What: Batanga Media announces a full rebrand, changing its corporate name and identity to Vix. Why it matters:Unlike other Batanga Media brands before it, like iMujer, Batanga, and BolsadeMulher, Vix delivered content inclusive of gender, language and country. The rebranding reflects Batanga Media (now Vix) attempt to succesfully target Millennial audiences, regardless of their language background, particularly in the United States.
Batanga Media announced a full rebrand, changing its corporate name and identity to Vix. Effectively immediately, Batanga Media will be known as Vix, a digital media company dedicated to generating curiosity and leaving a positive influence for audiences across the Americas.
The rebrand comes on the heel of a pivotal time of evolution and growth for the company. Twelve months ago, Vix was introduced as a digital property with a broader position and brand promise than any of the other properties within the Batanga Media portfolio. Unlike the other brands before it, iMujer, Batanga, and BolsadeMulher, Vix delivered content inclusive of gender, language and country. The data and results undeniably concluded that creating content in silos was not only constraining, but not authentic to a millennial audience that chooses to see the world through a different lens. In late 2016, Discovery Communications announced the acquisition of a stake in Batanga Media.
The fragmentation of media has accelerated with mobile giving way to an increasing number of distribution platforms, mostly social in nature, each with its own format with which to deliver content and tell stories.
Strong Video Element
According to Batanga Media (Vix), Vix quickly established a web and social audience base, both in the United States and throughoutLatin America and Brazil. In February, Vix reported over 81 million of monthly visitors, 65% of which were between the ages of 18-34, millions of social fans, and received the largest number of videos views in the company’s history, with over one billion videos viewed on Facebook. To date in 2017, Vix has received 2.1 billion video views, 21.2 billion social impressions, and 170 million social actions. Additionally, according to comScore’s latest MediaMetrix report, Vix’s audience in the U.S. is at 6.3 million, larger than any other Hispanic or multicultural focused publisher. In 2016 Vix partnered with specialty outdoor retailer REI for a campaign that strongly centered on videos on Facebook.
“The fragmentation of media has accelerated with mobile giving way to an increasing number of distribution platforms, mostly social in nature, each with its own format with which to deliver content and tell stories. As digital content publishers, we are committed to creating content at scale that is relevant to our audience and their platform of choice”, said Vix Chairman and CEO, Rafael Urbina. “When audiences engage and share content on these social and mobile platforms, they effectively use it as a way to express their identity, values and interests”.
In a world where lines are blurred more than ever, and people are hyper connected, Vix aims to add value to daily life beyond the digital realm. Vix delivers content in English, Spanish and Portuguese, covering a wide range of relatable topics, each touching on an aspect of millennial life and interests, each with a Vix point of view.
Vix will formally debut its brand during this year’s SXSW Interactive Conference in Austin, TX.
What: Discovery Communications announced an investment in and strategic partnership with digital media company Batanga Media. Why it matters: This is the first investment of a major media company in Batanga Media. Discovery will now provide Batanga Media consumers with short-form video. Discovery will also gain access to Batanga’s’ millennial audience in the U.S. Hispanic and Latin American markets. Traditionally off-line media companies like Discovery have over the last few years made substantial investments in a new breed of digital media companies like Batanga Media.
Discovery Communications announced it has made an investment in and formed a strategic partnership with Batanga Media, the largest independent digital media and content company for Latin America and the U.S. Hispanic market. The amount of the investment and the size of Discovery’s stake was not disclosed.
Batanga Media is prominent across all platforms, having attained a monthly social reach of 215+ million, with an increasing fan base: · 40+ million Facebook followers · 90+ million uniques across Batanga Media’s owned-and-operated properties and social channels, which include: Vix, Batanga, iMujer,and Bolsa de Mulher · 780+ million video views in November 2016 · 8+ billion social impressions in November 2016
More Viewers Across More Screens
Building on its long term strategy to engage more viewers across more screens than ever before, the deal will enable Discovery to give consumers improved access to a new and exciting range of Discovery content, attracting young passionate enthusiasts that advertisers want to reach, through Batanga Media’s strong base of millennial audiences.
Batanga Media’s proven expertise in creating content that engages audiences across social and mobile platforms, will support Discovery’s efforts to super-serve its audiences throughout Latin America and enable advertisers the opportunity to reach their desired audience cross-platform via linear, digital and social. The new partnership will also allow Discovery to leverage Batanga Media’s data-driven content creation process.
The partnership between Discovery and Batanga Media will include a commercial agreement that will enable advertisers to reach their desired audience via true 360 opportunities across linear, digital, and social platforms.
Enrique R. Martínez, President and Managing Director of Discovery Networks Latin America/US Hispanic highlighted this deal as the start of a strong new partnership with incredible brands, reach and scale. “Our investment in the largest independent digital content company in Latin America shows Discovery’s commitment to grow even further within the region, to build our presence across new platforms, and provide an unmatched service for superfans across all screens, engaging new audiences with best-in-class content and providing our advertisers unique branded content opportunities in a digital and social environment.”
Rafael Urbina, CEO, Batanga Media said “This is a winning scenario for us, allowing our company the opportunity to remain independent and build our own future, while at the same time, having the support of one of the best media and entertainment companies in the world. Together, we will have more influence; we will be better partners to our advertisers; and most importantly, we will be able to make an even bigger impact and continue to stay ahead of the market.”
Martinez and Michael Bremer, CFO & COO of Discovery Networks Latin America/US Hispanic will be joining the Batanga Media Board. In addition to Discovery, Batanga Media’s other major investors include HarbourVest Partners, H.I.G. Ventures and Tudor Ventures.
Brands that overlook inherently digital strategies are doomed to miss out on valuable connections with their consumers. The successful execution of digital marketing campaigns requires the adoption of innate digital strategies, but many marketers still fail to integrate them into their plans. Adopting the following three strategies will secure a brand boost in the increasingly complex and competitive world of digital marketing. (Partner Message).
Three strategies that will help you be successful in 2017 digital marketing.
Think mobile first. The so-called third screen is now the first screen. Brands need to adapt and start developing creative that is intended for the mobile screen and experience. This means that not only the message must be tailored, but bandwidth and processing constraints of today’s mobile networks and devices need also to be taken into consideration. Users will reject mobile environments whose experience is not optimal and gravitate to platforms such as Facebook’s Instant Articles and Google’s AMP, which do away with intrusive, data-guzzling mobile ads. Advertising that disrupts the user experience is more often than not ignored and even blocked. Instead, focus should be shifted to advertising that enhances navigation, especially on the small screen. The brands that can breakthrough the technical challenges to deliver a high quality user experience will engage and ultimately connect with consumers.
Content marketing is a smart alternative to traditional digital advertising, and a must-have in any successful digital campaign. With standardized media placement under pressure from evolving consumer behavior, marketers must produce more content than ever. However, only those who tell the most relevant stories to the most applicable targets on the appropriate platforms will get ahead of the competition.Content Marketing Content marketing is a smart alternative to traditional digital advertising, and a must-have in any successful digital campaign. With standardized media placement under pressure from evolving consumer behavior, marketers must produce more content than ever. However, only those who tell the most relevant stories to the most applicable targets on the appropriate platforms will get ahead of the competition. Consumers listen to great storytellers because their messages are relatable. Recognizable stories resonate better. Therefore,marketers must tell their own brand stories in ways that are relatable and add value through content. Additionally, and equally important, brands need this content to drive scale, for this end it is crucial to produce content formatted for mobile devices and optimized for social distribution. Simply put, in content marketing the brands that tell the most authentic stories at-scale are winning hearts and businesses. Leading brands are able to achieve the necessary scale thanks to partnerships with specialty digital publishers who speak to their targets with a familiar and trustworthy voice.
Real-time marketing probably marks the beginning of the end for the digital ad campaigns. It can take months to develop marketing and advertising messages, but when it comes to initiating conversations that take place on social media, marketers who are willing to have less structured, but much more impactful, real-time conversations appeal the most to their consumers. Brands prepared to have social conversations 24/7 win out against their more premeditated counterparts, because today’s consumer is always-on and socially active. Smart marketers must master the art of producing effective live videos on social platforms like Facebook, Snapchat, Periscope, Instagram, and YouTube. Digital ad spending has hit critical mass and mobile is no doubt eroding TV viewership. It is more important than ever for brands to understand the mobile user, create content that is relatable and deliver everything in a real-time, mobile-friendly manner, if they want to be ahead of the curve.
How have you employed any of these strategies in your digital marketing efforts? Follow the discussion on Portada’s Linked In Group.
Engaging the Millennial consumer is crucial to Corporate America’s marketing plans. Branded content plays a key role in this effort. Get the research substantiating branded content efforts and read about 8 surefire ways brands can connect with millennials (Partner Message).
According to a recently released quantitative study “Storytelling: The Current State of Branded Content” by IPG Media Lab, Forbes and S.I. Newhouse School of Public Communications at Syracuse University, branded content’s impact is superior to display advertising in terms of recall, brand perception and intent/consideration. The study results include findings on how millennials react to branded content: “longer form branded content drives millennial purchase consideration: 18-34 year olds responded better to long articles, driving higher engagement consideration rates and aiding recall.” As consumers shift their attention to mobile devices at the expense of traditional media channels, they gain more control over their content consumption experience, opting to ignore, skip, and even block advertising they did not opt-in for. This is especially true in the tech-savvy Millennial segment. While marketers scratched their heads to overcome the hostile ad-blocking environment, branded content has risen as a smart advertising alternative, which has indeed changed the way brands connect with consumers.
But there are unique challenges in creating and distributing sponsored content intended for the Millennial generation. Here are seven steps you can take in connecting your brand with the free-thinker and highly connected Millennial users via content they actually want to consume.
1. Partner with a trusted publisher
Identify publishers trusted by your Millennial audience and partner with them. This step is critical because sponsoring content on publishers that do not offer a safe or enjoyable user experience, or worse on publishers that are not regarded as reputable by your consumer, is bound to affect your brand negatively.
2. Produce relevant content
Research the likes and dislikes of your Millennial consumer, then plan your content around topics that are most important to them. Apply user-data information as a guide to shape your content offering. Leverage your partnering publisher’s familiar voice to tell your brand’s story in a way that resonates best with this audience.
3. Offer valuable content
Fight the urge to produce salesy sponsored content. Rather, look for building brand loyalty by offering Millennials entertaining, educational, inspirational, or otherwise valuable content. Millennials are prone to associating their appreciation for a prized piece of content with the sponsoring brand. Take advantage of this. The production of valuable content definitely pays. According to the above cited study of IPG Medialab, an increase in the effectiveness of branded content over time was also measured. Aided ad recall showed a 17 percentage point improvement when measured against a similar 2013 study conducted by the IPG Media Lab.
Fight the urge to produce salesy sponsored content.
4. Share their values
Beyond your brand’s values, your sponsored content should elevate the values of your Millennial consumer. A study by the Pew Research Center concluded that the top three priorities of Millennials are parenting, their romantic relationship, and helping others. How can your sponsored content speak to traits such as these?
5. Produce emotionally driven content
Communicate your brand’s benefits with emotion. Laughter, joy, trust, compassion, aspiration, the choices are many, but tapping on the right emotion will pay off. Recognizing that Millennials are an eager to learn, information-hungry generation, VIX Science produces entertaining yet educational content to satiate the Millennial curiosity, as a result, their content quickly became a social hit. VIX Science’s Facebook page alone has over 4 million fans, and counting.
6. Create content for social sharing
Create content for social sharing. The vast majority of the time Millennials spend on digital is spent on social platforms. Create content to be consumed and shared on social networks. Optimize your content so that its format fits seamlessly each social platform. The video that performs well on YouTube may not receive compatible engagement on Facebook. Make sure your content is custom-made for each platform to increase the likelihood of engagement.
7. Mobile must be top of mind
Millennials are mobile first, or multiscreen at best. Enhance your engagement by producing mobile-friendly sponsored content. Think of content bites that can be comfortably consumed on a small screen while your consumer stands at the grocery store checkout line, or sits at the dentist’s waiting room.
8. Don’t Be Afraid to Mention Your Brand
‘Higher Branding,’ defined as 2x the number of brand mentions, caused brands to be perceived as more educational by over 7 percentage points and performs better on mobile devices.
In the current digital marketing landscape, sponsored content allows brands to break through the clutter and connect with their most valued consumer segments. Leading brands not only understand the importance of adopting content marketing, but they also test strategies and implement best practices to secure the best engagement rates. Millennials in particular appreciate when their user experience is enhanced by valuable content, as opposed to being interrupted by intrusive ads. Follow the steps above and your brand will be well on its way to building loyalty among this savvy and demanding younger audience.
Branded video content and its amplification over social media lies at the very heart of successful marketing to the millennial population. Social video is at the center of the VIX and REI Partnership. Vix, a recently introduced Batanga Media property and REI, the specialty outdoor retailer are partnering for the production and distribution of a branded video campaign in three key markets. 5 things you need to know. (Partner Message).
1.What are the Main Objective and Target Audience of the Campaign?
REI’s goal for this project is to provide a new way to view the outdoors and to thereby engage in a conversation with a new millenial audience in Austin, Chicago and Los Angeles. Given the age and diversity of this generation, REI sought a publishing partner whose voice resonates with multicultural millennials—African American, Hispanic, and Asian American—18-34. REI chose VIX, a Batanga Media property, whose content on Facebook reaches over 18 million a month, has an audience composed of 65% Hispanic and 12% Black, according to comScore. The effort was also supported by REI’s media agency Mediavest | Spark.
The goal is to provide a new way to view the outdoors and to thereby engage in a conversation with a new millenial audience.
2.What Type of Video Content is Used in the Campaign?
Three two-minute long Facebook 360-degree videos to target urban, multicultural millennials in Austin, Chicago and Los Angeles. In the videos, REI documented eight artists working on installations in the three cities with the goal of making the outdoors more accessible to young urbanites. The “Access Outdoors” features eight artists working on multidimensional pieces with their interpretation of the outdoors in the three cities. In L.A., artists Christina Angelina and Yoskay Yamamoto collaborated to create “Art, Replenishing SoCal.” Lauren Feece, Ruben Aguirre, and Esteban del Valle created “Art, Nurturing the Urban Jungle” in Chicago, while “Art, Keeping Austin Weird” was the theme for Roshi K, Niz, and Federico Archuleta in Texas.
Portada‘s 2017 Online Marketing Guide is out! Download it for free and get the latest in opportunities and challenges in the industry, video ad market forecasts and video audience development.
3. What Makes the Videos Shareable?
The eight artists collaborate to bring together their own styles and interpretation of the outdoors, 360 cameras follow their every move in order to connect a social audience to the process and inspire them to imagine their own outdoor space. “The videos were geo-targeted to three markets, Chicago, Austin and Los Angeles, where local events also complemented the social video campaign,” says Natalia Borges VP of Marketing at Batanga Media.
4. How is the Video Content Amplified?
“Vix distributes its content across its various Facebook pages and millions of Facebook fans. Currently our video content is almost all exclusively distributed through Facebook, where last month we received over 300 million video views. Our written content is distributed on Facebook, through a mix of Instant Articles and links back to Vix.com. In addition to the organic traffic they received through our Facebook fans, the videos were also promoted through the Facebook platform“, says Natalia Borges (photo). “Delivering a new view of the outdoors through art and video technology resulted in highly engaging content and connections between our audience and the REI Co-op,” Borges adds.
Video content is almost all exclusively distributed through Facebook with the goal of providing a new way to view the outdoors and engage a new millennial audience. Written content is distributed on Facebook, through a mix of Instant Articles and links back to Vix.com. Paid Promotion videos were also promoted through the Facebook platform.
5. Who Produced the Videos?
Vix (Batanga Media) produced co-created and produced all the branded videos, Borges notes. Reflecting the way modern digital media companies work, often having a studio unit as part of its offerings.
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 millionby 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.
What: Multicultural and Latin American digital publisher Batanga Media named Guillermo Abud as Head of Global Business & Programmatic and Alexandre Jordao as CRO. Both are newly created positions. Why it Matters: The appointments of the two executives support the company’s growth and expanding client demand. They also reflect Batanga’s strategy of developing branded content programs and programmatic partnerships.
Multicultural and Latin American digital publisher Batanga Media announced the appointment of two executives in order to support the company’s growth and expanding client demand: Guillermo Abud and Alexandre Jordao. By hiring Guillermo Abud as Head of Global Business & Programmatic, and until recently VP Digital Director, Mediavest 42°, Batanga Media taps into a seasoned executive with strong brand and agency contacts. Abud tells Portada that in “the past nine years at Starcom Mediavest Group in Latin America and U.S. Multicultural, I’ve gained extensive experience building strategies, planning and buying, as well as developing partnerships alongside some of the most talented professionals in the industry. Most recently, at the helm of the creation and implementation of a very unique Multicultural programmatic solution built on talent, content/inventory and data, I believe that I can play a key role providing Batanga Media’s clients with valuable expertise and partnership.” One area Abud will concentrate on is the development of programmatic trading partnerships. Abud notes that “Batanga Media is already conducting business with the main agencies and advertisers in the U.S. and Latin America, but I think that the main programmatic opportunities lie within Batanga Media’s 1st Party Premium Data, Native and branded content capabilities. It’s well known that it’s hard to find premium/high quality Hispanic and Latin American video, that’s why I think that Batanga is unique since we have the ability to create unique Data deals, marry it with great custom content -Text, Video or Native- to then promote it within our O&O properties or even extend buys across the web delivering results.”
Growth Opportunities in Video and Native
Abud sees the largest opportunities in the growth of Video and Native. “Video and Native are the main growth areas in Latin America and for the U.S. Hispanic markets, however Native is an untapped opportunity that only few can leverage. Batanga Media’s owned and operated properties have 95 million users, that’s a lot of eyeballs that are interesting to most agencies and advertisers. In addition, Batanga Media’s amazing content production capabilities can be applied to programmatic.”
Video and Native are an untapped Opportunity that only few can leverage.
Jordao, CRO Leading Global Sales
Alexandre Jordao has been named to the newly created position of Chief Revenue Officer, Batanga Media. “I will be based in Miami, overseeing all of our clients, including Brazil, Argentina, Mexico, Pan Regional and U.S. clients. We have a sales director or VP of sales in each of these markets that will report directly into me”, Jordao tells Portada. Previously, Jordao was Vice President of Sales for Latin America and Brazil at Batanga Media, based out of Sao Paulo. Guillermo Abud will report to Jordao.
An important focus area for Jordao will be the development of branded content partnership. He notes that ” since 2015 we have developed branded content for over 65 brands in the U.S., Latin America and Brazil, all of which are leveraged socially. In Latin America we have developed branded campaigns for brands such as Mac and L’Oréal cosmetics, Citi Cards, Nesquik, Samsung and Glade, among others. In the U.S. we have worked with several of the General Mills brands such as Betty Crocker and Pillsbury, Extra Gum, Mazola, Toyota, and Carefree.”
In 2015, Batanga Media’s owned and operated properties, Batanga.com, iMujer.com and BolsadeMulher.com grew over 110%, and now reach over 90 million unique visitors every month. Additionally, the properties’ social media footprint now includes over 26 million fans and subscribers, which consume and share content across platforms such as Facebook, Twitter and You Tube.
TOP MARKETER TO HISPANIC AUDIENCES – Winner: DishLatino
Description of Award Winner: DishLATINO is the market share leader in the Spanish tier of the Pay TV category. The brand wanted to launch a new 360-degree campaign in the fourth quarter of 2014.
The brand chose its first-ever celebrity spokesperson, Eugenio Derbez. Derbez is an actor/writer/director/producer from Mexico. His charismatic and humorous persona is familiar and he has a household name among the target.
Notably, Derbez had just moved from Mexico to the United States, where he is beginning to cross over, and that inspired a series of communications that would be used to introduce the new DishLATINO spokesperson. In the second phase of the campaign, Derbez put his comic talents to work on the futbol field.
Although still brand new, the campaign, coupled with a significant media investment, is driving significant lifts in DRTV, Direct Mail and refer-a-friend acquisitions and spawned a video that made millions of Latinos laugh with us.
TOP 2015 SPORTS MARKETING CAMPAIGN – Winner: ESPN Deportes #YoDigoPresente
Description of Award Winner:ESPN and ESPN Deportes launched a multimedia marketi ng campaign to promote the Toronto 2015 Pan American Games called #YoDigoPresente.
The campaign featured the captivating stories of the athletes journey to Toronto 2015 and the powerful music of Multi-Grammy and Latin Grammy Award winner, urban alternative band Calle 13 to engage sports fans across the country and throughout the Americas.
The campaign serves as a great call to action, inviting Hisp anics and non-Hispanic in the US to root for their country, their athletes and a unity naming all.
TOP HISPANIC ADVERTISING CAMPAIGN, Winner:- Furious 7 / Universal Pictures
Description: Developed both Hispanic-specific creative as well as Spanish adaptations to create a complete campaign targeted at U.S. Hispanics. These spots aired across several Spanish-language channels nationally (ex: Premio Lo Nuestro on 2/19, Nuestra Belleza Latino on 3/29). Spanish language television provided ample landscape to promote the film in a way that Hispanic viewers would find organic, with thematic content executed in culturally relevant ways.
A combination of network TV, cable, desktop sites, and mobile destinations were used to engage the audience. Some of the biggest results came from digital efforts. Univision mobile Apps (Liga MX Live Stream and Deportes App) performed very well. YouTube did its FIRST EVER mobile takeover (91% SOV) targeted to Hispanics. Since music is a key passion point for this audience, on top of having significant presence across Pandora, Furious 7 owned every single Latin artist music video on VEVO on 4/1.
Broadcast integrations worked to promote top talent. On Univision, Jordana Brewster introduced a FURIOUS 7 inspired challenge on the top-rated show, Nuestra Belleza Latina, which included a host toss to a special :15 intro piece with Michelle Rodriguez, leading into an extended :60 fight sequence.
The campaigned proved to be a HUGE success as Hispanic represented 37% of the audience opening weekend.
TOP CONTENT PROVIDER TO HISPANIC AUDIENCES – Winner: Batanga Media
Description: Batanga Media connects with Hispanic audiences through social and mobile content that reinforces identity, sparks curiosity and inspires. In the last 12 months, Batanga Media’s two properties, Batanga.com and iMujer.com have organically grown their audiences by 214% (comScore).
Today 76% of its users are coming through mobile devices and the majority of traffic is coming from social media platforms. This growth is a direct result of the company’s year-long focus to create content that is not only relevant and authentic to its audiences, but also that is inherently social and shareable. In doing so, the company has been able to successfully publish and distribute content to millions of Hispanics through social platforms. In fact, today iMujer.com is the #1 Spanish-language lifestyle site in the US.
Batanga Media’s editorial and content team have cracked the code on how to develop, create and produce relevant, authentic and shareable content at scale, as evidenced by these audience numbers.
5000 pieces of content produced every month
Over 17 million social actions, including shares, of our content every month
TOP HISPANIC DIGITAL ADVERTISING CAMPAIGN PLAN AND EXECUTION – Winner: Coca-Cola and Social@Ogilvy
Description: Mothers provide unconditional love throughout various stages in our lives.
Coca-Cola has transformed some of these unforgettable moments into an interactive film, where you can experience them from either a mom’s or a daughter’s eyes.
The film goes beyond just expressing “Thank you” to mom. Upon completion of the film, a button appears on screen allowing viewers to call their moms anywhere in the world for free directly from their desktop. Coca-Cola believes this simple phone call helps participants give mom the mother’s day gift “she really wants.”
Social@Ogilvy distributed the film across the social web, with a tailored distribution strategy designed to target Hispanic audiences living in the U.S. This effectively accomplished our global client’s goal of connecting with an international audience, living right here in the U.S. The model earned 780,000 plays during mother’s day week and beat both FB and Twitter’s engagement benchmarks.
As part of this Hispanic effort, we were thrilled by our audience response. Facebook users commented
on the film’s beautiful message, while others participated by tagging their moms allowing them to
TOP INTEGRATED HISPANIC MARKETING CAMPAIGN – Winner: Ford/Azteca America
Description: On July 7, 2015, Azteca America and client partner Ford Motor Company launched Fuerza Ford’s ten-episode sponsored-content initiative showcasing the Ford F-150. The original Spanish-language web series runs for ten weeks, with a new video released each week. Fuerza Ford introduces viewers and boxing enthusiasts to three pro Mexican boxers who offer expert boxing tips, provide an inside look to their lifestyles, and show how their determination, passion and hard work echoes the spirit of a Ford owner.
Azteca hosts the videos on a dedicated Fuerza Ford’s branded hub at http://www.us.azteca.com/fuerzaford, as well as on its Facebook and Twitter social media platforms to connect with wider audiences across several age demographics.
The July 7 launch and online and social media rollout was additionally supported by a strategic public relations campaign, beginning with an exclusive story announcing the partnership on Adweek.com. This was followed by robust coverage in additional key Hispanic and general market trade media outlets including Portada, Cynopsis, Multichannel News, Media Post, Hispanic Ad and Produ.
The response to this sponsored-content campaign has already been positive: early social media metrics reported by Azteca’s digital team show nearly 32,500 views and growing across the three posted videos to date. The digital execution of the Fuerza Ford’s campaign combined with a successful public relations campaign that built buzz and generated additional traffic and awareness is deserving of the title Top Integrated Hispanic Marketing Campaign.
TOP MOBILE MARKETING CAMPAIGN – Winner: Heineken
Description: For the last three years the UEFA Champions League Champion the Match Promotion, powered by Life in Mobile, has grown by over 100%. This success was achieved by simplifying the consumer experience to a linear, engaging experience that prompted several return visits, sharing, and significantly reduced bounce rates. Over the years we learned from the consumer data that was being provided through insights and analytics. Through an in-depth analysis of this data, we were able to customize a program to fit this audience and their behavior.
The ultimate accomplishment in this campaign was surpassing the goals that were set before the campaign launched again in 2015 based on applied learnings from the previous year. For this campaign, those who entered the sweepstakes were eligible to win a trip to a 2016 UCL group match. To better engage mobile consumers, entering from a mobile device allowed contestants to spin a prize wheel to potentially be an instant winner. Compared to 2014, this year the total entries almost doubled, instant win plays more than tripled, and average repeat plays increased from 3.72 to 5.89. Using a fun and simple mobile prize wheel, this campaign led Heineken to have much more consumer engagement in 2015.
However, the most outstanding achievement for this campaign was the drop in the bounce rate. Last year, over 80% of users dropped off due to complication in flow. This year that percentage drastically dropped to a mere 8.6% in 2015! In 2014, consumers could not opt-in for SMS, but with the option to do so this year, the campaign resulted in a total of 12,853 SMS opt-ins for future Heineken soccer alerts. Overall, the company gained a lot of insight from 2014 to better the campaign in 2015. Social sharing was an incredible success with 2,730 Facebook shares and 2,527 Twitter shares. Soccer fans even proved they wanted more soccer with 11,252 clicks the Heineken.com Soccer Experience, and an abundance of users were more than interested in opting in to get updates from Heineken itself! On top of everything, Heineken saw an increase in beer sales over the course of the campaign with their special packs featured in stores, which also linked fans directly to a new on pack promotion. All of these factors combined lead this campaign to be a great success.
TOP MEDIA PROFESSIONAL OF THE YEAR – Winner: Juan Carlos “JC” Balarezo Media Director, EPMG2015
Description: He’s greeted with noticeable affection by every Latino-market publisher, editor or sales representative who walks through Motivate Inc.’s doors. Juan Carlos JC’s Balarezo currently serves as media director, overseeing all multicultural campaigns targeting print publications; however, throughout his decade-long career at EPMG, he’s been a multi-disciplinary, cross-departmental cornerstone of the team.
The team knows his leadership type. It’s the kind that watches over each team member, but also knows the necessary skills to complete all tasks leading to the final delivery. His work ethic speaks for itself, but clients have never stopped applauding it, or asking the team to send regards at least.
He’s creative, knowledgeable, timely and has excellent communication Hispanic Advertising Specialist for Southwestern U.S. Anita Grace said. If a client needs a project on a short deadlines, JC will get it done. JC has successfully launched multicultural campaigns across the U.S. and Puerto Rico, working with 80 percent of multicultural agencies in the U.S.
He has his finger squarely on the pulse of Hispanic publishers across the U.S.” says Fabian Campos of Redan Bilingual Media. “He is an invaluable asset within the U.S. Hispanic print and digital landscape.”
JC’s expertise in media strategy helped place or, more accurately, was key in placing EPMG at the forefront of multicultural print marketing. His office presence extends professional success, decorating our walls with crisp photos of yearly trips to his home country of Peru.
People change positions, get promoted or move to other companies. Portada is here to tell you about it.
::: Jake Wheeler- SapientNitro ::: Melissa Vogel-IBOPE Media ::: Sonia Guzmán – Grupo BT brands + tourism ::: Marina Lemos – David ::: Vanina Beraldi – Softtek ::: María Chaparro – Alcance Media Group ::: Alexandre Jordao – Augusto Valente-Batanga Media::: Roberto Perez-Alterna TV :::
Jake Wheeler joins la comunidad, a part of SapientNitro, as Creative Director. Jake brings with him more than a decade of creative leadership in content and campaign development across both digital and traditional channels. Based in Miami, he will report directly to Jose Molla and Joaquin Molla, Chief Creative Officers at la comunidad. Wheeler joins la comunidad from Grey New York where he led the Volvo North America business as Executive Creative Director. Prior to Grey, he served as Creative Director at SapientNitro.Wheeler also oversaw key projects for Bacardi, Tag Heuer, and Microsoft in China.
Melissa Vogel takes over IBOPE Media Multimedia management for Brazil and Latin America. In this new position, she will be responsible for business strategy, operations, product development and the launch of audio, text and multimedia measurement tools including Target Index.Part of IBOPE Group for 18 years, she was executive director of New Business for the IBOPE Group and general manager of operations for IBOPE Media in Panama. He also managed the operational areas of IBOPE Nielsen Online Brazil (internet), Target Group Index Brazil and Media Mix (Radio and Newspaper). In the last three years, she has held positions in Marketing, being responsible for auditing solutions and advertising investment in , and more recently, for the area management. Melissa has a degree in Radio and Television from the School of Communication and Arts (ECA) of the University of Sao Paulo.
Alexandre Jordao, currently General Manager of Batanga Brazil, will be taking on an expanded role, overseeing all of the company’s Latin American business out of Batanga Media’s Sao Paulo office as EVP/GM of Latin America.
Augusto Valente will be overseeing Batanga Media’s just spun off Performance Advertising Business. The new unit is called Groovit Digital. Valente is based in Buenos Aires, Argentina.
Alterna’TV, a subsidiary of Eutelsat Americas based in Miami, has announced the appointment of Roberto Perez as Senior Director, Marketing and Distribution, for the United States, Canada and Mexico. The announcement was made today by Aymeric Genty, the new CEO of Alterna‘TV.Perez brings nearly a decade of marketing and distribution experience with America’s largest cable and satellite service providers to his new role with Alterna’TV, having worked for DirecTV, Comcast and Cox Communications.As Senior Director, Marketing and Distribution for the U.S., Canada and Mexico, Perez will be responsible for increasing carriage and enhancing market penetration for the suite of channels and networks represented by Alterna’TV in North America and Mexico.Perez joins Alterna’TV after serving as a Retention Consultant for DirecTV in El Segundo, CA. Prior to this, he was Director of Marketing at Comcast, a post he held since 2010. Previously, Perez worked as a Multicultural Marketing Strategist for Cox Communications (2007 to 2010) A graduate of Universidad Católica Andrés Bello (UCAB) in Caracas, Venezuela, Perez earned a Master’s degree in Business Administration from Atlanta’s Oglethorpe University.
Maria Chaparro is the new account executive at Alcance Media Group in Mexico, after having worked with the newspaper El Universal and Grupo Expansion. Chaparro is a graduate of Instituto Tecnologico de Estudios Superiores de Monterrey (TEC) with a focus on digital marketing.
Grupo BT brands + tourism has hired Sonia Guzman as sales director for Latin America. Guzmán will work from Miami offices. BT + tourism brands clients include Condé Nast Traveler for United States and Spain markets, and Financial Times, plus its own set of media including Boletin Turistico publications and platforms, Travelista and Travelers Guide. Recently, it has also incorporated Forbes representation in Mexico , USA and Canada.
Marina Lemos is Brazilian advertising agency David new director of digital integration. Lemos has 14 years of experience in the digital market and worked in agencies like 10 minutos and Ogilvy & Mather. She has held several accounts including Kraft Foods, Coca Cola, Claro, Magazine Luiza, Kimberly & Clark and Motorola, among others.
Vanina Beraldi has taken over as Softtek new head of regional marketing for hispanic South America.Softtek is a provider of IT services for Hispanic South America.
What: Batanga Media is allocating more resources to its content offerings, particularly to expand its Portuguese brands to the rest of Latin America, primarily Mexico and Argentina. Batanga Media is also spinning off its Performance Advertising Business into a new unit called Groovit Digital. Why it matters: As Batanga Media CEO Rafael Urbina tells Portada, “It is now our owned and operated inventory that is the key business opportunity in the region.”
Batanga Media is expanding its content offerings to Spanish-speaking Latin America.“The idea is to expand the content-first strategy into the rest of Latin America. iMujer.com and Batanga.com continue to be the media properties and the markets are primarily Mexico and Argentina,” Batanga CEO Rafael Urbina tells Portada. Additionally, a Portuguese version of Batanga.com will be launched in Q1 2015.
“With the growth of our owned and operated properties in the region, it is now our owned and operated inventory that is the key business opportunity in the region,’ Batanga Media’s Urbina tells Portada. With the reorganization, Alexandre Jordao, currently General Manager of Brazil, will be taking on an expanded role, overseeing all of the company’s Latin American business out Media’s Sao Paulo office as EVP/GM of Latin America.
Mexico and Argentina will be key markets for the new content offerings.
“Since our acquisition of Bolsa De Mulher, this content-first model has yielded extraordinary results for us in Brazil, where we have grown our audience three-fold and are seeing strong revenue growth as a result, says Alexandre Jordao, EVP/GM of Latin America for Batanga Media. “We are now poised to execute the same strategy across the rest of Latin America with the audience growth that we have achieved through iMujer and Batanga.com,” adds Batanga Media CEO Rafael Urbina.
“On both iMujer.com and Batanga.com, we will be adding to the content offerings. On iMujer we are working on adding local content features in each of the key markets, as well as adding new finance and career content. As for Batanga.com, the content team has been working on launching an array on new categories including, tech, celebrity and general entertainment content. Since its launch in 1999, Batanga.com has strived to deliver Latin music and entertainment content that is above all authentic and rich with Latin culture. As the property’s audience grows and we invest heavily in additional content, authenticity and Latin American culture continues to be key,” says Urbina.
The reorganization comes at a time when Batanga Media is shifting more resources to its core content brands, Batanga.com, iMujer.com, and BolsadeMulher.com. Combined, they have grown over 100% in the past twelve months, thanks to mobile and social distribution fueled by Batanga Media’s over 13 million Facebook fans and with these steps the Company’s sales organization will be better aligned to monetize this growing reach.
In 2015, Batanga Media will launch Batanga Entertainment product in Brazil, introduce more content categories across all its properties and expand video, branded content, and more mobile app offerings. This combination of fast-growing mobile and social properties, growing video product, and a powerful branded content solution positions the company for even larger growth in 2015 and beyond.
Spinning off Performance Unit
Batanga is also reorganizing its business units. Effective immediately, the formerly known Batanga Performance will become Groovit Digital. Groovit Digital will incorporate all of the company’s performance network business, most of which was acquired in 2011 from Adfunky. Overseeing Groovit Digital will be Augusto Valente, Groovit Digital’s extensive inventory of well over 10 billion monthly ad impressions will continue to be accessible through AppNexus seat #1800. Batanga Performance, the new Groovit Digital is not to be confused with Batanga Network. Rafael Urbina, CEO of Batanga Media, tells Portada that “about 16 months ago we began the process of transferring all of our inventory, both on our properties and on the Batanga Network to a new platform that would allow our advertisers to connect programmatically. In doing so, Batanga Network became the Batanga Media Exchange (BMX) and the inventory from AdFunky became Batanga Performance. Therefore the piece being spun-off is not Batanga Network, now known as Batanga Media Exchange.”
“Our new organizational structure will allow us to invest more in content, having over half of our workforce dedicated to creating content and the technology that supports it, said Rafael Urbina, CEO of Batanga Media. “This will also allow us to invest more into building our brands in key markets and driving even faster audience growth.”
What: Batanga is reorganizing its business by spinning off its Performance Ad Network to be called Groovit Digital and allocating more resources to its core content brands. These brands, which include Batanga.com and imujer.com, will expand into new content categories such as Finance, Career, Tech and Entertainment in the U.S. Hispanic market and Spanish-speaking Latin America. Why it matters: The reorganization shows Batanga’s new focus on its core digital content brands reaching 40 million global unique visitors. The spinning off of the performance ad network reflects the increasing importance of programmatic sales.
Batanga is reorganizing its business units. Effective immediately, the formerly known Batanga Performance will become Groovit Digital. Groovit Digital will incorporate all of the company’s performance network business, most of which was acquired in 2011 from AdFunky . Overseeing Groovit Digital will be Augusto Valente, Groovit Digital’s extensive inventory of well over 10 billion monthly ad impressions will continue to be accessible through AppNexus seat #1800.
Batanga Performance, the new Groovit Digital is not to be confused with Batanga Network. Rafael Urbina, CEO of Batanga Media, tells Portada: “About 16 months ago we began the process of transferring our entire inventory, both on our properties and on the Batanga Network to a new platform that would allow our advertisers to connect programmatically. In doing so, Batanga Network became the Batanga Media Exchange (BMX) and the inventory from AdFunky became Batanga Performance. Therefore the piece being spun-off is not Batanga Network, now known as Batanga Media Exchange.”
Expanded U.S. Hispanic Content offerings
The reorganization comes at a time when Batanga Media is shifting more resources to its core content brands, Batanga.com, iMujer.com, and BolsadeMulher.com (Brazil). Urbina tells Portada that Batanga is going to expand its content offerings for the U.S. Hispanic market. “On both iMujer.com and Batanga.com, we will be adding to the content offerings. On iMujer we are working on adding local content features in each of the key markets, as well as adding new finance and career content. As for Batanga.com, the content team has been working on launching an array of new categories including, tech, celebrity and general entertainment content. Since its launch in 1999, Batanga.com has strived to deliver Latin music and entertainment content that is above all authentic and rich with Latin culture. As the property’s audience grows and we invest heavily in additional content, authenticity and Latin culture continues to be key.”
On iMujer.com we are working on adding new finance and career content. As for Batanga.com, the content team has been working on launching tech, celebrity and general entertainment content.
In 2015, Batanga Media will launch a new Batanga Entertainment product in Brazil, introduce more content categories across all its properties and expand video, branded content, and more mobile app offerings. According to Urbina, this combination of fast-growing mobile and social properties, growing video product, and a powerful branded content solution positions the company for even larger growth in 2015 and beyond.
Is the Pendulum swinging back to Content?
Batanga initially comprehended a number of digital media properties (and a few print mags targeting the college market that were later folded), then several online ad networks were acquired starting in 2008 and in 2011 major mostly LatAm oriented ad networks AdFunky and I-Network were bought. Is the pendulum now shifting back to more emphasis on owned and operated media and content? Not necessarily, says Batanga CEO Rafael Urbina: “The digital media landscape is continuously evolving. We at Batanga Media pride ourselves in being able to adapt and implement new technologies and business models. Our third-party business continues to be a significant and strategic component of our overall business, even as we focus more resources into content development. We acquired several networks in order to gain a footprint that would allow us to sell both third-party inventory and O&O content. As you recall, shortly after making the Adfunky and iNetwork acquisitions, we also acquired Crovat and Bolsa de Mulher. The difference today, is that more of our third-party inventory is being sold through programmatic channels throughout the region (U.S. and Latin America).”
We are looking at these relationships more and more as potential partnerships for distribution of our branded content platform.
Asked whether this evolution means that Batanga is not going to sell premium advertising for third parties anymore, Urbina notes that ” No, we are still going to maintain the relationships with key third-party publishers and selling it under the Batanga Media Exchange. We are also looking at these relationships more and more as potential partnerships for distribution of our branded content platform.”
Data is more valued than hard cash in the age of Real Time Audience Measurement . Both in the digital and the offline world (e.g. see the concept of addressable TV advertising). But what data should brand marketers, clients and media believe in? In other words, where are the data auditors? That is where ComsScore’s just announced partnership with Acxiom, Epsilon and Batanga Media comes in. The objective of the partnership is to enhance the granularity and speed of delivering audience reporting. The partnership also underlines the importance of the U.S. Hispanic market.
Google and ComScore recently signed a partnership to offer cross screen audience metrics to brands for its validated campaign essentials product (VcE). In addition, this week ComScore announced partnerships with Epsilon, Batanga Media and Axciom , through which these companies will provide data that goes into the model ComScore uses for VcE.
Anne Hunter, SVP Global Marketing Strategy at comScore in New York City tells Portada that “ComScore’s validated Campaign essentials play the role of a neutral third-party quality assessor, sort of like an independent audit. VcE’s are used in-flight for campaigns and tell publishers, agencies and brand marketers who is actually seeing a campaign” in terms of the demographics and behaviour of users (although not regarding their personal information).
It is an important market. Clients and publishers need to have the tools to make sure they are reaching the Hispanic audience they intend to target.
The fact that Batanga Media has been included as a ComScore partner for VcE at a relatively early stage stresses the importance of the U.S. Hispanic digital media market. “It is an important market, and clients and publishers need to have the tools to make sure they are reaching the audience they intend to target,” says Hunter. Rafael Urbina, CEO of Batanga Media agrees: “Batanga Media’s partnership with comScore as a data provider reflects both companies’ commitment to further evolve the Hispanic digital space.”
ComScore’s Hunter adds that the data Batanga Media provides is for the U.S. Hispanic market only (not Latin America) and that it is propietary ethnicity data ie. demographic data about its users, census data level which is then cross-referenced with a cookie data set in the VcE model. VcE is sold by ComScore directly or to advertisers/agencies and publishers who use the Doubleclick adsever and other ad servers (subscriber requests it from their adservers). By partnering with ComScore companies like Batanga Media, Epsilon and Axciom gain a deeper understanding of the data they have. Depending on the agreement with ComScore the provider furnishes the data to ComScore exclusively or not.
What: Batanga Media is introducing a private ad exchange for the U.S. Hispanic market. Batanga Media Exchange (BMX) will be based on programmatic trading and give access to key client and agency partners. The exchange will trade desktop display and video as well as mobile ad units. A similar exchange for Latin America is in the works. Why it matters: An increasing amount of publishers is restricting access to premium inventory by creating private ad exchanges. Those that can combine their own substantial inventory with a select network of third-party publishers, like Batanga Media, have more chances to succeed.
Batanga Media is introducing a new programmatic private exchange, named Batanga Media Exchange (BMX). The new BMX private exchange was developed to run on a programmatic platform and comprises Hispanic web and mobile properties, including Batanga.com, iMujer.com, Batanga Radio App and the iMujer Gourmet App, as well as inventory from select premium Hispanic content publishing partners. “Announcements about additional premium publishers will be coming shortly, however we can say that our existing network publishers are part of BMX,” Rafael Urbina, CEO of Batanga Media tells Portada. Hector Brignone, Vice President Ad Operations will run BMX.
BMX will utilize proprietary data and intelligence to identify and deliver a qualified, automated U.S. Hispanic audience in real-time. Data collection and refinement are key to BMX, Urbina notes:.”We are generating behavioral and demographic clusters based on our first party-data,” he says.
As BMX is a private exchange, client (agencies and brand marketers) access to BMX will be approved on a case by case basis. Through private exchanges publishers and online ad networks can control buyer access to private inventory. Accepted buyers will be able access BMX inventory programmatically through the AppNexus platform or by establishing a connection to BMX directly. The exchange is based on programmatic trading. “BMX is a programmatic product, but we offer managed services for buyers that are not 100%prepared to do RTB. Additionally, we will be rolling out programmatic-reserved inventory for premium guaranteed buys”, Urbina notes. Programmatic digital advertising trading is growing in leaps and bounds, particularly in the general market. Analysts claim that in the Hispanic market there is still some catch-up potential for programmatic trading. Urbina predicts that at a normalized level Hispanic will be similar to the general market: “I believe that over half of all ads will be bought this way in the not too distant future.”
I believe that over half of all Hispanic ads will be bought via programmatic in the not too distant future.
Mobile and Video
Display mobile units will be available through the BMX exchange. Exchanges do have more difficulty to capture mobile advertising data. As Urbina says, “within mobile the real challenge is to obtain third-party data. However, we do have plenty of first-party data to draw from.” BMX will also have desktop video advertising inventory available. Online video is growing at a very high rate in the Hispanic market and general market. According to Urbina, ” Growth for overall video is higher than display, but lower than mobile. CPMs are significantly higher for video.”