A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.
According to the NFL, the consumption of games on digital platforms has jumped 65% from 2017 through week four of the new season, with an average minute audience of 326,000 viewers per game window across different platforms. The biggest growth has come from fans streaming games on their phones, where the average audience is up 147%. TV ratings are also up on last season. NFL viewership among Hispanics has increased by 28% in the past five years alone, according to a 2016 Nielsen report.
AT&T Mexico has announced an agreement to become the official sponsor of Mexican Pacific League baseball team Tomateros de Culiacan. The current 2017-18 champion has close to half a million followers on social networks. The deal includes AT&T’s logo to be added to the front of the official Tomateros jersey and the team’s players will take part in a number of AT&T events.
Google has expanded its partnership with MLB. The deal will see Google Assistant, a virtual assistant powered by artificial intelligence, become the presenting sponsor of the American League and National League Championship Series. The tech company already has similar deals with YouTube TV and the MLB World Series. 31% of MLB players are Latino, according to ESPN.
Sugarlands Distilling Company is teaming up with NASCAR and Talladega Superspeedway, as the “Official Moonshine of NASCAR”. As a part of the five-year agreement, Sugarlands will gain rights to promote its moonshine at retail, on packaging and will host key customers and distributors at-track. According to 2011 data, 20% of NASCAR’s followers are multicultural fans, 9% were Hispanic and 8% African-American.
Under Armourlocked a five-year deal with NBA player Joel Embiid. ESPN reports that the deal will make him the highest-paid center for this type of partnership, and will see Embiid and Under Armour partner on branded footwear and apparel in addition to charitable initiatives in and around Philadelphia and in Cameroon.
ESPN is planning on launching espnW in Mexico. espnW Mexico will serve as the brand umbrella and power content initiatives to engage and inspire women across ESPN’s linear, digital and social platforms.
The Houston Rockets locked in a partnership withBilibili, the leading online entertainment platform for younger audiences in China. The Rockets are looking to expand their presence in esports, with Bilibili’s esports team, Bilibili Gaming and the Rockets’ esports squad Clutch Gaming taking part in a friendly game and Bilibili will become the official partner of CG.
What: Multicultural marketers are regrouping (and doing some soul searching) as Donald Trump gets comfortable in the Oval Office. Why It Matters: Will brands embrace shy away from or embrace controversy in the Trump era? And will Multicultural marketers be able to protect their seat at the table, or will brands shift toward Total Market?
Donald Trump’s victory came as a surprise to many, and especially surprising was the fact that left-leaning Hispanic voters were unable to tip the election in favor of Hillary Clinton. Hispanic marketers, in particular, were left wondering what this meant about the demographic they thought they understood so well. With Trump in the White House, an already fragile industry is entering unexplored territory.
Trump Won. What Now?
In hindsight, it seems clear that marketers, the media, and the general population alike were too confident that Hillary Clinton would win the presidency. And as the shock wears off, we are left wondering why and how it happened, and whether Latino demographics are as predictable as we thought they were.
Latinos did not turn out to vote as many predicted they would, and a higher percentage voted for Trump than most anticipated. His anti-immigration talk was met with resistance, but in a country where a significant percentage of Latinos has been living legally in the country for generations, many did not necessarily feel that Trump was speaking ill of them when he talked about the danger of bad hombres. Others were drawn to him because of his opposition to abortion or a belief that he was less corrupt than Clinton.
Regardless of the true explanation, for marketers, the important question is: How does behavior in the voting booth translate into consumer behavior? Multicultural marketers may need to admit that in this case, they don’t have all the answers. What is certain is that Trump has not become any less controversial since assuming office, and many Americans are demanding to know where their favorite brands stand in such a heated political climate. Brands cannot hide for the next four years.
The fact that Trump won despite his openly aggressive tone toward the country’s largest minority group has many wondering how much Americans have truly embraced diversity. Multicultural marketers must take the lead in guiding brands that want to elevate Multicultural perspectives, but this starts with some soul-searching.
Unease in an Already Fragile Business
With a president whose rhetoric suggests a rejection of diversity, will brands pump the breaks on including Multicultural themes in their messaging? Speaking to Portada, a marketing professional from a multinational food manufacturing company that preferred not to be named predicted that depending on brands’ shoppers and how traditional they are, many may not wish to attract the attention that comes with political statements.
The insider continued to say that a Trump presidency would reveal brands’ true colors, and “separate the companies that are really serious about Multicultural from the ones that are not.” And many of the brands that embrace Multicultural will keep the tone positive instead of combative, she asserted, aiming for inclusive messages, “while the latter will probably keep some Multicultural in-market activation, but will back away from controversial messages.”
Multicultural is more fragile because its harder to demonstrate success, and there is less precision in metrics and more diseconomies of scale. Any major change in the mindset of brands, companies or the general environment has a greater impact on what we do.
As Multicultural agencies look for answers, one senses a general sense of unease in the industry. Roberto Siewczynski, the SVP and Group President at global marketing company Epsilon, explained that Multicultural “is more fragile because it’s harder to demonstrate success, and there is less precision in metrics and more diseconomies of scale.”
Any major event, including a polemic presidential administration, can affect the attitudes of brands enough to shift budgets towards other market activations and put agencies in a precarious position. Siewczynski continued: “Any major change in the mindset of brands, companies or the general environment has a greater impact on what we do.”
Education, Advocacy Are Essential
But others in the industry seem to be more optimistic, pushing for a continued effort to educate brands and colleagues alike on the importance of speaking to a variety of unique audiences and demographics. The marketing industry has made slow but steady progress in terms of prioritizing Multicultural audiences and themes, and those that have been working in this fragile industry do not want to see any of their work undone.
Suggesting that the industry should take an active role in encouraging brands to invest in Multicultural, Executive Vice President of Advertising Sales at Hemisphere Media Group, Inc. Lucia Ballas-Traynor highlighted the importance of continuing education, including a need for policy advocates within the industry, saying, “Our industry needs to get involved.”
The content, images, and rhetoric that our industry promotes must celebrate Latin culture and people and we must continue to educate everyone (and ourselves) on the issues and policies that affect the Latino community before we enter the discussion and take action.
Beyond considering Latinos as consumers, Multicultural professionals need “to be able to speak intelligently about them and to be part of an organization that focuses on advocating for our community.” Ballas-Traynor, who is on the Board at the Hispanic Federation, emphasized that the industry as a whole “must educate itself on the issues and policies that affect the Latino community before we enter the discussion and take action.”
In this sense, even the brands that want to steer clearer of controversy can “contribute to the conversation that Trump’s Presidency and his policies have generated on issues that affect the Latino community such as immigration and border security…in a way that is unified, productive and positive,” Hemisphere Group’s Ballas-Traynor said.
‘Be a Beacon or Go Into the Shadows’
If the Super Bowl was any indication, 2017 will see many brands embrace the opportunity to connect with Multicultural audiences feeling threatened by President Trump’s rhetoric. Companies like Budweiser, Google, Audi, and Airbnb all took clear stances on issues that have become central in President Trump’s first days, like the border wall with Mexico and gender equality.
Brands (and companies) are at crossroads, they have to decide if they want to be a beacon or go into the shadows when it comes to building meaningful and emotional connections with multicultural consumers.
“The Super Bowl was an interesting point in time when you think about what has happened,” Epsilon SVP Siewczynski argued. “Brands (and companies) are at crossroads, they have to decide if they want to be a beacon or go into the shadows when it comes to building meaningful and emotional connections with Multicultural consumers.”
Siewczynski added that we should wait and see how President Trump’s policies actually affect key demographics like Hispanics. In a recent piece, he argued that after Trump’s election, “labor-intensive segments that have large Latino participation” rallied. If Trump follows through on keeping jobs in America, the Hispanic American could end up with more disposable income and greater prosperity.
As Multicultural marketing professionals regroup after this unprecedented election, positivity is a welcome sentiment. And with sheer numbers on their side, Hispanic marketers will play a vital role in protecting Multicultural’s seat at the table.
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.
US/US HISPANIC MARKET
Netflix has now made it possible to download videos from its streaming service to smartphones and tablets for offline viewing.
AT&T is launchingDirecTV Now on Monday, and people are wondering whether Apple TV, Amazon’s Fire TV and CBS will be included as content partners.
Akamaihas launchedCommon Media Application Format (CMAF) support for its cloud transcoding service. It is meant to aid OTT video players in delivering their content through segmenting media delivery, and is under review by the Moving Picture Experts Group (MPEG).
According to a report by Activate, 53% of American internet users will subscribe to at least two streaming video services. And by 2020, that percentage will climb to 62%, with 43% opting for two subscriptions and 19% subscribing to three or more.
Portada‘s 2017 Online Marketing Guide is out! Download it for free and get the latest in opportunities and challenges in the industry, video ad market forecasts and video audience development.
Hulumay become the first online video service to offer live television broadcasts along with a large library of on-demand programming.
DMP Lotame has launched the first-ever TV DMP, connecting digital audience data to local broadcast television and giving media companies the ability to leverage online behavioral data to identify when prospective advertisers’ key audiences are watching during particular days or times.
WPP’s media agency group, GroupM, has announced the global launch of [m]PLATFORM, an advanced technology suite with media planning applications, data analytics and digital services.
VidaPrimo, a multi-platform network that distributes Latin Rhythm music, has named Stephen Brooks as Executive Vice President and General Manager. The announcement was made by GoDigital Media Group Chairman and VidaPrimo CEO Jason Peterson. Brooks will help expand the music network so that it can be accessed on any device and through any service, uniting both music fans and interested brands in the process.
Video experience pioneer Accedo and Digiflareannounced a merger with the goal of creating the world’s leading video experience company. Michael Lantz will act as CEO of the merged company, which will remain under the Accedo brand, while Fredrik Andersson, David George and Mano Kulasingam will all take on senior leadership positions within the merged organisation.
TV ad management software provider SintecMediahas acquired ad-tech firm Operative Media in a transaction that’s valued at almost $200 million, according to the companies.
Digital video technology and services provider CastLabswill be providing multi-platform video playback technology and DRM licence management to Mexico’s Cinepolis so that it will be able todeliver high-quality video on its Cinepolis Klic video-on-demand service.
Brazil is expected to have raked in more than R$2bn (£468m) in sales during this year’s Black Friday, according to Camara E-net. This would be 342% higher than a regular Friday’s sales.
PORTADA RESEARCH: Hispanic Online Video Ad Market to Soar to US $450 million. In a new report, Portada estimates that the Hispanic Online Video Ad market volume will climb to US $450 millionby 2020. Particularly high growth is to be expected by branded content videos. Among video ad-tipes, in-stream will continue to have the largest share, although out-stream will grow at a higher rate.
Brazilian publisher Abril Grouphas bought stake in the local operations of German Guiato, a web and mobile e-commerce platform for physical retailers.
O3b Networks has announced that it is partnering with Ozonio to bring high-speed broadband connectivity to the Amazonian city of Tabatinga, Brazil, marking the second Amazonian city that the company has connected: it recently brought connectivity to the city of Tefé.
Stacie de Armas, Vice President Strategic Initiatives & Consumer Engagement at Nielsen, set the stage by sharing current data and insights on the ways Latinos are consuming both social and mobile technology. Latinos continue to over-index on both adoption and time spent. As early adopters and trendsetters, Latinos offer organizations a future view of where user social and mobile consumption will go.
Key Nielsen Latino data shared:
Mobile Adoption: 81% are smartphone users
Mobile Minutes: monthly, at least 100 minutes more time spent on mobile than other ethnicities
Social Minutes: weekly, 2 ½ hours time spent on social networking apps
mCommerce: 12% of mobile shoppers are Latino
“Hispanics are super consumers of smart phones and avid mobile app users”, said Stacie de Armas, Vice President Strategic Initiatives & Consumer Engagement with Nielsen. “According to Nielsen’s insights, Latinos over-index vs. the general market not only on ownership of smart phones but also usage of apps. Super social and super engaged, Latinos spend almost 2 ½ per week on social media apps on smart phones and up to 9:03 hours per week on other apps and web surfing on smartphones.”
The Importance of Micro-Moments and Authentic Content
Eliana Murillo, Head of Multicultural at Google discussed taking advantage of micro-moments and creating authentic brand content via content creator collaboration. Recent Google Micro-Moments research points to micro-moments when a consumer has high interest or intent as a key opportunity to reach consumers. Consider a “I want to do” moment when users want to learn how to do something like make-up, hair, recipe or make a DIY present. Given how much Latinos like how to videos, creating a helpful video to address that “I want to do’ moment becomes a great opportunity to engage and reach the Latino audience. Another type of micro-moment can be a short-lived niche moment that generates intense interest among your target consumer (think soccer game, concert, even lights out during the super bowl which Oreo capitalized on). These opportunities lend themselves to deeper engagement.
Leading Hispanic marketers are taking advantage of these micro-moment opportunities by collaborating with content creators. Content creators are in a good position to know their audience. Consider that every time they put up a video on YouTube they practically receive immediate feedback. It’s very likely that the content creators know the consumer better than the brand or agency people do.
Eliana recommends giving creators the flexibility to do something authentic that will work for their audience. One really great example is Karla Celis, a YouTube crafter with over 1 million subscribers did a DIY snack bar and drive-in movie project that featured Ford. The crafter built content that was very original, fun and relevant for her audience and has lead to over 500K views.
Eliana cautioned about doing your homework before engaging content creators to make certain that you work with a person who is a good fit for your brand. She suggests watching their videos, reading the comments they post, and reviewing their social accounts to learn about the type of content they produce and assessing their engagement techniques.
Reaching your Audience Across Platforms with Rewarding Experiences
Sameer Deen, SVP of Univision Digital shared how Univision is actively building cross-platform experiences, content creator relationships and new platforms to extend its reach and further engage its audience.
Sameer shared Univision’s focus on finding new and authentic ways for Univision to engage their fans. The Conecta app available for the iPhone or Android is a fan engagement tool rolled out recently for the the wildly popular La Banda, a search for the new super boy band competition produced by Simon Cowell and Ricky Martin. The app allows fans to receive exclusive content, vote on contests, easily see and engage in show related social traffic, and even become a judge. These steps make it easy and rewarding for fans to engage with the show on a second screen while watching the show live and staying engaged afterwards. Sameer mentioned that the LA Banda roll-out has been an example of how brands like Verizon and Toyota can create campaigns that bridge, social, mobile and TV.
Univision has also partnered with Snapchat to leverage live stories for major events. One example Sameer discussed were the July 26thlive soccer stories for Copa de Oro–a clever way to engage younger soccer fans on a new platform that is gaining major popularity on a topic that Univision is well-known for. Sameer mentioned that Snapchat allows content creators to tell their story differently, in new engaging ways.
Univision recently created the Univision Creator Network to offer content from top Latino content creators on YouTube, Vine and other platforms. The content creators, who are mostly English speaking, are creating content that appeals to younger English-dominant Latino audiences and helps brands reach these audiences. He cautioned about making sure to create the right story for audiences along with the right message for your brand.
“Engaging our audiences is a critical part of how we evolve with media consumption habits, and most importantly how we reward that consumption. Whether it is through content created by them, with them and for them as we are doing through the Univision Creator Network and with Flama, or creating experiences that easily enable their access through technology such as with La Banda via Univision Conecta, we are truly providing our audience with the content they want, wherever they are and with the talent and creators they love. Garnering this great engagement and creating exclusive opportunities allows us to also create unique experiences for our advertisers,” said Sameer Deen, SVP of Univision Digital.
All in all, my top takeaway from the session is that the fight to gain attention among Latino consumers, especially Millennials, is escalating quickly. Organizations who are trying to reach Latinos are going to face fierce competition. The days of trying to quickly “Latinize” an ad via translations and Hispanic models are dying out. Brands will need to create compelling, unique campaigns with content that is more relevant, rewarding, useful and/or experiential in order have a competitive edge across multiple platforms.
Julie Diaz-Asper is the founder of Social Lens Research. Social Lens has a proven track record of using a mix of social marketing techniques and sound research methodologies to better engage and gain deeper insights (mobile optimized research exercises, focus groups, social contests).Julie has over two decades of experience helping large organizations to innovate and pursue new market opportunities including American Express, AARP, Google Multicultural, Univision, Consumer Reports en Español, Cabot Cheese, Mobile Future, CX Act, HITN, Immersive Youth Marketing and Inspire Agency.