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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 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.

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.“

For social media trend followers should take into consideration the sense of longing for the past called nostalgia. According to GlobalWebIndex, nostalgia can make humans more optimistic and have a positive influence on their actions. The research also unveiled that nostalgia is a highly common emotion. Results show that 8 in 10 say that they experience feelings of nostalgia at least occasionally and 4 in 10 say that they do so often.

This megatrend has not gone unnoticed. In fact, social media platforms have jumped on the bandwagon and have created numerous ways to facilitate our longing for times-gone-by. Although it’s sometimes tough to be reminded of holidays or nights out with friends, there’s something about a nostalgic social media post that we just can’t resist. So, let’s take a closer look at how social media platforms have embraced this trend and why we love it so much.

Social Media Trends: Nostalgia Triggers

According to the GlobalWebIndex research, music is one of the biggest nostalgia triggers. When asked what people have felt most nostalgic about over the past year, music topped the charts for all age groups. It really seems to be true that a well-loved song can transport you to a happy time, and during lockdown, people everywhere have been turning to Spotify to find that sweet sense of nostalgia.

Because of this fondness of nostalgia in the form of music, the popularity of Spotify Wrapped makes complete sense. This feature allows users to recount their 50 most-listened-to songs, their most-listened-to artists, and even the genre that stole their heart over the year. If you’re looking to step a bit further back in time, Spotify also offers another throwback option: Spotify Time Capsule. This option allows you to listen to your top tracks of a certain year gone by while you revel in the happy memories.

Users everywhere can’t get enough of this feature, and for the music streaming company, this nostalgic trend has been a huge success. In 2020, Spotify’s mobile app downloads increased by 21 per cent in the first week of December thanks to the Wrapped feature, proving that the megatrend of nostalgia can have a huge impact.

Thanks for the memories

Now that we’ve got our ears covered in terms of nostalgic content, what about our eyes? That’s where ‘memories’ come in. Social Media trends also reflect the weight of nostalgia in social media content. Memories on Instagram, Memories on Facebook, and Timehop are all social media features that allow you to reminisce about a certain day in the past. On Instagram, you are now able to see the post you put up exactly a year ago to the day in the Memories section. Over lockdown, in which many of us have completely lost our sense of time, it’s often been difficult to fathom that you put that picture up a whole year ago! But that’s nostalgia in action!

Whether you’re reminiscing over a particularly good day out or you’re reminded of a great outfit that inspires you to dig those retro mule sandals out of the wardrobe again, the Memories feature on Instagram and Facebook is sure to get you feeling nostalgic.

Social Media Trends and Nostalgia marketing

As well as introducing fun (if sometimes heart-wrenching) nostalgic features, social media platforms are also jumping on the ‘nostalgia marketing’ trend that is set to dominate 2021. Nostalgia marketing is pretty much exactly what it sounds like – when brands reintroduce images and themes from years gone by to sell their products and make us all think of ‘the good old days’.

NostalgiaInstagram, for example, utilized nostalgia marketing back in October 2020. For one month only, the image-sharing app allowed users to revert to some of the apps retired, old-school logos (including the classic 2010 logo that caused mild outrage when it was decommissioned). This fun feature allowed users to go back to the logo that is now considered retro, tapping into people’s love for all things nostalgic.

It’s not the first time we’ve encountered nostalgia marketing. The trend has seen a few resurgences over the years. It became very popular during both the Great Depression and the 2000s’ recession, and now it’s back. Clearly, we’re all prone to feeling reminiscent when we’re going through a turbulent time.

If there’s one thing we’ve really craved over the last year, it’s a blast from the past. Thankfully, social media trends have seen our wishes and granted them. Now, all there is left to do is work on creating some new memories that we can begin to feel nostalgic about in years to come.

This article was researched on behalf of Dune London

Following on from the successful Consumer Healthcare and Beverage Awards, Teads announced the winners from the first Beauty Lux Awards. These awards celebrate campaigns that have been adapted to deliver maximum campaign effectiveness in mobile environments for high-end brands.

  • Judges include top executives from LVMH, Coty, Adidas, L’Oréal Luxe International, Darphin Estee Lauder, Kering, and Conde Nast. The full list can be found online here.
  • Winners were picked from a shortlist of 25 campaigns and creatives, narrowed down from 400 entries from across the globe.
  • Winners were announced on 25th March at an online ceremony

These awards showcase the best work in video, display, and campaign orchestration for clients within the beauty and luxury sectors.

Judged by some of the global leaders in media and marketing, the quality of work showcases how far the Luxury and Beauty category has come in recent years. Enabled by advancements in mobile technology and powered through partnerships like those with Teads Studio, the ability to create digitally native assets that surprise and delight users, is more achievable than ever before.

The winners in each category are below. All the creatives and winners can be found on the awards hub here.

Display category

  • Gold: Jean Paul Gaultier – Flow with 3D effect
  • Silver: Lancôme – Vertical Cinemagraph
  • Bronze: Boss Bottle Infinite – Flow

Video category

  • Gold: Cartier – Video with 3D effect
  • Silver: Hermès – Video with shoppable skin
  • Bronze: Issey Miyake – Video with branded skin

Best atelier

  • Gold: Adidas
  • Silver: Tag Heuer
  • Bronze: Chanel

Beauty Lux awards

“Beauty Lux advertisers have always had the highest standards when it comes to creativity, whether across TV, print magazines, or out-of-home. For a number of years, they have applied these same standards to delivering thumb-stopping creativity in premium digital environments, and so the standard of work in these awards was always going to be extraordinarily high. The judges all commented on how impressive this work is and it will be hugely exciting to see how the work has evolved again at the next edition.”

– Rachid Ait Addi, VP Global Advertising, Luxury, Fashion, Beauty, Sportswear, Teads.

 

Co-Founder and CEO of Los Angeles digital marketing agency GR0, Kevin Miller, has just released his newest guide in digital brand building in 2021, this time focusing on SEO and effective content strategies. He breaks down what licensed tools can provide for you and your agency, and which ones offer the most bang for their buck, allowing you to automate processes and extract the most value out of every piece of content. With these helpful tips and tools, you too will find yourself improving your Google ratings and establishing yourself as a trustworthy source of information on the web.

Firstly, for an effective content strategy, Miller recommends conducting extensive keyword research using Ahrefs.com, which is an extremely comprehensive SEO toolset. This “keywords explorer” includes a database with over 7 billion unique keywords based on ten different search engines, including places like Amazon and YouTube. Not only that, but their tools also provide you with metrics regarding how many clicks you get, and breakdowns for return rates, percentages of paid clicks, and more. By using this tool, you can crucially identify keywords not only based on their search volume, but also with information about how difficult it might be to rank yourself within that keyword. This comprehensive package gives you the information to work smarter not harder, as well as get the most out of your efforts.

This comprehensive package gives you the information to work smarter not harder, as well as get the most out of your efforts.

Secondly, in his time at GR0, Miller has found it imperative to attempt to provide content that Google can insert into its “People Always Ask” results. This is an important element of your content strategy.These are Google-featured results that are designed to predict what else a user might want to know, and so it inserts a trustworthy source amongst their search results and even clips out a section of your article to embed right in the page. By working to build outlines on your pages that are detailed and thorough, Google may surface your page and offer keyword rankings based on the natural value of your information and not just your ad spend.

Next, while building and evaluating content on your own for your content strategy is an important means to crafting a message, you can get a lot of value by utilizing a content grading system. These systems work to evaluate the content you’ve generated and monitor it for readability and SEO by highlighting and suggesting relevant terms. It also suggests how your content will compare to other articles in the same category. Primarily, Miller found value in both Clearscope and MarketMuse, the former offering great insight into the construction and language of the content itself, while the latter excels at offering difficulty scores and comparing your brand to its peers.

In continuing to improve SEO for his clients, Miller has also found it immensely important to utilize a system to evaluate your content briefs like Content Harmony. This software utilizes data and online search results to analyze your briefs for search volume, SEO difficulties, and the length of content to help your writing team compose the most valuable drafts. While these are all things that your agency can do on its own, the value Content Harmony offers in automating these systems is immense, and it can help streamline your content pipeline to offer consistency and stability to it.

Nothing is more important to your SEO than using links, but it’s important to use them intelligently and not over do it.

Nothing is more important to your SEO than using links, but it’s important to use them intelligently and not over do it. In his experiences writing, Miller has found that the ideal number of internal links to be four to five per article, and that it is imperative that these feel natural. Google may detect if your backlinks are haphazardly stuffed into a body text and reject them, so ensure that these links flow well within your narrative. Additionally, providing verifiable information requires links to external sources, of which Miller recommends three to four of per article. As long as the information is cited properly, you will increase your own credibility by offering accurate information, even if it isn’t originally produced by yourself.

Finally, to keep in line with Google requirements you should be sure to include an ‘Author Box’ on your article, which simply includes the author’s name, photo, and a bit of information about them. This works to help you meet Google’s standards as a source of information with E.A.T; Expertise, Authority, and Trust. In pulling for search results and other placements like ‘People Also Ask’ and ‘Snippets’ Google makes sure that it is providing users with the highest quality information, so if you want that to include yourself, you need to build your own online identity as a trusty source. If you’re just starting out and want to have the maximum impact, you can also have your blog fact-checked by an expert and include information about them in the article, to borrow some of their credibility and transfer it onto yourself.

These steps work together to provide content that not only engages readers but helps your brand gain recognition through increased search engine results and more prominent placement without solely relying on ad spends.

Developing a content strategy with SEO in mind is no easy feat, and there are a lot of different aspects that require planning and attention. By utilizing a keyword tool like Ahrefs, you can find which keywords will offer you the most value and which you can rank the highest within to find your proper mark. Then, you can optimize the brief for your content strategy team using software like Content Harmony, which prepares briefs with SEO in mind and even offers suggestions on length to get the most out of your first draft. With that, you can optimize your articles using Clearscope and MarketMuse to properly place and site your targeted keywords and provide content that will appeal to a broad audience. Having all of that prepared, you can manually dress the article up by inserting properly sourced links, citations, and an author box to help establish credibility and land yourself in Google’s ‘People Also Ask’ section as a verified source. These steps work together to provide content that not only engages readers but helps your brand gain recognition through increased search engine results and more prominent placement without solely relying on ad spends.

Remi Cackel, Chief Data Officer, Teads tells Portada that Teads has built deep capabilities to understand how 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. This is why we believe that most of the targeting needs can still be effectively covered today without cookies and have developed cookieless solutions with proven effectiveness.” Below is an article by Cackel on Google’s recent announcement on ad-targeting on the open web.

This announcement from Google is not a surprise as it comes a few weeks before the release of the Chrome v89 containing their initial proposed alternative part of the Privacy Sandbox and called the FLoCs.

To be successful in this new era we will continue following the same strategy of smartly combining the most relevant cookieless initiatives. Among others, we keep on supporting the adoption of unique IDs by publishers and are participating in these initial tests of the Privacy Sandbox.

Understanding what Google Just Announced

What Did Google Just Announce?

That their buying platforms (DV360, Ad Manager) will not be leveraging cookie alternatives, other than their own, for targeting on the open web.

Why are so many people talking about this?

Some corners of the industry had speculated that the Google tech stack might support Email/Login based initiatives on the open web for personalized 1-1 targeting. They have just confirmed that they will not.

Is this new news?

Not really. They have been emphasizing their Privacy Sandbox which would not allow individual-level targeting but rather cohorts of at least 1000 people as the preferred alternative they will be focusing on for targeting in the open web. These cohorts (so-called FLoC) will be rolled out over the next few weeks as part of the new Google Chrome 89 version.

Are unified IDs the solution for open web targeting?

Unified IDs are a part of the solution but will not be compatible with the Google buy-side stack and will have a limited scale.

What are the solutions then for open web targeting?

To target effectively, advertisers will use a combination of contextual, predictive audiences, browser APIs (including the Chrome Privacy Sandbox), unified IDs, publisher 1st party data. Over-reliance on one approach is not healthy.

How does this impact publishers?

Google accounts for an important share of publishers’ ad revenue. Google’s willingness to monetize open web publisher revenue will likely be negatively affected in favor of Google’s own properties. This is not a new trend but accelerating in light of their recent announcement.

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 Chrome, the value of long-tail publishers will be reduced. Quality contexts and content should see higher demand.

How does this impact advertiser 1st party data?

Advertisers will need intelligent solutions to action their 1st party data outside of the walled gardens.

Is Google Really looking out for user privacy or their business interests?

You decide.

Teads Position

What are Teads unique assets in this context?

Our direct technical integration with premium editorial publishers gives us an edge compared to buy-side platforms both for technical access to browser-APIs and deep experience around content consumption.

The historical data analysis and predictive models around content consumption allowing precise audience profiling without cookies.

Multiple years of building, measuring and optimizing various targeting cookieless approaches.

How do we solve for cookieless audience targeting today?

As a result of these unique assets, we can already combine several cookieless strategies and make it actionable at scale for clients:

Predictive audiences. For several years we have been activating cookieless audience targeting leveraging our knowledge of premium editorial content consumption.

  • FLoC and others new Browsers’ API such as the Privacy Sandbox.
  • Unique IDs.
  • Publishers’ 1st party data.

What role does contextual targeting play for Teads?

Contextual targeting delivers outstanding media effectiveness. It should be tested and adopted alongside cookieless audience targeting strategies.
Our unique catalogue of 500+ segments can be used to truly amplify the marketing message of brands by finding the highest moments of receptivity, right in the core of the articles.

How do cookieless solutions perform?

20% of our current audience targeting is already delivered without using any cookies. Using our cookieless solutions to activate demographic targeting, we have delivered an accuracy of at least 30% above cookie-based industry benchmarks.

When will these cookieless solutions be available?

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

What about precision marketing needs?

Precision marketing often goes with the 1o1 targeting of individuals which contributed to the diminution of trust from the end-user.

Approaching precision marketing in a responsible way is possible using our proprietary tool called ‘Teads cookieless translator’ which turns any custom audiences into the most relevant cookieless activation strategy.

Among others, we expect the Google Turtledove/Fledge proposal to be rolled-out this year and extend the ability to cover 1o1 targeting needs in a privacy-compliant way.

Any other points to consider beyond targeting?

Campaign planning, frequency capping or measurement have been relying on cookies for the past decades. Browser APIs, identified traffic or probabilistic methods can already cover the related needs and functionalities.

How can I accelerate my cookieless transformation?

  • Get in touch to participate in:
  • Teads cookieless bootcamp (education)
  • Teads cookieless readiness program (test & learn activation program)
  • Self-serve cookieless media buying using Teads Ad Manager

How Teads supports publishers in their cookieless transformation

We help publishers seamlessly monetize their cookieless inventory with our Teads demand. We provide them access to our latest cookieless functionalities (including enablement of first-party data and support for unified IDs) for their direct-sold campaigns within our Teads For Publishers suite.

– Remi Cackel, Chief Data Officer, Teads

Purpose driven community engagement and marketing is a big imperative for Corporate America. Houston headquartered national mortgage Lender Envoy Mortgage just initiated the Gift of Home program, an example of a brand that does the talk and the walk when it comes to corporate social responsibility and diversity. Erin Schwartz, Corporate Communications Director at Envoy Mortgage, explains to Portada how the Gift of Home program works and her overall approach to community engagement.

 

Erin Schwartz, Corporate Communications Manager at Envoy Mortgage
Erin Schwartz, Corporate Communications Director at Envoy Mortgage

Corporate Social Responsibility should not be taken lightly by corporations, particularly in times of COVID-19. Houston headquartered Envoy Mortgage, a top 100 national mortgage lender, is acting accordingly and recently introduced the Gift of Home program through which it will gift 50 households across the U.S. up to $150,000 in mortgage assistance, including taxes, as part of this program designed to show gratitude during a challenging time for customers. Through June 2021, Envoy Mortgage will randomly select 50 of its customers from across the country to receive one month’s mortgage payment and tax assistance. The recipients will be announced by surprise from market to market.

“Traditional community engagement is not doing it anymore. We wanted to do something meaningful that has an impact on people’s lives.” Erin Schwartz, Corporate Communications Director at Envoy Mortgage, based in Houston, tells Portada. Schwartz, who leads all internal and external communication functions for Envoy’ Mortgage, adds that “when the pandemic hit many sectors were deeply impacted. There was a lot of uncertainty in financial services and mortgage services. However, lower interest rates did very well for the real estate industry. So we decided to give back and do something for people suffering in the pandemic.”

To ensure the greatest good, Gift of Home recipients are customers who play essential roles in their communities To select recipients Envoy Mortgage looks into two subsets of its customer database: Borrowers of VA (Veteran Loans) and FHA Loans (Loans that have a federal assistance). Within these two subsets they looked for first responders, nurses, educators and small business owners and their employees. Recipients are mostly in urban areas or within 30 miles of urban areas nationwide throughout Envoy Mortgage’s footprint of 130 branches nationwide .

Traditional community engagement is not doing it anymore. We wanted to do something meaningful that has an impact on people’s lives.

Community Engagement: Hispanic and African-American

Josue Rios Gift of HomeThe program officially launched in Envoy Mortgage’s hometown of Houston, where the company surprised Josué Rios, a firefighter from Mexican descent, who contracted COVID-19 while working on the frontlines. Envoy Mortgage is making all of Mr. Rios’ mortgage payments, January through December 2021. “2020 was a challenging year, not only for my family, but also for so many others in our community. I’m overwhelmed and so grateful to be receiving the Gift of Home from Envoy Mortgage,” says Rios, who works at Fire Station 83. “This is life changing and means the world to me and my family.”

There are three Hispanic winners so far. The third winner was announced last Wednesday March 10 when Sandra Velasquez, a local Senior patient representative at the Children’s Pediatrician & Associates, COVID survivor, mother of four, head of HH, from Salvadorian origin in the DC area was surprised and delighted with Gift of Home from Envoy Mortgage, gifting her a month of her home loan mortgage payment including taxes. According to Schwartz, particularly Hispanics and African-Americans  are a great target for the Gift of Home program as well as for Envoy Mortgage’s  overall community engagement strategy which includes consumer education virtual seminars that educate about different mortgage programs whose down payment requirement is below 20%. Diverse population segments are particularly underrepresented in the real estate industry. This is not the case at Envoy Mortgage: 17% of Envoy team members identify as Hispanic, 15.71% of loans funded in 2020 were to borrowers that identified as Hispanic or Latino in their application. The Hispanic borrower average funded home loan amount was US $242,317.

Community First Communication Approach

Schwartz notes that Envoy Mortgage is a community first organization. “Being involved in our community is just part of our DNA. Our customers are our neighbors. Despite our advances in technology, people want to talk to other human beings. We are a high touch organization that wants to be involved with real persons.  This is our secret to ensuring our customers love their mortgage experience.” 

The recipients also become informal spokespersons and ambassadors and are interviewed on the radio and other local media outlets.

The microsite https://giftofhome.envoymortgage.com/  is the cornerstone of Envoy’s outreach and
the central dashboard and repository for showcasing the program and the recipients.  “It’s all about the recipients and their stories,” Schwartz asserts. Envoy Mortgage did do a paid social campaign (Instagram, Facebook and LinkedIn) for the kick-off of the program.  However, Schwartz notes that most of their outreach is  purely organic:  “The story tells itself. We engage local team members and loan officers who feel really proud to work for a company that does so much for the community. The recipients also become informal spokespersons and ambassadors and are interviewed in the radio and other local media outlets.”
The community engagement initiative has obtained a substantial amplification on social media. From January 12, 2021 to March 1 the Gift of Home initiative has garnered 1,169,509 impressions, 455,163 video views and 63,410 engagements

The Gift of Home community engagement program will run through the fall when it will be culminated with another grand winner. It is planned that there also will be a program during the holiday season every year.

How to best measure the success of PR campaigns from branding to ultimate sales performance is often cited as a key challenge for brand marketers in the Portada network. Though measuring this success is no sorcery, a recent IBA primary research study revealed that nearly half of B2B marketing managers struggled to determine contribution levels from PR and marketing agencies within the overall business. Here Jamie Kightley, Head of Client Services, IBA International, outlines the three insightful PR metrics needed to easily track PR campaign success. 

Metrics from PR campaigns can be evaluated in many ways, including website hits, SEO benefit, coverage breakdowns and messaging pull through. But despite the numerous methods for PR pros to tackle measurement, totaling up media engagements which, put simply, means a conversation or email with a journalist, is the closest some PR agencies come to metrics – with some even charging for this service!

High levels of this ‘media engagement’ –– is a high priority for some PR agencies, but this does not make it any easier for the C-suite or marketing managers to gauge PR performance. IBA research discovered that 41% of marketing managers felt their public relations agency focused too much on media engagements instead of concrete content placement metrics. And disappointingly, over a third also reported that their placements often occurred in the same small selection of media, demonstrating that some PR agencies rely of familiar media contacts for placements rather than their content.

IBA research discovered that 41% of marketing managers felt their public relations agency focused too much on media engagements instead of concrete content placement metrics.

Media engagement and timesheet reports are no substitute for cold hard media placements — so how can organizations successfully measure their PR output? Three simple metrics can provide an insight into PR campaign performance:

1.  A rundown on coverage – accumulation and analysis

Quarterly or half-yearly reporting should give agencies and their marketing managers a sizeable sample to gauge campaign performance, velocity and momentum – showing which content formats have performed well, and where.

The value of the information is only as good as the data collected and data entry must ensure that all coverage is logged and coded correctly – noting type of deliverable – release, positioning article, thought leadership, case study, feature, interview and so on – and how it was displayed by the publishing media outlet, and the format it was published on such as, e.g. online platform, digital issue/hardcopy or newsletter.

Effective data analysis makes trends more visible

Once the numbers are collected, trends should become more apparent through data analysis. For a campaign featuring a split of articles, press releases and interview outreach, organizations can then look at the results and consider whether the coverage formats match the levels of activity.

For example, a high volume of news coverage vs. bylined placements may indicate an organization has not reached ‘thought leadership’ status within their target industries. Or, on the other hand, a lack of news coverage may signal a rethink in press release strategies.

Measure PR

Data analysis will reveal the shortfall of newswires

If using newswires, this data-led approach can allow for a separation between wire-drive syndications and quality coverage which has been picked up, read and posted by a physical journalist. The ability to gauge newswire expenditure also opens up the opportunity for businesses to reduce this service and focus on pitching.

Remember to check message reach

Remember, businesses must keep in mind that 34% of marketing managers feel their public relations agency is ineffectual as they place content in the same small selection of media. But reaching a variety of publications with a PR campaign is just as important. A review of target media must be a priority and one that is continuously reviewed.

For businesses that use UVPM (Unique Visitors Per Month) to determine campaign reach, an analysis of their overall coverage will indicate campaign impressions.

Handle UVPMs with care

But organizations should chase high UPVM figures with caution and not at the cost of targeted campaigns – they are chasing B2B decision makers and potential buyers, not a vast consumer audience.

2. Valuable comms messages – with a spotlight on geographic and topic breakdown

While the previous section discusses analysis by format and asset origination, all coverage should also be coded by message and, for international campaigns, by geography. By drilling deeper, marketing managers can start to understand more about how their campaigns and messages are resonating outside their own four walls. After 6-12 months, PR coverage can give B2B marketing departments an accurate reflection of which campaigns and messages are performing well and most significantly, where.

Data enables you to fine tune B2B messaging for the markets

These metrics can then shape strategies going forward, to ensure topics of most interest to the media are corresponding with the company marketing messages of the B2B organization. Those messages may need to be prioritized, modernized or revisited accordingly.

Coverage reporting may show certain topics are more developed in particular geographies, or even industries, and marketing strategies can be easily tailored going forward to ensure the most relevant messages are delivered to the most receptive audiences.

3. Inbound benefits can drive traffic for B2B organizations

Outside of the marketing department, business leaders themselves will want to know the value they are deriving from their PR investment and here PR’s inbound benefits can be measured. Media outlets are progressively making the online move, paving the way for B2B organizations to boost their digital lead generation.

Media outlets have websites with extremely high-ranking domains, both in terms of their UVPM (Unique Visitors per Month) and search result prominence, therefore a targeted PR campaign generating high coverage volumes in influential media outlets will ensure a B2B organization, their messages, and keywords, are featured prominently in authoritative third-party domains. Ultimately, potential customers seeking specific software or industry issues are more likely to find a B2B organization with a consistent and active media strategy.

Placing company generated copy can optimize backlinks

On an even more direct level, by drafting the content they submit to influential media outlets, B2B marketers have substantial control over the backlinks they include. Press releases can contain relevant product page links and bylined content can incorporate links back to specific areas of the company website – research, white papers, blogs and more. Click through can be tracked through marketing platforms such as Hubspot or Marketo, or simply through UTM-codes and Google Analytics.

Make an impression using dynamic PR metrics

Informative PR metrics start with great performance. This is where a constant flow of coverage can unlock opportunities for PR to exhibit how far it has come regarding direct impact on sales and marketing.

MarTech Investments in 2021 and beyond. The share of brands who choose the Customer Experience  MarTech category as their main area of investment over the next 18 months grew by more than 150% compared to our 2020 survey.

Portada Insights Report: What Brand Marketers Need from MarTech in 2021 and Beyond!

Our Portada Insights report “What Brand Marketers Need from MarTech in 2021 and Beyond” includes the aggregated results of brand marketers preferences in MarTech investment categories over the next 18 months. Results are broken down by the 5 Top MarTech investment categories and geographically (U.S and Latin America). Additionally, results for the top two categories  (Advertising & Promotion and Customer Experience) are broken down.

200 brand marketers in the Portada network throughout the Americas were polled. The survey took place in December 2020 and January 2021.

The 20 page report also includes qualitative statements of  brand marketers interviewed by Portada as well as advice and best practices from a select group of marketing service providers on how to best leverage marketing technologies.
Below are the key results of the report:

  • The share of brands who chose the Customer Experience  MarTech category as their main area of investment over the next 18 months grew by more than 150% compared to our 2020 survey. This increase is related to the acceleration of digitization and e-commerce propelled by the COVID-19 pandemic.
  • Regionally, the increase of the expected investment in MarTech related to Customer Experience is more pronounced in Latin America compared to the U.S.
  • Advertising & Promotion continues to be the leading category in the U.S. and is the second one in Latin America. The advent of Internet privacy regulations has increased the need of brands to invest in technologies that foster first-party data capture-maintenance and analysis as well as in technologies that are viable in a cookieless world including contextual targeting.

DOWNLOAD the 20 page report!

 

Starting February 15, the CNN en Español audiences will be able to enjoy a special 10-episode series of unique interviews in the style of this Hispanic television icon.

Mario Kreutzberger, better known as “Don Francisco,” will present “Don Francisco Reflexiones 2021 on CNN en Español and CNNEspanol.com.

In this special show, the popular entertainer will reflect, with his guests, on some of the issues that could concern and affect anybody. The common denominator of the program will be the sensitivity of the conversations, which will be developed through the personal stories of the interviewees, combined with the unique style of the famous host.

With almost 60 years of career, which began in 1962 in his native Chile, “Don Francisco” is considered an icon of Spanish-language television. He is the creator and host, among other productions, of “Sábado Gigante,” recognized by the Guinness World Records as the longest-running variety show in television history.

In “Don Francisco Reflexiones 2021”, we will see him in his new digital studio without interacting with an audience something totally new to him and specially built for this project and adapted to the circumstances imposed by the pandemic.

Don Francisco
Photo by Gio Alma

This show will also be a new experience for “Don Francisco”, because it is the first time that he will face an international audience with a 100% virtual production, whom will be able to participate by sending their questions, videos and their own reflections through the social networks of Don Francisco @DonFranciscoTV on his digital platforms, and at @CNNEE and the CNN en Español’s webpage, www.CNNE.com/donfrancisco   and its social media network @CNNEE

About this new experience, Don Francisco has said: “I am a communicator in my 59th year in this profession that I am passionate about, and I cannot be silent when I feel that the world has so much to say. I am grateful for this opportunity given to me by CNN en Español to share my reflections with the public and my guests”.

“Don Francisco Reflexiones 2021” will include conversations with more than 30 guests, including prominent artists, personalities from the scientific and cultural worlds, and special interviewees who have had experiences that will make us all reflect.

It’s a multi-platform project that I hope will be the beginning of a new partnership between Don Francisco and CNN.

“Mario is a great interviewer and in this new stage he will unveil a novel format, at a time when humanity and the Hispanic world needs to share in a closer way, interacting in social and digital media and on the television screen of CNN en Español. It’s a multi-platform project that I hope will be the beginning of a new partnership between Don Francisco and CNN,” said Cynthia Hudson, senior vice president and managing director of CNN en Español and Hispanic strategy for CNN/U.S.

Dr. Scholl, Makita U.S.A., Inspire Brands, Driven Brands, Avocados From México, Taylor Reach Group, Price Chopper/Market 32, Tops Markets, QVC® US / HSN®, Panda Express® ….. and more brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Dr. Scholl

DR SCHOOLDr. Scholl, an American footwear and orthopedic foot care brand owned by Scholl’s Wellness Company, has appointed OMD USA to handle its´ media account. The agency won following a fast-paced review that began in December 2020. Dentsu Mcgarrybowen was the incumbent. 

 

 

  • Makita U.S.A. 

 

makita

Makita® U.S.A., Inc., a worldwide manufacturer of industrial power tools, pneumatics power equipment and janitorial-sanitation products,  is continuing its commitment to future growth in the U.S. market with the purchase of 80 acres in Georgia. The land, located northeast of Atlanta in Hall County, is the target for planned future development to address continuing growth in the United States.Over the past three years Makita has made significant investments in the U.S.A. The Atlanta-area purchase follows the August 2020 opening of a new distribution, training and service facility in Reno, NV, and the 2017 opening of a similar facility in Wilmer, TX. Makita’s distribution chain also includes operations in Mt. Prospect, IL, Buford, GA, and La Mirada, CA. Additionally, the manufacturing plant in Buford is one of ten Makita manufacturing facilities worldwide.Makita U.S.A., Inc. is located in La Mirada, California, and operates an extensive distribution network throughout the U.S.A. With 50 years in the United States and over 100 years worldwide.

  • Inspire Brands

Inspire BrandsRestaurant group Inspire Brands, a multi-brand restaurant company whose portfolio includes nearly 32,000 Arby’s, Baskin-Robbins, Buffalo Wild Wings, Dunkin’, Jimmy John’s, Rusty Taco, and SONIC Drive-In restaurants worldwide, has named Publicis Groupe its´ media AOR following a review that began in early August. Following this appointment, a dedicated media strategy team within Publicis called Inspire Media Engine will be formed and led by Publicis agencies Zenith and Digitas. Inspire Media Engine will handle national media buying and planning for Inspire’s portfolio that also includes Baskin-Robbins, Buffalo Wild Wings, Jimmy John’s and Sonic, as well as local media planning and buying for Dunkin’, Jimmy John’s and Sonic. The appointment does not include national paid search or social for some brands as those duties are handled in-house or through an agency partner not affected by the review. The account is valued at about US$600 million, according to a source familiar with the account.

  • Taylor Reach Group

spiritsOne of the world’s largest and fastest-growing premium spirits companies has enlisted the aid of The Taylor Reach Group, Inc. (TRG) to assess their current capabilities and support the design of a new Direct to Consumer (DTC) organizational vision.The DTC channel will support consumers across the globe. Consumer support and experience will be delivered across multiple channels and across dozens of popular and premium liquor brands. The full roll out of this process is expected to take three years.The Taylor Reach Group, Inc., is a globally-recognized contact center, customer experience consulting and managed services firm focused on optimizing consumer engagement. The firm’s role in this massive undertaking is to perform a sweeping audit of the client’s current consumer service channels, determine how those channels compare against industry best practices, and make recommendations on improvements to support the DTC strategy.Taylor Reach has helped major retail, publishing, education, and financial brands, as well as government agencies at all levels, provide world-class consumer support and customer experience.

  • Driven Brands

Driven BrandsCharlotte, NC-based Driven Brands has appointed San Francisco-based agency Erich & Kallman AOR for Meineke Car Care Centers and Take 5 Oil Change. The appointment includes strategy, creative and production for national and regional campaign work, including TV, radio, OOH, social, and digital. Media planning and buying for offline media (TV, Radio, OOH) at both national and regional levels is also included.  (360i handles digital media).Moxie and Mythic were the incumbents for Meineke and Take 5 respectively. With over 2500 units in operation today, Driven Brands is the number one choice when considering a franchise in the automotive industry. (Check out a Portada interview with a leading Driven Brand executive.)

Marketing ConferencesAt this exclusive virtual event on March 24, 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 Director David Karp at David@portada-online.com.

 

  • Avocados From México

afmAvocados From México has selected Omnicom´s GSD&M as its´ new AOR without a review. The agency will lead creative and brand for both general market and Hispanic, with the first work set to launch in early 2022.

 

 

  • Price Chopper/Market 32 – Tops Markets

topsNortheastern grocers Price Chopper/Market 32 and Tops Markets plan to merge, creating a supermarket retailer with nearly 300 stores in six states. Financial terms of the deal weren’t disclosed. Scott Grimmett, president and CEO of Schenectady, N.Y.-based Price Chopper/Market 32, will serve as CEO of the merged company and on its board of directors, overseeing the operations of 292 Price Chopper, Market 32, Market Bistro and Tops Markets stores in New York, Vermont, Connecticut, Pennsylvania, Massachusetts, and New Hampshire. Frank Curci, chairman and CEO of Williamsville, N.Y.-based Tops, will serve on the combined company’s board and as a consultant to aid in the transition.The new parent company will be based in Schenectady. Both supermarket chains will retain their main offices in Schenectady and Williamsville and continue to be managed locally by their respective leaders.

 

  • QVC® US / HSN®

QVS

Qurate Retail Group’s QVC® US and HSN®, leaders in building brands through livestream video storytelling across multiple platforms, announced plans to introduce more than 90 emerging brands in apparel, accessories, beauty, culinary, home décor and innovations, and electronics throughout 2021. Two-thirds of the winning brands have self-identified as either women-owned or minority-owned, reflecting QVC and HSN’s commitment to developing a diverse and inclusive vendor community.  QVC and HSN discovered the brands through The Big Find®, the retailers’ second annual international search to discover entrepreneurs. Twenty-three brands are expected to launch by the end of March, including Pili Ani and 54 Thrones (beauty); Nude Barre and Poppy + Sage (accessories); Pacific Northwest Cookie Company, Curly Girlz Candy and Pure Food by Estee (culinary); and Go Hang It! and The Strapper (home innovations). After seeing the increased demand specifically in categories like home decor, food, and electronics during the COVID-19 pandemic, judges looked for products to address customers’ shifting needs as well as great storytellers who are authentic and passionate about their brand. Additional Big Find brands will launch throughout Q2 and through the rest of 2021.QVC and HSN form one of the world’s largest video commerce platforms, reaching more than 90 million homes in the U.S. (380 million worldwide) via broadcast channels and millions more via streaming, web, mobile, and social platforms. 

  • Panda Express® 

Panda E

Panda Express, one of the largest family-owned and operated Asian dining concepts in the U.S., has sparked a celebration in honor of Lunar New Year, one of the world’s biggest festivals centered around food, family and togetherness. Through Feb. 28, guests can visit www.PandaLNY.com on their mobile phones to send their own virtual celebrations and personalized well-wishes to loved ones through this digital red envelope experience. Panda will also share special offers with every guest who sends and receives a digital red envelope during the festivities.To bring to life the spirit of Lunar New Year and invite those who may be unfamiliar, Panda unveils a new 3-minute short film that tells a story through the lens of a young man discovering the meaning of the holiday in his own way. The short explores the idea that a person’s desire to come together with loved ones and wish them good fortune is in fact a shared value that connects us all.The auspicious holiday is not complete without a family meal filled with symbolic dishes that bring forth new beginnings. Panda Express’ Firecracker Chicken Breast® returns with the same bold and loud flavors. 

 

Portada Live

At this exclusive virtual event on March 24, 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 Director David Karp at David@portada-online.com.

 

 

The global predictive analytics market size is anticipated to reach US $23.9 billion by 2025, according to a report by Millionin$ights. It is anticipated to register a 23.2% CAGR during the forecasted period, 2019 to 2025. The growth reflects an exponential increase in the generation of data coupled with rising awareness about its usage for implementing marketing strategies.

With the rise of Big Data and Artificial Intelligence, marketers have more powerful technology and analytics tools at their disposal than ever before. Data-backed customer insights can be used to enhance marketing efforts at every stage of the funnel, and one of the most effective tactics is using predictive analytics.

Predictive Analytics in Marketing

According to IBM, over 2.5 quintillion bytes of data are created every single day providing raw data that can be used to obtain data-backed customer insights.  As stated in an article written by Jennifer Xue for Single Grain, there are eight uses of predictive analytics in marketing:
-Detailed Lead Scoring
-Lead Segmentation for Campaign Nurturing
-Targeted Content Distribution
-Lifetime Value Prediction
-Churn Rate Prediction
-Upselling and Cross-Selling Readiness
-Understanding Product Fit

Large enterprises held a major share across the global predictive analytics market due to the surging usage of these solutions for the prediction of future trends according to the availability of historical data. While the small & medium enterprises segment registered the highest CAGR on account of the rising adoption of technologies like cloud and predictive analytics by several SMEs.

The deployment segment of on-premise dominated the global market in 2018 on account of the rising concerns about cloud infrastructure like privacy, storage, and data security. On the other hand, the segment of cloud deployment is projected to register the fastest CAGR in the upcoming years owing to its features like enhanced resource utilization, and cost-effectiveness.

North America dominated the global market in 2018 due to rising technological advancements and surging presence of key players across the U.S. While, the Asia Pacific is projected to witness the highest growth during the forecasted period, 2019 to 2025 on account of increasing deployment of such solutions among several services and solution providers.

The market for predictive analytics includes key players such as IBM Corporation; Microsoft Corporation; SAP ERP; Oracle Corporation; and Tableau Software, Inc. These players have started adopting inorganic and organic marketing strategies like collaborations, mergers, acquisitions, partnerships to widen their product portfolio and reach.

Further key findings from the report :

  • The large enterprises segment dominated the global market in 2018.
  • The segment of cloud deployment is projected to register the highest CAGR during the forecasted years, 2019 to 2025.
  • North America dominated the global predictive analytics market in 2018.
  • The key players in this market are IBM Corporation; Microsoft Corporation; SAP ERP; Oracle Corporation; and Tableau Software, Inc.

More information here.

 

Univision buys VIX; What you need to know… Leadspace, The Brandon Agency….Companies get bought and sold, people change positions, get promoted or move to other companies. Portada is here to tell you about it

Univision Buys VIX: What You Need to Know…

Univision Buys VIXUnivision is acquiring VIX. The transaction marks the end of VIX,  until 2017 called Batanga Media, as an independent firm since it was founded in 1999 by Troy McConnell, Luis Brandwayn and Jochen Fischer in North Carolina. Throughout its more than 20 years of existence VIX has been headquartered in Miami, Florida, with operations in 14 countries including Brazil, Chile,  Uruguay, Colombia, Mexico, Peru, and Venezuela.
Univision’s acquisition of VIX reflects the consolidation trend in the digital media space overall, e.g. Bustle Digital Group’s CEO Bryan Goldberg’s recently said that he wouldn’t be surprised if Bustle, Vice Media, Vox Media, Group Nine and Buzzfeed consolidate from five companies to three, and in the Hispanic/Latin American media space in particular (e.g. the purchase of a majority stake of Cisneros Interactive by Entravision).  it is well known that, overall, digital media property valuations (excluding  social media and Google), have been going down over the last 5-6 years. While the acquisition price of VIX by Univision was not disclosed, it is unlikely that VIX investors made a positive return.  VIX, had raised $73.5 million in funding from investors including HarbourVest Partners, Tudor Investments and H.I.G. Capital, according to Crunchbase. In addition, Discovery bought a stake in Batanga in 2016.
Also interesting is that Discovery is letting go of its stake in VIX, probably because it is betting on its own recent launch of Discovery+ through which it  enters the streaming market loaded with content from the company’s network lineup, including HGTV, Food Network, TLC, Travel Channel, Discovery Channel, and Animal Planet, among others. 

Univision’s Acquisition of VIX: Pivot to Video

As video streaming and CTV advertising belong to the highest growth areas of the ad supported media ecosystem, media companies are heavily investing in their streaming services. This is the main rationale for the Univision VIX acquisition. Univision recently announced the launch of PrendeTV, featuring free, premium, 100% Spanish-language ad-supported programming. VIX operates a Spanish-language streaming platform serving Latin American and U.S. Hispanic audiences and includes a content library of 20,000 hours of film and TV programming. On a combined basis, PrendeTV and VIX will have more 30,000 hours of content. The service will be integrated into PrendeTV in the U.S., which, according to Univision, will bring immediate scale through distribution on mobile and connected TV platforms including Roku, Apple TV, Amazon Fire TV and Android TV.
Univision Buys VIX
Rafael Urbina, Univision General Manager/EVP of AVOD Streaming
Inside VIX Purchase by Univision
Samer Deen, Chief Digital Officer, Univision

“VIX is the next key step towards Univision’s goal of building the most comprehensive ad-supported streaming offering ever amassed for Latino audiences,” said Pierluigi Gazzolo, President of Univision and Chief Transformation Officer.  In addition to content and distribution, VIX also brings to Univision a seasoned executive team. After Univision’s VIX acquisition,  VIX CEO Rafael Urbina will serve as Univision General Manager/Executive Vice President of AVOD Streaming and report to Sameer Deen, Univision’s Chief Digital Officer.

 

LeadSpace Lands Funding and a New CEO

Leadspace Leadspace announced it has raised $46 million in growth funding led by JVP. The funding validates Leadspace as a front runner in a burgeoning Customer Data Platform (CDP) market that is estimated to generate $2.4 billion in 2020, and expand to $10.3 billion by 2025. Leadspace plans to use the funding to grow the team in both Israel and the U.S. and keep up with the increasing demand they’ve seen in the last year. Funding and fresh leadership will enable Leadspace to accelerate growth, product development and customer adoption of its leading AI-driven B2B Customer Data Platform (CDP). Current clients include Salesforce, American Express, Zoom, Microsoft, Verizon, Intel, Autodesk and many more.

The company is also appointing Alex Yoder as its new chief executive officer, whose extensive experience leading transformative growth within the companies he’s led will now help Leadspace redefine the emergent B2B CDP category. Yoder joins Leadspace after successfully building organizations as large as US $ $150 in annual revenue, spanning marketing tech, Ad-tech, SaaS and services. Leadspace has also announced that JVP Founder and Executive Chairman, Erel Margalit, will serve as Chairman of the Board for the company. Margalit has led investments in companies including CyberArk Software, QLIK Technologies and Cogent Communications and many others.

Stephen Childress at the Brandon Agency

Stephen Childress , Chief Creative Officer, The Brandon Agency

The Brandon Agency, an integrated marketing agency in the Southeast, has hired Stephen Childress as Chief Creative Officer. The hire is a new leadership position for the agency, which provides full-service, data-driven marketing solutio

ns to established and emerging brands including Green Giant, Security Finance, ScanSource, Santee Cooper, AgriSupply, stayAPT Suites, WasteQuip, and Wilmington Health.
Childress joins the agency following a background in creative leadership positions, most recently serving as Scoppechio’s Chief Creative Officer since 2017, and working at other agencies during his career like EP+Co and Grey. In his nearly four years with Scoppechio, Childress oversaw all digital, creative, social, content and production for the agency’s portfolio of clients including GE Appliances, Longhorn Steakhouse, Brown Forman and Fifth Third Bank. During his career, Stephen’s work has been recognized in the One Show, National ADDYs, Communication Arts, and more.

 

 

 

  • Aesop

Aesop, TurboTax, United Airlines, Fiesta Insurance, Lexus….. and more brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Aesop

AesopGlobal skin, hair and body care brand Aesop has appointed Havas’ dedicated customer experience network Havas CX as its global customer engagement agency following a competitive pitch overseen by The Observatory International.The group has been tasked with developing a new global “replenishment and recognition” programm  for customers and will be supported strategically and operationally in key markets by Havas CX Helia in the UK and BETC Fullsix in France, which pitched together, along with Havas CX in Asia.
Aesop was founded in 1987 in Melbourne, Australia, and now markets over 80 branded products, including skincare, haircare, soaps, fragrances and homewares. In 2012, the company sold a majority stake to Natura & Co, the Brazilian global group behind Natura, The Body Shop and Avon. Natura took total ownership in December 2016.
The agency will work alongside Aesop’s in-house CRM team, which has invested heavily in customer marketing technology over the past 12 months. Tapping into data to advance the cross-channel customer experience, the strategy will focus on innovation, differentiation and digital acceleration and aim to inspire more customers to become brand ambassadors.

  • Intuit

TurboTaxTurboTax, from Intuit Inc., the leader in online tax preparation, announced the launch of its Latino-focused integrated marketing efforts. The year 2020 was an unpredictable and challenging year that forced many Latinos to make tough financial decisions. TurboTax has formed strategic media and community partnerships to promote access to key educational content and provide relief to those most in need. “TurboTax is committed to serving the Latino community by listening to their needs,” said Alejandra Molinari, Lead of TurboTax Latino Communications and one of the many brand marketers participating at our Portada Live, March 24th, 2020 event. TurboTax developed in-language tools to serve as a resource to the Latino community and support them throughout these unprecedented times; these include the Unemployment Center, a Self-Employed Coronavirus Relief Center, and the Coronavirus and Stimulus Center. TurboTax also offers TurboTax Live, so the Latino community can get answers to their tax questions as they go and a review of their return before they file. Additionally, NEW this tax season is the TurboTax Live Full Service offering which enables taxpayers to connect to a dedicated bilingual tax expert, who will prepare and file their tax return from start to finish, all from the comfort of their own home.Latino taxpayers with simple tax returns can take advantage of the TurboTax Live Basic limited time offer and have a bilingual tax expert review their return for free so they can be 100% confident their taxes are done right.Furthermore, TurboTax Latino integrated marketing program will include the following key extensions: #LeadingConEducación,  #ViveFullService” and #SmartDinero Partnership with WeAllGrow Latina Network.These efforts are being executed in partnership with Hispanic public relations agency Havas FORMULATIN. The agency’s work also includes both paid and earned media tactics as well as social media engagement throughout tax season.

  • United Airlines 

UnitedUnited Airlines has kicked off a global review of its creative business. Dentsumcgarrybowen, formerly Mcgarrybowen, has been the incumbent since winning the account in 2011. The agency has been invited to participate. Carat continues to hold media responsibilities for United Airlines. The airline declined to name other agencies invited to take part. The move comes as the airline suffers from massive dips in travel due to Covid-19. In the fourth quarter of 2020, United Airlines posted a US$1.9 billion net loss. United is looking to refresh its brand and creative platform in the wake of “the most sustained, seismic disruption in the history of commercial aviation,” a United Airlines spokesperson said in a statement.

  • Fiesta Insurance

FiestaFiesta Insurance, a leading retail franchisor of insurance and tax services, continued its expansion in distributing insurance and services in an innovative and collaborative approach to the Hispanic community, with the acquisition of La Familia Agency, LLC (LFAI). With this transaction, Fiesta Insurance expands its footprint in the state of Texas, and within corporately owned storefront locations.  LFAI, based in Dallas, is a profitable and growing independent insurance agency chain distributing insurance and other services across 67 locations. LFAI will maintain the La Familia Auto Insurance name and company-owned storefront business model. LFAI is a leading provider of insurance products at the right price for the Hispanic community in Texas.   

Portada Live

At this exclusive virtual event, 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 Director David Karp at David@portada-online.com.

 

  • Lexus 

LexusLexus has officially unveiled the Monogram retail experience, providing guests flexibility in how they buy their next Lexus. Working hand-in-hand with dealerships across the United States to integrate the online and in-store retail experience, Lexus is piloting a retail program providing guests more control over how they purchase their vehicle, increased transparency into current inventory and real-time pricing, and flexibility to shop when and how they want. Developed in partnership with Toyota Motor North America (TMNA) and Lexus Financial Services (LFS) in response to shifting consumer purchase preferences, Monogram offers a flexible shopping experience befitting the Lexus brand. Lexus’ Monogram technology puts the car buying process in the hands of the guest, providing an integrated user experience across Lexus.com, the dealership website and the physical dealership store. For Lexus dealerships, the new technology integrates with current inventory, the customer relationship management system (CRM) and directly with financing through LFS, allowing sales associates the opportunity to better understand customers wants and needs, while accessing time-saving tools, enhanced analytics and advanced lead handling that allows the dealer to pick up right where the guest left off online.

  • La Tortilla Factory 

La Tortilla FactoryLa Tortilla Factory, Inc.  (LTF) announced that Flagship Food Group, LLC (Flagship) has agreed to make an investment into the company to support its future growth strategy.  Flagship will become the majority stakeholder in the company while the third generation Tamayo family members continue to remain valued partners.Majority owned by CREO Capital Partners, Flagship is a diversified food company that sells a wide range of food products and services under the 505 Southwestern, Lilly B’s, TJ Farm’s and other brands.  Most of Flagship’s brands are rapidly expanding, having experienced double-digit growth in recent years.The Tamayo family started La Tortilla Factory in 1977 to serve local Northern California restaurants and retailers.  Today, the Company is the largest nationally-distributed tortilla brand whose product portfolio is focused on true better-for-you, organic, and low carb categories.The new partnership will build on the outstanding reputation that La Tortilla Factory has cultivated within the food industry and community since 1977.  Its 300 employees will remain in place and focused on the company’s vision to be the innovative brand leader in premium Mexican food.  The transaction closed on January 27, 2021.  Terms of the transaction are confidential.Cascadia Capital represented and advised La Tortilla Factory on this transaction.

  • Stella Watch Company

Stella Watch CompanyStella Watch Company has appointed Generator Media + Analytics its media AOR. GM+A was already working for the brand as the agency completed a number of projects for the New York-based startup in 2020 and  was tasked with supporting the client’s 2020 Holiday season ecommerce initiatives.

 

 

 

Portada Live

At this exclusive virtual event, 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 Director David Karp at David@portada-online.com.

 

 

Cookies in digital marketing have played a huge role. while digital consumption has accelerated throughout the past 12 months, the rules of advertising online are changing. As tech firms and regulators herald the end of the cookie in 2021, here are initial steps for marketers to take, to ensure their advertising is still reaping the measurable benefits of digital marketing, but with cookies no longer at their disposal.  By Remi Cackel, Chief Data Officer, Teads.

1 – Be prepared to face the challenge of no cookies in digital Marketing

Because there is no doubt this is a challenge. Digital marketing has used cookies as a base for years now, so continuing to be effective requires change. A change in approach, a change in teams and partners and scope. But with the right preparation, success will come. Make sure your parameters are clearly defined; how are you defining your market? Where do you view your brands sitting within those markets and how will you measure success going forward? Be sure that you’re analyzing and reviewing your current audience targeting needs, splitting it by top categories, such as demographics, interest, intent, etc.

2 – Reshape your first-party data strategy

Whether in terms of data collection or utilization, most of clients’ first-party data is largely cookie-dependent and will shrink. Despite this expected volume reduction it, paradoxically, becomes even more strategic to focus your time in using it, but in a different way. There are two key points to consider:

  1. Use your data beyond standard targeting.

You have to think beyond the utilisation of your data for direct messaging/lookalike modelling. Review in priority how your data can be used in two key uses-cases:

(i) To support cookieless planning and decision-making

The data you have about your consumers should become the cornerstone of your cookieless transformation.

For example using it to analyse which contexts over-index for your most valuable customers. Knowing the type of content your clients are reading in each market, and for each brand, will help you define your initial contextual targeting strategy.

(ii) To support measurement needs

Measuring performance and effectiveness does not need to be done across 100% of the campaign delivery, only on a statistically representative percentage.

Ensure you are using your 1st-party data to power media effectiveness measurement as much as possible (e.g: capturing online/offline signals of visits from your properties).

  1. Introduce sustainable identity resolution and privacy compliance

Review all your data collection and utilization channels to assess how you can map your users against login/persistent identifiers to future-proof its utilization.

When publishers introduce a significant volume of unique IDs on the open-web, you want to already be in the position of being ready to use it.

It’s also crucial to make sure you’re allowing proper data privacy management for users (user consent, right to access/delete, etc). This should be addressed not just from a regulatory perspective, but also to make sure you are engaging your consumers in the right way.

3 – Future proof your audience targeting capabilities 

We need to be realistic about what will replace the cookie. Despite many claims from across adland, there will be no one-size-fits-all solution. Different approaches will need to be properly understood, tested and combined in order to maintain the same levels of ad effectiveness.

Be sure to keep track of, and test, the most up-to-date industry initiatives. The most current ones are outlined here:

  1. Privacy Sandbox: Get ready for the first tests which will probably happen during H1 2021, find out more here
  2. Real-time profiling: Using insights and relevant (cookieless) signals as a proxy of an audience (e.g: context, device models, etc.)
  3. Publishers’ first-party data: Make a list of publishers who have relevant/suitable data for your main/core audiences. This approach has as many opportunities as it has limitations, be sure to be aware of both before fully committing to this path.
  4. Unique ID: Understand that it’s mostly about using a login and that you should not spend time in A/B testing different solutions. Publishers are progressively integrating more login solutions. Make sure to monitor the scale and begin testing as soon as it becomes actionable (in the mid to long-term)

4 – Discover the power of content

Contextual targeting is not a plan-B, it provides an equally viable media strategy that we’ve been proving with multiple brands across all markets around the world. The challenge with contextual targeting at scale is that harnessing its power isn’t understood by many. So what are the steps to take to ensure you can make the most of it? The same as all good campaigns, it needs to start with a good media plan to ensure proper actionability.

Use your first-party data, new tools, and insights to learn which contextual signals can be used, when, and how?

Next steps are using contextual information for creative personalization: How can your creatives be personalized according to the content of the page to truly amplify your message? Measure the outcomes and compare them to audience targeting, you will be pleasantly surprised with the results.

The additional layer is to A/B test different contextual targeting solutions from the marketplace. See which works best for your brands and campaigns, at the right moment.

During 2021, be ready to go even one step beyond by exploring new contextual signals at scale: Weather, time of the day, device models,…etc. are all key cookieless dimensions, allowing greater personalisation and media effectiveness.

5 – Don’t get lost on the way

As you engage in your transformation away from cookies, you will face multiple challenges. We’ve outlined some of them above, but no doubt more will appear as we move through 2021. But with the right approach, you will be in the best possible position to continue:

  1. Adopt the right mindset: There’s no need to panic, but advertising without the use of cookies has to be seriously considered and understood across the whole of your digital marketing organization.
  2. Focus your efforts: Clearly define your timelines and project scope: What will be tested, how and when? Don’t blindly test all the ad-tech proprietary solutions, focus your efforts for best results.
  3. Communicate, participate to relevant working groups and share your results: Showcase best-in-class work to the whole industry and learn other brands’ experiences and points of view. This is a challenge we all need to meet together, but cross-industry collaboration is the best way to deliver business results whilst, critically, regaining consumer trust.

Article written by Remi Cackel, Chief Data Officer, Teads