Do demand-side platforms have a racist behavior? Why Programmatic advertising targeting multicultural audiences has a lot of room for improvement, to say the least. Two critical issues and potential solutions according to media buying agency and media executives interviewed by Portada.
Inside the agreement to provide spanish-language current affairs and archival content to ChatGPT. How it impacts Spanish-language content for the U.S. Hispanic market.
Financial Super App and naming rights sponsor of MLS Arena Inter&Co Stadium, hires seasoned Fortune 100 executive Kaio Philipe to scale across America.
New data shows that the EPL (English Premier League) now leads the U.S. soccer viewership ranking for the first time, beating LigaMX. Five factors explain the relative rise of the English Premier League versus Liga MX.
T-Mobile-Dentsu, Chispa, Eli Lilly, Verizon….and other brands targeting the U.S. consumer right now.
Influencer Marketing Trends: Julia Estacolchic, Sr. Director of Brand Marketing at Match, provides Portada with first-hand input about the evolving influencer marketing practice.
S&P Global Ratings expects U.S. advertising revenue to increase by 7.6% in 2024—eleven factors to consider for 2024 advertising trends.
The news of the purchase of a majority stake in MyCode by Ariel Alternatives valuing the company at US $400 million, triggers interesting thoughts on the value of minority ownership and the overall state and valuation of media and ad-tech companies involved in multicultural marketing. Why is Univision’s valuation so low? Is there a minority-owned valuation premium? Let’s analyze …
Soccer marketing – including sponsorships, experiential activations, advertising/branded content, and influencer marketing – is in most marketers’ mouths. But do brand marketers really believe soccer will have a transformative impact on marketing? We surveyed the decision-makers, and this is what they have to say.
With a 21.8% market share, BBVA is Mexico’s largest bank ranked by assets. The financial institution invested US $157 million in LigaMX and related properties between 2013 and 2024. That is why Portada recently talked to Alejandro Mayer, Director of Marketing Capabilities at BBVA Mexico, a key executive behind the institution’s La LigaMx soccer sponsorships.
Over the past few years, PepsiCo has reshuffled its portfolio to focus on healthier beverages, including the high-growth energy drinks market. Portada interviewed Fabiola (“Faby”) Torres, SVP, CMO Energy Drinks / Hispanic Business Unit, PepsiCo, to understand how the CPG giant continues to invest in the energy drink market opportunity.
The NFL, together with NTERTAIN Studios and music label NEON16, led by Latino executives Tainy and Lex Borrero announced an expansion of their partnership for
Successful marketing to Mexican Americans is the be-all and end-all for Anaheim, CA-based retailer Northgate Gonzalez Market. Portada talked to Victor Huerta, Brand Manager, Northgate González Market, to understand how one of the largest Hispanic supermarket chains reaches and engages its target consumers.
Great experiential marketing examples are based on deep consumer insights, flawless activations, appropriate amplification as well as relevant measurement. Portada interviewed Roberto Ramirez Laverde, Global Senior Vice President of BACARDÍ Rum, who recently launched the BACARDÍ x Stadium Goods SNEAK3ASY campaign.
Marketers and media execs from the Portada network provide 5 takeaways from the recent Cannes Lions 2023 festival. Read what Entravision’s Juan Saldivar, NUMATEC’s Giuliano Stiglitz, and We are All Human’s Claudio Romo have to say.
The Hispanic Sentiment Study examines political polarization, DEI , and the impact of COVID-19 on the Hispanic consumer.
Messi’s engagement with Inter Miami will accelerate soccer’s transformative impact on U.S. sports marketing. Find out why the MLS has the opportunity to surpass Spain’s La Liga in revenues and shorten the gap to the three U.S. juggernaut leagues, NFL, MLB, and NBA. Five critical questions and answers you need to know about.
Guaranteed Rate, a Super Bowl advertiser and the nation’s third-largest retail mortgage lender, is betting on reaching Hispanic consumers on their terms.
Cultural sensitivity is a critical skill for any marketer who wants to truly engage consumers in multicultural America. Guillermo Pérez, Chief Creative Officer, Digo provides
Molson Coors Marketing: it is very difficult to stand out in the highly competitive light beer category. Portada talked to Elizabeth Hitch, Senior Director of Marketing – Miller Lite North America and Global at Molson Coors Beverage Company to understand her marketing initiatives, including the recent collaboration with Colombian Singer J. Balvin.