headway digital


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!)

Javier Montanaro is no longer Headway’s Latam VP of Sales, a position he has held for the last two years.






Fabiola Rangel Ornelas is the new Director, Marketing – LATAM at Warner Bros. Entertainment Group of Companies.





Ivy Mobility (IVY) a provider of Industry Cloud solutions, announced  the further strengthening of its leadership team with the addition of Daniel Mattar as Country Manager of Brazil.  The move aligns with the company’s direction to augment its strong consumer goods portfolio with more cloud-based options, deeper local support, and other new functionality tailored for consumer goods customers. The strategic addition to Ivy’s leadership team is designed to help provide customers cost-effective and flexible solutions that address their evolving business needs.Daniel will be accountable for all aspects of Ivy’s Cloud solutions.  Before joining, he worked in large multinationals such as General Electric, Banco Safra and Tangoe. Daniel brings a proven track record of helping companies adopt Cloud, SaaS, Mobile Applications and Advertising technologies. Daniel has more than 15 years of experience in sales in the mobile and IT market.



Maxus has promoted Richard Lloyd to worldwide head of programmatic. Lloyd, currently chief digital officer for Maxus EMEA, will work with advertisers to “lead [them] through the technological changes” occurring in the media industry.Prior to Maxus, Lloyd was vice president, global product development at Xaxis. He will report to global chief strategy officer Damian Blackden.



Mariano Jeger is the new VP creative executive director for R / GA Latam. Jeger will lead a team that manages global, regional and local projects for clients such as Nike, Rexona, Cervecería Patagonia and Samsung, among other brands.




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


Flurry from Yahoo just released a new report that shows the substantial impact mobile apps had on this year’s Olympic games. Comparing mobile app usage during the games to an average day in July, Brazil saw an 24x increase in sessions compared to the increase in the rest of LATAM. Brazil’s mobile app usage grew by 8 million sessions a day on average during the Olympics.

Another indication of the rise of online video, video communications platform-as-a-service, Video PaaS (Platforms-as-a-Service), which builds real-time video communications applications to make it easy for developers to embed real-time video into mobile apps, web sites, or business processes, claims that it will grow revenues from $60 million in 2016 to $1.7 billion in 2020. This represents a 130% compound annual growth rate.

gfkA new GfK study claims that the majority of consumers has never rented or bought a digital copy of a movie or TV show, and that the average digital media collection is much smaller than physical disc collections or VHS collections, on average.

Get ready for the 2017 Online Video Marketing Guide to be published on October 25, 2016 with the latest stats/projections and intelligence on the Ad-Driven Online Video market (OTT) throughout the Americas.  To align your brand with this important annual reference and thought leadership report, please contact Portada’s Sales and Marketing Director Kelley Eberhardt at kelley@portada-online.com.

A new Nielsen Media Lab Study, commissioned by HIRO Media, makes predictions on how to get the best visibility out of your online video ads, and introduces a few new factors that are “more influential than traditional KPIs.” Download the report following this link.

The recently-released Live Streaming Video Report claims that 2016 will be the year of live streaming. Among other insights, the report refers to a Trusted Media Brands survey in which 88% of agency respondents stated that they “might” or “definitely will” invest in live stream video advertising over the next six months.


DataXpand, an international data and audience management platform, announced the launch of its new digital audience profile for Pokemon, available in pre-launch on Aug 25 on MediaMath, and on a later date on more than 40 programmatic buying and DSP platforms.

mobrainHeadway’s in-house mobile marketing platform, MoBrain, was ranked 5th on AppsFlyer‘s 2016 Performance Index for mobile app promotion. Also on the list were Facebook, Google, Twitter and ChartBoost.

Headway Digital, a demand-side platforms (DSPs) in Latin America, has also opened new international offices in San Francisco and Tel Aviv.

Paraguay announced at the Center for the Study of Development of Telecommunications in Latin America that it is preparing a new law to regulate the country’s growing Internet-based TV services, specifically targeting the taxation of over-the-top (OTT) operators. It won’t be a traditional media regulation, but will try to level the playing field between pay-TV operators and online service providers.

More on Rio 2016: global programmatic media company Digilant released new on-line behavior data analysis on US sports fans of the Rio Olympics, revealing some unique and interesting insight. For example, that consumers who are rugby fans and skiers are 154.23% more likely to be fans of targeted and less mainstream Olympic sports.

Martín-Kogan-CEO-y-Cofundador-de-Headway-Digital-250x250Martin Kogan, CEO & Co-Founder at Headway Digital , provides Portada the 8 key trends for 2016 in the Latin American digital market.By 2016, users are expected to spend 3.15 hours on average using apps and the number of users with smartphones is expected to rise to 2 billion.

“Although the most significant part of year – the Holiday Shopping Season – has yet to arrive, it’s not too soon to safely say that for digital marketers, 2015 has been a great year. We’ve seen programmatic go mainstream and viewability improve. Numerous brands have taken control over their first-party data, and are putting it to good use in reaching their exact audiences at scale. And large swaths of the industry have and finally figured out how to reach consumers effectively on their mobile devices,” said Kogan.

Programmatic buying represented 35% of the total advertising display in 2014, and it will command 61% of display spend in 2018.

So what’s in store for 2016? Here are eight trends we’re putting our money on:

  1. Brands will focus on promoting their mobile apps. You’ve read the stats: m-commerce will top $252 million US by 2020 (Forrester Research), and in 2016, consumers will spend three-plus hours a day using mobile apps (eMarketer). More importantly, consumers who download apps are willingly giving up valuable screen real estate to a favored brand, and to many experts, downloading an app is a reliable proxy to brand loyalty. It can be no surprise that brands will focus on driving app downloads in 2016, and will spend time, energy and resources to increase their profile and ranking within the app stores. Of course, managing SDKs to support advertising opportunities will be challenging, and we can expect to see the mobile providers invest in ways to streamline that process in order to alleviate the burden of resubmitting apps to app stores each time an advertising unit within an app is updated.
  2. Social media will lead the visual web. Thanks to visually oriented social media sites (e.g. Periscope, Snapchat, Instagram and Pinterest) marketers will have more options to reach and engage consumers via social media channels. More importantly, they’ll shy away from slick professional shoots and stock photography which no longer resonate with consumers, and rely on consumer-generated content created by brand enthusiasts and brand ambassadors to tell and promote their brand story. Pinterest is now one of the biggest conversion sites – a fact that’s not lost on savvy marketers.
  3. A hybrid approach to connected IDs will arrive. Advertisers have long wanted to track users across their myriad devices and in 2016, they just may get their wish. While marketing-tech providers have spend the past few years debating the merits of a probabilistic versus a deterministic approach, the industry will coalesce against such demarcations and opt for more of a hybrid solution. For those who missed it, connected IDs (aka universal IDs), link the device identifiers to individual users so that marketers can do cross-device tracking and targeting. Deterministic methodologies use known attributes to associate multiple devices to a specific consumer (e.g. a user who logs into theNew York Times via a laptop, tablet and smartphone. While accurate, it’s difficult to attain massive scale. Probabilistic methodologies solve the scale problem by using advanced algorithms to link devices make educated guesses and then link it to the Connected ID. As brands bring data management in-house, most will use a hybrid approach, incorporating their first- and third-party data to the effort.
  4. Vast improvements in data accuracy. As mentioned above, numerous brands are opting to manage some or all of their data directly via data management platforms (DMPs). Internal first-party data will be leveraged to increase accuracy and build lookalike models for targeting purposes, while third-party data will allow them to target the right audiences at scale.
  5. Native video becomes top choice for marketers. The visual web is rapidly changing the way we consume content, and video is on the forefront of that trend (as evidenced by the 5.5 hours a day we spend watching it). Native video – which seeks to enhance the consumer’s experience by complementing the content and design of a website – is poised to become the most desired video format. But it’s not enough to simply purchase native video ad units; marketers should employ the industry-tested best practices for engaging consumers via video. For instance, attention span is short, so get your message across within the first three seconds. And forget about auto-sound, which annoys users (and besides, many opt to mute their devices as they scroll).
  6. Micro moments and customization. Although old news, micro moments are still highly relevant for marketers, and their importance demands real-time personalization in mobile advertising. Mobile devices allow consumers to act on any impulse, and when we do, we demand relevance. In fact, our preferences going forward are highly influenced by our experiences in these micro moments. The same technology that will power cross-device ID will allow marketers to track consumer preferences, and respond with relevant messages during the critical micro moments. The result? One step closer to 1-to-1 marketing.
  7. descargaProgrammatic mainstreaming. Programmatic advertising has continued its upward trajectory through 2015, and is certain to do so in 2016. That trajectory is the result of many factors, including the new formats (e.g. rich media), buying models (programmatic direct) and inventory sources (native, mobile, video, social media). Tech providers have focused significant resources in automating direct deals, and publishers are comfortable offering their most premium inventory via programmatic channels. As a result, programmatic spending will leap from US$9.33 billion in 2015 to US$14.89 in 2016.
  8. Latin America will continue to boom. Latin America is one of the most thriving regions for advertising investment, and will continue to be so for the foreseeable future. Case in point: 2015 saw significant growth in smartphone penetration, and by 2019, some 57% of consumers will own one. Moreover, 95% of all Internet users are active on at least one social media site. And by 2018, programmatic marketing will account for 61% of total display ad spend. For marketers seeking new markets, audiences and opportunities, LatAm is an attractive option.

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

::: Headway Digital – Julian Saconi  ::: BANDAI NAMCO Entertainment America Inc. – Hide Irie, Eric Hartness, Gerson Souza  ::: Cheezburger – Juan Pablo Chiquiza  ::: Ingredion Incorporated – Jorge A. Uribe :::

Click here for previous Latam Changing Places editions

Headway Digital_Julian SaconiHeadway Digital has appointed Julian Saconi as Country Manager for its new office in Chile. Julian is a graduated in Social Communication carrer, in addition to having studied advertising. Saconi is a digital advertising expert who has worked for prestigious companies such as IBM and Accenture.


1Interactive entertainment publisher BANDAI NAMCO Entertainment America Inc. has announced three new postings to its leadership team. This new team of leaders has been assembled specifically to focus upon and expand the company’s digital distribution channels, anime game offerings, and further develop its Latin American business and marketing operations. All three leadership postings are effective immediately.


5Coming on board in the role of Executive Vice President and Chief Operating Officer, Hide Irie brings over 30 years of video game publishing experience to BANDAI NAMCO Entertainment America’s executive team. Irie most recently held the role of President and CEO of U.S. based video game publisher Agetec from 2005 to 2015. Prior to his tenure at Agetec, Irie held the position of President and COO of SEGA of America.


3Joining the company in the role of Vice President of Marketing, Eric Hartness has over two decades of marketing experience in the toy and video game industries. Hartness most recently held the role of Head of Marketing at Amazon Game Studios and was formerly a Vice President of Marketing at video game publisher Electronic Arts. His expertise in the digital space and video game marketing will play a pivotal role in increasing the success of BANDAI NAMCO Entertainment America’s digital businesses both in the console and mobile spaces.

2In addition, Gerson Souza joins the company as its new Director of Latin American Sales and Marketing. Souza has worked in the Latin American video games industry for over 20 years and has held General and Country Manager positions at both Sony Computer Entertainment America and Vivendi Games. He brings a wealth of local sales and marketing experience to BANDAI NAMCO Entertainment Brazil Inc. that will directly benefit the Latin American and Brazilian territories.

QHe1Mesh_400x400Cheezburger has tapped Juan Pablo Chiquiza to serve as content Producer for the new site and apps. Chiquiza, a Colombian native, brings a decade of impressive experience to Eres Todo un Loquillo. Prior to joining the Cheezburger, Chiquiza worked for several major players in the media industry including The Washington Post, Google and Sony.


0749b2cIngredion Incorporated, a global provider of ingredient solutions to diversified industries, announced the appointment of Jorge A. Uribe to its board of directors, effective July 1, 2015.   Uribe is the global productivity and organization transformation officer of The Procter & Gamble Company (P&G).  He has been with the company for over 30 years in various general management and operating positions, including group president, Latin America and vice president, customer business development and marketing, Latin America.  Additionally, he held a number of management positions with P&G in countries around the world, including Switzerland, Malaysia, Cyprus, United Arab Emirates, Saudi Arabia, Venezuela and Colombia, his native country. Uribe is a director of: Grupo Argos, a Colombian holding company; Carvajal S.A., a manufacturer of text books, paper products and office equipment; and United Way Worldwide.  He has a bachelor’s degree in management engineering from Universidad Nacional de Colombia and a MBA from Xavier University in Cincinnati. Uribe’s appointment reinforces the diversity of Ingredion’s board.

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

Start the year on the right foot with Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Armando Gutierrez at 1-800-937-5322 or e-mail him at  armando@portada-online.com

  • Tippit & Moo

t&mThe Houston-based advertising agency Tippit & Moo, which provides advertising, marketing and creative services, will handle premier clients such Fiesta Mart, Inc., Sonic Drive-Ins, Gabbanelli Accordions, Michaels Stores, Professional Sports Partners, Universal Technical Institute, InComm, and Zadok Jewelers, among others. Its’ team, led by the recently named General Manager David Flynn will, be in charge of these brands.

  • Clorox

Clorox signed an agreement with MLS (Soccer United Marketing) according to which the CPG company will sponsor the U.S. Mens and Women National Soccer Team as well as the Mexican National Soccer Team (FMF).

  • Volvo

volvoMindshare will take over all Volvo’s media duties worldwide. The company will replace Havas Media, which used to handle the automaker’s media buying and planning in Europe and China. Volvo’s goal was to create more collaboration between the US and global marketing teams. Its’ US spending was about US $80 million and US $300 million globally in 2012.

  • Lipton

liptonUnilever launched a global Lipton brand Campaign on Oscar Telecast . DDB was in charge of its creation and Mindshare of handling the media.A 60-second spot featuring the Muppets and a new brand slogan—“Be More Tea”—debuted on Sunday night during the ABC broadcast of the annual awards. Unilever had previously released a 90-second teaser ad on YouTube. During the Academy Awards telecast, a Lipton social media command center sent out live tweets. Lipton is planning to double its ad spending this year, increasing it to US $40 million.

  •  The Milk Processor Education Program

got milkMilkPEP is replacing its 20-year national ad slogan with a new campaign with the tagline “Milk Life.” However, the company will continue to use the Got Milk? tagline. The campaign, which launches this week, was created by Lowe Campbell Ewald, New York.

  •   Heineken

fdtd El Rey will integrate Heineken USA into the channel’s programming during 2014. Financial terms have not yet been disclosed. The deal will begin with appearances of Dos Equis, a Heineken USA beverage imported from Mexico, in episodes of “From Dusk Till Dawn: The Series.” The series, to debut on March 11, is meant to elaborate on the vampire-rich plot of the film that inspired it.Here is the official trailer:

The deal with Heineken USA is the second such agreement with El Rey for 2014.

  •   Saffron – Christie International

saffron_christies_09Spanish agency Saffron is working  with Christie’s International Real Estate in a rebranding campaign.



  •  Jack Daniels –Global

jack.daniels.sinatraJack Daniels has launched a US $2.3 million campaign focusing on Frank Sinatra. The whisky brand is marking the run up to the 100th anniversary of the screen legend’s birth with its Sinatra Select campaign from Arnold Worldwide.


Read previous issues of Sales Leads!

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Start the year on the right foot with Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Nicolas Miranda at 1-800-937-5322 or e-mail him at  nicolas@portada-online.com

Martin Kogan CEO Headway Digital (8)Martin Kogan is co-founder and co-CEO of Headway Digital

social.networkIn the pre-Internet days, brands exerted enormous influence over consumers. Their messages, delivered effectively over the limited number of available channels, compelled us to go out and buy their wares. And we obeyed.

By mid 2005, the Internet had democratized the process. Today, our friends, families and work colleagues exert as much influence over our buying decisions as any brand. Thanks to email, Facebook, Twitter and other digital channels, we can instantly ping our personal network for their opinions and experiences with products.

What does that mean for marketers? To engage consumers, you must join them on their purchasing journeys and engage them with the right message in the right channel. Make no mistake about it; our digital lifestyles have made marketing a lot more complex.

But there are plenty of trends emerging that can help you reach and engage your consumers in the coming year. Here are 6 that I believe will advance digital marketing in 2014.

Cross-Screen Marketing

According to an Oracle cross-channel survey, some 75% of all consumers use one or more channels to purchase a product. Many begin with online research, and continue in-store where they’ll ultimately buy, often using their mobile devices to search for competitive deals.

While marketers understand they need to reach consumers on all screens, too many are taking a channel-centric – not a consumer-centric – approach to advertising.

Your consumer is the same person, whether he sees your ad on a desktop, mobile device or Facebook page.

If you treat each touch point as a separate campaign rather than a continuous dialog with the consumer, you’ll never become an integral part of his buying journey.

There’s no doubt that cross-screen marketing is difficult, especially with privacy restrictions now the law of the land. But our industry is making in-roads into understanding the cross-channel buying experience. Big data, viewability, and real-time analytics are shining a spotlight onto the journey, and in 2014, we’ll see a lot more success.

Big Data and Data Management Platforms

digital.databaseBig data provides digital advertisers with a tremendous amount of insight into a consumer before they buy an impression. As consumers click-through the web, they generate data signals that reveal their intentions, brand loyalties and more. Big data science enables marketers to capture those signals, and hone in on their best prospects so they can target them anywhere within the digital universe they’re most likely to convert.

Sophisticated RTB buy-side platforms are often fully integrated with data management platforms (DMPs), which have direct, sever-to-server connections with all the major third-party data providers, as well as the brand’s CRM systems and website data. As a result, marketers can determine if a user is one of its catalog customers or has recently visited its website before placing a bid. Buyers can also build rich profiles of the user by purchasing demographic and psychodemographic datasets from leading data providers such as Experian, BlueKai, Nielsen Catalina, eXelate, Acxiom, DataXpand and many others.

Rise of Mobile

SAMSUNG PREVÉ UN BENEFICIO OPERATIVO UN 6,11 % MENOR EN OCTUBRE-DICIEMBREBy some estimates, up to 20% of all web traffic stems from a mobile device; according to industry Mary Meeker, mobile traffic eclipses desktop traffic in some regions of the world. This should come as no surprise to us, given how we’re never far from our mobile devices, often checking them as we work on a desktop or watch TV.

However, mobile advertising has yet to catch up to mobile usage for many reasons. First, publishers need to optimize their sites for mobile viewing, a trend we’re seeing in the whole ‘mobile-first’ movement. This is taking some time, but once more sites are mobile optimized, more inventory will be available for advertisers.

Additionally, mobile requires a new way to target users, based on geo, the less-robust device ID and registration info collected by some mobile app developers. In other words, rich data for targeting isn’t quite at the same scale as its desktop counterpart. However, as the industry gains experience, more campaigns will be launched.

Programmatic Growth and Programmatic Premium

Within the past 12 months, premium direct buyers have clamored to get in on the programmatic game, and many publishers are experimenting with Programmatic Premium. In this model, directly-bought campaigns are executed programmatically.

Why is programmatic so popular? Insight.

When the request for a bid goes from the exchange to buyers, a cookie synch occurs. In other words, all the data stored in that user’s cookie is sent to the buyers (note: URLs can be withheld upon publisher request). Buyers use that data to determine who that user is, and to calculate its value (e.g. bid) to their campaigns.

As mentioned above, these buyers have access to robust online and offline, first-, second- and third-party data from DMPs within their buying environment. In short, RTB lets buyers cherry pick impressions based on who the user is, as well as the user’s likely value to their campaigns.

So, let’s say you’re an auto manufacturer and you want to buy an exclusive campaign for your 2014 line-up. In the non-programmatic world, your ad creatives would rotate randomly, based on the weights you’ve assigned them at the time the campaign was trafficked. Sometimes a mom would see an ad for your sports car, and sometimes an 18-year-old male will see one for your mini-van.

With programmatic premium, nothing is random. As a user arrived on the page, the DMP assesses that user’s demographic, and match the correct ad to the right user. Moms would always see mini-vans, while younger demographics might see economy models.

Naturally, programmatic premium drives higher campaign rates, and we can expect to see more premium publishers and brands experimenting with it in 2014.

Private Exchanges

Private exchanges are the solution to the publisher’s worst fear: programmatic selling provides a back door for premium advertisers to purchase their inventory at very low rates. Why would a brand pay premium CPMs if it can get the same use on the same site for significantly less on an open ad exchange?

Private exchanges were developed as a way to offer programmatic trading between a premium publisher and a set of premium advertisers in a walled off garden, so to speak. In these scenarios, the publisher offers exclusive access to a set of inventory to select buyers in a real-time bidding environment, with strong sales and price controls in place.

2013 saw numerous private exchanges announced and implemented, but the model is still very much in its infancy. Buyers complain that it’s difficult to manage, and often requires a full time headcount to implement these deals. Publishers want to see greater shares of the marketer’s budget dedicated to the private exchanges in order to justify the expense.

But make no mistake about it, these are growing pains for the model, and there’s no doubt that the coming year will see many more buyers and sellers participating in private exchanges. After all, they offer the best of both worlds: the exclusiveness of direct deals married with the efficiency of programmatic.

The Impact of Social Media

social networksRemember what I said earlier about the customer buying journey? If you want to engage consumers where they spend the most time, then you need to embrace social media.

The numbers are astounding: Facebook as 727 million daily active users; Twitter users send 1 billion tweets each week. Both platforms have changed the advertising game.

Two years ago, Facebook announced Facebook Exchange (FBX), enabling advertisers to purchase Facebook inventory programmatically. Recent research by digital marketing agency NetMining found that FBX is particularly effective when paired with retail offerings. In fact, retail marketers earned 42% more clicks than last year. It’s no surprise that spending increased by 59 percent.

For a long time, marketers had few robust opportunities to advertise on Twitter. But Twitter changed all that on December 5, 2013, when it announced tailored audiences, a new targeting product that lets marketers create unique audience segments based their website and behavioral data, and then target those audiences on Twitter.

It’s safe to say 2014 will see a bigger migration of a marketer’s budget to online channels, thanks to the advancements outlined here.

Consumers learn about and make purchasing decisions in the digital universe, and these trends enable brands to insert their influence, at scale, in brand safe environments. As we embark on a new year, how are you preparing to make good use of the new trends in content marketing in 2014?

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