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Key brand decision-makers will discuss what is the future of marketing THIS WEEK on September 12 at the Westin Times Square. The agenda includes: multicultural marketing in America, 5G, smart cities, experiential marketing, and much more. Four units of Portada’s council system will hold their private meetings at the event. Get tickets now and meet executives of your choice at Portada Meet Up.

 

 

Join the Conversation About What is the Future of Marketing at Portada New York

This year, for the 13th annual edition of Portada New York, marketing innovators will delve deep into the best practices of marketing technology and will discuss new insights to target consumers in Multicultural America. 

On September 12 at the Westin Times Square, top brands will show how they’re evolving their video and mobile marketing toolkit to engage consumers with entertainment and sports content. In addition, brilliant speakers will discuss the future of experiential marketing, omni-channel marketing and multi-touchpoint attributions, as well as how 5G will revolutionize connectivity.

Portada New York attendees will be able to network with members of Portada’s Council System. The Americas Board, Brand Star Committee, Agency Star Committee and Sports Marketing Board will hold their second 2019 in-person meetings at the same venue.

Portada New York offers senior executives from tech, media and marketing firms the opportunity to interact with brand marketers through Portada’s one-on-one meetup offering. Get tickets and choose whom to meet from a list of brand and agency decision-makers pre-screened by Portada (first-come, first-served). 

 

Don’t miss these brand innovation stars at Portada New York. Get your tickets at a special price (US100 off) before Friday the 6th. To find out about other business and branding opportunities, contact Isabel Ojeda at isabel@portada-online.com

 

Brand Innovation Speakers to take the Portada New York Stage:

 

TRANSCREATION

brand innovation expert
Kim Lauersdorf

Kim Lauersdorf, Vice President, Marketing at EmblemHealth @EmblemHealth

interviewed by David Queamante, SVP, Client Business Partner
Marketing in multicultural America means to recreate precise brand content to effectively preserve its creative and emotional intent while making it resonate in other languages and cultures.

 

 

INNOVATION SHOWCASE: The Future of Fandom: 5G and Smart Cities

brand innovation expert
Peter Sorckoff

Peter Sorckoff, Founder & CEO, Seer World @PeterSorckoff

interviewed by Francisco Morillo, Digital Marketing Manager, Sprint 

What happens in a world without lag? 5G and Smart Cities are coming and bring a ton of opportunities for marketers to become even closer to their biggest fans.

 

 

ENGAGING THE BIG APPLE’S CULTURALLY DIVERSE AUDIENCE

Lisa Baird, CMO, New York Public Radio (NPR)
interviewed by Ward Bullard, Chair of Portada’s Sports Marketing Board

As local journalism declines and podcasting continues to grow, NYPR is committed to reaching a larger, more diverse audience with rigorous reporting and news, important conversation, classical music, and entertaining and informative podcasts.

 

 

CREATING BRANDED CONTENT TO CHANGE BRAND PERCEPTION

Eugene Santos, Senior Manager, Advertising & Marketing, Multicultural, Kia Motors @EugeneASantos

Kia’s new tagline, “Give It Everything” has redefined its marketing approach and spirit of trying harder, working smarter, build better and sweat every detail. In many respects, this is the U.S Hispanic story. Kia Latino is redefining how the organization is using influencers and dual-language marketing to provide authenticity. But what are the KPIs that truly matter to measure success? Is Custom Content with partners important to change perception?

 

 

THE EXPERIENTIAL MARKETING CONUNDRUM: How to measure ROI and transfer best practices between marketing platforms.  

expert in the future of marketing
Felix Palau

Felix Palau, Group Brand Director Tequila, Proximo Spirits

in conversation with Michael Temple, VP, National Marketing & Events, CENTURY 21

Experiential marketing has many investment items including entertainment/sports property sponsorship, media, point of sales, events, etc. Major experiential marketers constantly measure the effectiveness of their sponsorships ROI and set best practices to be transferred among all platforms. Hear how two leading experiential marketers deal with these challenges.

 

 

 

What: H Code has announced it has signed an exclusive partnership with the largest media conglomerate in Perú, Grupo El Comercio. We talked to Pablo Rivera, VP of Publisher Development at H Code, about the strategy behind this deal and what’s next for H Code.
Why it matters: This exclusive partnership is one of many signed by H Code in 2019. In order to create authentic connections, H Code reaches out to potential media partners in order to fulfill the needs of the Hispanic market.

The Most Recent Partnership

H Code has announced it has signed an exclusive partnership with the largest media conglomerate in Perú, Grupo El Comercio. Once upon a time El Comercio was a daily newspaper. It’s the second oldest Spanish-language newspaper in Latin America. Now, Grupo El Comercio offers H Code the great opportunity to monetize U.S. traffic across its multiple sites:  Depor, Diario Correo, El Bocón, El Comercio, Gestion, Mujer y Pandora, Ojo, Perú, Perú21, Publimetro, and Trome.

“For the past 180 years, El Comercio has been a top source for national and global news for the people of Perú, and now through the group’s 11 digital sites, for those of Peruvian or other Hispanic origin or descent living in the United States. To be able to partner with such a prestigious organization allows H Code to access the most reliable digital properties and connect U.S. Hispanics with top brands through high-quality content,” said Parker Morse, CEO and Founder of H Code, in a press release.

Working exclusively with leading media companies across Latin America allows H Code to utilize large, engaged U.S. Hispanic audiences and maximize campaigns for brand partners. This exclusive partnership is one of many signed by H Code in 2019, including deals with Radio Mitre, AmericaTV, and Artear

We reached out to Pablo Rivera, VP of Publisher Development at H Code, in order to find out more about the strategy behind these partnerships.

A Friend of H Code’s

 

Portada: How is H Code’s year going so far? What results have you seen from the deals you’ve closed already?

P.R.: We just celebrated our fourth year anniversary and our growth has been incredible to say the least. We started originally with 4 members and have now grown to 50+ employees across our offices in Santa Monica, San Francisco, Chicago, New York, and San Salvador. Part of our success has been thanks to our incredible relationships with 375+ publisher properties that resonate with the U.S. Hispanic audience and allow us to reach, target, and influence this powerful consumer market.

 

Portada: What does it take to become an H Code partner? What do you look for in the media companies you sign deals with?

Pablo Rivera

Pablo Rivera: Creating authentic connections between publishers, advertisers, and U.S. Hispanics is imperative to H Code. In order to be able to do so, we reach out to potential media partners we know align with the needs of the U.S. Hispanic market. Our audience of 32 million Hispanic users come to our sites to consume content in their native language because they wish to stay connected with their culture and countries of origin while living in the United States.

When we search for our publishers, we consider the leading digital properties across Latin America, Spain, and the United States that we know Hispanics use most and look into their total reach in the U.S. We also examine the performance of each ad format, encouraging publishers to place their ad spaces in a very visible location on their sites.

 

 

Our goal is to partner with every digital publisher from North America, Central America, South America, and Spain that publishes content in Spanish.

 

Approaching Peruvian Culture

 

Portada: Why did you decide to sign with El Comercio? Why Peru?

P.R.: Grupo El Comercio is known throughout Latin America. It’s premier site, for which the corporation is named, is the leading newspaper in Perú. We are proud to partner which such a respected publisher. H Code understands the diversity that exists within the U.S. Hispanic population, which is composed of groups from many countries of origin. Hispanics of Peruvian origin or descent are one such group, and it is important to us that we represent and become familiar with the nuances of their audience segment. Along with El Comercio, we have also closed exclusive partnerships with major newspapers from other LATAM countries like Mexico, Argentina, El Salvador, and others. As we continue to grow our goal is to partner with every digital publisher from North America, Central America, South America, and Spain that publishes content in Spanish.

 

Similarities vs. Differences

 

Portada: What sets Peruvians apart from Peruvian Americans, or from the rest of U.S. Hispanics? 

P.R.: U.S. Hispanics—whether foreign-born or U.S. born—are ambicultural, because they expertly navigate between Hispanic culture and American culture. Peruvian culture is unique to that country and, in this instance, can be defined as a subculture that exists as a part of the larger Hispanic culture. There are many similarities between Peruvians living in Peru and those of Peruvian origin or descent that live in the United States. Both groups, for example, share cultural passion points like food, family, Peruvian traditions, and more.

Relatively speaking, there are also significant differences, which is what we hope to address with our exclusive partnership with Grupo El Comercio. Due to the different brands that operate in Peru and those that operate in the United States, Grupo El Comercio will be able to deliver the right message from the right brands to the intended Hispanic audience via H Code.

 

Next Stop: Why Not the Whole Region?

 

Portada: What are H Code’s plans for the near future? What other markets are you looking to connect more with?

P.R.: In conclusion, we hope to continue to educate brands and publishers on the power behind a diverse audience. Especially the impact and influence of Hispanics in the United States. We continuously strive to maintain and grow our relationships with media partners in every Latin American country. Thus we ensure we reach every segment of U.S. Hispanics.

 

 

What: Members of Portada’s Agency Star Committee discuss how multicultural marketing can make “total market” campaigns more effective. In spite of the increasing awareness of the opportunities offered by multicultural marketing, brands could understand better how it connects to more universal audiences.
Why it matters: José Bello (Total Market, Senior Director, Hearts & Science), Dana Bonkowski (SVP, Multicultural Lead, Starcom), Darcy Bowe (SVP, Media Director, Starcom USA), Cynthia Dickson, David Queamante (SVP, Client Business Partner, UM Worldwide), and Jessica Román (VP, Media Director, Publicis Media) are agency executives with decades of experience in marketing and advertising. Their insights shed valuable light on how to approach multicultural marketing in complicated times as these.

multicultural marketing embraces diversity
Image by Rawpixel.com

Multicultural Marketing: A Growing Audience

As diversity keeps increasing, brands realize that establishing real connections with multicultural consumers is no longer an option, but a must. The numbers are clear: in the U.S., minority buying power is growing more quickly than the white consumer market. By 2060, the white population in America will constitute 44% of the total population, while 29% will be Hispanics, according to the U.S. Census Bureau.

Thus, businesses are more aware than before of the importance of tapping into this segment. Although they have more access to data and tools than ever, they still need much more information about best marketing practices for multicultural audiences.

Luckily for brands, agencies can help them understand what to do and avoid to leverage this opportunity. Therefore, Portada invited members of the Agency Star Committee to talk about how multicultural insights can make general market campaigns more effective. Around the table were José Bello (Total Market, Senior Director,Hearts & Science), Dana Bonkowski (SVP, Multicultural Lead, Starcom), Darcy Bowe (SVP, Media Director, Starcom USA), Cynthia Dickson, David Queamante (SVP, Client Business Partner, UM Worldwide), and Jessica Román (VP, Media Director, Publicis Media).

 

For an opportunity to attend thought-provoking sessions and discuss multicultural marketing with these and many more top-notch executives, join us at Portada New York 2019, on September 12 at the Hotel Westin, Times Square. To register, click here.

 

1. How to Start Doing Multicultural Marketing?

First, you have to integrate multicultural marketing into your business. Don’t ask whether there’s an opportunity there, understand what that opportunity is. Starcom’s Dana Bonkowski says: “The business-building power of multicultural America is the strongest it’s ever been. But right now it’s also the hardest time, even with the technologies and tools available. How can we keep our consumers’ attention? How can we keep up with new platforms and devices? And, most importantly, how can we establish an emotional connection with a population that’s more diverse each day?”

multicultural marketing expert Dana Bonkowski
Starcom’s Dana Bonkowski

According to Dana Bonkowski, multicultural should be included from the very first brief. “If the client doesn’t talk about it, make them. Always keep in mind that “multicultural is a group of people. It’s not a tactic or a box; it’s a group of individuals that could possibly solve whatever business challenge you might be faced with.” This is precisely what needs to be done as agencies face the task of making clients understand this chance to grow.

Education (and Introspection)

Multicultural Marketing expert Jessica Roman
Publicis Media’s Jessica Román

“Given the evolving landscape, we may need to take a step back and help clients identify the business opportunity that the multicultural segment represents for them,” explains Publicis Media’s Jessica Román. “For some clients, it means a re-education of this segment. And a reminder of the amazing buying power that it represents, among other things”.

Cynthia Dickson

For Cynthia Dickson, this “re-education” is about remembering when agencies were expected to do everything and the industry wasn’t so specialized in niches. “Something that we did at a full-service agency was focus groups. We really took the time to understand the consumer base,” says Dickinson. “If you don’t take the time nowadays, you don’t really understand what is driving your business“. Furthermore, she suggests heavy introspection work: look into yourself before you look into multicultural marketing. “Start first with your product and your company. Really do the research there. Start at the basics, that’s really going to help your partners understand your business and drive it forward.” 

2. Finding a Strategy Through Data

Hearts & Science’s José Bello

As Hearts & Science’s José Bello explains, some clients still want to test if multicultural would help their brand grow. “That’s not what we should be testing, we already know for sure. All the numbers show that most businesses will grow and be impacted,” he states. However, it’s not that easy to make brands understand where the testing efforts need to go. “We should be testing for the best tactics and the best creatives for specific targets“.

We’re pretty lucky to have quite a bit of data. Then we actually crunch it and tell the story, which is the biggest challenge.

UM’s David Queamante

The next step is crunching the data, but the question is how much data is enough to start. As the wheels of retail move more quickly, getting data is not nearly as difficult as what happens next. “Processing and boiling quite a bit of data down to useful insights can actually be the biggest challenge,” according to UM Worldwide’s David Queamante. “Sometimes you have to start with tactic tests and then refine your strategy as more data comes in”. 

But oftentimes, explains multicultural marketing expert Starcom USA’s Darcy Bowe, you just have to start talking to that audience. “We may not have time to do qualitative research to get deep insights,” she says. “But just by using quantitative research we can tell businesses, ‘Hey, you’re not even talking to some people’”.

3. Multicultural Marketing or Total Market: Segmentation vs. Inclusion

To what extent should brands segment their target? Is there a balance between “total market” and multicultural initiatives? In 2014, AHAA defined the concept of total market as: “A marketing approach which integrates segments to enhance value and growth effectiveness.” Using a universal dominant strategy might’ve been a good idea a few years ago but it simply does not work anymore.

Image by Jcomp

For José Bello, not segmenting is one of worst things that have happened to marketing in the last few years: “I think we all understand the total market philosophy. Unfortunately, it got lost in translation among non-multicultural agency teams and clients, and it hurt us all. Things would be more clear if we went back to multicultural; back to U.S. Hispanics, African-American, etc, instead of the total market bucket,” he reflects.

But perhaps it’s not that the “total market” concept doesn’t work, it’s that we pushed it too far. As Jessica Román asserts, “I don’t believe the ‘total market’ concept will go away. However, the pendulum may have swung too far, and we need to bring it back in order to find that balance. There are times when you have to pause, analyze, and tweak what’s before you. In some cases, you even may have to take a step back, before you can move forward with a truly successful total market approach.”

Trust Your Agency

Segmentation might sound complicated for clients, but agencies know it’s just a matter of understanding your position and addressing consumers as humans. To highlight their nuances, not to segregate their differences. However, agencies are often required to offer more “blatant” displays of divisive targeting, or to generalize campaigns so that one fits all. This puts a strain on the efforts to address specific audiences without singling them out. “Sometimes it’s easy [for clients] to find mistakes that are not grave enough just to make agencies feel they’re not doing a good job,” commented Dana Bonkowski. “But we have tons of research are at our disposal for clients to see. So the sooner we can use data to find the right segmentation strategy and set them off for success, the better.

 If you’re going to focus on the white half of the population, you’re going to miss the mark, period. If you’re not incorporating a multicultural media mix, you’re trying to move the needle but you’re only pushing on half of the audience.

So, trust that your agency knows how much segmentation you actually have to do. As Cynthia Dixon says, “If you don’t understand the basic platform of your product and the marketing position of your brand, it’s really hard for your partners to help you succeed. That’s really what’s gonna help us put your dollar in front of the person that’s gonna purchase your product.”

4. Collaboration Breeds Creativity

Multicultural marketing requires multiple creativity. We should be testing the best creatives, but what’s the best way to produce good creative, to begin with? The answer is a multicultural environment in every brief and every meeting. “Not having multicultural voices and eyes at the table is a miss,” asserts José Bello. “That’s what all clients need to do: never start a meeting without your multicultural eyes present. It’s the client’s prerogative to ask, ‘Where is the multicultural team? Where is my multicultural media person and my multicultural creative person?’ If there isn’t one, don’t start the meeting. Wait for them or postpone until they can be there, because that meeting would yield incomplete results.

Starcom USA’s Darcy Bowe

Once you have a skilled and diverse team, use it to really create a connection with your identified target. “We should be talking to audiences individually because they value our brand and we need to communicate which values the brand can offer them,” says Darcy Bowe. “If we don’t expand our creative capabilities and have more than one message to talk to more than one audience, we’re just trying to shove our message down everyone’s throats because we identify them as a potential customer, but we’re not really talking to them.”

The more individuals we can get comfortable talking about multicultural, the better chance we have to succeed. 

Working Together Towards Inclusion

Ultimately, a team must always be willing to cooperate to reach a common goal. “This collaborative process of wanting to move this marketplace forward should always be at the forefront,” declared Jessica Román. “It shouldn’t be ‘us against them’, we should all be ready to embark on this process together.”

multicultural marketing campaign "toma leche"
Agency Star Committee Members granted Gallegos United the 2018 Portada Award to the Top Multicultural Campaign Driven by Multicultural Insights. By using a strong Hispanic insight, their Toma Leche/El Chavo campaign in California generated total market success.

In short, multicultural insights are essential for success. “The buyer out there is multicultural, there’s no way around it,” declares David Queamante. “If you’re going to focus on the non-ethnic half of the population, you’re going to miss the mark, period. If you’re not incorporating a multicultural media mix, you’re trying to move the needle but you’re only pushing on half of the audience.” 

The main takeaway from the panel are these three concepts: self-evaluation, inclusion, and collaboration. Willingness to go back a few steps in order to go forward. A commitment to creating real connections with real people, the groups of individuals that constitute our market and our society. “This isn’t a secret,” shared Dana Bonkowski. “The one thing we have in common is that we’re nimble. We’re here to serve our clients. There are different paths to success. The key thing is that the more individuals are comfortable talking about multicultural, the better chance we have to succeed.”

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!)

 

Impremedia has appointed Liliana Madrid as its new Revenue Director, Digital. Madrid will replace Juan Chouza, who has stepped down from the role to become Xaxis’ Relationship Director.

 

 

 

 

 

 

Gap Kim will oversee Global Business Marketing at Twitter. In his new role, Kim is tasked with communicating Twitter’s advertising value to businesses. In his last role at WhatsApp, Kim was responsible for leading product marketing strategy for business, brand and growth.

 

 

 

 

 

 

The Out of Home Advertising Association of America (OAAA) has tapped Interactive Advertising Bureau (IAB) Executive Vice President Anna Bager as its next president and CEO. She replaces Nancy Fletcher, who’s led the OAAA since 1991. Bager’s appointment is effective on September 16, 2019. During her more than eight-year tenure at IAB, Bager led all-digital, mobile, video, and data industry initiatives representing more than 650 member companies.

 

 

 

 

 

McDonald’s will not refill the role of Global Chief Marketing Officer after Silvia Lagnado steps down from the role in October. Lagnado has been with the company since 2015. Global marketing at the company will now be overseen by Colin Mitchell, Senior Vice-President of Global Marketing and Bob Rupczynski, Senior Vice-President of Marketing Technology.

 

 

 

 

 

Nike Inc. is reshuffling its marketing team. Adrienne Lofton, who spent nine years at Under Armour in top marketing roles, is joining Nike as VP of Marketing for North America. Nike veteran Nicole Hubbard Graham will take on an expanded role as VP of Global Category and Nike Direct Marketing. Gino Fisanotti will move to the newly-created role of VP of Global Brand Creative.

 

 

 

 

Imagen relacionadaHorizon Media announced the launch of new full-service multicultural agency 305 Worldwide in partnership with Armando Christian Pérez, aka Pitbull, the Grammy-winning artist and

Resultado de imagen para karina dobarroentrepreneur.

The new shop will be headquartered in New York. Pérez will serve as Chief Creative at the new venture and Karina Dobarro, Horizon’s senior vice president, managing director, multicultural & former Portada Council System member, will also serve as Chief Strategist at 305 Worldwide.

 

 

 

What: Teads has announced a collaboration with Oracle Moat which will allow advertisers to measure the total viewable exposure time of ad impressions, and 100% viewability for all VCPM and CPCV.
Why it matters: The new integration coupled with Teads’ unique viewability pricing models (CPCV/vCPM) empowers buyers to select any custom billing point of viewability and transact on any viewability requirement, as verified by Moat.

Global media platform Teads has announced that it now offers advertisers the ability to measure the total viewable exposure time of each ad impression, as well as 100% viewability for all VCPM (viewable CPM) and CPCV (cost per completed view) buys. The integration is in collaboration with Oracle Data Cloud’s Moat services.

By leveraging Teads’ predictive AI technology, advertisers will be able to seamlessly transact on the selected billing event in order to achieve the lowest cost per viewable impression. Teads will report all KPIs at the billing event providing clients with a much clearer understanding of the performance of their campaign at that given duration.

“We are delighted to support this initiative with Teads, as we believe this is a transparent and open way to enable media buyers to purchase only the impressions that count,” says Mark Kopera, Head of Product for Moat at Oracle Data Cloud. “Our integration is also equipped to support the new IAB API frameworks specification which allows for any video tag to be accepted for video ad playback and measurement, including backwards compatible versions of VAST, VPAID, OM SDK for Mobile Apps and OM for Web Video.”

Through this advancement, Teads will auction off 100 percent viewable impressions at any viewability requirement set by an advertiser, while the rest of impressions not achieving the selected viewability benchmark will be offered as free media. Teads developed this solution to service a growing industry need for a new currency that can transact on viewability. The industry currently optimizes towards viewability on total impressions (CPM) which is a very manual process and leaves the buyer to rely on a viewability score. Teads is removing this friction by moving away from the viewability score across total impressions and to a more important metric which is the cost per viewable impression.

“ASICS has seen very strong viewability with Teads thus far, and we’re looking forward to using the new vCPM buying model, which should guarantee an even greater level of performance for our campaigns,” says Philip Bryant, Sr. Marketing Manager, ASICS North America.

“Advertisers need innovative pricing models to transact on viewability. We are taking the lead on this front because it doesn’t make sense for buyers to have to pay for non-viewable impressions,” says Bertrand Quesada, CEO at Teads. “With the combination of our unique pricing models, Teads AI, and our new Moat integration, we are empowering advertisers with information on exactly what they are paying for, in a cost-effective manner.”

 

What: Undertone has partnered with TV data company Alphonso in an effort to create synchronized digital branding experiences that are personalized at scale.
Why it matters: Undertone and Alphonso expect to increase engagement with brands by scaling TV-retargeted ads across different display formats.

According to Perion Network Ltd, Undertone has signed a partnership with Alphonso, a TV data company. Their goal is to combine Undertone’s digital creative capabilities with Alphonso’s large-scale TV viewership data in order to provide brands with personalized digital branding at scale across platforms.

“Brands recognize that world-class customer experiences begin with personalization – which demands consistent experiences across screens and platforms,” said Raghu Kodige, Chief Product Officer of Alphonso. “That’s why we are partnering with Undertone, to give brands the ability to increase engagement by connecting real-time TV viewership data with Undertone’s high impact display ad formats and supply footprint. Together we expect to scale TV-retargeted ads across display formats.”

Research by eMarketer shows the average U.S. consumer watches 3 hours and 35 minutes of television per day, breaking that up with 6 hours and 35 minutes each day across different digital devices. Sophisticated marketers are well aware of this behavior, but struggle to create a consistent messaging experience. This is largely because the ability to connect user-level data – for seamless synchronization across TV to high-impact digital ad formats – has not been available.

“Undertone has pioneered Synchronized Digital Branding as the only real solution to the chaos of digital fragmentation,” said Doron Gerstel, CEO of Perion. “The integration of television viewership data from Alphonso is a significant, cross-platform step forward in our mission. We are thrilled to be partnering with them to combine the power of data, creative and broad reach across platforms.”

With this partnership, Undertone can now leverage user-level viewing and exposure data, powered by Alphonso’s Video AI, to intelligently sequence campaigns – using the optimum ad format – across hundreds of high-quality publishers and mobile apps. For consumers, this delivers a more seamless and strategic experience. Marketers can follow a TV exposure with the right digital message that is built on Undertone’s formats and developed by its internal Pixl Studio.

By activating Alphonso’s user-level television ad exposure data through its creative high-impact display ad formats, Undertone is delivering on the promise of true personalization and full-funnel effectiveness. This innovative channel harmonization will enable marketers to gain deeper insights into the value of their TV campaigns, thanks to enhanced dashboards and reporting tools.

The new capabilities resulting from this partnership are available for Undertone clients immediately. For more information go to: https://www.undertone.com/synchronization/#brand_solutions#tv_data_targeting

*Average Time Spent with Media in 2019 Has Plateaued (eMarketer, May 31 2019).

 

Sales Leads US: a summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

For prior Sales Leads US editions, click here.

  • EBay

San Jose, California-based online retailer EBay named MediaCom its´ global media agency AOR following a review. Regional markets now report to a single global team led by Jay Lee, senior VP-general manager, markets. Publicis handled the business in North America.  Comvergence estimates that eBay invests around US$250 million each year on global measured marketing.

 

 

 

  • Mattel

Mattel has wrapped up its´global review. The firm is retaining two agency partners. Publicis Media’s Spark Foundry has won Mattel´s North America, retaining the toy brand’s biggest market — the U.S. — and adding Canada. UM landed Mattel’s media business across Europe, the Middle East and Africa and Asia-Pacific, while also retaining Latin America.Mattel spent US$526.4 million on advertising and promotion in 2018.

 

 

 

 

  • Kia Motors America

Russell Wager is taking on the role as top U.S. marketer of Kia Motors America. Wager comes from Mazda North America, where he spent the last six years as VP of marketing. Kia´s Senior Manager, Multicultural Marketing Eugene Santos will discuss automotive brand marketing best practices at the 13th annual edition of Portada New York on September 12, at the Hotel Westin, Times Square.

 

 

 

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.

 

 

  • The U.S. Army

The U.S. Army is said to be planning to significantly reduce the size of its marketing department, according to Adweek. The team handling recruitment marketing work for the Army will be less than one-third its previous size. Last November, Omnicom Group’s DDB was awarded the Army account from incumbent McCann Worldgroup. DDB also fended off WPP for the business, which included media, creative, digital, PR and direct marketing. Now with this move, annual fees for the armed forces division’s new ad agency, called Team DDB, could be significantly lower. The Army Marketing and Research Group, or AMRG,would disband, according to an statement, with the Army relocating all marketing operations to Chicago by Aug. 1.The new entity will be called the Office of the Chief Army Enterprise Marketing, or OCEAM.

 

 

Sales Leads US: a summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

What: Mobile ad platform Sabio Mobile announced a “Validated Publishers” feature for its supply offering.
Why it matters: Brands will be able to secure high-quality supply on Sabio Mobile’s platform through a rigorous vetting process without worrying about brand safety and fraud.

Sabio Mobile, the smarter mobile ad platform trusted by brands and agencies, announced a “Validated Publishers” feature for its supply offering — a proprietary methodology that brings a scientific and data-driven approach to defining premium publishers and securing high-quality supply.With the Validated Publishers methodology, brands will be able to secure high-quality supply on Sabio Mobile’s platform through a rigorous vetting process without worrying about brand safety and fraud.

Until now, brands were dependent on unreliable methods to secure supply for mobile campaigns because the industry has lacked an agreed-upon definition for “Premium Publishers.” “Premium” has typically been synonymous with quality and trust: publishers having high web rankings or simply sites and properties with long legacies which have been trusted sources of news and information for years.

Sabio Mobile’s Validated Publishers undergo a rigorous test of a minimum of seven criteria that they must pass before running any brand advertisements on them. The company developed these criteria based on issues that are top of mind for brand advertisers today such as fraud and brand safety.

The seven criteria are:

  • Certification by the Google Play or Apple App Store
  • User ratings for the app
  • Estimated monthly downloads
  • CTR benchmarks
  • Viewability benchmarks
  • Brand safety
  • Ad Fraud

Each of the criterion has its own benchmark, but they are all important for their own reasons. For example, having an app that is Google or Apple certified adds an extra layer of protection to make sure it’s free of malware, doesn’t infringe on copyright issues, and the technical coding is up to spec. An app that is downloaded on an alternative marketplace or by direct download may not be playing by the same rules.

In the case of user ratings, when an app has a lower rating it means the app may have error-prone code, poor usability and possibly ad spamming. These are things that no brand wants to be associated with.

“There is a genuine problem in the ad industry related to ad fraud and brand safety because of the lack of clarity around premium and non-premium publishers,” said Kris English, Associate Media Director, DigitasLBi. “Sabio Mobile has been a great partner for us due to their premium publisher lists and transparency, two major components to the success of their model, translating to success for our clients.”

“Certain publishers are considered premium for their reputation in the industry, but it is still really hard to define what is premium,” said Joao Machado, Director of Mobile, OMD. “I am encouraged that companies like Sabio Mobile are trying to bring solutions to the marketplace.”

“With the onset of social media and user generated content that now demand larger digital budgets from brands, as well as the more recent ‘fake news’ phenomenon, the definition of ‘premium’ has become murkier,” said Aziz Rahim, CEO, Sabio Mobile. “With the changing times, we at Sabio Mobile realized there is a big need to differentiate inventory, so brands can run campaigns without second guessing quality of the inventory and developed with the Validated Publishers offering.”

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Just a glimpse at the headlines surrounding today’s biggest brands suffices as proof that diversity is one of their top priorities. Last Friday, Hewlett Packard sent a letter to all its agency partners requesting a proposal from each one on how they would increase the number of women and people of color on their creative staffs. This followed an almost identical request from General Mills earlier in the week.

So how well are multicultural agencies faring in meeting the increased demand for campaigns shaped by diversity and the inclusion of a wider audience? Throughout 2016, media industry rabble-rousers have stirred up discussion about how well multicultural agencies are serving brands in their targeting efforts, and whether they must find new ways to deliver ROI if they are to stay relevant to their clients.

How can multicultural agencies adapt to shifting demographics, and should media, creative and digital be bundled together? How can marketers look at the media landscape holistically without losing sight of the particular idiosyncrasies of Hispanic audiences?

Take a look at what Nydia Sahagún, Senior Vice President and Head of Diverse Segment Strategy at Wells Fargo Bank; Zach Rosenberg, president of MBMG Media; and Janina Delloca-Pawlowski, Multicultural Marketing Manager at Dunkin’ Brands had to say about Hispanic agencies’ roles in the current media climate.

Do Smaller Segments Require Smaller Efforts? 

Anyone in the business would be hard pressed to call the Hispanic market “small” today. The Hispanic market is growing faster than any other in America, and given the size and purchasing power of Hispanic consumers, it really cannot be considered a separate segment in this day and age. Wells Fargo PROG 2 (21)Bank’s Sahagún asserted that “with Hispanics shaping modern society as we know it, their impact should not solely be measured on size but rather on the influence and impact they have on the broader population.”

But since it is technically still a segment within the general population, misconceptions about the amount of effort, or money, that should go into Hispanic outreach are still giving shape to ineffective Hispanic outreach.

Multicultural agencies need to “drive meaningful conversations and engagement with this audience, which will take prioritization and commensurable investment,” Sahagún said. Dunkin’ Brands’ Delloca-Pawlowski added that even if you do look at Hispanics like a “small segment,”  they “often mean larger efforts because the level of engagement needs to be that much more refined and specialized.”

Misconceptions, Arbitrary Budgets Are a Disservice

An agency, whether it is multicultural or full-service, will often be limited by the budget it allots to Hispanic and multicultural targeting. But Zach Rosenberg, president at MBMG Media, which specializes in integrated media campaigns and counts El Pollo Loco, Shakey’s Pizza and The General Insurance among its clients, highlighted that decisions on budgets can have a significant effect on the success of Hispanic outreach efforts, and that brands sometimes define budgets for multicultural arbitrarily, setting an incidental percentage of the general campaign budget aside for targeting instead of reaching a number through analysis and serious consideration. In this case, hasty budget decisions mean that “segments could end up being underserved,” Rosenberg warned.

On the other hand, “full service agencies may be able to allocate larger budgets to all aspects of their multicultural outreach, as they may fit it into their holistic view of the media instead of putting aside a small amount for targeting particular demographics,” he elaborated.

What’s more, some brands are just starting to grasp the opportunity that Hispanics present them. It may take time for brands to not only wrap their heads around the size and potential of this sub-group, so strategies will take time to develop and engage consumer segments as they hope: “It does not happen overnight and results/ROI should be analyzed accordingly,” Delloca-Pawlowski said.

Sahagún echoed that sentiment, stating that “every brand is at a different point in their journey to understand the impact and influence of the Hispanic market.” Sometimes, integrated campaigns are “a step in the right direction.” In the case of Wells Fargo, the goal is always “to represent the diverse point of view early and often.” But not all brands are that far ahead.

Full-Service Agencies Struggle to Adapt to Current Landscape

Rosenberg cited the rise of digital as another added complex element in an industry that has been highly “debundled,” with creative, digital and media often handled by separate shops. “There are digital shops that manage both creative and media under one roof,” he said, but others believe that the digital ecosystem requires the undivided attention of specialized agencies. Rosenberg argued that “digital is just one other, albeit, complex and ever changing channel, and should be viewed in the context of all media channels which can only be done at a general media agency.”

“Media is media,” Rosenberg asserts. So when it comes to general media versus specialized or multicultural agencies, there is an PROG 2 (15)argument for putting everything under one roof, especially because bigger agencies tend to have bigger budgets and consequently, more negotiating power. But that doesn’t mean that multicultural agencies aren’t necessary: “If the staff at a general media agency doesn’t understand the nuances of marketing to these groups (language, age, geography, media usage, acculturation), then they will be doing a disservice” to their clients, Rosenberg clarifies.

Rosenberg summarizes the dilemma: “The challenge with housing multicultural media with creative under one roof is their ability to achieve the necessary clout in the marketplace to negotiate the best media deals. In a world of specialization, the adage is that it is hard to do two things well. There are very few full service agencies, general or multicultural, relative to the current agency landscape.”

Ensuring Authenticity While Adopting to Changing Consumer Landscapes

Hispanic consumers have taken on a new identity as the country’s demographics have shifted. This, coupled with the rapid adoption of technological tools and platforms designed to inform marketing decisions means that everyone is fighting to keep up.

Delloca-Pawlowski believes that all agencies, not just multicultural, are facing a similar challenge: “All agencies must evolve with the changing consumer landscape, because what worked in the past may not continue to work in the future.” In general, she said, “as consumers’ product preferences and media consumption habits evolve, agencies need to embrace these changes and adjust their plans accordingly.”

PROG 2 (22)She also underlined the importance of ensuring “cultural and language authenticity” instead of simply “translating general market creative.” “At the end of the day,” she said, “every agency must demonstrate their value to the client through overall thought leadership, consumer insights on their respective segments, new communication opportunities and pitching better ways to engage with consumers, as well as reporting competitive activity.”

Brand and Agency Collaboration Key to Success

Ultimately, brands and agencies have a shared responsibility to bring out the best in each other while generating impressive ROI. Delloca-Pawlowski highlighted that it is the “client’s responsibility to foster this kind of teamwork and collaboration among its agencies” to ensure that the “best work will surface and the entire team will shine as a result.”

In that respect, Rosenberg argued that specialized agencies have a leg-up here, as they “have the advantage of strategic adherence across both creative and media,” and that “the burden has fallen on media agencies to ensure collaboration between client and all of their agency partners. This is just as important with multicultural shops, and the future multicultural agency could be one where they drive strategy for creative and media but outsource activation,” Rosenberg estimated.

Perhaps Sahagún summarized it best: “Agencies that rest on their laurels will become obsolete – regardless of their particular specialty.”

The topic of this article will be explored in-depth at At #Portada16 Sept. 14-15 in NYC, in the session “Are Multicultural Agencies Necessary?”
MODERATOR:
Zachary Rosenberg, President, Milner Butcher Media Group
PANELISTS:
Mebrulin Franciso, Senior Partner, Director of Marketing Analytics at GroupM
Alejandro Solorio, Hispanic Marketing Director, Comcast
Gloria Constanza, Partner, Chief Contact Strategist, D’Exposito & Partners
Alexander Traverzo, Multicultural Marketing Manager & Strategist, Hola
Lucia Ballas-Traynor, EVP of Ad Sales, Hemisphere TV
Description:
Leading practitioners will immerse themselves in the questions below:
• Are Hispanic marketing and media buying justified under the total market approach?
• Agency models for media and content development
• The role of the media agency in the age of programmatic audience buying
REGISTER here at the online promotion price!

What: 20% of agencies are likely to allocate between 11-25% of their ad budgets to paid social media, a 24% increase from the previous quarter.24% of agencies are allocating 6-10% to paid social, according to an agency survey conducted by STRATA.
Why it matters: The rise in social media ad spend has created a more complicated media planning picture for agencies. Media mix comes as the biggest challenge facing 40% of agencies.

8583949219_f55657573e_mSocial media advertising is garnering a larger share of advertising budgets, according to a recent second quarter agency survey conducted by STRATA,  a media buying and selling software firm with over US$50 billion in ad transactions passing through its systems each year.

The survey found that 20% of agencies report they are likely to allocate between 11-25% of their ad budgets to paid social media, representing a 24% increase from the previous quarter. An additional 24% of agencies are allocating 6-10% to paid social.

  • Facebook continues to lead in agency advertising as 93% plan on using it in their campaigns
  • followed by YouTube (57%)
  • Twitter (52%)
  • LinkedIn (29%).

The rise in social media ad spend and newer advertising mediums has created a more complicated media planning picture for agencies. Media mix surpassed client attractions and comes in overwhelmingly as the biggest challenge facing 40% of agencies, marking an 85% increase from the same time last year. Following media mix was client attraction (24% of agencies) and client spending (11%). Similarly, 22% of agencies expect their clients to make minor budget cuts from last year.

“There’s an undeniable correlation between the rise in social media advertising with mobile device behavior,” said Joy Baer, President of STRATA. “Agencies and advertisers are going to follow their audience. Mobile users are checking Facebook and Twitter throughout the day. So when you consider that around 60% of digital media time spent in the US is on smartphones and tablets, then it makes perfect sense to reach the audience in the apps that they’re already accessing.”

46% of agencies report they are still unsure if they trust programmatic to execute their ad buys.

Programmatic buying

A key technology many advertisers are increasingly turning to is programmatic buying, which has been steadily gaining the confidence of agencies.

  •  46% of agencies report they are still unsure if they trust programmatic to execute their ad buys
  • 20% do trust programmatic(a 49% increase from last quarter)
  •  only 11% say they do not trust it(a drop of 32% compared to a year ago)
  • 244% more say they are using programmatic to carry out between 20-40% of their business (17% of agencies overall)
  • Thirty-nine percent use programmatic for 10-20% of their ad buys(an 18% increase from a year ago)

The biggest remaining concern regarding programmatic, however, is transparency into inventory sources (54% of agencies) followed by quality of inventory (50%).

Other key findings

  • 22% are more interested in spot cable than they were a year ago (up 55% from last quarter), while 22% are less interested (down 13% from last quarter).
  • 20% are more interested in advertising on spot TV than they were last year.
  • 66% are more interested in advertising on streaming/online video than they were last year (up 45% from a year ago).
  • 39% expect their growth in the second half of the year to better than the first. 52% say they expect their future growth to be the same as it was in the first half of the year.

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