Tag

E-LatAm – News You can Use

Browsing

A limited-edition Fanta lineup of mysteriously flavored beverages will leave fans asking, “What the Fanta?! (WTF)”. 

Radiating in gleaming colors of blue, green, peach and orange, the beverages were formulated to fool senses and challenge tastebuds with opposite flavor notes. Different flavors will be available in different formats across retail and restaurant channels—including 20-oz. bottles, Coca-Cola Freestyle fountain dispensers and frozen formulations.

The “What the Fanta” campaign is anchored by the mystery “Blue” zero-sugar flavor in 20-oz. bottles, which will be available through February 2023. Others will only be available through August, and more enigmatic flavors will roll out in retail stores and restaurants over the coming months.

We’ve created a campaign that has given our fans an opportunity to share in the fun and engage with each other across the country in a nationwide guessing game.
Limited-Edition Fanta
Dane Callis, Senior Brand Manager, Fanta North America.

“Teens today are always looking for new experiences to engage in with their friends, but we know that they haven’t found much worth sharing about when it comes to soft drinks at convenience stores,” says Dane Callis, Senior Brand Manager, Fanta North America. “With ‘What the Fanta’, we’ve created a campaign that not only gives our fans new bold flavors to try—we’ve given them an opportunity to share in the fun and engage with each other across the country in a nationwide guessing game.”

Fanta is encouraging fans to join the conversation and guess the flavors by using #WhatTheFanta on Twitter, Instagram, Facebook and other social media channels. The brand will reveal the mysterious flavors in fun, to-be-determined ways.

 

Trailblazers, decision-makers, and innovative thinkers, for those who aren’t afraid to challenge the status quo, this event is for you.

T-Mobile for Business is holding the first-ever Unconventional Awards to put innovative work in the spotlight. It’s your chance to put your business on the map while celebrating and uplifting the bold and brave thinking that propels industries forward.

There will be 1st, 2nd, and 3rd-place awards in each category with tech innovation donations valued at $25k, $10k, and $5k, respectively, to a charity of the winner’s choice. First-place winners will also be featured in Wall Street Journal Custom Content as well as T-Mobile for Business’s PR and social media channels.

Do you have work you’d like to share with the world? Show off your work by entering in any or all of the following categories:

Unconventional Awards: Innovation in Customer Experience:
Recognizes innovators who better serve customers, enhance business performance, and deliver a truly human brand experience.

Innovation in Employee Enablement:
Recognizes trailblazers who find new and unconventional ways to bring out the best in their teams.

Innovation in Industry:
Recognizes pioneers who bring new innovations to industries by challenging the status quo.

T-Mobile for Business customers are at the forefront of today’s business innovations with the support of the largest 5G network. After a year of working hard, it’s time to be recognized and rewarded for it.

Experience an evening of celebrating and networking with the minds behind today’s industry-shaping ideas at this cocktail awards ceremony. This one-of-a-kind event is being held in Las Vegas at the fabulous Rooftop Resorts World during Day 2 of the Mobile World Congress Americas.

Don’t miss out on this amazing opportunity. Submit your most innovative work by August 19. ENTER NOW.

5G: Capable device req’d; coverage not available in some areas. Some uses may require certain plan or feature; see T-Mobile.com.​

No purchase necessary. Open to T-Mobile For Business and T-Mobile for Government customers in good standing with 500+ employees. 03/07/22-08/19/22. Void where prohibited. Sponsor: T-Mobile USA, Inc. See full rules here.

 

 

 

 

 

 

Audible, Bazooka Candy Brands, Mastercard …and more brands targeting the Latin American consumer right now. Check our prior Sales Leads columns.

  • Audible

Provider of premium audio storytelling Audible, Inc., part of Amazon,  has selected Wavemaker as its´ new agency of record (AOR) for paid media worldwide, effective May 25th, 2022.Headquartered in Newark, New Jersey,  Audible operates 10 marketplace services. Wavemaker will handle Audible’s paid media activity across all 10 of these geographies. Wavemaker is a global media agency that’s provoking growth for clients like Mondelez, L’Oreal, ViacomCBS, Coinbase, and DoorDash. For Audible, Wavemaker will provide one global network of excellence through a connected team of passionate experts. 

 

  • Bazooka 

Bazooka Candy Brands, a division of The Bazooka Companies Inc. announced the promotion of two new Vice Presidents to join its leadership team. Becky Silberfarb and Lizzy Mangold. 

Becky joined Bazooka Candy Brands in 2016 as a Brand Manager and most recentlyheld the position of Senior Director of Marketing. During that time, she has led marketing across all brands in the Bazooka Candy Brands portfolio. In her new role as Vice President of Brand Marketing, Becky will oversee the continued growth of the organization’s marketing efforts as Bazooka Candy Brands expands with new audiences, new products, and new markets. She will also oversee marketing efforts for Latin America.

Lizzy Mangold joined Bazooka Candy Brands in December of 2011 where she started as an Associate Brand Manager. She has held various roles in brand marketing, international, innovation and e-commerce, culminating in her most recent role of Senior Director of Innovation and E-Commerce Marketing. In her new role as the Vice President of E-Commerce and Innovation, Lizzy will lead a cross-functional team in all aspects of BCB’s e-commerce initiatives and lead innovation strategy for the entire BCB portfolio. Prior to joining Bazooka Candy Brands, Lizzy was at The New York Cosmos, where she worked alongside the Chief Marketing Officer and Director of Communications to rebuild the legendary New York Cosmos brand, leading marketing programs and fan engagement. Prior to The New York Cosmos, Lizzy worked in marketing roles at integrated advertising agency, Digitas and Digitas Health.

  • Mastercard 

Southeast Asia and Latin America are strong growth regions for Mastercard after its withdrawal from Russia in March and India’s 2021 ban on it from issuing new cards, according to Reuters. Mastercard suspended operations in Russia – a market that accounted for roughly 4% its net revenue in 2021 – in March, over its invasion of Ukraine. Besides geography, the payment network company is also focusing on high-growth parts of the business, such as business-to-business payments flows, telecommunications and retail.

 

 

Portada LiveAt this exclusive event on September 29, 2022, US and LatAm Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

 

  • Audi of America 

Ogilvy announced it has been selected by Audi of America as its new creative and strategic agency partner. Ogilvy will be responsible for developing innovative creative ideas that showcase Audi’s sustainable, inclusive, and innovative customer experience while delivering the sophisticated design, technology, and performance the brand is known for.This marks an expansion of Ogilvy’s relationship with Audi globally. The agency is also working with the luxury automaker in markets including South Africa, China, and Germany.

 

 

  • J&T Express 

 

J&T Express (“J&T”), an international express logistics company, announced that it has officially launched its network in Brazil. This is another major step in J&T’s expansion in the Latin American market, following the Company’s launch of the network in Mexico. With the market entry in Brazil, J&T Express has successfully established its presence in two of the largest economies in Latin America and expanded its global delivery network to 12 countries in Asia and Latin America.Brazil is the world’s fifth-largest country by land area. It is also the largest economy in Latin America with the biggest and most developed e-commerce market in the region. According to The Brazilian Electronic Commerce Association (ABComm), in 2021, e-commerce sales in Brazil grew 74% compared to 2019. The rapidly growing e-commerce market presents significant opportunities for the express logistics industry. J&T Express has established its distribution network across Brazil, covering all 26 states and one federal district.J&T Express’ network now spans twelve countries including China, Indonesia, Vietnam, Malaysia, Thailand, the Philippines, Cambodia, Singapore, the UAE, Saudi Arabia, Mexico and Brazil, and serves over 2 billion people.

 

  • Marriott International

With a dynamic and growing selection of all-inclusive experiences across the Caribbean and Latin America, Marriott International, Inc. announced the signing of Royalton Splash Riviera Cancun to join its growing all-inclusive portfolio. Expected to open in late 2022, Royalton Splash Riviera Cancun is owned and managed by Blue Diamond Resorts and will join the All-Inclusive by Marriott Bonvoy portfolio, which includes close to 30 immersive getaways in 8 locations across the Caribbean and Latin America.Set to debut in late 2022, the 1,049-room Royalton Splash Riviera Cancun will bring an exciting new all-inclusive resort and waterpark to one of the world’s most vibrant vacation destinations. Additionally, the resort is expected to offer encapsulating experiences through its distinct personality including a theater, bowling alley, unique water attractions and immersive culinary encounters at a dozen on-property restaurants and nine bars all amidst stunning views of the Caribbean Sea.Current all-inclusive resort locations include Antigua, Barbados, Costa Rica, Dominican Republic, Grenada, Jamaica, Mexico, and St Lucia.

 

 

 

 

 

At a recent Portada Live knowledge-sharing event for brand marketers Erin Siegel, Senior Director, Public Relations & Executive Communications Century 21, asked other participants about the role Content Marketing for E-Commerce plays in their strategies. Specifically, Siegel asked what role content marketing plays in the online marketplace space and in D2C and how it is leveraged for brand differentiation.  

These are the answers on the all important topic of Content Marketing for E-Commerce by three expert brand marketers:

Content Marketing for E-Commerce
Salvador Padron Director, Sabritas, Ruffles and Mixes Marketing Pepsico.

“We use content marketing to differentiate us from our competitors. We do cooking recipes and more behind the scenes content. We also provide access to information that is not as public in other channels in order to give something extra to the consumers. As a result, consumers get more engaged and become more involved in the category. It’s not so much transactional but about the experience. Brands that can provide interesting content to consumers have an edge,” noted Salvador Padron Director, Sabritas, Ruffles and Mixes Marketing Pepsico.

It’s not so much transactional but about the experience.
Moises Leiferman, Sr. Manager Omni Channel Perfetti Van Melle.

“Content marketing is very useful for us and we are also including brand health metrics in our content marketing initiatives in order to assess the overall picture. So perhaps a particular media has not been that strong in ROI terms, but did substantially reinforce brand attribute X or Y. Content marketing drives differentiation in order for consumers to be in a better position to convert later on,” mantained Moises Leiferman, Sr. Manager Omni Channel Perfetti Van Melle.

Content marketing drives differentiation in order for consumers to be in a better position to convert later on.
Guillermo Rivera, VP of Marketing Merama.

“We have a channel optimization playbook including SEO which includes the ideal words for title, description, wording to use in certain marketplaces and not in others. A+ content, images, video to complement images and text. Our mission and obsession is to build the perfect SKU, and the best detail page we can have. We complement that with certain traffic testing from social media. We distribute that traffic to D2C or the online marketplace and analyze the differences in consumer behavior,” said Guillermo Rivera, VP of Marketing Merama. (Merama is a start up company valued at more than US $ 1 billion that invests in brands and readies them for the D2C and ecommerce world.)

Our mission and obsession is to build the perfect SKU, and the best detail page we can have.

 

Content for Ecommerce: Check out how Willow Innnovations and Primary Arms do it!   

Innovations in DOOH (Digital Out of Home) advertising enable advertisers to communicate large campaigns in real-time and reach the target consumer in new ways. We analyze the successful case of the DIRECTV Copa America campaign.

The Digital Out Of Home (DOOH) advertising industry continues to evolve, with 30% growth in the Latin America and other regions, thanks to increased investment from advertising categories such as Entertainment, Media and Communication. According to the Digital Out of Home Advertising attitudes & behavior report conducted by Verizon Media, in which nearly 250 advertisers and marketing specialists in the United States participated,  60% plan to buy out of home media through DOOH in the coming months, making DOOH one of the pillars of the advertising industry.

The technological innovation includes DOOH LED screens which allow the creation of interactive content and dynamic ads which create deep connections between brands and the consumer target in a new way. This variety of options is reflected in programmatic advertising campaigns which enable advertisers to display creative depending on the time of day or weather, real-time traffic in the area, pollution index – measured through air sensors on the screens – or news of major events while they are happening.

DOOH technology enables advertisers to display creative depending on the time of day or weather, real-time traffic in the area, pollution index – measured through air sensors on the screens – or news of major events while they are happening.  

During the soccer Copa America 2021 soccer tournament played in Brazil, DIRECTV carried out an innovative regional DOOH campaign with the objective of generating brand awareness, through the use of high-impact media and dynamic ads in real-time in the main cities of Argentina, Chile, Colombia, Ecuador and Uruguay.  

60%  out of 250 advertisers and marketing specialists in the US plan to invest in DOOH in the coming months, making DOOH one of the pillars of the advertising industry.

 

The innovative campaign included special creative pieces for each city, dynamic ads on LED media, and a circuit of digital media outlets showing in real-time key moments of the Copa America soccer matches as they were being played. This included communication before each match: Countdown before the start of the Cup, the daily fixture with the matches to be played, the broadcast schedule and a countdown one hour before each match. During the games, the following was communicated: live goals with the player’s name; cards with the name of the player who was cautioned or expelled, partial results, winners and finally the announcement of the Copa America champion. Also in Bogota, Colombia, a bus was used with digital screens with a constant rotation of videos and live content.

 

The successful campaign, which was enabled by the advice and execution of home media partner  WorldComOOH used more than 150 elements implemented in 6 countries and 36 cities, with a total of 58,503,533 Opportunity To See (OTS). 

Romina González, Marketing Director at DIRECTV Latin America, said: “This campaign demonstrates DIRECTV’s leadership and innovation throughout the region. The results of this impactful campaign are in line with the high standing of our company”. 

DOOH

 

 

 

Augmented Reality in Marketing: Remember when everyone was talking about Pokémon Go? After the hype subsided, augmented reality has been steadily growing as a force in media over the past five years. Ivan Markman, Chief Business Officer at Yahoo, sees three important trends going forward.

by Ivan Markman, Chief Business Officer, Yahoo

Augmented reality has spent the past few years on the cusp of going mainstream. Ever since the summer of Pokémon Go, experts have predicted that it’s on the verge of widespread adoption. While AR hasn’t yet reached the level of mainstream buzz it achieved during the summer of Niantic’s massive mobile gaming hit, the use of AR tools has been steadily rising for the past five years. 

According to a report released by eMarketer, more than 83 million Americans interacted with some form of AR at least once a month over the past year. Many of those interactions were driven by social media apps, which use AR in their popular photo-enhancing filters and face-distorting lenses, giving AR a stronger foothold with millennials and Generation Z. As the coronavirus upends lifestyles across every demographic, exposure is likely to widen.

The pandemic has escalated three major trends – all of which are likely to drive AR adoption further into the mainstream and therefore increase the use of Augmented Reality in Marketing.

Trend 1: Hunger for Unique Experiences 

 With the population largely at home, the use of streaming and mobile video products has risen across every demographic category, namely entertainment and gaming. As the pandemic lingers on, these new audiences will seek out new and enhanced experiences. People crave novelty and, with their ability to see it in their physical world severely curtailed, expect many users to turn to AR to add variety to their newly fixed surroundings. 

Trend 2: Demand for Differentiated Content

The rise of new audiences has led to a comparable spike in new content. It’s a boom time for content creators of all stripes, but with rising competition, using Augmented Reality in Marketing offers a way to stand out from the crowd by creating an experience that is both more immersive than traditional mobile video and stickier for new adopters facing a flood of similar content choices. 

Trend 3: Augmented Reality in Marketing – New Brand Strategies

The pandemic has cut brands off from a number of ways they traditionally interacted with consumers. Marketing channels such as events are all but off-limits and the in-store retail experience has significantly changed. As a result, many brands are adopting new strategies to better connect with consumers in a socially distanced world. In categories such as automotive and home decor that lean heavily on in-person contact and on-site product experience, investing in AR experiences provides an effective alternative. This increased investment is likely to accelerate the adoption of the technology by a wide range of media and content publishers and, by extension, bring it directly into the hands – or palms – of more people.
While the pandemic is likely to accelerate interest in the use of Augmented Reality in Marketing among marketers and the business and consumer audiences they serve, meeting this moment will take more than simple consumer interest. Most of the major milestones in the history of AR adoption have been driven by technical advances. AR’s biggest moments wouldn’t have been possible without the rise of mobile devices, the advent of high-resolution digital photography and the mass adoption of mobile GPS technology.

Fortunately, there are four key developments underway today that we expect will move the needle on adoption and topple barriers to entry.

More than 83 million Americans interacted with some form of AR at least once a month over the past year. Many of those interactions were driven by social media apps, which use AR in their popular photo-enhancing filters and face-distorting lenses

Plane Tracking and Visualization 

In order for AR to integrate cleanly with images of the real world, accurate plane detection is an unglamorous but core necessity. The launch of Apple’s latest AR development kit, ARKit 3.5, brings with it some advances in plane detection that will allow developers to improve the quality of AR experiments and more seamlessly integrate AR visuals into real-world video and photography. Google has also rolled out new capabilities for AR development on Android phones with the latest version of ARCore, which should upgrade 3D sensing and depth perception. 

Augmented Reality in Marketing: The Emergence of AR for Web

To date, the most ubiquitous examples of AR have been app-based. Tools such as Snapchat and Instagram have popularised AR experiences but also confined them to in-app environments. However, new tools will allow developers to create a wider range of AR experiences for the mobile web desktop, vastly expanding the audience as well as the technology’s applications for digital content publishers and eCommerce businesses. Autoblog, for example, recently launched an AR experience that lets readers see a life-sized version of the new Ford Mustang Mach-E without an app. Google has also added AR functionality – albeit on a limited basis – in a browser-based search.

The most ubiquitous examples of AR have been app-based. Tools such as Snapchat and Instagram have popularised AR experiences but also confined them to in-app environments.

Wearables and Connected Devices  

Freeing AR from in-app environments is likely to spur adoption, but freeing it from mobile phones entirely will be an even more significant game-changer. As connected hardware expands beyond phones and tablets to wearable devices such as glasses, the potential to integrate AR into our daily lives in more novel ways will radically expand. For example, at the Worldwide Developers Conference, Apple introduced iOS 14, which adds momentum to a number of initiatives in this space.

Freeing AR from in-app environments is likely to spur adoption, but freeing it from mobile phones entirely will be an even more significant game-changer. 

More Specialized Expertise 

While the pandemic is driving interest in the use of Augmented Reality in Marketing for brands, it may be difficult for some to scale because their teams and technology aren’t fully 3D-ready. The ability to create AR assets from scratch is still limited to a fairly small pool of specialists, but a rising tide of third-party AR tools and experts will soon democratize the technology and provide brands with the guidance and skills they need to scale in AR without constraints. 

Each of these technical advances, in combination with the radical changes to daily life wrought by the Covid-19 pandemic, stands to accelerate the quality and adoption of AR experiences by consumers and brands. Like all great changes in our history, the pandemic will change the way we live and work, but as with all paradigm shifts, it will bring new forms of media to help us better communicate, understand and experience the world as it now exists.

The ability to create AR assets from scratch is still limited to a fairly small pool of specialists, but a rising tide of third-party AR tools and experts will soon democratise the technology and provide brands with the guidance and skills they need to scale in AR without constraints

This partnership offers a powerful new solution for Mexican advertisers: the availability of real-time market intelligence for paid social media advertising.

GfK – the leader in consumer and market intelligence and analytical and consulting services – announced an expanded partnership with BrandTotal, the leading social competitive intelligence and brand analytics platform.

With “dark” marketing – highly targeted campaigns invisible to the general public – now accounting for 88% of social media advertising spend, marketers often have little knowledge of the ads reaching their most important consumer segments. To break through this measurement roadblock, GfK and BrandTotal’s partnership allows marketers to track social advertising campaigns – including dark marketing – that target clients’ customers.

The new offering empowers marketers to:

  • Track competitor activities – including paid, organic and dark campaigns – across multiple platforms
  • Benchmark and optimize digital campaigns in real-time for custom consumer segments and goal setting
  • Effectively measure their brand against competitors and unlock their entire social advertising performance and strategy
  • Compare interactions and effectiveness across digital and social channels
  • Identify and address consumer net sentiment and engagement changes to campaigns over the course of weeks or months

The GfK and BrandTotal partnership brings together BrandTotal’s unmatched social media marketing intelligence platform with GfK’s global expertise in brand measurement and marketing, driving growth and increased brand value. GfK data and marketing science teams leverage and integrate BrandTotal data to help clients extract maximum value from social media data to answer business questions from different stakeholders.

The two companies joined forces in 2019 and have been working in the US, where BrandTotal has been adopted by key GfK clients. Because of this outstanding performance, the partnership is now expanding to Mexico.

Ricardo Barrueta, General Manager, GfK Mexico.

“Most social media advertising campaigns are invisible to the public, resulting in reduced business intelligence and blind spots,” said Ricardo Barrueta, General Manager, GfK Mexico.

“With this new solution, powered by BrandTotal, Mexican companies will now see the whole picture, tracking not just their own social ads, but their competition’s ads, including user engagement, net sentiment, creative choices, and beyond. This will help them make the right decisions, at the right time, for more effective marketing strategies.”

Using artificial intelligence, BrandTotal’s platform identifies, aggregates, and analyzes marketing campaigns across the social media ecosystem, helping advertisers and agencies see their competitive landscape farther and more clearly. It provides deep actionable insights on consumer advertising sentiment and engagement, spend, creative and design tactics, dark versus public ad metrics, organic and sponsored data, share-of-voice (SOV), share of topic, video versus non-video, social media mix, audiences, and more.

By delivering real-time, granular visibility into the social advertising strategies of competitors, GfK and BrandTotal unlock the intelligence clients need to optimize their own strategy, creative performance, consumer engagement, and sentiment.

Companies can even get a granular comparison at the campaign or product level for competitor media and creative.

“GfK and BrandTotal offer access to actionable, competitive intelligence that is not available elsewhere, all through aggregated multi-channel data in a simple visualization panel,” added Barrueta. “Companies can even get a granular comparison at the campaign or product level for competitor media and creative.”

GfK and BrandTotal can provide clients intelligence on how competitors interact with consumers, how targeted consumers respond to competitor ads, and which social platforms contain the most effective competitor advertising campaigns. This enables Mexican brands and agencies to outsmart and outshine their competition, winning wallet share and strengthening consumer love and loyalty.

Alon Leibovich, CEO & Co-Founder, BrandTotal.

“We are pleased to expand our partnership with GfK and make BrandTotal’s competitive social advertising intelligence available to the Mexican market,” said Alon Leibovich, CEO & Co-Founder, BrandTotal. “BrandTotal is on a mission to even the playing field in social advertising, enabling advertisers and agencies to see every ad in their category and how consumers react to them. In doing so, we help brands and buyers optimize their own strategies, amplifying social commerce advertising performance and maximizing spend.”

Dynamic Creative Optimization (DCO) can be a major contributor to the performance of advertising campaigns. In this article we analyze DCO campaigns that Digo Hispanic Media has been developing for its clients.

This Thought Leadership article is presented by Digo Hispanic Media.

The same creative is used way too often by advertisers for their target audience without being adapted for each audience segment. With Dynamic Creative Optimization (DCO) messages become scalable and relevant for the target audience. According to Google, developing the right creative for each audience segment is crucial as 70% of the performance of a campaign is driven by the creative.
DCO also generates data that helps advertisers capitalize on short term opportunities. These data insights then can be incorporated into messaging in real time. Advertisers can use multiple messages with the consumer to test creatives and optimize their performance. Using DCO in a programmatic campaign allows to test and use multiple creatives without the hustle of uploading hundreds of banners. Dynamic Creative Optimization also allows to increase operational efficiency by reducing time spent on production, tracking and reporting.

What is Dynamic Creative Optimization

Dynamic Creative Optimization (DCO) is the use of data and logic to control which creative message shows in real time to provide users with the most relevant creatives at the exact time they are exposed to advertising.

The main components of Dynamic Creative Optimization are:

  1. Dynamic shells outline how dynamic content will render: Outline of the ad structure, image, CTA , feeds etc.
  2. Feeds power the creative with dynamic data.
  3. Dynamic profiles. A decision tree that follows rules between different elements and content.
Digo Hispanic Media ran a DCO retargeting campaign for a major retail client with an eCommerce site from March 1st to April 30th 2021. During this period, the campaign achieved an average increase of 90% in conversions vs. a regular retargeting campaign with display ads with general messages, Krystal Trinta, AdOps Director and Alexandra Rodríguez, Sales & Marketing Director at Digo Hispanic Media tell Portada. 

This advertising-technology has become even more important during the pandemic, making users more exposed to ads as they crave for more personalized messages based on their behavior. Purchases made through eCommerce increased by 34% consequently making advertisers expand their retargeting budgets and the use of DCO to shorten the gap between items left in a cart and their conversion into actual purchase.

Asked what elements are particularly important in DCO when it comes to target the Hispanic consumer, Trinta and Rodriguez answer: “Language. Although most U.S. Hispanic consumers are bilingual, the brand should understand that it is important to speak in their language, even if it is Spanglish, to increase brand recall and consideration.”

Although most U.S. Hispanic consumers are bilingual, the brand should understand that it is important to speak in their language, even if it is Spanglish, to increase brand recall and consideration.

Dynamic Creative Optimization: An Example

Digo Hispanic Media’s retail client provided the feed to connect automatically to the creative assets via Google Studio. Google Studio is a Google Marketing Platform tool focused on creative development. In  Google Studio, the feed is then assigned to a profile which includes rules about what elements are going to be dynamic in the ad shell and which ones are constant. After the profile is set up, the creative shell is generated in Google Web Designer (GWD) where it connects to the profile in place. Here the creative gets connected with the feed activating the dynamic elements assigned on GWD based on the rules in Studio. After this, the creative is then previewed and tested to see if it’s properly calling all of the elements in the feed.

The campaign achieved an average increase of 90% in conversions vs. a regular retargeting campaign with display ads.  

Audience Segmentation

The main rationale behind using Dynamic Creative Optimization in a campaign is the audience segmentation and the opportunity to serve different messages to different people in a programmatic ecosystem without the need to develop multiple display creatives. “We can use data for DCO campaigns like: feed data from an eCommerce site, price range of products, previous engagement with the e-Commerce site, data of weather conditions, their geolocation, data based on their buying behavior on the eCommerce site, and others that are easier to access in the online environment,” Digo Hispanic Media’s Rodriguez notes. “For instance, if the user bought an item 2 weeks ago, with DCO we can recommend other related products. DCO is also available through other channels like DOOH (Digital Out of Home) and CTV, but some of these may require more complex technology integrations which may not be available in some countries,” Rodriguez adds.
Other Dynamic Creative Optimization use cases include remarketing of last viewed product, cart abandonment and multi-language creatives for global brands. In addition, remarketing based on search allows you to show personalized ads to users on the advertisers remarketing list based on their journey in your website.

Digo Hispanic Media is offering 20% off your first Dynamic Creative Optimization Campaign, Register here.

AI in digital marketing is one of the most important technological developments in decades. However, to use digital channels for customer engagement doesn’t mean sacrificing human connection over AI, customer engagement experts at Moxtra note. Find out how AI can automate routines, while freeing up valuable people hours so employees can readily serve clients whose needs demand a human touch.

This article is part of a thought leadership article series on Marketing Innovation presented and written by Moxtra, a company that helps businesses deliver client experiences for the digital age.

 

The rise of artificial intelligence is one of the most important technological developments in decades, and it’s a key driver in what many are calling the fourth industrial revolution. But not all consumers are convinced. Skepticism remains widespread, especially in the case of brands which rely too much on things like chatbots and autoresponders. For businesses, this means it’s more important than ever to humanize technology by using solutions like AI and chatbots to complement human roles, rather than replace them.

Human connection has never been more important, especially given the dramatic increase in remote work and digital business. More than ever, customer engagement is being automated to the extent that connection lacks the human touch needed to drive persistent relationships. But using AI in digital marketing channels doesn’t have to mean sacrificing human connection. In fact, it can mean quite the opposite. Digital channels also present new ways for brands to deliver a high-touch customer experience, especially in the digital era of online business and remote work.

Using digital channels doesn’t have to mean sacrificing human connection. In fact, it can mean quite the opposite.

AI in Digital Marketing: Driving persistent relationships with remote connections

In high-touch customer service, there’s a constant need for human interactivity to build trust and deliver the level of support clients expect. This is especially important in areas like wealth management, real estate, and legal. Clients in these sectors expect brands to be consistently present. That means opening a digital branch is essential for combining the convenience of readily accessible private digital channels with the human experience of interactive relationships.

That’s simply not possible if a digital branch is viewed solely as a high-tech solution. High-tech services, by contrast, include things like AI-powered chatbots. These might provide solutions to common problems and answers to everyday questions, and they undeniably play an important role in any self-service portal. However, clients also need to know that a human team is available to them. That’s why effective digital branches also incorporate interactive features like messaging, document collaboration, meetings, and video conferencing.

Clients need to know that a human team is available to them. That’s why effective digital branches also incorporate interactive features like messaging, document collaboration, meetings, and video conferencing.

Despite the fact that AI is often seen as the dehumanization of client-to-business relationships, it can itself have quite the opposite effect. The economic case for chatbots, for example, is clear. Even the biggest companies simply don’t have the human resources to stay connected to their clientele around the clock. In many businesses, sales and support teams already spend their entire workdays managing client engagement. However, many routine operations are easily repeatable. AI in digital marketing can automate those routines, while freeing up valuable people hours so employees can readily serve clients whose needs demand a human touch.

Human Connections

How to Use AI in Digital Marketing: Delivering personalized and interactive customer experiences

Establishing the optimal blend of AI- and human-powered digital connections lets businesses deliver a personalized and responsive service. With a branded OneStop Portal, firms can take advantage of a complete and integrated suite of communication and collaboration tools, which employees and clients alike can access from any internet-connected device. Also, since every digital interaction adds to an auditable trail of data, AI can then help decision makers come to informed decisions thanks to data-driven insights. In that respect, far from replacing humans, AI augments their capabilities by helping them automate routine operations and make sense of client interactions at massive scale. Armed with these insights, businesses can continuously improve their offer and better manage persistent relationships across the board.

Since every digital interaction adds to an auditable trail of data, AI can then help decision makers come to informed decisions thanks to data-driven insights.

Final Words

It’s essential that brands, particularly those in high-touch industries like professional services, understand the difference between the roles of digital, AI in digital marketing and human digital experiences. Both can work together to achieve extraordinary results at virtually any scale. Marketing Technology can make customer experiences more human by giving people tools that enhance their capabilities and allow them to focus on what they do best – building real relationships, being empathetic, and making sense of complicated situations. And there’s no better way to do that than through a OneStop Digital Branch that’s readily available to its clients.

Moxtra’s just-in-time platform powers branded OneStop Apps for customer engagement and collaboration for today’s digital age. Get in touch today to get started with an app for your business.

Written by Moxtra

 

Check out other articles written by Moxtra for this thought leadership article series on Marketing Innovation:

Digital Customer Experience, Marketers Play a Key Role in Unifying Goals

Adapting Your Brand to a Digital World

How Customer Convenience Builds Brand Loyalty in Today’s Digital Age

 

This week, Google announced that it was delaying the depreciation of 3rd party cookies from within its Chrome browser environments. Originally planned for implementation in 2022, the phasing out is now planned to begin mid-2023. It’s the latest twist in the tale for the digital media industry, but what does Google’s announcement actually mean and what’s going to happen next?

By Remi Cackel, Chief Data Officer, Teads

Understanding Google’s announcement

Google was not the first tech giant to announce its planned depreciation of 3rd party cookies, but it has been the most significant due to its scale. As of March 2021, Google Chrome had around 65% of market share for browsers globally, so updates that affect data and targeting have implications that affect advertisers, publishers and tech platforms alike.

Google’s answer to the phasing out of 3rd party cookies on Google was a privacy sandbox model, called “FLoC”, and while they still believe this is the best solution, it seems the challenges involved in implementing such solutions at scale are greater than initially anticipated. This seems to be true from a technical perspective, with FLoCs currently only deployed on a tiny amount of Chrome traffic (<0.5%) which means the wider industry currently has no ability to test working models. But also from a regulatory perspective, with questions around GDPR compliance being raised, as well as the UK’s competition authority asking for oversight of the project to allay concerns that these changes will bring about monopolistic advantages for Google.

Google has stated that this extra time should be used collaboratively to solve many of the challenges removing 3rd party cookies brings in, including ad measurement, delivering relevant ads and content, and fraud detection.

Is this good news?

There is no doubt that the 2022 timeline was always going to be ambitious, given the lack of alignment across the digital landscape about the best solution for replacing the 3rd party Google cookie. Advertisers still want the promise of digital marketing of accountability, personalization and accuracy, whilst publishers need to ensure their content and audiences are properly valued to maintain sustainable business models.

But whether it was Unique IDs, privacy sandboxes, predictive audiences, contextual targeting or 1st party data strategies, in order to create robust and privacy focused solutions, the online world needed more time. Publishers were especially confused and concerned, as our recent survey revealed, with potentially huge impacts to their businesses without them being able to have an input into the new cookieless era.

So while a delay is welcome, we cannot let up. There have been huge strides forward over the past couple of years but there is still a huge amount to do. This is a long journey and the implications are still being understood, so we must not let up. Because cookieless is coming, even if Google has delayed their rollout, the limitations introduced by Apple with IDFA utilization (iOS 14.5) and upcoming IP deprecation (iOS 15) still require an immediate need for privacy-compliant data solutions. Indeed over 50% of current traffic in the US is cookieless.

Aligned with which, consumer awareness of privacy is only heightening and the appetite for digital privacy is at the highest it has ever been. Businesses that organize themselves around future facing, sustainable data and revenue practices will be better prepared to deal with any future announcements that come from big tech.

Cookies Google

Cookies-Google: What does it mean for advertisers and publishers?

Do not stop your efforts:

  • Cookieless is an immediate need and challenge, with a large part of the web traffic already being cookieless, including over 50%+ in the US and UK.
  • Privacy-compliance is a key focus from a consumer standpoint. Apple will accelerate IP address removal in September, requiring real cookieless solutions in Safari, which will remove the possibility for fingerprint workarounds for those ad-tech players that have been using it as a strategy.
  • Cookieless readiness takes time. Getting started as soon as possible is a key factor of success.

To be prepared, Teads’ advice has consistently been to not rely on a single cookieless solution, no matter which side of the ecosystem you sit on. To be dependent on a single provider or approach means that at any moment, a new regulation or policy change could significantly impact your business.

A combination of privacy first approaches allows you to be agile and adapt as the digital ad industry evolves. At Teads, our Cookieless Readiness Program, for advertisers and publishers, talks through all of our solutions outlined below as sustainable solutions, with comparable effectiveness to cookie-based solutions without compromising on user privacy:

  • Our historical data analysis and predictive models around content consumption allow precise audience profiling without identity resolution mechanisms.
  • Teads’ predictive audiences which drive a similar accuracy and effectiveness for audience targeting without the need for identity resolution.
  • Using contextual targeting to deliver high campaign effectiveness
  • Integrating and implementing first party data strategies.
  • Planning, Insights and Measurement tools that make anonymous traffic actionable at scale

What happens next?

The reality is that the announcement shouldn’t change anything for the digital media industry. The previous timescales meant that many businesses weren’t going to have the chance to build robust plans before the cookieless world became a reality.

So the main message is that there are now two critical reasons to test and use cookieless solutions:

  • There is an opportunity to build trust and engage with ALL users, including those using existing cookieless environments such as Safari.
  • Strategically to transition to a cookieless era and be fully prepared when the light totally goes off.

If you want to take part in our Cookieless Readiness Program or have questions about how we can support your move to the cookieless era, visit our cookieless hub or contact your Teads representative for more information.

 

Teads, The Global Media Platform, has announced that Publicis Groupe Latin America has received the first agency-wide certification on Teads Ad Manager (TAM). The programmatic platform grants direct access to Teads’ premium inventory, allowing the agency to buy across the world’s best publishers with privacy first, cookieless, strategies.

This makes Publicis Groupe Latin America the first communications group in the region to be granted this certification. This recognition comes after a strategic alliance of nearly ten years with Teads and is proof of the exemplary commitment that the group has maintained when it comes to excellence and innovation, focusing on simplified and effective technology offerings for their clients. Publicis Groupe Latin America first adopted the programmatic platform at its launch in 2019 and positioned themselves as the agency brand with the highest level of usage in the entire region.

Directly connected to Teads inventory, TAM is the first dynamic self-serve or managed service platform in the industry that has a totally cookieless mode. TAM can offer cookieless audiences thanks to its advanced contextual targeting and the use of proprietary technology that allows it to “translate” audience segments, based on cookies, to segments that are “cookieless ready”. Moreover, both agencies and buyers are able to plan, activate campaigns, generate reports and reach their objectives in each stage of the funnel in an effective manner.

Publicis Certification
Eric Tourtel, CEO of Teads Latin America.

In today’s digital world, new technologies and innovation must be put at the service of brands and clients. Furthermore, integration is essential so that the entire process, from end-to-end, can flow with greater agility and speed. This is what is achieved with the TAM platform, because the entire programmatic operation occurs inside Teads’ ecosystem without needing to depend on third parties, the platform is extremely effective and cost-efficient for advertisers. We’re very pleased to grant this certification to Publicis Groupe and to continue working alongside them towards a cutting-edge advertising industry”, said Eric Tourtel, CEO of Teads Latin America.

Publicis Certification
Charlie Alvarez, Media SVP in Publicis Groupe Latin America.

We’re very excited to receive the Teads Ad Manager certification, the dedication on both sides has been of 110%, since anything that aims to reach max efficiency in processes and to provide a better service for our clients will always be a priority for Publicis Groupe. TAM has allowed us to streamline campaign, administrative and managerial processes, in the search to lower execution times, reduce costs and maximize resources like talent and technology. This certification is, without a doubt, a very important step in this direction”, said Charlie Alvarez, Media SVP in Publicis Groupe Latin America.

TAM has allowed us to streamline campaign, administrative and managerial processes, in the search to lower execution times, reduce costs and maximize resources like talent and technology.

On her end, Luciana Salazar, VP of New Business Development of Teads Latin America, expressed: “Working with Publicis Groupe is always an extraordinary experience, the talent in their teams at every level and their deep know-how in cutting-edge technologies have been key to continue to evolve and be able to offer a platform like TAM, which is tailored to our clients’ needs.

By Caroline Hugonenc, Global VP Insights and Research, Teads

 

In the past few years, data privacy has suddenly become a hot topic, reaching into national press and is no longer just the concern of industry specialists. With everyone becoming more aware of the impact of data use, both personally and at a corporate level. Whether it’s the Netflix documentary The Social Dilemma, or Apple’s latest updates, privacy is now an international talking point. In an attempt to address data privacy issues, by mid 2022, third party cookies will cease to exist on Google Chrome. This step taken by the world’s most popular browser follows similar moves by Safari and Firefox and hopes to give people more control over their data, but it doesn’t come without its challenges for advertisers and media buyers.

The end of cookies is only the beginning of a new era

When thinking about this topic, it’s important to remember that while cookies have been a consistent part of online advertising for a long time, the ecosystem is not dependent on them. Cookieless does not mean advertising-less, personalization-less or relevancy-less. Cookieless simply means two things:

  1. The need for a transition towards responsible and sustainable advertising for our industry
  2. That it’s time for non-intrusive personalization to be the new norm, starting with the end-user’s experience and trust.

If we assume point one as a given, then we need to consider how to approach non-intrusive personalization. One of the available solutions is contextual.

Why should contextual alignment matter?

It’s worth pointing out that targeting ads via the content they’re seen in shouldn’t just benefit brands, but also the end user experience as well. Ads that are contextually aligned make sense to readers. Once someone decides to read an article (whether it’s about honeymoon plans, the latest tech release or piece of local news), they’re in a certain mindset. By aligning ads with that mindset means that the message should be amplified and therefore create real uplift and impact for a brand’s campaign.

It feels more in tune with the consumer’s values and interests, without concerning them that their personal data has been shared with too many additional parties.

What are the main challenges to overcome when it comes to Contextual?

With the death of the cookie, many will be turning to contextual as a solution for agencies and advertisers. But using context to maximise the impact of advertising is not easy to do, with a few key challenges in particular to be aware of:

  1. Accuracy. Many contextual solutions today rely heavily on keywords, which makes sense at a glance. But over reliance on single triggers can lead to false-positives and questionable accuracy that wouldn’t match the results seen in this study.
  2. Granularity. Broad contextual targeting can prevent amplification of the marketing message or proper engagement with the right audience
  3. Placement. Most contextual today exists across UGC content, which inherently has issues around accuracy and standardisation. This is in stark contrast to professional content which has long had agreed standards and 3rd party solutions.
  4. Actionability. It’s one thing to have a partner who can outline the benefits and implement an overall use case, but using contextual beyond the obvious will be an important distinction when evaluating contextual partners. Not all platforms will be able to go beyond intuitive planning and move towards actionable insights.

Testing media partners across all four of the above is critical for advertisers looking to leverage contextual as part of their planning strategies in future. Partners who have a proven track record will of course fare better, but scale is also important when it comes to context. Those partners who are processing large volumes of content, over a long period of time, will be best placed to understand content consumption and therefore the audiences that are reading them.

Contextual

But is contextual targeting really effective?

Consumers have evolved to anticipate disruptions over recent years which has led to greater battles for attention among advertisers, viewing attention as a valuable commodity in driving KPIs. As Bournemouth University’s ‘Attention Please’ white paper notes, quality attention is not best measured by time spent viewing as ‘we routinely spend lots of time doing things without paying much attention’.

This is why, at Teads, we have been conducting AB tests using our proprietary Brand Pulse solution to evaluate the impact of contextual targeting on advertiser’s KPIs. Our Brand Pulse methodology compares answers (up to) 3 questions served within our inventory on a control versus exposed basis.

For the contextual AB tests, we essentially run two Brand Pulse tests, one with contextual targeting and one without, then compare the difference in brand uplift. For example, if the brand uplift for ad awareness in the non-contextual study was 7%, and the ad awareness uplift using contextual targeting was calculated as 13%, the brand uplift of contextual targeting would be calculated as 86%. While our testing is in the early stages, the results of our contextual testing prove exciting:

The above results are based on data from 8 different campaigns across verticals and regions, and an average has been taken.

Contextual targeting should no longer be considered as a plan B, but as a true solution to deliver media effectiveness

Conclusion

As discussed, media buyers are facing the next evolution in digital, as the cookie is removed as a targeting tool. So with this study we’ve looked at one of the key solutions in the marketplace that delivers a level of continuity.

Contextual targeting can feel like it’s a deprecated and old approach, but we’ve shown the technology has evolved to make it highly viable and worth consideration. Over time, improvements have been made that allow us to solve for the main challenges of accuracy, granularity, alignment, placement and actionability.

This study has confirmed that, leveraging contextual alignment with a partner who has the right depth and breadth of technology, can deliver outstanding media effectiveness.

Case Study with Nestle and UM

The above theory was recently proved in a campaign with Nestlé and UM in Spain, successfully quantifying the effectiveness of contextual targeting.

Nestlé launched its new Nesquik Intenso range for young adults in November. A new offering without additives or artificial sweeteners and sold in a 100% recyclable container. For this campaign, two pieces of video content were optimized by the Teads Studio team for mobile environments; highlighting the packaging, the product and its key features.

The campaign ran in November and December 2020, and various segmentation strategies were used: socio-demographic data, interest data and contextual targeting were used to identify which environments, and content, the ad should run in.

contextualWe will continue to bet on finding innovative forms of segmentation that help us achieve our goals, especially now that the end of third-party cookies is near and we all need to adapt to remain effective. It is a time of transition and it is important for us to test alternatives and be ready for a world without cookies from 2022 . – Ramón Ruiz, Media and Consumer Relationship Manager Nestlé.

During the campaign, a Brand Pulse study was launched, which aimed to quantify the branding effectiveness of the different targeting segments used. More than 250 respondents exposed to the campaign were questioned, in each of the different targeting segments: socio-demographic data, contextual targeting and interest data.

Advertising recall increased 86% in the group that had the socio-demographic data segmentation and 87% in the contextual targeting segment, after exposure to the campaign. Therefore showing that contextual targeting can be at least as effective as classic socio-demographic targeting.

The campaign has been hugely successful and has served to verify the effectiveness of contextual targeting, showcasing an improvement of  Brand Awareness by 87% with just 25% of the campaign budget.

This week, Apple announced its latest update; iOS 14.5, which will require all apps to request the user’s permission in order to track them. It strengthens its position on user privacy and as a technology business looking to lead the way for protecting users’ data.

The update has been expected for a while, following the latest changes by tech giants and sweeping legislation from regulators around the world. So the media industry should be well prepared to embrace the next step in the privacy-first era for advertising.

At Teads, our proprietary technology solutions are market leading in understanding the way that people consume and engage with premium editorial content. We have taken a privacy-first approach in using this unique knowledge to deliver non-intrusive personalization capabilities to our clients for a number of years.

We will continue following the same strategy of smartly combining the most relevant cookieless initiatives and delivering media effectiveness for brands with a privacy-first approach.

UNDERSTANDING THE IOS 14.5 UPDATE

Apple has implemented another important piece to the puzzle to protect user privacy. In 2016 they introduced an important change for the web environment by removing 3rd party cookies from its Safari browser. This became the first version of ITP (Intelligent Tracking Prevention).

With the new iOS 14.5 update, Apple has implemented a similar change, but for inApp environments where users’ explicit opt-in will be required to use the IDFA. Users not opting-in are not identifiable and trackable, and considered as being new anonymous users.

 iOS 14.5

What is the difference between a cookie and an identifier for advertisers?

IDFA (Identifier for Advertisers) is a random device identifier that Apple assigns to a user’s device. The IDFA is presently used today to track and identify users within App environments similar to the way a cookie is used in web environments.

What will be impacted the most?

The impacts of the updates will be similar to the deprecation of cookies in the web environment, i.e. inApp audience targeting scale will decrease when relying on standard tactics (e.g: 3rd-party data). This will make strategies like inApp precision-based marketing more challenging to accomplish.

The management of frequency capping, reporting, measurement and monitoring of inApp traffic will also need to be approached differently when not receiving an opt-in from the users.

What does this mean for programmatic buying?

Heavy OX based strategies will be severely challenged for both buyers and sellers. By limiting 1-1 precision marketing capabilities within the inApp environment, the value of long-tail apps where the opt-in rate is likely to be lower will be reduced. Quality contexts and content should see higher demand.

How does this impact advertiser 1st-party data?

Advertisers relying on 1st-party data collection from app activities will need to closely monitor their opt-in rate to minimize the drop of scale. The collected data can be used to feed lookalike algorithms or decision-making tools.

How does this affect inApp publishers?

The monetization of inApp traffic where users’ didn’t opt-in will be negatively impacted as the related level of demand will decrease.

Is it possible to target users who don’t opt-in?

To target effectively, advertisers will need to use a combination of contextual, predictive audiences, browser APIs (including the Chrome Privacy Sandbox) and unique IDs. Over-reliance on one approach is not healthy. Crucially, brands need to be thinking long-term about their data approach as privacy regulation and platform changes will only increase over time. Advertisers that embrace privacy-first strategies will be better prepared and see greater success as these develop.

How does Teads see the Deprecation of IDFAs?

Teads welcome this change as we see the deprecation of IDFAs as part of a larger, more holistic, landscape encompassing responsible use of data to minimise intrusion and a commitment to user privacy.

InApp represents less than 10% of Teads inventory and we simply see this latest release from Apple as the continuity of our cookieless strategy and transformation.

How is Teads uniquely placed to help advertisers with these changes?

  • Our direct technical integration with premium editorial publishers gives us an edge compared to buy-side platforms both for direct technical access to the inApp content and behaviours as well as for a deep understanding around content consumption.
  • Our historical data analysis and predictive models around content consumption allow precise audience profiling without identity resolution mechanisms.
  • We have a consistent and successful track history, over several years, of building, measuring and optimizing various targeting cookieless approaches.

What targeting solutions can Teads leverage when users choose not to opt-in?

Driving the above ambition of responsible digital advertising is the precise ambition of Teads’ cookieless suite, which is based on three main objectives and pillars:

  • Teads’ predictive audiences which drive a similar accuracy and effectiveness for audience targeting without the need for identity resolution.
  • Using contextual targeting to deliver high campaign effectiveness
  • Planning, Insights and Measurement tools to make anonymous traffic actionable at scale

What added value does the Teads contextual targeting solutions provide?

Teads operates a contextual taxonomy of over 500 contextual segments relying on the semantic analysis of premium editorial content. Our inRead ad units appear in the heart of the content which maximizes the benefit of a strong contextual alignment.

We have confirmed, across multiple tests, significant media effectiveness improvements versus broad targeting and seen strong uplifts in brand metrics such as Ad recall, Brand Affinity and Purchase Intent.

When will these new solutions be available?

The audience and contextual targeting solutions we described are available now. They can be used across all buying channels (MS, PRG DID and directly in our self-serve interface TAM), as well as TFP, our suite for publisher direct sales.

How is Teads supporting publishers in their cookieless transformation?

We help publishers monetize their non-opt-in inApp inventory with our Teads demand. We also provide access to our latest targeting solutions for their direct sold campaigns within our Teads For Publishers suite.

How can I accelerate my cookieless transformation?

Get in touch to participate in:

  • Teads cookieless bootcamp for education
  • Teads cookieless readiness program – our test & learn activation program
  • Self-serve cookieless media buying using Teads Ad Manager

 

Remi Cackel, Chief Data Officer, Teads

Betterware, Interproteccion, Coca-Cola, Valoreo, United Airlines….. and more brands targeting the Latin American consumer right now. 

  • Coca-Cola

Coca Cola MarketingCoca-Cola recently worked on the campaign “Comparte una Coca-Cola” together with Wunderman Thompson. The global campaign provides Latin Americans, mostly teenagers the opportunity to use coke cans as a way to express themselves via digital platforms by using alphabet letters on its cans and PET bottles to create words and positive sentences to share with the world (Share a Coke-Alphabet).  The concept reinforces the “Juntos para Algo Mejor” (Coming Together) motto.  “Few brands in the world have a communication legacy like Coca-Cola. This is the result fo a continous search to be connected with new generations via pop culture. Our brand continues to innovate and launch packaging with alphabet letters, an initiative that will reach more than 40 Latin American countries and invites people to express and share messages about what they are open to in 2021, a year that came with many expectations and optimism.”, Javier Meza, SVP Marketing for Latin America, the Coca-Cola Company, tells Portada. The campaign uses influencers to  present audiences with the new packaging and many point of sale activations.  Local influencers also provide the campaign a local flavor. In addition, a movie will be produced and adapted for each region and Out of Home Media, and social media advertising is being activated. According to Meza, the “Juntos para Algo Mejor”  messaging is in sync with the current phase of consumer response to COVID-19.  “After a first phase of shock, at which Coca-Cola stopped advertising for one month and donated US  $100 million to help the Red Cross, a second phase of relative calm, Meza describes this third phase “as the new normal, an inspirational phase to reshape priorities and do what is important. As people are rebalancing priorities let us share what their new priorities are through the alphabet.” (Read Portada’s interview with Javier Meza, SVP Marketing for Latin America, the Coca-Cola Company.)

  • Betterware

Betterware de México S.A.B, a  leading direct-to-consumer company in Mexico that focuses on home organization and solutions segment with a two-tier distribution model, announced the launch of its biggest marketing campaign to-date. The campaign launched on January 15 and will run through 2021. Created by Terán TBWA, the 60-second and 20-second video advertisements, radio commercials, OOH media and social content highlight Betterware de Mexico’s vast array of easy to use and accessible products for organization and practicality. Both television spots support the company’s efforts to help customers “find the solution” with Betterware products. The videos feature women, men, couples and children using everyday products around the home, including shoe racks, closet organizers, space savers, inventive kitchen cleaning products and more. “We’re thrilled to start off the year by launching our biggest campaign yet,” said Andres Campos, Chief Executive Officer.  The campaign will run across national Mexican television, radio, billboards, subway and bus stations, and social media. The two video advertisements were produced in Spanish, but will feature English subtitles where possible to reach a broader audience. An estimated 65 million consumers are expected to interact with the campaign. All products are available on Betterware’s newly launched direct-to-consumer website: www.betterware.com.mx.

 

Portada Live

Latin American Brand Marketing leaders will be participating at Portada Live on March 24 and talk on the topic “Understanding the new Latin American consumer journey map”. C-level executives will include Camilo Reina, VP Marketing & Innovation, Grupo Exito , Roberto Ramirez, SVP Marketing and Communications, at Mastercard and Mercedes Lopez Arratia, CMO and Customer Executive Director at Banco Azteca. To find out about how to participate in this virtual event, including networking solutions involving a myriad of brand decision makers, please contact VP Sales David Karp at David@portada-online.com.

 

  • Interproteccion

InterproteccionFormula 1 team Red Bull Racing has signed up Mexico’s insurance company Interprotección as a sponsor for the 2021 season. The move coincides with the arrival of Mexican driver Sergio Pérez as the team for this year’s grand prix series. Interprotección became the team’s first Mexican sponsor in the 2018 season when it sponsored Red Bull Racing at three races: the American, Mexican and Brazilian Grands Prix. Under the new agreement, Interprotección branding will feature on the RB16B of Pérez and Max Verstappen, as well as several other team assets.

  • Valoreo

Latin American eCommerce acquirer Valoreo has raised $50 million in a seed funding round to expand its operations in the region. The funding was one of the largest seed rounds in the region, according to an announcement from Angel Ventures, one of the investors in the seed round. Other investors included Upper90, FJ Labs and Presight Capital. Valoreo acquires, scales and consolidates eCommerce businesses, focusing on companies in Latin America. The Mexico City-based firm acquires companies that it deems ready to scale to “the next phase of growth,” but are in need of liquidity. “Over the last decade, Mercado Libre and Amazon have created a unique ecosystem that allows a new generation of forward-thinking entrepreneurs across Latin America to create unique eCommerce brands from scratch,” Angel Ventures’ announcement said. “However, these entrepreneurs currently lack both the resources to reach the next chapter of growth for their brands as well as access to liquidity to pursue new ventures.”

  • United Airlines 

UnitedUnited Airlines has kicked off a global review of its creative business. Dentsumcgarrybowenformerly Mcgarrybowen, has been the incumbent since winning the account in 2011. The agency has been invited to participate. Carat continues to hold media responsibilities for United Airlines. The airline declined to name other agencies invited to take part. The move comes as the airline suffers from massive dips in travel due to Covid-19. In the fourth quarter of 2020, United Airlines posted a US$1.9 billion net loss. United is looking to refresh its brand and creative platform in the wake of “the most sustained, seismic disruption in the history of commercial aviation,” a United Airlines spokesperson said in a statement.

 

 

MarTech Investments in 2021 and beyond. The share of brands who choose the Customer Experience  MarTech category as their main area of investment over the next 18 months grew by more than 150% compared to our 2020 survey.

Portada Insights Report: What Brand Marketers Need from MarTech in 2021 and Beyond!

Our Portada Insights report “What Brand Marketers Need from MarTech in 2021 and Beyond” includes the aggregated results of brand marketers preferences in MarTech investment categories over the next 18 months. Results are broken down by the 5 Top MarTech investment categories and geographically (U.S and Latin America). Additionally, results for the top two categories  (Advertising & Promotion and Customer Experience) are broken down.

200 brand marketers in the Portada network throughout the Americas were polled. The survey took place in December 2020 and January 2021.

The 20 page report also includes qualitative statements of  brand marketers interviewed by Portada as well as advice and best practices from a select group of marketing service providers on how to best leverage marketing technologies.
Below are the key results of the report:

  • The share of brands who chose the Customer Experience  MarTech category as their main area of investment over the next 18 months grew by more than 150% compared to our 2020 survey. This increase is related to the acceleration of digitization and e-commerce propelled by the COVID-19 pandemic.
  • Regionally, the increase of the expected investment in MarTech related to Customer Experience is more pronounced in Latin America compared to the U.S.
  • Advertising & Promotion continues to be the leading category in the U.S. and is the second one in Latin America. The advent of Internet privacy regulations has increased the need of brands to invest in technologies that foster first-party data capture-maintenance and analysis as well as in technologies that are viable in a cookieless world including contextual targeting.

DOWNLOAD the 20 page report!

 

Cookies in digital marketing have played a huge role. while digital consumption has accelerated throughout the past 12 months, the rules of advertising online are changing. As tech firms and regulators herald the end of the cookie in 2021, here are initial steps for marketers to take, to ensure their advertising is still reaping the measurable benefits of digital marketing, but with cookies no longer at their disposal.  By Remi Cackel, Chief Data Officer, Teads.

1 – Be prepared to face the challenge of no cookies in digital Marketing

Because there is no doubt this is a challenge. Digital marketing has used cookies as a base for years now, so continuing to be effective requires change. A change in approach, a change in teams and partners and scope. But with the right preparation, success will come. Make sure your parameters are clearly defined; how are you defining your market? Where do you view your brands sitting within those markets and how will you measure success going forward? Be sure that you’re analyzing and reviewing your current audience targeting needs, splitting it by top categories, such as demographics, interest, intent, etc.

2 – Reshape your first-party data strategy

Whether in terms of data collection or utilization, most of clients’ first-party data is largely cookie-dependent and will shrink. Despite this expected volume reduction it, paradoxically, becomes even more strategic to focus your time in using it, but in a different way. There are two key points to consider:

  1. Use your data beyond standard targeting.

You have to think beyond the utilisation of your data for direct messaging/lookalike modelling. Review in priority how your data can be used in two key uses-cases:

(i) To support cookieless planning and decision-making

The data you have about your consumers should become the cornerstone of your cookieless transformation.

For example using it to analyse which contexts over-index for your most valuable customers. Knowing the type of content your clients are reading in each market, and for each brand, will help you define your initial contextual targeting strategy.

(ii) To support measurement needs

Measuring performance and effectiveness does not need to be done across 100% of the campaign delivery, only on a statistically representative percentage.

Ensure you are using your 1st-party data to power media effectiveness measurement as much as possible (e.g: capturing online/offline signals of visits from your properties).

  1. Introduce sustainable identity resolution and privacy compliance

Review all your data collection and utilization channels to assess how you can map your users against login/persistent identifiers to future-proof its utilization.

When publishers introduce a significant volume of unique IDs on the open-web, you want to already be in the position of being ready to use it.

It’s also crucial to make sure you’re allowing proper data privacy management for users (user consent, right to access/delete, etc). This should be addressed not just from a regulatory perspective, but also to make sure you are engaging your consumers in the right way.

3 – Future proof your audience targeting capabilities 

We need to be realistic about what will replace the cookie. Despite many claims from across adland, there will be no one-size-fits-all solution. Different approaches will need to be properly understood, tested and combined in order to maintain the same levels of ad effectiveness.

Be sure to keep track of, and test, the most up-to-date industry initiatives. The most current ones are outlined here:

  1. Privacy Sandbox: Get ready for the first tests which will probably happen during H1 2021, find out more here
  2. Real-time profiling: Using insights and relevant (cookieless) signals as a proxy of an audience (e.g: context, device models, etc.)
  3. Publishers’ first-party data: Make a list of publishers who have relevant/suitable data for your main/core audiences. This approach has as many opportunities as it has limitations, be sure to be aware of both before fully committing to this path.
  4. Unique ID: Understand that it’s mostly about using a login and that you should not spend time in A/B testing different solutions. Publishers are progressively integrating more login solutions. Make sure to monitor the scale and begin testing as soon as it becomes actionable (in the mid to long-term)

4 – Discover the power of content

Contextual targeting is not a plan-B, it provides an equally viable media strategy that we’ve been proving with multiple brands across all markets around the world. The challenge with contextual targeting at scale is that harnessing its power isn’t understood by many. So what are the steps to take to ensure you can make the most of it? The same as all good campaigns, it needs to start with a good media plan to ensure proper actionability.

Use your first-party data, new tools, and insights to learn which contextual signals can be used, when, and how?

Next steps are using contextual information for creative personalization: How can your creatives be personalized according to the content of the page to truly amplify your message? Measure the outcomes and compare them to audience targeting, you will be pleasantly surprised with the results.

The additional layer is to A/B test different contextual targeting solutions from the marketplace. See which works best for your brands and campaigns, at the right moment.

During 2021, be ready to go even one step beyond by exploring new contextual signals at scale: Weather, time of the day, device models,…etc. are all key cookieless dimensions, allowing greater personalisation and media effectiveness.

5 – Don’t get lost on the way

As you engage in your transformation away from cookies, you will face multiple challenges. We’ve outlined some of them above, but no doubt more will appear as we move through 2021. But with the right approach, you will be in the best possible position to continue:

  1. Adopt the right mindset: There’s no need to panic, but advertising without the use of cookies has to be seriously considered and understood across the whole of your digital marketing organization.
  2. Focus your efforts: Clearly define your timelines and project scope: What will be tested, how and when? Don’t blindly test all the ad-tech proprietary solutions, focus your efforts for best results.
  3. Communicate, participate to relevant working groups and share your results: Showcase best-in-class work to the whole industry and learn other brands’ experiences and points of view. This is a challenge we all need to meet together, but cross-industry collaboration is the best way to deliver business results whilst, critically, regaining consumer trust.

Article written by Remi Cackel, Chief Data Officer, Teads

 

 

MarTech  investments are a key driver of the communications industry, both for entrepreneurs and investors.  Recently created NUMATEC comprehends more than 300 employees in 22 countries, and is led by a team of entrepreneurs who have successfully founded and exited multiple ventures, and now pool their resources and companies under one umbrella. We interviewed Giuliano Stiglitz, CEO of NUMATEC, to better understand his innovative company and learn about the MarTech (Marketing Technologies) sectors he sees the most potential for growth in. Numatec particularly seeks to grow in.


Corporate MarTech budgets will continue to grow globally. This is one of the main reasons why industry veteran Giuliano Stiglitz recently founded NUMATEC. According to Stiglitz the following four MarTech subsectors are particularly primed for growth:”First, AI-If you go beyond the fact that it is perhaps the most misused word in the industry, in its truest meaning, AI is the driving force behind automation and evolution of many of the platforms used today.” Second Stiglitz sees eCommerce as eCommerce is playing an important role “and its growth was accelerated by the pandemic and there is a growing demand for services that help eCommerce businesses succeed.” The third major growth sector for MarTech Investments is Customer Data: “Everything that has to do with capturing, understanding and harnessing the power of user specific data is key. Lots of growth here as we are just at the beginning of this trend.”. Finally, Stiglitz expects substantial growth in CTV and “generally speaking TV converting to Digital, still a lot more to go (hence lots of growth) to bring TV 100% to the ‘other side’”.

AI is the driving force behind automation and evolution of many of the platforms used today.

NUMATEC’s MarTech Investments

NUMATEC’s current portfolio of companies is focused on the growth trends described above as its subsidiary companies including Si Señor agency, Cookie Lab and The Tech Partners offer many of these services.
NUMATEC has allotted a war chest to continue its rapid expansion investing in MarTech, seeking other like-minded founders who wish to join the group and fuel growth. The main criteria for M&A will be whether companies complement the current stack, integration and over-arching strategy.
Geographically, Stiglitz sees a huge potential in Latin America: “Despite the fact that our origins are in LatAm and some of our businesses have been operating for quite some time in the region, there are still a few markets where we haven’t entered yet, notably Brazil, and we intend to cover the entire region. We are also very excited about expansion in the U.S. and Europe, where we see a huge potential for our services.”

We still see a huge potential in Latin America, where some of our business have been operating for some time.

NumatecStiglitz tells Portada that NUMATEC typically takes a majority stake of between 51% and 100% in the companies it invests in. “Sometimes we buy a stake in an existing company, sometimes we fund an entrepreneur who wants to start his or her own business and sometimes we incubate the business in-house. We provide guidance from Miami, but we incubate globally including Europe and LatAm.” Stiglitz says NUMATEC “typically is able to achieve profitability very quickly, and expects returns within a one to two-year timeframe.” NUMATEC generates revenue through its investments and the services it provides to its portfolio companies.

We typically are able to achieve profitability very quickly, and we expect returns within the first two years.

Stiglitz prefers not to limit or discourage potential partners by sharing a specific number to describe the maximum or minimum NUMATEC will invest in: “I will tell you though that we have invested as little as US $100,000  to launch a business and as much as US $1,000,000. The range is really quite broad.”

MarTech Investments: Holding Company and Investor

Giuliano Stiglitz
Giuliano Stiglitz, CEO, NUMATEC

Asked about the ultimate goal of NUMATEC (e.g. selling its portfolio companies, increase in size etc.), Stiglitz answers that he likes to say that NUMATEC has two or perhaps three souls. “On one hand, we are a holding company and an investor so our ultimate goal here is to maximize shareholders returns. We do that through acquisitions, through funding exceptional entrepreneurs and by incubating new companies in-house. We have a well-oiled and proven methodology, and we won’t stop doing that. This relentless activity has resulted in quite a diversification: by having different lines of businesses (within the digital marketing space) and by operating in such a diverse group of countries. We can clearly see some buyers interested in what we have built, but that said, we are not currently looking for buyers. We do see a lot of growth ahead for several years and we will keep our options open to other avenues, including an IPO. “We are also the perfect partner for Martech companies eager to attain more market share and accelerate their growth in the markets where we operate. We want to be seen as the market leader in channel partnerships and distribution for top-tier AdTech and Martech companies; this is one of our ultimate goals that goes hand in hand with the first one. Last but not least, we want to be seen as the ideal investor for the most talented entrepreneurs in our industry. By helping a new generation of founders achieve success, we’ll be able to achieve our goal and we’ ll have accomplished something meaningful in the process.”

We want to be seen as the market leader in channel partnerships and distribution for top-tier AdTech and MarTech companies.

Providing Brands with a Wide Array of Marketing Services

By undertaking MarTech investments, NUMATEC intends to build the world’s premier network of service providers for today’s global brands. Stiglitz emphasizes that NUMATEC’S objective is to provide brands (corporations) a wide array of marketing services through different NUMATEC portfolio companies. “Our objective is two-fold: the first, strategically investing in technology enabled service companies in the Martech ecosystem, and the second, partnering with the best available technologies to accelerate growth and distribution. By doing this we will be able to provide, as a group, the most complete set of services that compete with industry leaders,” he concludes.

Best Buy Mexico closes, Alexis Ospina, Jesus Benitez, Javier Montanaro…People change positions, get promoted or move to other companies. Portada is here to tell you about it.

image.png

Best Buy Mexico Closes

Best BuyBest Buy announced it will be closing its 41 Mexican stores and e-commerce operation as of December 31, 2020. The announcement was made during Best Buy’s third quarter 2020 earnings call. The electronic consumer goods retailer attributed the closure to the impact of the pandemic on the Mexican consumer. “Despite this extraordinary work [of our collaborators], the effects of the pandemic have been severe, and it is not viable for us to maintain our business in Mexico,” said Fernando Silva, president of Best Buy Mexico. The company that it took a restructuring charge of $111 million in the quarter ended Oct. 31, “primarily related to charges associated with the company’s decision this quarter to exit operations in Mexico and actions to better align its organizational structure with its strategic focus.” After the closure of their Mexican unit, Best Buy will continue to have approximately 1,000 stores in the U.S. and Canada.

Circus/Media Appoints Alexis Ospina

 Alexis OspinaAlexis Ospina has been named Executive Creative Director for the Mexican and Colombian offices of Circus/Mediamonks. Ospina previously worked at VMLY&R México and Colombia. Ospina takes the new role substituting Dauquén Chabeldín, who had the position over the last 7 years. Circus and MediaMonks are agencies that have been recently bought by digital media holding company S4M.

 

Jesus Benitez at Adsmovil

Jesus BenitezJesús Benitez is the new Country Manager at Adsmovil in Mexico City. Benitez previously had leading executive roles at companies including AMX Contenidos,, Teads.TV and US Media Consulting.

 

 

Javier Montanaro now at Cisneros Interactive

Javier Montanaro is the new Head of Agency at Cisneros Interactive, based in Buenos Aires, Argentina. Javier MontanaroCisneros Interactive was recently acquired by Entravision.
Previously Montanaro worked as Vice President of Sales LATAM & CAM at RedMas (A Cisneros Interactive Company). Redmas was recently rebranded to Cisneros Interactive.”Prior to Cisneros Interactive/Redmas, Montanaro had senior sales positions at companies including Headway, US Media Consulting and digital information site Infobae.
image.png

JD Peet’s, Casai, Mastercard, Forever 21, Mondelez, Heineken and more brands targeting the Latin American consumers right now.

image.png

  • JD Peet’s

JD Peet’sJD Peet’s announced the acceleration of its digital advertising and marketing programs through the appointment of Havas as its global media agency outside North America. The expansion of a long standing relationship between JDE and Havas will see the Vivendi-owned Havas Media Group (HMG) network become responsible for all media across 54 markets both online (digital) and offline for coffee and tea brands including Jacobs, L’OR, Senseo, Tassimo, Ti Ora, and Douwe Egberts. The new partnership will be fully operational by January 2021 and follows a competitive review conducted by JDE Peet’s over the last 6 months.
JD Peet’s is the world’s largest pure-play coffee and tea group by revenue, serving approximately 130 billion cups of coffee and tea in the financial year ended 31 December 2019in more than 100 developed and emerging countries.

  • Casai

CasaiMexico-based hospitality startup Casai has landed US $48 million for its Series A round.Casai  draws its name from “Casa Intelligente,” or “smart home”. The idea behind Casai is that travelers get luxury amenities, locally sourced designs for apartments, and high-tech features throughout the unit, such as keyless check in and smart home devices. Casai doesn’t own the units, but makes arrangements with landlords (often revenue-sharing models), and the units are exclusive to Casai. Casai has nearly 200 units in Mexico City, and is exploring expanding into other areas of Mexico and into Brazil. The new funding will be used to invest in research and development for the company’s smart home technology and to expand the team. The Series A includes $23 million in equity funding and up to $25 million in debt financing from Triple Point Capital. Andreesen Horowitz led the round.

  • Mastercard

Mastercard launched a regional campaign on the occasion of the reopening of Latin America and the Caribbean after its Covid-19 confinement. “Lo Esencial”, the name of the campaign,  is based on three pillars: security in online and contactless purchases, support for local communities and businesses, and strengthening the company’s network of alliances to create solutions addressing the  new normal. According to a survey carried out by Mastercard in 13 Latin American countries,  Latin Americans now feel a greater appreciation for their families; in addition to a greater interest in health (47%), in investing time in oneself (41%), in mental health (32%) and in spending time with friends (26%). Roberto Ramírez Laverde, Senior Vice President of Marketing and Communication of Mastercard Latin America and the Caribbean, tells Portada that the campaign is running until the end of the year and will likely also run in the first quarter of 2021. The campaign is using media vehicles including Pay TV, put of home, social, online video and display. The campaign has been created in Latin American headquarters in Miami with input of all Latin American local teams. Mastercard’s creative agency McCann and media buying agency Carat also provided support. (Read our full INTERVIEW with Ramírez in Spanish: “Roberto Ramírez explica 4 elementos clave de la innovación digital en Mastercard.”)

  • Forever 21

Authentic Brands Group (ABG), a global brand development, marketing, and entertainment company, and AR Holdings, a Latin American-based brand and retail operator,  announced a partnership to grow Forever 21 across the territory. AR Holdings will drive Forever 21 across all channels in the region including its ecommerce, wholesale, and 26 retail locations in Chile, Colombia, Costa Rica, Dominican Republic, Ecuador, El Salvador, Guatemala, Panama, and Peru. “Over the last eight years, Forever 21 has established a strong foothold in Latin America and we are excited to launch the next phase of its growth in the region,” said Jarrod Weber, Group President Lifestyle, Chief Brand Officer of ABG, owner of the Forever 21 brand. “AR Holdings is an experienced leader in the Latin American retail market with vast expertise in the fashion, home, and restaurant industries. We look forward to kicking off this long-term partnership.” “Our partnership with ABG for Forever 21 in nine countries across Latin America is a major accomplishment for AR Holdings and clearly reflects our determination to continue growing our business throughout the region,” said John Keith, President AR Holdings.  ABG and SPARC Group,a  global enterprise that designs, sources, manufactures, distributes, and markets apparel and accessories, acquired Forever 21 earlier this year with the initial strategy of positioning the retailer for sustainable growth. Through this strategic partnership, AR Holdings will continue to offer Forever 21’s global assortment of on-trend merchandise for women, men, and kids at a compelling value across LATAM and through a dedicated ecommerce platform, which will launch in 2021.

Portada Live AmericasJOIN US AT PORTADA LIVE Americas May 19, 2021

At this exclusive virtual event, Brand Decision Makers and Marketing Service Suppliers from all over the Americas will share and accelerate knowledge on topics including content marketing, e-commerce marketing and leveraging MarTech. To find out about virtual networking solutions at Portada Live

 

  • Pepsi

PepsiPepsiCo announced the extension of its partnership with the UEFA Champions League for the 2021/22 – 2023/24 seasons. The continuation follows PepsiCo’s recent announcement of its multi-year premier partnership with UEFA Women’s football through 2025, now presenting a unified and significant presence across football’s prestigious league. SodaStream© joins PepsiCo’s starting brand line-up for its UEFA Champions League activation, alongside the Pepsi® trademark – including Pepsi MAX, Lay’s® and Gatorade™. Doritos®, Ruffles®, Lipton® and 7UP® will also support.

  • Mondelez

MondelezMondelez International has awarded its global content production and management account to MediaMonks and Publicis Groupe after a competitive pitch to consolidate the business. MediaMonks, part of Sir Martin Sorrell’s S4 Capital, will manage the confectionery and snack food group’s global tech infrastructure, global websites and content production for North America, Latin America, Asia, the Middle-East and Africa. The owner of brands such as Cadbury, Oreo, Philadelphia, Ritz and Trident is one of the world’s largest advertisers, spending US $1.21billion on advertising expense in 2019

  • Heineken

Dentsu Red Star, which currently holds the majority of Heineken global billings, will become the sole media agency, HeinekenHeineken is moving all media buying and planning services to dentsu as of 1 January 2021,  as Heineken evolves its media operating model. The move aims to maximize its global media investment to drive sustainable business growth. As a partner, dentsu will be implementing a future media model allowing Heineken to access more specialist capabilities and talent to accelerate the growth of its brands. Publicis Groupe will retain media duties in its home country of France. On the creative side, Heineken together with Publicis Groupe, will be creating Le Pub, a new creative agency model headquartered in Amsterdam. With a team across Amsterdam and Milan and powered by Epsilon and Publicis Sapient, the new model will integrate creativity, data and brand experience for Heineken.  According to the brand, the creation of Le Pub demonstrates that “innovation is at the heart of the Heineken brand’s marketing and communication strategies”. “Innovative in both structure and approach, the new model will deliver greater agility, localisation and personalisation at scale for Heineken,” the release added.

image.png

Teads, The Global Media Platform, unveiled a suite of updates including the expansion of its robust performance offering along with new social products and measurement solutions. The announcements were made during the inaugural ‘Teads Partner Day’, a global virtual event that brought together more than 1,000 brand marketers, agency partners and trade journalists.

Among the main innovations the company announced is ‘Teads Conversions’, a new performance programmatic solution geared towards helping brands deliver on-site conversions such as leads, add to cart, registrations and sales. This solution allows clients to access Teads’ high quality traffic and premium publisher inventory while optimizing towards lower-funnel outcomes via the leading DSPs in the marketplace. The solution is also available in closed beta via Teads’ self-serve buying interface.

As advertisers move further down the funnel, one common concern is that they have to sacrifice quality and brand safety to get lower funnel conversions.

As advertisers move further down the funnel, one common concern is that they have to sacrifice quality and brand safety to get lower funnel conversions. As a ‘curated internet,’ Teads is a single access point to the world’s best publishers, offering quality scale, brand-safety and outcome transparency not available within the ‘walled gardens’ of social platforms, or across the low-quality inventory on the open web.

conversions performanceThe Teads performance offering is based on the following five ‘Quality Performance’ pillars:

  1. Real ROI Objectively Measured: Teads welcomes 3rd party measurement solutions.
  2. Quality Media Environments: Teads Performance Solutions leverages the quality editorial placements available on the Teads platform, comprised of many of the world’s top publishers.
  3. Ads That are Actually Seen: Teads delivers high viewability through ad formats that don’t load if they aren’t viewable
  4. Optimized Creative Made for Quality Inventory: Teads has developed a suite of creative templates highly optimized to deliver against a variety of performance KPIs.
  5. Powerful AI to Find Brand Customers: Teads performance solutions are powered by its AI engine, which learns which users are most likely to generate a qualified visit.

Teads Conversions is the latest addition to Teads’ Performance offering. Complementing the mid-funnel traffic acquisition and incremental visitor solutions available to brand advertisers who are looking to deliver maximum ROI on their digital ad spend.

At L’Oréal we want to be able to offer a perfect choice of brands for all types of consumer needs and desires and for all beauty dreams all around the world. To achieve this, we need to be present in the most relevant channels and at the right moments. For the last three years, since we started working with Teads, we have been able to deliver strong results in both our awareness and performance campaigns and inform our marketing decisions based on relevant insights and a diverse range of studies provided by their team. I really appreciate the value of having a partner to achieve our goals.” – Kim Dirckx, CMO/CDO at L’Oréal LATAM

We need to be present in the most relevant channels and at the right moments.

Teads is also launching ‘inRead Stories’ and ‘inRead Social B2B’ in their inRead Social suite. These solutions seamlessly extend the reach of social media ads into high quality publisher environments in the curated web. The Stories format is a highly visible vertical ad experience running between paragraphs in editorial content. inRead Social B2B, a solution targeting corporate and professional decision makers which make up 27% of Teads’ audience globally.

We’re also focused on allowing brands to seamlessly enrich their options outside of the walled gardens.

conversions performance
Bertrand Quesada, CEO & Co-Founder at Teads.

“Teads has doubled down on innovation in 2020 to support the accelerated performance and e-commerce efforts of brands and agencies. We’re also focused on allowing brands to seamlessly enrich their options outside of the walled gardens. Both of these strategies have been paying off for our clients with tangible results in both savings and performance.” – Bertrand Quesada, CEO & Co-Founder at Teads.

Additional announcements:

In addition to the updates to the performance and social suites, Teads announced further innovations to the platform during its Partner Day:

  • Enhanced contextual targeting solutions: Allowing smart, future proof, targeting strategies for brands as we move towards a cookieless world. Benefiting a privacy concerned user, without negatively impacting media plans targeting specific audiences. This is achieved by semantic analysis across a range of contextual segments, leveraging the in-article environments where Teads operates.
  • Brand Pulse: Teads’ proprietary campaign measurement tool is now available within Teads Ad Manager, Teads’ self-serve platform. Allowing brands to seamlessly measure campaign success and brand uplift themselves.

Get our e-letters packed with news and intelligence!