be provided to five activists working toward social change, and many of its brands including Axe, Tazo, Suave, Seventh Generation, Degree and Vaseline have pledged more than $1 million to organizations fighting for racial equality. Luxury makeup brand Glossier and YouTube both pledged $1 million each to related causes.

4. Brands Response to Racism: Donations are Not Enough; This is a Systemic Crisis

Let’s not forget that corporate donations can be more of a symptom of corporate racial injustice than a remedy. There are huge structural issues here. Black and brown Americans are extremely underrepresented in Corporate America; definitely in marketing departments. As Portada has written before, Multicultural and Hispanic Centers of Excellence that don’t have decision making power over budgets, are more of a lip service than a real commitment by corporations to market to the growing multicultural demographic. While thought leaders often claim that corporate diversity drives business benefits, Corporate America has not adjusted; black professionals today hold just 3.2% of executive and senior manager positions and less than 1% of Fortune 500 CEO spots, according to a report from the Center for Talent Innovation called “Being Black in Corporate America.”

Multicultural Centers of Excellence that don’t have decision making power over budgets are more of a lip service than a real commitment by corporations to market to the growing multicultural demographic.

5. Consumers will Vote with Their Wallets …

Consumers can play a crucial role in forcing corporations to really commit to diversity and racial justice. Consumers should increasingly reward companies who really commit to diversity and racial justice by buying their products and services. Shoppers, particularly white middle and upper class consumers, needs to go beyond price and quality purchase considerations and support a diverse and racially free society.

Shoppers, particularly white middle and upper class consumers, needs to go beyond price and quality purchase considerations and support a diverse and racially free society.

Millennials are already giving cause related factors a lot of weight when making purchasing decisions. Lewis Williams, EVP and Chief Creative Officer at Burrell Communications told Adweek. “that younger generations are “holding brands accountable. … They’re telling brands, you have to do more, you have to change the situation.”

6. Brands Who Recognize New Consumer Power will Benefit

Brands need to incorporate diversity and racial justice to their most important company objectives in order to reflect consumer preferences (see point 6 above).  This requires that company leadership and stakeholders first pause to think; L’Oreal USA  did have to pause and listen from members inside and outside its organization to decide both the multi-cultural division’s and larger company’s response, Erica Culpepper, general manager of multi-cultural beauty at L’Oréal USA, told Glossy. “On Friday, we paused all content that was beauty-specific, or around product or influencers, things that might seem trivial in the larger landscape… but elevating social justice as a company is something that is new for us, but part of our longer-term strategy,” she said. Let’s hope so.

7. Brands Response to Racism: MarTech can Help to Connect with the Consumer at Scale

Appropiately leveraged marketing technologies can help brands get closer to consumers in this time of unrest. “Time, Context, and Location are key to a successful marketing campaign. Given the global pandemic, and the current state of the country, every state and city is experiencing different things at different times. It is critical to talk to each audience differently,” says Oz Etzioni, CEO, of Clinch, an AI powered omnichannel personalization technology platform. According to Etzioni, “Personalization is now an essential. Customers increasingly expect ads to be personalized. Not in a creepy way, but in a way that fits with the way they see the world right now. Brands win audiences by creating connections based on empathy and relevance.” According to Etzioni, “70% of companies that use advanced personalization have already earned 200% ROI or more from it.”

Marina Fillipelli, Keith Cartwright, Cris Munoz, Rob Davis Portada is here to tell you about it. Check out last week’s Changing Places here.

Marina Fillipelli, CEO at Orci

Agencia OrciMarina Filippelli has been promoted to CEO at Los Angeles-based agency Orci, succeeding Andrew Orci who has held the position since 2011. He will assume the position of chairman of the board. His parents Hector and Norma Orci founded the agency in 1986. Filippelli was doing double duty at the agency as both Chief Operating Officer and director of client services prior to the promotion. She joined the agency in 2013 after serving as group account director at Heat.  Orci clients include include Stella Artois, Chevron ExtraMile among others.

Rob Davis

Local media-buying specialist Novus Media LLC has launched a new business unit — Novus Next — to focus on geospatial, multichannel media planning and buying.  The new unit is being led by Rob Davis, president local media and Chief Marketing Officer, who joined Novus Media in 2018 after more than 25 years in various leadership roles at Starcom. Novus Media, founded in 1987, originally called Novus Print Media, become ne of the largest print buyers in North America. In recent years, it has added multichannel media to its client solutions. Now, Novus Next has been created as a standalone business unit to focus on the agency’s rapidly growing multichannel discipline.

Keith Cartwright

Keith Cartwright
Keith Cartwright, principal of Cartwright

Creative entrepreneur and agency veteran, Keith Cartwright, a co-founder of SATURDAY MORNING, has launched CARTWRIGHT, a new agency designed to work with brands who want a more direct relationship with agency leadership, and seek a creative product built to stand out in today’s attention crazed economy. CARTWRIGHT is launching with backing from WPP and will work in partnership with global creative network, Grey Group. The new model agency will tap into Grey’s international network of talent and resources to provide fully integrated and curated capabilities to clients around the world. “My goal in structuring our agency this way allows us to maintain the highest level of client interaction and partnership,” says Cartwright, “While giving us the ability to pull unlimited resources and scale globally as needed.”  Among the marketers the start-up is already working with are P&G, Facebook and LVMH Brand Loro Piana.

 

Cris Munoz

Entravision Communications announced the appointment of Chris Munoz to the executive leadership team as the Executive Vice President of National Sales. Mr. Munoz will oversee Entravision’s national spot television, national spot radio, network radio and national digital audio platforms. This appointment is effective as of June 1, 2020. “Chris is an experienced and accomplished executive in the media space and we are pleased to have him join the Entravision team and lead our national sales efforts. He is a proven strategic leader, a passionate advocate for Hispanic media, and possesses extensive client, industry and agency relationships. We look forward to his leadership as we continue to connect advertisers with our dynamic audiences,” said Karl Meyer, Chief Revenue Officer, Entravision.

 

Republican Voters Against Trump, Dollar General, Five Below, Dollar Tree, Family Dollar, E. & J. Gallery Winery… …. and more Sales Leads.

For prior Sales Leads editions, click here.

  • Republican Voters Against Trump

A new project to encourage Republicans to support former Vice President Joe Biden over President Donald Trump has launched a $10 million ad campaign targeting GOP-leaning voters in top swing states. The initiative, called Republican Voters Against Trump, has produced multiple ads featuring disaffected GOP voters who say they are not voting for Trump. Many of these testimonials are recorded on smartphones and include voters who have voted for Republican candidates, some of whom voted for Trump in 2016.
“I voted for Donald Trump in 2016, but I won’t vote for him again,” says Jay, a Pennsylvania voter who recorded one of nearly 100 videos featured on the project’s website. Some of the testimonials will be featured in the ads. The ads will initially target specific voters in the swing states of Michigan, Pennsylvania, Florida, Wisconsin, North Carolina, and Arizona, primarily through digital ads. Some television ads have also been produced and will air in those states. Others involved in the project are Bill Kristol, the former Weekly Standard editor and a prominent Never Trump commentator; and Tim Miller, a one-time adviser to former Florida Gov. Jeb Bush’s 2016 presidential campaign. Their group, Defending Democracy Together, has also backed an initiative called Republicans for the Rule of Law, which has purchased TV and digital ads to push congressional Republicans to seek more information on the Ukraine investigation that led to Trump’s impeachment last year.

  • Discount Retailers: Dollar General, Five Below, Dollar Tree, Family Dollar

At least a dozen major brands have plans to grow their footprints — some by hundreds of stores — this year and into the decade to come. Bisnow/Dees Stribling Stan Johnson Co.’s National Tenant Expansion trend report released last week shows some major brands with ongoing growth strategies over the next one to 10 years are those that fall in staple categories like discount retail, convenience, and arts and crafts.  Dollar The discount retail segment is showing signs of confidence even during recession fears. In just the first quarter, Dollar General opened 250 stores, remodeled 481 locations and relocated 17 units, according to recent company earnings. The retailer plans to open a total of 1,000 stores this year. Dollar General has been lauded for its solid sales and for having a platform poised for growth even after the pandemic ends. Discount retailer Five Below operates 900 stores and plans to eventually reach 2,000 stores .Of those, 150 are expected to open in 2020. Dollar Tree and Family Dollar reportedly each have plans for 300 new stores in the future, while Burlington is expected to grow its footprint by 1,000 locations, with 51 to 54 slated for opening this year.

  • CPG: Maverick Snacks, HighKey, Goodfish

If you’re going to launch new CPG products while people are hunkered down at home, cereals and snacks would be at the top of the list—given the shift in breakfast routines and the desire for comfort foods. So it was for Mavericks Snacks cookies and crackers, HighKey protein cereals, and Goodfish salmon skins. All three debuted in March and April, when most established CPG brands were preoccupied with keeping retailers’ shelves stocked and were less focused on rolling out product innovations. In April, Mavericks Snacks—aimed at “natural born snackers” ages four to 11—made its debut at Whole Foods nationwide. The brand’s attributes include peanut-free, non-GMO ingredients, low sugar and whole grain.

  • E. & J. Gallo Winery

E & J Gallo Winery
E. & J. Gallo Winery Logo (PRNewsFoto/E. & J. Gallo Winery)

UM, the marketing and media agency network of IPG Mediabrands, announced it has been named media Agency of Record for E. & J. Gallo Winery (Gallo), the world’s largest family-owned winery. UM will take on strategy, planning, buying, research, and data and analytics media duties across the U.S. for Gallo’s wine and spirits portfolio, including the #1 selling wine brand, Barefoot Cellars, as well as key brands including Apothic, Dark Horse, La Marca and New Amsterdam Vodka and Gin. “Critical drivers in winning our business were UM’s investments in technology and data,” said Stephanie Gallo, Chief Marketing Officer, Gallo. “We looked for a partner who shares our ambition to accelerate data-driven plans, that will allow our brands to connect with consumers and prospects across all consumer journeys.” Gallo joins several brands that have recently appointed UM media Agency of Record in North America including Shinola®, CVS Health-Aetna, Levi Strauss & Co. and Energizer brands, Armor All® and Rayovac®.

  • Energizer

EnergizerUM also announced it has been named global media Agency of Record for Energizer Holdings, Inc., the world’s leading manufacturer of batteries, portable lighting and automotive care products. UM was first awarded Energizer’s North America media planning and buying duties in February 2019. In late 2019, Energizer appointed UM U.S. media duties for its growing portfolio of brands, including Armor All, the nation’s #1 brand for automotive appearance products, and battery and lights brand, Rayovac. Under its expanded global scope, UM will take on all strategy, planning, buying, research, and data and analytics media duties for Energizer’s entire global portfolio of Batteries, Lights and Auto Care brands.

 

JOIN PORTADA’S VIRTUAL KNOWLEDGE-SHARING AND NETWORKING PLATFORM: To find out about Portada’s new virtual networking solutions involving the decision makers of the above campaigns and dozens of other brand marketing decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

  • Delta Faucet

Delta-FaucetDelta Faucet, a company that delivers stylish faucets, shower heads and other kitchen and bathroom accessories, has selected Kansas City-based Barkley as Delta brand’s lead agency after a competitive review. Barkley’s duties includes media planning and buying, production, public relations, and social content strategy and creation. “Choosing Barkley was a unanimous decision. There were many factors, but the biggest criteria was the chemistry of the team and how each person at Barkley took a strategic view of the big picture and worked together,” stated Susan Fisher, Vice President of Brand Innovation & Growth at Delta Faucet Company.

  • Sony-Universal Postpone Movie Releases to 2021

With no theaters open due to COVID-19, studios have been postponing the debuts of their latest movies. For example, Sony just moved the remaining slate of 2020 movie releases to 2021, and Universal also pushed back the release of Fast & the Furious 9.

  • Costa Cruises

Costa Cruises is launching its new advertising campaign “The Holiday We Miss” online in its six main European markets: Italy, France, Spain, Germany, Austria and Switzerland. The campaign will be a trip down memory lane not only for cruisers, the company said. For the general public, it ties in with Costa’s former “The Holiday You’re Missing” campaign. “Those commercials wittily portrayed the difficulty of readjusting to the daily grind after a vacation on a Costa ship,” Costa said, in a statement. “The new campaign again hinges on the concept of “missing” a holiday, this being more topical than ever at the moment, but develops and adapts the idea, turning it into a message of recovery and optimism for cruising and tourism as a whole, which came to a standstill in March.” “As a major brand in tourism we decided that our new campaign, which is also a communication platform, should be an upbeat message about revival of the industry and that it should be conveyed very positively with the involvement of the Company’s key stakeholders: our guests. It’s a way of sharing those special feelings that they have experienced together with us and that we’re all looking forward to enjoying again,” said Francesco Muglia, vice president of global marketing.

 

Marco Nobili, Michael Zacarias, Jose Sancho…. People change positions, get promoted or move to other companies. Portada is here to tell you about it. Check out last week’s Changing Places here.

 

Marco Nobili

ViacomCBSViacomCBS Networks Americas announced that Marco Nobili was named Senior Vice President of Strategy and Emerging Business. In this newly created role, Nobili will be responsible for driving the emerging strategy for the Americas across its products, platforms, and commercial lines of business. In addition, Nobili will lead the OTT strategy and execution of ViacomCBS Network America’s key streaming properties in the free and paid space—Pluto TV, Noggin and Paramount+, aligned and fully in sync with the global ViacomCBS Networks International strategy. He will also oversee the Business Intelligence areas, including research and analytical functions for all entertainment programming, streaming and data operations. Nobili will report to JC Acosta, President, ViacomCBS Networks Americas and will be based in Mexico City, Mexico.Networks Americas.” Nobili joins ViacomCBS from Netflix, where he was Director of Product Innovation & Originals Launch Strategy in Spain and Latin America. In this capacity, he identified long-term opportunities and oversaw the launch strategy for new content. Prior to joining Netflix, Nobili held several critical positions at Amazon, including Regional Manager for Amazon Prime Video, where he launched and oversaw the market strategy for Prime Video in Mexico and Spanish-speaking Latin America. He also held the position of Marketing and Product Management Lead for Marketplace.

New Marketing VP at Ferrero

Michael ZachariasMichael Zacharias has joined Ferrero USA as vice president, trade marketing and category management.In this new role, Zacharias will lead trade marketing, category management and shopper marketing for Ferrero’s portfolio, which includes Nutella, Kinder, Tic Tac, Ferrero Rocher, Crunch, Baby Ruth and Butterfinger. Zacharias will report to James Klein, Ferrero chief customer officer, Ferrero USA. Zacharias joins Ferrero from American brewing company Anheuser-Busch, where he spent the entirety of his career. Most recently, he served as vice president of sales for the company’s northeast region. In his role, Zacharias was responsible for the full profit and loss center of the Northeast Business Unit, including strategic planning, human resources, sales and marketing, business development and customer satisfaction.

 

And More Changing Places

Jose SanchoDAVID Miami announced the hiring of Jose Sancho as their newest Associate Creative Director, effective May 14. Sancho will soon join DAVID’s Miami office from Madrid where he’ll be teaming with Curtis Caja, an award winning ACD, who was responsible for the Cannes Grand Prix winner “Burning Stores”.One of the most awarded creatives in Spain, Sancho has worked on national and global accounts for brands like Burger King, Renault, Unilever (Cornetto, Magnum, Funny Feet) and Rexona, among others. During his six-year stint at LOLA MullenLowe in Madrid, he was known for award-sweeping campaigns including the ‘Scary Clown’ campaign for Burger King and ‘The Hidden Flag’. He’s been awarded at many major industry festivals including Cannes, D&AD, Clios, The One Show, Andys, Effies, and more.

 

 

 

 

 

 

 

 

 

 

The U.S. government has given tax payers until July 15 to file and pay 2019 income taxes. Major Tax Marketing efforts therefore have been extended for 90 days. We asked John Sandoval, Senior Brand and Latino Marketing Manager at  TurboTax owner Intuit, (and a Portada Council System member) about how he has adapted TurboTax marketing to the new social distancing environment.

Sandoval tells Portada that TurboTax’s biggest priority is maintaining taxpayers informed on how the current landscape can impact their filing situation. “Government economic incentives like the recently passed stimulus also has had an impact on millions of Americans, who may not have all the information available to fully understand how they could benefit or what it means to them.”

John Sandoval, Senior Brand and Latino Marketing Manager at  Intuit
John Sandoval, Senior Brand and Latino Marketing Manager,  Intuit

TurboTax was recently featured in Google-Youtube ads leaderboard as one of the 12 most-watched ads that encouraged consumers to stay at home. These brands adapted their message to help flatten the curve and fight the spread of COVID-19 across the U.S. The 12 ads on the platform’s list have generated more than 32 million views.  The English-language ads were created by Wieden & Kennedy and media was planned and bought by both Camelot and Wieden and Kennedy.

Latest Tax-Marketing Initiative: Stay Home PSA Ads

Sandoval feels proud of this communication initiative and particularly about the fact that it was aired and communicated in Spanish supporting Turbo Tax multicultural marketing initiatives (see ad below).

Sandoval adds that wile he has “seen some great companies run ads addressing the current situation on English-language TV, many of them have not complemented their efforts in Spanish-language TV.” “Our efforts speak to our commitment to the Latino consumer segment. In addition, we have a robust content strategy that provides in-language relevant information to all Spanish speaking customers, so they are up to date with all recent tax changes.” “Knowing that our consumers are doing so many things for the first time at home due to the current environment, we wanted to empower the community that “doing taxes” could be one of them.”

New Approach to Day-To-Day Tax Marketing

Sandoval tells Portada that his approach to day-to-day marketing has changed over the last few months. “What we have learned during the current health crisis is that consumers expect brands to tap into their humanitarian side and give back to consumers in this unprecedented time. It has been very uplifting to see companies like Zoom donating video communication services to schools so that children can continue learning; or Gap pivoting its resources so that their factories can focus on producing surgical masks as opposed to clothes; or Anheuser-Busch making hand sanitizer alongside their beer.”

What we have learned during the current health crisis is that consumers expect brands to tap into their humanitarian side.

Messaging in Times of Social Distancing…

“Our messaging has always been connected to offering the ability to file at your convenience, while leveraging the expertise of our credentialed bilingual CPA’s and Enrolled Agents to file with confidence. During social distancing, this message has become more relevant than ever before. Many consumers will have to file their own taxes this year for the first time ever, and others will still need the support and guidance of tax experts, ” Sandoval asserts.

It has been very uplifting to see companies like Zoom donating video communication services to schools; or Gap pivoting its resources so that their factories can focus on producing surgical masks as opposed to clothes; or Anheuser-Busch making hand sanitizer alongside their beer.

with Changing Patterns in Media Consumption.

“Media consumption is also shifting given the change in consumers’ daily routines, cancellation of live events, and greater need than ever before to stay connected to one another”, Sandoval claims.At Intuit, we are constantly evaluating the different channels we use to communicate with consumers. Having real-time data allows us to be nimble and adjust our strategy and message to ensure we are being a valuable partner and a resource to all Americans, while being sensitive to the current situation we are all living. For example, with many Americans turning to linear TV news more frequently and for longer duration to stay abreast of the constant changing environment we’ve made sure our properties flex to meet our customers where they are.

With many Americans turning to linear TV news more frequently and for longer duration to stay abreast of the constant changing environment we’ve made sure our properties flex to meet our customers where they are.

Feature Image: Photo by Serpstat from Pexels

Ulta Beauty, Coca Cola’s New Social Campaign, Duracell, Budweiser…. and more Sales Leads.

For prior Sales Leads editions, click here.

  • Ulta Beauty

Ulta Beauty

Ulta, announced its partnership with Refinery29 to sponsor the site’s new R29Somos channel for the next year. English-language content on R29Somos will focus on Latinx visibility across culture, entertainment, beauty, and lifestyle. Ulta will be providing a range of editorial and video features for the site, including a spotlight of Gen-Z Latinx women, content on Afro-Latina hair culture and a Latinx beauty photo series. It will also be creating a four-episode video series called “Beauty Out There” about global beauty subcultures. Some content will drive to commerce on Ulta’s site. Some examples of the products highlighted in the first wave of content include Au Naturale’s powder blush in Champagne, Morphe’s James Charles palette and Tarte’s Face Tape in 60N Mahogany.According to a 2015 study by Nielsen, Hispanic consumers make up 16% of total beauty sales in the U.S.  Ulta Beauty has adopted additional marketing strategies to engage with Latinx consumers, including advertising in Spanish through partners like Telmundo, as well as partnering with media company mitú and Popsugar Latina in 2019.

  • Duracell

DuracellMediaCom has been named battery maker Duracell’s global media agency of record in 32 markets including the US, UK and China, effective July 1, 2020. Duties include media buying and planning. Some but not all of the accounts are shifting from incumbent Starcom, part of Publicis Groupe.  The brand spent $50 million on measured media in the U.S. last year, according to Kantar. Global spending figures were not immediately available.

  • TurboTax

TurboTax’s parent company Intuit, which also markets the accounting software QuickBooks, increased its total sales and marketing budget, shelling out US $593 million in the quarter ended January 31 compared to US $548 million in the same period last year — an 8% increase.  John Sandoval, Senior Brand and Latino Marketing Manager at TurboTax-Intuit, tells Portada that “tax season has been extended an additional 90 days due to COVID-19, which is something we have not experienced in the past,”, read our interview with Sandoval and understand  how he is adapting his marketing to the current environment of social distancing.

  • Coca-Cola’s 30-second ad and new social campaign

Coca Cola saluted America’s heroes – both military service members and healthcare workers on the front lines of the coronavirus pandemic – during the Memorial Day weekend broadcast of the Coca-Cola 600 NASCAR race in Charlotte, N.C. The brand aired a new 30-second ad titled “For Everyone” during the May 24 telecast. Jaideep Kibe, VP for the Coca-Cola trademark in North America, said the creative “showcases the optimism and togetherness that are hallmarks of our brand at a time when Americans need positivity the most, and honors the countless acts of selflessness, kindness and courage demonstrated by millions across the country.” “For Everyone” is a localized, English-language version of a Spanish-language spot (“Por Todos”) from Mercado McCann in Argentina Coke released this month in Latin America and Spain. KO:OP, Coca-Cola North America’s in-house creative agency, managed the edit.The ad premiered Sunday May 17 during NASCAR’s spectator-free return at Darlington Raceway, ending Coke’s seven-week hiatus from the airwaves, and aired again on Thursday May 21 during the Darlington 500 ahead of this weekend’s race.

#WeLoveThisPlace
Coca Cola’s New Social Campaign

Coca-Cola is also launching #WeLoveThisPlace, a new social campaign encouraging Americans to support their favorite local restaurants. FOX is integrating campaign messaging its NASCAR coverage, inviting viewers to share which restaurants they love and miss the most using the #WeLoveThisPlace hashtag and tagging @cocacola.With the majority of the world sheltering at home, Coca-Cola is redirecting media spending to where it can be most effective, driving messages through digital channels and supporting the growth of e-commerce.

 

JOIN PORTADA’S VIRTUAL KNOWLEDGE-SHARING AND NETWORKING PLATFORM: To find out about Portada’s new virtual networking solutions targeting the decision makers of the above campaigns, please contact Sales Director David Karp at David@portada-online.com.

 

  • Revlon


Revlon and its global media agency Initiative have parted ways about two years after the IPG shop won the business after a formal review, Mediapost reports.  In the U.S., the cosmetics company spent about US $30 million on measured media last year, according to Kantar. Initiative confirmed the split in a brief statement: “A few weeks ago, we ended our global relationship with Revlon. We wish them every success in the future.” Revlon also created The Red House, an in-house ad agency in 2018, where it shifted creative duties that previously had been handled by Grey. It’s not clear if Revlon is bringing media in-house or looking for another agency or both.

  • Budweiser

Budweiser has brought on Allison+Partners as its US PR agency of record following a competitive pitch that took place virtually this month. Duties include integrated communications planning and PR support for brand initiatives, product launches and sponsorships. Budweiser handles social media in-house. Budweiser’s previous consumer agencies have included Weber Shandwick, which continues to work on many other Anheuser-Busch brands. “Budweiser is more sure of what it stands for than ever before: authenticity, progress, and community,” said Monica Rustgi, vice president of marketing for Budweiser. “Our standards as a brand are as central as the people that work behind it. As we look towards making a new generation of drinkers fall in love with Budweiser in the way generations before have, we knew we needed to also have partners who withhold the same values and culture as us.”

 

 

In an exclusive interview Cynthia Hudson, SVP and managing director of CNN en Español and Hispanic strategy at CNN, explains how COVID-19 has moved her company to build new offerings in tune with audiences new content needs as well as to optimize content delivery across different screens.

In Q1 2020 CNN en Español’s linear TV audiences have seen triple digit growth rates compared to Q3 2019. The growth has been buoyed up because last March CNN en Español was included in the basic DirecTV package, which helped boost the channel’s overall audience to 22 million households. April 2020, was CNN en Español’s third highest month on record in terms of linear TV viewership by the 25-54 year old demographic.

Hudson tells Portada that CNN en Español’s audience is growing at a very high rate, particularly in digital channels including video and podcast. April 2020 surpassed March 2020 as the biggest month on record in terms of unique visitors at https://cnnespanol.cnn.com, with 50 million unique users and 123% year on year growth, and 123 million video starts (130% year on year growth).

Advertiser Response

The high growth rate of  digital audiences has enabled CNN en Español to substantially increase its programmatic advertising sales, particularly for video. “Advertising in video-programmatic has been three times higher year-to-date, compared to the same period last year,” Hudson asserts. “Our podcasts are sold out until July,” she adds. Regarding overall advertiser response in the current COVID-19 health crisis, Hudson notes that “advertisers are interested in finding ways to reach people with different messaging. They are conscientious about what the consumer really needs. Right now the consumer needs to know that he is not alone.”

Advertising in video-programmatic has been three times higher year-to-date, compared to the same period last year.

At least part of CNN en Español’s audience increase can be attributed to the high credibility of CNN en Español’s information. Hudson emphasizes that it is precisely in times of crisis that audiences crave for “real news, facts and reliable sources.”

Content: Everything Changed …

“COVID-19 changed everything. We are trying to address the new questions: News that impact your life, your CNN en espanolfuture and your family,”Hudson notes. “We are finding we need to grow where the people are and are developing new ways to engage with the audience,” Hudson says. As one example she cites the podcast “COVID19 con el doctor Helmer Huerta”, which has had an audience of more than 1 million listeners. To reinforce its connection with its audience CNN en Español recently activated the “Aquí estamos Campaign.” The campaign stresses that in times of uncertainty, the facts reported by CNN provide clarity and comfort. The campaign is being promoted internally at CNN as well as through CNN en espanol’s digital and linear TV channels.
A new podcast analysing Latino issues and voting trends for the 2020 November election is in the offing. Called “Voto Latino” it will be led by journalist Juan Carlos Lopez. According to Hudson the podcast will address topics such as where Latino politics is going to and what is happening with the political season. “It’s important to take into account that however we manage politics in this country, it reverberates across the world,” she notes.

COVID-19 changed everything. We are trying to address the new questions: News that impact your life, your future and your family.

…including Content Delivery

CNN en Español has been implementing a strategy of delivering content on specific topic areas over linear TV and digital vehicles (desktop, ipad, mobile phones etc.). These include anchor Xabier Serbia led programming on business/finance as well as “Vive la Salud”, a health and well-being show aired every Thursday after CNN’s global town hall. Some segments are specifically built for digital and are broadcast via the Facebook live platform.

Regarding 2021 programming, Hudson notes that the lessons learned during this process are going to continue in 2021. Hudson, who oversees all aspects of CNN’s Spanish-language media businesses, including newsgathering, and editorial content, plans a three pronged evolution of programming. First supporting the ongoing evolution of content delivery across different platforms. Second several documentaries and new series will air next year. Finally, CNN en Español is going to continue to build out content from its bureaus including its offices in Mexico and Argentina (e.g. CNN Primera Manana con Nacho Giron and all news format from CNN’s Argentina office.).

COVID-19 is already having a huge impact on marketing, advertising and media.  How are advertisers reacting to COVID-19? How will different media types ad revenues be impacted by the coronavirus health crisis? Portada got insights from brand and media agencies of the Portada Council System in order to gain some clarity. The answers to 7 crucial questions.

1. How are advertisers reacting to COVID-19?

“In this period, we know that consumers focus on basic needs and expect brands to supply and deliver them reliably. Consumers don’t want brands to stop advertising, but it must not be exploitative or insensitive,” Joseph Kiwanuka, Senior Manager, Cross-Cultural Connections, at UM tells Portada.  A CPG brand marketer in the Portada network says that since the start of the coronavirus crisis, “marketing practices have remained consistent, one insight consistently being practiced is empathy. Messaging reinforces reassurance and value,” he adds.

2. How are brand marketers adjusting marketing expenditures?

Some corporations are freezing or postponing their plans  (e.g. Turbotax as the tax deadline has been postponed to July 15). UM’s Kiwanuka notes that,some of our clients are being tasked with pausing media campaigns and/or turning back media dollars to their corporations to help alleviate the impact to sales. Many matters regarding media budgets are still up in the air and it is still unclear as to the direction that media budgeting for the rest of the year will go. We are taking things a day at a time.”

Many matters regarding media budgets are still up in the air and it is still unclear as to the direction that media budgeting for the rest of the year will go.

3. How are different ad-categories being impacted?

The impact on business and marketing activity will vary across industries, depending on how much demand How are Advertisers Reacting to COVID-19?and investment will be delayed as opposed to destroyed during this crisis. MAGNA, a centralized IPG Mediabrands resource that develops intelligence,  expects the impact to be severe for the travel, restaurant, and the theatrical movie industry, significant for retail (check out Macy’s announcement to furlough 130,000 employees), finance and automotive, moderate for packaged food, drinks, personal care, insurance and pharma, and potentially positive for e-commerce and home entertainment. While the overall impact of the coronavirus on advertising will undoubtedly be negative (more details below), some sectors are actually starting to profit from the increased demand of families for home entertainment.  “We are in a unique position during this crisis since we are the market leader in providing families online education at home. Day to day efforts include accelerating campaigns/creative to be in market sooner and even revising some original copy to align with current events,” a brand marketer in the online education sector tells Portada.

We’re in a unique position during this crisis since we’re the market leader in providing families online education at home. Day to day efforts include accelerating campaigns/creative to be in market sooner.

4. Advertiser COVID-19 Reaction

MAGNA released its revised March 2020 Ad Forecast last Friday and expects all-media full year ad sales to decrease by -2.8% this year as the spending cut from most industry verticals will be mitigated by the incremental political spend ($4.9 billion, up +26% vs 2016), and a V-shaped rebound in the second half (Magna). It remains to be seen if this forecast is realistic, as there is a significant downside risk (see question 7 below).

5. Which media types will be particularly hard hit?

How are Advertisers Reacting to COVID-19?Linear ad sales will suffer the most.  MAGNA released its revised March 2020 Ad Forecast last Friday and it expects media suppliers’ total linear (National and Local TV, Radio, Print and OOH) ad sales to decline by -12% (-20% in the first half, -2.5% in the second half). The decline forecasted by MAGNA would be larger were it not for the political advertising revenues (2020 elections) to be obtained by linear TV, radio and print outlets later this year. Media vendors’ linear ad sales will shrink by -12% (incl. political) this year compared to approx. -4% per year in recent years. The decrease in advertising sales will reach -13% for national TV, -12% for OOH, -25% for print and -14% for radio. The outlook will be slightly more positive for broadcasters and publishers when including digital ad sales. Local TV’s non-political ad sales will also decline massively but political spending (almost US $5 billion, +26% vs 2016) will stabilize full year revenues (+1%).
The sharp decline in ad dollars is not necessarily a reflection of lower linear media usage in the last few weeks. In fact, the opposite is true: for instance in the multicultural space, Spanish-language news viewing increased as much as 50 percent last week among Hispanic adults 18-34 compared to the week prior and 123 percent versus last year. Hispanics over the age of 50 are already heavy news consumers, but their viewing has increased as well (29 and 46 percent, respectively). In addition, for the week of 3/16 -3/22 linear TV usage had as much as 182 percent increase among Asian American teens, compared to the same day the prior week.

The other major loser is experiential marketing as mass gatherings are out of the picture in the next few months. One brand marketer interviewed by Portada who wanted to remain anonymous told us that  “investment is mantained in all channels except experiential.”

Investment is mantained in all channels except experiential.

6. Digital Advertising: More Resilient

How are Advertisers Reacting to COVID-19?At this stage, the total market decline anticipated (-3% or -$6.2bn vs 2019) remains less severe than the decline experienced in 2008-2009 (-20% or -$33bn vs 2007), mostly because of the weight and resilience of digital advertising today. Magna expects digital advertising to be more resilient at +4% (-2% in the first half, +10% in the second half). Digital media ad sales will grow by +4% this year and re-accelerate to +7% next year. Search will slow down to +4.5% growth while social and digital video (including Connected TV) will continue to grow by high-single digits. 

It has to be said that at least in the short term digital advertising, see above  -2% in the first half of 2020,  will be negatively impacted. Third party revenue generating platforms have begun altering their payment processes. Altice-owned Teads and ad tech company GumGum Inc have sought changes to their payment arrangements with publishers, with Teads invoking force majeure on contractual arrangements and GumGum proposing extended payment terms.

Search will slow down to +4.5% while social and digital video (including Connected TV) will continue to grow by high-single digits.

7. Is the advertising forecast realistic? “V” vs “U” shaped recovery

According to Magna, “at this stage, both the macro-economic outlook and the corresponding advertising forecast present a high degree of uncertainty and significant downside risk for 2020. The key question is how long the social distancing imposed demand shutdown will be. The U.S. economy has never been through a period like this in modern economic times. Right now, governments are substantially repressing economic demand through social distancing rules.

Right now, governments are substantially repressing economic demand through social distancing rules. The key question is how long the social distancing imposed demand shutdown will be.

While in Europe substantial efforts are being made to make sure  that companies don’t go bust and employees don’t lose their jobs, that is not true for the U.S. despite the recently signed U.S. 2 trillion fiscal plan. This will become even more of an issue should the shutdown be expanded beyond April 30. Should the social shutdown be expanded to the late spring and summer, the economic and advertising recovery will be U shaped rather than V shaped. Therefore, the 2020 decline in advertising will be larger than the one in the Magna forecast.

Once the virus  is under control the economy needs to be available to hit the ground running and that means that most employees need to remain employed to keep processes and know-how at their companies.
Another caveat poised by analysts is about the quality of the data regarding economic activity (and advertising demand). Most economic data is based on surveys. Are consumers and businesses going to be filling out surveys in this environment? Will data be reflecting accurate information or meaningless noise?

 

Fox Buys Streaming Service Tubi for US$440 M, Diageo Names PHD Global Media AOR & More Sales Leads

For prior Sales Leads editions, click here.

  • Fox Buys Streaming Service Tubi 

Fox BuysFox buys streaming service Tubi with a focus on bringing sports and news to subscribers, not original content. Fox Corp. has agreed to buy Free Ad-Supported Streaming Service Tubi  for about US$440 million in cash. FOX said it plans to continue to run Tubi as an independent service anchored by its consumer offering of licensed entertainment content. Tubi Founder and CEO Farhad Massoudi will continue to head Tubi. FOX, which expects to close the Tubi transaction before June 30, 2020, will finance the Tubi acquisition principally with the net proceeds from the completed sale of its stake in Roku Inc. Tubi, which is currently available on more than 25 digital platforms in the United States, features over 20,000 titles and 56,000 hours of film and episodic television programming from over 250 content partners, including many of the major studios. Fox , which is separate from 21st Century Fox (the part of the company Disney acquired in 2019 for $73 billion), doesn’t have its own popular streaming platform.The move brings more than 20,000 movies and shows to the platform. The acquisition of Tubi underscores the company’s “long-term strategic initiatives to broaden and enhance FOX’s direct-to-consumer digital reach and engagement,” the company said.“Tubi will immediately expand our direct-to-consumer audience and capabilities and will provide our advertising partners with more opportunities to reach audiences at scale,” Executive Chairman and CEO of FOX Corporation Lachlan Murdoch said.

  • Diageo 

Diageo, one of the world’s largest producers of spirits and beers, has appointed PHD (with support from parent Omnicom Media Group) as its´ global media AOR following a formal review that began last summer. According to a brand statement, the appointment encompasses both planning and buying and draws on top talent and leadership from across Omnicom Media Group. Diageo spent over US$2 billion on marketing its fiscal year 2019, according to its most recent annual report. 

  • Domino’s®

Domino’s, one of  the largest pizza company in the world based on global retail sales, and its franchisees are working hard to serve local communities and provide reliable, hot pizza to everyone looking for a meal. Staffing is critical at times like this. Open store positions generally include delivery experts, pizza makers, customer service representatives, managers and assistant managers. Domino’s U.S supply chain centers are also hiring Class A CDL drivers.“Our corporate and franchise stores want to make sure they’re not only feeding people, but also providing opportunity to those looking for work at this time, especially those in the heavily-impacted restaurant industry,” said Richard Allison, Domino’s chief executive officer.Those who are interested in applying for a position should visit jobs.dominos.com.As always, for ordering, customers can either use the website (dominos.com); Domino’s ordering apps for iPad®, iPhone® and Android; or Domino’s AnyWare ordering through Google Home, Alexa, Slack, and Facebook Messenger.

  • Marriott

Marriott International Inc., the world’s largest hotel company with nearly 1.4 million rooms worldwide, said it is starting to furlough what it expects will be tens of thousands of employees as it ramps up hotel closings across the globe.The company MAR, +4.68% began shutting down some of its managed properties last week, a Marriott spokeswoman said. The employees at these properties won’t be paid while on furlough, but the bulk will continue to receive health-care benefits that are ultimately paid by the hotel owner, she added, which for the vast majority of the brand’s properties isn’t Marriott. Marriott is also trimming staff through furloughs at properties that are still operating.Shares of Marriott were down nearly 13% late Tuesday.The staff reductions include everyone from general managers to housekeepers. The Marriott spokeswoman said there has been no layoffs or furloughs at the corporate level but those are “under discussion.”Marriott said it expected to bring back as many of the furloughed employees as possible when the novel coronavirus is contained and business returns. In the U.S., about 130,000 employees are on the Marriott payroll, the company said.

  • Darden

The coronavirus outbreak is hitting the casual dining segment particularly hard, as evidenced by Darden Restaurants‘ Q3 2020 earnings call, Restaurant Dive reports. In response to these sales trends, Darden has halted new construction, suspended quarterly dividends, reduced capital spending and withdrawn its financial guidance for 2020. CEO Gene Lee is also waiving his salary.Darden’s shares fell 59.6%, marking the steepest drop among these companies.As the country’s largest casual dining company, how this company performs during the pandemic is likely how the entire casual dining segment will go.Casual dining faces a unique challenge in that a majority of its business is dine-in, which is a challenging model to maintain as Americans are given a social distancing directive to slow the spread of the virus.Darden has added a limited carryout menu and is offering limited or no-contact curbside pickup. In states where dining is still available, the company is “practicing social distancing in our seating configurations.” Darden has been reluctant to partner with third-party delivery companies because of profit dilution and lack of customer connection, The Wall Street Journal reports. Prior to the outbreak, Darden’s off-premise business was growing about 20% versus last year. That number should continue to increase as the company changes its operating model to survive.

  • QUIBI, HBO MAX AND PEACOCK

Quibi, HBO Max and Peacock, new OTTs soon to launch, confirmed that they will keep the originally stipulated release dates despite the impacts that Covid-19 (Coronavirus) is making on the industry globally, NextTVLatAm has reported. A Quibi spokesperson said that ‘our plans for the app launch have not changed’, and confirmed that the Quibi app will launch on April 6th. The website also reports an individual familiar with WarnerMedia’s plans for HBO Max, who said that ‘all systems are still go to launch in late May’. The source said the company is adjusting to how ‘we do that effectively’, and that the plan could potentially shift based on future events. Apart from that, although did not give details about their plan for Peacock, NBCUniversal’s OTT is set to launch April 15th.HBO Max reported last year during an event in the US that will focus on the OTT expansion in that country,  initially prioritizing Latin America and Europe. In the case of Peacock, once launched in the US for Comcast Xfinity TV customers, it will arrive on July 15th in the rest of the country. Quibi  has confirmed its launch in the US for April 6th, without giving details of an expansion to other regions.

Dear Members of the Portada Community,

We hope this message finds you healthy and safe. We know that the coronavirus crisis is bringing up many until very recently unthinkable challenges for the marketing community.  We deeply appreciate the relationships we have built, and we understand this is also a difficult time for your brands and businesses. We want to tell you that we are here to help. Please, let us know if you have any inquiries or if there is anything we can do for you at this time.

Over the next weeks we will be closely monitoring the situation and are looking forward to soon continue providing you:

  • Year-round participation in 24 virtual and in-person brand decision maker workshops belonging to 6 different units of the Portada Council System.
  • More than 800 1:1 meetings with pre-screened brand marketers annually.
  • Thought-leadership opportunities on topics chosen by brand marketers based on their needs.
  • Best-in-class digital marketing solutions through Portada media.


Throughout these challenging times, we will also continue providing marketing information, insights, and industry updates you rely on to drive your business forward on our website www.portada-online.com and mercadotecnia.portada-online.com.

Stay safe! We look forward to seeing you in the near future once the coronavirus is behind us.

Your Portada Team

Molson Coors´Sol Chelada Limón y Sal, “Less Talk, More Drive” by Acura & More Sales Leads

For prior Sales Leads editions, click here.

  • Molson Coors´Sol Chelada     

 

Molson Coors´Sol

Molson Coors´Sol, the beer named after the sun, released Sol Chelada Limón y Sal in the United States. Currently Mexico’s number-one lime and salt-flavored chelada, Sol Chelada Limón y Sal combines Sol’s signature lager with lime flavor and salt in 24-oz single cans, making for a key addition to Sol’s portfolio as the demand for classic Mexican chelada mixes continues to grow in the U.S.Sol Chelada Limón y Sal joins the original Sol Chelada and Sol lager to round out the brand’s portfolio in the U.S. Sol Chelada Limón y Sal is now available at select cities across the U.S. and will be supported with a new campaign that highlights the expanding Sol Chelada family, in addition to Limón y Sal itself. The new campaign will include :15 video spots that consumers will see across digital channels. Additionally, the brand plans to bring attention and awareness to Sol Chelada Limón y Sal through a series of PR and influencer-focused programs this year.

 

 

  • Acura 

ESPN basketball analyst Jay Williams and comedian Seaton Smith begin hosting the Acura Less Talk Sports Network during March college basketball match-ups. Williams and Smith will use as few words as possible to comment on the brackets, biggest upsets and game highlights surrounding March basketball with their “Less Talk” pre- and postgame analysis. The Acura Less Talk Sports Network will air through the April 2nd March college basketball finals. The campaign will be featured on top sports sites such as ESPN and Turner Sports, as well as across social media platforms. For the first time, Acura will update creative in real-time within the brand’s homepage takeovers on ESPN, based on live outcomes. On social media, the campaign will span Facebook, Instagram, Reddit, and GIPHY, with a focus on real-time game reactions. In addition, fans and viewers also will be able to share the GIFs and memes featuring Williams’ reactions with friends, based on basketball match-ups and outcomes.  Acura’s “Less Talk, More Drive” marketing campaign lets Acura vehicles do the talking. Most recently, Acura’s “Beat That” the game extension of Acura’s brand campaign has garnered 134,395 plays in 164 countries since it debuted last month.

https://www.youtube.com/watch?v=xPWyWXUkZtY

  • Suncoast Credit Union

Suncoast Credit Union, one of the largest credit union in Tampa Bay, has opened its 70th branch, which features bilingual employees and materials.The new branch, called Galleria Service Center, is located at 4340 W. Hillsborough Ave., Suite 704. The bank’s entire staff is bilingual, speaking English and Spanish fluently, and all marketing materials are in both languages as the location is in the heart of the Hispanic community, the credit union said in a release.This branch is part of larger growth plans for Suncoast. Last December, it acquired Apollo Bank for an undisclosed amount and in 2018, the bank expanded into East Tampa.Suncoast Credit Union is Tampa Bay’s largest credit union with US$10.32 billion in assets, according to Tampa Bay Business Journal research. 

 

JOIN PORTADA’S KNOWLEDGE-SHARING AND NETWORKING PLATFORM: To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Director Leslie Zambrano at Leslie@portada-online.com.

  • Orangina 

Ventures Food and Beverage, a brand accelerator group within Pepsi Bottling Ventures, announces the licensing acquisition and reintroduction of Orangina Sparkling Citrus Beverage. Beginning early 2020, consumers across the United States and Canada will be able to enjoy this nostalgic beverage, originally launched in 1936.The signature textured glass bottle is also returning. Orangina consumers will benefit from Ventures Food and Beverage’s extensive roster of partners throughout the United States and Canada. Starting in 2020, Orangina will be available for purchase at multiple locations nationally, including New York City, Boston, Los Angeles, Toronto and Montreal. Online purchasing will also be available soon. Additionally, new stores are welcoming the brand to shelves regularly, and up-to-date information is available on shakeuptheeveryday.com.Ventures Food and Beverage has tapped independent advertising agency, Clean (Raleigh, NC), as its agency of record for Orangina. As partners, the organizations will relaunch the brand into the North American market across a variety of channels, events and tactics.

Teads, The Global Media Platform, unveils inRead Social, a new product enabling advertisers to extend social media campaigns to Teads’ platform, which has more than 500 reputable publishers in Latin America. inRead Social is designed to be a powerful complement to the brand’s social media activations.

By leveraging inRead Social as an extension to existing social media campaigns, brands can now benefit from Teads’ significant deduplicated reach versus social platforms. This format also makes it possible for professionally-produced web content to get funding that until now had only been used for social media.

InRead Social
Eric Tourtel, SVP of Teads Latin America.

In this regard, Eric Tourtel, SVP of Teads Latin America, noted, “Teads was created to connect brands and publishers with the purpose of developing a sustainable media ecosystem. Today, Teads has partnered with 93% of the 200 leading Comscore publishers in Latin America, this benefits publishers, brand,s and consumers, since it helps fund quality journalism in a world where digitalization has forced the media to face a profound transformation in an industry where monetization has been and continues to be a great challenge.”

It helps fund quality journalism in a world where digitalization has forced the media to face a profound transformation in an industry where monetization has been and continues to be a great challenge

Teads provides 21.2 million incremental unique users beyond Facebook and 91.2 million incremental unique users beyond Instagram in Latin America. In the first 100 days of launch, Teads ran more than 100 video campaigns with this product from leading brands across the globe. On average, Teads in-view time for inRead social campaigns was 7.6 seconds (as verified by MOAT) and delivered approximately 5x higher attention than Facebook or Instagram while driving superior results like reduced Cost per Completed View (up to 25x observed in some instances).

Greater Connexions

The quality of the attention is higher in premium environments than in social networks. One of the reasons Teads outperforms social platforms is because users scroll too fast in social feeds as opposed to premium publisher environments where they are actively engaged with the content being consumed. Due to the strong in-view times compared to social feeds, Teads also guarantees higher video completion rates (VCR).  In one study, for a global sportswear brand, Teads inRead Social format outperformed social VCR benchmarks by 16 percent. Teads inRead social is also cost-efficient, as it can now outperform cost-per-completed view (CPCV) and cost-per-click (CPC) by more than 3x on average.

We often test new formats to reach our audiences.

inRead Social
Elisabetta Corazza, Head of Digital at Danone.

Elisabetta Corazza, Head of Digital at Danone said:  “Innovation is a core value for all of Danone’s products and digital advertising strategies so we often test new formats to reach our audiences.  We leveraged Teads inRead social in campaigns for Actimel and HiPro, and saw great success. The product allowed us to reach new audiences faster and extend our digital media strategy by complementing what we already do on social platforms. It really surprised me how seamless it was to extend and expand the user base with a few clicks while maintaining the quality of our creative. Our results achieved more than 66 percent CTR above benchmarks for Actimel’s campaign and over 137 percent for Hipro’s campaign.”

A New Alternative

“Social giants like Facebook and Instagram make it easy for advertisers to spend the lion’s share of budgets on campaigns within their platform because their vast data sets and global reach are an attractive offering. It’s time for brands to have a new alternative in the marketplace where they can reach net new audiences while achieving better in-view time and greater cost efficiency. We’re incredibly excited to bring inRead Social to Latin America so that advertisers can reap the benefits of reaching highly engaged users in premium and brand safe publisher environments,” added Tourtel.

It’s time for brands to have a new alternative in the marketplace where they can reach net new audiences while achieving better in-view time and greater cost efficiency.

Esteban Renaud
Esteban Renaud, Head of Cadreon for Latin America.

Esteban Renaud, Head of Cadreon for Latin America, added: “Through our programmatic product ‘Social Creative Extension,’ inRead Social has allowed us to extend the reach of social media ads; getting to audiences of higher value, maximizing performance as well as improving in-view time and campaign reach in a brand safe environment”

The format is already available through Managed Service and Teads Ad Manager, the exclusive Teads platform for purchasing inventory, a one-stop-shop for monitoring campaigns.

According to Comscore, Impremedia’s digital properties, along with Univision and Telemundo, have by far the most audience among Spanish-language news publishers in the U.S. Portada talked to Iván Adaime about opportunities in Spanish’-language publishing in the U.S., programmatic ad sales, SEO, social and more.

 

 Iván Adaime Discloses Impremedia’s Secret

“Not a single news publisher —U.S. based or foreign-based— has more digital Spanish-language audience in the country than Impremedia, Telemundo or Univision,” Iván Adaime, CEO of Impremedia, tells Portada.

Having and monetizing owned-and-operated digital properties has its advantages versus the offerings of advertising networks and other intermediaries in the ad market. According to Adaime, “a publisher like us has an audience of its own. It’s an engaged audience that we reach by creating unique content that appeals to the U.S. Hispanic population. Being a publisher also gives you the ability to create custom content for advertisers and distribute it at scale. An ad network, on the other hand, is just a collection of unconnected foreign-based websites that you can buy directly using any programmatic channel, so its unique value proposition is, unlike in the past, becoming less appealing.”

Content is the main reason behind the 50% year-over-year growth of Impremedia’s audience in the last few years. “The main reason is our content. That’s the key investment on our end. Then you would have to add a clean and fast user experience to the mix. We do not use any interstitial and intrusive ads for example. Finally, we pay close attention to data and analytics. ”

Being a publisher gives you also the ability to create custom content for advertisers and distribute it at scale.

 

Programmatic: the Main Source of Digital Revenues

Ivan Adaime
Impremedia CEO Iván Adaime

If you have an audience at scale and the right ad quality metrics like viewability, programmatic is great. Actually, it is our main source of digital revenues”, Iván Adaime notes. With that said, Adaime still sees an opportunity for direct sales as there are a lot of clients that still prefer to do it this way, and some advertising categories that do not transact well in programmatic.

 

Spanish-Language Publishing is the Largest Opportunity

Impremedia produces content in Spanish for U.S. based audiences because this is where it sees the most opportunity as it is an underserved audience. “We see a bigger opportunity with content in Spanish. We haven’t seen the model ‘English with cultural nuances’ working at scale.”

 

Spanish-Language SEO in the U.S.

As a publisher of Spanish-language content in the U.S, how does Impremedia navigate the SEO space? Is there less competition than for English-language keywords both in terms of SEO and SEM? According to Iván Adaime, search engine optimization is something that he pays close attention to. “There are very few US-based publishers but there’s plenty of competition coming from foreign publishers. We do not do any SEM because we do not pay for traffic. We only invest in creating quality content.”

 

Social: 2 Million Fans and 300,000 Newsletter Subscribers

Impremedia has close to 2 million fans on social media, who are a good source of the company’s traffic. Iván Adaime notes that Impremedia “does not pay to acquire fans, nor do we pay to promote our stories in those platforms. We only invest in creating the type of quality content that attracts our target audience. Newsletters are also a product that we pay a lot of attention to. We have over 300,000 subscribers that are actively engaged.”

 

Colombian designer Johanna Ortiz and H&M Team Up, McCormick Has New Media AOR & More Sales Leads

For prior Sales Leads editions, click here.

  • Colombian designer Johanna Ortiz and H&M Team Up

Colombian designer JohannaColombian designer Johanna Ortiz and H&M Team Up. Following an exclusive pre-drop of four dresses, H&M announced that its collaboration with the Colombian designer Johanna Ortiz will launch in full in March 2020. The 19-piece collection – which spans feminine dresses, tops, skirts and swimwear – features the exotic color palette, tropical florals and dramatic silhouettes that have become synonymous with Ortiz’s statement-making label. The main collection will launch in select H&M stores and online at hm.com on March 12.The collaboration is a true meeting of minds: the H&M design team travelled to Ortiz’s native Cali – also known as Colombia’s Salsa capital – to fully comprehend the complex construction behind the designer’s ultra-flattering designs. Hosted by Johanna in her elegantly decorated home, the team was immersed in Ortiz’s sophisticated bohemian world, examining her archive to revisit her signature tropical prints in re-energised colorways.

  • McCormick

McCormick & Company, an American food company that manufactures, markets, and distributes spices, seasoning mixes, condiments, and other flavoring products, has appointed UM´s 360i as its media AOR following a review. The review, which was conducted by a client, lasted several months and included agencies from every major holding company, including incumbent UM, Adweek reports.360i will handle media buying and planning across all media channels for McCormick North America’s roster of brands including Club House, Frank’s, French’s, Old Bay and Zatarain’s.McCormick spent over US$37 million on media in 2018 and nearly US$21 million in the first nine months of 2019, according to Kantar Media.

 

  • Hoyte Auto Group

Florida-based Ed Morse Automotive Group has acquired Hoyte Auto Group of dealerships. After nearly 25 years of business, the Texoma auto dealership is getting a new face and a new name. As a part of the purchase, the automotive group will take over operations of three Hoyte dealerships, including locations in Sherman, Whitesboro and Durant, Oklahoma and a truck accessory store in Sherman. Under the new ownership, the Sherman dealership will be renamed Freedom Chrysler Dodge Jeep Ram North by Ed Morse. The nearby truck accessory shop, located at 2407 N. Travis, will continue operations as Red River Truck and 4×4.The Whitesboro dealership, located at 65 Riley Road, will be renamed Freedom Ram Trucks by Ed Morse. Meanwhile, the Durant Hoyte location will be renamed as Freedom Chrysler Dodge Jeep RAM Fiat by Ed Morse as a part of the transition. No major personnel changes are expected with the transfer. One of the changes the firm pursues with this transaction is a larger focus and outreach toward the Hispanic market in the region.The Ed Morse Automotive Group is headquartered in Delray Beach, Florida and has been family owned for more than seven decades.

JOIN PORTADA’S KNOWLEDGE-SHARING AND NETWORKING PLATFORM: To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Director Leslie Zambrano at Leslie@portada-online.com.

  • Popeyes

Fried chicken fast food restaurant Popeyes Louisiana Kitchen has appointed Gut Miami as its new creative AOR breaking up with incumbent GSD&M after 12 years. Gut Miami will handle advertising, creative campaigns and social media management.Popeyes rocketed to unheard-of levels of awareness and sales in 2019 with campaigns from Gut Miami and GSD&M promoting its $3.99 chicken sandwich.Gut kicked off its relationship with Popeyes with the “Sweet Dixie Kitchen” campaign, which introduced the fried chicken sandwich in August 2019. Popeyes is owned by Restaurant Brands International and has more than 2,600 restaurants around the globe. The company was founded in New Orleans in 1972, but its corporate headquarters is now in Atlanta.

  • Cargill

Global food and agriculture company Cargill announced its new private label plant-based patties and ground products will hit retailers and restaurants in early April.The new offerings are part of Cargill’s inclusive approach to the future of protein – advancing both animal and alternative protein products to meet the expected 70% growth in global demand for protein over the next 30 years.The plant-based protein products, which were developed through culinary insight, extensive consumer research and innovation, are made in Cargill facilities, delivering the taste and consistency consumers want.The new plant-based products from Cargill are an important next step in bringing more protein options to retail stores, cafeterias, fast food outlets, restaurants and other global locations. With Cargill, foodservice and retail customers can count on an experienced global partner with the supply chain, scale and formulation capabilities to deliver the solutions they need.Cargill has invested US$7 billion globally in animal protein in the last five years while making strategic investments in the alternative protein space.

 

  • World Surf League

Check out how the World Surf League is targeting non-endemic fans through social media outreach (Interview with Tim Greenberg, Chief Community Officer at the World Surf League.)

 

 

 

  • National Peanut Board

The National Peanut Board is in the midst of an emoji marketing campaign for which it is leveraging its relationship with Twitter and other partners (Check out our interview with Ryan Lepicier, Senior Vice President and Chief Marketing Officer, National Peanut Board.)

 

 

The World Surf League (WSL) ranks third among sports leagues in social interactions and video views, behind just the NFL & NBA. Tim Greenberg, Chief Community Officer at the World Surf League, tells Portada about his social media and influencer marketing strategies. Greenberg explains what content the WSL produces and how they use TikTok and other platforms for social media distribution. Surf’s Olympic debut and more…

Greenberg, an avid surfer himself, joined the World Surf League (WSL) in 2013 and has focused on helping the league grow its digital presence. He oversees numerous innovation projects for the WSL while he also manages content, original programming and strategy for the brand’s social and digital channels. In 2017/2018, WSL ranked third among sports leagues in social interactions and video views, behind just the NFL & NBA.

Tim Greenberg, Chief Community Officer, World Surf League
Tim Greenberg, Chief Community Officer, World Surf League

Big Wave Content: Capturing the Imagination of the Consumer

“We are very lucky. Our content is incredibly beautiful and aspirational. There is something about surfing that speaks to a non-endemic surf fan. It’s the lifestyle, the freedom and the adventure,” Greenberg notes.

Content helps the WSL capture the imagination of the consumer through something Greenberg calls “Big wave content.” According to Greenberg, the visual of surfing a 60 foot wave is not difficult to understand (although hard to comprehend – even if you’re a core surfer). “When a big wave location called Nazare in Portugal breaks – it garners international news coverage. To ensure that we’re generating the most from these cut through moments, this year we have a strategic and tactical plan for what we’re calling ‘strike missions’. A strike mission is when, on short notice, a swell pops up somewhere in the world. We are capturing the content and distributing across social in real-time. In addition, for major moments throughout the year we’re creating 22 minute long-form episodes of a series called ‘WSL At Large’, which is then distributed through our website, app, youtube , AVOD and linear TV partners.”

A strike mission is when, on short notice, a swell pops up somewhere in the world. We are capturing the content and distributing across social in real-time.

WSL Social Media Strategy: Leveraging TikTok for Early Adopters …

A crucial element of the WSL engagement strategy, according to Greenberg, is to be everywhere consumers are engaging and leveraging emerging platforms as early adopters. “We were one of the first sports properties on TikTok and because we crafted our content for the platform our follower count and engagement reflects this strategy.” In fact, the WSL was just named #11 on TikTok for follower growth last month (right behind Netflix). “In 2020 and 2021, we will increasingly be looking to distribute surfing content on linear TV, SVOD, AVOD, OOH and YouTube. We have built a passionate and loyal fan base on our owned digital channels, but one of the keys to our success will be placing surfing content off-platform in as many places as possible”, Greenberg asserts.

One of the keys to our success will be placing surfing content off-platform in as many places as possible.

…and Surfers as Entry Points for Fans.

As stated by Greenberg, surfers are the WSL most important asset:  “If you look at your own behavior, likely the first entry point for being a ‘fan’ of a team or sport is through an athlete. It’s the same in our sport. When Brazilian Gabriel Medina won his first World Title and the first world Title for Brasil in 2014, he became a national celebrity. This translated into new fans for the WSL and for the sport in general. We need to help create heroes.”

Likely the first entry point for being a ‘fan’ of a team or sport is through an athlete.

Preparing for Surf’s Olympic Debut

Surf is going to make its Olympic debut in Tokyo this summer. Truly a milestone for the sport. “This is an incredible moment for our sport. The Olympics is a global stage and, for most of the world, this is the first time they will experience competitive surfing. So it’s crucial that the education process for how we, the IOC, the ISA and the global broadcasting partners communicate clearly how surfing works. Who are the athletes? Where are they from? How do you win? What makes a good score? etc. We believe that a new generation of surf fans will be born from this moment and for the WSL it’s about the consumer journey back to us,” Greenberg notes.

Greenberg adds that ahead of the Olympics the WSL has a team of internal WSL staff dedicated to supporting athletes, partners, broadcast partners and the ISA (International Surfing Association). Promotional efforts started last year. The 2019 WSL rankings provisionally qualified 18 of the 40 surfers heading to Tokyo. Qualification was a constant narrative through the back-half of the season as surfers earned enough points to represent their country.

The best thing we can be doing as a league is helping to create heroes.

As surfers provisionally qualified, the WSL Brand Marketing team created gift boxes with custom country flags that were presented to each athlete the moment they were made aware they qualified. “These emotional moments were then shared across our digital and social channels, the athlete’s channels, on our broadcast and to the media. In 2020, we’re working closely with each of the provisionally qualified athletes, the national governing bodies, management teams and sponsors to develop strategies to amplify their profiles. The best thing we can be doing as a league is helping to create heroes,” Greenberg concludes.