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Subaru, Bud Light, Jeep, Verizon-Tracfone, SugarLands Distillery  … and more brands targeting the U.S. consumer right now.

For prior Sales Leads editions, click here.

  • Bud Light

Bud Light is kicking off an initiative to bring together local communities while also helping promote Black-owned restaurants. The “Bud Light Thursday Night Shoutout” will appear as part of the brand’s “Thursday Night Football” advertising. The beer maker says the series is “unlike anything Bud Light has ever produced before” and includes spots that “tell deeply motivational stories of local Black-owned businesses, while amplifying the stories of each restaurant owner’s personal journey alongside their iconic menu offerings.” The series kicked off September 13 during the Cleveland Browns’ season opener and highlights Cleveland’s own Beckham’s B & M Bar B Que, a family-owned Southern restaurant. Bud Light is also partnering with food app directory EatOkra to encourage viewers to seek and support Black-owned restaurants in their own communities.

  • Jeep

Jeep Wrangler 4XEThe Jeep® brand and Ann Druyan, the widow and collaborator of Carl Sagan, have joined together to create the 90-second video “Pale Blue Dot,” which launches the new Jeep Wrangler 4xe and puts attention on efforts to combat climate change. With every completed view of “Pale Blue Dot” on Jeep brand’s YouTube page, the brand will make a contribution to Coalition for Rainforest Nations and the Carl Sagan Institute of Cornell University to combat climate change. In addition to the YouTube initiative, “Pale Blue Dot” will air on television on Tues., Sept. 22 during the U.S. broadcast premiere of “Cosmos: Possible Worlds” on Fox at 8 p.m. ET/PT.“Pale Blue Dot” was created in partnership with Doner Agency in Michigan. Earlier this month, the Jeep brand introduced its new Wrangler 4xe, marking the arrival of the most capable, technically advanced and eco-friendly Wrangler ever. Jeep Wrangler 4xe models will be available in Europe, China and the United States by early 2021. 
  • Amazon Music

Amazon Music has launched Amazon Music LAT!N: a new global brand under the tagline of La Música Que Nos Conecta (The Music That Connects Us). Amazon Music LAT!N launches with 100 new and revamped Latin music playlists, “merchandise from global superstars”, new video content including interviews and mini-documentaries, Amazon Original songs, podcasts, and more. The announcement kicks off multiple artist programs for musicians at different levels of their careers. It includes the launch of a new emerging artist program, ROMPE, created to support developing artists in the US, Latin America, and in Spain. Latin pop duo, Las Villa, and Colombian singer, songwriter and producer, Nobeat, are the initial two artists selected for the program. Also launching is RAICES, a new brand developed to support artist catalogs across all genres of Latin music. Launching with Marc Anthony as the first Artist of the Month, the RAICES brand showcases what Amazon Music calls “carefully-curated artist playlists” across various genres.RAICES will also feature new editorial and marketing initiatives like short video features and playlists. “In a moment where Latin Music is more global than ever before, the timing is perfect to showcase all of the different genres, diversity, and richness of the culture,” said Rocio Guerrero, Global Head of Latin Music. “With the launch of Amazon Music LAT!N, we are giving customers an outlet to connect – and reconnect – to their culture, roots, and to each other. “This is why we chose to use the tagline, La Música Que Nos Conecta. We’re shining a light on the many genres, and artists at all levels of their career, that make Latin Music so powerful.”

Portada LiveJOIN US AT PORTADA LIVE, OCT. 14, 2020

To find out about Portada’s new virtual networking solutions at PortadaLive 2020 involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

  • Subaru

    SubaruSubaru of America is debuting a spot in both English and Spanish to support the launch of the 2021 Subaru Crosstrek compact SUV. Creative shows a young woman and her grandmother taking an extended road trip together in the young woman’s Subaru Crosstrek. The two discover their similarities that defy age – including an affinity for a certain vehicle. Created by Subaru AOR Carmichael Lynch, “Girls’ Trip” is available in 60-second and 30-second English version and a 30-second Spanish version. “We look at each carline and the story we want to tell to consumers, then decide what creative we need to fulfill our Hispanic media buy,” says Brian Cavallucci, Subaru of America national advertising manager. “For those spots, we have started to cast dual-language talent and film in both languages, to make it as authentic as we can, and run them in both English and Spanish.” The 30-second spot will run in national TV across shows like “Marvel Agents of S.H.I.E.L.D.,” “The Hundred” and “Fargo.” It will also run across larger cable networks such as AMC, Discovery, FX, HGTV, NAT GEO and SYFY. The 30-spot will also run across digital video platforms including Peacock, Hulu, and Roku. The Spanish version will air on both Univision and Telemundo, targeting Spanish speakers. The commercial was shot in both languages. It’s not simply a Spanish overdub.

  • Verizon – Tracfone

Verizon Communications announced a deal to buy TracFone Wireless from América Móvil for about $6.3 billion. It is a move to expand Verizon’s presence in the prepaid and value segments of the U.S. wireless business as the industry transitions to next-generation 5G networks. TracFone has several brands—including StraightTalk Wireless, and SIMPLE Mobile—but doesn’t own a network, instead operating under wholesale agreements with the big three wireless companies. Verizon lags behind competitors AT&T and T-Mobile US in prepaid subscribers, and 13 million of TracFone’s 21 million customers already connect to the Verizon network.

  • Nike

Nike spent $3.59bn on advertising in 2020 and closed 5.1% of its retail shops amid the pandemic. Data presented by SafeBettingSites.com indicates that in 2020, Nike has spent $3.59 billion on advertising. The figure represents a slight drop from last year’s $3.75 billion. Nike’s spending on advertisements has remained fairly constant over the years. In the last five years, the company has spent a total of $17.54 billion on advertising. The SafeBettingSites research also overviewed Nike’s revenue and 2020 recorded $37.4 billion. This is a drop of 4.35% from last year’s $39.1 billion.Notably, Nike’s last year’s revenue was the highest in five years. In 2018, the revenue stood at $36.9 billion, representing a growth of 7.26% from 2017’s $34.4 billion.Nike’s 2020 revenue drop was majorly due to the coronavirus pandemic. According to the research report. In 2019, Nike retail stores in the United States stood at 384, dropping to 338 in 2020. For non-US based stores the number stood at 768 last year while in 2020, the figure was 758. From the data, in 2020 Nike has closed 46 shops in the U.S, and only 10 overseas representing about 5.1% of all 1096 retail stores. The closure was mainly due to the implications of the coronavirus pandemic.

    • Maserati

      Maserati presented the MC20 Super Sportscar to mark a new era. Andy Love, Director Brand and Sales, Maserati North America partners with D S Simon Media on a nationwide media tour to discuss how technology is changing the way car makers are reaching consumers and a behind the scenes virtual introduction on the new Maserati MC20 Super Sportscar. Auto shows used to be where car lovers could get their fix on new car models, prototypes for the future and the latest from their favorite brands. As the Auto Shows were cancelled in cities across the country, car makers and marketers had to come up with new ideas. Among them, virtual launches and taking prototypes on the road. Not only are car makers taking their newest models on the road, they are harnessing the power of technology using virtual reality, digital press conferences, and more to introduce the newest car models to the public and media. The MC20 super sportscar, the first Maserati to adopt the new Nettuno engine, was recently introduced via a combination of virtual press conference and physical media presentation.

  • Turbo Tax

    In honor of Hispanic Heritage month, the TurboTax®  online tax preparation service from Intuit Inc.  announced two initiatives designed to financially empower Latino self-employed and small businesses during COVID-19, a partnership with Hispanic Chamber of E-commerce (HISCEC) and the launch of #Unidos4LatinoBiz, a give back social campaign. “The challenges brought on this year as a result of COVID-19 have not left any community untouched. We understand the Hispanic small owned business and self-employed community have been disproportionately impacted by this pandemic and Intuit is here to help” said Alejandra Molinari, Lead of TurboTax Latino and Self-Employed Communications.

  • SugarLands Distilling Company

Sugarlands DistillingSugarlands Distilling Company and the Atlanta Braves announced a multiyear partnership that makes Sugarlands Distilling Co. a “Proud Partner of the Atlanta Braves.” This news comes on the heels of a partnership announcement with former Braves third basemen and one of baseball’s all-time great players, Chipper Jones. While this is Sugarlands’ first sponsorship of a professional sports team, the brand is no stranger to competition. Since opening its doors in 2014, the downtown Gatlinburg distillery has established itself as one of the premier distilleries in the south, winning over 100 awards for their superior spirits.”Our goal from day one has been to partner with those who share our same commitment to tradition, authenticity, and craftsmanship,” said Ned Vickers, Sugarlands Distilling Co. President. “Much like the craft of distilling, the sport of baseball is rooted in history and tradition. Through this new partnership with the Atlanta Braves, we look forward to creating elevated experiences and unique initiatives that celebrate the game of baseball and our line of award-winning spirits.” As part of this partnership, Truist Park will be the new home for Sugarlands Distilling Company at Chipper’s Corner, a lounge for fans to enjoy a cocktail and refreshments behind third base, where Chipper made history for the Braves.

Impremedia, the leading Hispanic news and information company, launches Solo Dinero, the only digital publication on personal finance in Spanish, aimed at the Hispanic community living in the United States.

Our goal is to provide a straightforward approach for the Latino consumer

“Our goal is to provide a straightforward approach for the Latino consumer,” Rafael Cores, Impremedia’s VP of Content, said in a statement. “We are home to experts and specialized journalists who offer clear, actionable financial advice on managing your money through transparent reporting, reliable sources, and an accessible language. In the economic aftermath of COVID-19, this is more important than ever.”

Over the past few years, the percentage of Hispanic individuals and households using a wide array of financial services has grown faster than non-Hispanic consumers.

solo dinero“Over the past few years, the percentage of Hispanic individuals and households using a wide array of financial services has grown faster than non-Hispanic consumers. Despite that fact, there’s no digital publication catering to the needs of the Latino community: Solo Dinero will fill that gap,” stated Iván Adaime, CEO of Impremedia.

Solo Dinero includes news on the current economic environment, special reports, and series on employment, savings, investments, and more from experts with a straightforward approach. These experts include editors and writers from our partner Consumer Reports, and columnists such as Carlos García, founder and CEO of the money app Finhabits, Javier Mota, founder of Autos 0-60 and the first Hispanic journalist invited to become jury of the North American Car and Truck of the Year Awards, and Marta Michelle Colón, psychologist and founder of the consulting firm BuenaGente.

“Solo Dinero joins our vision of continuing to provide quality content targeted to the interests of different readers in a digital format,” added Adaime.

Q&A express

Solo Dinero
Iván Adaime, CEO of Impremedia.

Portada: How is the new Solo Dinero site being promoted to the Hispanic audience?

Iván Adaime, CEO of Impremedia: “We are leveraging the reach of our network and social media channels.”

P: Will Solo Dinero also have a print component e.g. section in Impremedia Newspapers?

IA: “No.”

P: In what advertising categories within finance etc do you see the most growth potential?

IA: “Several of them, especially: Consumer Banking, Financial Assistance, Insurance, Personal Debt (Credit Cards, Home Financing, Personal Loans), Personal Investing, Taxes, Home utilities.”

P: Which initial advertisers does the site have?

IA: “In the top 10, you have banks, telecommunication companies, and insurance companies.”

P: What are the opportunities for branded integrations?

IA: “Those depend on the clients’ needs, but our team of Custom Solutions offers a great variety of options.”

E-Commerce is skyrocketing in Latin America as the current pandemic  has accelerated digital transformation. This makes the benefits to be reaped from e-commerce investments and e-commerce marketing extremely tantalizing to corporations active in Latin America. To understand why and how the pandemic has catapulted e-commerce in the region, Portada talked to four Latin American brand marketers from Best Buy, Nestlé, Colgate Palmolive, and New York Life who will be participating at our November 19 Portada Live Latin America virtual event.

The current pandemic has accelerated the adoption of e-commerce in Latin America, although in many sectors and countries, the development is still in the early innings. Penetration of e-commerce in Latin America lies at  5% of retail sales, about a quarter of China’s and a third of the U.S.’s. This makes the benefits to be reaped from e-commerce investments and successful e-commerce marketing very attractive to corporations active in Latin America. Actionable insights and intelligence on E-Commerce in Latin America and E-Commerce Marketing and Advertising will play a key role at our upcoming Portada Live Latin America November 19 virtual event. We talked to four Latin American brand marketers of the consumer electronics, CPG and financial sectors who will be participating in this virtual event, to learn how the pandemic has catapulted e-commerce in the region and what’s next.

Latin America E-Commerce: Jose Camargo, Best Buy Mexico
José Camargo Samperio, Ecommerce SubDirector, Best Buy Mexico

To José Camargo Samperio, Ecommerce SubDirector, at Best Buy Mexico, the Covid-19 pandemic has substantially changed consumer behavior. Traffic on Best Buy Mexico’s website increased by 50% as consumption of consoles, musical instruments and even domestic articles multiplied by four. Consumers opted for more entertainment alternatives due to the increase of time they spend at home.

E-Commerce purchases of consoles, musical instruments and even domestic articles multiplied by four.

Latin America E-Commerce Growth Propelled by Increase of Visits in Retail Sites

ComScore reports that during the time period January – May 2020 time spent by consumers on retail sites increased by 38.7% in Argentina and 18.8% in Mexico compared to the same period in 2019. Home Furnishings, Apparel y Flowers/Gifts/Greetings were the retail categories that most grew in Argentina and Brazil. While for Mexico the categories with most growth were in Health Care, Department Stores and Food/Supermarket/Grocery.

According to Best Buy’s Camargo, as many businesses and companies have had to limit the amount of employees they have working in their office, home office and telecommuting became the norm. Thus the availability of smartphones and computers became something indispensable to have to accomplish work objectives. We have seen that servicing clients in everything related to the home office, has brought in sales as a result.” Camargo adds that “customer needs have changed almost totally: health and well-being are the main factors to take into account when it comes to offer a service.”

Latin America E-Commerce: German Villegas, Digital & E-Commerce Manager, Colgate Palmolive Mexico
German Villegas, Digital & E-Commerce Manager, Colgate Palmolive Mexico

German Villegas, Digital & E-Commerce Manager at Colgate Palmolive in Mexico notes that the main lesson of the pandemic has been to not to leave the implementation of platforms and of strategies around high growth (social) media properties until later. Additionally, he adds that the current environment has confirmed that in e-commerce there is no space for rigidity; flexibility and nimbleness are always required.

Villegas commends the rapid reaction of Mexican brick and mortar retailers by adopting and increasing Latin America e-commerce initiatives. “They also have quickly adopted  delivery and pick-up. This has also substantially improved the effectiveness of omnichannel marketing as well as the ability of brand marketers to execute segmented campaigns.”

The Link between Social Media and E-Commerce

According to Best Buy Mexico’s Camargo, the pandemic has also increased the importance of social media platforms. “Websites and user profiles have been connected at a high speed, which has allowed users and brands to develop strong tools to exchange content, and even more importantly, convert to bilateral relationships through which consumers can in a very direct way issue opinions and reviews about their consumer experiences and distribute them to millions of consumers.” “Therefore its crucial for brands to get a clear understanding of where they are in the open internet and on social media.”

Websites and user profiles have been connected at a high speed, which has allowed users and brands to develop strong tools to exchange content, and even more importantly, convert to bilateral relationships.
Gerald Fuchs Torrescano, Content & Digital Marketing Director, Seguros Monterrey/New York Life
Gerald Fuchs Torrescano, Content & Digital Marketing Director, Seguros Monterrey/New York Life

To Gerald Fuchs Torrescano, Content & Digital Marketing Director, Seguros Monterrey/New York Life, what his company does in social is targeted to the primary point in the digital journey of his company’s prospects. “We have granulated and segmented our content in such a way that the lead ends up filling up an online form. The number of completions has increased by 43% since the pandemic started. This is due to a substantial increase in content marketing which is optimized via social listening tools. In other words we ask what do you need, rather than talk about what we offer.” Fuchs Torrescano also stresses that the pandemic has put forward the “need for top notch sites with relevant content and that are adaptable to all target market segments. It’s crucial to obtain high conversion rates.”

 

Carlos Leal, Marketing Director, Ambient Dairy, Nestlé,
Carlos Leal, Marketing Director, Ambient Dairy, Nestlé,

To Carlos Leal, Marketing Director, Ambient Dairy at Nestlé, based in Bogota (Colombia) the best strategy to convert social media users into Latin America e-commerce buyers is to generate “content that is part of the trend.” He adds that “Its not so much about having a link to the purchase site, but about making your offering a routine that is part of the daily live of the consumer. Good content marketing and word of mouth have played a very important role in generating trends. With that base, Influencers then can bring about a behavioral change in the end audiences.”

 

LatAm E-Commerce: Third Party Marketplaces Grow

Latin American third party marketplaces (e.g. Mercado Libre, Amazon), have played an important role in the survival of small and midsized online vendors, says Best Buy’s Camargo says that his company also helped these vendors to provide an excellent customer experience which was reflected in positive consumer reviews.

Nestlé’s Leal stresses the role of deep-linking: “Deep-linking is more important than ever for strategies that send consumers right to the purchase basket, particularly in the case of marketplaces. “They can be a credible reference that generates traffic and it is likely that this traffic ends up with a purchase, generating not only a lead but a sales conversion”, Leal concludes.

Deep-linking is more important than ever for strategies that send consumers right to the purchase basket, particularly in the case of marketplaces.

 

 

 

In contextual  targeting, advertising media are controlled on the basis of the content of a website using linguistic elements. The advertisements themselves are selected and served by automated systems based on the context of what a user is looking at. Contextual advertising helps a brand understand what a consumer might like without needing personally identifiable information. Results of a new study show that digital advertising campaigns that employ contextual targeting are more cost-efficient than behaviorally targeted campaigns.

Amidst a wave of data privacy regulation and third party cookie phase-outs that have digital advertisers scrambling for solutions to maintain campaign efficiency and scale, contextual targeting has frequently been touted as a data privacy-friendly alternative to behavioral targeting––but until now the viability of that claim has gone largely untested. Tech and media firm GumGum published a case study called Understanding Contextual Relevance and Efficiency: A Comparison of Contextual Intelligence Vendors and Behavioral Targeting. Findings seem to give credence to the promise of contextual as results indicate that digital advertising  campaigns that employ contextual targeting are more cost-efficient than behaviorally targeted campaigns. The study was sponsored in partnership with Dentsu Aegis Network and conducted by an independent third-party researcher.

Contextual Targeting
GumGum CEO Phil Schraeder.
It is fabulous to finally see a head-to-head contextual-behavioral match up and get hard data behind contextual targeting’s value.

“Machine learning-backed contextual targeting has been a central tenet of our offering since the get-go, so to some degree, from our perspective, this study states the obvious, but it is fabulous to finally see a head-to-head contextual-behavioral match up and get hard data behind contextual targeting’s value,” said GumGum CEO Phil Schraeder. “There are plenty of doubting Thomas’ about contextual as an answer to the cookie’s death and this ought to give them some faith.”

While the study was principally designed to better understand the overall effectiveness of contextual intelligence in comparison to behavioral, it also sought to benchmark four of the top contextual intelligence vendors in the industry. For the study, Dentsu Aegis Network ran live campaigns for four of its major brand clients, including Sephora, across four contextual intelligence vendors, as well as by leveraging behavioral targeting. The campaigns utilized the same brand safe inventory. The campaign served 1M impressions, which were measured for cost efficiency and content relevance.

We needed to gauge the effectiveness of the numerous emergent contextual intelligence offerings.
Contextual Targeting
Brian Monahan, Global Client President and Head of US Ventures for Dentsu Aegis Network.

“In a world with diminishing access to audience targeting, as responsible partners to our clients, we need the most robust understanding of potential best practices and tools available for success,” explained Brian Monahan, Global Client President and Head of US Ventures for Dentsu Aegis Network. “Beyond value-testing contextual, we also needed to gauge the effectiveness of the numerous emergent contextual intelligence offerings. This study gave us both of those things––and the results are compelling.”

Indeed, the study found that, taking into account CPMs, the contextual Intelligence vendor in-demo impressions (eCPM) cost 29% less than behaviorally targeted in-demo impressions, with GumGum Verity™ impressions costing somewhat less (36%)––and overall that for CPC and vCPM the costs of using contextual targeting were lower than behavioral (48% and 41% respectively).

 

For the study, Nielsen Digital Ad Ratings Reporting, Xandr, GumGum, MOAT provided the cost efficiency measurement of impressions. Appen, a third party vendor specializing in human annotation of urls, measured content relevance.

Sonder, LG Electronics, Grupo Codere, Lana, The Not Company, Disney+ and more brands targeting the Latin American consumer right now.

Grupo Codere

CodereGrupo Codere has confirmed the appointment of Shackleton as its new creative marketing agency.  Shackleton secured the multinational account following a competitive pitch undertaken by Codere  in which the gambling group solicited agencies to draft ‘360 advertising campaigns repositioning its legacy brand to a global audience’. Codere seeks to refresh its image within its home market of Spain, whilst expanding its public profile across the firm’s target South American growth markets. Codere’s core business is the management of casinos, bingo halls, betting facilities, slot machine halls, and racetracks in Spain, Italy, Mexico, Argentina, Brazil, Colombia, Panama and Uruguay. Announcing Shackleton as new creative lead, Codere confirmed that it would imminently launch a new multimedia advertising campaign in Mexico and Spain, with its new creative concept to be rolled out to ‘other Latin American markets’. Codere is a unit of Accenture Interactive. Its accounts include UBER Spain, El Pais, Durex, EuroMillions and Max Factor. Pablo Alzugaray, Shackleton CEO, stated: “There are few categories as vibrant as sports betting, and no brand in it is as dynamic as Codere. A huge honor and opportunity to contribute to the construction of its brand inside and outside of Spain.” Shackleton takes control of Codere’s multinational advertising account as the Spanish gambling group restructures its operating units having been approved a further $300m credit extension by its existing debt-holders – a transaction that saw Codere avoid bankruptcy. Carlos González de las Cuevas, Marketing Manager at Codere, added: “at Codere we put creativity at the center of our communication and that makes us different in such a competitive sector. We are sure that together with Shackleton we will surprise all the players in Spain and Mexico with our next campaign .”

Disney+

Disney+Disney+ will continue its global expansion by entering Latin America on November 17. Disney confirmed the date for its SVOD (Subscription Video on Demand) launch in Latin America – including Brazil – and the Caribbean via social media. Disney Plus, or better known as Disney +, is the new streaming service that began to provide service in the United States last November 2019. Disney CEO Bob Chapek said during the company’s recent Q2 earnings call that the streamer would launch in the region in November, but did not mention a date. The roll-out comes at a time of rapid expansion for Disney+, with the SVOD launching in 5 September in Indonesia via Hotstar and in Portugal, Belgium, Finland, Iceland, Luxembourg, Norway, Sweden and Denmark on September 15. With its largest money-making segment – parks and experiences – being critically hit by the coronavirus pandemic, Disney is increasingly looking to its direct-to-consumer division to help fill the gap. The company now has 60 million subscribers for Disney+ and more than 100 million global SVOD customers across its offering, which also includes Hulu and ESPN+. HBO Max, a competing OTT service owned by Time Warner will be launching in Latin America in 2021.

Portada Live Latin AmericaJOIN US AT PORTADA LIVE LATIN AMERICA, NOV. 19, 2020

To find out about Portada’s new virtual knowledge-sharing and networking solutions at PortadaLive Latin America involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

LG Electronics

LG Electronics announced that its mass-market premium smartphone Velvet will be launched in Latin America countries starting this month. The LG Velvet hit the shelves in Mexico on Sept. 10 and in Brazil on Sept. 17. The handset will also be available in Colombia, Peru, Chile and Panama in October, and Argentina in November. LG said the 4G model of the smartphone will be sold in Central and South American nations.The Velvet made its debut in South Korea in May with a price tag of 899,800 won (US $760). So far, the company has released the smartphone in 16 countries. LG said it plans to sell the Velvet in 30 countries by the end of this year.

The Not Company

The Not Co.

Chilean food technology startup The Not Company (NotCo) announced that it closed a US $85 million Series C funding round. Founded in 2015 by biotech engineer Matías Muchnick, biochemist Pablo Zamora, and computer scientist Karim Pichara, NotCo’s products rely on “Guiseppe”—a discovery platform that identifies plant-based proteins that can mimic animal products. Using this technology, the company currently makes NotMayo, NotMilk, NotIceCream, NotBurger, and NotMeat. This year, NotCo partnered with Papa John’s and Burger King to bring its plant-based meat products to their menus in Chile. “We are pleased to partner with a true disruptor in the food-tech industry,” said Ramiro Lauzan, Partner at L Catterton Latin America—a private equity firm that co-led the investment. “NotCo is pursuing a fundamentally original way of replacing animal-based foods with more sustainable alternatives through the application of food science and innovative technology. By leveraging our experience in ‘better for you’ businesses around the world, and working alongside NotCo’s talented team, we look forward to materializing the company’s successful expansion into the US market.” NotCo’s new funding round builds on a previous US $30 million investment backed by Kaszek Ventures, The Craftory, and Bezos Expedition—a fund controlled by Amazon founder Jeff Bezos.

Sonder

San Francisco -headquartered startup Sonder has opened its first location in Latin America, in the Condesa neighbourhood in Mexico City. The building will accommodate 16 apartment-style spaces, providing what Sonder calls “a next-generation hospitality option, with top tier design, comfort and cleanliness measures — including a zero-contact check-in process”. Roberto Fernández del Castillo, general manager of Sonder in Mexico, said: “We are very happy to announce the launch of Sonder in Mexico, as the first city in Latin America in which we are starting operations. We bring solid and long-term plans that will undoubtedly benefit our guests, but will also promote the recovery of local economies and the reactivation of the tourism sector in Mexico.”

Lana

LanaLana,  a new startup based in Madrid, is looking to be the next big thing in Latin American fintech. Founded by serial entrepreneur Pablo Muniz, whose last business was backed by one of Spain’s largest financial services institutions, BBVA, Lana is looking to be the all-in-one financial services provider for Latin America’s gig economy workers.” Workers in gig economy marketplaces in Latin America often don’t have bank accounts and are paid through the apps on which they list their services in siloed wallets that are exclusive to that particular app. What Lana is hoping to do is become the wallet of wallets for all of the different companies on which laborers list their services. Frequently, drivers will work for Uber  or Cabify and deliver food for Rappi. Those workers have wallets for each service. Lana wants to unify all of those disparate wallets into a single account that would operate like a payment account. These accounts can be opened at local merchant shops and, once opened, workers will have access to a debit card that they can use at other locations. Working with companies like Cabify and other undisclosed companies, Lana has plans to roll out in Mexico, Chile, Peru and, eventually, Colombia and Argentina. Eventually, Lana hopes to move beyond basic banking services like deposits and payments and into credit services. Already hundreds of customers are using the company’s service through the distribution partnership with Cabify, which ran the initial pilot to determine the viability of the company’s offering. Along with a few other investors,  venture capital firm Base 10 put in US $12.5 million to finance Lana as it looks to expand. It’s a market that has few real competitors. Nubank,  Latin America’s biggest fintech company, is offering credit services across the continent, but most of their end users already have an established financial history.

 

 

U.S. Travel Association, Nutrabolt, Schuman Cheese, Asos, Sambrazon, Opry Entertainment and  … and more Sales Leads.

For prior Sales Leads editions, click here.

  • U.S. Travel Association

U.S. Travel AssociationThe U.S. Travel Association has launched a new campaign dubbed “Let’s Go There,” which was designed to get Americans excited about planning their next vacation. As part of an industry-wide collaboration of more than 75 businesses and organizations, the U.S. Travel Association is demonstrating the personal benefits of travel planning and welcoming back customers who want to hit the road now or in the future. Research during the development of the Let’s Go There campaign found that 97 percent of respondents say having a trip planned makes them happier, while 82 percent reported it makes them “moderately” or “significantly” happier. The coalition includes American Airlines, American Express, the American Resort Development Association, Chase, Delta Air Lines, Disney Parks, Expedia, Hilton, Hyatt Hotels, the Las Vegas Convention and Visitors Authority, Loews Hotels & Co, Marriott International, the South Dakota Department of Tourism, United Airlines, Visa, Visit California, Visit Spokane and World Cinema, Inc.

“The Let’s Go There campaign aims to tell travelers: When it’s time for you, we’ll be ready,” U.S. Travel Association President Roger Dow said. “There is pleasure in planning travel, and when the moment is right, the industry is committed to being well-prepared for the safe return of travelers.” The effort from Dentsu Mcgarrybowen and Publicis Groupe will extend into 2021. Media includes CMT, Cooking Channel, ESPN, Freeform and National Geographic Channel. Two spots will air on ESPN’s “Monday Night Football” Sept. 14. and be featured on top television stations such as CMT, Cooking Channel, ESPN, Freeform and Nation.

 

  • Nutrabolt

NutraboltPortada Council System member Rajaa Grar has been named Chief Digital Officer at Nutrabolt. Nutrabolt is the largest independently owned sports nutrition platform in the world, with retail sales exceeding $500 million. Since launching in 2002, Nutrabolt’s vision has been to innovate, inspire, and make products that maximize human potential. Grar is responsible for driving e-commerce and digital revenue growth in the U.S. and globally across Amazon, E-tail, and DTC businesses. She is also tasked with developing and leading a company wide digital transformation by providing best-in-class digital and omnichannel customer experiences connected to Nutrabolt’s consumer brands (C4, Cellucor, and Xtend). Prior to her position at Nutrabolt, Grar was Vice President of Marketing,  Head of Brand, Growth & Performance Marketing at Snap Kitchen.

 

  • Asos

Fashion brand Asos has launched a campaign on TikTok in the UK and the US to expose users of the social media platform to content featuring its products. The campaign, made in collaboration with tech marketing agency Byte, involves the creation of a TikTok challenge with the hashtag #AySauce, which asks users to post a 15-second video showcasing three outfits of their choice. John Mooney, brand creative director at Asos, said: “We’re always evolving our content, social media strategy and channel focus to ensure we’re staying relevant to our fashion-loving, 20-something customers. “TikTok is a growing part of that mix, and we’re excited to see how our social content team can engage our customers in new ways through the #AySauce hashtag challenge over the coming weeks.” The brands also aims to reach around 219 million people on the app through partnerships with TikTok influencers across the US and UK.”

Portada LiveJOIN US AT PORTADA LIVE, OCT. 14, 2020

To find out about Portada’s new virtual networking solutions at PortadaLive 2020 involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

  • Sambrazon/Opry Entertainment

    Media buying and planning agency USIM, which last week picked up media services for organic Acai brand marketer Sambazon, has also been named the media agency for Opry Entertainment Group. Opry Entertainment  portfolio of brands includes Country Western brands like the Grand Ole Opry, Ryman Auditorium, WSM Radio and Ole Red. The account is estimated to be bill more than US $3 million annually, and includes media planning and buying. The account was previously handled in-house

  • Coldwell Banker

Real estate brokerage Coldwell Banker, part of the Realogy portfolio of brands, is in the midst of the implementation of an inclusive ownership program. “We’re focusing on growing awareness among industry reporters and influencers talking about the program and connecting with various organizations / associations”, Jason Riveiro, Director, Global Development & Growth Markets at Realogy, tells Portada (check out the complete interview!)

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  • Schuman Cheese

Schuman CheeseIn its latest major brand effort for Cello®, Schuman Cheese is serving up the message: delicious cheese isn’t hard to find, if you know what to look for. In partnership with Partners + Napier, Schuman Cheese is rolling out its latest campaign, Cheese Confidently. Mike Currie, Director of Marketing at Schuman Cheese notes that “There are a lot of people who love specialty cheese but don’t consider themselves experts and crave guidance from brands so they can better navigate the category. We want people to know that they don’t have to be a cheese connoisseur in order to enjoy premium cheese confidently. All they have to do is look for our distinctive black label.” According to the press release, Cheese Confidently includes programmatic online video, social media, digital couponing and DFSIs, SEM, point-of-sale, and a partnership with Instacart.

  • AFM

Avocados from MexicoAvocados From Mexico (AFM) is kicking off the fall season with two new promotional campaigns designed to elevate engagement and increase basket ring within grocery stores. This fall’s Hispanic Heritage programming features a new partnership with Takis® Snacks, a salty snacks brand, as well as a first-time contest from October through December in which consumers can win a new house worth $500,000, along with other prizes. Both promotions bring the flavor of fall snacking fun to grocery stores and consumers with eye-catching displays, consumer savings, a strong loyalty program, and digital and social engagements. This iteration of AFM’s “Flavor with Heritage” campaign runs from Sept. 13 through Oct. 18.  Given the popularity of Takis® Snacks across multiple segments, the promotion will be implemented in grocery stores to also attract a “crossover shopper appeal.” Digital and social support will boost the program. “We’re proud to celebrate the many flavors of Hispanic Heritage in partnership with Takis® Snacks which, like AFM, has strong appeal to the Hispanic market and beyond,” said Stephanie Bazan, Vice President of Trade and Market Development for Avocados From Mexico. “Our digital and social media activations, in-store merchandising, coupons, and sweepstakes to win a free year’s supply of Avocados From Mexico are a fantastic way to spice up sales during Hispanic Heritage Month and celebrate National Guacamole Day on September 16.”and in-store displays for retail.

 

 

The real estate industry is in need of continuing to foster diversity, whether it be among agents or in the clients that they are servicing. Real estate brokerage Coldwell Banker is implementing an Inclusive Ownership Program to increase representation of minority, women, LGBTQ+ and veteran entrepreneurs in the sector. To get a better undetstanding of the initiative and its diversity marketing implications, we talked to Jason Riveiro, Director, Global Development & Growth Markets at Realogy, the holding company that owns Coldwell Banker. Riveiro is a member of Portada’s Council System of Brand Marketers. 

 

Jason Riveiro, Director, Global Development & Growth Markets at Realogy
Jason Riveiro, Director, Global Development & Growth Markets at Realogy

A recent study by ad agency Oberland finds 91% of Americans believe their actions and the actions of brands will lead to sustained change on the social-justice front. According to the study, 42% of Americans aged 19-26 have stopped buying a brand that has been exposed for racist behaviors. Almost one-third of those surveyed want to see brands provide employees with appropriate diversity and inclusion training. 20% want brands to commit to hiring more Black employees.  Are brands not just doing the talk but also the walk? And how are their diversity initiatives reflected in their marketing strategies?

Jason Riveiro, Director, Global Development & Growth Markets at Realogy, the company that owns Coldwell Banker, tells Portada that “the real estate industry as a whole is in need of continuing to foster diversity, whether it be among agents or in the clients that they are servicing. Coldwell Banker has identified this issue and is committed to not only expand its diversity in-house, but more importantly, be a leader in servicing, mentoring, and championing diversity in the real estate industry,” Coldwell Banker has a network of over 94,000 affiliated residential and commercial real estate  sales professionals in 3,000 offices across 43 countries and territories.

We are commited to be a leader in servicing, mentoring, and championing diversity in the real estate industry.

Diversity Marketing: How is Coldwell Banker Prioritizing Diversity?

Coldwell Banker’s Inclusive Ownership program  is an initiative to increase representation of minority, women, LGBTQ+ and veteran entrepreneurs in the real estate industry. Each new brokerage that affiliates with Coldwell Banker will not pay the initial franchise fee and will receive financial incentives to support diverse business owners in the critical first two years of business. Benefits include up to $100,000 of funding, royalty fee rebates as well as education and mentorship. Owners will also receive membership and conference registration for an industry partner group of choice.  As part of their inclusive Ownership program Coldwell Banker recently welcomed three minority owned new brokerages: Coldwell Banker Omni Group in Santa Ana, Calif., owned by Tina Marie and Rich Hernandez; Coldwell Banker Action Holdings in Grand Island, Neb., owned by Amber Schuppan; and Coldwell Banker Commercial Northland in Flagstaff, Ariz., owned by Becky McBride.

How Large are Minorities in the U.S. Realtor Base?

According to the National Association of Realtors, Hispanics/ Latinos accounted for 10 percent of REALTORS®, followed by Black/African-Americans (six percent) and Asian/Pacific Islanders (five percent). New members tended to be more diverse than experienced members. Among those who had two years of experience or less, 27 percent were minorities. Spanish is the most common second language that members were fluent in. Among all REALTORS®, 13 percent were born outside the U.S.

27 percent of realtors who have two years of experience or less are minorities.

Diversity Marketing: How is the Diversity Initiative Supported?

How does Coldwell Banker’s objective of Cultural Diversity impact Marketing? Riveiro tells Portada that his marketing approach is to get the word out to as many industry people as possible. “We’re focusing on growing awareness  among industry reporters and influencers talking about the program and connecting with various organizations / associations – National Association of Real Estate Brokers (NAREB), Asian Real Estate Associate of America (AAREA), National Association of Hispanic Real Estate Professionals (NAHREP) – to spread the word. The program almost markets itself,  as we’ve had hundreds of respondents interested after we first announced it though there are still steps needed to keep up the momentum.”

According to Riveiro, “an additional tactic that sets this program apart is the one-on-one guidance, mentoring and overall support that Coldwell Banker, at a national level, provides to all participants that affiliate with this program. The support starts on Day 1, and agencies benefit greatly from ongoing guidance, access to materials and an immediate network of industry professionals on a nationwide platform”

Video engagement is a major factor for successful advertising. A Vevo-Magna-IPG study finds co-viewing culturally relevant content on over-the-top (OTT) devices is key to ad receptivity.

Music video platform Vevo has partnered with MAGNA and IPG Media Lab, to reveal significant findings around the nuances of multicultural audiences’ video viewing behavior.

“The Anatomy of a Video Experience: A Multicultural Study” explores how audiences consume content across multiple devices and their motivations around viewing habits. Understanding these subtleties is key for brands looking for great video engagement and reach receptive audiences and better inform their planning efforts.

Viewer BehaviorThe study found that all of the U.S. audiences observed (Black/African American, Asian, Hispanic/Latino and White), shared a love of co-viewing (watching video with someone other than yourself) on Over-The-Top (OTT) devices compared to desktop, mobile, laptop and linear TV.

Longer viewing periods result from content that people find culturally relevant, specifically sports and music. On average, 37% of highly culturally relevant content viewing sessions last for one hour or more. When it comes to ad receptivity in particular, viewing music content on OTT devices is key, with over 60% of each group responding that they would be receptive to ads.

On average, 37% of highly culturally relevant content viewing sessions last for one hour or more.

Portada LiveJOIN US AT PORTADA LIVE, OCT. 14, 2020

To find out about Portada’s new virtual networking solutions at PortadaLive 2020 involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

“Partnering with MAGNA and IPG Media Lab once again for this study is really valuable for our business” says Bryon Schafer, SVP of Research, Vevo, “With recent findings showing that 79% of Vevo’s CTV content is being co-viewed, it’s important for us to understand the nuances of audience behaviors in order to pass on these insights with our clients and partners. No screen is seeing a greater surge in Vevo viewership than the television, which has seen an increase of over 20% since March of this year with 61M viewers exclusively engaging on connected TV screens. Modeling user behavior against our content and go-to-market strategies keep us in tune with our global audiences. We’ve really enjoyed finding out exactly what makes viewers tune in – and stay tuned in to the content they watch.”

Video Engagement: Audience demographics

While co-viewing on OTT devices spans across all surveyed viewer behavior groups, each demographic has vast differences around why, when and how they watch content on various devices. Some of these findings include:

  • Asian audiences:
    • Older audiences are more likely to seek out informative videos for task-based viewing sessions across all devices.
    • Younger Asian audiences are more likely to watch binge-friendly genres, like music, resulting in longer viewing periods of over an hour across all devices.
  • Black/African American audiences:
    • As a whole, Black/African American audiences watch binge-worthy content for longer periods of time. However, unlike younger Asian audiences, younger Black/African American viewers tend to watch content in shorter spurts of less than 30 minutes, likely driven by higher levels of mobile usage.
    • Black/African American viewers are the most likely audience to seek out music and sports content.
    • OTT is the leading device to resonate with Black/African American viewers at their most engaged with 63% of audiences being receptive to ads on this device.
  • Hispanic/Latino audiences:
    • English-dominant and bilingual Hispanic/Latino viewers tend to have longer watch time. While Spanish-dominant audiences watch for mid-length sessions of 30-59 minutes.
    • 33% of total Hispanic/Latino viewing sessions last longer than one hour.
    • 60% of Hispanic/Latino viewers watching music on OTT are receptive to ads.

Viewer Behavior“Culture is a pervasive and essential part of every consumption and is being driven by people of color,” says Oscar Allain, VP of Cross-Cultural Strategy & Research at UM. “These consumers are critical to the growth of businesses across all sectors. Not only are they influential in driving their own cultures, but they are also shaping mainstream culture.”

These consumers are critical to the growth of businesses across all sectors.

“Our Cultural Dimensions study reinforced the idea that social media platforms have helped propagate and influence the conversation on culture.  So the merging of our datasets with IPG Media Lab’s and MAGNA’s helps to bring new multicultural insights into how we think about creating smarter strategies for data analysis, planning, creative and more,” says Deidre Smalls-Landau, U.S. Chief Marketing Officer and Global Head of Culture for UM.

Puerto Vallarta, Movistar, Burger King , HBO Max…and more brands targeting the Latin American consumer right now.

Movistar

MovistarMovistar, the Latin American telecommunications brand owned by Spain’s Telefónica, has awarded its B2C, B2B and digital advertising assignments in Peru to WPP, further expanding the relationship between the companies.The new assignments will be serviced by WPP’s Team Telefónica.WPP won the business in Peru after a competitive pitch that began in February that was conducted virtually. Media buying was not part of the review.Over the past 18 months, WPP’s remit with Movistar has grown with similar consolidations in Argentina and Colombia. WPP also manages the majority of Movistar’s business in Mexico and Chile.The pitch in Peru was led by Wunderman Thompson and VMLY&R. In Latin America, WPP’s Team Telefonica also includes contributions from sibling agency Superunion and Kantar.WPP works with Telefónica in most of its key markets including Brazil, Germany, Spain and the UK on its Vivo, Movistar and O2 brands.

Estée Lauder

Estee Lauder launched a worldwide, mobile-focused ANRcade site that features four video games themed around the benefits of the brand’s Advanced Night Repair Synchronized Multi-Recovery Complex product, such as “Serum Quest” and “Repair Racer.” The games are being promoted via social and digital, and Estee Lauder’s Jon Roman, Senior Vice President, Global Consumer Marketing & Online, at The Estée Lauder Companies says, “We wanted to find a more fun and innovative way of talking about the product benefits”.

 

Puerto Vallarta

Puerto Vallarta, the premier tourist destination in the Mexican state of Jalisco, is preparing a marketing campaign aimed at getting visitor numbers back to pre-pandemic levels by the end of the year. The campaign will target potential tourists in the United States – the main source country for visitors to the Pacific coast resort city – Canada and Mexico’s largest cities. The Jalisco government will contribute 100 million pesos (US $4.6 million) to the efforts to revive tourism in Vallarta, located on Banderas Bay just south of the Nayarit border. However, the marketing campaign will try to attract visitors to Vallarta in the fall and winter months, he said. The campaign will primarily target potential tourists who live in cities where it takes no more than four flying hours to get to Vallarta given that there is unlikely to be much appetite for long-haul trips while Covid-19 remains a threat. Puerto Vallarta is Jalisco’s, “star destination,” but other tourism hubs in Jalisco – among which are state capital Guadalajara and the town of Tequila – will be especially competitive in the United States market.

 

Portada Live Latin AmericaJOIN US AT PORTADA LIVE LATIN AMERICA, NOV. 19, 2020

To find out about Portada’s new virtual networking solutions at PortadaLive Latin America involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

Influencer Marketing Campaign

Influencer marketing firm IZEA Worldwide, announced that it has secured a mid six-figure contract with a leading entertainment company, a division of a Fortune 100 corporation. The contract represents the largest award IZEA has received from this customer to date. IZEA will be executing a large-scale influencer marketing initiative that will include influencers in the United States, Latin America, Asia, and Europe across a variety of social media channels and content formats.

Burger King

Burger KingDavid São Paulo introduced a spot “that shows you a great time not to visit Burger King”.The agency assembled what it says is real footage of late-night shenanigans that have happened at Burger King stores in Brazil. Burger King has shut down much in-store dining in Brazil during the coronavirus pandemic,and is promoting home delivery.

HBO Max

HBO MaxHBO Max has chosen Latin America as its first market outside the U.S. WarnerMedia, HBO’s parent company, hired Hulu’s former international boss, who will be focused on the launch in the region, which is expected in 2021. But why Latin America? The answer may lie in two factors present across the region: the strength of HBO-branded channels and the company’s own assets to operate locally, Latin American
Business stories, Latin American Business Stories reports.

 

Visit Pittsburgh, Keebler, Kraft Heinz, BBVA USA,  … and more Sales Leads.

For prior Sales Leads editions, click here.

  • BBVA USA

BBVA USABBVA USA has launched a new ad campaign based on video advertising designed to highlight the bank’s efforts in helping people and businesses take the first steps in their recovery from the pandemic and reach financial milestones in the future. The ad campaign is designed to highlight  the bank’s efforts in helping people and businesses take the first steps in their recovery from the pandemic. Advertisements were launched on TV, radio, digital, and social media platforms on August 10 in multiple media markets. The Campaign includes two advertisements, both 15 seconds in length, with one targeting a small business audience, and one for a consumer-focused audience. “We want our customers and potential customers to see BBVA USA for what we are – a compassionate bank that creates opportunities for everyone in any situation,” said BBVA USA Chief Marketing Officer Enrique Cornish Stanton. “Our commitment to helping our communities has been demonstrated throughout the pandemic, and that won’t slow down as we move forward as a society. Our 5-year strategic plan places a strong emphasis on financial health, and our actions demonstrated that dedication throughout 2020. This ad campaign further amplifies that message.” In June, the bank also announced two digital updates in  development pre-pandemic, launching its new mobile banking app, Mobile 9.0 and expanded transaction detail screen in mobile and online banking. Both aim to leverage the bank’s technology expertise to provide a better experience and more control for customers

  • Kraft Heinz

Kraft Heinz will continue with Starcom Worldwide for its U.S. media business after launching a global media agency review in March. This represents the biggest media pitch of the year, with U.S. billings alone totaling $578 million annually, according to comVergence. That’s about 85% of the client’s total  ad expenditures. This highly competitive pitch kicked off during the height of COVID-19 with holding companies Dentsu Aegis Network, Omnicom, and WPP all participating in the review.  The company will up its advertising visibility during the second half of the year, stated CEO MIguel Patricio. “The company plans to increase working media, what consumers actually see, by 30% in 2020 with even greater increases behind the brands that are the biggest drivers of our profitability,” he added.

Portada LiveJOIN US AT PORTADA LIVE, OCT. 14, 2020

To find out about Portada’s new virtual networking solutions at PortadaLive 2020 involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

  • Constellation Brands

    Corona BeerConstellation Brands’ Corona beer label has tapped rap icon Snoop Dogg for its “La Vida Más Fina” campaign, the first marketing effort that looks to unify the entire portfolio of Corona beverages, the company revealed in a press release. “La Vida Más Fina” is a fully integrated campaign launching on Corona’s social channels with a dedicated GIPHY library, digital support, PR, and :15 and :30 television commercial spots that will air during the NBA playoffs and finals. In an effort to share a diverse set of perspectives, the campaign will soon introduce other celebrities with their own takes on La Vida Más Fina. Creative agency MullenLowe LA, which signed on with Constellation Brands in March 2019, helped develop the effort. The campaign began to take shape earlier this year but was paused as unexpected cultural considerations came into play. As written on every bottle, Corona is crafted to be La Cerveza Más Fina, “the Finest Beer,” and the new campaign takes this philosophy a step further. Translated as “the Fine Life,” La Vida Más Fina encourages people to explore the fundamental truth that more fulfillment and joy can be found in just about anything, simply by changing one’s outlook. La Vida Más Fina is a modern expression of Corona’s lifestyle and respected place in culture,” said Ann Legan, vice president of brand marketing, Corona. “Through the new campaign, we’re acknowledging that the aspects of our lives that have always been important always will be: doing what makes you feel good with the people you care about and enjoying the moment in front of you. And who better to introduce this concept than Snoop?” Sales of Corona remain strong, with recent data revealing that sales have increased by more than 17% since March 2020.

  • Old Navy

Old Navy is showcasing a Lizzo tune in its back-to-school campaign and channeling the singer’s high-energy optimism. The creative, developed with The Martin Agency, transforms Lizzo’s popular song “Boys,” adding fashion-oriented lyrics, including “looks for history, and the class plays, cause gender norms are so passé.”  While the retailer uses her song, Lizzo herself is not featured in the ads. Instead, a Lizzo sound-alike female voiceover, Fritswa Baffour, provides the voice for the new lyrics. This year the company is highlighting a wider range of clothing and fashion in its back-to-school effort as students may be dressing differently if they’re schooling at home. The campaign is extended into October to give shoppers extra time to grab new merchandise.The media buy includes digital spots running on broadcast and video networks.

  • Visit Pittsburgh

VisitPittsburgh is inviting people to visit Pittsburgh again. A new marketing campaign, “Rediscover Pittsburgh,” aims to drive visitation and encourage local and regional audiences to plan a weekday or weekend getaway  in Pittsburgh. Via social media, VisitPittsburgh has been highlighting the area’s three rivers, outdoor dining possibilities, museum visits and overnight lodging for those who need to take some time to relax during such a tumultuous year of the coronavirus pandemic. Tom Loftus, chief marketing officer, said he hopes this campaign will help the city heal from the financial losses it has experienced because of covid-19 and the lack of tourists.

  • Keebler

KeeblerCookie and former cracker manufacturer Keebler is launching a new campaign with the slogan “Made with Magic, Loved by Families,” Keebler’s new ads feature the brand’s longstanding animated mascot — cookie-making Ernie the Elf — as well as live-action shots of modern, multicultural families in their homes enjoying the brand’s signature sweets with updated packaging and more “real” ingredients. Keebler has increased its capital investments 35% in marketing and 41% in shopper programs while tripling its e-commerce marketing investment, the brand told Marketing Dive. The new campaign includes TV spots on ABC, CWTV, Fox, NBC, CBS, ESPN, MTV, A&E and streaming services like Hulu. It also features digital ads, digital couponing and in-store displays for retail. The brand will also test Ernie’s voice in an audio environment through Pandora. The initiative also includes a big social push using digital tactics like Instagram Lenses, Giphy Arcade and a beta test of shoppable Hulu video ads through a partnership with Walmart.

 

University of Phoenix, CAA, Whole Foods, Census Bureau, Estee Lauder…and more Sales Leads.

For prior Sales Leads editions, click here.

  • University of Phoenix

University of Phoenix has awarded its national broadcast advertising account to independent media agency Mediassociates. Mediassociates will guide the national and local offline buying for University of Phoenix including DRTV, OTT, and streaming audio channels. The agency is being tasked with reaching an expanding audience interested in online learning options. “The world of television and video is changing more than ever,” said Steve Gross, chief marketing officer, University of Phoenix. “Mediassociates has a deep understanding of these trends, and that combined with their years of experience in higher education, make them an ideal partner for the University of Phoenix. Mediassociates has added several other significant high profile new accounts to its roster including Mount Sinai Health System, Verisign, and Yale New Haven Health System, among others.

  • Whole Foods

Whole FoodsWhole Foods Market has refreshed the branding for its 365 private label products and has rolled out a campaign that combines marketing with education to showcase the rebrand. Called “Home Ec 365,” the initiative uses the 365 products as the foundation for free virtual classes that will address topics such as how to better clean kitchen appliances or how to use scraps and leftovers to whip up new meals.

Portada LiveJOIN US AT PORTADA LIVE, OCT. 14, 2020

To find out about Portada’s new virtual networking solutions at PortadaLive 2020 involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

  • Estee Lauder

Estee Lauder launched a worldwide, mobile-focused ANRcade site that features four video games themed around the benefits of the brand’s Advanced Night Repair Synchronized Multi-Recovery Complex product, such as “Serum Quest” and “Repair Racer.” The games are being promoted via social and digital.

 

  • Census Bureau

The U.S. Census Bureau has hired Integrated digital agency Sensis — along with Deloitte Consulting LLP — to provide social media and digital marketing services to the agency.

  • Inspire Brands

Inspire BrandsInspire Brands is placing its national media business up for review, under Jones Lundin Beals + Partners (JLB+P). Last year, the restaurant company spent US $424 million advertising its brands, including Arby’s, Sonic, Buffalo Wild Wings and Jimmy John’s, according to Kantar Media. Incumbent agencies have been invited to participate in the process, though it is unclear whether the representing agencies will defend. Inspire currently works with Zenith on Arby’s and Sonic, Mindshare for Buffalo Wild Wings, and Haworth on Jimmy John’s. “As a multibrand company, we see an opportunity to better align our media approach with a focus on custom targeting, digital business, and CRM efforts alongside optimizing media delivery and impact,” said Brian Pruitt, vice president, media strategy and planning of Inspire Brands.

 

  • One Club

The One Club is rebranding the “Here Are All The Black People” multicultural conference back to its original name, “Where Are All The Black People” for this year’s event taking place Sept. 22-24. In support of the name change, the event has new branding developed pro bono by Anthony O’Neill and Benny Gold, a pair of creatives at Goodby Silverstein & Partners. “In the 90s, Ed Crayton asked, ‘Where are all the Black people?’ said Jimmy Smith, chairman/CEO/CCO at Amusement Park Entertainment and One Club Board member. “In the mid-2000s, Mike Hughes, former president of The Martin Agency, said ‘Jimmy, I’d hire them (Black people); I just don’t know where to find them.’ As the saying goes, ‘If it ain’t broke, don’t fix it.’ Clearly, when it comes to race, the advertising industry is broken.”

  • Dunkin’ Donuts’s New Cereal Line

Dunkin' Donuts
Dunkin’ Donuts Hot Logo. (PRNewsFoto/Dunkin’ Donuts)

Dunkin’ Donuts is releasing two new breakfast cereals based on two of its most popular coffee drinks: Caramel Macchiato and Mocha Latte. Dunkin’ is teaming up with Post Consumer Brands , the makers of Honey Bunches of Oats, Shredded Wheat, Raisin Bran and other familiar cereals. The new cereals are expected to hit grocery shelves later this month. The companies say Dunkin’ coffee concentrate is added to the cereal, which consists of little crunchy spheres mixed with flavored marshmallow bits. A serving has about as much caffeine as a tenth of an 8-ounce cup of coffee. Nearly 65% of American adults drink coffee every day and nearly 90% of U.S. households consume cereal, according to Dunkin’.

  • CAA

MediaMonks is announcing a first-of-its-kind deal with Creative Artists Agency to serve as the company’s agent to help navigate Hollywood deals and content partnerships. MediaMonks’ Eric Shamlin told MediaPost this partnership seeks to position the company ahead of the accelerating trends towards interactive digital content in entertainment and sports.
While CAA has long created content deals for premium streaming services like Netflix and HBO, this partnership will help CAA be a “first mover” to develop content for new platforms such as Snap, Twitch, and TikTok. “Ones that offer all-new possibilities for viewers,” adds Shamlin, SVP Growth, MediaMonks. “Think interactive content, new ways of storytelling and short originals.”

Media buyers crave for brand safety and strong consumer connections. We talked with Augusto Romano, CEO Digo Hispanic Media, about the important role trustworthy media properties play for brands who want to substantially engage consumers in a brand safe environment. “During this time filled with all sorts of pandemics: health, racial, and fake news, we are more committed than ever to provide the information our readers need, in the language they understand, and on the platforms they prefer,” Romano tells Portada.

Augusto Romano, CEO, DIgo Hispanic Media
Augusto Romano, CEO, DIgo Hispanic Media

The crucial role of professional media properties for effective consumer engagement by brands can not be overstated, much less in the era of fake news. It’s all about brand safety, particularly when it comes to Multicultural Marketing. “Being a network owned and operated by the leading media companies in the Caribbean, we understand, and do not take lightly, the importance of being transparent and trustworthy to our Latino and Hispanic readers and to our clients,” Romano asserts. Digo currently is in the midst of an initiative of  advertiser outreach called Good Brands Support the Truth.

“At Digo, we’ve been loud and clear of our unique value proposition and have always offered brands and advertisers an environment free of fake news. Digo’s network is formed by the top Latam Publishers who are the first point of reference for Hispanics in the U.S. “We offer brands the opportunity to reach and connect, in brand-safe, culturally relevant & premium content sites, with a highly engaged and true premium Spanish dominant & bi-cultural U.S. Hispanic Audience.” 

Brand Safety: Media Sites Offer Higher Quality Engagement

Social Media has always been a platform in which users dive in to seek content relevant to them, but mostly related to what friends and family are doing and posting. Romano argues that “yes, users come across content from media and advertising from brands, but social media is an ecosystem that has so much going on that the engagement and awareness generated may not be classified or considered as high or the same quality as if a user is going directly / organically to a media or brand site. ” As an example Romano notes that  “if we compare time spent of a user that was browsing in social media and came across a news article in his or her feed vs the time spent of a user that came directly to the site to seek information we’ve seen how the average session of a direct or organic user is significantly higher than of a user that came from social media; 2 or even 3 times higher.’

The average session of a direct or organic user is 2 or even 3 times higher than of a user that came from social media.

Romano claims that Digo’s brand safe premium quality inventory has been successful with brands and media agencies. “Some agencies and brands understand the value of our audience and our inventory and whitelist our network within their DSP’s.  A good example of this is Group M’s new Multicultural Marketplace.”

Content Needs of Audiences during Covid in a Brand Safe Environment

Content needs and usage by audiences of Digo digital media properties has substantially  increased over the last few months.  According to Romano, “when you compare the time spent of our audience in Covid related content we’ve seen a 48% increase in time spent on page. We saw a significant spike of +200% increase in unique traffic in Covid related content during April vs. the  previous month. As you may recall in mid-March the topic was a known issue, but there was still some skepticism and some unfamiliarity with the subject. As time went by, the traffic was still significant and engaging with the content but the amount of users was not as high as when the pandemic had started in our markets. As a matter of fact a new spike of traffic has surged now in July due to the same spike of cases.”

A new spike of traffic has surged now in July due to the same spike of cases.

Portada LiveJOIN US AT PORTADA LIVE, OCT. 14, 2020
Brand marketers from corporations including: Cox Communications, Lyft, Nestle, K-12 , Wells Fargo and many more will discuss the below topics:
Collaborative Knowledge-Sharing Session: How Covid-19 is Accelerating Digital Transformation: A cross-industry perspective
A diverse group of brand decision makers will provide actionable insights about their digital transformation and readiness in these unprecedented times.

– Research Spotlight: Consumer Behavior Trends for 2021
Brand Marketer Challenge: Purpose Driven Marketing in the Age of a Pandemic, Recession and Racial and + Social Injustice
With the widespread outrage about racial inequality consumers are voting with their wallets about brands’ response to racism. A brands’ alignment with its core values and purpose should be the foundation of consumer support.

To find out about Portada’s new virtual networking solutions at PortadaLive 2020 involving a myriad of  brand decision makers , please contact Sales Director David Karp at David@portada-online.com.

 

We are very excited to announce Portada Live  on October 14.  At this exclusive virtual event, Brand Decision Makers will share knowledge about Digital Transformation and Purpose Driven Marketing, the two most salient topics in the current marketing environment challenged by COVID-19 and civil unrest about racism.

Through a combination of exclusive bespoke workshops, pre-scheduled 1:1 meetings, and collaborative knowledge-sharing sessions, Portada Live will provide the brand marketing community and Portada media and marketing service vendor partners the ideal platform to gain exclusive insights and develop new business in these challenging times.

We will be using an interactive and fun virtual platform which will maximize knowledge-sharing and networking. Stay tuned for directions from the Portada Team in the coming weeks.

Brand Decision Maker Driven Content

Brand marketers from corporations including: Cox Communications, Lyft, Nestle, K-12 , Wells Fargo and many more will discuss the below topics:
Brand Decision Makers

  • Collaborative Knowledge-Sharing Session: How Covid-19 is Accelerating Digital Transformation: A cross-industry perspective
    Brand decision makers from the beauty, real estate, online education, CPG and QSR industries will provide actionable insights about their digital transformation and readiness, including e-commerce marketing and the use of marketing technologies,  in these unprecedented times.
  • Research Spotlight: Consumer Behavior Trends for 2021
  • Brand Marketer Challenge: Purpose Driven Marketing in the Age of a Pandemic, Recession and Racial and + Social Injustice
    With the widespread outrage about racial inequality in the U.S. and worldwide, consumers are voting with their wallets about brands’ response to racism. A brands’ alignment with its core values and purpose should be the foundation of consumer support, even more so in a time where many Americans face traumatic financial decisions purchasing products (e.g. cereals or rent payment). Does a more progressive stance antagonize conservative stakeholders? How does this ultimately impact sales?Additional topics to be announced.

    Opportunities for Marketing Service Suppliers

    For information about thought-leadership speaking integrations and 1:1 meeting packages with major brand decision makers at Portada Live on October 14, please contact Sales Director David Karp.

     

    Already confirmed Partners

    Five Eighty

    Golin

    JACK

    JK Design

    Owen Jones

    Penta Marketing Agency

    Reset Digital

    Rise Interactive 

    TLNT Holdings

    Vevo

    We are Content

By Sebastian Yoffe, Managing Director – Latin America, Lotame

COVID-19 changed it all. As marketers, and as people, we know that the way consumers live has been altered at a fundamental level by the virus and the resulting economic upheaval and social distancing practices.

Before COVID-19

In the pre-COVID-19 environment, it was easy for marketers to rely on a familiar set of personas.

Of course, creating those personas took work. Using first-party data as a foundation, marketers learned the basic habits and preferences of their audience, but they still needed third-party data to fill in the gaps in their knowledge. That meant breaking down data silos, scrubbing all the data, and deriving insights to build a working model. And once that work was done, you still had to test the results to see if they worked, or fail and start all over again. Still, the process had its rewards.

People aren’t eating, shopping or exercising the way they did just a few months ago.

Before the global pandemic changed our lives in profound ways, we could make some safe assumptions about how people lived based on available first-party data. We could guess, within reason, how the preferences of a 30-something male with a suburban ZIP code might differ from those of a woman in her twenties living in the heart of a major city.  But COVID-19 changed all that. As marketers, and as people, we know that the way consumers live has been altered at a fundamental level by the virus and the resulting economic upheaval and social distancing practices. People aren’t eating, shopping or exercising the way they did just a few months ago. They’re still doing all of those things, but daily habits have changed in ways that simply aren’t going to be captured by first-party data alone.

COVID-19 marketerSince COVID-19

Consider this simple example:

Imagine a male consumer in his mid-twenties visiting an automotive site in late 2019. He lives in a major city and his visit involves looking at a few two-door models and browsing the features. It’s behavior that would suggest he’s single, maybe in the market for a new car. When that same user logs on in June of 2020, his online behavior hasn’t changed that much. He might visit more frequently and spend more time customizing a car. He might even still be browsing two-door models but has expanded his search to SUVs and jeeps with more storage capacity. Yet his life has changed dramatically.

[…] using only first-party data there’s no way to tell that he’s probably a better target for ads […]

There’s not enough detail in the auto site’s view of this consumer to tell you that he’s now working from home, or that instead of looking to buy his first car for weekend trips, he’s now more interested in moving to the suburbs and replacing airline travel with road trips. He won’t be going overseas for a long time, but using only first-party data there’s no way to tell that he’s probably a better target for ads about a crossover model’s great gas mileage or its ability to tackle tough terrain for his trips to the mountains. Instead of the speed of a sportscar he might need in-car WiFi, roadside assistance, and the best sound system on the market.

All these changes are invisible to the OEM and its dealerships. From their perspective, he’s still a man, still the same age and living in the same location, and he’s interested in their cars.

Advertisers looking to connect with in-market car shoppers are missing out on closing this potential customer by speaking to his needs right now, rather than months ago. With the intel they have from first-party data alone, their ads are likely to fall flat, creating the kind of wasted spend that no one needs during a global recession.

Understanding a New Consumer

To understand what consumers’ lives really look like now, marketers will need to rely on third-party data. Without it, there’s no way for any digital marketer using a connected channel, to make the connection between distinct behaviors.

Data CollectThird-party data segments can reveal valuable insight for marketers. Consider the data available from third-party sources around discretionary spending. Before the pandemic, you could expect that a consumer who shopped regularly at a high-end retailer was probably in the market for work attire. Today, in a world where pajamas qualify as work clothes, someone visiting that high-end retailer might be better served with ads for outdoor wear, sleepwear, or casual clothes better suited to social distancing in the park than making a statement at the office.

These changes aren’t easily captured unless you have the data to build a complete picture of the customer.

Likewise, someone searching for a minivan might be planning a road trip for a COVID-safe summer vacation rather than to take the kids to futbol practice. These changes aren’t easily captured unless you have the data to build a complete picture of the customer. Reaching these audiences in ways that are relevant and respectful of how their lives have changed can have a big impact. But in all these cases, third-party data is the key to unlocking the right insights.

Surviving in a Changing World

COVID-19 marketers
Sebastian Yoffe, Managing Director – Latin America, Lotame

We’re in a critical moment. Many businesses are fighting not just for relevance but for survival. In this fiercely competitive new world, having a clear view of who your customers are and how they’ve changed in the last few months can mean the difference between surviving and thriving. To succeed in the rapidly changing environment, marketers need to make connections between data points and signals that first-party data alone can’t provide. For advertisers and publishers alike, third-party data closes the loop.

To succeed in the rapidly changing environment, marketers need to make connections between data points and signals that first-party data alone can’t provide.

Personally, I never could have anticipated the ways that my personal and professional life has changed in the last few months. While there’s definitely been disruption, it’s also been an opportunity to learn. Right now we’re focused on making changes that will help us cope with the new environment, but for us to connect with customers now and in the future, the digital ecosystem needs to improve. For advertisers, publishers, and consumers alike that represents a huge opportunity.

Are you using data to get a clear view of your customers? I would love to learn about your data strategy; please send me a note directly: syoffe@lotame.com

Brand Consistency is how the personality of a brand resonates the core strategy, values, and foundation of the organization in its marketing touchpoint efforts. So, developing a Brand Consistency ensures that your customers perceive an accurate image of your organization. 

It is vital for your business to have the essence of brand consistency because it induces many positive attributes to your brand which includes Trust, Customer Loyalty, and Distinctiveness. It is best to leave no stones unturned in your efforts to reach out to the customers – be it on your content writing, push notifications, or email marketing.

The following are some ways on how to achieve brand consistency across all your marketing platforms:

1. Defining Brand Strategy

The first approach towards your Brand Consistency goal should be to understand and write down the values which your company holds and the values that you want to showcase to your customers. For instance, creating a Brand Guide is one of things you need to do to make your brand identity more consistent. This Brand Guide should include defined sections related to your Brand Mission, Voice and tone, Iconography, Brand colors, Fonts, and typography, etc.

Every business, be it small or big, should have well-defined guidelines especially for the messaging as the same would be used as a beacon in direct customer interactions.

Outlining and defining such strategies would not only guide the marketing department but would also serve to guide all the other employees. Every business, be it small or big, should have well-defined guidelines especially for the messaging as the same would be used as a beacon in direct customer interactions.

2. Using a Proper Logo

A brand logo that is unique and distinctive catches the eye of the customer. So, the color, shape, and font play a key role in resonating with the personality of your brand. The best part is, you can create your own customized logo online within a few minutes these days. You don’t even need any graphics design experience if you use advanced logo maker tools like Tailor Brands. These tools use new-age technologies like artificial intelligence to automate the design process and generate attractive logos in a short period. You can use these tools to strengthen your Brand consistency with proper logos.

3. Internal Branding

Your internal team should feel inclusive and proud to use your brand as a badge on their chest. It is imperative to have employees participate in the brand value to resonate with such value to the customers. You can internally discuss and agree on defining the Brand’s mission.

It is imperative to have employees participate in the brand value.

Putting out posters in the workplace would not do a complete job. You need to create deep value in your employees by involving marketing leaders or human resources management to get employees involved in corporate culture building programs.

Providing branded goods such as t-shirts, mugs, stationery, business cards to your employees to create loyalty towards the brand is a good way of doing internal branding. Encouraging and empowering the employees to be the brand ambassadors of your brand and sharing the brand on social media is also a way of accomplishing the internal branding efforts.

4. Tone and Persona

When a customer reads the content on your brand’s website or chats through messenger or sees any post on social media, then the personality of your brand should be perceived consistently. If your brand is all about fun and happiness, then the same vibes should resonate from all your platforms, be it your Facebook, LinkedIn, Twitter, or your offline campaigns.

Consistent tone and voice for your particular brand create a distinguished persona which induces trust and confidence in your customers.

Consistent tone and voice for your particular brand create a distinguished persona which induces trust and confidence in your customers. If you change the tone of your brand, let’s say from jolly and fun to sarcastic, then you will confuse your customers and lose their trust.

5. Intermixing of Online and Offline branding campaigns

In one market research, it was found that 80 percent of consumers forget the majority of information from branded content after only three days. Therefore, it is all the more important to maximize your branding campaigns by sharing your offline campaigns on social media and vice versa. There might be occasions where your company has participated in a community volunteering activity or received an award or participated in a trade show. Such activities should be shared and promoted online as well through blog posts, video posts, or photos on online social media platforms with a conspicuous display of your brand.

6. Right Marketing Influencers

Your pattern of selecting Marketing Influencers should be consistent since the influencer’s personality is also imbibed in your brand while conducting promotions. The right set of influencers that appeal to your brand’s personality adds the right momentum which your brand advocates. In the pursuit of successful influencer marketing, it is often seen that business owners get dissuaded by the massive fan following of a particular influencer and chooses him for promoting their brand even if the influencer holds divergent views with your brand’s ideology. The said approach should not be practiced as the same might not go well with your brand’s personality.

7. Take Help from Sales Team

The internal sales team has direct interaction with the customers and they have a better insight into the customer’s needs and aspirations. So, it is always better to sit down with the sales team to understand if a piece of marketing content is working for them or not. You might already have a belief that whatever the content marketing team is generating is aiding the conversion rate. However, that might not always be the case. It is always better to review the existing sales playbook and get your content right.

It is always better to sit down with the sales team to understand if a piece of marketing content is working for them or not.

So, these were some of the vital ways to achieve brand consistency on all your platforms. If you believe that your brand is not resonating with the persona which your organization holds, then you should definitely keep the above pointers in mind while improving your brand consistency.

 

Podcast advertising is one of the few media categories that are growing at a high rate, even in the midst of the Covid-19 pandemic. CNN Audio, the exclusive producer of audio content and podcasts for CNN Worldwide, ,is expanding CNN en Español’s podcast portfolio with the launch of “El Chapo: Two Faces of a Capo”. Narrated by journalist and CNN en Español anchor Fernando del Rincón, the six-episode podcast series follows the trial of Joaquin Guzman Loera, publicly known by his drug cartel alias “El Chapo,” and his reputation as a ruthless drug trafficker.

“El Chapo: Two Faces of a Capo” was released during the week of the first anniversary of El Chapo’s sentence (July 17, 2019), highlights new evidence and dramatic testimony through secretly recorded audio conversations, as well as through text messages and letters, that allowed the jury and the public to get an inside view of how El Chapo managed the inner workings of the Sinaloa Cartel. Audiences learn about the shocking details that came to light during his New York trial, his violent and unscrupulous methods, as well as other sides that, until now, have remained hidden. All episodes are now available to listen at http://www.cnn.com/elchapo, across mobile devices via CNN’s apps for iOS and Android, and on all major podcast platforms, including Apple Podcasts, Spotify, Stitcher, TuneIn, iHeart and Pocketcasts.

Podcast advertising is one of the few media categories that are growing at a high rate, even in the midst of the Covid-19 pandemic.  Cynthia Hudson, SVP and managing director of CNN en Español and Hispanic strategy at CNN recently told Portada that CNN en Español’s  podcast ad inventory is sold out until July.
According to the IAB and PricewaterhouseCooper’s full year podcast ad revenue study, the category will grow  by 14.7% to US $ 1 billion in 2020. Media buying agency Omnicom and Spotify recently announced a  a deal worth US$ 20 million in podcast advertising.

Podcast Marketing: Among the Top Ten Podcasts

Regarding advertising monetization of the El Chapo podcast, sources at CNN tell Portada that they are “seeing healthy interest from our advertising partners across the WarnerMedia portfolio of podcasts. The podcast is supported by CNN Audio and WarnerMedia’s network of advertising partners.”

The podcast is supported by CNN Audio and WarnerMedia’s network of advertising partners.

They add that the they El Chapo podcast is among the “the top 10 of LatAm podcasts and has millions of downloads on a daily basis.” More podcasts series are in the offing, according to the source, as “several unnanounced projects are currently in development.”

Production: Storytelling Relying on the Presenter’s Voice

Fernando del RinconCNN anchor Fernando del Rincon, photo, tells Portada that it was an “exciting challenge to adapt the El Chapo story to a podcast.”  Regarding the differences between audio production and television production he notes that they are quite different from each other, especially when it comes to storytelling: “Storytelling in a podcast relies heavily on your voice, and the content and tone depend so much on how you narrate the story. It’s all about engaging listeners to draw them in. The original El Chapo documentary was produced for TV where there is visual support, so adapting the content into a podcast was not an easy task since it’s a complicated story to tell. But the end result that we produced is amazing.”

Storytelling in a podcast relies heavily on your voice, and the content and tone depend so much on how you narrate the story.

 

 

 

 

 

 

 

Global Media platform Teads recently launched  an  online content series centered around the many ways online creativity in the ad industry is evolving and has been accelerated by COVID-19.  Portada interviewed Jonathan Lewis, Global Head of Studio at Teads, to learn about the latest innovations in digital transformation and its implications for cross-divisional team work (e.g. creative and media) and organizational processes.

Jonathan Lewis on Digital Transformation
Jonathan Lewis, Global Head of Studio, Teads

Lewis, Global Head of Studio, Teads, is an expert who has been tasked with pressure-testing legacy creative processes and accelerate digital transformation within advertising. He notes that Latin America is the best playground for early adoption of initiatives including cross divisional team work and content testing. He claims that “there is without question a greater appetite for innovation and to a degree risk in Latin America.”

Digital Transformation and Cross Division Collaboration

Asked where he sees digital transformation within advertising going in regards to cross-division collaboration in the creative process, Lewis notes that “you certainly hear more about the convergence of creative and media teams, both within client and agency shops and In the main I think this is driven by client needs. At Teads our teams work collaboratively across the spectrum of the platform and the approach we have promoted with regard to our relationships with clients during the creative process is a reflection of this. For the last 2 years we have worked a cross-division, collaborative initiative that combines client
stakeholders, their creative and media agencies with our own creative Studio, data and media insights teams to deliver a specific campaign orchestration together in one (now remote) session. This working session, called L’Atelier is a powerful validation of the value of cross division learning and understanding.
This has been especially so during the current pandemic, where Covid-19 has acted as a reset button in the lives of many and faced, as we are, with an unfamiliar world our habits and needs and desires at any given moment are pretty fluid. So, the cross-collaboration across media, insights and creative functions is essential to ensuring we deliver sensitive creative experiences and give people what they need during this time. Ensuring tonality is on point and cut through to such collaborative approaches can achieve, learning and understanding from each division.”

Faced with an unfamiliar world our habits and needs and desires at any given moment are pretty fluid.

Appropriate Tonality: The Examples of KFC and LVMH

Lewis also stresses the need for the use of appropriate tonality in these challenging times. Digital Transformation also means establishing processes and cross-divisional teams for efficient tonality feedback loops. “Simply put, when we talk of tonality we are referring to what you say, how you say, when and where you say it (the context in which the ad appears is also an important consideration with regard to appropriate tonality) and maybe whether you should be saying it at all. Things can quickly become ‘tone deaf’ to the environment in which we find ourselves. In early stages of lockdown that would include content that had people celebrating, partying, holidaying or simply referring to things that we couldn’t do any longer.” As examples Lewis cites  KFC were unfortunately caught here with the outdoor campaign promoting (finger licking) good chicken.
Appropriate tonality would include messages that are showing support and action to help in the
crises. A good example here would be LVMH who very quickly pivoted to produce hand
sanitizer. “Of course there is a thin line between genuine help and being perceived as trying to
capitalize on a bad situation. So, referring back to the first question, the close collaboration
across teams provides a more stable and reliable way to test the temperature, assess tone and
adjust in a smart and agile way.”

The close collaboration across teams provides a more stable and reliable way to test the temperature, assess tone and adjust in a smart and agile way.

Digital Transformation: Best-In-Class Content Testing…

There are a number of ways a brand can test their content, Lewis argues. “One lifted from the world of TV, of which they should be familiar, is content pre-testing. Assuming your TVC will play out in the same way on a digital device is not advisable. So being able to pre-test that content for a mobile platform and using real time emotional tracking (via a panel and accessing the users web camera) to gage, frame by frame, how users, exposed to such a creative are reacting on an emotional level, is an excellent barometer for understanding how it is likely to perform. At what point during the creative are users happy? When are they surprised? When are they disgusted and how can we use that data to inform how we deliver this TVC as a digital piece fit
for mobile.

Tonality Pre-Testing

Lewis  also advocates for a ‘tonality pre- test: “During COVID via a survey to 300 respondents we are measuring aided brand awareness, reaction to creative (relevance, sensitivity to context) and impact on perception of the brand, ” he notes.

We are also advocating a ‘tonality pre- test during COVID via a survey to 300 respondents where we are measuring aided brand awareness.

Digital Transformation: Evidence based Approach Feeds Back into the Creative Process

Evidence generated from pre-test emotional studies can be a key driver for refashioning digital creatives by using  the positive peaks in emotion to accentuate the creative, Alternatively an evidence based creative process in order to drive actions could involve the use of campaign performance data, live in near-real-time, to identify what’s working, to design tests (AB), to validate a hypothesis and to iterate. Lewis asserts that “for this, you need something akin to a remote war room with your clients to initiate a more or less constant feedback loop. This of course can be a lot of work and time consuming, you will need agile and fast working teams with the ability to understand and redesign creative output, but the payoff is that it could provide the key to a deeper understanding of what resonates with people exposed to your creative on a mobile
device.

  You need something akin to a remote war room with your clients to initiate a more or less constant feedback loop.

Check out:

Marketing Technology 101: Everything You Need to Know

8 Ways AI is transforming Marketing Today

 

 

 

 

 

 

 

 

We spoke to Sebastian Yoffe, Managing Director, Latin America at Lotame on how his company’s data enrichment solutions can help brands and publishers deepen their connections to prospects, particularly in the current COVID-19 environment.

Register to the Sept. 2 Webinar Cultura y Tradiciones Succesful U.S. Hispanic Digital Advertising Starts Here!

The new Background…and Why First Party Data is not Enough

According to Yoffe, “the world is changing and so are consumers. The last few months have accelerated the shift to digital as consumers rely more on delivery or contact-free pickup of goods and services. All of our habits and routines have changed as well. First-party data while valuable to understanding customers was never enough for marketers. That has been made even clearer now. It’s imperative that the industry embrace other forms of data to get to know customers and meet them where they are — in tone, message, and modality. That comes from truly understanding how they work their worlds and what’s important to them now versus a few months ago. In addition, we have always championed a connected ecosystem and only by bringing all industry players together will we grow and deliver meaningful experiences to customers. ” Sebastian Yoffe - Lotame


Check out:
 A connected digital advertising ecosystem benefits everyone.  (By Adam Solomon, Chief Growth Officer, Lotame)

 

Third Party Cookies Not Turned Off Yet by Google

Yoffe, photo left, who is at the helm of Lotame in Latin America, notes that it is important to understand that Google with its 78% Chrome market share globally has not turned third -party cookies off yet. “This is the world we live in today. Hundreds of millions of dollars are being transacted in an ecosystem where Chrome is the dominant player. If you’re not working within the current ecosystem’s parameters, how are you even advancing advertiser needs and interests on more than half of the Internet? Third-party cookies won’t be going away until 2022 so until that time, the company’s new suite of data enrichment solutions known as Lotame Panorama will use third-party cookies when they are available but they aren’t required. We’re also heavily involved in Google’s work to remove cookies but again, until then, we are fully functional in today’s environment.”

If you’re not working within the current ecosystem’s parameters, how are you even advancing advertiser needs and interests on more than three-quarters of the Internet?

Data Enrichment Solutions Company: Ready for a Future Without Third-Party Cookies

Consumers’ digital lives have only grown more complex. With billions of data points from diverse sources, brands and publishers need a long-term cure to intelligently find and connect these resources rather than a series of band-aids. Lotame‘s ID Graph technology known as Cartographer plays a crucial role in helping marketers and pu8blishers find and connect with their audiences in meaningful and respectful ways, with or without cookies.

Lotame Cartographer‘s graph technology  connecting web IDs across first-party cookies and local storage. “We use local storage because Safari expires first-party cookies after a single day whereas local storage lasts for 7 days. In addition, our graph connects web IDs to mobile ad IDs and OTT IDs,” Yoffe asserts.

Cartographer connects web IDs, browsers and devices at the people-level, giving global brands and publishers access to every visitor to their site, regardless of browser, as well as through mobile app, TV and offline. It creates a master graph of graphs, mapping connections between, among and within people, the places they visit and their interests, with the thread of consumer consent. Cartographer plots, clusters and shares diverse data connections across 90+ platform partners to find more of a brand or publisher’s audience than anyone could find alone, creating increased or “true” scale. In doing so, the universe of people it can see and cluster reaches 1.4 billion unique consumers across 4 billion active IDs globally.

Yoffe explains that Lotame Cartographer makes secure and trusted connections at three key levels – ID, individual and household – using machine learning and deterministic and probabilistic techniques.

Creating Addressable Audiences

A key benefit of the appropiate use of marketing technologies is that they should be able to draw actionable conclusions that support better decision-making, optimize campaigns, and reveal opportunities and gaps. Lotame Panorama provides the rich data, tools and technology for marketers and agencies to create addressable audiences.

Yoffe shared that marketers do a tremendous amount of research and gathering of data across siloed resources in order to develop audience targets for granola bars, for example. They might want women between 18-25 who are interested in health and shop at these specific stores. They may even have multiple personas to sell that one candy bar. The challenge in digital advertising is finding that carefully crafted audience and engaging them with your marketing message.  Yoffe notes that he “first helps marketers create these audiences by consolidating the world’s largest resource of high quality second- and third-party data. We make this data accessible via Lotame Panorama to marketers and agencies to look at overlaps and indices, to interpret the data, to understand more dimensions of a customer than ever before. Marketers and agencies then create audience segments from these assembled qualities, behaviors, and interests. And, because Lotame is powered by the Cartographer ID Graph, technology, marketers gain even more knowledge about relevant attributes and behaviours tied to the individual.

These segments can then be pushed via Lotame Panorama technology to a marketer’s DSP so that they can buy against that audience. We also enable publishers to create these rich audience segments that can be bought across their properties either via direct deals or programmatically. Lotame Panorama has ready-made pre-packaged addressable audiences that marketers can buy now from 50 DSPs. Or as we said, you can create your own.”

Beyond a DMP,  A Data Enrichment Solutions Company

Data Enrichment SolutionsHistorically, Lotame was known as a DMP.  “We believe the landscape and Lotame have evolved beyond the definition of a DMP”, Yoffe notes. “Lotame positions itself as a data enrichment solutions company. These solutions help marketers, agencies and publishers in Latin America understand customers and create addressable audiences to engage consumers everywhere they are. Unlike a traditional tech stack, Lotame’s solutions are flexible, scalable and cost-effective alternative to the walled-off options. We empower marketers and agencies to buy the solutions they need, and only those that they need as opposed to the weighty and bloated martech stacks.  We see marketers eager to tap deeper into their data strategies in the region, and include within their core business strategy data.”

We empower marketers and agencies to buy the solutions they need, and only those that they need as opposed to the weighty and bloated martech stacks.

Register to the Sept. 2 Webinar Cultura y Tradiciones Succesful U.S. Hispanic Digital Advertising Starts Here!

“It’s worth noting that the need for data enrichment is more critical than ever. Due to the global pandemic, the world has changed — and consumer passions, interests and habits have changed as well. Relying on first-party data alone, marketers are missing out on those important changes in their customers’ lives and the understanding that comes with it to impact messaging, product development and more,” Yoffe asserts.

More about Lotame

Lotame is the leading provider of data enrichment solutions for global enterprises. Our connected and patented data technologies, curated second- and third-party data exchanges, and high-touch customer service makes Lotame a  trusted choice for marketers, agencies and media companies that want to build a panoramic view of their customers and activate across the cookieless web, mobile app and OTT environments. Lotame serves its global clients with offices in New York City, Columbia MD, Argentina, London, Mumbai, Singapore and Sydney. Learn more at www.lotame.com

 

 

By Sebastian Yoffe, Managing Director – Latin America, Lotame

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

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

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

Primary Data Collection

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

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

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

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

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

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

Quantitative vs. Qualitative Data

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

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

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

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

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

5-Step Process to Collect Data

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

1. Determine What Information You Want to Collect

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

2. Set a Timeframe for Data Collection

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

3. Determine Your Data Collection Method

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

4. Collect the Data

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

5. Analyze the Data and Implement Your Findings

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

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

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

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

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

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

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

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

 

Loida Casares

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

Charles Gabriel

Charles Gabriel

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