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Teads, The Global Media Platform, unveils inRead Social, a new product enabling advertisers to extend social media campaigns to Teads’ platform, which has more than 500 reputable publishers in Latin America. inRead Social is designed to be a powerful complement to the brand’s social media activations.

By leveraging inRead Social as an extension to existing social media campaigns, brands can now benefit from Teads’ significant deduplicated reach versus social platforms. This format also makes it possible for professionally-produced web content to get funding that until now had only been used for social media.

InRead Social
Eric Tourtel, SVP of Teads Latin America.

In this regard, Eric Tourtel, SVP of Teads Latin America, noted, “Teads was created to connect brands and publishers with the purpose of developing a sustainable media ecosystem. Today, Teads has partnered with 93% of the 200 leading Comscore publishers in Latin America, this benefits publishers, brand,s and consumers, since it helps fund quality journalism in a world where digitalization has forced the media to face a profound transformation in an industry where monetization has been and continues to be a great challenge.”

It helps fund quality journalism in a world where digitalization has forced the media to face a profound transformation in an industry where monetization has been and continues to be a great challenge

Teads provides 21.2 million incremental unique users beyond Facebook and 91.2 million incremental unique users beyond Instagram in Latin America. In the first 100 days of launch, Teads ran more than 100 video campaigns with this product from leading brands across the globe. On average, Teads in-view time for inRead social campaigns was 7.6 seconds (as verified by MOAT) and delivered approximately 5x higher attention than Facebook or Instagram while driving superior results like reduced Cost per Completed View (up to 25x observed in some instances).

Greater Connexions

The quality of the attention is higher in premium environments than in social networks. One of the reasons Teads outperforms social platforms is because users scroll too fast in social feeds as opposed to premium publisher environments where they are actively engaged with the content being consumed. Due to the strong in-view times compared to social feeds, Teads also guarantees higher video completion rates (VCR).  In one study, for a global sportswear brand, Teads inRead Social format outperformed social VCR benchmarks by 16 percent. Teads inRead social is also cost-efficient, as it can now outperform cost-per-completed view (CPCV) and cost-per-click (CPC) by more than 3x on average.

We often test new formats to reach our audiences.

inRead Social
Elisabetta Corazza, Head of Digital at Danone.

Elisabetta Corazza, Head of Digital at Danone said:  “Innovation is a core value for all of Danone’s products and digital advertising strategies so we often test new formats to reach our audiences.  We leveraged Teads inRead social in campaigns for Actimel and HiPro, and saw great success. The product allowed us to reach new audiences faster and extend our digital media strategy by complementing what we already do on social platforms. It really surprised me how seamless it was to extend and expand the user base with a few clicks while maintaining the quality of our creative. Our results achieved more than 66 percent CTR above benchmarks for Actimel’s campaign and over 137 percent for Hipro’s campaign.”

A New Alternative

“Social giants like Facebook and Instagram make it easy for advertisers to spend the lion’s share of budgets on campaigns within their platform because their vast data sets and global reach are an attractive offering. It’s time for brands to have a new alternative in the marketplace where they can reach net new audiences while achieving better in-view time and greater cost efficiency. We’re incredibly excited to bring inRead Social to Latin America so that advertisers can reap the benefits of reaching highly engaged users in premium and brand safe publisher environments,” added Tourtel.

It’s time for brands to have a new alternative in the marketplace where they can reach net new audiences while achieving better in-view time and greater cost efficiency.

Esteban Renaud
Esteban Renaud, Head of Cadreon for Latin America.

Esteban Renaud, Head of Cadreon for Latin America, added: “Through our programmatic product ‘Social Creative Extension,’ inRead Social has allowed us to extend the reach of social media ads; getting to audiences of higher value, maximizing performance as well as improving in-view time and campaign reach in a brand safe environment”

The format is already available through Managed Service and Teads Ad Manager, the exclusive Teads platform for purchasing inventory, a one-stop-shop for monitoring campaigns.

Portada Council System members have voted for the topics to be discussed at the three main speaking slots at Portada Miami on June 4, 2020. The topics have to do with organizing companies around digital marketing efforts, identifying brand differentiation opportunities in digital, and maximizing results on mobile. 

 

differentiation opportunities at portada miami 2020Last month, Portada announced the new structure of the four Portada events in 2020. Council System units oriented to United States markets chose the three main topics to be discussed at Portada Los Angeles on April 2. Now, we are pleased to announce that the brand marketers in Latin America-oriented Portada’s Council System have voted for the topics to be discussed at the three main speaking slots during Portada Miami on June 4, 2020.

“The brand marketers in our Council System play a crucial part in determining the topics of our events. By having these leading practitioners suggest and vote for the themes of the three main speaking slots, we make sure that brand marketing, tech and media executives get the most relevant content available in the marketplace,” says Marcos Baer, president of Portada.

Below are the three winning topics as well as comments from Portada Council System members as to why these reflect their interests.

Portada Miami Keynote: To “win” in digital: how best to organize companies and marketing organizations

I’d like to have a better understanding about the way companies should be organized to face digital dynamics upon consumer evolution.

Digital is very wide and companies need to focus their investment in order to have a positive ROI and win in digital.

The role of CRM’s: It’s critical to understand how CRM programs / smart data can help to bring and maintain more users for the brands.

Consumer Insight Highlight Speaking Slot: Which digital efforts can truly add value and differentiation opportunities for your product/brand?

differentiation opportunities at portada miami 2020

I believe to find differentiation opportunities we have a strong need to accelerate our knowledge about what is gaining relevance (in the digital era) from a consumer standpoint and the way the brands need to connect within this new ecosystem.

What and how to invest means everything regarding investment in digital media.

Digital media is overwhelming: How can we identify correct use on the channels where customers appreciate it?

 

MarTech Solution Spotlight: Maximizing marketing efforts and results on mobile

Mobile is/will be the most important digital media asset and we have to make sure we optimize best practices.

Partnerships and alliances to maximize marketing efforts. Cross companies marketing trends customization, value of loyalty for CPG.

Mobile is 70% of user traffic today. Users are growing the mobile market and companies are not adapting as fast. How can we identify, implement and foresee solutions.

Portada Events in 2020 will be a unique experience. First, the three different Council System bespoke workshops will take place in the morning. Also, brand marketers and best-of-breed marketing services suppliers will have 1:1 meetings and attend VIP networking functions. In addition, attendees will learn at four exclusive and highly-curated speaking slots on the themes outlined above, which were voted by the over 100 brand marketers in the Portada Council System.

More information about the structure of speaking slots at Portada events:

  • Keynote: 45-minute session. An overarching topic of paramount importance to the brand marketing community to be addressed by subject matter experts who provide innovative solutions.
  • Consumer Insight Highlight: 25-minute session. Consumer Engagement and sales conversion are the ultimate objectives for brand marketers. This session will provide key and fresh consumer insights that foster the understanding of consumers and provide actionable tips for marketers.
  • MarTech Solution Spotlight: 25-minute session. Technology plays a crucial role both for consumers as well as an enabler for marketers. During this session, a major brand marketing thought leader will reveal the latest trends on the use of technology by consumers and brands.
  • Partner Thought Leadership Presentation. An opportunity for a Portada partner to gain major exposure in front of a listening audience of major brand marketing executives.

For more information about getting involved with Portada Miami on June 4, 2020 please contact Sales Coordinator Leslie Zambrano, or click on the banner below.

 

At the 2019 Portada Event in Mexico City, we had an insightful Q&A session with Isaias Araiza, Manager, Destination Marketing LATAM at Hilton. He shares his know-how about destination marketing in Latin America, media mix, hotel sites vs. OTAs and more.

 

Interview conducted by Alejandra Velazquez

 

Destination Marketing: Tailoring the Message

In what ways are the Hilton advertising campaigns different for Latin America and for the rest of the world? 

Destination marketing expert
Isaías Araiza

For Mexico and Colombia, it’s important not just to translate, but to adapt the message. You have to be very aware of the kind of words and ideas you are conveying, otherwise, your audience won’t feel connected. They are often very nationalistic and proud of their identity, and the communication needs to be respectful of that. We always cast talent that looks and feels Latin for local executions. Anna Kendrick is our global image, but if we featured her on Hispanic campaigns, people wouldn’t relate. You can’t just take it for granted. You need to speak their local language. 

 

It’s important not just to translate, but to adapt the message.

 

How about between Mexico and Colombia? Can the same message work for both? 

The message and creativity can be the same. However, you have to pay attention to specific local language nuances. We’ve had issues with punctuation throughout Latin America. For example, many countries separate decimals with a comma, not a dot. So if we separate thousands with a dot, instead of three thousand pesos, it would end up looking like just three. We had to be meticulous with that. I always tell customers in the U.S. that they have to take into account the actual day-to-day grammar usage, not just what Google or the [Real Academia Española] says. We might even have legal problems if there’s a mix-up. 

 

Hilton’s Media Strategy for Destination Marketing

What does your media mix look like in Mexico? 

To promote destinations, we have an upper-funnel, massive media strategy. We’re trying to create brand awareness. Hilton is unequivocally recognized as a global hotel chain, however, its specialized portfolio brands are still not top-of-mind for audiences. For example, we want to make clear that Doubletree by Hilton is a part of our family. We still conduct a great deal of offline traditional marketing: printed magazines, in-flight reading material, billboards, OOH at airports, digital and offline radio, and Spotify. Absolutely no television. A bit lower on the funnel, we have digital performance, targeting, training desk…, all things reach-media related. We target customers depending on the kind of hotel we try to promote. 

 

 

How about your video content strategy?

We’re basing our contents around “Rediscover Mexico”, based on promoting the uniqueness of the destination. As of today, we have very little video content, but for this year we’ll be implementing a much stronger strategy. We need to capture customers during the “dreaming phase” and help them develop their journey through special offers. We’ll be offering two proposals: one focused on the destination and favorite places, and another with local stories and characters, influencers, experiences, and random tourist video tell-alls. Like, “tell me how everything was, what you did, where you stayed”, etc. 

We target customers depending on the kind of hotel we try to promote.

 

The Online Travel Agencies Controversy

Do you have a strategy to strengthen purchases on the hotel website vs. using OTAs as intermediaries? How do you fight the generalized idea that OTAs are much cheaper than buying directly at the hotel?

OTAs have spread the idea that their rates are cheaper, but that’s not true. Hilton has a strict parity policy, which means they offer the same rate on their website than anywhere else. This means a single rate anywhere online. There’s no way an OTA can offer a better rate. Expedia and other OTAs take a very significant cut out of the deal, but the price is the same for the general public. Of course, Hilton would prefer selling D2C.

A few years ago we launched a campaign called “Stop Clicking Around” and the motto was “don’t even look for a better rate, here’s the best offer you’ll find”. Same with the loyalty program. The only people who may get better rates than anyone else are the members of our Honor Program. Also, Hilton offers discounts and rewards for customers who purchase in advance. We have strong campaigns to fight OTA preference. 

Is there a way to cut away from OTAs?


Maybe in the long run, but definitely not right now. Since they used to be the only online booking platform, the industry let them grow without limits and now they’re a necessary evil. They became a monster and we’re doing everything we can to control it, but the truth is… it does generate great volume. The problem is, a company should never earn much greater revenue from outside channels than from direct channels. The goal right now is not renouncing OTAs, but rather pairing the revenue mix to a much fairer amount. We’ll implement the strategy to get more flow into our home by generating content, launching informative campaigns, and fostering organic traffic to our sites. 

 

 

Business VS Leisure

Could you give us cold hard numbers of the business vs. leisure categories for online purchases?


It’s hard to get precise data because Mexico is a very dynamic destination in terms of the business and leisure mix. For example, Hilton Reforma is for both sectors because of its privileged location. On weekdays it’s all about business, and during weekends it’s a leader of the plaza. Some hotels in Querétaro are really close to industrial parks and are purely for business, but we also offer benefits if you prolong your stay until the weekend. For example, all users may accumulate loyalty points by using hotel amenities, so they’ll end up redeeming them on future family trips. It’s almost impossible to get an average.

 

Marriott has a very strong minority inclusion program. Do you also have a competitive strategy?

We have an entire marketing section called Diversity and Inclusion, which covers all the spectrum: from commercial strategies to pricing, marketing, special offers, etc. We definitely offer special programs and rewards for our diverse program. Not doing it would be a mistake. 

 

Learning From Mistakes

What was the mistake you learned from the most during your career? 

I used to be a marketing director at one of our downtown Mexico City properties. We had a major issue with public protests and demonstrations. It was impossible not to address the issue. So we released campaign after campaign with alternative routes and all kinds of warnings. But instead of helping, it would highlight the problem. We spent too much time trying to solve it until we realized there was nothing we could do to soften the blow of traffic and blockades. We suffered several cancellations due to expecting an imminent protest, and in the end it wasn’t even as serious as it seemed. We’d live in fear and uncertainty.

Until we just accepted the issue instead of trying to cover it and we implemented a strike insurance: if your event had been in any way affected due to the circumstances, you got a discount. So instead of apologizing, we offered post-care. It’s all about the small details. For example, the Santa Fe DoubleTree offers a warm chocolate cookie upon check-in. We have customers married to the brand who come in just for that cookie. Every and any small thing you do for your customers counts. 

 

Isaias Araiza, Manager Destination Marketing LATAM, Hilton will be one of the dozens of brand marketing innovators present at Portada Miami on June 4, 2020. If you are interested in participating in Portada Miami and/or in Portada’s networking and knowledge-sharing platform with brand marketers please contact us here.

Scotiabank’s sponsorships in Canada and Latin America are focused on sports passion points like hockey and soccer, as well as arts & culture. How do we know this? We talked to Mike Tasevski, VP Global Sponsorships at Scotiabank, and a Portada Council System Member.

 

sports passion points expert
Mike Tasevski

Until a few months ago, Mike Tasevski held the position of VP, Market Development at Mastercard. We asked him in what way his current job at Scotiabank is different from the one he had at Mastercard. “At Scotiabank, I have a global role in which I oversee a very different portfolio that is heavily focused on sports passion points hockey and fútbol with a very unique flavor of arts & culture. In comparison to my previous role, where there was a focus on multiple partners, my role at Scotiabank is to establish unique partnerships that will assist in delivering ROI on all channels for our bank objectives including personal banking, wealth and clients…

My role at Scotiabank is to establish unique partnerships that will assist in delivering ROI on all channels for our bank objectives.

Mike Tasevski, VP Global Sponsorships at Scotiabank, will be one of the dozens of brand marketing innovators participating in Portada Miami on June 4, 2020. If you are interested in participating in Portada Miami and/or in Portada’s networking and knowledge-sharing platform with brand marketers please contact us here.

 

Canada’s Sports Passion Point: Hockey

Scotiabank has billed itself as “Canada’s most international bank” due to its acquisitions primarily in Latin America and the Caribbean, but also in Europe and parts of Asia. We asked Tasevski how Scotiabank’s marketing investment approach to sports passion points differs in all these regions. “The key focus in Canada is hockey due to the popularity of the sport in this nation,” he answered. “People widely consider us Canada’s Hockey Bank due to all our partnerships. Maple Leafs Sports and Entertainment (MLSE) (20-year sponsorship agreement valued at C$800 million, many Canadian hockey teams, the NHL, Hockey Canada) In the South America market, we are investing heavily in soccer (A major partner of Concacaf, Fútbol Club Barcelona (FCB), Costa Rica Fútbol, etc.)”

 

The Way to Mexico’s Heart: Fútbol 

In 2000, Scotiabank increased its stake in Mexican bank Grupo Financiero Inverlat to 55%. Scotiabank later acquired the Inverlat banking house in 2003, taking over all of its branches and establishing a strong presence in the country. The Mexican bank’s name subsequently changed to Grupo Financiero Scotiabank Inverlat.

“Soccer/Fútbol will play an important role in the Latin American market. For example, there are over 25 million FCB fans in the Mexican market,” said Tasevsi. “Our association with FCB allows us to jointly communicate with the passionate fútbol fan and to educate them on the Scotiabank brand and how we can assist with all their financial needs. Fútbol is key in the Latin Market and we will continue to invest and support the growth of this sport passion point in this market.”

Our association with FCB allows us to jointly communicate with the passionate fútbol fan and to educate them on the Scotiabank brand.

Future Plans to Tap into Sports Passion Points

Spanish soccer champions FC Barcelona have unveiled a new regional partnership with financial group Scotiabank, the first deal struck from the club’s recently opened New York office.

The multi-year agreement will see Scotiabank become the La Liga side’s official partner in Latin America and the Caribbean, and it will work alongside the club to sponsor a number of soccer programs in the regions aimed at underprivileged youth.

Scotiabank will also set up soccer festivals and will support local teams in attending training events in Barcelona. On top of this, customers will receive exclusive ticket deals and competitions.

 

 

 

At the 2019 Portada Event in Mexico City, we had an insightful Q&A session with Germán Villegas, Digital & E-Commerce Manager at Colgate Palmolive Mexico. He shares his know-how for driving growth at the consolidated mega-company, their E-Commerce numbers and investment plans, the future of segmentation strategies, and shares the name of online retailers with innovative tools for marketers.

Interview conducted by Alejandra Velazquez

There’s Always Room for Growth 

Nowadays, consumers look for relatable stories, not product descriptions. Keeping this in mind, we asked Germán Villegas how Colgate Palmolive drives growth for such basic necessities like toothpaste and soap. 

Germán Villegas

“We are touching real, daily consumers by leaving aside the old concepts of “perfect smile” with perfect-looking models. At the Portada Brand Star Committee session (one of the three units of the Portada Council System that met in Mexico City during Portada Mexico), we talked about the importance of reaching diverse audiences, cultures, and minorities to make them feel supported and listened. For example, we’re currently running a campaign that no longer talks about 12 hours of protection, fresh breath, or white teeth. It speaks about positivity. In the ad, a plus-sized woman says “when people say my curves are not attractive, I smile”. We want to transcend Coca-Cola-type messages like “you have to be happy”. We’re focusing on giving visibility to the most effaced members of society. That way, we are much more than just toothpaste. We are an optimistic story.”

Germán Villegas, Digital & E-Commerce Manager at Colgate Palmolive Mexico, will be one of the dozens of brand marketing innovators present at Portada Miami on June 4, 2020. If you are interested in participating in Portada Miami and/or in Portada’s networking and knowledge-sharing platform with brand marketers please contact us here.

We’re focusing on giving visibility to the most effaced members of society. That way, we are mucho more than just toothpaste. We are an optimistic story.

“Growth will happen organically and naturally in time. But beyond expecting things to fall into place, we are experimenting with micro trials now that we can. We are developing segmentation strategies with our clients, learning together about the industry’s ROI, and investing micro amounts. That way, we can learn where to invest more precisely. In other words, we pour money into trials little by little instead of betting millions blindly in the wrong place.”

TV vs. Digital Media: Time to Jump Ship? 

Colgate has always used traditional TV as its strongest media. What are your offline vs. online investment numbers, and has digital won over television? 

We’re closing 2019 with 30% on digital media and the rest is all offline. I believe television is still pretty strong, above 50%. However, we’re trying to invest a little less on TV in 2020. We’re not going straight to digital all the way, but we’re applying our trial and error strategies to see how far we can go, and perform a lot of focus groups to make drastic but informed decisions. 

TV already lost investment this year. I believe the past few years it used to close at 80%, and I think this year it went down to 60%. Next year it might close at 50%. In a few years, there will be very little content produced for TV. The U.S. is already making digital television, which will surely be very attractive to invest in because marketers can program different content for each spectator using digital technology. It might or might not contribute to our television portfolio, but it’s definitely a tendency. “

How do you choose what goes on TV? 

Right now, we’re looking for video production agencies. We’re trying to think digital before TV because we could produce custom-made pieces based on segments. We’ll make many digital pieces for specific targets, and from there we’ll cut a more generic TV ad. We used to make the TV ad and then upload it to the web, but it doesn’t work that way. It’s the other way around. You build a digital strategy based on segmentation. Those measurements help us choose what to show on the much more expensive TV airtime. “

Segmentation Strategies: The Right Message for the Right Ears 

segmentation strategiesTell us more about CP’s segmentation/targeting strategies. Is there room for evolution?

“Massive service providers like Facebook and Google sell us advanced ‘audiences’. These audiences aim to stop segmenting per demographics and switch to consumer attitudes. For instance, no longer targeting “men 30-45 y.o.” and such, but profiles based on passion points. We can segment per sports fans and athletes, music buffs, art followers, etc, and pinpoint a campaign for each. 

We pour money into trials little by little instead of betting millions blindly in the wrong place.

Facebook offers a very interesting product in its portfolio that lets you edit the text of your ad. That way we can sell the same toothbrush by talking about this weekend’s soccer highlights or the newest song from a popular artist. We can write copy as necessary to make it more clickable to the individual seeing it. That’s a great tool. 

A good challenge for future evolution is doing regional segmentation. Since marketing is too separated from the media department, it’s an opportunity for the industry. The brand manager could tell us if sales are decreasing in the south, so we could do our research and see why. That way we could develop specific solutions for localized issues. But right now, we still make advertising for the entire country. “

One of the greatest challenges of consumer data collection is the issue of privacy and consent. Today’s consumers are becoming more and more aware of how their information is collected, sold and used for marketing purposes.  How can companies overcome privacy issues and harness this information to deepen consumer relationships? Luis Macin, Nestlé Mexico’s VP E-Commerce, talks about Nestlé’s plans to develop wearables for consumer metrics during Portada México 2019.

Luis Macin, Nestle Mexico, Portada
Luis Macin, Nestlé Mexico’s VP E-Commerce

Interview conducted by Alejandra Velazquez

Problem Meet Solution

Data collection continues to dive deeper into the private lives of consumers and it is only natural that they feel their privacy is being invaded. Audiences find it unnerving when they mention something in conversation only to be offered that specific product online moments later. However, the great thing about wearables is the voluntary data collecting process. When users are nicely requested to share their data, it tackles the issue of consent and privacy. The consumer willingly welcomes a metrics device into the intimacy of their own home and even onto their own body and this is where the true power of wearables for consumer metrics comes into play. 

 

Who Wears Wearables?

The implementation of these devices in Mexico will take off immediately

According to emarketer.com, roughly a quarter of U.S. adults, 56.7 million, will use a wearable device at least once a month in 2019. Just over half of those will use a smartwatch. Furthermore, 3.8 million U.S. children and teens will have a wearable device. The e-health market is booming in Europe and North America, and it won’t take long for the wave to hit Mexico. “The implementation of these devices in Mexico will take off immediately because in Mexico we implement new technologies insanely fast, much faster than in other countries”, says Luis Macin, Nestlé Mexico’s VP E-Commerce.  In 2020, the wearables market will consist mostly of smartwatches, with a strong emphasis on e-health.

 

Offer Relevant Content for Consumer Engagement

But once they’re wearing the device, how can brands collect specific data so they know how to target consumers? 

The challenge is generating enough engagement so they’ll willingly share their information with you.

“There’s a driver behind every behavior, and each consumer has a different driver” says Macin. “You just have to identify their motivations and categorize them. For example, if your goal is physical performance, we’ll offer you the tools to have more endurance. If you’re concerned about your health, we can measure your BPM to protect your heart. The challenge is generating enough engagement so they’ll willingly share their information with you. You have to put the right cards upon the table, and the decision is theirs.” 


Luis Macin, VP E-Commerce at Nestlé Mexico, will be one of the dozens of brand marketing innovators present at Portada Miami on June 4, 2020. If you are interested in participating in Portada Miami and/or in Portada’s networking and knowledge-sharing platform with brand marketers please contact us here.


Nestlé’s Safe Bet on E-Health Products

Nestlé’s R&D is hard at work on e-health initiatives in Brazil, Latin America’s unofficial innovation hub. Monica Meale, Head of Nestlé Health Science LATAM told NutrIngredients “NHSc has strongly invested in digital innovation. In the last three years, the area increased its investments fivefold”. The company’s research focuses on developing market trends including e-commerce driven products and services, digital innovations (VR nutritional education videos as an example), virtual sign language assistants on websites and contests for Nestlé to collaborate with health startups in creating and designing health programs and activations.

Is Wearable Technology Expected To Drive E-Commerce?

Absolutely. As consumers receive custom-made specific information about their care, they will also receive specific recommendations and tailor-made nutrition plans that will drive e-commerce simply because it’s convenient. According to Luis Macin, Nestlé plans to offer users a holistic experience by incorporating themselves into the consumer’s lifestyle through wearable devices. And once they’re engaged in improving their health through the right diet and lifestyle suggestions – Nestlé’s product recommendations are only one click away. Ordering products will be as easy and embedded into their routine as their morning coffee. While we’re not quite at that level of e-commerce maturity yet but the focus on wearables for consumer metric collection and blending this with e-commerce opportunities is projected to be the next big frontier. 

Once they’re engaged in improving their health through the right diet and lifestyle suggestions – Nestlé’s product recommendations are only one click away


Luis Macin, VP E-Commerce at Nestlé Mexico, will be one of the dozens of brand marketing innovators present at Portada Miami on June 4, 2020. If you are interested in participating in Portada Miami and/or in Portada’s networking and knowledge-sharing platform with brand marketers please contact us here.


 

 

Roberto Muñoz, Head of Loyalty Travel at Puntos Colombia manages a joint program between Colombia’s largest bank Bancolombia and Latin American retailer Grupo Éxito. Prior to his current role, he was a strategist for Aeroméxico’s loyalty program Club Premier. The brand marketing leader shares key insights about digital channels for loyalty marketing with Portada including how tech and digital channels enable companies to engage and gain new customers and keep them happy coming back.

Interview conducted by Alejandra Velazquez

Roberto Muñoz, Portada, e-mail marketing
Roberto Muñoz, Puntos Colombia @puntoscolombia

Technology plays a crucial role in enabling marketers to do a better job. In fact, 84% of executives surveyed by Accenture agree that companies are using technology to weave themselves seamlessly into how people live today. 

“Technology helps us to segment audiences. It sparks activation” Muñoz says, adding “Technology provides us the data to develop the right targeting strategies. That way, we keep captive users interested and lure in new consumers via their passion points, like travel, fashion and entertainment. The challenge is recruiting customers that actually interact with the brand, not just sign their name on a list.” But nothing matters if the information isn’t properly documented. The challenge is tracking customer data and applying it correctly in order to serve your marketing strategy. A department that manages and filters big data correctly is always a must.

But nothing matters if the information isn’t documented properly. A department that manages and filters big data correctly is always a must.

Digital Channels: E-mail Marketing is Still an Effective Tool

“Digital channels are key to bring new customers into our loyalty programs. You can target specific audiences by sending key messages. 85% of our customers say they read our news through e-mail marketing. I’ve heard many experts talk about the death of e-mail marketing, but our numbers show the contrary,” Muñoz asserts.

Segmenting information via e-mail is the only thing that ensures the client remains active in your program.

According to Muñoz, segmenting information via e-mail is the only thing that ensures the client remains active in your program. Many strategists say “leave your most valuable customers alone, you don’t want them to get bored. I think when you’re really involved with a brand, you don’t mind how often they contact you. You know you’ll get relevant content eventually.”

…Social? Not so much

“Social network strategies are too focused on massive audiences. We address and recruit a very small percentage of users on social networks. Some programs only want users to click here and then to subscribe to a given program and get an immediate benefit. However, out of all users who sign up, a tiny percentage will actually become involved. You invest a lot of money and end up with a handful of users akin to your brand. One time in Aeroméxico we set a goal to sign up one million new customers onto our base. But in the end, less than 5% of those clients were actual travelers. The rest had been “bullied into it” by the hoards of ads we’d purchased on digital.” 

You invest a lot of money and end up with a handful of users akin to your brand.

Three Ways to Get Customer Feedback

Reliable customer feedback is also an important piece of Puntos Colombia’s strategy for using digital channels for loyalty marketing. Muñoz has developed three ways to approach customers:  direct meetings, focus groups, and surveys.

“High-profile customers get invited to breakfast or lunch to offer their feedback and opinions about the program. Nothing is as valuable as having customers tell you how they feel in person. We have a very direct style of approaching customers. The director of the program may have a sit down with customers and explain what they can and can’t do about their non-conformities.”

They also have focus groups conducted through third-party researchers. Because when consumers don’t know they’re speaking directly to a brand, it helps them give unbiased feedback. Last but not least, there’s surveys. Many valuable customers take the time to respond and are often rewarded with incentives like additional points. The incentives help ensure they are interested in giving their honest opinion.

Reliable customer feedback is also an important piece of Puntos Colombia’s strategy.

Roberto Muñoz, Head of Loyalty, Travel at Puntos Colombia, will be one of the dozens of brand marketing innovators present at Portada Miami on June 4, 2020. If you are interested in participating in Portada Miami and/or in Portada’s networking and knowledge-sharing platform with brand marketers please contact us here.

Will 2020 be the year of the bounce back after several years of decline in panregional advertising expenditures out of Miami-South Florida into Latin America?  Miami continues to have distinctive advantages as a media buying hub, according to Portada’s recently published 2019-2020 Panregional Marketing and Media Report, which provides Latin American Panregional Marketing Expenditures forecasts for the 2019-2024 period.

The 2019-2020 Panregional Marketing and Media Report is a major tool for corporate expansion into Latin America as well as sales-planning/intelligence for marketing vendors offering services to major brands targeting the Latin American consumer. To get more information about the report, please contact Sales Director Leslie Zambrano.

According to Portada’s 2019-2020 Panregional Marketing and Media Report, Miami/South Florida is the largest panregional hub for actual buying (over US $200 million in 2019) as well as for influence over purchasing decisions (over US $ 1 billion).  The report also discusses the advantages and disadvantages of Miami as a panregional media hub, according to more than 100 major brand and media agency executives interviewed by Portada.

Portada expects Latin American-Panregional Marketing expenditures to reach US$ 740 million in 2019. Miami continues to be the main panregional marketing and media hub, although Mexico City and other centers have an increasing weight. This is one of the insights of the just-published 2019-2020 Panregional Marketing and Media Report, which provides Latin American Panregional Marketing Expenditures forecasts for the 2019-2024 period.

Portada’s 2019-2020 Panregional Marketing and Media Media Report provides data, intelligence, insights, and forecasts. The report is a crucial tool for corporate expansion into Latin America and sales-planning/intelligence for marketing vendors offering services to major brands targeting the Latin American consumer. The 75-page report includes a market volume and growth forecast model based on a survey of more than 100 brand and media agency executives conducted by Portada, answers a myriad of questions including the six below:

1. What is the size of the panregional marketing sector?

The overall actual Latin American Panregional Marketing Services Sector, understood as decisions taken out of several marketing hubs (*see question 2) including Miami, Mexico City, New York, London and others, has a volume of approximately U.S $ 740 million a year (2019), according to the report. Measured in influence, although not necessarily in direct purchasing power, the brand and media agency executives located at those centers influence approximately US $2.26 billion a year (see chart below.)

Panregional Marketing Expenditures
Actual and “Influence” on Panregional Marketing Expenditures

 

 

2. How is panregional marketing defined? (*)

Panregional marketing is understood as marketing services purchases for two or more Latin American countries by clients (brands) or media agencies located outside of those countries.

3. Which city is currently the largest hub for panregional marketing?

Miami/South Florida is the largest hub followed by Mexico City, New York, London and Sao Paulo. The report provides overall market volumes for marketing decisions taken out of the above hubs from 2016 to 2024.

4. What media category is increasing its share of panregional media buys?

The structure of the panregional media buy out of Miami has changed substantially over the last decade with Pay TV- ten years ago the clear leader – only capturing 20% of the share in 2019 and digital media increasing its share to 60%. The 2019-2020 Panregional Market and Media Report includes expenditures and market share forecasts  (2016 to 2024) for the below market services types (both overall as well as for Miami/South Florida):
Outsourced Content Marketing Services
Outsourced Social Media Related Services
Public Relations Services
Media Planning and Buying Services
Paid Media (Overall)
-Print
-Pay-TV (Cable and Satellite)
-Out of Home
-Radio
-Sponsorships
-OTHER (Including: Movie
-Advertising, Inflight, In-Game
Advertising)
Digital
-Social Media
-Search
-Display
-Video
-Audio Advertising

5. Does the 75-page research report also provide intelligence on Panregional Marketing Expenditures on the brand/client side?

Yes, the report displays  Panregional Marketing Expenditures volume forecasts (2019-2024) for the below ad  -categories.
-IT/Electronics
-Studios/Entertainment
-Financial Services
-Telecomm
-Cosmetics/Fragrance
-Luxury
-Travel/Tourism
-Beverages
-CPG
Other (including Automotive, Education
and Health Services)

6. What other brand related intelligence does the 2019-2020 Panregional Marketing and Media Report provide?

Dozens of examples of panregional (Latin American) marketing decisions by Fortune 1000 companies are provided. Intelligence includes the description of different ways companies structure their marketing organizations targeting Latin American consumers and their marketing decision making as well as from what hub (e.g. Miami, Mexico City, New York etc..) these decisions are made out of.

The 2019-2020 Panregional Marketing and Media Report is a major tool for corporate expansion into Latin America as well as sales-planning/intelligence for marketing vendors offering services to major brands targeting the Latin American consumer. To get more information about the report, please contact Sales Director Leslie Zambrano.

We are excited to announce we’ve been working hard in our website features. Stay tuned for our expanded offering of content for brand marketers in 2020, which we’ve outlined below. 

 

Dear Portada Audience Member,

Happy 2020! We have been busy updating our website features. This is part of our ongoing efforts and investment to provide best-in-class content for the brand marketing community and benefit our audience and business partners. Our program includes a complete website revamp, SEO strategy and implementation, expanded use of images, social media amplification as well as paid and earned marketing campaigns.

In coming weeks we will be rolling our expanded content offering for the brand marketing community,, which complements Portada’s year-round knowledge-sharing and networking platform; the Portada Council System and events.

A Whole New Way of Delivering Content for Brand Marketers

Passion Point Marketing News:
The latest content for brand marketers, including the members of Portada’s Sports & Entertainment Marketing Board. How brand marketers are leveraging sports, music and lifestyle content to engage consumers throughout the Americas. What you need to know. Subscribe here!

Innovation: What’s next for Brands:
A holistic cross-industry, cross-discipline approach to effective and authentic marketing driven by innovation. Key insights about how brand marketers, including the members of Portada’s Council System, reap the advantages of technological innovation to unlock ROI. Subscribe here!

Thank you for being part of our engaged audience. Wishing you a wonderful start to 2020!

All about how Latcom and Disney designed a successful communication strategy for the new Disney films and empowered the world’s largest entertainment company.

 

The premieres of Toy Story 4 and The Lion King quickly broke audience records, becoming some of the highest-grossing films so far this year. To position these releases, Disney followed the advice and strategic guidance of Latcom, a company specialized in Out of Home Advertising (OOH). Thus, Latcom and Disney worked together in an effective out-of-home strategy that helped the success of the entertainment company.

To develop an action plan, the company analyzed new challenges in the entertainment world, current market demand and changes in the way movies are consumed. It was also necessary to face the challenges presented by the target audience. On the one hand, Latcom and Disney had to connect emotionally with those that saw the original Lion King; on the other hand, they had to seduce Toy Story fans who considered that the existing trilogy was enough, or that a fourth film brought potential to ruin the story.

The objectives were generating awareness with target audiences: centennials, millennials, families and fans; and positioning the films as “must-see events.” Consequently, Latcom designed a strategy based on the consumer journey, while identifying the key touchpoints for the campaign. In the end, it was structured around four OOH advertising modules and a mobile component that worked as a complement.

“It wasn’t just about buying media, but rather about doing an in-depth analysis of the consumer behavior of the different audiences in Latin America and the different targets that make up that audience,” commented Valentín Bueno, CEO of Latcom. “Each target has a different point of contact with Out of Home media. For example, in the case of children, who are a very difficult target audience to reach, we had to generate special networks close to the areas they frequent.”

The campaigns were executed in Buenos Aires, Gran Buenos Aires, Córdoba, Rosario, Mendoza, San Pablo, Rio de Janeiro, Mexico City, Guadalajara, Monterrey, and Puebla. A mobile component was included at some of the target’s points of interest to reinforce the main communication. Static images and gifs led traffic to the campaign’s website. In addition, geofencing technology covered a radius between 100 and 500 meters, in areas with a good concentration of the desired target audience, such as schools, sports clubs, parks, cinemas, and shopping malls, among others.

“Cities can be transformed into a hub for entertainment distribution and access to all kinds of content worldwide. This system has great potential and I think we can contribute a lot to it. Making this campaign for iconic movies like Toy Story and The Lion King filled us with pride because of the excellent results it had in all markets,” Bueno concluded.

 

. SoImage by Freepik

What: The use of AI on marketing and advertising is turning heads and generating headlines. The latest? Computers select images and colors, improve text, sift through big data to sharpen targeting and lift customer response rates.
Why it matters: Agencies, however, say they deploy AI for more mundane but critical tasks. Those include automating repetitive work. They also encompass sorting and labeling images and videos. It saves thousands of hours of labor. As a result, it frees up in-house talent for higher-level creative output.

The brave new world of AI on marketing is here. Recent headlines boast of AI’s ability to boost customer response rates with better text, content and just the right selection of colors and images in advertising.

AI on Marketing Saves on Labor

Marketers tell Portada, however, that they’re using AI on marketing for far more mundane but still essential agency tasks. Namely, saving thousands of hours of labor and freeing up their best talent to do what creatives do best: create.

“Our initial goal is to automate several of the manual processes that go into the content creative process,” Carmen Garcés, head of digital at Hogarth México told Portada.

Hogarth Mexico, she said, is using AI or “machine learning” to mask, rotoscope, review, organize and tag hundreds of hours of video as well as images, saving the agency thousands of hours of labor.

Artificial intelligence is also being used to sort through Hogarth’s talent database of thousands of worldwide employees to help producers select just the right resources for each project.

The time saved frees up Hogarth Mexico staff to improve and apply their skills and technical knowledge to creative output, Garcés explained in an email.

“There are a lot of talented people around the world with unique creative and technical skills. We see AI as a great support to help us leverage this talent even further and to provide novel solutions and superior output for our clients.”

Apply AI on Marketing

Applying AI tools to recognize, catalog and modify visual content provides exciting opportunities for improving work efficiency and increasing advertising’s effectiveness.

Our initial goal is to automate several of the manual processes that go into the content creative process.

“One element of targeting that is still left relatively untapped is object recognition,” wrote Tim Bosch, associate director at Resolution Media in a recent column published by Digital Commerce 360.

“AI will be the driving force that exposes this massive targeting opportunity.”

According to Bosch, Snapchat has developed the technology to recognize objects posted by users, differentiating between food, pets, and more.

“Imagine this—after analyzing a user’s image inventory, object recognition technology could calculate their individual fashion style. This style feeds into their overall profile which brands can tap into to provide personalized ad messaging.”

Researching AI on Marketing

According to Garcés, Hogarth Mexico is “talking to multiple vendors and research institutes,” about how AI could help further improve the agency’s productivity. That includes using AI to modify videos and images.

“That would allow us to remove entire elements and objects from a scene something that if done in the traditional way could take days.”

Hogarth Mexico is considering AI tools that would allow it to change out the dialogue of actors in a video. It could then substiture “a completely different phrase or even deliver the speech in a completely different language.”

It’s undeniable that the unstoppable progress of AI has made it a tool that is impossible to ignore.

“The most important opportunity for us is to leverage AI to augment our talent. And amplify the creative output of our organization and provide superior customer experience while delivering content to our clients,” Garcés told Portada.

AI Frees up Creative Talent

At Grey Mexico, Chief Creative Officer Humberto Polar is focused on how to use AI to automate the generation of creative materials for advertising. He mentions combining of images and prices, and adapting formats in retail campaigns.

“This type of work today occupies many hours and is subject to a high level of human error. That’s precisely because it is operation-related and not creative work,” Polar told Portada.

“We should put our efforts towards automating tasks. Then people to do more much more gratifying and useful work, thus providing truly creative support to our clients.”

Grey Mexico is also using AI. Namely to analyze data, generating new understanding of the behaviors of consumers. With AI, the agency can apply its same creative thinking, but to much larger data sets.

“It’s undeniable that the unstoppable progress of AI has made it a tool that is impossible to ignore,” Polar says.

 

What: An  Americas Market Intelligence study on The State of Innovation in Latin America, presents interesting insights for innovation driven marketers. The study found important similarities between Latin American companies leading the innovation landscape in six countries.
Why it matters: Innovation is a necessity for staying relevant in Latin America. Competition in LatAm is growing at an accelerated pace in all business areas.

Americas Market Intelligence recently presented the results of a study titled The State of Innovation in Latin America: Lessons From Innovative Companies Across the Region. The report is based on in-depth interviews with 85 of the strongest companies in six Latin American countries. It provides insight into the current state of the ecosystem and analyzes the factors that are driving innovation in the region.

As stated in the report, “innovation is no longer the domain of the technology industry, but a necessity for staying competitive for all businesses in the region.” From financial institutions and fintechs to digital-native as well as brick-and-mortar, AMI’s study shows that the most innovative companies have certain things in common. New technologies like AI, machine learning, biometrics and blockchain are one thing. However, the other important ingredient is having “business models, processes, agility, collaboration and a purposeful corporate culture that welcomes and commits to innovation and creative problem-solving.”

According to the study, the most innovative entities are:

1) Those able to create and deploy innovations in payments and other business areas.
2) Those with the greatest potential impact on the advancement of electronic payments.
Keeping this in mind, AMI analyzed four conceptual pillars to rank the participating companies.

Source: AMI, The State of Innovation in Latin America

1. Latin American companies strongly support Innovation

AMI’s study shows that Latin American countries are trying to include innovation in their culture. As disruptive start-ups take the stage, even traditional companies are modifying their paradigm to embrace the new standard. Even though company verticals and markets vary, the report suggests that digital native companies and financial institutions rank higher for internal culture of innovation. Meanwhile, traditional brick-and-mortar merchants are struggling to change their core processes.

There are many indicators of strong internal support for innovation. Amongst those rank an innovation department, an innovation lab, the number of available APIs, the percentage of open APIs (as well as the APIs that were launched in the last year), and the number of partnerships with other fintechs or start-ups.

Furthermore, the most innovative companies have created explicit teams and spaces dedicated to promoting innovation. They have embraced the use of APIs and have partnered with as many as 15 different start-ups.

2. Execution

The report states that the most innovative companies have incorporated innovation into the essence of their culture. Furthermore, they have also shown an ability to quickly develop and deploy new features, products, and services. To decide which companies are doing it better, AMI analyzed three things. 1: The number of proofs of concept developed in the past three years. 2: The percentage of proofs that have been launched successfully. 3: The time elapsed between ideation and deployment.

The survey results show that the most innovative entities developed almost three times the number of payments-related proofs of concept (POCs) compared to the regional average. Among the most innovative, an average of 65% of these went live, compared to 55% of the average overall. Also, the time-to-market was speedier—an average of 4.9 months compared to the regional average of 6.5. Rappi is among the quickest of executors, which launches proofs of concept on a monthly basis. Recent launches include Rappi Prime, RappiPay (a co-branded Visa credit card), QR codes and the nonstop onboarding of partner merchants.

Source: AMI, The State of Innovation in Latin America

3. New Technology

AMI assessed how well and to what an extent Latin American companies have adopted new technologies in their industries. For instance, they’ve implemented artificial intelligence, machine learning, blockchain, chatbots, digital wallets, biometrics, and tokenization.

According to the report, four out of five of the survey’s most innovative companies use AI and machine learning. 53% of all survey respondents do the same. Digital-based merchants such as Despegar.com, Cabify, Viajes Éxito, and Netshoes make about 80% of their sales online, while brick-and-mortar stores reported only 7% of their sales were made on digital channels. Moreover, 32% of respondents do not have a mobile app, while 26% of e-commerce merchants’ sales are made over a mobile device.

Survey results reveal that at the highest level, financial institutions’ adoption of new technologies is largely experimental. While they lead the region in the usage of data analytics, artificial intelligence, machine learning, chatbots and blockchain, most are in exploratory phases.

 

4. Current Footprint and Potential Impact of innovative Latin American companies

The final “pillar of innovation” in the study has to do with Latin American companies’ ability to adapt and scale. “Our most innovative companies include some of the largest financial institutions and merchants in Latin America, as well as small —but rapidly growing— up-and-comers,” says the report.

To further assess a company’s innovation, AMI analyzed how well it has managed to expand internationally. Only those organizations that are prepared to solve the complicated issues of coping with clashing industry structures, as well as different levels of competition and market readiness, have managed to cross borders. Among the sample surveyed, the 85 participating companies operate in 2.9 markets on average, and the most innovative have expanded to 5.4. Airlines and travel companies are leaders of international expansion, as the study found that LATAM Airlines, Despegar.com, and Aeromexico are each present in more than 15 markets.

As these leaders emerge, financial institutions, merchants and new ecosystem players from every part of Latin America will be able to stand on their shoulders. They can from these examples and set new paths for innovation of their own.

For digital companies it’s easier to scale because consumers only need an internet connection to access their services. However, these companies face key challenges related to payment methods. Hence, they have come up with disruptive ways of cross-border e-commerce. For example, MercadoLibre created its own payments platform, MercadoPago.

“The current regional leaders of innovation are building a foundation that is calling to be built upon,” concludes the report. “As these leaders emerge, financial institutions, merchants and new ecosystem players from every part of Latin America will be able to stand on their shoulders. They can from these examples and set new paths for innovation of their own.”