What: Promotional Tech Agency PrizeLogic brings on Mexico-based industry expert John Trainor to spearhead growth of global footprint. Why it matters: Trainor will connect with new potential clients based throughout Latin America including Mexico, Central and South America.
PrizeLogic, one of America’s leader in results-driven promotions, is announcing the company’s first commitment to international expansion. Leon, Mexico-based industry expert John Trainor has joined PrizeLogic’s growing team as a Vice President of Business Development responsible for extending PrizeLogic’s expansive, all-inclusive service offering to Latin American clients.
While PrizeLogic has launched several multi-national promotions in the past, the addition of Trainor to the team represents the company’s first official global resource for clients outside of the United States. Trainor will connect with new potential clients based throughout Latin America including Mexico, Central and South America.
Trainor’s diverse background includes nearly 30 years’ experience in marketing, business development and technical solutions aimed at improving the bottom line. He has founded multiple media companies and was responsible for launching consumer product marketing and incentive programs for household names including Valassis, Johnson & Johnson and Orville Redenbacher, into the Mexican marketplace. Born and raised in Mexico, Trainor spent nearly two decades of his adult life living and working in the United States and has since returned to Mexico. He is fluent in Spanish and English, and offers unique perspective and insight into the way North American and Latin American companies can successfully work together toward lucrative and culturally adept initiatives.
“We are extremely excited about John’s leadership as we embark on our next phase of growth in Latin America. John’s experience providing marketing solutions to brands in the Spanishspeaking world and passion for the types of consumer engagement programs that the PrizeLogic platform supports is such an exciting development for our team,” said Gary Shuman, Executive Vice President of Business Development for PrizeLogic. “We look forward to supporting these new markets with the same high-performance strategies that have fueled PrizeLogic’s tremendous growth here in the U.S.”
“I’m excited and honored to lead the charge for what will be the next significant leap forward for PrizeLogic,” said John Trainor. “Consumers across the Latin American region are digital, social and connected. Currently, there are very few companies helping brands harness and drive that engagement in the digital world the way PrizeLogic does.”
PrizeLogic closed 2016 with more than 43 percent revenue growth, marking the company’s 9th consecutive year of double digit growth. Donning a long list of industry accolades, PrizeLogic has appeared five times on the Inc. 5,000 and is also one of Chief Marketer’s Promo Top Shops.Having repeatedly partnered with some of the most recognized Fortune 100 brands in the world including Pepsi, MillerCoors, Subway, Samsung and Disney, the PrizeLogic team is enthusiastic about expanding its roster to include Latin American-based brands, to ideate and execute promotions engaging consumers beyond the prize.
WHAT:Hoy Chicago is entering broadcasting with the upcoming launch of Hoy Noticias MundoFox 13, a Spanish-language daily newscast in partnership with MundoFox. WHY IT MATTERS: Print and digital media properties like Hoy Chicago want to extend their brands to audiovisual media (broadcast and online media) to offer advertisers a larger reach.
Hoy Chicago is building a state of the art broadcast studio within the Hoy newsroom in Chicago’s Tribune Tower. The print and digital media company is entering broadcasting with the upcoming launch of Hoy Noticias MundoFox 13, a Spanish-language daily newscast in partnership with MundoFox. The newscast will be produced in Chicago by the recently formed Hoy broadcasting team and televised on MundoFox 13 every Monday through Friday from 9-9:30pm (CST) starting April 18. While print and digital media brands extend their brands into the broadcast business by providing content, it is unusual for them to build out full-fledged broadcast studios like Hoy Chicago is doing. “I believe that this groundbreaking partnership will become an example for others to follow in the news industry,” said Jorge Mettey, SVP Noticias MundoFox.
Tailored Spanish-language Content
Hoy Noticias MundoFox 13 will focus on selectively curated stories that are tailored to Chicago’s Spanish-speaking community, with a focus on in-depth reporting, analysis,and original content. Content will be reflective of the show’s new tagline: “El poder de lainformación” – the power of information. Additionally, regular segments covering business, sports, education, and lifestyle will be offered, as well as several special interest segments, including Immigration, Mexico Hoy (economic, politics and social news from Mexico), Home Improvement (tips on home care and property management) and the game show segment Gana Hoy. Hoy’s recently appointed Executive Producer of Video Content, Andres Lombana, together with award-winning journalist and Hoy’s Managing Editor, Fernando Diaz, will lead the broadcasting division, seeking to go beyond traditional reporting and analysis to find unique ways to serve the diverse Hispanic population. “Broadcast, print and web content/editorial staffs are integrated into one team with vertical owners by subject matter experts (sports, breaking news, investigative, entertainment) all led by Fernando Diaz on the news/content side and by Andres Lombana on the video/broadcast production side,” John Trainor, General Manager and Publisherof Hoy Chicago tells Portada.
This creates valuable opportunities for our advertising clients to expand their reach and use of video.
Expanded Reach for Online Video
“Partnering with a reputable broadcasting company like MundoFox, and their local affiliate WOCK-TV, positions Hoy for audience growth and creates valuable opportunities for our advertising clients to expand their reach and use of video,” Trainor says. Shortly after the newscast airs on broadcast, the full newscast will be uploaded into the web . Hoy Chicago will be selling advertising into the new newscast. “The terms of the content programming agreement are confidential but Hoy will most definitely be selling into the spot inventory as well as sponsorship packages for sections within the Hoy Noticias MundoFox 13 newscast,” Trainor notes.
Trainor adds that “Hoy will actively sell 30’ spots as well as packages around segments based on customer needs; for instance a sponsor could participate in a package which may include a spot immediately following any segment on the newscast as well as banners across the print/web segment equivalents, therefore an advertiser could sponsor the Hoy weather section across Print, Web and TV, while another advertiser could sponsor the sports section across all platforms, etc.”
WALT WHITE, meet Walter Blanco. The meth cook/criminal mastermind/chemistry teacher will live again, as Sony and Teleset remake Breaking Bad in Spanish for audiences in Latin American and the United States. Mainstream producers are waking up to something multicultural media have known for quite a while: Hispanics love video. Advertisers are hungry for this audience, and content creators can barely keep up. If you produce premium video that appeals to Hispanics, life is good.
If you can reach Hispanics across multiple devices, life is even better. In October, Telemundo released Telemundo NOW, a digital portal and mobile app that let cable subscribers watch full episodes of Telemundo’s programs in HD on any device. Telemundo NOW is just the latest step in Telemundo’s bold move into digital. Last year, it broke new ground with Mia Mundo, its bilingual web series with brand integrations for Verizon and Chevy.
This year, it upped the digital ante by featuring Mia Mundo content of all kinds on nearly every medium. The novella – along with Chevy car brands – was featured in trailers on Telemundo, as well as on the station’s morning show; and alternative endings were put up for a vote on Telemundo.com and social media, with the winning ending revealed on TV.
In addition to the actual episodes, bonus scenes, actor interview and bios, photo galleries and music packages appeared online and on mobile via Telemundo.com and miamundo.com.
Because Telemundo produces its own programming, “We have a tremendous amount of content that can play out on TV, mobile or gaming devices,” says Peter Blacker, executive vice president of Telemundo Digital Media and Emerging Businesses Division, Telemundo. “It allows us a chance to get our audience even further connected with our content.” It also allows Telemundo to offer custom video content and deep integration across platforms for sponsors like Chevy.
Blacker says, “We are taking our video to market across multiple platforms. We will work with ad partners to sponsor the television show, website video, mobile, VOD, as well as our TelemundoMas video. Consumers can have one consistent relationship with that content.”
Another online video fan is Gabriel Sama, Managing Editor of CNET en Español, the recently launched Spanish-language sister site to CNET, the tech media website that publishes reviews, news and podcasts on technology and consumer electronics. “Video has played a big role at CNET throughout the years and Español is going to leverage that experience, offering the best quality Spanish-language tech reviews and information,” Sama tells Portada®.
Filling the Breach Content like Telemundo’s and CNET en español is gold for advertisers trying to reach Hispanic consumers. “When it comes to really relevant content, whether in Spanish or English, there deﬁnitely has been a lack,” says Marla Skiko, EVP and director of digital innovation for SMG Multicultural, a unit of StarcomMediaVest. “The biggest fact marketers need to realize is that there is such a strong overconsumption of video among these consumers. The indices are astounding – the propensity for not only viewing but also sharing.”
Those 50 million Hispanics living in the United States spend 68% more time watching video on the Internet and 20% more time watching video on their mobile phones than the general population, according to Nielsen. Even better, they are more likely to purchase everything from apparel to stocks using mobile devices, according to Experian.
“Match the dearth of content to the desirability of this audience, and you get premium prices for Hispanic video content,” says Jorg Nowak, head of Latin America and US Hispanic for YuMe. “CPMs are very strong, and I predict they will become even stronger. It’s a great problem to have.”
‘CPM’s on video are going for double the price of traditional banner ads.’
John Trainor, general manager and publisher at Hoy Chicago, agrees: “In very simple terms, CPM’s on video are going for double the price of traditional banner ads however the real business plan comes from building capabilities that enable traditional newsrooms to build engaged audiences through multiple formats with only marginal increments in cost structures by incorporating video into the production ﬂow. It’s not about pre-rolls, its much more than that.”
Market analysis by one automotive company found that perception of three brands was lower among His- panic consumers than among the general population. That hurt, especially since sales of new vehicles grew 28% year-over-year from 2011 to 2012. In June, the auto maker launched pre-roll video campaigns on a custom Hispanic channel on YuMe’s Connected Audience Network, with impressive results. (YuMe isn’t authorized to name the brand.)
“When Hispanics buy a car, it’s a family decision. The entire family comes to the lot and experiences the car. We wanted to replicate that and transfer that to our ad business,” says Nowak. “[The advertiser’s] problem was that the public perceived the brand as being lower in quality, so the campaign objective was to use digital video to create an engaging experience to bring to life the virtues that the car had.”
The video advertising platform created three custom channels for the car maker. On selected sites, video ads for one brand targeted Hispanics aged 25 to 54 with children in the household; second targeted Hispanic consumers aged 18 to 49; the third targeted Hispanics aged 25 to 54. The campaigns garnered a 91% video completion rate, which is 20% higher than the category’s 76% norm, according to YuMe.
Reaching Hispanic consumers is complicated by several things, according to Skiko, including their use of both mainstream and targeted video content, as well as the increasing number of Hispanics for whom English is the preferred or only language. “Because how do I know you’re Hispanic? You know who the user is but how do you know their ethnicity. It’s a bit of a data quandary,” she says.
For example, among the most popular YouTube channels among Hispanics, only one, Machinima, is overtly Hispanic-centric.
Content Targeting Simply providing content Hispanics will like is one solution to ﬁnding them online. Hispanics’ favorite YouTube channel, VEVO, reaches them with a simple, targeted-content approach. It works.
“Music is important to the Hispanic community. Typically we are targeting according to the content itself,” says Jonathan Carson, chief revenue officer. VEVO has a content channel structure that lets brands focus ads on those that skew toward Hispanic audiences; they can also choose to sponsor speciﬁc artists.
VEVO also creates custom content tailored to a speciﬁc brand’s interests, notably in its Go Shows, which marry live events with digital video. GO Shows are unannounced concert performances in intimate venues; the music video site records the shows for replay on-demand. Its GO Show with Belinda at Los Angeles’ Skybar, sponsored by T-Mobile, drew more than 3 million views between April and June of this year. T-Mobile had a presence at the concert, and its video ads were delivered as pre-rolls when the more than 3 million viewers watch online.
Coors Light sponsored a two-part, behind-the-scenes video promoting Prince Royce’s “Darte un Beso,” while Chivas partnered on a live concert series featuring Café Tacvba. Each garnered more than 1 million views.
These are sold similarly to traditional media sponsorship packages that include a broader media buy across VEVO, according to Carson. “Brands often want to deeply associate themselves with content that means something to consumers. When they try to create that content on their own, it’s often difficult to generate a large audience,” he notes.
YuMe’s targeting is another approach to reaching Hispanics: Its ad network includes 1,500 different sites, including many Hispanic publishers, and its January 2013 acquisition of Crowd Science lets it combine survey, behavioral and contextual data to better understand consumers. YuMe says its Household Targeting solution lets advertisers reach all members of a house- hold across all of their connected screens.
Videology’s Addressable Audience Platform lets advertisers target consumer segments by demographics, psychographics and behavior. It uses contextual targeting technology to determine browser language and the content viewed, mixing that with demographic data from more than 25 data providers to identify users by ethnicity. “Some of them can get as granular as targeting bilingual users,” says Chad Schulte, VP of strategic sales for the Americas.
Most advertisers want to get even more granular, he adds, targeting according to consumers’ diverse interests and buying patterns – and this is another place all those data sources can help. For example, a consumer packaged-goods company might want to reach Hispanic moms with kids under ﬁve years old. “We might have one data provider identifying that user as Hispanic, and another that matches that same user as a mother,” he explains.
Crossing Platforms U.S. Hispanics are 20% more likely to watch video on their mobile phone than non-Hispanics, according to Nielsen. But in search of reach, most advertisers want to be able to use the same creative across devices.
In fact, media planning and buying is increasingly video agnostic. Tapestry’s Lia Silkworth notes that there are substantial changes taking place in the broadcast advertising area. “Many agencies are looking at video agnostic planning and buying. Upfronts are no longer a TV team only affair.” Marla Skiko agreed: “The discussion changed. It starts from a totally different place. It used to be we are buying a 30-second TV spot. Now it’s much more about content and measurability.” The game changer has been the emergence of online video and mobile as well as the increased measurability of digital advertising.
Bob McNeill, CEO of IMAGES USA, says he uses online video in almost every online ad program. “We have found it to be three to four times more effective in unaided recall. I cannot think of a single occasion when the broadcast repurpose does not work for us.”
‘The emergence of online and mobile video and the measurability of digital advertising are game changers.’
Companies including Adobe, Videology, Yume, Adap. TV and Tremor Video provide mathematically driven analyses and allocation of data that allows advertisers to target precise consumer segments – at scale – by demographics, psychographics and behavioral segments through video advertising on multiple screens (connected TV’s, mobile, tablets, PCs).
“If someone starts to engage with more digital properties, it continues to enrich the data set. Maybe they came to the website, ﬁlled out a form or visited a retailer with a point of sale card. We can capture all of that, connect it together and create a higher resolution view of any consumer,” says Nate Smith, product marketing manager, Adobe Analytics.
Telemundo is also working to expand its insights across platforms. To better understand Hispanics behavior consuming TV, online mobile and social media, Telemundo and Vision Critical have teamed up to create two “insight communities,” AKA panels. Mi Telemundo, for Spanish-dominant consumers, and Tu Pulso Latino, for bilingual Millennials, will use surveys and consumption tracking to give advertisers a handle on the inﬂuences, behaviors and desires of these groups.
More such efforts are needed. As video continues its march to dominance of digital content, the challenge, according to Telemundo’s Blacker, will be for content companies to keep pace with new connected devices and technologies. He says, “Today, it’s tablets and phablets and cell phones. What’s the next frontier? The audience will decide where they want to see our content.” And advertisers will have to follow them.
Analysis: Online video is getting huge in the Hispanic market. Major general market players including Videology, Tremor Video, AdapTV, Yume, Tube Mogul and video entertainment network Machinima now have dedicated units exclusively targeting the U.S. Hispanic market. Many of these companies focus on video ad delivery across multiple screens (connected TV’s, mobile, tablets and desktops) to target precise consumer segments—at scale—by demographics, psychographics and behavioral segments. But, in the midst of all this sophistication, what about the creative to use in online video ads ? Can TV spots just be repurposed? Below what several advertising experts think.
One trend is clear and it is that major buying agencies increasingly see video as a channel agnostic vehicle.”We have many online video campaigns live right now. As we wind down the upfront buying season, video was front and center across screens from TV to desktop to tablet to mobile. More than ever before we are approaching video buying with a screen neutral mindset to align with how Hispanics consume and overconsume video across screens and devices,” Marla Skiko, SVP Digital Innovations at SMG Multicultural tells Portada. But should’nt video ads be adapted to the characteristics of the different channels they are used in?
Online video may be a media buy, but at heart it is a creative piece.
The “No way, Do not repurpose School”
Xavier Mantilla, Partner at IPG MediaBrands in Miami notes that “online video may be a media buy, but at heart it is a creative piece. If media agencies got more together with creative agencies , these would be much more successful. When we look at video campaigns that have had higher click-through rates we realize that the creative had a very big part, as well as where it was running, so this fusion of art and science needs to grow. But then, we need to invest in this and not just repurpose videos.” Marla Lopez Knowles, CMO at Pulpo Media, has a similar view: “I, personally, believe that developing online video ads will drive greater engagement than the mere repurposing of TV broadcast content. Again, driving more personalized communications drives greater engagement and brand affinity. We all want advertisers to recognize us as unique. The more they can speak to a consumer as a unique individual, informed by deep knowledge and insights about the individual/audience, the greater the engagement. It’s more than just reach; it’s reach and touch. TV broadcast content, by its very nature, is meant for more mass consumption and broad reach.”
On the web we can finally spread our wings and practice “storytelling” like never before.
John Trainor, publisher of Hoy Chicago, also appeals to the different characteristics of the channel where the online video ad is shown: “On the web there are no time constraints or space restrictions like there are for TV or print. There are no 2-minute per segment or 700 word limits, meaning that we can finally spread our wings and practice “storytelling” like never before. It is not about adapting TV content for the web nor is it about adapting print content for the web, it is about telling the story in the best possible way, leveraging all the new tools available to our generation. Regarding the question that always comes up on whether ” size matters” we have learned that it’s not about the length of the video, its what’s in the video what matters, therefore we focus on creating engaging content rather than content you can squeeze within limited space constraints.” Trainor sees the biggest opportunity in branded content and cross-channel sponsored opportunities. As an example he cites a branded content series Hoy Chicago did for Loya Insurance which consisted of a series of 4 videos for “auto enthusiasts” which combined print and digital-video.
The “One Creative across screens School”
Make no mistake, for major Hispanic broacasters such as Univision and Telemundo, online video advertising revenues are still small compared to the billions they yearly get out of traditional Spanish-language TV and cable advertising. However, it is very important to mention that Spanish-dominant Hispanics spend substantially more time (50% more!) than English – dominant Hispanics watching online video content. The economic power of traditional TV and cable advertising may be a reason for the one size fits all approach in which the TV creative is used on all online video channels.
I can not think of a single occasion when the broadcast repurpose does not work for us.
“We use online video in almost every online ad program because we have found it to be three to fours times more effective in un-aided recall. I can not think of a single occasion when the broadcast repurpose does not work for us,” says Robert L. McNeil. President & CEO of IMAGES USA in Atlanta, where he creates campaigns for the Center for Disease Control, Nickelodeon and Brown Foreman. Todd Wilson, until recently SVP Managing Director at Starcom Mediavest Group Latin America in Miami (he now is SVP Managing Director, P&G Asia at Starcom Mediavest Group China) says that Starcom has been running Latin American campaigns for P&G and Samsung and that he tends not to differentiate online video usage by campaign, rather seeing online video as another screen for all client products we would normally target across broadcast and cable.
The “It depends School”
Of course, the characteristics of every brand, the campaign objective, the timing and the channel used are different. So, it may make sense not to have a clear answer on whether repurposing TV spots or not is the way to go. SMG’s Skiko notes that “using TV spots for online video creative, is still quite common. We always advocate for messaging that is relevant and will resonate. As we keep planning video across screens it very well may make sense to have the same spot regardless of which screen it is on. That said, we need to be mindful of how behaviors change in digital areas vs. TV and consider how to best utilize TV spots. For instance, if a :30 and :15 are available we would likely suggest use of the :15 online. It is also important to try to capitalize on the nuances of digital and the vast array of creative units and options that exist to match the message format and functionality best to the screen and content in play. “Ideally, we try not to re-purpose broadcast video for use in digital platforms,” Brett Dennis, Chief Media Communications Officer at Conill, asserts. Dennis adds that, “while there are certainly production efficiencies that can be gained from using similar assets, we work closely with our creative teams to tailor video content to the medium. We do this for two primary reasons. First, we want to create an emotional connection with people based on the environment they are consuming our message. That might mean different creative approaches, not necessarily different campaign approaches. Second, to drive different behavior based on the channel of video being consumed. We expect a different action from somebody watching video on their big screen TV in the living room versus somebody watching video on their mobile phone while riding the train to work.” According to Dennis, a multi-screen video approach is a consistent part of most campaigns he deploys for clients. “Our current efforts for T-Mobile and Toyota’s Corolla, Camry and Highlander all include video elements across TV.Internet, mobile and social channels. The types of video elements we select are driven by the consumer journey for each brand, the role each media channel plays within that journey and the behavior we want to elicit from consumers.