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RTVE, the public TV broadcaster from Spain, has partnered with Movistar Play to stream content in Latin America.

RTVE has announced more details about their aforementioned intention to close a deal with a Latin American OTT platform.

During the last meeting of the management board at RTVE, they announced Movistar Play will add three international channels from the Spanish broadcaster: TVE International, Star HD, and Clan.

The alliance with Movistar Play, available in Ecuador, Uruguay, Costa Rica, El Salvador, Panamá, Colombia, Perú, Nicaragua, Argentina, Chile, and Brasil, will allow RTVE to distribute their most recent international channel for children, Clan.

RTVE also announced that TVE will be a part of Claro and Movistar Argentina, even though the telecommunications company does not have a TV streaming operation there. The news channel “24 horas” will be broadcast in Mexico through satellite TV service Dish.

 

Dish’s Sling TV promises to “take back TV” for $20 a month through live programming from your computer screen. But when it comes to catering to increasingly important Hispanic viewers, Sling TV is forming a strategy to make sure its advertising targeting capabilities and programming are finely tuned.

We spoke with Jose cuba-max-tvRomero, general manager of Sling Latino, about how the platform will be tailoring its content and ad capabilities to Latino viewers, and the launch of CUBAMAX TV, its curated channel for Cuban American audiences. It is the first American channel of its kind to offer content filmed and produced on the island.

Introducing Addressable Capabilities to Ad Inventory

While Romero asserts that at the moment, Sling does not have its own ad sales force for selling to Hispanic audiences, he says that the company expects “to introduce addressable capabilities to Sling TV ad inventory in the coming months, enabling us to reach individual Hispanic subscribers across a variety of networks.”

The company has admitted that this type of targeting is key to the platform’s business model, as they are more valuable than broadcast ads. And since ads are not exactly popular with viewers, especially on paid content, these targeting capabilities should help the company get closer to its goal: more relevancy, less advertisement.

SlingTV admits that targeting is key to the platform’s business model.

Sling Launches CUBAMAX TV 

One of Sling TV’s latest announcements in the realm of Hispanic targeting is the launch of the CUBAMAX TV channel, which, in Romero’s words, will “create a cultural exchange that will both provide a window into life on the island and connect Cuban-Americans with content from their home country.”

60 percent of CUBAMAX TV’s content is generated by Cuba’s state agency RTV Commercial, while the other content consists of documentaries created by young, independent filmmakers. The channel has acquired the rights to 200 Cuban movies and will be showing two movies and as many as three telenovelas per day. Programming on CUBAMAX TV such as “Sonando en Cuba” and “Vivir del Cuento” will showcase the unique perspective of the people of the island.

The relationship between the United States and Cuba has evolved greatly since President Obama fully restored American diplomatic relations with Havana in December 2014. And the effect of this announcement was as cultural as it was political, encouraging a deeper connection between the countries, who have always been tied by the significant Cuban-American population in states like Florida.

Commenting on the effect of these developments on Sling’s decision to develop content for Cuban-American audiences, Romero says: “Since President Obama’s announcement in late 2014, we, like many companies, have been exploring a greater level of cultural engagement between the U.S. and Cuba.”

He continues to explain that the channel provides an outlet for Cuban voices and talent that had been somewhat stifled due to the previously tense diplomatic relations. “We think normalization has created a tremendous opportunity that is yielding benefits, in this case for our customers, for the Cuban population living in the U.S., and for the entertainers whose work is aired on CUBAMAX TV.”

And while this shift has already undoubtedly created many opportunities for American tourism on the island, channels like CUBAMAX TV will hopefully shed light on the magic of Cuban culture for those that cannot travel there themselves. “While not everyone gets the opportunity to visit the island, our customers can now turn on our TV and get a feel for the culture and entertainment the Cuban people have worked to cultivate,” Romero adds.

Programming for Hispanics: Not So One-Dimensional

Sling Latino has gotten one thing right already: developing programming for Hispanic audiences is no easy task, as those that fall into the ‘Hispanic’ category are by no means uniform in language preferences or taste. For that reason, Romero says that Sling has developed a variety of programming packages: “Sling offers a suite of standalone and add-on Spanish-language programming packages tailored to English-dominant, bilingual and Spanish-dominant U.S. households.”

Best of Spanish TV packages are priced at $5 more per month when combined with either Sling Orange (single-stream) or Sling Blue (multi-stream) services. They are $10 when purchased as standalone packages.

What’s more, the platform is taking regional variations into account: “We recently announced that Sling Latino is the first to launch regionally focused programming packs, beginning with CARIBE, which includes content from Cuba, Puerto Rico, and coming soon, the Dominican Republic.”

And they’re not stopping there. Romero adds: “We plan to add new regional packs in the coming months, and look forward to delivering the regional content that our customers crave in a way that allows for flexibility, mobility and personalization in their entertainment.”

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A recap of news and trends in the Sports Marketing world as compiled by Portada’s Editorial team. Nascar Partners with Derbez, Fernando Fiore works with DishLatino, Are Sports a Bastion of Brand Safe Content, particularly for online video?, Univision and Periscope …

NASCAR Partners with Eugenio Derbez for Comedy Movie

NASCAR® announced that it has teamed up with Eugenio Derbez, one of NascarMexico’s most-recognizable stars, to collaborate on an original, full-length comedy movie. Long heralded as one of Mexico’s most popular actors, writers, directors and producers, Derbez broke-through on a global level with the 2013 hit film Instructions Not Included. Derbez raced competitively in Mexico and has a deep passion for the sport. According to NASCAR, its popularity among Latinos has increased in recent years, as drivers such as Cuban-American Aric Almirola and Mexican Daniel Suarez have seen increasing success in both the NASCAR Sprint Cup Series™ and NASCAR XFINITY Series™. Based in Los Angeles, NASCAR’s Entertainment Marketing and Content Development division develops and produces quality television, film and digital projects on behalf of the sport. The Entertainment Marketing and Content Development division seeks to access a younger and more diverse audience through the development of original content, the integration of NASCAR drivers into existing programming, and talent acquisition for races and industry events.


REGISTER TO PORTADA’S HISPANIC SPORTS MARKETING FORUM.
Sports Marketing Forum (check out the agenda!) on September 16 only US $299 Register here!. Combo Ticket (Hispanic Sports Marketing Forum and 9th Annual Hispanic Advertising and Media Conference (Sept. 17) for only US$ 599! Register here!

ZONA FÚTBOL launches, Fiore to work with DishLatino

Fernando Fiore
Fernando Fiore,

Fernando Fiore, one of the major attractions at our upcoming #Portada15 Conference in New York City on Sept. 16 and 17 has been secured by DishLatino to help educate customers about the company’s offerings for soccer fans. Existing customers will see a new ad in which Fiore discusses soccer content in a sports news show style format. Separately, DishLatino launched “ZONA FÚTBOL,” a platform that combines features and programming to enhance the soccer viewing experience, making it easy for fans to find their team, check scores, watch up to six games at once, enjoy the action on the go and connect with other fans via social media from their TV screen. The experience is available to all DishLATINO customers with the Hopper DVR and comes at no additional cost.

DOWNLOAD : Portada’s 2015 Soccer Marketing Guide!

 

Sports as Bastion of Brand Safe Content?

We are witnessing a trend of marketing agencies creating sports specialty departments. Global media agency OMD has its Optimum Sports while media investment group GroupM recently launched ESP Properties. Eearlier this year, GroupM also invested US$ 250 million in sports marketing firm Bruin Sports Capital. Greg Bobolo CEO of SendtoNews, a syndicator of sports video highlights, argues in Business2Community that “media buyers are getting clever about advertising against premium digital video content, as opposed to questionable user-generated content.” He adds that “Online video media buyers are facing a problem: in the world of online video, there’s quantity, but not much quality.” In this context, Bobolo says “sports represent a strong marketing opportunity and a bastion of “brand safe” content for advertisers. Online sports video has long been a uniquely powerful tool for marketers. The viewership numbers are fantastic. The social media engagement is great. And the core demographic reached is key: males age 25-49, who consume everything from beer to fast food to automobiles to electronics. ” The smart money is now backing professionally-produced, exclusive, rights-protected sports highlights, news and athlete interviews,” he concludes. Self-serving? sure, but Bobolo also makes a good point.

Sports represent a strong marketing opportunity and a bastion of “brand safe” content for advertisers.

Univision leverages Periscope during Copa de Oro

UnivisionTwitter’s Periscope is becoming a major live-streaming platform. Univision Deportes, the sports division of Univision Communications Inc., used Periscope as a Live Customer Service channel to provide hands-on support for viewers logging in to gain access to Copa de Oro matches. Popular UDN personality Aly Villegas helped viewers with the TV Everywhere sign-in process in real-time.

 

REGISTER TO PORTADA’S HISPANIC SPORTS MARKETING FORUM. Sports Marketing Forum (check out the agenda!) on September 16 only US $299 Register here!. Combo Ticket (Hispanic Sports Marketing Forum and 9th Annual Hispanic Advertising and Media Conference (Sept. 17) for only US$ 599! Register here!

The 2014 World Cup is over, but Soccer Marketing is definitely not. In the below interview, Alfredo Rodriguez, Vice President of Latino Marketing at DISH describes  the Direct-based-Broadcast-Satellite Provider’s “Juego Bonito” campaign and explains how  the Hispanic themed campaign was “crossed-over” to a Total Market effort. Plus how he measures the efficiency of online video advertising.

Dish_Brazil
Dish_Brazil

To reach a nationwide audience during this summer’s global soccer tournament, DISH collaborated with Google to develop a first of its kind presentation of “El Juego Bonito (the beautiful game)” across the web, including the first ever Spanish language masthead sponsorship in the U.S. on YouTube’s desktop and mobile sites (Dish.com/Brazil, or Dishlatino.com/Copa-Mundial). It began as a campaign for the DishLATINO brand that targeted the Hispanic market. Given the success of Juego Bonito in the Hispanic market, DISH launched in a crossover campaign and released the ads to the general market, including TV spots and innovative digital tactics. Below more insights and details from Alfredo Rodriguez, Vice President of Latino Marketing at DISH.

Portada: Which is Dish Latino”s Media Agency for the U.S. Hispanic Market, is it the same as for the general market? “Alfredo Rodriguez, Vice President of Latino Marketing at DISH.: DishLATINO has a dedicated team, which focuses on brand marketing, as well as the retention and acquisition activities of DishLATINO customers, partnering closely with MARCA and Havas on campaign creative. For the Juego Bonito campaign specifically, we worked closely with Havas Chicago.”

What media are being used to have users go to Dish You Tube Channels and online video offerings. E.g. in what other properties than YouTube are the “Jogo Bonito” videos being shown/ has online video advertising been bought?

Alfredo Rodriguez, Vice President of Latino Marketing at DISH.: “Throughout the campaign we incorporated innovative tactics, including custom rich media executions, interactive pre-roll on YouTube and MSN, homepage takeovers on YouTube’s desktop and mobile sites, and hashtag targeting. We bolstered video with Rich Ads in Search (RAIS) and placements, which serve a video that can be played by the user within their search results. We also sponsored the Univision “Mas Impactante (Most Shocking)” website, which is driving high interaction rates.

–       In the general market, DISH worked closely with Google to develop an innovative takeover of “Juego Bonito (the beautiful game)” across the web. Using a combination of search and video ads, DISH targeted fans searching for soccer on Google or watching a related video. Additionally, DISH placed the spots on late night television shows like The Colbert Report and The Daily Show with Jon Stewart. Finally, on Monday, June 16, we had a static takeover of the NASDAQ Tower screen in Times Square featuring a live social feed, and on Wednesday, June 18, our DISH Anywhere Juego Bonito spot ran 4 times each hour all day on the Tower.”

Is there any follow-up involved with this campaign after the World Cup.
A.R..: “The samba dancer is a metaphor for “Juego Bonito (the beautiful game),” making this campaign truly built for soccer fans and all the excitement leading up to the tournament. So while you won’t likely see much more of “Juego Bonito” after the soccer tournament, we believe that success stems from innovation—from our programming, to our advertising, to our technology—and we are always looking for ways to synergize across the brand. Stay tuned for the next big campaign from DISH and DishLATINO!”

What exactly is a Spanish language “masthead sponsorship” in the U.S. on YouTube’s desktop and mobile sites.
A.R..:  “
DISH worked closely with Google to feature the first ever Spanish language custom masthead at the top of the YouTube mobile and desktop website on Tuesday, June 17 and Wednesday, June 18. The custom masthead is an in-page unit running the full width of the YouTube homepage below the navigation bar, and included the Juego Bonito teaser video and links to the DISH and DishLATINO YouTube pages. See attached (Juego Bonito YouTube Masthead Takeover 06-18-2014) for a screen shot of what the masthead looked like to desktop users on Wednesday.”

Can you detail how you implement the cross over campaign or is it just to turn it to the English-language?

A.R..:  “The “Juego Bonito” campaign produced great results in the Hispanic market, so DISH decided to maintain the nasdaqsame theme and messaging in the general market crossover campaign. With that in mind, DISH made small tweaks to the creative and adjusted the subtitles to English, while keeping the focus of the videos on the award-winning features of the Hopper, including MultiView, an application that allows our subscribers to watch up to five views of the tournament games on Univision; Picture in Picture (watching two games at the same time); and DISH Anywhere, which gives DISH subscribers the power to watch all 64 games while away from home, where they have access to an internet connection.DISH also incorporated unique media buying strategies when bringing the campaign to general market, including placement of the spots on late night television shows, a takeover of the NASDAQ Tower in Times Square, and our partnership with Google for the first-ever Spanish language masthead on YouTube’s U.S. mobile and desktop sites. These tactics bolstered the results of the DishLATINO campaign, increasing our reach and driving awareness about DISH products, as well as engagement with the brand.”

What are the results Dish expects in terms of actual new subscribers throughout the campaign?

A.R..:   “We can’t go into specifics when it comes to sales expectations, but we are thrilled by the engagement and increased call volume we have received in correlation with the campaign.”

A.R..: How is the efficiency of online video advertising measured at Dish?

“The goal of this campaign was to drive engagement with the brand and awareness of the unique benefits of the Hopper, including MultiView, Picture in Picture, and DISH Anywhere. So far, we have seen great response to the videos and high levels engagement driven by “Juego Bonito.” Since its launch, some of the milestone results include:

o   More than 3.4 million total views of the Spanish language videos on YouTube,with an average completion rate of 17.75%, and more than 4.9 million views across both Spanish and English language videos.

o   10.36% interaction rate, which includes likes, shares, and engagements (average Undertone rate is 6.82%) an 8.28% click-through rate on our Undertone PageGrabber interactive display unit (industry click-through rate average for display ads is .10%).

o   Desktop display banners are driving a click-through rate of .26% (industry click-through rate average is .10%).

o   Other milestone results include:

  • Our BrightRoll interactive pre-roll has resulted in a 75% video completion rate.
  • Video and mobile within our Univision “Lo Mas Impactante” (Most Shocking) sponsorship are driving high interaction rates:
  • Mobile is driving a click-through rate of more than 20% (industry click-through rate average is .40%)
  • Video is driving an overall click-through rate of 12% (industry click-through rate average is .10%)”

This is the fourth of a series of articles about how Fortune 500 companies are leveraging the World Cup in their Marketing Campaigns. The first article was How Chevy leverages Soccer Passion for its new Hispanic campaign, the second World Cup Marketing: How Allstate enables Fans to send “Mala Suerte” to rival Teams and the third An in-depth Look into the Marines World Cup digital Outreach targeting Multicultural Millennials.

DOWNLOAD Portada’s 2014 Soccer Marketing Guide compiled in partnership with Soccer.com and AC&M Group.

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.

  • DISH

Dish-LatinoDISH has selected Havas Worldwide as its new digital agency of record to support its general market and Latino digital marketing needs. Dish Latino digital needs were previously handled by Miami based agency Media 8. Offline Hispanic marketing will continue to be done by Hispanic Group also out of Miami. Media planning will be done in New York and activation out of the Chicago office.

  • Nationwide Insurance

Nationwide Insurance has consolidated media duties with UM, Ad Age reports. The Interpublic Group of Cos.’ shop will now handle digital and traditional media-planning and buying, as well as analytics. The shift will not impact McKinney, the lead creative agency for Nationwide, beyond media planning. Nationwide spends about $300 million on measured media in the U.S., said Nationwide CMO Matt Jauchius .

  • Reckitt Benckiser

Reckitt BenckiserBritish-based household giant Reckitt Benckiser has anounced a review of its $1.8 billion global media account, the Drum reports. The review comes less than three months after Unilever veteran Richard Davies was named director of global media. The review has created a huge buzz in the advertising world, coming within a week of announcement of the Omnicom Publicis merger. The company’s last global media review, four years ago, tapped Publicis Groupe’s Zenith and Havas Media Group. The pitch then also included agencies from WPP and Omnicom.

  • Dieste-The Marketing Arm

Dieste Inc. and The Marketing Arm joined forces to form Cultur8, a next-generation multicultural agency that connects brands and consumers through cultural passions. The new independent agency, that began operating on January 1(st) 2013, brings together Dieste’s promotions department (strategy + creative groups) and Wave, TMA’s multicultural group. Current clients include AT&T, Heineken, Tecate and Tecate Light, Indio, Jose Cuervo and Frito Lay.

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics of more than 3,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.

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If succesful, Dish Network’s US $25.5 billion bid for Sprint Nextel will have many advertising and marketing implications. Taking over the third-largest mobile carrier in the U.S., with 55 million subscribers, would allow DISH to offer video, high-speed internet and voice service across the country, both in and outside of the home. For  media properties the big question is whether Dish and Sprint will consolidate some of their advertising and media budgets. Both companies, particularly Dish, are large advertisers in the Hispanic market.

Taking over the third-largest mobile carrier in the U.S. with 55 million subscribers, would allow DISH to offer video, high-speed internet and voice service across the country, both in and outside of the home. Although DISH does provide video service, its satellite internet service is not as fast as those from wired providers.

Improved Targeted Advertising through Nationwide Mobile Phone and Video Service

InteronnectednessBy uniting Dish and Sprint Charles Ergen, Dish Network’s Chairman, would create the first US company to offer nationwide mobile phone, data and video services. Dish could then use location and content consumption data, among other factors, to deliver targeted adverts, he said.“We think we can target commercials even better on a mobile basis,” Mr Ergen told the Financial Times. “We’ll know where you are with GPS. We’ll know who you call. We’ll know how you spend your money with the phone being a wallet in the future. All that goes together.”

Interestingly, Telefonica and Sprint recently created a mobile advertising alliance  to provide a platform for brands to target the two operators’ 370 million mobile subscribers worldwide. The deal is a tie-up between Telefonica Digital, the Spanish-based operator’s digital arm, and Pinsight Media+, US operator Sprint’s recently-launched advertising arm.

 Dish is the Number 1 Hispanic Advertiser according to a recent Nielsen ranking.

Marketing Budgets

Both Dish and Sprint Nextel are major advertisers in the U.S. general market and the U.S. Hispanic market. Dish is actually the Number 1 Hispanic Advertiser according to a recent Nielsen ranking (Quarter 3, 2012 to Quarter 2, 2013) with US$ 324 million in advertising investment. Sprint-Nextel occupies the sixteenth place in the ranking with US $79 million.
After DirecTV phased out its Hispanic subscriber acquisition strategy and integrated it into its general market strategy, competitor Dish Latino has stepped up its own Hispanic marketing activity. “Advertising in the multicultural space is crucial, and we allocate our expenditures in a very measurable way: net subscriber growth,” Alfredo Rodriguez, VP of marketing at DISH, recently told Portada.According to  another source (Advertising Age’s 2012 Hispanic Fact-Pack), Dish Latino, Dish’s Hispanic brand,  is now the second-largest advertiser in Hispanic media, after Procter & Gamble.

Digitas is the  primary agency for the Sprint brand, managing brand strategy, advertising, digital, offline media, digital buying and analytics. Dish Latino media buying and planning is mostly handled by Miami based Hispanic Group, Media 8 does digital marketing and Marca works on retention.