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A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.

  • LaLigaLa Liga has extended its partnership with Microsoft. The deal will see La Liga’s content made available to Microsoft News users and on other products including Windows, Microsoft Edge, Xbox Live and Bing. This is the first global alliance signed by Microsoft with a major sports league.

 

  • OTT DAZN has purchased the qualifying matches for 2020 Uefa European Championships, as well as the European qualifiers for the 2020 Fifa World Cup broadcast rights in Germany, Austria, and Switzerland. The deal also includes the same rights to the 2018/19 and 2020/21 editions of the new Nations League, which began on Thursday night. However, DAZN won’t provide live coverage of any matches involving Germany, Austria or Switzerland in their respective home markets.

 

  • Major League Soccer locked in its schedule and format for the Audi 2018 MLS Cup Playoffs. The 2018 MLS Cup will be broadcast on FOX and UniMas, and across more than 170 countries worldwide via MLS’s network of international broadcasters.

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  • CONMEBOL.comMediapro has signed a four-year deal with the South American Football Federation (Conmebol) as a production hub. The Spanish agency will provide the international signal for the region’s three major club competition’s internationally and will take care of producing and distributing the Copa Libertadores.

 

  • David Beckham’s new MLS expansion team in Miami has unveiled its name, crest, and colors. The club will be called Club Internacional de Fútbol Miami, as a statement to the Latin American roots of Miami. The Spanish name is expected to be informally shortened to Inter Miami.

 

  • Juventus has extended and expanded its licensing deal with international agency IMG to include the US and Canada. As part of the new multi-year deal, the IMG will develop the Serie A club’s licensing business through its network of Asian, American and Canadian offices, coordinated by its team in Milan.

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  • French soccer team Paris Saint-German announced Socios.com as their official branded cryptocurrency partner. The multi-year deal will see the company work with the team to develop their blockchain strategy to enhance and evolve their fan engagement.

 

  • GoogleSpanish La Liga has partnered with Google in an effort to protect the league’s media rights portfolio from illegal streaming websites. The league is working with Google to block search results that include pirate services.

 

  • The German Football Association (DFB has extended its longstanding partnership with Adidas for another four years. The deal will see the German sportswear giant continue to supply kits to the country’s national soccer teams until 2026.

A summary of the most exciting recent research in brand marketing in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US-HISPANIC MARKET

According to the Annual Auto Reliability Survey, Cadillac is the least dependable car brand, followed by GMC, Ram, Dodge, and Volvo. 

A study by Mailjet revealed that engagement with Halloween marketing increases by 74% when the show Stranger Things is mentioned.

According to New York-based global communications firm Cohn & Wolfe, Google is the most authentic brand in the country, followed by Microsoft, Amazon, Maruti Suzuki and Apple.

Coca-Cola announced that it wants to release more alcohol mixers and smaller-batch beverages to adapt to people’s changing tastes, which are moving away from mass-produced sodas.

Cuties, a brand of mandarin oranges grown by Pasadena, California-based Sun Pacific Inc., came in on top of the lists of parents’ most preferred mandarin and favorite healthy snack brand according to the 2017 Brand Love Study, released by youth research firm Smarty Pants LLC. The brand saw a 43-point increase from the 2016 study, placing it at number 13 on the list of top 50 parent-preferred brands.

According to a study by Brand Keys, United States consumers feel the most loyalty toward Amazon and Google.

A study by The Ehrenberg Bass Institute (EBI) revealed that most of us take less than 10 seconds to arrive at a decision, while online purchases take 15 seconds or less.

Twitter announced in a company blog post that it’s bringing more transparency into advertising on its platform via an online Transparency Center, along with improving user controls over ad preferences and adopting stricter ad policies. At the same time, the company has agreed to have the industry watchdog the Media Rating Council (MRC) independently audit its ad measurements in order to appease brands, according to Marketing Land.

According to a new study published by Market Research Hub, “Hard Luxury Goods Market – Global Industry Analysis, Size, Share, Growth, Trends and Forecast 2017 – 2022,” with the rising presence of branded products among consumers, fueled by the significant increase in their disposable income, the hard luxury goods market is likely to continue perceiving strong growth over the next few years.

According to a new survey by marketing research center Ipsos and beauty brand Sally Hansen, most women wear makeup because they want it. 84 percent of women say beauty can be empowering, 69 percent say they wear nail polish for themselves, and 49 percent saying having a manicure gives them more confidence.

Facebook announced that it is allowing advertisers to match the most appropriate images and videos with the settings in which the ads will appear for more customized creative in ad placement.

In a new Morning Consult survey, 91 percent of respondents said they’d pay up to $10 per month for Netflix.

Affluencers, a powerful grouping of Affluent consumers who also influence others’ shopping and buying behaviors, represent 71% of all Affluents, according to the Fall 2017 Ipsos Affluent Survey released this month. The Survey defines “Affluent” as adults living in households with at least $125,000 in annual household income, a group that reflects the top 16% of American households.

LATAM MARKET

Cint, an Insight Exchange, today announced a strategic partnership with eCGlobal Research Solutions, a marketing technology solutions provider, to gain significant reach into the Latin America (LATAM) market.

The World Trademark Review’s Country Data Report ranked Mexico among the top countries for trademark registration activity and noted its huge potential in economic growth, alongside other key Latin America jurisdictions.

Emerging technology investment hub VelocityTX is planning a new fast-track program to help companies go international with its Brazilian partner Outsource Brazil.

Which are the preferred video platforms by U.S. Hispanics? What types of content do they prefer? How do they establish their consumption priorities when it comes to media? The answers to those questions and more, according to comScore‘s August 2016 rankings.

In August 2016, 60% of Hispanic users in the United States consumed video content through Google sites.

MediaTotal Unique Viewers (000)
    Total Internet:  Hispanic All31.313
    Top 100 Video Properties
1    Google Sites21.444
2    Facebook10.632
3    Yahoo Sites9.533
4    VEVO5.783
5    BroadbandTV5.681
6    Warner Music5.477
7    Microsoft Sites5.344
8    Vimeo4.957
9    Comcast NBCUniversal4.339
10    Machinima Entertainment4.195

In second place on the list of preferred audiovisual platforms is Facebook, with 34% of unique users, followed by Yahoo, with 30% of the Hispanic visitors in the United States.

Music via video format is nothing to underestimate: as much as VEVO (Universal Music, Sony Music) and Warner appear in fourth and sixth place, respectively, the sum of unique users that they attracted in the informed month is more than the total number of visitors that watched videos on Facebook.

A similar case to that of music is observed on MCN platforms on this ranking: the sum of BroadbandTV and Machinima‘s users places this category in third place, moving Yahoo to fourth on the list.

Microsoft sites, in seventh place, received 17% of the users, while Vimeo attracted 16%.

When it comes to online television content, the only company that appears is NBCUniversal, with 14% of the users.

Latin American publisher-owned multiplatform media company Medula has been managing Microsoft’s commercial representations in LatAm for almost a year now. Portada spoke to Kenneth Andrew, General Manager, Advertising & Online Emerging Markets at Microsoft, and Alejandro Mondrzak, Corporate SVP & CEO of the Digital Business Unit at Grupo Clarin (a Medula shareholder), to discuss why this kind of collaboration is so important in today’s global economy.

Medula Positions Itself as Rep for Premium Global Publishers

Kenneth Andrew, General Manager, Advertising & Online Emerging Markets at Microsoft
Kenneth Andrew, General Manager, Advertising & Online Emerging Markets at Microsoft

Medula offers media buying, content, programmatic, mobile and video services, with a special focus on the premium audiences and content that make Latin America unique. Javier Chanfreau was appointed CEO of Medula in July 2015, and among other deals, he immediately secured a partnership with Microsoft to manage its ad sales in the region. Medula’s properties include Grupo Clarin from Argentina, Grupo Copesa from Chile, Grupo Opsa from Honduras, and PAL (Periodicos Asociados de Latinoamerica).

Gaining Microsoft as a client helped secure the company’s place as a top representative company for premium worldwide publishers.

As Latin America has become increasingly attractive to dynamic businesses looking to expand their global reach, Medula’s goal is to become their go-to media partner in the region, leveraging its local expertise and longstanding relationships with local commercial ventures. Microsoft has its own impressive set of properties and brands (Skype, Bing, MSN and XBox, to name a few), and is ambitiously pursuing opportunities to reach global audiences as it develops its business model.

Microsoft Turns to Medula for Support in New Ad-Driven Revenue Model

One would be hard-pressed to think of a more global or dynamic company than Microsoft. The company has recently switched from a business model focused on selling its products and operating system, Windows, to offering those products for free, working with a revenue model based on advertising to subsidize its users’ free experiences.

Alejandro Mondrzak, Corporate SVP & CEO of the Digital Business Unit at Grupo Clarin
Alejandro Mondrzak, Corporate SVP & CEO of the Digital Business Unit at Grupo Clarin

“Microsoft Advertising has free consumer assets that millions of people use every day, but the principal revenue stream is through advertising. We are constantly evolving how we provide those to agencies and brands, and have a longstanding relationship with Medula in Latin America,” says Kenneth Andrew, General Manager, Advertising & Online Emerging Markets at Microsoft.

Microsoft has been partnering with AppNexus to run its programmatic operations for a year now, and getting Medula in on the action meant that Medula and AppNexus could form a symbiotic relationship, the former making use of its tight relationships with agency trading desks, buying from an audience perspective, and the latter working with big advertisers on sponsorships and branding opportunities in the region to reach mass audiences.

Medula shows and demonstrates the values that are important to Microsoft. We invest in these partnerships and hold them to high standards. Medula is adapting and learning to reinvent their business as programmatic grows as a way of buying, because we need to capture the traditional demand as well as programmatic.

Microsoft is happy to leave this hard work in such capable hands, freeing up its own resources for other aspects of its business in the region that do not require such local expertise.

Medula Eyeing U.S. Hispanic Market

On top of its impressive performance in Latin America, Medula has also a strong focus on the US-Hispanic market, and Alejandro Mondrzak, Corporate SVP & CEO of the Digital Business Unit at Grupo Clarin says that Microsoft is giving the company the scale that it needs to succeed in this venture.

Mondrzak asserts that Medula knows how different Latin American and US Hispanic markets are, and that there are practically two companies, one dedicated to each market. “The US-Hispanic market is truly a huge opportunity, and as much as it is different from Latin America, we have unique abilities and capabilities and a regional reach that we can adapt to the US market,” he says. “It’s a learning process with a curve, but we are doing our best to understand it.”

Microsoft Properties Offer High Visibility, Flexibility

In terms of specific properties, “MSN is seeing a strong level of engagement with the content experience, and Skype is hugely relevant in the communications space. We want to make more native advertising opportunities there to immerse people in advertising while they are reading content,” Andrew says. Bing is also a key property, as search has become “so ubiquitous throughout the user experience, evolving from allowing you to find information to enabling you to take action and gain knowledge at the same time,” says Andrews. Search is also very profitable, and serves as a platform through which many applications can be integrated.

Companies like Microsoft are ultimately looking for “the best in breed, with local insight and knowledge and excellent sales people,” Andrews explains. “Medula shows and demonstrate the values that are important to Microsoft. We invest in these partnerships and hold them to high quality. Medula is adapting and learning to reinvent their business as programmatic grows as a way of buying, because we need to capture the traditional reserve demand as well as programmatic.”

What are the most popular sites and platforms among Latin American users? What activities do those sites and platforms enable? What are the similarities and differences between the different countries’ lists? The answers to these questions and more, according to comScore’s May 2016 rankings.

I Google, Therefore I Am

Users’ favorite activity in the covered countries is performing Google searches and interacting on social networks. Google is the access door to mass media consumption, which gives it a high spot on the list.

Facebook, the Social Control Board

The second favorite activity among Latin American users is connecting with friends and acquaintances through the technology provided by Facebook. The “Latest News” section, located on the homepage of the platform, is the place from which users “monitor” the activity of their friends and acquaintances before interacting with them.

YouTube Leaves TV in the Dust

The third most preferred activity among Latin American users is consuming online audiovisual content on YouTube: the devices, as well as respecting TV’s imposed scheduling, are irrelevant.

Bloggers Prefer Blogspot.com

Bloggers in Argentina, Brasil, Chile, México, Uruguay and Venezuela use the Google blogging platform. In Colombia and Peru, it seems that users aren’t as interested in expressing themselves on blogs (or at least they don’t place it among the most important online media consumption habits).

Whatever Google Doesn’t Know, Wikipedia Does

Except in the case of Brazil, Latin American users look to Wikipedia for answers to diverse questions about general topics. This way, Wikipedia works as a type of search motor specialized in encyclopedic knowledge, and is one of the most popular online destinations in the region.

E-Commerce

Users in Argentina, Uruguay and Venezuela are the only ones interested in online shopping (or making online inquiries before going to a physical store to buy a product); when this happens, the platform they choose is Mercado Libre. The other countries aren’t as interested in e-commerce (or don’t assign it a high priority).

Yahoo Isn’t Dead

After the close of their LatAm offices, it is interesting to observe the importance that the informed countries (except Uruguay and Venezuela) assign the news and e-mail portal provided by this company.

Microsoft Stands Out

As much as Google and Facebook are the undeniable leaders in each of their categories, we can’t forget about Microsoft, and that Live.com and MSN.com belong to that group (which, in terms of the amount of monthly visitors, places Microsoft at the top of the list in each ranking).

Source: comScore Media Metrix, Argentina, Home and Work, PC/Laptop only, May 2016Total Unique Visitors (000)
    Total Internet : Total Audience26.676
    Top 10 Web Domains
1    GOOGLE.COM.AR23.879
2    FACEBOOK.COM20.231
3    YOUTUBE.COM18.800
4    GOOGLE.COM14.647
5    LIVE.COM12.692
6    MERCADOLIBRE.COM.AR11.947
7    BLOGSPOT.COM.AR10.976
8    YAHOO.COM.AR9.355
9    WIKIPEDIA.ORG8.504
10    MSN.COM8.463
Source: comScore Media Metrix, Brazil, Home and Work, PC/Laptop only, May 2016Total Unique Visitors (000)
    Total Internet : Total Audience80.073
    Top 10 Web Domains
1    GOOGLE.COM.BR69.904
2    FACEBOOK.COM58.518
3    YOUTUBE.COM50.985
4    GOOGLE.COM48.844
5    UOL.COM.BR47.876
6    LIVE.COM38.986
7    GLOBO.COM38.563
8    BLOGSPOT.COM.BR36.268
9    YAHOO.COM.BR30.791
10    MSN.COM29.932
Source: comScore Media Metrix, Chile, Home and Work, PC/Laptop only, May 2016Total Unique Visitors (000)
    Total Internet : Total Audience7.567
    Top 10 Web Domains
1    GOOGLE.CL6.672
2    FACEBOOK.COM4.568
3    GOOGLE.COM4.560
4    YOUTUBE.COM4.473
5    LIVE.COM3.412
6    MSN.COM3.229
7    YAHOO.COM2.639
8    BLOGSPOT.CL2.441
9    BANCOESTADO.CL2.265
10    WIKIPEDIA.ORG1.837
Source: comScore Media Metrix, Colombia, Home and Work, PC/Laptop only, May 2016Total Unique Visitors (000)
    Total Internet : Total Audience16.438
    Top 10 Web Domains
1    GOOGLE.COM.CO15.003
2    FACEBOOK.COM11.961
3    YOUTUBE.COM11.813
4    GOOGLE.COM10.485
5    LIVE.COM9.460
6    WIKIPEDIA.ORG6.378
7    YAHOO.COM5.300
8    MSN.COM4.928
9    MICROSOFT.COM3.398
10    SLIDESHARE.NET3.207
Source: comScore Media Metrix, México, Home and Work, PC/Laptop only, May 2016Total Unique Visitors (000)
    Total Internet : Total Audience42.366
    Top 10 Web Domains
1    GOOGLE.COM.MX37.177
2    FACEBOOK.COM31.077
3    YOUTUBE.COM29.421
4    LIVE.COM22.853
5    GOOGLE.COM22.420
6    MSN.COM19.710
7    BLOGSPOT.MX16.285
8    YAHOO.COM.MX14.888
9    WIKIPEDIA.ORG14.232
10    MICROSOFT.COM9.235
Source: comScore Media Metrix, Perú, Home and Work, PC/Laptop only, May 2016Total Unique Visitors (000)
    Total Internet : Total Audience7.283
    Top 10 Web Domains
1    GOOGLE.COM.PE6.579
2    FACEBOOK.COM5.829
3    YOUTUBE.COM4.967
4    LIVE.COM4.637
5    GOOGLE.COM4.167
6    MSN.COM3.547
7    YAHOO.COM2.751
8    ELCOMERCIO.PE2.693
9    SLIDESHARE.NET2.250
10    WIKIPEDIA.ORG1.935
Source: comScore Media Metrix, Uruguay, Home and Work, PC/Laptop only, May 2016Total Unique Visitors (000)
    Total Internet : Total Audience2.043
    Top 10 Web Domains
1    GOOGLE.COM.UY1.780
2    FACEBOOK.COM1.475
3    YOUTUBE.COM1.389
4    GOOGLE.COM1.269
5    BLOGSPOT.COM.UY962
6    MERCADOLIBRE.COM.UY924
7    WIKIPEDIA.ORG711
8    LIVE.COM693
9    ELPAIS.COM.UY547
10    MSN.COM470
Source: comScore Media Metrix, Venezuela, Home and Work, PC/Laptop only, May 2016Total Unique Visitors (000)
    Total Internet : Total Audience13.169
    Top 10 Web Domains
1    GOOGLE.CO.VE11.720
2    FACEBOOK.COM9.581
3    YOUTUBE.COM8.370
4    GOOGLE.COM6.899
5    LIVE.COM5.775
6    BLOGGER.COM5.396
7    MERCADOLIBRE.COM.VE5.136
8    MSN.COM3.854
9    WIKIPEDIA.ORG3.846
10    BANCODEVENEZUELA.COM3.357

A summary of the most exciting recent news in advertising technology 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 MARKETS

Microsoft has entered into an agreement to acquire LinkedIn, the social network for professionals , for US$196 per share in an all-cash transaction valued at US$26.2 billion. LinkedIn will retain its distinct brand, culture and independence. Jeff Weiner will remain CEO of LinkedIn, reporting to Satya Nadella, CEO of Microsoft.

According to a study released by Comcast, advertising agencies are using Instagram more frequently than Twitter for social media ad campaigns, fueling Twitter’s advertising technology woes.

Digital marketing firm Impact Radius is buying fraud prevention service Forensic, to create the “first trusted system of record” for marketers running digital campaigns.

snapchatSnapchat is launching ads between stories, and has launched a new advertising API (application programming interface) that is key  to monetization.

The Association of National Advertisers’ (ANA) media transparency transport is intensifying the debate over how advertisers and trading desks function, highlighting not-so-transparent practices at agencies.

Mike Villalobos has joined FuelX, a video distribution platform that runs DR video campaigns delivered in 2-4x ROI, as their VP of Sales. FuelX has raised 2.5MM from Angel investors and has worked with companies like HP, and Sun Basket.

Unruly, an ad tech company owned by News Corp, is partnering with AppNexus so that advertisers and publishers can generate premium outstream video campaigns at scale in a “fair and open market.” Clients on AppNexus’s open exchange and private marketplace will be able to access Unruly’s ad placements and UnrulyX, Unruly’s viewable video SSP.

Get ready for the 2016/2017 Online Video Marketing Guide with the latest stats/projections and intelligence on the Ad-Driven Online Video market (OTT) throughout the Americas. To align your brand with this important annual reference and thought leadership report, please contact Portada’s Sales and Marketing Director Kelley Eberhardt at kelley@portada-online.com.

Beijing-based Spearhead Integrated Marketing Communication Group is aiming to acquire San Francisco-based Smaato, a real-time advertising platform for mobile publishers and app developers, for $148 million, through an M&A fund.

The browser Opera, has launched built-in ad-blocking technology on mobile platforms iOs and Windows Phone.

LATAM MARKET

Taboola, the world’s leading discovery platform, today announced an exclusive partnership with Grupo Estado, one of the largest communication companies in Brazil. The collaboration will see Estadão utilize Taboola Native, a white-labeled native advertising solution that empowers sales teams to directly sell and promote both on-site and off-site sponsored content campaigns.

Sizmek, the open ad management company for multiscreen campaigns, today announced the appointment of Alfredo Sanchez as country manager for Sizmek in Mexico. In this role, Sanchez is responsible for expanding local market business and driving key partnerships in the region.

Ad-tech firm Adform has hired two former Rubicon Project executives to help expand the company’s global reach. Jay Stevens is the company’s first chief revenue officer, and Oliver Whitten will fill the role of chief operating officer, focusing on Latin America and Asia-Pacific.

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What: Microsoft has entered into an agreement to acquire LinkedIn, the social network for professionals , for US$196 per share in an all-cash transaction valued at US$26.2 billion. LinkedIn will retain its distinct brand, culture and independence. Jeff Weiner will remain CEO of LinkedIn, reporting to Satya Nadella, CEO of Microsoft.
Why it matters: Microsoft gains a very strong social offering for B2B. (See interview below with digital marketing expert Xavier Mantilla.

descarga (1)Microsoft Corp. and LinkedIn Corporation have entered into a definitive agreement under which Microsoft will acquire LinkedIn, the social network for professionals , for US$196 per share in an all-cash transaction valued at US$26.2 billion, inclusive of LinkedIn’s net cash.

LinkedIn will retain its distinct brand, culture and independence. Jeff Weiner will remain CEO of LinkedIn, reporting to Satya Nadella, CEO of Microsoft. Reid Hoffman, chairman of the board, co-founder and controlling shareholder of LinkedIn, and Weiner both fully support this transaction. The transaction is expected to close this calendar year.

The transaction has been unanimously approved by the Boards of Directors of both LinkedIn and Microsoft. The deal is subjected to approval by LinkedIn’s shareholders, the satisfaction of certain regulatory approvals and other customary closing conditions. Morgan Stanley is acting as exclusive financial advisor to Microsoft, and Simpson Thacher & Bartlett LLP is acting as legal advisor to Microsoft. Qatalyst Partners and Allen & Company LLC are acting as financial advisors to LinkedIn, while Wilson Sonsini Goodrich & Rosati, Professional Corporation, is acting as legal advisor.

LinkedIn is the world’s largest and most valuable professional network and continues to build a strong and growing business.The network is active in over 200 countries and has 105 million monthly active users, with 433 million registered overall. Over the past year, the company has launched a new version of its mobile app that has led to increased member engagement; enhanced the LinkedIn news feed to deliver better business insights; acquired a leading online learning platform called Lynda.com to enter a new market; and rolled out a new version of its Recruiter product to its enterprise customers.

The LinkedIn acquisition brings great professionals into the Microsoft sphere; like Ana Moises and Osvaldo Barbosa de Oliveira that are giants in the ad business in Brazil.

LinkedIn will give Microsoft a bigger reach in terms of social networking services and professional content and a potential sales channel to sell more of its products.

“The LinkedIn team has grown a fantastic business centered on connecting the world’s professionals,” Nadella said. “Together we can accelerate the growth of LinkedIn, as well as Microsoft Office 365 and Dynamics as we seek to empower every person and organization on the planet.”

Users do see LinkedIn as a property for growth and learning. So its  “time invested” rather than “time spent” which makes them more valuable.

Microsoft will finance the transaction primarily through the issuance of new debt. Upon closing, Microsoft expects LinkedIn’s financials to be reported as part of Microsoft’s Productivity and Business Processes segment. Microsoft expects the acquisition to have minimal dilution of ~1 percent to non-GAAP earnings per share for the remainder of fiscal year 2017 post-closing and for fiscal year 2018 based on the expected close date, and become accretive to Microsoft’s non-GAAP earnings per share in Microsoft’s fiscal year 2019 or less than two years post-closing.

Xavier Mantilla, SVP Multicultural, UMPortada spoke with digital marketing expert Xavier Mantilla, on this latest acquisition:

Portada: Can you please give us your overall view of the Linked In acquisition by Microsoft? What will Microsoft (MSFT) gain?

X.M: “MSFT acquiring LinkedIn is a very interesting move. Last year, LinkedIn brought into its technology teams the folks from Triggit and this opened up  within the LinkedIn environment a strong social advertising team, and more than that, a great team that built one the best social platforms (working with Facebook, Instagram, Twitter and others) that focuses on performance so this brings a new wrinkle into MSFT’s playbook.The acquisition also puts MSFT on the map in regards to social dollars, and thinking that they could add a Talent Acquisition module that would work with Dynamics (their data platform), this could be a game changer for the Talent segment as most companies rely on the subscription to LinkedIn to recruit candidates –world wide companies like Manpower, Michael Page, Hedrick and Struggles among other powerhouses, and this puts MSFT square in the middle of this world.”

Portada: How does this alignment impact other alliances/ mergers (Verizon/AOL, Faceboook ecosystem?

X.M: “For MSFT – they become hugely important in the FB ecosystem as the LinkekIn capacity and technology works so well with FB, so this would make them a strong candidate to be used for ad dollars flowing across MSFT and FB, and so MSFT can now have a strong social offering for B2B, and with Dynamics as a strong platform competing with Oracle and Watson, there is definitely an upside with the public relations they will get from this acquisition. I don’t think this impact Verizon/Aol much other than MSFT will be a stronger B2B player.”

Portada: Any other thought you may have on how it impacts U.S. Hispanic or Latin America

X.M: “For Latin America –LinkedIn is seen as an investment of time for people in the region, this is mirrored for U.S. Hispanics, so users do see LinkedIn as a property for growth and learning, rather than seen as just “time spent” but as “time invested” which makes them more valuable from an investment point of view. As MSFT has streamlined the team in Latam, the LinkedIn acquisition brings great professionals like Ana Moises and Osvaldo Barbosa de Oliveira that are giants in the ad business in Brazil, but Ana comes from spending time at Microsoft, so you have executives that can do the regional sales, rather than using rep firms to resell their ad space. This will continue the shift to companies buying directly from vendors and jumping representatives in various countries, so better deals will be made.  For U.S. Hispanic, the Talent Acquisition piece can become hugely important with the need to be more diverse continue, and so Microsoft could have the best pool of candidates for companies to look for experienced talent with a diverse background (Latinos).”

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People change positions, get promoted or move to other companies. Portada is here to tell you about it.

 ::: Alexandre Hohagen, Pedro Cabral – Nobox ::: Scripps Networks Interactive – Eduardo Hauser ::: Barbara Miller – FLUVIP  ::: Facebook – Alejandro Zuzenberg, Carla Lanzillotta  ::: Alejandro Fishman – Yahoo! ::: Pablo Armagni – Telefónica Group  ::: McCann Buenos Aires – Rafael Quijano, Darío González, Enrique Gray, Soledad López, Luisa Goldaracena, Constanza Brigante ::: General Electric Latin America – Rafael Santana ::: Laura Zubeldia – Microsoft :::

Click here for previous Latam Changing Places editions

descargaAlexandre Hohagen, former CEO of Google and Facebook in Latin America and US Hispanics, is joining Nobox, a full-service marketing agency to continue developing its strong Latin America business, as CEO and Partner. Hohagen will bring his experience with advertising and technology in these markets with the goal to further enhance the agency’s relevancy and footprint for its marquee clients including Netflix, PlayStation, Hotel Tonight, Marriott, Copa Airlines, Royal Caribbean and Volkswagen.Read more.

In addition to Hohagen, Pedro Cabral, founder and former CEO of Agencia Click in Brazil and former Chairman of Isobar Global, will become the new Chairman and Investing Partner.

descargaScripps Networks Interactive has announced the appointment of media and technology veteran Eduardo Hauser to the position of Managing Director, Latin America and the Caribbean. Hauser joins the company on March 7 and will be based in Miami.Read more.

 

 

Barbara 1Barbara Miller has accepted a new position as VP, Sales and Marketing at FLUVIP, a programmatic platform for Influencer Marketing in the U.S. Hispanic and Latin American markets. Previously Miller worked at Latina.

 

 

 

vvvAfter having served as Director for the Southern Cone at Facebook for 4 years, Alejandro Zuzenberg has announced that he is leaving the corporate world to start a career as an entrepreneur.

 

 

mmmmAfter nearly 4 years at Facebook, Carla Lanzillotta has left her position as commercial director of vertical technology market to joined OLX as director of ad sales and operations.

 

 

 

vbvbvAlejandro Fishman, former country manager of Yahoo! Argentina, told Portada editorial team “after more than 20 years working as an employee for big companies, this is a unique moment I wish to truly enjoy as it won’t probably happen again. It is important for me to take the time necessary to figure out what I really want do and where do I want to go, so I can choose what it is best for me, personally and professionally.”

 

descargaPablo Armagni will head the Communications and Images Board of Telefónica Group, reporting to Alejandro Lastra, director of Communication and Institutional Relations. In this new role, Armagni will define Internal and External Communications policies, Brand Management, Advertising, Sponsorships and Media of all companies within Telefónica Group in Argentina.

 

 

arg.McCann_StaffRafael Quijano and Darío González have joined McCann Buenos Aires as creative directors.They will report directly to president and DGC, Juan Manuel “Chavo” D’Emilio, according to Adlatina. They will handle the accounts portfolio that includes brands such as Nestlé, MasterCard, Beauty Team L’Oréal París and Zurich Seguros, among others.

Enrique Gray joins the finances area as the agency new CFO.

In addition, Soledad López, Luisa Goldaracena and Constanza Brigante have been appointed Account directors. Lopez will handle MasterCard, Nestlé, and Zurich Seguros; Brigante L’Oreal Paris Beauty Team; and Goldaracena will take over a new client.

santanaGeneral Electric Latin America has chosen Rafael Santana, an executive with over fifteen years of experience in the company, to consolidate its position in LatAm. Santana comes from heading Turbomachinery Solutions, part of GE Oil & Gas. The executive will be based in San Pablo, Brazil. Prior to joining GE, Santana held leadership positions in ExxonMobil and British American Tobacco.

 

descarga (1)Laura Zubeldia is Microsoft new Marketing Director for Argentina and Uruguay.The executive has over 22 years of experience in the area and has been in Microsoft for 9 years. Zubeldia will be in charge of implementing strategic coordination and marketing plans in different segments of the LatAm market.

What: Microsoft will be increasing its use of AppNexus’ publisher suite for programmed ads, expanding from 39 to 58 global markets, many in LatAm. Microsoft Advertising, which used to have a relatively big panregional sales presence out of Fort Lauderdale, FL, will be outsourcing direct sales to Medula Networks, except in Brasil, where they are handled by AOL, and Mexico (Prodigy-MSN).
Why it matters: The announcement means Microsoft is exiting the Latin American market from an ad-sales perspective.

EfWdfyI3_400x400 zAoSLQcc_400x400Through the expansion of the programmatic deal between Microsoft and AppNexus, the latter will become Microsoft’s exclusive technology and programmatic sales partner in Bolivia, Costa Rica, the Dominican Republic, El Salvador, Guatemala, Honduras, Paraguay, Uruguay, and Venezuela. AppNexus will exclusively represent and be the ad tech platform (programmatic) for Microsoft display and Microsoft app-based ad inventory on MSN, Outlook, Skype, and Xbox, as well as third-party Windows, Windows phone, and Xbox apps inventory within these markets. Direct Sales, panregionally and in all local markets but in Brazil and Mexico (Prodigy/MSN), will be taken over by Medula Networks. Microsoft Advertising’s panregional sales team will be dismantled. AppNexus will work with Medula Networks local sales units to direct Microsoft ad inventory in Argentina, Chile, Colombia, Ecuador, Peru and panregionally out of Miami.

AppNexus bought Real Media Latin America as a part of its Latin American expansion effort in June of this year.

Microsoft Advertisings panregional direct sales team out of Fort Lauderdale will be dismantled.

Expansion of Programmatic Deal to the rest of LatAm

In July, Microsoft Advertising announced that it will outsource its direct advertising sales to Verizon/AOL in most major global markets, including Brazil, and use direct sales and AppNexus in Spanish-speaking Latin America. The latest announcement expands the amount of Latin American countries where AppNexus will be selling programmatically and puts an end to Microsoft Advertising’s direct sales efforts in Latin America. Microsoft Advertising’s pan regional direct sales team out of Fort Lauderdale, FL, will be dismantled.

A summary of the most exciting recent news in advertising technology in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

By Gretchen Gardner

U.S./U.S.-Hispanic Markets

NEW ARRIVALS: Cross-screen data management platform (DMP) Lotame announced the appointment of Mike Woosley as Chief Operating Officer. Woosley has more than 15 years of experience in the tech industry, having served as the CFO of Advertising.com from its beginning until it was sold to Time Warner in 2004, and has plans to help the company expand its international presence and increase sales.

PERION BUYS UNDERTONE. Israeli marketing software company Perion Network Ltd. has acquired American digital advertising company Undertone for US $180 million. Undertone creates digital advertising solutions for brands, and will give Perion, which has focused on partnering with software companies to driving traffic to search engines, a bigger bite of the U.S. digital advertising market. Undertone earlier this year announced the acquisition of argentinian start-up Sparkflow,

UdiseaUNIVISION BRINGS SPANISH-SPEAKING INFLUENCERS TO MILLENIALS: On Wednesday December 2, Univision Digital, the digital division of Univision Communications Inc. (UCI), announced the launch of “Udisea,” a digital video platform catering to multicultural, Spanish-speaking millennials. It is already accessible through Univision.com a YouTube channel. Content will also be broadcasted on social media channels. The content will include short videos and original web series featuring Hispanic and Latin American influencers.

HISPANICS TO ROCK THE VOTE IN 2016: Recode.net put together a fascinating report on the vital role that Hispanic voters will play in the 2016 elections because of their significant digital video and mobile consumption. There are 58 million Hispanics in the US, and while that number rises, it is expected that they will make up 10 percent of the vote in 2016. A Nielsen report reported that Latinos account for an average of 10 million mobile video views per month. And the average Latino spends eight hours every month watching online video — 90 minutes longer than the U.S. average. So what will campaigns do? Reach out via data-driven, programmatic advertising, and anti-ad blocking to reach be sure their messages reach this key demographic.

GRAVITY4 GOES MORE GLOBAL High-frequency marketing cloud Gravity4 has acquired a 93.7% ownership stake in Pixels, an acclaimed multi-screen advertising technology company from Hong Kong, helping Gravity4 enter the coveted South East Asia and Hong Kong markets.  

MADAME PRESIDENT: U.S. Hispanic agency LatinWorks is promoting Christy Kranik to President-CCO after the  departure of Sergio Alcocer. Kranik will have big shoes to fill, but as she was already in charge of account management, media and new business, taking on the creative and planning departments should be a natural fit.

SPANISH SELLS: According to a study by the Association of Hispanic Advertising Agencies, Spanish-language advertisements contribute more to the growth of the automotive sector than English-language ads. Less money needed to be spent on Hispanic media than English media to achieve the same growth in total market annual revenue.

LatAm Markets

APPNEXUS EXPANDS LATAM RELATIONSHIP WITH MICROSOFT: Microsoft has announced that it will be increasing its use of AppNexus‘ publisher suite for programmed ads, expanding from 39 to 58 global markets including many Latin American countries. AppNexus bought Real Media Latin America as a part of that effort in June of this year. With the announcement, AppNexus becomes Microsoft’s technology and programmatic sales partner in Bolivia, Costa Rica, the Dominican Republic, El Salvador, Guatemala, Honduras,  Paraguay, Uruguay, Venezuela and Vietnam. AppNexus will exclusively represent and be the ad tech platform (programmatic) for Microsoft display and Microsoft app-based ad inventory on MSN, Outlook, Skype, and Xbox, as well as third-party Windows, Windows phone, and Xbox apps inventory within these markets.Additionally, AppNexus will work with local sales units to direct Microsoft ad inventory in Argentina, Chile, Colombia, Ecuador, Peru. In July, Microsoft Advertising announced that it will outsource its advertising sales to Verizon/AOL in most major global markets, including Brazil, and use direct sales and AppNexus in Spanish-speaking Latin America. The latest announcement expands the amount of Latin American countries where AppNexus will be selling programmatically. Portada has also heard that the panregional direct sales team out of Fort Lauderdale will be mostly dismantled.

INFLUENCER MARKETING INVESTMENT: Fluvip
, a Colombian startup that connects brands with relevant influencers for digital advertising campaigns, has received $2.5 million from investors led by Cisneros Interactive and Velum Ventures to expand operations in Brazil and the United States. Fluvip was launched in 2013 with an initial investment of $50,000, which implies that they’ve made quite a bit of headway in just two years…

SPEAKING OF HEADWAY: Latin American media headwayprogrammatic platform Headway Digital celebrated its fifth anniversary in Buenos Aires last week. The company, which exclusively represents MediaMath in Spanish-speaking Latin America,  was the first of its kind in the region, and has now developed its own technology, operations in 14 countries and taken on more than 120 employees from 25 different countries. Congratulations!

LATAM EARLY ADOPTERS PAY OFF: Cisneros Interactive mobile ad company Adsmovil released information indicating that their programmatic advertising, which they began offering in July, accounts for 8% of the company’s revenue in Latin America. Alberto “Banano” Pardo, CEO, attributed much of this to Brazil and Mexico, which are early tech adopters. 

MORE SALES IN BRAZIL: The world’s second-largest advertising company, Omnicom Group Inc, will pay one billion reais ($270 million) for its DDB Group to buy Brazil’s Grupo ABC, which provides branding services and content in its home country.

 

Our monthly unique user rankings of the top properties visited by U.S. Hispanics and the  overall U.S. population provide interesting insights (besides the almost obvious fact that Google continues to lead, ha!) . 6 Things you need to know about how top destinations fared in October 2015.

1. Despite all the Talk, Yahoo is a Major Force

Yahoo’s board is currently assessing its future (options include to sell its core Internet business ), due to the company’s slow progress in increasing its profitability. Yet, as the below rankings show Yahoo is still a force to be reckoned with (ranked second overall and fourth in the U.S. Hispanic market), with more than 148 million uniques in the overall U.S. market (above Facebook, although time per visit and frequency are much higher on Facebook).

2. Mode Media’s High Ranking Reflects Popularity of Lifestyle and Fashion Vertical

Perhaps relatively surprising is the fact that fashion and lifestyle online media company Mode Media is among the top 10 properties both in the U.S. Hispanic and general market. The other 9 properties are mostly usual suspects (e.g Facebook, AOL, Wikipedia, Yahoo, Microsoft etc…). Mode Media, which used to be known as Glam Media, is a privately held digital lifestyle media company with more than 10,000 lifestyle creators. Mode’s success also highlights the popularity of the fashion and lifestyle verticals.

3. NBC/Telemundo Doesn’t Make the Top 10 Sites For U.S. Hispanics

While Comcast/NBC Universal sites (which include Telemundo) is the 10th largest destination in the overall market, they don’t make the top- ten list among the most visited properties by U.S. Hispanics.

4. Univision is not Among Top 10 Properties visited by U.S. Hispanics (Either)

Another interesting insight is that while Univision (and Telemundo, see above) are the leading media when it comes to Hispanic broadcast viewers, both companies are not among the 10 most popular for Hispanic online audiences.

5. Apple, Strong with U.S. Hispanics

Apple’s digital destinations are ranked number eight among the U.S. Hispanic users and can not be found among the top-ten of the overall market. This may be related to the fact that Hispanics over-index in music consumption services such as Apple’s iTunes.

6. Similarly to Yahoo, Microsoft Should Not Be Forgotten Either as a Major Online Destination

Microsoft recently outsourced most of its Advertising Sales business to AOL/Verizon. This is a part of their new CEO’s strategy to concentrate on the content (and not the ad-sales business.) Ranked number fourth with 144 million uniques in the overall U.S. market and second (!) among U.S. Hispanic users.

U.S. Ranking

Source: comScore, United States, and Work, PC/Laptop Only                               Total Unique Visitors (000)October 2015, Home Total Unique Visitors (000)
Total Internet: Persons: 6+232.179
1Google Sites203.570
2Yahoo Sites148.215
3Facebook145.344
4Microsoft Sites144.151
5Amazon Sites106.766
6AOL, Inc.100.461
7Mode Media71.813
8CBS Interactive64.362
9Wikimedia Foundation Sites58.731
10Comcast NBCUniversal55.140

 

U.S. Hispanic Ranking

Source: comScore, United States, and Work, PC/Laptop OnlyTotal Unique Visitors (000)October 2015, Home Total Unique Visitors (000)
  Hispanic All:  Persons: 6+30.245
1    Google Sites26.604
2    Microsoft Sites18.479
3Facebook18.413
4    Yahoo Sites17.769
5Amazon Sites11.632
6    AOL, Inc.10.922
7Mode Media8.050
8Apple Inc.6.948
9Wikimedia Foundation Sites6.431
10CBS Interactive6.251

How should major online destinations target the Hispanic population? Is it about just curating or also producing content? How should content be integrated into Social Media Platforms? We talked to Rafael Carranza, Head of U.S. Hispanic and Spanish Markets Programming Hub at Microsoft Information’s and Content Experiences Group.

Microsoft recently struck a deal with AOL through which AOL’s sales team will sell advertising into MSN in the U.S. and many other markets (although not so in Spanish-speaking Latin America). Content related matters continue to be the sole responsibility of MSN. We had a conversation with Rafael Carranza, Head of U.S. Hispanic and Spanish Markets Programming Hub at Microsoft Information’s and Content Experiences Group (photo) on his strategy when it comes to target the Hispanic population.

The jury is still out on the financial viability of English-language media targeting the Hispanic population (see for instance Voxxi’s recent demise as well as MTV3rs, Mun2 and NuvoTV, either folding or substantially changing their strategy – e.g. Mun2 turning into NBC Universo). Is this why MSN continues to bet on the on Spanish-language content to target Hispanics? According to Rafael Carranza, “the model is not about creating an independent media offering for English speaking or bilingual Latinos, but about effectively engaging with this segment within the wide scope of the media they consume. Since 2000 the Hispanic population growth has been driven more by births in America than immigration. Ninety three percent of the Hispanic children in the country are native-born citizens and they tend to be bilingual or English dominant as they grow.”
Carranza adds, that “MSN Latino continues to be the Spanish-language product for our Hispanic users in the U.S. If Latino was not set in your favorites, the systems will serve you the version depending on the language you have configured in your computer.”

It is not about creating an independent media offering for English speaking or bilingual Latinos, but about effectively engaging with this segment within the wide scope of the media they consume.
.

Mobile-first, Cloud-first World

MSNIn fact, MSN Latino does not produce original content. Carranza notes that the strategy is to build best-in-class platforms and productivity services for a mobile-first, cloud-first world. “When our group reinvented MSN last year we switched from a traditional media approach to becoming a platform where our users could find the content from the media companies they prefer as well as other services and tools they use. Technology has a big role, but relevance and quality is very important, therefore we have MSN team distributed across the world curating the content that is published in our properties.”
MSN Latino is also integrated with other Microsoft properties such as Skype, Messenger, XBox and Bing. “As part of the platform approach mentioned above, MSN includes a search bar and service stripe that helps users to connect with the Microsoft services they need.”

CHECK OUT:
Frank Holland, Global VP, Advertising & Online at Microsoft on the 2014 MSN redesign (Spanish)
Susan Kuchinskas recent piece “Will Ads follow Social Media?”

What: Yahoo has closed a new search deal with Google after releasing its third-quarter earnings results.
Why it matters: Google will provide Yahoo with search ads, algorithmic search, and image search services for both desktop and mobile on a non-exclusive basis.

KN-NzuRl_400x400 lCKj53DE_400x400Yahoo has closed a new search deal with Google after releasing its third-quarter earnings results.

Under the terms of a new arrangement, which will become effective October 1st and las until the end of 2018, Google will provide Yahoo with search ads, algorithmic search, and image search services for both desktop and mobile. Yahoo will also decide which search queries to send to Google and will not have to meet a minimum requirement of queries.

With this new deal, Yahoo is trying to squeeze more money out of its search engine, although it lacks the technology to better manage queries and more adequately serve ads. Hence the partnership with Google, the most dominant search engine globally. Yahoo’s search network only got 12.7 percent marketshare in US desktop searches in August, while Google has nearly 64 percent, Comscore reported.

Yahoo made a similar 10-year deal with Microsoft in 2010, which according to the company,  will no affect on the slightest Google’s deal. Microsoft helps Yahoo powers its search engine in exchange for giving the Windows maker a single-digit cut of search ad revenue. However, Microsoft and Yahoo loosened their arrangement in April, adding in a termination clause that would let either company walk away from the deal with four months’ notice.

“Google’s offerings complement the search services provided by Microsoft, which remains a strong partner, as well as Yahoo’s own search technologies and ad products, ” said Yahoo in a  statement.

 

 

What: Verizon-owned AOL will start managing and selling Microsoft‘s display advertising inventory across several platforms including MSN, Outlook.com and Skype following a 10-year search-and-advertising partnership. The deal includes all major markets, including the US (U.S. Hispanic), the UK, Canada, France, Germany, Spain, Japan, Italy and Brazil, which stands for more than 60% of Microsoft’s ad revenue.For the next ten largest markets, many of them in Western Europe, Microsoft says it will go “all in” on programmatic through its key ad tech partner, AppNexus.. In addition, AOL will end its search distribution relationship with Google in order to accept Bing,
Why it matters: While Microsoft wants to stay in the content business including the MSN properties, it wants to outsource the monetization of that content to third parties.

EfWdfyI3_400x400 R2CkTs2S_400x400Thanks to 10-year search-and-advertising partnership, Verizon-owned AOL will start managing and selling Microsoft‘s display advertising inventory across several platforms including MSN, Outlook.com and Skype.

Around 1,200 Microsoft employees will get offer letters from AOL, most of them in ad sales, under the deal.In addition, AOL will end its search distribution relationship with Google in order to accept Bing, Microsoft’s web search engine unveiled in 2009, on all its mobile and desktop properties – giving Microsoft an additional 1-2% of search market share carved directly from Google’s lunch. That part of the partnership kicks off in January 2016.

Following this deal, AOL will be responsible for all of Microsoft’s entire media portfolio including display, mobile and video advertising on MSN, Windows, Outlook.com, Skype and Xbox and in nine markets including the US, the UK, Canada, France, Germany, Spain, Japan, Italy and Brazil, which stands for more than 60% of Microsoft’s ad revenue.For the next ten largest markets, many of them in Western Europe, Microsoft says it will go “all in” on programmatic through its key ad tech partner, AppNexus. Nearly all media supply Microsoft controls in those countries will become traded programmatically, not merely the remnant portions.

For the next ten largest markets, many of them in Western Europe, Microsoft says it will go “all in” on programmatic through its key ad tech partner, AppNexus.

Microsoft’s deal-making process estimated AOL could receive between 20% and 30% of ad revenues generated by sales of Microsoft inventory.For AOL, which was recently purchased by Verizon in a US$4.4 billion deal ,the deal represents an opportunity to increase its digital advertising clout at a time when considerable power is accruing to Google and Facebook.

“We believe this is a scale play to become another alternative to our competitors,” said AOL president Bob Lord. “A lot of this deal is frankly getting to the younger demo, and not just programmatic platform offerings but also programmatic content offerings. That’s what they’re asking for: not just a campaign platform but a content platform.”
Microsoft has also confirmed that it will no longer collect its own map data but will continue to offer Bing Maps.Microsoft will similarly sell some of its technology to the ride-sharing company and 100 workers will transition to Uber. No finances regarding the deal were disclosed.

Microsoft’s key ad tech partner:AppNexus

AppNexus, Microsoft’s key ad tech partner until now and a company in which it holds significant equity via a 2010 investment, will remain the technology platform in the top nine markets where AOL has taken the rein,which means its position is secured for the time being.
Even though AOL offers a sell-side platform of its own, it’s unclear whether it has the technology chops to process the high volume of bid activity that Microsoft’s inventory brings in.AppNexus and Microsoft issued a press release to announce a “multi-year” extension of their technology agreement, to avoid any misunderstanding. AppNexus traffics Microsoft inventory in 39 markets.

“From our side we don’t think we have an unprofitable sales force. We’ve run our business pretty efficiently,” said Rik van der Kooi, corporate VP at Microsoft and the most senior executive in charge of Microsoft’s ad platforms business.”Irrespective of any deal, the move towards programmatic allows us to reexamine [how we structure our media sales]. It’s a focus on the opportunity we have.”

Join us at PORTADA Mexico!

The latest news features MassMutual, Meredith Hispanic Media, Vice, Microsoft and Fast Company.

Pharma companies lag in Hispanic marketing

photo: Luca Volpi
photo: Luca Volpi

Some pill-pushers just don’t get it – it being the importance of Hispanic consumers to any company. According to an analysis and report from AHAA, Johnson & Johnson-Janssen-Ortho-McNeil leads in marketing targeted to the nation’s Latinos, but the category as a whole lags other sectors. The average Hispanic ad spend by pharmaceutical companies decreased 9 percent in 2014, from $6.9 to $6.3 million, the report said. On the other hand, over the past five years, the top 500 advertisers boosted their spending in Hispanic targeted media by 63 percent.

They should have been at this IAB Town Hall

On May 23, the IAB held a town-hall meeting to discuss opportunities and strategies for reaching Hispanics. Allvoices.com provides an excellent recap of what was presented and discussed. Included were case studies of Verizon Wireless’s “Goling” campaign during World Cup 2014 in partnership with Facebook’s Hispanic Creative Shop; Home Depot’s “Retool Your School” campaign from Briabe Mobile; and P&G’s “Orgullosa” social media campaign, created by Dieste. One of many interesting stats in this article: 66 percent of Digital Hispanics said they pay attention to online ads, considerably larger than the overall market (46 percent).

Nonprofits get creative infusion at Cannes Lions

Create GOOD is a joint initiative between Fast Company and Microsoft that aims to recognize and reward creative and socially drive organizations. The three winners are Haitian trilingual elementary school l’Ecole de Choix (the School of Choice), scientific cancer history research organization Paleo-oncology Research Organization (PRO), and Rainforest Partnership, the international non-profit committed to protecting tropical rain forests. Reps from each org will get a trip to the 62nd Cannes Lions International Festival of Creativity to lead workshops at the Microsoft Beach Club, where they can take advantage of the talent buzzing around to help them with marketing and identity challenges. Fast Company and Microsoft will take the final assets created from the workshops and run digital advertising on behalf of each organization on fastcompany.com to further generate awareness. The winners also will be featured at Fast Company’s Innovation Festival in November.

Expanding Vice

viceVice, the edgy and ever-expanding media conglomerate, is opening an office in Miami in order to expand its Hispanic-oriented content for consumers in the United States and Latin America. Brand journalism and sponsored content seem to be a big part of the mix, but current Vice programming for younger Latinos includes “Miscelánea Mexicana,” a show about Mexican “cultural oddities,” and a series that follows the 2012 presidential elections in Mexico. The Miami bureau will coordinate all Vice’s Hispanic and LATAM activities.

Qué bonita

Meredith Hispanic Media just released a new report on social media’s influence on purchasing by U.S. Latinas. The report, Siempre Beauty III: Latinas and Social Media, found that Latinas continue to outspend mainstream consumers in the beauty category, with the majority of them finding social media the best way to get information and tips. Language is important to them: 52 percent of Latinas and 48 percent of Latina millennials prefer to receive beauty information from social media in Spanish as well as English, while 55 percent prefer to follow US based influencers and bloggers who provide access to bilingual content. Many more stats in the press release.

MassMutual and Univision go live in sponsorship

MassMutual will host free community events to offer financial education in Spanish in Houston. “Financial education starts at a local and individual level,” said Dr. Chris Mendoza, Latino Markets Director at MassMutual, in a press release. The sponsorship with Univision is part of a broader effort by MassMutual to help Hispanics secure their personal and professional financial futures, the company said. It also provides Spanish-language financial information and resources online at MassMutual.com/Latino.
[Ctahcb]

00-profileRafael Carranza has been promoted to Executive Producer for MSN Latino at Microsoft. He will report to Javier Viroomal, Regional Director MSN Spain & Latam, and will be based in MSN’s headquarters in Bellevue, WA.

Carranza told Portada that in this new position,  he will be mostly be in charge of leading the Information and content experiences operation and strategy for the U.S. Hispanic market and supervising the Spanish-language content production hub.

“Growing the fan base and revenue opportunities for MSN Latino and improving the content production efficiency across the Spanish markets,” are, according to Carranza, the main challenges ahead.

Prior to this position, Rafael served as Executive Producer for Latam at Microsoft Information and Content Experiences Group.

 

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

Martín “Nino” Goldberg – Young & Rubicam :::  Gustavo Marioni – Shackleton Chile ::: Helen Jurado – Cisneros Media Distribution ::: Priscyla Alves Laham – Microsoft :::

Martin-Goldberg-Martin “Nino” Goldberg has been appointed as regional creative director of Young & Rubicam to lead creativity of various brands and to work on both regional and global projects for different clients. Goldberg has worked with brands on a local, regional and global level including Coca-Cola, Telefonica, Quilmes, Arcor, Unilever, the International Olympic Committee, Jumbo, Farmacity, Olx, TyC Sports, Visa, Banco Galicia, Sony Tulip and malls Alto Palermo, Abasto and Alto Avellaneda, among others. Prior to joining Y& R, he was creative director at La Negra, and worked in agencies such as McCann-Erickson, TBWA Savaglio and Agulla & Baccetti.

Gustavo-Marioni-Shackleton Chile has announced the addition of Gustavo Marioni as partner and executive creative director. Marioni, who previously served as executive creative director at Lowe / SSP3 in Bogota, will lead the creative team along with Felipe Rios and Juan Carlos Lemus Yrarrázabal, president and general manager respectively.Marioni has worked in agencies like El Laboratorio Springer & Jacobi, Spain TAPSA FCB, McCann Madrid, Indian Films and LOLA. He has worked for brands such as Coca-Cola, Iberia, TVE, Caja Madrid, Mahou Beer, Movistar, ONCE, Nestea, Fanta, Buckler, Knorr, Magnum (Global), Cerveza Aguila Colsubsidio and Alpina, among others.

Helen-Jurado-Cisneros Media Distribution (CMD) has announced the hiring of Helen Jurado to strengthen its position in the Latin American market. As Senior Director of Sales and New Business Development, Jurado will report directly to Cesar Diaz, Vice President of the company, and will be responsible for maximizing the profitability of Cisneros Media catalog in Latin America, analyze and identify growth opportunities and explore new business opportunities in the región.

priscyla- Priscyla Alves Laham has been appointed new Director of Microsoft Consumer Channels Segment for Argentina and Uruguay. In her new role, she will be responsible of partnerships strategy and implementation and distribution models targeted at the home consumer segment. A native of Brazil, Alves Laham has over 18 years’ experience in the area of Business and Marketing, specializing in the IT industry.

What: Facebook has bought Oculus VR, maker of the Oculus Rift virtual reality headset, for around US $2 billion.
Why it matters: With this acquisition , Facebook is preparing for an immersive social-networking experience that goes beyond the gaming focus.

oculus
Photo: Sergey Galyonkin.CC

Facebook has purchased Oculus VR, maker of the Oculus Rift virtual reality headset, for around US $2 billion in cash and stock, according to TechCrunch.

With this acquisition, Facebook is preparing for an immersive social-networking experience . “ I’m more inclined to believe that this is part of a larger hardware land grab that doesn’t necessarily have a clear endpoint in mind,” Facebook CEO Mark Zuckerberg said. He associates Oculus to “a new communication platform” and has a vision to extend far beyond the gaming focus.

The startup Oculus had recently announced its DK2 developer hardware, which is a step closer to a consumer product but isn’t quite there yet. Facebook’s offer seems to include stipulations that will continue its development of its virtual reality headset at Facebook, both for gaming and for “the most social platform ever,” according to a statement by  Zuckerberg. “It will change the way we work, play and communicate,” he said.

Internet companies are spending money on other things, besides platforms or virtual experiences. Intel closed its purchase of wearable health tech maker BASIS, and Google has recently bought Nest for US $3.2 billion as well as purchasing Motorola’s mobility division. It sold Motorola to Lenovo, but not before it extracted ATAP, a division that focuses on building advanced, connected next-gen hardware. Microsoft similarly picked up Nokia’s smartphone business, expanding its hardware arsenal.

Both Facebook and Google are interested in the future of the web, and this future doesn’t limit itself to apps on smartphones or pages in browsers.

These companies are much more competitors now than they ever have been in the past, and if one is betting on connected devices as the future of the web, the other is sure to follow. So, these bets are probably made in advance to set the purchasing companies up for a game on a board that isn’t yet clearly defined, and won’t take shape for at least another few years. Still, following the price tag, people might want a more specific motivation for this purchase.

“Oculus’s mission is to enable you to experience the impossible. Their technology opens up the possibility of completely new kinds of experiences,” Zuckerberg says. “Immersive gaming will be the first, and Oculus already has big plans here that won’t be changing and we hope to accelerate,”he added.

Sources: Techcrunch,Theverge.com

What: Facebook has bought Oculus VR, maker of the Oculus Rift virtual reality headset, for around US $2 billion.
Why it matters: With this acquisition , Facebook is preparing for an immersive social-networking experience that goes beyond the gaming focus.

oculus
Photo: Sergey Galyonkin.CC

Facebook has purchased Oculus VR, maker of the Oculus Rift virtual reality headset, for around US $2 billion in cash and stock, according to TechCrunch.

With this acquisition, Facebook is preparing for an immersive social-networking experience . “ I’m more inclined to believe that this is part of a larger hardware land grab that doesn’t necessarily have a clear endpoint in mind,” Facebook CEO Mark Zuckerberg said. He associates Oculus to “a new communication platform” and has a vision to extend far beyond the gaming focus.

The startup Oculus had recently announced its DK2 developer hardware, which is a step closer to a consumer product but isn’t quite there yet. Facebook’s offer seems to include stipulations that will continue its development of its virtual reality headset at Facebook, both for gaming and for “the most social platform ever,” according to a statement by  Zuckerberg. “It will change the way we work, play and communicate,” he said.

Internet companies are spending money on other things, besides platforms or virtual experiences. Intel closed its purchase of wearable health tech maker BASIS, and Google has recently bought Nest for US $3.2 billion as well as purchasing Motorola’s mobility division. It sold Motorola to Lenovo, but not before it extracted ATAP, a division that focuses on building advanced, connected next-gen hardware. Microsoft similarly picked up Nokia’s smartphone business, expanding its hardware arsenal.

Both Facebook and Google are interested in the future of the web, and this future doesn’t limit itself to apps on smartphones or pages in browsers.

These companies are much more competitors now than they ever have been in the past, and if one is betting on connected devices as the future of the web, the other is sure to follow. So, these bets are probably made in advance to set the purchasing companies up for a game on a board that isn’t yet clearly defined, and won’t take shape for at least another few years. Still, following the price tag, people might want a more specific motivation for this purchase.

“Oculus’s mission is to enable you to experience the impossible. Their technology opens up the possibility of completely new kinds of experiences,” Zuckerberg says. “Immersive gaming will be the first, and Oculus already has big plans here that won’t be changing and we hope to accelerate,”he added.

Sources: Techcrunch,Theverge.com

What: According Brand Finance Global 500 2014 study, Apple has kept its place as the world’s most valuable brand.
Why it matters: Brands from US based companies make up just over half the list.As regards Latin America, Brazil came in 17th , Mexico 25th and Chile 26th.

appleAccording Brand Finance Global 500 this year’s study, Apple has kept its place as the world’s most valuable brand and is once again ahead of its rivals Samsung and Google who came in second and third place. The rest of the top 10 brands were Microsoft, Verizon, General Electric, AT&T, Amazon, Walmart and IBM.
The 100 most valuable brands extent 33 countries across 20 broad industry categories. Brands from US based companies make up just over half the list.

 In Latin America:

  • • Brazil came in 17th with its 5 brands out of 500, achieving  a total brand value of 37,8 in 2014.
    • Mexico ranked 25th with 2 brands in 2014 and a total brand value of 7, 8.
    • Chile followed in the 26th position with 2 brands accounting for 7,4 of total brand value.

Top 20 world’s most valuable brands

Rank 2014

Rank 2013

Brand

Country

Brand value (USD bn)

Brand rating 2014

Brand value change(USD bn)

Brand value change (%)

Brand value 2013 (USD bn)

Brand rating 2013

1

1

Apple

US

104,68

AAA

17,38

20%

87,30

AAA

2

2

Samsung

South Korea

78,75

AAA

19,28

34%

58,77

AAA

3

3

Google

US

60,62

AAA +

16,49

32%

52,13

AAA +

4

4

Microsoft

US

62,78

AAA

17,25

38%

45,53

AAA

5

10

Verizon

US

53,47

AAA

22,74

74%

30,73

AA+

6

7

Genereal electric

US

52,53

AA+

15,37

41%

37,16

AA

7

11

AT&T

US

45,41

AA

15

49%

30,41

AA+

8

8

Amazon

US

46,16

AAA

8,36

23%

38,79

AAA

9

5

Walmart

US

44,78

AA+

2,48

6%

42,30

AA+

10

6

IBM

US

41,51

AA+

3,79

10%

37,72

AA+

11

16

Toyota

Japana

34,90

AAA-

8,92

34%

25,98

AA+

12

9

Coca Cola

US

33,72

AAA+

0,48

-1%

34,20

AAA +

13

20

China Mobile

Hong Kong

31,84

AA+

8,55

37%

23,30

AA

14

N/A

T

Germany

30,81

AA

9,06

42%

21,54

AA+

15

14

Wells Fargo

US

30,24

AAA-

4,20

16%

25,04

AA+

16

13

Vodafone

UK

29,61

AAA-

2,60

10%

27,01

AAA

17

21

BMW

Germany

28,96

AAA

5,73

26%

23,24

AAA

18

12

Shell

Netherlands

28,57

AA+

1,18

-4%

29,75

AAA

19

17

Volkswagen

Germany

27,08

AAA-

3,40

14%

23,67

AAA

20

22

HSBC

UK

26,37

AAA

4,01

18%

22,88

AAA

Total brand value by country

Country

Total Brand Value 2014(USD bn)

Total Brand Value 2013(USD bn)

Brand Value change(USD bn)

Brand

Value

Change(%)

Number of Brands in top 500

2014

Number of Brands in top 500

2013

United States

1908,6

1614,8

294,0

18%

186

185

Japan

376,7

338,7

38,0

11%

42

49

Germany

324,0

247,0

77,0

31%

32

33

France

268.0

212,5

63,4

25%

23

31

UK

262,1

218,4

43,7

20%

35

32

China

229,0

185,3

43,7

24%

27

25

South Korea

152,0

132,8

19,2

14%

12

14

Switzerland

120,8

97,3

23,6

24%

19

19

Netherlands

112,0

93,8

18,2

19%

12

11

Spain

76,2

70,6

5,6

8%

10

10

Canada

75,4

74,0

1,3

2%

13

14

Hong Kong

69,9

41,5

28,4

68%

7

4

Italy

57,2

51,3

5,9

11%

8

8

Sweden

54,8

50,5

4,3

8%

7

8

Australia

50,3

43,9

6,4

15%

8

6

Russia

42,2

45,4

-4,2

-9%

8

6

Brazil

37,8

59,9

-22,1

-37%

5

9

India

35,7

40,6

-4,9

-12%

6

6

Norway

15,8

15,5

-0,7

-5%

3

3

Denmark

10,2

7,0

3,3

47%

3

2

Austria

9,8

3,7

5,9

180%

2

1

Malaysa

9,2

9,9

-0,7

-8%

1

2

Uae

8,9

7,3

1,7

23%

2

2

Saudi Arabia

8,0

3,3

4,7

141%

2

1

Mexico

7,8

17,6

-9,9

-56%

2

4

Chile

7,4

3,0

4,4

145%

2

1

Singapore

7,3

9,3

-2,1

-22%

2

3

South Africa

5,4

6,2

0,2

4%

1

1

Luxemburg

4,8

3,8

1,0

26%

1

1

Taiwan

3,8

3,0

0,7

25%

1

1

Thailand

3,7

2,8

1,1

44%

1

1

Portugal

3,1

2,0

0,3

11%

1

1