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What: The 2017 season saw Formula 1 register an increase in audience figures across both TV and digital platforms compared to the previous year. Brazil was the 2nd strongest market with a 13.4% audience growth.
Why it matters: Brazil is still the biggest TV market with more than 76 million viewers.

The 2017 season saw Formula 1 register an increase in audience figures across both TV and digital platforms compared to the previous year, with F1 the fastest growing sport brand on social media platforms.

The TV cumulative audience – i.e. the aggregate of the average audience of all the F1 programs broadcast across the year – in the top 20 markets* (based on ranking of TV audience) stood at 1.4 billion, which represents an increase of 6.2% compared to 2016.

The top four markets – Germany, Brazil, Italy and the UK, ranked by absolute figures – all registered positive growth. The strongest was Italy (+19.1%), followed by Brazil (+13.4%), the UK (+3.9%) and Germany (+0.9%). Other significant increases were registered in China (+42.2%), Switzerland (+14.3%) and Denmark (+14.1%).

Cumulative viewing (live and non-live) of races remained at around 603 million, with a 1% increase in the live audience and improvements in cumulative viewing for both free practice and qualifying sessions.

During 2017, 352.3 million unique viewers tuned their TV set into F1 programming at least once – the first time since 2010 that there was not a decrease in this specific number. In the main markets there was an increase of 2.4%, with Mexico (+22.6%), Italy (+16.7%) and the USA (+13%) leading the field in terms of improvement. Brazil is still the biggest TV market with more than 76 million viewers, despite a slight decrease (-1.8%) compared to 2016.

The number of users of Formula 1’s social media platforms also grew significantly during 2017, with a total of 11.9 million followers on Facebook, Twitter, Instagram and YouTube.

The improvement compared to 2016 was up to 54.9%, which made Formula 1 2017’s fastest growing sport brand on social media, as shown in the table below:

On Facebook, the minutes of video viewed were up over 1,600% compared to 2016, reaching more than 390 million, thanks mainly to the qualifying and race highlights, the most seen content, especially for the races held in the Far East.

On Twitter too, video content was the best performing, with over 64 million views, up 165% year on year. And Instagram followers almost doubled during 2017 (+93%), reaching 3.8 million.

Brazil is still the biggest TV market with more than 76 million viewers, despite a slight decrease (-1.8%) compared to 2016.
 

Unique users of Formula 1’s official website and app reached a total of over 124 million, with an increase of 7.5% compared to 2016. Formula1.com users grew by almost the same percentage, while users of the app grew by 1.7%, but the number of sessions was up by 37.7%.

The top performing three races in terms of number of unique users on both platforms were China (+35.6%), Singapore (+26.7%) and the USA (+19.8%).

“We are encouraged by the growth in audience numbers across linear and digital platforms during the 2017 season,” commented Sean Bratches, Managing Director, Commercial Operations at Formula 1.“Central to our efforts last season was to improve the fan experience across our platforms and it is encouraging to see the engagement that fans around the world have with Formula 1 media. Our work continues as Formula 1 fans will see material changes in 2018 with respect to both incumbent experiences and the creation of new ones. It is a good time to be a Formula 1 fan.”

*Top 20 markets, in alphabetical order: Australia, Austria, Belgium, Brazil, Canada, China, Denmark, Finland, France, Germany, Greece, Hungary, Italy, Poland, Romania, Russia, Spain, Switzerland, UK and USA.

Source: Formula 1

A summary of the most exciting recent research in brand marketing in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US-HISPANIC MARKET

According to research from Accenture cited by eMarketer, 41% of consumers have switched the brands they buy from because of poor personalization, and 50% say that they did so because of “poor customer experience” in general. This mistake represents a total of $756 billion in lost retail and brand sales.

A new study from RetailNext found that 2017’s Black Friday event saw less foot traffic, but still experienced a combined 4.8% increase in sales compared to 2016.

A new study released today by Engagement Labs found that an estimated 19 percent of consumer sales are driven by offline and online social conversations. 

Content marketing platform Linqia‘s new study, “The State of Influencer Marketing 2018,” found that 86% of marketers reported using influencer marketing in 2017 — and, of those, 92% said it is an effective strategy.

A recent study by Shutterstock found that 88 percent of U.S. marketers surveyed agreed with the statement “Using more diverse images helps a brand’s reputation.”

StreamOn, a new study by Market Strategies International, has found that only 11% of all streamers pay for live streaming television.

Tiffany & Co. is the favorite luxury jewelry brand among wealthy millennials, followed by Cartier, Pandora, and Chanel, according to a recent survey by consumer-research group MVI Marketing. Rolex was the top brand for watches, followed by Apple, Omega and Cartier.

Research from search intelligence platform Adthena found that Amazon took 49.65% of the consumer electronics category’s click share during October and November of 2017. Director of Product Marketing at Adthena Ashley Fletcher credits this to their preference for pure brand terms, versus generic terms.

LATAM MARKET

Latin American media owners’ net advertising revenues (NAR) are set to grow by +9.3% in 2018, to US$26.3 billion, following a +7.3% growth in 2017;  thanks to a more robust economic recovery in the region, according to MAGNA.  Television remains the top media category in the region with 54% of total advertising sales while Digital advertising in Latin America remains lower than the global average.

According to a new report by research firm Counterpoint, 99 percent of Smartphone Sold in Argentina are LTE Enabled.

Our ninth annual #PortadaLat event took place on June 7 and 8 at the Miami Hyatt Regency. Experience the event again through its pictures.


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We spoke with agency and brand executives to learn about their travel marketing plans for 2017.

This is what we asked them:

  1. On which platforms will you invest/implement your campaigns in 2017?
  2. What travel marketing trends do you expect to see in 2017?
  3. In terms of marketing in general, what would you like to see more of in 2017?

luis-perillo-1Luis Perillo, VP of Sales and Marketing, Hilton Latin America Latina and the Caribbean

  1. We are increasing our online and social media investments, along with the permanent use of print media and PR.
  2. We expect to see greater investment in digital channels and social media.
  3. We would like to see more holistic campaigns that include different types of media, to generate greater awareness among key audiences through campaigns that include social actions, PR, online advertising, print, TV, radio, etc.

Copy of Portada-online.com - Events - Internal - SpeakersMaría Aguayo, Marketing Manager, Expedia LatAm and Mexico

  1. It always depends on the campaign, but digital media and television are a must.
  2. Travelers today are looking for more authentic experiences, which means they also expect travel companies to interact in a much more personal way and also add technology to their offerings.
  3. We hope that people in Mexico will take more vacations. We are very behind in balancing our work and personal life when it comes to paid vacation metrics. Mexicans receive an average of 15 days of paid vacation a year, but take only 12 days of vacation leave. Those three lost days means that Mexicans waste millions of pesos in paid vacation annually. We would like to see tourism continue to gain ground, see more advertisers in this industry, and see consumers being encouraged to travel more.

Christopher Arjona CastroChristopher Arjona, Senior Director of digital marketing, distribution, CRM, and loyalty programs at Meliá

  1. We’ll be focusing mainly on digital platforms (display, PMP, programmatic, social ads, etc.)
  2. We want the industry to place a greater emphasis on programmatic marketing as a means of prospecting.
  3. It will be interesting to know the general trends of the American traveler market that travels outside of the United States.

erica-doyneErica Doyne, VP of Marketing, AM Resorts

  1. AM Resorts’ campaigns are fully integrated, including extensions in social networks and online video, among others.
  2. Marketers no longer trust a single traditional platform, but rather seek to engage consumers with new strategies including online video, digital advertising, mobile strategies, public relations and social networking. In addition, industry marketers now seek to target specific markets, such as wedding destinations, the LGBT market, and the Hispanic market.
  3. The focus on experiences is gaining a lot of attention. Many travelers want to add something to their rest and relaxation, so the industry needs to offer more options.

Mobile apps are at their peak. As a result, we will be seeing many ad-tech companies developing specific mobile apps and mobile app advertising for each market under one same platform. As a result, mobile app producers will have to increase the benefits and offerings that are provided by existing apps. Here are the top four mobile app predictions for 2017, by Portada’s digital media correspondent Pedro Labarta.

By Pedro Labarta

1. Smart prices will take over.

Apps focused on the sale of products will have to become smart bots. That is because buying  sensitivities vary depending on region/country. Producers of mobile applications will have to use individual user data along with location at the time of sale in order to achieve better profits. For example, people in Mexico may not be willing to pay the same amount for a particular product as do people in Spain. Companies will be able to classify purchases according to the algorithm needed to quickly adapt to each market. As a result, they will also be able to unify inventories and databases.

2. Mobile app advertising

This will be the year in which businesses such as agencies will be able to safely, quickly, and effectively monetize applications and mobile app advertising. For example, a clothing brand will be able to pay for an in-app ad when the user is searching for a specific application. Or pay for an ad even within the app itself. And brands will also be able to do it a crucial moment of the game or video where the advertiser wants its ad to appear. This will help advertising networks improve their performance. It will also boost their revenues once this feature kicks in by mid-2017. It will lead to higher satisfaction rates and more business opportunities for all.

3.”Yes” to TV on smartphones and “No” to TV on smartwatches

descarga-3Apple, Samsung, and Google specialize in mass consumer products. The smartwatch is not a great product because it does not replace the phone. That same can be said of Apple Pay. It has not replaced the credit card. Also, not everyone wears a watch, while most everyone uses a smartphone. This is another problem faced by large companies that have failed to build an adequate ecosystem and a monetization model for smartwatch developers. With development not being financially viable, developers will stop creating for it and instead focus on creating for apps for TV, etc. This will open a new source of revenue for publishers, leading to better content and a better advertising platform that makes it a win-win for everyone.

4. Apps and messaging

Messaging has tapped out, so entering this market is too complicated these days. The focus now should be on developing message extensions, where we can take advantage of the billions of people already connected on them.

We are already seeing specific developments for iMessage from Apple and Facebook Messenger. Instead of opening an application such as Skype separately, users will use a face-to-face extension within the messaging application with which they are already familiar.

This will be the year in which businesses such as agencies will be able to safely, quickly, and effectively monetize applications.

Extensions will not stop there, however. They will be used for everything, including some tools we are already used to seeing in our email. They include calendar invitations, unread text markings, current status, and functions that will be carried out within our specific message groups. Bots and AI were launched in 2016, but they still do not work very well. In 2017, we will see strong breakthroughs in bot intelligence and more implementations in our everyday technology. Many of today’s most promising video messaging and walkie-talkie apps will soon find themselves competing against and potentially missing out on a well-implemented app extension.

However, bot technology will see its strongest boom in late 2017.

Join us at PORTADA Mexico!

We recently published articles about the plans of key buy side executivesmedia honchos  and sports marketers for the year that just started.  Now here is what Portada is planning  for 2017 in order to meet the growing demand of our audience in traditional and new content areas. Below the exciting expansion we are planning with our valued partners.

1. What Portada’s 2017 Expansion Means for our Audience…

-Increased coverage of the digital marketing (r) evolution throughout the Americas and what it means for brand marketers. We hired additional reporters and analysts so that our audience gets the intelligence and insights it needs on the below topic areas:

Video Marketing (btw: check out our recently published 2017 Video Marketing Guide!)
– Adoption of Marketing Technologies from a brand marketers perspective.
Data MarketingProgrammatic Marketing (with the advice of  our character “Programatico Lopez”), and Influencer Marketing.
Retail MarketingTravel Marketing, E-Commerce and  Conversion
– More content on Innovation and Entrepreneurship on our Entrepreneurship and Innovation channel.
– Publication of additional premium research reports
– Interactive Databases of Marketers targeting the U.S. and Latin American consumers. (separate databases).
– Of course Portada will continue to be the destination of choice covering all news and insights impacting U.S. Hispanic and Latin American Marketing.

 

2. Launch of the Sports Marketing Platform

SoccerLaunch of Portada’s Sports Marketing Platform in mid-february, more defining content on what moves marketers to invest in the exciting sports space (with particular emphasis on soccer). The new sports marketing platform complements the  annual sports marketing guide as well as the Sports Forum in September. (Watch out for the announcement of our Sports Marketing Board with key brand marketers targeting the U.S. consumer through sports in 3 weeks!).

3. Benefit from Portada Events

Portada events provide inspiration, fresh thinking and practical focus on the topics that matter as well as enviable networking opportunities.   Attend our landmark events in Miami (PortadaLat), New York City (#Portada16  which includes the 11th Annual Hispanic Marketing and Media Conference and the Sports Marketing Forum, Mexico City and the U.S. West Coast.).

4. What our Growth Means for Our Advertising/Marketing Partners

  • Direct Contact with Brand Marketers. More Brand Marketers involvement than ever (watch out for announcement of our expanded editorial Board as well as the Sports Marketing Board to be announced in late-January!). One to one Interaction with major brands at our landmark annual events in Miami, New York City and Mexico City. Customized events and more…
  • Lead-Gen through White Papers and Webinars using the Portada platform to connect with an audited audience of more than 140,000 marketing and business professionals around the Americas.
  • Partnership with the ANA Association of National Advertisers for Special Multicultural Thought Leadership Supplement to be included in Portada’s Annual Print Issue (Pub Date. March 28,2017).
  • Expanded native marketing offering. Many marketers have partnered with us to integrate their messages in our editorial through partner messages (examples here and here). This provides an organic way for our partners to be part of Portada’s highly regarded content.
  • 360 approach: Major events, customized events, digital and print integrations.
  • Expansion of the Entrepreneurship and Innovation Vertical

 

To learn how Portada can help your brand reach its marketing objectives in 2017, please contact Business Development Director Bob Oliva bob@portada-online.com  or call him at (305) 546-15-15.

We just published articles about the plans of key brand, agency and media executives for the next year. We also want to let our audience and marketing partners know what Portada is planning  for 2017,  the second year of our investment and expansion phase initiated earlier this year with the launch of new websites and new hires.  To fine-tune our strategy we asked our readers and advertisers what they want to see more of. And below is what we are planning.

1. What Portada’s 2017 Expansion Means for our Audience…

-Increased coverage of the digital marketing (r) evolution throughout the Americas and what it means for brand marketers. We hired additional reporters and analysts so that our audience gets the intelligence and insights it needs on the below topic areas:

Video Marketing (btw: check out our recently published 2017 Video Marketing Guide!)
– Adoption of Marketing Technologies from a brand marketers perspective.
Data Marketing and Programmatic Marketing (with the advice of  our character “Programatico Lopez”).
Social/Influencer Marketing and Native/Branded Content.
Retail MarketingTravel Marketing, E-Commerce and  Conversion
– Publication of additional premium research reports early next year.
– Interactive Databases of Marketers targeting the U.S. and Latin American consumers. (separate databases).
– Of course Portada will continue to be the destination of choice covering all news and insights impacting Hispanic and Latin American Marketing.

More content on Innovation and Entrepreneurship on our Entrepreneurship and Innovation channel.

2. Launch of the Sports Marketing Platform

SoccerLaunch of Portada’s Sports Marketing Platform in mid-february, more defining content on what moves marketers to invest in the exciting sports space (with particular emphasis on soccer). The new sports marketing platform complements the  annual sports marketing guide as well as the Sports Forum in September. (Watch out for the announcement of our Sports Marketing Board in January).

3. Benefit from Portada Events

Portada events provide inspiration, fresh thinking and practical focus on the topics that matter as well as enviable networking opportunities.   Attend our landmark events in Miami (PortadaLat), New York City (#Portada16  which includes the 11th Annual Hispanic Marketing and Media Conference and the Sports Marketing Forum, Mexico City and the  U.S. West Coast.).

4. What our Growth Means for Our Advertising/Marketing Partners

  • Direct Contact with Brand Marketers. More Brand Marketers involvement than ever (watch out for announcement of our expanded editorial Board as well as the Sports Marketing Board to be announced in mid-January!). One to one Interaction with major brands at our landmark annual events in Miami, New York City and Mexico City. Customized events and more…
  • Lead-Gen through White Papers and Webinars using the Portada platform to connect with an audited audience of more than 140,000 marketing and business professionals around the Americas.
  • Partnership with the ANA Association of National Advertisers for Special Multicultural Thought Leadership Supplement to be included in Portada’s Annual Print Issue (Pub Date. March 28,2017).
  • Expanded native marketing offering. Many marketers have partnered with us to integrate their messages in our editorial through partner messages (examples here and here). This provides an organic way for our partners to be part of Portada’s highly regarded content.
  • 360 approach: Major Event, customized event, digital and print integrations.
  • Expansion of the Entrepreneurship and Innovation Vertical

 

To learn how Portada can help your brand reach its marketing objectives in 2017, please contact Business Development Director Bob Oliva bob@portada-online.com  or call him at (305) 546-15-15.

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