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Teads, a global media platform, today announced the launch of the roadshow for its initial public offering of 38,500,000 Class A common shares pursuant to a registration statement on Form F-1 filed with the Securities and Exchange Commission (“SEC”). The initial public offering price is expected to be between $18 and $21 per share. In addition, the selling shareholders expect to grant the underwriters a 30-day option to purchase up to an additional 5,775,000 Class A common shares at the initial public offering price, less underwriting discounts and commissions. Teads has been approved to list its Class A common shares on the NASDAQ Global Select Market under the symbol “TEAD.”

Goldman Sachs, Morgan Stanley and JP Morgan are acting as lead bookrunners for the offering. BNP PARIBAS and Citigroup are acting as additional bookrunners for the offering. JMP Securities, Raymond James and William Blair are acting as co-managers for the offering. The proposed offering will be made only by means of a prospectus. A copy of the preliminary prospectus, when available, may be obtained from: Goldman Sachs & Co. LLC, Attn: Prospectus Department, 200 West Street, New York, New York 10282, telephone: 1-866-471-2526, facsimile: 212-902-9316 or by emailing prospectus-ny@ny.email.gs.com or Morgan Stanley & Co. LLC, 180 Varick Street, 2nd Floor, New York, New York 10014, Attn: Prospectus Department.

A registration statement on Form F-1 relating to these securities has been filed with the SEC but has not yet become effective. These securities may not be sold nor may offers to buy these securities be accepted prior to the time the registration statement becomes effective.

This press release shall not constitute an offer to sell or the solicitation of an offer to buy, nor shall there be any sale of these securities in any state or jurisdiction in which such offer, solicitation or sale would be unlawful prior to registration or qualification under the securities laws of any such state or jurisdiction.

Hospitality Marketing needs to evolve. Nadav Solomon, Co-Founder and President of Tabit Technologies, tells Portada that hospitality marketers need to embrace social media as a key component for customer acquisition and retention. They also need to own their own data,  which will allow them to improve customer relationship management and execute new loyalty programs. Tabit recently announced a partnership with the Chaplin School of Hospitality & Tourism Management at Florida International University (FIU) to help educate students in restaurant operations, management, and profitability.

By Alex de Carvalho

Hospitality Marketing needs to evolve due to major changes in consumer behavior and new opportunities provided by Marketing Technologies. Due to the pandemic, the U.S. restaurant industry, a subsector of the hospitality industry, finished  2020 with total sales of around US $659 billion, or US $240 billion less than the  US $863 billion achieved in 2019. Following the pandemic restaurant owners are seeking new efficiencies to improve the top and bottom lines as they adapt to new economic and social conditions. After long periods of lockdown and reduced occupancy from social distancing rules, the food and beverage industry must now respond to new challenges; consumers are working remotely from home and dining out less as they stopped commuting and as they got better at cooking. Industry surveys indicate consumers favor eating at home more frequently, and restaurants must respond to new customer demands and expectations for both online and contactless reservations, ordering, and payment solutions. Hospitality technology solution provider Tabit seeks to help restaurants improve their profit margins by increasing the efficiency of operations, by providing more payment options, and by protecting against the transaction fees charged by online reservations and delivery aggregators.

Tabit Technologies kicked off its expansion in the United States after becoming the dominant player in the food and beverage space in Israel, with a market share of over 45 percent. To support its North American expansion, the company raised US $35M in its Series B round of venture capital funding led by Vertex Ventures Israel in April 2020. Nationwide customers include fine-dining restaurants and large chains, food service businesses, hotels, cruise lines, and local mom-and-pop operations.

Hospitality Marketing: Emphasis on Social and First Party Data

Portada spoke with Nadav Solomon, Co-Founder and President of Tabit, about their recent participation at

Hospitality Marketing
Nadav Solomon, Co-Founder and President of Tabit

the SoBe Wine & Food Festival, where Tabit sponsored the 2021 Bacardi Bar Project hosted by FIU. “Tabit provided the technology implementation for the student’s model of the future of hospitality. Our mobile POS and operating system served as the cornerstone for the student’s customer-focused concept.”

Our mobile POS and operating system served as the cornerstone for the student’s customer-focused concept.

What’s next for the food and beverage industry? Looking ahead, Solomon sees three strong trends which restaurants must inevitably adapt to. The first is the implementation of cloud-based solutions with wireless systems in a new contactless world that prioritizes hygiene and distancing. The second is the adoption of social media as a key component for customer acquisition and retention, with seamless and integrated options for online reservations and ordering. The third trend is the expectation from hospitality businesses to own their own data, which will allow them to improve customer relationship management and execute new loyalty programs.

Cloud-based solutions with wireless systems in a new contactless world will prioritize hygiene and distancing.

Partnership with Chaplin School of Hospitality & Tourism Management at FIU

Tabit has partnered with the Chaplin School of Hospitality & Tourism Management at Florida International University (FIU) to help educate students in hospitality marketing, restaurant operations, management, and profitability. As part of the partnership, Tabit has implemented its cloud-based and mobile-first operating system in the Wine Spectator Restaurant Management Laboratory teaching facility at FIU. With this partnership, Tabit joins recognized brands like Southern Glazers Wine & Spirits, Bacardi USA, Marriott, Carnival Cruise Lines, Badia Spices Inc, and others in bringing educational resources to FIU’s Chaplin School.

Nadav Solomon, Co-Founder and President of Tabit, moved to Miami and established North American headquarters close to FIU’s Biscayne Campus in North Miami. “We are excited to bring the latest in digital and mobile-first hospitality technology into the teaching environment at FIU’s Chaplin School,” said Solomon. “Students will be prepared with both the customer service and the business management skills required to operate restaurants profitably in today’s economic environment.”

We are excited to bring the latest in digital and mobile-first hospitality technology into the teaching environment at FIU’s Chaplin School.

Students enrolled in the school’s Advanced Food Production course learn how to integrate technology into restaurant operations. Tabit’s point-of-sale (POS) and back-office functionality use tablets and smartphones as the primary touchpoints, allowing student servers to take customer orders in a mobile environment. Along with the supporting TabitKitchen digital kitchen displays, the wireless technology eliminates delays and errors associated with the use of handwritten or printed food tickets.

Some of the specialized features Tabit brings to the curriculum include key actionable elements of successful hospitality marketing like online guest registrations, upselling opportunities while taking the order, contactless tableside payment options, curbside pickup solutions, post-dining customer loyalty and relationship management, and the use of digital dashboards to analyze restaurant performance metrics. Through the use of technology, students learn to increase efficiencies in restaurant processes, food prep accuracy, speed, and customer service. Tabit’s team mentors students during dining sessions, showing them best practices in managing reservations, creating menus, taking orders, improving service and curbside delivery, and optimizing for profitability. Students learn how to create workflows by leveraging operational data that could not be collected manually with traditional order-taking methods.

Restaurants Must Adopt Social Media and First-Party Data as a Key Component of Customer Acquisition and Retention.

 

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

 

Hispanic CTV Advertising provides brands the positive audience features of linear TV (co-viewing, large screen engagement) and the targeting and interactivity of digital marketing. Hispanics are one of the highest growing cohorts in CTV adoption. What do advertisers need to take into account when it comes to target U.S. Hispanic consumers through CTV?

 

Hispanic CTV Advertising
Darcy Bowe, SVP, Media Director at Starcom USA.

“CTV can be used as broad video impressions to replace or complement television or it can be a part of a digital campaign and have the same KPIs as that campaign. It can offer a deeper level of audience targeting vs. television and you can overlay interactive elements on an ad to create viewer interaction as well,” says Darcy Bowe, SVP, Media Director at Starcom USA, where she is involved with video media planning and buying for cients.

CTV can offer a deeper level of audience targeting vs. television and you can overlay interactive elements on an ad to create viewer interaction as well.

Nielsen’s recent Total Audience Report revealed that 17% of connected TV (CTV) device users in the U.S. are Hispanics.  52% of Hispanics watched CTV in Q3 2020, the second-highest cohort. Asian Americans, 54%, lead in CTV consumption followed by White Americans (49%) and Black Americans (46%). Reach of traditional TV among Hispanics is the second-lowest at 76%, after Asian Americans (65%). Hispanic CTV viewing increased 25% to 54 minutes a day in Q3 of 2020.

Hispanics over-index versus most other cohorts in CTV consumption and under-index in traditional TV consumption.

Opportunities for Brands

Where do opportunities for brand marketers lie when it comes to engage the U.S. Hispanic consumer through CTV?

Isabelle Rafferty, CEO & Founder Canela Media, notes that “the advertisers best positioned to engage Hispanics via CTV are the ones who recognize Hispanics as a social, cultural and economic force. Brands who understand this fact possess detailed knowledge of the diverse backgrounds, passion points and types of messaging that resonate best with Hispanic audiences. For example, McDonald’s has consistently used its Hispanic-focused advertising to showcase experiences and situations that resonate deeply with Hispanic viewers, which not only creates an emotional connection but also demonstrates how well the company understands the audience.”

“Interestingly, while cord-cutting has become increasingly prevalent amongst Hispanic audiences, there is still an incredible lack of Spanish-language news shows and current affairs programming available on streaming services. We set out to bridge that gap by launching Canela News, which gives Spanish-speaking cord-cutters access to the latest in current events, sports and weather,” Rafferty adds.

Hispanic CTV Advertising: QSR, Auto, Energy, Alcohol and Tech

For any brand looking to make a meaningful connection with Latinos, CTV/OTT is a must . Rafferty notes that on Canela.TV, “”we’ve seen the greatest growth in ad spend from QSR, Auto, Energy, Alcohol and Tech and look forward to helping other brands and verticals define their footprint with US Hispanics.”

Precisely for reaching a market as heterogenous as the Hispanic market, with its many language, country of origin and cultural nuances, Hispanic CTV Advertising provides targeting capabilities via a myriad of data triggers that can provide customized ads – by making a reference to cultural customs (e.g. food, music, sports etc.) – in order to make the ad experience much less standard than it usually is on linear TV.

We’ve seen the highest growth in ad spend from QSR, Auto, Energy, Alcohol and Tech.

Plus, brand recognition tends to be lower by multicultural consumers therefore increasing the potential for advertising campaigns. Nielsen’s latest Annual Auto Marketing report found that driving connections with the multicultural consumer is key to the automotive industry. According to the study, consumers from multicultural groups – Hispanic, Black and Asian Americans – are aware of 10-20% fewer car brands than the general U.S. population. The reports adds that “automotive brands are less top-of-mind for multicultural consumers, and there is an imperative for marketers to close that gap because most purchase decisions can be traced back to brands that consumers already have in mind before starting out on the path-to-purchase. Another category that over-indexes in terms of Hispanic consumer demand are telecommunications, consumer electronics, money transfer as well as certain parts of the grocery and retail sector.”

Canela.TV differs from most OTT offerings because it was truly one of the 1st AVOD streaming entertainment platforms built exclusively for Latinos by Latinos. With Canela.TV, Latinos are no longer an afterthought or “subsection” of a larger offering. “Our entire platform was build with diverse Hispanic audiences in mind, offering culturally relevant content from around the world in Spanish and English. We cater to the complex origins groups, tastes and language preferences of the modern Hispanic landscape in America,” Rafferty emphasizes.

Isabel Rafferty
Isabelle Rafferty, CEO & Founder Canela Media
About 50% of Canela TV’s viewership occurs on connected TVs. 

Canela.TV has attracted a total of 3.2MM unique users in less than a year of being in-market, and is pacing to achieve over 8MM unique users by the end of 2021. Canela.TV is 100% over-the-top, and about 50% of its viewership occurs on connected TVs.Canela.TV uses audience data to enable brands to determine where they should be advertising, as well as the best way of establishing meaningful and in-depth relationships with U.S. Hispanics. “We also use audience data to figure out what types of content resonate most with our audiences, which in turn influences the programming that we decide to add to our library as well as the recommendations we offer to our advertisers,” CEO Rafferty adds.

Neccessary Ad-Tech Stack for Hispanic CTV Advertising

For its star product, Canela.TV, and its related Hispanic CTV Advertising,  Canela Media uses SpringServe as video ad server and use Google Ad Manager for Display & Video solutions across their O&O properties. Canela Media’s ever-growing OLV (Pre-Roll & Outstream) Network we relies on SpotX and FreeWheelCanela Media is also integrated withf DSPs and SSPs, like  Beachfront, Conversant, district m, e-Planning, EMX Digital, Freewheel, Google, Gum Gum, Index Exchange, InMobi, Magnite DV+ (Rubicon/Teleria), Mobfox, MoPub, OpenX, Pubmatic, Pulsepoint, Roku, Sabio, Simpli.fi, Smaato, Smart AdServer, SpotX, SuperAwesome, TappX, The Trade Desk, TripleLift, Unruly (RhythmOne), Verizon Media, Zypmedia. Additionally, Canela Media is connected for header bidding  via VAST and Ad Tags.

 

 

 

 

 

 

 

 

 

The Hispanic Market has become the New Mainstream. Due to their enormous contribution to workforce and consumption growth “Latinos play a crucial role in the new Mainstream Economy”, Sol Trujillo, Co-Founder L’ATTITUDE tells Portada.  The key role of Latinos in the present and future of the multicultural U.S. economy will be discussed at the L’ATTITUDE Conference in San Diego from September 29 to October 2, 2021.

Sol Trujillo, Co-Founder, L’ATTITUDE

Latinos are by a very wide margin the number one  factor explaining workforce, population and GDP growth in the United States, Sol Trujillo, Co-Founder L’ATTITUDE asserts.  This fact creates major opportunities for growth in what Trujillo calls the new mainstream economy, which will be discussed by entrepreneurs, business executives and celebrities at the L’ATTITUDE Conference from September 29 to October 2, 2021. “I want every business professional to come to L’ATTITUDE to see what the conversation is about.”

The difference between XX and XXI Century America is defined by the two Ds; Digitization and Demographics. The latter  is driven by Latinos.

According to Trujillo the difference between XX and XXI Century America is defined by the two “Ds”; Digitization and Demographics, the latter being driven  by Latinos. “The goal of L’ATTITUDE is to identify and inspire actions that help grow the New Mainstream Economy in our country, not simply talk about growth in theoretical terms,” Trujillo, adds.

Hispanic Market: Latino GDP is the World’s Eighth Largest…

As a summary statistic for the economic performance of Latinos in the United States, the 2018 Latino GDP is breath-taking. The total economic output (or GDP) of Latinos in the United States was US $2.6 trillion in 2018, up from US $2.3 trillion in 2017, and US $1.7 trillion in 2010. If U.S. Latinos were a stand-alone country, they would account for the 8th largest GDP in the world – larger than the GDPs of Italy, Brazil or South Korea (see chart below).

While impressive for its size, the U.S. Latino GDP is most noteworthy for its extraordinary growth rate. Among the world’s 10 largest GDPs in 2018, the Latino GDP was the single fastest growing. Latino real GDP grew 21 percent faster than India’s and 30 percent faster than China’s.
The single largest driver of rapid Latino GDP growth since 2010 is personal consumption. From 2010 to 2018, Latino real consumption grew 133 percent faster than non-Latino consumption. This dramatic increase is driven by large gains in personal income, which naturally flow from Latinos’ rapid gains in educational attainment and strong labor force participation.

There is no cohort in America that is more resilient than the Latino cohort. Even during the pandemic, the latest NAHREP (National Association of Hispanic Real Estate Professionals) report shows that in 2020 the Hispanic market accounted for 52% of all net new mortgages. “Even with the pandemic, Latinos are still the primary believers of the American dream, there was even an increase in the number of second homes owned by Latinos. Latinos are matriculating on to college at the highest rate of all cohorts,” Trujillo notes.

In 2020 Latinos accounted for 52% of all net new mortgages.

The Latino GDP annual growth rate will be announced at the 2021 edition of L’ATTITUDE. The data is estimated by scientists employed by the Latino Donor Collaborative, a non-profit organization that strives to create a fact-based narrative of the Hispanic market through original research. The GDP is based on a detailed, bottom-up construction which leverages publicly available data from major U.S. agencies. The most recent year for which the core building block is available is 2018.

Latinos Explain the Vast Majority of U.S. Population and GDP Growth

According to Trujillo, who served as the CEO of Telstra, US West and Orange S.A. and has held executive positions in the United States Federal government, the Hispanic market contribution to U.S. population growth is particularly critical in the light of low baby boomer and Gen X birth rates. Accounting for 60% of expected population growth from 2005 – 2050, US Latinos are the fastest growing ethnic cohort in America. Trujillo notes that the “single most explanatory factor for GDP growth is labor force growth rate. Because there are more people working with more money in their pockets and this allows them to consume more and therefore the national output grows.”

As a passionate American citizen, Trujillo says that he needs to make sure that GDP growth is sustainable on the face of a a declining population growth rate of the Anglo American cohort: “The baby boomer cohort is at a net decline, the GenX birth rate is even lower. The African American population growth is flat and the Asian American is growing, but from a small basis. The very high Latino cohort growth rate is more than offsetting the net negative growth of the Anglo American cohort.”

The Latino growth rate is more than offsetting the net negative growth of the Anglo American cohort.

More Immigration Needed to Increase Workforce

Trujillo, the first CEO of a major corporation who is Latino,  adds that the only way for continued growth of the U.S. economy is through more workers who can consume: “Robots do not consume, although everyone says they will replace everybody.” As an example of the negative impact of restrictive immigration policies, Trujillo cites Japan, a country that was very productive through the baby boomer cohort and has been stagnant for the last two decades, because it  stopped immigration. According to Trujillo, in about 7-8 years China will be hitting the same wall. Trujillo refers to the Reagan administration as an example of an economically impactful immigration policy. On Nov. 6, 1986 Ronald Reagan signed the Immigration Reform and Control Act of 1986, the most far-reaching immigration law passed during his presidency. The Act’s most significant effect was that it allowed immigrants who had entered the U.S. illegally before Jan. 1, 1982 to apply for legal status, provided they paid fines and back taxes. This provision — which Reagan himself referred to as “amnesty,” allowed around 3 million immigrants to secure legal status after paying US $185, demonstrating “good moral character” and learning to speak English.

Hispanic Market: Access to Capital is Paramount

As the aging baby boomer cohort retires, Hispanic market participants are increasingly creating businesses and jobs. In fact Trujillo says that  “Latinos are the most prolific entrepreneurial cohort in America, generating over 80% of net new business, but they don’t have access to capital. We need more people to create wealth by providing access to capital and fund investments.” Access to capital will be an important topic on the agenda of the upcoming L’ATTITUDE conference Sep. 29-Oct. 2, 2021.

U.S. Latinos are making America younger, more entrepreneurial, more likely to be employed, and increasingly affluent. They are contributing disproportionately to America’s productivity and economic growth. The Latino factor is a critical driver of America’s New Mainstream Economy.

 

 

 

Havas Media Group and Teads have announced the beginning of their new joint collaboration, coined ‘Project Trinity’, which will focus on the fine balance between user experience, publisher monetization and advertiser results. Kicking off with an in-depth analysis into which factors have the greatest effect upon users’ engagement with editorial and attention dedicated to advertising, the partnership will look to create actionable insights to ensure the long-term sustainability for the open web.

Havas have long advocated that more Meaningful Media can build more Meaningful Brand through better Media Experience. This new partnership looks to extend this principle by harnessing Teads’ global reach and direct integrations with the world’s best publishers. The partnership’s core objective is to identify key engagement levers that yield optimal results for advertisers and positive experiences for consumers. By developing a greater understanding about the value of attention of today’s consumers, the long-term project aims to help publishers create a better user experience and therefore monetize their premium editorial content while increasing media effectiveness for advertisers, therefore creating a more sustainable online ecosystem.

The initial research will aim to quantify the benefit of a user centric approach for publishers and advertisers, demonstrating it is possible to create a virtuous circle for digital advertising which starts with great user engagement with the content. Based on research results, Teads and Havas will create actionable insights for publishers on how to boost attention without disrupting the media experience, as well as practical advice for advertisers who are seeking to buy attention to deliver greater marketing effectiveness.

Havas and Teads initial research will look at more than 15 factors including publisher layout and context, ad formats and saturation as well as readership demographics. This study will gather data from across several of the top 200 media properties in the US and UK, combining device events with eye tracking technology, across mobile and desktop.

Teads Havas

To realise its full ambition, the partnership will look beyond the initial study to additional research, campaign testing, A/B testing and client workshops to further the idea of Meaningful Media and continue to drive a sustainable media ecosystem.

To better understand what makes the most meaningful Media Experience, we need to continue evolving measurement.

“To better understand what makes the most meaningful Media Experience, we need to continue evolving measurement. We believe this ability will help us improve the connection between brands, consumers, and media partners,” said James Gyngell, Global Managing Director of Investments at Havas Media Group. “We look forward to undertaking this large-scale attention study with our partners at Teads.”

We want to step back and understand the dynamic of user engagement within the publisher environment, as well as advertising’s role within it.

Caroline Hugonenc, Global VP Insights, Teads said: “Respectful user experiences are a key pillar in our approach to Responsible Advertising, and have proven highly effective in driving advertiser results. With Project Trinity we want to step back and understand the dynamic of user engagement within the publisher environment, as well as advertising’s role within it. We strongly believe that there is an opportunity to create better alignment between readers, publishers and advertisers and are excited to work alongside Havas on this mission.”

Project Trinity will launch in June 2021.

Creating a convenient experience for customers cultivates brand loyalty. In today’s digital age, convenience is more accessible than ever before.

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.

For clients to remain loyal, businesses must adopt a client experience that achieves convenience. In order to live up to instantaneous expectations, consistent dedication to the client, their experience, and a heavy emphasis on customer convenience are required when establishing and nurturing loyalty.

For any small business owner, CEO, or customer experience leader, knowing the right strategies and staying away from the common missteps can make all the difference.

Being Responsive is Key 

Customer convenience and loyalty, in most instances, are dependent on each other. Generating customer loyalty is all about offering a convenient experience that provides clients with the needs and services they are looking for from your business. Consumers today are highly connected, and they forge an emotional connection with the brands they choose to do business with. This means that optimizing your customer experience and customer journey is key to ensure your client base does not leave for your competitors.

It begins with meeting your clients where they are. Be responsive. Take a look at the market, get to know the pain points, and provide a direct solution to your target audience’s needs.

Digital Technology Drives The Consumer Experience

Business owners today simply cannot expect to generate engagement, build a following, and create loyalty without undergoing digital transformation. Consumers remain ever-connected and ever-dedicated to mobile technology, and that idea shows itself in a number of different ways.

Look at a company like Uber – they were able to help propel the rideshare movement into a multi-billion dollar industry simply by improving the ordinary taxi experience through the use of digital technology in one actionable application. Users can download the app, scan their location, and instantly hire a driver to come pick them up in minutes. They can even pay directly through the app, add a tip, and enjoy the rest of their day all in a single, easy to use mobile application. Similarly, drivers have their compensation deposited right into an account from the app, without having to ask for payment or hang onto cash.

This convenient experience is what makes customers keep coming back – this convenient experience fosters loyalty. At the end of the day, it’s no different than an average taxi ride, but added customer convenience is what helps to generate loyalty to that brand – and Uber has an immensely loyal user base. Customer Convenience

Adopt a Strategic Digital Solution

The most optimal strategy for fostering reliable customer loyalty is to offer clients a complete and comprehensive OneStop digital experience. Consumers demand convenience because their entire digital and mobile experience is based around instant access. When a brand doesn’t offer that, or deviates from that path – even slightly – they’ll pass on it and move to the next brand that does offer them the service of customer convenience.

The best way for businesses to meet consumers where they are is to pivot their attention to the digital realm. Embrace the OneStop strategy and determine a solution to offer the level of convenience that consumers demand in all aspects of their mobile-based, digitally-driven lives.

Think about it – how much easier would it be for you if you could control every aspect of your customer journey in one single platform? Having an app, accessible from both mobile and web, is a digital solution for completing high-touch business processes. A OneStop digital experience is what consumers expect in today’s environment.

By deploying a web or mobile app on a platform that is built to scale, businesses can future-proof their service offerings by meeting and exceeding customer expectations. Moxtra powers OneStop Customer Collaboration Portals for businesses, delivering

just-in-time service with an all-in-one suite of interactive features for securely completing business wherever, whenever, in today’s digital age.

Each Moxtra-powered private digital channel acts as a fluid extension of your business, either as a standalone website or mobile app under your brand. Deliver continuous communication to your clients, while maintaining persistent human relationships to your customers with a digitally resilient strategy.

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

Audience engagement rules in the digital age. Due to the rapid growth of video consumption, video engagement plays a crucial role for digital publishers. Video player features and implementation are key factors. Here we look at how two digital media properties increased their audience engagement metrics through video.

This Thought Leadership article is presented by Digo Hispanic Media.

Audience Engagement
Augusto Romano, CEO of Digo Hispanic Media

The Digo Video Player is offered to Digo Hispanic Media partner publishers in order to help them increase video impressions and to monetize them better. The Digo Video Player has multiple customizable features such as: Player Ratio, Player Settings, Floating Player and Floating Position. “We provide several formats such as the  Fixed Player and in-Read Player but our most successful format is the “In-Slider”, says Augusto Romano, CEO of Digo Hispanic Media. “We call it this way because it combines features from the in-stream and video slider formats. This allows us to monetize the content with pre-rolls CPMs, which are premium placements and are 50 to 100% higher than video slider CPMs. When it comes to customizing ads you can choose among different settings. For example, you can choose an ad to be pre, mid or post roll; you can select a frequency cap, time between ads, among others; and for the ad to be  skippable or not,” Romano adds.

The In-Slider combines features from the in-stream and video slider formats and allows to monetize the content with pre-roll CPMs, which are priced 50% to 100% higher than video slider CPMs.

Audience Engagement Increases Through Video Player Introduction

Digo’s Video Player was integrated in two digital publications  El Vocero and El Colombiano. How do executives at these two publications describe the level of engagement and/or time spent of their audience as a result of the implementation of the video player? “Once we integrated the video player we have noticed not only a better response from visitors, but also an interesting increase in time spent on our page. The use of video news along with the advertising is a powerful tool to increase traffic and engagement, ” says Salvador Hasbún, President of El Vocero.
“Since we implemented the video player strategy, the average time on screen increased to almost one minute for the Hispanic audience in the U.S. The engagement with our pages has increased gradually and enhanced page views per session. We believe in the power of video and its monetization, because it can engage the user in a shorter way than reading the content increasing the consumption of content on our site,” Laura Katerine Valdés, Digital Leader at El Colombiano, notes.

The use of video news along with the advertising is a powerful tool to increase traffic and engagement.

The Digo Hispanic media team works with publishers in order to better fulfill advertisers KPI’s. CEO Augusto Romano explains two initiatives in this regard.  One is the “Digo: Better KPIs” initiative, where “our operations team collaborates with the publisher through an assessment that identifies opportunities in viewability, load times, ad-formats and guides them in the implementation of the solution approaches.” The other initiative is the “Digo: Play it More” initiative, which identifies opportunities to create more and better video inventory. “Here we work along two axes, player position, and content strategy, achieving excellent results,” Romano adds.

Since we implemented the video player strategy, the average time on screen increased to almost  one minute for the Hispanic audience in the U.S. 

Audience Engagement: For Video Advertisers to Take into Account

Salvador Hasbún
Salvador Hasbún, President of El Vocero

“Advertisers should take into account that by nature visitors will try as much as possible to avoid advertising, therefore video ads must be short, attractive and with a powerful message grabbing the attention from the first couple of seconds,” Salvador Hasbún, President of El Vocero notes. “Advertisers should consider that video is a good way to increase the engagement in websites, because the content can be consumed in a shorter time, providing the user the option to see more videos and read more articles,” El Colombiano’s Valdés notes. 

To improve audience engagement, publishers and advertisers should continue improving the user experience and engagement, particularly around video content when it comes to connect with the Hispanic consumer. El Vocero’s Hasbún notes that “the most important factor is to keep supporting sites that are really relevant to the US Hispanic population. Hispanics are tied to their roots and content relevant to them generates an immediate bond.”

“We think that Hispanics will always be connected with what is happening in their countries, and that they are constantly looking for relevant and trustworthy content about it. We have the commitment to continue informing our Hispanic audience,” asserts El Colombiano’s Valdés.

Advertiser Demand for Safe Editorial Environments

“We are spearheading an initiative to present advertisers and agencies in the U.S. the benefits of each property we represent to make sure they understand the weight and value that each contributes to the communities they serve,” says Romano. “Although there are several solution approaches and initiatives in order to solve the uncertainties of the cookieless future, there is a large amount of advertisers who demand safe editorial environments and contexts. Publishers must be prepared to meet this challenge so that  advertisers benefit from opportunities ahead.”

there is a large amount of advertisers who demand safe editorial environments and contexts. Publishers must be prepared to meet this challenge so that  advertisers benefit from opportunities ahead.

 

Cultural relevance is of prime importance for media to engage its target audience.  El Nuevo Dia Puerto Rico is an example of a culturally relevant media property, particularly for the more than 5 million Puerto Ricans living in the U.S. mainland. Portada talked to several executives at El Nuevo Dia to understand how it serves as a bridge between the local community in Puerto Rican and the diaspora in the U.S.

This Thought Leadership article is presented by Digo Hispanic Media.

An estimated 5.6 million Hispanics of Puerto Rican origin lived in the United States mainland in 2017, according to a Pew Research Center analysis of Census Bureau’s American Community Survey. An additional 3.4 million people live in Puerto Rico. After Mexicans, Puerto Ricans are the second-largest population of Hispanic origin living in the United States, accounting for about 10% of the U.S. Hispanic population in 2017.

The Puerto Rican population is concentrated in Florida (20% of Puerto Ricans in the U.S and 5,4% of the Floridian population ), New York (20%, 5.7%), New Jersey (8%, 5.3%) and Pennsylvania (8%, 3.7%). There are also sizable Puerto Rican populations of at least 200,000 in Connecticut (8.2%, of the overall population), Massachusetts (4.9%), Illinois and California. Puerto Ricans living in the U.S. tend to have a higher income than the rest of Hispanics, with the median annual personal earnings for Hispanics ages 16 and older at US $25,000, compared with $28,600 for Puerto Ricans.

An estimated 5.6 million Hispanics of Puerto Rican origin live in the U.S. mainland.

Cultural Relevance: A Bridge Between the Local Community and the Diaspora

Maria Eugenia Ferre Rangel
María Eugenia Ferré Rangel, Chairwoman of the Board of Directors, GFR Media

El Nuevo Dia is the digital media property with the largest reach in Puerto Rico. In 2020 it had 7 million unique users on average on a monthly basis, from which 38% were from Puerto Rico and 34% from mainland United States.  What role does cultural relevance play in the way El Nuevo Dia caters to the Puerto Rican diaspora in the U.S?
María Eugenia Ferré Rangel, Chairwoman of the Board of Directors, GFR Media & Chief Communications Officer, Grupo Ferré Rangel, tells Portada that her team is “ strongly committed to offer a journalism that informs, educates and gives a voice to those that are not heard. Being part of the history, on events such as the hurricanes, earthquakes, pandemic and the elections, comes also with a great responsibility of being a credible and reliable source of information for Puerto Ricans on the Island and around the globe.” Rafael Lama, Managing Editor of  El Nuevo Dia Puerto Rico, adds that his publication tries to work as a bridge between the local community and the diaspora. “Anything that is geared towards nostalgia or products or brands that Puerto Ricans do not get in the U.S. has a very strong impact on our audience.” As an example he cites that when they published news related to the expansion of Puerto Rican beer Medalla into the U.S. he saw that that content works very well for El Nuevo Dia Puerto Rico’s audience in the United States. “We clearly see a hunger for content that deals specifically with sports heroes of Puerto Rican origin like Puerto Rican baseball players or entertainment stars like Jennifer Lopez,” Lama claims.

We clearly see a hunger for content that deals specifically with sports heroes of Puerto Rican origin like Puerto Rican baseball players or entertainment stars like Jennifer Lopez.

As another example Lama cites that recently, after the passing of Mexican clown Cepillín, his team put out a story about his last appearance in Puerto Rico back in 2010, and his impact on the kids that grew up in the 80’s. The content was one of the top performing stories of the day. 

How Brands can Best Leverage Media with Cultural Relevance

Cultural Relevance
Joseph Kiwanuka, ‎VP, Partner, Cultural Connections & Strategy,‎UM Worldwide

Joseph Kiwanuka, ‎VP, Partner, Cultural Connections & Strategy, UM Worldwide, where he plans and buys media for Fortune 100 brands, asserts that “a culturally relevant brand is one that aligns well with cultural identity and values, supports social issues, integrates seamlessly with cultural events, and promotes trends that shape today’s culture.”

Chairwoman Ferré Rangel recommends that brands leverage editorial content in their marketing strategies.  “We’re interested in being a trusted partner that will add value through synergies and strategic alliances, maximizing technology to reach their audiences in a more efficient and effective way. For example, we’ve been very successful with content marketing and audience segmentation efforts that have increased campaign performance and optimization to local brands, ” Ferré Rangel claims.

A culturally relevant brand is one that aligns well with cultural identity and values, supports social issues, integrates seamlessly with cultural events.

How the Biden Campaign Targeted Puerto Ricans

President Biden and Vice President Harris gave exclusive interviews to El Nuevo Dia before the presidential election. El Nuevo Dia was the only local media that had access to them reflecting its cultural relevance when it comes to engage Puerto Ricans. Managing Editor Rafael Lama says that he knew that the Biden campaign wanted to target Puerto Ricans in Florida, New York and Pennsylvania as 35% of the traffic of ElNuevodia.com comes from the United States, particularly those regions. According to Lama, while Puerto Ricans in Puerto Rico can not vote for president of the U.S., they have an important role in conveying to the U.S. based diaspora that they should vote for an administration that cares for the problems of the island. Without going into politics, we know that there was a lot of friction between the Trump administration and Puerto Rico about the hurricane relief. In our exclusive interview we asked Biden and Harris what their plans for Puerto Rico are,” says Lama.

During the 2020 Elections season, while El Nuevo Día was producing specific content for its audience around the topic, there was a substantial spike in audience engagement, asserts Janette Robles, Audience Intelligence Manager at GFR Media: “There was an increase of users in the island of +2.82% when comparing average traffic from previous months. We also saw an increase in the average session duration of +2.40% during the same period of comparison, so we can say people were more engaged with the content and were visiting our site to get more information regarding the elections, that was developed and published in a relevant way and in context for Puerto Ricans.” Robles emphasizes that if the same exercise is done for  Puerto Ricans living in the U.S. she saw an increase in page views of almost 2% during that period vs previous months. “But what is just outstanding was the increase we saw in the average session duration of the diaspora. It increased by 5.6% during that period vs previous months,” Robles concludes.

Election specific content increased average session duration of the diaspora by 5.6%.

 

Dating App Marketing: According to the first quarter 2021 financial report of the Match Group, the world’s biggest dating services provider, growth in North America average subscribers was primarily driven by dating services Tinder, Hinge, BLK, PlentyOfFish, and Chispa. Julia Estacolchic, Director, Brand Marketing, Match Affinity at Match, leads brand marketing for several brands including Chispa, the dating app for Hispanics in the U.S. Portada talked to Estacolchic to understand how her marketing efforts are impacting the above cited subscriber growth.

Julia Estacolchic, Director, Brand Marketing, Match Affinity at Match

In her position Estacolchic leads a team of 12 executives involved with online, offline, and brand marketing and ensuring a deep understanding of  audience and users, the role of culture in their lives, and what the audience looks for when it comes to romantic and social relationships.

During the first quarter of 2021 marketing  expenses, which include online and off-line advertising, at Match Group amounted to  US $179.5 million. In the Q1 2021 quarter, the Match Group reported a number of paid member count of over 10.9 million subscribers. Chispa, specifically,  announced that it achieved a total of 4 million downloads. Estacolchic also shares with Portada that daily users increased by 28% (q1 2020 vs q1 2021), subscribers by 25% and paid members by 68%. In addition, the total number of downloads grew by 85% between the first quarter of 2020 and the first quarter of  2021. Portada talked to Estacolchic to understand how her marketing efforts are impacting the above cited high growth rates.

Dating App Marketing: How Does Chispa’s Marketing Strategy Differ from Match’s overall Marketing Strategy?

Estacolchic emphasizes that Chispa is a community-focused app and that acquisition strategies are designed to attract the U.S. Latino market based on their specific media consumption habits, messaging, and creative nuances that appeal to their unique needs. “While we conduct tests and leverage/apply the learnings across all our brands, each brand implements and optimizes its strategy based on individual goals and performance. As we build our brands, each focuses on different messaging pillars and we establish different brand promises based on relevance.”

Evolving Cross-Channel Execution

According to Estacolchic, the market has quickly evolved in the last few years, offering many more options to intercept audiences and connect with them.  Almost nowhere is this truer than in dating app marketing. “This diversification of channels allows us to tailor and hyper-segment our messaging and targeting options to capture different tribes. This has forced us to quickly adapt our cross-channel strategies, learn and leverage these new touch-points and exciting creative formats depending on what works for each community. We think of our universe of users as subsegments, and we have the opportunity to develop relevant brand narratives for each. In our case, we try to quickly test each new social or content space and media opportunity, while we learn the best practices for each to maximize impact across the funnel.”

 We think of our universe of users as subsegments, and we have the opportunity to develop relevant brand narratives for each.

TikTok Activation

As an example of channel diversification, Estacolchic mentions TikTok: “TikTok is a great example, where we started activating the channel for brand awareness and content engagement, and quickly discovered those same brand-building assets were driving direct conversion/lower funnel impact.”

Dating App Marketing: The Role of Consumer Reviews

In the digital direct-to-consumer economy, online consumer reviews play a very important role. This is  obviously also the case for dating app marketing.  “We constantly monitor user reviews and they play a key role in helping us improve our product and enhance the user experience and communication efforts. Our Marketing, Care and Product teams are deeply involved in analyzing reviews to address key issues and determine the best plan of action based on general trends we notice. We also use this channel to connect with our Success Couples, which we feature on our social pages and advertising across channels”, Estacolchic notes.

Offline Marketing and its Attribution

Chispa has activated “everything offline, from TV, Radio, OOH, Live and Virtual Events, PR, and Promotions,” says Estacolchic. “Whenever we are not able to attribute results through direct conversion channels (digital/online), we look at the impact that a specific activation has on our brand installs: those who searched for the app on the app store directly. We are able to look at results very granularly by specific market, point in time, and target segment to do channel attribution.”

Whenever we are not able to attribute results through direct conversion channels (digital/online), we look at the impact that a specific activation has on our brand installs (those who searched for the app on the app store directly).

Upcoming Initiatives: Podcasts and New Bicultural Hispanics Campaign

Chispa’s dating app marketing evergreen initiatives include performance, social, and influencer marketing.  “Additionally, we are always planning for new and exciting promotions where our users can win unique experiences that always connect back to their culture. In addition, we will be testing more around podcasts, creating original and interactive content for social platforms, activating new brand partnerships, expanding our community involvement and support efforts, and launching a new brand campaign especially created for the bicultural US Latino audience by our agency partners.”

Estacolchic also notes that they recently launched a partnership with the Tragos Party Game, an initiative that includes a new product feature supported by a 360˚ marketing activation and we will continue to activate tactics to support that.

Investing in media partners who have a strong community  orientation is paramount to Chispa, according to Estacolchic: ” Being a Latino-focused product and brand, all of Chispa’s campaigns have been and are with media partners that are either fully dedicated to the community and have a specific arm that’s for US Latinos, regardless of their language of preference or the language of the content the media outlet offers.”

 

 

Tecate Sponsorship of Liga BBVA MX in the U.S. Tecate announced the official, multi-year U.S. sponsorship of LIGA BBVA MX, the most-watched soccer league in the U.S. Tecate USA will also be a partner of LIGA BBVA MX’s other competitions, LIGA BBVA Expansion MX and LIGA BBVA MX Femenil. To get a better understanding of the initiative, Portada talked to Oscar Martinez, Senior Brand Director Tecate USA.

The official Tecate sponsorship and its associated activations reflect the long-standing affinity and passion for Mexican soccer here in the U.S. The agreement includes the use of logos, names, and images of teams and players participating in LIGA BBVA MX, interviews with Mexican soccer legends, presence in matches during the season openings and closings, access to exclusive items, and a presence in the best match highlights on LIGA BBVA MX social platforms.

Tecate Sponsorship
Oscar Martinez, Senior Brand Director, Tecate USA with Tecate Legend, Claudio Suarez

“With this exclusive sponsorship, Tecate takes a strong step forward to stand as the brand that best connects U.S. fans with their favorite LIGA MX soccer teams, offering memorable experiences on and off the field,”  Tecate Sr. Brand Director, Oscar Martinez tells Portada. “With an exciting summer of soccer upon us, we’re thrilled to deliver unforgettable experiences that speak to our maverick and unapologetic spirit. Mexico is in us!”

There is no doubt that LIGA MX’s following in the US is very strong, with an average of over 400,000 viewers per match, representing 40% of LIGA MX’s audience.

Guillermo Alegret, Commercial Director of LIGA MX, added “We are very excited to have Tecate, an established, well known Mexican brand, expand their partnership of LIGA MX into the United States. There is no doubt that LIGA MX’s following in the U.S. is very strong, with an average of over 400,000 viewers per match, representing 40% of LIGA MX’s audience. The American market continues to be an important place for LIGA MX to grow and connect on a daily basis with the Hispanic community, in addition to the over 35 million Mexican Americans residing there.”

“Tecate is already one of Mexican-Americans’ favorite brands to enjoy with friends, and that is the intention of this partnership: to offer fun and safe experiences for fans of legal age, while allowing us to deliver messages of social responsibility,” Martinez added.

Tecate Sponsorships: Switch from Boxing to Soccer

A few years ago Tecate switched from boxing to soccer in terms of the sports it will be supporting to reach U.S. audiences.  Martinez notes that “boxing gave a lot to Tecate and for that we’ll be always grateful to our partners in the sport. With soccer, however, we have the opportunity to expand our consumer base, and engage in ongoing conversation with them 365 days a year, with a more fluid schedule of events and retail activation opportunities.”

With soccer we have the opportunity to expand our consumer base and engage in ongoing conversations 365 days a year, with a more fluid schedule of events and retail activation opportunities.

According to Martinez, “the pivot to soccer is a biproduct of the natural evolution of our consumer base, and we jumped at the opportunity to become official sponsors of LIGA MX in the U.S. The ultimate goal of course being to recruit more avid Tecate consumers while helping to elevate the overall profile of the sport in America. Martinez adds that as a brand,  “we’re constantly on the lookout for how our consumers are engaging with and reacting to the content we put out there. We do a yearly internal marketing mix analysis, the preliminary data from which shows very positive responses to our soccer programming. As a brand that has taken on a new positioning in the last couple of years, it’s important to us to be mindful of what moves our U.S. market, and soccer is definitely trending in that direction.”

It’s important to be mindful of what moves our U.S. market, and soccer is definitely trending in that direction.

Nick Kelly, until the end of 2020 Head of U.S. Sports Marketing at Anheuser-Busch, and currently president of Charlotte, F.C. told Portada in an 2019 interview that “LigaMX can be a much better experiential marketing vehicle to engage U.S. Hispanics than the MLS.”  Tecate’s Martinez agrees: “Liga MX is the most watched and followed soccer league in the U.S., and our brand attributes and consumer base align near perfectly with Liga MX expansion goals in the US. We’re in a great position to engage with the fans of the fastest growing sport in the U.S.”
According to Martinez, Tecate has built “a very strong relationship in the U.S. with three of the most relevant soccer teams from Mexico: Chivas, Tigres, and Rayados, which have allowed us to engage with their fans in markets like California, Texas, and Illinois – each of which is a core DMA for the Tecate U.S. brand.”
Regarding upcoming activations of the new Tecate sponsorship, Martinez says that he is currently “developing an activation plan that will leverage and help proliferate key points of the sponsorship. Our team is excited to fully execute on that plan as soon as it’s safe to reopen, including soccer legends’ participation at retail activations, fan viewing parties, incentive trips to games in Mexico for our consumers and retailers, and text-to-win opportunities among others.”

Additionally, within the HEINEKEN USA portfolio, the Heineken® brand has already been a passionate supporter of MLS for many years, as sponsor of Inter Miami Club de Fútbol, Orlando City SC, NY Red Bulls and NYCFC, among others. Last year, the brand executed a “Stadium in a Box” sweepstakes which effectively brought the passion and excitement of an MLS match to winning fans’ homes.

Synergies on Both Sides of the Border

Tecate is the official sponsor of Liga BBVA MX in Mexico as well, thus the synergies on both sides of the border bring added power and opportunity to the overall Tecate sponsorship. “This particular partnership will facilitate us becoming even more engaged with and meaningful to an already loyal bicultural consumer in the USA,” Martinez adds.

In addition, Tecate will be the main sponsor of the Campeón de Campeones match, set to take place in Los Angeles this July. This game is the only official Liga MX game held outside of Mexico, and Tecate will be fully activating at retail and on-site to bring even more energy and excitement around the most watched soccer league in the U.S.

Check out: Constellation Brands to expand Hispanic consumer deep dives 

Premium content and brand safe media are key for brand advertising ROI, Kevin Rehberg, VP, Client Development, Alliance for Audited Media (AAM) and Rafael Lama, Deputy Director at El Nuevo Día Puerto Rico, tell Portada.


This Thought Leadership article is presented by Digo Hispanic Media.

In all too recent U.S. history we have seen the harmful role social media can play by spreading entirely fabricated content.  The brand marketing community can play a crucial role by advertising in media properties practicing professional journalism and thereby supporting a repluralization of media and a commitment to facts as a public good. While investing in premium content and truth based media is very important for corporate social responsibility  reasons, it is also crucial in order for brands to avoid ad fraud, achieve ROI and brand safety.

In fact, the costs of not investing in professional media properties are huge.  Digital ad fraud, according to different industry estimates, costs marketers anywhere between U $6 billion and US $42 US billion annually. So on average there are US $24 billion a year stolen from marketers.  Yet, there only have been a handful of global  arrests because of digital ad fraud; so ad fraud is a very low risk high reward way to steal money and unfortunately that money is coming from brand marketers and quality publishers.

  On average there are US $24 billion a year stolen from marketers. That money is coming from brand marketers and quality publishers.

What is Premium Content?

Kevin Rehberg
Kevin Rehberg, VP, Client Development,Alliance for Audited Media (AAM).

“From a verification standpoint, premium content comes from publishers who invest the most resources into their content – and who go above and beyond regarding transparency and verification of their audience. This allows the marketing partners of premium publishers to invest in their advertising inventory with confidence,” says Kevin Rehberg, Vice President, Client Development at the Alliance for Audited Media (AAM). AAM is a media industry non-for profit organization. Our mission is to connect marketers with quality publishers. That is more important now than it has ever been. 

As a way to work with quality publishers, Rehberg recommends brands to check out the list of AMM clients “which gives buyers an excellent indication of who the quality publishers are.” Another useful resource for buyers are Digital Publisher Audits, “  where marketers can find publishers that can be added to their inclusion lists with confidence,” Rehberg adds.

  Premium content comes from publishers who invest the most resources into their content – and who go above and beyond regarding transparency and verification of their audience..

All platforms and all quality publishers should subject themselves to transparency for the benefit of the marketer. It’s up to the marketer to demand what gets audited.  Ultimately the pressure to be audited should come from brand marketers.  There are 4 cornerstones to use an audit to get ROI, Rehberg notes:

  • Support best practices for digital advertising from (TAG Trustworthy Accountability Group)
  • Build your inclusion list with AAM audited publishers
  • Buy from authorized resellers via ad.txt
  • Use MRC (Media Rating Council) accredited technology.”

To Rafael Lama, Deputy Director at El Nuevo Día Puerto Rico, premium content means “content that you cannot get anywhere else. Whether it comes from in-depth reporting, investigative pieces, analysis or fact checking, we at El Nuevo Día consider premium all content that requires going further to tell a story, to uncover facts, to give multiple perspectives on a single subject.”

  We consider premium all content that requires going further to tell a story, to uncover facts, to give multiple perspectives on a single subject.

“Production quality, duration and relevance of the story are certainly part of the equation,”  Lama notes. But he adds that premium content can also be based on quick response: “We also produce quick response premium content.  As an example, Lama notes that during last year’s local election for the governor of Puerto Rico and the last debate, “we did a live fact checking for all six candidates. That was produced on the spot and quite quickly, but it was premium content, as we dedicated seven journalists to the project during the two-hour debate, and we planned and prepared about three weeks ahead.”

Joseph Kiwanuka, VP, Partner, Cultural Connections & Strategy, UM Worldwide, an agency that buys media for clients including Coca-Cola, ExxonMobil, Fitbit, GoPro and Spotify, notes that from “an advertiser perspective, premium content has a significant role in catalyzing a brand’s marketing success. Today, brands need customized and bespoke messaging and placements that deliver value and quality to engaged audiences across many of the mass and niche online destinations. Brand safety is vital as brands must deliver trusted placements to the right authenticated audiences and be able to report on accurate engagement activity on trusted platforms.”

How El Nuevo Dia Puerto Rico Works with Advertisers

Rafael Lama
Rafael Lama, Deputy Director at El Nuevo Día Puerto Rico

How can brands and publishers best work together to allow brands to reach their target audience and objectives without crossing the editorial line and/or impacting the user’s experience?  According to AAM’s Rehberg, when it comes to multicultural and Hispanic specific marketing “what you want to do as an advertiser is to buy as directly as possible to the quality publishers who deliver high percentages of Hispanic audiences. The more you go into quantity and further away from quality, you run a much higher risk of not serving impressions to the audience you want to deliver those impressions to and not reach your business outcomes,” notes Rehberg.

El Nuevo Dia Puerto Rico’s Lama says that a lot of planning and a lot of communication between editorial and commercial teams is needed. “As an example with the pandemic we have worked on projects that have proven to be great journalistically speaking but also have proven to be a great venue for advertisers. For instance, in September and October we worked on a documentary about COVID deaths and about families not being able to say goodbye to their loved ones. Surprisingly, we got great feedback also from our sales team. We got a lot of health insurance companies and hospitals who wanted to be part of the content and who ended up designing copy and creatives that were very proactive in terms of telling the audience to take care of themselves and be healthy. In the end, the project had both great journalistic and commercial results.”

With the pandemic we have worked on projects that have proven to be great journalistically speaking but also have proven to be a great venue for advertisers.

About Digo Hispanic Media

 

Minority-owned businesses play a crucial role in helping Corporate America meet corporate social responsibility objectives. As importantly, minority-owned media properties can be ideal advertising vehicles to engage diverse communities. We talked to Isabel Rafferty, CEO & Founder at Canela Media, to understand how women and minority- owned companies such as Canela Media* are bringing a new perspective to the table.

Canela.TV is holding its upfront presentation on May 17 at 3pm est, register here

Minority Owned Business
Isabel Rafferty, CEO & Founder at Canela Media

According to Rafferty, “marketers are supposed to know their customers – to know what they want, what their habits are, and what resonates with them. The danger here is that marketers who lack familiarity with the audiences they’re trying to reach, be they Hispanic or otherwise, can easily fall back onto stereotypes and other “conventional wisdom” that end up alienating potential customers instead of bringing them into the fold. The value of a minority-owned business and female-owned business is that it is able to offer perspective borne from first-hand experience which allows brands to form deeper connections with the audiences they want to reach, and this leads to greater returns in the long run. “

Minority-Owned Businesses are Rooted in the Community…

There is a lot of catch up to do by the advertising community when it comes to investing in media that is really vested in the communities it targets, says Rafferty.  “Corporate America tends to go with the big names – Univision, Telemundo – simply because they’re recognizably affiliated with the Hispanic community, but the reality is that neither of those companies is truly a minority-owned business. If brands are serious about their Hispanic outreach, they need to think about how they can create engaging, meaningful experiences that are rooted in Latino cultures and values – which requires investment in minority-owned and operated media companies. “

  If brands are serious about their Hispanic outreach, they need to think about how they can create engaging, meaningful experiences that are rooted in Latino cultures and values – which requires investment in minority-owned and operated media companies.

…and Provide Brand Safe Environments.

Rafferty adds that for brands looking for a safe place to advertise, “a minority-owned media company focused on and curated for our audience can provide the assurance that their content will be shown to the promised audiences in the promised locations. In our case, since Canela.TV’s media library can be seen by the public, brands know  precisely what types of content their ads will be shown against, which takes some of the pressure off them. We can provide a list of all of our content with ratings and curate the content targeted by a campaign to align best.”
“Minority-owned media companies can foster truth-based reporting by embracing cultural nuances and championing accurate representation of diverse audiences. We are built for Latinos by Latinos with the goal of uplifting our community,” the CEO of Canela Media concludes.

*Canela Media’s certifications as minority-owned business and a female owned business are the below:
Women/Minority Business Enterprise (WMBE) by the The Supplier Clearinghouse for the Utility Supplier Diversity Program of the California Public Utilities Commission
 Women’s Business Enterpsie (WBE) by the WBENC (Women’s Business Enterprise National Council)
Minority Business Enterprise (MBE) by the NMSDC (National Minority Supplier Development Council

Canela.TV is holding its upfront presentation on May 17 at 3pm est, register here

 

Constellation Brands, the largest beer import company in the U.S., is working on consumer deep dives beyond the 5 top Hispanic markets. The company is pushing for a much wider market representation to obtain a more complete picture about the Hispanic population in the U.S.

 

 

Constellation Brands Marketing
Amy D’Souza, Media Director, Constellation Brands

“We’re working now on doing consumer deep dives with Hispanic consumers in a broader number of markets to better understand the challenges they are facing in everyday life, general outlook on the future based on the impact of Covid and the role they see our brands playing in their lives”, Amy D’Souza, Media Director, Constellation Brands and Rene Ramos, VP,Field Marketing, Lifestyle & Experiential Marketing, Constellation Brands tell Portada.

“In the past we would have used our top 3 – 5 Hispanic markets as representation of the total U.S. Now we’re pushing for much wider market representation for a more complete picture. And also to better understand regional nuances amongst all the Hispanic ethnicities that makeup the total U.S. population.”

 Now we’re pushing for much wider market representation for a more complete picture. And also to better understand regional nuances amongst all the Hispanic ethnicities that makeup the total U.S. population. 

Constellation Brands is the largest beer import company in the U.S. measured by sales and has the third-largest market share (10.9%), based on shipment volume of all major beer suppliers, according to BeerInsights.com. Constellation’s beer portfolio includes imported brands such as Modelo Especial, Negra Modelo and Pacífico. In the fiscal year ending on February 29,2020, Constellation Brands reported advertising/marketing investment of US $769.5 million. For fiscal 2021, the Constellation Brands Marketing team expects marketing as a percent of net sales to be in the 9% to 9.5% range. Per the most recent financial report, both Corona and Modelo continue to grow market share.

Constellation Brands Marketing
Rene Ramos, VP,Field Marketing, Lifestyle & Experiential Marketing, Constellation Brands

Constellation Brands Marketing: Consumer Centric Portrait

The new consumer deep dive initiative will also cover Spanish dominant, English dominant and Bicultural Hispanic consumers “so we can break out the differences based on acculturation.  This will provide us a consumer-centric portrait of how Hispanics are experiencing life in the U.S. today given all the social unrest and impact that Covid has had on their lives,” DSouza and Ramos claim.

According to both D’Souza and Ramos, who are members of the Portada network of brand marketers, the new Constellation Brands marketing team effort will help ensure that Constellation Brands speaks authentically and engages “consumers in ways that represent them whether that’s through advertising, what we support in the community and promotions we put together.  This will also help us evolve our CSR efforts with brands like Corona and Modelo that can positively impact Hispanic communities.”

For an analysis of another major brewer’s major Hispanic marketing initiative, check out A Deep Dive into Miller Lite’s Hispanic Give Back 12 – Pack Initiative.

NUMATEC, a holding company focused on media and Martech ventures across the globe, announced the launch of EKN, a data-driven omni-channel buy-side media company that provides access to digital advertising inventory for display, video, social, mobile, native, and more.

NUMATEC established EKN by acquiring selected assets from Eikon Digital that are focused on providing trading and technology services to agencies and clients as well as premium media representation for both the U.S. and Pan-regional markets.

EKN is an answer to challenges market participants have. We are technology agnostic, more of a consultant than a technology provider.

EKN uses a number of leading platforms (such as DSPs, SSPs, and DMPs) to help clients achieve their goals through the EKN trading desk. EKN delivers effective results through its omni-channel buying capabilities, partnerships with the largest data providers, and best-in-class reporting, with solutions including:

  • Data—Data enrichment, Mapping, and Privacy
  • Media—Programmatic display, Connected TV and OTT, Mobile and desktop video, Search and Social
  • Reporting—Data integration, Custom dashboards, and Insights Analysis

Regarding the place EKN will be taking in the MarTech  and Ad-Tech ecosystem, Alejandro Leon, CEO Caribe – Centro America – Peru at EKN. tells Portada that EKN “is not a DSP, rather we are an answer to challenges  market participants have. We are technology agnostic, more of a consultant than a technology provider. We work with different DSPs, DMPs, SSPs and ad-serving technologies to optimize our clients  media buys and campaigns.”

“Our new and existing clients are able to run campaigns in every online media channel, while executing
on multiple strategies to influence consumer behavior. We use the marketing cloud through display, e-mail, SMS in a real omnichannel way. Best of all, our insightful reporting means continuous optimization and unmatched insights,” Leon notes.

Adding Value to the Media Buy

According to Leon, EKN has invested in a strategic team that adds value to the media buy and recommends strategies  and provides insights for campaign optimization. “We are partners for agencies, we do not sell any products, we sell a strategy and results for brands.  In the U.S. we work with brands and in Latin America more with agencies,” Leon adds.

EKN’s Approach to Trading Desks

Leon notes that EKN uses a traditional trading desk but adds data insights and graphs to provide a very professional reporting . “For reporting we use Datorama, which was acquired by Salesforce a few years ago. Datorama also includes historical data and other references and provides richer data.”

Alejandro Leon, CEO Caribe – Centro America – Peru at EKN Solutions

Regarding the up-coming cookieless world, Leon notes that
“cookies are not disappearing but being transformed into something that is not 100% clear. Brands are more and more able to get their own data . At EKN we help brands create and enrich data and use that primary data to make more intelligent and efficient buys.”

At EKN we help brands create and enrich data and use that primary data to make more intelligent and efficient buys.

EKN Clients

Leon notes that EKN works with  U.S. Hispanic clients but also has a specialized practice for Travel and Tourism in the U.S. which includes train lines, car rentals and airlines. “In Latin America we work with the top 500 global brands including Unilever, Procter & Gamble, Pizza Hut and many others.”

Recently created NUMATEC, of which EKN is a holding company,  comprehends more than 300 employees in 22 countries, in Europe and U.S. and Latin America,  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. Check out our recent interview with NUMATEC’s CEO Giuliano Stiglitz!

 

Nearly all business executives (91%) anticipate their company’s social media investments and budgets will increase over the next three years, and 62% of consumers note businesses that do not have a strong social presence will not succeed in the long run.

Social Media sits at the center of people’s daily lives and businesses are increasingly reliant on social data to inform strategic decision-making across an organization. In fact, according to new research commissioned by Sprout Social —an industry-leading provider of cloud-based social media management software—and conducted online by The Harris Poll, 85% of business executives report that moving forward social data will be a primary source of business intelligence for their company, and nearly half (46%) expect their company’s social media marketing budget to increase by up to 100% in the next three years. These plans align with consumers’ needs—the data shows that going forward social media is the #1 preferred way to learn about brands, ahead of all other channels including email, or TV and print advertising.

The Harris Poll, on behalf of Sprout Social, surveyed more than 1,000 US consumers and 250 business executives to understand how people and businesses use social media today, and how they plan to use it in the future. The report, “The State of Social Media: After a Year of Transformation, Executives Are All-In on Social,” reveals the importance of social media as a business strategy, its role as a cornerstone of customer experience, and the challenges facing brands in achieving success.

US companies today rely more on social media than any other communications channel for virtually all critical business activities.

Intelligence to Provide a Curated Experience

The report found that today’s consumers expect brands to use social media intelligence to provide a robust, curated experience. Social media investments are definitely needed when it comes to gather data and convert it into intelligence. And while most executives are aligned on the importance of social media for their business, they are not confident in their company’s ability to meet the needs of their customers on this mission-critical channel. Fewer than half of executives describe their current social media strategy as ‘very effective,’ while 90% of executives agree their companies need to more effectively use social data to understand their customers.

Social Media Investment
Anna Ginovker, Director and Senior Consultant, The Harris Poll.

“Our research shows that US companies today rely more on social media than any other communications channel for virtually all critical business activities,” said Anna Ginovker, Director and Senior Consultant, The Harris Poll. “Whether for sales or lead generation, engaging with customers, building brand awareness or for gaining customer insights, nearly all executives (95%) agree companies will more heavily rely on social data to identify business opportunities outside of marketing. A majority of executives (59%) also anticipate their use of social media to increase over the next three years indicating this channel is certainly here to stay—as much for businesses as it is for consumers.”

“There is no doubt this past year served as a catalyst for the digital transformation happening across businesses, but what I find most compelling from the report findings is that this transformation is disproportionately unfolding on social media,” said Ryan Barretto, President of Sprout Social. “Consumers are clear—social media is where the customer experience should start, develop and end. Compared to a year ago, consumers have increasingly used social media to discover new brands (43%), recommend brands to their friends and family (33%), and make a purchase (36%). These numbers become even more pronounced for younger generations. For businesses to thrive in this world, it is clear that social insight on key touchpoints across the customer lifecycle cannot be a long-term plan, it must happen now.”

Social media is where the customer experience should start, develop and end.

Imperative for Social Media Investment: Additional key findings

  • Social media will become the most important source for data and insights that inform key business decisions. Nearly all executives (95%) agree companies will more heavily rely on social data to identify business opportunities, including those outside of marketing, over the next three years. They anticipate the use of social media data to inform strategy and business decisions across sales (67%), customer service (61%), Product (53%), Research and Development (48%), and Human Resources (43%) departments.
  • Social media usage is trending upward, especially among younger generations, and expected to continue to grow: The use of social has grown among the majority of consumers over the past year (54%), and 34% expect it will continue to increase over the next three years. Gen Z and Millennials have driven the greatest surge in usage (65% and 63%, respectively), and are more likely to note they expect it to keep rising (45% and 46%, respectively) compared to other generations.
  • Relevance is at the core of the customer experience: Consumers expect companies to use social media to provide a more personalized experience based on previous interactions (61%), read and analyze what customers post on social media (59%), and know them better based on their activity on social media (51%). This is more pronounced among Gen Z, Millennials, and Gen X, yet no more than 44% of executives are ‘very confident’ in their social media strategy meeting the needs of different generations.
  • Positive social media experiences translate into sales: Seventy-eight percent of consumers are more willing to buy after a positive experience with a brand on social, 77% will choose that brand over the competition, and 72% will increase their spending, demonstrating the impact of social on the bottom line.

CNN 5 Cosas brings listeners the day’s top headlines. The news brief is CNN en Español‘s most popular audio product to date, with more than  1.5 million monthly downloads  on average, and strong listener populations in Latin America, the USA, and Spain,  amongst others.

CNN 5 Cosas
Juan Muñoz, CNN en Español’s Digital and Social Media Director.

The show is released hourly Monday through Friday, from 6am to 6pm (ET), and once on Saturday and Sunday.

The podcast and the newsletter will work collaboratively to bring users the news they need, however, and whenever they need it.

“Our news briefing has a long history and it will continue to serve our CNN en Español Radio affiliates in the U.S Hispanic markets as well as in Latin America. This year, we will bring it into closer alignment with CNN’s much-loved 5 Cosas brand. The podcast and the newsletter will work collaboratively to bring users the news they need, however, and whenever they need it”, explained Juan Muñoz, CNN en Español’s Digital and Social Media Director.

CNN 5 CosasYou can find the show at cnn.com/5cosaspodcast or in your favorite podcast app.

The CNN en Español business unit is responsible for several multi-media platforms geared towards Spanish-speaking audiences around the world reaching 62 million households. These platforms include CNN en Español, a 24-hour cable news network for Latin America, Mexico and the U.S., as well as CNNEspanol.com and CNN en Español Radio, and CNN en Español on Twitter, Facebook and Instagram. The CNN en Español brand offers multiple platforms to Spanish-speaking audiences of the Americas.

Many social media users actively avoid sponsored posts that seem inauthentic or uninformative. Why brands must strive to connect with micro influencers that genuinely align with their products to achieve a successful partnership.

Most social media users (58%) in the U.S. have not and never intend to buy products through influencer promo codes, according to a new survey report from Visual Objects, a visual guide to finding and hiring the best creative firms.

Rather than product placements and advertisements, social media users are drawn to informative content that provides insight into a subject of interest.

The most popular types of influencers are subject matter experts (34%), business leaders (29%), and wellness experts (28%). Influencers with subject matter expertise are best able to engage their followers and cultivate communities based on shared interests.

Influencers with these engaged, niche followings are ideal candidates for business partnerships. However, companies must team up with influencers that can present their products genuinely to be well-received by their audience.

micro influencers
Kyle Dulay, director of Collabstr.

Kyle Dulay is the director of Collabstr, a marketplace that connects brands with influencers. Dulay recommends aiming for authenticity and relevance in sponsored social media content.

The influencer should be able to talk about the product with ease because it’s something they would’ve used in their everyday life regardless of the sponsorship.

“Brands should only reach out to influencers that are highly relevant to their products,” Dulay said. “The influencer should be able to talk about the product with ease because it’s something they would’ve used in their everyday life regardless of the sponsorship.”

Consumers Follow and Trust Micro-Influencers

Micro-influencers have considerably smaller follower counts than large-scale macro-influencers. However, most social media users (55%) typically follow influencers with under 50,000 followers.

micro influencers
Tanner Arnold, President and CEO of Revelation Machinery.

Tanner Arnold, President and CEO of Revelation Machinery, believes micro-influencers should be front-and-center in social media partnership considerations.

Any brand should include micro-influencers in their marketing campaign because it will help their budget in the long run.

“Any brand should include micro-influencers in their marketing campaign because it will help their budget in the long run,” Arnold said. “Brands have a better chance of reaching a larger, more engaged audience this way, allowing them to develop a genuine fan base.”

With more engaged followers of similar interest groups, micro-influencers serve as a competitive alternative to partnering with a larger, more expensive macro-influencer.

People Follow Limited Numbers of Influencers

Despite influencer popularity, most individuals are very selective about who they follow. The majority of social media users (57%) follow five or fewer influencers.

Large-scale accounts, known as macro-influencers, are likely to earn at least a few of these ‘follows’ due to their broad reach, name recognition, or celebrity status. But micro influencers will tend to have increased engagement.

micro influencers
Mark Hayes, head of marketing at Kintell.

A content partnership with a macro-influencer will reach a variety of people with different interests. The opportunity to reach millions encourages brands to invest in macro-influencers, according to Mark Hayes, head of marketing at e-learning platform Kintell.

Getting an endorsement from your favorite influencer can drastically change your perception and buyer behavior.

“Getting an endorsement from your favorite influencer can drastically change your perception and buyer behavior, which is what makes this such an alluring concept for marketers,” Hayes said.

Visual Objects surveyed 501 active social media users in the U.S. about how they engage with influencers and what drives them to follow influencer accounts.

Hispanics are a key target consumer base for Miller Lite’s Marketing Strategy as Hispanic beer drinkers spend a higher percentage of their alcohol beverage dollars on beer than any other ethnic group at 45%, according to Nielsen data. Portada interviewed Catherine Pastiak, Associate Marketing Manager for Miller Lite at Molson Coors, to understand all components (including PR, paid social and influencer marketing) of the recent Give Back 12-Pack integrated marketing campaign. According to Pastiak, the initiative also provides a sneak peek of what’s to come for Miller Lite’s marketing.

 

Based in  Chicago, Catherine Pastiak is an Associate Marketing Manager on the Miller Lite brand team for Molson Coors. Pastiak handles creative and strategy and focuses on driving growth with the U.S. Latino consumer. Not only do Hispanics spend a higher percentage of their alcohol beverage dollars on beer than any other ethnic group at 45%, according to Nielsen data, they also over-index in premium lights, which account for 28% of the beer volume Latinos purchase. An overarching theme in Pastiak’s job is to develop inclusive programming for Miller Lite campaigns. “Any new campaign needs to be relevant to the 21-34 year old Latino drinker,” Pastiak notes. As an example of a Miller Lite Hispanic integrated marketing, Pastiak explained the recent Miller Lite Give Back 12-Pack marketing initiative. According to Pastiak, this initiative also provides a sneak peek of how Miller Lite’s marketing and advertising will look like in the future. 

Miller Lite Marketing Strategy: The Give Back 12-Pack Initiative

Miller Lite Marketing
Miller Lite Give Back 12-Pack

To help bring relief to the Latino community during the past holidays, Pastiak helped launch the Miller Lite Give Back 12-Pack initiative which included the below three components.

  • From December 15 to December 31, 2021 beer drinkers who were 21+ could visit MillerLite.com/GiveBack12Pack for a chance to win their very own Give Back 12-Pack. Participants filled out a registration form at the site which included the opportunity to opt-in to receive future communications from Miller Lite. A total 2,000 Give Back 12-Pack gifts were awarded.
  •  Miller Lite also donated an additional US $50,000 to UnidosUS, the United States’s largest Latino nonprofit advocacy organization, to ensure Latino communities across the country have access to food and local resources for the holidays.

 Integrated Campaign

The integrated campaign to support the Give Back 12-Pack gifts had the following components:

  • Earned media through PR
  • Influencer Marketing
  • Targeted Email Marketing
  • Paid Social
  • In-store (Distributors provided tools for retailers nationwide)

Miller Lite Marketing Partners

Miller Lite needed to make sure that communication and advertising to the Latino consumer was efficient and engaging. This included PR materials (provided by Miller Lite partner IFC Next), creative (through DDB owned multicultural creative agency Alma) and media buying through Publicis Connect  Media Agency. The sweepstakes execution, including fulfillment,  was handled by Prizelogic.

Influencer Marketing

Catherine Pastiak, Associate Marketing Manager – Miller Lite

To bring awareness about the program,  Miller Lite conducted a media relations campaign and partnered with notable Latino influencers to spread the word.

According to Pastiak, influencer marketing was a very important piece of the program. 

We love programs that have that community support element, build relationships with influencers and engage with the community.

“It was an opportunity to show that Miller Lite is going to continue to support the Latino community. That is why we love programs that have that community support element, build relationships with influencers and engage with the community,” Pastiak adds.

Six Influencers

For this important component of Miller Lite marketing, the company  partnered with six Hispanic influencers who each created unique content on Instagram and YouTube.

The influencers Miller Lite partnered with for the campaign included: 

    • Julio Macias: A Mexican–American actor. He appears on Netflix’s On My Block and Selena: The Series.  
    • Lupillo Rivera – An internationally renowned Regional Mexican musician. 
    • Julissa Calderon:  An Afro-Latina actress, writer, and comedy producer/director. She was recently seen on Gentefied. 
    • Darlene Demorizi – An online/TV personality and writer. She’s been a host on Vice and has a segment on Fuse called “Like, Share, Dímelo with Sasha & Dee.”
    • Gadiel Del Orbe – Influencer and speaker known for his work on BuzzFeed’s Pero Like
    • Eli Vazquez – Filmmaker, producer on BuzzFeed’s Pero Like and founder of  #SelfHype+Hype Media House.

All Influencers were bilingual and posted in whatever language they found it more interesting to communicate.

The influencer program was managed by ICF Next. All Influencers were bilingual and posted in whatever language they found it more interesting to communicate. They were  provided a creative brief and the right legal language. If the social media platform allowed for it they always linked to the landing page.

  • Each influencer highlighted how Miller Lite brought some relief to U.S. Latinos over the holidays by giving away $50,000 worth of food and beer and US $50,000 to UnidosUS. 
  • They showcased how, with the Give Back 12-Pack, beer drinkers could create a “Nochebuena meal” and pair it with Miller Lite. They also directed their followers to MillerLite.com/GiveBack12Pack to enter for a chance to win one of 2,000 gifts of $25.
    See below examples for messaging by influencer Lupillo Rivera.
  • Instagram
  • YouTube
  • Facebook

Miller Lite Marketing: Paid Social

Separate of the influencer campaign, Miller Lite Marketing run advertisements across Facebook, Instagram and Twitter highlighting the program run.  Creative was developed by Alma and media was planned and bought by Pubiicis’ Connect Media.  Creative distributed through Facebook and Instagram was either in English or Spanish. For the Twitter promotion English was used. Videos were animated in all cases and included a splash in the first 3 seconds.

The Results

  • For the Miller Lite Give Back 12-Pack program, the brand saw above benchmark engagement on paid social content across both English and Spanish.
  • Thanks to a targeted, bilingual approach, the Give Back 12-Pack email campaign saw the brand’s second highest open and click rates of the year. 
  • Offering a landing page in both English and Spanish increased unique visitors by more than 25%. 
  • Through the influencer focus, Miller Lite was able to begin forging relationships with some of the most popular Latino voices across the entertainment industry. 
  • Increase in Miller Lite opt-in email database

    Offering a landing page in both English and Spanish increased unique visitors by more than 25%. 

For an example of a heavily Hispanic oriented community program, please check out How Envoy Mortgage does community engagement that impacts people lives. 

 

Hemisphere Media Group announced that it has acquired the remaining 75% stake of Pantaya, a leading U.S. Hispanic Subscription Video-on-Demand Service from its joint venture partner, global content leader, Lionsgate for US $124 million in cash. As a result of the transaction, Hemisphere now owns 100% of Pantaya, up from its previous 25% minority stake.

Pantaya 100% acquired by Hemishpere Media Group
Alan Sokol, CEO, Hemisphere Media Group

Launched in August of 2017, Pantaya, which features over 400 movies and series,  is a player in the Spanish-language subscription video services market.  According to the press release, user demand has rapidly increased, and Pantaya now boasts approximately 900,000 paying subscribers, clearly demonstrating that U.S.-based Hispanics/Latinos enjoy – and want – culturally relevant, targeted streaming content. Hemisphere estimates that Pantaya’s subscriber base will grow to 2.5 to 3.0 million by the end of 2025.

Hemisphere estimates that the Pantaya subscriber base will grow to 2.5-3.0 million by the end of 2025.  
Paul Presburger
Paul Presburger, CEO, Pantaya

“In a very short period of time, Pantaya has become the destination for U.S. Hispanics seeking premium Spanish-language movies and series,” said Hemisphere Chief Executive Officer Alan Sokol. “Pantaya offers access to blockbuster movies, original, exclusive series and other premium, world-class content unavailable anywhere else. Pantaya’s success to date affirms the tremendous appetite of our audience for our unique content offering. Hemisphere plans to increase investment in content, expanding the output of series and movies, with the goal of accelerating subscriber growth and becoming a ‘must have’ entertainment option for the large and growing U.S. Hispanic audience.”

Pantaya Chief Executive Officer Paul Presburger, added, “As a result of our focus on exclusive premium content, our knowledge of the Hispanic consumer, and the breadth of our offering, Pantaya is now the industry’s leading streaming service for Spanish-speaking and bilingual consumers. Pantaya’s accessible price point, user-friendly interface and wide selection of the best Spanish-language content has led to significant growth. In the past year alone, Pantaya has increased its subscription base by 40 percent, and we believe we have significant runway for additional expansion ahead.” Pantaya, Lionsgate, STARZPLAY (the international premium subscription service of STARZ) will create a strategic content relationship that encompasses Spanish-language motion picture and television co-productions along with Pantaya’s continued licensing of Spanish-language content from Lionsgate’s 17,000-title film and television library.

In addition, of the 39 million unacculturated/bicultural adults 18+ in the U.S., 34 million are already accessing at least one streaming service, 27 million seek out shows and movies about Hispanic characters and stories, and 17 million are willing to pay for access to movies and series.

Pantaya: Subscription Based vs. Ad Based

Pantaya’s business model is based on subscriptions versus other U.S. Spanish-language video content services that are based on AVOD (Advertising based Video on Demand) like Univision’s Prende TV which was launched last week.  AVOD are accessed freely by consumers without having to pay a subscription. Univision recently bolstered its position in the Hispanic AVOD space by acquiring  AVOD service VIX, formerly known as Batanga, which offers content to millions of US Hispanics and consumers throughout Latin America.
Earlier in 2021, Univision announced plans to launch PrendeTV, designed to be the only ad-supported video streaming service created exclusively for US Hispanics, featuring free, premium, 100 per cent Spanish-language programming. (Check out this article regarding monetization of Hispanic AVOD services, including Hulu, Vida Primo and Pongalo (later acquired by VIX and now part of Univision).

Triple Lift, Receives Majority Investment from Vista Equity Partners

Native programmatic advertising platform TripleLift has been acquired by Vista Equity Partners, the private equity firm founded by Robert F. Smith.  The terms of the transaction were not disclosed but it has been reported that the transaction values TripleLift at US $1.4B.  The agreement marks one of the largest transactions in the advertising technology. sector. For TripleLift, merging with Vista allows for the firm to maintain strategy and culture, accelerate the business, and provide financial clarity for its shareholders. With 5 years of 70%+ growth, Vista is acquiring TripleLift’s growth opportunities across international and video markets, as being #1 in Native Advertising and top 3 in programmatic video. “We have developed into a leader in the advertising technology space and are excited about our next chapter,” said Eric Berry, Co-Founder and CEO of TripleLift.
Founded in 2012, TripleLift is driving the next generation of programmatic advertising by inventing new ad formats and building two-sided marketplaces that deliver monetization to publishers around the world. The company rose to prominence as the leader in Native programmatic advertising, expanded its offerings to display and video, and is now commercializing breakthrough products in Connected TV. TripleLift works with over 80% of the comScore 100 publishers, 100% of the Top 20 Demand Side Platforms (DSPs) and 100% of the AdAge Top 100 advertisers. Last year, TripleLift handled over 40 trillion ad transactions across desktop, mobile and connected television.

ID5 Raises US $6 million in Series A Funding

ID5, an independent identity solution provider, announced a “series A” funding round of $6 million. Alliance Entreprendre and Progress Ventures join existing lead investor 360 Capital Partners to support ID5 in growing its privacy-first identification service for the benefit of the whole digital advertising ecosystem. ID5 will use the funds to expand its operations globally, focusing on the US market. The company will invest in its technology infrastructure, further develop its products and grow its team. Since its launch in 2017, ID5 has been working towards the creation of an efficient identification infrastructure that supports media owners and respects users’ privacy choices. The technology has been adopted by hundreds of publishers and ad tech platforms globally, enabling ID5 to boost its global reach to over 600 million consumers daily and increase the value of its Universal ID service. According to Kristina Prokop, CEO and Co-founder at Eyeota “Rebuilding user identification with a privacy-first approach is a necessary step for the digital advertising ecosystem. As a partner of ID5, we are supportive of their efforts to lead the change for the industry.” “Closing this round now, in the wake of recent announcements by Google and Apple, is a strong signal sent to the market that there are alternatives to the Walled Gardens” says Mathieu Roche, co-founder and CEO of ID5. “We have seen tremendous adoption of Universal ID, our cookie-less identification service, by publishers and ad tech platforms. The backing of leading US and European investors gives us further means to achieve our ambition to become the global ID infrastructure powering digital advertising.“

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