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Sales Leads US: a summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

For prior Sales Leads US editions, click here.

  • Poni

Poni and DINEX, leading companies in the development of financial technology solutions, have formed an alliance to offer receivers in Mexico a zero-fee ATM remittance payout solution. Receivers can now simply purchase and register a Poni Cash Card, enabling them to pick up their cash anytime, anywhere in over 50,000 ATMs throughout Mexico. DINEX offers this exclusive technology to its clients where their family members can have this benefit. Patricio Valdés, CEO and Founder of DINEX, said: “For over 10 years we have been regional leaders in money transfers and other financial services for the Hispanic community in the U.S. sending transactions to Mexico, Centro and South America and the Philippines. Our fast, reliable, secure and convenient ways to send money to our customers’ loved ones back home, allows us to consistently provide innovative payment solutions, especially for the 19.3% of the unbanked population according to the 2017 National Survey of Unbanked and Underbanked Households (FDIC).”DINEX partnership with Poni incorporates their zero-fee remittance payment technology for receivers; a solution that significantly improves our customers’ and their families’ experience, while maintaining our traditional and familiar channels for sending money. The only difference now is that the sender can request that the money be paid out at any ATM in Mexico. Poni is financial technology that enables receivers in Mexico to get their money from United States remittances any time, at any ATM in the receiving country, without the need for a traditional bank account and without paying any ATM fees. Poni is a product of American Cash Exchange, Inc., a privately-held company located in Princeton, New Jersey. The company offers personal payment solutions for the international marketplace. DINEX is a Houston based regional leader in Hispanic money transfers founded in 2004. 

 

 

 

  • Travelocity

Travelocity.com, an American online travel agency owned by Expedia Group, has chosen Havas Media and Proof Advertising as its media and creative agencies of record, respectively.The appointments follow separate creative and media reviews. Travelocity will be managed by Havas-owned Arena Media Agency in Chicago, according to a Havas spokeswoman.

 

 

 

 

  • BodyArmor

Sports drink brand BodyArmor, rival of Pepsico´s Gatorade,  has appointed Laundry Service creative agency-of-record. Coca-Cola Co. has a stake in the brand. The agencywill handle TV, digital, social and out-of-home. Laundry Service replaces incumbent AOR The Brooklyn Brothers.

 

 

 

 

 

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

 

 

  • Mi Padrino®

Mi Padrino®, the leading event-planning and crowd-gifting platform for quinceañeras and Hispanic weddings, released the results from their Mi Padrino Quinceañera Report, the first quinceañera study of its kind. Surveying thousands of quinceañeras from all around the country, Mi Padrino unveiled how the cost of quinceañeras continues to rise, as Hispanic families seek to provide increasingly unique experiences for their daughters’ coming of age celebrations.Over the past 12 months, the average cost of a quinceañera, of which there are over 525,000 in the US every year, was US$21,781. Hispanic families mentally start planning their daughters’ quinceañeras from the day they are born and are not just emotionally, but financially, invested in turning their dreams into realities — not just dinner and drinks, or the iconic ball gown, but finding a way to include all her friends and family in the big event.There are plenty of families finding DIY ideas to work within smaller budgets, but many still can’t hold back from pursuing lavish quinceañera cakes or new trends like La Hora Loca which feature everything from props to LED robots.

 

 

Sales Leads US: a summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

Sales Leads US: a summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

For prior Sales Leads editions, click here.

 

  • Sprint

Sprint wants customers to connect simply and affordably with friends and family across the globe. Starting today, Sprint is offering two new international long-distance options that allow customers to call Colombia, El Salvador, Honduras, Guatemala and Venezuela from the United States. The new offers, Colombia Unlimited and 200 International Connect, provide customers one of the greatest values that Sprint has ever offered for international long distance – just US$5 extra per month on select unlimited plans.With Sprint Unlimited plans, customers also get unlimited talk, text and 5GB of 4GLTE data while roaming in Mexico and Canada.In addition to Colombia Unlimited and 200 International Connect, Sprint offers a variety of international long-distance plans, such as Sprint International Connect.Sprint’s Unlimited Basic, Plus and Premium plans give unlimited calls and texts to Mexico and Canada at no additional cost. Francisco Morillo, Digital Marketing Manager – SEM & SEO at Sprint  is a member of Portada Council System.

 

  • New Balance

New Balance has appointed MullenLowe PR as it looks to reactivate earned media, PRWeek has reported. The new team will operate between the agency’s New York and Boston offices with support across MullenLowe Group’s 65-market global network. The agency will support New Balance across product categories, including running, basketball, baseball, tennis and lifestyle. The relationship builds upon an existing one New Balance has with MullenLowe Mediahub, a sibling agency that has been responsible for media planning and buying for New Balance since 2018.

 

 

 

  • Mama Tere

Family Food Distributors, a specialty food distributor, announced the re-launch of their private label Mama Tere in 2020, Hispanic Abasto reports. Mama Tere’s new proposal will be to present the home recipes that Hispanic families enjoy every day. It will have a fresh, clear image that personifies who Mama Tere is.

 

 

  • Pollo Campero 

Pollo Campero, the Guatemalan restaurant chain known for its Flavorful Chicken Meals, was named “Emerging Partner of the Year” by ALSAC/St. Jude Children’s Research Hospital. Since Pollo Campero’s arrival in the United States, it has shown its commitment to the people and communities it serves by supporting different initiatives at the local market level. In all, since the launch of its campaign in the United States, Pollo Campero – its team members, franchisees and guests – have raised more than US$95,000.

 

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

 

  • Michelin

Michelin North America has selected Interpublic Group’s Weber Shandwick as PR AOR. Ketchum was the incumbent. The firm will be responsible for Michelin North America’s corporate, B2B and consumer PR across the U.S., according to a release. In 2017, Michelin appointed Havas Media as its global media agency of record after a competitive review. Havas handles media planning and buying duties for all of the company’s major markets including the United States, Mexico, Canada, France, Spain, Germany, the United Kingdom and China.

 

Sales Leads US: a summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

Whistle Sports has appointed Joyce Parente, as the company’s new SVP of marketing brand partnerships. Under her guidance, Whistle Sports aims to ramp their branded content efforts with existing clients like Nike, Marriott and Gatorade and expand the companies client roster.

 

 

 

 

 

VaynerMedia has hired Aaron Kovan, former executive vice president and head of integrated production at McCann Worldgroup, as its first-ever chief production officer. As VaynerMedia’s chief production officer, Aaron has oversight over production there, as well as its studio, VaynerProductions.

 

 

 

 

 

Anne Hoffer has been hired by Marketing technology and services company Adaptly as senior vice president of revenue. She wove her career through some of the world’s best training grounds, such as Viacom, ESPN, Apple, and Snapchat.

 

 

 

 

 

 

UM has announced  Jason Rosenbaum as its latest global financial officer. Rosenbaum will manage the global profit and loss statement, build relationships with regional and global UM leaders and serve as a business partner for UM capabilities.

 

 

 

 

 

 

Kathleen Donald has been appointed the new chief marketing officer at Laser Spine Institute. Donald will lead all aspects of brand development, including direct marketing, advertising, internal communications, public relations, stakeholder engagement and strategic planning.

 

 

 

 

Nathan Woodman has been hired by Havas Media as their new U.S. chief data officer. Nathan was the GM of demand and SVP strategic development at IPONWEB for the past three years.

 

 

 

 

 

 

MXM, the New York-based digital agency that was acquired by Accenture Interactive this year, is taking Bill Hughes as creative operations director. Hughes will be responsible for all aspects of the agency’s creative operations, including talent acquisition, management and retention.

 

 

 

 

 AppLift, a leading mobile ad tech company, has just welcomed Tim Kelly as vice president, demand, West. Kelly will oversee business development and account management of the West Coast teams, while working with team members and clients at an international level.

 

 

 

 

 

AppLift has also announced Marcus Imaizumi as the Head of the LATAM Team.  With more than 17 years of leadership experience, Marcus will focus on the development of the mobile app economy growth across LATAM.

 

 

 

 

 

Debra Lee, chairman, and CEO of BET Networks is leaving the company after 32 years.

 

 

 

 

 

 

Chloe Gottlieb, the co-U.S. chief creative at Interpublic Group of Cos.-owned agency R/GA, is leaving the agency to become a director of user experience at Google.

 

 

 

 

Former Xerox executive Kevin Warren has been hired by UPS as chief marketing officer. Warren will handle product development, pricing, communications, loyalty and PR among other business functions.

 

 

 

 

 

Lowe’s has announced  JCPenney CEO Marvin Ellison as its new chief executive. He will start at Lowe’s on July 2, replacing retiring CEO Richard Niblock.

 

 

 

 

 

Kimberly Evans Paige has been appointed the new chief operating and brand-building officer by the Amityville-based hair care and skin care company, Sundial. Kimberly had previously worked at Coty, Coca-Cola and Procter & Gamble and will run Sundial’s operations, including the supply chain, marketing, and sales.

 

 

 

 

Univision has hired former Media General top executive Vincent Sadusky as the company’s new CEO, replacing Randy Falco. Vincent is scheduled to start the new job on June 1.

 

 

 

 

 

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads editions, click here.

Join us at PORTADA Mexico!

  • Spotify

Spotify has awarded IPG Mediabrands’ UM its’ global media planning and buying business following a competitive review. Spotify is already working with UM, which beat out finalists including Dentsu’s Vizeum and Publicis Groupe’s Zenith Optimedia. Omnicom’s Hearts & Science did not pitch for the business. The review began in late 2016 and ended several weeks ago. Spotify spends US$40 million to US$50 million on measured media around the world each year. According to the latest numbers from Kantar Media, approximately US $16.6 million of that total was for U.S. campaigns last year. Spotify handles some media marketing duties internally.

 

 

 

  • Sanofi

Sanofi, a French pharmaceutical company, has awarded WPP creative duties and GroupM’s Mindshare its’ global media business, including ad planning and buying duties for more than 60 countries around the world. In the U.S., Havas Media will run media buying on the prescription side of the business and planning for consumer health care. Incumbent independent New York agency KWG will continue to serve as media buying agency of record for consumer products. Each agency plays a critical role in supporting all integrated marketing services, including digital, consumer advertising, healthcare communications and public relations. Sanofi, based in Gentilly, France, is the world’s fifth-largest pharmaceutical company in terms of total sales. Publicis, which won Sanofi’s business in a 2003 review, did not retain any of the client’s global media work.

NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

  • Coors Light

Coors Light and New York City-based bachata artist Kewin Cosmos announced a partnership for a campaign highlighting the song “Puedo Ser,” from Kewin Cosmos’ recently released album “EPISODES.”The partnership will promote Kewin Cosmos throughout the month of August in Coors Light’s “My Climb. My Music.” program, which features artists around the country, their music, and their stories through documentary-style videos about how their climb has defined them as artists. The music and videos will be distributed through streaming services, top FM radio stations and social media.This provides a unique opportunity for Coors Light to connect with New York City’s passionate community of music fans.Music Audience Exchange (MAX) provides the underlying data and technology powering this partnership. The MAX Platform™ identified a significant correlation between Coors Light’s target audience in New York and fans of bachata music, then built a program that allows Coors Light to promote “Puedo Ser” to bachata fans on audio, video, social, and more. MAX handled all the media buying for this campaign, which is part of a larger campaign that is focusing on 10 key markets across the US, according to people familiar with the campaign. However, Publicis Media was awarded Molson Coors’ US media account last February. The US business is handled by a bespoke unit called ‘Connect’ which is powered by Zenith in the UK & Ireland and Publicis Media in the US.

  • American Century Investments

American Century Investments,  a privately controlled and independent investment management firm, has named Figliulo & Partners its U.S. agency of record, focusing on strategy, creative and media planning and buying, Adage reports. The shop expects to launch its first work for the 60-year-old finance company in the fourth quarter of this year.

 

 

 

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

Join us at PORTADA Mexico!

What: According to Zenith’s Online Video Forecast, viewers will spend an average of 47.4 minutes a day watching videos online this year, up from 39.6 minutes in 2016. This is partly driven by a 35% increase in viewing on mobile devices, for a total of 28.8 minutes a day. We spoke to industry experts from The Story Room, Walton Isaacson, Havas Media, and the community about how they are tackling video.
Why It Matters: Zenith predicts that by 2019, 72% of all online viewing will occur on mobile devices. In contrast, viewing on desktop PCs, laptops, and smart TVs will only increase by 2% to 18.6 minutes a day, and then shrink by 1% in 2018 and 2% in 2019. 

What does this mean for how brand marketers and media buyers will be distributing their ad spend? And how is the United States leading the global marketing industry in shifting budgets from fixed devices and television to mobile?

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The United States Accounts for 44% of Global Mobile Expenditure

U.S. ad spend has reacted more strongly to this trend than other global markets: The U.S. accounts for 44% of all global mobile expenditure this year, while its share of overall global ad market is just 35%.

To those in the industry, this isn’t such a surprise. Jacqueline Hernandez, Digital and Social Media Strategist at the community, said, “The U.S. has had a tendency to be a trendsetter in social and digital behaviors and, as a result, has also led the charge in how we approach those behaviors as marketers.”

Hernandez attributed this greatly to the large numbers of younger users pushing US mobile adoption: “While all age groups are watching more online video, the younger the demographic, the greater the propensity for online video consumption.” She added that “generation Z, which will be a key adult target in 5-10 years, already shows a significant preference for watching longer format video (even feature length films) on handheld devices.”

The native experience in some mobile apps/platforms require a different delivery mechanism but can be just as effective.

Diego Prusky, Co-Founder and Chief Strategist of digital marketing agency The Story Room agreed, noting that the United States is driving US mobile video growth because US consumers were early smartphone and video adopters, and also because “smartphone penetration in the US is now over 80% and the millennial plus generation Z digital natives account for over 40% of the population.”

Albert Thompson, Digital Strategist at Walton Isaacson, also reminded us that American content is not heavily censored: “You must remember, content is less censored here than in other countries so consumption is endless with very little constraints and often, as a result, there is an over-abundance of it.” 

Fixed Devices Vs. Mobile: Which Is More Effective?

While trends indicate that mobile video is the future, the study argued that fixed devices are still “more effective at conveying brand messages, and so command a price premium from advertisers” due to fact that fixed devices are displayed on larger screens, in less distracting environments, than those viewed on mobile devices. Not everyone agrees here.

Jessica Richards, EVP, Managing Director of Socialyse at Havas Media argued that mobile has its own advantages: “The native experience in some mobile apps/platforms require a different delivery mechanism but can be just as effective.”

The sheer number of variables involved in measuring the effectiveness of a mobile ad means that standardization will be important, Richards argued, in order to determine “the value of a view with so many disparate factors to manage for: decrease in attention, distinct mechanisms for content delivery (i.e. a Snap, Messenger, Roku), and differing measurement solutions across platforms.” She pointed to the challenges associated with getting a “true read on performance” as a major roadblock, and admitted that in the end, “it is difficult to state that one channel/size truly delivers the best performance across all audiences, especially younger demographics.”

Prusky of The Story Room also noted the ways that younger generations’ habits and preferences are forcing marketers to adjust their strategies. “Younger generations will much rather interact with a digital video or an influencer video than watch a 30-second commercial,” Prusky explained.

Prusky highlighted the importance of user experience, and delivering the right content to customers on the devices they are using: “When our foodie / Food Network consumer is on the subway checking Instagram, we need to have a quick Food Hack video or a review, and when they are leaning back on their sofa checking Facebook we need to have a hands and pans video or an influencer video that will entertain them and drive them to try our recipes.”

Richards of Havas Media agreed that the device is secondary to adjusting content to consumer needs. “Most smart advertisers have started to evolve their marketing approach to more naturally align to how the consumer behaves.” Brand marketers must think like their customers and anticipate not only what their needs are and when those needs are most urgent, but also the devices that consumers will use to resolve them.

“This means brands/agencies are beginning to take a stance that video content should be delivered agnostic of device/channel,” Richards elaborated, “using data to segment appropriate audiences, which leads to an increase video distribution in digital environments, primarily mobile.”

Regardless of whether mobile is less effective than fixed video, it is important to recognize that consumers interact with mobile differently than they do with a fixed device. “Remember, video displayed on mobile devices are often consumed while in transit, minor stopping points again while in transit, or while multi-tasking,” Thompson of Walton Isaacson explained. “Video content via mobile devices has to take into account the ‘mobility’ of the consumer.”

Global Budgets Set to Shift Toward Video

If Zenith’s predictions are any indication, the industry is starting to embrace the power of video. According to the study, fixed video ad spend is estimated to reach $15.2 billion this year, while mobile ad spend is still only at $12 billion. But next year, mobile video ad spend will surpass fixed video ad spend at $18 billion compared to $15 billion. 

There is nothing more personal than video on your phone that’s done in the right way: original, customized and relevant creative made for mobile viewing in a vertical style.

Andy Amendola, Senior Director of Digital Strategy and Media at the community, argued that “mobile is the first screen now” because “the mobile device is the distraction so if can reach your target there you win.” Aside from the fact that many of us spend the majority of our days looking at our phones is the fact that the phone adds an added element of personalization because you speak directly to an individual through the screen.

Amendola added: “There is nothing more personal than video on your phone that’s done in the right way: original, customized and relevant creative made for mobile viewing in a vertical style.”

Limited by Time, Lack of Creative Development, but Rich Source of Marketing Data

Despite its popularity among consumers, mobile video is still an imperfect tool for marketers in many ways. Richards of Havas Media noted that “limitations on creative/content development (time to create, number of pieces available, etc.) lead to a lot of brands and advertisers still using a limited or single piece of content or creative across multiple platforms, without variation in message, testing of content (length, animation, imagery), or pure understanding of consumer interest on platform.” This leads to the “oxymoron” that native ads really aren’t so native at all. “Additionally,” Richards continued, “while measurement is improving dramatically, it is not 100% and there are still a lot of platforms that remain ‘walled gardens’ which inhibits a truly agnostic video strategy.”

While measurement is improving dramatically, it is not 100% and there are still a lot of platforms that remain ‘walled gardens’ which inhibits a truly agnostic video strategy.

But others embrace the alternatives that video presents. Prusky from The Story Room said that digital video was “the highest priority for our clients due to the consumption and possibilities across the digital ecosystem.” He mentioned that The Story Room created a mix of pre-produced, on-site, 360, live and real time video that is distributed through Facebook, Instagram, Twitter, YouTube, website, and an app. “These add up to millions of video views, but also to valuable marketing data that allows us to segment consumers and better understand who they are and what they are interested in,” Richards said in defense of the new marketing format.

Despite the roadblocks, Richards, at least, is optimistic that the industry will work out the kinks: “Video will continue to being a growing market because technology, brands, advertisers and platforms are investing heavily in solving the core challenges in media delivery, content and measurement.”

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A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Con Edison

Havas New York has been appointed new agency of record of energy giant Con Edison after a competitive review led by Joanne Davis Consulting. Havas will handle both creative and media duties for the company, which serves most residents of New York City and the surrounding area including Westchester, Orange and Rockland counties.WPP’s Possible handles digital for Con Ed. Con Ed is a privately owned company that spent US$6 million marketing budget in 2016, according to Kantar Media. Con Ed spent around US$7 million the previous year.

 

  • Southwest Airlines

Southwest Airlines will conduct a media agency review after working with Dallas-based Camelot Strategic Marketing & Media for more than 30 years.Camelot resigned the business and will not to participate in the review. Southwest Airlines said it is working with Select Resources International to conduct the search and is expexted to make a selection by late September. Southwest Airlines spent US$203 million in measured media in the U.S. in 2016, according to Kantar Media.

 

 

  • At&T

Soccer United Marketing (SUM)Major League Soccer’s commercial arm, announced a multi-property sponsorship extension with AT&T. The agreement renews AT&T’s status as the Official Partner of Major League Soccer (MLS), U.S. Soccer and the Federación Mexicana de Fútbol (FMF), via the annual Mexican National Team U.S. Tour.The multi-property sponsorship is a multichannel approach with brand integration across broadcast, digital, video, content, in-stadium exposure, and on-site activation at key events.AT&T will become the presenting sponsor of MLS’Decision Day, the final day of the regular season when every team plays at the exact same time. The result is the most intense and dramatic two hours of the MLS season as teams fight for playoff positions. This year’s Decision Day is Oct. 22. AT&T also has a strong presence across a number of promotional vehicles, including the AT&T Goal of the Week, Month, and Year voting platforms and The Movement presented by AT&T, an online MLSsoccer.com series that explores the growing soccer movement and culture in North America. AT&T has been a sponsor of MLS since 2009.

 

NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

 

  • Dietz & Watson

Philadelphia-based Dietz & Watson, an American manufacturer of delicatessen foods, has launched both a media and creative agency review. Search consultant Pile & Co. will manage the process. The company’s creative agency Allen & Gerritsen will not participate in the review. Philadephia-based MayoSeitz Media is the media agency incumbent. D&W spent US$12.4 million on ads in 2016, according to Kantar Media, up sharply from the US$7.7 million the firm spent in the prior year.

 

 

 

  •  Gap

Clothing retail chain Gap has started a review to find an agency to handle its U.S. digital media buying and planning, Adweek’s Agency Spy reports. According to Kantar Media, the chain spent us$178 million on paid U.S. media last year and in first quarter that total was us$42 million. Gap does not publicize its media agency relationships.

 

 

 

 

  • Michelin

French tire manufacturing Michelin has awarded Havas Media its global media business following a competitive pitch. Incumbent MediaCom participated in the review, AdWeek reported. Michelin spends and around US$100 million annually on ads globally and more than US$25 million in the U.S. Havas will handle media planning and buying duties for all of the company’s major markets including the United States, Mexico, Canada, France, Spain, Germany, the United Kingdom and China.

 

 

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

Join us at PORTADA Mexico!

 

Social networks make work more complex for traditional media companies as they compete for consumer attention particularly the coveted Millennial.  An even bigger challenge  is to find a way to monetize that attention. What strategies and tools can media companies rely upon when it comes to monetize their content at social networks? An in-depth feature story by Portada’s Digital Media Correspondent Susan Kuchinskas.

Adobe has a great TV spot: A marketing exec hears two hipsters chatting in the elevator about the latest cool online service. He rushes into his office and musters his troops to get busy building a presence there. Meanwhile, by the time the elevator is heading down again, the hipsters have already abandoned that network for the next new thing (watch video below). That’s the challenge for media companies as they compete for consumer attention. An even bigger challenge is finding a way to monetize that attention.
[youtube https://www.youtube.com/watch?v=sr_EtMhM3fg&w=560&h=315]

As media consumption keeps moving to social media, publishers must change with the times – especially if they want to reach younger audiences. According to a recent study by Pew Research Center, 61 percent of millennials got political news on Facebook in any given week, while only 37 percent watched news on TV. Half of Gen X consumers got political and government news on Facebook, versus the 39 percent of Baby Boomers who got their news from Facebook.

“Consumption has evolved. The younger generations are informed via mobile. Print publications need to adapt this new form of online dialogue,” says Nick Venezia, CEO of Social Outlier, a digital agency that builds engagement programs. To accomplish this, publishers may need to change their content models, as well. “Where do people have their eyes?” he asks rhetorically. “On their phones. On mobile. As a publisher, you want to put your message where it’s viewable in a microburst of information.”

Where do people have their eyes? On their phones. On mobile. As a publisher, you want to put your message where it’s viewable in a microburst of information.

This illustrates the problem for publishers looking to monetize their audiences on social media. In the early days of a new channel, if you’re bleeding edge and can quickly get out content, “You can be very successful, and even get some virality, because there is limited content,” says Dane Atkinson, CEO of SumAll, a provider of social media analytics. But consumers are fickle, and social media attention is such a moving target, he says, “You need to hire someone who’s 14 and lives and breathes this stuff.”

You need to hire someone who’s 14 and lives and breathes this stuff.
Dane Atkinson of SumAll
Dane Atkinson of SumAll

Another challenge is that for most brands – of all kinds – audiences on different social networks are quite different, according to Atkinson. “We’ve been data-digging aggressively, and we found that the overlap between a brand’s audience segments is almost nonexistent. We expected that between a brand’s email list and its Facebook following, there would be an overlap of at least 20 percent. Instead, it averages 4 percent,” he says.

This is both bad and good news for publishers. The bad news is that email and web marketing may be missing a lot of the audience potential. The good news is, as Atkinson says, “Social media is virgin territory” for monetization. (SumAll is releasing a new product, Audience Boost, to help publishers build audiences on Instagram.)

It can be done. According to the Newspaper Association of America, newspapers’ revenue from digital channels grew 3.7 percent in 2013, while revenue from “new/other” channels was 5 percent.

 We expected that between a brand’s email list and its Facebook following, there would be an overlap of at least 20 percent. Instead, it averages 4 percent.
Jessica Richards of Socialyse
Jessica Richards of Socialyse

“From a business perspective, monetizing offsite traffic is not surprising and is to be somewhat expected considering that the avenues to which users are discovering content have completely changed. Delivering the advertiser the impressions they seek via one distribution platform is no longer scalable or as advantageous for the publisher,” says Jessica Richards, senior vice president for Socialyse, a division of Havas Media North America.

Snagging Content and Advertising

Social networks have made some big moves to snag content and advertising.

Twitter’s Project Lightning will provide curated content streams tied to live events that can be distributed beyond Twitter, according to BuzzFeed. (Check out Twitter’s recently announced new Feature Moments).

Meanwhile, Snapchat’s year-old Live Stories product has been racking up eyeballs. Ben Schwerin, Snapchat’s director of partnerships, told Re/code that they draw an average of 20 million people in 24 hours, adding that its three-day Live Story Snapchat during the Coachella festival generated 40 million unique viewers.

According to Gareth Capon, CEO of Grabyo, a company that works with media companies and sports rights holders to help them share and monetize content on social platforms,

“Project Lightning is more toward algorithmic curation, while Snapchat is more editorial curation. But with all of these platforms, it is not about archived or discoverable video, it’s about moments happening in real time. That is really different from the traditional publishing proposition.”

And then, there’s Facebook. This fall, Facebook began sharing revenue from ads shown alongside videos with the videos’ creators, YouTube-style.

Monetization

The New York Times, NBC News and The Atlantic are among the publishers that have agreed to publish stories directly into Facebook in its new Instant Articles program. Facebook positioned Instant Articles as a publishing tool to enable faster loading of stories within news feeds. But Facebook also can sell ads against publishers’ articles. At launch, publishers will keep 100 percent of revenue from ads they’ve sold and 70 percent if Facebook sells the ad, according to The Australian.

Christophe Jammet of DDG
Christophe Jammet of DDG

Christophe Jammet, director of social media and mobile at DDG, a consultancy that works with Fortune 500 companies, thinks Instant Articles may be a good alternative to ad-cluttered news websites. “The standardized Facebook news feed has lots of rules and standards for where ads can be implemented,” he says. “It’s a cleaner interface and will be more consumable.”

The potential downside for publishers, he adds, is that their content could become dissociated from their brand. “It’s a question of identity. You’re making money and taking advantage of this huge user base, but it’s not on your property. I think you will see a split in publishers who are okay with that and those who have a problem with it.”

 It’s a question of identity. You’re making money and taking advantage of this huge user base, but it’s not on your property.

Made for Monetization

While many social platforms, including Twitter and Snapchat, are figuring out ad models years after launch, other services have built in advertising capabilities. A case in point is Versy, a chat app that lets Latin American mobile users – on both smartphones and feature phones — build communities around content, as well as follow channels created by other users and Versy content partners.

Those content partners include Sony Music, Sony Pictures, Universal Music, Warner Music, Grupo Acir, MixFM’s La Estación and Terra. They can take advantage of channel sponsorship packages, whereby a specific content is brought to users by the brand, as well as promoted chat posts. The latter are specifically targeted promotional posts inserted into channels or conversations.

Maren Coleman of Myriad Group
Maren Coleman of Myriad Group

“The value in Versy is an engaged user base that is filtered by relevance. If someone chooses to follow a channel around an artist or sports personality, and it has a similar audience to a brand’s, it’s much easier to find relevance in that channel,” says Maren Coleman,  until recently vice president of marketing at Myriad Group, maker of the Versy chat app that was formerly known as MSNGR.

Coleman notes that Latin American audiences are highly social and love to share. On the chat app, more often than not, the sharing is one-to-many, that is, one person shares a piece of content to members of one of her groups. “More often than not, it’s one to many, not one to one. That allows that content’s visibility to grow much faster,” she says.

Ads on Versy can help publishers increase revenue by expanding their user base, according to Coleman. For example, she says Mix.fm has more than 120,000 followers on its Versy channel, compared to 42,000 Twitter followers. “”It’s another channel and broadens their visibility,” she says.

Check out: How Social Advertising is becoming huge in Latin America.

Grabyo is a real-time social video platform that lets media companies, broadcasters, rights holders and celebrities distribute social video assets. The video can be live feeds; on-demand video; or archived video assets. We work with media companies, broadcasters and rights holders. For example, Wimbledon’s digital team edited clips and instantaneously sent them out to Twitter, Facebook and YouTube, as well as publishing them on the brand website and mobile apps. It also worked with La Liga, the Spanish professional soccer association.

In addition to distribution, Grabyo provides monetization. Brand placements are typically sold as sponsorships, according to Capon, although some social networks, such as Twitter Amplify, insert preroll advertisements. As with Facebook, media companies working with Grabyo can sell the ads themselves or allow the network to sell them. In addition, some rights holders use Grabyo to promote and drive traffic to revenue-generating sites, he says. “You get a huge spike in engagement when you share video in real time.”

Young Cannibals

“Opportunities for monetization exist across all platforms,” Capon says, and the recent spate of ad product announcements indicates that there’s more to come. He says, “This space is still incredibly new and growing fast.”

Which makes it tricky. While leveraging Facebook’s ad network may be more efficient than selling and managing these ads internally, Jammet warns that publishers that move content with advertising to social media could be cannibalizing ad sales on their own sites. He suggests that publications might take a blended approach instead. “There might be really captivating stories or easily consumable content that they might put through the Facebook product but only as an enticement to drive people to their web properties.”

Of course, if social media consumption continues its upward trend, they won’t have a choice.

This article was published in the Q4 2015 print issue of Portada.

Who will be the Winners of the Award for the Top Online Video Campaign? We will find out at #PORTADALAT on June 3-4! Check out the Candidates.

Latam-Awards-450x253

 

  • Havas Media International / Armani SI

havasmediainternational150x110Armani Si aimed to increase visibility and generate high engagement among Brazilian beauty and fashion connoisseurs.To do so, we developed a highly targeted media strategy to harness the power of engagement of online videos in Brazil confirmed by in-house research.

Testing a wide array of video formats (pre-rolls, hover-to-play, interstitials, native) across networks that combined high reach and contextual affinity, we achieved 27% reach in-target and 30% engagement rate.

https://youtu.be/d-Gmj5IxOvQ

 

  • Stella Artois

 

Stella-Artois-LOGO150x117

Our brand focuses on combining the beauty and the passion for tennis, with the art and elegance of a 600-years legacy of brewing tradition. We wanted to continue this legacy through a campaign that was as memorable as Stella Artois is. With more than 1.6 million views, more than 84,000 interactions and reaching more than 5 million people in five days, we have taken the first step to continue building, along with Mexico, a brand that celebrates the beauty of life.

  • Volaris

 

Untitled-114Volaris with #NoMásCamión developed a 360* marketing campaign that involved BTL/ATL efforts to generate awarness to our customers across all channels, as well as influencing bus consumers to travel by plane.

With increasing pressure from digital, broadcasters will strut their best and brightest stuff this week. Here’s what media buyers from Zubi Advertising, Horizon Media, Havas Media, Dieste, Bromley and Innocean USA expect.

-baila-si-puedes-1971641
Azteca’s Baila si Puedes

Ahead of the TV Upfronts, Azteca America gave a sneak preview of “La Hora Ganadora,” an hour of family-oriented programming that will rotate shows in short seasons of a few weeks.

Says Manuel Abud, president and CEO of Azteca America, “For advertisers, it means I am committing to a genre that will bring a similar type of viewership.”

“La Hora Ganadora” offerings include dance competition “Baila si Puedes” and game show “El Rival Más Débil.” Each show will run for around eight weeks. Abud says of the new approach, “It’s getting more difficult to get an audience engaged for a longer period of time, so we don’t ask for such a big commitment as in the past.”

La Hora Ganadora
La Hora Ganadora

His statement is central to the conundrum of the Upfronts, as networks try to get advertisers and agencies excited enough about shows to put big bucks upfront – as viewing habits and media consumption change.

TV: Still Relevant

Make no mistake, though. TV as we know it is not going away, and neither are the Upfronts. Certainly, TV consumption overall is changing, with people – especially younger people – watching less broadcast and more over-the-top and direct-to-digital video. Nevertheless, media buyers say television is important for reach.

karina-dobarro-188“We are dealing with a consumer that over-consumes media, so we are still able to find them through linear TV as well as online video,” says Karina Dobarro, vice president and managing director of multicultural brand strategy for Horizon Media.

Media buyers agree that television remains the fastest and best way to generate reach, even as it evolves.

Media buyers agree that television remains the fastest and best way to generate reach, even as it evolves. It’s important even when reaching Hispanic millennials, according to Isabella Sanchez, vice president of media integration for Zubi Advertising – and so is Spanish-language programming. “People think millennial equals English, and that’s not necessarily the case. Millennials just happen to be younger. If you look at Univision’s numbers on any given day, they have a huge foothold on the 18-to-34-year-old populations,” she says.

Isabella Sanchez_Zubi_BW
Isabella Sanchez, Zubi

A case in point is the gigante gap in Sunday-night television that will be left with the demise of the elderly and beloved Sabado Gigante. Univision may reveal a replacement during its upfront. Says Sanchez, “It looks like a dated program, but millions of people watch it. I have no doubt Univision will come up with something tremendous as a replacement.”

Sabado Gigante looks like a dated program but millions of people watch it. I have no doubt Univision will come up with something tremendous as a replacement.

Meanwhile, says Dobarro, the end of the show “represents an opportunity to continue to attract their current TV audience while trying to grow that younger audience.”

Broadcasters Expand Digital

Of course, digital placements on network dotcoms have been available for years. As TV consumption continues to move fluidly across screens, media buyers are interested in seeing how networks will showcase and handle digital.

At last year’s Upfront, Azteca America announced a partnership with YouToo Technologies, a “social TV platform.” This year, Azteca and YouToo will offer online and mobile trivia games for new programming including “La Hora Ganadora” and “Viernes Futbolero.”

Manuel Abud foto
Manuel Abud, Azteca America

Abud says, “Digital will be a bigger part of the upfronts in general. As the technology keeps moving, we will.” Because consumers have become device-agnostic when viewing TV, he says, “My focus is on developing content-centric franchises.”

Eric Bader, CMO of RadiumOne, a provider of programmatic advertising solutions, points out that television and digital aren’t so much at odds with each other when it comes to marketing goals. He says, “Television is essentially designed to meet brand and exposure metrics at the top of the funnel. Digital has effectively grown to service the bottom of the funnel and more direct marketing expectations.” Instead of buyers trying to decide which content is superior, or how much budget should go to TV versus digital, he advises, “The first thing that has to happen is that the advertiser has a full picture of both the brand goals and the direct engagement goals. It has to start with the measurement goals being defined, and then going into the market and seeing where you will find the audience that meets these goals.”

Says James Zayti, group director of Hyundai Media at Innocean USA, “We have to think about all the touchpoints where someone buying a car would be viewing content. For younger consumers, that would be more digital touchpoints, but we definitely need a marriage of both.”

Horizon Media’s Dobarro has seen a shift in how Spanish-language networks position their digital offerings. While they used to compare their online video to established, digital-native content companies like Yahoo, now they are going up against other broadcaster dotcoms. “It’s more of an even playing field for them,” she says. “They have realized they are not going to be able to gain the audience and reach of Google, for example.”

Still, much more needs to be done, according to Sue De Lopez, group account director for Bromley. The new marketing model, she says, is “dynamic, always-on and iterative. There is a tremendous void in multi-platform and multicultural content right now.”

She is seeing advertiser budgets shift from television to digital and to multiscreen. In fact, Bromley has shifted its own rhetoric, now talking about “video” instead of TV/digital; and it now sees its teams as working in content instead of advertising.

Meanwhile, De Lopez says, “Broadcasters are offering digital, but the units they offer are basic, the same old units: banners, static, B-roll videos. It’s all very cookie cutter. Brands and agencies are looking beyond the expected digital offerings. We want to know how we can tap into culturally relevant digital content that is customizable, so brands can fit in in a very organic way.”

The question of rates

In earlier days, broadcasters may have thrown in some digital advertising on their dotcoms as a value-add. With today’s shift to digital, that would be crazy.

Says Bader of RadiumOne, “Now they are bundling it in a different financial package, because there is more viewership on those platforms.”

Abud says that Azteca will be flexible – but not give freebies. “There are some clients that want to deal with digital separately, some want to see it as a combined effort,” he says. So, some advertiser budget that formerly went to Azteca broadcast may now be split. He adds, “Digital is still a complement for broadcast. Someday it will have a life of its own, but I’m not there yet.”

Univision has one strong property next year — soccer — and will probably try to bring in a lot of revenue for that

Zubi’s Sanchez acknowledges, “Everyone always wants to increase their rates; it’s the game we’ve all been playing for years. They ask for a lot and then buyers fight them on it.” She thinks that more cross-platform opportunities can help networks increase revenue without raising television rates. She notes, “Univision typically has led the pack in setting CPM increases. They have one strong property next year — soccer — and will probably try to bring in a lot of revenue for that. But all predictions say it will be a soft upfront when talking about base programming.”

Greater accountability from networks

Measurement continues to be a concern of TV buyers. Dave Morgan, CEO of Simulmedia, says, “There is no question we will see a greater use of data. There is a lot of rhetoric with buyside and sellside positioning, both saying they are bringing their best data to the table.” Simulmedia uses data to aggregate audiences for agencies and advertisers, mostly in the scatter market. “Brands and marketers themselves are clear that they want true ROI, but that isn’t how most TV media has historically been bought.”

Joseph Abruzzo, Havas Media
Joseph Abruzzo, Havas Media

Joseph Abruzzo, chief exploration officer for Havas Media, concurs. “One thing that’s changing is networks are very interested in protecting their revenue base. They will be selling greater accountability [by] starting to offer data-infused targeting options,” he says.

For example, Azteca is working with Furious Corp, the Nielsen-funded startup that works with television programmers to use real-time data from smart TVs and other connected devices to plan and optimize revenue across platforms. Meanwhile, Turner Broadcasting System, CBS and NBCUniversal have announced initiatives to add performance-based metrics to TV buying.

Abruzzo says that merging third-party data sets gives broadcasters the ability to create richer profiles of those who are actually watching a program, so an advertiser could target, for example, people who are most likely to buy a Lexus. “These are still linear buys,” he says, “but you are buying a program that has an audience composition mostly made up of [your target audience].”

Better targeting is especially important to buyers on multicultural desks, according to Greg Knipp, CEO of Dieste. “In our space in past, it’s been Univision and Telemundo, and then you fill in around those two. As we get more sophisticated in segmenting our audience, and the more targeting we can get in traditional media, the better off we’ll be.”

Knipp expects even greater shifts in the media landscape in years to come. He notes that a lot of the most talked-about content among young Hispanics and bi-culturals is stuff you can’t buy: programs like “Game of Thrones” and “Orange is the New Black.” Acknowledging that broadcasters must be more conservative than OTT providers, the question he sees is, “How will we reach this audience that is watching things that don’t have advertising?” The answer, in his opinion, is using data from set-top boxes and smart TVs, combined with third-party data, to get better addressability.

Morgan of Simulmedia thinks it’s possible that measurement could actually show that some TV spots are undervalued. His question for agencies is, “Now that you have sellers willing to sell on ROI, are buyers willing to buy on ROI?”

[Ctahcb]

aol park benchDigital Content NewFronts grow as line between TV and digital blurs. How Horizon Media, AOL, SMG, INNOCEAN USA, Havas, AOL and Yahoo  see the NewFronts evolving.

As the 2015 Digital Content NewFronts wound down, AOL said it had shifted from a NewFront “season” to a NewFront “year,” part of its “Content 365” strategy. (It’s unlikely that this means AOL would not hold a NewFront in 2016. A spokesman said, “It’s not enough to hold a once-a-year event, trot out some programming, and then never talk to advertisers again.”) It announced the renewal of original series including Park Bench with Steve Buscemi (pictured).

AOL and NBCUniversal also announced a content distribution and development agreement for both exclusive and non-exclusive content. This summer, NBCUni video clips and segments will be available to stream on AOL online and its mobile app.

AOL The_Pursuit[1]Meanwhile, Yahoo announced 18 new premium video series, including the live series Ultimate DJ and the original, long-form series The Pursuit.

Armando Rodriguez, head of Yahoo, Latin America and US Hispanic, says his team works in parallel with Yahoo’s global teams. “Not only do we localize US video content for our market, we also locally produce close to 150 original video clips per month, divided between daily news coverage and weekly video programs,” he says.

These NewFronts, as well as many others, illustrate the contradictions in the Digital NewFront/TV Upfront dichotomy – a divide that’s becoming more and more unnatural. It’s clear that consumers don’t pay that much attention to whether the video content they’re watching originated as a broadcast, a theatrical release or a digital-only release. So, why should advertisers and agencies?

It’s clear that consumers don’t pay that much attention to whether the video content they’re watching originated as a broadcast, a theatrical release or a digital-only release.

 

Total Video Plans

While INNOCEAN USA, for example, looks at a total video plan for clients, rather than considering TV and digital separately, Greg Braun, executive creative director, says that the NewFronts have not outrun their purpose. “Some content [digital producers] are putting out is groundbreaking,” he says, giving kudos to Netflix for its Emmys. And, he adds, “The Amazon Prime model is awesome.” Braun does appreciate that the NewFronts and Upfronts are now contiguous in time.

AbruzzoBecause the NewFronts come before the Upfronts, they remind agencies and advertisers to set aside funds for the digital properties they see, according to Joseph Abruzzo, vice president and chief exploration officer for Havas Media. “Everyone continues to spend in television, but, as new dollars become available, they are noting to allocate those dollars for opportunities in digital content,” he says.

Because the NewFronts come before the Upfronts, they remind agencies and advertisers to set aside funds for the digital properties they see.

There’s evidence that digital video is increasing overall ad spending, according to ZenithOptimedia’s Advertising Expenditure Forecasts. According to the report, global ad spend will grow 4.4 percent to reach $544B in 2015. Meanwhile, it said that global online video grew 34 percent to$10.9 billion last year, and it’s expected to grow at an average of 29 percent a year to reach $23.3 billion in 2017. Meanwhile, spending on TV advertising is expected to decline 5 percent in 2015.

MarlaSkiko, SMG Multicultural
MarlaSkiko, SMG Multicultural

It’s unclear whether – or how much – ad spending digital video is taking away from broadcast. Certainly some of that additional ad spend will go to traditional broadcasters that are offering broadcast/digital packages. “For broadcasters, TV is the number-one game, but they are shaping how they are serving up their content and the Upfronts, understanding they have to be more screen-agnostic,” says Marla Skiko, executive vice president and director of digital innovation for SMG Multicultural.

But TV audiences continue to decline. According to ZenithOptimedia, to date during the 2014/2015 TV season, primetime television usage has declined 7 percent among adults aged 18 to 49 and 5 percent among total viewers.

Because broadcasters want to maintain their revenue from one year to the next, they have traditionally offset the audience decline by increasing the cost of advertising. This is not a sustainable proposition.

“Advertisers and agencies hate to spend more for less,” Abruzzo says. While broadcasters can definitely charge more for top-tier programming like Walking Dead, he says, “There is such a long tail for television programming that it won’t support that kind of inflationary thinking. Because TV audiences are shrinking, that money will become available for digital.”

While broadcasters are making more and more content available for digital replay – such as the AOL/NBCUNI deal – Abruzzo says, “It’s the same content, so it probably has the same audience — and it tends to be on the expensive side, not necessarily any less expensive than television.”

SMG Multicultural has seen a shift in budgets from television to digital in general, according to Skiko.

SMG Multicultural has seen a shift in budgets from television to digital in general, according to Skiko. She says, “The appetite for digital video is only growing, and this will cause more and more questioning of how much we spend on television.”

Loosening up

While the TV Upfront season does result in deal-making, the NewFronts have always been more about showcasing content, with a “save some money for this” message. What’s new this year is a greater flexibility, along with a growing emphasis on targeting and programmatic buying on the part of content platforms.

Jason Smith Headshot (highres)In the past, according to Jason Smith, vice president for digital media activation at Horizon Media (photo), “A lot of publishers were asking brands for firm upfront commitments around inventory very similarly to the Upfront; but there hadn’t been a lot of ability for advertisers to control that inventory.” For example, they might not have been able to optimize across sets of digital video inventory; advertisers were expected to buy a certain number of channels; and there were limits on audience guarantees. There was even a lack of flexibility in cancellation policies.

During this year’s NewFronts, Smith says, “They have been more focused on giving brands more control and programmatic access to some of the inventory. They are offering more forward-thinking ways to help people understand how to put their money against the inventory. That is a very big step.”

Armando Rodriguez Yahoo smallerSays Yahoo’s Rodriguez (photo), “When I speak to an advertiser they are looking for an efficient way to buy video impressions at scale.” He points to Yahoo’s integration of Brightroll as a way of giving video advertisers more access to data and programmatic buying. “Yahoo’s data from over 1 billion global users including desktop, mobile video advertising inventory, and audience insights available on BrightRoll’s media-agnostic DSP,” he says.

While deals are less likely to be forged at the NewFronts, Skiko says there’s a lot of value in them. For one thing, she’s always keeping an eye out for a client that might want to, for example, reach an audience of acculturated, bi-lingual Hispanics with an English-language cooking show. “You go there to learn and to assess,” she says. “It gives you the ability to begin the negotiation from a much better place.”

[Ctahfb]

Panregional offices, as opposed to local ones in Latin America, often have a broad perspective of what’s going on in the region. Their access to information, as well as their daily interaction with top decision-makers, helps frame the major decisions that will then replicate in some or each of the local Latin American markets. In order to have a clear picture of what 2015 brings in terms of advertising in the region, we asked Maria Jose Ezquerra, SVP at Havas Media, and Borja Beneyto, VP at Starcom MediaVest Group, to give us their views as 2015 unfolds.

Additional editorial support for this article was provided by Lorena Hure.

Portada:  What ad-categories do you see the strongest in terms of panregional media buying during 2015?

0cbcf9eMaria Jose Ezquerra, SVP at Havas Media: “In general the two main media growing are cable and digital, where there is still a huge gap between consumption and share of investment. This is a trend that we have seen for years but has not accelerated enough. I see a big growth in programmatic, that is definitely a global trend that is strongly being replicated in Latam. Despite all the doubts still surrounding this type of buy, the benefits are strong enough to have a double digit growth if we achieve to show the potential to clients”.

Maria Jose Ezquerra – programmatic, that is definitely a global trend that is strongly being replicated in LatAm.

c72c3ff126d28d33d5980f25bd687c5a_400x400Borja Beneyto, VP at Starcom MediaVest Group: “Technology and media advertisers will be the strongest ad categories during 2015”.

Portada: In terms of digital advertising formats, which ones will be the chosen ones in 2015?

MJE: “Besides everything programmatic, I see an urge to improve and nail the social media buying model, from brands, agencies and key players such as Facebook.

During past years everyone knew it was key, but KPIs were still not clear enough unless you were in the performance world. Variables moved from fans to engagement to likes…whatever seemed relevant at the time, but I believe there was still a void on good measurement on Facebook that at least we have solved now”.

BB: “2015 is definitely the year of online video. More accurate metrics, new formats and efficient ways of distribution (e.g. programmatic and social platforms) will boost the investment. All formats within and across video discipline will be gaining”.

BB –2015 is definitely the Online Video Year. More accurate metrics, new formats and efficient ways of distribution (e.g. programmatic and social platforms) will boost the investment.

Portada: As for, Online Video, how important is it going to be for most of your campaigns?

MJE: “Online video is key for us. It has to be, it is where people are. If we do not recognize that we are not doing our job. We strongly believe that all TV campaigns should move a portion of their budgets to online video. When you measure side to side the results are amazing. TV is still a very relevant media in Latin America so I am not saying that we should stop using it, but multi-screen buy is key to follow the consumer journey. We have a double digit share of online video in our HMI Miami media mix”.

BB: “Online video will be around 85% of digital campaigns (excluding direct response-based campaigns)”.

Portada: Are you already planning campaigns around the 2016 Olympics in Rio de Janeiro?

MJE: “We are exploring the field for several of our clients. I cannot provide names, but we believe it presents opportunities for all, not only the official sponsors but also anyone interested in Latam. You can create great strategies without spending millions by surrounding the buzz and finding the best contact points to deliver relevant content.

BB: We are planning special developments such as branded content, native advertising, newsroom-integrated campaigns and sponsorships. And, of course, reserving the most relevant spots to air our campaigns”.

Portada: Are you doing your media buying through programmatic?

MJE: “We are growing programmatic enormously; our clients see the benefits and results. Our Meta DSP has accelerated this enormously. I cannot disclose the percentage but it is a key area for us to continue growing”.

BB: “More accurate external DSP/DMP partners in addition to improvements in our own platform are making it easier to move investment from generic display to programmatic. Some of our clients are going to close 2015 with more than 60% of their campaigns managed through Audience on demand (SMG platform)”.

I see an urge to improve and nail the social media buying model, from brands, agencies and key players such as Facebook.

Starcom Media Vest has lost the Telefonica Latin America media planning and buying business as Telefonica has entered into a wider global agreement with the Havas Group which has resulted in the US $260 million European media account – and the US$ 65 million O2 business – moving from Publicis Groupe’s ZenithOptimedia to Havas Media. Telefonica’s Latin American business will also be managed by Havas Media.

TelefonicaSpanish-Telco giant Telefonica is withdrawing its US$ 250 million/year Latin American media buying business from Starcom Media Vest, who has managed the account for more than 5 years. Although in July, Telefonica announced it was retaining Starcom as its media buying agency for Latin America as well as also Publicis owned Zenith Optimedia for its European and O2 business for an additional 5 years, a spokesman for Telefónica confirmed that the initial selection of ZenithOptimedia in July had been usurped by a “global strategic appointment of Havas Group” that will include media planning and buying. “I can confirm that we have lost the business but I have nothing to add beyond that,” Ashok Sinha, VP, Global Brand Marketing & Communication, at Starcom Media Vest Group in New York told Portada. Sources at Havas Media in Miami did not want to comment their new Telefonica account.

The initial selection of ZenithOptimedia and Starcom Media Vest in July has been usurped by a “global strategic appointment of Havas Group” that will include media planning and buying.

Moving forward, it is understood that Telefonica is now looking for alternative ways to work with Publicis, a Telefonica spokesman said, although he acknowledged that media will not be part of the future cooperation. he also added that Telefonica soon will open a global pitch for creative services.

No Pitch or Procurement

The process was not pitched or procurement led but was part of an overarching business decision made by Telefonica chairman César Alierta following its purchase of Vivendi’s GVT in Brazil in September this year. The decision coincides with suggestions that a deal had been struck between the Havas shareholder Vincent Bolloré and Telefónica’s chairman, César Alierta.

The spokesman would not comment on whether Bolloré had a role to play, but said that the decision to appoint Havas globally “had always been an ongoing consideration”.  Paul Bainsfair, the IPA’s director-general (the Institute of Practioners in Advertising in the United Kingdom), said: “The IPA New Business and Marketing Group would like to express concern over the reported outcome of this processThe impact of poor pitch practice on agencies can be far more crippling than many clients appreciate.” In the UK, Telefónica’s O2 is one of ZenithOptimedia’s longest-standing clients, with roots stretching back to 1991. Telefónica Europe operates under the O2 brand in the UK, Germany, the Czech Republic and Slovakia.

 

113 million Mexicans will be rooting for the “Tri” as Mexico plays the 2014 Soccer World Cup qualifying match tomorrow against New Zealand.   So will almost 42 million Mexican Americans in the U.S. and, without a doubt, almost everyone in the  Hispanic Marketing and Media sector. There is a lot of passion but also a strong economic rationale, the incentives for marketers to sponsor World  Cup and soccer related activities during 2014 will be much bigger if Mexico qualifies to Brazil 2014.(UPDATED with John Trainor and Marco Lopez comments).

SoccerThe possibility of not qualifying for the 2014 Soccer World Cup in Brazil deeply worries Mexico’s football association (FMF) and media, mainly television networks in Mexico and the United States which have broadcast rights, and companies who sponsor the national team and businesses who see a rise in sales throughout the year when the World Cup is held. Analysts have put the economic costs of a potential non World Cup qualification at US $650 million. “It’s huge for the country, for the economy, for media, for everyone, both in Mexico and the US. Big brands have World Cup media and marketing related budgets for 2014, so I believe it is critical,” Miguel Ramirez Lombana, founder of soccer news site Soccerly.com, comments on Portada’s Linked In Group. (Previously in his career, Lombana sold Mexican soccer site Mediotiempo.com to Time Inc’s Grupo Editorial Expansion.)

 Not having Mexico be part of the World Cup would lessen the impact of the tournament in the U.S. Both from an impression and business standpoint.

“We think media consumption will be high throughout the tournament because of the road Mexico has taken to get the tournament and the drama it has endured  (still have to qualify).  Also the time zone of the tournament and the host country should create an all time high in engagement across multiple platforms – broadcast, digital, social.  Not having Mexico be part of this would lessen the impact of the tournament in the U.S. Both from an impression and business standpoint,” says Yousef Kattan,  President.CEO of TruMedia, a Dallas based Hispanic advertising agency that plans and buys media for companies including Maseca and MetroPCS.

Not all experts think that a potential Mexico non-qualification would be a “Hispanic marketing dollars disaster.” “Honestly I believe the biggest impact would be for broadcasters and not print outlets as the interest level of watching a game live when your preferred national team is not playing most likely will drop,” says John Trainor, publisher of Hoy Chicago. On the consumer standpoint, our readers have become accustomed to find all about soccer within our pages and corresponding digital platforms and our unparalleled sports coverage will be just as strong even if Mexico does not make it. Hoy’s editorial philosophy will continue to include the coverage of the top soccer tournament in the planet and Hispanics in Chicago already know where they will find it.” To Marco Lopez, EVP Client Services at elemento -an  experiential marketing agency that has Coca Cola among its clients- much of  Coca-Cola’s strategy evolves around the World Cup and is aligned to the global strategy.  “Working together with Coca-Cola’s partner agencies we developed a strategy that is taking on the global assets and making them relevant for the U.S,.  The Mexican National Team is an important part of our strategy and it is a great connection with the core consumer, but we have a plan that will be executable with or without the Mexican National Team.  Coca-cola is a partner of FIFA and as such, the World Cup remains a very strong opportunity.”

We have a plan that will be executable with or without the Mexican National Team.

Not direct sponsors, but still part of the conversation

Many companies are not direct backers of the Fifa World Cup but sponsor the Mexican National Team for the matches it plays in the U.S. They include, Unilever Wells Fargo  and Allstate. Until recently Maseca was another sponsor of the Mexican National Soccer Team.  Many of these sponsorship deals rest on the assumption that Mexico will be participating in soccer’s biggest and most visible event. Rodrigo Vallejo, Managing Partner at TruMedia, manages the Maseca brands which used the be one of the official partners of the Mexican National team. ” Obviously, If we still were a sponsor partner then implications would be much greater, “Vallejo tells Portada.

But marketers may also want to invest in media and programs that cut the 2014 Soccer World Cup in more indirect ways. “We are not sponsoring the World Cup directly, but have placed strategies to make sure our brands are around the conversation and buzz that is the tournament, specifically the novela, that is the Mexican national team right now (coaches, players unhappy, qualifying).  We are creating strategies where our media can live with the World Cup without necessarily “sponsoring” it, ”  adds Yousef Kattan,  President.CEO of TruMedia. 

Univision and ESPN will broadcast Mexico – New Zealand

MÉXICO FÚTBOL CONCACAF SUB20 Communications will air both of the Mexican men’s national teams final World Cup Qualifiers against New Zealand tomorrow from Mexico City and the return match on November 20 in Wellington (New Zealand). ESPN, which has forged a partnership with Univision under which it has been televising the home matches of the Mexican men’s national team, will be televising both play-in matches in English, as will Watch ESPN.

Regarding the impact of Mexico’s possible on qualification on the Mexican advertising and media market alone,  Santiago Duran, Digital & Catalyst Director at Havas Media Mexico, noted at the recent Portada Mexico Forum  that a factor which could decrease 2014 Advertising volumes is Mexico’s classification to the 2014 Soccer World Cup. According to Duran, if Mexico does not classify to the World Cup, the impact on advertising activity as a result of the non qualification could amount to 2% of overall 2014 Mexican advertising expenditures.

 

Download Portada’s Special 2010 World Cup Issue for Marketers (free registration required). (Portada will be publishing the “2014 Soccer World Cup Guide for marketers in partnership with Soccer.com” on January 28, 2014)

 

Key marketers presenting at Portada’s Foro Mexico de Publicidad y Medios debated on the outlook for the Mexican Advertising and Media market in 2014. While they did not have a uniform message regarding their expectations for 2014, there was almost unanimity about their 2014 marketing objectives, which strongly emphasize digital marketing and advertising.

Portada Mexico panelPanel moderator Santiago Duran, Digital & Catalyst Director, Havas Media Mexico asked each of the panel participants for a figure that best describes their 2014 objectives. Duran answered the question himself by saying that his own objective is to increase the digital business of his agency by 18%. In addition, Duran mentioned a study on the “Future of Media” to be presented by Havas tomorrow. The study will reveal that digital will be second media most used as advertising vehicle in 2014, after TV and before radio and print advertising.

Alicia Trujillo, Social Media & Strategic Projects Supervisor/eCommerce, Wyndham Worldwide/RCI noted that worldwide her company has the objective of increasing the online share of overall travel related products to 55%Rosa Maria Grados, Marketing Director-Mexico, Central America and Caribbean, Blackberry noted that her main objective is to increase the amount of activated phones (both smartphones and regular cell phones) by 5%. Digital Marketing will play an important role in achieving that role. Alejandro Aleman, Director de Mercadotecnia Digital y Premium Marketing, Samsung said that the figure “1” epitomizes his main 2014 goal as his company intends to mantain its leadership in innovation and in smart phone market Portada Foro Mexico Attendeesshare.Mercedes Lopez Arratia, Head of Digital Marketing and Premium Marketing at Banamex, a top 5 Mexican advertisers, noted that she does not have a figure, but her main goal is to improve the efficiency of Banamex digital media campaigns. In 2014, these campaigns will be less branding and more performance and online sales oriented.

 

 

Havas announced its Q1 2013 financial results. Organic growth decreased by 0.9%. Despite overall stagnation, Havas Latin American business was one of the positive highlights. Latin America had a by 3.8% organic growth rate.
David Jones, Global CEO Havas, said: “Business in North America slowed after outperforming the market
in Q4 2012, but emerging markets remain solid. Digital, media, advertising and healthcare
communication all made significant contributions to Group performance.”

Consolidated Group revenue for the 1st quarter of 2013 was €386 million compared with €387 million for Q1 2012, a slight decrease of -0.3% on an unadjusted basis.Organic growth in Q1 2013 was -0.9%, set against +3.5% for the same period in 2012.

The euro strengthened against the US dollar and GB pound in Q1 2013 as compared to Q1 2012, leading to a negative impact on revenue of almost €4 million.

Account Wins in Mexico and Brazil

Latin America reported good growth thanks to the digital and media businesses, and to strong growth in Mexico. This quarter Havas has won TV Azteca account in Mexico and the digital account of Ale Combustiveis in Brazil. Healthcare communications and advertising also made positive contributions, according to the company.

In North America, following a very strong Q4 2012 (+6.5%), the region posted negative growth (-3.9%) driven by high comparisons and certain one-off account losses from last year including Dell at Arnold, and Sprint and Exxon at Havas Worldwide. “Healthcare communications continued to outperform and deliver strong growth despite significant declines in Pfizer, as did media. We expect the impact of the one-off losses to tail off in Q2 2013”, said the company in a statement.