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What: Marketing disruptors and innovators shared insights on the advance of marketing technology in Latin Markets at Portada Miami on April 12. Here are some of the takeaways that you missed.
Why it matters: In its twelfth annual edition, Portada Miami gathered over 100 decision-makers involved with major brands across all sectors, and provided a space for top quality networking and knowledge-sharing.

 

 

Rappi’s Carlos Leal and The Shipyard’s Kate Canel

This fragmented, hyper-connected world forces us to adapt to the new trends as soon as they appear. And even though data, the blueprint of this ship we’re all on, is there to guide us through the process, the fact is there’s too much of it available to even comprehend.

Technology is an enabler, but it demands early adoption. As demonstrated throughout the Portada Miami series of talks and panels last Friday, tools like AI are here to help, but there are barriers that have kept certain markets behind. However, both brands and service providers are getting ahead, and it is precisely spaces like Portada Miami that allow collective knowledge to grow.

Ana Laura Acevedo and Latam Airlines’ Pablo Chiozza at the Travel Marketing Board private meeting

During the private activities of the Portada Council System on Thursday, three of the council units, the Travel Marketing Board, the Americas Board, and the Brand Star Committee Latam discussed relevant topics like social media’s evolving role, knowing your customer in a multi-channel world, digital organization, brand differentiation, and strategic video use. Right after the meeting, Travel Marketing Board Ana Laura Acevedo, SVP, Marketing & Business Development at RCI Latin America, sent an email to her team to put in practice an idea that had come to her while talking to her peers.

Portada Meet-Up

Attendees could network with members of the Portada Council System the day after, and listen to the brilliant speakers on the Portada Miami agenda, who also discussed the role of the city and its future as a marketing hub. At the Portada Meet-Up session, ticket holders held one-on-one meetings with brand and agency executives of their choice. Here are some of the key takeaways of the #PortadaMIA panels.

 

 

 

“Contextual relevance is what earns you the right to engage with the multicultural consumer. We use data to vet that environment or content.”

(Ana Crandell, Group Account Director, OMD Multicultural)

 

 

“Have very clear goals and objectives, stick to your strategy and plan, and know it takes time to reach your objectives.”

(Christine Esteve, VP E-Commerce, Carnival Cruise Lines)

 

 

“Performance is something that has a very clear outcome. Make sure to understand your consumer, don’t do content for content’s sake.”

(Andrés Amezquita, VP Digital and Commercial Excellence, StanleyBlack&Decker Latin America)

 

 

“As marketers we need to understand consumers and identify what the barriers and frictions are, and only then look at how technology can help.”

(Andres Polo, Global Head of Innovation & Strategic Partnerships Marketing, Visa Inc.)

 

 

“The online consumer today is not determined by demographics but by their interaction with digital. “

(Carlos Leal, Marketing Director, Rappi)

 

 


“We started from the premise that especially in Latin America, when you really love something, you live it.”

(Carlo Espinoza, Senior Marketing Manager, Latin America Beverages

Pepsi)

 

 

“The diverse Miami workforce reflects what the United States will look like in years to come.”

(Joseph Roisman, EVP, Perry Ellis International & Jaap Donath, Ph.D., Senior Vice President, Research & Strategic Planning, The Miami-Dade Beacon Council)

 

 

What: CNN’s Robin Garfield, Tecate’s Belen Pamukoff, and GroupM’s LaToya Christian kicked off the Portada Data and Content Marketing Forum with a panel titled How Data and Content Continue to Fuel the Evolving World of Advertising.
Why it matters: With 2.5 quintillion bytes of data created each day and 90% of the world’s recorded data being created in the last 2 years, the need to understand data is quite apparent.

By Dane C. Rogers

(L to R) Robin Garfield, Belen Pamukoff, LaToya Christian.

Wednesday’s Portada Data and Content Marketing Forum kicked off with a panel discussion on How Data and Content Continue to Fuel the Evolving World of Advertising. CNN en Español Anchor and Correspondent Guillermo Arduino moderated the panel which was composed of the following representatives from the network, brand, and advertising media agency areas: Robin Garfield, SVP of Research and Scheduling for CNN, who oversees consumer research and audience analysis in order to schedule programming for various channels and platforms across the network. Belen Pamukoff, Brand Director for Tecate (Heineken), specializes in building healthy brands and improving sales performance. LaToya Christian, Managing Partner, Marketing and Analytics at GroupM, has a 10-year track record of creating and implementing brand strategies for high-impact marking campaigns for various Fortune 500 companies (Target, Google, Unilever, NBCUniversal, and others).

CNN en Español and Portada will partner up again at Portada Miami to offer yet another perspective on the question addressed here. Christine Esteve, VP E-Commerce, Carnival Cruise Lines; Andrew W. Russo, VP Data Science, Starmark; Ana Crandell, Group Account Director, OMD Multicultural; and Seth Holladay, VP of Digital Research & Analytics for CNN will explain how content influences commerce and analyze how data determines their content strategies.

The question-and-answer format brought up a variety of topics that led to an illustrative discussion of the key issues facing media marketing professionals.

With 2.5 quintillion bytes of data created each day and 90% of the world’s recorded data being created in the last 2 years, the need to understand data is quite apparent.

62% of marketers feel that there is too much data out there and they don’t know where to start.

The first major question was: When you look at content and data what comes to mind first? From the network perspective, Robin Garfield said CNN considers data, “What people are watching, which platform they are coming from, and where they are going next. We use that information to program on a real-time basis and also over the long-term, to build products and programming to meet those demands.”

Belen mentioned that data is used in a two-part process to carry out a brand’s strategy. Brands can use data to first, make a message more relevant and, second, to inform that strategy of how to deploy and distribute its content to an audience.

LaToya shared the statistic that 62% of marketers feel that there is too much data out there and they don’t know where to start. The key is to “remember that each data point is an interactive event in which consumers are telling us their preferences” and reiterated the important to “humanize the data.”

When asked about how a news organization weighs discovering the truth with creating targeted content, Robin mentioned the importance of understanding that consumers are people first, and that delivering the news and information that people care about is core to the brand. CNN has been able to couple its user data with surveys and focus groups in order to figure out the interests of its audience to best present the most relevant facts.

LaToya reiterated the question that often arises, Whether data stifles creativity? Her belief is that “data and content live together and fuel one another.” She explains that data is able to present concrete facts that drive engaging stories. It can fuel opinions and grounds vibrant discussions in reality.

Also read CNN en Español: What Are the Ways Data Can Fuel the World of Advertising?

Robin added that in her experience, “people love to geek out on data,” especially when it comes to polling and tracking data involving political coverage. In fact, the consumers who really love data often move from television to digital platforms and those multi-platform consumers spend the most total time interacting with CNN, and are the most attractive to advertisers.

Belen opened up about some of the shortcomings of the data available to an alcohol brand that knows its customers primarily through their spending patterns. There are certain limitations that come from the absence of online shopping information, and the data Heineken gets is primarily where its Tecate customers shop and their zip codes. The brand knows it is playing without a full deck, as many suppliers are unwilling to share their sensitive customer data.

People will remain willing to share data, provided that a good value proposition exists for the consumer.

Belen also mentioned the importance of understanding the level of diversity that exists within the hispanic audience. A major distinction exists between acculturated and un-acculturated Hispanics, the former who may not even speak Spanish may respond to different tactics than those totally immersed in Hispanic culture. These differences are not often seen on paper, and many decision-making executives only know of the “power of the hispanic market” but oftentimes fail to understand the intricacies of the segment itself. Explaining those differences can sometimes be challenging to non-Hispanic managers. “Even within the LA market, there are significant differences between those who identify as chicanas vs cholos.”

Data, Content and Privacy

A hot topic for any consumer. Latoya said that as she considers things from both the customer and the marketer side, the importance is for those with access to data must act ethically with it, and those questions are being asked more frequently from consumers.

Robin presented the notion of a data exchange, an unwritten contract that exists between consumer and marketer. People will remain willing to share data, provided that a good value proposition exists for the consumer. She made the analogy of a patient being willing to share their health information if it could potentially save their life or offer better treatment. Marketers, too, should offer a benefit.

The panel ended with the major topic of granularity and the quest for a common currency when dealing with Hispanic audience measurement. LaToya said that while granularity may be important, there will always be gaps in data unless a multi-source approach can be reached. As for a common currency of data, Belen believes that it probably cannot be achieved, due to the complex nature of the audience. LaToya said that from a large marketer perspective, because trying to segment the market with only one data source is generally ineffective, it is unlikely that we will ever see one.

What: In order to drive content strategy, brands need quality, granular data. As #PortadaLA panelists discussed, digital media allows gathering precise data that serves as a good starting point to make media, budget, and attribution decisions.
Why it matters: Content is one of the best ways to connect with consumers, but there is a need to develop better tracking methodologies and newer data tools that can be leveraged to reach the Hispanic audience more effectively.

By Ryan Orvis, guest Portada contributor.

 

The relationship between data and content formed the basis of ‘How Data and Content Continue to Fuel the Evolving World of Advertising’, a Portada Los Angeles panel discussion led by Guillermo Arduino, CNN Anchor and Correspondent for Encuentro (CNN en Español). Joining in the conversation were Caro D’Antuono, Vice President of Marketing for Northgate Markets; Frances Rubio, Multicultural Marketing Analytics Manager for GroupM; Roxane Garzon, Media Director for Casanova; and Robin Garfield, Senior Vice President of Research and Scheduling for CNN.

Robin Garfield and Frances Rubio

A key takeaway from the panel was the need for quality, granular data to drive content strategy. This is particularly crucial for the Hispanic market, where there is a strong need for a common currency of audience measurement.

The panelists discussed utilizing data to construct a user profile as a starting point. “Who are we connecting with, and where is there an opportunity?” asked Caro D’Antuono. “Most of the time [content] resonates with a specific audience whether it’s male or female, a specific age group, or a language preference.”

Roxane Garzon explained how digital media allows us to hone in on a specific consumer to gather precise behavioral data. This data can then be leveraged to make decisions on media, budget, and attribution.

Roxane Garzon

For Frances, the process begins by looking at all data sources —including social, syndicated, and internal— to understand who the audience is. “There is no single source of truth,” she explained, describing the importance of a data-agnostic approach.

Robin discussed using real-time data to discern what people are thinking as opposed to what actions they are taking. “First we want to think about the people. Data is a representation of the audience and what people are doing. It’s one part of the research ecosystem. What’s really important is that we connect the data to audience insights.

Data is only as good as where you’re getting it from— especially in multicultural [marketing],” explained Roxane, outlining the challenges of attributing data to specific points in the sales funnel. This is especially difficult for smaller businesses, for whom multicultural audience data is expensive and relatively scarce.

Caro D’Antuono and Guillermo Arduino

Caro described content as one of the best ways for advertisers to connect with multiple users at different stages of the funnel, something that has become increasingly necessary with developments in media and technology. “The world is changing so much faster outside of our organization. Everything from the media landscape, to the consumer, to everything they have access to is changing so rapidly.”

Frances stressed the importance of developing better methodologies for tracking the Hispanic audience, especially as younger audiences grow increasingly diverse. This includes using multiple data sources to develop a fuller view of the audience and working with partners to develop new tools for data collection.

“It’s a fascinating time for us to be able to push the way forward,” she said. “[We] need to focus on speaking to growth opportunity segments, and those who don’t will be left behind.”

What: We talked to Robert Velez, Director, Multicultural Advertising Sales at Vevo, about the company’s strategies to approach multicultural audiences in the US, and particularly Hispanics.
Why it matters: Talking to multicultural audiences is a great opportunity to expand a brand’s reach; however, several tactics should be taken into account when addressing multicultural needs.

The hitherto unparalleled growth of the US multicultural population, together with the proliferation of new media channels offering content to the consumer, has brought never before seen challenges to address the consumer in an effective, differentiated way. We had a chance to sit down with Robert Velez, Director Multicultural Advertising Sales at Vevo, during this year’s #PortadaNY summit, to ask about his impressions on the multicultural opportunity and the state of the issue around it. The transcript has been edited lightly for clarity and length.

Portada: Can you briefly describe your role at Vevo?

Robert Velez: I’m at Vevo to lead the multicultural sales strategy. The company identified this as an area of opportunity and they wanted to start building up the department to make sure that we are addressing marketplace needs and helping clients looking reach multicultural consumers.

Portada: What do you think Vevo contributes to the conversation on Hispanic marketing opportunities? What untapped potential can Vevo deliver on?

RV: Look to Vevo for multicultural audiences at scale with premium content in a brand-safe environment. Vevo offers a solution in reaching US Hispanics —young, Millennial, and bilingual— as well as a broad range of multicultural people. So it’s not just Hispanics, we can also deliver the African American and Asian audience segments on a huge scale.

It’s very hard to get both quality content and scale in the marketplace together. You can usually get one or the other, but not both.

It’s very hard to get both quality content and scale in the marketplace together. You can usually get one or the other, but not both. I dare anyone to challenge us and tell us that there is someone out there doing what Vevo is doing. I think we all kind of get stuck between Univision and Telemundo as being the two top players in the marketplace. And they were, for a long time. But now there are other options out there for brands and consumers. Consumers, especially, are gravitating towards other platforms. So, really what I want to accomplish is to make Vevo into a household name within the multicultural space, where people can think multicultural and think Vevo at the same time.

Portada: Why is there such a disconnect between brands and multicultural marketing today?

RV: Perception is lagging. For example, in the past, the industry tried to merge general market and multicultural marketing and call it the “total market” approach. That really backfired. People thought “I can reach these population segments with just one creative.” And years later we found out that, oops, that actually doesn’t work.

People want to be spoken to. They want brands to take the time and kind of hint at those cultural identities within their creative – we have to reach that consumer and make a connection. It makes sense to have different creative for different segments of the population, because that’s what’s going to make consumers engage more. Overall, general market and multicultural should work together. The Vevo platform does a tremendous job in reaching both in different ways – but they work together. 

Portada: On the other side, how deeply do you go into micro-segmentation; for example, by country of origin, or first generation versus second-generation multicultural consumers?

RV: It makes sense only if it makes sense for the brand to want to do it that way. Say they want to reach a Hispanic consumer, but more specifically someone who originated from Peru. It could be a brand that is established in Peru already and is now trying to come here to the US. They would first try to reach out to Peruvian consumers in the US because they know they recognize their brand from back home. Outside of those edge cases, we’re not really at the point where we have to get that detailed in terms of whom we’re reaching.

And there are going to be segments that we create. Right now, Hispanic is the overarching segment, and within that there is going to be Mexican-origin because they represent a big percent of the population. We might have Caribbean and Latin American as well. But at the end of the day, brands are going to want to reach as many people as possible and cast the widest net.

Portada: Can you give us a sense of how you use data to help different partners serve different sectors? How big is the platform?

RV: We layer in the data that we have as well as work with third-party partners to filter consumers and make sure we are reaching the right audience. Vevo has so much scale…, we reach one-third of the population every month.

Portada: How are you ensuring brand safety?

RV: Vevo implements its own 21-point criteria rating system aside from YouTube’s standards. With a manageable library of 350,000 pieces of content, we leverage both human and AI review systems to rate our content. These criteria map back to TV content ratings, allowing advertisers to transact against the brand safety levels they are most comfortable with.

We regard brand safety at the highest level, because we know how delicate the situation usually is. If we think that a video is not going to fly with a client, we’ll tell them about it. The client will have to opt-in to get that video; we won’t serve the ad just to say that we delivered. 

Portada: What is the relationship between artists and Vevo? 

RV: Music videos are the visual representation of an artist’s music and Vevo is the promotional vehicle for those music videos. Vevo is not only a platform to host and monetize their content, but it fosters the connection between artists and fans. Beyond just YouTube, Vevo uses our original content, social and other distribution platforms to generate awareness and excitement for artists throughout every stage of their career.

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

US/US-HISPANIC MARKET

According to a study from Shareablee, brands get more bang for their buck paying a publisher or influencer to produce a branded-content post through their Pages and paying to promote that post as an ad instead of a post published to the brand’s own Page.

A study from Persistence Market Research (PMR) is predicting that the global programmatic advertising platform market is set to enjoy a compound annual growth of 33.3% from 2017 to 2025 when it will likely be worth around $30 billion.

Dentsu Aegis Network announced Wednesday the acquisition of U.S.-based HelloWorld, a promotions and loyalty group that will roll into Merkle’s loyalty division to improve on the agency’s people-based marketing offerings.

This piece looks at trends in the luxury market for 2018.

The ANA (Association of National Advertisers) has acquired another leading trade group, the Word of Mouth Marketing Association (WOMMA), a group of companies committed to progressing the word of mouth marketing industry through advocacy, education, and ethics.

According to InMoment’s 2017 Retail Trends Report, more than 50% of consumers value in-store interactions with friendly and knowledgeable staff, and positive in-store interactions can raise customer satisfaction by 33% — with higher rates reported in fashion and sports retail sectors.

Amazon and consumer product companies like Procter & Gamble and Clorox are discussing the possibility of advertising via the e-commerce giant’s Echo devices and Alexa voice assistant, according to sources from CNBC.

Gen Z is the first generation fully comfortable online and offline with a demonstrated ability to simultaneously utilize digital, physical and hybrid tools, according to a report by business intelligence platform PSFK.

eMarketer estimates nearly 84% of U.S. digital display dollars will transact programmatically by 2019.

LATAM MARKET:

L’Oreal will expand a media ownership strategy it piloted in Mexico to other Spanish-speaking countries to generate first-party cookies from its customer base.

Adoption of self-service kiosks, which help brands get closer to consumption patterns and consumer behavior, is gaining momentum in the emerging countries such as Brazil.

 

What: Media agency Mindshare and digital shop Possible have teamed up to create Content+, a new content unit aimed at generating real-time micro-content. Content+ will operate with clients and partners using Mindshare’s data ‘war room’ The Loop, Mindshare’s adaptive marketing engine,  rolled out earlier this year.
Why it matters: Agencies are sharpening their tools as they develop more data assets and devise ways to distribute content, in context, on a real-time basis.

mindshare-sharelogoWPP’s  media agency Mindshare and digital shop Possible have joined forces to create a new unit called Content+, a content group  production hub that brings creative, production, data, technology and media under the same umbrella.

Content+ generates real-time micro-content that “reinvents” how content and distribution work in advertising. It  will develop programs for the programmatic environment as well as native advertising and social media, e-commerce, mobile and video.

Content+ will operate with clients and partners using Mindshare’s data ‘war room’ The Loop, an adaptive marketing engine that  help clients to get rapid marketing responses in real time in fields such as programmatic buying, native advertising, e-commerce, video and mobile.

Content+ generates real-time micro-content that “reinvents” how content and distribution work in advertising.

The new hub is set to launch units in London, Singapore, and Shanghai with further expansion in the coming six months. In North America, Mindshare Entertainment – the network’s branded entertainment and content creation unit – will rebrand to Mindshare Content+ and Entertainment under David Lang, chief content officer of Mindshare NA, management.

“The creation of micro-content is one of our industry’s biggest challenges. Programmatic, SEO and Performance marketing demand a new content solution. Possible is tapped into consumer and digital culture, but just as importantly they understand brands and how to engage with consumers. They are the perfect partner to help us bring our adaptive brand-building vision to life with real time marketing for clients,”  said Nick Emery, global CEO, Mindshare.

“Content+ will allow both Possible and Mindshare to collaborate and harness real-time data with storytelling and content creation when it’s most relevant and likely to be consumed by consumers. Ultimately it is about marketers seeing rapid results that impact their business and brands,” added Shane Atchison, Global CEO, Possible.

Content+ introduction comes after the launch sound-based advertising unit Audio+ and wearable tech capability Life+.