Tag

E-Marketing News – More News and Insights

Browsing

The Post Covid Consumer Journey and e-commerce growth keeps more than 50% of the brand marketers in the Portada network up at night, according to a real-time poll conducted during our recent Portada Live exclusive brand decision maker workshop. The need for Brand Marketing Solutions is shaping of our upcoming Portada Live, September 22 exclusive brand decision maker workshop.

 

More than 150 brand marketing decision makers in the Portada network shared which marketing challenge keeps them up at night at our March 24 Portada Live event.

Through a real-time poll, participants were asked which one of the below topics keeps them up at night:
– My Boss (CEO/C-Level Buy-In)
– Customer Personalization at Scale
– I need more First-Party Data!
– The post Covid-19 Customer Journey
– E-Commerce Growth
– Other

Need for Brand Marketing Solutions

 

More than a third of respondents (36.1%) noted that  “the post Covid-19 Customer Journey” is a key challenge for them, while 16.7% chose “E-Commerce Growth.” Therefore,  more than half of the responses are related to the increased digitization of the consumer purchase journey and experience brought on by COVID-19 and the imperative for all brands, including CPGs and other sectors that traditionally used brick and mortar sales channels, to increase e-commerce growth.

Need for Brand Marketing Solutions

The need for new brand marketing solutions related to the increased digitization of the customer experience was also a key insight in the recent Portada survey about Marketing Technology Investment Needs of Brand Marketers. Per the recently published survey,  the share of brands who will prioritize MarTech investments related to the Customer Experience  over the next 18 months grew by more than 150% compared to our 2020 survey. (DOWNLOAD the 20 page survey here.)

How the customer journey will evolve post Covid-19 and the related need for increased e-commerce revenues are key challenges for brand marketers in the Portada network. 

The need for first party data keeps 13.9% of brand marketers up at night. The demand for more first party data has two key drivers. First CPG’s are increasingly compelled to find direct relationship with customers as they set up D2C sites. Second, new privacy laws and Google’s phasing out of third party cookies, make it imperative for corporations to find new ways to establish direct connections with consumers.

CEO/C-level buy in, likely related to the need of multicultural brand marketers to get segment marketing buy- in a the C-level of Corporate America, keeps 11.1% of the marketers in the Portada network up at night. Finally, Customer Personalization at Scale, obtained a share of 8.3%.

 

Portada LiveThe need for Brand Marketing Solutions for the above cited challenges will be   shaping the content for our September 22, 2021  Portada Live exclusive Brand Decision Maker Workshop.  Marketing Service Suppliers will share and accelerate knowledge on key topics related to the above cited challenges. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Enzo Araujo at Enzo@portada-online.com.

 

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.“

For social media trend followers should take into consideration the sense of longing for the past called nostalgia. According to GlobalWebIndex, nostalgia can make humans more optimistic and have a positive influence on their actions. The research also unveiled that nostalgia is a highly common emotion. Results show that 8 in 10 say that they experience feelings of nostalgia at least occasionally and 4 in 10 say that they do so often.

This megatrend has not gone unnoticed. In fact, social media platforms have jumped on the bandwagon and have created numerous ways to facilitate our longing for times-gone-by. Although it’s sometimes tough to be reminded of holidays or nights out with friends, there’s something about a nostalgic social media post that we just can’t resist. So, let’s take a closer look at how social media platforms have embraced this trend and why we love it so much.

Social Media Trends: Nostalgia Triggers

According to the GlobalWebIndex research, music is one of the biggest nostalgia triggers. When asked what people have felt most nostalgic about over the past year, music topped the charts for all age groups. It really seems to be true that a well-loved song can transport you to a happy time, and during lockdown, people everywhere have been turning to Spotify to find that sweet sense of nostalgia.

Because of this fondness of nostalgia in the form of music, the popularity of Spotify Wrapped makes complete sense. This feature allows users to recount their 50 most-listened-to songs, their most-listened-to artists, and even the genre that stole their heart over the year. If you’re looking to step a bit further back in time, Spotify also offers another throwback option: Spotify Time Capsule. This option allows you to listen to your top tracks of a certain year gone by while you revel in the happy memories.

Users everywhere can’t get enough of this feature, and for the music streaming company, this nostalgic trend has been a huge success. In 2020, Spotify’s mobile app downloads increased by 21 per cent in the first week of December thanks to the Wrapped feature, proving that the megatrend of nostalgia can have a huge impact.

Thanks for the memories

Now that we’ve got our ears covered in terms of nostalgic content, what about our eyes? That’s where ‘memories’ come in. Social Media trends also reflect the weight of nostalgia in social media content. Memories on Instagram, Memories on Facebook, and Timehop are all social media features that allow you to reminisce about a certain day in the past. On Instagram, you are now able to see the post you put up exactly a year ago to the day in the Memories section. Over lockdown, in which many of us have completely lost our sense of time, it’s often been difficult to fathom that you put that picture up a whole year ago! But that’s nostalgia in action!

Whether you’re reminiscing over a particularly good day out or you’re reminded of a great outfit that inspires you to dig those retro mule sandals out of the wardrobe again, the Memories feature on Instagram and Facebook is sure to get you feeling nostalgic.

Social Media Trends and Nostalgia marketing

As well as introducing fun (if sometimes heart-wrenching) nostalgic features, social media platforms are also jumping on the ‘nostalgia marketing’ trend that is set to dominate 2021. Nostalgia marketing is pretty much exactly what it sounds like – when brands reintroduce images and themes from years gone by to sell their products and make us all think of ‘the good old days’.

NostalgiaInstagram, for example, utilized nostalgia marketing back in October 2020. For one month only, the image-sharing app allowed users to revert to some of the apps retired, old-school logos (including the classic 2010 logo that caused mild outrage when it was decommissioned). This fun feature allowed users to go back to the logo that is now considered retro, tapping into people’s love for all things nostalgic.

It’s not the first time we’ve encountered nostalgia marketing. The trend has seen a few resurgences over the years. It became very popular during both the Great Depression and the 2000s’ recession, and now it’s back. Clearly, we’re all prone to feeling reminiscent when we’re going through a turbulent time.

If there’s one thing we’ve really craved over the last year, it’s a blast from the past. Thankfully, social media trends have seen our wishes and granted them. Now, all there is left to do is work on creating some new memories that we can begin to feel nostalgic about in years to come.

This article was researched on behalf of Dune London

Following on from the successful Consumer Healthcare and Beverage Awards, Teads announced the winners from the first Beauty Lux Awards. These awards celebrate campaigns that have been adapted to deliver maximum campaign effectiveness in mobile environments for high-end brands.

  • Judges include top executives from LVMH, Coty, Adidas, L’Oréal Luxe International, Darphin Estee Lauder, Kering, and Conde Nast. The full list can be found online here.
  • Winners were picked from a shortlist of 25 campaigns and creatives, narrowed down from 400 entries from across the globe.
  • Winners were announced on 25th March at an online ceremony

These awards showcase the best work in video, display, and campaign orchestration for clients within the beauty and luxury sectors.

Judged by some of the global leaders in media and marketing, the quality of work showcases how far the Luxury and Beauty category has come in recent years. Enabled by advancements in mobile technology and powered through partnerships like those with Teads Studio, the ability to create digitally native assets that surprise and delight users, is more achievable than ever before.

The winners in each category are below. All the creatives and winners can be found on the awards hub here.

Display category

  • Gold: Jean Paul Gaultier – Flow with 3D effect
  • Silver: Lancôme – Vertical Cinemagraph
  • Bronze: Boss Bottle Infinite – Flow

Video category

  • Gold: Cartier – Video with 3D effect
  • Silver: Hermès – Video with shoppable skin
  • Bronze: Issey Miyake – Video with branded skin

Best atelier

  • Gold: Adidas
  • Silver: Tag Heuer
  • Bronze: Chanel

Beauty Lux awards

“Beauty Lux advertisers have always had the highest standards when it comes to creativity, whether across TV, print magazines, or out-of-home. For a number of years, they have applied these same standards to delivering thumb-stopping creativity in premium digital environments, and so the standard of work in these awards was always going to be extraordinarily high. The judges all commented on how impressive this work is and it will be hugely exciting to see how the work has evolved again at the next edition.”

– Rachid Ait Addi, VP Global Advertising, Luxury, Fashion, Beauty, Sportswear, Teads.

 

Co-Founder and CEO of Los Angeles digital marketing agency GR0, Kevin Miller, has just released his newest guide in digital brand building in 2021, this time focusing on SEO and effective content strategies. He breaks down what licensed tools can provide for you and your agency, and which ones offer the most bang for their buck, allowing you to automate processes and extract the most value out of every piece of content. With these helpful tips and tools, you too will find yourself improving your Google ratings and establishing yourself as a trustworthy source of information on the web.

Firstly, for an effective content strategy, Miller recommends conducting extensive keyword research using Ahrefs.com, which is an extremely comprehensive SEO toolset. This “keywords explorer” includes a database with over 7 billion unique keywords based on ten different search engines, including places like Amazon and YouTube. Not only that, but their tools also provide you with metrics regarding how many clicks you get, and breakdowns for return rates, percentages of paid clicks, and more. By using this tool, you can crucially identify keywords not only based on their search volume, but also with information about how difficult it might be to rank yourself within that keyword. This comprehensive package gives you the information to work smarter not harder, as well as get the most out of your efforts.

This comprehensive package gives you the information to work smarter not harder, as well as get the most out of your efforts.

Secondly, in his time at GR0, Miller has found it imperative to attempt to provide content that Google can insert into its “People Always Ask” results. This is an important element of your content strategy.These are Google-featured results that are designed to predict what else a user might want to know, and so it inserts a trustworthy source amongst their search results and even clips out a section of your article to embed right in the page. By working to build outlines on your pages that are detailed and thorough, Google may surface your page and offer keyword rankings based on the natural value of your information and not just your ad spend.

Next, while building and evaluating content on your own for your content strategy is an important means to crafting a message, you can get a lot of value by utilizing a content grading system. These systems work to evaluate the content you’ve generated and monitor it for readability and SEO by highlighting and suggesting relevant terms. It also suggests how your content will compare to other articles in the same category. Primarily, Miller found value in both Clearscope and MarketMuse, the former offering great insight into the construction and language of the content itself, while the latter excels at offering difficulty scores and comparing your brand to its peers.

In continuing to improve SEO for his clients, Miller has also found it immensely important to utilize a system to evaluate your content briefs like Content Harmony. This software utilizes data and online search results to analyze your briefs for search volume, SEO difficulties, and the length of content to help your writing team compose the most valuable drafts. While these are all things that your agency can do on its own, the value Content Harmony offers in automating these systems is immense, and it can help streamline your content pipeline to offer consistency and stability to it.

Nothing is more important to your SEO than using links, but it’s important to use them intelligently and not over do it.

Nothing is more important to your SEO than using links, but it’s important to use them intelligently and not over do it. In his experiences writing, Miller has found that the ideal number of internal links to be four to five per article, and that it is imperative that these feel natural. Google may detect if your backlinks are haphazardly stuffed into a body text and reject them, so ensure that these links flow well within your narrative. Additionally, providing verifiable information requires links to external sources, of which Miller recommends three to four of per article. As long as the information is cited properly, you will increase your own credibility by offering accurate information, even if it isn’t originally produced by yourself.

Finally, to keep in line with Google requirements you should be sure to include an ‘Author Box’ on your article, which simply includes the author’s name, photo, and a bit of information about them. This works to help you meet Google’s standards as a source of information with E.A.T; Expertise, Authority, and Trust. In pulling for search results and other placements like ‘People Also Ask’ and ‘Snippets’ Google makes sure that it is providing users with the highest quality information, so if you want that to include yourself, you need to build your own online identity as a trusty source. If you’re just starting out and want to have the maximum impact, you can also have your blog fact-checked by an expert and include information about them in the article, to borrow some of their credibility and transfer it onto yourself.

These steps work together to provide content that not only engages readers but helps your brand gain recognition through increased search engine results and more prominent placement without solely relying on ad spends.

Developing a content strategy with SEO in mind is no easy feat, and there are a lot of different aspects that require planning and attention. By utilizing a keyword tool like Ahrefs, you can find which keywords will offer you the most value and which you can rank the highest within to find your proper mark. Then, you can optimize the brief for your content strategy team using software like Content Harmony, which prepares briefs with SEO in mind and even offers suggestions on length to get the most out of your first draft. With that, you can optimize your articles using Clearscope and MarketMuse to properly place and site your targeted keywords and provide content that will appeal to a broad audience. Having all of that prepared, you can manually dress the article up by inserting properly sourced links, citations, and an author box to help establish credibility and land yourself in Google’s ‘People Also Ask’ section as a verified source. These steps work together to provide content that not only engages readers but helps your brand gain recognition through increased search engine results and more prominent placement without solely relying on ad spends.

Remi Cackel, Chief Data Officer, Teads tells Portada that Teads has built deep capabilities to understand how people consume and engage with premium editorial content. “We have taken a privacy-first approach in using this unique knowledge to deliver non-intrusive personalization capabilities to our clients. This is why we believe that most of the targeting needs can still be effectively covered today without cookies and have developed cookieless solutions with proven effectiveness.” Below is an article by Cackel on Google’s recent announcement on ad-targeting on the open web.

This announcement from Google is not a surprise as it comes a few weeks before the release of the Chrome v89 containing their initial proposed alternative part of the Privacy Sandbox and called the FLoCs.

To be successful in this new era we will continue following the same strategy of smartly combining the most relevant cookieless initiatives. Among others, we keep on supporting the adoption of unique IDs by publishers and are participating in these initial tests of the Privacy Sandbox.

Understanding what Google Just Announced

What Did Google Just Announce?

That their buying platforms (DV360, Ad Manager) will not be leveraging cookie alternatives, other than their own, for targeting on the open web.

Why are so many people talking about this?

Some corners of the industry had speculated that the Google tech stack might support Email/Login based initiatives on the open web for personalized 1-1 targeting. They have just confirmed that they will not.

Is this new news?

Not really. They have been emphasizing their Privacy Sandbox which would not allow individual-level targeting but rather cohorts of at least 1000 people as the preferred alternative they will be focusing on for targeting in the open web. These cohorts (so-called FLoC) will be rolled out over the next few weeks as part of the new Google Chrome 89 version.

Are unified IDs the solution for open web targeting?

Unified IDs are a part of the solution but will not be compatible with the Google buy-side stack and will have a limited scale.

What are the solutions then for open web targeting?

To target effectively, advertisers will use a combination of contextual, predictive audiences, browser APIs (including the Chrome Privacy Sandbox), unified IDs, publisher 1st party data. Over-reliance on one approach is not healthy.

How does this impact publishers?

Google accounts for an important share of publishers’ ad revenue. Google’s willingness to monetize open web publisher revenue will likely be negatively affected in favor of Google’s own properties. This is not a new trend but accelerating in light of their recent announcement.

What does this mean for programmatic buying?

Heavy OX-based strategies will be severely challenged for both buyers and sellers. By limiting 1-1 precision marketing capabilities within Chrome, the value of long-tail publishers will be reduced. Quality contexts and content should see higher demand.

How does this impact advertiser 1st party data?

Advertisers will need intelligent solutions to action their 1st party data outside of the walled gardens.

Is Google Really looking out for user privacy or their business interests?

You decide.

Teads Position

What are Teads unique assets in this context?

Our direct technical integration with premium editorial publishers gives us an edge compared to buy-side platforms both for technical access to browser-APIs and deep experience around content consumption.

The historical data analysis and predictive models around content consumption allowing precise audience profiling without cookies.

Multiple years of building, measuring and optimizing various targeting cookieless approaches.

How do we solve for cookieless audience targeting today?

As a result of these unique assets, we can already combine several cookieless strategies and make it actionable at scale for clients:

Predictive audiences. For several years we have been activating cookieless audience targeting leveraging our knowledge of premium editorial content consumption.

  • FLoC and others new Browsers’ API such as the Privacy Sandbox.
  • Unique IDs.
  • Publishers’ 1st party data.

What role does contextual targeting play for Teads?

Contextual targeting delivers outstanding media effectiveness. It should be tested and adopted alongside cookieless audience targeting strategies.
Our unique catalogue of 500+ segments can be used to truly amplify the marketing message of brands by finding the highest moments of receptivity, right in the core of the articles.

How do cookieless solutions perform?

20% of our current audience targeting is already delivered without using any cookies. Using our cookieless solutions to activate demographic targeting, we have delivered an accuracy of at least 30% above cookie-based industry benchmarks.

When will these cookieless solutions be available?

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

What about precision marketing needs?

Precision marketing often goes with the 1o1 targeting of individuals which contributed to the diminution of trust from the end-user.

Approaching precision marketing in a responsible way is possible using our proprietary tool called ‘Teads cookieless translator’ which turns any custom audiences into the most relevant cookieless activation strategy.

Among others, we expect the Google Turtledove/Fledge proposal to be rolled-out this year and extend the ability to cover 1o1 targeting needs in a privacy-compliant way.

Any other points to consider beyond targeting?

Campaign planning, frequency capping or measurement have been relying on cookies for the past decades. Browser APIs, identified traffic or probabilistic methods can already cover the related needs and functionalities.

How can I accelerate my cookieless transformation?

  • Get in touch to participate in:
  • Teads cookieless bootcamp (education)
  • Teads cookieless readiness program (test & learn activation program)
  • Self-serve cookieless media buying using Teads Ad Manager

How Teads supports publishers in their cookieless transformation

We help publishers seamlessly monetize their cookieless inventory with our Teads demand. We provide them access to our latest cookieless functionalities (including enablement of first-party data and support for unified IDs) for their direct-sold campaigns within our Teads For Publishers suite.

– Remi Cackel, Chief Data Officer, Teads

Teads, The Global Media Platform, unveiled the latest news that it reaches nearly 2 billion people worldwide in the most premium digital environments, through global partnerships. It also unveiled a newly signed partnership with NewsGuard as part of its ongoing drive to support quality journalism and ensure brand safety from misinformation and false news. The announcements were made during the inaugural ‘Teads Partner Day for Publishers’, a global virtual event that brought together more than 1,000 leaders in digital publishing and trade journalists.

Among the main innovations the company announced were its updates for publishers around the cookieless future, promising no drop in audience targeting accuracy and effectiveness whilst adapting to the browser and regulatory changes. Teads’ market-leading approach helps publishers to fully leverage their advantage when it comes to targeting in a cookieless world; making the most of their 1st party data and user reading habits as well as a nuanced approach to contextual targeting, only available within text environments.

In addition, it was announced that publishers would now be able to tap into Teads’ Predictive AI for the first time, via the Teads For Publishers Suite. The AI leverages hundreds of data points on each advertising opportunity to deliver the most promising outcome for advertisers. This means that publishers can sell viewable impressions, completed views, or even clicks to maximize revenue and limit inventory waste, delivering up to 60% inventory savings.

Teads also announces today a new partnership with NewsGuard, an organization that, deploys trained journalists to rate and review the worlds’ news sites for trustworthiness and transparency. The integration means that NewsGuard is now part of Teads’ publisher vetting and auditing process, both at the onboarding stage and as an ongoing benchmark for quality. This aligns with the company’s policy to Advertise Responsibly, enabling brands to deliver business results whilst doing so in environments that are free from disinformation, fraud, and hate speech.

“As the commercial arm of the BBC, we work with partners that understand and respect our values. But who are also compliant, market-leading, and work with us to build trust and a long-term relationship that’s mutually beneficial. There are four parts of our relationship with Teads that outline why we chose to build a strategic, exclusive global partnership. We identified Teads as a market leader in terms of an advertising format that we want to offer our audiences and customers. We seek partners that pass and uphold, our incredibly stringent checks and balances, ensuring brand safety. And through Teads Studio, offer a compelling creative product that helps brings video alive for many advertisers and brands.

Additionally, Teads works hard to remain ahead of the curve in terms of product and partner needs and by doing so remain relevant in an ever-changing digital landscape

Finally, as we enter the fifth year of our partnership, Teads continues to represent an important part of our offer to market”

Teads Global ReachErrol Baran, SVP, Business Development & Innovation – Global Advertising & StoryWorks, BBC Global News 

As video demand outstripped supply in 2020, we were able to prove to media buyers that, not only is in-article video more efficient than pre-roll, it actually performs quite well. So for BuzzFeed, having Teads as a partner allowed us to expand our video offering, make it more efficient, biddable, and scalable. We’ve tested other SSP partners with outstream in the past, but consistently, Teads has been able to drive the highest ad performance across partners to date.

Michelle Devine, VP, Programmatic & Commerce Partnerships, BuzzFeed

We are now able to provide a one-stop solution for our brand advertisers to create beautiful, interactive video ads from scratch and distribute them through our premium inventory. Teads has empowered our digital business with its technical solutions and we are looking forward to working even closer to strengthen our media strategies.

Teads Global ReachAkane Takahashi, General Manager, Digital Business, Hearst Fujingaho Japan

As part of the exclusive and long-term partnership established between Le Point and Teads, we have been able to extend our monetization capabilities to the in-app environment over the last months, with great results across both video and viewable display formats.

Teads is providing excellent performances on all key metrics such as brand safety, viewability or completion, while ensuring GDPR compliance and best-in-class user experience for all our audiences, thus matching the highest level of expectation we require for Le Point.

Our readers trust and show loyalty to our brand thanks to the quality of our content. Being natively positioned within editorial content, in-article formats have to meet the same quality standards. Thanks to its strong and historical commitment to premium and responsible advertising, Teads has naturally become a key business partner for Le Point over the years.

Nicolas Pegoraro, Director Yield Management, and Digital Ad Operations, Le Point

In 2020, we saw the real-world impact of misinformation on topics ranging from public health to election integrity. But brands that want to avoid sending ad dollars to sources of harmful misinformation shouldn’t have to avoid news altogether. This partnership ensures advertisers, through Teads, can have a better alternative: access to credible trusted news inventory while avoiding ad placements on harmful misinformation websites.   We applaud Teads’ leadership on this issue.

Teads Global ReachCarter Stone, VP Business Development, NewsGuard

Today’s virtual event showcases the breadth of tools we have brought together for publishers over the past few years. With our latest developments around data, Teads for Publishers Suite is now the best technology for publishers to be ready for the cookieless era. Giving them future proof, and market-leading, targeting, and contextual solutions at their fingertips. All whilst maintaining our role as a truly cutting-edge monetization platform.

When this is layered on top of the placement and design of our ad formats, the result is the highest possible quality ad experience online, at scale. This means our publishers can deliver business results to brands as well as the greatest user experience for their readers, all of which create a more sustainable media ecosystem for the future. We are excited about continuing to grow with our partners throughout 2021 and beyond.

Purpose driven community engagement and marketing is a big imperative for Corporate America. Houston headquartered national mortgage Lender Envoy Mortgage just initiated the Gift of Home program, an example of a brand that does the talk and the walk when it comes to corporate social responsibility and diversity. Erin Schwartz, Corporate Communications Director at Envoy Mortgage, explains to Portada how the Gift of Home program works and her overall approach to community engagement.

 

Erin Schwartz, Corporate Communications Manager at Envoy Mortgage
Erin Schwartz, Corporate Communications Director at Envoy Mortgage

Corporate Social Responsibility should not be taken lightly by corporations, particularly in times of COVID-19. Houston headquartered Envoy Mortgage, a top 100 national mortgage lender, is acting accordingly and recently introduced the Gift of Home program through which it will gift 50 households across the U.S. up to $150,000 in mortgage assistance, including taxes, as part of this program designed to show gratitude during a challenging time for customers. Through June 2021, Envoy Mortgage will randomly select 50 of its customers from across the country to receive one month’s mortgage payment and tax assistance. The recipients will be announced by surprise from market to market.

“Traditional community engagement is not doing it anymore. We wanted to do something meaningful that has an impact on people’s lives.” Erin Schwartz, Corporate Communications Director at Envoy Mortgage, based in Houston, tells Portada. Schwartz, who leads all internal and external communication functions for Envoy’ Mortgage, adds that “when the pandemic hit many sectors were deeply impacted. There was a lot of uncertainty in financial services and mortgage services. However, lower interest rates did very well for the real estate industry. So we decided to give back and do something for people suffering in the pandemic.”

To ensure the greatest good, Gift of Home recipients are customers who play essential roles in their communities To select recipients Envoy Mortgage looks into two subsets of its customer database: Borrowers of VA (Veteran Loans) and FHA Loans (Loans that have a federal assistance). Within these two subsets they looked for first responders, nurses, educators and small business owners and their employees. Recipients are mostly in urban areas or within 30 miles of urban areas nationwide throughout Envoy Mortgage’s footprint of 130 branches nationwide .

Traditional community engagement is not doing it anymore. We wanted to do something meaningful that has an impact on people’s lives.

Community Engagement: Hispanic and African-American

Josue Rios Gift of HomeThe program officially launched in Envoy Mortgage’s hometown of Houston, where the company surprised Josué Rios, a firefighter from Mexican descent, who contracted COVID-19 while working on the frontlines. Envoy Mortgage is making all of Mr. Rios’ mortgage payments, January through December 2021. “2020 was a challenging year, not only for my family, but also for so many others in our community. I’m overwhelmed and so grateful to be receiving the Gift of Home from Envoy Mortgage,” says Rios, who works at Fire Station 83. “This is life changing and means the world to me and my family.”

There are three Hispanic winners so far. The third winner was announced last Wednesday March 10 when Sandra Velasquez, a local Senior patient representative at the Children’s Pediatrician & Associates, COVID survivor, mother of four, head of HH, from Salvadorian origin in the DC area was surprised and delighted with Gift of Home from Envoy Mortgage, gifting her a month of her home loan mortgage payment including taxes. According to Schwartz, particularly Hispanics and African-Americans  are a great target for the Gift of Home program as well as for Envoy Mortgage’s  overall community engagement strategy which includes consumer education virtual seminars that educate about different mortgage programs whose down payment requirement is below 20%. Diverse population segments are particularly underrepresented in the real estate industry. This is not the case at Envoy Mortgage: 17% of Envoy team members identify as Hispanic, 15.71% of loans funded in 2020 were to borrowers that identified as Hispanic or Latino in their application. The Hispanic borrower average funded home loan amount was US $242,317.

Community First Communication Approach

Schwartz notes that Envoy Mortgage is a community first organization. “Being involved in our community is just part of our DNA. Our customers are our neighbors. Despite our advances in technology, people want to talk to other human beings. We are a high touch organization that wants to be involved with real persons.  This is our secret to ensuring our customers love their mortgage experience.” 

The recipients also become informal spokespersons and ambassadors and are interviewed on the radio and other local media outlets.

The microsite https://giftofhome.envoymortgage.com/  is the cornerstone of Envoy’s outreach and
the central dashboard and repository for showcasing the program and the recipients.  “It’s all about the recipients and their stories,” Schwartz asserts. Envoy Mortgage did do a paid social campaign (Instagram, Facebook and LinkedIn) for the kick-off of the program.  However, Schwartz notes that most of their outreach is  purely organic:  “The story tells itself. We engage local team members and loan officers who feel really proud to work for a company that does so much for the community. The recipients also become informal spokespersons and ambassadors and are interviewed in the radio and other local media outlets.”
The community engagement initiative has obtained a substantial amplification on social media. From January 12, 2021 to March 1 the Gift of Home initiative has garnered 1,169,509 impressions, 455,163 video views and 63,410 engagements

The Gift of Home community engagement program will run through the fall when it will be culminated with another grand winner. It is planned that there also will be a program during the holiday season every year.

How to best measure the success of PR campaigns from branding to ultimate sales performance is often cited as a key challenge for brand marketers in the Portada network. Though measuring this success is no sorcery, a recent IBA primary research study revealed that nearly half of B2B marketing managers struggled to determine contribution levels from PR and marketing agencies within the overall business. Here Jamie Kightley, Head of Client Services, IBA International, outlines the three insightful PR metrics needed to easily track PR campaign success. 

Metrics from PR campaigns can be evaluated in many ways, including website hits, SEO benefit, coverage breakdowns and messaging pull through. But despite the numerous methods for PR pros to tackle measurement, totaling up media engagements which, put simply, means a conversation or email with a journalist, is the closest some PR agencies come to metrics – with some even charging for this service!

High levels of this ‘media engagement’ –– is a high priority for some PR agencies, but this does not make it any easier for the C-suite or marketing managers to gauge PR performance. IBA research discovered that 41% of marketing managers felt their public relations agency focused too much on media engagements instead of concrete content placement metrics. And disappointingly, over a third also reported that their placements often occurred in the same small selection of media, demonstrating that some PR agencies rely of familiar media contacts for placements rather than their content.

IBA research discovered that 41% of marketing managers felt their public relations agency focused too much on media engagements instead of concrete content placement metrics.

Media engagement and timesheet reports are no substitute for cold hard media placements — so how can organizations successfully measure their PR output? Three simple metrics can provide an insight into PR campaign performance:

1.  A rundown on coverage – accumulation and analysis

Quarterly or half-yearly reporting should give agencies and their marketing managers a sizeable sample to gauge campaign performance, velocity and momentum – showing which content formats have performed well, and where.

The value of the information is only as good as the data collected and data entry must ensure that all coverage is logged and coded correctly – noting type of deliverable – release, positioning article, thought leadership, case study, feature, interview and so on – and how it was displayed by the publishing media outlet, and the format it was published on such as, e.g. online platform, digital issue/hardcopy or newsletter.

Effective data analysis makes trends more visible

Once the numbers are collected, trends should become more apparent through data analysis. For a campaign featuring a split of articles, press releases and interview outreach, organizations can then look at the results and consider whether the coverage formats match the levels of activity.

For example, a high volume of news coverage vs. bylined placements may indicate an organization has not reached ‘thought leadership’ status within their target industries. Or, on the other hand, a lack of news coverage may signal a rethink in press release strategies.

Measure PR

Data analysis will reveal the shortfall of newswires

If using newswires, this data-led approach can allow for a separation between wire-drive syndications and quality coverage which has been picked up, read and posted by a physical journalist. The ability to gauge newswire expenditure also opens up the opportunity for businesses to reduce this service and focus on pitching.

Remember to check message reach

Remember, businesses must keep in mind that 34% of marketing managers feel their public relations agency is ineffectual as they place content in the same small selection of media. But reaching a variety of publications with a PR campaign is just as important. A review of target media must be a priority and one that is continuously reviewed.

For businesses that use UVPM (Unique Visitors Per Month) to determine campaign reach, an analysis of their overall coverage will indicate campaign impressions.

Handle UVPMs with care

But organizations should chase high UPVM figures with caution and not at the cost of targeted campaigns – they are chasing B2B decision makers and potential buyers, not a vast consumer audience.

2. Valuable comms messages – with a spotlight on geographic and topic breakdown

While the previous section discusses analysis by format and asset origination, all coverage should also be coded by message and, for international campaigns, by geography. By drilling deeper, marketing managers can start to understand more about how their campaigns and messages are resonating outside their own four walls. After 6-12 months, PR coverage can give B2B marketing departments an accurate reflection of which campaigns and messages are performing well and most significantly, where.

Data enables you to fine tune B2B messaging for the markets

These metrics can then shape strategies going forward, to ensure topics of most interest to the media are corresponding with the company marketing messages of the B2B organization. Those messages may need to be prioritized, modernized or revisited accordingly.

Coverage reporting may show certain topics are more developed in particular geographies, or even industries, and marketing strategies can be easily tailored going forward to ensure the most relevant messages are delivered to the most receptive audiences.

3. Inbound benefits can drive traffic for B2B organizations

Outside of the marketing department, business leaders themselves will want to know the value they are deriving from their PR investment and here PR’s inbound benefits can be measured. Media outlets are progressively making the online move, paving the way for B2B organizations to boost their digital lead generation.

Media outlets have websites with extremely high-ranking domains, both in terms of their UVPM (Unique Visitors per Month) and search result prominence, therefore a targeted PR campaign generating high coverage volumes in influential media outlets will ensure a B2B organization, their messages, and keywords, are featured prominently in authoritative third-party domains. Ultimately, potential customers seeking specific software or industry issues are more likely to find a B2B organization with a consistent and active media strategy.

Placing company generated copy can optimize backlinks

On an even more direct level, by drafting the content they submit to influential media outlets, B2B marketers have substantial control over the backlinks they include. Press releases can contain relevant product page links and bylined content can incorporate links back to specific areas of the company website – research, white papers, blogs and more. Click through can be tracked through marketing platforms such as Hubspot or Marketo, or simply through UTM-codes and Google Analytics.

Make an impression using dynamic PR metrics

Informative PR metrics start with great performance. This is where a constant flow of coverage can unlock opportunities for PR to exhibit how far it has come regarding direct impact on sales and marketing.

Global consumer spending on media content and technology grew an estimated 6.1% to US $2.012 trillion in 2020, driven by the COVID-19 lockdown that kept consumers at home binging on multiple forms of digital entertainment as relief from the pandemic, according to new research from PQ Media®.

The gain was a sharp acceleration from the 3.8% growth in 2019, signaling the fastest expansion in both global and US consumer media & tech spending in five years, fueled by surging expenditures on streaming audio and video subscription services, and digital and console-based videogame software and hardware, according to PQ Media’s Global Consumer Spending on Media Forecast 2020-2024.

If not for traditional film & home video spending plummeting after movie theaters were shuttered worldwide, consumer media spending growth would have been the strongest in 10 years worldwide, while US media spending growth would have been the fastest since 1996. Consumer media spending growth is projected to slow in 2021, but only slightly to 6.0%, as many consumers remain at home working, children continue schooling virtually, more fiscal stimulus is distributed, and moviegoers begin returning to theaters later in the year.

PQ Media expects the growth of consumer spending on media content and technology will begin to decelerate markedly in 2022 and 2023, as many of the pandemic-driven forces that sparked the atypical end-user spending splurge in 2020 begin to fade in the second half of 2021, as the COVID-19 vaccine rolls out worldwide.

“Nevertheless, PQ Media expects the growth of consumer spending on media content and technology will begin to decelerate markedly in 2022 and 2023, as many of the pandemic-driven forces that sparked the atypical end-user spending splurge in 2020 begin to fade in the second half of 2021, as the COVID-19 vaccine rolls out worldwide, adult workers begin returning to office buildings and children start repopulating physical schools,” said PQ Media CEO Patrick Quinn. “We forecast last year that consumer media spending would likely reach an inflection point and stop growing in 2023. While the pandemic briefly interrupted key secular trends in 2020, this was a near-term disruption of long-term trends that will resume in the 2021-2024 period, such as the deceleration of growth or outright decline of expenditures on print newspapers, magazines and directories, as well as mobile phones, DVDs and in-theater movie tickets.”

Overall digital media content devices was the largest of the nine major digital and traditional media platform categories in 2020, generating US $440.5 billion, while digital content subscriptions was the fastest growing, up 20.7%. The shift to digital media content and technology is clearly evident in the 12-point shift in market share to digital from traditional media in the 2014-2020 period, as the digital segment now commands 71.1% of all consumer media outlays, according to the Global Consumer Spending on Media Forecast 2020-2024.

Global Consumer SpendingConsumer spending on all media content & tech worldwide averaged US $352.96 per capita in 2020, up 5.3% from 2019, driven by strong growth in digital media streaming services. Of the 28 digital media categories, the fastest growing in 2020 was digital audio subscription services, which rocketed 40.0% to US $30.98 billion worldwide. The growing popularity of podcasts was among the primary drivers behind the double-digit increase, as Spotify, iHeart and Amazon all dived deeply into podcasting in 2020, striking numerous deals involving new talent, content and ad services. The number of US podcast listeners grew more than 30% to more than 100 million in 2020, when Spotify acquired sports and pop culture network “The Ringer” and the exclusive rights to “The Joe Rogan Experience,” while Amazon Music and Audible added over 100,000 new and original podcast channels and shows, featuring celebrities like DJ Khaled and Will Smith.

Global Consumer SpendingGlobal consumer spending on OTT video services, including streaming video subscriptions and SVOD programming, was the second-fastest growing digital media category, soaring almost 30% in 2020. New streaming video services proliferated during the year as their audiences grew simultaneous to COVID-19 forcing consumers indoors for longer periods. Netflix added 26 million global subscribers in 1H20 compared to only 12 million in 1H19, as original hit series like “Tiger King” and “The Queen’s Gambit” provided fresh content to growing stay-at-home audiences. Just one year after its launch, Disney+ amassed nearly 75 million paid subscribers by year-end 2020.

Meanwhile, global consumer spending on traditional film & home video plummeted 46.2% in 2020 to $43.05 billion. “While we expect to see an uptick in the growth of in-theater movie ticket sales in 2021 and 2022, albeit versus extremely deflated comps in 2020 and 2021 – PQ Media believes that physical movie ticket spending, as well as the entire film & home DVD category, will never again reach the high watermark of nearly US $85 billion in 2019,” Quinn said.

The entire film & home DVD category, will never again reach the high water mark of nearly US $85 billion in 2019.

A good portion of the near-term growth in movie ticket sales will be the result of the staggering delays of blockbuster movies throughout the 2020-2024 period, due to the plethora of halted productions during the pandemic lockdowns. “Perhaps even more critical is the massive shift to streaming video services in recent years, which was amplified by the stay-at-home orders in 2020 and further accentuated when major studios decided to test the streaming waters by launching several hit movies via OTT video services in 4Q20,” Quinn added.

Among the studios that took the leap – and much criticism from theater chain owners and traditionalist producers, directors and actors – were Disney, which debuted both “Mulan” and “Soul” on its Disney+ service, and Warner Media’s simultaneous release of the much-anticipated “Wonder Woman ’84” in theaters and on HBO Max.

Global Consumer SpendingWhile videogames tend to buck trends in typical years, with spending slowing down or declining prior to major hardware upgrades, this was not the case in 2020, as digital videogame software and hardware spending on multiplayer online games, various gaming apps, in-game microtransactions and traditional console-based gaming all surged throughout the year – even before the long-awaited releases of Sony’s PlayStation 5 and Microsoft’s Xbox Series X in 4Q20.

Of the 14 traditional media & tech categories, cable TV subscriptions remained the largest at $220.6 billion, followed by print books & directories, and newspaper & magazine subscriptions. Print books & directories was the fastest growing traditional media spending category, up 7.8%, as 10 of the 14 traditional categories grew in 2020, including pay-per-view and TV sets.

The US remained the largest global market in 2020 with total consumer media spending of US $472.16 billion (23.5% share), followed by China, Japan and India. Russia was the fastest growing market, up 10.8%, trailed by South Africa, India and Argentina. Japanese consumers spent the most per-capita, averaging US $1,486.02 in 2020, while the US ranked third with per-capita spend of US $1,419.45.

According to data presented by Finaria, global search advertising revenues, the largest segment of the digital ads industry, rose by 6.7% year-over-year to US $152.6bn in 2020. The trend is set to continue in 2021, with the entire market reaching US $171.6bn value, US $19bn more than a year ago.

The year 2020 was a challenging year for the entire digital advertising industry, with even the largest players like Google witnessing significant revenue drops amid the COVID-19 crisis.

However, as millions of consumers shifted from brick-and-mortar stores to webshops, the entire market bounced back by the end of the year showing strong growth across all regions.

Mobile Search Ad Revenues to Jump by 16% YoY to US $86B

Thousands of companies, especially the big ones, have been hit hard by supply chain disruptions and customer challenges caused by the pandemic. To cope, many of them stopped their digital ad campaigns and reduced search advertising bids in the first half of 2020. As a result, cost per acquisition (CPA) and cost per click (CPC) were down across verticals and markets.

The shutdown in the travel industry, which spent most of its advertising budget on search ads before the COVID-19, caused another major hit.

Global Search Ad

Global Search Ad

In 2019, brands and media buyers spent US $142.9bn on search engine advertising worldwide, more than social media, video, and banner ads combined, revealed Statista Digital Market Outlook. In 2020, this figure jumped by almost US $10bn, despite the sharp fall in ad spending in the first two quarters of the year.

Brands and media buyers spent US $142.9bn on search advertising worldwide, more than social media, video, and banner ads combined.

Statistics show the global search advertising revenues are expected to jump by 12.4% in 2021. The increasing trend is set to continue in the next few years, with search ad revenues reaching US $211.4bn by 2025.

Mobile search engine advertising revenues are forecast to jump by 16% and hit US $86bn this year. By 2025, this segment of the search advertising market is expected to hit a US $120.2bn value.

Ad spending in the desktop search advertising segment is forecast to witness modest growth in the next few years, with the figure rising from US $85.5bn in 2021 to US $91.1bn in 2025.

Search Engine Advertising: The United States to Generate 40% of Global  Revenues

Analyzed by geography, the United States represents the world’s leading search advertising market, expected to hit US $67.74bn value in 2021, or almost 40% of total spending this year. Statistics show the US search ad revenues jumped by nearly 20% amid the COVID-19 crisis. By 2025, the entire market is expected to hit US $82.2bn value.

As the second-largest market globally, search ad spending in China is expected to grow by 11.3% YoY to US $37.4bn in 2020. The United Kingdom follows with a 14% year-over-year growth and US $12.3bn in ad spending.

Japan and Germany ranked as the fourth and fifth-largest markets globally, with US $6.7bn and US $5.1bn in search ad revenues, respectively.

Statistics show the combined ad spending in the five largest markets is expected to jump by 22% YoY and hit US $157.2bn value by 2025.

Starting February 15, the CNN en Español audiences will be able to enjoy a special 10-episode series of unique interviews in the style of this Hispanic television icon.

Mario Kreutzberger, better known as “Don Francisco,” will present “Don Francisco Reflexiones 2021 on CNN en Español and CNNEspanol.com.

In this special show, the popular entertainer will reflect, with his guests, on some of the issues that could concern and affect anybody. The common denominator of the program will be the sensitivity of the conversations, which will be developed through the personal stories of the interviewees, combined with the unique style of the famous host.

With almost 60 years of career, which began in 1962 in his native Chile, “Don Francisco” is considered an icon of Spanish-language television. He is the creator and host, among other productions, of “Sábado Gigante,” recognized by the Guinness World Records as the longest-running variety show in television history.

In “Don Francisco Reflexiones 2021”, we will see him in his new digital studio without interacting with an audience something totally new to him and specially built for this project and adapted to the circumstances imposed by the pandemic.

Don Francisco
Photo by Gio Alma

This show will also be a new experience for “Don Francisco”, because it is the first time that he will face an international audience with a 100% virtual production, whom will be able to participate by sending their questions, videos and their own reflections through the social networks of Don Francisco @DonFranciscoTV on his digital platforms, and at @CNNEE and the CNN en Español’s webpage, www.CNNE.com/donfrancisco   and its social media network @CNNEE

About this new experience, Don Francisco has said: “I am a communicator in my 59th year in this profession that I am passionate about, and I cannot be silent when I feel that the world has so much to say. I am grateful for this opportunity given to me by CNN en Español to share my reflections with the public and my guests”.

“Don Francisco Reflexiones 2021” will include conversations with more than 30 guests, including prominent artists, personalities from the scientific and cultural worlds, and special interviewees who have had experiences that will make us all reflect.

It’s a multi-platform project that I hope will be the beginning of a new partnership between Don Francisco and CNN.

“Mario is a great interviewer and in this new stage he will unveil a novel format, at a time when humanity and the Hispanic world needs to share in a closer way, interacting in social and digital media and on the television screen of CNN en Español. It’s a multi-platform project that I hope will be the beginning of a new partnership between Don Francisco and CNN,” said Cynthia Hudson, senior vice president and managing director of CNN en Español and Hispanic strategy for CNN/U.S.

The global predictive analytics market size is anticipated to reach US $23.9 billion by 2025, according to a report by Millionin$ights. It is anticipated to register a 23.2% CAGR during the forecasted period, 2019 to 2025. The growth reflects an exponential increase in the generation of data coupled with rising awareness about its usage for implementing marketing strategies.

With the rise of Big Data and Artificial Intelligence, marketers have more powerful technology and analytics tools at their disposal than ever before. Data-backed customer insights can be used to enhance marketing efforts at every stage of the funnel, and one of the most effective tactics is using predictive analytics.

Predictive Analytics in Marketing

According to IBM, over 2.5 quintillion bytes of data are created every single day providing raw data that can be used to obtain data-backed customer insights.  As stated in an article written by Jennifer Xue for Single Grain, there are eight uses of predictive analytics in marketing:
-Detailed Lead Scoring
-Lead Segmentation for Campaign Nurturing
-Targeted Content Distribution
-Lifetime Value Prediction
-Churn Rate Prediction
-Upselling and Cross-Selling Readiness
-Understanding Product Fit

Large enterprises held a major share across the global predictive analytics market due to the surging usage of these solutions for the prediction of future trends according to the availability of historical data. While the small & medium enterprises segment registered the highest CAGR on account of the rising adoption of technologies like cloud and predictive analytics by several SMEs.

The deployment segment of on-premise dominated the global market in 2018 on account of the rising concerns about cloud infrastructure like privacy, storage, and data security. On the other hand, the segment of cloud deployment is projected to register the fastest CAGR in the upcoming years owing to its features like enhanced resource utilization, and cost-effectiveness.

North America dominated the global market in 2018 due to rising technological advancements and surging presence of key players across the U.S. While, the Asia Pacific is projected to witness the highest growth during the forecasted period, 2019 to 2025 on account of increasing deployment of such solutions among several services and solution providers.

The market for predictive analytics includes key players such as IBM Corporation; Microsoft Corporation; SAP ERP; Oracle Corporation; and Tableau Software, Inc. These players have started adopting inorganic and organic marketing strategies like collaborations, mergers, acquisitions, partnerships to widen their product portfolio and reach.

Further key findings from the report :

  • The large enterprises segment dominated the global market in 2018.
  • The segment of cloud deployment is projected to register the highest CAGR during the forecasted years, 2019 to 2025.
  • North America dominated the global predictive analytics market in 2018.
  • The key players in this market are IBM Corporation; Microsoft Corporation; SAP ERP; Oracle Corporation; and Tableau Software, Inc.

More information here.

 

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

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

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

2 – Reshape your first-party data strategy

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

  1. Use your data beyond standard targeting.

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

(i) To support cookieless planning and decision-making

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

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

(ii) To support measurement needs

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

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

  1. Introduce sustainable identity resolution and privacy compliance

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

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

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

3 – Future proof your audience targeting capabilities 

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

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

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

4 – Discover the power of content

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

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

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

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

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

5 – Don’t get lost on the way

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

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

Article written by Remi Cackel, Chief Data Officer, Teads

 

 

Music and Multicultural Marketing play an important role in Cadillac’s marketing,  Alexis Kerr, Head of Multicultural Marketing, Strategy, Content and Execution, at Cadillac. tells Portada. The automotive marketer  tells us all about how she uses music to tell the brand’s story. Plus the Hispanic media outlets she supports and why.

In 2017 Cadillac received a  US $12 billion product-investment pledge to reinvigorate the brand and in early 2019 the General Motors brand named Debora Wahl as Cadillac’s global chief marketing officer. In 2019 Cadillac sales increased 1,1 % to 156,246 unit. The results represent the first annual increase in sales volume that the luxury brand has experienced in the American market since 2013. Music Marketing and Multicultural Marketing play an important role in Cadillac marketing overall and growth. That is why we

Advertising in 2021
Alexis Kerr, Cadillac

interviewed Alexis Kerr, Head of Multicultural Marketing, Strategy, Content and Execution, at Cadillac.  “Music continues to be at the foundation of our efforts,” Kerr asserts. As an example she mentions the Cadillac LYRIC,  an electric crossover to be produced by Cadillac which will be available for purchase in the first half of 2022. According to Kerr, “with the introduction of LYRIC, we have appreciated how the world has embraced Cadillac by mentioning it in over 3,600 songs. Music is also something that crosses partnerships, influencers, content and activations so we found ways to leverage the right artists to tell our brand’s story.”

Music crosses partnerships, influencers, content and activations so we found ways to leverage the right artists to tell our brand’s story.

Portada LiveCadillac’s Alexis Kerr will be participating in Portada Live on March 24, our exclusive knowledge-sharing and networking event for brand marketers. She will be speaking along with other brand leaders on the topic of “Targeting Multicultural Consumers at Scale”.

 

Cadillac Marketing: Heavily Leaning into the Hispanic Community

Asked about which activations Cadillac is planning in 2021 in the multicultural space, Kerr answers that  “In 2021, we are leaning in heavily into the Hispanic community. We are fully engaging and focusing on properties we currently support. Hispanicize is a great example of a partnership that offers an activation as well as media buying opportunities. A few other media partners that we support that have our audience are Telemundo, Estrella, Unimas, Hulu Latina, Univision, Xandr Direct TV. We buy Hispanic Addressable TV to ensure a 1:1 at scale approach. Overall, we have an audience-first approach, we ensure that we leverage media companies that are Hispanic-owned.”

We buy Hispanic Addressable TV to ensure a 1:1 at scale approach.

Cadillac MarketingBrands are under increasing pressure  to invest in media properties that support truth-based journalism and diverse communities.  So is Cadillac’s Marketing. Yet, these media properties may not have enough reach to justify a media spend in ROI terms. What is Kerr’s view on this? “We have found creative ways to nurture our Multicultural media partners to ensure they serve us in various different ways vs just ROI.  Media partnerships like Hispanicize and Revolt are great examples of how partners have been able to work with us to meet those goals. We have increased our spend to support diverse communities and partnerships.”

We have found creative ways to nurture our multicultural media partners to ensure they serve us in various different ways vs just ROI. 

 

Distorted by the impact of COVID-19, global consumer media usage, including all digital and traditional media, grew at an accelerated 2.8% to an average of 53.1 hours per week in 2020, according to PQ Media’s annual Global Consumer Media Usage Forecast 2020-2024.

 

How much media did we consume in 2020? In contrast to the loss of momentum in advertising and marketing spending in 2020, consumer time spent with media surged at the fastest growth rate since 2015, reversing a five-year trend of decelerating growth in media usage, according to new research released by leading media economist PQ Media®. Distorted by the impact of COVID-19, global consumer time spent with media, including all digital and traditional media, grew at an accelerated 2.8% to an average of 53.1 hours per week (HPW) in 2020, according to PQ Media’s annual Global Consumer Media Usage Forecast 2020-2024™.

The COVID-19 pandemic and the stay-at-home countermeasures employed to stem its spread, shook up the media economy in such a way that secular trends driving down media usage in some segments were reversed, while cyclical trends expected to boost usage in other sectors were postponed, and still other emerging trends were accelerated, positioning newer digital media channels to capitalize on the social and economic turbulence that rocked the media landscape in 2020.

As a result, global digital media usage bolted up 9.6% to 15.1 HPW in 2020, accounting for 28.5% of consumer time spent with media worldwide, gaining nearly 11 share points on traditional media in just five years. Key growth drivers were a slew of mobile media, including mobile video, audio, games, books and news, as well as social media channels, podcasting and OTT streaming video services, all of which posted consumer usage growth rates exceeding 15%, according to PQ Media®.

Consumer Media Usage Grows due to Pandemic

Consumer MediaNot since the Great Recession has there been a 10-point differential between the growth of overall consumer media usage and that of total advertising & marketing spending. But in the upside-down media economy of 2020 the pandemic drove down advertising & marketing spending 6.8%, while consumer time spent with media grew 2.8%, which was the fastest annual growth rate in five years, according to the Global Consumer Media Usage Forecast 2020-2024™.

“The prime beneficiaries of this paradoxical growth surge in media usage were consumer-supported media, particularly digital video, audio, games, social media and chat services. There’s no doubt that streaming media as a group were the hands-down winners in an otherwise loser of a year for many media stakeholders, particularly those dependent on advertising-driven media,” said PQ Media CEO Patrick Quinn. “As a result, consumer-driven media usage continued a nearly 20-year pattern of snatching away market share from advertising & marketing-supported media, as consumer-driven media accounted for over 55% of all media usage in the US, while its share grew to nearly 35% globally in 2020.”

The prime beneficiaries of this paradoxical growth surge in media usage were consumer-supported media, particularly digital video, audio, games, social media and chat services.

Of the 22 digital media channels covered in PQ Media’s report, consumers spent the most time with OTT video, like video-on-demand and streaming TV programs on connected devices, reaching an average of 5.04 HPW in 2020. While global mobile media usage was nearly 6.0 HPW in 2020, mobile video and games were the only mobile channels to exceed 1.0 HPW. New streaming video and audio services proliferated in 2020 as their audiences grew simultaneous to COVID-19 forcing consumers indoors for longer periods, pushing up digital video and audio consumption.

Consumer Media Usage: Netflix won big time

Consumer Media

Netflix added 26 million global subscribers in 1H20 compared to only 12 million in 1H19, as original hit series like “Tiger King,” “Ozark” and “The Queen’s Gambit” provided fresh content to growing stay-at-home audiences. Just one year after its launch, new video streamer Disney+ amassed nearly 74 million paid subscribers by 4Q20. With movie theaters shut down and studios forced to either delay film releases or launch them via streaming services, Disney debuted both “Mulan” and “Soul” on Disney+, while Warner Bros. launched “Wonder Woman ’84” concurrently on HBO Max and in theaters.

While videogames tend to buck trends in typical years, with usage declining prior to major hardware upgrades, this was not the case in 2020, as videogame usage surged throughout the year. Several franchise titles, such as Activision’s “Call of Duty,” were updated with new editions to great success – even before the blockbuster releases of Sony’s Playstation 5 and Microsoft’s Xbox Series X in 4Q20 – while titles like “Animal Crossing” and “Among Us” became international hits, driving up time spent with videogames.

Traditional media

Consumer MediaMeanwhile, several traditional media that had posted declining or decelerating growth rates since the Great Recession recorded their strongest growth in over 10 years. Print newspaper and book readership ticked up, but much of the fuel driving traditional media’s growth came from radio listenership, which grew 2.8% in 2020, as radio was a primary source for pandemic information in rural areas. Consumers turned to live TV more than any other medium (20.7 HPW) and terrestrial radio was the only other medium to exceed 10.0 HPW.

But not all media shared the good news. Print magazines lost subscribers who were afraid to touch mail and retailer subscribers like salons that had to eliminate waiting rooms. Particularly hard hit were film & DVD viewing (down 30%) and both traditional and digital out-of-home media, as stay-at-home edicts sapped travelers from the roads and skyways and foot traffic from many other venues.

Despite the expectation of COVID-19 vaccines being distributed widely by mid-2021 and a minor upswing in media consumption during the Tokyo Summer Olympics postponed from last year, consumer time spent with media will resume decelerating growth in 2021. PQ Media projects global consumer media usage to rise only 1.4% this year.

While the pandemic reversed some secular trends in 2020, we believe this was simply a short-term disruption of key long-term trends that will resume in 2021.

“We projected last year that consumer media usage would likely reach a tipping point at which media consumption flattens by the end of 2023. And while the pandemic reversed some secular trends in 2020, we believe this was simply a short-term disruption of key long-term trends that will resume in 2021,” Quinn said. “The key factors remain, as various traditional media usage will continue to either decelerate or decline, while smartphone penetration is at or near saturation in major markets worldwide, and several internet and mobile media channels will continue to experience slower annual growth.”

The rise in mobile media usage has a direct correlation to the growing influence of younger generations. Although iGens (born 1981-1996) use overall media much less than older generations (29 HPW in 2020) almost half of their media consumption is done via digital devices. In comparison, the Great Generation (born pre-1945) use media the most (89 HPW in 2020), but only 22% of their media consumption occurs on digital devices.

Among the 20 largest media markets, Japan posted the highest usage in 2020 (79.6 HPW), while Russia boasted the fastest growth (up 4.5%), and South Korea had the highest digital media share of total consumer media usage (45.3%). US consumer media usage was up 2.9% to 73.0 HPW, as streaming video and audio drove up digital’s share of total media usage to 42.4%, PQ Media estimates.

 

Email newsletters have long been regarded as one of  digital marketer’s best friends. The reasons for that are not hard to fathom. The “The State of E-mail Newsletters:2021 and Beyond” by What If Media Group, sheds new light on how consumers interact with email newsletters.

For brands, email newsletters represent a rare opportunity to get regular exposure to consumers who have opted-in to hear more about what their company has to offer and represent the perfect customer nurturing and retention tool. Also, automated email open rates and conversion have skyrocketed during the pandemic.

For media outlets, meanwhile, they represent an opportunity to drive both subscription and ad revenue. And, if you need another reason to love newsletters, consider that, according to Campaign Monitor, it’s possible to achieve an ROI of up to $44 for every $1 spent, thanks to advanced segmentation, personalization, and campaign triggers.

Looked at from the other side, however, it can be tempting to wonder: what do consumers get out of it? Why would someone sign up for a service designed to serve them ads or direct their attention to a company’s messaging on a regular basis?

The answer, of course, lies in the content. Or, to be more specific, the free content. A recent What If Media Group study of more than 9,300 U.S. consumers found that 84.1% of consumers are not willing to pay a subscription to access the type of content they like to read the most—a situation that has helped to contribute to the heavily ad-reliant landscape that many email publishers find themselves in. That said, nearly half of consumers subscribe to at least one email newsletter for news and entertainment, with most subscribing to an average of 2 or 3.

email newsletters

For those who are willing to pay, the majority of consumers place the value of online content at less than $10 per month. Although publications such as the Wall Street Journal and, recently, the New York Times, have found success in subscription models for their content, the subscription-based model opportunity for smaller publishers is practically non-existent, making the industry as a whole unlikely to move away from an ad-supported model any time soon. Indeed, when asked in the What If Media Group survey, consumers were specific about that fact: almost 80 percent noted that they would prefer to access free content with ads as opposed to paying extra for an ad-free experience.

80 percent noted that they would prefer to access free content with ads as opposed to paying extra for an ad-free experience.

Of course, for marketers, the ads themselves are the most important piece of the puzzle—and the What If Media Group data suggest that there are significant opportunities for advertisers and publishers to improve their performance and derive greater returns from this valuable avenue. For example, just 13.1% of respondents rated the email newsletter ads they see as being “very relevant” and targeted, with a further 32.4% rating theirs as “somewhat relevant.” That leaves a majority of respondents—54.5%–either oblivious or actively repelled by the ads they see, a statistic that seems to represent a significant failing—and a major opportunity—for those in the business of understanding the needs and preferences of their audiences.

email newsletters

Underlining the importance of getting it right, those same respondents also rated the effectiveness of the ads they did notice quite highly: 56.4% felt that email newsletter ads were either very or somewhat influential on their shopping decisions (a significant finding, given that often consumers are demure in being open about the importance of advertising to their purchasing habits).

email newsletters

With all of that in mind, it is clear that email newsletters continue to represent a significant opportunity for marketers to reach the exact audience they need—and that the need to better understand those audience lies at the heart of their ability to reach the full potential the medium has to offer. But make no mistake: this is not a question of doing more advertising without more targeting, the correct use of marketing technologies (e-mail newsletter system and its integration into the rest of the stack) continues to play an important role.

Email newsletters continue to represent a significant opportunity for marketers to reach the exact audience they need.

As the What If Media Group data clearly illustrates, the path to success lies in achieving buy-in from an audience that is willing to trade their attention for free content. As such, the quality of that content is one driver of success; the quality of audience data is another. The key to achieving maximum ROI, however, lies in combining both.

Methodology

The What If Media Group survey was conducted online within the United States, from December 20 – 21, 2020, among 9,313 adults. Respondents were randomly selected and the findings are at a 99% confidence level with a margin of error +/- 2.5%. What If Media Group’s proprietary ad-serving technology includes a real-time survey module that was used to facilitate the data collection for this study. Data was weighted to the 2010 US Census.

The pro-Trump mob that stormed the U.S. Capitol on January 6 was mostly incited by social media driven fake news. It again became blatantly evident that a repluralization of media and a commitment to facts as a public good are crucial to the stability of the U.S. democratic system. Enter Corporate Social Responsibility: Brands and media buyers at agencies should be under pressure to direct advertising to media properties practicing professional journalism. Media dollars should also be directed to  underserved communities. Learn how UM , Cadillac and Realogy  balance the reach vs. responsibility/purpose driven marketing trade off in media buys.




It is not surprising that the  D.C. chaos has actually made many brands to take the decision of pausing social advertising. According to a 2019 study published in Science by MIT Sloan professor Sinan Aral and Deb Roy and Soroush Vosoughi of the MIT Media Lab. They found falsehoods are 70% more likely to be retweeted on Twitter than the truth, and reach their first 1,500 people six times faster. This effect is more pronounced with political news than other categories.  Independent, truth-seeking professional journalists apply reporting methodologies and a code of ethics that makes them accountable and transparent. Corporate social responsibility should make sure that brands advertise in trusted media properties.

However, brand marketers and the media agencies that cater to them not only need brand safety but also reach at a low cost for media buys to be efficient and ultimately obtain leads and sales.

News Sites: How it Works in Practice…

Corporate Social Responsibility
David Queamante, SVP, Client Business Partner, UM Worldwide

David Queamante,  SVP, Client Business Partner, UM Worldwide tells Portada that when he worked at “an Automotive brand, recently, we saw that News Programming has a high index among people who earn the income we wanted to see, and who buy the vehicle segments we were promoting. However, on the Finance brand that I focus on currently, we see that News Programming indexes below 100 for people who will be in-the-market for our type of loan in the next 12 months. I still try to keep News programming as part of the buy, but I’m limited in how much support I can put behind that content when other programming indexes much higher for that target.”

I still try to keep News programming as part of the buy, but I’m limited in how much support I can put behind that content when other programming indexes much higher for that target. 

Queamante add thats “when we run ads for this company on Social Media, we see that our Cost-Per KPIs is much lower than what we see when we run display ads anywhere else. At the end of the day, I can’t  avoid Social Media without lowering my leads and visits. Now, we work very hard with our paid social buyers to avoid controversial/divisive posts and content as much as possible.”

At the end of the day, I can’t  avoid Social Media without lowering my leads and visits. Now, we work very hard with our paid social buyers to avoid controversial/divisive posts and content as much as possible.

Journalist Powered Content Ratings…

Separately, IPG Mediabrands, the owner of UM,  has agreed to begin using NewsGuard’s journalist-powered content ratings system for its digital news media buys in the United States, and other key markets. NewsGuard — which was founded by news media pioneer Steven Brill as a solution to the deluge of disinformation being promulgated by questionable publishers and sources — relies on human intelligence as opposed to machine-learning algorithms to detect, organize and rate the veracity of news and information publishers.  Many brands and media agencies recognize that corporate social responsibility includes advertising in trusted media properties.  IPG/ Mediabrands plans plans to use the ratings as part of its programmatic media buys made on news and information websites. “Our partnership with NewsGuard has already helped expand the scope of quality inventory available while ensuring ads remain in brand-safe and brand-suitable environments,” says Mediabrands Global Brand Safety Officer Joshua Lowcock said in a statement announcing the expansion of its agreement.

Corporate Social Responsibility: How Diversity Media Buys Work  in Practice…

Jason Riveiro, Realogy
Jason Riveiro, Senior Director, Global Growth Markets & Inclusion, Realogy

Another demand consumers have for 2021 is that brands should support media properties that target diverse and underserved audiences. Some members of the brand marketing community agree: “Inclusivity in messaging should be substantial and authentic, but also should include investment in media targeting underserved communities”,  says Jason Riveiro, Senior Director, Global Growth Markets & Inclusion tells Portada.

 

Advertising in 2021
Alexis Kerr,  Cadillac

How does this work in practice? Alexis Kerr, Cadillac’s Head of Multicultural Marketing | Multicultural Strategy, Content and Execution, notes that she has found creative ways to nurture her multicultural media partners to ensure they serve her in various different ways vs just ROI.  “Media partnerships like Hispanicize and Revolt are great examples of how partners have been able to work with us to meet those goals. We have increased our spend to support diverse communities and partnerships,” she asserts.

MediaBrands has made it an internal mandate to increase or improve our investment on Diversity-Owned media partners. However, we don’t want to just pick an arbitrary % of the media budget.

Custom Solutions that Balance Reach vs. Responsibility

Corporate social responsibility should include that brands advertise in trusted media properties. 
UM’s David  Queamante  notes that his agency
has worked hard to build custom solutions that balance reach with responsibility by making it easier to identify and work with Diversity-owned and Diversity-serving media partners, while still delivering on campaign goals and KPIs. “MediaBrands has made it an internal mandate to increase or improve our investment on Diversity-Owned media partners. However, we don’t want to just pick an arbitrary % of the media budget.  It may not be possible to spend a certain amount of money with diversity-owned partners – many of them lack the scale that non-Diversity-owned partners have. Due to this lower scale, investing an arbitrary amount with these partners may also have negative impact on the campaign reach and exposure to our target audiences.

Corporate Social Responsibility: A Catalogue of Diversity Owned Partners

Queamante adds that the first thing he does is to “start with a database that one of our internal agencies (MAVEN) maintains and updates several times a year. This catalogues Diversity Owned partners across more than just ethnicity. It includes Veteran-owned, Women-owned, Disability-owned and more.
The second step involves to “match the media partners on this list with our custom targets; we call them High Value Audiences (HVA). We identify these audiences using our Acxiom data stack, and we’re able to match these audiences back to media behavior. Based on the HVA media consumption of these Diversity-owned partners we’re able to create investment benchmarks that are specific to each brand and their unique audience.”  “Since these benchmarks factor in HVA media consumption, they have a positive impact on reach and exposure levels for our target.”, Queamante concludes.

 

 

 

What form will the advertising mix take once COVID-19 is over? How and where should brands advertise to boost E-Commerce? Should they trust Live Sports to come back in a major way?  How can brand marketers best approach Data Privacy Regulations, First Party Data and Personalization?…. Advertisers have many questions as they go into 2021 and beyond. Check out the answers provided by brand executives in the Portada network and our editorial team. A Q&A reflecting the Advertising and Marketing Zeitgeist.

Brand Marketer Question

MY FIRST QUESTION is WTF I can’t plan much in this environment. When will COVID-19 finally be over?

ANSWER: Don’t expect live to resemble anything close to what we had in 2019 until the second half of 2021.
Good to know: Customers are the lifeblood of business and advertising is the main tool to attract new customers and an important way to retain them. In 2020 business conditions changed dramatically due to COVID-19. This substantially impacted advertising with an expected decrease of U.S. advertising revenue of 17% for 2020 (excluding political advertising, Magna Global);a miserable advertising year.

Brand Marketer Question

OK, but EVEN WHEN COVID IS OVER, how will the new normal impact my advertising and marketing?

ANSWER: Whether you are a company that is not directly facing the consumer or a Direct to Consumer firm, E-Commerce marketing and advertising will be much more important for you compared to pre-Covid-19 levels.(e.g. check out how automotive marketer Cadillac has worked proactively to adapt its advertising and marketing.)
Good to know: COVID has brought enormous changes in the way consumers inform themselves and buy products and has accelerated digital transformation and e-commerce. In January 2020, eMarketer forecast total U.S. ecommerce sales would reach US $674.88 billion in 2020, but a revised estimate puts that figure at US $794.50 billion or 17.7% more than expected! E-commerce skyrocketed from 12% to 16% of retail sales in only one year. Note that there is still a lot of room for e-commerce growth!

On the Relentless Ascent of E-Commerce Focused Advertising

Brand Marketer Question

I can see that it makes sense to put more money to work to grow E-COMMERCE, BUT WHERE EXACTLY SHOULD I DO THIS? Should I invest in advertising to attract  buyers to my own website, to a third party marketplace or to direct them to social selling?

ANSWER: Most brand marketers in the Portada knowledge-sharing network see sales channels as complementary and not competing. “The key is to be omnichannel in order to be where customers need us to be,” one brand marketer says.  Another thing to take into account in your advertising is that third party marketplaces (e.g. Amazon, but also Target or Walmart) are impacting brand messaging. It is crucial for brands to be in control of messaging. As social media becomes even more connected with e-commerce, Influencer marketing  is becoming more sales driven.  (According to Statista, global Instagram influencer marketing amounted to US $ $8,08 billion in 2020.)
Good to know: Amazon (37% sales growth in the third quarter of 2020 (Q3), vs Q3 2019) and other online retailers including Best Buy (23% Q3 2020 vs. Q3 2019 ) and Target (21.3% growth) have gained an enormous power as third party marketplaces who provide data and marketing services to brands. So have delivery and pick-up services like Instacart (grocery), Grubhub (restaurants)  and others. All these intermediaries offer marketers opportunities to advertise their products on their apps and websites. In addition, social media properties are playing a crucial role in sending shoppers to company websites and also offer direct sales integrations (e.g. Instagram has just debuted shopping capabilities within its recently launched Reels feature).
Magna estimates that driven by ecommerce and advertisers looking for “lower funnel” attribution, U.S. digital media revenue grew by 10% in 2020, reaching US $140 billion.

2021 Advertising Question

WHAT ABOUT  THE TOP OF THE FUNNEL. Is there no place for branding and awareness anymore?

ANSWER: “While digital media and e-commerce have changed and shortened the customer’s path to purchase, brand awareness continues to be the basis for consideration and purchase. Broadcast TV and other traditional media forms, including Out of Home Advertising, continue to have major reach and appeal for advertisers. 

Good to know:  Magna forecasts that in 2021, with a COVID vaccine and the postponed Olympics, global advertising will rebound. The agency forecasts the global ad spend to increase by 7.6% to US $612 billion. Linear media, which is mostly awareness-top of the funnel oriented, will grow by 3.5%. 

Where is Experiential Marketing Going?

Advertising in 2021
Michael Goldstein, Mastercard

2021 Advertising

Corporate America used to utilize in-person Live Sports events to obtain high reach and engagement. Will that again be the case once COVID is over or will VIRTUAL EVENTS, INCLUDING E-SPORTS, STILL PLAY A MAJOR ROLE?

ANSWER: “You will definitely see more of a mix as the world returns to normal of virtual vs. in-person events relative to how things worked prior to Covid,” Michael Goldstein, VP and Head of sponsorships North America at Mastercard recently told Portada.

Good to know: The pandemic produced a huge drop in live sports ratings (e.g. a decline of 49% in NBA finals and 61% in NHL finals) as the absence or scarcity of fans in the stands may have dulled the excitement around watching events. Approximately US $ 1 billion in advertising expenditures were lost.

Advertising: How can Ad-Tech and MarTech Help?

2021 Advertising Question

DATA PRIVACY REGULATIONS are making it more difficult to target consumers. How can I solve this in 2021 and beyond? 

ANSWER: Contextual targeting  technology provides a data privacy-friendly alternative to behavioral targeting, It can help a brand understand what a consumer might like without needing personally identifiable information. Contextual targeting uses linguistic elements and the advertisements themselves are selected and served by automated systems based on the context of what a user is looking at (e.g. check out Tecate’s new campaign). Contextual targeting can also be useful for performance marketing efforts.
Good to know:  Data privacy regulations and third party cookie phase-outs have digital advertisers scrambling for solutions to maintain campaign efficiency and scale without the regulation compromising behavioral targeting technology.

Brand Marketer Question

Nice to know…but I think my company should also obtain FIRST PARTY DATA as a major way to get customer insights. Don’t you think so?

ANSWER:  Brands can gain a lot by unifying first-party data sources into a single customer view in a Customer Data Platform, CDP, although the platforms may not necessarily do everything a marketer expects them to do.
Good to know:  Marketers will need to shift from reliance on third-party data for audience targeting and campaign measurement to a new model  improving the way they collect, manage, and activate their first-party data. Ogilvy head of experience technology, Jason Davey, sees digital marketing strategies shifting to prioritize first-party data as the looming cookie crisis gets real.  Due to technological advances, multi-channel data collection, attribution, curation, enrichment and decisioning has become more accessible and affordable.

Question

How does this all connect with my increased need to PERSONALIZE CUSTOMER COMMUNICATIONS?

ANSWER:The appropiate use of CDPs will continue to drive the hyper-personalisation trend, with more interest in Artificial Intelligence including predictive data analysis.

Good to know: Recent Salesforce research found customers increasingly anticipate personalized interactions at every stage of their buyer’s journey, from brand awareness through purchase and potentially on to retention and brand advocacy.

 

Question

Sounds interesting. Another question I have is if I should invest more in CONNECTED TV (CTV). While the audience watching CTV is huge why are CTV advertising investment volumes so small?

Darcy Bowe
Darcy Bowe, SVP, Media Director, Starcom USA

ANSWER: CTV is clearly on the rise, as are other forms of video advertising, yet more sophisticated CTV measurement options “are key – and that will allow us to measure viewership and frequency across screens more easily,” Darcy Bowe, SVP, Media Director at Starcom USA tells Portada.

Good to know: CTV household penetration lies at 80% and Pay-TV’s at 62%, yet CTV  advertising is expected in 2021 to amount to only 15% of total US TV ad spending.

 

How can Segment and Purpose Driven Advertising Really Work?

Question

How should I approach marketing toward ETHNIC POPULATION GROUPS in 2021 and beyond? 

Larissa Acosta
Larissa Acosta, Wells Fargo.

ANSWER: “The change that I would like to see for 2021 and beyond is to move away from total market strategies that try to find places of commonalities and a move towards diverse segment lead strategies, that are intentional and focused on the most authentic and relevant messages to build brand affinity and product usage with diverse segments as the designed target”, says Larissa Acosta, Integrated Marketing Consumer + Diverse Segments Team Leader at Wells Fargo.

Good to know: Over the last decade Corporate Americas has used the Total Market approach (TMA). This approach integrates diverse segment considerations and mostly leads to a full cross-cultural approach and campaigns. Critics note that the TMA is not effective for multicultural marketing and that the real reason companies use TMA is that they realize savings in their advertising expense and marketing organizations.

 

Brand Marketer Question

OK. I do want to TARGET THE HISPANIC POPULATION specifically and support media properties that cater to those communities. How can I advertise toward the Hispanic segment in a cost effective way. I mean Facebook and other platforms tend to be cheaper and have a lot of reach?

Advertising in 2021
Alexis Kerr, Cadillac

ANSWER: We have found creative ways to nurture our multicultural media partners to ensure they serve us in various different ways vs just ROI. Media partnerships like Hispanicize and Revolt are great examples of how partners have been able to work with us to meet those goals. We have increased our spend to support diverse communities and partnerships.”, says Alexis Kerr, Head of Multicultural Marketing | Strategy, Content and Execution, at Cadillac.

Good to Know: Brands are often asked to invest in media properties that serve diverse communities. Yet, these media properties may not have enough reach to justify a media spend on ROI terms. (It also has to be said that while the cost of advertising in social media is lower, it not always guarantees brand safety.)

Brand Marketer Question

RACISM AND INEQUITY are major factors behind civic unrest. How should I be mindful of this in my brand’s advertising? 

ANSWER: It is counterproductive for a company to advertise if it does not commit to social and economic change by incorporating diversity, racial justice and social equity mandates and their execution. This should include executive leadership and personnel selection, an ecologically sound production process as well as diversity in vendors.
Good to know: Covid-19 exposed a historic cycle of systematic racism and oppression as civil unrest hit many U.S. cities in 2020. More than 35% of young consumers (aged 19-26) have stopped shopping from a brand who has not spoken out against racism (Oberland Survey, August 2020).

 

 

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


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

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

NUMATEC’s MarTech Investments

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

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

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

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

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

MarTech Investments: Holding Company and Investor

Giuliano Stiglitz
Giuliano Stiglitz, CEO, NUMATEC

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

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

Providing Brands with a Wide Array of Marketing Services

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