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

1. How are advertisers reacting to COVID-19?

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

2. How are brand marketers adjusting marketing expenditures?

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

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

3. How are different ad-categories being impacted?

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

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

4. Advertiser COVID-19 Reaction

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

5. Which media types will be particularly hard hit?

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

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

Investment is mantained in all channels except experiential.

6. Digital Advertising: More Resilient

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

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

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

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

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

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

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

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

 

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

For prior Sales Leads editions, click here.

  • Fox Buys Streaming Service Tubi 

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

  • Diageo 

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

  • Domino’s®

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

  • Marriott

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

  • Darden

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

  • QUIBI, HBO MAX AND PEACOCK

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

Dear Members of the Portada Community,

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

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

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


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

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

Your Portada Team

Radisson Anápolis, GM Bets on LatAm Market, Fazenda Futuro©´s Vegan Sausages & More Sales Leads LatAm

For prior Sales Leads LatAm editions, click here.

 

  • Radisson Anápolis

Radisson Anápolis: recognized hotel brand Radisson announced the opening of Radisson Hotel Anápolis at Avenida Oscar Mohn, No. 250, Anápolis, Brazil. This upscale hotel is perfectly positioned in one of the fastest-growing cities in Goiás, providing a convenient spot for guests interested in checking out the Brasil Park Shopping, or business travelers visiting companies like Vitamedic orLinea Alimentos. The hotel is also conveniently located near Terminal Rodoviário Josias Moreira Braga bus station and Goiânia Airport (GYN).“Our partnership with Atlantica Hotels allows us to bring the bright, inviting and balanced feel of the Radisson brand into vibrant cities like Anápolis, Brazil,” said Frances Gonzalez, vice president of Operations for Radisson Hotel Group in Latin America.Atlantica Hotels is a licensee for Radisson Hotel Group’s brands in Brazil, including Radisson Blu, Radisson, Radisson RED and Park Inn by Radisson. The two companies have enjoyed a longstanding relationship in Brazil that now includes 16 hotels in operation.

  • Urban Juve 

Health and beauty consumer packaged goods company The Yield Growth Corp. announced that it ships its first products to OMG Colombia, the subsidiary of Organic Medical Growth OMG3 Inc. (“OMG3”) in Latin America, based in Colombia, as part of a 5 year distribution deal for Yield Growth’s Urban Juve skin care line. Today, 1,800 products are being shipped, in partial fulfillment of OMG’s first product purchase order in anticipation of imminent completion of regulatory approval to sell Urban Juve products in Colombia and progressively in other parts of South America.According to Goldstein Research, the Latin America cosmetics market reached a value of USD US$31.98 billion in 2017 and is anticipated to grow at a CAGR of 4.49% during the forecast period 2017-2025.OMG3 is in the process of distributing Urban Juve skin care products in Colombia and other countries of Latin America. Through its Colombian partner Ortix, OMG has access to a distribution channel of over 44,000 pharmacies in South America and has partnered with on-demand delivery giant, Rappi, to sell products through its e-commerce platform. 

  • GM 

US carmaker General Motors has decided to exit Thailand market.The brand will withdraw the Chevrolet brand from Thailand by the end of 2020, and said that China’s Great Wall Motor (GWM) has agreed to buy over its manufacturing plants in Rayong.GM’s co-ordinated retreat is part of the company’s plan to exit unprofitable markets including Europe, while focusing on North America, China, Latin America and South Korea. With the planned sale of its Thai plant, GM has essentially given up on the rest of ASEAN as well, as the Land of Smiles is the company’s regional hub.GM is “focusing on markets where we have the right strategies to drive robust returns, and prioritising global investments that will drive growth in the future of mobility,” especially in electric and autonomous vehicles, GM chairman and CEO Mary Barra said in a statement. 

  • Collinson

Interpublic Group agency Golin announced a new client partner to its international roster. Leading travel loyalty and benefits brand, Collinson, appointed Golin the global PR and communications Agency of Record (AOR), following a competitive pitch. The partnership will be led via a dual hub model from the Golin London and Golin Hong Kong offices, and the work will begin immediately.As AOR, Golin will head up PR and communications for Collinson with particular focus in  Brazil, China, Hong Kong, India, UAE, the UK and the US; with further markets to be activated in Europe and Asia. The agency’s first charge will be to build awareness of Collinson’s integrated expertise in loyalty and travel experience, showcasing the group’s breadth of capabilities under one single brand voice and messaging.

  • Fazenda Futuro© 

Brazilian plant-based startup Fazenda Futuro, recently valued at US$100 million, will launch vegan sausages made with a seaweed skin for crispiness next month. The sausages are made with a blend of pea, soy, and chickpea protein with beetroot added for a “rosy color​”. The products are free from GMO ingredients, food colorings, artificial flavors, or enhancers and the pork flavor comes from natural flavors and spices. They are coated with a neutral-tasting seaweed ‘skin’ that emulates the crispiness of traditional pork sausages.The sausages, which will launch in April in Brazil and the Netherlands, have a 17% protein content and add to Fazenda Futuro’s portfolio of products consisting of its Futuro Burger, ground meat and meatballs.Although Fazenda Futuro is a newcomer – it was founded in May last year – it has quickly made a name for itself in the plant-based category. In July last year, the startup received its first round of investments with Monashees and investment firm Go4it Capital acquiring an 8.5% stake for US$8.5 million. The transaction valued Fazenda Futuro at around US$100 million.The company was founded by Marcos Leta, a Rio de Janeiro-based food entrepreneur and investor. 

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

  • MasterChef

Endemol Shine North America has appointed award-winning licensing agency Tycoon Enterprises to serve as its exclusive licensing agent for the “MasterChef” television property in Latin America. MasterChef’ is one of the most successful food format in the world with over 60 localized versions across the globe including 10 in Latin America alone.Tycoon Enterprises will expand the “MasterChef” franchise in key categories including food and beverage, cookware and live experiences. Endemol Shine Brazil will continue to represent the brand in their market independently.In addition to “MasterChef,” the partnership will also look to explore opportunities in all categories for Endemol Shine series “¿Quién es la máscara” (“The Masked Singer”), “Te la Juego” (“Deal or No Deal”), “Fear Factor” and “Wipeout” in Mexico. 

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

For prior Sales Leads editions, click here.

  • Molson Coors´Sol Chelada     

 

Molson Coors´Sol

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

 

 

  • Acura 

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

  • Suncoast Credit Union

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

 

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

  • Orangina 

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

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

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

InRead Social
Eric Tourtel, SVP of Teads Latin America.

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

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

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

Greater Connexions

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

We often test new formats to reach our audiences.

inRead Social
Elisabetta Corazza, Head of Digital at Danone.

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

A New Alternative

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

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

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

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

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

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

 

 Iván Adaime Discloses Impremedia’s Secret

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

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

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

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

 

Programmatic: the Main Source of Digital Revenues

Ivan Adaime
Impremedia CEO Iván Adaime

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

 

Spanish-Language Publishing is the Largest Opportunity

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

 

Spanish-Language SEO in the U.S.

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

 

Social: 2 Million Fans and 300,000 Newsletter Subscribers

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

 

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

For prior Sales Leads editions, click here.

  • Colombian designer Johanna Ortiz and H&M Team Up

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

  • McCormick

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

 

  • Hoyte Auto Group

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

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

  • Popeyes

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

  • Cargill

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

 

  • World Surf League

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

 

 

 

  • National Peanut Board

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

 

 

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

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

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

Big Wave Content: Capturing the Imagination of the Consumer

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

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

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

WSL Social Media Strategy: Leveraging TikTok for Early Adopters …

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

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

…and Surfers as Entry Points for Fans.

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

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

Preparing for Surf’s Olympic Debut

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

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

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

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

We discussed consumer loyalty with Roberto Muñoz, Head of Travel at Puntos Colombia. In this insightful interview, Muñoz shares ideas and learnings about loyalty programs.

 

By guest contributor Alejandra Velazquez

 

Consumer Loyalty: Can’t Buy Me Love

Customer Loyalty Reward Programs have become a necessity in this fast-paced world of marketing. Thanks to e-commerce, consumers have a thousand different choices at arm’s length, each claiming to be better than any. But the only way for consumers to marry your brand is by offering them something greater. Something beyond just added value, more significant than the menial transaction of purchasing a product. A prize for choosing well.

Roberto Muñoz knows how to keep consumers engaged and coming back. He is the former strategist for Club Premier, Aeromexico’s loyalty program. It was so successful it became a company of its own. Today he’s the Head of Travel and Banks for Puntos Colombia, an ambitious nationwide implementation whose motto is granting you points “for living.” It’s an alliance of dozens of restaurants, banks, gas stations, clothing and apparel stores, and lifestyle companies.

PC effectively lets users accumulate benefits by purchasing virtually anything with either an affiliated card, or any card at the right place. Joining takes a simple online registration, and the points are redeemable as cash. Simply put, it’s a powerhouse venture, with the power to engage and captivate an entire country. “Getting benefits and rewards for everyday activities is the single most important thing to unify frequent customers with newcomers and infrequent users,” says Muñoz.  In this article, he shares a few of his insights and experience with Portada.

Getting benefits and rewards for everyday activities is the single most important thing to unify frequent consumers with newcomers and infrequent users.

From Frequent Flyers to Frequent Buyers: How to Make Consumer Loyalty Programs More Inclusive 

One of the barriers of loyalty programs is that people often consider them to be an elite benefit for privileged customers. They come off as unattainable. Consumers feel like they’ll need to travel once a week in exchange for a free local flight. The benefits seem like they might be a long way down the road, and not worth working for. So Roberto Muñoz had to figure out a way of making all consumers know not only seasoned millionaires get rewards. “Loyalty programs such as Club Premier used to be focused on elite 40-50 y.o. consumers with spending power,” says Muñoz. “The type design was a fancy-looking cursive and everything was designed to look exclusive. However, the younger audiences never felt a connection with the brand. They felt like the program was not meant for them. We had to develop a rebranding without losing the elite feeling but inclusive for lower-profile, younger audiences.”

customer loyalty expertFor Club Premier, the key was rewarding not only frequent flyers, but also frequent buyers. Muñoz explains: “We thought, how do we incorporate a travel rewards program into people’s daily lives? By offering them a very accessible credit card without minimum balance or positive credit history requirements. Users get points every time they purchase anything with it. With that execution, we went over 300% card affiliations and incorporated many new clients into the airline.” But it’s not just about the card, it’s also about the places willing to offer something in return. Just like Puntos Colombia and its partnerships, it’s important to find the right allies for your program. For example, bookstore Gandhi is one of Club Premier’s greatest allies, offering premier points just by purchasing books.

Latam: The Market of Immediate Rewards 

Puntos Colombia offers points you can use as cash, just like BBVA does with its credit cards. Many users redeem their benefits just as soon as they’ve gathered enough to purchase anything. But why won’t people wait until they have enough points for something much bigger? The answer lies in the cultural differences between the U.S. and Latin American markets. Muñoz explains: “We’ve done much research on the subject of savings culture. The U.S. market is really mature in terms of loyalty. Customers are very aware that the goal is traveling for free by accumulating miles. They see the big picture and understand the value of saving. However, the Latam market doesn’t share the same mindset. They want to know what prize or reward they’ll be getting, and they want it immediately, by tomorrow.”

The U.S. market is really mature in terms of loyalty. […] However, the Latam market doesn’t share the same mindset. They want to know what reward they’ll be getting, and they want it immediately.

According to Roberto Muñoz, when people get as little as 200 points, they immediately try to use them on a quick run to the convenience store. Once again, this responds to the fact that the Colombian market is—or was—used to seeing consumer loyalty benefits as something unattainable. They’re not used to the rush of receiving incentives. So, they become eager to spend whatever they get, whenever they get it. “In Puntos Colombia, I learned the Colombian market doesn’t even know banks and retail stores also have loyalty programs, they think it’s just for airlines,” says Muñoz. Only time and effective implementation can contribute to getting consumers more used to the exchange of benefits.

Experiences: The Future of Consumer Loyalty Rewards

Not everything is about points for cash or free flights. On the other side of the Latam coin, mature markets have become jaded. High-profile consumers with spending power have little or nothing to gain from a the occasional freebie. So, what do you offer someone who has everything? Many consumers have been earning and accumulating rewards for decades. Is there room for innovation? Muñoz comments: “We discovered many clients had a common issue: they had too many points and didn’t know what to do with them anymore. It’s like “I travel so much, I couldn’t travel any more”. So we started offering them something they didn’t have: exciting new experiences.” According to Roberto Muñoz, offering experiences as rewards is a very underdeveloped area of consumer loyalty programs. The field is ripe for exploration.

Muñoz developed some of the first experiences for Club Premier some years ago. “We planned an exclusive trip to Vegas in a private jet for clients. There was an Elvis impersonator and karaoke on board. They had a limo waiting for them at the airport with Moët and other drinks. There was a special welcome dinner at the hotel. High-profile customers look for differentiating experiences, and this really added value for them and the program.”

We started offering them something they didn’t have: exciting new experiences.

But are experiences limited to high-end consumers, or can regular users also participate for fewer points? Is there a way to include and rank users at the same time? Now there is. “At the beginning, they were focused on a very, very exclusive target,” comments Muñoz. “Now they’re more massive. I classify experiences into micro and macro. Users can exchange fewer points for a day at the spa, or dinner planned especially for them by a chef.”

 

Roberto Muñoz’s Best and Not-so-Great Loyalty Strategies 

Like in anyone’s career, not everything has been smooth sailing for Roberto Muñoz. Here are a couple examples of his most and least successful strategies. It’s always good to remember the greatest learnings come from seemingly terrible mistakes. In Roberto’s words:

Our most successful strategy has been letting users complete their points with actual money. It’s one of the best new options on the market. That way, customers don’t have to wait until they accumulate all necessary points for the reward, they can just pay the difference in cash. Maybe you only have half the points and you can pay to complete the other half and collect the reward.”

And the least successful?

Our least successful strategy has been trying to push the wrong routes onto the wrong target. We released “fly to Europa” campaigns because it was aspirational and exciting. But many customers that didn’t fit the profile to go to Europe also received the ads and the effect was very negative. We had comments like, “how can you people offer me a trip to Europa if you gave me a credit card with a 5,000 pesos limit?”. It was one of our worst moments. We learned so much about segmentation strategies and cross-marketing with the bank. They should’ve let us know whose profile wasn’t right for the offer. This was about two years ago.”

Roberto Munoz, Head of Travel at Puntos Colombia, will be one of the dozens of brand marketing innovators present at Portada Miami on June 4, 2020. If you are interested in participating in Portada Miami and/or in Portada’s networking and knowledge-sharing platform with brand marketers please contact us here.

The field of marketing technology has revolutionized the way that campaigns are planned, executed, and evaluated. But mar-tech can be intimidating: Navigating the now 7k+ platforms that claim to help marketers understand, reach, engage, and measure their target audiences is no small task.

Here is a primer on marketing technology – what you need to know about today’s mar-tech platforms, how you can evaluate and select them for your specific needs, and how the industry will evolve in 2020.

The Basics

Marketing technology has traditionally come in the form of a software whose principle aim is to assist you in planning and carrying out marketing campaigns, gathering and analyzing the results, and applying insight to future campaigns.

At the most basic level, marketing technology can be broken down into six groups that marketing technology “godfather” Scott Brinker defined as:

• Advertising & Promotion
• Content & Experience
• Social & Relationships
• Commerce & Sales
• Data Management

The advent of marketing technology can be brought back to 1999, when Salesforce launched the Software-as-a-Service model with the goal of making it unnecessary for organizations to spend a fortune to create their own bespoke CRM systems that were often slow and tedious to use. Under SaaS models, brands pay a monthly or yearly fee to use the tools offered. These tools can cost anywhere between $5,000 to $50,000 a year.

Fast forward and today, 29% of marketing budgets are dedicated to marketing technology, Ogilvy has a 900-person mar-tech team, and mar-tech software are being acquired for billions of dollars.

What Mar-Tech Does for Marketers

The best mar-tech tools will offer a combination of the following benefits:

  • Automation of workflows: Most mar-tech solutions automate tasks that are too time-consuming and/or complex to complete manually, like pulling, organizing, and analyzing data.
  • Support streamlined communication: Most mar-tech solutions will enable better communication within and between work teams through tools that help teams track the status of projects and increase collaboration.
  • Generate insight: Mar-tech solutions should do more than pull data – they should be able to draw actionable conclusions that support better decision-making, optimize campaigns, and reveal opportunities and gaps.

Breaking Down the Software Types

Perhaps the most basic way to break down marketing technology is to think about them as either point solutions, which provide tools that address one specific aspect of marketing, or suite solutions, that address more than one category of tools. When a vendor combines these tools under one platform, it is often called a mar-tech stack. Whether a brand selects a point or a suite solution depends on a variety of factors determined by a campaign’s objectives and budget, and there are very good reasons for picking both.

Marketing Technology
Marketing Technology Vendors

To choose your suite of tools, it is important to consider your business model, marketing goals, and how your targets move down the marketing funnel. Often, products are more effective at assisting with a particular stage of the funnel than others, Smart marketers will make sure to combine tools whose tools will help you address the entire sales funnel. Getting to know the tools yourself will be important for both selecting and using them effectively: many of them offer free trials, which you can take advantage of when comparing your options.

Let’s dive a bit deeper into the types of tools a marketing technology solution might offer:

Content Marketing tools address the content production process, providing assistance with content management. This means tools for search engine optimization, landing page and A/B testing, content discovery, content distribution,, digital asset management and lead generation.

Rich media tools assist with design, video, and audio creation and promotion, and include video making tools, video marketing platforms, podcasting tools, graphic design tools, and interactive content tools.

Social media management tools assist in planning, scheduling, posting, and measuring social media activity. Monitoring tools help you track your engagement as well as that of competitors, and identify trends. Influencer marketing platforms help brands find and connect with relevant influencers in your industry.

Marketing automation platforms assist in automating and simplifying the basic tasks associated with marketing: marketing automation software automates analysis and social media tasks, and email marketing tools streamline email marketing. Mobile marketing platforms assist in the design and management of push notifications, promotions and offers for mobile apps.

Advertising platforms and tools assist in paid advertising tasks. Search engine marketing helps you identify keywords, conduct competitive analysis, and optimize search engine campaigns. Social media advertising focuses more specifically on ads across platforms like Facebook, Instagram, and Twitter. Native advertising tools help you create more effective ads for websites you do not own. Programmatic advertising tools automate the complex process of buying and selling ad spaces so that you can better reach your target audiences.

Sales enablement tools manage the sales and customer management processes. Sales automation platforms manage contacts, leads, sales planning, email marketing, and tools like click-to-call. Customer support tools streamline communication with customers, and customer relationship management tools assist in contact management, task management, and sales reporting.

Data and analytics platforms offer web analytics, tagging, and predictive analytics tools. Data management tools gather third-party data to inform ad targeting and media buying. Customer data platforms collect first-party data for improved targeting. Web analytics tools assist in forming a better picture of those visiting your website in terms of demographics and behavior. They also include tag management tools simplify the process of tagging different types of data on your sight. Predictive analytics tools use machine learning and data mining to create predictive models for your websites.

The Rapid Growth of Marketing Technology

As technology becomes increasingly sophisticated, the value of effective mar-tech solutions and the money brands are willing to invest in them increase rapidly.

In 2015 alone, over 300 mar-tech companies received $17 billion in funding. Between 2017 and 2019 the value of the market increased from $34.3 billion to $65 billion in the US and UK alone. A 2018 survey found that UK and US firms are spending 26% of their budgets on mar-tech compared to 23% last year. This is a whopping 13% increase in mar-tech budgets since last year.

All-in-One Solutions, Big Acquisitions Shaping Marketing Technology Today

In terms of how the mar-tech landscape is evolving, there are several trends worth noting.

Brands are forming a better understanding of how they can use marketing technology to support their digital marketing efforts. In recent years, brands felt like they needed to invest in dozens of independent vendors to meet their needs. Now, while brands recognize that independent specialists are necessary for some functions, they are increasingly turning to one primary vendor. A study by Walker Sands found that more than a third (34%) rely on a best-of-breed stack (the same rate as in 2018) while 27% rely on a single-vendor suite. 45% of those surveyed asserted that the consolidation of mar-tech has made it more accessible. 

Large legacy brands’ acquisitions of smaller specialist providers have driven this consolidation and strengthened the core of their offerings.

In the recent years,  IPG media acquired Axciom for $2.3bn, Publicis acquired Epsilon for $4bn, Dentsu Aegis Network acquired Merkle for $1.5 billion, Adobe acquired Marketo for $4.75 billion, and Salesforce acquired Tableau for $15.7 billion. In addition, the best mar-tech platforms are investing in integrating emerging technology into their solutions.

Marketing Technology Trends: The Rise of AI and the Ad-Tech Boom

Artificial intelligence is one of the hottest trends in mar-tech. Today, it allows marketers to automate the

Walter Sands’ “State of Marketing Technology” report

process of gathering, analyzing, and drawing insight from data. It automates the process of sifting through the massive amounts of information brands gather through their campaigns to help brands understand their customers’ journeys.

Nonetheless, marketers are still figuring out how to use AI in their technology solutions. 40% of respondents to a Walker Sands study believe AI will continue to be a buzzword in 2019, though only 32% currently use AI or have plans to invest in it this year.

Finally, the growth of ad-tech capabilities is driving the use of mar-tech, with 54% of respondents to the Walker Sands study currently incorporating adtech into their strategies, making it one of the most-used categories of mar-tech. This can partially be explained by improvements in attribution measurement capabilities, as Big Data is making it easier and easier for marketers to drive ROI. In terms of where marketers want ad tech to help them,  52% prioritize ad spending in social media, while 17% prioritize it for Google Ads. This suggests that driving engagement and conversation, not just clicks and brand awareness, are the most important goals for today’s marketers.

The Bottom Line: Marketers Are Happy with Marketing Technology Investment Levels, Becoming Savvier

While the mar-tech landscape is certainly evolving, marketers appear to be satisfied with their use of the technology. 75% of respondents to the Walker Sands study believe their company is investing in the right amount of mar-tech. This is compared to 63% in 2018, a record high for the State of Martech report. This indicates that marketers are learning how to do more with smaller budgets, and run and measure integrated programs. In 2020, smart marketers will continue to take all of these trends and market shifts into account.

Over 4.2 million peanut emojis have been used on Twitter since the emoji’s creation for the Spreading Good Campaign and the National Peanut Board (NPB) has set out to reach 6 million peanut emojis on Twitter by March 31 (National Peanut Month). Ryan Lepicier, Senior Vice President and Chief Marketing Officer, National Peanut Board, tells Portada how he is using emoji marketing.

 

The National Peanut Board (NPB) is giving substance to the peanut emoji by turning digital peanuts into real peanuts. The company will turn Peanut emojis into real peanut butter donations to food banks across the nation. The NPB is not only making a donation based upon all the U.S. peanut emojis used to-date on Twitter. In addition, they’re encouraging consumers to continue to use the peanut emoji on Twitter to fuel even more peanut butter donations to food banks.

 

Emoji Marketing as Amplification Tool

With emojis, we’ve been able to create a simple and straightforward campaign that is very user-friendly. Emojis are a universal language to communicate feelings and emotions. Thus, it makes it easy to engage with a broad range of audiences”, Ryan Lepicier, Senior Vice President and Chief Marketing Officer, National Peanut Board tells Portada.

“For example, the fan base behind popular South Korean K-Pop Band, BTS caught wind of our campaign and it quickly spread across their audience. We saw an increase of peanut emojis used within hours! In less than two weeks, we saw more than a million peanut emojis used on Twitter, surpassing our original goal. With people around the globe Spreading Good, NPB decided to increase the campaign goal. The objective is 6 million emojis on Twitter by March 31 and in return, NPB will donate 17,000 pounds of peanuts and peanut butter to food banks.

In less than two weeks, we saw more than a million peanut emojis used on Twitter.

 

Millennial Target

According to NPB data, about 94% of homes in the U.S. have at least one jar of peanut butter in their pantry. For the Spreading Good campaign, NPB targets millennials, who on average, spend nearly 18 hours a day on different types of media and 71% say they engage with social media daily. With this in mind, NPB honed into the digital space with an emphasis on Facebook, Instagram, Twitter, and LinkedIn.

The Spreading Good campaign is all about shareable content and a sense of unity.

 

Twitter, a Good Vehicle for Emoji Marketing

According to Lepicier, through Twitter the NPB was able to connect to its target audience: Millennials. Millennials have an average attention span of only 12 seconds, making it important to capture their attention quickly. To do so, the NPB thought of a tone for its Twitter page @PeanutsHere that was quick, fun, and a little nutty – just like the platform. “The Spreading Good campaign is all about shareable content and a sense of unity. For these reasons, we felt Twitter was our strongest platform to bring this fun campaign to life”, Lepicier concludes.

 

 

 

Short term it will likely have an impact and it may also  accelerate trends that are already under way. How will the coronavirus impact marketing? Four things to take into account.

1. Short term: Uncertainty and Risk Aversion…

The coronavirus may soon be contained and ultimately not have a major impact on economic activity levels, similarly to the 2003 SARS outbreak and the 2014-2016 Ebola outbreak. In the short term, however, things are likely going to get worse before they stabilize. That’s because virus outbreaks, by definition, initially have a very high growth rate of positive cases.  Uncertainty rules.  “I think the reason we were not specific was just because I think at the moment, it’s really just unknowable,WPP CEO Mark Read, said during the company’s earnings call last Thursday February 27, when asked about the business impact of coronavirus on WPP’s China business. “It’s more unknowable today than probably it was Friday, if we had this meeting Friday of last week, we may [have] given you a different answer then we give you today.” As COVID 19 cases grow outside of China, the uncertainty is also increasing in the rest of the World, including the rest of Asia, North America and Europe (the main marketing hubs).
Not surprisingly, all major agency holding stocks have taken hits along with the broader market last week. With WPP’s shares falling 15%; IPG is down 5%; Omnicom is down nearly 4%; Dentsu Aegis fell 2.5%; and Publicis Groupe down 5.6%. In the real economy,  global tourism and retail have been hit particularly hard, as Chinese tourists provide a major source of income for many markets.

2. Coronavirus Impact on Marketing: More emphasis on Virtual – Digital Marketing

In the short term companies are starting to restrict travel and encouraging remote work (e.g. Amazon told its employees to avoid all non essential travel for now including within the U.S.) Facebook, on its part,  last week cancelled a global marketing conference in San Francisco’s Moscone Center. Activations and sponsorships at live events may be impacted negatively as marketing, including event marketing will become more virtual. This is not good news in a year where analysts were expecting to see an uptick in media investments from marketers eager to capitalize on events like the 2020 Tokyo Olympics.

The virus may also accelerate a trend that was happening anyway. Executive meetings and virtual events over hangouts will increase. For an example check out Portada’s Council System of brand marketers, which conducts 12 brand decision maker virtual workshops a year.

3. Driver for E-Commerce…

In parts of China, major retailers like Starbucks, Uniqlo, Nike and Apple have temporarily shuttered their stores, while small and medium-size retailers are being hit particularly hard as foot traffic dwindles. This may happen in the U.S. in areas that have been particularly negatively affected by the outbreak. Reduced in-store activity will be a driver for increased e-commerce activity and e-commerce marketing. The big caveat here is if the outbreak creates serious supply chain issues (at producers, shipping and overall logistics e.g. Apple and Microsoft warning of supply chain problems last week), therefore limiting the amount of goods that can be purchased by online buyers.

…particularly Online Grocery…

Housebound consumers in China are turning to online groceries for their daily food supply. According to French retailer Carrefour, vegetable deliveries increased by 600% year over year during the Lunar New Year period. Chinese online retailer JD.com reported that its online grocery sales grew 215% year over year to 15,000 tons during a 10-day period between late January and early February. Concerns about food delivery due to possible food contamination have spurred recent innovation in contactless pickup and delivery services by companies such as McDonald’s and Starbucks. McDonald’s has implemented contactless pickup and delivery of Big Macs, fries and other menu items across China as the outbreak has unfolded. Customers order remotely – on mobile phones or by computers in store – and employees seal the meals in bags and put them in a special spot for pickup without human contact, McDonald’s says on its website.

4. Coronavirus Impact on Marketing: Boost to At-Home Entertainment, Video Streaming and Gaming

If employees are forced to stay at home more, it will also impact how consumers spend their leisure time as they may have to avoid public gathering spaces, like movie theatres, concerts and gyms, leaving more time for them to binge on home entertainment and video services. Advertising revenues of companies that heavily bet on video content and advertising ,e.g. Roku, Youtube, Netflix and others should benefit from a public that’s stuck at home.

SKECHERS Latin America New Subsidiary, Cinepolis Expands in MX and More Sales Leads LatAm

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  • SKECHERS

SKECHERS Latin America New Subsidiary. SKECHERS USA, a global leader in the lifestyle and performance footwear industry, announced that the Company is transitioning its business in Latin America from a third-party distributor to a wholly-owned subsidiary, SKECHERS Latin America LLC.The subsidiary will oversee more than 30 countries in the region, including the four key markets of Panama, Peru, Colombia, and Costa Rica.Additional regions under the new subsidiary include Guatemala, El Salvador, Honduras, Nicaragua, the Caribbean, and Ecuador, according to Businesswire.Based in Panama City, Panama, SKECHERS Latin America LLC will oversee the Company’s business.

  • Cinépolis

Global cinema chain Cinépolis will build 200 movie theatres in Mexico with the aim of expanding its´offer in the country and promote culture and entertainment. Most of these movie theatres will be built and opened in areas with less than 100 thousand inhabitants,  to promote investments and bring the entertainment that Cinépolis operates to areas where there is none today.

 

  • Top Brands International

Panama’s Top Brands International expands retail footprint in Latin America with Paraguay Airport contract. The company has revealed plans for a new 2000 sq m duty-free store at Asunción’s Silvio Pettirossi International Airport Paraguay that will be open by mid 2020.“Paraguay is going to be an airport hub for the region. We will see a big mix of customers – passengers travelling from all the region’s big origin markets of Brazil, Argentina, Chile and Uruguay,” Danny Yohoros, President of Top Brands International told DFNI.Yohoros confirmed the multiple category retail offer should be open by mid-2020. “It’s our most important project for the year, meanwhile we are always looking at expansion opportunities, especially for our market of Latin America and the Caribbean.”

  • Citizen Watch America

Citizen Watch America has announced their participation in the celebration of March Is Me Month to align with International Women’s Day on March 8th 2020. Created by the Women’s Jewelry Association (WJA) this initiative will be supported by many of the biggest names in jewelry and watch manufacturing and retail. March is Me Month will launch on March 1st, 2020 with the goal of empowering women to celebrate herself. As many women today are wanting to recognize their own personal and professional milestones, she is encouraged to visit a retail jeweler or go online and treat herself to a piece of jewelry or watch – just because she deserves it.During March is Me Month, Citizen Watch America will be supporting its retailers with advertising initiatives and a social media campaign. Citizen will be offering 15% discount sitewide during International Women’s Day weekend (March 6th – 9th) on their respective websites to promote self-purchase. Bulova will also be offering a 15% discount sitewide on March 12th – 15th.Citizen Watch America represents the sales and marketing for Citizen Group within the U.S., Caribbean and Latin American markets. The brands included within Citizen Watch America are Citizen, Bulova, and Frederique Constant.

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

  • Rent Yuh Ride™

The emerging peer-to-peer car rental sector is projected to grow at 10% annually, but despite the Caribbean being one of the world’s most attractive travel destinations; it has yet to be touched by this sector – until now. The Caribbean’s first peer-to-peer car rental platform, Rent Yuh Ride (RYR), launched this week and will connect thousands of travelers to private car owners to facilitate car renting in a way that “is efficient, affordable and safe.”  RYR promises a platform that will enable seamless transactions while also rewarding users with travel credits and incentivized bonuses.Uniquely led by a team of black women, RYR’s operations will be out of Kingston, Jamaica. Eventually, operations will expand across the Caribbean – frequented by over 22M travelers annually.

Century 21 Abandonment Campaign, Dos Equis Beer Gets Ready for Cinco de Mayo & More Sales Leads

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  • Century 21 

Century 21 AbandonmentCentury 21 abandonment campaign releasing next week. Century 21 is releasing its latest campaing around the theme of abandonment, which showcases a challenge home buyers and sellers experience while working with some real estate agents, Mediapost resports. The campaign, a MullenLowe´s effort, debuts March 3 and includes social, digital, and three 30-second TV spots: “Balloon”, Cave” and a 3rd spot. “The ‘Abandonment’ campaign captures what it feels like when clients settle for anyone less than a Century 21 agent,” Cara Whitley, CMO, Century 21 Real Estate LLC, says in a release. Media buy includes Disney Media Networks, including ESPN, ESPN 2, ABC, and “Good Morning America”’s “Strahan Sara & Keke,” followed by elements of the campaign airing on National Geographic later throughout the year. Karim Amadeo,Manager, Multicultural & Growth Markets Realogy Holdings Corp. & CENTURY 21®️ , is a member of Portada´s Council System Brand Star Committee

  • Dos Equis 

Dos Equis Beer, a brand of White Plains, N.Y. -based Heineken USA,  announced its new Cinco de Mayo marketing campaign, featuring national television advertisements, media partnerships, and national sweepstakes including an exclusive Fiesta Kit and a grand prize trip to Mexico and Cancun. Dos Equis is partnering with Drizly and Touchtunes for marketing promotion activity from March through Cinco de Mayo. The effort includes TV spot and social media channels including Facebook and Instagram will also market Dos Equis to legal drinking age consumers. Beer drinkers are encouraged to upload a picture of themselves and three friends and qualify to win a trip for the group to Cancun, Mexico, including airfare and hotel accommodations. Cinco de Mayo is a top holiday selling period for beer and Dos Equis yields greater dollar lift versus other leading Mexican imports, according to Abasto.

  • Café Bustelo® 

Iconic espresso-style coffee brand Café Bustelo® launches the Café Bustelo® El Café del Futuro Scholarship in partnership with the Hispanic Association of Colleges and Universities (HACU). Since 2014, US$230,000 in college funds have been awarded to 46 Latino students nationwide through the partnership. The campaign generated more than 1,500 entries in 2018. In 2019, Café Bustelo® is doubling the total available scholarship funds by awarding US$100,000 to twenty students.Café Bustelo is encouraging Hispanic students to submit an essay in English or Spanish (800 words or less) describing how their heritage, family, and community have impacted their desire and motivation to obtain a college degree; how they plan to give back to their community; and what they intend to accomplish with their degree. Eligible U.S. students can apply for the opportunity to receive one of twenty US$5,000 scholarships by submitting their essay.Café Bustelo coffee is available at leading grocery retailers nationwide and online at JavaCabana.com.

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

 

  • Discover

Discover, a direct bank and payments company, announced that Grey New York will serve as the company’s new creative agency of record, following a competitive review. Grey will be responsible for developing creative and strategic work across media and partnership platforms.Discover Financial Services (NYSE: DFS) is a direct banking and payment services company with one of the most recognized brands in U.S. financial services. Since its inception in 1986, the company has become one of the largest card issuers in the United States. The company issues the Discover card, America’s cash rewards pioneer, and offers private student loans, personal loans, home equity loans, checking and savings accounts and certificates of deposit through its direct banking business. It operates the Discover Global Network comprised of Discover Network, with millions of merchant and cash access locations.

Portada Council System members have voted for the topics to be discussed at the three main speaking slots at Portada Miami on June 4, 2020. The topics have to do with organizing companies around digital marketing efforts, identifying brand differentiation opportunities in digital, and maximizing results on mobile. 

 

differentiation opportunities at portada miami 2020Last month, Portada announced the new structure of the four Portada events in 2020. Council System units oriented to United States markets chose the three main topics to be discussed at Portada Los Angeles on April 2. Now, we are pleased to announce that the brand marketers in Latin America-oriented Portada’s Council System have voted for the topics to be discussed at the three main speaking slots during Portada Miami on June 4, 2020.

“The brand marketers in our Council System play a crucial part in determining the topics of our events. By having these leading practitioners suggest and vote for the themes of the three main speaking slots, we make sure that brand marketing, tech and media executives get the most relevant content available in the marketplace,” says Marcos Baer, president of Portada.

Below are the three winning topics as well as comments from Portada Council System members as to why these reflect their interests.

Portada Miami Keynote: To “win” in digital: how best to organize companies and marketing organizations

I’d like to have a better understanding about the way companies should be organized to face digital dynamics upon consumer evolution.

Digital is very wide and companies need to focus their investment in order to have a positive ROI and win in digital.

The role of CRM’s: It’s critical to understand how CRM programs / smart data can help to bring and maintain more users for the brands.

Consumer Insight Highlight Speaking Slot: Which digital efforts can truly add value and differentiation opportunities for your product/brand?

differentiation opportunities at portada miami 2020

I believe to find differentiation opportunities we have a strong need to accelerate our knowledge about what is gaining relevance (in the digital era) from a consumer standpoint and the way the brands need to connect within this new ecosystem.

What and how to invest means everything regarding investment in digital media.

Digital media is overwhelming: How can we identify correct use on the channels where customers appreciate it?

 

MarTech Solution Spotlight: Maximizing marketing efforts and results on mobile

Mobile is/will be the most important digital media asset and we have to make sure we optimize best practices.

Partnerships and alliances to maximize marketing efforts. Cross companies marketing trends customization, value of loyalty for CPG.

Mobile is 70% of user traffic today. Users are growing the mobile market and companies are not adapting as fast. How can we identify, implement and foresee solutions.

Portada Events in 2020 will be a unique experience. First, the three different Council System bespoke workshops will take place in the morning. Also, brand marketers and best-of-breed marketing services suppliers will have 1:1 meetings and attend VIP networking functions. In addition, attendees will learn at four exclusive and highly-curated speaking slots on the themes outlined above, which were voted by the over 100 brand marketers in the Portada Council System.

More information about the structure of speaking slots at Portada events:

  • Keynote: 45-minute session. An overarching topic of paramount importance to the brand marketing community to be addressed by subject matter experts who provide innovative solutions.
  • Consumer Insight Highlight: 25-minute session. Consumer Engagement and sales conversion are the ultimate objectives for brand marketers. This session will provide key and fresh consumer insights that foster the understanding of consumers and provide actionable tips for marketers.
  • MarTech Solution Spotlight: 25-minute session. Technology plays a crucial role both for consumers as well as an enabler for marketers. During this session, a major brand marketing thought leader will reveal the latest trends on the use of technology by consumers and brands.
  • Partner Thought Leadership Presentation. An opportunity for a Portada partner to gain major exposure in front of a listening audience of major brand marketing executives.

For more information about getting involved with Portada Miami on June 4, 2020 please contact Sales Coordinator Leslie Zambrano, or click on the banner below.

 

Mitú, a mlti-channel YouTube network targeting the LatinX consumer has been sold to Latido Networks. How much did Latido pay after investors poured more than US $50 million into Mitú over the last 8 years? What is the rational for the acquisition? And what does the transaction say about the growing LatinX advertising market?

1. To whom was Mitú sold to?

The company that has bought Mitú is a relative newcomer to the media sector: Latido Networks is  a multiplatform media company that creates content for LatinX millennial and Gen Z viewers, it owns the Latin music-focused YouTube multi-channel network VidaPrimo, and recently acquired a minority stake in the double digits in podcast company reVolver Podcasts. GoDigital Media Group — Latido’s parent in audio also owns the indie label Cinq Music, digital rights management company AdShare, and digital supply chain company ContentBridge. After the acquisition, Mitú will coexist alongside Latido Networks — the company’s media division that comprises a 24-hour connected TV channel called Latido Music.

2. What is the price of the transaction?

Sources at Latido did not want to disclose the price of the acquisition. However, its a safe bet to say that this has been a fire sale that provides Mitú a lifeline of sorts. Mitú has had difficulties finding profitability over the last years, in fact there are reports that it had been failing to pay YouTubers that were part of its multi-channel network their earnings as far back as last August and September, although creators now tell that payments have restarted in recent weeks. Multi-channel networks were very hot from the early years to the mid years of the last decade (e.g. Warner Media’s acquisition of Otter TV for US $ 1 billion and Verizon acquiring Awesomeness TV in 2016 for US$ 650 million). However, these companies were able to scale at a rate Mitú has not been able to.

3. What is the rationale for Mitú’s sale?

“It’s very much a “zipper” concept, meaning they provide much of what our other brands (most specifically Latido) were seeking to build, and we have the infrastructure and media impressions that will help Mitú get even more out of its brand reach”, a source at Latido Media tells Portada. Mitú has an engaged audience in the U.S., in English, a strong sales and sales support team. Latido has a Spanish-speaking audience that skews towards Latin America, (not U.S.), wide media distribution particularly in connected TV and global content production. Un-deduplicated audience numbers are 16 million U.S. monthly for Mitú, while Latido and Vida Primo YouTube network have more than 25 million in the U.S.

4. How much money did investors put to work in Mitu since 2012?

More than US $50 million. The high growth rate of the online video (advertising) market has been luring investors for the last decade. also in the multicultural space. In 2012, MItú got funding from a group of investors led by the Chernin Group.Then in November 2018, the company got an additional US$ 10 million in new funding led by San Francisco-based LEAP Global Partners along with participation from prior investors including Upfront Ventures. Previously, Mitú had raised $42 million from investors including Upfront, Comcast, WPP, Verizon Ventures, AMC Networks, Chernin Group and Awesomeness (now owned by Viacom).

5. How large is the LatinX Digital Advertising Market?

“Media companies simply cannot be relevant going forward without a strong foundation in the United States LatinX community,” Jason Peterson, the CEO of GoDigital Media Group — Latido’s parent company — said in the press release which announced the acquisition. Portada estimates,  that digital advertising in English-language media targeting Hispanics (predominantly the LatinX market) rose to US $1.07 billion in 2019. Approximately 80% of that amount is sold by Google and Facebook, leaving approximately  US $210 million for the other players. The changing profile of the identity of U.S. Hispanics is reflected in the evolving structure of advertising expenditures (check out our recent Insights Report-How brands engage U.S. Hispanics: New segmentation approaches),  digital advertising in English-language media targeting Hispanics is growing at a high rate,  while advertising in Spanish-language media is decreasing at a higher rate than overall advertising targeting Hispanics.

Signet Jewelers Targets Hispanic millennials, Pepsi´s “Play Never Stops,” Tecate Celebrates Mexican-American Roots & More Sales Leads

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  • Signet Jewelers

Signet Jewelers Targets Hispanic millennials. Signet Jewelers TargetsSignet Jewelers has released its first foreign-language advertising campaigns in the US market, targeting Hispanic millennials expected to marry in the coming years.The Spanish ads, which are for the jeweler’s Jared and Zales banners, premiered in the two weeks before Valentine’s Day, with the Jared ad continuing to run for an additional week. After the campaign ends, Signet will review the data and decide whether to bring the ads back later in the spring. The company focused on those two banners because their geographic location lends itself to a higher percentage of Hispanic customers, but there are plans to roll out additional ads across all banners.Signet plans to launch the campaign nationally on television and digital, including YouTube, video on demand, Telemundo, Univision and ESPN Deportes. The move is part of the company’s new customer-first focus, which it has been implementing over the past year and a half as part of its broader Path to Brilliance plan to realign the company with consumer demand.Hispanics comprise approximately 18% of the US population, and about 23% to 24% of millennialse.

  • Pepsi

Pepsi has launched its´ international marketing campaign #FORTHELOVEOFIT,” which brings together soccer superstars Lionel Messi, Paul Pogba, Mo Salah and Raheem Sterling in a 60-second spot duvved “Play Never Stops.” The athletes also participated behind-the-scenes in a #PepsiCanBalance challenge where they attempt to balance cans of the soda on tricky surfaces. They are encouraging influencers and followers to show off their own challenges on social media. The rollout is timed as the annual UEFA​ Champions League tournament, of which Pepsi is a sponsor. Directed by filmmaker and producer Henry Scholfield, the “Play Never Stops” spot features the Latin song “Presidente” sung by Ginette Claudette.The brand is releasing limited-edition packaging which features Paul Pogba, Raheem Sterling, Leo Messi, and Mohamed Salah across Pepsi and Pepsi Black/MAX cans.Selected cans will have a QR code on them for consumers to scan and interact with mini AR versions of Messi, Salah, Pogba, and Sterling. Consumers will be able to play a game of keepie-uppie (where players have to keep a football up in the air for as long as they can) with the mini AR versions of the football players, and share their scores to their Instagram Stories.The ad will run in more than 80 countries across outdoor and social media, which includes an augmented reality game on Facebook. In USA, the campaign will air on Univision, TUDN, Galavision, UniMas and Bleacher Report/Turner. Agency AMV BBDO was in charge of creative while media was handled by OMD.

  • Tecate

Mexican beer brand Tecate announced the launch of its new ‘Mexico is in Us‘ campaign.The ‘Mexico is in Us’ campaign officially launched on February 13th with the release of a 30-second video spot (Credentials), and will continue with a second 30-second spot, to be released today (Emotional). The campaign, created in partnership with Nómades, will run for 32 weeks on a mix of TV, radio, digital and social media platforms, with Spanish versions of each spot airing on Hispanic broadcast television, and Spanish and English versions running across digital, social and radio. The spots were filmed in Los Angeles, as well as in the brand’s namesake city of Tecate Baja California, Mexico.As part of the campaign, the brand has also shifted its focus toward more culturally relevant passion points that celebrate Tecate’s maverick spirit, and drive Mexican-American beer drinkers to live unapologetic lives on their own terms. Honing in on soccer and music, Tecate has invested in sponsorships and retail promotions that will bring the ‘Mexico is in Us’ campaign to life via immersive consumer experiences at key events throughout the year.The campaign will support Tecate’s USA portfolio, which includes the brand’s signature Tecate Original and Tecate Light products, as well as recent innovations, Tecate Titanium and Tecate Michelada.

  • Pabst Brewing Company

Pabst Brewing Company, holding company which contracts the brewing of over two dozen brands of beer and malt liquor, including its own flagship Pabst Blue Ribbon, has named Assembly as its media AOR following a review, Adweek reports. Assembly will handleintegrated media planning and buying, data and media strategy, audience strategy and performance strategy across the Pabst portfolio of brands.
Pabst’s brand portfolio includes Pacific Northwest staple Rainier, Texas brewing pioneer Lone Star, Stroh’s, Old Style, National Bohemian and the Not Your Father’s line.Pabst spent US$125,000 on measured media in the first nine months of 2019, according to Kantar Media.

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

  • Dean Foods

Dairy Farmers of America (DFA) has submitted a US$425 million offer to buy most of bankrupt Dean Foods’ assets. If Dean Foods Company, America’s largest milk producer, accepts a rival bid, it has agreed to pay a breakup fee of US$15 million to DFA, according to court documents. if consummated, DFA will acquire 44 of the Company’s fluid and frozen facilities and the real estate, inventory, equipment, and all other assets necessary to operate such facilities (the “Stalking Horse Assets”).The deal includes the purchase of “44 of Dean’s facilities and associated direct store delivery system, as well as certain corporate and other assets and functions,” according to the DFA statement.

Last week, the Justice Department finally approved the T-Mobile and Sprint merger. The combined company spent more than U.S. $2.7 billion in advertising in 2019 and will certainly take new marketing decisions. This will impact vendors (media, agency, sponsorship and other marketing service providers) who support the telco giant with marketing strategy, planning, and execution.  An analysis by Portada’s editorial team: 5 thinks you need to know…. 

1. T-Mobile and Sprint Merger = One of the Three Telco Juggernauts  

After the T-Mobile and Sprint merger, the new company now is officially one of the three U.S. telco giants. The merged entity will manage around 100 million direct customers  (excluding  wholesale users), around the same level as Verizon (116 million) and AT&T (93 million). Retail store wise , T-Mobile-Sprint has approximately 9,300 stores (Sprint 4,000 and T-Mobile has more than 5,300 stores.)

… Competition (Need for Marketing) Continues to be Huge…

AT&T, Verizon, T-Mobile-Sprint will very likely face a fourth major player: Dish. Part of the reason why the DOJ (Department of Justice) approved the merger is that Dish may be able to join AT&T, Verizon and Sprint as a fourth player, therefore increasing competition (and marketing dollars). The DOJ, in seeking to create a viable fourth wireless carrier, insisted Dish be allowed to sell a 50 percent stake to strategic investors as long as they do not include T-Mobile and Sprint rivals like AT&T, Verizon or cable companies including Comcast, sources explained. As importantly, the DOJ approved the T-Mobile-Sprint merger, because Dish, recently bought Sprint prepaid brands Boost Mobile and Virgin Mobile.

… Currently: US $2.7 Billion in Advertising Expenditures

Both Sprint and T-Mobile spent approximately US $2.7 billion in advertising together in 2019, according to their annual reports. In 2019, T-Mobile U.S. spent approximately US$ 1.6 billion on advertising, while Sprint expenses totaled $1.1 billion, $1.3 billion, and $1.1 billion for each of the years ended March 31, 2019, 2018, and 2017, respectively. (Competitors Verizon and AT&T spent US $ 2.64 billion and US $3.52 billion in advertising last year.)
With US $8.56 billion, Telco was the third largest ad-category after retail and automotive (Statista). The U.S. telecom industry was expected to increase its digital ad spending by 16.2% to $13.45 billion in 2019. (E-Marketer). In 2018,  AT&T was the second-largest U.S. advertiser, Verizon the 10th largest with T-Mobile (23) and Sprint (39).

2. Sponsorships: Expansion of Sponsorship Portfolio with Emphasis on Local Properties

Sports and entertainment event sponsorships are another extremely important channel for telco marketers. In 2017, AT&T spent between US $195 and US $200 million in sports and entertainment sponsorships, according to sponsorship.com. Similarly, Verizon spent between US $160 and US $165 million, and T-Mobile between US $50-55 million. Sprint did not make it to the top 50 sponsorship investors in 2017. While Sprint was a 2019 Super Bowl advertiser, it did not advertise in the last Super Bowl two weeks ago. T-Mobile did with its spot promoting its nationwide 5-G network (see below).

Portfolio Expansion with stronger local ties
We expect the combined company to expand its sponsorship portfolio (Major League Baseball, T-Mobile Arena, American Music Awards, etc.) with ties to local properties in new and underperforming markets.

3. Marketing Growth Drivers: 5G, Retention and Enterprise

T-Mobile, unlike Sprint,  has excelled at adding new subscribers to its network. Mike Sievert, President and Chief Operating Officer at T-Mobile, said during the company’s Q4 2019  earnings call that T-Mobile not only added a million postpaid phone net adds, leading the industry significantly, but 1.9 million total net customers joined the Un-carrier movement in Q4. “That makes 27 quarters in a row we’ve had more than 1 million total net customer adds per quarter,” Sievert stated.
Where does the combined T-Mobile-Sprint see growth (and the need to allocate marketing dollars) going forward? Here are three areas:

Customer Retention Marketing
North America will reach 313 million mobile subscribers in 2020 or an 84% penetration. With many subscribers owning more than one connected device, the total number of connections will be higher, at 585 million by 2020. With the saturation of the subscriber mobile market, customer retention (and retention marketing) will be crucial for operators P&L. The way customers are retained will become more and more important and will no will no longer be primarily through simply offering telecom services but instead via combining those with non-telecom services and third-party offers.

Growth Driver: Entering the Enterprise Market
T-Mobile share of the enterprise market is below 6%. It’s improved distribution footprint coverage will provide significant opportunity to penetrate the enterprise market. Expect increases in B2B marketing and advertising dollars.

5G: Mobile competes with home broadband
Albeit still developing, customers with a 600 MHz 5G capable device will be able to access T-Mobile’s nationwide 5G network. It will be marketed as a premium service based on increased speeds. This will open opportunities for T-Mobile-Sprint to take on the home broadband (cable) market in 2020.

4. Sprint and T-Mobile Brands: Which brand(s) will survive?

T-Mobile brands
The vast majority of T-Mobile subscribers are served by the main brand: T-Mobile.  MetroPCS —now Metro by T-Mobile—, still operates as a secondary prepaid brand. (In 2013 T-Mobile announced an expansion of its newly acquired Metro PCS to 15 markets, some of them heavily populated by Hispanics in Texas and California.)

Sprint brands Boost Mobile and Virgin (both sold to Dish)
Sprint prepaid brands Boost Mobile and Virgin Mobile were sold to satellite TV provider Dish Network to facilitate the acquisition from a DOJ perspective (see above). Dish paid US $$1.4 billion to acquire Sprint’s Boost and Virgin Mobile prepaid services, with a combined total of around 9 milion customers.

The new brand will “lean pink”
It’s is very likely that “T-Mobile” will emerge as the unified overall brand. Already according to the April 29, 2018 merger announcement, it seemed most likely that the combined company will lean pink (per T-Mobile’s branding), given that it will keep the “T-Mobile” name. Like its network, the Sprint brand probably will be folded into T-Mobile’s in coming years.

5. Media Agencies: Consolidation likely.  Who Will Win, Who Will Lose?

Sprint: Horizon Media/Droga 5/In-house
In May 2017 Sprint Corp. moved its (at the time) US$700 million media account from Publicis Groupe’s Mediavest Spark to independent media agency Horizon Media, Although it later took some of its media duties in-house. Droga 5 is Sprint’s Agency of Record.

T-Mobile: WPP’s Essence/In-house
Similarly, T-Mobile, took “some key responsibilities” related to its media strategy, search and analytics in-house and formed a new partnership with WPP’s Essence to help.

Consolidation: In-house increase likely with external support
With T-Mobile increasing its in-house capabilities and the company’s overall view of the crucial importance of first party data management and protection, it is likely that T-Mobile will build out its in-house media planning buying capabilities but still lean on an agency partner for expertise and execution support.  Will it be Horizon Media, Essence or someone else? Honestly, we don’t know yet…

Publicis NY New AOR for Pharmavite´s Nature Made® & Hispanic Foods Leader Cacique® Inc. Appoints GALLEGOS United & More Sales Leads

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  • Pharmavite´s Nature Made®

Pharmavite´s Nature Made® has new agency. Pharmavite, a leader in the health and wellness industry, announced Publicis New York as agency-of-record for Nature Made® vitamins and 

Pharmavite´s Nature Made®supplements. Following a competitive review, Publicis New York was chosen as the marketing partner to catapult Pharmavite´s Nature Made® into the next decade leading their brand transformation, and building on the brand’s deep heritage of quality and trust with consumers.The Nature Made and Publicis New York marketing partnership scope includes the development of a fully integrated brand campaign across mass media, shopper marketing, eCommerce and social media. The remit also includes data analytics and measurement. Nature Made spent nearly US$32 million on media in 2018 and over US$17 million in the first nine months of last year, according to Kantar Media.

  • Cacique® Inc. 

Pharmavite´s Nature Made®Cacique® Inc. – an authentic Mexican food brand and leading producer of Hispanic style cheeses, creams, chorizos and salsas in the U.S., announced it has named agency GALLEGOS United as its agency of record (AOR) for advertising. GALLEGOS United will be Cacique’s lead agency driving overall brand strategy, creative development across all media channels & social media. The agency’s work on behalf of the brand is expected to begin immediately.Cacique Inc.’s appointment of GALLEGOS United comes on the heels of a competitive review among multiple agencies as part of its recent bolstered marketing efforts. As Cacique continues to extend its portfolio of authentic, high-quality Mexican foods rich in heritage and tradition to even more people across the country, the company ultimately elected to consolidate advertising efforts to a single agency with demonstrated success in reaching multiple diverse audiences with a unified approach.

 

  • Sprint

Last week, the Justice Department finally approved the merger between Sprint and T-Mobile. The combined company will certainly take new decisions as it relates to marketing strategy and the external vendors (media, agency, sponsorship, and other marketing service providers who support it). Check out our analysis here.

 

 

  • Escudo Águila Real (EAR)

Pharmavite´s Nature Made®Escudo Águila Real (EAR), a luxury tequila brand made in México, has named Upstreamers multicultural advertising as its´new AOR, Mediapost reports. The agency will handle strategy and creative for the business while raising awareness for the brand’s growing U.S. presence among diverse consumers.Agency Upstreamers is also working on projects for a number of brands including Disney, Bud Light, Ford, and Johnson & Johnson.

 

 

  • Scott Credit Union

Pharmavite´s Nature Made®Scott Credit Union—a member-owned, full-service financial institution—has appointed Denver-based independent-agency Cactus as its new agency of record.After securing a sponsorship of the 2019 Stan­­ley Cup winner St. Louis Blues, which includes name and likeness usage, placements in the Enterprise Center where the team plays, and exclusive product development, Scott Credit Union was seeking an agency with expertise in leveraging sports sponsorships for marketing campaigns. They approached Cactus, knowing of the agency’s reputation in this area.The relationship formally kicked off in early December, and the first work will break in April 2020.Cactus brought national attention to UCHealth by leveraging the reputation of Peyton Manning, the sports world’s most iconic representation of dedication to excellence and commitment to greatness. Founded in 1943, Scott Credit Union is a full-service financial institution providing financial services for individuals and businesses, including free checking accounts with interest, ATMs, credit and debit cards, new and used vehicle loans, mortgage loans, unsecured lines of credit, savings products, online banking, free online bill paying and much more.

 

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  • Cat’s Pride

Pharmavite´s Nature Made®Oil-Dri Corporation, a worldwide leader in producing, marketing and selling high-quality sorbent products for consumer and business to business markets, has named Cramer-Krasselt (C-K) as agency of record for Cat’s Pride, a cat litter and accessories brands, Mediapost reports. The appointment follows a a multi-agency review. Magnani served as the incumbent. C-K will be responsible for  the brand’s advertising, brand planning, public relations, social media and digital marketing. Media is handled by GYK Antler. Annual billings are around US$5 million.