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What: The Spanish Ice Sports Federation has inked an agreement with Pixellot to stream its action live and provide highlights.
Why it matters: Ice sports aren’t as popular in Spain as soccer and basketball, but live streaming on the Federation site and highlights on major media outlets can help figure skating, ice hockey and skeleton gain more exposure.

Fans across the globe have more choices than ever in streaming video of their favorite sports. From events as large as the Olympics and Super Bowl to as niche as Division III women’s lacrosse, watching online offers variety, if sometimes quality level also varies.

Looking to seize on the timing of the Winter Olympics in PyeongChang, the Spanish Ice Sports Federation, or Federación Española Deportes de Hielo (@FedHielo), has announced it will utilize the services of Pixellot (@Pixellotltd) to broadcast three of the key sports under its purvey —ice hockey, curling, and figure skating— via the Federation website.

By utilizing existing strong Spanish media outlets like Marca and Teledeporte TV for highlights, an even broader audience will be exposed to the action.
Rafael Heredia (FEDH)

Founded just a decade ago, the Spanish Ice Sports Federation has sent five athletes to PyeongChang (four figure skaters including two-time world champion Javier Fernández (@javierfernandez) and one skeleton athlete). While they aren’t all expected to medal, the Spanish athletes, in particular the six-time European champion Fernández, have proven popular back home and demand for their sports is on the rise.

Pixellot, headquartered in Tel Aviv, Israel, with offices in the U.S., Spain, and Japan, streams 16,000 hours of live sports every month, via 2000 systems, according to the announcement of the FEDH agreement. By utilizing existing strong Spanish media outlets like Marca and Teledeporte TV for highlights, an even broader audience will be exposed to the action.

“We had seen Pixellot in action elsewhere and immediately reached out once we were ready to expand our operations,” says Xavier Cherta, FEDH General Secretary, in a statement. “Figure skater Javier Fernández – two-time World champion and a six-time consecutive European champion – will be representing the Federación at the Olympics, along with other winter athletes. We believe his exposure will further strengthen the interest in ice sports in Spain, which will in turn be reinforced by the availability of video streaming.”

It’s a model that, if it catches on for Spanish ice sports, may see even more niche events gain more exposure for fans across the globe.

Featured image credit: Jose Gallego, FEDH

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

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

For prior Sales Leads editions, click here.

  • Jack in the Box

Jack in the Box, a West Coast fast-food chain,  has launched a media review.The review is part of Jack in the Box’s commitment to regularly evaluating resources, partners and vendors. Horizon Media (HMI), the incumbent agency for 15 years, will be participating in the review process.Jack in the Box spent nearly $92 million on measured media in 2016 and $24.5 million in the first quarter of 2017, according to Kantar Media.

 

 

  • Pan-American Life Insurance Group

Pan-American Life Insurance Group (PALIG) announced that it has acquired Hola Doctor Inc. (HolaDoctor), the digital provider of health and wellness solutions for Hispanic audiences. The acquisition is a significant strategic initiative by PALIG that both expands its presence in the U.S. Hispanic market and strengthens its position as a healthcare leader in Latin America. Terms of the deal were not disclosed.Over time, PALIG will be able to develop individual life, accident, and health insurance products tailored to the U.S. Hispanic market that can provide complementary benefits to those products already offered through HolaDoctor’s insurance brokerage unit.HolaDoctor will operate as a wholly owned subsidiary of Pan-American Life Insurance Group with a significant level of independence, although teams from both organizations will share expertise, product assets, and resources to grow the business. The acquisition is not expected to affect employment at Pan-American Life or HolaDoctor.

  • Siemens & FC Bayern Munich

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

  • Teasdale Latin Foods

Teasdale Latin Foods (“Teasdale”), a national provider of private label and branded Hispanic foods to the retail, food service and wholesale channels and majority owned by private equity firm Snow Phipps Group, announced that it has acquired Rudy’s Tortillas (“Rudy’s”), an independent provider of high quality tortillas and chips into the foodservice channel.   The terms of the acquisition were not disclosed. The transaction advances Snow Phipps’ strategy of building a comprehensive Hispanic foods platform diversified across product, customer, channel and geographic exposure, and further enhances Teasdale’s national footprint in the Hispanic foods category, specifically within the attractive bakery and foodservice channel.  With the acquisition of Rudy’s, Teasdale Latin Foods is able to provide an entire suite of private label and branded Hispanic food products to a diverse customer base across a variety of channels including retail, foodservice, wholesale, industrial and international. Rudy’s will continue to operate as a division of Teasdale Latin Foods with the existing management team continuing on with the business.Rudy’s is the fourth follow-on acquisition that Snow Phipps has completed in partnership with the Teasdale management team since Teasdale was acquired in October 2014.   Teasdale Latin Foods brands include Teasdale®, Casa Fiesta®, Viva Mexico®, Mexene®, D.L. Jardine’s®, 7J® and Sontava!

  • McDonald’s

McDonald’s is launching a review and seeking to consolidate its local U.S. creative accounts, AdAge reports.The review will be handled by Select Resources International and will include both current roster agencies and new agencies, who will begin pitching on July 17. We Are Unlimited, the dedicated creative agency Omnicom launched to service the client last November, is undergoing some changes. Other agencies working on regional McDonald’s accounts are Zimmerman Advertising, Doner, H&L Partners, Stern and Bernstein-Rein.All media duties have been moved to Omnicom Group’s OMD. OMD was already McDonald’s media agency at the national level. McDonald’s was the 33rd largest U.S. advertiser last year, with spending up 1.5% to nearly US$1.46 billion, according to the Ad Age Datacenter.

 

 

  • PSA Group 

PSA Group, the second largest car manufacturer in Europe and owner of  Peugeot and Citroen, has appointed WPP”s MediaCom to handle global media duties. PSA Group spends aaround US$1 billion annually on ads.

 

 

Ogilvy Mexico & Miami have  signed a strategic joint-venture agreement with Miami based MARCA.  The agreement will further extend Ogilvy’s US Hispanic service offering and strengthen MARCA’s current capabilities in digital, social media, and analytics. The partnership was announced by Tony Nieves, President, MARCA and Horacio Genolet, CEO of Ogilvy Latina.

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
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What: MARCA Claro arrives to Mexico with sports content targeting Latin America and potentially the U.S. Hispanic market.Mexico is the site’s first stop, but there are plans to bring the brand to other Latin American markets like Colombia, Brazil and Argentina, during 2017.
Why it matters: Digitally channelled sports content (including video) is a growth area. 

Claro Sports, the Mexican broadcast channel owned by America Movil, and the Spanish pulbisher MARCA (Unidad Editorial) announced the launch of a new sports news website dedicated to Spanish-speaking audiences. The site will publish stories related to sports news, as well stories on players and athletes.

The new site’s name is MARCA Claro, which will focus on local and international sports-related stories, with the objective of becoming Latin America’s main sports-news site.

“The partnership between both companies will let us provide a great site with information relevant to all of Latin America. In addition to working on the Mexican edition, we will launch other [sites] for Colombia, Brasil and other countries including local content for the whole region,” the official press release states,

MARCA Claro’s covers news on national and international soccer, baseball, NBA, MMA, UFC, NFL, NHL, and more. The sports site is available online and also as an app for mobile devices.

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MARCA Claro is not the only website by a Spanish publisher interested in the Mexican and Latin American market. On July 2015 AS.com launched its own version for Mexico. AS.com does not only focus on Latin American countries, but also expanded in the U.S., focusing on the Hispanic audience, generating specific content for the mentioned country, but also selling ads to its marketers.

MARCA Claro hasn’t specified if those “other countries” they refer to when talking about its upcoming expansion include the U.S.. But it wouldn’t be a surprise if they decided to enter the U.S. market and target Hispanic soccer lovers in Spanish and, perhaps, in English. For the moment, the site already has an English version of its news.

We guess we will just have to wait and see what their next move will be, regarding the expansion in Spanish-speaking markets. They would be missing out on a huge opportunity if they don’t decide to pay some attentions to the U.S.’s potential.

The 2014 World Cup is over, but Soccer Marketing is definitely not. In the below interview, Alfredo Rodriguez, Vice President of Latino Marketing at DISH describes  the Direct-based-Broadcast-Satellite Provider’s “Juego Bonito” campaign and explains how  the Hispanic themed campaign was “crossed-over” to a Total Market effort. Plus how he measures the efficiency of online video advertising.

Dish_Brazil
Dish_Brazil

To reach a nationwide audience during this summer’s global soccer tournament, DISH collaborated with Google to develop a first of its kind presentation of “El Juego Bonito (the beautiful game)” across the web, including the first ever Spanish language masthead sponsorship in the U.S. on YouTube’s desktop and mobile sites (Dish.com/Brazil, or Dishlatino.com/Copa-Mundial). It began as a campaign for the DishLATINO brand that targeted the Hispanic market. Given the success of Juego Bonito in the Hispanic market, DISH launched in a crossover campaign and released the ads to the general market, including TV spots and innovative digital tactics. Below more insights and details from Alfredo Rodriguez, Vice President of Latino Marketing at DISH.

Portada: Which is Dish Latino”s Media Agency for the U.S. Hispanic Market, is it the same as for the general market? “Alfredo Rodriguez, Vice President of Latino Marketing at DISH.: DishLATINO has a dedicated team, which focuses on brand marketing, as well as the retention and acquisition activities of DishLATINO customers, partnering closely with MARCA and Havas on campaign creative. For the Juego Bonito campaign specifically, we worked closely with Havas Chicago.”

What media are being used to have users go to Dish You Tube Channels and online video offerings. E.g. in what other properties than YouTube are the “Jogo Bonito” videos being shown/ has online video advertising been bought?

Alfredo Rodriguez, Vice President of Latino Marketing at DISH.: “Throughout the campaign we incorporated innovative tactics, including custom rich media executions, interactive pre-roll on YouTube and MSN, homepage takeovers on YouTube’s desktop and mobile sites, and hashtag targeting. We bolstered video with Rich Ads in Search (RAIS) and placements, which serve a video that can be played by the user within their search results. We also sponsored the Univision “Mas Impactante (Most Shocking)” website, which is driving high interaction rates.

–       In the general market, DISH worked closely with Google to develop an innovative takeover of “Juego Bonito (the beautiful game)” across the web. Using a combination of search and video ads, DISH targeted fans searching for soccer on Google or watching a related video. Additionally, DISH placed the spots on late night television shows like The Colbert Report and The Daily Show with Jon Stewart. Finally, on Monday, June 16, we had a static takeover of the NASDAQ Tower screen in Times Square featuring a live social feed, and on Wednesday, June 18, our DISH Anywhere Juego Bonito spot ran 4 times each hour all day on the Tower.”

Is there any follow-up involved with this campaign after the World Cup.
A.R..: “The samba dancer is a metaphor for “Juego Bonito (the beautiful game),” making this campaign truly built for soccer fans and all the excitement leading up to the tournament. So while you won’t likely see much more of “Juego Bonito” after the soccer tournament, we believe that success stems from innovation—from our programming, to our advertising, to our technology—and we are always looking for ways to synergize across the brand. Stay tuned for the next big campaign from DISH and DishLATINO!”

What exactly is a Spanish language “masthead sponsorship” in the U.S. on YouTube’s desktop and mobile sites.
A.R..:  “
DISH worked closely with Google to feature the first ever Spanish language custom masthead at the top of the YouTube mobile and desktop website on Tuesday, June 17 and Wednesday, June 18. The custom masthead is an in-page unit running the full width of the YouTube homepage below the navigation bar, and included the Juego Bonito teaser video and links to the DISH and DishLATINO YouTube pages. See attached (Juego Bonito YouTube Masthead Takeover 06-18-2014) for a screen shot of what the masthead looked like to desktop users on Wednesday.”

Can you detail how you implement the cross over campaign or is it just to turn it to the English-language?

A.R..:  “The “Juego Bonito” campaign produced great results in the Hispanic market, so DISH decided to maintain the nasdaqsame theme and messaging in the general market crossover campaign. With that in mind, DISH made small tweaks to the creative and adjusted the subtitles to English, while keeping the focus of the videos on the award-winning features of the Hopper, including MultiView, an application that allows our subscribers to watch up to five views of the tournament games on Univision; Picture in Picture (watching two games at the same time); and DISH Anywhere, which gives DISH subscribers the power to watch all 64 games while away from home, where they have access to an internet connection.DISH also incorporated unique media buying strategies when bringing the campaign to general market, including placement of the spots on late night television shows, a takeover of the NASDAQ Tower in Times Square, and our partnership with Google for the first-ever Spanish language masthead on YouTube’s U.S. mobile and desktop sites. These tactics bolstered the results of the DishLATINO campaign, increasing our reach and driving awareness about DISH products, as well as engagement with the brand.”

What are the results Dish expects in terms of actual new subscribers throughout the campaign?

A.R..:   “We can’t go into specifics when it comes to sales expectations, but we are thrilled by the engagement and increased call volume we have received in correlation with the campaign.”

A.R..: How is the efficiency of online video advertising measured at Dish?

“The goal of this campaign was to drive engagement with the brand and awareness of the unique benefits of the Hopper, including MultiView, Picture in Picture, and DISH Anywhere. So far, we have seen great response to the videos and high levels engagement driven by “Juego Bonito.” Since its launch, some of the milestone results include:

o   More than 3.4 million total views of the Spanish language videos on YouTube,with an average completion rate of 17.75%, and more than 4.9 million views across both Spanish and English language videos.

o   10.36% interaction rate, which includes likes, shares, and engagements (average Undertone rate is 6.82%) an 8.28% click-through rate on our Undertone PageGrabber interactive display unit (industry click-through rate average for display ads is .10%).

o   Desktop display banners are driving a click-through rate of .26% (industry click-through rate average is .10%).

o   Other milestone results include:

  • Our BrightRoll interactive pre-roll has resulted in a 75% video completion rate.
  • Video and mobile within our Univision “Lo Mas Impactante” (Most Shocking) sponsorship are driving high interaction rates:
  • Mobile is driving a click-through rate of more than 20% (industry click-through rate average is .40%)
  • Video is driving an overall click-through rate of 12% (industry click-through rate average is .10%)”

This is the fourth of a series of articles about how Fortune 500 companies are leveraging the World Cup in their Marketing Campaigns. The first article was How Chevy leverages Soccer Passion for its new Hispanic campaign, the second World Cup Marketing: How Allstate enables Fans to send “Mala Suerte” to rival Teams and the third An in-depth Look into the Marines World Cup digital Outreach targeting Multicultural Millennials.

DOWNLOAD Portada’s 2014 Soccer Marketing Guide compiled in partnership with Soccer.com and AC&M Group.

marca.colombiaThe Spanish sports newspaper Marca recently published its first Latin American print edition.  The newspaper launched in Colombia with an initial circulation of 60,000 issues. The price of Marca Colombia  is 1200 Colombian pesos and it is available in Colombia´s main cities (Bogota, Medellin, Cali, Barranquilla, Cartagena, Armenia, Pereira, Manizales and Ibague).

The Colombian launch is being supported by Colombian publishing House Grupo Editorial Semana.

According to Spain’s Unidad Editorial, the publisher of Marca, it has chosen Colombia as the first country to expand in Latin America  because:

– Colombia has a large number of sports fans, and Spanish football fans.
– Colombia has demonstrated its strength as a country: 4% sustained growth in the last decade, and it is the second country, after Brazil, with the largest foreign investment in the region.

The editorial staff is based in Bogota with 38 journalists.

Spanish players in the Americas

Marca’s print edition in Colombia has also a digital presence in the form of a specia section targeted to Colombia within Marca America (a site Marca launched a few months ago that targets sport fans in the Americas).   As,  Marca’s rival in Spain recently also introduced a Colombian edition through a partnership with Colombian El Tiempo  newspaper.