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What: Alberto Pardo, Parker Morse, and Cesar M. Melgoza, founding partners of Portada’s Council System, gave us their views on how technology will help the evolution of marketing in the near future.
Why it matters: AI is already impacting the media buying industry and it is expected to revolutionize the space with the automation of simultaneous processes.

Artificial Intelligence Will Increase Efficiency

According to a recent Salesforce study, 51% of the world’s marketing leaders (3500 participants answered the survey) are already using Artificial Intelligence in their organizations, and the technology has an anticipated YoY-growth of 53%. Moreover, 64% of these marketers agree that AI has “greatly or substantially increased their overall marketing efficiency”, and this technology is expected to grow more than any other.

“Everything will be about utilizing more technology, more data, more AI to be able to do things more efficiently,” asserts Parker Morse, founder & CEO of H Code, and member of Portada’s Agency Star Committee. “But it still needs to have people and the artistic touch of creating a creative experience that really engages the user, and machines can’t do everything. It’s about trying to find the balance between utilizing data and machines and the human element of creating the emotional connection with the user.”

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5G Networks Will Bring a Mobile Explosion

Alberto Pardo, founder & CEO of Adsmovil, is pretty certain that “The future of marketing will absolutely be focused in three or four things: first, AI is going to change the way everything is done, everything we know is going to change in the near future because of the erosion or explosion of big data. Data is going to be more and more relevant and AI is going to be a very important part of it.”

Further, the member of Portada’s Council of the Americas asserts: “Second, mobile will have an impact everywhere. It’ll explode because of the 5G networks that are coming maybe this year or the next to Latin America and of course the U.S., so this’ll have a huge impact in the way we interact with mobile devices. I think video is also going to be very relevant in terms of investment, in the advertising industry, and there’s also going to be a big change in people’s roles, what people do today is going to change dramatically in the next 5-6 years.”

Data Helps Connect to Consumers

“What’s next is actually what I like to say is ‘back to the future’,” comments Brand Star Committee member Cesar M. Melgoza, founder & CEO of Geoscape, which was acquired by Claritas at the beginning of this year. “Connecting with consumers, engaging in very relevant, impactful ways will never go out of style, the question is how you do it, through which screen, at what time of day, in which context, and what that engagement results in.”

Connecting with consumers will never go out of style, the question is how you do it.

The amount of data will grow with every passing day, but marketers will need to increase the sensitivity that is needed to interpret it and make good use of it. To be effective, you need to create an emotional connection with consumers, which is impossible without the human touch, as other executives have expressed in previous marketer interviews. AI and big data are already shaping how marketing is done, the question is not “what will happen”, but as Melgoza says, how.

The Portada Council System got together at Portada Miami on April 19 for the official launch of this exciting new venture, which includes over 70 decision makers from all over the Americas.

Meeting of the Brand Star Committee

Portada’s Council System members are more than 70 senior brand marketing, agency and media executives from all over the Americas. Their input drives Portada’s content and networking platform. Portada Miami on April 18 and 19 in the brand new Hotel EAST was the stellar setting for the official launch of the five different units of the Council System: Americas Board, Brand Star Committee, Agency Star Committee, Sports Marketing Board, and Travel Marketing Board. Check out the FAQ about the Council System.

“It is a great privilege to be a part of the great list of marketing brains and world-class leaders that is the Portada Council of the Americas: a unique place to exchange knowledge, discuss common challenges and share tricks as we define our competitive skills in this fully connected world,” remarked Juan Saldívar, founder & CEO at SWS and member of the Americas Board, in a press release.

AcuityAds’ Seraj Bharwani

Representatives of founding partners of the Council System AcuityAds, Geoscape, and People@ joined president of Portada Marcos Baer in the official launch of this new initiative, which gathers marketing, media & advertising professionals from different sectors and brings them together with their peers, allowing them to discuss key relevant issues and come up with creative solutions in an enclosed, private setting.

“Portada’s new approach featuring the Council System is an impressive new method for ensuring all the key issues are addressed by its conferences and delegates across industry groups,” commented César Melgoza, founder & CEO of Geoscape.

Each of the five units of Portada’s Council System had their first in-person meeting in the midst of Portada Miami, and they will gather again twice this year.

Portada’s Marcos Baer and People@’s Vanessa Angulo

“The Portada Council System is a unique forum for exchanging insights on the US Hispanic audience and advancing the state of consumer attention in partnership with the leading brand advertisers in the country,“ added Seraj Bharwani, Chief Strategy Officer at AcuityAds, who presented the official launch of the Council System at Portada Miami together with Vanessa Angulo, co-founder of People@.

Portada’s Council membership is an exclusive by invitation only experience. Members are selected from an elite group of brand marketing, tech and media thought leaders. To find out more about how Portada’s content and networking platform can help your brand’s marketing objectives, please contact Portada Sales Manager Isabel Ojeda.

At Portada Miami, over 300 brand leaders and decision makers gathered to hear our outstanding speakers and witnessed the official launch of Portada’s brand new council system. With topics ranging from payment systems and connected cars to out-of-home advertising, marketing in Latin America, and esports, attendees received a varied and complete glimpse into the future of marketing.

After months of organization, Portada Miami took place on April 19 at the exclusive East Hotel in Brickell. Over 300 executives got together last Thursday for the carefully curated list of conferences that opened with Mexican innovator and CEO of TelePay Patrick Becker‘s talk titled The Payment Systems Revolution. What can marketers learn from the advance of new payment systems? How do new payment systems change the approach to e-commerce and traditional POS systems?

 What is next is ‘back to the future’: connecting with consumers in an impactful way will never go out of style; the question is how you do it.

After the official launch of Portada’s brand new Council System, attendees heard about the perspective of César M. Melgoza, CEO & founder of Geoscape, recently acquired by Claritas, on data-driven digital and mobile advertising. “What is next is ‘back to the future’: connecting with consumers in an impactful way will never go out of style; the question is how you do it,” said Melgoza.

Other talks on technology included a panel on connected cars, the new technology that’s being used by car rental companies such as Avis Budget Group. Ricardo Casco, from Global Sales and Integrated Marketing Strategies at Avis Budget Group, introduced this emerging technology as a means to build loyalty from the foundation.

Attendees could also get a good idea of the future of marketing in Latin America thanks to two interviews conducted by Portada. First, president of Portada Marcos Baer interviewed Ricardo Arias-Nath, CMO of PepsiCo Beverages Latin America, to get his views on how marketing strategies should adapt to the new realities of the Latin American consumer. “Online subscription models are changing marketing. Brands of the future have to be top of mind or top of algorithm,” Arias-Nath asserted. Later, Portada’s head of content Janet Grynberg asked CEO of GroupM Latin America José María Sanabria about the firm’s new panregional approach. About this, Sanabria pointed out that “Advertisers should stay in Miami; it makes a lot of sense to see the region as a whole.”

What we’ve got to do is build content around our players, give them a voice.

The audience of Portada Miami also had the opportunity to listen to interesting discussions on passion-point marketing (e.g. sports and travel), like the talk between Chip Bowers, president of the Miami Marlins, and Michael Neumann, EVP, MD, at Scout Sports and Entertainment. In this conversation, Neumann asked the Marlins’ new president of business operations about his plans to further the Marlins’ quest to re-engage and expand baseball business in the diverse South Florida market and beyond after joining the team from the reigning NBA Champions Golden Gate Warriors. “Fans have an understanding and appreciation of players as much as they do of brands,” said Bowers. “What we’ve got to do is build content around our players, give them a voice.”

For a talk on soccer in the U.S. and Latin America, Jan Gerits, MD of Transformation Latam at Omnicom talked to Jill Leccia, Senior Marketing Director at Gatorade Latin America. They discussed exciting initiatives like 5v5, which encourages young soccer players in 25 countries to pursue their dream of becoming football players.

In an interesting mix of technology and passion-point marketing, attendees witnessed an exciting discussion on eSports and gambling, which generated a great response from the audience. Even though for some the idea of watching an eSports tournament sounds weird and even boring, Ben Spoont, founder & CEO of team Misfits, and Chris DouganHead of North America Communications, Genius Sports recommend all skeptics to go watch the content before thinking it’ll be boring. “In all of esports, the fastest growing market is Latin America. The engagement for new fans is really off the charts, and working with the MiamiHEAT will help that market grow in Florida,” stated Spoont.

Online subscription models are changing marketing. Brands of the future have to be top of mind or top of algorithm.

Later in the day, members of Portada’s travel marketing board, including chair of the board Trip Barrett, head of Travel Marketing content, addressed the difficult problem executives in the travel industry have to face when customers go through the elite status threshold. How do you keep them from turning to the competition? Alan Duggan, Regional VP, Business Development at Meliá Hotels and Álvaro Valeriani, Regional VP, Sales & Marketing Latam & Caribbean at Hyatt Hotels, were guided by Barrett through this discussion to try to solve the problem.

Finally, Valentín Bueno, CEO of Latcom, talked to Carlos Martínez, president of Fox Networks Group Latin America, about the revolution of out-of-home advertising. Technology is revolutionizing the way OOH media can reach consumers; Bueno and Martínez presented the case of Fox, one of Latcom’s successful case studies.

In conclusion, Portada Miami attendees had the opportunity to listen to the voices in charge of the future of marketing and innovation. From the way technology determines new ways to create loyalty and master trends like e-commerce and esports, to how sports are a means to fuel young dreams and help them get to the top, there was a feeling permeating the air that the future is already here, and Portada Miami was the best place for the right people to start discussing how to tackle it. All this without saying, the view was to die for. Are you regretting not being there? You’re still on time for Portada LA on May 10!

What: We talked to marketing experts at research agencies and media about the recent acquisition of Geoscape by  Claritas.
Why it matters: The market for multicultural research and data has changed tremendously over the last few years. The Geoscape move provides clues for what’s coming next.

Much time has passed since the last Geoscape merger…

More than ten years have passed since Goldman Sachs Urban Investment Group announced in June 2007 that it was merging  Latin Force LLC, a Hispanic marketing strategy firm, with multicultural intelligence and data analytics company Geoscape International (with the new company to be called Latin Force Group). The new company was called LatinForce. Back then, Goldman Sachs Managing Director Kevin Jordan said, “The merged company will provide its existing and future customers with a clear competitive advantage in reaching America’s fastest-growing demographic.”

What has happened since is clear. A few years later, Latin Force Group was renamed Geoscape and just a week ago, it was sold to Claritas, a portfolio company of the Carlyle Group: Geoscape by New MainStream Capital (a spin-off of the Goldman Sachs Urban Investment group).
Six things you need to know:

1. Major Investors are Betting on Data and Market Research

The Carlyle Group, one of the world’s largest private equity and asset management firms, bought Claritas from Nielsen early last year. Claritas is focused on consumer segmentation insights. It provides marketers with a comprehensive view into consumer behavior patterns through proprietary segmentation analysis powered by broad access to data sources. Multicultural research and data now also comes into the picture with the Geoscape acquisition. “Marketers must find ways to connect with these high-growth consumers in relevant ways.”, said Claritas LLC’s CEO Mike Nazzaro when the provider of consumer segmentation analysis announced a few days ago the acquisition of Geoscape, a firm dedicated to the in-depth understanding of multicultural consumers.

2. The Pendulum Swings Back to One-Stop-Shop

While multicultural audiences continue to be coveted by corporate America, the audiences and media to reach them are not specifically multicultural or Hispanic. In other words, most multicultural media buying decisions are no longer taken by multicultural specific agencies but by general market agencies. Similarly, multicultural research is increasingly demanded by major general market agencies who tend to have better connection with general market shops such as Claritas. It is in this context that Geoscape’s acquisition by Claritas has to be analyzed.

 

Martin Cerda, founder of Encuesta, Inc. [Photo: Hispanic PR Blog]

3. Comprehensive Services Demand More Capital…

Claritas’ acquisition of Geoscape is perhaps not that surprising as it could have been a few years ago. When multicultural research industry veteran Martin Cerda, founder of Encuesta Inc., joined Cheskin, a WPP shop, in 2011, everyone in the industry was surprised. When Portada asked him about his decision back then, he predicted that small marketing research firms wouldn’t be able to deliver the level of services required in view of the more and more complex media, marketing, and advertising conditions. “Specifically, fast used to mean taking a week to deliver results, now overnight or even real-time results are expected,” he said. The Geoscape acquisition is a sign that predictions like this are the new norm.

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General market research agencies will begin to bolster their multicultural capabilities through strategic acquisitions creating a new multicultural marketing research model.

 

4…. because Technology is Crucial.

“Today, marketing is mostly about data.  Research and insights that are culturally unique and relevant to Hispanics is more important than ever,” says Ballas-Traynor. “ However, the data sources and the way that we mine data has to align with the sources and the tactics used in the general market.” The research space answers to an ever-evolving market that becomes faster and more data-driven every day.

Today, Marketing is mostly about data.
Mario Carrasco

Companies will need to make sure they’re able to access those data. “Navigating in the new mainstream is going to require a big ship”, said Cerda back in 2011. And it would seem Claritas and Geoscape will be showing others on the right path, as explains Mario Carrasco: “The acquisition, I believe, marks a shift into the 3.0 multicultural marketing research era; general market research agencies will begin to bolster their multicultural capabilities through strategic acquisitions creating a new multicultural marketing research model”.

 

 

5. Hispanic Consumers Are No Longer Defined by Language

The key to how drastically multicultural marketing research has changed over the last decade, says Mario Carrasco, co-founder of Think Now Research, is that the first multicultural marketing research firms were able to easily differentiate themselves from general market agencies through language: “Hispanic ad agencies had the Spanish language as their key differentiating factor from general market agencies”.

The Hispanic consumer is no longer defined by language but by culture.
Carlos Cordoba

But what happened once immigration slowed down and U.S. born Hispanics accounted for most of the Hispanic population growth? In the words of Carlos Cordoba, marketing expert at Vision Strategies and Insights, “the Hispanic consumer is no longer defined by language but by culture, which means we need to communicate with them in the language of their choice.”
With their most obvious differentiator gone, suddenly small agencies don’t have enough resources to connect to Hispanic consumers and need powerful allies. “I need more and better resources, increased scale to execute new and emerging research methodologies,” said Cerda when he joined Cheskin.

 

6. Large Firms Need Multicultural Expertise

Lucia Ballas-Traynor

However, the need goes both ways. For Lucia Ballas-Traynor, Media and Marketing Executive at Hemisphere TV, “Today, marketing is mostly about data. Research that is culturally unique and relevant to Hispanics is more important than ever.” Big companies will need to find a way to get through to the ever-growing Hispanic population, and, as she explains, “it makes sense to acquire a company that has been doing this for decades rather than trying to build this discipline from scratch.”

 

 

 

A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US HISPANIC MARKET

According to reports, online video rental service Redbox might open up an online video streaming service, which would be called Redbox Digital. Testing is said to be in beta, but nothing has been officially announced yet.

Honda decided to try a new approach to video advertising, targeting consumers in New York, New Jersey and Connecticut with personalized video ads based on information from data providers like what cars they own, what websites they’ve visited and information indicating whether they are looking to buy a car or not. The ads were put together by digital advertising firm Eyeview.

Broadband TV has announced that it is the third-most viewed online video provider in the world, coming in behind Google and Facebook. comScore’s results showed that it had more than 317 million unique viewers in February, behind Google’s more than 1 billion and Facebook’s 602 million. This put it ahead of Vevo and Warner Music.

Photo Credit: TubeFilter
Photo Credit: TubeFilter

Actress Elizabeth Banks has created WhoHaha, a digital video service with content created by women only. Banks will have a few of her own series on the platform, including her interview program, Ask A Badass, but the rest of the content will be sourced from popular YouTube creators.

Verizon is paying $159 million to acquire a 24.5% stake in AwesomenessTV, a digital media company owned by DreamWorks and Hearst. The deal includes the launch of a new premium mobile-video brand, and Dreamworks will hold 51% of the outstanding shares while Hearst will own 24.5%.

OTT solution provider XStream and Vidicia, the enterprise-class subscription billing leader, are partnering up to provide an OTT solution for building and monetizing audiences through gathering user data for subscriber acquisition and retention.

A Defy Media survey claimed that 67% consumers identified YouTube as a must-have service, while only 36% said the same of pay TV. This is largely due to the influence of younger audiences, who have largely abandoned TV for YouTube, Netflix and other Internet video options. The study also found that consumers aged 13-24 watch 12.1 hours of video per week on YouTube, social media and other free online sources, and 8.8 hours weekly on Netflix and other subscription-video services, while they only spend 8.2 hours a week watching television.

Programmatic video technology provider Altitude Digital has announced its new video solution, ARENA, a SPP offering while-label self service offerings for publishers. The platform will give publishers more options when managing their desktop and mobile video advertising activities and working with DSPs through taking control of real-time bidding exchange.

Geoscape has released its 2016 American Marketscape DataStream report, and interesting findings included the fact that 64% of Hispanics identified themselves as “bilingual,” that their median age of the demographic is 27 (as opposed to 44 for non Hispanics) and that Hispanic households’ consumer spending potential is $2.17 million (as opposed to $1.6 million for non-Hispanic white households).

The Atlantic and Univision have officially launched CityLab Latino, which provides a Spanish-language alternative to The Atlantic’s urban and lifestyle site, CityLab. It is now live in univision.com, and is led by Juan Pablo Garnham, who was a fixture at El Diario, out of a Miami office. This is The Atlantic’s first non-English language initiative.

DON’T MISS PORTADA’S UPCOMING EVENT: PortadaLat’s two-day LatAm marketing, advertising, media and digital conference will be held from June 8-9, 2016 in Miami, and will feature a session on the OTT revolution. Register now to hear about monetization, view ability, YouTube, Facebook and more. Get your tickets at the early bird price now!

LATAM MARKET

Global media services provider RR Media is opening a new regional LATAM Media Center in Miami to service content for Hispanic and Portuguese viewers across LatAm, the US and Canada. The center will give regional broadcasters, TV channels and organizations access to the company’s services (like ad insertion, multi-format layout and remote uplink to RR media’s network) with the advantage of new localized content. There are already a dozen channels playing out of the new center.

Remote support and control solution provider for cloud servicesdownload (1) Rsupport has announced updates to its mobile recording app, Mobizen, which is heavily used in Brazil. The new features will make it easier to record, edit and broadcast content from a mobile device.

New reports from a leaked document from Telefonica show that after hackers posted personal emails from Ecuadorian government officials on March 27, 2014, Google and YouTube were censored in the country by a government order. Ecuador’s internet providers’ association blocked access to certain pages, according to the leak.

Latin America will show the strongest global growth in digital advertising in 2016 with a growth rate of 11%, largely propelled by online video advertising. Digital will account for 27% of global advertising spend in 2016, the study by Carat reveals. Online video advertising in particular will grow by 34.7%.

Click here to read some of the highlights from Hispanicize, the weeklong conference that was held from April 6-8 this year and serves as a platform for Latino creators to discuss trends and launch new campaigns and products for the Hispanic audience.