A bi-weekly summary of the most exciting recent news in marketing technology and trends. If you’re trying to keep up, consider this your one-stop shop.
You can now speak to Alexa on your Amazon Echo by talking to Cortana on your Samsung smartphone. Amazon and Microsoft are making their virtual assistants compatible in the US as they take on Alphabet’s Google Assistant and Apple’s Siri. How well this new marriage of voice recognition technologies works will be open to users’ feedback.
Email has the highest ROI (59 percent) when communicating with customers and prospects, according to a study by Campaign Monitor. While 53 percent of the marketers and experts surveyed said they use automated email campaigns, only 5 percent said they plan to manage their campaigns with artificial intelligence.
Ready for your close-up? Mediapost reports that L’Oréal and Facebook are planning to deploy augmented reality using Facebook’s camera apps to help consumers choose their makeup. L’Oréal has bought the AR firm ModiFace. Consumers will be able to test lipstick shades and other makeup brands in real time using the AR technology on Facebook.
The popular website cars.com plans to use machine learning to make the car purchasing experience even easier. Deploying AI, the website will match vehicle features with consumers’ answers to a series of lifestyle questions, offering up to 20 different recommended vehicle options. The app gets smarter as users give a thumbs up or down to the different options offered.
The Singapore startup WhereIsWhere has launched a location-based mobile app that lets retailers send promotions to mobile phone users conducting searches within a kilometer of a brick-and-mortar store. The app, dubbed “WhereIsWhere,” is downloadable on Apple and Android and will include push notifications and live updates from stores based on the mobile phone user’s location.
The geofencing market is expected to grow to US $1.7B by 2024, according to a Global Market Insights study. The technology that allows retailers, restaurants, and many other businesses to send push notifications and other types of messages to nearby mobile phone users is expanding rapidly, with the fastest growth predicted in the Asia Pacific region, including Australia and India.
Michelle Wasserman, senior VP of format licensing and content development at Endemol Shine Latino, is moving from Argentina to the company’s headquarters in Miami. Added to her current responsibilities, she will now be a fundamental part of the firm’s operations in Miami, and her role will be related to the growth of Endemol Shine across all genres and platforms.
María del Carmen Padilla Briseño has joined Latcom as commercial director for Mexico and Central America. She will focus on empowering and generating new business, offering a comprehensive solution including everything from strategy to buying media through a single point of contact.
Creative production agency MediaMonks has opened operations in Mexico City. The leaders of this effort will be Alexander van Rijn, Head of Partnerships LATAM (left) and Marcelo Planchart, Head of Expansion LATAM (right).
Havas Colombia has appointed Enrique Samper Posada as new managing director, as reported by AdLatina. His main role will be to oversee all the development processes of the branch, boosting the Havas Village concept, and bringing in new clients. He will use his digital expertise to achieve these goals.
J. Walter Thompson has named Miguel Oscariz (right)as new CEO of Mexico. He had been leading the agency’s branch in Peru for three years. The new CEO of J. Walter Thompson Peru is Néstor Ferreyro (left), hitherto global business director for Avon.
Manuel Montalvo is the new director of professional products at L’Oréal Argentina. He had been previously commercial director of the same brand in Mexico. His main role will be consolidating the vision of the brand in Argentina.
Javiera Rodríguez is the new marketing manager of Ferrari and Maserati at SKBergé Luxury, the luxury retail division of SKBergé Santiago de Chile. She had previously worked at the marketing division of Mars since 2015.
Mars has promoted Ignacio Inda to marketing manager for the Southern Cone. He had already been leading the marketing sector in Argentina, Paraguay and Uruguay since 2005.
Hello friends! Have you missed me? I’ve been meaning to post the latest news. In the end, I am like the rest of us: with deadlines, targets, and reports to file. And Digital Bites.
By Lorena Hure
Hairdressers’ Night – L’Oréal
On June 15, from 6-11 pm, we had our hair done courtesy of L’Oréal, who organized Hairdressers’ Night with the goal of giving greater visibility to stylists from all over the world (the event was held in several countries simultaneously). The idea is a good one. Let’s hope they repeat it.
Don’t call me “ma’am”
Speaking of hairdressers, Issue (a hair color and hair care product company) knew how to zero in on its target audience very well in this commercial, which has caused a furor not only among my Argentine girlfriends, but also among those scattered around the Spanish-speaking world. I have viewed it several times, and I’m still laughing.
USMC has a new partner
Shazam, the application that helps me recognize music (sometimes while I dash around like a human antenna, bringing my cell phone closer to the speaker of the taxi or the bar where I am), has chosen US Media Consulting as its representative in LatAm. It seems serious: According to the report I received in June, this initial agreement would last three years. It’s good to see how the digital industry is moving in the region.
Social Media Day Buenos Aires
On July 4th, I was at the Social Media Day Buenos Aires event, where various exhibitors (advertisers, agencies, and media) shared their experiences. The place was full to the rafters with people—and croissants.
AMDIA at full throttle
In late June, I attended the Social Media Summit organized by AMDIA—a great way to keep up-to-date with colleagues, who generously shared their daily learning experiences. This event was just one of various marketing training opportunities organized by this Argentine association, which offers options for all interests and opportunities. Click on the program to explore the various options (some of which are offered remotely, for those far from Buenos Aires or living outside Argentina).
The athletic footwear brand announced a restructuring of its organization that cuts about 1,500 jobs and reduces the number of shoe styles offered by 25 percent. The move is Nike’s effort to reconnect with consumers and combat softening sales.Under the new alignment, called “Consumer Direct Offense,” Nike aims to better serve the consumer personally, at scale.Nike will focus on 12 key cities (New York, London, Shanghai, Beijing, Los Angeles, Tokyo, Paris, Berlin, Mexico City, Barcelona, Seoul and Milan), which represent over 80 percent of Nike’s projected growth through 2020. To improve efficiency, a simplified geographical structure supports all key cities and countries, changing from six to four—comprised of North America; Europe, Middle East and Africa (EMEA), Greater China, and Asia Pacific and Latin America (APLA).A new organization, Nike Direct, led by President of Nike Direct Heidi O’Neill and Adam Sussman, chief digital officer, will unite Nike.com, direct-to-consumer retail, and Nike+ digital products. Nike will also extend innovations to its strategic wholesale partners.Nike Direct aims to unite physical and digital retail to serve consumers through apps. Over the next several months, Nike is also launching its Nike+ and SNKRS apps globally to energize the sneaker experience in new markets.The company tapped Michael Spillane, Nike Inc. president of product and merchandising, to help ramp up speed.
In Europa, the Champions League is played at night time and fans enjoy it after work and with friends at pubs. In México, it does not happen in the same way. Due to the time difference, the matches are played during work time. Heineken wanted to make Mexican fans feel the same passion for the Champions League as Europeans do, even if it happens while they are working. Publicis WW México, the agency led by Juan Carlos Tapia unveiled “The Freelancer”, a campaign developed by Jessica Apellániz and Diego Wallach, Creative Vice Presidents, and created especially for Heineken during a Champions League semifinal game. Participation started on April 10th 2017 at thefreelancer.com.mx; The winners left their real jobs for a week and they traveled to a Champions League semi-final match, where they worked for hours and even minutes before the game started; then, they enjoyed the game as a true fan. Publicis WW México is Heineken´s media agency in México.
Johnson & Johnson
Johnson & Johnson has chosen DM9 to handle strategic planning and creative direction for the feminine hygiene products brand Siempre Libre in India, the Philippines, South Africa, Brazil, Argentina and Colombia. DM9 was already handling the account in Latin America. In 2015, J&J consolidated its global media account with J3, a dedicated shop within IPG’s UM, for global markets including Asia Pacific, Latin America (excluding Brazil), Europe, Middle East and Africa.
To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier email@example.com to activate your subscription.
The Brazilian cosmetics company Natura says it’s in talks with L’Oreal to buy The Body Shop for US $1.1 billion and the deal is expected to close by the end of this year. L’Oreal owns The Body Shop. Natura, currently is one of the largest beauty companies in Brazil and sells its products both through standalone stores as well as through direct-selling representatives. Besides Brazil, it has a wide presence in several Latin American countries including Argentina, Peru, Columbia, Chile, Bolivia, Mexico, as well as in France. With around 1.5 million sales consultants, Natura has surpassed the sales of the direct selling beauty company, Avon, in Brazil for over a decade. The Body Shop, on the other hand, has over 3,000 standalone stores in 66 countries.The joint entity of Natura and The Body Shop would churn out net sales of US $3.465 billion with a presence in around 3,200 stores across the globe.
Restorando has partnered with TripAdvisor in Seven Latin American countries to extend online restaurant reservations services to TripAdvisor users. Restorando works with over 5,000 restaurants and has seated 20 million diners to date across the Latin American region. Consumers browsing TripAdvisor restaurant listings now have the option to reserve a table online at thousands of popular restaurants in Latin American cities such as Buenos Aires, Mexico City and Bogota, among others. By clicking the Reserve button, consumers are brought to Restorandos online or mobile platforms to quickly and easily book a table.Terms and length of the agreement will not be disclosed.Headquartered in Buenos Aires, Restorando was founded in 2011, has raised US$22M in venture capital (Atomico, Emergence Capital, Kaszek Ventures and other investors) and has offices in Mexico City, Bogota, Sao Paulo and Rio de Janeiro. For more information, visit restorando.com.
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July was a very busy month for me, and I’ll tell you something about it in this month’s digital bites. As much as the idea behind this column is to talk about others (nicely), it made me want to share my own bites with you. After all, almost all of the people I write about are my colleagues!
At the end of July, I had the pleasure of meeting Humberto Hernandez, the new business director at L’Oréal Luxe. He was only in Argentina for a few days for a trip related to L’Oréal’s luxury brands (Kiehl’s, Clarisonic and Urban Decay). We had a great time making the rounds of the best bars in Buenos Aires while we talked about our trips and professional activity. Friends from the industry already know: let me know when you’re here and I’ll gladly take you around the city (and while we’re at it, you’ll give me material for this column). Another thing: Now I really want to try some Kiehl’s products. Excellent one-on-one branding, Humberto.
Mobile Summit Argentina 2016
Marce Garcia Cisneros, the founder and CEO of Rekket, invited me to the Mobile Summit Argentina 2016, organized by the Argentine Mobile Association. The event, which took place on July 13 at the Sony Theater, was a great opportunity to listen to the experiences and lessons from different local players, as well as interact with colleagues and friends. Everyone was there, even the members of the Mobile Marketing Association. We’re like that: competitors, colleagues and friends. In the end, we’re all betting on growth in the digital market.
Where Did Yahoo’s Employees Go?
In mid-June, I ran into Ale Fishman (ex country manager at Yahoo Argentina) at a Social Media Week Mexico event, and he commented that he had recently joined Keynetic Digital as the commercial director for LatAm. Keynetic Digital belongs to Mariano Burstein, who was the general manager of Yahoo Argentina until May 2008.
Luis Arvizu, who was the general manager of Yahoo Mexico until March 2016, is now the commercial VP for LatAm at MediaMath.
Alfredo Sanchez, who was the sales director at Yahoo Mexico until January 2016, recently joined Televisa Interactive Media as the digital commerce director (he was previously at Simek as the country manager for the Mexico office).
In all three cases, programmatic buying was the first obligatory destination in a “leap of faith” after so many years at a company that was predominantly focused on branding. If there were any doubts about where the market is heading…
Neither Dull Nor Lazy
The Brand100 organizers (“the” annual event in Argentina, for which media outlets pay to bring their most important clients in the region) were smart in choosing Rio de Janeiro as the host city for this year’s event. While it is cutting it close to the end of the Olympic Games, don’t tell me that it wasn’t opportune to take advantage of the press that will be there for the sporting event. An excellent consolation prize for everyone that wanted to go to the games (although it’s a work-related event, of course).
IAB Now 2016
The most important annual event for the IAB Argentina will take place August 25 in the theaters of the most important local shopping center. Among the confirmed speakers are: Maren Lau (IMS), Fernando Barbella (J. Walter Thompson London), Eric Tourtel (Teads) and Saul Hernandez (Mindshare). It’s going to be great!
From Havas Chile to Minga Digital
After 15 years at Havas Chile, (most recently as the general director), Gonzalo Parra has joined Minga Digital (headquartered in Santiago, Chile) as the general manager. Good luck, Gonza! And thank you for always hosting me when I’m in Santiago.
A New Project
In September 2015, I decided to take a paid sabbatical (which is to say, travel and work remotely on different digital projects). It was the best decision that I could’ve made in this first half of my professional career, and I recommend it. I was in a hostel in Salta (a province in Northern Argentina), a four-star hotel in Miami and a friend’s house in Mexico (a country that I’ve been able to visit twice in this period). My last trip will be Spain in August (Madrid, Valencia, Ibiza and Barcelona). Not bad. Nonetheless, I was presented with a project that I couldn’t turn down. Soon, I’ll be updating my LinkedIn profile (for now, I’ll leave you with the intrigue).
Asummary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Latin American market and/or targeting Latin American consumers right now.
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Havas Group is launching FullSix Media, its third full-service media network operating alongside flagship Havas Media and Arena Media. The new network, dubbed FullSix Media, was created on the foundation of FullSix Group, a Paris-based digital marketing services shop it acquired last year for $75 million.The new network, which launches Sept. 1, integrates FullSix with Havas’ preexisting Forward Media unit, to form a new global media services practices with operations across Europe, Latin America and the U.S, Mediapost reports.The new entity will be headed by FullSix Group Founder and CEO Marco Tinelli, former WPP exec.Tinelli joins the Havas Media Group’s executive committee.
GlaxoSmithKline Consumer Healthcare
GlaxoSmithKline Consumer Healthcare consolidated its global agency roster to nine shops across advertising, digital, content, PR, expert marketing and shopper marketing to support its brands.Edelman has been appointed for content and PR.Media will continue to be managed by Omnicom’s PHD and WPP’s GroupM.
L’Oréal / IT Cosmetics
The French cosmetics giant L’Oréal is about to make its largest acquisition, according to a report published by Bloomberg. The French cosmetics giant has agreed to acquire IT Cosmetics in an all-cash transaction valued at US$1.2 billion.IT Cosmetics will join L’Oréal’s Luxe division.The acquisition is hoped to spur further growth in the North American market, compensating for the slowdown witnessed in Asia and Latin America.
Agency Don Connect has released “La cocina es nuestra” (“The kitchen is ours”,) Garbarino’s new campaign, which invites everyone to conquer their own kitchens and encourages to make any kind of recipe using the appliances Garbarino offers. The campaign includes a 50 ” and 15″ TV spots, graphics, social networks, SOPs and 3 videos with digital content. Garbarino’s media agency in Argentina is Zenith.
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Attendees of next week’s PortadaLat in Miami will have the privilege to hear first-hand from Patricia Aragon, Digital Marketing Manager, L’Oreal, how the beauty giant has significantly modified its Latin American marketing strategy. A new “content factory/assembly line” in Mexico City is a major element in the new strategy.
A key asset of L’Oreals new strategy is the company’s new content factory based in Mexico City. “At the content factory, or content assembly line, we work with content creators and editorial partners”, Aragon, the key executive behind L’Oreal’s new Latin American content marketing organization, tells Portada in a pre-event interview. Each major brand e.g. Lancome and Maybelline has its own “content assembly line”. Measurement of content performance is a key element of L’Oreal’s content factory. “We need to know what content performs better and where,” Aragon says. This includes to know how the content of different product launches performs.”
Each L’Oreal brand has its own content assembly line. We need to know what content performs and where.
A Data and Social Media Listening Center measures the impact of L’Oreal’s content marketing but also its integration with paid digital and off-line media providing an omnichannel point of view. “In the end, it’s all about having consumers have happy experiences or memories with our brands. These experiences translate into positive sentiment about our brands,” Aragon notes.
This year, February gave us an extra day. For many it will be one more day of work (it had to fall on a Monday). For others, it gives us the advantage of being able to procrastinate without feeling guilty. So I’ll leave a few of the month’s updates. Let’s start March off on the right foot: decision-makers are back from vacation, in some parts of the world children are going “back to school,” and agencies are planning for the approaching Q2. There are no excuses.
L’oreal Picks Three Agencies
Martin Jones, multibrand digital manager of L’Oréal Argentina, told me recently that they put together a pitch to select three agencies specialized in digital strategy, public relations and media, respectively.
I haven’t spoken with him since then, although I believe that by now they must have chosen the three. The three winners will serve L’Oréal Paris, Maybelline, Garnier, Lancome, Biotherm, Yves Saint Laurent, Armani, Ralph Lauren, Cacharel, Viktor & Rolf, La Roche-Posay, Vichy, L’Oréal Professionnel, Matrix and Kerastase.
Who have they chosen? What a great way to start the year for those three agencies. I’d be happy with a free sample.
Changes at Publicitas
Gina Tinoco has left her position at Publicitas (Miami) as digital account director for the US Hispanic and Latin American markets, and it appears that she is launching her own company dedicated to representing different media, named Latinoco Media. Good luck!
Changes at Grupo Expansión
I was told that Carmen Murillo has left Grupo Expansión (Mexico) to become the editor-in-chief at Creacom. Apparently, her primary responsibility will be the editing of VA!, the magazine onboard Viva Aerobus (a low-cost Mexican airline) flights. What a great take-off!
Start Spreading the News!
We’re going to New York City with Audio.ad (one of the sponsors of #Portada16, the 10th-annual Hispanic advertising and media conference that will take place September 21 and 22nd in New York)! And we’ve created the new category, “Digital Audio,” for the Media Awards that will take place at the event.
Who wants to join us?
We figured it out: Diego Bormio’s startup is called Audiencias Premium, and it will join the programmatic ecosystem. Apart from having worked for various years at Terra and Clarín, Diego participated in the creation of RPA Media Place up until a few months after its launch.
This is all for February – see you in March, everyone!
Carlos Espíndola (3M), Denisse Guerra (Estée Lauder), Martín Jones (L’Oréal) and Borja Beneyto (Starcom MediaVest) give Portada an exclusive look at their Latin American marketing and media 2016 forecasts.
Carlos Espíndola, 3M: Efficiency and Effectiveness
“My expectations for 2016 are efficiency and effectiveness. The situation in Latin America in terms of politics and economics is very complicated, and companies need to make efficient
investments in advertising to have a greater and better impact. Media outlets and agencies must develop greater empathy for advertisers and their realities, and advertisers must develop the ability to be more effective, productive and relevant. It’s no longer necessary to invest millions in different media outlets: the most important thing is to develop automated marketing plans that guarantee a return on investment for consumer outreach programs.”
Denisse Guerra, Estée Lauder Companies: Full-Fledged Development of E-Commerce
“Our expectations as a company and as specific brands will be the exhaustive development of our e-commerce business for our retailers (especially the fragrance brands that we license). For our prestigious brands, which have traditionally done business in physical stores, it is a great opportunity to recruit new clients through online media and reward our loyal consumers. Of course, we will continue to develop strategies to keep providing a “high-touch” service to all of our clients in physical stores, but we must work on strategies so that this “high touch” can be transmitted through our e-commerce and social media as well. In the fragrance area, it will be very important to develop creative communication strategies for digital media that can substitute the consumer experience of going into the store to smell aromas, creating a digital environment that makes the consumer want to find out more and then receive samples or decide to make a trip to a physical location.”
We must work on strategies so that this “high touch” service can be transmitted through our e-commerce and social media as well.
Martin Jones, L’Oreal: Marketing Automation, Content Marketing and Mobile Marketing
“The majority of expectations for 2016 were trends in 2015; what we hope is that these trends consolidate this year. Expectations for 2016 are very clear for the digital world: automated marketing, microtargeting and personalization are at the center of digital strategies. It is increasingly necessary to direct personalized communication and content to consumers; impacting audiences precisely according to their behaviors is the key to media ROI (here there are two key factors: email marketing and predictive analysis), and on the other hand, programmatic buying will become significant in 2016. Content marketing: the video ad forms part of any advertiser’s agenda as an extension of his or her TV, but more than anything through productions designed for the digital world (at a lower cost to generate a larger volume of content). Another important point on the agenda is data-driven marketing: finding important insight from all information obtained from audiences and programs is vital to decision-making. We must know our consumers. Mobile marketing: today, everything has to start on mobile. Geolocalization and transactional experiences are the motor for deepening the mobile experience. Electronic PR will form part of the content agenda of every brand, and the curation and distribution of content is increasingly relevant to win the battle of earned media. The wearables market and its outlook for the future will see growth into 2020. Inbound marketing or “attraction marketing” will be articulated through different resources: blogs, podcasts, vídeos, ebooks, boletines, whitepapers, optimization techniques for search engines (SEO) and social media.”
Borja Beneyto,Starcom MediaVest Group: Data Management
“I believe that 2016 will be the year in which the industry will become more sophisticated in its data processes, tools and products. This is something that will turn data management into not only a commodity in terms of services, but also in an audited base for businesses to generate sequential communications, total investment efficiency in multi-disciplinary media and above all, precision marketing. On the other hand, we will see more advanced search models appear through the results of e-commerce on demand, the evolution of content aggregators, the unstoppable advance of mobile thanks to messenging, the added value of social media to maximize the sales funnel and intelligence applied to photography archives.”
Data processes will not only turn into a commodity in terms of service, but also in an audited base for businesses to generate sequential communications.
So there you have it: the opinions of important brands and agencies in the region. Shortly, we’ll be releasing the 2016 marketing and advertising forecast from the Latin American media owners perspective.
Content marketing, mobile marketing, multi-screen and programmatic buying were the biggest highlights of 2015. Here, we share the reflections of Denisse Guerra, Diego Reck, Martín Frontini, Eugenia Denari, Jeremy Piotraut, John Mafoutsis, Martin Jones, Carlos Espindola and Borja Beneyto.
Content Marketing: Integration with Social
According to Denisse Guerra, Regional Marketing Director for Latin America at The Estée Lauder Companies Inc., “banners are a thing of the past, and now brands are looking for ways to engage, which makes much more sense in today’s consumer environment. For that reason, it has been very important for brands to develop native ads, editorial integration and that kind of communication since ad blocking is more and more of a danger to them. It’s also an opportunity to be much more creative with our content.” Diego Reck, SVP and Chief Marketing Officer at FOX International ChannelsLatin America, has a similar opinion, indicating that “one of the most noticeable trends in the marketing and advertising industry in 2015 was a more organic integration of brands into agnostic content for each platform.”
The same trend was observed with respect to audiovisual content. According to Martín Frontini, Managing Director Latam & US Hispanics at MCN Zoomin.TV, “native advertising like ad-hoc web series for advertisers, product placement and branded content are formats that have begun to win a significant share of any advertising budget.”
Finally, as much as social networks are an entity in themselves, what is true is that they tend to be included in content marketing strategies. As Denisse Guerra indicated, “there is no doubt that companies’ social network and CRM campaigns have been the most relevant in 2015. The development of advertising campaigns that are 100% focused on social networks and brands’ e-commerce traffic are what have grown the most in the advertising industry this year.”
Native advertising like ad-hoc web series for advertisers, product placement and branded content are formats that have begun to win a significant share of any advertising budget.
Mobile Marketing: Geolocation and Transactional Advantages
Eugenia Denari, Director of Marketing at Google in Argentina, Chile and Perú, stated that “without a doubt, mobile was a huge protagonist this year.”
And Jeremy Piotraut, Managing Director at Teads.tv Cono Sur, expressed that “today, users spend more and more time on mobile than in front of the television or other devices.”
Everything indicates that mobile marketing, as much as it was one of 2015’s trends, is here to stay.
In the words of Martín Jones, Multibrand Digital Manager at L’Oréal: “Today, everything is about starting with mobile: geolocalization and transactional experiences are the motor for a deepening presence in the mobile world.”
Multi-Screen: PC and Smartphones Media Consumption Jump
As Jeremy Piotraut reminded us, “while television is still an important media outlet, laptops and smartphones now surpass them in consumption time.”
John Mafoutsis, SVP for Advertising Sales and Brand Solutions at Viacom International Media Networks Américas noticed a similar trend, stating: “In 2015 we saw the way that the consumer finds his or her favorite content not just on linear television, but on multiple platforms. thanks to this evolution, advertisers have seen the benefit of offering a combination of paid TV with digital, mobile and live media as a part of a media ‘mix’.”
Martín Jones also sustains that “the video ad forms part of the agenda of any advertiser as an extension of his or her TV campaign, but more than anything for productions that are designed for the digital world (at a lower cost than that of generating a larger volume of content).”
According to Martín Frontini, “without a doubt, there has been an explosion of new formats and advertising channels with the rise of Youtubers, influencers and talents that reach the millennial cluster that is so coveted by brands. In this sense, there is an infinite amount of companies trying to group personalities and channels together with a captive audience that permits the brand to complement its traditional presence in the media, offline as much as online.”
Finally, Eugenia Denari commented, “In 2015, our most important project was to work on speaking to the multi-screen consumer that is constantly interacting with different devices. Our focus was on helping to generate even more integral and effective marketing strategies for new forms of consumption.”
According to Carlos Espíndola, Head of Latin America Digital Center at 3M, “the most noteworthy aspect of 2015 was the adoption of programmatic buying for many advertisers, which continues to be an under-used practice, but which still helped to impact the right audiences and also prioritize the issue of where advertising money is invested. There is still much work to be done, but it is important for us to continue to communicate, evangelize and train technical market teams to understand the impact that this can have on not only audiences but also the efficiency of investments, not only digitally, but also on TV.”
Similarly, Borja Beneyto, VP & Digital Regional Director in Latin America for Starcom MediaVest Group, commented that 2015 “was the year in which disciplines like programmatic buying were implemented, and in which we saw the appearance of new commercial data models oriented towards performance marketing.”
These were the most important trends of 2015 according to those we interviewed. Soon, we will be previewing 2016 with a look at everything those in the advertising industry should keep in mind in the new year.
A rapidly increasing share of online display advertising is moving towards programmatic, mostly real-time buying. But is the programmatic buying trend going too far? Should some artsy good old-fashioned media buying be incorporated to the rocket science? Here is what some major marketers in the U.S. Hispanic and Latin American markets have to say.
The share of programmatic spend in U.S. digital media transactions expanded from 38% in 2012 to 53% in 2013 and is expected to increase to 83% by 2017, according to a recent report by Magna Global. While in the U.S. Hispanic market, and more so in Latin America, programmatic trading’s share is lower than in the U.S general market, it is also expanding rapidly there. But are we going too far and adopting programmatic as the be-all and end-all of all digital marketing solutions? (In fact, the trend is that programmatic ad buys will also be used for other types of media). We asked some major marketers:
“We find programmatic buying an efficient use of our dollars to reach consumers who are already engaged with the concept, the brand and the products, we are using it globally”, says Marlene Moronta, Marketing Manager at the The Estée Lauder Companies in New York. Moronta focuses on the Latin American market. However, she cautions that “while it is effective, it is really about engaging the user through other methods and creating an experience that she can be part of, both online and off.”
While programmatic is effective, it is really about engaging the user through other methods and creating an experience that she can be part of, both online and off.
Maya Kosovalic, Digital and Media Communications Manager at L’Oreal, in Miami, notes that she does “utilize programmatic buying as long as there is enough targeting control from both an environment, psychographic, demographic and exclusion perspective.” “Yes I absolutely think programmatic buying is the way of the future as long as it allows advertisers control and access to premium inventory,” Kosovalic adds.
Jillian Meliker Multicultural Supervisor at Spark Multicultural says that she uses programmatic buying “to target the Hispanic consumer only when it is part of a total market approach to ensure that English language impressions are culturally relevant to our target and that the correct language is being served based on their browsing habits. ” Spark Multicultural handles strategy and activation for major brands including Conagra and Taco Bell
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.
Retailer Kohl’s is adding an emotional component to it’s holiday marketing campaign. A new ad that broke yesterday features a couple decorating their elderly neighbor’s apartment for the holidays while she’s out. Michelle Gass, Kohl’s chief customer officer, told Adage that a “a pure brand spot that really spoke to the insights and spirit of the holiday and spoke to our emotional connection [with consumers] and values.”Ms. Gass also said Kohl’s will reach more households this season and is broadening its reach to include a younger audience. Specifically, the retailer is adding morning TV to its media buy. The budget for the holiday campaign will be “comparable to last year, but more effective,” Ms. Gass added. Kohl’s spent $129 million on measured media during the fourth quarter of 2012, according to Kantar Media. Peterson Milla Hook handled the campaign. Kohl’s does not currently have an agency of record.
Eight months after investing more than $1 million on Hispanic marketing initiatives in Phoenix, NASCAR plans to expand its Spanish-language advertising efforts into key markets such as Texas, California and Illinois, Sports Business Journal reports.
Food and condiments marketer H.J. Heinz is conducting a global media agency review, according to sources. Heinz reported total advertising expenses (including production and communication costs) in 2012 of $442 million, up from about $370 million in 2011. In the U.S. Heinz spent $50 million on measured media in 2012 and a little more than $26 million in the first half of 2013, according to Kantar. Cramer-Krasselt handles creative and media duties in the U.S.
Xoom Corporation a leading digital money transfer provider, has introduced two new television commercials for the U.S. Hispanic market as a part of the “Better Way” campaign launched in 2011. “No Hablo Español” and “Roulette” are the latest television ads from Xoom targeting the Spanish-language audience. The commercials are running on major Spanish-language television through the end of the year.
Luxury carmaker Jaguar begun a month-long ad campaign on Sunday with spots in NFL games and on BBC America promoting its coming F-Type Coupe, hitting dealers next April. Included in the campaign is a a 30-second spot during the third quarter of Super Bowl XLVIII on Feb. 2. The “sophisticated” commercial (says Jeff Curry of Jaguar) was created by in-house agency Spark 44 and directed by Oscar-winner Tom Hooper (The King’s Speech). Jaguar spent less than $40 million on U.S. media advertising last year. That compares to close to $1 billion spent by General Motors’ Chevrolet, which will have multiple Super Bowl spots. But Curry says “the little guy” wants to “disrupt” the auto universe and show off its brand to a wider audience.
Post Foods’ Honey Bunches of Oats(®) announced a new brand anthem in collaboration with up-and-coming pop duo, Domino Saints. The exclusive “Smile While You Shake It” music video is the cornerstone of a multi-tiered entertainment program fueled by the positive power of music and is rolling out simultaneously to both general and Hispanic markets. Inspired by samba beats, the song and signature dance cleverly incorporate the cereal box and breakfast utensils as percussion instruments making it catchy and fun for families to adopt and make it their own. National bilingual media, social media and website will invite and make it easy for bunches of everyday people to showcase their own versions of the dance, share it digitally, win prizes and be part of a morning music movement that will make America smile from coast to coast.
L’Oreal USA announced that it has named Digitas as its new digital agency of record.Based in New York City, Digitas will be responsible for the digital media planning and buying for all the company’s brands. L’Oreal USA has been on an aggressive path in growing its digital business over the last several years as it continues to be an increasing part of its media mix. The 2013 L2 Digital Index(R) was recently released showing L’Oreal USA brands in the top three in beauty in the Genius Category. These included Lancome, Kiehl’s Since 1851 and L’Oreal Paris.
Legacy, the non-profit anti-smoking organization, has selected WPP’s MediaCom as its new media agency for planning and buying, according to sources. Annual spending on the account going forward is estimated at between $50 and $60 million, Mediapost reports. The reviews are being conducted in advance of “a significant effort to expand the campaign at a time when the US Food & Drug Administration and US Centers for Disease Control and Prevention will be in the marketplace with bold anti-tobacco mass media initiatives” Legacy stated in July. The incumbent on the media assignment was Omnicom’s PHD.
After a review, Spirit Airlines announced that Barkley is the airlines new agency of record.The agency will handle brand strategy, advertising, digital media, public relations, point-of-sale and media planning and buying. New work is slated to launch in early 2014. The airline operates 250 daily flights to more than 50 destinations in the U.S., Latin America and the Caribbean. Spirit Airlines spent $1.3 million in measured media in 2012, according to Kantar Media and roughly $225,000 between January and June of 2013.
Clinique consolidated its global digital account with 360i, following a review. The agency will produce creative content for Clinique’s owned and operated global digital channels across North America, Latin America, Europe, Asia-Pacific, Middle East and Africa. It spent US$ $135 million in measured media in 2012 and $60 million between January and June of 2013, according to Kantar Media.
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