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Following surge of “pandemic purges,” American credit card holders chose to “wallet edit,” becoming more invested and selective in how they manage money, and enhancing preference for cash back cards.

According to a Wells Fargo Active Cash Card survey, the COVID-19 pandemic prompted two-thirds (63%) of credit card-holding consumers to initiate “pandemic purges.” When looking at what exactly consumers decluttered, the survey found that three-quarters (72%) decluttered their closets, one-third (29%) purged their friends on social media, and another one-third (33%) simplified and decluttered their finances. Coming out of the pandemic, more than one-third (36%) of consumers surveyed say they are becoming more involved in money management, gaining enhanced perspective on their financial standing and goals.

The survey also reveals that the primary drivers in choosing a credit card are cash back features (44%), followed by rewards (38%) and sign-up bonuses (22%). While many consumers seem to understand the benefits of earning rewards, cardholders compare managing their credit card rewards to tedious or mundane tasks, such as doing their taxes (18%), being stuck in traffic (14%), or waiting in line at the DMV (13%), proving the desire for a more straightforward, ubiquitous credit card value proposition like earning the same cash rewards on virtually all purchases.

Hispanic consumer behavior

Cardholders want simplicity from their credit cards with no hassle around activating categories, tracking limits, or calculating rewards when managing their card rewards.

“The pandemic helped many of us realize that less is truly more and encouraged us to remove unnecessary complications from our lives and get back to the basics, which is why we designed the Active Cash Card for those who want a high-value cash back credit card without caps or limits,” said Krista Phillips, head of Branded Cards and Marketing for Wells Fargo Credit Cards. “Now more than ever, cardholders want simplicity from their credit cards with no hassle around activating categories, tracking limits, or calculating rewards when managing their card rewards.”

Wells Fargo presents the Wallet Edit Workshop Series

Hispanic consumer behavior
Jen Robin, CEO Life in Jeneral

With the recent launch of the new Active Cash Card, Wells Fargo is encouraging consumers to bring the joy of simplicity to their finances with a Wallet Edit — a tidying up process to inventory everything in their wallets and determine if it serves a real purpose, makes life easier and provides actual value. The free, virtual Wallet Edit Workshops — facilitated by Marsha Barnes, certified financial social worker, financial educator, and personal finance commentator, and Jen Robin, a professional home organizer and founder and CEO of Life in Jeneral — will provide participants tips and guidance on how to get the most out of the items in their wallets, including their credit cards.

Think of a Wallet Edit as an opportunity to figure out what perks you haven’t explored with all your membership cards.

“We’re excited to be partnering with Wells Fargo and their new Active Cash Card to introduce people to another fun, easy way to simplify and declutter their financial lives, especially as people have become even more focused on their money post-pandemic,” said Robin. Barnes added, “Think of a Wallet Edit as an opportunity to figure out what perks you haven’t explored with all your membership cards, redeem all of those gift cards collecting dust, and make decisions about what your current credit cards are (or aren’t) doing for you now.”

 

Additional key findings from the survey include:

Unpacking the wallet: What do Americans’ wallets look like?

  • Unsurprisingly, the majority (81%) of older adults (55 – 64) are more likely to carry traditional wallets, whether it’s organized or bursting at the seams than those 35 – 54 (76%). Nearly one-quarter (24%) of those ages 18 – 34 use unconventional methods, such as rubber bands (13%), or digital payment tools like Venmo and Apple Pay (11%).
  • More than one-quarter of credit cardholders (27%) admitted to not using their gift cards before they expire, while 61% say their membership cards go unused.
  • Younger consumers ages 18 – 34 are more likely (70%) to have a gift card in their wallet at any given time than the total respondents surveyed (53%).

Hispanic consumer behavior

Financial friction: Money vs. love

  • Credit cardholders consider their own wallet as neat and slim, yet they are quick to call their partner’s wallet overstuffed.
  • Almost two-thirds (62%) of consumers surveyed say their own wallet is neat and slim, yet only 52% say the same about their partner’s wallet.
  • Nearly one-third (31%) of consumers surveyed said they do not consult their spouse/partner before making purchases.
  • However, another 29% say they consult their partner on all of their purchases as they are both very involved in their finances.

Hispanic consumer behavior

Card switching

  • When considering a new credit card, the drivers vary by age and gender, with younger people anticipating more life events and large purchases.
  • Younger cardholders (ages 18 – 34) are the most willing to consider a new card for any reason compared to other generations, but especially for a large upcoming purchase (younger cardholders: 39% vs. total respondents: 29%).
  • Women (38%) and Midwesterners (42%), however, are the most reluctant to change their cards for any reason, indicating they are happy with their credit card(s).

Is talking about money still taboo?

  • More than one-third (36%) of cardholders said they received bad financial advice or were never taught about finance.
  • Younger consumers ages 18 – 34 are three times more likely than those ages 65+ to be given bad or outdated financial advice.

Hispanic consumer behavior

  • According to the Active Cash Card survey, Hispanic and Black respondents were more likely to participate in a pandemic purge during the past year
  • 76% of Hispanic respondents and 72% of Black respondents compared to 62% of Asian cardholders and 58% of White cardholders.
  • Hispanic cardholders are more likely to let their gift cards unused before they expire than other ethnicities
  • 30% of Hispanic respondents admit to letting their gift cards expire without using them compared to 15% of White cardholders
  • Hispanic respondents were more likely to claim they would switch credit cards for an upcoming life event, like pregnancy or wedding
  • 27% of Hispanic respondents agreed with this statement compared to 12% of White respondents, 20% of Black respondents and 15% of Asian respondents.

Cheetos®, Hyundai, Cardenas Markets, Tortilla King… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

 

  • Cheetos®

When Cheetos® and global music superstar Bad Bunny first introduced the Deja tu Huella™ campaign in 2020 to celebrate the impact that Hispanic culture has made on today’s society, they set out on a mission to inspire the next generation to Deja tu Huella, a phrase that translates to “leave your mark.” As the campaign enters its second phase, Chester Cheetah and Bad Bunny are teaming up once again to spotlight the Hispanic community by bringing fans two exciting experiences ahead of the school year that take Deja tu Huella to the next level: an exclusive fashion collaboration with adidas and the Deja tu Huella Estudiante Fund, a contest that will give US$500,000 in total prizing to students in the U.S. and Puerto Rico. The extremely limited adidas leisurewear collection is a product of two innovative design visions coming together: Bad Bunny’s signature style combined with Chester’s orange-themed “Cheetos Look.” Cheetos is giving its biggest fans the chance to get early access to the exclusive items before they’re officially available for purchase on August 6. Fans simply need one thing for the opportunity to cop the drop before anyone else: fingertips covered in Cheetos orange-dust, also known as Cheetle®, which all true Cheetos fans now don as a badge of honor.Fans in the U.S. and Puerto Rico can head to www.CheetleiD.com to use Cheetle iD, a first-of-its-kind Cheetos x adidas e-commerce experience designed to get the merch into the hands of Cheetos’ biggest fans first.There, Chester will use Cheetle iD technology to detect whether fans have Cheetle® on their fingertips.The first 100 people who pass the Cheetle iD detector will have direct access to purchase items from the collection before the rest of the public.Not part of the first 100 fans to use Cheetle iD? No problem. All fans who didn’t get early access can sign up at www.CheetleiD.com to enter for a chance to purchase the merch on August 6 via the NTWRK app.As part of the Deja tu Huella campaign and in partnership with Good Bunny Foundation, Cheetos and Bad Bunny are also welcoming submissions starting today for the Deja tu Huella Estudiante Fund, a contest that will identify ten students leaving their mark on their community and reward them with US$50,000 each that can go towards their education.To enter the #DejatuHuella TikTok Hashtag Challenge, fans in the U.S. and Puerto Rico can submit a :60 video that shows how they are leaving their mark on the community, the culture, or the world, and tag @Cheetos, #DejatuHuella, and #Entry to be eligible.

  • Hyundai

Hyundai’s all-new Santa Cruz is inspired by the city it is named after and the passion for adventure that lives there. In the marketing launch for its first-ever Sport Adventure Vehicle, Hyundai is partnering with former professional skateboarder and documentary filmmaker, Stacy Peralta, and local legends of Santa Cruz, Calif., to show how their spirit of adventure carries into the journeys the segment-defining vehicle can deliver. The digital-led campaign launches with a long-form digital video, “Journey Through Santa Cruz,” starring professional surfer Matt Rockhold, artist Jimbo Phillips and female skate crew Lady Lurkers. These Santa Cruz locals embody the vehicle’s intent, showing how it is equally at home in urban and adventure settings. “The Santa Cruz is a new type of vehicle that combines SUV benefits with open bed versatility to enable the adventures that make journeys fun,” said Angela Zepeda, CMO, Hyundai Motor America. “This digital-first campaign is all about showing the adventure and lifestyle this unique vehicle can deliver for people who live in the city but are driven by nature and outdoor activities.” In addition to the long-form video, Hyundai will run digital pre-roll targeted directly at the Santa Cruz’s distinct, adventure-minded audiences. 30- and 15-second TV spots with footage from the “Journey Through Santa Cruz” shoot will air on national broadcast, including during Sunday Night Football on NBC. The campaign also includes influencer partnerships, social media content, in-market digital activities, out of home advertising and experiential displays at the home games of Hyundai sponsored professional football teams. The campaign was developed and executed by Hyundai’s agency of record, INNOCEAN USA.

Separately,  Hyundai has teamed with Univision as the new presenting sponsor of Sábado Futbolero (Saturday Soccer). Hispanic Americans are a pivotal force in soccer’s growing influence throughout the U.S., and the campaign, #BecauseFútbol, features three new Spanish-language TV spots. The campaign highlights the fan rivalry between Chivas and Cruz Azul of Liga MX, the most-watched club soccer competition in the U.S. The sponsorship and new ads kicked off on Saturday, July 31 for the start of the 2021 Torneo Apertura. “#BecauseFútbol perfectly describes the acts of fandom inspired by Mexico’s top sports league,” said Angela Zepeda, CMO, Hyundai Motor America. “We wanted to join in that spirit with a campaign that entertains fans and connects with Hispanic audiences each week on Univision’s broadcast.” The new Hyundai TV spots, directed by Argentine Martin Kalina of Pulse Films and edited by Kyle Brown of Exile, include: AsadoA BBQ with Rivals.   #BecauseFútbol was conceived and executed by Hyundai’s agency of record, INNOCEAN USA.

  • CitrusAd 

Publicis Group has acquired CitrusAd retail media platform, currently  used by grocers such as Hy-Vee, Wakefern and Ocado,  for an undisclosed sum.The deal comes amid dramatic growth of retail media and expectations of further increases as major advertisers are drawn to the targeting, transparency and measurability of retail media. The CitrusAd platform, which offers self-service capabilities for brands, is used by 70 retailers globally, according to Publicis Groupe. Plans call for CitrusAd to function as a standalone business within Publicis Groupe’s  Epsilon business.E-commerce sales for CPG brands are expected to double from 2019 levels By 2023. As a result, retail media is undergoing exponential growth and is expected to double within five years from current levels of roughly US$30 billion.

 

  • Cardenas Markets

Cardenas Markets has teamed up with GetUpside, a retail technology company that guarantees profit for more than 30,000 brick-and-mortar businesses nationwide, to offer personalized cash-back incentives to customers. Retailers using GetUpside’s personalized offers see a 3-5% increase in profit and customers come in 1.6x more frequently than non-GetUpside users. GetUpside connects customers with groceries and other businesses through a free mobile app and encourages them to transact using personalized cash-back offers.Shoppers also have 35% larger baskets on average. “Cardenas Markets is committed to providing our customers with the freshest, most authentic products at the prices that make it possible for them to feed their families,” said Adam Salgado, Chief Marketing Officer for Cardenas Markets and participant at our upcoming Portada Live, September 22, 2021 exclusive brand marketer workshop. “Our partnership with GetUpside allows us to further this commitment by allowing our loyal and valued customers to earn cash back on their everyday grocery purchases from our stores,” Salgado added. Today, GetUpside is live at more than 30,000 grocery stores, restaurants, gas stations, and convenience stores nationwide and works with the nation’s most trusted brands. The platform connects customers with local businesses through their free mobile app, and encourages them to transact using personalized cashback offers. Cardenas Markets, has also launched an updated and newly redesigned website. The revamped site features a contemporary design, improved navigation and user-friendly interface in both English and Spanish.The vibrant, new food-focused website comes as Hispanic shoppers increase their online grocery spend.

 

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Tortilla King

Tortilla King announced that Denver-based Flagship Food Group, LLC (Flagship), owner of 505 Southwestern and La Tortilla Factory, has agreed to make an investment into Tortilla King to support its future growth and expansion strategy. Flagship will become the majority owner in the company while current local management remains in place and Juan Guardiola remains a shareholder.With the acquisition, Flagship solidifies its place as one of the leading and largest privately held food companies in the country focusing on Hispanic brands with an emphasis on premium products.Majority owned by CREO Capital Partners, Flagship is a diversified food company that sells a wide range of food products and services under the 505 Southwestern, La Tortilla Factory, Lilly B’s, Hatch Kitchen, TJ Farms and other brands. Most of Flagship’s brands are rapidly expanding, having experienced significant growth and expanded national distribution in recent years. 505 Southwestern, crafted with New Mexico green chiles and made in Albuquerque, is the country’s largest jarred green chile brand.Based in Moundridge, Kansas, outside of Wichita, Tortilla King sells premium tortillas and tortilla chips under its Mama Lupe’s brand. In addition, it serves as a valued manufacturing partner to other food companies and food retailers across the county. The company operates manufacturing and distribution facilities across the Midwest. An innovator in the category, the company has developed low carb, net zero carb, and gluten free tortilla offerings for its customers focused on health and wellness.

  • CKE Restaurants

CKE Restaurants has named Omnicom’s Haygarth U.S. its in-store marketing and merchandising agency. Haygarth U.S.will work with the restaurant chain on point-of-sale, food photography, digital and printed menus, and all merchandising for Carl’s Jr. and Hardee’s with approximately 3,500 locations nationwide. 

 

 

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • CMS

Turning Point Global Solutions, L.L.C. (TurningPoint) announced that Centers for Medicare and Medicaid Services (CMS) has selected its joint venture, TurningPoint-DSFederal, JV, L.L.C. (FedPoint), to provide web content management and development support for CMCS’ three public-facing websites: http://www.Medicaid.gov, http://data.Medicaid.gov, and http://www.InsureKidsNow.gov. Through collaboration with CMCS and other contractors, FedPoint will help to maintain a vigorous web presence that communicates programmatic information and relevant Medicaid data with the public. The award, won through a competitive procurement process, adds to FedPoint’s growing portfolio of federal contract engagements.FedPoint is using Drupal experts to provide content loading and content strategy support, including data visualizations and other visual enhancements to complement web content.TurningPoint Managing Partner David Hughes says the project is integral to TurningPoint’s goal of providing value-added services that help address CMS’ program priorities. The website content management support contract is a five-year task order under the CMS SPARC 8(a) contract vehicle with a total value of US$5.3 million if all options are exercised.

 

 

 

 

While CTV Advertising is expected to reach US $21 billion in 2021 according to BMO Capital Markets, the media buying community continues to face challenges in measurement. That is why ANA and Innovid partnered with 20 leading advertisers to introduce new research and tools to address CTV measurement challenges.

Innovid, and independent ad delivery and measurement platform for connected TV, today announced the findings of a first-of-its-kind report called Decoding CTV Measurement: An In-depth Look at Reach, Frequency and ROI that dispels major myths about one of the fastest-growing channels in digital advertising. Created in response to rising demands for streaming, the report was conducted in partnership with the Association of National Advertisers (ANA) and 20 leading advertisers, with the goal to deep-dive into CTV and unlock new KPIs, benchmarks, and best practices for marketers making the move to CTV.

CTV Measurement: Key findings from the report include:

  • The depth of unique reach has yet to be unearthed: Across our study, the average campaign reached only 13% of the available U.S. CTV households.
  • Detach duplication from the fragmentation dilemma: Our study revealed an average publisher duplication rate of 32%.
  • The surprising truth about CTV’s frequency problem? It’s highly exaggerated: The average frequency was just 4.6 across all campaigns.
  • The impact of CTV spend can be traced far and wide: The average eCPM of the campaigns in the study was $23, which sits in between the average CPM for U.S. primetime TV ads for broadcast and cable ($36 and $19, respectively).
Bill Duggan, Group EVP at ANA

“Measurement is one of the biggest challenges facing marketers these days,” said Bill Duggan, Group EVP at ANA. “The standardization of CTV advertising measurement is still in its earlier stages, and this study found that we’ve only uncovered the tip of the iceberg of what is possible in CTV. We’re excited to partner with Innovid to provide these granular insights and benchmarks that set a new standard for the future of CTV advertising.”

This study found that we’ve only uncovered the tip of the iceberg of what is possible in CTV.

The solution behind this study, Innovid Insights, the company’s flagship measurement product, is now widely available in the US market, empowering advertisers to understand their unique reach, frequency, and more.

“There’s a misconception that there’s not enough reach in CTV, however our study saw we’ve just scratched the surface of the potential reach for this channel,” said Jessica Hogue, General Manager of Measurement and Analytics, Innovid. “To date, it’s been challenging for marketers to effectively optimize CTV campaigns due to a complex ecosystem of disparate device and app options per household. With Innovid Insights, marketers have a leg up on maximizing the potential of CTV with unbiased, real-time visibility into 40+ metrics. As Innovid Insights continues to evolve, we plan to expand the solution to incorporate all devices and media types, as well as demographic data to enable one unified view of cross-channel measurement.”

CTV measurement

Innovid Insights has four unique benefits for marketers:

  • Census-Level Measurement: Innovid’s expansive footprint enables census level measurement of the CTV universe with insights on over 75MM U.S. CTV households enabling marketers to gain maximum visibility into the most important CTV measurement metrics.
  • Independent Source of Truth: As a leading independent, MRC accredited, omni-channel ad server built for TV, Innovid’s measurement solutions are media-type and buy-type (direct vs programmatic) agnostic, enabling trustworthy third-party analysis.
  • Real-Time Analysis (In-flight) and Future Planning: Innovid’s pixel-less solutions provide always-on analysis enabling marketers to execute in-flight optimizations. Innovid Insights also powers data-backed campaign planning initiatives to strategically optimize future campaigns. Marketers can execute optimizations based on reach (total/unique), frequency (low, medium, and high), publisher-level overlap, as well as by costs (cost per total and/or cost per unique reach).
  • Seamless Measurement and Delivery: Innovid takes a contemporary approach providing MRC accredited impression delivery married with granular measurement solutions to drive in-flight and future planning CTV optimizations.

“Innovid Insights allowed us a new and interesting view into how our CTV investments work together,” said Phil Hruska, Media Department Head, American Honda Motor Co., Inc. “Innovid gave us the ability to leverage a single platform to gain a streamlined view of our campaigns. We appreciate their agnostic perspective and we are excited to see them continue their unique measurement of the video ecosystem.”

CTV measurement

 

 

 

 

CTV measurementTo download Decoding CTV Measurement: An In-depth Look at Reach, Frequency and ROI and learn more about how marketers can benefit from Innovid Insights, visit here.

 

Fortune 500 world-class leaders of The Walt Disney Company, Nike, AT&T, Home Depot, Bank of America, Cisco, Sony Pictures Entertainment and PayPal confirmed to attend L’ATTITUDE 2021.

The global CEOs of The Walt Disney Company, Nike, AT&T, Home Depot, Bank of America, Cisco, Sony Pictures Entertainment and PayPal will take the stage at L’ATTITUDE 2021, presented by Bank of America, to discuss how the New Mainstream Economy, led by the U.S. Latino Cohort, is driving sustainable economic growth. National media, A-List celebrities, entrepreneurs, and elected officials will also contribute to the dialog at this year’s event, set to take place in San Diego, CA from September 29 to October 2, 2021.

Boasting more than 30 sessions over the course of four days, L’ATTITUDE is a ground-breaking initiative creating a national town hall of the nation’s best and brightest. In partnership with top-tier media outlets such as MSNBC, CNBC, the Wall Street Journal and Dow Jones MarketWatch, this year’s event is expected to be the biggest in its four-year history.

World-class CEO
Sol Trujillo, co-founder of L’ATTITUDE

“In the wake of the global pandemic, it’s never been more critical to unlock exponential growth,” said Sol Trujillo, iconic business leader and co-founder of L’ATTITUDE. “History and data indicate the U.S. economy cannot fully rebound without the Hispanic cohort continuing its economic leadership role, and we’re thrilled to welcome a long list of distinguished business leaders and sponsors who recognize this path towards economic prosperity. We are eager to spark a dialogue, provide real market examples of success, and translate discourse into action.”

Among the CEO attendees confirmed to participate in L’ATTITUDE 2021 are:

  • Bob Chapek, CEO, The Walt Disney Company
  • John Donahoe, President and CEO, Nike, Inc.
  • Almar Latour, CEO, Dow Jones
  • Craig Menear, Chairman and CEO, The Home Depot
  • Brian Moynihan, Chairman of the Board and CEO, Bank of America
  • Chuck Robbins, Chairman and CEO, Cisco
  • Dan Schulman, President and CEO, PayPal
  • John Stankey, CEO, AT&T
  • Tony Vinciquerra, Chairman and CEO, Sony Pictures Entertainment

Apart from the headliner CEO’s participating at L’ATTITUDE 2021, attendees will have the opportunity to meet the most powerful Latinas in America today, along with emerging entrepreneurs making a difference in the worlds of business, finance, entrepreneurship, politics, and Hollywood’s biggest celebrities.

Among the programs featured at this year’s event, those that attend will be the very first people in the country to learn about the latest news from special reports being unveiled nationally, including:

  • The LDC U.S. Latino GDP Report with the latest and highly anticipated data about the economic output of our U.S. Latino cohort, which could move up even higher than in the last report where it ranked as the eighth largest economy in the world (if it were a country).
  • The LDC Media Report where Hollywood and our country’s leading media and entertainment companies are rated regarding their progress in featuring diverse U.S. Latino talent, both in front of and behind the camera.
  • The 2021 State of Hispanic Wealth Report from NAHREP (National Association of Hispanic Real Estate Professionals) that provides the business and finance communities with invaluable insight into Hispanic participation in homeownership, small business development, and wealth building.
  • A special report from ALPFA (Association of Latino Professionals for America) on America’s 50 Most Powerful Latinas
  • The LDC Perception of Latinos in America Report provides a national platform for calling attention to the latest facts and data about the Latino brand and false stereotypes, but also for stimulating action-oriented discussion about how to catalyze the full economic potential of the U.S. Latino community in the New Mainstream Economy.
  • HITEC and LDC 2021 Latinos in Technology is a report that will shed light on U.S. Latinos in tech – from the classroom to the board room – and they are leading the way in the usage of new technology and are helping build new advanced technologies.

L’ATTITUDE annually leads the way in introducing the world to emerging U.S. Latino entertainment talent, and this year’s exclusive performances will be headlined by two world-famous artists during the Friday Night Gala and Saturday Night Live Concert. With more details to come, these exciting shows will be curated by international producer and multi-Platinum GRAMMY-winner Emilio Estefan, a partner in the event alongside globally-renowned business executive Trujillo, and Gary Acosta, L’ATTITUDE co-founder and CEO of NAHREP (National Association of Hispanic Real Estate Professionals).

“U.S. Latinos are the most prolific entrepreneurs in the country, and small business growth will be one of the key topics at this year’s event,” added Acosta. “From catalyzing small business growth, to showcasing the most powerful Latinas, to sparking the next wave of Latino tech entrepreneurs and innovation, L’ATTITUDE truly offers something for everyone.”

The L’ATTITUDE agenda will include breakout sessions, small group presentations, and special programs, including:

  • LATINXT, where you’ll meet the next generation of U.S. Latino talent in Business and in Entertainment.
  • Latinas with L’ATTITUDE, presenting in collaboration with ALPFA, this year’s 50 Most Powerful Latinas
  • Match-Up, an exclusive national competition where U.S. Latino entrepreneurs will vie for over $10 million in capital investments to grow their enterprises.

To learn more and register for the event, visit www.lattitude.net.

 

Hospitality Marketing needs to evolve. Nadav Solomon, Co-Founder and President of Tabit Technologies, tells Portada that hospitality marketers need to embrace social media as a key component for customer acquisition and retention. They also need to own their own data,  which will allow them to improve customer relationship management and execute new loyalty programs. Tabit recently announced a partnership with the Chaplin School of Hospitality & Tourism Management at Florida International University (FIU) to help educate students in restaurant operations, management, and profitability.

By Alex de Carvalho

Hospitality Marketing needs to evolve due to major changes in consumer behavior and new opportunities provided by Marketing Technologies. Due to the pandemic, the U.S. restaurant industry, a subsector of the hospitality industry, finished  2020 with total sales of around US $659 billion, or US $240 billion less than the  US $863 billion achieved in 2019. Following the pandemic restaurant owners are seeking new efficiencies to improve the top and bottom lines as they adapt to new economic and social conditions. After long periods of lockdown and reduced occupancy from social distancing rules, the food and beverage industry must now respond to new challenges; consumers are working remotely from home and dining out less as they stopped commuting and as they got better at cooking. Industry surveys indicate consumers favor eating at home more frequently, and restaurants must respond to new customer demands and expectations for both online and contactless reservations, ordering, and payment solutions. Hospitality technology solution provider Tabit seeks to help restaurants improve their profit margins by increasing the efficiency of operations, by providing more payment options, and by protecting against the transaction fees charged by online reservations and delivery aggregators.

Tabit Technologies kicked off its expansion in the United States after becoming the dominant player in the food and beverage space in Israel, with a market share of over 45 percent. To support its North American expansion, the company raised US $35M in its Series B round of venture capital funding led by Vertex Ventures Israel in April 2020. Nationwide customers include fine-dining restaurants and large chains, food service businesses, hotels, cruise lines, and local mom-and-pop operations.

Hospitality Marketing: Emphasis on Social and First Party Data

Portada spoke with Nadav Solomon, Co-Founder and President of Tabit, about their recent participation at

Hospitality Marketing
Nadav Solomon, Co-Founder and President of Tabit

the SoBe Wine & Food Festival, where Tabit sponsored the 2021 Bacardi Bar Project hosted by FIU. “Tabit provided the technology implementation for the student’s model of the future of hospitality. Our mobile POS and operating system served as the cornerstone for the student’s customer-focused concept.”

Our mobile POS and operating system served as the cornerstone for the student’s customer-focused concept.

What’s next for the food and beverage industry? Looking ahead, Solomon sees three strong trends which restaurants must inevitably adapt to. The first is the implementation of cloud-based solutions with wireless systems in a new contactless world that prioritizes hygiene and distancing. The second is the adoption of social media as a key component for customer acquisition and retention, with seamless and integrated options for online reservations and ordering. The third trend is the expectation from hospitality businesses to own their own data, which will allow them to improve customer relationship management and execute new loyalty programs.

Cloud-based solutions with wireless systems in a new contactless world will prioritize hygiene and distancing.

Partnership with Chaplin School of Hospitality & Tourism Management at FIU

Tabit has partnered with the Chaplin School of Hospitality & Tourism Management at Florida International University (FIU) to help educate students in hospitality marketing, restaurant operations, management, and profitability. As part of the partnership, Tabit has implemented its cloud-based and mobile-first operating system in the Wine Spectator Restaurant Management Laboratory teaching facility at FIU. With this partnership, Tabit joins recognized brands like Southern Glazers Wine & Spirits, Bacardi USA, Marriott, Carnival Cruise Lines, Badia Spices Inc, and others in bringing educational resources to FIU’s Chaplin School.

Nadav Solomon, Co-Founder and President of Tabit, moved to Miami and established North American headquarters close to FIU’s Biscayne Campus in North Miami. “We are excited to bring the latest in digital and mobile-first hospitality technology into the teaching environment at FIU’s Chaplin School,” said Solomon. “Students will be prepared with both the customer service and the business management skills required to operate restaurants profitably in today’s economic environment.”

We are excited to bring the latest in digital and mobile-first hospitality technology into the teaching environment at FIU’s Chaplin School.

Students enrolled in the school’s Advanced Food Production course learn how to integrate technology into restaurant operations. Tabit’s point-of-sale (POS) and back-office functionality use tablets and smartphones as the primary touchpoints, allowing student servers to take customer orders in a mobile environment. Along with the supporting TabitKitchen digital kitchen displays, the wireless technology eliminates delays and errors associated with the use of handwritten or printed food tickets.

Some of the specialized features Tabit brings to the curriculum include key actionable elements of successful hospitality marketing like online guest registrations, upselling opportunities while taking the order, contactless tableside payment options, curbside pickup solutions, post-dining customer loyalty and relationship management, and the use of digital dashboards to analyze restaurant performance metrics. Through the use of technology, students learn to increase efficiencies in restaurant processes, food prep accuracy, speed, and customer service. Tabit’s team mentors students during dining sessions, showing them best practices in managing reservations, creating menus, taking orders, improving service and curbside delivery, and optimizing for profitability. Students learn how to create workflows by leveraging operational data that could not be collected manually with traditional order-taking methods.

Restaurants Must Adopt Social Media and First-Party Data as a Key Component of Customer Acquisition and Retention.

 

Marcus, Eddie Bauer,Estrella Jalisco, Corporate Spending Innovations, SIA Scotch Whisky… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

 

  • Marcus (Goldman Sachs)

MarcusGoldman Sachs’ Marcus consumer banking arm is launching its biggest advertising campaign since its launch in 2016. Advertisements for products including Marcus Loans and Savings will include upcoming products such as Marcus Checking. In the new campaign, Marcus will be touted as a one-stop consumer banking platform suited to people’s spending, borrowing, savings and investment needs. The campaign launched last week is the latest version of the bank’s “You Can Money” campaign and draws heavily on humor. The ads featured Hollywood actress Rosamund Pike taking a dig at other banks’ benefits like free pens and coffee, and annual percentage yields that are four times the national average. The campaign’s first two ads promote Marcus’ loan and savings products; Goldman said future ads will highlight its “robo-advisory” service Marcus Invest and MarcusChecking, which is set to launch later this year. The company said the campaign is for the first time making more use of digital channels such as connected TV versus traditional channels. The bank expects to spend twice as much as it has for previous campaigns. According to Kantar, Goldman Sachs spent more than US $28 million on advertising (excluding social channels) for Marcus in 2020.

  • Eddie Bauer

Eddie BauerEddie Bauer launched a Gear Rental program.  Through its partnership with Arrive Outdoors, it launched aq camping gear and outdoor product rental business. The program is designed to make the outdoors accessible to people who want to head outside but may not have the equipment needed. Customers can log onto the brand’s website and reserve men’s and women’s apparel and gear such as backpacks, sun shelter tents, sleeping bags, and headlamps for a specific number of days. The order is then sent via FedEx to their homes, offices, or hotels or can be picked up at local FedEx facilities. A free return label is included with every order that needs to be dropped off at a FedEx office when being returned. The program is a brand-new initiative to overcome common barriers to adventure — namely, budget constraints and convenience. “Rentals offer consumers unique opportunities to try items before they commit to a large purchase, secure quality gear for a once-a-year trip when they need it, or try a new activity altogether,” the brand said in a press release.

  • Colombe Coffee Rosters

La Colombe Coffee RoastersLa Colombe Coffee Roasters, a premium, specialty coffee roaster with 34 cafes nationwide, unveiled its summer integrated marketing campaign to celebrate increased national distribution of its beloved ready-to-drink (RTD) Draft Latte product. The summer campaign is a multifaceted strategy, including media, field & experiential, PR, and merchandising, designed to build brand awareness for the La Colombe Draft Latte among the coffee curious in key markets. La Colombe used key points of distribution and worked alongside New York City-based media agency, Big, and their proprietary market and media planning team, to identify three key markets to roll out the campaign – Los Angeles, Chicago, and D.C. La Colombe’s in-house creative team partnered with Brooklyn-based StarFish to create video ads. As part of the summer advertising campaign, La Colombe’s field marketing team will hit the road for a 3-month cross-country tour, beginning in July in New York and ending in September in Los Angeles. The team will be traveling in a branded RV that reads, “Cruising on Cold Brew Day Dreams,” surprising and delighting people with Draft Latte at retail stores, national parks, hospitality partners, universities, etc. The taglines, Taste Your Frothy Cold Brew Dreams, A Cloud of Cold Brew Daydream, and Frothy Boost of Cold Brew Joy, speak to the aspirational drinking occasion. Whether it’s a strong morning run, check-in from a friend, or a delicious Draft Latte, this campaign is designed to embrace moments that elevate the mind and mood of the consumer.“If you love cold brew and cold lattes, you will want to grab a Draft Latte after you see the deliciously frothy creative,” said Kathryn O’Connor, SVP of Brand, Marketing, and eComm for La Colombe.

  • AB-InBev

AB-InbevVaynerX, a division of Vayner Media, announced the launch of a new project, VaynerNFT focused on Non-Fungible Tokens (NFT). With the announcement, VaynerNFT signed on  Budweiser’s parent company AB InBev.  VaynerNFT will serve as the ‘NFT agency of record’ for Budweiser, a first-of-its-kind agency representation deal for a brand as large as Budweiser. VaynerNFT will serve as consultants for strategic NFT integration for brands. The team will look to be NFT projects that have long-term value, expand new revenue streams that leverage IP and owned assets, and create unique value-adds for NFT holders. “At AB InBev, we’re always looking for new ways to innovate and provide the best experience for our consumers,” stated Head of Global Brands for AB InBev, Richard Oppy.

  • Estrella Jalisco 

Estrella Jalisco

Estrella Jalisco, the Mexican beer brand with more than 100 years of brewing tradition, is making summer 2021 the most flavorful yet with the introduction of its new Classic Michelada, an expansion of  its line of canned michelada offerings. Featuring a 3.5% ABV, the Classic Michelada is made by blending a Mexican-style lager with Clamato and lime juice to create a refreshing balance of sweet, savory and spicy that tastes just like a traditional michelada should.To celebrate the new flavor, Estrella Jalisco is teaming up with modern media company, Tastemade, and a lineup of award-winning chefs to introduce ‘Michelada Mondays,’ a chance for fans to win prizes and enjoy delicious new recipes. As part of ‘Michelada Mondays,’ Estrella Jalisco is commemorating our return to togetherness by encouraging people to take time off. Over the next few months, Estrella Jalisco will pay five lucky fans to take a Monday off work – and deliver a Michelada-inspired feast curated by Tastemade partner, TV star and cooking competitor, Chef Maria Mazon. Winners will also receive exclusive access to a virtual cooking class hosted by Chef Mazon. Estrella Jalisco is giving fans everywhere the chance to create their own ‘Michelada Mondays’ at home with help from Tastemade. Together, they’ve developed a collection of michelada-inspired recipes and are offering a complimentary three-month trial of Tastemade+, a subscription video-on-demand service featuring ad-free, premium lifestyle programming. Fans will be able to access the recipe content and trial by scanning the QR code on the back of all Classic Michelada cans. Recipe content, along with other co-branded programming, can also be found at https://www.tastemade.com/estrella-jalisco/ anytime and across Tastemade and Tastemade Español social channels throughout the summer.

  • Corporate Spending Innovations 

Corporate Spending Innovations, an Edenred Company, and leader in business-to-business payments automation, announced that it has completed a major upgrade of its visual identity, branding and launched a new website. The rebranding effort was prompted by a desire to bring the company’s website in line with the company’s future-forward mission.Founded almost three decades ago, Corporate Spending Innovations first established itself in North America with fleet cards. Since then, the company has built new solutions to service new industries, and unlocked opportunities in new territories across the continent. With a design lead by Mayday, a New York-based agency with expertise in FinTech, the new brand and website succeeds in visualizing three strategic goals for Corporate Spending Innovations: to expand globally, to set the future of corporate payments and to deliver a tailored experience.With this shift in branding and new website launch, Corporate Spending Innovations is pressing on its mission to define and build the future of payments.Corporate Spending Innovations provides innovative payment solutions to world-leading brands with their highly secure corporate payment solutions. CSI customers can automate 100% of B2B payables including virtual credit card, ACH, check, or foreign exchange with cross-border payments settled in local currency. CSI is a certified Mastercard processor and has obtained Visa Ready for Business Solutions approval.

  • SIA Scotch Whisky 

Carin Luna-Ostaseski and group

In the United States, multicultural entrepreneurs have reportedly received only a 2% share of venture capital annually over the last decade.[1] SIA Scotch Whisky, an award-winning spirits brand founded by a first generation Hispanic entrepreneur, is looking to help bridge this gap by partnering with celebrated activist, actor and producer Wilmer Valderrama to launch The Entrepreneurial Spirit Fund by SIA Scotch. Spearheaded by SIA’s founder Carin Luna-Ostaseski and inspired by her journey of building the brand from the ground up, this initiative aims to challenge conventions and inspire others to achieve the unexpected.This disruptive new grant program will deploy a quarter of a million dollars to multicultural small business owners in need of support, especially after the additional challenges they face because of COVID-19. It will also offer recipients access to mentorship opportunities with SIA’s founder, who is one of the first Hispanic people in history to create a Scotch Whisky, and who faced a myriad of challenges during her own entrepreneurship journey.The Entrepreneurial Spirit Fund by SIA Scotch launches in partnership with Hello Alice, a free online platform that guides business owners through the growth of their company and matches individuals with the resources to make their dreams a reality.The Entrepreneurial Spirit Fund by SIA Scotch will award US$10,000 grants to 25 qualifying entrepreneurs who self-identify as people of color, for a total of US$250,000. To apply, visit siascotchfund.helloalice.com. To be eligible, the business owner must be a citizen or legal permanent resident of the United States, 25 years or older, and must operate in at least one of the following states where SIA is sold: California, Florida, Illinois, Nevada, New York and/or Texas. 

  • Mirror by Lululemon 

At-home fitness company Mirror, recently acquired by Lululemon, has named Known its first agency-of-record, Adage reports. Mirror has appointed agency  Known following a pitch process. Founded in 2020, Known works with big-name clients such as Amazon, Microsoft and Beyond Meat. Knowm  will provide growth strategies, creative branding, media planning and buying, according to Known President Ross Martin.New marketing, including on linear TV, audio channels, out-of-home and social search and digital display, will debut in October. Known’s appointment marks the first time Mirror has designated an agency of record.

 

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • AHLA & AHLA Foundation

To help fill thousands of open hotel jobs and communicate the benefits of a career in the hotel industry, the American Hotel & Lodging Association (AHLA) and its charitable giving arm, the American Hotel & Lodging Foundation (AHLA Foundation) announced a new advertising campaign across five major hotel markets.The new advertisement will run until early August on digital platforms, radio and in print in select markets.With leisure travel resuming, the hotel industry needs to fill thousands of open positions to meet an uptick in consumer travel demand. To entice more workers to join the industry, hotels are offering employees more competitive pay, flexible scheduling, and additional benefits, including paid time off, health care benefits, retirement savings and more. With open positions in housekeeping, management, food and beverage, guest services and more, hotels also provide transferable skills that allow for career opportunities around the globe.The hotel industry offers 200 different career paths with transferable skills that allow workers to move across positions throughout the global hotel industry. To help associates advance in their careers, the AHLA Foundation awards nearly US$100,000 in professional development scholarships each year and offers two registered apprenticeship programs, which combine on-the-job learning with related education to help associates advance and earn a fast-track to a raise and promotion. The AHLA Foundation also awards US$1 million in academic scholarships each year and works with over 70 affiliated schools.The HotelsareHiring.com portal will provide resources for job seekers to help them learn about a career in the industry and apply for open jobs.

 

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • National Pork Board 

Inspired by the traditional Latino cookout, or asado, The National Pork Board launched Menú Urbano OUTDOORS, a campaign that will take consumers on a culinary journey from coast to coast, to share the best grilling recipes that give flavor to our summer cookouts. Leveraging key summer holidays, Menú Urbano OUTDOORS will focus on two cities with the largest Hispanic population, New York and Chicago, to showcase the different flavors that have been inspired by the Latino communities that represent each destination.Menú Urbano OUTDOORS aims to offer a fresh take on this summer’s grilling season with a series of fresh, delicious, and easy-to-make recipes with pork as the main ingredient. Menú Urbano OUTDOORS will encourage consumers to explore the endless flavor possibilities pork has to offer for the summer season and beyond. The campaign, launching just in time to kick off this year’s grilling season, is a continuation of the original Menú Urbano campaign that launched in late 2020 to find the best pork-centric street food in select U.S. cities.As part of Menú Urbano OUTDOORS, the National Pork Board has again enlisted M exican TV personality Karla Martínez as spokesperson, along with two Latina content creators who will share their favorite grilling tips and recipes to showcase what a traditional cookout, or asado, looks like for them and their families.Menú Urbano Outdoors influencer partners include: Natalia Saenz , chef and fitness influencer, known for her nutritious and delicious recipes, and Karen Delgado , a Mexican food blogger and YouTuber known for her quick and easy recipes.The recipes of Menú Urbano OUTDOORS are ideal for summer holiday cookouts and gatherings and were developed with convenience and flavor in mind.According to NPB proprietary research , 79% of Hispanics cook meals to retain a connection to their native culture and 62% say they prefer food that reminds them of their family’s traditions. In addition, 62% of Latinos agree that “healthy means fresh to me.” 

 

Dynamic Creative Optimization (DCO) can be a major contributor to the performance of advertising campaigns. In this article we analyze DCO campaigns that Digo Hispanic Media has been developing for its clients.

This Thought Leadership article is presented by Digo Hispanic Media.

The same creative is used way too often by advertisers for their target audience without being adapted for each audience segment. With Dynamic Creative Optimization (DCO) messages become scalable and relevant for the target audience. According to Google, developing the right creative for each audience segment is crucial as 70% of the performance of a campaign is driven by the creative.
DCO also generates data that helps advertisers capitalize on short term opportunities. These data insights then can be incorporated into messaging in real time. Advertisers can use multiple messages with the consumer to test creatives and optimize their performance. Using DCO in a programmatic campaign allows to test and use multiple creatives without the hustle of uploading hundreds of banners. Dynamic Creative Optimization also allows to increase operational efficiency by reducing time spent on production, tracking and reporting.

What is Dynamic Creative Optimization

Dynamic Creative Optimization (DCO) is the use of data and logic to control which creative message shows in real time to provide users with the most relevant creatives at the exact time they are exposed to advertising.

The main components of Dynamic Creative Optimization are:

  1. Dynamic shells outline how dynamic content will render: Outline of the ad structure, image, CTA , feeds etc.
  2. Feeds power the creative with dynamic data.
  3. Dynamic profiles. A decision tree that follows rules between different elements and content.
Digo Hispanic Media ran a DCO retargeting campaign for a major retail client with an eCommerce site from March 1st to April 30th 2021. During this period, the campaign achieved an average increase of 90% in conversions vs. a regular retargeting campaign with display ads with general messages, Krystal Trinta, AdOps Director and Alexandra Rodríguez, Sales & Marketing Director at Digo Hispanic Media tell Portada. 

This advertising-technology has become even more important during the pandemic, making users more exposed to ads as they crave for more personalized messages based on their behavior. Purchases made through eCommerce increased by 34% consequently making advertisers expand their retargeting budgets and the use of DCO to shorten the gap between items left in a cart and their conversion into actual purchase.

Asked what elements are particularly important in DCO when it comes to target the Hispanic consumer, Trinta and Rodriguez answer: “Language. Although most U.S. Hispanic consumers are bilingual, the brand should understand that it is important to speak in their language, even if it is Spanglish, to increase brand recall and consideration.”

Although most U.S. Hispanic consumers are bilingual, the brand should understand that it is important to speak in their language, even if it is Spanglish, to increase brand recall and consideration.

Dynamic Creative Optimization: An Example

Digo Hispanic Media’s retail client provided the feed to connect automatically to the creative assets via Google Studio. Google Studio is a Google Marketing Platform tool focused on creative development. In  Google Studio, the feed is then assigned to a profile which includes rules about what elements are going to be dynamic in the ad shell and which ones are constant. After the profile is set up, the creative shell is generated in Google Web Designer (GWD) where it connects to the profile in place. Here the creative gets connected with the feed activating the dynamic elements assigned on GWD based on the rules in Studio. After this, the creative is then previewed and tested to see if it’s properly calling all of the elements in the feed.

The campaign achieved an average increase of 90% in conversions vs. a regular retargeting campaign with display ads.  

Audience Segmentation

The main rationale behind using Dynamic Creative Optimization in a campaign is the audience segmentation and the opportunity to serve different messages to different people in a programmatic ecosystem without the need to develop multiple display creatives. “We can use data for DCO campaigns like: feed data from an eCommerce site, price range of products, previous engagement with the e-Commerce site, data of weather conditions, their geolocation, data based on their buying behavior on the eCommerce site, and others that are easier to access in the online environment,” Digo Hispanic Media’s Rodriguez notes. “For instance, if the user bought an item 2 weeks ago, with DCO we can recommend other related products. DCO is also available through other channels like DOOH (Digital Out of Home) and CTV, but some of these may require more complex technology integrations which may not be available in some countries,” Rodriguez adds.
Other Dynamic Creative Optimization use cases include remarketing of last viewed product, cart abandonment and multi-language creatives for global brands. In addition, remarketing based on search allows you to show personalized ads to users on the advertisers remarketing list based on their journey in your website.

Digo Hispanic Media is offering 20% off your first Dynamic Creative Optimization Campaign, Register here.

AI in digital marketing is one of the most important technological developments in decades. However, to use digital channels for customer engagement doesn’t mean sacrificing human connection over AI, customer engagement experts at Moxtra note. Find out how AI can automate routines, while freeing up valuable people hours so employees can readily serve clients whose needs demand a human touch.

This article is part of a thought leadership article series on Marketing Innovation presented and written by Moxtra, a company that helps businesses deliver client experiences for the digital age.

 

The rise of artificial intelligence is one of the most important technological developments in decades, and it’s a key driver in what many are calling the fourth industrial revolution. But not all consumers are convinced. Skepticism remains widespread, especially in the case of brands which rely too much on things like chatbots and autoresponders. For businesses, this means it’s more important than ever to humanize technology by using solutions like AI and chatbots to complement human roles, rather than replace them.

Human connection has never been more important, especially given the dramatic increase in remote work and digital business. More than ever, customer engagement is being automated to the extent that connection lacks the human touch needed to drive persistent relationships. But using AI in digital marketing channels doesn’t have to mean sacrificing human connection. In fact, it can mean quite the opposite. Digital channels also present new ways for brands to deliver a high-touch customer experience, especially in the digital era of online business and remote work.

Using digital channels doesn’t have to mean sacrificing human connection. In fact, it can mean quite the opposite.

AI in Digital Marketing: Driving persistent relationships with remote connections

In high-touch customer service, there’s a constant need for human interactivity to build trust and deliver the level of support clients expect. This is especially important in areas like wealth management, real estate, and legal. Clients in these sectors expect brands to be consistently present. That means opening a digital branch is essential for combining the convenience of readily accessible private digital channels with the human experience of interactive relationships.

That’s simply not possible if a digital branch is viewed solely as a high-tech solution. High-tech services, by contrast, include things like AI-powered chatbots. These might provide solutions to common problems and answers to everyday questions, and they undeniably play an important role in any self-service portal. However, clients also need to know that a human team is available to them. That’s why effective digital branches also incorporate interactive features like messaging, document collaboration, meetings, and video conferencing.

Clients need to know that a human team is available to them. That’s why effective digital branches also incorporate interactive features like messaging, document collaboration, meetings, and video conferencing.

Despite the fact that AI is often seen as the dehumanization of client-to-business relationships, it can itself have quite the opposite effect. The economic case for chatbots, for example, is clear. Even the biggest companies simply don’t have the human resources to stay connected to their clientele around the clock. In many businesses, sales and support teams already spend their entire workdays managing client engagement. However, many routine operations are easily repeatable. AI in digital marketing can automate those routines, while freeing up valuable people hours so employees can readily serve clients whose needs demand a human touch.

Human Connections

How to Use AI in Digital Marketing: Delivering personalized and interactive customer experiences

Establishing the optimal blend of AI- and human-powered digital connections lets businesses deliver a personalized and responsive service. With a branded OneStop Portal, firms can take advantage of a complete and integrated suite of communication and collaboration tools, which employees and clients alike can access from any internet-connected device. Also, since every digital interaction adds to an auditable trail of data, AI can then help decision makers come to informed decisions thanks to data-driven insights. In that respect, far from replacing humans, AI augments their capabilities by helping them automate routine operations and make sense of client interactions at massive scale. Armed with these insights, businesses can continuously improve their offer and better manage persistent relationships across the board.

Since every digital interaction adds to an auditable trail of data, AI can then help decision makers come to informed decisions thanks to data-driven insights.

Final Words

It’s essential that brands, particularly those in high-touch industries like professional services, understand the difference between the roles of digital, AI in digital marketing and human digital experiences. Both can work together to achieve extraordinary results at virtually any scale. Marketing Technology can make customer experiences more human by giving people tools that enhance their capabilities and allow them to focus on what they do best – building real relationships, being empathetic, and making sense of complicated situations. And there’s no better way to do that than through a OneStop Digital Branch that’s readily available to its clients.

Moxtra’s just-in-time platform powers branded OneStop Apps for customer engagement and collaboration for today’s digital age. Get in touch today to get started with an app for your business.

Written by Moxtra

 

Check out other articles written by Moxtra for this thought leadership article series on Marketing Innovation:

Digital Customer Experience, Marketers Play a Key Role in Unifying Goals

Adapting Your Brand to a Digital World

How Customer Convenience Builds Brand Loyalty in Today’s Digital Age

 

Red Bull, Tajín, Marriott, LinkedIn… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

 

  • Red Bull 

red bullRed Bull has named Omnicom Media Group‘s PHD as its new media agency for North America, Mediapost reports. Publicis´ Starcom USA was the incumbent since winning the account in 2018.Red Bull spent an estimated US$128 million on media in the U.S. in 2020, according to COMvergence.

 

 

 

 

  • Tajín

Tajin
Tajín Mild Hot Sauce

In its quest to continue expanding its product portfolio, Tajín International Corporation is expanding its efforts for its Tajín Mild Hot Sauce and Tajín Fruity Chamoy Hot Sauce, to compete in the growing hot sauce category.According to the new report by IMARC Group, the global hot sauce market will reach US$ 5.9 billion by 2025. This growth in the demand has been influenced by the increasing popularity of Pan Asian and Latin American cuisine, and by today’s consumers who are becoming more adventurous with food and like to try new and different flavors.Tajín aims to make these two sauces as equally popular as its Tajin Clásico seasoning with its chili-lime flavor, while competing in the hot sauce category with a mild heat level.Tajín will accompany the launch with a marketing campaign that demonstrates the different ways consumers can use the sauces to enjoy their favorite snacks – the saucy way to TajinIT! Tajín Mild Hot Sauce and Tajín Fruity Chamoy Mild Hot Sauce are available now at select grocery stores and on Amazon.

  • Marriott

marriottMarriott BonvoyMarriott International’s travel program and marketplace—is pursuing a post-coronavirus leisure traveler in its biggest advertising campaign yet. Marriott Bonvoy and Pinterest teamed up for the latest activation in Marriott’s broader “The Power of Travel” campaign, a multiplatform investment across streaming platforms like HBO Max, Amazon Fire and Disney+, social platforms like TikTok and Pinterest and even gaming platforms like Twitch. With its latest campaign, Marriott Bonvoy is still having to adapt to a new travel landscape and  is calling on the world to embrace the transformative power of travel as a vital pathway to growth, healing, and unity. With its new campaign, the company is moving away from its traditional business-traveler consumers and instead shifting platform spend to appeal to younger and leisure-focused travelers.Marriott Bonvoy and Pinterest worked together to created out-of-home digital billboards highlighting Pinterest’s travel data in two Soho storefronts, as well as a four-question in-app quiz that guides would-be travelers to their dream trip. The billboards display real-time travel data from the social media hub highlighting what travel terms people are searching for, as well as a QR code that leads consumers to the quiz on Pinterest’s mobile app. This partnership was the first to use Pinterest’s technology in an out-of-home placement.Over the past two months, Marriott has invested in digital media — from shoppable CTV on Hulu Gateway Go to a 27-influencer-large campaign on TikTok. Going forward, the hospitality group will enter gaming, both in in-game ads and through a partnership with Twitch. The campaign aired during the NBA Finals, and also symbolically during the Olympics, the world’s biggest stage for global unity and connection. Additional efforts span globally over the next few months across streaming and key collective viewing moments on television, in-flight entertainment, digital, social, and out of home placements to spark community and connection.To reignite the spirit of travel, people around the world are invited to join the conversation and connect with one another by sharing their memories of how #TravelMakesUs on Instagram and TikTok.

 

  • LinkedIn 

linkedinLinkedIn has appointed Golin as its global social media agency of record.Golin will “unpack rich insights” to better understand LinkedIn’s members as well as use social listening to create relevant and cultural conversations that matter, according to a LinkedIn post. The agency will also work with LinkedIn to build engaging communities through attention-grabbing earned-first content, one-on-one dialogues and more.LinkedIn’s mission is simple: connect the world’s professionals to make them more productive and successful. 

 

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

 

  • NEOU

NEOUNEOU, the live streaming and on-demand fitness and wellness marketplace that offers content and experiences from over 100 studios and instructors, announced that they will now offer Spanish-language on-demand fitness classes. The company announced the addition of Portuguese-language classes earlier this year, and is excited to continue to expand its footprint in the global market.The new Spanish classes will be available worldwide on the NEOU app. Class types for this content will include barre, yoga, and bootcamp, with plans to scale into other fitness genres in the future.NEOU has raised over US$40 million to date, and has a mission to bring the highest quality fitness and wellness content to everyone. The platform offers a seamless user experience and curated library of classes from a variety of fitness concepts and modalities, including HIIT, meditation, yoga, Pilates, nutrition, strength training, kids, and more.

 

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Tony Little

Bluewater, a DTC marketing, and advertising agency announced today that it is helping to support female consumers’ renewed motivation for an active lifestyle, by teaming with Tony Little to launch Cheeks®‘ three new styles of shoes.A focus on wellness is more important than ever and consumers across the U.S. agree, with 64% saying health and fitness are priorities in 2021, according to a recent McKinsey study.To that end, Little is launching these new styles of shoes: The All-Terrain is a mix between a trainer and sandal with water transfer technology, quick-drying mesh, air-infused outsoles, and gel inserts to provide all-day comfort as women go from hiking to a walk on the beach or for a stroll in the park. Two new styles of the Health Sandals have also been released this month with new bold colors and a slide or thong option. As with the original Health Sandals, these new styles give women across the U.S. the opportunity enjoys the summer months in comfort from the arch support, gel inserts, and foot cradle technology.Cheeks® footwear has been sold on Home Shopping Network (HSN) in the U.S. and The Shopping Channel (TSC) in Canada since 2006 with over 3 million pairs sold, and for the past two years has been available for consumers to buy direct at cheeksforlife.com and Amazon. With a wellness mission, Cheeks® by Tony Little wanted to play a role in enhancing women’s everyday lives through a healthier footwear option.

  • Anchor Bar

Anchor Bar, Home of the Original Buffalo Chicken Wing since 1964, is expanding its world-famous franchise to Orange, CA. The Anchor Bar Franchise Company has been expanding since 2009, serving more than five million lbs. of chicken wings annually.The Orange, California Anchor Bar Franchise is owned by Mike and Dawn Looney and is located in the Stadium Promenade Center at 1547 West Katella Avenue, Suite 102, formerly the home of The Pint House restaurant. This location is within a short distance to many area attractions such as The Honda Center, Disneyland and the Angel Stadium of Anaheim.The restaurant features outdoor patio seating, a sports-bar and a family dining area as well as online take out and a variety of delivery options. This location is serving all of Anchor Bar’s classic fare including the original signature wings and sauces, boneless wings, beef on weck, salads, pizza, burgers and hot sandwiches. Following state guidelines, currently, Anchor Bar Orange is open for takeout, delivery, and outdoor dining with social distancing seating.The Anchor Bar Franchise & Development Company opened its first franchise location in 2009. Including this addition, today the company has over 14 locations, including the Original, on Main Street in Buffalo.

  • Subway

Subway announced what it calls its biggest menu change in history, hoping to lure customers back. In a move to compete with popular chains like Jimmy John’s and Chipotle, Subway said its “Eat Fresh Refresh” revamp will up the quality of its core menu items and include new sandwiches, bread recipes and toppings, as well as nationwide delivery. Subway’s CEO is hoping the brand makeover will “make a loud enough bang” for people to give them another chance.The chain is also tweaking items already on the menu and planning to encourage customers to try the new ingredients by giving away up to one million free sandwiches between 10 AM and 12 PM on July 13. The chain is also updating the look of its app and partnering with DoorDash to let customers order delivery directly from the Subway app. Sales at Subway’s US locations have been falling in recent years. System-wide sales at Subway’s US locations were US$12.3 billion in 2013, which was its best year of the past 15, and about US$8.3 billion in 2020, according to Technomic’s analysis.With the new menu, Subway is courting those customers and hoping to please its franchise operators.

 

Teads makes public offering. The global media platform announced today that it has filed a registration statement on Form F-1 with the U.S. Securities and Exchange Commission (“SEC”) relating to the proposed initial public offering of its Class A common stock.

The number of shares of Class A common stock to be offered and the price range for the proposed offering have not yet been determined. Teads intends to list its Class A common stock on the NASDAQ Global Select Market under the symbol “TEAD.” The offering is subject to market conditions, and there can be no assurance as to whether or when the offering may be completed, or as to the actual size or terms of the offering.

Goldman Sachs, Morgan Stanley and JP Morgan are acting as lead bookrunners for the offering. BNP PARIBAS and Citigroup are acting as additional bookrunners for the offering. JMP Securities, Raymond James and William Blair are acting as co-managers for the offering. The proposed offering will be made only by means of a prospectus. A copy of the preliminary prospectus, when available, may be obtained from: Goldman Sachs & Co. LLC, Attn: Prospectus Department, 200 West Street, New York, New York 10282, telephone: 1-866-471-2526, facsimile: 212-902-9316 or by emailing prospectus-ny@ny.email.gs.com or Morgan Stanley & Co. LLC, 180 Varick Street, 2nd Floor, New York, New York 10014, Attn: Prospectus Department.

A registration statement on Form F-1 relating to these securities has been filed with the SEC but has not yet become effective. These securities may not be sold nor may offers to buy these securities be accepted prior to the time the registration statement becomes effective.

This press release shall not constitute an offer to sell or the solicitation of an offer to buy, nor shall there be any sale of these securities in any state or jurisdiction in which such offer, solicitation or sale would be unlawful prior to registration or qualification under the securities laws of any such state or jurisdiction.

 

Hispanic CTV Advertising provides brands the positive audience features of linear TV (co-viewing, large screen engagement) and the targeting and interactivity of digital marketing. Hispanics are one of the highest growing cohorts in CTV adoption. What do advertisers need to take into account when it comes to target U.S. Hispanic consumers through CTV?

 

Hispanic CTV Advertising
Darcy Bowe, SVP, Media Director at Starcom USA.

“CTV can be used as broad video impressions to replace or complement television or it can be a part of a digital campaign and have the same KPIs as that campaign. It can offer a deeper level of audience targeting vs. television and you can overlay interactive elements on an ad to create viewer interaction as well,” says Darcy Bowe, SVP, Media Director at Starcom USA, where she is involved with video media planning and buying for cients.

CTV can offer a deeper level of audience targeting vs. television and you can overlay interactive elements on an ad to create viewer interaction as well.

Nielsen’s recent Total Audience Report revealed that 17% of connected TV (CTV) device users in the U.S. are Hispanics.  52% of Hispanics watched CTV in Q3 2020, the second-highest cohort. Asian Americans, 54%, lead in CTV consumption followed by White Americans (49%) and Black Americans (46%). Reach of traditional TV among Hispanics is the second-lowest at 76%, after Asian Americans (65%). Hispanic CTV viewing increased 25% to 54 minutes a day in Q3 of 2020.

Hispanics over-index versus most other cohorts in CTV consumption and under-index in traditional TV consumption.

Opportunities for Brands

Where do opportunities for brand marketers lie when it comes to engage the U.S. Hispanic consumer through CTV?

Isabelle Rafferty, CEO & Founder Canela Media, notes that “the advertisers best positioned to engage Hispanics via CTV are the ones who recognize Hispanics as a social, cultural and economic force. Brands who understand this fact possess detailed knowledge of the diverse backgrounds, passion points and types of messaging that resonate best with Hispanic audiences. For example, McDonald’s has consistently used its Hispanic-focused advertising to showcase experiences and situations that resonate deeply with Hispanic viewers, which not only creates an emotional connection but also demonstrates how well the company understands the audience.”

“Interestingly, while cord-cutting has become increasingly prevalent amongst Hispanic audiences, there is still an incredible lack of Spanish-language news shows and current affairs programming available on streaming services. We set out to bridge that gap by launching Canela News, which gives Spanish-speaking cord-cutters access to the latest in current events, sports and weather,” Rafferty adds.

Hispanic CTV Advertising: QSR, Auto, Energy, Alcohol and Tech

For any brand looking to make a meaningful connection with Latinos, CTV/OTT is a must . Rafferty notes that on Canela.TV, “”we’ve seen the greatest growth in ad spend from QSR, Auto, Energy, Alcohol and Tech and look forward to helping other brands and verticals define their footprint with US Hispanics.”

Precisely for reaching a market as heterogenous as the Hispanic market, with its many language, country of origin and cultural nuances, Hispanic CTV Advertising provides targeting capabilities via a myriad of data triggers that can provide customized ads – by making a reference to cultural customs (e.g. food, music, sports etc.) – in order to make the ad experience much less standard than it usually is on linear TV.

We’ve seen the highest growth in ad spend from QSR, Auto, Energy, Alcohol and Tech.

Plus, brand recognition tends to be lower by multicultural consumers therefore increasing the potential for advertising campaigns. Nielsen’s latest Annual Auto Marketing report found that driving connections with the multicultural consumer is key to the automotive industry. According to the study, consumers from multicultural groups – Hispanic, Black and Asian Americans – are aware of 10-20% fewer car brands than the general U.S. population. The reports adds that “automotive brands are less top-of-mind for multicultural consumers, and there is an imperative for marketers to close that gap because most purchase decisions can be traced back to brands that consumers already have in mind before starting out on the path-to-purchase. Another category that over-indexes in terms of Hispanic consumer demand are telecommunications, consumer electronics, money transfer as well as certain parts of the grocery and retail sector.”

Canela.TV differs from most OTT offerings because it was truly one of the 1st AVOD streaming entertainment platforms built exclusively for Latinos by Latinos. With Canela.TV, Latinos are no longer an afterthought or “subsection” of a larger offering. “Our entire platform was build with diverse Hispanic audiences in mind, offering culturally relevant content from around the world in Spanish and English. We cater to the complex origins groups, tastes and language preferences of the modern Hispanic landscape in America,” Rafferty emphasizes.

Isabel Rafferty
Isabelle Rafferty, CEO & Founder Canela Media
About 50% of Canela TV’s viewership occurs on connected TVs. 

Canela.TV has attracted a total of 3.2MM unique users in less than a year of being in-market, and is pacing to achieve over 8MM unique users by the end of 2021. Canela.TV is 100% over-the-top, and about 50% of its viewership occurs on connected TVs.Canela.TV uses audience data to enable brands to determine where they should be advertising, as well as the best way of establishing meaningful and in-depth relationships with U.S. Hispanics. “We also use audience data to figure out what types of content resonate most with our audiences, which in turn influences the programming that we decide to add to our library as well as the recommendations we offer to our advertisers,” CEO Rafferty adds.

Neccessary Ad-Tech Stack for Hispanic CTV Advertising

For its star product, Canela.TV, and its related Hispanic CTV Advertising,  Canela Media uses SpringServe as video ad server and use Google Ad Manager for Display & Video solutions across their O&O properties. Canela Media’s ever-growing OLV (Pre-Roll & Outstream) Network we relies on SpotX and FreeWheelCanela Media is also integrated withf DSPs and SSPs, like  Beachfront, Conversant, district m, e-Planning, EMX Digital, Freewheel, Google, Gum Gum, Index Exchange, InMobi, Magnite DV+ (Rubicon/Teleria), Mobfox, MoPub, OpenX, Pubmatic, Pulsepoint, Roku, Sabio, Simpli.fi, Smaato, Smart AdServer, SpotX, SuperAwesome, TappX, The Trade Desk, TripleLift, Unruly (RhythmOne), Verizon Media, Zypmedia. Additionally, Canela Media is connected for header bidding  via VAST and Ad Tags.

 

 

 

 

 

 

 

 

 

Walmart, Valdo,Cerveza Superior,Cathay Pacific… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Walmart

Walmart announced the launch of the first-ever private brand analog insulin, which will revolutionize the access and affordability to diabetes care by offering customers significant price savings without compromising quality. Available exclusively through Walmart’s private ReliOn brand, the new offering includes analog insulin vials (US$72.88) and FlexPen® (US$85.88). These products will save customers1 between 58% to 75% off the cash price of branded analog insulin products, which translates to a savings of up to US $101 per branded vial or US $251 per package of branded FlexPens®.The new private label ReliOn™ NovoLog® Insulin (insulin aspart) injection, manufactured by Novo Nordisk, is available in Walmart pharmacies this week, and Sam’s Club pharmacies in mid-July across the United States. ReliOn™ NovoLog® is a rapid-acting insulin analog used to control high blood sugar in adults and children with diabetes. The ReliOn NovoLog® analog insulin offering adds to Walmart’s history of introducing innovative solutions that increase access to quality, affordable health care resources, including the industry-leading US$4 generic prescription program launched more than a decade ago.

  • Valdo

Valdo has announced that Colangelo & Partners, a fine wine, spirits, and food-focused integrated communications agency, will be its agency of record to develop and execute a comprehensive communications strategy targeted to key media, trade and consumer stakeholders. The partnership will engage new and current consumers through strategic media relations and events. The campaign will grow and leverage Valdo’s brand awareness in the US market that continues to present new opportunities.Valdo is one of the most historic and leading Prosecco producers, starting as the Societa Anonima Vini Superiori in the 1920s and later purchased by the Bolla Family in the 1940s. While Valdo is known for its Prosecco DOC, the Marca Oro line, and its Valdobbiadene Prosecco DOCG Cuvée 1926, created to honor the founding year of the winery, the company also produces a range of sparkling wines, including the Valdo Numero 1 and Floral Rosé, a mix of Glera and Nerello Mascalese.Pierluigi Bolla, the current Chairman, has been focusing on expanding sales both in Italy and abroad, setting new commercial and production targets to increase awareness of Valdo wine throughout the world.

  •  Cerveza Superior

CervezaSuperior

Just in time to celebrate the hot days of summer, its 125th anniversary and the 4th of  July, Cerveza Superior, the legendary Mexican beer, launches in the United States with its new Bellita presentation.  Bellita, which in English means “little beauty,” debuts in its unique, charming packaging, promising to become “the Bellita that everyone prefers.” The iconic lager-style beer, fresh and robust, arrives to satisfy individual consumption while delivering a true taste of tradition. Bellita, in its new, disruptive format keeps beer cold, perfect for spending these days outdoors.  Bellita’s amber color is attractive. Bellita represents the evolution of the brand with a fresh interpretation for today’s beer lovers. The popular beer is crafted in Orizaba, Veracruz; Guadalajara, Jalisco and Tecate, Baja California, Mexico. It is now available in select markets, in 6-pack bottles, 12-pack cans, and 24-ounce cans, in retail channels, including supermarket chains, stores, and restaurants. Currently found in several cities in the states of: Arizona, California, Colorado, Connecticut, Georgia, Massachusetts, Nevada, New Jersey, New Mexico, New York,  Oregon,  Pennsylvania, Rhode Island, and Tennessee.

 

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

 

  • Domino’s

Domino'sDomino’s and DraftKings said they’re teaming up to allow users of the gaming company’s daily fantasy sports (DFS) app to potentially profit from curbside pizza delivery. Domino’s and DraftKings have launched Domino’s Carside Delivery, 2-Minute Guarantee Over/Under Challenge as well, giving customers the chance to predict if Domino’s Carside Delivery nationwide will be quicker than two minutes, more or less than 80% of the time, for the chance to win a share of US $200,000,” according to a statement issued by the companies. The over/under contest, which, unlike a traditional sports bet, doesn’t require players to pony up cash upfront, is running from June 29 through July 12.

  •  Cathay Pacific

Cathay PacificCathay Pacific Airways, Hong Kong’s carrier airline, announced on Monday that it has launched a lifestyle brand to provide offers in hospitality and shopping as the airline seeks to tap new revenue streams amid a collapse in travel demand. The brand “Cathay” will allow users to purchase services and goods through the airline only in Hong Kong at first, which will be expanded globally later, the company said, adding that a credit card in conjunction would be launched soon.

  • Hershey 

Hershey

The Hershey Company announced the completion of its acquisition of Lily’s, the high-growth maker of low-sugar, better-for-you confectionery products, for a purchase price of US$425 million. Lily’s mission is to offer consumers a range of great tasting, low sugar treats. Launched with four chocolate-style bars nationally in Whole Foods Market, the expanded line of bars, baking chips and other confections can be found across the country at key retailers.

 

 

  • Echelon Fitness

Echelon Fitness announces its partnership with GRAMMY®-winning independent international superstar, education advocate, business entrepreneur and motivational speaker, Pitbull. Also known as Mr. Worldwide, Pitbull is ready to ride as part of the official Echelon Fitness team.In addition to a financial investment in the company, Pitbull’s involvement will offer considerable new content and value for the Echelon Community members, globally. The partnership will include:Dedicated anthem song written to inspire members. The Echelon anthem will be released as a single on his new album, heard on his upcoming I Feel Good tour and through radio and TV Echelon spots.Special dedicated “Ride with Pitbull” content channel, including the music of Pitbull.Ability to ride with Pitbull himself along with some of his dancers including classes created and taught by his dancers, The Most Bad Ones.Exclusive, co-branded bike and merchandise centered around his Timeless album launch.Echelon’s engagement with Pitbull’s educational learning centers SLAM! by offering internships and college scholarships.The anchor channel will live within the Echelon Fit app (exclusive to members) featuring Pitbull’s brand, image and music. Echelon Fitness has been revolutionizing at-home connected fitness since debuting its first Connect Bike in 2017. Echelon Fitness offers a professional, studio quality fitness experience that clients can do on their time and in their own home.

 

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

 

Global technology company DigitalReef launched on June 17, establishing itself as a large scale, fully-integrated mobile marketing and advertising platform. DigitalReef was formed through the merger of five leading digital advertising and marketing firms: Flowsense, Imagination Unwired, IMOXLemmonet and MobTarget. Portada talked to Maurizio Angelone, CEO of DigitalReef, to understand the rationale for the launch and the opportunities ahead.  

At inception, DigitalReef encompasses a total network of 300M+ registered users, capturing 3.3 billion monthly impressions with a reach of approximately 70% of mobile users in Latin America. According to Angelone,  the goal of creating DigitalReef is to provide a complete end-to-end solution for brands, marketers, and app developers seeking exposure on one of the world’s largest direct-to-device advertising platforms and for network operators, OEMs and app publishers to engage with their user base in a more effective way.

“DigitalReef is the result of the integration of 5 companies: “Imagination Unwired, IMOX and Flowsense together form the DigitalReef technology platform while Lemmonet and Mobtarget represent the inventory we create, offering clients a more personalized mobile marketing and advertising experience,” Angelone adds.

End to End Solution with a focus on Latin America

“All of the companies we brought together complement each other in a very unique way and together offer a powerful end to end solution with a focus in the LATAM market, which has been very fragmented in terms of adtech/martech offerings so far,” Angelone notes.  “The companies we are merging were actually all founded in LATAM. With our combined footprint in LATAM we now represent a one stop shop for advertisers and brands who want a seamless mobile marketing and advertising journey in the region. We like to think of ourselves as the gateway to LATAM.”

DigitalReef: Service Provider to Telcos and a Monetizer of Telco Media

DigitalReef clients include Amazon, Bradesco, Heineken, Samsung, Starbucks and Uber in addition to

Maurizio Angelone, DigitalReef CEO.

the largest local and regional network operators such as  Telefonica, Claro and Entel. DigitalReef has a wide portfolio of technologies and marketing solutions that are utilized by telcos. DigitalReef establishes a direct channel to telcos’ and OEMs’ consumer bases allowing for more control, more efficient engagement and monetization. Angelone,  a 20-year veteran in the mobile technology space with deep experience in growing the LATAM and other global mobile markets, notes that by providing a better understanding of their consumers DigitalReef offers clients the opportunity to better retain and more effectively target with relevant content, products and services. In Angelone’s words his company  leverages advanced targeting to provide detailed clusters of users to brands resulting in higher CTRs. “We also provide access to exclusive first-party data inventory and offer a replacement to traditional cookies at a time when most browsers are phasing them out.”

We leverage advanced targeting to provide detailed clusters of users to brands resulting in higher CTRs. We also provide access to exclusive first-party data inventory and offer a replacement to traditional cookies at a time when most browsers are phasing them out.

Angelone highlights that DigitalReef and its permission based marketing database offer great solutions for the upcoming era of cookieless marketing: “The world of targeting and shared targeting data is changing rapidly. Cookie-less browsers, loss of IDFA and eventual adoption by Android, will change how the advertising world finds and talks to consumers. This is a world where many billions of dollars of investment by major industry players across the advertising industry expires at day zero. This ultimately levels the playing field for everyone else.”

As a company, DigitalReef’s reach with over 300M+ registered users, accessed through DigitalReef’s comprehensive customer data platform that blends artificial intelligence, first-party device and mobile specific user data in participation with operators and device manufacturers, “allows us to predict and identify context and behavior across our network. You simply can’t beat first party data in understanding users in the new world,” Angelone claims. DigitalReef collects anonymized behavioral data such as applications installed on a device or data usage. We do so in full compliance with the various local industry policies and regulations around the world. We also comply with strict telcos requirements in terms of data collection and privacy.

You simply can’t beat first party data in understanding users in the new world.

DigitalReef: A Device Based Alternative to the Duopoly

Angelone expects that by 2023, 80% of Latin American advertising industry expenditures will be on mobile. According to eMarketer, mobile advertising spend in LATAM is projected to grow at a 19% compound annual growth rate from US $4.4 billion in 2017 to US $10.5 billion by 2023. “The mobile advertising industry is constantly evolving with so many dynamics at play. Right now, the Facebook Google duopoly is still dominant with mobile web, search and in-app advertising but DigitalReef’s ability to provide device based advertising channels makes it an exciting alternative for those brands and marketers looking to reach customers in new ways.”

By 2023, 80% of Latin American advertising industry expenditures will be on mobile.

Flowsense’s In-App Engagement: A Case Study

Flowsense, one of the five units of DigitalReef, brings an important part of the technologies that form DigitalReef’s tech platform and will be instrumental to expand its presence in the engagement marketing space. With over 5 million apps available, it’s a challenge for large companies to be relevant in the app ecosystem. However, it is understood that the future is mobile and consumers demand a more personalized relationship in their apps. “We see this market and this kind of demand – efficiency and personalization – as ever growing consumer trends, which need to be considered as an essential piece of the puzzle for any winning mobile app strategy,” Angelone asserts.

For example, one of Flowsense’s clients is Carrefour Soluções Financeiras (CSF), a Brazilian based financial company part of global retailer Carrefour Group. CSF tasked Flowsense with improving the company’s app to boost offline traffic and revenue in physical stores. Flowsense succeeded by utilizing marketing automation to target push notifications and in-app messages based on audience segments and contextual understanding of the users, such as location and purchase history. The strategy resulted in:

  • CTR (click through rate) on push notifications increased to 25.4% in just 6 months (average CTR is typically 3%-5%)
  • Increased Carrefour Card activation by 70,000 incremental units
  • Reduced communication costs for billing by 77%, replacing SMS with push notifications

 

 

 

 

 

 

 

This week, Google announced that it was delaying the depreciation of 3rd party cookies from within its Chrome browser environments. Originally planned for implementation in 2022, the phasing out is now planned to begin mid-2023. It’s the latest twist in the tale for the digital media industry, but what does Google’s announcement actually mean and what’s going to happen next?

By Remi Cackel, Chief Data Officer, Teads

Understanding Google’s announcement

Google was not the first tech giant to announce its planned depreciation of 3rd party cookies, but it has been the most significant due to its scale. As of March 2021, Google Chrome had around 65% of market share for browsers globally, so updates that affect data and targeting have implications that affect advertisers, publishers and tech platforms alike.

Google’s answer to the phasing out of 3rd party cookies on Google was a privacy sandbox model, called “FLoC”, and while they still believe this is the best solution, it seems the challenges involved in implementing such solutions at scale are greater than initially anticipated. This seems to be true from a technical perspective, with FLoCs currently only deployed on a tiny amount of Chrome traffic (<0.5%) which means the wider industry currently has no ability to test working models. But also from a regulatory perspective, with questions around GDPR compliance being raised, as well as the UK’s competition authority asking for oversight of the project to allay concerns that these changes will bring about monopolistic advantages for Google.

Google has stated that this extra time should be used collaboratively to solve many of the challenges removing 3rd party cookies brings in, including ad measurement, delivering relevant ads and content, and fraud detection.

Is this good news?

There is no doubt that the 2022 timeline was always going to be ambitious, given the lack of alignment across the digital landscape about the best solution for replacing the 3rd party Google cookie. Advertisers still want the promise of digital marketing of accountability, personalization and accuracy, whilst publishers need to ensure their content and audiences are properly valued to maintain sustainable business models.

But whether it was Unique IDs, privacy sandboxes, predictive audiences, contextual targeting or 1st party data strategies, in order to create robust and privacy focused solutions, the online world needed more time. Publishers were especially confused and concerned, as our recent survey revealed, with potentially huge impacts to their businesses without them being able to have an input into the new cookieless era.

So while a delay is welcome, we cannot let up. There have been huge strides forward over the past couple of years but there is still a huge amount to do. This is a long journey and the implications are still being understood, so we must not let up. Because cookieless is coming, even if Google has delayed their rollout, the limitations introduced by Apple with IDFA utilization (iOS 14.5) and upcoming IP deprecation (iOS 15) still require an immediate need for privacy-compliant data solutions. Indeed over 50% of current traffic in the US is cookieless.

Aligned with which, consumer awareness of privacy is only heightening and the appetite for digital privacy is at the highest it has ever been. Businesses that organize themselves around future facing, sustainable data and revenue practices will be better prepared to deal with any future announcements that come from big tech.

Cookies Google

Cookies-Google: What does it mean for advertisers and publishers?

Do not stop your efforts:

  • Cookieless is an immediate need and challenge, with a large part of the web traffic already being cookieless, including over 50%+ in the US and UK.
  • Privacy-compliance is a key focus from a consumer standpoint. Apple will accelerate IP address removal in September, requiring real cookieless solutions in Safari, which will remove the possibility for fingerprint workarounds for those ad-tech players that have been using it as a strategy.
  • Cookieless readiness takes time. Getting started as soon as possible is a key factor of success.

To be prepared, Teads’ advice has consistently been to not rely on a single cookieless solution, no matter which side of the ecosystem you sit on. To be dependent on a single provider or approach means that at any moment, a new regulation or policy change could significantly impact your business.

A combination of privacy first approaches allows you to be agile and adapt as the digital ad industry evolves. At Teads, our Cookieless Readiness Program, for advertisers and publishers, talks through all of our solutions outlined below as sustainable solutions, with comparable effectiveness to cookie-based solutions without compromising on user privacy:

  • Our historical data analysis and predictive models around content consumption allow precise audience profiling without identity resolution mechanisms.
  • Teads’ predictive audiences which drive a similar accuracy and effectiveness for audience targeting without the need for identity resolution.
  • Using contextual targeting to deliver high campaign effectiveness
  • Integrating and implementing first party data strategies.
  • Planning, Insights and Measurement tools that make anonymous traffic actionable at scale

What happens next?

The reality is that the announcement shouldn’t change anything for the digital media industry. The previous timescales meant that many businesses weren’t going to have the chance to build robust plans before the cookieless world became a reality.

So the main message is that there are now two critical reasons to test and use cookieless solutions:

  • There is an opportunity to build trust and engage with ALL users, including those using existing cookieless environments such as Safari.
  • Strategically to transition to a cookieless era and be fully prepared when the light totally goes off.

If you want to take part in our Cookieless Readiness Program or have questions about how we can support your move to the cookieless era, visit our cookieless hub or contact your Teads representative for more information.

 

The Coca-Cola Company, NYC & Company, Treslúce Beauty… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • The Coca-Cola Company

Coca-Cola North America announced plans to nearly double its spending with minority-owned media companies over the next three years. Black, Hispanic, and Asian-American and Pacific Islander (AAPI)-owned media companies and partners will account for 8% of the company’s total annual media budget in North America by 2024.Coca-Cola North America is taking immediate action, boosting 2021 spending with minority-owned media 5x compared to 2020. In addition to building relationships with newer partners like Ebony/Jet, Revolt TV and My Cultura, Coca-Cola will continue its legacy of partnership with longstanding and highly influential multicultural media outlets like Essence and Univision.To help even the playing field and give emerging players a role in this accelerated growth plan, Coca-Cola Global Procurement is launching a pilot certification assistance program in partnership with the Georgia Minority Supplier Development Council (GMSDC) to help Black, Hispanic and AAPI media partners grow.The commitment—which continues the company’s legacy of multicultural marketing and support of diverse-owned networks, publications and platforms—supports recent efforts to foster growth and increase competitive advantage of Black, Hispanic and AAPI businesses and communities.The Coca-Cola Company also is taking steps to promote diversity, equity and inclusion internally, recently announcing employee representation goals to mirror the diversity of the communities it serves. By 2030, the company plans for the U.S. employee population across all job levels to align with U.S. census data by race and ethnicity.

  • NYC & Company 

UM, the global media agency network of IPG Mediabrands, announced that it has been named media Agency of Record for NYC & Company to support the largest destination-marketing campaign in New York City history.As the city emerges from COVID-19 restrictions, NYC & Company, the city’s official destination marketing organization, selected UM as its global media advisor and partner to lead media strategy, planning, buying, data and analytics for its “It’s Time for New York City” campaign.

  • Treslúce Beauty

Treslúce Beauty

Launching June 25th, global superstar, actress, social activist and beauty maven Becky G introduces her Latinx-inspired brand, Treslúce Beauty. Inspired by Latinx culture and made for all, the brand is dedicated to paying homage and uplifting Latinx creators, while honoring the unique beauty within each and every Treslúce Beauty consumer. Becky G partnered with beauty brand incubator, Madeby Collective, to create an innovative, vivid world of color in a conscious beauty line that will highlight communities and always give back in an intentional way, supporting Latinx artists and artisans across the U.S. and Latin America.As a second-generation Mexican-American, Becky G has always been devoted to shining a light on her humble beginnings, family values and Latinx identity. As an authority in beauty, serving as the youngest CoverGirl to date, she is determined to present positive change, and acknowledge Latinx creators, consumers and tastemakers who are the driving force in today’s beauty economy. The first collection is inspired by Becky G’s Mexican heritage and future collections will seek to celebrate all Latinx cultures.The brand has developed high-performance, conscious, vegan-friendly formulations that deliver high-impact artistry, with the mission to encourage beauty aficionados to tap into their inner artist. Additionally, the line is cruelty-free, and packaging as well as formulas, are infused with Latinx sourced ingredients and art. A key ingredient is blue agave sourced from Jalisco, Mexico. Treslúce Beauty will be launching with six products including: “I Am” Shadow Palette, “Like An Artista” 8pc Brush Set, “Ilusión” Premium Lashes (Sueño 3D, Fantasy 5D, Deseo 6D), “Intenso” Liners (15 shades), “Mi Tesoro” Lash Case, and “Super Fácil 2-in-1 Lash Applicator”.  Prices range US$8-$35.00.

  • Essential Elements

ESSENTIAL EEssential Elements®, a modern sports nutrition brand powered by Scale Media, announced its charity partnership with Water.org to support Water.org in providing clean and safe water worldwide. Committed to advancing social causes, Essential Elements has launched its ‘Essential World Hydration‘ campaign to address the lack of access to clean water in developing countries. Each purchase on ee.fit will supply one individual with safe water for an entire year through a donation to Water.org.Scale launched the fast-growing Essential Elements brand in 2018 with a new approach to formulating sports nutrition and hydration products. Science-based and clinically studied, Essential Elements formulated 12 products made with premium and natural ingredients, at the highest potency.As part of its global strategy to expand its mission, Essentials Elements chose Water.org, a global nonprofit organization working to bring water and sanitation to the world for more than 30 years. The Essential World Hydration campaign will support women, children and communities in unlocking countless opportunities, such as education, economic empowerment, and improved health.To commemorate the campaign launch, Scale will kick things off with an initial donation to support providing 20,000 global citizens with a year of clean water.

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Jarritos

Jarritos, the authentic Mexican soda brand, and Duolingo, the world’s largest language-learning app, have teamed up to give away free Spanish lesson subscriptions while one lucky winner will get to experience a trip to Mexico to experience Mexican culture and Spanish language firsthand. Anyone in the U.S. who is keen to learn or brush up on their Spanish can enter to win a free 3-month Duolingo Plus subscription and an all expense paid four-night vacation for two to Mexico.With over 500 million total Duolingo learners and 40 million monthly active learners, English is the most popular language being learned on Duolingo worldwide and Spanish is the most popular among U.S. learners. While all learning content on Duolingo is free, Duolingo Plus is the premium version of the app which removes ads and provides additional features.Jarritos (Hah-ree-tos) means “little jugs” in Spanish and refers to the Mexican tradition of drinking water and other drinks in clay pottery jugs. With 13 flavors made with and inspired by classic Mexican ingredients, each Jarritos soft drink is full of flavor and refreshing taste, especially during the summer months.Jarritos and Duolingo will select 100 winners for the Duolingo Plus 3-month subscription and one contest entrant to win a trip for two to Mexico including airfare, a four-night hotel stay, and a travel stipend for meals and other expenses.The deadline to enter is July 20, 2021. This opportunity is only valid for those residing in the United States who are 18 years or older and have a valid passport.

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Broken Shed Vodka 

The Vodka of TomorrowBroken Shed Vodka, New Zealand’s award-winning, super-premium vodka, announced its new U.S. creative campaign, “The Vodka of Tomorrow.” The campaign pays tribute to the vodka’s home country by highlighting that, thanks to time zone differences, it’s already tomorrow in New Zealand. And when you’re crafting The Vodka of Tomorrow, you make sure it tastes ahead of its time, too.Sustainably distilled with the purest New Zealand mountain mineral water, spring water, highest quality whey – and nothing else – Broken Shed Vodka was created to show the world what vodka can be, rather than what people think it should be. It has the clean, crisp taste that can only come from the land where tomorrow begins.The campaign comes as Broken Shed continues to grow its presence across the U.S. It’s now available in 25 states, following recent moves into Georgia, Kansas and Colorado.The campaign was developed by Broken Shed Vodka’s Chicago-based creative agency family of record, Schafer Condon Carter (SCC) and TimeZoneOne (TZO). The campaign includes creative, video, print, display, off-premise, on-premise, point-of-sale, digital marketing, website and social content, paid media and event activations.

Digital Customer Experience: With digital channels here to stay, marketers must provide personalization and convenience across channels.

This article is part of a thought leadership article series on Marketing Innovation presented and written by Moxtra, a company that helps businesses deliver client experiences for the digital age.

Marketers work to build the best customer experiences possible by utilizing the most effective channels for their unique brand and audience. In today’s digital world, customer expectations for interactions have gone digital, using web and mobile, and marketing teams translate the traditional in-person experiences to digital in order to stay competitive.

Simply implementing digital tools is not enough, marketers must mirror the levels of personalization provided in physical locations across digital devices — seamlessly and efficiently— in one consolidated space. Marketers must embrace a holistic digital mindset, both externally and internally, by deploying virtual branches of business for a fully integrated digital transformation.

In industries from banking to retail, today’s customers expect both a convenient and highly engaging service experience.

Expectations have shifted so much that marketers must now re-examine and update the entire customer journey.

Expectations have shifted so much that marketers must now re-examine and update the entire customer journey and explore every touchpoint in the customer experience, adapting each one to mimic the high-touch engagement of in-person interactions.

With a branded app, customers are able to engage with your brand identity conveniently and are more likely to associate positive experiences with your brand. With a private digital channel that is available wherever, and whenever, the wider your reach and the greater your brand consciousness.

Increasing brand consciousness encourages consumers to be more active participants in the shopping experience, but also requires you to deliver a compelling digital channel that keeps their attention and responds to their needs.

While the consumer-facing component of your business’s digital arm is critical, it must be part of a broader ecosystem of tools that enable cross-team collaboration, management and productivity. By equipping your whole team with powerful, all-in-one platforms, you improve the employee experience and help them perform better, translating to more sales.

Effective digital transformation requires holistic, integrated change across your entire organization.

Digital Transformation

In industries from banking to retail, today’s customers expect both a convenient and highly engaging service experience.

  1. Digital Customer Experience: Engage with customers with comprehensive digital channels. When customers need to toggle between multiple apps to engage with your business, they’re often engaging in a frustrating and disjointed experience. By housing all capabilities in one secure location, you distinguish the customer experience as a branded one, building recognition for your logos, voice and offerings. Users should be able to access the full organization from anywhere, across all digital channels.
  2. Leverage personalization in the digital experience. Whether online or in-person, customers expect to be treated as individuals with names, preferences and a purchase history. Use the digital landscape to translate in-store brand experiences to a virtual platform. For example, give product recommendations via email based on customers’ unique buying behavior and the changing seasons. Rely on data and insights to display dynamic calls-to-action with language tailored to each customer’s preferences and motivations. In short, look for opportunities to spark an emotional connection with buyers that makes them more likely to click — and convert.
  3. Establish clear communications with your team. Owned and branded digital messaging channels allow teams to communicate on-demand effectively and securely, both internally and with customers. Centralized platforms allow swift communication company-wide. In addition, they enable businesses to tailor permissions for internal discussions.
  4. Enable effective management. Your digital capabilities should include a management portal for insight into internal activity and visibility on external communications. With all digital customer experience and employee interactions organized within a single secure platform, businesses can gather and store data, creating important audit and e-paper trails. This data can also be used to track and analyze performance related to key business goals, then optimize areas that are lacking.

As digital expectations continue to soar and consumers look to seamless brand experiences for their services, marketers play a critical role in merging digital resiliency with the brand experience.

Moxtra’s just-in-time platform powers branded OneStop Apps for customer engagement and collaboration for today’s digital age. Get in touch today to get started with an app for your business.

Written by Moxtra

The Hispanic Market has become the New Mainstream. Due to their enormous contribution to workforce and consumption growth “Latinos play a crucial role in the new Mainstream Economy”, Sol Trujillo, Co-Founder L’ATTITUDE tells Portada.  The key role of Latinos in the present and future of the multicultural U.S. economy will be discussed at the L’ATTITUDE Conference in San Diego from September 29 to October 2, 2021.

Sol Trujillo, Co-Founder, L’ATTITUDE

Latinos are by a very wide margin the number one  factor explaining workforce, population and GDP growth in the United States, Sol Trujillo, Co-Founder L’ATTITUDE asserts.  This fact creates major opportunities for growth in what Trujillo calls the new mainstream economy, which will be discussed by entrepreneurs, business executives and celebrities at the L’ATTITUDE Conference from September 29 to October 2, 2021. “I want every business professional to come to L’ATTITUDE to see what the conversation is about.”

The difference between XX and XXI Century America is defined by the two Ds; Digitization and Demographics. The latter  is driven by Latinos.

According to Trujillo the difference between XX and XXI Century America is defined by the two “Ds”; Digitization and Demographics, the latter being driven  by Latinos. “The goal of L’ATTITUDE is to identify and inspire actions that help grow the New Mainstream Economy in our country, not simply talk about growth in theoretical terms,” Trujillo, adds.

Hispanic Market: Latino GDP is the World’s Eighth Largest…

As a summary statistic for the economic performance of Latinos in the United States, the 2018 Latino GDP is breath-taking. The total economic output (or GDP) of Latinos in the United States was US $2.6 trillion in 2018, up from US $2.3 trillion in 2017, and US $1.7 trillion in 2010. If U.S. Latinos were a stand-alone country, they would account for the 8th largest GDP in the world – larger than the GDPs of Italy, Brazil or South Korea (see chart below).

While impressive for its size, the U.S. Latino GDP is most noteworthy for its extraordinary growth rate. Among the world’s 10 largest GDPs in 2018, the Latino GDP was the single fastest growing. Latino real GDP grew 21 percent faster than India’s and 30 percent faster than China’s.
The single largest driver of rapid Latino GDP growth since 2010 is personal consumption. From 2010 to 2018, Latino real consumption grew 133 percent faster than non-Latino consumption. This dramatic increase is driven by large gains in personal income, which naturally flow from Latinos’ rapid gains in educational attainment and strong labor force participation.

There is no cohort in America that is more resilient than the Latino cohort. Even during the pandemic, the latest NAHREP (National Association of Hispanic Real Estate Professionals) report shows that in 2020 the Hispanic market accounted for 52% of all net new mortgages. “Even with the pandemic, Latinos are still the primary believers of the American dream, there was even an increase in the number of second homes owned by Latinos. Latinos are matriculating on to college at the highest rate of all cohorts,” Trujillo notes.

In 2020 Latinos accounted for 52% of all net new mortgages.

The Latino GDP annual growth rate will be announced at the 2021 edition of L’ATTITUDE. The data is estimated by scientists employed by the Latino Donor Collaborative, a non-profit organization that strives to create a fact-based narrative of the Hispanic market through original research. The GDP is based on a detailed, bottom-up construction which leverages publicly available data from major U.S. agencies. The most recent year for which the core building block is available is 2018.

Latinos Explain the Vast Majority of U.S. Population and GDP Growth

According to Trujillo, who served as the CEO of Telstra, US West and Orange S.A. and has held executive positions in the United States Federal government, the Hispanic market contribution to U.S. population growth is particularly critical in the light of low baby boomer and Gen X birth rates. Accounting for 60% of expected population growth from 2005 – 2050, US Latinos are the fastest growing ethnic cohort in America. Trujillo notes that the “single most explanatory factor for GDP growth is labor force growth rate. Because there are more people working with more money in their pockets and this allows them to consume more and therefore the national output grows.”

As a passionate American citizen, Trujillo says that he needs to make sure that GDP growth is sustainable on the face of a a declining population growth rate of the Anglo American cohort: “The baby boomer cohort is at a net decline, the GenX birth rate is even lower. The African American population growth is flat and the Asian American is growing, but from a small basis. The very high Latino cohort growth rate is more than offsetting the net negative growth of the Anglo American cohort.”

The Latino growth rate is more than offsetting the net negative growth of the Anglo American cohort.

More Immigration Needed to Increase Workforce

Trujillo, the first CEO of a major corporation who is Latino,  adds that the only way for continued growth of the U.S. economy is through more workers who can consume: “Robots do not consume, although everyone says they will replace everybody.” As an example of the negative impact of restrictive immigration policies, Trujillo cites Japan, a country that was very productive through the baby boomer cohort and has been stagnant for the last two decades, because it  stopped immigration. According to Trujillo, in about 7-8 years China will be hitting the same wall. Trujillo refers to the Reagan administration as an example of an economically impactful immigration policy. On Nov. 6, 1986 Ronald Reagan signed the Immigration Reform and Control Act of 1986, the most far-reaching immigration law passed during his presidency. The Act’s most significant effect was that it allowed immigrants who had entered the U.S. illegally before Jan. 1, 1982 to apply for legal status, provided they paid fines and back taxes. This provision — which Reagan himself referred to as “amnesty,” allowed around 3 million immigrants to secure legal status after paying US $185, demonstrating “good moral character” and learning to speak English.

Hispanic Market: Access to Capital is Paramount

As the aging baby boomer cohort retires, Hispanic market participants are increasingly creating businesses and jobs. In fact Trujillo says that  “Latinos are the most prolific entrepreneurial cohort in America, generating over 80% of net new business, but they don’t have access to capital. We need more people to create wealth by providing access to capital and fund investments.” Access to capital will be an important topic on the agenda of the upcoming L’ATTITUDE conference Sep. 29-Oct. 2, 2021.

U.S. Latinos are making America younger, more entrepreneurial, more likely to be employed, and increasingly affluent. They are contributing disproportionately to America’s productivity and economic growth. The Latino factor is a critical driver of America’s New Mainstream Economy.

 

 

 

C4® Energy, Disaronno International USA, LAFC, HOKA ONE ONE, Seatgeek… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • C4® Energy

Austin FC announced that C4® Energy, the energy drink brand produced by Austin-based sports nutrition provider Nutrabolt, has become the Official Energy Drink of Austin FC ahead of the Club’s inaugural MLS season. The multi-year partnership with C4® Energy, America’s #1 pre-workout and fastest-growing performance energy drink brand, will kick-off with an official Austin FC gaming tournament hosted by Rival.As part of the agreement, C4® Energy will release a new limited-edition Mango Lime flavor in a co-branded limited edition can featuring the team’s signature colors and crest. Austin FC fans will be able stay charged, while cheering on their favorite players at all home games with this new, great tasting iconic C4 flavor, exclusive to Austin FC and available at select Austin area H-E-B Stores, in addition to the best-selling flavors from the C4® Energy and C4® Smart Energy lines.C4® Energy’s presence and drinks will extend throughout the new 20,500+ seat Q2 Stadium, including traditional point-of-sale counters, grab-and-go stations, VIP Club areas and luxury suites.C4® Energy and Austin FC will partner to present and host an official Austin FC gaming tournament with prizes consisting of Austin FC and C4® Energy merchandise. Additional details regarding the gaming tournament are available at AustinFC.com.C4® Energy is available in all 50 states and online at C4Energy.com.The new Mango Lime Austin FC limited edition can will be available exclusively at the Q2 Stadium and available at select Austin area H-E-B stores.

  • Disaronno International USA 

Disaronno International USA, the world’s favourite Italian liqueur, announced the launch of two exciting campaigns featuring their newest products, “Born to Be Here” for The Busker Irish Whiskey and “The New Dolce Vita” for Disaronno Velvet Cream Liqueur. Both campaigns will run on streaming platforms and social media through July 18th under a US$7.3 million advertising spend. Disaronno made the strategic decision to run the commercials entirely on digital and social to reach their target audiences through a bold, multiplatform approach across different touch points. In the calendar year 2021, Disaronno anticipates investing more than US$10 million on media campaigns, one of few portfolios who have committed to such a robust marketing spend.The Busker’s “Born To Be Here” campaign presents the new Irish whiskey created with the millennial American whiskey drinker in mind. With a US$4.8 million advertising budget, it is anticipated that the commercial will have 260 million impressions, aimed at urban consumers aged 25-44 years old. The “Born to Be Here” commercial has a :15 second and :30 second spot.Following on Disaronno’s 2020 The Endless Dolce Vita 2020 global commercial highlighting Disaronno Originale, “The New Dolce Vita” stars Disaronno Velvet. With a US$2.5 million advertising spend, the commercial is expected to garner 138 million impressions from spirit drinkers around the country. The “New Dolce Vita” can be viewed here.Both commercials can be viewed on social media channels Instagram and Facebook. The commercials will air in the USA during June and July on YouTube and multiple streaming platforms and networks including NBC, CBS, ABC, Univision, FOX, HGTV, ESPN, Bravo, BET, TBS, USA, CNN, MTV, TNT, Food Network, The Weather Channel, AMC, BBC America, BET, CMT, Comedy Central, Cooking Channel, Discovery, DIY, E!, Freeform, HGTV, History Channel, ID, IFC, Lifetime, MSNBC, OWN, Oxygen, Reelz, TBS, TLC, TNT, Travel Channel, TV Land, USA Network, VH1, Vice and more.

  • LAFC  

Los Angeles Football Club (LAFC) announced a new multi-year partnership with Rockstar Energy Drink, marking the brand’s first major league sports deal.In addition to expanding the Rockstar Energy Drink reach beyond action sports into the mainstream, the new alliance will hyper-focus on the city of Los Angeles and its local communities.With the official 2021 season now underway, Rockstar Energy Drink will activate at four home games this season, featuring a custom branded experience to immerse fans and create shareable content. The partnership will span in-store and POP promotions, custom product packaging, a dedicated digital campaign, and outreach with notable LA sports and lifestyle influencers.In support of the announcement, Rockstar Energy Drink has created a unique content piece for the brands’ social channels with skateboarder Chris Joslin, BMX rider Chad Kerley, and FMX icon Colby Raha. The athletes, who are all legends in their respective sports, brought a unique twist to the architecture of Banc of California Stadium as they hit a series of wallrides, manual pads, and stair sets while simultaneously bringing the world of action sports to the mainstream stadium.This latest partnership reflects Rockstar Energy Drink’s brand evolution and new direction in 2021, following its Super Bowl ad featuring Lil Baby and its partnership announcement in February with esports team 100 Thieves.

  • HOKA ONE ONE 

HOKA ONE ONE®, a division of Deckers Brands, has announced the appointment of FCB as its first-ever global creative agency of record following a competitive review. FCB WEST, the network’s nimble creative boutique in San Francisco, will serve as the global lead office and will tap into FCB’s network of offices around the world. Founded in 2009, HOKA is one of the fastest-growing performance footwear and apparel brands, committed to innovation and design to create positive change. The appointment of FCB signals the next expansion chapter in HOKA’s incredible growth story that saw a 62% year-over-year sales growth through the pandemic. FCB will begin working with HOKA and its other agency partners immediately and expects the brand’s first global campaign under this new partnership to debut in 2022.

  • Seatgeek 

Ticketing platform Seatgeek named Fig its´AOR following a four-week competitive review. The brand plans to begin full-scale advertising in order to amplify its brand awareness post-pandemic, Adage reports.  The pause caused by the pandemic allowed the company, which was founded in 2009, to take a step back and reevaluate its brand identity. With this new brand launch, Seatgeek wants to make sure they continue to bring the tech to the table, but when talking to their consumers, they do so in a way that feels relevant and authentic to them.

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Diageo 

Diageo has partnered with Equator and Ghetto Gastro to celebrate Black Storytelling through the lens of black creatives. Juneteenth marks a moment of celebration and meaningful reflection for the Black community, where families, friends and chosen loved ones come together to honor the past while celebrating progress made. For many, the day serves as a time to share stories with one another over food and drinks, preserving traditions that pay tribute to the legacy of generations past.Through CÎROC, Crown Royal and Tequila Don Julio brands, DIAGEO brings the shared values of togetherness, generosity and devotion to this year’s Juneteenth festivities through a dynamic film. This film was created as part of DIAGEO’s ongoing mission to champion inclusivity, including amplifying Black stories told through the lens and voices of Black creatives who are paving the way for change. In partnership with Ghetto Gastro, a creative and culinary collective utilizing food as a medium to teach the world about the Black diaspora, and Equator, an award-winning Black-owned production company whose powerful work captures the dynamism of a people, the film brings to life the richness of Black cultural gatherings and reinforces the importance of storytelling as a vehicle for cultural preservation. The energetic :60 second film is an emotional reminder that African American history is American history.To bring families, friends and chosen loved ones together to celebrate, Ghetto Gastro was tasked with creating the menu.This is one of the latest initiatives for DIAGEO, which has pledged US$10 million to create permanent endowments at 25 HBCUs across the country. DIAGEO is also committed to showing up for moments of Black celebration and will continue to do so with partners in local communities across the nation. 

  • Freeway Insurance 

Freeway Insurance, a division of Confie, the largest independent personal lines agency and broker in the U.S., will offer franchising opportunities for the first time in the company’s history.Freeway’s franchise offering provides unique ownership access for professionally minded entrepreneurs to join their network of more than 500 retail stores nationwide along with access to the company’s established business model and respected brand. Franchisees will have access to a wide range of national and regional insurance carriers, back-office resources, the ability to offer additional value-added products and much more.As part of an initial rollout plan, Freeway franchises will be offered in a limited number of states. In the near future, the company expects to offer franchises across the U.S.  Matching Freeway’s 35-year legacy of providing affordable insurance to all drivers, franchise owners will serve a wide range of communities. The company would actively look to partner with entrepreneurs with diverse backgrounds and capabilities, including many with a bilingual or multilingual skillset, to build franchise opportunities and improve communities.Freeway Insurance will continue to grow organically and by acquisition, the company indicates.  

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

Havas Media Group and Teads have announced the beginning of their new joint collaboration, coined ‘Project Trinity’, which will focus on the fine balance between user experience, publisher monetization and advertiser results. Kicking off with an in-depth analysis into which factors have the greatest effect upon users’ engagement with editorial and attention dedicated to advertising, the partnership will look to create actionable insights to ensure the long-term sustainability for the open web.

Havas have long advocated that more Meaningful Media can build more Meaningful Brand through better Media Experience. This new partnership looks to extend this principle by harnessing Teads’ global reach and direct integrations with the world’s best publishers. The partnership’s core objective is to identify key engagement levers that yield optimal results for advertisers and positive experiences for consumers. By developing a greater understanding about the value of attention of today’s consumers, the long-term project aims to help publishers create a better user experience and therefore monetize their premium editorial content while increasing media effectiveness for advertisers, therefore creating a more sustainable online ecosystem.

The initial research will aim to quantify the benefit of a user centric approach for publishers and advertisers, demonstrating it is possible to create a virtuous circle for digital advertising which starts with great user engagement with the content. Based on research results, Teads and Havas will create actionable insights for publishers on how to boost attention without disrupting the media experience, as well as practical advice for advertisers who are seeking to buy attention to deliver greater marketing effectiveness.

Havas and Teads initial research will look at more than 15 factors including publisher layout and context, ad formats and saturation as well as readership demographics. This study will gather data from across several of the top 200 media properties in the US and UK, combining device events with eye tracking technology, across mobile and desktop.

Teads Havas

To realise its full ambition, the partnership will look beyond the initial study to additional research, campaign testing, A/B testing and client workshops to further the idea of Meaningful Media and continue to drive a sustainable media ecosystem.

To better understand what makes the most meaningful Media Experience, we need to continue evolving measurement.

“To better understand what makes the most meaningful Media Experience, we need to continue evolving measurement. We believe this ability will help us improve the connection between brands, consumers, and media partners,” said James Gyngell, Global Managing Director of Investments at Havas Media Group. “We look forward to undertaking this large-scale attention study with our partners at Teads.”

We want to step back and understand the dynamic of user engagement within the publisher environment, as well as advertising’s role within it.

Caroline Hugonenc, Global VP Insights, Teads said: “Respectful user experiences are a key pillar in our approach to Responsible Advertising, and have proven highly effective in driving advertiser results. With Project Trinity we want to step back and understand the dynamic of user engagement within the publisher environment, as well as advertising’s role within it. We strongly believe that there is an opportunity to create better alignment between readers, publishers and advertisers and are excited to work alongside Havas on this mission.”

Project Trinity will launch in June 2021.

Impremedia, the leading Hispanic news and information company, and publisher of the two main newspapers in Spanish in the United States, La Opinión and El Diario, issued an open letter calling advertisers and media agencies to end the discrimination of Hispanics Audiences and the media serves that serves them.

The advertising investment in the Hispanic market in the U.S. is only 6% of the total while Hispanics are almost 20% of the population. The ad allocation in Minority-Owned/Operated Media is even less than the mentioned 6%.

The investment made by mainstream advertisers, agencies, and corporations to ethnic media in the distribution of their advertising funds represents neither the importance of communities nor their economic contribution. U.S. Hispanics alone have over 1.5 trillion of buying power. This is not translated into advertising.

The full text of the letter follows:

The worst in the COVID-19 crisis seems to be behind us. While the country has suffered greatly, the first signs of an economic awakening are visible.

During the long and terrible months of the pandemic, the print media, as a whole, lost staff positions, circulation, content and advertising. Many publications had to shut down. This left its mark on the national news landscape by depriving many communities of their primary sources of information.

The crisis has been especially cruel to the press in local ethnic communities, such as the ones served by Impremedia; with outlets including La Opinión in Los Angeles, El Diario in New York, La Raza in Chicago, and La Opinión de la Bahía in San Francisco, all of which owe their existence to a fundamental and organic link with the communities they serve.

For decades, newspapers like ours have been important tools for integrating immigrants into the United States, helping millions of newcomers become part of the American dream, and contributing to our country through their work, taxes and sacrifices. Latinos have become a group of increasing importance, represented in all spheres of the economy and government.

We’ve linked millions of readers to advertisers and the products and services they offer during all these years. We have done this by publishing advertisements on our pages.

This mission continues. And the economic, social and political problems our community has been subjected to have made it even more essential.

We must tell the truth: the crisis caused by the coronavirus has unfortunately accentuated a negative anomaly: The financial investment made by most mainstream advertisers, agencies and corporations to ethnic media in the distribution of their advertising funds has decreased significantly.

The meager fraction in those advertisement funds left for community ethnic media represents neither the importance of minorities nor the leading role that publications like ours and other Ethnic-Media represent. The advertising investment in the Hispanic market in the US is only 6% of the total when we are 19% of the population. The investment in Minority-Owned/Operated Media is even less than that. All this while Total buying power of the US Hispanic population is over $1.5 trillion, over 10% of the total.

Discrimination in Advertising

Specifically, they are reinvesting billions of dollars, but at an unacceptable rate, in the larger mainstream media, technology platforms and social media that targets U.S. Hispanics but that is neither owned or operated by minorities.

That way, there will be those who say that advertisers are abandoning our community. There will be those who claim that they are adopting a discriminatory attitude or impervious to the fate of community media outlets. Even when those outlets are crucial for the very communities they say they want to reach.

Advertising invested in other minorities also turns out to be minimal and inadequate relative to the proportion of that community in the general population. Important media owned by African Americans have mounted a public and successful campaign exposing the roots of that abandonment. We sympathize with their effort and demand that the treatment of ethnic media by agencies and advertisers change.

The decline of local and community news media destroys the media outlets themselves and the vision of an open, comprehensive, and democratic society. A vision that corresponds to current demographic trends, where the percentage of Latinos grows throughout the country.

No one should forget: aquí estamos y no nos vamos; here we are and we are not leaving.

Advertisers open the door to accusations that they are abandoning Hispanic readers and customers by neglecting outlets like ours.

Just when many media and entities accuse advertisers and agencies of this, supporting companies like Impremedia would be a key sign of commitment to plurality and diversity.

It is time for them to reconsider the distribution of their advertising budgets without prejudice or discrimination and look towards the future.

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