Innovid is introducing a new suite that enables marketers, for the first time, to include video throughout the customer journey through its integrations with Adobe, IBM, and Oracle marketing clouds. Innovid claims that the new Marketing Cloud Suite breaks the silos between video and other marketing channels and allows marketers to develop more meaningful relationships with consumers by using first and third-party data from other marketing channels such as web, email, search, display, social, mobile, and commerce to drive more consumer engagement with richly personalized and relevant video ads.
By using data to deliver more effective video creative, and now integrating video throughout the customer journey, marketers can provide powerful one-to-one marketing which could not previously be achieved. Innovid is also now passing back user intent data to marketing clouds and data management platforms based on video interactions, which will help marketers improve existing customer segmentation and drive marketing automation, simplifying the complexity of today’s multi-channel world and increasing the overall effectiveness of every channel.
Innovid uses data provided by DSP and DMP platforms to personalize video campaigns, and leverages that data to engage targeted audiences in meaningful ways at scale.
Zvika Netter, Innovid’s CEO and co-founder, tells Portada that “Innovid’s Video Marketing Platform offers a variety of different solutions that help advertisers engage consumers across all screens and channels. The Marketing Cloud Suite will be valuable for marketers involved in media buying/ planning/ activation, such as teams reporting to the SVP, Marketing Strategy or VP, Digital Marketing. We work directly with them and with the marketing data teams within brands. Other marketing teams benefit from this as well, such as website, email and social marketing teams.”
Netter claims that “no other company is connecting paid video to the marketing cloud. Innovid uses data provided by DSP and DMP platforms to personalize video campaigns, and leverages that data to engage targeted audiences in meaningful ways at scale. We are also sending product interest and consideration data back to the DMPs, helping marketers to expand customer segmentation inside their DMP.”
Conagra Brands is one of the first brands to explore data-driven video across all channels with Innovid. “We believe it’s more important than ever to develop ongoing customer journeys throughdata-driven cross-channel marketing experiences,” said Heather Dumford, marketingdirector at Conagra Brands. “We’re excited to put Innovid’s new marketing capabilitiesinto action so we can more creatively incorporate video into the customer journeyequation.”
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Since the company’s inception in 2007, Innovid has developed a comprehensive, media-agnostic video marketing platform that is purpose-built for video, reaching every device across more screens and more channels with richly personalized and data-driven creative. The integrations with marketing cloud companies further strengthen Innovid’s position as a leader in video advertising and marketing technology, and provides marketers with the most seamless and effective way possible to engage consumers everywhere they consume content, while providing real-time analytics.
“On the other side of every screen is a unique individual, and we have an incredible opportunity to help marketers engage each consumer in a more personal way,” said Zvika Netter, CEO and co-founder at Innovid. “With the new Marketing Cloud Suite, Innovid is empowering marketers to convert existing TV ads into video that can be tailored for all digital environments and customized for specific consumers, based on past exposure and interactions across all channels.”
-Optimization Suite – Innovid improves campaign performance and ensures that custom KPIs are met through real-time analysis of media quality, including viewability, fraud, and brand safety, as well as performance. This is accomplished through triggering notifications, suspending delivery or performing real-time video ad blocking when campaigns do not meet desired thresholds.
A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.
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Heinz has shifted Its US $250 Million Global Media Account to OMG and to IPG’s UM leaving incumbent Cramer-Krasselt out.While UM (Universal McCann) will handle the Heinz U.S. business, it is not yet clear how OMG media agencies PHD and OMD will split the international business. According to MediaPost , the company’s total ad spend, about 25% is in the U.S. Cramer-Krasselt, which did not participate in the review, continues to handle the creative account for now.The review followed the acquisition last June of Heinz by an investment consortium that included Berkshire Hathaway and 3G Capital.
ConAgra, General Mills, Kellogg, Nestle, Heinz and Hillshire Brands have joined to launch an US $30 million campaign that aims to revive frozen-food sales, according to an Ad Age report. The campaign, titled “Frozen. How Fresh Stays Fresh,” will try to portray freezing “as nature’s pause button.” McCann will be the lead creative agency. The campaign will include TV, digital and print. The strategy is unusual, but the entire category has been negatively impacted by consumer apathy reason why all these competitor have joined forces.
Kraft Foods Group brand is launching its “For Almost Everything. Almost” new campaign that plugs the sauce for everything from pork to tofu.CP&B, Los Angeles is the agency in charge of it.This marks the brand’s return to TV advertising after five-years . Consumer trends have changed, and Kraft did not have any other option but to broaden the sauce’s appeal. This new campaign will return the brand to its historic roots as a classic table sauce.It consists of two TV spots featuring the peculiar habits and tastes of some people.Here is ¨same siders¨spot:
The brand is also presenting a video on Facebook and YouTube, showing how is breaking up with steak and how “friends” like fish tacos, crab legs, green beans and more, like its status:
This summer, PriceRite will open its first New Jersey store in Garfield, a town where 32 percent of the 31,000 residents are Hispanic (2010 U.S. Census). The store will be owned by Inserra PriceRites, a family business which also owns and operates 22 ShopRite stores in New Jersey and New York. PriceRite stores have traditionally been corporately owned.Like other PriceRites, the 41,000 square foot store will offer a limited number of brands in a no-frills environment. PriceRite says products are priced at about half what they are in traditional supermarkets. PriceRite’s self-service format offers fresh produce delivered daily, packaged meats, baked goods, a variety of private label and national grocery brands and dairy and frozen food products. The Garfield location will feature some of the industry’s leading “green technologies,” including glass doors on dairy cases and energy-efficient lighting and refrigeration throughout the store. PriceRite operates more than 50 locations in the Northeast.
Buen Sabor has introduced eight ready-made frozen meals oriented around Hispanic cuisine but embodying new flavors and culinary techniques.From carne to frijoles, offerings from the new company contain all-natural ingredients. They include such dishes as Pastelon de Pavo Picante y Lentejas (Spicy Turkey and Lentil Pastelon), a one-dish meal of ripe plantains and turkey picadillo inspired from Puerto Rico and the Dominican Republic. Other new dishes include: “Buen Sabor products offer a convenient way to discover both old and new flavors of Latin American cultures in a way that is exciting for today’s modern, health-conscious consumer,” said Yvette Marquez-Sharpnack, author of “Muy Bueno” cookbook and founder of MuyBuenoCookbook.com. “These unique dishes offer those that crave Latin American cuisine something flavorful and attainable that no other food company has been able to do.” Buen Sabor launched in 2014. It is staffed by what it says are world-class CPG executives from Kashi, PepsiCo, Hain and Pinnacle Foods Group. These executives are working closely with a team of Hispanic chefs to dish up innovative foods. The first eight Buen Sabor products are now available in 32 states in many retail locations nationwide. Plans are in place to rapidly expand retail locations and product offerings.
Spark has won ConAgra’s, the food and grocery products giant, media buying and planning account. Spark already held ConAgra’s digital media business, which it won away from MediaCom in 2011. Now ConAgra is again moving its approximate US $150 million ad spending account from incumbent MediaCom, which had handled the reins for more than 10 years. Spark continues to land new accounts after only two years of converting to a major full service agency. Last month it won the US $40 million REI account away from OMD. In the past year it has pulled in more than 15 new pieces of business with expenditures totaling US $800 million.
Mondelez plans to spend half its Ad budget on digital By 2016.Therefore, is expanding its social media campaigns to more “challenged” brands such as Trident and its other gums.According to the company’s North American president Mark Clouse, its digital platforms have proven to drive twice the ROI of traditional TV advertising. He pointed to an Oreo promotion on Twitter where free packs were given to the first 20,000 people who sent a tweet to a particular hashtag. He said the Oreo Facebook site has 35 million fans and social media has helped the brand double its sales two years in a row. Expanding ad dollars in digital to 50% in three years would be at the top end of the ad dollar shift.
Magna Global has committed about US $100 million of clients’ marketing dollars (including agencies like Initiative and UM) to Google properties, such as YouTube, the Google online display ad network and its mobile platform. It’s the first time Magna has struck such a deal with Google, which last year did similar deals with MediaVest and Publicis digital agencies. Following the deal, Magna gets access to Google ad research data.This deal is similar to that achieved by Starcom MediaVest Group made with Microsoft and its digital properties. All these deals are now including ‘first looks’ at consumer research from the digital platforms that will help the agencies better target their ads for clients.
The Latin Rock musician Juanes (photo) introduced Ram 1500 latest spanish-language commercial in their extended partnership on the “A Todo, Con Todo” (“To Everything, with Everything”) Spanish-language advertising campaign. The new TV spot featuring Juanes’ new hit single “La Luz” (“The Light”) is the final part of an ad series promoting the 2014 Ram light-duty truck centered on Juanes and his road crew.The new “A Todo, Con Todo” prominently features Juanes performing “La Luz” on stage while also focusing on his road crew’s efforts to set up for his concert “once the lights go out.” Juanes and his crew relied on the Ram 1500 to move heavy stage equipment from city to city so they can deliver fan-pleasing performances.The 30-second Ram spot, both continues the campaign’s emphasis on the values of hard work and determination shared by the brand and Latin cultures, and highlights the innovations of the 2014 Ram 1500.it also highlights the idea of how they have both worked together to deliver a performance for music fans and truck owners alike.Launched in December 2013, “La Luz” is Juanes’ latest single of the album “Loco De Amor,” scheduled for release on March 11, 2014.The Spanish-language Ram Truck TV ad will run nationally on the Univision and Telemundo networks.
Budweiser launches “Rise As One” global marketing campaign on behalf of its sponsorship of the upcoming 2014 FIFA World Cup Brazil. As the official beer sponsor of tournament, Budweiser has designed a platform under the “Rise As One” thematic, which will serve to celebrate the moments that unite and inspire fans of the game around the world. Budweiser’s Rise As One campaign will be unveiled to a national audience with the first new TV spots breaking online on March 5, 2014, which will showcase the passion of fans across the world as they come together to celebrate the tournament. The campaign will have global reach through a unified platform including new television and out-of-home advertising, as well as local market activations and initiatives to engage fans in-store, online and across social channels. Additionally, Budweiser will develop and distribute global broadcast and digital FIFA World Cup related content through strategic media partnerships, the details of which will be revealed in the coming weeks.Furthermore, Budweiser unveiled its unique packaging for the tournament, featuring the iconic FIFA World Cup Trophy coined in 1974.
Verifone has launched a Spanish-language campaign to get New York City’s green taxis equipped with its proprietary payment systems. The message for the campaign is“Ponte Pa Lo Tuyo”, which in English would be would be “Get with it and start making money”. The campaign includes television, radio and print ads. There are a total of three television and radio spots produced by the Epic Sugar agency , and then broadcasted through multiple TV and Radio outlets in and around New York City. A asingle print ad creative will be advertised over the course of 12 weeks on El Diario in NYC.
Amazon signed a digital video ad deal with Geico. Geico, will be presenting sponsor for Amazon’s upcoming pilot season when a new group of series pilots produced by Amazon will be streamed through its Amazon Prime Instant Video service.Geico will run ads on the landing page and 15-second spots streamed before each series. The deal also includes ads across Amazon.com, on the Kindle Fire ‘wake’ screen and on Amazon-owned site IMDB.com.This ad deal puts Amazon in competition for advertising with other streaming video sites such as YouTube, Hulu, Yahoo and AOL, along with TV networks.
Telemundo Media partners with Dr Pepper to celebrate one of a kind novella talent through a multiplatform campaign.The campaign is aimed at US Hispanics to celebrate Telemundo’s unique relationship with its talent. This partnership features a close look at the personal and professional lives of three Telemundo novela megastars, and their unique stories.The three “Unicos” are: Litzy, one of Mexico’s television and music stars; Carmen Villalobos, one of the most young telenovela actresses, who stars in the upcoming second season of “El Senor de los Cielos”; and Eugenio Siller, Hispanic television’s leading man and star of Telemundo’s new original production “Reina de Corazones.” This campaign is integrated and multifaceted, but everything spins around Los Unicos dedicated custom digital hub. Each of the three stars will be showcased in their own six-part Web series featured on the digital hub, which also includes custom co-branded banners, photo galleries and the ‘Rank It’ tool that lets fans comment on this campaign. The three stars will also promote their stories on their own social media sites and across Telemundo’s social-media pages. This campaign will receive support via on-air promotion during Telemundo’s “Un Nuevo Dia” morning show and its “Titulares y Mas” sports series, as well as through cross-promotional segments on Telemundo’s sister cable network mun2’s “Reventón” and “mun2 Pop.” Dr Pepper will be integrated in Telemundo’s prime time “Reina de Corazones” series, which will be supported by tune-in messages. Deutsch L.A. is the agency that developed the campaign’s English and Spanish versions for Dr Pepper. The multiplatform campaign includes a 2014 Dr Pepper and Telemundo co-branded calendar featuring 12 Telemundo superstars, which will be distributed by Dr Pepper as a gift, with purchase of Dr Pepper products.
Nascar and ad agency Ogilvy & Mather, New York, will challenge the image of drivers as beer-guzzling good ol’ boys as part of a new brand campaign breaking during Fox’s telecast of the Daytona 500.This will be Ogilvy’s second big campaign for Nascar and will not have a tagline. Instead, all the spots will direct viewers to Nascar.com at the end.Ogilvy’s three new brand spots are designed to work together to promote Nascar’s new 2014 season. Mr. Johnson, Mr. Edwards and Mr. Kahne , riding bikes, jumping rope and kickboxing as well as shots of three of them and their respective race cars being prepped for the track. “Which is the machine?” asks the spot:
Another 60-second spot will focus on how kids see drivers such as Danica Patrick, Dale Earnhardt Jr. and Tony Stewart as “heroes.”Here is the spot:
The last an also 60-second spot called “Change” will highlight the evolution of the sport from its beginnings to billion-dollar present. The spot will feature clips of legendary drivers such as “The Intimidator” Earnhardt as well as a clip of the famous Cale Yarborough vs. Donnie Allison brawl at the Great American Race in 1979 that put Nascar on the map as national TV property. The “heroes and the villains” may change, notes the spot, but Nascar is still Nascar:
As nearly 50% of Nascar fans are women, the spots were first thought for this audience but also to appeal the male audience as well so as it had a serious tone too.
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