What: Entravision’s purchase of Headway officially closed on April 4. Portada talked with the main architects of the transaction: Headway CEO & Co-founder Martin Kogan and Esteban Lopez Blanco, Chief Strategy Officer at Entravision. Why it matters: The rationales forthe transaction offer interesting insights into the current state of the Latin American and U.S. Hispanic marketing industries. Headway was one of the very few still independent digital media companies in the space.
In a conversation with Portada, Blanco and Kogan stress that digital marketing currently is having very high growth rates in Latin America. In fact, Headway’s Q1 2017/q1 2016 sales growth rate was of 90%. “We expect a growth rate of more than 40% for many years to come,” Lopez Blanco notes. He adds that he estimates the share of digital revenues in Entravision’s overall revenues to climb from 20% currently to 30% by 2019 or 2020.
Several factors substantiate expectations of a very high growth rate over the next decade: Buyoed by the growth in Internet access in Latin America, smart phone penetration is growing at a very high rate. Headway’s Mobrain unit -an in-house mobile marketing platform- is benefiting of the growth in smart phone usage. Researcher Appsflyer, places Mobrain as the fifth most used mobile platform in Latin America, in a ranking led by Facebook, Google and Twitter. Mobrain offers advertisers solutions to achieve a high ROI and deal with challenges including fraud and the high fragmentation of mobile advertising inventory. Kogan emphasizes that Mobrain technology is “artificial intelligence applied to delivering KPI to marketers and solving fragmentation and fraud challenges.”
A second rationale that underlies the purchase of Headway by Entravision is the growth of e-commerce in the Latin American and U.S. Hispanic markets. According to Kogan, “in the age of artificial intelligence and marketing automation, technology that improves clients ROI needed to be created. ” This particularly applies to marketing and advertising strategies that ultimately convert Internet users into online buyers (e-commerce). The e-commerce space is in a relatively early stage in Latin America and that is why there is a lot of room for growth. Lopez Blanco claims that Entravision;s unit has set up partnerships with e-retailers for data cooperatives which allow a better targeting of U.S. Hispanic customers. “There are very few data cooperatives in Latin America; Headway’s open platform DMP DataXpand is one of the very few exceptions. “DataXpand is the biggest exchange in Latin America. There are enormous growth opportunities to make attribution models work,” notes Kogan.
There is a huge market outside of Facebook and Google which no serious advertiser can ignore.
Rounding Up Pulpo Media’s Offerings
Entravision made a substantial foray into ad-tech when it bought Pulpo Media for US$ 15 million in 2014. Pulpo Media’s main strength are its publisher relations. “Perhaps oversimplified, Pulpo Meda is a Supply Side Platform. We needed to go beyond that to look at other uses of technology and ways to do programmatic and focus on mobile,” Lopez Blanco notes. According to Lopez Blanco, Headway’s offerings round up Pulpo Media’s products very well. In addition to mobile marketing platform Mobrain and DMP DataXpand, Headway offers other solutions with propietary technology, Kogan and Lopez Blanco claim. These include DSP MediaMath, which Headway resells and manages in Latin America. “Headway has developed special algorithms on top of Mediamath”, says Kogan. Both Kogan and Lopez Blanco expect that Pulpo Media’s strong datasets about the U.S. Hispanic consumer and Headway’s for Latin America will be excellent complements when it comes to increase advertiser ROI in the U.S. Hispanic and Latin American markets.
Dentsu Aegis Network announces the promotion of Lizette Du Pond to Chief Client Development Officer of Dentsu Aegis Network Latin America (LatAm). The promotion comes on the heels of several new business wins including Beiersdorf Northern Cone and a surge in business. In the last four years, through a combination of acquisitions and organic growth the LatAm region has quadrupled its revenue across the group’s 14 agency brands and nearly 2,500 colleagues.Du Pond joined Carat in 2009 as LatAm Regional Director and took on the role of Dentsu Aegis LatAm Regional Director in 2012, where she led new business opportunities for the network. She has worked in the industry for 15 years on clients including Disney, Hilton and Sony.In her new position, Du Pond will focus on creating integrated solutions that tap the capabilities across the entire LatAm network and ensure consistency in terms of strategy and execution across the region.
ZUO announced it’s first ever VP of Sales for Latin America; Hector “Diablo” Hernandez. Hector joins CEO Luis Ruesga as his Vice President working and developing business in Latin American Markets and as brand ambassador to expand further into Latin America. Hector, who is based in Mexico City- lives with his wife and two young children. While looking at each accounts big and small, Hector and his territory sales representatives will evaluate to go each customer’s sales and strategically developing a plan for 2017. Additionally, Hector and his Latin American Sales team will look at prospective new dealers and ecommerce brands to access their combined travel schedule for Spring 2017.ZUO is a multi-national corporation headquartered out of Oakland, CA; Montreal, Quebec- Canada; Guadalajara, Mexico; Bogota, Columbia; Hong Kong SAR; and Shende, Foshan China. ZUO offers an entire line of indoor & outdoor furniture, lighting, mirrors and accents for residential and commercial projects.
Televisa México has appointed Gerardo López Gallo as new VP of programming, marketing and research, effective March 15th. He will report directly to Isaac Lee, head of contents for Televisa and CCO Univision.López Gallo takes over the new position after having worked as VP of content in Discovery Networks Mexico (Discovery Channel, Discovery Home & Health, Discovery Kids, Animal Planet, TLC and Investigation Discovery). He also worked for 12 years at Univision.
Discovery Networks Latin America / U.S. Hispanic (DLA / USH) appointed Fernando Sugueno as Programming Director and Alejandro Abramovich as Director of Creative Services for Discovery Networks Mexico.
Sugueno will be responsible for creating and implementing the programming strategy, which includes selecting and acquiring programs and managing the airtime of Discovery Networks programs in Mexico (Discovery Channel, Animal Planet, Discovery Kids, Discovery Home and Health, TLC and Investigation Discovery). He will also serve as head of the content team at the regional office, responsible for the areas of On Air Promotions, Marketing, Digital, Media Planning and Communications, as well as Creative Services.
As Director of Creative Services, Abramovich will be in charge of on-screen communication channels with the audience, as well as distributing projects among creative producers, producing and editing videos, graphics and audio sessions, as well as follow-up Editorial and technical trends of the market to make the promotional videos.
Rodrigo Moyano has been promoted to managing partner of MEC Chile. In this new position, he will report directly to Renato de Paula, CEO of MEC for Latin America.
Entravision Communications Corporation, a diversified media company serving Latino audiences and communities across acculturation levels, announced that it has entered into a definitive agreement to acquire the business of Headway, a leading provider of mobile, programmatic, data and performance digital marketing solutions primarily in the U.S., Mexico and Latin America. Headway is headquartered in Buenos Aires, Argentina and has 152 employees in 18 offices principally located in North and South America. Following the closing of the transaction.
Martin Kogan will continue to lead the company as Chief Executive Officer, with Agustin Echavarría Coll continuing to serve as Chief Revenue Officer.
Marco Milesi is the new president and CEO of Grey Mexico. He will replace Pedro Egea.
Global ad-tech company Mediamath has partnered with programmatic media company Headway digital to expand its DSP platform and TerminalOne Marketing Operating System across Latin America. What do clients say about the partnership?
Following the agreement, Headway Digital will become MediaMath’s exclusive partner in Latin America. Headway Digital will be working with the DSP (Demand-Side Platform) developed by MediaMath as well as its’ TerminalOne Marketing Operating System, and will also be responsible for customer care and the platform management in the region.
Fernando Juarez, Managing Director of MediaMath Latin America exclusively tells Portada that the partnership ” is part of our global growth . We are strongly consolidated in the U.S. and in Europe and growing stronger in Asia. Latin America had to be part of this global growth. Through this partnership we aim to become the leaders in the region,” says Juarez.
Why are you expanding in Latin America through a partner and not directly?
“With Headway as our official partner we can immediately activate the 5 major markets in the region except for Brazil, where MediaMath does operate directly. The agreement we have reached with Headway Digital position us in the first place in terms of the programmatic coverage in these countries,” says Juarez.
Martin Kogan, CEO and CO-Founder of Headway Digital, said that “this agreement involves two independent firms that make a business partnership.”
“None of the leading technology companies’ suppliers for programmatic buying in Latin America (except for Google) has presence in the region with neither local sales nor support teams on how to use the programmatic buying tools. MediaMath wants to expand in the region and so the partnership with us in Latin America was almost natural, ” Kogan added.
We will be MediaMath Latin America, but remain as Headway Digital – Kogan, Headway Digital
What customers say about this partnership?
To Ana Ramirez, Meliá’s Digital Marketing and Sales Director America, this partnership seems very interesting: ” it expands the LATAM media ecosystem, which is currently smaller than the one in the U.S. I’m looking forward to see if both companies are really able not only to achieve a more advanced target segmentation (one of the key gaps in LATAM) but especially to expand the distribution network that from my point of view is the major obstacle currently in LATAM as the quality of the media where DSP and RTB are distributed is far from satisfactory. I think that it could make a difference regarding programmatic buying and the quality of delivery of media campaigns. ”
Currently a major obstacle in LATAM is that the quality of the media where DSP and RTB are distributed is far from satisfactory.
Customers who currently use MediaMath´s technology in the region will continue to do so, “only that now will be able to pay in Latin America and will count with customized attention from local support teams in different countries of the region,” says Kogan. Many MediaMath customers in the region are the trading desks of big global advertising groups.
RTB ecosystem status in LatAm
“From Headway digital, we are aware that there is a break in the media market and technology has come to make the media buying process much more efficient. Programmatic has come to stay, and we will soon see an evolution in media buying as strong as was the adoption of Search Marketing back in 2002 and 2003. The largest global advertising groups are taking audiences programmatic buying on digital media as their top priority,” says Kogan.
Martin Kogan is co-founder and co-CEO of Headway Digital
In the pre-Internet days, brands exerted enormous influence over consumers. Their messages, delivered effectively over the limited number of available channels, compelled us to go out and buy their wares. And we obeyed.
By mid 2005, the Internet had democratized the process. Today, our friends, families and work colleagues exert as much influence over our buying decisions as any brand. Thanks to email, Facebook, Twitter and other digital channels, we can instantly ping our personal network for their opinions and experiences with products.
What does that mean for marketers? To engage consumers, you must join them on their purchasing journeys and engage them with the right message in the right channel. Make no mistake about it; our digital lifestyles have made marketing a lot more complex.
But there are plenty of trends emerging that can help you reach and engage your consumers in the coming year. Here are 6 that I believe will advance digital marketing in 2014.
According to an Oracle cross-channel survey, some 75% of all consumers use one or more channels to purchase a product. Many begin with online research, and continue in-store where they’ll ultimately buy, often using their mobile devices to search for competitive deals.
While marketers understand they need to reach consumers on all screens, too many are taking a channel-centric – not a consumer-centric – approach to advertising.
Your consumer is the same person, whether he sees your ad on a desktop, mobile device or Facebook page.
If you treat each touch point as a separate campaign rather than a continuous dialog with the consumer, you’ll never become an integral part of his buying journey.
There’s no doubt that cross-screen marketing is difficult, especially with privacy restrictions now the law of the land. But our industry is making in-roads into understanding the cross-channel buying experience. Big data, viewability, and real-time analytics are shining a spotlight onto the journey, and in 2014, we’ll see a lot more success.
Big Data and Data Management Platforms
Big data provides digital advertisers with a tremendous amount of insight into a consumer before they buy an impression. As consumers click-through the web, they generate data signals that reveal their intentions, brand loyalties and more. Big data science enables marketers to capture those signals, and hone in on their best prospects so they can target them anywhere within the digital universe they’re most likely to convert.
Sophisticated RTB buy-side platforms are often fully integrated with data management platforms (DMPs), which have direct, sever-to-server connections with all the major third-party data providers, as well as the brand’s CRM systems and website data. As a result, marketers can determine if a user is one of its catalog customers or has recently visited its website before placing a bid. Buyers can also build rich profiles of the user by purchasing demographic and psychodemographic datasets from leading data providers such as Experian, BlueKai, Nielsen Catalina, eXelate, Acxiom, DataXpand and many others.
Rise of Mobile
By some estimates, up to 20% of all web traffic stems from a mobile device; according to industry Mary Meeker, mobile traffic eclipses desktop traffic in some regions of the world. This should come as no surprise to us, given how we’re never far from our mobile devices, often checking them as we work on a desktop or watch TV.
However, mobile advertising has yet to catch up to mobile usage for many reasons. First, publishers need to optimize their sites for mobile viewing, a trend we’re seeing in the whole ‘mobile-first’ movement. This is taking some time, but once more sites are mobile optimized, more inventory will be available for advertisers.
Additionally, mobile requires a new way to target users, based on geo, the less-robust device ID and registration info collected by some mobile app developers. In other words, rich data for targeting isn’t quite at the same scale as its desktop counterpart. However, as the industry gains experience, more campaigns will be launched.
Programmatic Growth and Programmatic Premium
Within the past 12 months, premium direct buyers have clamored to get in on the programmatic game, and many publishers are experimenting with Programmatic Premium. In this model, directly-bought campaigns are executed programmatically.
Why is programmatic so popular? Insight.
When the request for a bid goes from the exchange to buyers, a cookie synch occurs. In other words, all the data stored in that user’s cookie is sent to the buyers (note: URLs can be withheld upon publisher request). Buyers use that data to determine who that user is, and to calculate its value (e.g. bid) to their campaigns.
As mentioned above, these buyers have access to robust online and offline, first-, second- and third-party data from DMPs within their buying environment. In short, RTB lets buyers cherry pick impressions based on who the user is, as well as the user’s likely value to their campaigns.
So, let’s say you’re an auto manufacturer and you want to buy an exclusive campaign for your 2014 line-up. In the non-programmatic world, your ad creatives would rotate randomly, based on the weights you’ve assigned them at the time the campaign was trafficked. Sometimes a mom would see an ad for your sports car, and sometimes an 18-year-old male will see one for your mini-van.
With programmatic premium, nothing is random. As a user arrived on the page, the DMP assesses that user’s demographic, and match the correct ad to the right user. Moms would always see mini-vans, while younger demographics might see economy models.
Naturally, programmatic premium drives higher campaign rates, and we can expect to see more premium publishers and brands experimenting with it in 2014.
Private exchanges are the solution to the publisher’s worst fear: programmatic selling provides a back door for premium advertisers to purchase their inventory at very low rates. Why would a brand pay premium CPMs if it can get the same use on the same site for significantly less on an open ad exchange?
Private exchanges were developed as a way to offer programmatic trading between a premium publisher and a set of premium advertisers in a walled off garden, so to speak. In these scenarios, the publisher offers exclusive access to a set of inventory to select buyers in a real-time bidding environment, with strong sales and price controls in place.
2013 saw numerous private exchanges announced and implemented, but the model is still very much in its infancy. Buyers complain that it’s difficult to manage, and often requires a full time headcount to implement these deals. Publishers want to see greater shares of the marketer’s budget dedicated to the private exchanges in order to justify the expense.
But make no mistake about it, these are growing pains for the model, and there’s no doubt that the coming year will see many more buyers and sellers participating in private exchanges. After all, they offer the best of both worlds: the exclusiveness of direct deals married with the efficiency of programmatic.
The Impact of Social Media
Remember what I said earlier about the customer buying journey? If you want to engage consumers where they spend the most time, then you need to embrace social media.
The numbers are astounding: Facebook as 727 million daily active users; Twitter users send 1 billion tweets each week. Both platforms have changed the advertising game.
Two years ago, Facebook announced Facebook Exchange (FBX), enabling advertisers to purchase Facebook inventory programmatically. Recent research by digital marketing agency NetMining found that FBX is particularly effective when paired with retail offerings. In fact, retail marketers earned 42% more clicks than last year. It’s no surprise that spending increased by 59 percent.
For a long time, marketers had few robust opportunities to advertise on Twitter. But Twitter changed all that on December 5, 2013, when it announced tailored audiences, a new targeting product that lets marketers create unique audience segments based their website and behavioral data, and then target those audiences on Twitter.
It’s safe to say 2014 will see a bigger migration of a marketer’s budget to online channels, thanks to the advancements outlined here.
Consumers learn about and make purchasing decisions in the digital universe, and these trends enable brands to insert their influence, at scale, in brand safe environments. As we embark on a new year, how are you preparing to make good use of the new trends in content marketing in 2014?