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We just published the Portada Insight Report on E-Commerce in Latin America in partnership with ComScore. The report (“El Marketing de Comercio Electrónico en Latinoamérica: Datos y Enseñanzas para Ejecutivos de Marca”) analyzes website traffic in three categories: Department Stores/Malls,  Food/Supermarket/Grocery and Fragrances/Cosmetics in Brazil, Mexico and Argentina.  In addition, website visits and social media marketing of the main Mexican retailers in the Food/Supermarket/Grocery categories are analyzed. Plus insights and best practices from 12 major brand marketers, including Marriott’s Diana Plazas, L’Oreal’s Pablo Sanchez Liste and PepsiCo’s Hernan Tantardini. 

E-Commerce in Latin America

E-Commerce in Latin America is one of the hottest sectors worldwide and, with it brand marketers need for MarTech, is growing in leaps and bounds.  While penetration over retail sales in Latin America lies at approximately 5% vs. 20% in China and 15% in the U.S, COVID-19 has brought a huge increase in e-commerce and e-commerce marketing in Latin America. We just published the Portada Insight Report on E-Commerce Marketing in Latin America in partnership with ComScore. The report in Spanish, (“El Marketing de Comercio Electrónico en Latinoamérica: Datos y Enseñanzas para Ejecutivos de Marca”) analyzes website traffic of three key categories (Food/Supermarket/Grocery, Department Stores/Malls and Fragrances/Cosmetics) in Brazil, Mexico and Argentina.

In addition, website visits and social media marketing of the main Mexican retailers in the Food/Supermarketing/Grocery categories are analyzed. Brand Marketers in the Portada Network provide intelligence about the correlation between social media marketing and website visits as well as best practices. They include senior brand marketing executives from PepsiCo, Colgate Palmolive, Best Buy, New York Life, Seguros Monterrey, Walmart Mexico, Nestle, Grupo Exito, L’Oreal, Marriott and Walmart Mexico.

E-Commerce in Latin America

Did you know that unique visitors to websites in the Food/Supermarket/Grocery Category in Brazil, Argentina and Mexico grew by 65% to 63.3 million unique users between March 2019 and September 2020? Find out how social media marketing by major retailers grew and how it impacted website visits. DOWNLOAD the report here.

 

 

 

 

Global consumer spending on media content and technology grew an estimated 6.1% to US $2.012 trillion in 2020, driven by the COVID-19 lockdown that kept consumers at home binging on multiple forms of digital entertainment as relief from the pandemic, according to new research from PQ Media®.

The gain was a sharp acceleration from the 3.8% growth in 2019, signaling the fastest expansion in both global and US consumer media & tech spending in five years, fueled by surging expenditures on streaming audio and video subscription services, and digital and console-based videogame software and hardware, according to PQ Media’s Global Consumer Spending on Media Forecast 2020-2024.

If not for traditional film & home video spending plummeting after movie theaters were shuttered worldwide, consumer media spending growth would have been the strongest in 10 years worldwide, while US media spending growth would have been the fastest since 1996. Consumer media spending growth is projected to slow in 2021, but only slightly to 6.0%, as many consumers remain at home working, children continue schooling virtually, more fiscal stimulus is distributed, and moviegoers begin returning to theaters later in the year.

PQ Media expects the growth of consumer spending on media content and technology will begin to decelerate markedly in 2022 and 2023, as many of the pandemic-driven forces that sparked the atypical end-user spending splurge in 2020 begin to fade in the second half of 2021, as the COVID-19 vaccine rolls out worldwide.

“Nevertheless, PQ Media expects the growth of consumer spending on media content and technology will begin to decelerate markedly in 2022 and 2023, as many of the pandemic-driven forces that sparked the atypical end-user spending splurge in 2020 begin to fade in the second half of 2021, as the COVID-19 vaccine rolls out worldwide, adult workers begin returning to office buildings and children start repopulating physical schools,” said PQ Media CEO Patrick Quinn. “We forecast last year that consumer media spending would likely reach an inflection point and stop growing in 2023. While the pandemic briefly interrupted key secular trends in 2020, this was a near-term disruption of long-term trends that will resume in the 2021-2024 period, such as the deceleration of growth or outright decline of expenditures on print newspapers, magazines and directories, as well as mobile phones, DVDs and in-theater movie tickets.”

Overall digital media content devices was the largest of the nine major digital and traditional media platform categories in 2020, generating US $440.5 billion, while digital content subscriptions was the fastest growing, up 20.7%. The shift to digital media content and technology is clearly evident in the 12-point shift in market share to digital from traditional media in the 2014-2020 period, as the digital segment now commands 71.1% of all consumer media outlays, according to the Global Consumer Spending on Media Forecast 2020-2024.

Global Consumer SpendingConsumer spending on all media content & tech worldwide averaged US $352.96 per capita in 2020, up 5.3% from 2019, driven by strong growth in digital media streaming services. Of the 28 digital media categories, the fastest growing in 2020 was digital audio subscription services, which rocketed 40.0% to US $30.98 billion worldwide. The growing popularity of podcasts was among the primary drivers behind the double-digit increase, as Spotify, iHeart and Amazon all dived deeply into podcasting in 2020, striking numerous deals involving new talent, content and ad services. The number of US podcast listeners grew more than 30% to more than 100 million in 2020, when Spotify acquired sports and pop culture network “The Ringer” and the exclusive rights to “The Joe Rogan Experience,” while Amazon Music and Audible added over 100,000 new and original podcast channels and shows, featuring celebrities like DJ Khaled and Will Smith.

Global Consumer SpendingGlobal consumer spending on OTT video services, including streaming video subscriptions and SVOD programming, was the second-fastest growing digital media category, soaring almost 30% in 2020. New streaming video services proliferated during the year as their audiences grew simultaneous to COVID-19 forcing consumers indoors for longer periods. Netflix added 26 million global subscribers in 1H20 compared to only 12 million in 1H19, as original hit series like “Tiger King” and “The Queen’s Gambit” provided fresh content to growing stay-at-home audiences. Just one year after its launch, Disney+ amassed nearly 75 million paid subscribers by year-end 2020.

Meanwhile, global consumer spending on traditional film & home video plummeted 46.2% in 2020 to $43.05 billion. “While we expect to see an uptick in the growth of in-theater movie ticket sales in 2021 and 2022, albeit versus extremely deflated comps in 2020 and 2021 – PQ Media believes that physical movie ticket spending, as well as the entire film & home DVD category, will never again reach the high watermark of nearly US $85 billion in 2019,” Quinn said.

The entire film & home DVD category, will never again reach the high water mark of nearly US $85 billion in 2019.

A good portion of the near-term growth in movie ticket sales will be the result of the staggering delays of blockbuster movies throughout the 2020-2024 period, due to the plethora of halted productions during the pandemic lockdowns. “Perhaps even more critical is the massive shift to streaming video services in recent years, which was amplified by the stay-at-home orders in 2020 and further accentuated when major studios decided to test the streaming waters by launching several hit movies via OTT video services in 4Q20,” Quinn added.

Among the studios that took the leap – and much criticism from theater chain owners and traditionalist producers, directors and actors – were Disney, which debuted both “Mulan” and “Soul” on its Disney+ service, and Warner Media’s simultaneous release of the much-anticipated “Wonder Woman ’84” in theaters and on HBO Max.

Global Consumer SpendingWhile videogames tend to buck trends in typical years, with spending slowing down or declining prior to major hardware upgrades, this was not the case in 2020, as digital videogame software and hardware spending on multiplayer online games, various gaming apps, in-game microtransactions and traditional console-based gaming all surged throughout the year – even before the long-awaited releases of Sony’s PlayStation 5 and Microsoft’s Xbox Series X in 4Q20.

Of the 14 traditional media & tech categories, cable TV subscriptions remained the largest at $220.6 billion, followed by print books & directories, and newspaper & magazine subscriptions. Print books & directories was the fastest growing traditional media spending category, up 7.8%, as 10 of the 14 traditional categories grew in 2020, including pay-per-view and TV sets.

The US remained the largest global market in 2020 with total consumer media spending of US $472.16 billion (23.5% share), followed by China, Japan and India. Russia was the fastest growing market, up 10.8%, trailed by South Africa, India and Argentina. Japanese consumers spent the most per-capita, averaging US $1,486.02 in 2020, while the US ranked third with per-capita spend of US $1,419.45.

Target, Walmart, Southeastern Grocers, Italbank International, Yum! Brands , Mastercard, Citi, Pernod Ricard USA, Terminix… and more brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Target

targetTarget Corporation announced its plan to invest approximately US$4 billion annually during the next several years to continue scaling capabilities across its retail platform. Building on years of sales growth and a record 2020 financial performance, Target will increase the total fresh and frozen food pickup assortment. Additionally, adult beverage pickup will be offered in 800 more stores in the next few months .Technology improvements will also offer Drive Up guests a more personalized experience in the Target app. Throughout the pandemic, guests have turned to Target for its multi-category assortment of owned and exclusive brands, national brand favorites and brand partnerships. The retailer will continue to bring brand partnerships to life in stores and online with the opening of approximately 100 Ulta Beauty at Target shop-in-shops in 2021, with plans to add hundreds more over time. Target has also introduced a new Apple shopping destination online and in 17 stores. More locations are scheduled to roll out this fall. Following 30 store openings in 2020, Target plans to accelerate the pace and open 30-40 new stores. In urban centers such as New York City, Los Angeles and Portland, Target will open more small-format stores to reach new guests. In dense suburban areas, Target has identified sites for new mid-size stores to serve new guests that fill retail gaps. Across college campuses, including the University of Georgia and University of Michigan, Target will open new small-format stores to introduce its unique shopping experience to new, college-aged guests to form lifelong relationships. Target expects to accelerate its store remodel program this year and complete approximately 150 in time for the holiday season, with plans to remodel more than 200 stores a year beginning in 2022. The company is testing a new type of facility in Minneapolis called a sortation center and expects to open five more in 2021.The company is also making investments in its supply chain.

  • Walmart

walmartWalmart is said to be looking for a new agency to handle its´ US$600 million U.S. media business. The U.S.-based retail giant  hasn’t called for an official review, though. WPP´s Haworth has been the incumbent since winning the business four years ago. Haworth (49% owned by WPP) took over for then-incumbent Mediavest, part of Publicis Groupe, Mediapost reports. Haworth’s is in charge of media planning and buying, strategy for brand integrations and strategic partnerships in the marketing, media and entertainment arenas.

  • Southeastern Grocers

Southeastern_GrocersSoutheastern Grocers, Inc. (SEG), parent company and home of Fresco y Más, Harveys Supermarket and Winn-Dixie grocery stores, continues its commitment to enhance the company’s supplier network to include a broader range of inclusive business partners which reflect the diverse communities in its Southeast footprint of stores. The grocer will work to identify and increase sourcing from suppliers that are at least 51% owned, operated and managed by people who are: disadvantaged, disabled, LGBTQ+, military veterans, minorities and/or women and sell grocery, general merchandise and/or beauty and personal care products.In partnership with ECRM and RangeMe, a virtual sourcing conference will take place this spring to enhance partnerships with existing minority suppliers and connect with new, diverse businesses to expand store offerings tailored to its unique customers and communities. Participants will have the opportunity to engage with SEG buyers and category managers to share their company background, product information and marketing plans.Additionally, the grocer, together with its generous customers and the SEG Gives Foundation, raised more than $170,000 during Black History Month to help support nonprofits that serve minority sectors throughout the Southeast in the fight for racial equity and social justice.

  • Yum! Brands

Yum! Brands, Inc. has entered into a definitive agreement to acquire the leading artificial intelligence-based consumer insights and marketing performance analytics business of Kvantum, Inc. By acquiring the Kvantum business, Yum! and its KFC, Pizza Hut, Taco Bell and The Habit Burger Grill brands enhance their ability to apply powerful consumer insights and data analytics to drive calendar and marketing spend optimization. The acquired Kvantum business combines machine learning and econometric modeling into its Marketing Performance Analytics Platform in a seamless manner.Yum! Brands’ global technology strategy, in partnership with the KFC, Pizza Hut, Taco Bell and The Habit Burger Grill divisions, is focused on providing a best-in-class digital journey across mobile, online, delivery and restaurant operations. The Company continues to accelerate its digital commerce strategy through data and advanced analytics, and innovative emerging technologies to elevate the customer and employee experience, strengthen restaurant unit economics and unlock new sources of global growth.Yum! Brands plans to combine Kvantum’s artificial intelligence and machine learning approach to understanding human behavior with the unique skillsets of the anthropologists and sociologists at Collider Lab, a culture-based consumer insights and marketing strategy consultancy Yum! acquired in 2015.The Kvantum business unit, as part of Yum! Brands, will continue to offer their consultancy services to external clients outside of the restaurant industry.Yum! Brands’ acquisition of the Kvantum business is expected to close by the end of the first quarter of 2021, subject to standard closing conditions.

  • Italbank International 

Italbank InternationalVeritran, a global company that facilitates digital transformation through its Enterprise Low-Code Platform, announced its first client in U.S territory: Italbank International, an American bank for Latin Americans. Following its mission of facilitating access to accounts in dollars and/or euros for Latinos, Italbank chooses Veritran as its strategic partner to launch its first mobile application: “A Digital Wallet.” With this application, the bank will allow its clients to access their accounts with ease from a mobile device.The application is available for bank customers in Google Play and Apple App Store. Through this new channel, Italbank International customers will be able to make payments using QR codes and in express format (by email or cell phone). The digital wallet is multi-currency and allows users to check balances and movements in both Euros and U.S. Dollars, according to their associated accounts.

 

Marketing ConferencesAt this exclusive virtual event on March 24, 2021, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

  • Mastercard / Citi 

mocafiMobility Capital Finance [“MoCaFi”], a financial technology, mobile-first banking platform, committed to bringing financially underserved communities in the United States into the digital economy, has raised a US$12 million Series A Round, led by Tom and Wende Hutton and investments from the Citi Impact Fund, Mastercard, 1Flourish Capital, Commerce Ventures, and several family offices.  Previous investors also participated in the Series A Round.    MoCaFi — based in Harlem (NY) and Newark (NJ) – has a business model that addresses limited economic mobility and lack of financial equity in Black and Hispanic communities across the United States. These efforts, bolstered by their current participation in the Mastercard Start Path program, has enabled MoCaFi to scale its mobile banking platform to include both Demand Deposit Accounts as well as disbursement accounts for disaster-related and other payments.  MoCaFi collaborates closely with Equifax and TransUnion to empower customers to improve their overall financial literacy and augment their credit file with the addition of rent payments and other recurring bills that are processed on the MoCaFi platform.Last December, MoCaFi partnered with The City and County of Honolulu to assist almost 4,000 households that suffered economic hardship from the pandemic. 

  • Pernod Ricard USA 

Pernod Ricard USAOgilvy has been selected by Pernod Ricard USA, premium spirits & wine leader, to serve as the lead creative agency for Olmeca Altos Tequila, Tequila Avión, and Del Maguey. The agency designation comes as Pernod Ricard USA consolidates its global agency roster to create a more cohesive ecosystem and greater efficiencies in support of the company’s marketing transformation journey. Ogilvy will coordinate a brand and integrated communications strategy for each of the tequila and mezcal brands with a focus on translating timeless brand stories into timely creative ideas that will drive sustained growth for each of the Pernod Ricard USA brands. Responsibilities will primarily include brand strategy, advertising and personalized content development.

  • Terminix

TerminixTerminix, a leading provider of termite and pest control services in the United States, has named Interpublic Group of Cos.The Martin Agency and Mediahub as its creative and media agencies respectively, following a review that was launched by Terminix Chief Marketing Officer Alex Ho. The appointment ends Terminix’s relationship with incumbent Kansas City-based independent agency Barkley, which handled  creative and offline media businesses since last January. The Martin Agency will handle creative duties including for TV, performance marketing and digital, while Mediahub will oversee all accompanying media responsibilities. Terminix spends US$35 million annually on measured media in the U.S.

 

Portada Live

At this exclusive virtual event on March 24, 2021, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

Facebook, Pepsico, Constellation Brands, Inc, American Eagle Outfitters, Coca Cola, T‑Mobile, Mike’s Hard Lemonade,Reborn Clothing Co,SKYY vodka… and more brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Facebook

FACEBOOKFacebook is launching a national campaign, ‘Good Ideas Deserve To Be Found’ that brings to life the power of personalized ads for people and businesses. The campaign spotlights good ideas like Goat House Farm, reaching both small businesses and consumers through digital, TV and audio advertising launching on 2/25.The consumer marketing creative was developed by Facebook’s Creative X team in partnership with Droga5. The videos were directed by David Wilson and spoken by the legendary ‘voice of ideas’ Grace Jones. Every day, people come to Facebook to connect with the things they care about – from Groups, to charities to Watch shows, like Red Table Talk. The same personal preferences that allow people to discover and connect with content also enable people to discover businesses, services and products, all through personalized ads. Right now, enabling this discovery is more important than ever. Small businesses are at the greatest risk of losing their business during this time of economic hardship.That’s why Facebook is introducing new tools and products with small business growth in mind:

– Simplifying Ads Manager to make it easier for SMBs to get started and use personalized marketing plans to increase the value of their advertising investment. 

– SMBs are being asked to do more with less; so the company is continuing to waive fees for businesses selling with Checkout on Shops through June 2021, and as shared previously, for paid online events until at least August 2021.

– Restaurants have been hit particularly hard by the pandemic, so Facebook is introducing new options to note what type of dining experience is available, and making this easy for people to see in Businesses Nearby. It has also added a new menu tab on Pages so businesses can upload their menu directly to their Page.

– Updating the business resource hub on Facebook and Professional Dashboard on Instagram with more information on how personalized ads work.  

  • PepsiCo 

PEPSICOe.fundamentals, a digital shelf analytics provider, announced a partnership with PepsiCo’s, Inc. to power its eCommerce growth.The strategic partnership is designed to support PepsiCo with critical digital shelf performance analytics technology and best-in-class eCommerce expertise to deliver powerful intelligence for PepsiCo’s brands in 10 different countries from across European and UK e-retail partners including France, Germany, Spain and the UK. The partnership empowers PepsiCo to use retailer category eCommerce analytics data to optimize their search positioning and product visibility on retailers like Amazon, Tesco and Carrefour.

  • Constellation Brands, Inc

cbConstellation Brands, Inc., a leading beverage alcohol company, announced new and expanded responsibilities for two members of its Executive Management Committee, effective March 1, 2021. Jim Sabia, who has served as Constellation’s Executive Vice President and Chief Marketing Officer since 2018, has assumed the newly created role of Executive Vice President and Managing Director, Beer Division, with responsibility for leading the division’s operations services and commercial business functions. Constellation’s Chief Marketing Officer role will remain open in the near-term, but given the importance of this role to the company’s long-term growth aspirations, Constellation will look to fill this position over time. 

Mallika Monteiro will assume expanded responsibilities as Executive Vice President and Chief Growth, Strategy and Digital Officer. In addition to her current responsibilities leading the company’s growth and strategy functions, she will assume added responsibility for leading the company’s media initiatives, including digital marketing, 3-Tier ecommerce, and Constellation Ventures (which focuses on investing in early stage start-ups in the beverage alcohol space and adjacent categories).

  • American Eagle Outfitters

American EagleAmerican Eagle Outfitters® , a leading global specialty retailer offering on-trend clothing, accessories and personal care products, has named VaynerMedia as its new media agency. 360i was the media incumbent since  2019.  American Eagle´s advertising costs in 2019 were of US$151 million. 

 

 

  • Coca-Cola

COCA COLACoca-Cola has doubled down on its strategy to cut down its portfolio and switch investment to its core brands, while also planning to bring marketing investment levels back to pre-pandemic times to boost growth. CEO James Quincey said the company’s long-term growth will be “powered” by its core brand portfolio. The company slashed its portfolio from 400 brands to 200 last year.Quincey signalled the company will look to increase marketing budgets again to levels seen in 2019, but only once the vaccination rollout is more progressed and lockdown measures are eased. For comparison, the company spent around $4.3bn (£3.1bn) on marketing in 2019.He said marketing investment will need to be at “similar” levels to those seen in 2018/2019 in order to “drive top line and margin increases” consistent with the company’s growth forecasts.

 

 

Marketing ConferencesAt this exclusive virtual event on March 24, 2021, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

  • T‑Mobile 

tmobileT-Mobile amped the company’s Magenta Unlimited 55 plan, adding Netflix on Us for families and a MAX tier with unlimited Premium Data, so clients can’t be slowed down no matter how much data you use. That’s all available today. And, coming soon, 55+ customers can add up to four lines, up from two.55+ customers in all 50 states can get TWO unlimited lines of Magenta Unlimited 55, TWO free smartphones with 24 monthly bill credits for just US$70 per month with talk and text and unlimited data including 5G access on America’s largest and fastest 5G network.Americans 55+ rely on their smartphones more than ever these days. In fact, over the past two years, smartphone adoption has jumped from 70 percent to 77 percent[1] among this group, and baby boomers are the fastest growing segment of mobile users spending 30% more time on mobile than they did a year ago. [2] And 92% of Americans over 55 live somewhere other than Florida.[3]Both plans — Magenta Unlimited 55 and Magenta MAX Unlimited 55 – are packed with other perks like including monthly taxes and fees and free stuff every week from T-Mobile Tuesdays, which can add up to HUNDREDS more dollars saved every year.

  • Mike’s Hard Lemonade

Mike´sChicago-based flavored malt beverage supplier Mike’s Hard Lemonade Co. has named Work In Progress LLC creative agency of record. The agency will focus on continued growth for the company, including the launch of a new product, Mike’s Hard Lemonade Seltzer.Mike’s also produces and sells Mike’s Hard Lemonade and Mike’s HARDER Lemonade.The new creative will launch in March and continue throughout the year, Mediapost reports. 

 

 

 

 

 

  • Reborn Clothing Co. 

rebornFrench/ West/ Vaughan (FWV), one of the nation’s 20 largest independently-held public relations and integrated marketing agencies, has been selected by Reborn Clothing Co. to support the brand’s integrated marketing strategy development and execution. Reborn Clothing Co. is a textile upcycling company on a mission to turn consumer and corporate waste into new, useful items.This is the company’s first agency partnership. The review included several agencies in the Raleigh, NC area.Reborn Clothing Co. started as a way for individuals to get clothing out of the back of their closets and made into new products, but the company quickly discovered an opportunity for textile waste reduction on a larger scale. Today, Reborn offers sustainable solutions to consumers and organizations of all sizes. Operating from manufacturing facilities in North Carolina, Reborn works with top brands, colleges and universities to transform surplus branded apparel and textile waste into enduring products.

  • SKYY vodka

Campari’s flagship vodka SKYY vodka appoints Minneapolis-based MONO as 1st global AOR, following a five month review. Mono will be responsible for developing a global creative platform across multiple international markets launching in the first half of the year, which will run across a variety of media channels. The appointment comes as Skyy Vodka is preparing a brand repositioning including a new recipe and packaging, following years of sales declines.

 

 

 

 

  • Zippo

zippoWorld Famous lighter brand Zippo appointed Ogilvy as its creative, PR and social agency partner, following a competitive review.Ogilvy will work with the brand via an integrated team combining expertise across creative, influencer marketing, media relations, performance media and social strategy. Led out of Ogilvy New York, the team will draw on talent from across Ogilvy’s global network spanning 132 offices in 83 countries.

 

 

 

Portada Live

At this exclusive virtual event on March 24, 2021, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

 

According to data presented by Finaria, global search advertising revenues, the largest segment of the digital ads industry, rose by 6.7% year-over-year to US $152.6bn in 2020. The trend is set to continue in 2021, with the entire market reaching US $171.6bn value, US $19bn more than a year ago.

The year 2020 was a challenging year for the entire digital advertising industry, with even the largest players like Google witnessing significant revenue drops amid the COVID-19 crisis.

However, as millions of consumers shifted from brick-and-mortar stores to webshops, the entire market bounced back by the end of the year showing strong growth across all regions.

Mobile Search Ad Revenues to Jump by 16% YoY to US $86B

Thousands of companies, especially the big ones, have been hit hard by supply chain disruptions and customer challenges caused by the pandemic. To cope, many of them stopped their digital ad campaigns and reduced search advertising bids in the first half of 2020. As a result, cost per acquisition (CPA) and cost per click (CPC) were down across verticals and markets.

The shutdown in the travel industry, which spent most of its advertising budget on search ads before the COVID-19, caused another major hit.

Global Search Ad

Global Search Ad

In 2019, brands and media buyers spent US $142.9bn on search engine advertising worldwide, more than social media, video, and banner ads combined, revealed Statista Digital Market Outlook. In 2020, this figure jumped by almost US $10bn, despite the sharp fall in ad spending in the first two quarters of the year.

Brands and media buyers spent US $142.9bn on search advertising worldwide, more than social media, video, and banner ads combined.

Statistics show the global search advertising revenues are expected to jump by 12.4% in 2021. The increasing trend is set to continue in the next few years, with search ad revenues reaching US $211.4bn by 2025.

Mobile search engine advertising revenues are forecast to jump by 16% and hit US $86bn this year. By 2025, this segment of the search advertising market is expected to hit a US $120.2bn value.

Ad spending in the desktop search advertising segment is forecast to witness modest growth in the next few years, with the figure rising from US $85.5bn in 2021 to US $91.1bn in 2025.

Search Engine Advertising: The United States to Generate 40% of Global  Revenues

Analyzed by geography, the United States represents the world’s leading search advertising market, expected to hit US $67.74bn value in 2021, or almost 40% of total spending this year. Statistics show the US search ad revenues jumped by nearly 20% amid the COVID-19 crisis. By 2025, the entire market is expected to hit US $82.2bn value.

As the second-largest market globally, search ad spending in China is expected to grow by 11.3% YoY to US $37.4bn in 2020. The United Kingdom follows with a 14% year-over-year growth and US $12.3bn in ad spending.

Japan and Germany ranked as the fourth and fifth-largest markets globally, with US $6.7bn and US $5.1bn in search ad revenues, respectively.

Statistics show the combined ad spending in the five largest markets is expected to jump by 22% YoY and hit US $157.2bn value by 2025.

Desafíos GlobalesCNN Audio and CNN en Español announced the launch of ‘Desafios Globales’, a new weekly podcast in which CNN en Español José Levy analyzes current world events and shows how their repercussions affect the global balance of power.

Levy, with more than 30 years of experience of international reporting for CNN, will summarize the most recent events in our “global village” – the painful conflicts, the diverse stories of world leaders, the race between science and the virus, the ongoing struggle for peace and the pursuit of a brighter future.

Join José Levy every Friday, and make sense of our shared “Desafios Globales.”

The first episode is now available across CNN Audio digital platforms, on mobile devices via the CNN app and all other podcast providers. Subsequent episodes will be released every Friday.

The CNN en Español business unit is responsible for several multi-media platforms geared towards Spanish-speaking audiences around the world reaching 62 million households. These platforms include CNN en Español, a 24-hour cable news network for Latin America, Mexico and the U.S., as well as CNNEspanol.com and CNN en Español Radio, and CNN en Español on Twitter, Facebook and Instagram. The CNN en Español brand offers multiple platforms to Spanish-speaking audiences of the Americas.

 

Javier Meza, SVP Marketing for Latin America, the Coca-Cola Company tells Portada how the beverage giant is pivoting to a more direct-to-consumer oriented strategy through owned media platforms, digital retail partnerships and more…

Javier Meza, SVP Marketing for Latin America, the Coca-Cola Company, is an Ecuadorean executive, who recently took over the reigns of Latin American marketing at Coca Cola out of Atlanta, Georgia, although, as he says, “he lives on the plane.” 

These are times of change,  also for the Coca Cola Company as the company recently announced a reorganization in nine operating units, Latin America being one of them, in order to streamline the organization and better enable the Coca-Cola system to pursue its “Beverages for Life” strategy. These newly created operating units focus on regional and local execution that will work closely with five marketing category leadership teams that span the globe to rapidly scale ideas. According to Meza, this is  a new way of working “with more emphasis on global coordination.”

Coca-Cola Marketing in Latin America: Direct-to-Consumer

Javier Meza, SVP Marketing for Latin America, the Coca-Cola Company
Javier Meza, SVP Marketing for Latin America, the Coca-Cola Company

Direct-to-consumer relationships have become crucial for The Coca-Cola Company in order to ensure its brands are “within a click’s reach of desire” as online shopping continues to surge due to COVID-19. “We are  doing a lot in that realm,” Meza notes.  “Covid-19  has accelerated our conviction in direct-to-consumer investments,”  he adds. As one example, he mentions CocaCola en tu Hogar, a direct-to-consumer platform that lets consumers order beverages and groceries for home delivery available in Mexico, Chile, Colombia, Central America and other parts of Spanish-speaking Latin America.  A launch of the platform in the Brazilian market is also planned.

Covid-19  has accelerated our conviction in direct-to-consumer investments.

Another element of Coca Cola’s e-commerce strategy is Wabi, in the words of James Quincey, Chairman & Chief Executive Officer of The Coca Cola Company, “a  multi-platform venture available in 23 cities across five continentsthat connects Coca Cola’s system and other consumer-products companies to store owners and end consumers through an ecosystem of digital apps.”

The Coca-Cola Company is also partnering with multi-vertical company Rappi as well as with other Latin American e-commerce players like native third party marketplaces Amazon and Mercado Libre as well as working with brick and mortar retailers who have a substantial e-commerce presence.

Coca Cola is pivoting its marketing and advertising from a more traditional approach to one that incorporates e-commerce marketing elements. “We are shifting toward a more performance/transaction oriented marketing approach with click to purchase as a key objective,” Meza notes.

Social Selling and Expansion in Owned Media

Overall, the number of CPG and beverage companies, selling directly on Instagram and other social media properties has increased substantially over the last year. According to Meza, Instagram selling is particularly interesting when it comes to offering new products and product innovations. “Generally, Instagram can help to drive awareness and click-trough rates tend to be higher for innovative products,” he claims.

The increase in Direct-to-consumer efforts and the need to acquire first-party data is also guiding The Coca-Cola Company’s expansion into owned and operated media platforms.  “The need to obtain more first party data is definitely one key aspects of our marketing going forward. Our answer to that is to create our owned media platforms like  Coke Studio globally and “Coca Cola en tu Hogar” in Latin America.  This priority is also guiding Coca-Cola’s Marketing Technologies investments. “Owned media platforms will help us achieve scale and more efficiency,” Meza says. “Owned Media Platforms and Customer development platforms (CDPs) will help us capture, maintain and leverage data”, he concludes.

 

Read about Coca Cola Latin America’s recent advertising campaign  in today’s Sales Leads Latam.

 

 

 

 

Betterware, Interproteccion, Coca-Cola, Valoreo, United Airlines….. and more brands targeting the Latin American consumer right now. 

  • Coca-Cola

Coca Cola MarketingCoca-Cola recently worked on the campaign “Comparte una Coca-Cola” together with Wunderman Thompson. The global campaign provides Latin Americans, mostly teenagers the opportunity to use coke cans as a way to express themselves via digital platforms by using alphabet letters on its cans and PET bottles to create words and positive sentences to share with the world (Share a Coke-Alphabet).  The concept reinforces the “Juntos para Algo Mejor” (Coming Together) motto.  “Few brands in the world have a communication legacy like Coca-Cola. This is the result fo a continous search to be connected with new generations via pop culture. Our brand continues to innovate and launch packaging with alphabet letters, an initiative that will reach more than 40 Latin American countries and invites people to express and share messages about what they are open to in 2021, a year that came with many expectations and optimism.”, Javier Meza, SVP Marketing for Latin America, the Coca-Cola Company, tells Portada. The campaign uses influencers to  present audiences with the new packaging and many point of sale activations.  Local influencers also provide the campaign a local flavor. In addition, a movie will be produced and adapted for each region and Out of Home Media, and social media advertising is being activated. According to Meza, the “Juntos para Algo Mejor”  messaging is in sync with the current phase of consumer response to COVID-19.  “After a first phase of shock, at which Coca-Cola stopped advertising for one month and donated US  $100 million to help the Red Cross, a second phase of relative calm, Meza describes this third phase “as the new normal, an inspirational phase to reshape priorities and do what is important. As people are rebalancing priorities let us share what their new priorities are through the alphabet.” (Read Portada’s interview with Javier Meza, SVP Marketing for Latin America, the Coca-Cola Company.)

  • Betterware

Betterware de México S.A.B, a  leading direct-to-consumer company in Mexico that focuses on home organization and solutions segment with a two-tier distribution model, announced the launch of its biggest marketing campaign to-date. The campaign launched on January 15 and will run through 2021. Created by Terán TBWA, the 60-second and 20-second video advertisements, radio commercials, OOH media and social content highlight Betterware de Mexico’s vast array of easy to use and accessible products for organization and practicality. Both television spots support the company’s efforts to help customers “find the solution” with Betterware products. The videos feature women, men, couples and children using everyday products around the home, including shoe racks, closet organizers, space savers, inventive kitchen cleaning products and more. “We’re thrilled to start off the year by launching our biggest campaign yet,” said Andres Campos, Chief Executive Officer.  The campaign will run across national Mexican television, radio, billboards, subway and bus stations, and social media. The two video advertisements were produced in Spanish, but will feature English subtitles where possible to reach a broader audience. An estimated 65 million consumers are expected to interact with the campaign. All products are available on Betterware’s newly launched direct-to-consumer website: www.betterware.com.mx.

 

Portada Live

Latin American Brand Marketing leaders will be participating at Portada Live on March 24 and talk on the topic “Understanding the new Latin American consumer journey map”. C-level executives will include Camilo Reina, VP Marketing & Innovation, Grupo Exito , Roberto Ramirez, SVP Marketing and Communications, at Mastercard and Mercedes Lopez Arratia, CMO and Customer Executive Director at Banco Azteca. To find out about how to participate in this virtual event, including networking solutions involving a myriad of brand decision makers, please contact VP Sales David Karp at David@portada-online.com.

 

  • Interproteccion

InterproteccionFormula 1 team Red Bull Racing has signed up Mexico’s insurance company Interprotección as a sponsor for the 2021 season. The move coincides with the arrival of Mexican driver Sergio Pérez as the team for this year’s grand prix series. Interprotección became the team’s first Mexican sponsor in the 2018 season when it sponsored Red Bull Racing at three races: the American, Mexican and Brazilian Grands Prix. Under the new agreement, Interprotección branding will feature on the RB16B of Pérez and Max Verstappen, as well as several other team assets.

  • Valoreo

Latin American eCommerce acquirer Valoreo has raised $50 million in a seed funding round to expand its operations in the region. The funding was one of the largest seed rounds in the region, according to an announcement from Angel Ventures, one of the investors in the seed round. Other investors included Upper90, FJ Labs and Presight Capital. Valoreo acquires, scales and consolidates eCommerce businesses, focusing on companies in Latin America. The Mexico City-based firm acquires companies that it deems ready to scale to “the next phase of growth,” but are in need of liquidity. “Over the last decade, Mercado Libre and Amazon have created a unique ecosystem that allows a new generation of forward-thinking entrepreneurs across Latin America to create unique eCommerce brands from scratch,” Angel Ventures’ announcement said. “However, these entrepreneurs currently lack both the resources to reach the next chapter of growth for their brands as well as access to liquidity to pursue new ventures.”

  • United Airlines 

UnitedUnited Airlines has kicked off a global review of its creative business. Dentsumcgarrybowenformerly Mcgarrybowen, has been the incumbent since winning the account in 2011. The agency has been invited to participate. Carat continues to hold media responsibilities for United Airlines. The airline declined to name other agencies invited to take part. The move comes as the airline suffers from massive dips in travel due to Covid-19. In the fourth quarter of 2020, United Airlines posted a US$1.9 billion net loss. United is looking to refresh its brand and creative platform in the wake of “the most sustained, seismic disruption in the history of commercial aviation,” a United Airlines spokesperson said in a statement.

 

 

Lexus, Lowe’s , BMW, Hormel Foods, Applebee’s, Cheetos, Domino’s®, NASCAR, Toyota, ALDI, Teasdale Latin Foods, Resnick Distributors….. and more brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

 

  • Applebee’s

CheetosApplebee’s is launching a new online-only brand. The main menu item? Cheeto-flavored wings. Customers can start ordering from Cosmic Wings, which is available through Uber Eats. On the menu: wings with two exclusive Cheetos sauces, original and Flamin’ Hot, plus cheese bites, chicken tender dippers, waffle fries and onion rings. The brand will operate out of about 1,300 Applebee’s locations across the country but won’t have its own restaurants. Casual dining chains like Applebee’s, which have suffered even more than some other restaurants during the pandemic, have been experimenting with virtual brands as a way to boost sales and make use of well-equipped kitchens at a time when more people are ordering delivery. Sales at Applebee’s restaurants open at least a year fell 13% in the third quarter of 2020. PepsiCo, which owns Cheetos, and Applebee’s developed the recipe for Cheetos wings together.

  • ALDI 

ALDIAs part of its continued mission to offer customers convenience in how and when they shop, ALDI will further expand its eCommerce offering throughout 2021. The company will add Curbside Grocery Pickup service to 500 additional stores by the end of the year, bringing the total number of curbside locations to more than 1,200. ALDI will also continue to offer grocery delivery via Instacart in almost all of its stores. Additionally, ALDI breaks ground on a new regional headquarters and distribution center in Loxley, Alabama, which will support the company’s expansion throughout the Gulf Coast region. The 564,000-square-foot facility is the company’s sixth distribution center in the southern U.S., and it will be equipped to service up to 100 stores in Alabama, Southern Georgia, Mississippi, the Florida Panhandle and Louisiana, which will be the 38th state where ALDI operates. The new Loxley distribution center will feature several sustainable building elements, such as solar panels, LED lighting and an environmentally friendly refrigeration system. The facility will also create an additional 200 jobs when it opens next year. With the distribution center in place, ALDI plans to open as many as 35 new Gulf Coast-area stores by the end of 2022, with the first two stores in Tallahassee, Florida slated to open later this year.

  • Lexus 

CanelaCanela TV  an  AVOD streaming services for U.S. Hispanics, has partnered with Lexus to release a series of feature films celebrating “Latinos in Hollywood” on its platform. The collaboration champions Hispanic talent, demonstrating Canela.TV & Lexus’ commitment to providing Hispanic audiences with high-quality, relevant entertainment for free. Canela.TV is the popular video platform from Canela Media, an industry-leading female and Latina-owned digital media company. The Movie Night series will run from 2/15 to 3/15.This news comes on the heels of Canela Media’s most recent announcement with the launch of Canela News, the first free, live streaming newscast for U.S. Latino cord cutters. The Spanish-language daily newscast will cover topics most relevant to US Latinos, including breaking news, sports, immigration, and more.

  • Lowe’s

Hogar LoweDiscovery U.S. Hispanic and Lowe’s announced their partnership to create exclusive food- and home improvement-focused content for Hispanic audiences, primarily through Hogar de HGTV, for Spanish-language audiences. As the exclusive home improvement partner, Lowe’s will have exclusivity in the home improvement category across Discovery U.S. Hispanic’s entire portfolio, which includes Discovery en Español and Discovery Familia, as well as the networks’ respective digital properties and GO Apps. Facilitated by Starcom USA, the partnership across the companies’ ad sales, digital, content, commerce, marketing and talent functions will feature multi-platform content development and a research program designed with Horowitz Research to better understand the behaviors, preferences and needs of Hispanic DIYers and Pros. Lowe’s will be exclusively integrated into select Discovery U.S. Hispanic original productions throughout 2021. Key original titles include Hogar Stars; Diseñador En Casa and Fix My Fail. Lowe’s will also be incorporated into the upcoming Hogar de HGTV digital-first series, including Living Green, and Our Family (Nuestra Familia).  Full descriptions of original linear and digital series are available here. Digital elements of the partnership will include the launch of a jointly created website where Hispanic renovation enthusiasts can find information and inspiration to bring their visions to life. Discovery U.S. Hispanic will also provide custom DIY and home-related videos to be used on Lowe’s social media platforms.Lowe’s and Discovery will explore ways to bring the Hogar de HGTV brand to life through merchandising and Point-of-Purchase curated displays. Additional partnership details, including programming and schedules will be released at a later date.

  • BMW 

BMWBMW of North America returns as the Official Automotive Partner of New York Fashion Week: The Shows for the FW ‘21 season. In this latest chapter of their partnership, BMW and IMG joined in support of New York Fashion Week (NYFW) to celebrate fashion, culture, design and economic development. The highlight of this year’s activation was a custom content series with luxury womenswear fashion designer – and New York City’s own – LaQuan Smith. The content showcased the intersection of the fashion and automotive industries, as well as highlighted how Smith and his team have continued to innovate, inspire and persevere throughout the past year. BMW of North America’s role as Official Automotive Partner of New York Fashion Week underscores the brand’s decades-long commitment to the arts and culture, a cornerstone of its efforts to engage diverse audiences in new and innovative ways. The custom content series, which debuted on February 13, 2021, serves as a notable kickoff to BMW of North America’s partnership. 

  • Hormel Foods  

Hormel FoodsHormel Foods Corporation, a global branded food company, announced that it has entered into a definitive agreement to acquire the Planters®  snack nut portfolio from the Kraft Heinz Company. The proposed transaction is expected to close in calendar Q2 2021, subject to regulatory review and approval. The acquisition includes the Planters®, NUT-rition®, Planters® Cheez Balls and Corn Nuts® brands. Hormel Foods will acquire the business for US$3.35 billion in cash in a transaction that provides a tax benefit valued at approximately US$560 million, equating to an effective purchase price of US$2.79 billion. The Planters® snack nut portfolio net sales were approximately US$1 billion in calendar year 2020 and are expected to grow at the company’s long-term organic growth target. Operating margins are expected to be accretive to the Grocery Products business in 2022 and enhance margins and cash flows for the total company. Hormel Foods expects to attain synergies of approximately $50-60 million to be realized by 2024. The acquisition includes three dedicated production facilities located in California, Arkansas and Virginia.Citi and Credit Suisse are acting as financial advisors to Hormel Foods and Faegre Drinker Biddle & Reath is serving as legal counsel.

 

Marketing ConferencesAt this exclusive virtual event on March 24, 2021, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

  • Toyota 

ToyotaAs NASCAR  kicked off one of the biggest days of the season with the running of the 63rd Daytona 500, Toyota took a moment to encourage the youth of America to find their dream and pursue it. Toyota Racing unveiled a short film entitled, ‘The Dream.’ It tells a story of a young, African-American girl looking to achieve her dream of becoming a race car driver. She battles back from adversity and overcomes challenges along the way. With inspiration from the historic victory by 19-year old Gracie Trotter, who became the first female driver to win an ARCA-sanctioned race in September, and the return of Bubba Wallace to the Toyota family, our star realizes that her dream is within reach.The complete short film was produced in collaboration with whatnot Films out of Charlotte, N.C. and will reside on the Toyota Racing social channels of Twitter and Facebook along with YouTube. A special 60-second condensed version was featured on Fox during the Daytona 500 broadcast.

  • Teasdale Latin Foods / Resnick Distributors

Teasdale resnickBHI, a full-service commercial bank, announced that its Food & Beverage Group has arranged a total of US$61.6 million in two new financing transactions for clients Teasdale Latin Foods and Resnick Distributors. For Teasdale Latin Foods, BHI provided a revolving line of credit to refinance existing debt and support the working capital needs of the company. With roots dating to 1942, Texas-based Teasdale is a private equity-owned food company focused on the Hispanic food category. The company has a portfolio of seven brands and works with major name brand food companies via private label and co-manufacturing relationships. This financing marks the second BHI transaction for a portfolio company of Snow Phipps Group, LLC, the private equity sponsor. For Resnick Distributors, based in New Brunswick, New Jersey, BHI provided financing for working capital, capital expenditures, and real estate. Founded in 1945 and now in its third generation, Resnick ranks in the top 25 largest convenience store distributors in the country. BHI is a registered service mark of Bank Hapoalim B.M., Israel’s leading financial institution. BHI’s U.S. division provides commercial lending solutions to middle market clients in sectors including commercial real estate, C&I, food and beverage, entertainment, apparel, healthcare and high-tech. In addition to its New York Branch, the bank has U.S. Representative Offices in Woodcliff Lake, New Jersey; Miami, Florida; and Los Angeles, California.

 

Portada Live

At this exclusive virtual event on March 24, 2021, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

 

MarTech Investments in 2021 and beyond. The share of brands who choose the Customer Experience  MarTech category as their main area of investment over the next 18 months grew by more than 150% compared to our 2020 survey.

Portada Insights Report: What Brand Marketers Need from MarTech in 2021 and Beyond!

Our Portada Insights report “What Brand Marketers Need from MarTech in 2021 and Beyond” includes the aggregated results of brand marketers preferences in MarTech investment categories over the next 18 months. Results are broken down by the 5 Top MarTech investment categories and geographically (U.S and Latin America). Additionally, results for the top two categories  (Advertising & Promotion and Customer Experience) are broken down.

200 brand marketers in the Portada network throughout the Americas were polled. The survey took place in December 2020 and January 2021.

The 20 page report also includes qualitative statements of  brand marketers interviewed by Portada as well as advice and best practices from a select group of marketing service providers on how to best leverage marketing technologies.
Below are the key results of the report:

  • The share of brands who chose the Customer Experience  MarTech category as their main area of investment over the next 18 months grew by more than 150% compared to our 2020 survey. This increase is related to the acceleration of digitization and e-commerce propelled by the COVID-19 pandemic.
  • Regionally, the increase of the expected investment in MarTech related to Customer Experience is more pronounced in Latin America compared to the U.S.
  • Advertising & Promotion continues to be the leading category in the U.S. and is the second one in Latin America. The advent of Internet privacy regulations has increased the need of brands to invest in technologies that foster first-party data capture-maintenance and analysis as well as in technologies that are viable in a cookieless world including contextual targeting.

DOWNLOAD the 20 page report!

 

Dr. Scholl, Makita U.S.A., Inspire Brands, Driven Brands, Avocados From México, Taylor Reach Group, Price Chopper/Market 32, Tops Markets, QVC® US / HSN®, Panda Express® ….. and more brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Dr. Scholl

DR SCHOOLDr. Scholl, an American footwear and orthopedic foot care brand owned by Scholl’s Wellness Company, has appointed OMD USA to handle its´ media account. The agency won following a fast-paced review that began in December 2020. Dentsu Mcgarrybowen was the incumbent. 

 

 

  • Makita U.S.A. 

 

makita

Makita® U.S.A., Inc., a worldwide manufacturer of industrial power tools, pneumatics power equipment and janitorial-sanitation products,  is continuing its commitment to future growth in the U.S. market with the purchase of 80 acres in Georgia. The land, located northeast of Atlanta in Hall County, is the target for planned future development to address continuing growth in the United States.Over the past three years Makita has made significant investments in the U.S.A. The Atlanta-area purchase follows the August 2020 opening of a new distribution, training and service facility in Reno, NV, and the 2017 opening of a similar facility in Wilmer, TX. Makita’s distribution chain also includes operations in Mt. Prospect, IL, Buford, GA, and La Mirada, CA. Additionally, the manufacturing plant in Buford is one of ten Makita manufacturing facilities worldwide.Makita U.S.A., Inc. is located in La Mirada, California, and operates an extensive distribution network throughout the U.S.A. With 50 years in the United States and over 100 years worldwide.

  • Inspire Brands

Inspire BrandsRestaurant group Inspire Brands, a multi-brand restaurant company whose portfolio includes nearly 32,000 Arby’s, Baskin-Robbins, Buffalo Wild Wings, Dunkin’, Jimmy John’s, Rusty Taco, and SONIC Drive-In restaurants worldwide, has named Publicis Groupe its´ media AOR following a review that began in early August. Following this appointment, a dedicated media strategy team within Publicis called Inspire Media Engine will be formed and led by Publicis agencies Zenith and Digitas. Inspire Media Engine will handle national media buying and planning for Inspire’s portfolio that also includes Baskin-Robbins, Buffalo Wild Wings, Jimmy John’s and Sonic, as well as local media planning and buying for Dunkin’, Jimmy John’s and Sonic. The appointment does not include national paid search or social for some brands as those duties are handled in-house or through an agency partner not affected by the review. The account is valued at about US$600 million, according to a source familiar with the account.

  • Taylor Reach Group

spiritsOne of the world’s largest and fastest-growing premium spirits companies has enlisted the aid of The Taylor Reach Group, Inc. (TRG) to assess their current capabilities and support the design of a new Direct to Consumer (DTC) organizational vision.The DTC channel will support consumers across the globe. Consumer support and experience will be delivered across multiple channels and across dozens of popular and premium liquor brands. The full roll out of this process is expected to take three years.The Taylor Reach Group, Inc., is a globally-recognized contact center, customer experience consulting and managed services firm focused on optimizing consumer engagement. The firm’s role in this massive undertaking is to perform a sweeping audit of the client’s current consumer service channels, determine how those channels compare against industry best practices, and make recommendations on improvements to support the DTC strategy.Taylor Reach has helped major retail, publishing, education, and financial brands, as well as government agencies at all levels, provide world-class consumer support and customer experience.

  • Driven Brands

Driven BrandsCharlotte, NC-based Driven Brands has appointed San Francisco-based agency Erich & Kallman AOR for Meineke Car Care Centers and Take 5 Oil Change. The appointment includes strategy, creative and production for national and regional campaign work, including TV, radio, OOH, social, and digital. Media planning and buying for offline media (TV, Radio, OOH) at both national and regional levels is also included.  (360i handles digital media).Moxie and Mythic were the incumbents for Meineke and Take 5 respectively. With over 2500 units in operation today, Driven Brands is the number one choice when considering a franchise in the automotive industry. (Check out a Portada interview with a leading Driven Brand executive.)

Marketing ConferencesAt this exclusive virtual event on March 24, 2021, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

  • Avocados From México

afmAvocados From México has selected Omnicom´s GSD&M as its´ new AOR without a review. The agency will lead creative and brand for both general market and Hispanic, with the first work set to launch in early 2022.

 

 

  • Price Chopper/Market 32 – Tops Markets

topsNortheastern grocers Price Chopper/Market 32 and Tops Markets plan to merge, creating a supermarket retailer with nearly 300 stores in six states. Financial terms of the deal weren’t disclosed. Scott Grimmett, president and CEO of Schenectady, N.Y.-based Price Chopper/Market 32, will serve as CEO of the merged company and on its board of directors, overseeing the operations of 292 Price Chopper, Market 32, Market Bistro and Tops Markets stores in New York, Vermont, Connecticut, Pennsylvania, Massachusetts, and New Hampshire. Frank Curci, chairman and CEO of Williamsville, N.Y.-based Tops, will serve on the combined company’s board and as a consultant to aid in the transition.The new parent company will be based in Schenectady. Both supermarket chains will retain their main offices in Schenectady and Williamsville and continue to be managed locally by their respective leaders.

 

  • QVC® US / HSN®

QVS

Qurate Retail Group’s QVC® US and HSN®, leaders in building brands through livestream video storytelling across multiple platforms, announced plans to introduce more than 90 emerging brands in apparel, accessories, beauty, culinary, home décor and innovations, and electronics throughout 2021. Two-thirds of the winning brands have self-identified as either women-owned or minority-owned, reflecting QVC and HSN’s commitment to developing a diverse and inclusive vendor community.  QVC and HSN discovered the brands through The Big Find®, the retailers’ second annual international search to discover entrepreneurs. Twenty-three brands are expected to launch by the end of March, including Pili Ani and 54 Thrones (beauty); Nude Barre and Poppy + Sage (accessories); Pacific Northwest Cookie Company, Curly Girlz Candy and Pure Food by Estee (culinary); and Go Hang It! and The Strapper (home innovations). After seeing the increased demand specifically in categories like home decor, food, and electronics during the COVID-19 pandemic, judges looked for products to address customers’ shifting needs as well as great storytellers who are authentic and passionate about their brand. Additional Big Find brands will launch throughout Q2 and through the rest of 2021.QVC and HSN form one of the world’s largest video commerce platforms, reaching more than 90 million homes in the U.S. (380 million worldwide) via broadcast channels and millions more via streaming, web, mobile, and social platforms. 

  • Panda Express® 

Panda E

Panda Express, one of the largest family-owned and operated Asian dining concepts in the U.S., has sparked a celebration in honor of Lunar New Year, one of the world’s biggest festivals centered around food, family and togetherness. Through Feb. 28, guests can visit www.PandaLNY.com on their mobile phones to send their own virtual celebrations and personalized well-wishes to loved ones through this digital red envelope experience. Panda will also share special offers with every guest who sends and receives a digital red envelope during the festivities.To bring to life the spirit of Lunar New Year and invite those who may be unfamiliar, Panda unveils a new 3-minute short film that tells a story through the lens of a young man discovering the meaning of the holiday in his own way. The short explores the idea that a person’s desire to come together with loved ones and wish them good fortune is in fact a shared value that connects us all.The auspicious holiday is not complete without a family meal filled with symbolic dishes that bring forth new beginnings. Panda Express’ Firecracker Chicken Breast® returns with the same bold and loud flavors. 

 

Portada Live

At this exclusive virtual event on March 24, 2021, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

 

The global predictive analytics market size is anticipated to reach US $23.9 billion by 2025, according to a report by Millionin$ights. It is anticipated to register a 23.2% CAGR during the forecasted period, 2019 to 2025. The growth reflects an exponential increase in the generation of data coupled with rising awareness about its usage for implementing marketing strategies.

With the rise of Big Data and Artificial Intelligence, marketers have more powerful technology and analytics tools at their disposal than ever before. Data-backed customer insights can be used to enhance marketing efforts at every stage of the funnel, and one of the most effective tactics is using predictive analytics.

Predictive Analytics in Marketing

According to IBM, over 2.5 quintillion bytes of data are created every single day providing raw data that can be used to obtain data-backed customer insights.  As stated in an article written by Jennifer Xue for Single Grain, there are eight uses of predictive analytics in marketing:
-Detailed Lead Scoring
-Lead Segmentation for Campaign Nurturing
-Targeted Content Distribution
-Lifetime Value Prediction
-Churn Rate Prediction
-Upselling and Cross-Selling Readiness
-Understanding Product Fit

Large enterprises held a major share across the global predictive analytics market due to the surging usage of these solutions for the prediction of future trends according to the availability of historical data. While the small & medium enterprises segment registered the highest CAGR on account of the rising adoption of technologies like cloud and predictive analytics by several SMEs.

The deployment segment of on-premise dominated the global market in 2018 on account of the rising concerns about cloud infrastructure like privacy, storage, and data security. On the other hand, the segment of cloud deployment is projected to register the fastest CAGR in the upcoming years owing to its features like enhanced resource utilization, and cost-effectiveness.

North America dominated the global market in 2018 due to rising technological advancements and surging presence of key players across the U.S. While, the Asia Pacific is projected to witness the highest growth during the forecasted period, 2019 to 2025 on account of increasing deployment of such solutions among several services and solution providers.

The market for predictive analytics includes key players such as IBM Corporation; Microsoft Corporation; SAP ERP; Oracle Corporation; and Tableau Software, Inc. These players have started adopting inorganic and organic marketing strategies like collaborations, mergers, acquisitions, partnerships to widen their product portfolio and reach.

Further key findings from the report :

  • The large enterprises segment dominated the global market in 2018.
  • The segment of cloud deployment is projected to register the highest CAGR during the forecasted years, 2019 to 2025.
  • North America dominated the global predictive analytics market in 2018.
  • The key players in this market are IBM Corporation; Microsoft Corporation; SAP ERP; Oracle Corporation; and Tableau Software, Inc.

More information here.

 

Univision buys VIX; What you need to know… Leadspace, The Brandon Agency….Companies get bought and sold, people change positions, get promoted or move to other companies. Portada is here to tell you about it

Univision Buys VIX: What You Need to Know…

Univision Buys VIXUnivision is acquiring VIX. The transaction marks the end of VIX,  until 2017 called Batanga Media, as an independent firm since it was founded in 1999 by Troy McConnell, Luis Brandwayn and Jochen Fischer in North Carolina. Throughout its more than 20 years of existence VIX has been headquartered in Miami, Florida, with operations in 14 countries including Brazil, Chile,  Uruguay, Colombia, Mexico, Peru, and Venezuela.
Univision’s acquisition of VIX reflects the consolidation trend in the digital media space overall, e.g. Bustle Digital Group’s CEO Bryan Goldberg’s recently said that he wouldn’t be surprised if Bustle, Vice Media, Vox Media, Group Nine and Buzzfeed consolidate from five companies to three, and in the Hispanic/Latin American media space in particular (e.g. the purchase of a majority stake of Cisneros Interactive by Entravision).  it is well known that, overall, digital media property valuations (excluding  social media and Google), have been going down over the last 5-6 years. While the acquisition price of VIX by Univision was not disclosed, it is unlikely that VIX investors made a positive return.  VIX, had raised $73.5 million in funding from investors including HarbourVest Partners, Tudor Investments and H.I.G. Capital, according to Crunchbase. In addition, Discovery bought a stake in Batanga in 2016.
Also interesting is that Discovery is letting go of its stake in VIX, probably because it is betting on its own recent launch of Discovery+ through which it  enters the streaming market loaded with content from the company’s network lineup, including HGTV, Food Network, TLC, Travel Channel, Discovery Channel, and Animal Planet, among others. 

Univision’s Acquisition of VIX: Pivot to Video

As video streaming and CTV advertising belong to the highest growth areas of the ad supported media ecosystem, media companies are heavily investing in their streaming services. This is the main rationale for the Univision VIX acquisition. Univision recently announced the launch of PrendeTV, featuring free, premium, 100% Spanish-language ad-supported programming. VIX operates a Spanish-language streaming platform serving Latin American and U.S. Hispanic audiences and includes a content library of 20,000 hours of film and TV programming. On a combined basis, PrendeTV and VIX will have more 30,000 hours of content. The service will be integrated into PrendeTV in the U.S., which, according to Univision, will bring immediate scale through distribution on mobile and connected TV platforms including Roku, Apple TV, Amazon Fire TV and Android TV.
Univision Buys VIX
Rafael Urbina, Univision General Manager/EVP of AVOD Streaming
Inside VIX Purchase by Univision
Samer Deen, Chief Digital Officer, Univision

“VIX is the next key step towards Univision’s goal of building the most comprehensive ad-supported streaming offering ever amassed for Latino audiences,” said Pierluigi Gazzolo, President of Univision and Chief Transformation Officer.  In addition to content and distribution, VIX also brings to Univision a seasoned executive team. After Univision’s VIX acquisition,  VIX CEO Rafael Urbina will serve as Univision General Manager/Executive Vice President of AVOD Streaming and report to Sameer Deen, Univision’s Chief Digital Officer.

 

LeadSpace Lands Funding and a New CEO

Leadspace Leadspace announced it has raised $46 million in growth funding led by JVP. The funding validates Leadspace as a front runner in a burgeoning Customer Data Platform (CDP) market that is estimated to generate $2.4 billion in 2020, and expand to $10.3 billion by 2025. Leadspace plans to use the funding to grow the team in both Israel and the U.S. and keep up with the increasing demand they’ve seen in the last year. Funding and fresh leadership will enable Leadspace to accelerate growth, product development and customer adoption of its leading AI-driven B2B Customer Data Platform (CDP). Current clients include Salesforce, American Express, Zoom, Microsoft, Verizon, Intel, Autodesk and many more.

The company is also appointing Alex Yoder as its new chief executive officer, whose extensive experience leading transformative growth within the companies he’s led will now help Leadspace redefine the emergent B2B CDP category. Yoder joins Leadspace after successfully building organizations as large as US $ $150 in annual revenue, spanning marketing tech, Ad-tech, SaaS and services. Leadspace has also announced that JVP Founder and Executive Chairman, Erel Margalit, will serve as Chairman of the Board for the company. Margalit has led investments in companies including CyberArk Software, QLIK Technologies and Cogent Communications and many others.

Stephen Childress at the Brandon Agency

Stephen Childress , Chief Creative Officer, The Brandon Agency

The Brandon Agency, an integrated marketing agency in the Southeast, has hired Stephen Childress as Chief Creative Officer. The hire is a new leadership position for the agency, which provides full-service, data-driven marketing solutio

ns to established and emerging brands including Green Giant, Security Finance, ScanSource, Santee Cooper, AgriSupply, stayAPT Suites, WasteQuip, and Wilmington Health.
Childress joins the agency following a background in creative leadership positions, most recently serving as Scoppechio’s Chief Creative Officer since 2017, and working at other agencies during his career like EP+Co and Grey. In his nearly four years with Scoppechio, Childress oversaw all digital, creative, social, content and production for the agency’s portfolio of clients including GE Appliances, Longhorn Steakhouse, Brown Forman and Fifth Third Bank. During his career, Stephen’s work has been recognized in the One Show, National ADDYs, Communication Arts, and more.

 

 

MMA Global introduced an analysis showing that outcome-based marketing plans can outperform traditional reach-based marketing plans by more than 50% on return on ad spend (ROAS).

 

The growth strategy, Outcome-Based Marketing 2.0 (OBM2), represents a major step forward in validating how marketing organizations can achieve profitable growth by targeting more responsive audiences.

The OBM2 strategy enables brands to align budgets, channel allocation, and audience targeting directly with ROAS tied to those consumers who are more likely to respond to and be impacted by a brand’s advertising.

MMA found that a marketing campaign organized around the most responsive target audience for a brand — dubbed the “movable middles” — will yield far better outcomes than traditional media plans optimized for reach. Movable middles are defined by having a mid-range probability of buying an advertised brand; they are proven mathematically to have five times the responsiveness to that brand’s advertising and are unique to each brand. While they overlap somewhat with heavy buyers, they also include medium, light, and non-buyers. This helps marketers not only achieve good returns, but also expose their brand to a larger group of receptive consumers for long-term growth.

Outcome-Based Marketing
Joel Rubinson, the former Chief Research Officer for the Advertising Research Foundation

Joel Rubinson, the former Chief Research Officer for the Advertising Research Foundation, conceptualized the methodology behind OBM2 strategy (in part based on work conducted two years ago) on MMA’s behalf. Rubinson worked in conjunction with global information services and technology company Neustar to leverage their agent-based simulation models that incorporate media consumption and purchase behavior data from their targeting platform. These models uncover the individual consumer-level activities and market-level factors that are predictive of purchase intent with a high degree of accuracy. This approach helped find non-buyers with similar purchase probabilities and predicts where and how to target these important audiences.

“We are incredibly grateful to Neustar for working with us by providing their team’s amazing support and advanced innovative modeling techniques to predict media consumption and purchase behavior across 100% of U.S. households. This capability was invaluable to proving Outcome-Based Marketing 2.0’s value,” said Greg Stuart, MMA CEO. “MMA has been on a decade-long pursuit of a more disciplined understanding and implementation of ‘modern marketing’ for CMOs responsible for higher levels of business growth and profitability for their businesses. This new strategy is one more leap forward to achieve this as well as to raise the stature and gravitas of marketing as a whole.”

In a proof-of-concept study, MMA and Neustar deployed agent-based simulation methodology to target the movable middles on behalf of a brand of frozen pizza in the U.S. market. The analysis proved:

  • An Outcome-Based Marketing 2.0 plan optimized to target the movable middles outperforms a traditional reach plan by more than 50% on ROAS
  • Targeting the movable middles helps marketers increase marketing outcomes across the board versus traditional reach-based approaches, including attracting more non-buyers, increasing total consumer reach, and increasing buyer-penetration across light, medium, and heavy buying groups
  • Movable middles can be predicted with 99% accuracy for each brand, regardless of industry vertical.
Outcome-Based Marketing
Norman de Greve, CMO, CVS Health, and Chair of MMA’s North American Board

“The MMA always tackles the toughest marketing challenges, particularly when it comes to data and marketing optimization. Empirical evidence and analytics validate OBM2 as the most effective approach to improving return on advertising spend.” said Norman de Greve, CMO, CVS Health, and Chair of MMA’s North American Board.

The MMA always tackles the toughest marketing challenges, particularly when it comes to data and marketing optimization. Empirical evidence and analytics validate OBM2 as the most effective approach to improving ROAS.

“We want to ensure the brands we sell in our stores have the best chance of being considered for purchase — and MMA’s work is a welcome addition to any brand’s planning toolkit to help deliver results in an efficient and effective way,” noted Kay Vizon, Director of Media Services for Kroger. “I support this advancement in planning and applaud the MMA for their ongoing push to uncover ground-breaking and data-driven approaches to further brand growth.”

“We cracked the code on ad responsiveness when we realized that using a beta distribution to model consumer probabilities of purchase was the connection between ad responsiveness and targeting,” added Rubinson. “We are, in essence, arbitraging the opportunity to push harder on the groups of consumers that will predictably buy more of a product when exposed to advertising.”

Outcome-Based Marketing
Marc Vermut, Vice President, Marketing Solutions at Neustar

“This research uncovers why audience targeting recommendations based on ROAS and purchase probability work,” said Marc Vermut, Vice President, Marketing Solutions at Neustar. “It found that a marketing campaign organized around those ‘movable middles’ — the most responsive target audience for a brand — will yield far better outcomes than standard media plans optimized for reach.”

Marketing campaign organized around those ‘movable middles’ will yield far better outcomes than standard media plans optimized for reach.

Additional categories, including detergents, nutrition bars, and margarine, will be run through the same analysis in the coming months. The MMA has raised funds and expects to validate this planning approach in real-world, in-market experiments that will last a full year called “Brand as Performance.”

Noted marketing academics, including University of Oxford’s Dr. Felipe Thomaz and Dr. Andrew Stephen, as well as UCLA Graduate School of Management’s Dr. Dominique “Mike” Hanssens, have conducted a review of the methodology used in creating this new growth strategy and support MMA and Neustar’s model. Both universities are developing other complementary assessments and research that validate the findings. Meanwhile, a white paper on OBM2 can be found here.

 

  • Aesop

Aesop, TurboTax, United Airlines, Fiesta Insurance, Lexus….. and more brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Aesop

AesopGlobal skin, hair and body care brand Aesop has appointed Havas’ dedicated customer experience network Havas CX as its global customer engagement agency following a competitive pitch overseen by The Observatory International.The group has been tasked with developing a new global “replenishment and recognition” programm  for customers and will be supported strategically and operationally in key markets by Havas CX Helia in the UK and BETC Fullsix in France, which pitched together, along with Havas CX in Asia.
Aesop was founded in 1987 in Melbourne, Australia, and now markets over 80 branded products, including skincare, haircare, soaps, fragrances and homewares. In 2012, the company sold a majority stake to Natura & Co, the Brazilian global group behind Natura, The Body Shop and Avon. Natura took total ownership in December 2016.
The agency will work alongside Aesop’s in-house CRM team, which has invested heavily in customer marketing technology over the past 12 months. Tapping into data to advance the cross-channel customer experience, the strategy will focus on innovation, differentiation and digital acceleration and aim to inspire more customers to become brand ambassadors.

  • Intuit

TurboTaxTurboTax, from Intuit Inc., the leader in online tax preparation, announced the launch of its Latino-focused integrated marketing efforts. The year 2020 was an unpredictable and challenging year that forced many Latinos to make tough financial decisions. TurboTax has formed strategic media and community partnerships to promote access to key educational content and provide relief to those most in need. “TurboTax is committed to serving the Latino community by listening to their needs,” said Alejandra Molinari, Lead of TurboTax Latino Communications and one of the many brand marketers participating at our Portada Live, March 24th, 2020 event. TurboTax developed in-language tools to serve as a resource to the Latino community and support them throughout these unprecedented times; these include the Unemployment Center, a Self-Employed Coronavirus Relief Center, and the Coronavirus and Stimulus Center. TurboTax also offers TurboTax Live, so the Latino community can get answers to their tax questions as they go and a review of their return before they file. Additionally, NEW this tax season is the TurboTax Live Full Service offering which enables taxpayers to connect to a dedicated bilingual tax expert, who will prepare and file their tax return from start to finish, all from the comfort of their own home.Latino taxpayers with simple tax returns can take advantage of the TurboTax Live Basic limited time offer and have a bilingual tax expert review their return for free so they can be 100% confident their taxes are done right.Furthermore, TurboTax Latino integrated marketing program will include the following key extensions: #LeadingConEducación,  #ViveFullService” and #SmartDinero Partnership with WeAllGrow Latina Network.These efforts are being executed in partnership with Hispanic public relations agency Havas FORMULATIN. The agency’s work also includes both paid and earned media tactics as well as social media engagement throughout tax season.

  • United Airlines 

UnitedUnited Airlines has kicked off a global review of its creative business. Dentsumcgarrybowen, formerly Mcgarrybowen, has been the incumbent since winning the account in 2011. The agency has been invited to participate. Carat continues to hold media responsibilities for United Airlines. The airline declined to name other agencies invited to take part. The move comes as the airline suffers from massive dips in travel due to Covid-19. In the fourth quarter of 2020, United Airlines posted a US$1.9 billion net loss. United is looking to refresh its brand and creative platform in the wake of “the most sustained, seismic disruption in the history of commercial aviation,” a United Airlines spokesperson said in a statement.

  • Fiesta Insurance

FiestaFiesta Insurance, a leading retail franchisor of insurance and tax services, continued its expansion in distributing insurance and services in an innovative and collaborative approach to the Hispanic community, with the acquisition of La Familia Agency, LLC (LFAI). With this transaction, Fiesta Insurance expands its footprint in the state of Texas, and within corporately owned storefront locations.  LFAI, based in Dallas, is a profitable and growing independent insurance agency chain distributing insurance and other services across 67 locations. LFAI will maintain the La Familia Auto Insurance name and company-owned storefront business model. LFAI is a leading provider of insurance products at the right price for the Hispanic community in Texas.   

Portada Live

At this exclusive virtual event, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

  • Lexus 

LexusLexus has officially unveiled the Monogram retail experience, providing guests flexibility in how they buy their next Lexus. Working hand-in-hand with dealerships across the United States to integrate the online and in-store retail experience, Lexus is piloting a retail program providing guests more control over how they purchase their vehicle, increased transparency into current inventory and real-time pricing, and flexibility to shop when and how they want. Developed in partnership with Toyota Motor North America (TMNA) and Lexus Financial Services (LFS) in response to shifting consumer purchase preferences, Monogram offers a flexible shopping experience befitting the Lexus brand. Lexus’ Monogram technology puts the car buying process in the hands of the guest, providing an integrated user experience across Lexus.com, the dealership website and the physical dealership store. For Lexus dealerships, the new technology integrates with current inventory, the customer relationship management system (CRM) and directly with financing through LFS, allowing sales associates the opportunity to better understand customers wants and needs, while accessing time-saving tools, enhanced analytics and advanced lead handling that allows the dealer to pick up right where the guest left off online.

  • La Tortilla Factory 

La Tortilla FactoryLa Tortilla Factory, Inc.  (LTF) announced that Flagship Food Group, LLC (Flagship) has agreed to make an investment into the company to support its future growth strategy.  Flagship will become the majority stakeholder in the company while the third generation Tamayo family members continue to remain valued partners.Majority owned by CREO Capital Partners, Flagship is a diversified food company that sells a wide range of food products and services under the 505 Southwestern, Lilly B’s, TJ Farm’s and other brands.  Most of Flagship’s brands are rapidly expanding, having experienced double-digit growth in recent years.The Tamayo family started La Tortilla Factory in 1977 to serve local Northern California restaurants and retailers.  Today, the Company is the largest nationally-distributed tortilla brand whose product portfolio is focused on true better-for-you, organic, and low carb categories.The new partnership will build on the outstanding reputation that La Tortilla Factory has cultivated within the food industry and community since 1977.  Its 300 employees will remain in place and focused on the company’s vision to be the innovative brand leader in premium Mexican food.  The transaction closed on January 27, 2021.  Terms of the transaction are confidential.Cascadia Capital represented and advised La Tortilla Factory on this transaction.

  • Stella Watch Company

Stella Watch CompanyStella Watch Company has appointed Generator Media + Analytics its media AOR. GM+A was already working for the brand as the agency completed a number of projects for the New York-based startup in 2020 and  was tasked with supporting the client’s 2020 Holiday season ecommerce initiatives.

 

 

 

Portada Live

At this exclusive virtual event, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

 

Cookies in digital marketing have played a huge role. while digital consumption has accelerated throughout the past 12 months, the rules of advertising online are changing. As tech firms and regulators herald the end of the cookie in 2021, here are initial steps for marketers to take, to ensure their advertising is still reaping the measurable benefits of digital marketing, but with cookies no longer at their disposal.  By Remi Cackel, Chief Data Officer, Teads.

1 – Be prepared to face the challenge of no cookies in digital Marketing

Because there is no doubt this is a challenge. Digital marketing has used cookies as a base for years now, so continuing to be effective requires change. A change in approach, a change in teams and partners and scope. But with the right preparation, success will come. Make sure your parameters are clearly defined; how are you defining your market? Where do you view your brands sitting within those markets and how will you measure success going forward? Be sure that you’re analyzing and reviewing your current audience targeting needs, splitting it by top categories, such as demographics, interest, intent, etc.

2 – Reshape your first-party data strategy

Whether in terms of data collection or utilization, most of clients’ first-party data is largely cookie-dependent and will shrink. Despite this expected volume reduction it, paradoxically, becomes even more strategic to focus your time in using it, but in a different way. There are two key points to consider:

  1. Use your data beyond standard targeting.

You have to think beyond the utilisation of your data for direct messaging/lookalike modelling. Review in priority how your data can be used in two key uses-cases:

(i) To support cookieless planning and decision-making

The data you have about your consumers should become the cornerstone of your cookieless transformation.

For example using it to analyse which contexts over-index for your most valuable customers. Knowing the type of content your clients are reading in each market, and for each brand, will help you define your initial contextual targeting strategy.

(ii) To support measurement needs

Measuring performance and effectiveness does not need to be done across 100% of the campaign delivery, only on a statistically representative percentage.

Ensure you are using your 1st-party data to power media effectiveness measurement as much as possible (e.g: capturing online/offline signals of visits from your properties).

  1. Introduce sustainable identity resolution and privacy compliance

Review all your data collection and utilization channels to assess how you can map your users against login/persistent identifiers to future-proof its utilization.

When publishers introduce a significant volume of unique IDs on the open-web, you want to already be in the position of being ready to use it.

It’s also crucial to make sure you’re allowing proper data privacy management for users (user consent, right to access/delete, etc). This should be addressed not just from a regulatory perspective, but also to make sure you are engaging your consumers in the right way.

3 – Future proof your audience targeting capabilities 

We need to be realistic about what will replace the cookie. Despite many claims from across adland, there will be no one-size-fits-all solution. Different approaches will need to be properly understood, tested and combined in order to maintain the same levels of ad effectiveness.

Be sure to keep track of, and test, the most up-to-date industry initiatives. The most current ones are outlined here:

  1. Privacy Sandbox: Get ready for the first tests which will probably happen during H1 2021, find out more here
  2. Real-time profiling: Using insights and relevant (cookieless) signals as a proxy of an audience (e.g: context, device models, etc.)
  3. Publishers’ first-party data: Make a list of publishers who have relevant/suitable data for your main/core audiences. This approach has as many opportunities as it has limitations, be sure to be aware of both before fully committing to this path.
  4. Unique ID: Understand that it’s mostly about using a login and that you should not spend time in A/B testing different solutions. Publishers are progressively integrating more login solutions. Make sure to monitor the scale and begin testing as soon as it becomes actionable (in the mid to long-term)

4 – Discover the power of content

Contextual targeting is not a plan-B, it provides an equally viable media strategy that we’ve been proving with multiple brands across all markets around the world. The challenge with contextual targeting at scale is that harnessing its power isn’t understood by many. So what are the steps to take to ensure you can make the most of it? The same as all good campaigns, it needs to start with a good media plan to ensure proper actionability.

Use your first-party data, new tools, and insights to learn which contextual signals can be used, when, and how?

Next steps are using contextual information for creative personalization: How can your creatives be personalized according to the content of the page to truly amplify your message? Measure the outcomes and compare them to audience targeting, you will be pleasantly surprised with the results.

The additional layer is to A/B test different contextual targeting solutions from the marketplace. See which works best for your brands and campaigns, at the right moment.

During 2021, be ready to go even one step beyond by exploring new contextual signals at scale: Weather, time of the day, device models,…etc. are all key cookieless dimensions, allowing greater personalisation and media effectiveness.

5 – Don’t get lost on the way

As you engage in your transformation away from cookies, you will face multiple challenges. We’ve outlined some of them above, but no doubt more will appear as we move through 2021. But with the right approach, you will be in the best possible position to continue:

  1. Adopt the right mindset: There’s no need to panic, but advertising without the use of cookies has to be seriously considered and understood across the whole of your digital marketing organization.
  2. Focus your efforts: Clearly define your timelines and project scope: What will be tested, how and when? Don’t blindly test all the ad-tech proprietary solutions, focus your efforts for best results.
  3. Communicate, participate to relevant working groups and share your results: Showcase best-in-class work to the whole industry and learn other brands’ experiences and points of view. This is a challenge we all need to meet together, but cross-industry collaboration is the best way to deliver business results whilst, critically, regaining consumer trust.

Article written by Remi Cackel, Chief Data Officer, Teads

 

Advertising: The Answers to 12 Questions Brands are Asking for 2021 and BeyondMars, The Home Depot, Cutwater Spirits, Bimbo Bakeries USA, Cacique®, Greenwood, Walmart, Target, Levi Strauss & Co., … and more brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Mars 

MarsMars, Incorporated launched #HereToBeHeard, a new global crowdsourcing campaign that elevates the voices of women from all intersections – including race, age, sexuality, religion and ability – to help shape a more inclusive business environment and create a world where all women can thrive. As part of the company’s Full Potential platform for action on gender equity in its workplaces, sourcing communities, and the marketplace, #HereToBeHeard asks women everywhere: “What needs to change so more women can reach their full potential?” The responses will inform the concrete actions Mars will take – both within its value chain and in broader society – to close the gender opportunity gap. To kick off the conversation, Emmy award-winning actress and host Tamera Mowry-Housley joins a roster of inspiring women influencers including Poppy Jamie, Hani Sidow, Helen Wu & Kellie Gerardi who will lend their experiences and invite women to share their voices and vision at beheard.mars.com. Currently, women make up 51 percent of the world’s population and could contribute us$28 trillion to the global GDP, and yet so often their voices go unheard. The initial phase of #HeretoBeHeard, where women’s voices will be collected, will run through March; after which the submissions will be analyzed by the Oxford Future of Marketing Initiative (FOMI) at Oxford University’s Saïd Business School. The results will be shared with the world in a study by Oxford this summer and will inform the action plans of Mars’ Full Potential platform, including policies Mars can implement and advocate for in its commitment to unlock opportunities for women.

  • The Home Depot 

The Home Depot appointed OMD as its new U.S. media AOR, following a review that started last summer. The appointment includes traditional and digital media.  Home Depot spends around US$450 million on measured media annually. Home Depot spent around US$382 million on media in the U.S. from July 2019 to June 2020, according to data consultancy COMvergence, of which an estimated US$248 million was spent on traditional channels and US$134 million on digital. Home Depot is also in the midst of a creative review, according to Adweek.

 

 

  • Cutwater Spirits 

cutwaterCutwater Spirits, US cocktail brand., releases its “Cut Out With Cutwater” ad campaign with a TV commercial airing on game day, digital takeovers, and a social media series featuring actress Emily Hampshire, renowned for her role as Stevie Budd on Schitt’s Creek  and “longtime Cut Out enthusiast.” The campaign is all about cutting away from the daily routine and draws from the core values that have inspired Cutwater since the brand’s very beginning. The new 30-second “Cut Out” spot is Cutwater’s first-ever ad to run during the biggest football game of the year, and is now airing on TV channels including ESPN and CBS Sports, as well as social media. On Sunday February 7th, the ad will air in key regional markets on the west coast including Los Angeles, San Diego, San Francisco, Sacramento, Las Vegas, Phoenix and Seattle. There will be an accompanying national rollout on YouTube the following day (2/8).Cutwater is also partnering with actress and comedian Emily Hampshire of Schitt’s Creek, a self-proclaimed “longtime cut out enthusiast” in a lighthearted social media campaign which kicks off on Instagram and Twitter. While the TV commercial comes to life with lively outdoor “Cut Out” occasions, Emily will highlight her own hilarious at-home interpretations of the theme. The Cut Out campaign will run as Cutwater Spirits continues to innovate in 2021, offering new forms and flavors for enjoying an excellent cocktail anywhere. New releases include the expansion of tequila-based ready-to-drink offerings with a new fruit-forward margarita lineup and a series of frozen tequila pops.

Portada Live

At this exclusive virtual event, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

  • Bimbo Bakeries USA

bimboBimbo Bakeries USA (BBU), a subsidiary of Mexican bakery giant Grupo Bimbo SAB de CV, has launched SweetSnacking.com, a new direct-to-consumer platform that allows consumers to have their favorite BBU brands shipped directly to their homes. According to Bimbo Bakeries USA (BBU),the coronavirus pandemic has created demand for products that may be shipped directly to consumers’ homes. SweetSnacking.com will seek to fill that need. BBU’s new service allows consumers to select from 10 pre-made boxes that offer a varied combination of the company’s brands, including Entenmann’s, Sara Lee, Thomas’ and Takis. Deliveries, which are shipped for free, are made directly to consumers’ homes for ease and convenience. Delivery is currently available to select ZIP codes. Bimbo reported strong performance in Q3 2020, driven by better-than-expected results from its Sweet Goods category, which offset the drag from impulse items like on-to-go foods due to the pandemic.

  • Cacique® 

 

cacique

Cacique®, LLC – an independently owned Hispanic foods company and maker of the #1 brand of authentic Mexican-style cheeses, cremas, and chorizos in the U.S. – announced an addition to the company’s ownership group as part of a round of funding that will be used to accelerate the brand’s continued rapid growth nationwide. Boston-based investment manager The Baupost Group, LLC (“Baupost”) will take a minority stake in Cacique.Demand for Hispanic foods is exploding nationwide, and consumers are seeking authentic ingredients and high-quality products in this category. This investment is an important next step for the future of Cacique, and will support the company’s long-term growth strategy, as well as allow the company to meet the growing demand for its products. Using the proceeds, Cacique will expand production capacity, increase R&D to drive product innovation and continue to sustainably enhance its national presence.

  • Greenwood 

Greenwood, a digital banking platform for Black and Latino individuals and businesses, announced it has surpassed 500,000 sign-ups for its virtual banking services in just 100 days. In addition, Greenwood announced a donation to the Drum Major Institute, an organization co-founded by Rev. Dr. Martin Luther King, Jr. and dedicated to creating commonsense solutions to drive social progress for all American citizens. A contribution also will be presented to the Martin Luther King, Jr. Center for Nonviolent Social Change, an organization founded by Mrs. Coretta Scott King as the official living memorial of the life, work and legacy of Dr. King. Greenwood, a socially responsible banking platform, was founded by Civil Rights leader Andrew J. Young; rapper and activist Michael “Killer Mike” Render; and Ryan Glover, founder of the Bounce TV Network and other companies. Greenwood features best-in-class online banking services and innovative ways of giving back to Black and Latino causes and businesses.

  • Walmart 

walmartAfter doubling business last year, Walmart is planning to grow its digital media arm into one of the top-ten advertising platforms in the United States by joining digital with an in-store network of 170,000 screens, sampling, and even drive-in movies, mediapost reported. The company also renamed its media business, Walmart Connect, formerly known as Walmart Media Group. The new strategy is focused on ecommerce targeted ads as it attempts to fight off rivals like Amazon and Target. Ads from consumer products goods companies and other manufacturers will run on Walmart.com and the Walmart app to shoppers as they are purchased in real-time, using first-party shopper data from its website, payment systems and other in-store and online platforms. Walmart will give brands the opportunity to advertise on nearly 170,000 digital screens at self-checkout kiosks and on TV walls in more than 4,500 stores.

  • Target and Levi Strauss & Co.

Target Corporation announced a limited-edition collection with Levi Strauss & Co., featuring an assortment of home and lifestyle items and marking Levi’s® first Home partnership. Reinventing what a retailer’s relationship with a national brand can represent, the Levi’s® for Target limited-edition Home collection builds on the decade-long partnership between the two iconic companies, which began with the introduction of the DENIZEN® from Levi’s® value denim brand, and expanded in 2019 with the introduction of Levi’s® Red Tab brand at Target. As part of the Red Tab expansion, Target is rolling out curated in-store displays to be set in 500 stores by Fall 2021.  The new Levi’s® for Target limited-edition collection launches Feb. 28, 2021. Available at Target.com and in most Target stores, the collection features thoughtfully-designed, durable pieces meant to inspire a more sustainable home and life.Levi’s® for Target includes more than 100 items and ranges in price from US$3-$150, with most items under US$25. The collection will be available at most Target stores and Target.com beginning Sunday, Feb. 28, while supplies last. In addition, the collection will be available via Target’s contactless same-day services, including Drive Up and Order Pickup. Mehreen Hussain,  Marketing Director, Inclusive Marketing at Target will be participating at Portada Live Collaborative Knowledge-Sharing Session: How to personalize at scale when targeting multicultural consumers next March 24th, 2021. 

  • Sigo

SigoSigo, an inclusive auto insurance provider focused on providing affordable access to underserved populations, has partnered with Mexico-based Saive to launch the Calles Seguras Initiative through the Sigo powered by Saive App, a free safe driving app now available to all drivers. Use of the mobile telematics solution, the first in the U.S. that’s natively in Spanish, allows users to review their driving behavior, become a safer driver, and earn rewards while doing so. According to Pew Research, Hispanics have accounted for more than half of the U.S. population growth since 2010. To better serve this segment of the population, and the growing number of Hispanic drivers, Sigo created a bi-lingual, tech-enabled solution to help customers with limited insurance histories get basic liability policies without having to visit a brick-and-mortar agency or pay extra fees. With the introduction of the Calles Seguras Initiative, the Hispanic population can now also continue to improve their driving skills, whether they are a Sigo customer or not.

 

Impremedia has acquired the food and recipes sites Comedera.  Comedera joins Impremedias’s family of news and lifestyle brands.

comedera
Iván Adaime, Chief Executive Officer, Impremedia.

“We are excited to bring Comedera into the Impremedia family,” said Iván Adaime, Chief Executive Officer, Impremedia. “We know Hispanic consumers are increasingly looking online for cooking solutions to make their lives easier and better, and this acquisition provides us an ideal way to address this growing opportunity.”

“Latinos are known for celebrating around the table with family and friends. We don’t organize any event where food is not involved. On top of that, in our daily lives, we also enjoy food, and we are increasingly concerned about the ingredients and the choices we make in the kitchen”, Rafael Cores, Impremedia’s VP of Content, said in a statement.

“We know how important, rich and diverse the culinary experience is for our target audiences,” Rafael Cores, Impremedia’s VP of Content, said in a statement. “Our goal is to provide a straightforward approach for the Latino consumer that we feel lacking in the current space, to everyday family cooks and new foodies.”

Comedera is a site for families and everyday cooks, with a history as one of the original food blogs. It was created by Madrid-based web entrepreneur and photographer Daniel Noboa, who launched it in 2012 and made it grow into a website that reaches millions of users every month.

Impremedia has a proven track record of building and scaling quality content brands. I’m thrilled that the site that I founded is ready to go to the next level,” said Daniel Noboa, founder of Comedera.

“We see a big opportunity in the food space. We will be investing in improving our recipe base while also getting in other food-related content areas,” concluded Adaime.

Last year impreMedia launched vertical sites Siempre Auto (Automotive) and Solo Dinero (Finance).

Music and Multicultural Marketing play an important role in Cadillac’s marketing,  Alexis Kerr, Head of Multicultural Marketing, Strategy, Content and Execution, at Cadillac. tells Portada. The automotive marketer  tells us all about how she uses music to tell the brand’s story. Plus the Hispanic media outlets she supports and why.

In 2017 Cadillac received a  US $12 billion product-investment pledge to reinvigorate the brand and in early 2019 the General Motors brand named Debora Wahl as Cadillac’s global chief marketing officer. In 2019 Cadillac sales increased 1,1 % to 156,246 unit. The results represent the first annual increase in sales volume that the luxury brand has experienced in the American market since 2013. Music Marketing and Multicultural Marketing play an important role in Cadillac marketing overall and growth. That is why we

Advertising in 2021
Alexis Kerr, Cadillac

interviewed Alexis Kerr, Head of Multicultural Marketing, Strategy, Content and Execution, at Cadillac.  “Music continues to be at the foundation of our efforts,” Kerr asserts. As an example she mentions the Cadillac LYRIC,  an electric crossover to be produced by Cadillac which will be available for purchase in the first half of 2022. According to Kerr, “with the introduction of LYRIC, we have appreciated how the world has embraced Cadillac by mentioning it in over 3,600 songs. Music is also something that crosses partnerships, influencers, content and activations so we found ways to leverage the right artists to tell our brand’s story.”

Music crosses partnerships, influencers, content and activations so we found ways to leverage the right artists to tell our brand’s story.

Portada LiveCadillac’s Alexis Kerr will be participating in Portada Live on March 24, our exclusive knowledge-sharing and networking event for brand marketers. She will be speaking along with other brand leaders on the topic of “Targeting Multicultural Consumers at Scale”.

 

Cadillac Marketing: Heavily Leaning into the Hispanic Community

Asked about which activations Cadillac is planning in 2021 in the multicultural space, Kerr answers that  “In 2021, we are leaning in heavily into the Hispanic community. We are fully engaging and focusing on properties we currently support. Hispanicize is a great example of a partnership that offers an activation as well as media buying opportunities. A few other media partners that we support that have our audience are Telemundo, Estrella, Unimas, Hulu Latina, Univision, Xandr Direct TV. We buy Hispanic Addressable TV to ensure a 1:1 at scale approach. Overall, we have an audience-first approach, we ensure that we leverage media companies that are Hispanic-owned.”

We buy Hispanic Addressable TV to ensure a 1:1 at scale approach.

Cadillac MarketingBrands are under increasing pressure  to invest in media properties that support truth-based journalism and diverse communities.  So is Cadillac’s Marketing. Yet, these media properties may not have enough reach to justify a media spend in ROI terms. What is Kerr’s view on this? “We have found creative ways to nurture our Multicultural media partners to ensure they serve us in various different ways vs just ROI.  Media partnerships like Hispanicize and Revolt are great examples of how partners have been able to work with us to meet those goals. We have increased our spend to support diverse communities and partnerships.”

We have found creative ways to nurture our multicultural media partners to ensure they serve us in various different ways vs just ROI. 

 

Distorted by the impact of COVID-19, global consumer media usage, including all digital and traditional media, grew at an accelerated 2.8% to an average of 53.1 hours per week in 2020, according to PQ Media’s annual Global Consumer Media Usage Forecast 2020-2024.

How much media did we consume in 2020? In contrast to the loss of momentum in advertising and marketing spending in 2020, consumer time spent with media surged at the fastest growth rate since 2015, reversing a five-year trend of decelerating growth in media usage, according to new research released by leading media economist PQ Media®. Distorted by the impact of COVID-19, global consumer time spent with media, including all digital and traditional media, grew at an accelerated 2.8% to an average of 53.1 hours per week (HPW) in 2020, according to PQ Media’s annual Global Consumer Media Usage Forecast 2020-2024™.

The COVID-19 pandemic and the stay-at-home countermeasures employed to stem its spread, shook up the media economy in such a way that secular trends driving down media usage in some segments were reversed, while cyclical trends expected to boost usage in other sectors were postponed, and still other emerging trends were accelerated, positioning newer digital media channels to capitalize on the social and economic turbulence that rocked the media landscape in 2020.

As a result, global digital media usage bolted up 9.6% to 15.1 HPW in 2020, accounting for 28.5% of consumer time spent with media worldwide, gaining nearly 11 share points on traditional media in just five years. Key growth drivers were a slew of mobile media, including mobile video, audio, games, books and news, as well as social media channels, podcasting and OTT streaming video services, all of which posted consumer usage growth rates exceeding 15%, according to PQ Media®.

Consumer Media Usage Grows due to Pandemic

Consumer MediaNot since the Great Recession has there been a 10-point differential between the growth of overall consumer media usage and that of total advertising & marketing spending. But in the upside-down media economy of 2020 the pandemic drove down advertising & marketing spending 6.8%, while consumer time spent with media grew 2.8%, which was the fastest annual growth rate in five years, according to the Global Consumer Media Usage Forecast 2020-2024™.

“The prime beneficiaries of this paradoxical growth surge in media usage were consumer-supported media, particularly digital video, audio, games, social media and chat services. There’s no doubt that streaming media as a group were the hands-down winners in an otherwise loser of a year for many media stakeholders, particularly those dependent on advertising-driven media,” said PQ Media CEO Patrick Quinn. “As a result, consumer-driven media usage continued a nearly 20-year pattern of snatching away market share from advertising & marketing-supported media, as consumer-driven media accounted for over 55% of all media usage in the US, while its share grew to nearly 35% globally in 2020.”

The prime beneficiaries of this paradoxical growth surge in media usage were consumer-supported media, particularly digital video, audio, games, social media and chat services.

Of the 22 digital media channels covered in PQ Media’s report, consumers spent the most time with OTT video, like video-on-demand and streaming TV programs on connected devices, reaching an average of 5.04 HPW in 2020. While global mobile media usage was nearly 6.0 HPW in 2020, mobile video and games were the only mobile channels to exceed 1.0 HPW. New streaming video and audio services proliferated in 2020 as their audiences grew simultaneous to COVID-19 forcing consumers indoors for longer periods, pushing up digital video and audio consumption.

Consumer Media Usage: Netflix won big time

Consumer Media

Netflix added 26 million global subscribers in 1H20 compared to only 12 million in 1H19, as original hit series like “Tiger King,” “Ozark” and “The Queen’s Gambit” provided fresh content to growing stay-at-home audiences. Just one year after its launch, new video streamer Disney+ amassed nearly 74 million paid subscribers by 4Q20. With movie theaters shut down and studios forced to either delay film releases or launch them via streaming services, Disney debuted both “Mulan” and “Soul” on Disney+, while Warner Bros. launched “Wonder Woman ’84” concurrently on HBO Max and in theaters.

While videogames tend to buck trends in typical years, with usage declining prior to major hardware upgrades, this was not the case in 2020, as videogame usage surged throughout the year. Several franchise titles, such as Activision’s “Call of Duty,” were updated with new editions to great success – even before the blockbuster releases of Sony’s Playstation 5 and Microsoft’s Xbox Series X in 4Q20 – while titles like “Animal Crossing” and “Among Us” became international hits, driving up time spent with videogames.

Traditional media

Consumer MediaMeanwhile, several traditional media that had posted declining or decelerating growth rates since the Great Recession recorded their strongest growth in over 10 years. Print newspaper and book readership ticked up, but much of the fuel driving traditional media’s growth came from radio listenership, which grew 2.8% in 2020, as radio was a primary source for pandemic information in rural areas. Consumers turned to live TV more than any other medium (20.7 HPW) and terrestrial radio was the only other medium to exceed 10.0 HPW.

But not all media shared the good news. Print magazines lost subscribers who were afraid to touch mail and retailer subscribers like salons that had to eliminate waiting rooms. Particularly hard hit were film & DVD viewing (down 30%) and both traditional and digital out-of-home media, as stay-at-home edicts sapped travelers from the roads and skyways and foot traffic from many other venues.

Despite the expectation of COVID-19 vaccines being distributed widely by mid-2021 and a minor upswing in media consumption during the Tokyo Summer Olympics postponed from last year, consumer time spent with media will resume decelerating growth in 2021. PQ Media projects global consumer media usage to rise only 1.4% this year.

While the pandemic reversed some secular trends in 2020, we believe this was simply a short-term disruption of key long-term trends that will resume in 2021.

“We projected last year that consumer media usage would likely reach a tipping point at which media consumption flattens by the end of 2023. And while the pandemic reversed some secular trends in 2020, we believe this was simply a short-term disruption of key long-term trends that will resume in 2021,” Quinn said. “The key factors remain, as various traditional media usage will continue to either decelerate or decline, while smartphone penetration is at or near saturation in major markets worldwide, and several internet and mobile media channels will continue to experience slower annual growth.”

The rise in mobile media usage has a direct correlation to the growing influence of younger generations. Although iGens (born 1981-1996) use overall media much less than older generations (29 HPW in 2020) almost half of their media consumption is done via digital devices. In comparison, the Great Generation (born pre-1945) use media the most (89 HPW in 2020), but only 22% of their media consumption occurs on digital devices.

Among the 20 largest media markets, Japan posted the highest usage in 2020 (79.6 HPW), while Russia boasted the fastest growth (up 4.5%), and South Korea had the highest digital media share of total consumer media usage (45.3%). US consumer media usage was up 2.9% to 73.0 HPW, as streaming video and audio drove up digital’s share of total media usage to 42.4%, PQ Media estimates.