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.


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Perkins Miller, who previously led StubHub GM/Americas, has been named CEO of fan-driven platform Fandom. He will continue to be based in San Francisco.







Adam Bonnett, former Disney Channels Worldwide EVP of Original Programming, has been appointed Executive Producer, Mattel Television. Bonnett will be responsible for global episodic content development and production for live action and animation based on the company’s iconic brands.





Apple has announced that Deirdre O’Brien, who has worked for the company for three decades, is has been promoted to Senior Vice President of Retail + People, reporting to CEO Tim Cook. She will fill the role following the departure of Angela Ahrendts in April.






Brian Wieser is joining WPP PLC’s media-agency conglomerate GroupM as Global President of Business Intelligence. In his new role, Wieser will work closely with GroupM’s agencies and WPP’s broader network to provide insights to clients.






Amazon has named Rosalind Brewer, the current Chief Operating Officer of Starbucks, to its board. Brewer is only the second African-American woman to sit on the company’s board in its 25-year existence.






Lime announced the appointment of Duke Stump to the position of Chief Marketing Officer. As Lime’s first-ever CMO, Stump will focus on uniting global marketing teams and furthering Lime’s mission to redefine urban mobility.







GAP has tapped Alegra O’Hare as senior VP and CMO. O’Hare was most recently VP of global brand communications at Adidas Originals and Style.







What: Including information from over three million consumers, BrandZ, a consumer-focused source of brand equity knowledge and insight, has released the 2019 Top 100 Most Valuable US Brands report.
Why it matters: All brands could learn a thing or two about how the most valuable brands create meaningful relationships with consumers in order to stay relevant.

On its second year, the study conducted by BrandZ stands on a divided land and delves into the benefits and consequences of the social and political scenario in North America. Last year, the report ended by prophesizing that the one certain thing about the year 2018 in the US would be uncertainty. The statement has proven true, but amidst the uncertainty shines a beacon of solidity. On the one hand, albeit boosting the economy of the 1% with massive tax breaks, the Trump administration has famously sunken the nation in a climate of political turmoil which creates such polarization that there’s no space left for middle grounds and half measures.

On the other hand, America finds economic stability by hosting some of the largest, most beloved brands in the entire world. The thing about those brands is that they’ve managed to remain anchored in the US by positioning themselves roots-deep in other parts of the world. They’re so international, so widespread, so deeply intertwined in people’s lives, that they now belong to everybody, becoming a place of their own.

The Middle: No Brand’s Land

Looking at Apple, the #1 brand in the ranking, now worth a net US $316 billion (followed closely by Google with $313) getting on board a major brand seems to be the only lifeboat on the social maelstrom the US is up against. Big business is booming so much that Chipotle, the #100 brand this year, is 32% more valuable than its counterpart last year. Huge businesses have been betting on applying technology to interact with their consumers and create massive yet customized experiences to make an emotional connection. Thriving small businesses interact with their consumers in person, focusing on filling very specific niches and remaining at the heart of their local clients. But, as mentioned earlier, there’s no longer room for the middle ground. Brands target the middle class less and less since it just hasn’t been able to keep up with the inflation resulting from the erosion of their economic power, squeezed as education, health services, and housing prices soar. This is reflected by the fact that the list includes Costco, a warehouse retailer that focuses heavily on the upper end of the spectrum, and Tesla, a notoriously luxurious car maker. But perhaps it hasn’t been necessary to focus on the middle since the middle doesn’t behave like it. One of the ruling behavioral tokens of the American middle class is that their market is fully aspirational: no matter how bad the economy is, they’ll still buy iPhones and brand apparel.

The Name is Bond, Emotional Bond

One of the most significant revelations of the ranking this year are the findings of “the Vitality Quotient”, or vQ; a measure invented by BrandZ to calculate the “health” of a brand by combining five key indicators into a single score. By this measure, the average score of all brands is 100. Its five components are Brand Purpose, Innovation, Communications, Brand Experience, and Love, and they all have to do with one thing: the emotional bond the brand builds with consumers. The study found innovation is no longer the main driver of growth, but only half the ingredients of the formula. In order to remain relevant, companies must master a mixture of innovation and experience; the successes of the past combined with the foresight of tomorrow’s consumer needs. Named “brand experience” by Brandz, it’s all about how well a brand meets consumers’ needs when they arise.

The goal is simple: creating a special consumer experience that’s both engaging and fulfilling. The connection must be special in many ways now that more and more consumers are rewarding brands not just for making great products but for promoting human values. Nike’s endorsement of controversial celebrities known for taking a stand, such as tennis player Serena Williams and quarterback Colin Kaepernick, has helped reinforce the consumers’ strong emotional connection with Nike. This year, the brand gained 37% in value and moved up the ranking to #18. In Mexico, the Juntas imparables (“unstoppable together”) campaign resonated strongly by advocating female unity while facing the ever-stressful pace of hectic Mexico City.


In short, the brands that continually innovate customer experience by giving customers the social empowerment they crave for are winning, growing 200% more than those that don’t. This year, Uber has been an example of the value of combining experience and innovation by snatching the #1 place in the brand health vQ by taking small but greatly effective measures, like equipping its on-demand cars with car seats and venturing into the food delivery business.

Great experiences and enduring emotional bonds translate into the term “meaningful difference”. Brands who innovate while sensibly catering to their customers’ wishes grew 2.4 faster. Amazon (up 69%), one of the three fastest growing brands along with Netflix (up 93%) and PayPal (up 88%), scored 181 on the meaningful difference chart, a solid 81 points above average. However, here comes one of the most mind-blowing fact from the study: if the iPhone alone were a brand, it would beat every brand in the top 100 for meaningful difference with a score of 187. This tremendous difference is one of the reasons why Apple increased its brand value by 13% in the last year to $316.1 billion. Another reason is its continued innovation across an entire ecosystem of services such as Apple Pay, iCloud and Siri that wrap around its key devices including the new Apple Watch and iPhone X, an example of how to own and transform user experience under the same roof.

A Big Bet on Big Data

Technologies like big data have been major for mobile payment and entertainment ventures. Netflix, PayPal, and several other e-payment, e-commerce, and entertainment companies have been profiting from the consumer data they get from advertising platforms to know the real motivators of consumers to pinpoint down to their most whimsical quirks where they economize and where they splurge. The mind-bending popularity of apps has served at least two highly valuable purposes aside immediacy and convenience. One, they ensure customer loyalty by inserting themselves on what has become the most intimate object in their lives: their smartphones. By being user-friendly, tidy, and enjoyable, they’ve become the most effective loyalty program evre invented. Two, they also give brands data and insight into when, where, and how people engage with a brand. Combined, these two elements can help turn casual customers into devoted community members.

A team effort

With meaning and difference as the key drivers of growth, today’s largest and fastest-growing brands need to push their company’s agenda by looking at the bigger picture and making sure all talent throughout the organization is on board with the plan. The talent must have a mind of its own driven by the wish of leading the company to the top by relentlessly and honestly pursuing customer satisfaction. Any company who manages to remain meaningful and democratic can play the game, and the only way to level the playing field comes down to how they manage passive engagement, active service, and friendly follow up of their customers by offering personalization, meaningfulness, and differentiation. Only then can brands become truly unforgettable and essential.

What: We looked at the top 15 online retail sites visited by Hispanic shoppers in the US in September of this year and how they scored in numbers of visitors.
Why it matters: Target suffered a near 2% drop in September in its share of online shoppers among the 15 top visited sites by Hispanics in the US. The retailer fell from fourth place in August to sixth place in September according to rankings by comScore. The retailer’s stock, however, has risen 30% this year, according to Barron’s.

Number of Hispanic visitors to the Top 15 e-commerce sites in the US, September 2018
Total Audience, Home and Work, PC/Laptop139,250
SiteTotal Unique Visitors
Amazon Sites28456
Apple.com Worldwide Sites10535
Samsung Group8839
Target Corporation8276
The Home Depot, Inc.6382
Best Buy Sites5357
Kohl’s Corporation4672
Macy’s Inc.4544

(Source: comScore; Site visits in the thousands.)

Target dropped two places in the top 15 most-visited retail sites by Hispanics in the US in September. Target’s share of the total visits dropped from 7.5% in August to 5.9% in September. Apple bumped up a ranking to fourth place with 7.5% of visits to all sites. Wayfair slipped below Macy’s, Kohl’s, and Lowe’s into last place for September.

  • Ticketmaster dropped two places in the ranking of the top 15 most visited sites in September but didn’t suffer much of a loss in its share of visits (4.4%) compared with August (4.5%).
  • Samsung Group increased its share of visits slightly, rising above Target.
  • As with non-Hispanic visitors to the top 15 online retail sites, Apple increased its share of all visits among Hispanic shoppers to 6.3% from 6.2% in August.
  • Both Kohl’s and Macy’s moved up a ranking in September.
  • Online home and furniture retailer Wayfair took a hit in its ranking, dropping from 12th place in August to last place in September. The company’s stock dropped 25% in September, according to Motley Fool.
  • Target dropped behind Apple and Samsung in September’s rankings, losing nearly 2% of its share of all online visits.

What: We looked at the top 15 online retail sites by visitors in the US in June of this year and how they scored in number of visitors.
Why it matters: Visitors to Macy’s website fell slightly in June, putting it in the last place according to comScore’s latest ranking of the top 15 e-commerce websites in the US for June of this year. Kohl’s surged ahead two spots, nipping on the heels of Best Buy. Target continues to have the largest online following of customers among traditional and off-price department stores, as well as ranking ahead of the home improvement big-box chains The Home Depot and Lowes.

Number of visitors to the Top 15 e-commerce sites in the US, June 2018
Total Audience, Home and Work, PC/Laptop949,169
SiteTotal Unique Visitors (000)
Amazon sites202054
Apple.com Worldwide sites65560
Target Corporation59509
The Home Depot47879
Samsung Group40666
Best Buy sites33513
Kohl’s Corporation32658
Macy’s Inc.31636

(Source: comScore)

  • Amazon, Wal-Mart, eBay, Apple.com and Target held on to their positions as the top five online retail sites in number of visitors in June.
  • com saw a slight decrease in visits from 67,102 in May to 65,560 in June.
  • Macy’s slipped to last place in the June ranking, with just 3.4 percent of all visits compared to 3.7 percent in May.
  • Lowe’s managed to move up from last position in May to 11th place in June, but it, too, saw a decrease in visitors from 38,635 in May compared to 35,757 in June.
  • Online visits decreased slightly in June compared to May for all of the sites ranked, except for eBay which saw a very slight increase.
  • The Home Depot made a big move up in rankings compared to May, surging ahead to sixth place, ahead of Etsy.com, Samsung Group, and WISH.com
  • Home Depot’s online sales continue to outpace Lowes.
  • Amazon continues to overwhelm the entire field of competitors ranked, with more than 21 percent of all online visitors measured in June and May by comScore.

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Tracking First has appointed Matt Nelson as vice president of Marketing.  Prior to joining the company, Nelson worked as marketing leader at Qualtrics and has experience at Globespan Capital Partners, McKinsey and Company, and Hewlett Packard.






Captify has hired Tom Rogers as chairman. Rogers is a long-time NBC executive, where he helped found CNBC and MSNBC, and one-time TiVo chief. He will help bolster the search intelligence outfit’s North American expansion efforts.






Quintessentially Group has appointed Annastasia Seebohm as global chief executive officer. Seebohm previously held the role of US chief executive. She will be responsible for accelerating the global development of the group as a whole.






Barnes & Noble has fired CEO Demos Parneros for violating company policies. The company did not specify exactly which policies were violated. Parneros joined the company in 2016 and was named CEO in 2017.





Jerome Touze has been appointed new chief marketing officer of Travelstart. Prior to this, Touze served as the COO of the social networking site Wayn.com.






Linda Boff, the CEO for GE, has been named chair of the Ad Council’s Board of Directors. Boff will serve one year in this role helping raise awareness and inspire action on behalf of national social issues. She previously served as the organization’s vice chair.






 Walmart  has hired Barbara Messing as its new chief marketing officer. She previously served as former chief marketing officer of TripAdvisor. Additionally, Janey Whiteside is joining the company at the same time as chief customer officer, a newly created role.





 Sandy Russell has been hired by Wharf Hotels as vice president of sales and marketing. Russell will oversee the hospitality management company’s sales and marketing. She most recently held the position of vice president commercial operations Asia-Pacific at Carlson Rezidor Hotel Group.





Silicon Valley veteran Dan Makoski has been named chief design officer by Lloyds Banking Group. Makoski’s mission will be bringing human-centred design to the banks digital presence. Prior to this role, Makoski served as vice president of design at Walmart.






Walt Disney Studios has appointed Asad Ayaz as their new president of marketing after 14 years of service at the company. He will be responsible for the studio’s marketing operationsincluding strategy, media, digital, creative and promotions.







Apple has hired BBC Films veteran Joe Oppenheimer for international content role. Oppenheimer landed an Emmy nomination in 2014 and was acting head of BBC Films. He left BBC Films in late 2017.




Coty has named three new CMOs. The company says current CMO Friedemann Schmid is leaving in September, and will be replaced by three CMOs. Mike Bryce will lead color cosmetics, retail hair and body care; Mark Cooper will head marketing for lifestyle scenting; and Ukonwa Ojo will oversee global marketing for Covergirl and Sally Hansen, as well as become the U.S. CMO, a spokesperson tells Marketing Daily.





Telemundo 31/ WTMO just announced that Felix Pirela and Yunaisy Garcia will join the company as multimedia journalists for “Telenoticias 31”. Pirela previously worked at Globovision where he worked as an anchor and at Televen where he worked as a reporter and Garcia joins from Telemundo 48 (KSTS) in the San Francisco Bay Area where she worked as a content producer.





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


According to YouTube CEO Susan Wojcicki,  1.5 billion logged in viewers visit online video social network YouTube every single month. That’s the equivalent of one in every five people around the world. Average viewers spend over an hour a daywatching YouTube on mobile devices alone. Wojcicki also added that YouTube is working to make Virtual Reality (VR) more accessible and more affordable for viewers and creators.

Olympusat, Inc., a media company specializing in the ownership, distribution, production and technical services of Spanish and English-language networks, announced that Consolidated Communications will roll out the VEMOX™ platform to deliver its new Spanish-language OTT TV Everywhere service.

According to the Ooyala Q1 2017 Global Video Index, for the first time long-form content represents the majority of time spent watching video on every screen.

Accenture Interactive is entering programmatic video, launching a new ad unit that will incorporate programmatic overlay product placements on streaming video content.

Adobe is introducing Adobe Advertising Cloud TV to add new capabilities to its TubeMogul platform. The goal is to accelerate the adoption of data-based automated TV buying, including linear TV, addressable TV, connected TV, VOD and over-the-top TV.

Facebook is releasing a new app for creators, the company announced at the annual online video conference VidCon Friday.

21st Century Fox Inc.‘s sports department is eliminating the writing staff to invest in more-lucrative video production.

Video ad serving platform SpotX and Immersion Corp. (NASDAQ:IMMR), the leading developer and licensor of haptic technology, have joined forces to bring haptic-responsive video advertising opportunities to market at scale on mobile devices. By teaming up, the pair will bring Immersion’s haptic technology across all media owners on SpotX’s platform, empowering advertisers with high-impact, tactile experiences.

More than $4 billion was spent on US mobile video ads in 2016, according to the latest Global Entertainment and Media Global Outlook report from PriceWaterhouseCoopers. That number is expected to nearly quadruple to $16.2 billion spent on digital video by 2021.


OTT measurement firm Conviva closed a $40 million funding round, with investment from Future Fund, New Enterprise Associates, Foundation Capital and Time Warner, for the development of new products in Latin America and Asia.

Last month, AwesomenessTV launched a new season on its Spanish YouTube channel with 2btube. The leading Spanish language digital talent representation agency and content producer will produce and manage all the content for this channel.

Spanish media group AtresMedia announced a deal to buy Smartclip, a video ad platform that works on connecting online and TV ads, to increase operations in Latin America, with a focus on Brazil. In Latin America, the company has 164 million unique viewers, according to comScore.

Ecuadorian channel enchufe.tv, one of the most-watched comedy online video channels in LatAm, is making plans to grow across Latin America and Spain though a commercial agreement with the 2btube multi-channel network (MCN).
VidaPrimo, the premier Latin Music video network, will distribute its vast library of music-related video content onto branded channels on digital streaming platforms Roku and Amazon Fire.

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


Early next year, a new version of Google Chrome will include an ad filter that takes out sites with poor ad experiences. Chrome will then block all ads on offending sites.

YouTube has updated its advertising guidelines for its creator community. Among content that is deemed ineligible for advertising are controversial issues and sensitive events; drugs and dangerous products or substances; harmful or dangerous acts; sexually suggestive content; and violence.

According to AdColony’s Spring 2017 App Install Marketing Survey, 50 percent of all app install spending now goes to video advertising. Half of that is for full-screen video ads, while the rest is for in-feed, social, and television video ads.

According to Mary Meeker’s Internet Trends Report, Internet ad spending is projected to top TV ad spending within six months

Verizon has completed its $4.48 billion acquisition of Yahoo. Assets will be combined with AOL brands such as the Huffington Post under a new subsidiary called Oath.

Kantar‘s survey of advertising media preferences found that 68 percent of connected adults either like or tolerate advertising. 36 percent say advertising is changing for the better, while 20 percent say it’s getting worse.

The Interactive Advertising Bureau announced Q1 U.S. digital advertising revenue hit $19.6 billion, the highest ever for a first quarter and representing a 23% year-over-year increase.

According to a recent report from Reuters, Facebook is signing deals with companies like BuzzFeed, Vox, and Group Nine for TV-style video with both short clips of about 10 minutes in length and longer shows of 20 minutes or more.

The US’s linear TV ad market will likely suffer a recession in 2017, according to Us finance analysts who follow the media sector. Michael Nathanson, analyst for MoffetNathanson, this week lowered his projections for TV ad revenue growth in 2017, saying that the 2017 TV upfronts lacked the urgency of last year’s market.

A formidable group of media companies including AMC, Amazon, BBC, Twentieth Century Fox, Netflix, NBC Universal, Telemundo, Televisa and Univision have formed the Alliance for Creativity and Entertainment (ACE) to fight online video piracy.

A study by Neustar commissioned by Turner Broadcasting and Horizon Media found that for a $1M investment, television’s lift is consistently seven times better than paid search and five times better than online display advertising across a broad list of advertising categories.

Apple confirmed rumors that its set-top box will be getting an Amazon Prime app for the tvOS platform later this year.

Ooyala has released its Q1 2017 Global Video Index, revealing, for the first time, long-form content represents the majority of time spent watching video on every screen.

NBC News unit has launched a digital video service that targets viewers who get their news on social media. The service, called “NBC Left Field,” is producing short documentaries and features for Alphabet’s YouTube, Facebook, and Instagram.


According to Ooyala’s Q1 2017 Global Video Index, in LATAM, mobile video plays topped 56 per cent—up from 46 per cent last year, with tablets representing 5 per cent, the least of any region.

Research conducted by Dataxis predicts that LTE penetration will grow in Latin America from today’s 21% to 90% by 2022. While 4G penetration varies in the region, Uruguay by far being the most advanced country with a 50% penetration.

VidaPrimo, the premier Latin Music video network, will distribute its vast library of music-related video content onto branded channels on both Roku and Amazon Fire, two of the world’s largest digital streaming platforms.

According to the Advertising Bureau‘s “Always On – A Global Perspective of Mobile Consumer Experience,” smartphone users in South America noted the most progress in their mobile ad experiences, but smartphone users in Brazil saw moderate advancement with mobile advertising relevance.

 According to The Competitive Intelligence Unit (CIU), average mobile data consumption has doubled in Mexico over the past two years, driven by online video viewing.

What: Apple is restructuring its relationship with its ad agency, TBWA\Media Arts Lab.
Why it matters: The company plans to focus more on creating digital and regional campaigns and less on ‘localizing’ big brand campaigns for global markets.

c5dfwclwmai-2ofApple is restructuring its relationship with its ad agency, TBWA\Media Arts Lab, in an effort to stream its global marketing efforts, , Adweek reports.

The brand plans to focus more on creating digital and regional campaigns and less on ‘localizing’ big brand campaigns for global markets. To put it in another words, Apple now wants to spend more capital on creating work targeted to regional audiences rather than translating broader campaigns for consumers globally. An eample of which is  “Meu Bloco na Rua,” a Carnival-themed campaign launched to promote the iPhone 7 Plus in Brazil.

The move may have a connection with the recent downsizings in some of the agency’s team, paticularly those of translation and transcreation. Apple’s efforts to cut its marketing spend usher in TBWA\Media Arts Lab decision to reduce staff.

In recent years, the client has moved some of its splashy, TV-focused brand work from the Omnicom network to its own in-house marketing team. While Media Arts Lab will continue to play a role in producing those big-picture campaigns, the agency’s teams from London to Tokyo have been instructed to devote more resources to local market work moving forward.

“TBWA\Media Arts Lab is reorganizing and introducing a new operating model to keep pace with the way people consume media and content,” an agency spokesperson told Adweek. “This will result in a reduction in areas such as localization and further investment in areas such as digital, social, data analytics, content creation and a more diverse set of strategic skills. We will also have greater integration with media partners at OMD.




What: FC Bayern Munich signed a deal with Apple Music as its official music streaming service.
Why it matters: The German football club hopes to bring their fans closer to the team and players through music and exclusive videos available on the platform.

Finally Apple has decided to add sports marketing as part of its general marketing strategies. A couple of days ago, German soccer club FC Bayern Munich signed an agreement with Apple Music as the team’s official music and video streaming service.

Apple Music will provide the team and fans with special playlists, and also with exclusive videos such as what happens in the locker rooms before and after a game, and interviews with some of the players.

According to the team, music inspires the players to train harder. Now fans will be able to train to the same beats as their favourite soccer stars. FC Bayern Munich’ first official playlist is already available on Apple Music.

But Apple isn’t the first music brand to sign a deal with a soccer team. Deezer and Spotify have already sponsorship deals with Borussia Mönchengladbach, and Manchester United, respectively.

It’s also been announced that Beats, by Dr. Dre, will continue to be the official sound partner of FC Bayern Munich providing the club with music equipment, such as headphones and speakers.

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

By Pedro Labarta

1. Smart prices will take over.

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

2. Mobile app advertising

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

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

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

4. Apps and messaging

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

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

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

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

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

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A summary of the most exciting recent news in online video and ad tech in the US, US-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.


AT&T has announced the launch of an online streaming video service, DirecTV Now, with more than 100 premium channels.

AppsFlyer has upgraded its Active Fraud Suite, a brand new technology called DeviceRank, which it describes as “the world’s first solution to identify mobile fraud at the device-level” that will deliver “3x to 12x stronger performance than industry standard anti-fraud solutions such as IP filtering and distribution modeling.” It is now enabled for all AppsFlyer customers.

Ooyala has published its Q2 2016 Global Video Index featuring insights from more than 3.5 billion video analytic events per day from 220 million viewers across the world.This quarter, the report focused on ‘power users’: “customers who visited on more days each month — at least seven days per month but typically many more — and made more frequent visits each day than an average customer.” Among other insight, the report claims that on an AVoD news site users visit 37 per cent more during the workweek than on weekends and use computers to consume content for longer periods, compared to the average user who uses a mobile phone.

Get ready for the 2017 Online Video Marketing Guide to be published on October 25, 2016 with the latest stats/projections and intelligence on the Ad-Driven Online Video market (OTT) throughout the Americas. To align your brand with this important annual reference and thought leadership report, please contact Portada’s Sales and Marketing Director Kelley Eberhardt at kelley@portada-online.com.

Apple Inc. and Google made changes to their mobile web browsers to enable video content to play automatically in web pages, provided audio is muted. The adjustment may result in more mobile video consumption, driving new revenue.

Click here to watch Tubular Insight‘s new webinar: “The State of Online Video 2016.”

Josh McFarland, Twitter’s vice president of product, spoke at DMEXCO marketing conference in Cologne, Germany, and presented the following stats on Twitter and video: 93 percent of Twitter videos are watched on a mobile device. In Europe, almost half of people use Twitter while watching TV. He also said that tweets with video are 6x more likely to go viral, and tweets with a photo are 3x more likely than tweets with an animated GIF to go viral.

anatomyAnatomy Media released a report about millennials claiming that two-thirds of millennials use an ad blocker on a desktop or mobile device, and that about 36% block pre-roll ads on short-form videos; and 28% do so for long-form content such as a TV series.
Furthermore, 61% of millennials who stream content used a shared password or cable log-in.
CNET en Español, CNET’s Spanish-language sister site, has announced its annual list of the top 20 most influential Latinos in technology for 2016.  The list, which marks its fourth consecutive year and includes 18 new executives as well as a record number of women (9), is made up of Latinos with a broad range of experience and skills, that are leading teams in high-profile tech companies in the U.S.
VTR, an international telecommunications firm announced that it has reached an agreement with Netflix to offer the streaming platform’s content to its clients through its cable programming. This is the second agreement of its kind for Netflix: in July, Comcast announced that it would include Netflix’s services on its X1 video system.
Legendary Mexican singer Vicente Fernandez released a video announcing his support for Democratic presidential candidate Hillary Clinton in an effort to rally Latino voters. The video was paid for by the Latino Victory Project, and apparently Fernandez volunteered to do it.


Mexico’s Internet Advertising Bureau (IAB) claims that more than eight in ten Mexican teenagers (between 13-17) come across advertising while watching or downloading videos, films or TV programs, as well as while using mobiles apps. 52% say that brands are important. Music videos are the preferred content to consume online (64% of teenagers do this), followed by concerts (46%), films (44%) and TV series (35%).

The Mexico City Tourism Trust (Fondo Mixto de Promoción Turística del Distrito Federal) has partnered with Marko and Alex Ayling, known online as The Vagabrothers, to develop a four-part video series, launching today, to introduce their millennial audience to Mexico City’s charm in ways that appeal directly to their interests.

Brazil’s Ministério Público Federal (MPF) has initiated a civil lawsuit against Google because it believes that YouTube has broken legislation regarding advertising to children: the MPF wants YouTube to warn advertisers that child-related products cannot be advertised in the country.

In Peru, TV consumption habits are changing as online video surges. A study by Nielsen claims that 72% of Peruvians are watching online video through subscription platforms. 72% have cable, 13% have satellite cable, and 13% have an account with an online video provider. But only 24% implied that they would exchange their current provider for a VOD platform.

PORTADA RESEARCH: Hispanic Online Video Ad Market to Soar to US $450 million. In a new report Portada estimates that the Hispanic Online Video Ad market volume will climb to US $450 million by 2020. Particularly high growth is to be expected by branded content videos. Among video ad-tipes, in-stream will continue to have the largest share, although out-stream will grow at a higher rate.

Latin Everywhere has announced a partnership with Telefónica to offer the mobile carrier’s LatAm customers Pongalo, a content streaming service with a library of more than 50,000 hours of telenovelas and other content.

tipalti_logo_final-nobackgroundAutomized payment provider Tipalti has announced that it is expanding its services to better aid companies in validating tax ID numbers of its providers in Argentina and Brazil. This way, companies can work with providers and partners in these countries to guarantee tax compliance through registering the beneficiaries’ tax information and reduce fraud.

Endemol has sold its Argentine affiliate to its local partner, Martín Kweller, who has been a minority shareholder until now. The company’s name will be changed to Kuarzo Endemic Argentina. 

What are the 10 most visited sites and platforms by Hispanic residents in the United States? What topics do they cover? What activities do they allow users to engage in? Here are the responses to those questions and more, according to comScore’s May 2016 report.

The Google sites are at the top of the rankings, with 84% of the unique users.

Source: comScore Media Metrix, United States, Hispanic All, Home and Work, PC/Laptop only, May 2016Total Unique Visitors (000)
    Total Internet:  Hispanic All31.321
    Top 10 Properties
1    Google Sites26.426
2    Microsoft Sites21.151
3    Facebook19.778
4    Yahoo Sites17.734
5    Amazon Sites11.867
6    AOL, Inc.8.313
7    Mode Media8.254
8    Apple Inc.6.905
9    Comcast NBCUniversal6.835
10    eBay6.235

Microsoft, in second place, brought in almost 70% of US Hispanics.

63% of users chose Facebook as the platform through which to generate, consume and share content with friends and acquaintances.

58% of Hispanic residents of the United States chose Amazon and eBay as their preferred e-commerce platforms.

83% of the users visited portals (specifically Yahoo and AOL). This is no small detail, as they tie Google between the two of them (in terms of the quantity of visitors).

Mode Media, the platform dedicated to lifestyle whose content is generated by the user and curated by experts, attracted 26% of the unique visits.

While it came in 8th place on the rankings, Apple seems to be leading in its category: 22% of unique users visited this site in the informed period, and it is the only site dedicated exclusively to technology.

With respect to online TV content, users chose the site NBCUniversal: while it came in last place, it is the only in its category.


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


APP NEXUS RELEASES DIGITAL ADVERTISING INDEX FOR Q4 2015: App Nexus‘s index for Q4 2015 revealed that average CPMs rose from below 20 cents last summer to $1.60 in the span of a few months as part of the company’s anti-fraud efforts against invalid traffic. Impression transactions went down more than 90% from December to September. The company says that this drop came from getting rid of the single impressions that were sold multiple times before being served to a real person.

R3 RELEASES TRENDS IN AD-TECH: Global marketing consulting firm R3 put together a report, Adtech 40, with the best examples of ad-tech across the globe. Asia and North America were responsible for 30% of the winning examples, 47% leveraged technology to increase engagement, a fifth of the winners incorporated a mobile component, and in general, marketers were found to be moving away from AORs to collaboration with other agencies, vendors.

SNAPCHAT DEVELOPING API? Maybe, according to sources. The move would open huge opportunities for advertising on the platform, as advertising options are currently limited to ‘Snapchat Stories’. Insiders also claim that Snapchat is making a general move towards large-scale advertising, and will allow ad tech companies to connect with Snapchat users through micro targeting similar to that of Facebook and Twitter.

VERIZON INVESTS IN DATA MINING: The telecommunications giant has invested $5.5 million in Qualia, which focuses on mining intent data. The move suggests that telecommunications firms are looking for ways to acquire cross-screen data and increase revenue through revenue streams other than mobile subscriptions.

MORE ACQUISITIONS: Time Inc. has reportedly acquired Viant, an ad-tech company that also owns MySpace, the advertising cloud product Vindico, Specific Media and Xumo. As a part of the deal, Time will run Viant as an independent business and create a Big Data-driven advertising operation using Viant’s first-party data and programmatic capabilities. Time Inc. Chairman and CEO Joe Ripp says that through the move, Time ” will be able to deliver advertisers’ messages targeted to optimal audiences across all types of devices, along with the ability to measure ROI.”

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (6)TELENOR ACQUIRES TAPAD: Multinational telecommunications company Telenor has acquired NY-based cross-device retargeting startup Tapad, for $360 million, covering 95% of the company. Tapad focuses on cross-device marketing tech, and tracks billions of data points on multiple screens for mobile, PC and TV to understand consumer behavior online.

OPERA RECEIVES BUYOUT OF US$1.2 BILLION: A consortium of Chinese companies, including investment fund Golden Brick Silk RoadKunlun Tech (a gaming company), Qihoo 360 (anti-virus and browser software) and Yonglian (Yinchuan) Investment Co., Ltd., bought Opera Mediaworks, the subsidiary for Opera’s desktop and mobile browser products.

WIDESPACE SECURES €15.8m IN GROWTH CAPITAL INVESTMENT: Mobile ad tech firm Widespace secured millions in investment to solidify its strategic position in Europe and invest in automation and data visualization.

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APPLE CHANGES APP STORE PRICING IN MEXICO: Bad news, Mexico, New Zealand, Israel, Russia, Singapore and South Africa – Apple has informed developers that the App Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (3)Store pricing will change slightly, including prices for in-app purchases. These changes come from fluctuations in exchange rates, and it is not the first time Apple has made similar moves.

ISOBAR ANNOUNCES NEW VP OF TECH: Alexandre Santos will take over as vice president of technology and operations out of ad agency Isobar‘s Sao Paulo office as part of the agency’s efforts to incorporate disruptive communications into its ad-tech strategy. Santos was previously the technology and project director at Isobar, and will be working on accounts for SKY, Fiat, Jeep, Whirlpool and Nivea.

COMSCORE RELEASES DATA ON DIGITAL ADVERTISING IN LATAM: comScore released its report, “Lessons in Digital Advertising,” which contained a few valuable insights into the industry in Argentina, Brasil, Chile, Colombia and Mexico. Clicks and traffic were revealed to have less of a direct relation to the effectiveness of an advertisement (measured through increases in sales), targeting with cookies is effective for precise messages and obtaining data on demographics and behavior, but 29% of Latin American users eliminate them from their websites. And last but not least, the report revealed that audiences consume more and more content from different platforms and devices.

YOUNG & RUBICAM ARGENTINA HIRES A NEW HEAD OF PLANNING: Gonzalo Fonseca, ex director of planning and integration at Havas, will take over as head of planning at Y&R, where he will expand the agency’s planning and brand development efforts. His more than 25 years of experience at agencies like BBDO, McCann Ericsson, Grey, Casa Matriz, APG Argentina and J. Walter Thompson assure us that he is fit for the job.  

OGILVY BRAZIL ACQUIRES NEW DIGITAL AGENCY: The WPP Group acquired majority participation in the agency 3yz, which specializes in online marketing. WPP is comprised of Ogilvy & Mather, Ogilvy One, Ogilvy PR, Ogilvy Salud, David, Etco Ogilvy, 9ine, Foster and Jussi Intention Marketing, but 3yz will function as a part of Ogilvy Brazil. The move is a part of WPP’s efforts to expand digital revenue, and 3yz’s clientele – Tramontina, Reebok, Shopping Iguatemi and Grenadine are clients – gives us reason to believe that they will be pleased with the results.

MEDIAMATH TEAMS UP WITH DYNADMIC: MediaMath, the company behind the TerminalOne marketing platform, and DynAdmic, dedicated to programmatic online video, are collaborating so that the latter’s premium online video inventory, which is based on an audio-recognition technology that classifies the videos being watched on the Internet at any given time, can be used to connect with consumers more efficiently.  Through the deal, MediaMath can offer clients a better, more transparent way to buy inventory on Ad Exchanges.





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


BIG CUTS AT YAHOO: Yahoo Inc. announced that it plans to lay off 15% of its employees in its $400 million cost-cutting mission, which CEO Marissa Mayer claims is part of a plan to “simplify” the company. This comes in the wake of the announcement that Yahoo’s Mexico and Argentina offices are to close. Here 4 things to take into account about Yahoo’s earnings and new strategy, as Portada’s Editorial Team sees it.

alphabetGOOGLE’S ALPHABET MOST VALUABLE PUBLIC COMPANY IN WORLD: Google‘s parent company, Alphabet, is officially the most valuable public company in the world, pushing past Apple for the first time since 2010. Alphabet has a market cap of $547.1 billion, higher than Apple’s $529.3 billion as of 9:45 a.m. ET.

FACEBOOK MAKES GAINS IN DIGITAL ADVERTISING: Facebook‘s share of the digital advertising market is up from 8% last year to 10% this year, according to eMarketer. Google‘s went from 32% to 30%.

HYPER-TARGETING IS IN: Ad tech firm Grapeshot has raised $8.5m in funding, bringing its total raised to $14.25m. Grapeshot’s technology enables advertisers to bid for space on content sites and target ads to websites with certain pre-determined keywords. Why didn’t I think of that?

THE FUTURE OF ADS IS VISUAL: Image recognition marketing startup Curalate just raised $27.5 million, bringing its total funding to $40 million. Some of Curalate’s features include Like2Buy, a gateway that enables product sales directly through Instagram posts, Fanreel, which incorporates images generated by users into brand websites, recognizes and tags them as products, and Visual Insights, which generates analytics about the products that users are sharing on platforms like Instagram, Pinterest, Tumblr so that brands know what is popular.

Independent cross-screen data management platform (DMP) Lotame announced that veteran media executive Doron Wesly will be taking on the role of SVP of Marketing and CMO. Wesly has more than 20 years of experience in the sector, with a special focus on brand and research strategy. Working on Lotame’s International Expansion will be one of his main tasks.

SKY’S THE LIMIT WITH PROGRAMMATIC: Pay TV company Sky has invested $10 million in DataXu, a programmatic advertising analytics software provider that helps advertisers and media agencies engage with consumers across devices through analyzing and optimizing buying decisions. Sky will be using this investment to push its Sky Media’s Sky AdVance product built to facilitate multi-platform ad campaigns and programmatic purchasing of addressable TV ads.

AD BLOCKERS, IF YOU CAN’T BEAT ‘EM, JOIN ‘EM: Samsung has decided that the new version of its web browser on Android phones will allow users to install ad-blocker extensions.maxresdefault

NEW ACQUISITIONS: Digital asset management and video delivery platform Adstream has acquired the AdServices division of media and entertainment production firm Deluxe, helping Adstream in its effort to expand its presence in the U.S. and worldwide. Adstream provides agencies and brands with transcoding and digital asset delivery, and also generates analytics and creative versioning for video.

SHOCKER: PEOPLE DON’T LIKE FORCED AD FORMATS: Ad-tech firm Teads released a study with data on why people use ad blockers online. Conducted by Research Now, the study claims that intrusive and forced ad formats are the biggest motivating factor behind ad-blocker adoption. Three out of four U.S. respondents say that intrusiveads were the largest motivator for installing ad blockers, and 80 percent of respondents would reconsider installing ad blockers if the ad experience provided them with the choice to skip or close the ad.

MOBILE ON THE MOVE: Mobile ad platform Widespace has  secured $17.2m in growth capital from Kreos, which provides growth debt to high-growth companies.CEO and co-founder  Patrik Fagerlund says the money will help them become leaders in Europe, as well as aid in their expansion to other parts of the globe. The company reaches 230 million unique users across Europe, the US, Brazil and the MENA region every month.

BIG MONEY FOR TAPAD: New York-based ad tech startup Tapad has been sold to Telenor Group for $360 million. The company was founded in 2010 by Are Traasdahl, and has built software that helps advertisers to identify custom audiences across mobile, television and desktop.


BRAZIL, ARGENTINA DON’T LIKE ANNOYING ADS EITHER: The previously-mentioned Teads study revealed some interesting data on Brazil and Argentina: 64% of Brazilians use teadsad blockers because of annoying advertising.  75% of those surveyed believed that forced or intrusive advertising is annoying, and mobile ads are perceived as more annoying than those on desktop. In Argentina, 57% of those surveyed consider pre-roll campaigns annoying. However, only 13% of Argentineans believe that native ads are intrusive.

NBC Universal has tapped Spanish content producer Mediapro to run its on-air promotions across Latin America through Mediapro’s Argentinean subsidiary, Promofilm. Mediator will be responsible for all audiovisual material and technical advertising production for LATAM.

What: Disney is the world’s most powerful brand, measured on brand strength, thanks to Star Wars’ record-breaking success, according to Brand Finance, which just released its 2016 ranking. Despite slowing sales, Apple is the world’s most valuable brand, up 14% to US$145.9 billion.
Why it matters: Shares of strongest brands, 4 of which are Chinese, tend to outperform the S&P 500 average. This shows what a substantial effect effective marketing can have on brand and shareholder value.

descarga (2)Every year, brand valuation and strategy consultancy Brand Finance puts thousands of the world’s top brands to the test. They are evaluated to determine which are the most powerful (based on factors such familiarity, loyalty, promotion, marketing investment, staff satisfaction and corporate reputation) and which are most valuable and ranked to form the Brand Finance Global 500.

The World’s Most Powerful Brands (Top 10)

(brandvalue) 2016
BrandSectorCountryBrand Value 2016 (USDm)Brand Strength Index Score (/100)BrandRating 2016
124Walt DisneyMediaUS31,67491.8AAA+
458PWCCommercial ServicesUS18,56991.5AAA+
5288McKinseyCommercial ServicesUS4,88191.4AAA+
779Johnson’sConsumer ProductsUS15,11590.7AAA+
817Coca-ColaSoft DrinksUS34,18090.4AAA+

Disney is the world’s most powerful brand. Disney’s strength is founded on its rich history and original creations, however its now dominant position is the result of its many acquisitions and the powerful brands it has brought under its control. ESPN, Pixar, The Muppets and Marvel are all now Disney owned, but perhaps its most important acquisition of all has been Lucasfilm, and thus Star Wars.

Star Wars Episode VII ‘The Force Awakens’ has broken countless box office records, becoming the fastest to take US$1 billion, enjoying the most successful opening weekend ($529 million) and based on its total box office gross of nearly US$2 billion is Disney’s most successful film ever. Meanwhile Star Wars toys have generated over US$700 million.

Brand Finance has estimated the value of the Star Wars brand to be US$10 billion, dwarfing the US$4.05 billion Disney paid for Lucasfilm in 2012. Though this might suggest that Disney engineered a very favourable deal, it has undoubtedly contributed to the growth of the Star Wars brand. Disney is managing to exploit the Star Wars concept both rapidly and sensitively, a difficult feat to pull off. Disney styles itself as ‘the happiest place on Earth’. That has proved true not just for its customers but for investors too.

Lego Loses Out

Lego has lost its position at the top of the table. Though it remains a very powerful brand and retains its AAA+ brand rating, the Danish company has been beset by a series of controversies of late which threaten to affect its wholesome image. It has been fined by German regulators for attempting to prevent retailers from discounting its products. It was also accused of colluding in censorship for trying to prevent dissident Chinese artist Ai Wei Wei from using Lego in his work. Lego has since reversed its policy of restricting purchases to be used for political ends following widespread condemnation (including from Ai Wei Wei himself).

Brand strength/power is only the initial part of Brand Finance’s analysis however. Using its Brand Strength Index assessment, BrandFinance determines a royalty rate for each brand, which is then applied to revenue information to calculate the brand’s value.

The World’s Most Valuable Brands (Top 10)

Rank 2016Rank 2015BrandSectorDomicileBrand Value 2016 (USDm)BrandRating 2016BrandValue Change (%)Brand Value 2015 (USDm)BrandRating 2015
32SamsungTechnologyS Korea83,185AAA1.8%81,716AAA-
911China MobileTelecomsChina49,810AAA-4.0%47,916AAA-
1015Wells FargoBankingUS44,170AAA-26.5%34,925AAA-

Apple Not Rotten Yet

Photo: licensed Creative Commons
Photo: licensed Creative Commons

In terms of brand value, Apple comes out on top. Apple has maintained its dominance at the summit of the Brand Finance Global 500.Brand value is up 14%, thanks to the huge success of the iPhone 6 and recently released iPhone 6s. Revenue for Q4 of the fiscal year 2015 was a record-breaking US$51.5 billion with profits at US$11.1 billion while revenues for the year were US$233.7 billion. This huge surge is partly responsible for recent disappointing sales growth (the slowest since the iPhone was launched in 2007). However with 74.8 million handsets sold in the last quarter in a saturated market, assertions that Apple has gone rotten are premature. Apple Pay is beginning to generate traction, potentially heralding the brand’s long-anticipated expansion into the broader arena of financial services, to say nothing of its rumoured foray into the auto industry.

China’s Fantastic 4

Chinese firms are among the top performing from any sector; four of the top ten are Chinese including all four of the top performing brands. WeChat is a good example. Its user base grew over 40% between late 2014 and late 2015 and is now over 650 million, with 70 million outside China. It is often compared to the more familiar (at least in the West) Whatsapp. However WeChat is much more than a messaging app and offers video-gaming and payment services. Brand value is up 83% to US$6.5 billion. Evergrande Real is the fastest growing brand this year, having added 112% to its brand value between 2015 and 2016. While the continued rapid growth of Chinese firms is to be welcomed and lauded, the presence of a real estate brand at the top of the list could be grist to the mill of those claiming that China’s property market is overheated and its economy as a whole set for a shock.

VW Goes into Reverse

Volkswagen is also amongst this year’s worst performing brands. This may come as little surprise given the scale of the scandal that has engulfed the brand, following revelations that it programmed its diesel vehicles to activate their optimal emission-reduction settings only when being tested and that, driven under normal conditions, they would emit up to 40 times the more nitrogen oxide. In December BrandFinance estimated that VW may see brand value fall by as much as $10 billion. In fact the affair has turned out to be even more damaging than that. Brand value is down by US$12 billion to US$18.9 billion leading to a fall in rank from 17th to 56th.

Brand Value and Share Price

In December of 2015 Brand Finance took a retrospective look at the share price of the world’s Programmatic Tradingmost valuable brands and the subsequent stock market performance of the businesses that own them, revealing compelling evidence to suggest that highly branded businesses and those with strong brands can outperform the market.

Between 2007 and 2015, the average return across the S&P was 49%. However by using Brand Finance’s data, investors could have generated returns of up to 97%. Investing in companies with a brand value to enterprise value (BV/EV) ratio of greater than 30% would have generated returns of 94%. Investing exclusively in the 10 companies with the highest BV/EV ratios would have resulted in a 97% return.

115 of the top 500 brand in the 2016 list fall into this category. The group includes luxury goods businesses that one might expect to be highly branded such as Burberry, Gucci and Ralph Lauren, well-known consumer brands such as Audi, Land Rover, Dove, Ikea and Nestle, but also financial and B2B brands such as Shinhan, Fujitsu and Allstate. It will be interesting to see whether these brands deliver similarly impressive investor returns over the coming years.



Our monthly unique user rankings of the top properties visited by U.S. Hispanics and the  overall U.S. population provide interesting insights (besides the almost obvious fact that Google continues to lead, ha!) . 6 Things you need to know about how top destinations fared in October 2015.

1. Despite all the Talk, Yahoo is a Major Force

Yahoo’s board is currently assessing its future (options include to sell its core Internet business ), due to the company’s slow progress in increasing its profitability. Yet, as the below rankings show Yahoo is still a force to be reckoned with (ranked second overall and fourth in the U.S. Hispanic market), with more than 148 million uniques in the overall U.S. market (above Facebook, although time per visit and frequency are much higher on Facebook).

2. Mode Media’s High Ranking Reflects Popularity of Lifestyle and Fashion Vertical

Perhaps relatively surprising is the fact that fashion and lifestyle online media company Mode Media is among the top 10 properties both in the U.S. Hispanic and general market. The other 9 properties are mostly usual suspects (e.g Facebook, AOL, Wikipedia, Yahoo, Microsoft etc…). Mode Media, which used to be known as Glam Media, is a privately held digital lifestyle media company with more than 10,000 lifestyle creators. Mode’s success also highlights the popularity of the fashion and lifestyle verticals.

3. NBC/Telemundo Doesn’t Make the Top 10 Sites For U.S. Hispanics

While Comcast/NBC Universal sites (which include Telemundo) is the 10th largest destination in the overall market, they don’t make the top- ten list among the most visited properties by U.S. Hispanics.

4. Univision is not Among Top 10 Properties visited by U.S. Hispanics (Either)

Another interesting insight is that while Univision (and Telemundo, see above) are the leading media when it comes to Hispanic broadcast viewers, both companies are not among the 10 most popular for Hispanic online audiences.

5. Apple, Strong with U.S. Hispanics

Apple’s digital destinations are ranked number eight among the U.S. Hispanic users and can not be found among the top-ten of the overall market. This may be related to the fact that Hispanics over-index in music consumption services such as Apple’s iTunes.

6. Similarly to Yahoo, Microsoft Should Not Be Forgotten Either as a Major Online Destination

Microsoft recently outsourced most of its Advertising Sales business to AOL/Verizon. This is a part of their new CEO’s strategy to concentrate on the content (and not the ad-sales business.) Ranked number fourth with 144 million uniques in the overall U.S. market and second (!) among U.S. Hispanic users.

U.S. Ranking

Source: comScore, United States, and Work, PC/Laptop Only                               Total Unique Visitors (000)October 2015, Home Total Unique Visitors (000)
Total Internet: Persons: 6+232.179
1Google Sites203.570
2Yahoo Sites148.215
4Microsoft Sites144.151
5Amazon Sites106.766
6AOL, Inc.100.461
7Mode Media71.813
8CBS Interactive64.362
9Wikimedia Foundation Sites58.731
10Comcast NBCUniversal55.140


U.S. Hispanic Ranking

Source: comScore, United States, and Work, PC/Laptop OnlyTotal Unique Visitors (000)October 2015, Home Total Unique Visitors (000)
  Hispanic All:  Persons: 6+30.245
1    Google Sites26.604
2    Microsoft Sites18.479
4    Yahoo Sites17.769
5Amazon Sites11.632
6    AOL, Inc.10.922
7Mode Media8.050
8Apple Inc.6.948
9Wikimedia Foundation Sites6.431
10CBS Interactive6.251

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

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF COROPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

 ::: Banco Hipotecario – Leo Burnett Argentina  ::: Priceless Surprises/Mastercard ::: MediaCom – Molinos Río de la Plata ::: TBWA Chile – Apple, Nissan and Clínica Alemana  ::: McGarryBowen – Sears Holdings :::

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  • Banco Hipotecario

COzxq5fl_400x400Leo Burnett Argentina, headed by Fernando Bellotti, has been chosen as the new agency of Banco Hipotecario after a thorough selection process. La agency will handle the brand and its product integrated communications.



  • Priceless Surprises/Mastercard

Marcelo Salas Priceless SurpriseMasterCard cardholders worldwide have laughed, cried and smiled thanks to Priceless Surprises. Priceless Surprises, the new marketing platform to delight consumers, has become a global success since its launch in over twenty countries in every major region of the world. Priceless Surprises is among the initiatives that has generated greater participation in social networks to date, beating the benchmarks of US companies on Twitter (among financial services companies) and Facebook (relative to companies in industries focused on consumers). Compared to other MasterCard programs, Priceless Surprises  engagement rate is three times higher.Since its launch in the Grammy’s ceremony  in 2014 with Justin Timberlake, music artists like Gwen Stefani, Pharrell William and Usher; sports stars from hockey, baseball, soccer, rugby and golf, have contributed to these Priceless Surprises .By  using their MasterCard, cardholders may be surprised with a digital download of a song from iTunes or with an upgrade to better seats at an event,or even  meeting artists and world class athletes, and more. The Priceless Surprises program has been integrated into numerous MasterCard sponsorships.Looking ahead, MasterCard is working with Kiip to launch very soon, initially in the U,S., an application of Priceless Surprises and Mobile Development Kit (SDK). Through automatic notifications and internal mobile application functionality, the platform informs cardholders about events and Surprises  opportunities in real time.

  •  Molinos

unnamedMediaCom, part of the WPP Group, has been chosen by Molinos Río de la Plata as its new media agency. Molinos is an Argentinian leading company in the food industry which, since it was founded in 1902.MediaCom Argentina will provide strategy, planning and online and offline media buying across all Molino’s brands.

  • TBWA Chile

a3b3f891340d4cd23e9dd44b4c4e1463_400x400TBWA office in Chile will work for three new brands: Apple, Nissan and Clínica Alemana have been added to the agency’s list of customers, which also includes Adidas, Banco Itaú, Energizer, Heineken, JMC, Hiunday and Casaideas, among other.


  • Sears Holdings

b9d801b942a978ea9f679e363acec30c_400x400McGarryBowen and Sears Holdings are breakingties. The agency was working for Sears since it won the account in 2011. The separation comes as the big retailer is undergoing a massive consolidation driven by the procurement that began in november. The review has been postponed, according to sources, and no requests for proposals were distributed so far. The review will supposedly be completed in May. McGarryBowen, part of Dentsu Aegis, was participating in the preparations for the review with good prospects, but chose to give up the account. Severel senior executives have left the company. Media are run by Havas, while FCB (Interpublic) manages creativity for Kmart. Sears Holdings is the 27th largest US marketer, according to Ad Age DataCenter.


Internet Media Services, IMS  has obtained the exclusive rights from Apple to market Aples iAd advertising platform in Latin America. IMS will be immediately opening up Apple iAd to Brazil and Mexico, and then will bring iAd to the rest of Latin America.

imsApple iAd platform brings unique, compelling advertising experiences to iOS users. Most countries in Latin America are iAd-supported, and marketers that operate in Latin America will be able to reach those users on their iPhone, iPad, and iPod Touch, for the first time, through iAd’s unique first-party targeting tools, exclusively through IMS.

IMS CEO and Founder Gaston Taratuta tells Portada that “On average, people spend 86% of their time in apps when on their connected devices, according to Flurry Analytics. iAd’s App Network can help advertisers connect with consumers directly on their phones and in their apps, the space in which they spend most of their time. What’s more, iAd can help brands target the right audience for their ads.”
In addition to iAd’s App Network, IMS will provide education and support for iAd Workbench, Apple’s campaign planning and management tool, and iAd Producer, the iAd tool to help brands design and develop interactive content. Apple iAd and IMS will allow brands in Latin America to sell into any app-enabled Apple device, such as iPhones, iPads and iPods Touch.

iOS is the second most popular operating system in Latin America, beating Blackberry, Windows Phone, Samsung, LG, and Series 40. As of December of 2014, iOS users were about 17% of mobile users in Mexico, and about 16% in Brazil, according to StatsCounter.

Starting in Miami, Mexico and Brazil

appleIMS will be immediately opening up Apple iAd to Brazil and Mexico, and then will bring iAd to the rest of Latin America.

Our sales efforts will initially be based in Miami, Brazil and Mexico. Once we have created success in these markets, we will move iAd into other Latin American markets, using best practices learned while expanding iAd usage in these behemoth markets.
The two biggest markets in Latin America are, of course, Brazil and Mexico, but digital advertisers are looking for opportunities to expand across the region. Regional spending on all measured media is forecasted to rise 14.3% in 2014, according to ZenithOptimedia’s September 2014 “Advertising Expenditure Forecasts,” an increase from 9.3% in 2013. With the summer Olympics being held in Brazil in 2016, there are great opportunities that advertisers can look forward to in Latin America.

With iAd, advertisers can reach their audiences on a CPM model.

How is it sold?

Taratuta tells Portada that “With iAd, advertisers can reach their audiences on a CPM model. iAd gives them the flexibility to also choose audience and ad formats that work best for each brand. They can find their ideal audience among Latin American Apple users and get their message to the right people using iAd exclusive insights and segmentation tools.”

One of our keys to success is making sure that we can educate the entire market on effective and efficient use of Apple’s iAd platform. To achieve this, IMS will create dedicate ad sales teams for iAd in Miami, Mexico and Brazil. We’ve done this kind of roll out in the past for Twitter, Waze, Spotify, Foursquare, and LinkedIn. This is what makes IMS unique, in that with each new partnership, we hire new highly skilled employees who are dedicated to educating and evangelizing the Latin American markets about these new advertising platforms.”


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

María Iregui – MTV América Latina ::: Bebel Di Celio – TOD ::: Jorge Aguiar – BlackBerry América Latina ::: Gastón Terrones Dimant  – GolinHarris ::: Michael McLaren – McCann Worldgroup ::: TNS – Ignacio Galceran :::

Karl_HeiselmanAfter the announcement of Apple´s four new digital agencies, Karl Heiselman has been appointed to lead the marketing and communications department at the company. Heiselman comes from Wolff Olins, where he has worked as CEO for 7 years. Wolff Olins is part of Omnicom Group.


María Iregui -Viacom International Media Networks (VIMN) The Americas appoints industry executive Maria Iregui as Brand Manager and SVP of Programming & Production for MTV Latin America. The executive will be in charge of all the brand in the region. Read more… 



Jorge Aguiar -BlackBerry has appointed Jorge Aguiar  as Latin American Director. He will report to Eric Johnson, global sales president. Aguiar has worked as director for Mexico and Central America at BlackBerry.


camilo.maldonadoCamilo Maldonado has been named Market Manager LastMinute/Cupons for Despegar.com, Argentina. He is based in Buenos Aires.


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