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What needs to happen for  video marketing budgets to increase? This question was asked by Portada to marketers at MediaVest, Horizon, Publicis Media and Dunkin’ Brands in a piece included in our just released 52 page 2017 Video Marketing Guide (Free Download).  Some key insights below.

00ce39dJennifer Weiss,VP, Connections Director, MediaVest (photo) tells Portada that “for Hispanic marketers in particular, there is still a lack of premium, relevant English-language content. Every source out there says the majority of Hispanics are consuming digital content in English, yet the majority of the premium, long-form, relevant video content is repurposed from Spanish language TV networks. Hulu has created some, but there is still a much bigger opportunity in this space. Advertisers are willing to pay more for great content that they know people are watching – and premium, long-form content doesn’t have the same viewability and fraud issues that less premium video content faces. There is also a huge migration of watching long-form content in the digital space, and our ads are less-intrusive there, so we definitely need to provide more content.”

Premium, long-form content doesn’t have the same viewability and fraud issues that less premium video content faces.There is a huge migration of watching long-form content.

DOWNLOAD Portada’s 2017 Video Marketing Guide! The intelligence and forecasts you need. Plus the trends interpreted by major brand marketing, agency and media executives who are shaping the video marketing space.

npiitwnt_400x400“The main challenge is to ensure that the content is relevant, authentic and engaging,” says Janina Delloca-Pawlowski, Brand Manager Multicultural Marketing, Dunkin’ Brands (photo). She adds that “based on research, one in two Hispanic mobile video users proactively seeks content that is relevant to them as a Latino and connects them with aspects of their culture. In fact, they are more likely to watch ads on their smartphones if those ads exemplify aspects of their Latino culture. In addition, they consume online video content in both languages so it is imperative to provide consumers with both English and Spanish content and let the consumer choose the language in which they prefer to engage with our brand.”

Horizon’s Karina Dobarro, VP Managing Director of Multicultural Brand Strategy, Horizon Media,karina-dobarro agrees with Delloca-Pawlowski, “The biggest opportunity today with online video is being able to reach a captivated Hispanic audience with premium content in both languages.”

Off-line Sales Measurement Needed

MediaVest’s Weiss stresses that for video advertising to substantially grow it is necessary for buyers to obtain offline sales data. “We know the consumption is happening – consumers post on social media about seeing our ads online. Yet, many publishers are nervous about allowing closed-loop offline sales metrics. The more we can prove that our media dollars are working hard in the online video space, and with particular publishers, the more media dollars will be available for online video publishers.”

Many publishers are nervous about allowing closed-loop offline sales metrics, but we need offline sales measurement.

People-based Targeting Based on First Party Data

Weiss also has a interesting point to make when she speaks about the scarcity of first party data. “A key hurdle for Hispanic marketers in the online video space is targeting Hispanics on English language sites. We know that Hispanics are consuming General Market media online, yet most of the targeting data available comes from cookies – largely from people who have visited a Spanish language site. We need to make sure we’re able to reach those Hispanics who never visit a Spanish-language website. More 1st party data will help us deliver on that, and publishers need to do more to gather & share that data with advertisers. As the industry moves more towards programmatic private marketplace deals to buy video, this data becomes the holy grail. Many advertisers find it challenging to reach Hispanics with programmatic on English language sites right now, even though we know the audience is there. We must get over the cookie hurdle and move more towards people-based-targeting. “

As the industry moves more towards programmatic private marketplace deals to buy video, first party data becomes the holy grail.

Tailored Creative Messages

44b4c8665d4c4e212964143b8192b228_400x400To Marla Skiko,EVP, Director of Digital & Data Solutions, Publicis Media (photo).  “One challenge is to ensure that creative messaging is tailored for the environment. Marketers want to be as relevant as possible based on what they know about their intended consumer, which has been enabled in part by data-driven audience buying. Beyond that, also tailoring the message for differing video formats is crucial. On some platforms video will have audio, for instance, and in others the audio must be user initiated. Depending on functionality, marketers and agencies must design for success.”

 

XAVIER TURPIN Director of Multicultural Marketing Dunkin' Brands Inc-1It is budgeting season again! How much should be allocated to multicultural and is it a struggle or even relevant? Portada talked to Xavier Turpin, Director of Multicultural Marketing at Dunkin’ Brands Inc on these and other issues facing the multicultural and overall marketing sector.

Portada: You mention that Dunkin’ Donuts has approximately 100 marketers, all of them working on the Total marketing approach. Can you describe what they do a bit more and how they differentiate between themselves? Where are they located?

Xavier Turpin: “Our Total Market Practice empowers each of our marketers to look at the consumer market in its entirety, and consider its diversity and various segments.  We have marketers both at our corporate office in Canton, MA and based in field offices across the country.  Their responsibilities vary based on their functional area of expertise, including new product development, research, brand marketing, advertising, media, digital, mobile, social media, field marketing, etc.”

Portada: How do you work on having these 100 marketers incorporate the Hispanic and multicultural marketing objectives into their work?  

Xavier Turpin: “We have an inclusion strategy at Dunkin’ Donuts.   The Hispanic and multicultural marketing objectives at Dunkin’ fall from our core corporate strategy where brand objectives are established, various consumer insights are incorporated, plans and tactics are developed and they are then executed.”

Portada: Now is budgeting season. What challenges do you have to overcome in terms of allocating a reasonable amount of marketing and media budgets to the Hispanic market?

Xavier Turpin: “For us, multicultural marketing is a business imperative that will continue to see investment growth. However, the Quick Service Restaurant (QSR) industry is highly competitive and there are a number of strategies that demand investment to maintain our leadership position.  So, the challenge is finding the right investment balance.   ROI on multicultural spend helps us with the rationale.”

I never look at multicultural budget development as a mathematical exercise.

Portada: What advice would you try to give other multicultural marketers at other major companies in terms of question 3?

Xavier Turpin: “I never look at multicultural budget development as a mathematical exercise – meaning following standard guidelines of “X” percent of growth across different functional areas.  First, we develop a consistent messaging and promotional strategy that makes sense for our multicultural consumers. Secondly, we review the base budget and work one-on-one with each marketing group to develop the best program and determine the right level of support.”

Portada: Many QSR’s have introduced special value menus, to target the value buyer, to some extent particularly the Hispanic guest. Is Dunkin’ Donuts undertaking a similar strategy?  If, yes, which and why, if no why?
Xavier Turpin: “We feel our value proposition of serving high-quality food and beverages in a fast, friendly environment at an every-day great value resonates with all of our consumers.”

Portada: In terms of Dunkin’ Donuts visits by Hispanics, do they under or over index versus the rest of the population?
Xavier Turpin: “We are unable to disclose this information.  I can tell you that we are very pleased with our Hispanic marketing so far, and continue to expand those efforts as a percentage of total.”

Portada: What plans do you have for 2015 multicultural marketing and advertising?
Xavier Turpin: “We have an exciting plan for next year.  Broader culturally relevant communications,  great tasting products and fun and engaging promotions.”