Tag

Adsmovil

Browsing

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Latin American consumers right now.

For prior Sales Leads LatAm editions, click here.

  • Apple

Originally scheduled to open its doors in early 2019, Apple’s first Latin American flagship store is back on track for unveiling in an upscale Mexico City mall later this year after undergoing a major redesign to consolidate two stories of floorspace into one. Construction of the large single-story standalone structure at Antara Fashion Hall in Ciudad de Mexico’s (CDMX) Polanco district has been ongoing for months. Apple committed to plans to build a Latin American flagship in 2017, just six months after opening its first retail store in the region at Mexico’s Centro Santa Fe mall. The Antara location was selected over a nearby plot on Avenida Presidente Masaryk due to the first store’s strong enterprise sales, which currently account for more than 40% of all revenue.

 

 

  • PepsiCo/ Grupo Gepp

PepsiCo plans to invest US$4B in Mexico between 2019-2020 with partner Grupo Gepp and create around 3,000 new jobs. Part of the investment will go toward a US$109M new plant in the central state of Guanajuato, which should be operating at full capacity by 2025. Grupo Gepp markets Pepsi products in Mexico.

 

 

 

 

  • Adsmovil / Rappi 

Adsmovil, leader in mobile advertisement in Latin America and the Hispanic market in the United States, and all-purpose delivery application Rappi have joined forces to launch Click2Rappi. Software Click2Rappi is aimed at recognizing users’ taste through their searches and online purchases and offer them certain products according to their location. In addition, the software will make sure the product is actually available and deliver in time by the closest “Rappitendero”.The products will be offer through advertising display on the pages through which the person navigates.Rappi users will be able to buy what they want with a single click as the software  will send them directly to the payment. For those who do not have the application, it will allow them to quickly register and close the purchase.

 

 

 

 

  • Visit Orlando

 

A rise in tourists from Latin America helped push Visit Orlando to yet another record number of visitors last year, solidifying the region’s position as the country’s most-visited destination, Orlando Sentinel has reported. Officials with the tourism marketing agency announced that a record 75 million people visited Central Florida in 2018, a 4.2 percent jump from the previous year.The increase included an 8.1 percent jump to 893,000 visitors from Brazil and a 13.4 percent boost in tourists from Mexico to 382,000.The record comes as the region gears up for another string of hotel openings during the next two years, as dozens of projects are expected to finish.

 

 

  • Mercado Libre

Online Marketing agency Interactivity will continue working with Mercado Libre to develop the content and manage the company´s LinkedIn profile, in order to amplify job searches of the leading e-commerce company in Latin America .Interactivity will develop the brand´s digital strategy, audiovisual content and manage the LinkedIn community for the entire region.

 

 

 

 

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

 

 

  • JetBlue

JetBlue announced that its new and expanded Guayaquil service, with daily nonstop flights between New York’s John F. Kennedy International Airport (JFK) and Guayaquil, Ecuador’s José Joaquín de Olmedo International Airport (GYE), is now out for sale. JetBlue will launch the new service on December 5, 2019 (a). Flights will operate daily and the new route will become the longest in the JetBlue network, stretching beyond today’s longest route by more than 200 nautical miles.Home to more than two million people, Guayaquil, is buzzing with colorful cityscapes, outdoor gardens and zoos. The city is also a convenient gateway to the natural beauty of the Galapagos Islands. With quick and easy flight access from Guayaquil, travelers can get up close and personal with wildlife while surrounded by unique landscapes unlike anywhere else in the world.Guayaquil is the second city in Ecuador JetBlue serves and the sixth JetBlue city in South America overall. The airline first launched daily service between Fort Lauderdale and Quito in 2016. Existing service between Fort Lauderdale and Guayaquil launched February 2019.

 

  • Holiday Inn Piura

IHG (InterContinental Hotels Group) announced the opening of the newly-built 118-room Holiday Inn Piura hotel located in the coastal city of Piura, Peru. The Holiday Inn Piura hotel is the company’s first brand to open in Piura, which is the business hub of Peru’s northern region.Holiday Inn Piura is owned by Corporacion Hotelera Piura S.A.C. and operated by Grupo Agrisal Division Hotelera. The hotel is part of IHG’s diverse family of brands in nearly 100 countries and territories.Gerardo Murray, Regional Vice President Marketing, Commercial and Revenue Strategy, Mexico, Latin America and Caribbean, IHG, said: “We are proud to continue IHG’s growth in Peru with the opening of Holiday Inn Piura. We are excited to bring business and leisure travelers a welcoming stay they can count on while exploring new destinations within this magnificent country.”

 

 

  • Tapestry Collection by Hilton

Hilton has announced the signing of ROK Hotel, Kingston, Tapestry Collection by Hilton, representing the brand’s debut in Jamaica and the Caribbean.Slated to open in 2020, the 168-room property, owned by PanJam Investment Limited, sits in a multi-purpose complex on the Kingston Waterfront and will include retail, on-site entertainment and commercial office spaces.Under redevelopment to further revitalize the Kingston Waterfront, the 12-storey building originally opened in 1977 as the Oceana Hotel. Now, it is being transformed into ROK, Kingston, a contemporary hotel offering guests convenient access to the National Gallery of Jamaica and the historic landmark, Port Royal.

 

Join us at PORTADA Mexico!

What: Adsmovil has been awarded the TAG Certified Against Fraud Seal by the Trustworthy Accountability Group.
Why it matters: Adsmovil meets the strict anti-fraud requirements of TAG, the leading advertising accountability group. Digital marketers can be sure Adsmovil has rigorous standards to combat ad fraud.

Good news for digital marketers looking to reach U.S. Hispanics, as Adsmovil has been awarded the TAG Certified Against Fraud Seal by the Trustworthy Accountability Group (TAG). The coveted certification recognizes Adsmovil for setting rigorous standards to combat ad fraud and increase transparency for its advertising and publishing partners.

The Trustworthy Accountability Group is an advertising industry initiative to fight criminal activity in the digital ad supply chain, and it focuses on four main areas: eliminating fraudulent digital advertising traffic, combating malware, combating Internet-supported advertising piracy to promote brand integrity and promoting brand safety through greater transparency.

“We’ve always been careful to ensure that our inventory is genuine, human and free of fraud,” said Adsmovil’s CEO Alberto Pardo “Banano”. “That’s why it’s key for brands to work with partners like us that have the technology, scalability and a dedicated team that understands the niche the brand is targeting.”

“We are delighted to recognize Adsmovil for the steps it has taken to fight fraud and strengthen the digital advertising supply chain,” added Rachel Nyswander Thomas, SVP for Operations and Policy at the Trustworthy Accountability Group. “We look forward to continuing to work with Adsmovil to further raise the bar in fraud prevention across the industry.”

Adsmovil has made sure to work with trustworthy partners to offer publishers and advertisers the best technology that’s able to safeguard their brand.

 [ctalatinb]

What: We talked to Adsmovil’s Alberto Pardo about the main challenges and recommendations to reach Hispanics effectively through mobile.
Why it matters: Hispanics are a hugely important part of the U.S. population, and communicating successfully with them demands a holistic understanding of the consumer’s identity and behavior.

You would have to be living under a rock not to know that Hispanics are an important part of the U.S. population. In fact, 18% of Americans are of Hispanic origin, and about 38 million speak Spanish at home. Nielsen expects Hispanic buying power to reach US 1.8 trillion by 2021, and it continues to rise in the FMCG market.

It is also no secret that Hispanics over-index in smartphone ownership, mobile usage and data consumption, which is why mobile marketing is an important tool to reach them, even if sometimes it can sound challenging. We talked to Alberto Pardo, founder & CEO of Adsmovil, and member of Portada’s Council of the Americas, about the key challenges of mobile marketing to Hispanics, and the ways in which new technologies can help…, or complicate things even more.

New Technologies Have Greatly Changed the Ways to Reach Hispanics

With the advent of new technologies surrounding the era of mobile phones and apps, it’s crucial to have access to the right tools, such as an SDK or Software Development Kit. An SDK is a set of tools that allow the creation and enrichment of applications.

“With an SDK we can tell the app ecosystem of a device. It allows us to create audience segments based on the apps a user has installed on his/her phone and target ads accordingly,” comments Alberto Pardo. “Also, with a diversity of Hispanic mobile web publishers and content, we can fully build custom audiences, derived entirely from mobile behavior, personalization, and intelligence.”

You Should Look at a Holistic Picture of the Consumer, but How Will You Know They Are Hispanic?

“Looking at a holistic picture of consumer context is key,” asserts Pardo. “The content they love, ads engaged with, places they go, keyword searched, content category frequented, app or site name domain, the app installed, language preference, etc.” As he explains, there are a number of ways of finding out if a consumer is Hispanic:

  1. If the language settings are in Spanish and if they have Hispanic apps installed on their phone. Based on the Spanish language content the user is consuming via mobile web or in-app.
  2. The location also plays a part: “We can determine that a Hispanic has been to a Latin supermarket, for example, and how often she frequents the location,” explains Pardo.
  3. “We can predict who is a Hispanic mom if she has been to an elementary school twice a day, 5 days a week (Monday to Friday). Adsmovil can analyze where the person has been (instead of where they are),” he adds.

Challenges of Reaching Hispanics Through Mobile

The first issue when trying to reach Hispanic at scale, says Pardo, is the lack of variety when it comes to high-quality Hispanic publishers in the U.S. “That’s why it’s so important to work with partners that count with a huge portfolio of publishes in the Spanish language, with the technology to properly target the right audience and an understanding of the Hispanic market.”

Not every word has the same meaning and usage throughout the spectrum. It’s key that brands understand that when safeguarding their brand.

Moreover, he explains, it’s important to understand that Hispanics have a very strong cultural identity, with many variations according to each region. “We have an amazing team who truly understand this market because they came from this market, and being able to reach each sub-Hispanic subgroup is essential when it comes to targeting Hispanics.”

The last challenge he mentions is protecting the brand’s image as advertising gets increasingly difficult in the U.S. “Many brands resort to blocking keywords that are an exact translation from English to Spanish, but that doesn’t necessarily work; not every word has the same meaning and usage throughout the spectrum. It’s key that brands understand that when safeguarding their brand.”

Remember: Not All Hispanics Are Created Equal

It’s important to target Hispanics according to their country of origin, and there are also a number of ways to do this. “We can target based on the content they are reading and consuming,” explains Pardo. “Hispanics frequently read Spanish content on sites and apps from their country of origin, such as Televisa or Tv Azteca for Mexicans, El Tiempo, Caracol or RCN for Colombians, etc.”

Another thing Adsmovil does is looking at the keywords they search. “Young Hispanics usually speak Spanish with their parents or text keywords of specific Hispanic ingredients or food. For example, the word “Beans” can be spelled very different based on the country of origin: caraotas in Venezuela, frijoles in Colombia and Mexico, chicharos in Republica Dominicana, porotos in Argentina and Chile, etc.” Then, according to the word they search, there’s a way of knowing where they’re from.

Finally, as Pardo mentions, it is necessary to adapt creatives according to level of acculturation as well as country of origin. “For example, we’d target second-generation Hispanics in English, an unacculturated Hispanic with a Spanish ad; or we’d add some Mexican flavor and keywords to an ad that will be targeting Mexicans, but we would never use the same ones for a campaign targeting Argentineans.”

What: Alberto Pardo, Parker Morse, and Cesar M. Melgoza, founding partners of Portada’s Council System, gave us their views on how technology will help the evolution of marketing in the near future.
Why it matters: AI is already impacting the media buying industry and it is expected to revolutionize the space with the automation of simultaneous processes.

Artificial Intelligence Will Increase Efficiency

According to a recent Salesforce study, 51% of the world’s marketing leaders (3500 participants answered the survey) are already using Artificial Intelligence in their organizations, and the technology has an anticipated YoY-growth of 53%. Moreover, 64% of these marketers agree that AI has “greatly or substantially increased their overall marketing efficiency”, and this technology is expected to grow more than any other.

“Everything will be about utilizing more technology, more data, more AI to be able to do things more efficiently,” asserts Parker Morse, founder & CEO of H Code, and member of Portada’s Agency Star Committee. “But it still needs to have people and the artistic touch of creating a creative experience that really engages the user, and machines can’t do everything. It’s about trying to find the balance between utilizing data and machines and the human element of creating the emotional connection with the user.”

Nominate a Brand or Media Marketing Campaign for a 2018 Portada Award! 

5G Networks Will Bring a Mobile Explosion

Alberto Pardo, founder & CEO of Adsmovil, is pretty certain that “The future of marketing will absolutely be focused in three or four things: first, AI is going to change the way everything is done, everything we know is going to change in the near future because of the erosion or explosion of big data. Data is going to be more and more relevant and AI is going to be a very important part of it.”

Further, the member of Portada’s Council of the Americas asserts: “Second, mobile will have an impact everywhere. It’ll explode because of the 5G networks that are coming maybe this year or the next to Latin America and of course the U.S., so this’ll have a huge impact in the way we interact with mobile devices. I think video is also going to be very relevant in terms of investment, in the advertising industry, and there’s also going to be a big change in people’s roles, what people do today is going to change dramatically in the next 5-6 years.”

Data Helps Connect to Consumers

“What’s next is actually what I like to say is ‘back to the future’,” comments Brand Star Committee member Cesar M. Melgoza, founder & CEO of Geoscape, which was acquired by Claritas at the beginning of this year. “Connecting with consumers, engaging in very relevant, impactful ways will never go out of style, the question is how you do it, through which screen, at what time of day, in which context, and what that engagement results in.”

Connecting with consumers will never go out of style, the question is how you do it.

The amount of data will grow with every passing day, but marketers will need to increase the sensitivity that is needed to interpret it and make good use of it. To be effective, you need to create an emotional connection with consumers, which is impossible without the human touch, as other executives have expressed in previous marketer interviews. AI and big data are already shaping how marketing is done, the question is not “what will happen”, but as Melgoza says, how.

What: Adsmovil offers technology and data for the mobile advertisement business with operations in the U.S., Brazil, Mexico, Colombia, and Argentina.
Why it matters: The company’s focus on the U.S. Hispanic market enables its clients to reach more than 90 million monthly mobile users.

Digital marketers looking to reach U.S. Hispanics should talk to Adsmovil. That’s the clear implication of comScore’s March report, which shows that Adsmovil, the leader in digital advertising for Hispanic audiences, reaches 48% of U.S. Hispanics.

Adsmovil has built a network of more than 400 premium English and Spanish-Language publishers in the U.S. Adsmovil is also fully compatible with Integral Ad Science, DoubleVerify, Grapeshot, MOAT, and Nielsen.

What makes Adsmovil Number 1 on comScore? 

  • It starts with high-quality publishers. Adsmovil works with elite publishers from the top Hispanic sub-demographics.
  • Adsmovil’s publisher base is diverse. Adsmovil is able to scale large campaigns across different high-quality verticals.
  • Adsmovil uses advanced technology to keep brands safe. Partnerships with Integral Ad Science, DoubleVerify, MOAT, and others ensure maximum security.
  • In addition to that technology, Adsmovil assigns a dedicated account team to ensure that all publishers offer high-quality inventory onlyBrands know that their content will not appear on sites that lack credibility.

“Adsmovil customizes its first-party Hispanic audiences based entirely on their mobile behavior,” said Adsmovil Chief Revenue Officer Andrew Polsky. “Depending on the type and frequency of content they consume, audiences will see relevant ads for entertainment, sports, food, travel, and more. We identify Hispanics via Spanish-language settings on their phone, the apps they’ve installed on their devices — e.g., Telemundo, Hulu, SlimTV, Semana, Western Union or Univision — and keyword searches in Spanish and English. We also use location to determine if a user frequents Latin restaurants or grocery stores and/or attends a soccer match. We then serve the appropriate ads to the appropriate people.”

 

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

Adsmovil has announced the return of Andrew Polsky as its first Chief Revenue Officer. In this newly-created role, Polsky will oversee monetization, national sales, agency partnerships, and client services in the U.S.

 

 

 

 

 

Intermarkets has welcomed Luke Rosche-Ritchie as Junior Account Executive. He’ll be responsible for serving the needs of the firm’s advertisers and helping them reach their marketing goals.

 

 

 

 

 

Liz Blacker has been tapped by Univision as SVP of Branded Content revenue. She will be responsible for all aspects of UCI’s Branded Content Revenue and Experiential Studio with a primary focus on driving new and incremental revenue for the company.

 

 

 

 

Omnicom Media Group’s OMD U.S. has hired former WPP executive Rolf Olsen as Chief Analytics Officer. In this newly-created position, he will lead a team of more than 120 marketing and data scientists.

 

 

 

 

 

Laurie Rosenfield has been named Senior Vice President, People Development, Human Resources, at CBS Corporation. In her role, she will focus on senior executive development, using her blend of skills as a certified executive coach, talent evaluator, and communicator.

 

 

 

 

Publicis Media (PM) is promoting Ben Cronin to global head of the group’s Media Sport and Entertainment (PMSE), replacing Robin Clarke. Cronin will look to further accelerate the sport and entertainment practice.

 

 

 

 

Endeavor Global Marketing has appointed Robin Clarke as its new senior vice president. In his new role, Clarke will be based in London and will oversee the company’s international team of brand marketers.

 

 

 

 

 

Doug Sweeney has been appointed as CMO of One Medical, a growing healthcare company. Sweeny will be building out the startup’s in-house marketing practice while continuing to work with agencies.

 

 

 

 

VaynerMedia has created a new role specifically for Ryan Fey, who departed Omelet, the creative agency he co-founded, last year. In his new role, Fey will serve as executive vice president to oversee the Los Angeles office’s client services team.

 

 

 

 

 

What: Adsmovil has announced the appointment of Andrew Polsky to the newly-created role of Chief Revenue Officer.
Why it matters: In the CRO role, Polsky will oversee monetization, national sales, agency partnerships, and client services in the U.S.

Adsmovil announced today that it has appointed industry veteran Andrew Polsky as its first Chief Revenue Officer. Polsky returns to Adsmovil from the role of SVP, Sales, East at Sabio Mobile where he helped build the company’s presence in New York while closing mobile in-app direct and programmatic partnerships for the network. In the CRO role, Polsky will oversee monetization, national sales, agency partnerships and client services in the U.S.

Adsmovil offers global mobile advertising solutions with offices in Brazil, Mexico, Colombia, Argentina and the United States. The company’s focus on the U.S. Hispanic and Latin American markets allow its clients to reach more than 100 million mobile-phone users. Always adapting to new technologies, Adsmovil offers display, video, rich media, creative dynamic optimization, native, geolocation technology and a complete Programmatic offering.

“Andrew’s broad experience with the U.S. Hispanic market will help Adsmovil accelerate its growth among our clients and prospects,” said Adsmovil CEO Alberto “Banano” Pardo. “As media and technology continue to converge, we have a big challenge to offer excellent solutions in mobile, results, effectiveness and most importantly, to improve the service to our clients in the U.S.”

Polsky will oversee sales offices in New York, Chicago, Detroit, Los Angeles and Miami. Based in New York, he will report to CEO Alberto Pardo.

“I’m very excited to rejoin Adsmovil as its first CRO and lead the team’s growth in the U.S.,” said Polsky. “This opportunity is a natural progression in my career and I look forward to creating new revenue streams for the company. I’ve always had a great relationship with Alberto and Adsmovil’s team and I look forward to working with everyone again in this new capacity.”

Prior to Sabio Mobile, Andrew was SVP, Head of U.S. Sales at Adsmovil, where he led revenue growth for direct and programmatic business lines. Andrew was also SVP, Sales, East Region at Pulpo Media (an Entravision company), where he managed a team of national sales directors and increased the ad network’s revenue by positioning desktop, mobile, programmatic and data solutions. Andrew built out and led the digital division at Spanish Broadcasting System (SBS) as VP Digital Media. He drove content, social, streaming and revenue strategies for all digital properties, including cable network MegaTV, 17 radio stations in the top U.S. Hispanic markets and SBS Entertainment, the company’s concert division. He has held digital management roles at CBS, The Miami Herald, and CNET.

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

Leo Burnett Madrid has brought Dani Sáenz back to the team after 8 years. He’ll be creative director, filling in for the role after the departure of Mercedes Lucena, who will start a new phase of her career in Mexico.

 

 

 

 

Vivendi-owned video platform Dailymotion has announced the appointment of David L. Rios to Head of Latin American & US Hispanic Content Partnerships.

 

 

 

 

 

Bernardo Geoghegan has been named director of future strategy and tendency prevision in Latin America at Kantar, reported AdLatina. He had been general manager of the firm since 2010.

 

 

 

 

 

Indiana Quiñones will be head of business development in Latin America at Adsmovil. Previously she had been working at Adcolony. Both firms announced their exclusive partnership recently. Matias Godoi is also joining Adsmovil, as head of programming and platform development. He has over 12 years of experience in media and 5 years of experience in the videogame industry.

 

 

Juan Manuel Hoyos has been appointed to marketing director at Nissan Latin America. He’ll be replacing Rodrigo Centeno, who is now general manager of the operation in the region. Hoyos will be in charge of marketing strategies from the company’s Mexican headquarters.

 

 

 

 

 

Xerox has combined its marketing operations in Latin America and the Caribbean, and has placed Mariana Ferola as head of the region.

 

 

 

 

Adecco has promoted Aldo Sepúlveda Tobar to new commercial director for Latin America. He’s been a part of the company since 2003.

 

 

 

 

 

Natura has appointed Juan Salgado to marketing manager in Argentina. His main role will be boosting growth and leadership, as well as improving the brand positioning in South America.

 

 

 

 

 

 

What: Adsmovil will offer Adcolony’s video solutions in all the Latin American countries and the U.S. Hispanic market.
Why it matters: Adcolony has positioned itself as the world’s second largest mobile video in the world. It occupies the first place in the Mobile Seller Trust Index, as one of the most reliable mobile advertising at the global level.

Leer en español

Last December, Adcolony, one of the largest mobile advertising platforms in the world with a reach of more than 1.5 billion users globally, closed operations in Latin America to focus on the markets of the United States, Europe, and Asia. The company chose Adsmovil, a company specialized in providing technology, data and advertising solutions on mobile devices to become their only ally in Latin America and the US Hispanic market to offer solutions in mobile video. To determine Hispanics, AdColony uses two variables: it identifies content in Spanish, as well as the Hispanic apps installed on smartphones.

“For this venture, Adcolony will help us to have a more complete and better mobile advertising product for our customers,”said Alberto Pardo, Adsmovil’s CEO.  “It is essential, taking into account the importance of Mobile Video for advertisers in the region and the sophistication of the purchase of video advertising with demanding KPI’s, such as high completion rates, data and Brand Safety that only Adcolony can offer.”

The video consumption on mobile devices already exceeds visual displays on Desktop. Approximately 57% of consumers see videos on their mobile phone on a daily basis. In Latin America, the industry is more prepared for the high demands of consumers of video formats. According to Alberto Pardo, “we know the importance of this format in the region, the brands and publishers devoted a large part of their budgets in 2018 to video strategies and campaigns on mobile devices”.

AdColony has established itself as the leader in the segment video advertising in apps. Recently the company was selected in the number one spot, as the best mobile advertising platform due to the high quality, full-screen experience, thanks to its 100% viewable inventory and 90% on its completion rates by the Mobile Seller Trust Index. AdColony is the second largest video-in-app company in terms of reach, only after Google, with more than 12 billion impressions per month and 1 million publishers.

Moreover, AdColony received the Trading Standards Group (DTSG) Digital Certification, an independent organization of digital advertising benchmarking based in the United Kingdom, and which guarantees the standards and best practices in the digital environment. The seal recognizes that AdColony provides security to the brands and confirms the seriousness in the commitment to minimize the potential for fraud in mobile advertising.

At the beginning of the year, AdColony joined other major players in the mobile advertising industry for the creation of the Coalition Against Ad Fraud (CAAF). The company was also named as the most secure mobile advertising Adnetwork, according to the annual report of Singular Labs.

Before closing the association of exclusive representation, Adsmovil already had an agreement with Adcolony to offer its Instant-Play™ HD Video product through its DSP in Latin America. Instant-Play™ HD allows the compression and preloading of videos in the background on mobile devices. “In this way, the videos are played automatically, without any kind of fault on the load, lag or loss of quality, allowing you to achieve excellent completion rates and ensuring that the results of mobile campaigns are effective,” concluded Pardo.

Each quarter Moat publishes viewability benchmarks, and its product, Instant-Play™ HD Video, has one of the highest video benchmarks. For example, this product excelled in the following metrics:

  • 109% more visible than Moat’s benchmark for page view that were actually seen by users.
  • A 75% more viewing time than Moat’s benchmark
  • A 228% of higher complete view than Moat’s benchmark for mobile video
  • A 123% higher completion quality than Moat’s benchmark for full video views, which were visible and auditable.  

 

 

 

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

Carolina Angarita is the new general director of Discovery Colombia. She’ll be in charge of all commercial and operative activities, including distribution, programming, marketing, and licenses. She was previously general manager of Google Colombia.

 

 

 

Philips has named Federico Bersaiz as its new head of marketing for the health division in the markets of Argentina, Uruguay, Chile, Paraguay, Bolivia, and Peru.

 

 

 

 

 

DDB Colombia has appointed Catalina Restrepo as CEO of Big Holding and Track Colombia. The executive, who had been filling the role of general manager, will replace Alejandra Mora, founder of the firm.

 

 

 

 

Adsmovil has announced the appointment of Alejandro Leyva as (CDO) Chief Data Officer. Based in Miami, he’ll be in charge of developing the data area for the Latin American and US Hispanic markets.

 

 

 

 

Burson-Marsteller, has announced Jonathan Stern‘s arrival as Managing Director and Market Leader of the firm’s Miami office, a key component of the firm’s Latin America business.  Stern will lead a team serving diverse clients, will be responsible for the strategic growth of the Miami operation, and provide senior counsel to key clients.

 

 

 

After his departure from PepsiCo, Joaquín Anderson has become CEO of Grupo No Line, a firm created after the merger of three agencies: ADN Comunicación, BTLandia, and Gennial, which will go on functioning separately.

 

 

 

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

 

Burson-Marsteller has announced Jonathan Stern‘s arrival as Managing Director and Market Leader of the firm’s Miami office, a key component of the firm’s Latin America business.  Stern will lead a team serving diverse clients, will be responsible for the strategic growth of the Miami operation, and provide senior counsel to key clients.

 

 

 

 

 

Adsmovil has announced the appointment of Alejandro Leyva as (CDO) Chief Data Officer. Based in Miami, he’ll be in charge of developing the data area for the Latin American and US Hispanic markets.

 

 

 

 

 

Dataxu, a software provider for marketing professionals, has announced the promotion of Tiffany Mosher to Chief People Officer. In this newly created role, she will expand upon her previous role leading global human resource operations and initiatives for the team of more than 350 employees.

 

 

 

 

Spanish Broadcasting System, Inc. has named Geraldo Arriaga as Vice President, Digital Media Sales of SBS, LaMusica App. In this role, Geraldo will spearhead all of the Company’s digital revenue efforts at the national scale and ensure SBS’s Digital Media programs are fully integrated into the network’s growing “Original Content Strategy.”

 

 

 

 

Luis Solis is now Director, Integrated Sales (Eastern Seaboard) at Meredith Corporation.

 

 

 

 

 

 

Michael Strober, previously VP of client strategy and ad innovation at Turner, is leaving the company. He has also been an integral member of OpenAP, the consortium developed by Turner, Fox and Viacom last year to help standardize audience buying on TV that goes beyond traditional, basic demographics.

 

 

 

 

The New York Times has promoted Gilbert Cruz, previously television editor and an innovative digital journalist in the world of entertainment and the arts, to Culture Editor of The Times. In the years ahead, Gilbert’s primary task will be to build and expand a powerful digital culture report to complement the journal’s print sections.

 

 

 

 

Ingrid Ciprian-Matthews has been promoted to Executive Vice President at CBS News, starting this month. She’ll continue to work directly with CBS News President David Rhodes overseeing day-to-day news coverage.

 

 

 

 

 

 

Chiqui Esteban is the Washington Post’s new Graphics Director. The paper’s Executive Editor Martin Baron and Managing Editor Emilio Garcia-Ruiz announced his promotion, praising Esteban’s skills an influence as department head for a year and a half.

 

 

 

 

Nuno Teles, a 14-year Heineken veteran who has been U.S. chief marketing officer since early 2014, is departing to take over as the president of Diageo’s beer division, which includes Guinness, starting in March. His replacement as of April 15 is Jonnie Cahill.

 

 

 

 

Marta Fontcuberta has announced her departure from The Coca-Cola Company, where she was global head of marketing communications based in Atlanta. She was distinguished by Adlatina and AdAge as one of the 14 Women to Watch when she was head of marketing communications in Latin America.

 

 

What: Adsmovil, in conjunction with the Mobile Marketing Association (MMA) LATAM, has published the e-book “Brand Safety and Mobile”.
Why it matters: The playbook provides a complete guide to verification, viewability, best practices, and case studies on brand management in the digital environment.

Advertisers could lose approximately US$ 6.5 billion in bot-driven advertising fraud in 2017, according to projections developed by the Association of National Advertisers (ANA). This is only one of the reasons why Brand Safety has been pegged as one of the top concerns for brand managers and company CMOs, thus making viewability crucial to ensuring greater transparency in the media audit process. In an effort to nurture discussion on this topic, Adsmovil, a company specialized in technology, data and advertising solutions for mobile devices, has published the e-book “Brand Safety and Mobile” in conjunction with the Mobile Marketing Association (MMA) LATAM.

Advertisers could lose approximately US$ 6.5 billion in bot-driven advertising fraud in 2017.

The playbook can be downloaded for free and offers a complete guide on viewability metrics in the mobile environment, and how that measurement can guarantee a return on investment in digital media. In addition, it provides information on viewability and verification, best practices, case studies, and a glossary of terms related to brand safety and viewability.

The book also features  testimonias of executives who are pacesetters in the digital ecosystem, including: Maria Fernanda Paba, Media Leader for Foods Category, Unilever; Pedro Travesedo, VP, Latin America at Sizmek; Leo Scullin, VP, Industry Programs at MMA; Carlos Pitchu, CEO, Salve Tribal Worldwide; and Alberto Pardo, CEO and Founder of Adsmovil; among other experts.

For Pardo, despite the fact that many agencies and brands are very serious about brand safety and viewability, there is still the challenge of ensuring that the entire digital ecosystem understands the importance of these issues. “Adsmovil was the first company in the region to seriously incorporate brand safety and viewability. We decided to implement a strategic plan 18 months ago to combat advertising fraud, and to that end, we signed alliances with technology platforms such as Moat and Sizmek. The goal was very clear: to help our advertisers perform in safe environments,” said the Adsmovil CEO.

According to Maria Fernanda Paba, Media Leader for Unilever’s Foods Category in Brazil, viewability is one of the two most relevant topics in digital marketing, both globally and in the different markets in which the company operates. “A few years ago, we understood that paying attention to viewability meant taking care of our investments, and paying for what consumers actually see, in a clear and transparent way,” she noted.

For Paba, the biggest challenges in Latin America are the difficulty with transparency and open data, the monitoring of these metrics in mobile, and working with certified partners to ensure getting the necessary measurements in a more fluid and integrated way from within the companies and the advertising market. “Tracking, tracking, tracking: this is the best practice. We cannot leave this issue exclusively in the hands of agencies. Verification means investment and efficiency, and is essential for digital to grow within advertising,” she added.

Despite the fact that many agencies and brands are very serious about brand safety and viewability, there is still the challenge of ensuring that the entire digital ecosystem understands the importance of these issues.

The e-book has a chapter dedicated to best practices, which addresses different cases of brand management success in the digital environment, in industries such as mass consumption, food and tourism, among other sectors.

Among some of the playbook’s highlights:

  • Discussions about viewability began approximately four years ago, with large advertisers questioning the true impact of impressions on real consumers.
  • Viewability and efficiency are two different concepts. The first constitutes a metric that allows validating the exposure to an impression.
  • Only 18% of video impressions met GroupM standards in 2014; by the middle of last year, the percentage had risen to 55%.
  • comScore studies show that the global viewability rate is close to 50%, with small variations depending on the market.
  • Verification and standards compliance are gaining more importance now in emerging regions. In terms of viewability, ads that are not seen by people and do not meet operational standards are being combated.
  • Sophisticated invalid traffic represented 86% of total invalid traffic detected in the 4th quarter of 2016.

 

What: Seven in 10 of the 58 million U.S. Hispanics now use a smartphone, and more are bypassing desktop and laptop computers completely in favor of tablets and mobile.
Why It Matters: With some help from their expertise in Hispanic mobile behavior, mobile ad network Adsmovil topped the latest comScore Mobile Metrix® in both the Hispanic Mobile and Total Mobile Audience reach categories. Could Adsmovil be the long-awaited viable alternative to the Facebook/Google duopoly? And what does a Hispanic ad network’s continued success with total audiences say about the key role that Multicultural plays in any mobile campaign’s success?

Since 2000, Hispanics have accounted for more than half of the population growth in the United States: According to the Pew Research Center, the number of Hispanics in the country reached 58 million in 2016. And with seven in 10 U.S. Hispanics now using a smartphone, this means that advertisers hoping to win in the United States must prioritize reaching this dynamic and tech-savvy demographic.

More and more advertisers are questioning the assumption that they can operate a successful campaign within the confines of Facebook and Google’s walled gardens.

“Taking into account that Hispanics are heavy mobile users and even use their mobile devices as their primary access to the internet, we always include mobile in all our communication strategies. In fact, we always recommend clients having a mobile-first approach when implementing any digital campaign,” Gonzalo del Fa, President of GroupM Multicultural (photo) asserted.

With this in mind, ad network Adsmovil launched Programmatic Mobile Hispanic solutions in 2015. In recent years, the network has become a leader in Hispanic targeting, coming up with award-winning programmatic creative and location-based targeting initiatives informed by a thorough understanding of their clients’ targets. And now, October 2017 data from ComScore has Adsmovil coming in at the top of the lists of Total Internet and U.S. Hispanic reach for Mobile:

 

 

Mobile Metrix Key Measures

Media Total Unique Visitors(000)
Total Internet(total audience: Mobile) 196,705
1 Adsmovil Network-Potential Reach 87,886
2 Pulpo Media 67,665
3 Univision Digital Network 25, 474
4 Primia Digital – Potential Reach 22,146
5 Mobvious 20,956
6 Fullscreen Mexico – Potential Reach 18,385
7 H Code Media 12,333
8 ImpreMEDIA IMPOWER! 5,613

SOURCE: U.S. Hispanics Mobile Only, Comscore, October 2017.

Media Total Unique Visitors(000)
Total Internet: Hispanic All: (Mobile…) 32,711
1 Adsmovil Network-Potential Reach 17,457
2 Pulpo Media 15,109
3 H Code Media 8,620
4 Univision Digital Network 7,839
5 Primia Digital – Potential Reach 6,397
6 Mobvious 6,161
7 Fullscreen Mexico – Potential Reach 5,354
8 ImpreMEDIA IMPOWER! 4,960

SOURCE: Total Audience Mobile Only, Comscore, October, 2017.

The voices demanding alternatives to the “duopoly” of Facebook and Google are growing louder, suggesting that Adsmovil could emerge as a leader at just the right time. While Google and Facebook took over 77% of the US$12 billion-dollar increase in global online ad spend in 2017, more and more advertisers are questioning the assumption that they can operate a successful campaign within the confines of Facebook and Google’s “walled gardens.”

AdsMovil Credits Success to Unique Understanding of Hispanic Behavior

In today’s landscape, marketers are being forced to reckon with the fact that consumers cannot be reduced to simple profiles determined by gender, age, and ethnicity. AdsMovil’s targeting solutions are focused on helping advertisers reach Hispanic users, looking at mobile users through an ethnographic lens that identifies specific Hispanic audiences according to the following factors: generation, acculturation, language and country of origin.

Hispanics’ acculturation levels lead to different attitudes toward language: those that are acculturated were typically born in the United States, prefer to speak in English, and can “toggle between Latino and American culture.” They are typically tech-savvy and have at least a high school education. Non-Acculturated Hispanics may or may not have been born in the United States, may have immigrated recently and typically hold a high school degree or less.

The benefits of understanding and appreciating these drivers of Hispanic mobile behavior make all the difference, pushing Hispanic marketing shops like Adsmovil at the top of Total Audience measurement on comScore’s Mobile Metrix in October 2017.

It is important to not only recognize the diversity that exists within Hispanic American population but also find a team with the know-how to build campaigns that really reach such a diverse demographic.  “Mexicans have different taste and buying habits than Dominicans or Argentinians. Adsmovil helps you deliver more effective media because we realize the differences and can target more appropriately. As a result, you will have better-performing campaigns,” said, Adriana Daantje, Global Product Director at Adsmovil.

It is important to not only recognize the diversity that exists within Hispanic American population but also find a team with the know-how to build campaigns that really reach such a diverse demographic.

Acculturation, Generation, Language, Country of Origin Key Factors in Determining Hispanic Behavior

In focusing on factors like acculturation, generation, language, and country of origin, Adsmovil can create targeted solutions for profiles of users with very distinct behavioral patterns: For example, non-acculturated Latinos are less comfortable using technology and slower to adopt new devices and functions, tend to use older mobile devices, and often have their browsers set in the Spanish language. They also consume more Spanish-language content, often from their countries of origin.

Mobile use among US Hispanics also varies greatly based on generation, as first-generation Hispanics are not only more likely to speak Spanish, but also more likely to look for online content in-language, and to browse ethnically relevant news, entertainment and food content. Hispanic Millennials, on the other hand, care more actively about technology and “want to stand out and be noticed,” according to Adsmovil. While they incorporate many Hispanic music, family, and culinary traditions, they are more open-minded than older Hispanic Americans, and tend to evolve with the rest of the younger Millennial Americans in terms of political and cultural beliefs and practices.

Adsmovil’s key differentiator is how it builds and identifies audiences within the Hispanic community based on the content that Hispanics consume (language, keywords, context), instead of relying solely on targeting via location, app install or purchasing history. It has direct relationships and preferred access to Hispanic premium publishers offering qualifying traffic, and offers 100% SOV, and sponsorship and content integration opportunities with exclusively Hispanic publishers.

 

Mike Tasevski, VP, North America Sponsorships at MasterCard, Dan Donnelly, EVP, Managing Director, Publicis Media Sports and Michael Neuman, EVP, Managing Partner, Scout Sports and Entertainment are some of the marketing trailblazers participating  at the Sports Marketing Forum in New York City’s Yotel on September 13. The forum is part of Portada17 which also comprehends the 11th Annual Multicultural Marketing and Media Conference set to take place on September 14 in the same venue.

MasterCard has been at the forefront of innovation in sports marketing and  Mike Tasevski, VP, North America Sponsorships at MasterCard, will explain how the global payments and technology company determines which sports and events offer opportunities and uses sports sponsorships to shape brand experiences.

In another session Publicis’ Dan Donnelly and Scout Sport and Entertainment’s Michael Neuman will explain why any marketer overlooking soccer’s tremendous appeal to engage U.S. audiences, is making a huge mistake. The above  cited  thought leaders will also discuss content preferences of U.S. soccer audiences as well as opportunities around the 2018 Soccer World Cup in Russia.

Portada Sports Marketing ForumeSports, Sports Marketing Strategies for 2020 as well as Sports Streaming Technologies are also prominently featured in the agenda.  The Golazo Award final pitch contest will be another highlight. Members of Portada’s Sports Marketing Board will ask the award finalists (AT&T, Audi and Inter Milan) to provide solutions to specific soccer marketing related challenges.

DYNAMIC, INTERACTIVE AND MAXIMIZING NETWORKING OPPS

The agendas of both the Sports Marketing Forum and the 11th Annual Multicultural Marketing and Media Conference are designed to provide attendees face to face contact with the most important executives in sports and multicultural marketing. Dynamic and interactive sessions will maximize attendees learning experience. In addition, meetings at the speed networking function will provide attendees the opportunity to develop contacts with key brand and agency executives.

REGISTRATION:

Register to  the Sports Marketing Forum  on September 13 in New York City’s Hotel and/or  to the 11th Annual Multicultural Marketing Conference on Sept. 14:

 

ALREADY CONFIRMED PORTADA 17 SPONSORS

Sports Marketing Forum

Penalty Level
-La Vida Baseball 
-PM3 

11th Annual Multicultural Marketing and Media Conference

Silver Sponsor
CNN

Bronze Sponsors
Acuity 

Hcode Media

Attendee Bag Sponsor
Fluvip and Adsmovil

Media Partner
PR Newswire

To align your brand with #Portada17  (Sports Marketing Forum, Sept. 13 and the  11th Annual Multicultural Marketing Conference, Sept. 14) and connect with Portada’s audience of tens of thousands of brand, agency and media trailblazers, please reach out to Marcos Baer marcos@portada-online.com or call him at 1347 840 13 11.

Subscribe to Portada E-letters:

 

Audi Summer Tour/FC Bayern Munich, AT&T/MNT/The Marketing Arm and “My Inter Jersey” / Gravity are the Portada Golazo Award finalists who will pitch for the award live on stage during Portada’s Sports Marketing Forum in New York City’s Yotel on September 13.

Portada’s editorial team is curating an outstanding agenda for the Sports Marketing Forum’s in order to provide attendees  major networking opportunities and new insights.

At the Golazo Award final pitch contest members of Portada’s Sports Marketing Board will ask finalists to provide solutions to specific soccer marketing related challenges. Each finalist will have 5 minutes to present an innovative solution. The official Winner will be announced by the judges of the Sports Marketing Board. In addition to the official winner selected by the judges, Sports Marketing Forum attendees will vote for the “Golazo People’s Choice” Award Winner.

Portada Sports Marketing Board Members

  • John Alvarado, VP Brand Marketing, Crown Imports
  • Analia Benedetti, Director of Shopper Marketing and Multicultural, Kellogg
  • Ed Carias, Sr. Brand Manager el Jimador Tequila – North American Region, Brown-Forman
  • Ramiro Crespo, Multicultural Channel Strategy, Sprint
  • Jeff Garrant, Senior Partner, Director Sports & Entertainment Marketing, Maxus
  • Jorge Inda Meza, Marketing Director Region West, Anheuser Busch
  • Daniel Keats, Director Sports and Sponsorships, Consumer Marketing Allstate Insurance
  • Ivonne Kinser, AFM ‎Director Digital Strategy & Innovation, Avocados From Mexico
  • Michael Neuman, EVP, Managing Partner, Scout Sports and Entertainment
  • Felix Palau, VP Tecate, Heineken
  • Mike Tasevsky, SVP U.S. Sponsorship, MasterCard
  • Kymber Umana, ‎Hispanic Marketing Manager, Sprint

“We are really proud of our 2016 Audi Summer Tour in the U.S., which touched over 395 million people through various channels. Being able to present our campaign at the semifinal stage to a highly regarded Jury at PortadaLat in Miami was a great moment and we are thrilled to be finalists for the Portada Golazo Award,” says  Benno Ruwe, Head of Partnerships at FC Bayern Munich (Americas).

According to Evgenia Novikova, Managing Director, Gravity UK and Europe “It was our honor to present Inter Jersey Campaign in Miami and we are happy it received such a high recognition from the Jury . Excited to be among the Golazo Soccer Award  finalists.”

“We are proud to have partnered with AT&T and the Mexican National Team to create the multichannel consumer engagement experience, Expresa to Pasion and for the opportunity to have traveled to Miami to present the program to the distinguished judges of the Portada Golazo award. We are honored to have been selected as a finalist and look forward to joining the other 2 competitors in New York for the final selection,” says Roberto Saucedo, VP Multicultural Integration The Marketing Arm.

REGISTRATION:

Register to  the Sports Marketing Forum  on September 13 in New York City’s Hotel and/or  to the 11th Annual Multicultural Marketing Conference on Sept. 14:

Already confirmed #Portada17  SPONSORS

Sports Marketing Forum

Penalty Level
La Vida Baseball 
PM3 

11th Annual Multicultural Marketing and Media Conference

Silver Sponsor
CNN  

Bronze Sponsors
Acuity 

Hcode Media

Attendee Bag Sponsor
Fluvip and Adsmovil 

Media Partner
PR Newswire

To align your brand with #Portada17  (Sports Marketing Forum , Sept. 13 and the  11th Annual Multicultural Marketing Conference, Sept. 14) and connect with Portada’s audience of thousands of brand, agency and media trailblazers, please reach out to Marcos Baer marcos@portada-online.com or call him at 1347 840 13 11.

Subscribe to Portada E-letters:

What: Mobvious, a European firm specializing in mobile marketing solutions, is entering the U.S. market. The firm’s main focus will be the bicultural Hispanic.With the support of HiMedia Group and Latam Digital Ventures, the European firm specializing in mobile marketing will be led by Isabel Rafferty.
Why it matters: The mobile (video) marketing space is luring an increasing amount of companies to the U.S. market.

Mobvious, a European firm specializing in mobile marketing solutions is entering the U.S. with the support of HiMedia Group and Latam Digital Ventures.  Located in Miami, Mobvious’ new office will be co-founded and led by Isabel Rafferty (picture).  Rafferty previously worked at Adsmovil. Rafferty tells Portada that Mobvious will also have offices in Los Angeles. The firm already has offices in Germany, Belgium, Spain, France, Holland, and Italy.
isabelraffertyMoviousMobvious will provide innovative and interactive formats (including video, audio and social), including programmatic, as well as an exclusive network of high-quality publishers, to develop and implement mobile campaigns for the bicultural millennial Hispanic market.

“The experience, vision and relationships Isabel has built during her career are fundamental to lead Mobvious and make it a competitive player in the United States market,” stated Cyril Zimmermann, CEO of HiMedia.

Mobvious is the third company, after Fullscreen and Primia.Digital, which took over assets of Orange Advertising Networks, that has received financial support from Latam Digital Ventures, a holding company designed to create and buy digital media and advertising technology enterprises.

Publishers

“We work with over 200 high quality publishers reaching Us Hispanics. Its was important for our company to work with publishers that connected well with the millennial Hispanic audience with quality content concentrating in what we call passion content. Content that millennial still consume in Spanish due to the authenticity or quality .One of the publisher we represent is “ Yo Amo los Zapatos” who has the #1 facebook page in the world for engagement. They reach over million uniques a month and have over 39 million fans. All content is for Latina women,” Rafferty notes.

Ad-Categories

As to what ad-categories she deems particularly suitable for Mobvious, Rafferty notes that Mobvious is suited for any brand or advertiser that are interested in reaching US Hispanic audiences via mobile. “We work well with brands looking to do innovative advertising like movie studios as we have very unique and out of the box units . We also work great reaching very precise subsegments of the Hispanic audience since we have very rich data allowing us to be very precise in our targeting; great for telecom , automotive, CPG, apparel, entertainment, restaurants and bars, etc…”

Expanding to Latin America

Mobvious is also entering the Latin American market. “We started to hire a team in Mexico, so we will be present in Latam very soon,” Rafferty concludes.

Join us at PORTADA Mexico!

 

April was the month of moves and appointments: with a clear panorama of the first half of the year, it’s important to put together the ideal team to put together a play. In this article, I share how some of the digital teams fared in region.

The Move of the Year (or the Decade)

Nico MasloA few days ago I received a “bomb” in my Facebook inbox. It was a press release that Nico Maslo had sent me particularly (with his PR agency involved). Oh how I love those surprises.

The release announced Maslo’s move to Virketluego almost 10 years after establishing Resultics in Mexico. Later, he told me about it in person, as you can see in this link. The only constant in this life is change. Good luck, Nico!

Former Yahoo Mexico to Sizmek

alfredo sanchezIn mid-April, Alfredo Sanchez (a living legend at Yahoo Mexico) started a new campaign at Sizmek as country manager after closing Yahoo’s operations in the region. Good luck, Alfredo!

From Primia.Digital to Adsmovil

Nestor IslavaAt the end of March, Nestor Islava announced on Facebook that he would be leaving after six years as country manager at Prima.Digital. While he didn’t give any details about his new direction (so intriguing!), we quickly found the information through LinkedIn: Nestor will be working as country manager at AdsMovilMexico. Good luck, Nestor!

From Headway to Teads

Luciana SalazarOn the last day of March, Luciana Salazar‘s Facebook page was rowdy, with photos from a very “after office” party with expressions of affection and thanks coming from every direction. I couldn’t stand the curiosity, and I started to read: it was her last day at Headway, and the beginning of a new phase at Teads as Head of Programmatic for Latin America. Good luck, Lu!

From Opera Mediaworks to Rekket

lau aresA few days ago, I got an email from Marcelo García Cisneros (CEO of Rekket) in which she commented that Laura Ares had started working for him as the director of mobile operations. What a great team you’ve put together, guys (I worked with both of them, so I know what I’m talking about)!

Events in Buenos Aires

It wasn’t all moves and appointments. There were also events (a great part of digital work is how to explain it to family and friends).

On April 20, the Social Media Summit, organized by amdia, was held in Buenos Aires. At the event, different presenters like Citroën, Molinos Río de la Plata, Garbarino, Movistar and Telefónica Argentina shardd their experiences with social media. I missed it, although I heard it was great.

On April 26, I was at IMS Immersion, where apart from IMS’s presentations, we attended educational clinics on LinkedIn, Spotify and Waze. As the clinics were given at the same time, I chose LinkedIn‘s, so I could say hello to Antonio Chan Chan(Marketing Solutions LatAm at LinkedIn), whom I worked with a few years ago. Here is my picture from the audience, although it’s hard to see. I’m your fan, Chan!

And that’s all for now, friends. I’m going to enjoy my beautiful and beloved Mexico (on the occasion of some mini-vacations I’ve been invited to by a friend from the industry, to change it up a bit).

What: Mobile Advertising Solutions company Adsmovil adds  Andrew Polsky as Senior VP and head of U.S. Sales.
Why it matters: Polsky takes over U.S. sales. He will be based in New York City.

descargaAndrew Polsky is the new Senior VP and head of U.S. Sales for Adsmovil, a company active in mobile advertisement for the U.S. Hispanic market and Latin America. Polsky takes over U.S. sales amid rapid growth.He will be based in New York City.

Most recently Polsky was SVP of sales at Pulpo Media, where he managed a team of national sales directors and drove the ad network’s revenue growth, including desktop, mobile, programmatic and data solutions.

Before that he led the digital division at Spanish Broadcasting System as VP of digital media. Prior to that he managed sales for CBS Local Digital Media, the Miami Herald, and CNET.

According to an Adsmovil press release, in 2015 Adsmovil’s sales were up more than 50% over the year before. Also last year the company formed important partnerships with Sizmek, TailTarget and PubMatic, and opened an office in Spain. In April 2015 the company launched the Adsmovil Ad Exchange, the first mobile ad exchange that focuses on Hispanics. And it won a Gold Smartie, a FOMLA, and two bronze Smarties for recent campaigns.

“Marketers know that if they want real growth, they need to appeal to Hispanic Americans,” said Adsmovil CEO Alberto “Banano” Pardo. “Andrew’s broad experience with the U.S. Hispanic market will help Adsmovil accelerate its growth in the most important U.S. markets: New York, Chicago and Los Angeles.”

 

 

What: Sizmek, a global Open Ad Management company for multiscreen campaigns,has partnered with Latin America mobile advertising company Adsmovil to expand its mobile programmatic solutions  across the region.
Why it matters: AdsMovil will now offer a set of  integrated mobile advertising capabilities under one roof, responding to the increasing demand of advertisers, agencies and publishers across the region.

73c7vUYY_400x400bL1w_q7x_400x400Sizmek, a global Open Ad Management company for multiscreen campaigns,has announced an exclusive partnership with Adsmovil – the mobile advertising company in Latin America – to expand its mobile programmatic solutions  across the Latin American region.

Powered by Sizmek’s Open Ad Management technology, AdsMovil will now offer a set of  integrated mobile advertising capabilities under one roof, responding to the increasing demand of advertisers, agencies and publishers across the region.

The strategic partnership gives Sizmek and Adsmovil a competitive edge as it allows clients to take full advantage of Sizmek’s end-to-end programmatic capabilities, especially those enhanced with the recent acquisition of StrikeAd.  These capabilities include data, rich media, geo-location, creative units, measurement, attribution and cross-device targeting.  The alliance now enables advertisers, agencies, trading desks and publishers to create, plan, target, optimize, deliver and measure the most effective mobile advertising campaigns across Latin America under one comprehensive solution.

“As mobile penetration and the investment in programmatic continues to rise in Latin America, it is more crucial than ever for advertisers in the region to be able to effectively reach and engage consumers across all devices and screens,” said Mike Caprio, Global Head of Programmatic at Sizmek.  “By joining forces with Adsmovil in Latin America, we strengthen our commitment to deliver market-leading, mobile-first programmatic media solutions across the globe.”

“Partnering with Sizmek enables Adsmovil to offer a complete programmatic-buying solution in Latin America,” said Alberto Pardo, CEO and Founder of Adsmovil, a Cisneros Interactive company.  “We can now more effectively respond to our customers’ mobile-advertising needs.  Advertisers, agencies and trading desks hereby gain access to a unique platform that offers many integrated solutions, including a DSP, data sources, viewability, rich media, tracking and reporting — solutions that will simplify purchases, optimization and decision-making.”

 

A lot is going on this week says Susan Kuchinskas including ‘how Hearst Tech partnerships make ad sales — and ads themselves — snazzier’, an Adsmovil-Pubmatic deal for programmatic, Sabado Gigante bidding adieu and more…

chevy coloradoPrint and Video: Better Together

Hearst Media put together an eyeball-grabbing campaign for Chevrolet that planted an actual video screen into print issues of Esquire and Popular Mechanics. Using Americhip technology, 10,000 subscribers of each publication got special print editions in which a Chevy Colorado truck ad began playing when they turned to that page. Chevy used Hearst’s consumer data to identify the best recipients of this pricey campaign.

Don Francisco Says Adios

don franciscoMario Kreutzberger, host of Univision’s pioneering variety show Sábado Gigante, will soon hang up his act. After months of rumors that Kreutzberger, known as Don Francisco on the show, was ready to retire, Univision made an official announcement last week. According to Multichannel.com, the audience for the show, which premiered with Univision in 1968, frequently drops under 1 million. The Los Angeles Times noted that viewership among 18-to-35-year-olds, viewership plunged by 43 percent. And, with an increasingly fragmented Hispanic audience, the old-style, Spanish-language show was past-due for a refresh. According to the LA Times article, “When people think of Univision, they also think of ‘Sábado Gigante,’” said Lia Silkworth, managing director of Tapestry, part of advertising firm SMG Multicultural. Maybe that’s not such a good thing, as Univision prepares for an IPO. Sniffed Aura Bogado in The Guardian, “Latinos outgrew Sábado Gigante’s racism and misogyny long before it ended.”

SBS to Sell Radio Programmatically

The Spanish Broadcasting System signed on with WideOrbit to make its digital audio inventory available to demand-side platforms. WideOrbit‘s WO Programmatic is a fully automated, beta offering that let stations offer inventory through direct selling channels and ad network partners via its platform. The deal will include 13 of SBS’s owned and operated radio stations, including the top-rated US Spanish language station WSKQ-FM New York.

MiCasa and SimplyME Hook Up

MiCaasaMiCasa Network, the Hispennial-oriented entertainment provider, has joined with SimplyME Distribution in a joint venture that includes content, distribution and ad sales. SimplyME is a media distribution company that works with independent content creators, and it will distribute MiCasa content across its network of cable and satellite TV companies. MiCasa,in turn, will spread SimplyME’s content. Collectively, they plan to reach more than 200 million English-predominant Hispanic households, with a generous helping of Millennials.

Adsmovil Tech Deal Lets It Focus on Sales

Adsmovil will use PubMatic’s programmatic solution for mobile ads to premium Hispanic publishers in the United States and Latin America. Alberto Pardo, CEO of Adsmovil, said the deal will allow the tktk to focus on developing relationships with publishers and advertisers, while PubMatic does the heavy lifting on technology.

Join us at PORTADA Mexico!