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Premium content and brand safe media are key for brand advertising ROI, Kevin Rehberg, VP, Client Development, Alliance for Audited Media (AAM) and Rafael Lama, Deputy Director at El Nuevo Día Puerto Rico, tell Portada.


This Thought Leadership article is presented by Digo Hispanic Media.

In all too recent U.S. history we have seen the harmful role social media can play by spreading entirely fabricated content.  The brand marketing community can play a crucial role by advertising in media properties practicing professional journalism and thereby supporting a repluralization of media and a commitment to facts as a public good. While investing in premium content and truth based media is very important for corporate social responsibility  reasons, it is also crucial in order for brands to avoid ad fraud, achieve ROI and brand safety.

In fact, the costs of not investing in professional media properties are huge.  Digital ad fraud, according to different industry estimates, costs marketers anywhere between U $6 billion and US $42 US billion annually. So on average there are US $24 billion a year stolen from marketers.  Yet, there only have been a handful of global  arrests because of digital ad fraud; so ad fraud is a very low risk high reward way to steal money and unfortunately that money is coming from brand marketers and quality publishers.

  On average there are US $24 billion a year stolen from marketers. That money is coming from brand marketers and quality publishers.

What is Premium Content?

Kevin Rehberg
Kevin Rehberg, VP, Client Development,Alliance for Audited Media (AAM).

“From a verification standpoint, premium content comes from publishers who invest the most resources into their content – and who go above and beyond regarding transparency and verification of their audience. This allows the marketing partners of premium publishers to invest in their advertising inventory with confidence,” says Kevin Rehberg, Vice President, Client Development at the Alliance for Audited Media (AAM). AAM is a media industry non-for profit organization. Our mission is to connect marketers with quality publishers. That is more important now than it has ever been. 

As a way to work with quality publishers, Rehberg recommends brands to check out the list of AMM clients “which gives buyers an excellent indication of who the quality publishers are.” Another useful resource for buyers are Digital Publisher Audits, “  where marketers can find publishers that can be added to their inclusion lists with confidence,” Rehberg adds.

  Premium content comes from publishers who invest the most resources into their content – and who go above and beyond regarding transparency and verification of their audience..

All platforms and all quality publishers should subject themselves to transparency for the benefit of the marketer. It’s up to the marketer to demand what gets audited.  Ultimately the pressure to be audited should come from brand marketers.  There are 4 cornerstones to use an audit to get ROI, Rehberg notes:

  • Support best practices for digital advertising from (TAG Trustworthy Accountability Group)
  • Build your inclusion list with AAM audited publishers
  • Buy from authorized resellers via ad.txt
  • Use MRC (Media Rating Council) accredited technology.”

To Rafael Lama, Deputy Director at El Nuevo Día Puerto Rico, premium content means “content that you cannot get anywhere else. Whether it comes from in-depth reporting, investigative pieces, analysis or fact checking, we at El Nuevo Día consider premium all content that requires going further to tell a story, to uncover facts, to give multiple perspectives on a single subject.”

  We consider premium all content that requires going further to tell a story, to uncover facts, to give multiple perspectives on a single subject.

“Production quality, duration and relevance of the story are certainly part of the equation,”  Lama notes. But he adds that premium content can also be based on quick response: “We also produce quick response premium content.  As an example, Lama notes that during last year’s local election for the governor of Puerto Rico and the last debate, “we did a live fact checking for all six candidates. That was produced on the spot and quite quickly, but it was premium content, as we dedicated seven journalists to the project during the two-hour debate, and we planned and prepared about three weeks ahead.”

Joseph Kiwanuka, VP, Partner, Cultural Connections & Strategy, UM Worldwide, an agency that buys media for clients including Coca-Cola, ExxonMobil, Fitbit, GoPro and Spotify, notes that from “an advertiser perspective, premium content has a significant role in catalyzing a brand’s marketing success. Today, brands need customized and bespoke messaging and placements that deliver value and quality to engaged audiences across many of the mass and niche online destinations. Brand safety is vital as brands must deliver trusted placements to the right authenticated audiences and be able to report on accurate engagement activity on trusted platforms.”

How El Nuevo Dia Puerto Rico Works with Advertisers

Rafael Lama
Rafael Lama, Deputy Director at El Nuevo Día Puerto Rico

How can brands and publishers best work together to allow brands to reach their target audience and objectives without crossing the editorial line and/or impacting the user’s experience?  According to AAM’s Rehberg, when it comes to multicultural and Hispanic specific marketing “what you want to do as an advertiser is to buy as directly as possible to the quality publishers who deliver high percentages of Hispanic audiences. The more you go into quantity and further away from quality, you run a much higher risk of not serving impressions to the audience you want to deliver those impressions to and not reach your business outcomes,” notes Rehberg.

El Nuevo Dia Puerto Rico’s Lama says that a lot of planning and a lot of communication between editorial and commercial teams is needed. “As an example with the pandemic we have worked on projects that have proven to be great journalistically speaking but also have proven to be a great venue for advertisers. For instance, in September and October we worked on a documentary about COVID deaths and about families not being able to say goodbye to their loved ones. Surprisingly, we got great feedback also from our sales team. We got a lot of health insurance companies and hospitals who wanted to be part of the content and who ended up designing copy and creatives that were very proactive in terms of telling the audience to take care of themselves and be healthy. In the end, the project had both great journalistic and commercial results.”

With the pandemic we have worked on projects that have proven to be great journalistically speaking but also have proven to be a great venue for advertisers.

About Digo Hispanic Media

 

Teads, The Global Media Platform, has announced that Publicis Groupe Latin America has received the first agency-wide certification on Teads Ad Manager (TAM). The programmatic platform grants direct access to Teads’ premium inventory, allowing the agency to buy across the world’s best publishers with privacy first, cookieless, strategies.

This makes Publicis Groupe Latin America the first communications group in the region to be granted this certification. This recognition comes after a strategic alliance of nearly ten years with Teads and is proof of the exemplary commitment that the group has maintained when it comes to excellence and innovation, focusing on simplified and effective technology offerings for their clients. Publicis Groupe Latin America first adopted the programmatic platform at its launch in 2019 and positioned themselves as the agency brand with the highest level of usage in the entire region.

Directly connected to Teads inventory, TAM is the first dynamic self-serve or managed service platform in the industry that has a totally cookieless mode. TAM can offer cookieless audiences thanks to its advanced contextual targeting and the use of proprietary technology that allows it to “translate” audience segments, based on cookies, to segments that are “cookieless ready”. Moreover, both agencies and buyers are able to plan, activate campaigns, generate reports and reach their objectives in each stage of the funnel in an effective manner.

Publicis Certification
Eric Tourtel, CEO of Teads Latin America.

In today’s digital world, new technologies and innovation must be put at the service of brands and clients. Furthermore, integration is essential so that the entire process, from end-to-end, can flow with greater agility and speed. This is what is achieved with the TAM platform, because the entire programmatic operation occurs inside Teads’ ecosystem without needing to depend on third parties, the platform is extremely effective and cost-efficient for advertisers. We’re very pleased to grant this certification to Publicis Groupe and to continue working alongside them towards a cutting-edge advertising industry”, said Eric Tourtel, CEO of Teads Latin America.

Publicis Certification
Charlie Alvarez, Media SVP in Publicis Groupe Latin America.

We’re very excited to receive the Teads Ad Manager certification, the dedication on both sides has been of 110%, since anything that aims to reach max efficiency in processes and to provide a better service for our clients will always be a priority for Publicis Groupe. TAM has allowed us to streamline campaign, administrative and managerial processes, in the search to lower execution times, reduce costs and maximize resources like talent and technology. This certification is, without a doubt, a very important step in this direction”, said Charlie Alvarez, Media SVP in Publicis Groupe Latin America.

TAM has allowed us to streamline campaign, administrative and managerial processes, in the search to lower execution times, reduce costs and maximize resources like talent and technology.

On her end, Luciana Salazar, VP of New Business Development of Teads Latin America, expressed: “Working with Publicis Groupe is always an extraordinary experience, the talent in their teams at every level and their deep know-how in cutting-edge technologies have been key to continue to evolve and be able to offer a platform like TAM, which is tailored to our clients’ needs.

Albertsons, Wonderful Pistachios, Planet Fitness, Procter & Gamble, icebreaker, Pepsi, Tequila Herradura, FMF, Ram Truck,LAST… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

 

  • Albertsons

AlbertsonsAlbertsons Cos. has expanded its relationship with software giant Adobe to bring a greater degree of personalization to its omnichannel shopping experience. Adobe said Albertsons is making use of more tools and services within the Adobe Experience Cloud to better harness data, enable hyper-personalization, and tailor new services unique to its retail and grocery brands. “These days, it is no longer enough to simply keep pace with a changing customer base. We need to be a step ahead, looking around the corner to what people will expect in their grocery shopping experience,” Chris Rupp, executive vice president and chief customer and digital officer at Albertsons Cos, said in a statement. To that end, Boise, Idaho-based Albertsons is leveraging Adobe Analytics to marshal disparate sets of data and gauge shopper intent as people move among brick-and-mortar, online, mobile and social channels. Insights are available to any team and can inform new offerings and services, Adobe noted. The retailer also has implemented Adobe Target to enhance personalization and Adobe Campaign to refine communications across customer channels, including email.

  • Wondeful Pistachios

Wonderful PistachiosWonderful Pistachios rolled out two new flavors of shelled nuts this month and launched a social-media campaign to bring consumers up to speed. The new products are Wonderful Pistachios No Shells BBQ and Sea Salt & Vinegar flavors. The barbecue pistachios are hickory-smoked flavor and dashed with garlic, paprika and salt. The Sea Salt & Vinegar pistachios deliver a tart and tangy flavor “with just the right amount of sea salt and vinegar,” the company said. The two new flavors were launched in March in all sizes in both the United States and Canada. Meanwhile the social-media campaign launched in May and will run through the summer, featuring creative optimized for different mediums to reach specific consumers, the company said. One of the platforms, and a first for all Wonderful brands, includes Twitch, to help Wonderful Pistachios introduce the new No Shells flavors as a healthy snack while gaming. It will reach gamers through Twitch and YouTube pre-roll in channels featuring game play content. TikTok and Snapchat executions, including ads and custom augmented reality “lenses,” will drive flavor-specific messaging to generate engagement with consumers of a younger demographic. And the campaign’s Instagram and Facebook creative will ensure a broad audience is also excited to try the new flavors, the company said. “These are delicious flavors everyone is going to love, which is why we’re targeting a variety of different categories of consumers and occasions, including esports, which we know is a broad and diverse group that also has a growing interest in healthy snacks,” said Adam Cooper, senior vice president of marketing for The Wonderful Co.

  • Procter & Gamble

P&GProcter & Gamble launched its Olympic Games Tokyo 2020 campaign inspired by the many Olympic and Paralympic athletes who are not only achieving athletic greatness, but are also stepping up to take action for good, making a positive difference in their communities. These athletes are the focus in the latest chapter of the company’s worldwide “Lead with Love” consumer campaign. The short film “Love Leads to Good” celebrates the important role all parents have in raising their children to be good. It is in those quiet moments of teaching over a lifetime that develop a child into a champion – as an athlete – and as a human being. In celebration of the athletes who show their goodness on and off the field of play, P&G also launched the film “Your Goodness is Your Greatness.”  In total, P&G and seven of its U.S. brandsTide, Pantene, Olay, Venus, Always, Secret and SK-II – will partner with 15 Team USA athletes to bring their unique Olympic Games brand campaigns to life. Across the country, P&G and retailers will be partnering to support Team USA through in-store, television and digital campaigns featuring Olympic and Paralympic athletes and a wide portfolio of P&G’s trusted brands.

  • Pepsi

Today  May 3,2021  Pep’s Place will open its virtual doors in select markets around the country, with orders available through PepsPlaceRestaurant.com and major food aggregators (Door Dash and Grub Hub), for delivery only, The new fast beverage restaurant turns the traditional ordering process on its head. Consumers are invited to first pick their Pepsi beverage of choice, which then prompts curated food items based on that beverage, to enhance the overall meal experience. “For years we have known that Pepsi is the perfect complement to a variety of foods. But even though consumers know that food tastes Better With Pepsi, they often still forget to order a beverage with their favorite meals,” said Todd Kaplan, Vice President of Marketing – Pepsi.  “With the launch of Pep’s Place, we have designed a new ‘fast beverage’ restaurant delivery concept that features a menu and experience literally built around the idea of what foods go best with Pepsi, allowing consumers at home to fully optimize their meals. We are confident that by doing this, everyone will agree – and taste firsthand – how well Pepsi goes with their favorite foods.”

In addition, Pepsi launched The Better with Pepsi creative campaign with eight new national commercials. The spots do away with unrealistic, idealistic perfection positioning of food and instead spotlight the celebration of unapologetic love of foods like juicy, drippy cheeseburgers, topping-heavy hot dogs and pizzas with the extra-long cheese pull. Better with Pepsi also has a slate of Spanish language commercials, celebrating food’s role as a unifier in the Hispanic community and at home. Esperanza Teasdale VP & General Manager, PepsiCo’s Hispanic Business Unit Marketing said: “The Hispanic community in the U.S. is incredibly diverse and there is no better way to express this than celebrating with family and food. These moments are vibrant and fun because everyone brings something unique to the table and we know that being invited is a big deal!

 

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

 

  • Planet Fitness

Planet FitnessPlanet Fitness, Inc.,  one of the largest and fastest-growing franchisors and operators of fitness centers in the U.S.  announced a minority investment in iFIT, a leading global health and fitness technology company that develops and sells interactive software, content, and equipment. This investment builds upon Planet Fitness and iFIT’s existing collaboration announced in April 2020, in which Planet Fitness partnered with iFIT to accelerate Planet Fitness’ digital offerings with expanded and enhanced content.
“We are thrilled to have the opportunity to invest in iFIT, a leader in streaming interactive fitness technology,” said Chris Rondeau, CEO of Planet Fitness. “Given our size and scale as a leader in brick and mortar fitness with more than 2,100 locations, this relationship between both companies deepens our current partnership and unlocks powerful opportunities to further accelerate our digital content strategy, and explore future complementary mind and body wellness offerings, creating additional value for our members.” Rondeau continued, “Our differentiated content is geared toward breaking down the barriers to fitness for the approximately 80 percent of the population that does not belong to a gym, according to the International Health, Racquet & Sportsclub Association (IHRSA). We view our digital membership as another way to introduce more people to the Judgement Free Zone and to further democratize fitness. I believe that the future of the fitness industry is truly about bricks with clicks – the powerful combination of providing people with a high quality, community focused in-person fitness experience coupled with the ability to engage with them outside our four walls, leveraging differentiated, premium content, wherever they are.”

  • VF Corporation’s icebreaker

Icebreakerimre announced that it has been selected as the public relations agency of record for icebreakerⓇ, the merino wool and natural performance outdoor apparel brand. The announcement marks imre’s expanded role with VF Corporation, owner of another imre client, Dickies.
As public relations agency of record, imre will work with the brand to define and manage the development of the overall modern PR narrative for icebreaker. imre will use this PR narrative to support future product launches with earned media storytelling, a product seeding program and execution of initiatives that will help cement icebreaker as a leader in sustainability and supply chain transparency by spotlighting the brand’s innovation in developing natural apparel. “Icebreaker challenges the status quo while championing natural, transparent and responsible ways to do business, and we saw many shared values in imre,” said Rachel Winkel, Director of North American Marketing at icebreaker. “Through the RFP process, imre demonstrated a strong understanding of our vision and we’re excited about the expertise they’ll bring in building out our program.” “Icebreaker challenges the status quo while championing natural, transparent and responsible ways to do business, and we saw many shared values in imre,” said Rachel Winkel, Director of North American Marketing at icebreaker.

  • Federacion Mexicana de Futbol

Federacion Mexicana de FutbolThe Federacion Mexicana de Futbol (FMF) and Soccer United Marketing (SUM) unveiled the “Somos Locales,” its first branding campaign developed exclusively for their 60 million Mexican National Team Fans in the U.S. This campaign launches ahead of the start of the men’s Mexican National Team’s 19th annual U.S. tour, better known as #MexTour, that will kick off Saturday, May 29 at Arlington’s AT&T Stadium – presented by AT&T. The agencies who worked on this campaign include Soccer United Marketing, Dieste (Benjamin Jara, Creative Director), Thirsty (Creative/Graphics) and Goodform (Video Production).
“Somos Locales” showcases an authentic tapestry of stories highlighting Mexican Americans’ deep-rooted heritage in the U.S. and their multi-generational and passionate support of the Mexican National Team, a culturally rich phenomenon that comes to life and celebrates tradition, community, and identity throughout the year with every stop on the MexTour game calendar. A 2020 study by Equation Research identified 60 million fans of the Mexican National Team in the United States, contributing to the rising attendances and home team environment in cities throughout the country. “The Mexican National Team recognizes and thanks our millions of passionate fans in the U.S. with this campaign which highlights their cultural experiences and powerful stories,” said Beatriz Ramos, Director of Communications and Image for the FMF.  Several prominent Mexican American artists joined the project to support the campaign and spread the “Somos Locales” message of unity and pride among the Mexican community in the U.S. Renowned Mexican American singers Chiquis Rivera and Larry Hernández will be joining the campaign by leading its launch across social media with the support of other popular Mexican American content creators. The men’s Mexican National Team is preparing for a busy summer in the United States, with its participation in MexTour starting May 29 in the Dallas area, a June 12th game in Atlanta, the Concacaf Nations League Finals early June in Denver and the Concacaf Gold Cup in July, offering a great opportunity for its fanbase to see them live and in person. Tickets for all MexTour games are available by visiting www.MexTour.org. MexTour sponsored by adidas, Allstate, AT&T, Bud Light Seltzer, Cinnamon Toast Crunch, Gran Centenario, Honey Nut Cheerios, Lucky Charms, Procter & Gamble, Nissan, The Home Depot, and Wells Fargo, will visit various cities across the United States in 2021 and be broadcast nationally on the Univision family of networks and Fútbol de Primera Radio Network.

  • Ram Truck

The Ram Truck brand and Foo Fighters have joined forces to pay homage to everyday heroes with the launch of a new multimedia campaign, “Spotlight,” which includes three new videos spanning television, digital and Ram Truck brand social media channels.The campaign launched with two spots, “Rock Star” and “Overtime,”and kicked off before Mother’s Day and coincides with the release of “From Cradle to Stage,” a new unscripted series directed by Dave Grohl of Foo Fighters and inspired by his mother Virginia Hanlon Grohl and her critically acclaimed book. Stretching back to the #RamBandVan initiative launched in 2018 and decades earlier to the ’90s and the band’s original Ram van featured in “What Drives Us,” the partnership between the Ram Truck brand and Foo Fighters was born out of a shared passion: A desire to enable hardworking musicians to get out and tour, knowing the struggles, financial and otherwise, that come with the grassroots touring lifestyle. The #RamBandVan program has and will continue to support determined musicians as they get back to doing what they love.
The Ram Truck brand’s “Spotlight” campaign was created in collaboration with Austin, Texas-based agency GSD&M with support from G7 Entertainment Marketing, who brokered the Foo Fighters partnership.
In 2009, the Ram Truck brand launched as a stand-alone division, focused on meeting the demands of truck buyers and delivering benchmark-quality vehicles.

  • LAST

Global Bioenergies announced the upcoming launch of its “LAST®” longwear cosmetics brand in June 2021. 18 products will comprise the world’s first range of longwear, transfer-resistant and waterproof eye make-up to use natural ingredients. This groundbreaking performance is based on the renewable isododecane produced by the Company as the main ingredient of its formulations. Products have been designed with over 90% natural ingredients and packaging to minimise their environmental footprint. Romain Desfresnes, head of strategy, marketing and communications, said: “From biotech to beauty…we have taken a big leap forward. LAST® is both a technological achievement, a bold commitment to the environmental transition, and a celebration of colours. Our colours stand out. This means the brand can stand tall and live up to its claims: Colours that last. COLORS THAT LAST is an attitude, a call-out to everyone making a statement, anyone who dares to play with the codes and rewrite the rules. The range goes on sale in June through our website: www.colors-that-last.com.” There are plans to start expanding the range as from the second half of 2021: a wide range of liquid lipstick, also combining long wear with a highly natural product, is in the pipeline.

  • Tequila Herradura

Pili Montilla
Emmy Award-winning producer and host Pili Montilla

Tequila Herradura announced its affiliation with Pili Montilla and her program, Truth and Tunes with Pili Montilla. Pili Montilla, an Emmy Award-winning producer and host, will be pairing up with the tequila brand to share authentic Latin culture with her fans through her radio show and social media platforms. Dash Radio features over 80 stations hosted by creators, curators, and celebrities, including Fun for Life Radio, where Montilla’s Truth and Tunes with Pili Montilla will be available. Dash Radio is available on 50+ platforms. “Herradura is always thrilled to support artists, especially on Pili’s wonderful Truth and Tunes show on Fun For Life Radio, and we are excited to explore other creative marketing possibilities in the fast-growing streaming internet radio space pioneered by Dash Radio,” states Herradura Marketing Manager Micah McLendon. Tequila Herradura is known for producing high-quality tequila for over 150 years. Herradura has also been named one of the key players to contribute to the massive expansion of the tequila market by 2026, making it a brand to keep your eye on. Tequila Herradura is available widely throughout the United States.

 

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

 

 

 

 

Minority-owned businesses play a crucial role in helping Corporate America meet corporate social responsibility objectives. As importantly, minority-owned media properties can be ideal advertising vehicles to engage diverse communities. We talked to Isabel Rafferty, CEO & Founder at Canela Media  to understand how women and minority- owned companies such as Canela Media* are bringing a new perspective to the table.

Canela.TV is holding its upfront presentation on May 17 at 3pm est, register here

Minority Owned Business
Isabel Rafferty, CEO & Founder at Canela Media

According to Rafferty, “marketers are supposed to know their customers – to know what they want, what their habits are, and what resonates with them. The danger here is that marketers who lack familiarity with the audiences they’re trying to reach, be they Hispanic or otherwise, can easily fall back onto stereotypes and other “conventional wisdom” that end up alienating potential customers instead of bringing them into the fold. The value of a minority-owned business and female-owned business is that it is able to offer perspective borne from first-hand experience which allows brands to form deeper connections with the audiences they want to reach, and this leads to greater returns in the long run. “

Minority-Owned Businesses are Rooted in the Community…

There is a lot of catch up to do by the advertising community when it comes to investing in media that is really vested in the communities it targets, says Rafferty.  “Corporate America tends to go with the big names – Univision, Telemundo – simply because they’re recognizably affiliated with the Hispanic community, but the reality is that neither of those companies is truly a minority-owned business. If brands are serious about their Hispanic outreach, they need to think about how they can create engaging, meaningful experiences that are rooted in Latino cultures and values – which requires investment in minority-owned and operated media companies. “

  If brands are serious about their Hispanic outreach, they need to think about how they can create engaging, meaningful experiences that are rooted in Latino cultures and values – which requires investment in minority-owned and operated media companies.

…and Provide Brand Safe Environments.

Rafferty adds that for brands looking for a safe place to advertise, “a minority-owned media company focused on and curated for our audience can provide the assurance that their content will be shown to the promised audiences in the promised locations. In our case, since Canela.TV’s media library can be seen by the public, brands know  precisely what types of content their ads will be shown against, which takes some of the pressure off them. We can provide a list of all of our content with ratings and curate the content targeted by a campaign to align best.”
“Minority-owned media companies can foster truth-based reporting by embracing cultural nuances and championing accurate representation of diverse audiences. We are built for Latinos by Latinos with the goal of uplifting our community,” the CEO of Canela Media concludes.

*Canela Media’s certifications as minority-owned business and a female owned business are the below:
Women/Minority Business Enterprise (WMBE) by the The Supplier Clearinghouse for the Utility Supplier Diversity Program of the California Public Utilities Commission
 Women’s Business Enterpsie (WBE) by the WBENC (Women’s Business Enterprise National Council)
Minority Business Enterprise (MBE) by the NMSDC (National Minority Supplier Development Council

Canela.TV is holding its upfront presentation on May 17 at 3pm est, register here

 

By Caroline Hugonenc, Global VP Insights and Research, Teads

 

In the past few years, data privacy has suddenly become a hot topic, reaching into national press and is no longer just the concern of industry specialists. With everyone becoming more aware of the impact of data use, both personally and at a corporate level. Whether it’s the Netflix documentary The Social Dilemma, or Apple’s latest updates, privacy is now an international talking point. In an attempt to address data privacy issues, by mid 2022, third party cookies will cease to exist on Google Chrome. This step taken by the world’s most popular browser follows similar moves by Safari and Firefox and hopes to give people more control over their data, but it doesn’t come without its challenges for advertisers and media buyers.

The end of cookies is only the beginning of a new era

When thinking about this topic, it’s important to remember that while cookies have been a consistent part of online advertising for a long time, the ecosystem is not dependent on them. Cookieless does not mean advertising-less, personalization-less or relevancy-less. Cookieless simply means two things:

  1. The need for a transition towards responsible and sustainable advertising for our industry
  2. That it’s time for non-intrusive personalization to be the new norm, starting with the end-user’s experience and trust.

If we assume point one as a given, then we need to consider how to approach non-intrusive personalization. One of the available solutions is contextual.

Why should contextual alignment matter?

It’s worth pointing out that targeting ads via the content they’re seen in shouldn’t just benefit brands, but also the end user experience as well. Ads that are contextually aligned make sense to readers. Once someone decides to read an article (whether it’s about honeymoon plans, the latest tech release or piece of local news), they’re in a certain mindset. By aligning ads with that mindset means that the message should be amplified and therefore create real uplift and impact for a brand’s campaign.

It feels more in tune with the consumer’s values and interests, without concerning them that their personal data has been shared with too many additional parties.

What are the main challenges to overcome when it comes to Contextual?

With the death of the cookie, many will be turning to contextual as a solution for agencies and advertisers. But using context to maximise the impact of advertising is not easy to do, with a few key challenges in particular to be aware of:

  1. Accuracy. Many contextual solutions today rely heavily on keywords, which makes sense at a glance. But over reliance on single triggers can lead to false-positives and questionable accuracy that wouldn’t match the results seen in this study.
  2. Granularity. Broad contextual targeting can prevent amplification of the marketing message or proper engagement with the right audience
  3. Placement. Most contextual today exists across UGC content, which inherently has issues around accuracy and standardisation. This is in stark contrast to professional content which has long had agreed standards and 3rd party solutions.
  4. Actionability. It’s one thing to have a partner who can outline the benefits and implement an overall use case, but using contextual beyond the obvious will be an important distinction when evaluating contextual partners. Not all platforms will be able to go beyond intuitive planning and move towards actionable insights.

Testing media partners across all four of the above is critical for advertisers looking to leverage contextual as part of their planning strategies in future. Partners who have a proven track record will of course fare better, but scale is also important when it comes to context. Those partners who are processing large volumes of content, over a long period of time, will be best placed to understand content consumption and therefore the audiences that are reading them.

Contextual

But is contextual targeting really effective?

Consumers have evolved to anticipate disruptions over recent years which has led to greater battles for attention among advertisers, viewing attention as a valuable commodity in driving KPIs. As Bournemouth University’s ‘Attention Please’ white paper notes, quality attention is not best measured by time spent viewing as ‘we routinely spend lots of time doing things without paying much attention’.

This is why, at Teads, we have been conducting AB tests using our proprietary Brand Pulse solution to evaluate the impact of contextual targeting on advertiser’s KPIs. Our Brand Pulse methodology compares answers (up to) 3 questions served within our inventory on a control versus exposed basis.

For the contextual AB tests, we essentially run two Brand Pulse tests, one with contextual targeting and one without, then compare the difference in brand uplift. For example, if the brand uplift for ad awareness in the non-contextual study was 7%, and the ad awareness uplift using contextual targeting was calculated as 13%, the brand uplift of contextual targeting would be calculated as 86%. While our testing is in the early stages, the results of our contextual testing prove exciting:

The above results are based on data from 8 different campaigns across verticals and regions, and an average has been taken.

Contextual targeting should no longer be considered as a plan B, but as a true solution to deliver media effectiveness

Conclusion

As discussed, media buyers are facing the next evolution in digital, as the cookie is removed as a targeting tool. So with this study we’ve looked at one of the key solutions in the marketplace that delivers a level of continuity.

Contextual targeting can feel like it’s a deprecated and old approach, but we’ve shown the technology has evolved to make it highly viable and worth consideration. Over time, improvements have been made that allow us to solve for the main challenges of accuracy, granularity, alignment, placement and actionability.

This study has confirmed that, leveraging contextual alignment with a partner who has the right depth and breadth of technology, can deliver outstanding media effectiveness.

Case Study with Nestle and UM

The above theory was recently proved in a campaign with Nestlé and UM in Spain, successfully quantifying the effectiveness of contextual targeting.

Nestlé launched its new Nesquik Intenso range for young adults in November. A new offering without additives or artificial sweeteners and sold in a 100% recyclable container. For this campaign, two pieces of video content were optimized by the Teads Studio team for mobile environments; highlighting the packaging, the product and its key features.

The campaign ran in November and December 2020, and various segmentation strategies were used: socio-demographic data, interest data and contextual targeting were used to identify which environments, and content, the ad should run in.

contextualWe will continue to bet on finding innovative forms of segmentation that help us achieve our goals, especially now that the end of third-party cookies is near and we all need to adapt to remain effective. It is a time of transition and it is important for us to test alternatives and be ready for a world without cookies from 2022 . – Ramón Ruiz, Media and Consumer Relationship Manager Nestlé.

During the campaign, a Brand Pulse study was launched, which aimed to quantify the branding effectiveness of the different targeting segments used. More than 250 respondents exposed to the campaign were questioned, in each of the different targeting segments: socio-demographic data, contextual targeting and interest data.

Advertising recall increased 86% in the group that had the socio-demographic data segmentation and 87% in the contextual targeting segment, after exposure to the campaign. Therefore showing that contextual targeting can be at least as effective as classic socio-demographic targeting.

The campaign has been hugely successful and has served to verify the effectiveness of contextual targeting, showcasing an improvement of  Brand Awareness by 87% with just 25% of the campaign budget.

Constellation Brands, the largest beer import company in the U.S., is working on consumer deep dives beyond the 5 top Hispanic markets. The company is pushing for a much wider market representation to obtain a more complete picture about the Hispanic population in the U.S.

 

 

Constellation Brands Marketing
Amy D’Souza, Media Director, Constellation Brands

“We’re working now on doing consumer deep dives with Hispanic consumers in a broader number of markets to better understand the challenges they are facing in everyday life, general outlook on the future based on the impact of Covid and the role they see our brands playing in their lives”, Amy D’Souza, Media Director, Constellation Brands and Rene Ramos, VP,Field Marketing, Lifestyle & Experiential Marketing, Constellation Brands tell Portada.

“In the past we would have used our top 3 – 5 Hispanic markets as representation of the total U.S. Now we’re pushing for much wider market representation for a more complete picture. And also to better understand regional nuances amongst all the Hispanic ethnicities that makeup the total U.S. population.”

 Now we’re pushing for much wider market representation for a more complete picture. And also to better understand regional nuances amongst all the Hispanic ethnicities that makeup the total U.S. population. 

Constellation Brands is the largest beer import company in the U.S. measured by sales and has the third-largest market share (10.9%), based on shipment volume of all major beer suppliers, according to BeerInsights.com. Constellation’s beer portfolio includes imported brands such as Modelo Especial, Negra Modelo and Pacífico. In the fiscal year ending on February 29,2020, Constellation Brands reported advertising/marketing investment of US $769.5 million. For fiscal 2021, the Constellation Brands Marketing team expects marketing as a percent of net sales to be in the 9% to 9.5% range. Per the most recent financial report, both Corona and Modelo continue to grow market share.

Constellation Brands Marketing
Rene Ramos, VP,Field Marketing, Lifestyle & Experiential Marketing, Constellation Brands

Constellation Brands Marketing: Consumer Centric Portrait

The new consumer deep dive initiative will also cover Spanish dominant, English dominant and Bicultural Hispanic consumers “so we can break out the differences based on acculturation.  This will provide us a consumer-centric portrait of how Hispanics are experiencing life in the U.S. today given all the social unrest and impact that Covid has had on their lives,” DSouza and Ramos claim.

According to both D’Souza and Ramos, who are members of the Portada network of brand marketers, the new Constellation Brands marketing team effort will help ensure that Constellation Brands speaks authentically and engages “consumers in ways that represent them whether that’s through advertising, what we support in the community and promotions we put together.  This will also help us evolve our CSR efforts with brands like Corona and Modelo that can positively impact Hispanic communities.”

For an analysis of another major brewer’s major Hispanic marketing initiative, check out A Deep Dive into Miller Lite’s Hispanic Give Back 12 – Pack Initiative.

HBO Max, Rowdy Energy, Enterprise Holdings, Nutrabolt, Spectrum, Constellation Brands, Stellantis,7-Eleven, Fortú … and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

 

  • HBO Max

HBO MaxMedia and marketing services company ENGINE has been named the social agency of record for WarnerMedia’s nearly year-old streaming service, HBO Max. ENGINE has supported HBO brand and social activities for 3+ years. The success of the existing collaboration has led to ENGINE being named Social AOR on HBO Max – and have officially assumed responsibilities starting on April 1st. “Our ongoing success with HBO is a tribute to the collective talent and passion on both sides of the partnership. We’re excited to help create a social presence for HBO Max that lives up to the high quality standards of their programming,” says Matt Steinwald, SVP executive creative director, ENGINE. “ENGINE has been our social brand agency of record at HBO for over three years and their proven track record gives me great confidence in the high caliber of work they will bring to our HBO Max social handles,” said Jason Mulderig, SVP brand marketing, HBO Max. “We look forward to continue growing this partnership and raising the bar for engaging high-quality social content.”

  • Rowdy Energy

Rowdy EnergyEnergy drink, Rowdy Energy from NASCAR Driver, Kyle Busch, and entrepreneur, Jeff Church, has been named the official energy drink of popular MLB team, 7x AL West champions, and 2x American League champions, the Texas Rangers. Each season fans look forward to new concessions and new partnerships and this year can expect to see Rowdy Energy throughout the ballpark at several retailers, within in-game promotions, on-site activations, and more.Texas is an important market for us as a brand and this collaboration will further solidify our positioning and presence there,” said Hallie Lorber, Vice President of Marketing for Rowdy Energy. “Not to mention, we love the state and its people, which makes this partnership a dream come true.” “We’re thrilled to welcome Rowdy Energy as the Official Energy Drink of the Texas Rangers and give fans the chance to get their hands on an industry-leading, quality energy drink,” said Jim Cochrane, Senior Vice President of Partnerships for the Texas Rangers. “With the help of Rowdy Energy, fans can look forward to exciting in-park promotions, digital content and more.”

  • Enterprise Holdings 

Enterprise Holdings Corporate Brands Logo. (PRNewsFoto/Enterprise Holdings)

Ogilvy announced it has been selected by Enterprise Holdings to lead global brand strategy for the company as it looks to support customers and drive future growth in the evolving mobility market. Enterprise Holdings, Inc. owns and operates the Enterprise Rent-A-Car, National Car Rental and Alamo Rent A Car brands. Enterprise also offers carsharing, truck rental, fleet management, retail car sales, vanpooling, exotics, as well as travel management and other transportation services aimed at making travel easier and more convenient for customers. Ogilvy is partnering with Enterprise Holdings to further strengthen its trusted brands as the company looks to continue to lead in the changing mobility landscape. This includes developing overall brand strategy, positioning, architecture, identity and design standards. “Mobility has grown just as we have and as we look ahead, it’s exploding with new possibilities. As we continue to build and invest for the future, we were looking for a strong partner to work alongside us to unlock new growth opportunities and help us deliver on our brand purpose,” said Randal Narike, Executive Vice President, Global Mobility and Customer Experience at Enterprise Holdings. “Their team brings a deep understanding of the mobility landscape and a data-driven approach to building brands that will bolster our efforts to be the leading mobility provider in the world.”

  • Nutrabolt

NutraboltNutrabolt, a global leader in sports nutrition and the maker of the nation’s fastest growing performance energy drink lineup, C4®Energy expands its C4® Smart Energy offerings with the debut of C4® Smart Energy Natural Zero. This release underscores the brand’s mission to innovate and inspire by creating products that are accessible to all and maximize human potential. C4® Smart Energy Natural Zero contains zero sugar or artificial sweeteners, zero calories and zero artificial flavors, never compromising on taste. “We have been perfecting the C4® Smart Energy Natural Zero formula for nearly two years now in response to the growing demand from our C4® Energy family,” said Doss Cunningham, Chief Executive Officer of Nutrabolt. “Since the very beginning, over 18 years ago, we have never compromised, only using the best high-quality ingredients that are backed by science, and the creation of C4® Smart Energy Natural Zero is no exception.” C4® Smart Energy Natural Zero, available in 12 packs of 12 fl. oz cans for $27.99, joins C4® Energy’s current offerings of ready-to-drink energy beverages including C4® EnergyC4® Smart Energy, and C4® Ultimate. C4® Energy is available in all 50 states, internationally, and online at C4Energy.com.

 

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

 

  • Spectrum

SpectrumSpectrum Mobile™ will present a second exclusive virtual concert with global superstar Ozuna on Friday, May 7 at 8 p.m. ET, following the successful concert collaboration last fall. The show will feature Colombian reggaeton singer Manuel Turizo and DJ Alex Sensation, and is available to customers and non-customers of Spectrum services. The concert will premiere exclusively on Ozuna’s YouTube channel for 48 hours, and it will be available starting May 10, via Spectrum TV Free On Demand courtesy of Tarima TV – the first Spanish-language channel in the U.S. offering 24-hour Latino music concerts. “Our concert collaboration with Ozuna last year was a huge success with music fans, generating over 1.2 million video views across connected devices inside and out of the home,” said Marisol Martinez, Vice President of Multicultural Marketing for Charter Communications, which operates the Spectrum brand of internet, TV, voice and mobile solutions. The concert is part of a new marketing campaign for Spectrum Mobile  that will encompass mass, digital and social media, including Spectrum Mobile retail stores in key Hispanic markets. To watch the latest television ads, including the new spots featuring Ozuna, visit the Spectrum Latino YouTube page.

  • Constellation Brands

Constellation Brands is undertaking Hispanic Consumer Deep Dives beyond the 5 top Hispanic markets. The company is pushing for a much wider market representation to obtain a more complete picture about the Hispanic population in the U.S.. Check out our interview with Amy D’Souza, Media Director, Constellation Brands and Rene Ramos, VP,Field Marketing, Lifestyle & Experiential Marketing, Constellation Brands.

  • Stellantis

StellantisGlobal ad agency Publicis Groupe, has won the global media account of Stellantis N.V., a multinational automotive manufacturer as its new global media agency following a competitive review. The account, with estimated ad spend of $2 billion is for media buying and planning for the multinational automotive manufacturer, formed earlier this year with merger between the Italian-American Fiat Chrysler Automobiles and the French PSA Group. The Groupe’s scope includes U.S., Canada and Europe and represents all brands under the Stellantis umbrella including Alfa Romeo, Fiat Professional, Maserati, Ram and Vauxhall, among others. Publicis was the incumbent on the Fiat-Chrysler business, which it won in 2016, and WPP’s MediaCom was the incumbent for PSA Group, holding the account since 2017. This pitch was a battle between the two holding companies for what is now the fourth-largest auto maker.

  • 7-Eleven

7-Eleven has launched a new brand campaign called “Take it to Eleven!” The new “Take it to Eleven,” tagline and campaign is born of the notion that 7-Eleven has always been a brand with customer-obsession at the core, going over the top to feed people’s joy and always meeting them where they are by offering small delights that are a bright spot in the day. The Dallas-based c-store behemoth, with nearly 12,000 stores in North America, has more than doubled its marketing investment in 2021, following a period where happiness among Americans reached a 50-year low, according to the University of Chicago. As the pandemic attracted customers to the convenience store category, 7-Eleven commissioned extensive research that revealed that consumers saw the brand as the “ingenious accomplice” amid the unpredictability of life. A new full-funnel integrated campaign, developed with the brand’s creative and media agency 360i, “Take it To Eleven,” embraces an attitude that makes a big deal out of even the smallest of things. It’s full of youthful energy and zeal — all against the backdrop of a 7-Eleven parking lot — a stage where everyone, every subculture, is welcome to be themselves. The campaign is directed by Harmony Korine — the creative force behind Kids, Spring Breakers and Gucci collaborations. The campaign launched on April 28 across television, online video/CTV, OOH, social, display, radio and digital audio. 

  • Fortú

Fortú announced the launch of its digital bank account focused on Latino and Hispanic U.S. residents who remain underserved by the “one size fits all” approach of traditional financial institutions. Fortú is building modern banking products with a Latino cultural context. In 2020, the company raised a $5 million seed round led by Valar Ventures. Valar is an investor in several globally prominent fintech companies including Wise, N26, Albo, Xero, and Petal.Fortú also announced Miami, FL as its corporate headquarters. “As the highest profile American city with a Latino majority and home to the most exciting emerging technology hub, Miami is clearly the best place to build a digital bank serving Latinos. We’re proud to call Miami home,” said fortú CEO, Charles Yim. “As fortú grows, we expect to create hundreds of new technology jobs in Miami over the next few years.” required by law.

 

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

 

Canela.TV, one of the first AVOD streaming services for U.S. Hispanics, will host its first-ever upfront presentation themed “We Make It Happen / Lo Hacemos Posible” on May 17th at 3:00 pm ET.

Hosted by Canela Media’s founder and CEO Isabel Rafferty, the virtual upfront will reveal the exciting developments on Canela.TV’s slate for 2021 and beyond and showcase how advertisers can tap into the diversity and scale of Hispanic audiences.

Canela.TV’s platform was built exclusively for Latinos by Latinos, powered by Canela Media – the only certified female and minority-owned company in its competitive set.

Hispanic Audiences
Isabel Rafferty, CEO and founder of Canela Media

“We Make It Happen / Lo Hacemos Posible” speaks to the heart of Latinos in the entertainment industry, as new barriers are broken, and Latinos have become a driving social and economic force in the U.S. Canela.TV has “Made it Happen” by creating a culturally driven platform whose offerings reflect the culture, values and diversity of Latino audiences, and where advertisers can connect with those audiences to elevate their brands.

Our focus on a demographic that has been undervalued in the past by most major streamers has allowed us to deliver Hispanic audiences at scale with best-in-class technology capabilities and rich first-party data.

“We are tremendously excited to be joining the virtual Upfront stage this year for the first time to showcase our approach to Hispanic-focused streaming,” said Rafferty. “Canela.TV has been growing at a phenomenal pace, thanks to our focus on a demographic that has been undervalued in the past by most major streamers. This has allowed us to deliver Hispanic audiences at scale with best-in-class technology capabilities and rich first-party data – giving advertisers valuable opportunities that they won’t be able to find with legacy media players.”

Canela.TV was launched in May 2020 and has since captured the attention of audiences looking for multicultural content that aligns with their culture, values and interests. Earlier this year, Canela.TV debuted Canela News, the first free live streaming news service with daily broadcasts aimed directly at cord-cutting Hispanics.

Our platform is empowering the next generation of Latino storytellers.

“We built Canela.TV from the ground up with the aim of making Hispanic viewers feel like their stories and voices were valued in media and entertainment,” added Rafferty. “Our platform is empowering the next generation of Latino storytellers, and we look forward to demonstrating just what this platform can do for advertisers at our upfront next month.”

Tune in on Monday, May 17th at 3:00 pm ET. Register for the presentation here.

Canela.TV will also be participating in the IAB NewFronts with a Spotlight Session on May 6th at 2:10 pm ET. The Spotlight Session is part of IAB’s Inclusion Institute initiatives to support DEI in the industry.

This week, Apple announced its latest update; iOS 14.5, which will require all apps to request the user’s permission in order to track them. It strengthens its position on user privacy and as a technology business looking to lead the way for protecting users’ data.

The update has been expected for a while, following the latest changes by tech giants and sweeping legislation from regulators around the world. So the media industry should be well prepared to embrace the next step in the privacy-first era for advertising.

At Teads, our proprietary technology solutions are market leading in understanding the way that people consume and engage with premium editorial content. We have taken a privacy-first approach in using this unique knowledge to deliver non-intrusive personalization capabilities to our clients for a number of years.

We will continue following the same strategy of smartly combining the most relevant cookieless initiatives and delivering media effectiveness for brands with a privacy-first approach.

UNDERSTANDING THE IOS 14.5 UPDATE

Apple has implemented another important piece to the puzzle to protect user privacy. In 2016 they introduced an important change for the web environment by removing 3rd party cookies from its Safari browser. This became the first version of ITP (Intelligent Tracking Prevention).

With the new iOS 14.5 update, Apple has implemented a similar change, but for inApp environments where users’ explicit opt-in will be required to use the IDFA. Users not opting-in are not identifiable and trackable, and considered as being new anonymous users.

 iOS 14.5

What is the difference between a cookie and an identifier for advertisers?

IDFA (Identifier for Advertisers) is a random device identifier that Apple assigns to a user’s device. The IDFA is presently used today to track and identify users within App environments similar to the way a cookie is used in web environments.

What will be impacted the most?

The impacts of the updates will be similar to the deprecation of cookies in the web environment, i.e. inApp audience targeting scale will decrease when relying on standard tactics (e.g: 3rd-party data). This will make strategies like inApp precision-based marketing more challenging to accomplish.

The management of frequency capping, reporting, measurement and monitoring of inApp traffic will also need to be approached differently when not receiving an opt-in from the users.

What does this mean for programmatic buying?

Heavy OX based strategies will be severely challenged for both buyers and sellers. By limiting 1-1 precision marketing capabilities within the inApp environment, the value of long-tail apps where the opt-in rate is likely to be lower will be reduced. Quality contexts and content should see higher demand.

How does this impact advertiser 1st-party data?

Advertisers relying on 1st-party data collection from app activities will need to closely monitor their opt-in rate to minimize the drop of scale. The collected data can be used to feed lookalike algorithms or decision-making tools.

How does this affect inApp publishers?

The monetization of inApp traffic where users’ didn’t opt-in will be negatively impacted as the related level of demand will decrease.

Is it possible to target users who don’t opt-in?

To target effectively, advertisers will need to use a combination of contextual, predictive audiences, browser APIs (including the Chrome Privacy Sandbox) and unique IDs. Over-reliance on one approach is not healthy. Crucially, brands need to be thinking long-term about their data approach as privacy regulation and platform changes will only increase over time. Advertisers that embrace privacy-first strategies will be better prepared and see greater success as these develop.

How does Teads see the Deprecation of IDFAs?

Teads welcome this change as we see the deprecation of IDFAs as part of a larger, more holistic, landscape encompassing responsible use of data to minimise intrusion and a commitment to user privacy.

InApp represents less than 10% of Teads inventory and we simply see this latest release from Apple as the continuity of our cookieless strategy and transformation.

How is Teads uniquely placed to help advertisers with these changes?

  • Our direct technical integration with premium editorial publishers gives us an edge compared to buy-side platforms both for direct technical access to the inApp content and behaviours as well as for a deep understanding around content consumption.
  • Our historical data analysis and predictive models around content consumption allow precise audience profiling without identity resolution mechanisms.
  • We have a consistent and successful track history, over several years, of building, measuring and optimizing various targeting cookieless approaches.

What targeting solutions can Teads leverage when users choose not to opt-in?

Driving the above ambition of responsible digital advertising is the precise ambition of Teads’ cookieless suite, which is based on three main objectives and pillars:

  • Teads’ predictive audiences which drive a similar accuracy and effectiveness for audience targeting without the need for identity resolution.
  • Using contextual targeting to deliver high campaign effectiveness
  • Planning, Insights and Measurement tools to make anonymous traffic actionable at scale

What added value does the Teads contextual targeting solutions provide?

Teads operates a contextual taxonomy of over 500 contextual segments relying on the semantic analysis of premium editorial content. Our inRead ad units appear in the heart of the content which maximizes the benefit of a strong contextual alignment.

We have confirmed, across multiple tests, significant media effectiveness improvements versus broad targeting and seen strong uplifts in brand metrics such as Ad recall, Brand Affinity and Purchase Intent.

When will these new solutions be available?

The audience and contextual targeting solutions we described are available now. They can be used across all buying channels (MS, PRG DID and directly in our self-serve interface TAM), as well as TFP, our suite for publisher direct sales.

How is Teads supporting publishers in their cookieless transformation?

We help publishers monetize their non-opt-in inApp inventory with our Teads demand. We also provide access to our latest targeting solutions for their direct sold campaigns within our Teads For Publishers suite.

How can I accelerate my cookieless transformation?

Get in touch to participate in:

  • Teads cookieless bootcamp for education
  • Teads cookieless readiness program – our test & learn activation program
  • Self-serve cookieless media buying using Teads Ad Manager

 

Remi Cackel, Chief Data Officer, Teads

AARP,Farmer John, Expedia, Post It, Domino’s, Willow, Omnicom Media Group account wins, U.S. Navy…and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

 

  • AARP

AARPAARP is unveiling a new brand campaign, entitled “Wise Friend and Fierce Defender,” aimed at creating a greater emotional connection with Gen X and Young Boomer audiences. The first new brand campaign in three years was specifically designed to introduce and position AARP as the friend and advocate people need to help them ensure their money, health and happiness live as long as they do. Against the backdrop that people could spend nearly half their life after 50, the campaign provocatively frames the nonprofit’s value and mission with the tagline “The younger you are, the more you need AARP.” “As well-known and recognized as AARP is as a top advocacy organization, we also help prepare people for the next stages of life,” said Martha Boudreau, AARP Executive Vice President & Chief Communications and Marketing Officer. “The creative in this campaign shakes up the way people think about our organization by bringing personality, warmth and optimism to the most important aspects of their lives.” AARP’s “Wise Friend and Fierce Defender” campaign consists of four spots. The campaign launched last night during the 93rd Oscars® (which airs live on ABC Sunday, April 25, 2021), with its first spot, “Anthem,” establishing the overall campaign.
The three additional campaign spots will rotate throughout the year, focusing specifically on the themes of “Money,” “Health” and “Happiness.” These new 30-second ads feature warm, charming intergenerational vignettes designed to inspire, captivate and connect emotionally with people in their 50s – a time in life when they may begin to think about the next phases of life and how best to prepare. AARP’s “Wise Friend and Fierce Defender” was created in collaboration with BBDO New York and is the first work to launch since AARP awarded the agency of record last year. The broadcast spots and associated digital assets were directed by acclaimed film and commercial director Noam Murro. Following the Oscars® telecast, these spots will air during prime-time programming, early morning network news and select lifestyle shows; on cable and other high-profile tent-pole programming; and through digital, social, and marketing activations.

  • Farmer John

Farmer JohnThe Los Angeles Football Club (LAFC) and Farmer John announced the second  year of their multi-year partnership through which Farmer John will be the “Official Packaged Meat Partner of LAFC” for the 2021 season, championing the team’s efforts both on the field and in the local community. “We are proud to welcome Farmer John back to the Black & Gold family for another year,” said Larry Freedman, co-president and chief business officer for LAFC. “Farmer John is a true community partner, and we look forward to working together to continue to make a positive impact in Los Angeles.” Farmer John and LAFC established “LA Familia,” an initiative that celebrates the diverse individuals and organizations who use their love of soccer to support and improve their local communities. “Last year, Farmer John and LAFC showcased the incredible work being done in our community during a year when it was needed more than ever,” said Michael Merritt, senior marketing director for Farmer John. “As LAFC’s passionate fans return to the stands this year, we are looking forward to spotlighting these amazing organizations and the continued impact they’re making in their local neighborhoods in an even bigger way and on an even bigger stage.”
Farmer John continues to partner with sports marketing agency rEvolution to manage the creative strategy and execution of the second year of the “LA Familia” campaign following the launch in 2020. Working closely with the Farmer John team, rEvolution will be responsible for activating each component of the campaign, including strategy, content production, communications, player and influencer partnerships and future game day activation.

  • Expedia

Expedia GroupBuilding on its 25 years as one of the world’s leading full-service travel companies, Expedia Brand announced a new direction as the world prepares for the return of travel demand. Launching a new global positioning grounded in the understanding that who you travel with matters, it marks the beginning of Expedia’s journey in becoming the ultimate travel companion, helping travelers every step of the way. From an updated look and feel to enhanced product offerings, Expedia is looking to double down on efforts to deliver on travelers’ evolving wants and needs in a post-pandemic world. At the heart of the rebrand is a refresh of Expedia’s platform experience across its award-winning mobile app and more than 70 websites.  Expedia will soon be launching a new package offering that will provide ‘pre-bundled products’ (flights + accommodation + activities) with upfront total pricing, reducing the stress of sifting through thousands of options while still allowing for easy customization such as adding or removing travel components. Expedia will also continue to invest in its virtual agent platform.  Alongside platform enhancements, Expedia will be unveiling its new global creative across multiple touchpoints supported by the brand’s largest marketing spend in more than five years. Using a singular creative platform and a new tagline “It matters who you travel with” travelers will see the idea of Expedia as the ultimate travel companion come through in unique ways across various channels, creating a cohesive message that will resonate as people start traveling again.  A new approach for 2021, the U.S. film creative will feature American actor, writer, director and producer, Rashida Jones, and the U.K. and European spots will feature English actor Naomie Harris. Both will serve as perfect representations of Expedia’s new brand attributes – intuitive, travel-savvy and positive. Using relatable and empowering individuals such as Jones and Harris, the global creative puts companionship at the core of its narrative. Through the creative’s brilliant scripting and song-writing, Jones and Harris will engage with travelers to deliver inspiration and support in an upbeat and uplifting way. The result is an anthem spot that highlights the importance of being an empowering travel companion for all.

“Our new brand positioning acts as a promise to the traveler who wants to be engaged by possibilities, but now more than ever needs to feel supported throughout their journey. We know that people want to get back to travel, we want them to feel confident in the travel experience they can have with Expedia.” concludes Shiv Singh, Senior Vice President and General Manager, Expedia Brand.  View the new creative here.

 

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

 

  • Post It

Post-it® Brand from 3M has added a virtual collaboration experience to its already popular app with the introduction of Brainstorming Session. The new Brainstorming Session feature allows users to launch a shareable digital canvas for users to upload physical and digital Post-it® Notes, which the host can then arrange and organize for simple, real-time co-creation. “Millions of people use Post-it® App on all their devices to capture and share their physical and digital Post-it® Notes,” said Heather Green, Global Business Vice President, Post-it® Brand. “Brainstorming Session mimics the free flowing, in-person collaboration experience that allows for uninterrupted idea exchange – all within one platform and on one shared canvas. Notes are added to the shared canvas when the creator deems timing is right or the thought is complete to help simulate the in-person experience.” The Post-it® App is available for free download in the Google Play store for Android, Apple App Store for iOS and Mac App Store for macOS Catalina.

  • Willow

Willow, the company changing the way moms pump with the world’s first all-in-one, in-bra wearable breast pump with full spill-proof mobility, announced an additional $26.8 Million in funding through a Series C Extension round –  led by Endeavour Vision, alongside NEA (New Enterprise Associates), Pura Vida Investments, Purple Arch Ventures (a part of Alumni Ventures Group), Logos Capital, and Gaingels. This extension brings Willow’s total Series C investment to $81.8 Million.  With the most innovative breast pump on the market, Willow will use its latest growth capital funding to invest in new products and further expand its reach. “We are excited to lead Willow’s Series C extension to further support the accelerated growth ahead for the company,” said Rob Barmann, Partner at Endeavour Vision. “As the innovation leader in its category, we believe that Willow will continue to develop groundbreaking innovations that disrupt the FemTech and MedTech industries.” Willow launched as a direct-to-consumer brand, bringing life-changing technology to women experiencing new motherhood.  Willow has since expanded to reach moms through retail and insurance channels, and was the fastest growing brand in 2020 in retail for breastfeeding systems, according to NPD Group.  Its innovative breast pump has impacted more than 130,000 moms so far.

  • Omnicom Media Group Account Wins

John D. Wren, Chief Executive Officer, Omnicom Media Group talked at the company’s first quarter 2021 earnings call about several accounts the holding group has won lately including the following:  After recently selecting OMD as its US media agency of record Home Depot has named BBDO as its creative agency of record. Avocados from Mexico hired GSD&M as its agency of record. TWBA\Chiat\Day LA was named Agency of Record for three new clients; Behr Paint – who last week named IPG Mediabrands’ UM unit its media agency of record-, Moderna and Schwan’s Company.  OMD also  won the media business for Dr. Scholl’s.

  • Domino’s Pizza

Domino'sNoid, Domino’s Pizza  pesky antihero has returned in Domino’s new television ads, which begin airing today, trying to thwart the advanced technology of Nuro’s R2 robot, a completely autonomous, occupantless on-road vehicle, out on a pizza delivery. “The Noid is Domino’s oldest and most famous villain, and the pizza delivery testing we’re doing with Nuro’s autonomous vehicle is exactly the kind of technology innovation that could provoke the Noid to return,” said Kate Trumbull, Domino’s vice president of advertising. “However, after 35 years of practice in avoiding the Noid, we’re pretty confident we know how to defeat it.” While television screens are a great place for a classic nemesis to return, mobile devices are the newest place for the Noid to cause problems. Starting May 7, the Noid will join the newest installment of the Crash Bandicoot gaming series, Crash Bandicoot: On the Run!, a new mobile adventure that honors the rich 25-year history of the franchise.  The Noid has even schemed its way into GIPHY, the online platform that houses GIFs and stickers for use on all major social media platforms. Fans can find and share the devious creature by searching “The Noid” in GIF and sticker search engines on Facebook, Twitter, Instagram, Snapchat, and TikTok, or by visiting giphy.com/dominos.

 

  • U.S. Navy

U.S. NavyThe U.S. Navy has re-upped with WPP’s VMLY&R for a new five-year extension on its advertising contract focused on recruitment. The new contract’s value over its five-year period lies at  US $470 million. The Navy spent an estimated $9 million on measured media in 2020, down from $15 million in 2019, according to Kantar.

 

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

Nearly all business executives (91%) anticipate their company’s social media investments and budgets will increase over the next three years, and 62% of consumers note businesses that do not have a strong social presence will not succeed in the long run.

Social Media sits at the center of people’s daily lives and businesses are increasingly reliant on social data to inform strategic decision-making across an organization. In fact, according to new research commissioned by Sprout Social —an industry-leading provider of cloud-based social media management software—and conducted online by The Harris Poll, 85% of business executives report that moving forward social data will be a primary source of business intelligence for their company, and nearly half (46%) expect their company’s social media marketing budget to increase by up to 100% in the next three years. These plans align with consumers’ needs—the data shows that going forward social media is the #1 preferred way to learn about brands, ahead of all other channels including email, or TV and print advertising.

The Harris Poll, on behalf of Sprout Social, surveyed more than 1,000 US consumers and 250 business executives to understand how people and businesses use social media today, and how they plan to use it in the future. The report, “The State of Social Media: After a Year of Transformation, Executives Are All-In on Social,” reveals the importance of social media as a business strategy, its role as a cornerstone of customer experience, and the challenges facing brands in achieving success.

US companies today rely more on social media than any other communications channel for virtually all critical business activities.

Intelligence to Provide a Curated Experience

The report found that today’s consumers expect brands to use social media intelligence to provide a robust, curated experience. Social media investments are definitely needed when it comes to gather data and convert it into intelligence. And while most executives are aligned on the importance of social media for their business, they are not confident in their company’s ability to meet the needs of their customers on this mission-critical channel. Fewer than half of executives describe their current social media strategy as ‘very effective,’ while 90% of executives agree their companies need to more effectively use social data to understand their customers.

Social Media Investment
Anna Ginovker, Director and Senior Consultant, The Harris Poll.

“Our research shows that US companies today rely more on social media than any other communications channel for virtually all critical business activities,” said Anna Ginovker, Director and Senior Consultant, The Harris Poll. “Whether for sales or lead generation, engaging with customers, building brand awareness or for gaining customer insights, nearly all executives (95%) agree companies will more heavily rely on social data to identify business opportunities outside of marketing. A majority of executives (59%) also anticipate their use of social media to increase over the next three years indicating this channel is certainly here to stay—as much for businesses as it is for consumers.”

“There is no doubt this past year served as a catalyst for the digital transformation happening across businesses, but what I find most compelling from the report findings is that this transformation is disproportionately unfolding on social media,” said Ryan Barretto, President of Sprout Social. “Consumers are clear—social media is where the customer experience should start, develop and end. Compared to a year ago, consumers have increasingly used social media to discover new brands (43%), recommend brands to their friends and family (33%), and make a purchase (36%). These numbers become even more pronounced for younger generations. For businesses to thrive in this world, it is clear that social insight on key touchpoints across the customer lifecycle cannot be a long-term plan, it must happen now.”

Social media is where the customer experience should start, develop and end.

Imperative for Social Media Investment: Additional key findings

  • Social media will become the most important source for data and insights that inform key business decisions. Nearly all executives (95%) agree companies will more heavily rely on social data to identify business opportunities, including those outside of marketing, over the next three years. They anticipate the use of social media data to inform strategy and business decisions across sales (67%), customer service (61%), Product (53%), Research and Development (48%), and Human Resources (43%) departments.
  • Social media usage is trending upward, especially among younger generations, and expected to continue to grow: The use of social has grown among the majority of consumers over the past year (54%), and 34% expect it will continue to increase over the next three years. Gen Z and Millennials have driven the greatest surge in usage (65% and 63%, respectively), and are more likely to note they expect it to keep rising (45% and 46%, respectively) compared to other generations.
  • Relevance is at the core of the customer experience: Consumers expect companies to use social media to provide a more personalized experience based on previous interactions (61%), read and analyze what customers post on social media (59%), and know them better based on their activity on social media (51%). This is more pronounced among Gen Z, Millennials, and Gen X, yet no more than 44% of executives are ‘very confident’ in their social media strategy meeting the needs of different generations.
  • Positive social media experiences translate into sales: Seventy-eight percent of consumers are more willing to buy after a positive experience with a brand on social, 77% will choose that brand over the competition, and 72% will increase their spending, demonstrating the impact of social on the bottom line.

Chispa-Dieste, The Hershey Company, Home Depot, Procter & Gamble, Los Angeles Tourism & Convention Board, Jack Daniel’s, Catlike, Comcast and more brands targeting the U.S. consumer right now... Check our prior Sales Leads columns.

 

  • Chispa

ChispaMatch.com’s LatinX dating site Chispa will be working with Dieste on business strategy, creative and account planning. Dieste’s scope of work includes brand messaging strategy, brand positioning as well as production and creative development.”Dieste will be developing a rollout plan on how to make a bigger splash,” Julia Estacolchic, Director, Brand Marketing, Match Affinity at Chispa tells Portada.

Dieste will be developing a rollout plan on how to make a bigger splash.
Dieste, the multicultural agency owned by Omnicom, will support Chispa’s in-house marketing team. Chispa is also supported by H&M Communications for public relations and by Viral Nation for influencer marketing.  Chispa buys most of its media in-house except for radio.
  • The Hershey Company

HersheyThe Hershey Company  announced that they have selected Horizon Media as agency of record for the company’s U.S. confectionary business.  This completes a six month comprehensive review of all paid media, including linear, digital, social, programmatic and retailer media.  The review did not include media for Hershey-owned Amplify Foods and ONE brands or Hershey’s international markets.  Most of Hershey’s U.S. media business was handled by incumbent UM. “Horizon Media not only demonstrated comprehensive, top-notch media and omnichannel capabilities, but they also provided a unique collaborative partner-first approach which was a critical component of the review,” said Charlie Chappell, vice president media, The Hershey Company. “As the world and media industry are in the midst of significant and rapid changes, Hershey needed to ensure that we have the right team who will complement and enhance our internal media capabilities.” The Hershey account will be serviced out of Horizon Media’s New York City office. Throughout the review, Hershey was advised by media consultancy, ID Comms.

  • Home Depot

Home DepotHome Depot appointed BBDO as its U.S. creative agency of record, consolidating its creative and media accounts in the U.S. with Omnicom. The appointment follows Home Depot’s selection of Omnicom Media Group’s OMD as U.S. media agency of record in January (Carat was incumbent). Home Depot dismissed The Richards Group, its agency for 25 years, in light of founder Stan Richards’ racist comments last fall.

 

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

 

  • Procter & Gamble

P&GAs Major League Soccer (MLS) kicked off its 26th season last weekend, Procter & Gamble announced a multifaceted partnership with the MLS. Consistent with its other major sports partnerships, P&G looks forward to engaging passionate fans and also collaborating with MLS on efforts to support local communities and increase equity in sports and society.  The agreement comes during a time of significant growth for the League, and overall momentum for the sport, as fans look forward to the 2026 FIFA World Cup, which will be held in North America.   The partnership enables P&G brands such as Gillette®, Old Spice®, Crest®, Oral B®, Dawn®, Charmin®, and Bounty®to tap into and support the passionate fandom for soccer. “Major League Soccer is one of the most dynamic sports leagues in North America,” said P&G Chief Brand Officer, Marc Pritchard. “We’re excited for our brands to participate in a sport so beloved by millions of families, while also investing in the future with an organization committed to utilizing sport as a vehicle for positive social change.” As part of the agreement, P&G will also sponsor the Mexican National Team’s U.S. Tour (Mex Tour), Leagues Cup, Campeones Cup and the MLS All-Star Game.

  • Los Angeles Tourism & Convention Board

Los Angeles Tourism & Convention BoardThe Los Angeles Tourism & Convention Board has launched the #StartYourComeback visitor campaign to showcase to travelers that L.A. is ready for the spotlight once again. Visitors can take advantage of more than 70 new offers curated by L.A. Tourism from local hospitality businesses. The offers include savings of up to 35 percent on hotels and a wide range of other perks and deals. Guests can take advantage of savings at properties including Ace Hotel Downtown Los Angeles, The Garland, Kimpton Everly Hotel Hollywood and Freehand Los Angeles as well all local restaurants, attractions and more. Separately, The Los Angeles Tourism & Convention Board announced an initiative powered by digital health company Sharecare and Forbes Travel Guide, the global authority on hospitality excellence, to verify the health security of all hotels with 50 or more rooms in the City of Los Angeles. By making health security verification a universal standard across this category of hotels, Los Angeles is set to become the first Sharecare VERIFIED™ destination in the U.S. Developed by Sharecare and Forbes Travel Guide, Sharecare VERIFIED™ is a comprehensive verification process and designation that assures guests and travel planners that Los Angeles hotels with this distinction have appropriate safety procedures in place.

  • Jack Daniel’s

Jack Daniel'sRemezcla presented its latest music program, New Calle, in partnership with Jack Daniel’s and Latin artist De La Ghetto. New Calle looks to empower the emerging Latin urban music scene through the creation of a new anthem featuring one of today’s most sought-after Latin artists, De La Ghetto. The critically-acclaimed reggaeton powerhouse not only helped to compose the new song, but he also invited up-and-coming artists from across the country to help give a voice to the growing Latin urban music scene. “New Calle is all about embracing your heritage. Much like Jack Daniel’s, whose Tennessee roots are heavily engrained in its identity, many artists within today’s Latin urban music scene often draw inspiration from where they come from. At Jack Daniel’s we are proud to support artists like De La Ghetto and Doeman Dyna as they tell their own stories while helping inspire others to live their most authentic lives as Latinos in the US,” said Keenan Harris, Senior Multicultural Marketing Manager for Jack Daniel’s.
The New Calle anthem is available for streaming now on Spotify, and the companion music video is also available to view online through YouTube as well as remezcla.com/jdnewcalle.

  • Catlike

CatlikeTeam Novo Nordisk, the world’s first all-diabetes professional cycling team, and Spanish brand of helmet Catlike announced  the extension of Catlike serving as the team’s official helmet sponsor through the 2021 season. ’We are partners since 2013 and Catlike has always believed in our project,’’ continued Davidenko. “We are grateful to also have their support in spreading our mission to inspire, empower and educate people living with diabetes.’’ The Catlike has been recently acquired by the Portuguese Polisport Group, which has a solid market presence manufacturing product related to the two-wheels industry and is established as a market leader with a growing international presence. «Team Novo Nordisk’ goal of empowering people and athletes affected by diabetes is one of the most inspiring missions in today’s cycling world,’’ Catlike Business Unit Manager Eugénio Tavares said. ‘’Being partners since 2013, we couldn’t be more proud to renew our partnership. It’s an honor to be a part of such an inspiring mission. Being a brand that focus on innovation and commitment for developing the best possible gear for demanding cyclists, we review ourselves in their passion and commitment for cycling, health and well-being.

  • Comcast

ComcastGallegos United  launched a new campaign for Comcast XFINITY aimed at “200%ers” – bicultural Hispanics who view themselves as both 100% American and 100% Hispanic. The work highlights XFINITY as “The X Factor” people’s modern connected lives—the secret sauce of superior experiences, differentiating qualities and unmatched value.  The new campaign features Becky G, a Mexican American global superstar who is the embodiment of a 200%er. She exudes the drive and resilient spirit of Hispanics, discovered from a cover video she uploaded to YouTube – a testament to the power and positive impact of technology as a resource to help achieve your dreams.  Premiering last week during the Latin American Music Awards (where Becky G is nominated for Favorite Female Artist), the campaign provides a balanced portrayal of how XFINITY improves the everyday lives of Latino families, with the fun quirkiness of the ordinary, driven home with appearances by Becky G, a celebrity that both represents and understands the target audience. The goal is to showcase XFINITY’S range of products and services (internet, entertainment and mobile) that fuel everyday connectivity in people’s lives, while avoiding traditional stereotypical representation of the Latino population in the US and instead, creating narratives that make audiences feel identified and acknowledged.  Spots were shot in both English and Spanish. The campaign includes 5 x :30 TV, 5 x :15 OLV, Radio, OLA, Social and Display, with more rolling out over the summer.

 

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

CNN 5 Cosas brings listeners the day’s top headlines. The news brief is CNN en Español‘s most popular audio product to date, with more than  1.5 million monthly downloads  on average, and strong listener populations in Latin America, the USA, and Spain,  amongst others.

CNN 5 Cosas
Juan Muñoz, CNN en Español’s Digital and Social Media Director.

The show is released hourly Monday through Friday, from 6am to 6pm (ET), and once on Saturday and Sunday.

The podcast and the newsletter will work collaboratively to bring users the news they need, however, and whenever they need it.

“Our news briefing has a long history and it will continue to serve our CNN en Español Radio affiliates in the U.S Hispanic markets as well as in Latin America. This year, we will bring it into closer alignment with CNN’s much-loved 5 Cosas brand. The podcast and the newsletter will work collaboratively to bring users the news they need, however, and whenever they need it”, explained Juan Muñoz, CNN en Español’s Digital and Social Media Director.

CNN 5 CosasYou can find the show at cnn.com/5cosaspodcast or in your favorite podcast app.

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

Many social media users actively avoid sponsored posts that seem inauthentic or uninformative. Why brands must strive to connect with micro influencers that genuinely align with their products to achieve a successful partnership.

Most social media users (58%) in the U.S. have not and never intend to buy products through influencer promo codes, according to a new survey report from Visual Objects, a visual guide to finding and hiring the best creative firms.

Rather than product placements and advertisements, social media users are drawn to informative content that provides insight into a subject of interest.

The most popular types of influencers are subject matter experts (34%), business leaders (29%), and wellness experts (28%). Influencers with subject matter expertise are best able to engage their followers and cultivate communities based on shared interests.

Influencers with these engaged, niche followings are ideal candidates for business partnerships. However, companies must team up with influencers that can present their products genuinely to be well-received by their audience.

micro influencers
Kyle Dulay, director of Collabstr.

Kyle Dulay is the director of Collabstr, a marketplace that connects brands with influencers. Dulay recommends aiming for authenticity and relevance in sponsored social media content.

The influencer should be able to talk about the product with ease because it’s something they would’ve used in their everyday life regardless of the sponsorship.

“Brands should only reach out to influencers that are highly relevant to their products,” Dulay said. “The influencer should be able to talk about the product with ease because it’s something they would’ve used in their everyday life regardless of the sponsorship.”

Consumers Follow and Trust Micro-Influencers

Micro-influencers have considerably smaller follower counts than large-scale macro-influencers. However, most social media users (55%) typically follow influencers with under 50,000 followers.

micro influencers
Tanner Arnold, President and CEO of Revelation Machinery.

Tanner Arnold, President and CEO of Revelation Machinery, believes micro-influencers should be front-and-center in social media partnership considerations.

Any brand should include micro-influencers in their marketing campaign because it will help their budget in the long run.

“Any brand should include micro-influencers in their marketing campaign because it will help their budget in the long run,” Arnold said. “Brands have a better chance of reaching a larger, more engaged audience this way, allowing them to develop a genuine fan base.”

With more engaged followers of similar interest groups, micro-influencers serve as a competitive alternative to partnering with a larger, more expensive macro-influencer.

People Follow Limited Numbers of Influencers

Despite influencer popularity, most individuals are very selective about who they follow. The majority of social media users (57%) follow five or fewer influencers.

Large-scale accounts, known as macro-influencers, are likely to earn at least a few of these ‘follows’ due to their broad reach, name recognition, or celebrity status. But micro influencers will tend to have increased engagement.

micro influencers
Mark Hayes, head of marketing at Kintell.

A content partnership with a macro-influencer will reach a variety of people with different interests. The opportunity to reach millions encourages brands to invest in macro-influencers, according to Mark Hayes, head of marketing at e-learning platform Kintell.

Getting an endorsement from your favorite influencer can drastically change your perception and buyer behavior.

“Getting an endorsement from your favorite influencer can drastically change your perception and buyer behavior, which is what makes this such an alluring concept for marketers,” Hayes said.

Visual Objects surveyed 501 active social media users in the U.S. about how they engage with influencers and what drives them to follow influencer accounts.

Hispanics are a key target consumer base for Miller Lite’s Marketing Strategy as Hispanic beer drinkers spend a higher percentage of their alcohol beverage dollars on beer than any other ethnic group at 45%, according to Nielsen data. Portada interviewed Catherine Pastiak, Associate Marketing Manager for Miller Lite at Molson Coors, to understand all components (including PR, paid social and influencer marketing) of the recent Give Back 12-Pack integrated marketing campaign. According to Pastiak, the initiative also provides a sneak peek of what’s to come for Miller Lite’s marketing.

 

Based in  Chicago, Catherine Pastiak is an Associate Marketing Manager on the Miller Lite brand team for Molson Coors. Pastiak handles creative and strategy and focuses on driving growth with the U.S. Latino consumer. Not only do Hispanics spend a higher percentage of their alcohol beverage dollars on beer than any other ethnic group at 45%, according to Nielsen data, they also over-index in premium lights, which account for 28% of the beer volume Latinos purchase. An overarching theme in Pastiak’s job is to develop inclusive programming for Miller Lite campaigns. “Any new campaign needs to be relevant to the 21-34 year old Latino drinker,” Pastiak notes. As an example of a Miller Lite Hispanic integrated marketing, Pastiak explained the recent Miller Lite Give Back 12-Pack marketing initiative. According to Pastiak, this initiative also provides a sneak peek of how Miller Lite’s marketing and advertising will look like in the future. 

Miller Lite Marketing Strategy: The Give Back 12-Pack Initiative

Miller Lite Marketing
Miller Lite Give Back 12-Pack

To help bring relief to the Latino community during the past holidays, Pastiak helped launch the Miller Lite Give Back 12-Pack initiative which included the below three components.

  • From December 15 to December 31, 2021 beer drinkers who were 21+ could visit MillerLite.com/GiveBack12Pack for a chance to win their very own Give Back 12-Pack. Participants filled out a registration form at the site which included the opportunity to opt-in to receive future communications from Miller Lite. A total 2,000 Give Back 12-Pack gifts were awarded.
  •  Miller Lite also donated an additional US $50,000 to UnidosUS, the United States’s largest Latino nonprofit advocacy organization, to ensure Latino communities across the country have access to food and local resources for the holidays.

 Integrated Campaign

The integrated campaign to support the Give Back 12-Pack gifts had the following components:

  • Earned media through PR
  • Influencer Marketing
  • Targeted Email Marketing
  • Paid Social
  • In-store (Distributors provided tools for retailers nationwide)

Miller Lite Marketing Partners

Miller Lite needed to make sure that communication and advertising to the Latino consumer was efficient and engaging. This included PR materials (provided by Miller Lite partner IFC Next), creative (through DDB owned multicultural creative agency Alma) and media buying through Publicis Connect  Media Agency. The sweepstakes execution, including fulfillment,  was handled by Prizelogic.

Influencer Marketing

Catherine Pastiak, Associate Marketing Manager – Miller Lite

To bring awareness about the program,  Miller Lite conducted a media relations campaign and partnered with notable Latino influencers to spread the word.

According to Pastiak, influencer marketing was a very important piece of the program. 

We love programs that have that community support element, build relationships with influencers and engage with the community.

“It was an opportunity to show that Miller Lite is going to continue to support the Latino community. That is why we love programs that have that community support element, build relationships with influencers and engage with the community,” Pastiak adds.

Six Influencers

For this important component of Miller Lite marketing, the company  partnered with six Hispanic influencers who each created unique content on Instagram and YouTube.

The influencers Miller Lite partnered with for the campaign included: 

    • Julio Macias: A Mexican–American actor. He appears on Netflix’s On My Block and Selena: The Series.  
    • Lupillo Rivera – An internationally renowned Regional Mexican musician. 
    • Julissa Calderon:  An Afro-Latina actress, writer, and comedy producer/director. She was recently seen on Gentefied. 
    • Darlene Demorizi – An online/TV personality and writer. She’s been a host on Vice and has a segment on Fuse called “Like, Share, Dímelo with Sasha & Dee.”
    • Gadiel Del Orbe – Influencer and speaker known for his work on BuzzFeed’s Pero Like
    • Eli Vazquez – Filmmaker, producer on BuzzFeed’s Pero Like and founder of  #SelfHype+Hype Media House.

All Influencers were bilingual and posted in whatever language they found it more interesting to communicate.

The influencer program was managed by ICF Next. All Influencers were bilingual and posted in whatever language they found it more interesting to communicate. They were  provided a creative brief and the right legal language. If the social media platform allowed for it they always linked to the landing page.

  • Each influencer highlighted how Miller Lite brought some relief to U.S. Latinos over the holidays by giving away $50,000 worth of food and beer and US $50,000 to UnidosUS. 
  • They showcased how, with the Give Back 12-Pack, beer drinkers could create a “Nochebuena meal” and pair it with Miller Lite. They also directed their followers to MillerLite.com/GiveBack12Pack to enter for a chance to win one of 2,000 gifts of $25.
    See below examples for messaging by influencer Lupillo Rivera.
  • Instagram
  • YouTube
  • Facebook

Miller Lite Marketing: Paid Social

Separate of the influencer campaign, Miller Lite Marketing run advertisements across Facebook, Instagram and Twitter highlighting the program run.  Creative was developed by Alma and media was planned and bought by Pubiicis’ Connect Media.  Creative distributed through Facebook and Instagram was either in English or Spanish. For the Twitter promotion English was used. Videos were animated in all cases and included a splash in the first 3 seconds.

The Results

  • For the Miller Lite Give Back 12-Pack program, the brand saw above benchmark engagement on paid social content across both English and Spanish.
  • Thanks to a targeted, bilingual approach, the Give Back 12-Pack email campaign saw the brand’s second highest open and click rates of the year. 
  • Offering a landing page in both English and Spanish increased unique visitors by more than 25%. 
  • Through the influencer focus, Miller Lite was able to begin forging relationships with some of the most popular Latino voices across the entertainment industry. 
  • Increase in Miller Lite opt-in email database

    Offering a landing page in both English and Spanish increased unique visitors by more than 25%. 

For an example of a heavily Hispanic oriented community program, please check out How Envoy Mortgage does community engagement that impacts people lives. 

 

Kia, Zillow, Miller Lite, Allianz, American Standard, Unilever… and more brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Kia

Kia

Kia is debuting the all-new 2022 Carnival MPV in a multifaceted marketing campaign, the centerpiece of which is a :30-second broadcast spot entitled “What Else Ya Got?” The spot illustrates how the Carnival MPV offers active consumers a host of benefits to support their busy lives and stakes Carnival as a new offering in the unoccupied space between SUV and family hauler. “The Carnival MPV defines a new vehicle segment – the multi-purpose vehicle: versatile, capable and comfortable, and provides owners what they need, when they need it,” said Russell Wager, vice president, marketing, Kia Motors America. “From daily commuting and long-haul road trips to camping adventures, family vacations and moving duty, the Carnival MPV easily transforms from a stylish and sophisticated adventurer to a cavernous cargo hauler. And everything in between.”  The Carnival MPV arrives in the U.S. as a new name and will be the first vehicle sold in the U.S. with Kia’s new logo on its sculpted hood.  Check out a recent Kia Hispanic marketing campaign.

 

  • Zillow

ZillowAs the pandemic spurs more people to move, Zillow has expanded its offerings to make it easier to rent, buy or sell a home. The new brand campaign called ‘To Move Is To Grow’ launched last week  to redefine Zillow from a search-and-find platform to a full-service real estate ally. The campaign is anchored by two national TV ads ideated and executed by creative advertising firm FIG that appeal to a wide spectrum of needs that movers encounter, as well as the spectrum of emotions that comes with a move. (Watch ‘The Journey‘ and ‘Susans.’) ‘Moving is inherently about moving forward – letting go of the past and embracing life’s next chapter,’ says Zillow Chief Marketing Officer Aimee Johnson. ‘Our research shows that more than 75% of recent movers were held back by emotional factors such as a fear of change, yet 80% of them said their most recent move was worth it. While it is sometimes hard to make a life change, it can bring tremendous hope, possibility and excitement. Zillow has the services and expertise to navigate every step of the process, which can make those big decisions easy.” The campaign launched with a primetime 60-second ads in NBC’s ‘This is Us,’ ABC’s ‘Soul of a Nation,’ and ‘The Bachelorette,’ along with placements in ‘Saturday Night Live’ and the NBA playoffs. The new video creative will also air on national cable, including HGTV and ESPN, plus streaming, online video and social platforms such as Hulu, YouTube and Facebook. The media campaign was planned and purchased by Zillow’s media partner, UM.

 

  • Miller Lite

Miller Lite

Check out our interview with Catherine Pastiak, Associate Marketing Manager for Miller Lite at Molson Coors, where she discusses all components (including PR, paid social and influencer marketing) of the recent Give Back 12-Pack integrated marketing campaign. While mass market media like TV and sports team sponsorships will continue to play a role for Miller Lite,  Pastiak tells Portada that the Give Back 12-Pack initiatives  provides a sneak peek of what’s to come for Miller Lite’s marketing programming.

 

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

 

  • Unilever

UnileverUnilever is launching a media review in North America and most of the world, with a mix of incumbents and unnamed newcomers to the roster competing in the briefing stage, according to Unilever Chief Marketing and Digital Officer Conny Braams, Mediapost reports.. “We are doing a media agency review across many of our markets,” a rep for the company said. “This is part of our standard process to periodically review, to ensure best in class media agency partnership.”  The company spent $4 billion on measured media last year, according to COMvergence. Unilever’s last major media review was in 2015, when it retained GroupM’s Mindshare (North America, Europe and other territories), Omnicom’s PHD (China, Australia and other countries) and IPG’s Initiative (Latin America, as well as a global communications planning remit). 

 

  • Allianz

AllianzOmnicom Group  announced it has signed a multi-year agreement with Allianz, a leading financial services provider, for creative development and production services. Through this master framework agreement, Omnicom will produce work for Allianz on a global and local level, offering creative solutions to activate the global brand strategy for the more than 70 countries Allianz operates in. The global relationship will be managed by the “A-Lab”, a specially formed, multi-disciplinary team of leaders who will lead, direct and align all brand activities from a strategy, creative, audience and data perspective. In an open ecosystem approach, the “A-Lab” will pull together teams for individual projects with best-in-class capabilities from Omnicom and beyond. “We are thrilled to partner with Allianz to further strengthen its brand, with a focus on increasing its role in the lives of consumers around the world,” said Asit Mehra, Executive Vice President at Omnicom Group. “We’re leveraging Omnicom’s global scale and stand-out creativity to create a nimble, flexible and bespoke solution, led by the ‘A-Lab’. With the full power of Omnicom being tapped, we’re ready to help Allianz continue building prominence worldwide.” The agreement with Omnicom comes after an intense pitch process involving a number of industry competitors and several months of deliberation. Omnicom will kick off its creative solutions for Allianz in the second quarter of 2021.

  • American Standard

American StandardLIXIL Corporation, the global leader in housing and building materials, products and services, best known for kitchen and bath brands American Standard, DXV, and GROHE names Empower its Media AOR. The announcement comes on the heels of the award-winning social campaign Empower ideated and executed for American Standard. Empower was named Social Media AOR last Spring by American Standard, which included paid media and creative responsibilities. “In working with Empower on American Standard’s social media, the agency has helped us to get closer to our consumers and professional customers while positioning us differently in the market,” said Noelle Giblin, Leader of the American Standard brand. “Empower’s data-driven thinking and proven return-on-investment gives us confidence to compete in today’s market across all of LIXIL’s brands and media channels,” she said. Empower is leveraging one of its newest products, Culture Tap to help American Standard intersect with relevant DIY trends. In beta-testing, Culture Tap is Empower’s proprietary digital marketing platform that uncovers trending content, topics or themes. The platform  allows brands to react to real-time moments, instead of creating strategies around moments that have already passed. Empower is also leading the influencer marketing relationship between American Standard and Olympic gymnast, Shawn Johnson East. The 2008 Olympic gold medalist is renovating her home using American Standard products.

 

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

Online marketers who work on retargeting have seen the pattern. From 95 to 98 percent of online visitors search for something but the search never converts into a purchase. They leave the site without buying. For marketers, this leaves much to speculation and assumptions that can then lead to wasted time and investments in ineffective marketing programs.

Its a key element  of e-commerce marketing. One of the more common ways online marketers attempt to solve this problem is to “retarget,” which is to track those consumers and reconnect with them at some later point by showing display ads when they browse other websites. You’ve probably noticed this when you’ve used Google search to find something like a pair of shoes, and then later when you’re reading separate a news site, you’re exposed to a number of display ads centered on that very thing you were searching for earlier.

But once that marketer gets your attention, what can they do to increase the likelihood that you will make a purchase? That question is at the center of a new study that reveals what may be the best approach to increase conversion rates.

The research study to be published in the April edition of the INFORMS journal Marketing Science is titled Consumer Search and Purchase: An Empirical Investigation of Retargeting Based on Consumer Online Behaviors. It is authored by researchers from The Warton School at the University of Pennsylvania, Washington University in St. Louis, the University of California, and Fudan University in Shanghai, China.

Retargeting

To conduct their research, the study authors analyzed consumer behaviors in response to two distinct marketing strategies. In one approach, they sent out coupons via those retargeted display ads. The coupons would be redeemed upon purchase. In the other approach, the study authors used those display ads to provide seller recommendations that centered on a specific product offering customized to the user, but with no coupon or discount.

We have found that while both strategies help increase the conversion rate, the seller recommendations were more effective than coupons,” said the authors.  “This told us that providing consumers with the sellers’ information that is most relevant to them may be a more effective way to tap the power of retargeting.

To conduct their research, the study authors tapped empirical data from Taobao.com, which is owned by Alibaba and is the largest online retail platform in China. Like other major e-commerce platforms, it collects consumer browsing history and can reach consumers through direct messaging on the platform, either through the website or its mobile app.  The researchers built a consumer search model to establish the relationship between consumer preference and search behaviors. They studied the behavior of 104,189 consumers who searched for a specific product among 20 sellers.

Search Intensity Impacts Retargeting Efficiency

We noticed some predictable patterns,” said the study authors. “Consumers who had a higher search intensity for a specific product were more likely to actually make a purchase. Search intensity was measured in the volume of clicks tied to the same search or search term. What we found was that even where the consumer clicked on multiple possible products, it was the first link they clicked on that had the highest potential of generating a sale. In other words, after a more intense search, the consumer is more likely to go back to that initial seller once a decision to make a purchase is made.

Consumers who had a higher search intensity for a specific product were more likely to actually make a purchase….even where the consumer clicked on multiple possible products, it was the first link they clicked on that had the highest potential of generating a sale.

In addition to the two basic retargeting strategies – discounting or customization – the authors proposed to use the auction as a pricing mechanism to implement the policies. The auction pricing mechanism requires the seller to self-select. This means the seller selects certain criteria for its ideal customer for a specific product at a specific price-point and then bids on how much it will pay to reach that consumer.

“Through our research, we were also able to show that a pricing mechanism, such as an auction, also tends to improve the effectiveness of a retargeting program,” said the authors. “When Taobao used a pricing mechanism such as an auction, the company was able to improve the efficiency of its retargeting campaigns.”

When Taobao used a pricing mechanism such as an auction, the company was able to improve the efficiency of its retargeting campaigns.

The Post Covid Consumer Journey and e-commerce growth keeps more than 50% of the brand marketers in the Portada network up at night, according to a real-time poll conducted during our recent Portada Live exclusive brand decision maker workshop. The need for Brand Marketing Solutions is shaping of our upcoming Portada Live, September 22 exclusive brand decision maker workshop.

 

More than 150 brand marketing decision makers in the Portada network shared which marketing challenge keeps them up at night at our March 24 Portada Live event.

Through a real-time poll, participants were asked which one of the below topics keeps them up at night:
– My Boss (CEO/C-Level Buy-In)
– Customer Personalization at Scale
– I need more First-Party Data!
– The post Covid-19 Customer Journey
– E-Commerce Growth
– Other

Need for Brand Marketing Solutions

 

More than a third of respondents (36.1%) noted that  “the post Covid-19 Customer Journey” is a key challenge for them, while 16.7% chose “E-Commerce Growth.” Therefore,  more than half of the responses are related to the increased digitization of the consumer purchase journey and experience brought on by COVID-19 and the imperative for all brands, including CPGs and other sectors that traditionally used brick and mortar sales channels, to increase e-commerce growth.

Need for Brand Marketing Solutions

The need for new brand marketing solutions related to the increased digitization of the customer experience was also a key insight in the recent Portada survey about Marketing Technology Investment Needs of Brand Marketers. Per the recently published survey,  the share of brands who will prioritize MarTech investments related to the Customer Experience  over the next 18 months grew by more than 150% compared to our 2020 survey. (DOWNLOAD the 20 page survey here.)

How the customer journey will evolve post Covid-19 and the related need for increased e-commerce revenues are key challenges for brand marketers in the Portada network. 

The need for first party data keeps 13.9% of brand marketers up at night. The demand for more first party data has two key drivers. First CPG’s are increasingly compelled to find direct relationship with customers as they set up D2C sites. Second, new privacy laws and Google’s phasing out of third party cookies, make it imperative for corporations to find new ways to establish direct connections with consumers.

CEO/C-level buy in, likely related to the need of multicultural brand marketers to get segment marketing buy- in a the C-level of Corporate America, keeps 11.1% of the marketers in the Portada network up at night. Finally, Customer Personalization at Scale, obtained a share of 8.3%.

 

Portada LiveThe need for Brand Marketing Solutions for the above cited challenges will be   shaping the content for our September 22, 2021  Portada Live exclusive Brand Decision Maker Workshop.  Marketing Service Suppliers will share and accelerate knowledge on key topics related to the above cited challenges. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Enzo Araujo at Enzo@portada-online.com.

 

McDonald’s Hispanic Specific Move, HHS, Chispa, KFC, Facebook, Weee!… and more brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Mc Donald’s Marketing Approach

McDonald's MarketingMcDonald’s has appointed Canvas Worldwide and Houston-based, Hispanic-owned full-service agency Lopez Negrete Communications to handle Hispanic media communications for McDonald’s in the U.S. This will include media planning, strategy and consumer insights. The partnership between Canvas WW and Lopez Negrete Communications will be known within the two agencies as “Navigation Blvd,” which is a nod to one of the most historically significant, vibrant neighborhoods within Houston, one of America’s most diverse cities. Canvas WW will staff a majority of the full-time employees working on the business while Lopez Negrete Communications will oversee the Hispanic consumer insights portion of the account. The account team will be led by Chicago-based Laura Willis. 

McDonald’s Marketing: More sophisticated Approach Toward Hispanic Media

McDonald’s move to carve and designate agencies for Hispanic media planning, strategy and costumer insights runs somewhat counter the trend of the last few years where most multicultural, and Hispanic media specific work of major corporations has been included in their general marketing agency scope of work. “We believe this union is going to be a catalyst in transforming how media plays a vital role in multicultural marketing from a too-often oversimplified practice to a much more sophisticated approach that consumers deserve,” said Jose Lopez Negrete, President and CEO of Lopez Negrete Communications.

McDonald’s move to carve and designate agencies for Hispanic media planning, strategy and costumer insights runs somewhat counter the trend of the last few years where most multicultural, and Hispanic media specific work of major corporations has been included in their  general marketing agency scope of work. 
According to Lopez Negrete, the alliance between McDonald’s, Canvas Worldwide and Lopez Negrete seeks to “break through old paradigms and siloed models in order create a more workable, real-world model that is fueled by actionable consumer insights, relevant, real-time data and analytics, and most importantly, higher levels of collaboration.”  Mc Donald’s creative duties are handled by Wieden and Kennedy, while OMD is McDonalds corporate media agency in the U.S.  In November last year, McDonald’s announced a new corporate growth strategy.

 

  • Department of Health and Human Services (HHS)

DHSThe Biden administration on Thursday unveiled a large-scale effort to encourage Americans to get vaccinated against the coronavirus, rolling out its first national ad campaign and announcing a national network of community organizations, sports leagues and other leaders to boost confidence in the vaccines. The Department of Health and Human Services is spending $10 million to air four new TV ads this month, two administration officials told CNN, framing vaccination as a way for Americans to fight back against the pandemic and reclaim their lives with the slogan “We can do this.” One of the ads is in Spanish and another, narrated by Henry Louis Gates Jr., the prominent intellectual, author and filmmaker, is aimed at Black Americans. The rollout comes as the Biden administration prepares for the next phase of the US’s vaccination effort, with vaccines becoming more accessible and more widely available. All adults are expected to be eligible to get their shot by May 1, putting concerns about vaccine hesitancy front of mind. The ads can be seen on the below

Beyond TV ads, the administration’s vaccine confidence campaign centers around efforts to equip trusted voices with the information and resources to tout the safety and efficacy of the coronavirus vaccine. Nearly 300 organizations — including doctors’ groups, sports leagues, rural organizations, unions and religious groups — have signed up to be part of that effort, which the administration is calling the COVID-19 Community Corps.HHS and the US Centers for Disease Control and Prevention are also launching new profile picture frames on Facebook to help Americans who have or plan to get vaccinated to encourage their friends and families. Facebook will promote the frames and encourage influencers to use them, HHS said in a statement.

 

  • Facebook

Social media giant Facebook’s global media account worth US $750 million is up for review, according to media reports. The pitch, which is being managed by ID Comms, will see participation from incumbents Mindshare and Dentsu. The media mandate will include media planning and buying across Facebook’s entire businesses which includes Instagram, Facebook, WhatsApp, and Messenger. Facebook is one of the biggest spenders on ads with its ad spends increasing by 43% in 2020.
Facebook’s creative mandate is managed by multiple agencies. These include Ogilvy (Instagram), Wieden + Kennedy (Facebook), Leo Burnett (Messenger), BBDO (WhatsApp), and Droga5 (corporate brand). Over and above this, Facebook’s internal creative agency Creative X works across brands.

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

  • KFC

KFC held the final pitches in its CRM review last week, with Havas, MRM and Rapp still in contention. The fast food chain is seeking the successor to its current partner, Iris, which did not participate in the process handled by AAR.

 

 

 

  • Weee!

Weee!Weee!, a leading ethnic e-grocer, announced US $315 million in Series D financing led by existing investor DST Global. New investors include funds managed by Blackstone, Arena Holdings, and Tiger Global; significantly deepening the company’s capital base. The new capital will be used to further accelerate the company’s geographic expansion with the most efficient fulfilment technology, build a stronger and more diverse product assortment, recruit exceptional talent, and invest in engaging the broader Asian and Hispanic communities with state-of-the-art personalization features. “Ethnic communities have been overlooked in the online and retail space. We believe the opportunity to provide these fast growing communities access to exciting and affordable groceries is tremendous,” said Larry Liu, founder and CEO of Weee! “We are thrilled to leverage DST Global and our new investors’ strategic view on the future of retail and vast experience building and scaling technology companies to accelerate our mission.” “Weee! has a unique understanding of how explosive growth can be achieved sustainably in the emerging online grocery space,” said Rahul Mehta, managing partner at DST Global. “The team’s back-to-basics focus on merchandising, everyday low prices, and remarkable social shopping approach are what sets Weee! apart, and we’re excited to deepen our support for their mission.” While grocery remains the lowest penetrated retail segment within the e-commerce landscape, the grocery market for ethnic customers is expected to surpass $464 billion by 20301. Weee!’s current category assortment spans ethnic ingredients essential to Asian and Hispanic cuisines, catering to an underserved population with >20% growth since 20102. Weee! Currently serves 14 key regions coast-to-coast and aims to expand to 30 cities across North America by 2024.

 

  • Chispa

ChispaMatch.com owned Chispa, a dating app designed for Latinx singles, recently reached a new milestone of 4 million downloads just as they announced the official launch of a new feature in partnership with Tragos, a card game for Latinos, that will take users’ dating app experience to the next level. Chispa’s user base, which has grown 28% year-over-year (Q1 2020 vs Q1 2021), can now experience a one-of-a-kind version of the card game within the app. Earlier this year, Chispa surveyed members and found that 56 percent of Latino users have a hard time starting a conversation on a dating app, and 74 percent of users said a game would help as an icebreaker when meeting potential matches. With the Chispa and Tragos feature, singles will have new, clever conversation-starters to bond over answers to a series of culturally relevant questions. “Breaking the 4 million downloads mark in just over three years since Chispa’s launch is no small feat and we’re proud to be the first dating app for Latinx singles to reach that milestone as we continue to look for innovative and culturally relevant ways to connect our members,” said Julia Estacolchic, Director of Brand Marketing for Chispa. “Partnering with Tragos for this new feature was a no-brainer for us; we are thrilled to have Tragos onboard to help us make the process more relatable and entertaining for Latinos by providing them with the opportunity to answer a series of light-hearted questions that will inevitably spark conversations based on their responses.”

 

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

 

 

 

 

 

 

Hemisphere Media Group announced that it has acquired the remaining 75% stake of Pantaya, a leading U.S. Hispanic Subscription Video-on-Demand Service from its joint venture partner, global content leader, Lionsgate for US $124 million in cash. As a result of the transaction, Hemisphere now owns 100% of Pantaya, up from its previous 25% minority stake.

Pantaya 100% acquired by Hemishpere Media Group
Alan Sokol, CEO, Hemisphere Media Group

Launched in August of 2017, Pantaya, which features over 400 movies and series,  is a player in the Spanish-language subscription video services market.  According to the press release, user demand has rapidly increased, and Pantaya now boasts approximately 900,000 paying subscribers, clearly demonstrating that U.S.-based Hispanics/Latinos enjoy – and want – culturally relevant, targeted streaming content. Hemisphere estimates that Pantaya’s subscriber base will grow to 2.5 to 3.0 million by the end of 2025.

Hemisphere estimates that the Pantaya subscriber base will grow to 2.5-3.0 million by the end of 2025.  
Paul Presburger
Paul Presburger, CEO, Pantaya

“In a very short period of time, Pantaya has become the destination for U.S. Hispanics seeking premium Spanish-language movies and series,” said Hemisphere Chief Executive Officer Alan Sokol. “Pantaya offers access to blockbuster movies, original, exclusive series and other premium, world-class content unavailable anywhere else. Pantaya’s success to date affirms the tremendous appetite of our audience for our unique content offering. Hemisphere plans to increase investment in content, expanding the output of series and movies, with the goal of accelerating subscriber growth and becoming a ‘must have’ entertainment option for the large and growing U.S. Hispanic audience.”

Pantaya Chief Executive Officer Paul Presburger, added, “As a result of our focus on exclusive premium content, our knowledge of the Hispanic consumer, and the breadth of our offering, Pantaya is now the industry’s leading streaming service for Spanish-speaking and bilingual consumers. Pantaya’s accessible price point, user-friendly interface and wide selection of the best Spanish-language content has led to significant growth. In the past year alone, Pantaya has increased its subscription base by 40 percent, and we believe we have significant runway for additional expansion ahead.” Pantaya, Lionsgate, STARZPLAY (the international premium subscription service of STARZ) will create a strategic content relationship that encompasses Spanish-language motion picture and television co-productions along with Pantaya’s continued licensing of Spanish-language content from Lionsgate’s 17,000-title film and television library.

In addition, of the 39 million unacculturated/bicultural adults 18+ in the U.S., 34 million are already accessing at least one streaming service, 27 million seek out shows and movies about Hispanic characters and stories, and 17 million are willing to pay for access to movies and series.

Pantaya: Subscription Based vs. Ad Based

Pantaya’s business model is based on subscriptions versus other U.S. Spanish-language video content services that are based on AVOD (Advertising based Video on Demand) like Univision’s Prende TV which was launched last week.  AVOD are accessed freely by consumers without having to pay a subscription. Univision recently bolstered its position in the Hispanic AVOD space by acquiring  AVOD service VIX, formerly known as Batanga, which offers content to millions of US Hispanics and consumers throughout Latin America.
Earlier in 2021, Univision announced plans to launch PrendeTV, designed to be the only ad-supported video streaming service created exclusively for US Hispanics, featuring free, premium, 100 per cent Spanish-language programming. (Check out this article regarding monetization of Hispanic AVOD services, including Hulu, Vida Primo and Pongalo (later acquired by VIX and now part of Univision).

Triple Lift, Receives Majority Investment from Vista Equity Partners

Native programmatic advertising platform TripleLift has been acquired by Vista Equity Partners, the private equity firm founded by Robert F. Smith.  The terms of the transaction were not disclosed but it has been reported that the transaction values TripleLift at US $1.4B.  The agreement marks one of the largest transactions in the advertising technology. sector. For TripleLift, merging with Vista allows for the firm to maintain strategy and culture, accelerate the business, and provide financial clarity for its shareholders. With 5 years of 70%+ growth, Vista is acquiring TripleLift’s growth opportunities across international and video markets, as being #1 in Native Advertising and top 3 in programmatic video. “We have developed into a leader in the advertising technology space and are excited about our next chapter,” said Eric Berry, Co-Founder and CEO of TripleLift.
Founded in 2012, TripleLift is driving the next generation of programmatic advertising by inventing new ad formats and building two-sided marketplaces that deliver monetization to publishers around the world. The company rose to prominence as the leader in Native programmatic advertising, expanded its offerings to display and video, and is now commercializing breakthrough products in Connected TV. TripleLift works with over 80% of the comScore 100 publishers, 100% of the Top 20 Demand Side Platforms (DSPs) and 100% of the AdAge Top 100 advertisers. Last year, TripleLift handled over 40 trillion ad transactions across desktop, mobile and connected television.

ID5 Raises US $6 million in Series A Funding

ID5, an independent identity solution provider, announced a “series A” funding round of $6 million. Alliance Entreprendre and Progress Ventures join existing lead investor 360 Capital Partners to support ID5 in growing its privacy-first identification service for the benefit of the whole digital advertising ecosystem. ID5 will use the funds to expand its operations globally, focusing on the US market. The company will invest in its technology infrastructure, further develop its products and grow its team. Since its launch in 2017, ID5 has been working towards the creation of an efficient identification infrastructure that supports media owners and respects users’ privacy choices. The technology has been adopted by hundreds of publishers and ad tech platforms globally, enabling ID5 to boost its global reach to over 600 million consumers daily and increase the value of its Universal ID service. According to Kristina Prokop, CEO and Co-founder at Eyeota “Rebuilding user identification with a privacy-first approach is a necessary step for the digital advertising ecosystem. As a partner of ID5, we are supportive of their efforts to lead the change for the industry.” “Closing this round now, in the wake of recent announcements by Google and Apple, is a strong signal sent to the market that there are alternatives to the Walled Gardens” says Mathieu Roche, co-founder and CEO of ID5. “We have seen tremendous adoption of Universal ID, our cookie-less identification service, by publishers and ad tech platforms. The backing of leading US and European investors gives us further means to achieve our ambition to become the global ID infrastructure powering digital advertising.“

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